Account Based Marketing: Focus on Who Matters

Agenda

 Named Account Marketing
– Defined
– Why?
– Foundation
 List Definition Process
 Demandbase Example
 List Building Process
 Next Steps

Confidential | © Demandbase 2012 All rights reserved.
© Demandbase 2012 All rights reserved. Slide 2

Named Account Marketing: Defined

 A B2B Marketing practice which focuses
investment of resources on those accounts
most likely to result in revenue.


Named Account Marketing: Why?

 B2B Marketing has evolved
– Better data
– Better tools
– Experience
– Example
– Insight

 Low conversion rates are our past, not our
future


Named Account Marketing: What’s In It For Me?

 Natural alignment between Sales & Marketing

 Delivery of the right message, at the right time, to the
right accounts

 Improved conversion rates

 Increased revenue


Named Account Marketing: Foundation

 Sales & Marketing should develop a
common definition of accounts most likely
to yield revenue


Named Account Marketing: Driving Assumption

 Your future customers look exactly like
your most valued current customers


Named Account Marketing: List Definition Process (1 of 4)

 Gather your constituents
 State your assumptions about who you think your best
customers are (use attributes to describe them)
 Build additional possible attributes to be investigated
 Combine your attribute lists:
* Revenue * Geography
* Industries * Employees
* Sophistication * B2B v. B2C
* Technology * Web Volume
* Marketing Spend * IT Spend
 Test your lists– would you use these lists to indicate
qualified MQL’s?


 Agree on sources of truth for each attribute
– CRITICAL Importance
 Research, research, and research again
 Abandon all previous assumptions (open minds will
find the truth & your biases will limit your results)
 Build a list of your most valued customers
 Collect data for each value on your attributes list
 Be Open to the possibility that there may be additional
attributes that surface in the research!



 Look for unexpected patterns
 Determine which attributes will allow you to include
the most existing customers- test each one
 List the customers you would have excluded for each
attribute and the % of total included
 Create a Recommended Target Profile



 Create a Recommended Target Profile
 Present to constituents for discussion
 Apply Art to your Science
 Finalize attribute list
 Redefine MQL to match these criteria
 Build lists of accounts that share these attributes

 Consider applying the same process to contacts using
keywords and titles from first & last touch on customer
accounts

Demandbase Example: Participants

 Sales Leadership
 Marketing Leadership
 Executive Leadership


Demandbase Example: Our Assumptions List

 B2B
 Revenue Band
 Web Traffic
 Industry (Inclusions and Exclusions)
 Key Technology Use
 Geography


Demandbase Example: Distribution of Revenue Bands

No Data 1. Under 2. $5 3. $10 4. $10 5. $25 6. $50 7. $100 8. $500 9. $1 10. $2.5 11. Over
$5 Million Million to Million to Million to Million to Million to Million to Million to Billion to Billion to $5 Billion
$10 $25 $25 $50 $100 $250 $1 Billion $2.5 $5 Billion
Million Million Million Million Million Million Billion

83% have 10M+ in annual revenue
79% have $25M+ in annual revenue
64% have $100M+ in annual revenue
Data not sufficient for use in profiling.


Demandbase Example: Distribution Web Traffic

No obvious distribution of web traffic by volume.


Demandbase Example: Unique Monthly Web Traffic(+10K)

26%
Above
Below

74%

83% of customers have more then 5K unique visits/month.


Demandbase Example: Customer Industries

1% 1%
2% 1%
2%
2%
3% Software & Technology
Business Services
5% Telecommunications
Unclassified
7% Manufacturing
Transportation & Logistics
Financial Services
12% Media & Entertainment
64%
Electronics
Retail & Distribution
Printing & Publishing

76% of customers fall into two industries
83% in three industries.

Demandbase Example: Key Technology Use

3%
15%

1
2
45% 3
4
37%

97% of our customers have 2+ key technologies.


Demandbase Example: Winners By the Numbers

 2+ Key Technologies (97%)
 3 Key Industries (83%)
 Web Traffic +5K/Mo (83%)
 Revenue Bands $10M+ (83%)

 List the customers who would be excluded if each
attribute were used as a requirement
 Could you have lived without them?


Demandbase Example: Recommended Prospect Profile

 2+ Key Technologies (97%)
 This is the only metric that would not have disqualified
a significant portion of our existing customers

 List customers you would have lost if you applied this
profile to your current install base
 Could you have lived without them?

 But…. This is not the ultimate profile we applied… this
is where the ART comes in…


Demandbase Example: The Art & Science
 B2B + Geographies AND
 Two+ Key Technologies

OR

 B2B + Geographies AND
 Tier 1 Technologies OR
 Tier 2 Technologies +Web Traffic Threshold


List Building Process

 Consult the agreed upon sources of truth for each
attribute
 Build separate lists
 Concatenate the lists
 Identify contacts for each account
– Use same process to identify keywords and titles for first and last
touches on customer accounts

 Upload to CRM & MA
 Market & sell
 Small net fishing is preferred to pray and spray!


Results

 Well-balanced sales regions
 Clearly defined MQL criteria
 Vastly improved conversions through the funnel
 More revenue!
 Better insight to future customers earlier in the buying
cycle
 Delivery of right message, to right account, at right time
 Aligned Marketing & Sales focus


It is all in the journey

 As in all things in B2B Marketing, we are
never done, the target list is a living thing
that grows and changes with your market
 Question your assumptions and driving
attributes on a regular basis
 Create a process for review and revision


 To request information on how Demandbase can enable
your Named Account Marketing

http://www.demandbase.com/landing-page/RTID-Demo-Request/


Account Based Marketing: Focus on Who Matters

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