It is officially the year 2020, so what’s your vision? No seriously — no pun intended. What is your 2020 vision? When it comes to kicking off the new year with a full-funnel ABM campaign, there are quite a few things to consider.

1. 6 INTEGRATED ABM CONSIDERATIONS FOR
2020
LEANNE CHESCOE, SR. MARKETING MANAGER
TENESSA LOCHNER, SR. ABM EDUCATION & TRAINING MANAGER

2. © 2020 DEMANDBASE｜SLIDE 2
MEET THE SPEAKERS
Tenessa Lochner
Senior Manager, ABM Training & Education
Demandbase
Leanne Chescoe
Senior Marketing Manager
Demandbase

3. AGENDA
1. OVERALL PROGRAM STRATEGY
2. CONTENT
3. FIELD EVENTS
4. DIRECT MAIL
5. WEBINARS
6. PARTNERSHIPS

4. © 2020 DEMANDBASE｜SLIDE 4
ABM ALIGNS YOUR FOCUS ACROSS THE FUNNEL
MEASURE
Measure actionable insights on how to
drive revenue or improve performance
IDENTIFY
Target the accounts with
the most opportunity
CONVERT ENGAGE
ATTRACT
IDENTIFY
CLOSE
MEASURE
CLOSE
Close revenue with the right
buyers and decision makers
CONVERT
Capture valuable buying signals to convert
them into selling opportunities
ATTRACT
Advertise to them and drive decision
makers to your site
ENGAGE
Personalize your site experience for
prospects, customers and partners

5. CONSIDERATION 1 - PROGRAM STRATEGY

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ALIGN ON GOALS
Individual Goals
Campaign Goals
Marketing Goals
Sales Goals
Company Goals

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THE THREE TYPES OF ABM… IN PRACTICE
One-to-Few
ABM
5−50
Accounts
§ Prioritize existing key accounts
§ Customized for each account
§ Engagement and relationship-focused
Clusters of
5−15
accounts each
§ Focus on new and existing key
accounts with similar issues
§ Customized with some personalization
§ Engagement and lead-focused
100s of
accounts
§ Prioritize new accounts
§ Targeted with light personalization
§ Lead-focused
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
One-to-One
ABM
One-to-Few
ABM
One-to-Many
ABM
HIGH
Investment &
ROI per account
LOW

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MID-MARKET PLATFORM DEAL
7/7/18
[Webinar]
DGR B2B Buyers
7/24/18
[Webinar]
ABMLA Summer
Podcast Series
9/17/18
[Event]
Dreamforce –
OpsStars
9/17/18
[Event]
Dreamforce -
Temple Party
10/8/18
[Event]
AIS Save the
Date
10/10/18
[Webinar]
FY19 Planning
11/27/19
[Event]
AIS Registration
12/5/18
[Webinar]
ITSMA ABMLA
12/10/18
[Email]
ITSMA Report
12/11/18
[Field]
ABM Certification
12/21/18
[Webinar]
ABM Tech Talk
1/3/19
[Webform]
ABM Vendor
Guide
1/3/19
SQL CREATED
1/8/19
[Webinar]
Create &
Measure
1/24/19
[Field]
Take a Closer
Look - Denver
2/21/19
[Field]
ABM Certification
- Advanced
3/12/19
[Field]
Seattle CONEX
Tour
4/18/19
[Webinar]
Virtual AIS
6/11/19
[Webinar]
ABM Revealed
7/7/19
[Field]
ABM Certification
- Advanced
7/23/19
[Field]
ABM Certification
- Foundations
7/31/19
[Webinar]
Measurement
8/14/19
[Webinar]
ABM Platform
Demo
8/16/19
DEAL CLOSED
36 touchpoints | 7 channels | 6 contacts

9. © 2020 DEMANDBASE｜SLIDE 9
DEVELOP AN INTEGRATED CAMPAIGN BRIEF
● Allows for team and cross-team
collaboration
● One document of truth for
campaign
● Keeps everyone accountable for
each channel and their part

10. CONSIDERATION 2 - CONTENT STRATEGY

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UTILIZE YOUR DATA

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RELEVANT CONTENT THEMES

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CREATE A CONTENT CALENDAR

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ESTABLISH BUSINESS OBJECTIVES FOR KEY SEGMENTS
Funnel Stage Industry
Competitive
Displacement
MQL/SQL
Pipe
Late Stage
Cold
Technology
Financial
Services
Healthcare
Manufacturing
Competitor A
Competitor B
Competitor C
Competitor D

15. © 2020 DEMANDBASE｜SLIDE 15
SEGMENTING BY JOURNEY STAGE
Do you have different messages
and content for:
q Aware prospects
q Unaware prospects
q Engaged prospects
q Intent-based prospects

16. CONSIDERATION 3 - FIELD EVENTS

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MAP YOUR TARGET ACCOUNT LIST
q Bay Area
q NYC
q London
q Boston
q Chicago
q Seattle
q Toronto
q Denver
q Twin Cities
q Atlanta
q Philadelphia
q Austin
q Washington,
D.C.
q SoCal

18. © 2020 DEMANDBASE｜SLIDE 18
Analyze how the audience is behaving onsite and what content is
being consumed.
Break down your audiences by region to support territory
planning and sales distribution.
Get a complete picture of your overall marketing performance that combines
data from across the entire sales and marketing funnel.
View the firmographic makeup of the audience to understand the
industries, employee sizes and revenue ranges.
DRILL INTO AUDIENCES

19. CONSIDERATION 4 - DIRECT MAIL

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CUTTING THROUGH THE DIGITAL NOISE
● Identify Target Accounts that are
o NOT engaging with your digital tactics
o But ARE showing intent signals
● Send a high-value direct mail to grab their attention
● Enable the SDR team to reach out with relevant messaging
● Measure and measure again!
24
Meetings
Booked
62%
Conversion
to Pipe

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ACCOUNT SELECTION: WHAT INTENT ARE THEY SHOWING?

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ACCOUNT SELECTION: IS THAT ACCOUNT ENGAGING ON OUR
WEBSITE?

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ACCOUNT SELECTION: WORKING WITH SALES

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SALES INSIGHTS POST DM CAMPAIGN LAUNCH

25. CONSIDERATION 5 - WEBINARS

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USE YOUR DATA
Quarter Webinar Title
Total
Responses
TAL
Responses
% TAL
Responses
Goal Actual Pipe Won Cost Cost/Pipe Webinar Type Internal/External
1 Q119 # # % # # # # $ $ Campaign Internal
2 Q119 # # % # # # # $ $
Thought
Leadership
Internal
3 Q119 # # % # # # # $ $ Sponsored External
4 Q119 # # % # # # # $ $ Partner Internal/Partner
5 Q119 # # % # # # # $ $ Sponsored External
6 Q119 # # % # # # # $ $ Series External
7 Q119 # # % # # # # $ $ Partner External
8 Q219 # # % # # # # $ $ Partner External
9 Q219 # # % # # # # $ $ Series External
10 Q219 # # % # # # # $ $ Partner External
11 Q219 # # % # # # # $ $ Campaign External
12 Q219 # # % # # # # $ $ Partner External
13 Q219 # # % # # # # $ $ Partner External
14 Q219 # # % # # # # $ $ Partner External
15 Q319 # # % # # # # $ $ Series External
16 Q319 # # % # # # # $ $ Partner External
17 Q319 # # % # # # # $ $
Thought
Leadership
Internal
18 Q319 # # % # # # # $ $
Thought
Leadership
Internal
19 Q319 # # % # # # # $ $
Thought
Leadership
Internal
20 Q319 # # % # # # # $ $ Partner Internal

27. © 2020 DEMANDBASE # 27
WEBINAR SPONSORSHIPS
ACCOUNT-BASED
WEBINARS
Run In-house Against
your Target Account List
4 webinars (hosted in-house)
1200 names / year
20 Opptys / year (5 / webinar)
AFTER ABM METRICS
$20K (webinar platform)
$1000 Cost per Oppty
75PERCENT
200PERCENT
TRADITIONAL WEBINARS
Running Webinars with
External Vendors/Publishers
4 webinars / year @ $20K each
1200 names / year
10 Opptys / year (2-3 / webinar)
BEFORE ABM METRICS
$80K total spend
$10K Cost per Oppty
Less Spend Increased Results
IN-HOUSE WEBINARS

28. © 2020 DEMANDBASE｜SLIDE 28
Q1-2019 Q2-2019 Q3-2019 Q4-2019
Jan Feb March April May June July Aug Sept Oct Nov Dec
WEBINARS
Jan
12
Title
Feb 5
Title
External:
Mar 28
Title
April 10
Title
May 8
Title
External:
June 13
Title
External: July
15
Title
Aug 7
Title
Sept 10
Title
Oct 9
Title
External:
Nov 6
Title
Dec 4
Title
External:
Feb 9
Title External:
April 22
Title
Sept 18
Title
Oct 17
Title
Dec11
Title
Exter
nal:
Jan
25
Title
Nov 19 –
Nov 22
Title
External:
May 30
Title
June 19
Title
External:
July 30
Title
External: Feb
12
Title
External:
April 24
Title
External:
Sept 25
Title
External:
Oct 23
Title
Dec 18
Title
MAP OUT YOUR WEBINAR STRATEGY

29. CONSIDERATION 6 - PARTNERSHIPS

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CRAWL – WALK – RUN
Win and retain customers together!
Clearly define the joint value so you
can offer shared audiences. Get really
clear on expected outcomes.
MATURITY
Identify and attract partners who are
aligned on target accounts.

31. © 2020 DEMANDBASE｜SLIDE 31
TYPICAL CO-MARKETING PROGRAMS
FIELD EVENTS
Identify the key partners in each
region for individual events or as part
of a roadshow sponsorship
DINNERS
Ancillary event typically as part of a
larger sponsored event
VIP EVENTS
Sporting events, wine tasting,
experience days
JOINT CONTENT
Blog posts, research reports,
benchmark studies, e-books
CONFERENCE
SPONSORSHIPS
Set revenue goals, drive additional
conference attendees, provide
speaking slots
WEBINARS
Reaches a larger audience, include
multiple partners, increase pipeline
generation

32. © 2020 DEMANDBASE｜SLIDE 32
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Applying ABM during an interactive, case study
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Best practices for ABM practitioners on topics
including budgeting, target account lists, metrics,
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2
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33. © 2020 DEMANDBASE｜SLIDE 33
Q&A

34. #ThisIsHowYouABM