Learn how the Marketing team at RGIS improved results by switching to an account-based strategy.

1. Demandbase and RGIS
@ Oracle Interact 2014
July 17, 2014
Peter Isaacson
Chief Marketing Officer
If You’re Not Doing Account-Based
Marketing, You’re Doing It Wrong

2. Confidential | © Demandbase 2014 All rights reserved.
The investment/proficiency gap
60%
34%
My company will invest more in digital
marketing technology this year.
Source: Adobe, Digital Distress Study, Sept. 2013 (U.S. Marketers)
My company is highly proficient
at digital marketing.

3. Confidential | © Demandbase 2014 All rights reserved.
B2B marketing challenges are daunting
Source: Adobe, Digital Distress Study, Sept. 2013 (U.S. Marketers, Top 2: Extremely Concerned, Very Concerned)
As a marketer, how concerned are you about the following issues?
Reaching customers
82%
Understanding whether campaigns are working
79%
Proving campaign effectiveness
77%
Demonstrating ROI
75%

4. Confidential | © Demandbase 2014 All rights reserved.
Awareness
programs not
targeted
85%
of website visitors
are not potential
customers
Static B2B web
sites offer no
personalization
80%
of web visitors
abandon a site
In < 5 seconds
Few quality hand
raises and often too
late in buying cycle
97%
of website visitors
will ignore
call to action
Traditional methods aren’t driving results

5. Confidential | © Demandbase 2014 All rights reserved.
Wasted time on
blind Sales calls
Low conversion
rates, Nurturing bad
leads
Low engagement,
unused content
Wasted ad spend,
attracting anyone
More conversions,
better scoring/routing
Relevant content,
deep engagement
Ads only to target
accounts, zero waste
Happy Sales team,
real opportunities
Targeting Individuals vs Targeting Accounts
M A S S B A C K W A R D S
A C C O U N T - B A S E D , T A R G E T E D

6. PATENTED
IDENTIFICATION
AUDIENCE
MANAGEMENT
PERFORMANCE
DASHBOARDS
PROGRAMMATIC
B2B ADVERTISING
MARKETING/CRM
CONNECTORS

8. Companies Innovating w/ Demandbase

9. PERSONALIZATION
Website Content Management
& Testing/Optimization
Demandbase is easy to implement and
connects into leading marketing tech
Marketing Automation &
Lead Management
Chat & CRM
CONVERSION
Adobe®
Campaign
ADS
Ad
Exchanges &
Publishers
Web & Social
Analytics
ANALYTICS

10. Account-based
Marketing and its
Digital Strategy

11. World’s Leading Inventory Service Provider
11Private & Confidential – Not for Distribution
We provide inventory
data collection
solutions for retail,
healthcare, and
manufacturing.

12. 12

13. Switched to Digital Marketing
Our Market Situation
13Private & Confidential - Not for Distribution
1958 2013
Direct Marketing & Tradeshows
 New Leadership
 New markets
 Lofty Sales Initiatives
 Limited dedicated
IT Support
 Skepticism

14. ABM 4 Marketing
14Private & Confidential - Not for Distribution
Better
Messaging
Segmentation
Method
Choices
Real-time
Marketing
Nurturing
Power

15. Why ABM 4 Sales
15Private & Confidential - Not for Distribution
Multiple
Decision Makers
Sales &
Marketing
Alignment
Nurturing
Opportunities

16. 1. Make RGIS/www.rgis.com a leading source of relevant
industry knowledge.
2. Drive new online traffic to www.rgis.com using links to
engage thought leadership content.
3. Create nurturing campaigns to drive new leads and
move leads to prospects.
4. Improve sales and marketing alignment
Objectives & Goals
16Private & Confidential - Not for Distribution

17. 17
Retail Healthcare Specialty Services
 Automotive Aftermarkets
 Auto Dealers
 CPG Companies
 Distribution Centers
 Department Stores
 Dollar Stores
 Discount/Mass Merchandize
 Drug/Rx/HBC
 Fixture Manufactures
 Grocery/Supermarket
 Convenience Store
 Hardware/Home Improvement
 Apparel/Shoes
 Consumer Electronics/Multi-Media
 Specialty/Service Retailer
 Internet Retailers
 Hospital Int. Health
 Medical Supply/Device
 Long Term Care
 Pharmaceutical Manufacturing
Compliance
 Restaurants/Food Service
 Government/Education
 Transportation
 Defense
 Manufacturing
 Mining
 Utilities
 Telecommunications and
Broadcasting
 Arts and Entertainment
Audience

18. Structure
18Private & Confidential - Not for Distribution

19. Build and Execute
19Private & Confidential - Not for Distribution

20. 20Private & Confidential - Not for Distribution
Key Findings: Traffic by Vertical

21. 21Private & Confidential - Not for Distribution
Key Findings: Visitors’ Attributes

22. 22Private & Confidential - Not for Distribution
Key Findings: Visitors’ Attributes by Vertical

23. 23Private & Confidential - Not for Distribution
Key Findings: Segmentation & Engagement

24. Customer-centric Site
24Private & Confidential - Not for Distribution

25.  Account-Based ads
 Improve Customer Satisfaction Score by 15 points
 Increase web lead generation 10 x
 Support 21% conversion of leads
 Estimated revenue $ 24 million
KPI’s
25Private & Confidential - Not for Distribution

26. 1. Market Situation
2. ABM, a Solution?
3. Objectives & Goals
4. Pick your Audience
5. Structure your Approach
6. Build and Execute
7. Evaluate
Summary
26Private & Confidential - Not for Distribution
Cristin L Colling | ccolling@rgis.com | 248-601-6328