ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptx
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Prior to the current economic downturn, B2B companies turned to account-based marketing and Smarter GTM™ as a better way to do things. These forward thinking companies were looking to be better informed, more targeted and more efficient and effective. Smarter GTM™ and ABM was viewed as the modern approach — a best practice to drive growth, yet still seen as a “nice to have” by many. But in today’s world — a world that has been shaken by a global pandemic, labour shortages, inflation, war, and economic uncertainty — organisations’ resources have been stretched and depleted. ABM is no longer the fastest path to growth, but essential for survival. In this session Jon Miller — CMO at Demandbase and cofounder of Marketo and Engagio — will show why ABM powered by Account Intelligence is the key to work smarter, not harder, and he’ll share practical ABM tips and best practices based on Demandbase’s own secret sauce. You will learn: What it’s going to take in 2023 to create alignment between marketing and sales How to empower your sales and business development teams to sell more Tips on how to help your marketing team generate sufficient amounts of pipeline with less investment
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ABM in a Downturn_ Account Intelligence to Do More with Less (Demandbase).pptx
- 1. 1 Copyright © 2022 Demandbase ABM in a Downturn: How to Use Account Intelligence to Do More with Less Jon Miller Chief Marketing Officer
- 4. 4 Copyright © 2022 Demandbase Two atoms were walking across a road when one of them exclaimed, “I think I lost an electron!” “Really!” the other replied, “Are you sure?” “Yes, I’m absolutely positive.” “ ! ?
- 9. 9 Copyright © 2022 Demandbase Account Intelligence 1st Party 3rd Party Match Maintain
- 10. 10 Copyright © 2022 Demandbase After a sheepdog chased all the sheep into the pen, he told the farmer “All 40 accounted for.” “But I only have 36 sheep,” the farmer replied. “I know,” said the sheepdog. “But I rounded them up.” “
- 11. 11 Copyright © 2022 Demandbase Building Your Account Intelligence
- 12. 12 Copyright © 2022 Demandbase Connect Your First-Party Data ● CRM ● Marketing automation ● Emails and meetings ● Web visits ● Advertising impressions ● Product usage ● Custom
- 13. 13 Copyright © 2022 Demandbase Hierarchies Intent Technographics Contacts Connections Companies Account ID Augment Intelligence with Third-Party Data
- 14. 14 Copyright © 2022 Demandbase Company and Contact Info ●What Size, industry, address, parent/child; name, title, role, contact info, connections… ● Why Find and score accounts, build territories, identify and contact decision makers ●How Triangulated & validated from multiple public sources ●Consider Accuracy > volume
- 15. 15 Copyright © 2022 Demandbase Account Identification / Deanonymization ●What De-anonymize web traffic on 1st and 3rd party sites ● Why Identify otherwise anonymous digital signals ●How IP + Cookie ●Consider Match vs accuracy
- 16. 16 Copyright © 2022 Demandbase Technographics ●What Installed technologies and predicted patterns ● Why Often #1 attribute for ICP fit; find customers of competitors and partners ●How Website tags + job boards, resume databases, etc. ●Consider Behind the firewall
- 17. 17 Copyright © 2022 Demandbase The Intent Of Intent ●What Track content companies consume outside your website ● Why Find companies showing interest in your company, your category, or your competitors Spot those magic moments
- 18. 18 Copyright © 2022 Demandbase www.bloomberg.com/three- things-to-know-about- cybersecurity Cookie 1234 at IP Address 2.1.4.5 www.techrepublic.com/your- enterprise-cybersecurity-plan/ Cookie 4657 at IP Address 8.7.1.2 www.bloomberg.com/google- nsa-rsa-conference-highlights Cookie 9876 at IP Address 7.7.6.4 Visitor Content Where Does Intent Come From?
- 19. 19 Copyright © 2022 Demandbase Where Does Intent Come From? User Works AT Content extraction
- 20. 20 Copyright © 2022 Demandbase Prior 12 Months # of People Researching Company A Company B Company C High Intent Strength Medium Intent Strength Low Intent Strength Intent Strength
- 21. 21 Copyright © 2022 Demandbase Trending Intent Trending Intent Prior 12 Months Total Intent Behaviors per Account Compares the last 7 days to the last 8 weeks Company A Company B Company C
- 22. 22 Copyright © 2022 Demandbase CRM Marketing Automation Corporate Email Ad Impressions Website Visits 1st Party 3rd Party Match Maintain Intent Connections Companies News & Social Hierarchies Contacts Technographics Validate Cleanse Enrich Deduplicate Account ID Lead-to-Account Work Smarter, Not Harder with Account Intelligence
- 23. 23 Copyright © 2022 Demandbase Did you hear about the lawyer who sued the airline for misplacing his luggage? He lost his case. “
- 24. 24 Copyright © 2022 Demandbase Applying Account Intelligence to ABM to Work Smarter in a Downturn
- 25. 25 Copyright © 2022 Demandbase ABM with Account Intelligence in a Downturn ● FIND: The right accounts worth your investment ● FOCUS: Your marketing on those accounts ● ENGAGE: With intelligence across the journey So that you can work SMARTER: ● Align S&M on the best accounts ● Spot opportunities earlier ● Close them more efficiently
- 26. 26 Copyright © 2022 Demandbase FIND The right accounts worth your investment
- 27. 27 Copyright © 2022 Demandbase ● Too much time spent researching what accounts to sell to, rather than selling ○ Who to reach out to, when, what messaging ● Good opps being missed or hear about them too late ○ On the backfoot, have to re-educate, slow sales cycle ● Pipeline full of poor fit companies not in market ○ Affects Sales and Marketing alignment ○ AOV lower ○ Extended Sales Cycles ○ Lower Close Rate and Renewals Rate The number of accounts you COULD pursue is larger than the number you CAN pursue.
- 28. 28 Copyright © 2022 Demandbase ENTITLE- MENTS Tier 1 Tier 2 Tier 3 Demand Gen (ICP) ENTITLE- MENTS Tier 1 Tier 2 Tier 3 Demand Gen (ICP) Data Advertising Direct Mail High Value Offers Account Planning SDR & Sales Triggered ENTITLE- MENTS Tier 1 (5 per) Tier 2 (30 per) Tier 3 (100 per) Demand Gen (ICP)
- 29. 29 Copyright © 2022 Demandbase Account Selection: Marketing-driven, Sales-owned 29 Tier 1 Tier 1 Tier 2 Tier 3 Tier 2
- 30. 30 Copyright © 2022 Demandbase Actual Example: DM on LinkedIn to Get It
- 31. 31 Copyright © 2022 Demandbase Hear about the man who only signed up for one dating platform? He found love at first site. “
- 32. 32 Copyright © 2022 Demandbase FOCUS Your marketing on those accounts
- 34. 34 Copyright © 2022 Demandbase Account What’s So Special About B2B Advertising? 1. Identifying accounts Account
- 35. 35 Copyright © 2022 Demandbase 3. Optimizing within accounts • Title targeting doesn’t work • Instead bid higher for high-intent individuals Lands End 2. Optimizing across accounts • Avoid super suckers % impressions to top 10% accounts Accounts <100 impressions Account with clicks B2B DSP (no super suckers) 25% 5% 36% B2C DSP (super suckers) 85% 62% 4% What’s So Special About B2B Advertising? 1. Identifying accounts Walmart
- 36. 36 Copyright © 2022 Demandbase Intent-Based Advertising Works! Highest Intent Cookies Medium Intent Cookies Low Intent Cookies Average Cookie Negative Intent Cookie Ad Engagement Rate Demandbase Other CPM $13.85 $12.94 CPC $14.75 $27.70
- 37. 37 Copyright © 2022 Demandbase Why do teenagers travel in groups of 3s and 5s? Because they can’t even. “
- 38. 38 Copyright © 2022 Demandbase ENGAGE Accounts with intelligence
- 39. 39 Copyright © 2022 Demandbase Pipeline Predict Qualified accounts showing behaviors that predict buying activity I ntent Interest in your products and/or competitors F it Accounts in your ICP R elationship Context and history with the account E ngagement Time spent with your company Intelligent Engagement Starts With FIRE AI + Big Data Finds and Scores Buying Patterns
- 40. 40 Copyright © 2022 Demandbase Awareness Engaged MQA Opportunity Customer Post-Sale Qualified Account Journey Customizable Stages Understand The Account Journey Pipeline Predict Qualified accounts showing behaviors that predict buying activity AI + Big Data Finds and Scores Buying Patterns F it Accounts in your ICP I ntent Interest in your products and/or competitors R elationship Context and history with the account E ngagement Time spent with your company
- 41. 41 Copyright © 2022 Demandbase Awarenes s Engaged MQA Opportunity Customer Post-Sale Qualified Customizable Stages Understand The Account Journey Matches our ideal customer profile (ICP) – FIT Showing awareness for our category – INTENT Engaging with us – ENGAGEMENT Marketing Qualified Account – PIPELINE PREDICT Open opportunity Closed won opportunity Adoption and expansion
- 42. 42 Copyright © 2022 Demandbase Move from emotion to logic with thought leadership and education. Focus on validation and consensus across the entire buying committee. Align Your Message to the Journey Stage Early in the journey, focus on building your brand on a foundation of trust. Awareness Engaged MQA Opportunity Customer Post-Sale Qualified Account Journey Drive adoption, retention, and expansion with best practices Engage when accounts are in- market and actually interested in hearing from you
- 43. 43 Copyright © 2022 Demandbase Sales and Marketing Orchestration → ABX Old: The Hand-Off New: Exquisite Orchestration TOPO: #1 indicator of account-based success is the coordination between marketing and sales Source: TOPO’s 2019 Benchmark survey
- 44. 44 Copyright © 2022 Demandbase Why is six afraid of seven? Because seven eight nine! But why did seven eat nine? Because you’re supposed to eat 3 squared meals a day. “
- 45. 45 Copyright © 2022 Demandbase Get Your Copy! 250+ pages of practical advice & best practices demandbase.com/guide
- 46. 46 Copyright © 2022 Demandbase Key Takeaways 1. Work smarter, not harder in a downturn 2. Entitlements define your Sales & Marketing contract and constraints 3. Use FIRE for Marketing-driven, Sales- owned account Selection 4. Journey stage is your most important segmentation 5. Sales is a key part of your account-based GTM (ABM → ABX)
- 47. 47 Copyright © 2022 Demandbase Thank you!
- 48. 48 Copyright © 2022 Demandbase ALIGN Sales and Marketing for efficiency
- 49. 49 Copyright © 2022 Demandbase 74% Say sales’ awareness of marketing campaigns is important to win their business1 Of B2B sales reps who receive alerts to key actions required on opportunities say these alerts help them do their job better1 When sales and marketing teams are aligned, companies see an average of 19% faster revenue growth and 15% higher profitability2 SOURCE: 1. SALESFORCE, STATE OF THE CONNECTED CUSTOMER 2. SIRIUSDECISIONS, KEYNOTE AT SIRIUSDECISIONS SUMMIT 2019 85% Share insights Align data Coordinate interactions 2 19% Degrees of Alignment 1 3
- 50. 50 Copyright © 2022 Demandbase Alerts: Way Better Than A Virtual Assistant 2 Jane Doe’s Accounts New MQAs SDR Order of Operations New marketing qualified accounts (MQAs) Interactions with key content or campaigns Accounts visiting key webpages Trending / competitive intent Closed lost opportunities that are waking up. Open opps and upcoming renewals showing competitive intent High Pipeline Predict scores (not yet MQA)
- 51. 51 Copyright © 2022 Demandbase ABX Stand Ups The Secret Weapon for GTM Alignment 3