Let’s face it, in a perfect world, a marketing team would consist of a team that’s dedicated to campaign ideation, a team dedicated to campaign execution, a team dedicated to campaign follow up, and last but certainly not least, a team that is dedicated to analyzing all the data and insights that lead-up to, and follow the launch and completion of a campaign. The reality is, marketing is just not that cut-and-dried. What’s more is that in this age of hyper-growth and tech innovations, teams are expected to do more with fewer resources. Trying to understand campaign attribution falls by the wayside, as teams hustle to just get their campaigns launched. Join our Master Class on ABM Analytics so that you and your team can eliminate the guesswork when it comes to leveraging data throughout your ABM campaigns. Save your seat so that you and your teams can: - Ease into your campaigns with confidence in your funnel metrics and data insights - Leverage metrics for more predictive campaign outcomes - Build an analytics framework for ABM at scale

1. ABM MASTER CLASS: ANALYTICS
TAKING THE AMBIGUITY OUT OF ABM
NANI SHAFFER
SR. DIRECTOR, MARKETING OPERATIONS & DEMAND GEN

2. AGENDA
§ WHAT IS SO AMBIGUOUS?
§ MEASUREMENT IN AN ABM WORLD
§ OPERATIONALIZING ACCOUNT-BASED MEASUREMENT

3. WHAT IS SO AMBIGUOUS?

4. © 2019 DEMANDBASE SLIDE 4
DAY-TO-DAY TACTICAL METRICS CONSOLIDATED BUSINESS ANALYSIS
WHAT WILL HAPPEN IN THE FUTURE?
What is/isn’t working?
Are we targeting the right accounts?
Is our strategy resulting in revenue?
Revenue
Close Rate
Deal Size
Deal Velocity
Retention Rates
First Touch
Last Touch
Channel/Program Influence
Response Rate
Target Account Penetration
WHAT HAPPENED IN THE
PAST?
Which campaigns get credit?
How many opportunities were influenced?
What channels reached target accounts?
STAKEHOLDERS NOT ALIGNED ON ANALYTICS
Program Owners
Marketing Leadership
Campaign Managers
Board Members
Sales Leadership
C-Suite / Exec Team

5. © 2019 DEMANDBASE SLIDE 5
MARKETING
SKEPTICISM
SALES
SKEPTICISM
CHANNEL
RIVALRIES
ABM
CONFLICTS
Model decisions
impact channel
performance metrics
Finite number of
dollars to share leads
to data manipulation
Contentious conclusion
that marketing source
matters
Temptation to game the
model by blanketing all
accounts

6. MEASUREMENT IN AN ABM WORLD

7. © 2019 DEMANDBASE SLIDE 7
• Understand which channels and
sources are contributing to
revenue
• Forecast pipeline based on
current volume of accounts
engaging with particular
channels and sources
• Figure out how to optimize
spend
MEASUREMENT &
ATTRIBUTION
GOALS

8. © 2019 DEMANDBASE SLIDE 8
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

9. © 2019 DEMANDBASE SLIDE 9
ABM MEASURE OF SUCCESS
XX Total Opportunities
XX% of pipeline coming from Target Accounts
XX% Increase in Close Rate
XX% Increase in Average Deal Size
XX% Increase in Funnel Velocity

10. © 2019 DEMANDBASE SLIDE 10
SDR TEAM EFFICIENCY
The quarterly pipe output
of each SDR has tripled.
BY THE NUMBERS
Inbound Reps: 20%
Outbound Reps: 80%
Pipe/Quarter/Rep: 24
Inbound: handle all inbound
from non-DB4k accounts
Outbound: handle inbound &
outbound efforts for DB4k
0
5
10
15
20
25
30
January February March April May June July

11. © 2019 DEMANDBASE SLIDE 11
0
1000
2000
3000
4000
5000
6000
0
20
40
60
80
100
120
140
160
180
2016 2017 2018 2019
Pipeline Count Cost Per Opportunity
MARKETING EFFICIENCY
Baseline
+50%
+150%
+250%

12. © 2019 DEMANDBASE SLIDE 12
SALES EFFICIENCY
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
ñ17%
ñ51%
ñ75%

13. © 2019 DEMANDBASE SLIDE 13
SALES TEAM CLOSE RATE ACV FUNNEL VELOCITY
Enterprise +217% +69% +35%
Mid Market +136% +23% +24%
CORPORATE EFFICIENCY

14. © 2019 DEMANDBASE SLIDE 14
KEY BENEFITS BY DEPARTMENT
MARKETING
More focused, more
efficient, and more
connected to revenue
OPERATIONS
Coordinated platforms
between sales and
marketing
SALES
Greater precision,
coordination, and velocity
in Target Accounts
FINANCE
Greater predictability,
transparency, and
visibility into marketing
expense ROI

15. ABM IN OPERATION

16. © 2019 DEMANDBASE SLIDE 16
MID-MARKET PLATFORM DEAL
7/7/18
[Webinar]
DGR B2B Buyers
7/24/18
[Webinar]
ABMLA Summer
Podcast Series
9/17/18
[Event]
Dreamforce –
OpsStars
9/17/18
[Event]
Dreamforce -
Temple Party
10/8/18
[Event]
AIS Save the Date
10/10/18
[Webinar]
FY19 Planning
11/27/19
[Event]
AIS Registration
12/5/18
[Webinar]
ITSMA ABMLA
12/10/18
[Email]
ITSMA Report
12/11/18
[Field]
ABM Certification
12/21/18
[Webinar]
ABM Tech Talk
1/3/19
[Webform]
ABM Vendor
Guide
1/3/19
SQL CREATED
1/8/19
[Webinar]
Create & Measure
1/24/19
[Field]
Take a Closer
Look - Denver
2/21/19
[Field]
ABM Certification
- Advanced
3/12/19
[Field]
Seattle CONEX
Tour
4/18/19
[Webinar]
Virtual AIS
6/11/19
[Webinar]
ABM Revealed
7/7/19
[Field]
ABM Certification
- Advanced
7/23/19
[Field]
ABM Certification
- Foundations
7/31/19
[Webinar]
Measurement
8/14/19
[Webinar]
ABM Platform
Demo
8/16/19
DEAL CLOSED
36 touchpoints | 7 channels | 6 contacts

17. © 2019 DEMANDBASE SLIDE 17
CHANNEL BREAKDOWN LEADING UP TO OPP CREATION
Direct Mail
Events
Webinar
-6 Months -5 Months -4 Months -3 Months -2 Months -1 Month Month of Opp
Creation
Field Marketing
Webform

18. © 2019 DEMANDBASE SLIDE 18
BY THE TIME AN ‘AVERAGE’ DEAL IS CLOSED/WON
Metric Mid Market Enterprise Strategic Total
Total Touchpoints 7.5 11.9 33.6 13.4
Total Contacts
Engaged
2.7 6.2 17.3 6.5
Unique Channels 3.1 3.9 5.7 3.8
Days Pipe-Close 70.3 57.2 34.0 58.9

19. © 2019 DEMANDBASE SLIDE 19
ABM IN OPERATION
Baseline
KPIs &
Metrics
Develop
Target
Account List
Are Target
Accounts
visiting your
website?
Are Target
Accounts
engaging on
site?
Are Target
Accounts
entering
pipeline?
Are Target
Accounts
closing?
Report to
Sales
YES
Report to
Sales
YES
Report to
Management
YES
Report ABM
Success!
YES
Revise
Attract
Strategy
NO
Revise
Engage
Strategy
NO
Revise
Sales
Strategy
NO
Work with Sales
Leadership
Revise
Audience
Strategy
NO

20. © 2019 DEMANDBASE / SLIDE 20

21. © 2019 DEMANDBASE SLIDE 21
• 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.

22. © 2019 DEMANDBASE SLIDE 22
• Alignment is critical
• Embrace the power of control
groups
• Understand which part of the
funnel is being measured
KEY TAKEAWAYS

23. THANK YOU