Forget the Fluff: A Practical Approach to Measuring Account-Based Marketing (ABM)

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? 4

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

11. Confidential © 2017 VersionOne ABM Results 11 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 12

13. Q&A

Forget the Fluff: A Practical Approach to Measuring Account-Based Marketing (ABM)

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Forget the Fluff: A Practical Approach to Measuring Account-Based Marketing (ABM)