Contenu connexe Similaire à Account-Based Marketing: Foundations and Strategy (20) Account-Based Marketing: Foundations and Strategy 2. Slide 2Confidential | © Demandbase 2013 All rights reserved.
• Why Target Accounts?
• The Account Based Marketing Framework
• The Foundation of ABM: The Target Account List
• Creating and Using your Target Account List
• Amit Varshneya, VP Consulting Services
Account Based Marketing
4. Slide 4Confidential | © Demandbase 2013 All rights reserved.
Buyer 2.0 is Savvy, Standoffish, and Selective
SiriusDecisions
67%
of the buyer’s
journey is now done
digitally
Forrester
66- to -
90%
through their journey
before they reach out to
the vendor
CEB
57%
complete by the time
a supplier is engaged
BOTTOM LINE:
A large portion of the buying process is done online and without Sales.
5. Slide 5Confidential | © Demandbase 2013 All rights reserved.
Buying starts long before the hand-raise
First Visit Hand-Raise Close
Buying Cycle
Sales Cycle
• Problem Definition
• Exploring Possible Solutions
• Buyer Research
• Making the decision
• Justifying Decision
• Pricing/Contract
ONLINE ENGAGEMENT
6. Slide 6Confidential | © Demandbase 2013 All rights reserved.
Digital habits have changed B2B buying
75%of buying activity
happens before
a hand raise.
40%more stakeholders
than 4 years ago.
-Forrester
-IDC
7. Slide 7Confidential | © Demandbase 2013 All rights reserved.
Who does a B2B company sell to?
TARGETING ACCOUNTS IS BETTER!
BUSINESS UNIVERSE
1+ Employees
6,000,000
$100M Revenue
20,000
$1B Revenue
3,500
Companies
28,000,000
8. Slide 8Confidential | © Demandbase 2013 All rights reserved.
• Account Based Marketing focuses resources on the
companies most likely to result in revenues
Account Based Marketing
11. Slide 11Confidential | © Demandbase 2013 All rights reserved.
Getting started with a Target Account List
Iterate
• Test Assumptions against best customers
• Build additional attributes & attribute values
• Expand/Drop attribute list
2
Gather
• Constituents – Sales, Marketing, Business
• Attributes – Describe your market segments
• Customer List – Your best customers
1
Prioritize
• Set of attributes and values
• Universe of Targetable Accounts
• Maintenance and Review Process3
Deploy4
• Create Segments of MVCs
• Map experiences and benchmark
• Attract – Engage – Convert – Measure
12. Slide 12Confidential | © Demandbase 2013 All rights reserved.
• Constituents
• This is not a “Marketing” project
• Common Stated Goal
• Assumptions of your target segment attributes
and values
• Who are your best Customers?
GATHER
* Revenue
* Geography
* Industry
* Employees
= Enterprise
= North America
= IT Companies
= 1,000+
> $1Bn
= United States, Canada, Mexico
= Software & Technology
= 1,000+
Agree on a specific list of accounts that are most likely to
result in revenue and to then to jointly focus efforts on only
these accounts
13. Slide 13Confidential | © Demandbase 2013 All rights reserved.
• Looking under the hood at
Demandbase
Lets work through an example
14. Slide 14Confidential | © Demandbase 2013 All rights reserved.
• Members of Target Account List Project
• Sales, Marketing, Sales Ops, Mktg Ops,
• Progress review with CMO, SVP Sales
• Assumptions of Target Segment attributes
• Revenue > $500Mn
• Geography = US, Canada
• Employees = 1000+
• Industry
• Size of Target account pool
• 13,000
GATHER
15. Slide 15Confidential | © Demandbase 2013 All rights reserved.
• Electronic Arts
• JC Penney, McDonalds
• Procter and Gamble
• AMC Entertainment
• US Department of Defense
• Tractor Supply Company
• Devry
• Fluor
• Coca Cola Company
• Shell
• National Beef Packing
• Kraft Foods
Members of this segment
16. Slide 16Confidential | © Demandbase 2013 All rights reserved.
• Adobe
• Cisco
• Docusign
• Lithium
• NetApp
• VMWare
• Workday
• IronMountain
• Rockwell Automation
• JP Morgan Chase
• AT Kearney
What do Customers look like?
17. Slide 17Confidential | © Demandbase 2013 All rights reserved.
• Test assumptions against best
customers
• Do your segment attributes
accurately capture your MVCs?
• Look for patterns in the outliers
• Are outliers truly outliers?
• Are certain attributes and values
common?
• Expand attributes & attribute values
• Drop attributes & attribute values
ITERATE
18. Slide 18Confidential | © Demandbase 2013 All rights reserved.
• Adobe
• VMWare
• Docusign
• Workday
• Lithium
• NetApp
• IronMountain
• Rockwell Automation
• JP Morgan Chase
• AT Kearney
What do Customers look like?
19. Slide 19Confidential | © Demandbase 2013 All rights reserved.
What do Customers look like?
Customer Industry Revenue
Range
Employee
Range
B2B Web Traffic Key Marketing
Technologies
Adobe Software &
Technology
>1Bn >1000 B2B Very High AA, Eloqua, AEM
VMWare Software &
Technology
>1Bn >1000 B2B High AA, Eloqua, T&T
Docusign Software &
Technology
<100Mn <500 B2B High Eloqua, Google Analytics
Workday Software &
Technology
>500Mn >500 B2B Medium Marketo, AA, Google
Analytics
IronMountain Business
Services
>1Bn >1000 B2B Medium Eloqua, Google Analytics
Rockwell
Automation
Manufacturi
ng
>1Bn >1000 B2B Low Eloqua, Google Analytics
JP Morgan Financial
Services
>1Bn >1000 B2B High Adobe, Marketo
BlueCoat Software &
Technology
>1Bn >1000 B2B High Eloqua, SFDC,
Cisco Telecom >1Bn >1000 B2B Very High Adobe Analytics, Insight,
Marketo
20. Slide 20Confidential | © Demandbase 2013 All rights reserved.
• Target Segment attributes
• Revenue > $100Mn; $25Mn (S&T)
• Geography = US, Canada
• Employees = 1000+
• Industry
• B2B Yes
• Web traffic > 50,000 visits per month
• Marketing Sophistication = Mktg Technology from
Eloqua, Adobe
Marketing Suite,
Google Analytics,
• Size of Target account pool
• 14,000
ITERATE
21. Slide 21Confidential | © Demandbase 2013 All rights reserved.
• Set of attributes and attribute values
• Prioritize attributes
• Universe of Target Accounts from
agreed attributes
• Prioritized List of Target Accounts
• Leave room for “outliers”
• Maintenance and Review process
• Process and criteria for adding/deleting
accounts
• Attribute and list review cycle
• Single Source of Truth
PRIORTIZE
22. Slide 22Confidential | © Demandbase 2013 All rights reserved.
• Prioritized list of attributes
• B2B B2B
• Web Traffic Very High, High, Medium
• Marketing Tech Adobe Analytics, AEM, Drupal,
Google Analytics, Eloqua,
Marketo
• Geography US, Canada
• Revenue >100Mn, >25Mn
• Industry Software & Tech, Telecom, Business
Services, Financial Services,
• Prioritized list of accounts
• ~ 14000
• Process and system for accounts addition/deletion
• Single Source of Truth
Target Account List
23. Slide 23Confidential | © Demandbase 2013 All rights reserved.
• Identify segments of MVCs within the
Targetable List
• Deploy as Account Watch across modules
• MEASURE : Benchmark MVC performance
• ATTRACT : Create awareness
• ENGAGE : Personalized experience
• CONVERT : Lift conversion rates and data
DEPLOY
24. Slide 24Confidential | © Demandbase 2013 All rights reserved.
• Northwest Analytics Segment
• Target Account = YES
• Marketing Technology = AA, GA Premium
• Geo = Oregon, Washington, Northern California
• Software & Tech
• Target Account = YES
• Industry = Software & Tech
• Eloqua Users
• Target Account = YES
• Marketing Tech = Eloqua
• Analytics Customers
Target Segments
25. Slide 25Confidential | © Demandbase 2013 All rights reserved.
Nuances to remember
• This is not just a Marketing exercise
• Apply Art to Science
• Agree on definitions and sources of truth for
each attribute
• Lists evolve - Include outliers
• Look for unexpected patterns
27. Slide 27Confidential | © Demandbase 2013 All rights reserved.
ABM at Demandbase
• Shari Johnston
• Sr. Dir. Marketing
• Shari Bio
• Gabe Rogol
• VP, Sales
• Gabe Bio
28. Slide 28Confidential | © Demandbase 2013 All rights reserved.
Results
• Decrease in Lead Volume passed to MDT 70%
• 10% Increase Inquiry to MQL since January
• 12% Increase in SAL to Pipeline
• Increase in Web Engagement for our Target
Accounts
• 6% Prospect
• 5% Customer
29. Slide 29Confidential | © Demandbase 2013 All rights reserved.
Gather
• Constituents – Sales, Marketing, Business
• Attributes – Describe your market segments
• Customers – Your best customers
Target Account List Foundation
Test
• Test Assumptions against best customers
• Build additional attributes & attribute values
• Expand/Drop attribute list
Finalize
• Set of attributes and values
• Universe of Targetable Accounts
• Maintenance and Review Process
Deploy
2
1
3
4
• Create Segments of MVCs
• Map experiences and benchmark
• Attract – Engage – Convert – Measure
30. Slide 30Confidential | © Demandbase 2013 All rights reserved.
What should you do next?
Where are our customers with ABM?
Eager to Learn
- Haven’t begun ABM
-
Eager to Start
- Need to get started
- Alignment/Buy-in exists
- Need tools/help to get started
with Target Account List process
Eager to Continue
- Need to get started
- Alignment/Buy-in exists
- Need tools/help to get started
with Target Account List process
Eager to Improve/Share
- Need to get started
- Alignment/Buy-in exists
- Need tools/help to get started
with Target Account List process
31. Slide 31Confidential | © Demandbase 2013 All rights reserved.
• Build list of most valued companies/customers
• Receive list of attributes that describe these accounts
• Receive list of attributes that allow you to include
most accounts
• Receive the GOLD list - most targetable list of target
accounts
• Target Account List seamlessly setup as Account
Watch attributes for Analytics and Content and as
Target Lists for CTA
Account Based Marketing Service
33. Slide 33Confidential | © Demandbase 2013 All rights reserved.
What’s Your Number?
Identifying and Targeting MVCs
• Location :
• Time :
Analytics and Personalization
Measuring and Creating Engagement
• Location :
• Time :
Which Workshop is next?
35. Slide 35Confidential | © Demandbase 2013 All rights reserved.
Develop a Strategic Plan
• Align sales to new logo acquisition for these
shared targets
• Focus Marketing on only these accounts
• Are they on your site?
• Advertise to them
• Engage them on your site
• Work with vendors who can
provide leads only from
your target accounts
• Create new nurtures
• Target
• Non-Target
• MDT Talk Tracks
• In Pipe & Customer Marketing
36. Slide 36Confidential | © Demandbase 2013 All rights reserved.
Process & Systems
• Systems
• Website!
• Demandbase
• M Automation
• SFDC
• CMS
• Full Circle CRM
• Processes
• Targets for all
• Qtrly List Review
• MDT Qualification
Limits
• Training for all
• Weekly Alignment
Meetings
37. Slide 37Confidential | © Demandbase 2013 All rights reserved.
Adobe®
Analytics
Digital
Analytics
Adobe®
Experience
Manager
Adobe®
Target
The Demandbase Platform & Ecosystem
Real-time Identification Engine
Company-
Targeted
Advertising
Website Optimization Suite
Analytics Content
Targeting
Forms Chat
Sales IQ Suite
CRM Chat
38. Slide 38Confidential | © Demandbase 2013 All rights reserved.
What Can I Do Now to Get Started?!
• Check out our ABM Resource Center
• http://www.demandbase.com/account-based-
marketing/
• Talk to Sales about possible impacts of ABM
• Consider implications of implementing ABM
• Start with your customers- Research Project
• Build your target list
• Plan to iterate!
jenpw@demandbase.com
@jenpwkboxer