The New Normal - Account-Based Selling Meets Account-Based Marketing
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The document discusses the convergence of account-based selling and marketing, highlighting the evolution and effectiveness of account-based marketing (ABM). It emphasizes the importance of measuring performance against business impact rather than traditional metrics, while showcasing the increased awareness and adoption of ABM among B2B marketers. Additionally, it outlines steps for implementing ABM, including the alignment of sales and marketing teams and targeting key accounts.
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The New Normal - Account-Based Selling Meets Account-Based Marketing
- 1. #LLCSeries The New Normal: Account-‐Based Selling Meets Account-‐Based Marke;ng SPONSORED BY
- 2. About Demand Gen Report • Launched in 2007 to track best practices in lead generation • Newsletter has grown to more than 30,000 readers • We also offer a menu of research and best practices reports • New audio/video podcasts at DemandGenReport.com @DG_Report h#p://linkd.in/DG_Specialists
- 3. #LLCSeries On24 Logis1cs • Whitepaper • Datasheet • Contact Us Link
- 4. Panelists John Dering Director, Marke1ng Programs Demandbase MODERATOR: Andrew Gaffney Publisher, Demand Gen Report @D_Rang
- 5. The New Normal: Account-Based Selling Meets Account-Based Marketing John Dering Director, Marketing Programs Demandbase @D_Rang
- 6. Question 1 What part of the organization are you in?
- 7. GOOD NEWS Marketers can measure everything
- 8. BAD NEWS We’re measuring the wrong things
- 9. What we like to Measure Click Through Rates Impressions/CPMs Web Traffic Unique Visitors Conversions Inquiries MQLs
- 10. Evolution of B2B Marketing 1995 2000 2005 2010 Drive Traffic Going digital: Website and ads Funnel Optimization
- 11. Why are we focused on THESE METRICS? Because… • They are easy • it’s what we know • we can control them • we confuse measurement for goals
- 12. What we like to Measure Click Through Rates Impressions/CPMs Web Traffic Unique Visitors Conversions Inquiries MQLs
- 13. How we should Measure our performance Opportunities Pipeline Close Rates ACV Funnel Velocity Target Account Activity Lift Retention And Upsell
- 14. Measure everything But set goals on business impact
- 15. We focus on quantity instead of quality
- 17. Question 2 What is your awareness of Account-Based Marketing?
- 18. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 18 Account-Based Marketing Identify the companies most likely to buy, and then market to them
- 19. Why Account-based Marketing? Focuses on best opportunities Delivers customer-centric experience Supports Sales reality Connects Marketing to revenue
- 20. Evolution of Account-Based Marketing 1995- 2005 2005-2012 2012>>> • Limited in scale (25-50 accounts) • Field Mktg centric • Analog in approach • Improved scale • Email centric • Industry focused • Post hand raise • Reactive • Fully scalable (5000+ accounts) • Full funnel • Multiple targeting options • Pre hand raise • Proactive
- 21. What drove the change? § IP Targeting § Account-based, real time bidders § Real time customization § More bandwidth/faster speeds § DMPs § Frustrated B2B Marketers
- 22. More marketers are AWARE of ABM of B2B companies are aware of ABM. 75% of marketers say that ABM delivers higher ROI than any other marketing approach. 84%
- 23. of B2B companies employing ABM plan to increase their ABM efforts over the next 12 months. 72% of B2B companies employing ABM plan to invest more in technology over the next 12 months. 61% More marketers are USING ABM
- 24. of B2B marketers employing ABM stated they are aligned with sales. 91% of B2B companies said Account-Based Marketing has an impact on marketing’s success. 96% More marketers are having SUCCESS with ABM
- 26. Getting Started with ABM Align sales and marketing Identify target accounts Develop ABM Marketing Plan Measure
- 27. Align Sales and Marketing Philosophical Alignment § Shared belief in an account-based approach § Commitment to collaboration Operational Alignment § Target account list selection § Metrics and goals § Planning and cadence execution
- 28. Question 3 How aligned are your sales & marketing organizations?
- 40. Develop ABM Marketing Plan Awareness • Account-based advertising • Syndicated content • Events/Tradeshows Engagement • Website personalization • Webinars • Social • Case studies Conversion • Forms/Chat/Sales Accelerator • Field Events • Contact Me Analog and Digital
- 41. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 Months Before MQL Field Marketing Contact Me / Demo Request Webform Webinar Event Marketing Impact- Pre MQL
- 42. Measurement Measure across the funnel § Connect everything to revenue § Measure everything, but set goals on business drivers § Course correct your plans and spend based on results
- 43. Prospects Customers Pipeline Transpor’tion Food & Bev Entert’ment Account Type Industry Full Funnel approach: Attract: Account-based advertising Engage: Website personalization Convert: Forms Measure: Website analytics Results 74% YOY Increase in marketing generated pipeline opportunities
- 44. Target Accounts 200 accounts across industries, including automotive, consumer electronics, medical and manufacturing. Full Funnel approach: Attract: Account-based advertising Engage: Website personalization Convert: Forms Measure: Website analytics Results 156% increase in opps for automotive 54% increase in opps for CE Industry Type Consumer Electronics MFG Medical Automotive
- 45. Industry Type YOY Pipeline Opps Financial: +90% Technology: +150% Business Services: +200% Medical: +250% Financial Business ServicesMedical Technology
- 46. Demandbase Funnel Metrics MQL SAL PIPELINE CLOSE 82% 49% 24% 96% 64% 42% ñ17% ñ51% ñ75%
- 47. Demandbase Business Metrics Sales Team Close Rate ACV Funnel Velocity Enterprise +285% +35% +2% Mid Market +166% +40% -20% Advertising +57% +31% +65%
- 48. Thank you! John Dering Director, Marketing Programs Demandbase @D_Rang