"Forget the Fluff: A Practical Approach to Measuring Account-Based Marketing (ABM)," a presentation by Kristen Wendel, Director of Marketing Operations at VersionOne, at Revenue Summit 2017 in San Francisco Kristen Wendel and her team at VersionOne are focused on the KPIs that really matter for ABM: awareness, engagement, marketing qualified accounts (MQAs), and opportunities. In this presentation, Kristen explains how they leverage account-based marketing and account-based sales development and measure the results of their campaigns in a meaningful way. She also gives us a behind-the-scenes look at what her team’s metrics dashboard looked like when they first started with account-based marketing versus where they are today.

1. Forget the Fluff:
A Practical Approach to Measuring ABM
Kristen Wendel, Director of Marketing Operations
@kewendel

2. Confidential © 2017 VersionOne
About Me
ERP Software - Acquired by
Infor for $227M in 2007
Healthcare Billing Software – Acquired by
ResMed for $800M in 2016 Supply Chain Software - Purchased by JDA
in 2012 for $1.9B
Banking Software – Sold to ACI
Worldwide in 2012
• Over 12 years of B2B Software Experience
– Execute Demand Gen Programs
– Analyze and Optimize Marketing and SDR Performance & Process
– Implement MARTECH platforms to support revenue generation
– ABM and ABSD

3. Confidential © 2017 VersionOne
About VersionOne
• Founded in 2002; headquartered in Atlanta, GA
• Leader in unified Agile and DevOps software solutions
• Help software teams deliver better software faster
• 33 Fortune 100 customers in addition to major government agencies
• Successful deployments of up to15,000 users at Bank of America,
Boeing, Capital One, Cerner, Lockheed, SAP, Siemens, Social Security
Administration, State Farm, USPS, Walt Disney, and Wells Fargo
• World-class agile training and transformation consulting services

4. Confidential © 2017 VersionOne
• Compete against large players – Microsoft, CA, and Atlassian
• Historically reliant on inbound leads, yet missing out on being
considered in evaluations
• With a lean team, ABM seen by marketing as best chance to
focus on accounts most likely to buy
• Improve awareness, engagement, appointments, and
pipeline of target accounts
Why ABM?
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5. Target accounts and MQAs=
Fit + Intent (+ Engagement)
Market Driven ABM/ABSD
Using Everstring, Bombora and Engagio to
refine target accounts and direct urgent
activity

6. ABM/ABSD Approach
Confidential © 2017 VersionOne 66Confidential © 2016 VersionOne
Select Accounts
Build Target Contacts
Promotion
MQAs
Check Engagio
Build 10+ More Contacts
Gather Account InsightCreate Content
Personalized
Phone+Social+Email
ABM + ABSD = One Targeted Effort
Marketing
Account-Based
Value Creation
ABSD
Value Creation
& Appointment Delivery

7. ABM
• Awareness
• Engagement
• MQA
• Opportunity
Leads Based
• MQLs
• Form Fills
• CTR
• Email Opens
ABM KPIs
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8. • Awareness
– Are Target Accounts aware of your company
ABM KPIs
© 2017 VersionOne 8

9. • Engagement
– Aggregate leads, contact and anonymous activity to show how
much time target accounts have spent engaging with your brand
ABM Metrics
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10. • MQA
– A target or non-target account that has reached a level of
engagement to alert sales to get involved
ABM Metrics
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11. Confidential © 2017 VersionOne
ABM Results
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Tier
# of
Accounts Engagement
%
Engaged MQL
Sales
Appt
Opps
(I) Pipeline
Conversion
to Opp
Tier 1 99 94 95% 40 7 8 $ 8.08%
Tier 2 545 406 74% 123 40 20 $ 3.67%
Tier 3 5341 1045 20% 243 65 51 $ 0.95%

12. Confidential © 2017 VersionOne
• ~4,000 (target and non-target) enterprise prospect accounts were engaged
quarterly with VersionOne
• 88% engagement: we know we can engage target accounts, ~40% of the
engagement is pure product engagement
• Opp size: Target account opps are 40% larger (I-ACV) than the average
• Target accounts generated 40% of new Enterprise Initial pipeline
• Target accounts generated 23% of Enterprise Initial bookings – 6-9 month
sales cycle
ABM Results
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13. Q&A