Seventy-six percent of financial services customers expect firms to understand their needs. So how do you become better at orchestrating buying experiences and align sales & marketing to drive revenue?

1. 1
Copyright © 2022 Demandbase
ABM for Financial
Services
Tara Quehl
Financial Services Marketing
Director

2. 2
Copyright © 2022 Demandbase
✓ Introduction
✓ What is account intelligence?
✓ Tara’s Winning ABM Approach: Crawl,
Walk, Run
✓ What’s the payoff?
✓ Q&A
Agenda

3. 3
Copyright © 2022 Demandbase
About Me
● Finserv Product Marketing Director, Demandbase
● Martech Background in Finserv
● B2C > B2B Marketer

4. 4
Copyright © 2022 Demandbase
ABM at a Finserv
Team Structure:
● Demand Gen Squad
● Core ABM Team: Sales + BD + RM
+ Marketing
● Key Partners: Brand/Content,
Digital Web, Analytics, Agency
Key Responsibilities:
● TAL build
● Lead the digital marketing
strategy + sales enablement
● Personalized content + offer
ABM Objectives:
● Revenue
● Making Sales smarter
● Raise the “tide” of B2B marketers
at Finserv
Key Deliverables:
● 1:1 & 1:few account
recommendations
● Sales Enablement Plans
● Omni-Channel digital experiences

5. 5
Copyright © 2022 Demandbase
Pains to Change OWN IT!
1. Hard, slow, manual
2. Lead routing was broken
3. Who was coming to our site?
4. Advertising
5. Silos EVERYWHERE
Tara’s Tip: “We needed account intelligence to drive
better business results and power our ABM strategy”

6. 6
Copyright © 2022 Demandbase
● Wrong content to the
wrong audience
● Poor budget
allocation
● Lower win rates
● Right content at
the right time
● Efficient Marketing
spend
● Higher win rates
Why Account Intelligence is the Answer
YES

7. 7
Copyright © 2022 Demandbase
What is Account Intelligence?
Account Intelligence= 3rd Party Data + 1st Party Data
Offline:
● Company Information
● Technographics
● Industry Trends
Online:
● Emails and meetings
● Web visits
● Advertising data
● Product usage

8. 8
Copyright © 2022 Demandbase 8
Copyright © 2022 Demandbase
5 Traits
to get started
3 Pitfalls
to avoid
&

9. 9
Copyright © 2022 Demandbase
1. Understand the problem you’re
trying to solve
2. Focus on business and revenue
metrics
3. Make the Sales team an
extension of the Marketing
team
4. Try, Learn, Iterate, Scale
5. Thoughtful Segmentation of
your Audience
5 DO’S…

10. 10
Copyright © 2022 Demandbase
1. Overcomplicate ABM
2. Buy technology to “do ABM”
3. Think it is just a marketing
initiative
…AND 3 DON’TS

11. 11
Copyright © 2022 Demandbase
Run
90 Days - Yr. 2: Evolve to the next level
of success by operationalizing
intelligence, at scale:
● Content mapping by journey stage
● Increase awareness with b2b
Advertising
● Automated reporting for Sales
An ABM strategy - walk to fly
Walk
My first 90 days was to lay the building
blocks for success.
Kick started with 3 quick wins:
● Build TAL
● Uncovering accounts on your site
● Educate & evangelize ABM
Fly
Year 3 & Beyond: Demandbase as the
heartbeat of Sales & Marketing
workflows:
● Introduce to other Sales teams
● Multi-Channel Personalization
● Feeding data into Azure to
power Tableau dashboards for
CMO + team

12. 12
Copyright © 2022 Demandbase
Walk - Building your account list
Your list should include
● In market?
● Propensity to buy?
● Aligned with sales
on account?

13. 13
Copyright © 2022 Demandbase
The Right Content The Right Time
1:FEW
AE TOP ACCTS
1:1
Strategic
Aware
Engaged
MQA
Opportunity
Customer
Expansion
Opp
Expansion Won
Qualified
The Right Account
Run- Content Mapping
Aware
Engaged
MQA

14. 14
Copyright © 2022 Demandbase
Fly - Scaling ABM
● Aligned goals between Marketing & Sales
● Stand ups & Business reviews across teams
● Creating personalized omni-channel experiences
● Improvement on NPS scores & Customer retention

15. 15
Copyright © 2022 Demandbase
Thank you!
YOU’RE
DEE
BEST!