As technology advances, marketers are constantly seeking deeper and more actionable insights from their solutions. However, their data is often siloed, preventing them from building a holistic view of their marketing results. With our all-new ABM Analytics, included in the Demandbase ABM Platform, marketers can get a complete picture of their overall marketing performance—across the entire marketing and sales funnel. Join us for a demo of this new functionality and learn how to: - Measure and monitor the impact of ABM on your most valued accounts - Test the effectiveness of your marketing spend with side-by-side comparisons of audiences - Diagnose challenges in your customer journey, and take action to improve performance

1. INTRODUCING ABM ANALYTICS
VIEW YOUR ABM RESULTS ACROSS
THE ENTIRE FUNNEL
Nani Jansen | Director, Product Marketing, Demandbase
Seth Myers | Director, Data Science, Demandbase

2. © 2018 DEMANDBASE SLIDE 2
TODAY’S PRESENTERS
DOM LINDARS
VP, Product
Demandbase
NANI JANSEN
Director, Product Marketing
Demandbase
SETH MYERS
Director, Data Science
Demandbase

3. AGENDA
§ Challenges of ABM
§ Audience Management
§ ABM Analytics
§ Demo
§ Q&A

4. © 2018 DEMANDBASE / SLIDE 4
WHAT IS FULL-FUNNEL ABM?
Identifying and Targeting priority
accounts
Engaging audiences with
relevant content
Converting and
closing the right accounts?
Measuring
the impact on
business goals

5. © 2018 DEMANDBASE SLIDE 5
92% OF B2B MARKETERS
agree that ABM is the way of the
future. But many struggle with
strategy and implementation.
THE RIGHT ACCOUNTS
ALIGNMENT WITH SALES
NEW KPIs
RELEVANT DATA
CONSISTENT MEASUREMENT
…PULLING IT ALL TOGETHER
?
?
?
?
?
?

6. © 2018 DEMANDBASE SLIDE 6
TECHNOLOGY
IS NOT A
SILVER BULLET
FOR B2B
MARKETERS
Demandbase, Marketo, Adobe, CMO Survey
believe their
analytics tools are
well integrated
26%
able to use their
data to effectively
measure results
28%
are challenged
by outdated,
irrelevant or
inaccurate
business data
59%
say data and
analytics will
be crucial in
the future,
but…
100%
© 2018 DEMANDBASE SLIDE 6

7. © 2018 DEMANDBASE SLIDE 7
DEMANDBASE ABM PLATFORM
ABM PLATFORM
Audience Management
ABM Analytics
Account Selection
Global B2B
Data at Scale
Patented IP
Identification
Proprietary B2B
Ad Tech/DSP
Artificial
Intelligence &
Machine Learning
MASIntegration

8. © 2018 DEMANDBASE SLIDE 8
• Intuitive account audience creation and
management
• AI-based identification of companies
showing early signs of intent
• Essential ABM performance
measurement and reports
• Extensive account-based data and
insights
• Full-Funnel actionability
• Integration with 3rd party analytic tools
END-TO-END
ABM PLATFORM

9. AUDIENCE MANAGEMENT &
ACCOUNT SELECTION

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FOCUS ON WHAT MATTERS: ACCOUNTS
ACCOUNT-BASED MARKETING ENABLES B2B
MARKETERS TO IDENTIFY AND TARGET
THE ACCOUNTS THAT MATTER MOST
Identify the
accounts that
matter most
Market to
those
accounts
Measure the
results by
accounts

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WHAT MAKES A GOOD ACCOUNT?
BASIC CRITERIA
§ Revenue
§ Headcount
§ Region
§ Industry
BASIC CRITERIA + FIT
§ Demonstrating a need
§ Showing a strong match for
your value proposition
BASIC CRITERIA + FIT + TIMELY INTENT
§ Researching topics
§ Engaging with your site content
§ Presence of a buying committee
§ Available budget

12. © 2018 DEMANDBASE SLIDE 12
WHAT’S DIFFERENT ABOUT ACCOUNT SELECTION?
DATA-DRIVEN
Informed by 60B B2B signals per month,
one of the world’s largest B2B datasets.
TRANSPARENT
Detailed explanations for rankings and
data sourcing.
ACTIONABLE
Built-in actions for advertising, website
personalization and sales notifications.
CUSTOMIZABLE
Learns from your input on the ideal
customer profile

13. © 2018 DEMANDBASE SLIDE 13
ACCOUNT SELECTION METHODOLOGY
1. Marketer profile
• Ideal customer profile
• Existing customers
• Common job titles
• Keywords
• Competitors
2. Account scoring 3. Account list
Company 1
-28.1
Company 3
-66.9+12.4
Company 2
+56.0
Composite
Score
-32.2
+48.5
4. Refresh with Real-Time Intent

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MANAGE AUDIENCES IN ONE CENTRAL LOCATION

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IMPORT, UPLOAD AND DISCOVER ACCOUNT LISTS

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DRILL INTO AUDIENCES

17. ABM ANALYTICS

18. © 2018 DEMANDBASE SLIDE 18
MEASURING ACCOUNT-BASED MARKETING
CHALLENGE
Provide marketers with
QUANTIFIABLE
metrics to demonstrate
impact.
Of CMOs say that lacking the
ability to measure results is a
top concern.
Marketers struggle to
MEASURE ABM
77%
HOWEVER…
Forrester
93%
of B2B companies said ABM
is important to marketing’s
success.
More marketers look to
SUCCEED with ABM
SiriusDecisions

19. © 2018 DEMANDBASE SLIDE 19
Surface account-based funnel performance metrics
for any audience.
Understand current
performance
Compare to control or
another audience
Examine trends and
velocity
Take actions based
on recommendations

20. © 2018 DEMANDBASE SLIDE 20
Put context behind the raw numbers to help
marketers understand relative performance.
Understand current
performance
Compare to control
or another audience
Examine trends and
velocity
Take actions based
on recommendations

21. © 2018 DEMANDBASE SLIDE 21
Provide deeper insights for each audience, enabling
customers to look at patterns over time.
Understand current
performance
Compare to control or
another audience
Examine trends and
velocity
Take actions based
on recommendations

22. © 2018 DEMANDBASE SLIDE 22
Make metrics actionable by providing
recommendations for next best steps.
Understand current
performance
Compare to control or
another audience
Examine trends and
velocity
Take actions based
on recommendations

23. © 2018 DEMANDBASE SLIDE 23
ABM ANALYTICS
Surface insights to help practitioners and decision-
makers support their strategies.
Understand current
performance
Compare to control or
another audience
Examine trends and
velocity
Take actions based
on recommendations

24. © 2018 DEMANDBASE SLIDE 24
• Combine data from the entire
sales and marketing funnel.
• Compare any audience to an
automatically-generated
lookalike audience, or create a
control list of your own.
• Generate new actionable
audiences to optimize
performance.
A COMPLETE PICTURE
OF MARKETING
PERFORMANCE.

25. DEMO

26. © 2018 DEMANDBASE SLIDE 26
Understand the impact of Account-
Based Marketing - Monitor the health of
your ABM strategy by examining the progress
of your most valued accounts through the
buying cycle.
Compare audiences - Create a side-by-
side comparison of audiences with different
revenue ranges, employee sizes or verticals to
understand how your segments perform at any
stage of the funnel.
Compare vendors - Test the effectiveness
of your marketing spend by exposing different
audiences to different vendors’ solutions, and
see which of them drive better progression
through the funnel.
USE CASES
Understand the incremental impact of
ABM programs - Compare audiences that
have been exposed to your ABM activities to
those that haven’t.
Take action - Diagnose problems and
opportunities in your customer journey. Create
new audiences from the accounts that are not
progressing, and activate them to drive
awareness, engagement or conversion.
Build credibility - Share intuitive and
transparent reports showing progress
through the buying cycle and impact on
revenue.

27. KEY TAKE AWAYS
• Organize your ABM strategy
around key audiences.
• Start with the basics – your goal
is to understand your impact on
the business.
• Take action based on ABM
performance metrics.

28. Q&A