Marketing Automation and Beyond Feb, 2021

1. #B2BMX
I Predicted Marketing Automation &
It Changed Everything — Here’s
What’s Next
Jon Miller, Chief Marketing & Product Officer
Demandbase

3. Copyright ©2020 / Demandbase Inc.
Traditional demand
generation has
shipwrecked
T H E E N D O F A N E R A
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New sales engagement tools change top-of-funnel

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Traditional demand
generation has
shipwrecked
T H E E N D O F A N E R A
Larger buying committees transform bottom of funnel
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Traditional demand
generation has
shipwrecked
T H E E N D O F A N E R A
Recurring revenue models and increased focus
on expansion revenue
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Traditional demand
generation has
shipwrecked
T H E E N D O F A N E R A
Limitations of lead-based approaches
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Traditional demand
generation has
shipwrecked
T H E E N D O F A N E R A
Digital noise makes it harder
than ever to reach targets
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Traditional demand
generation has
shipwrecked
T H E E N D O F A N E R A
More and more buying research is happening off your site –
hidden intent signals
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Traditional demand
generation has
shipwrecked
T H E E N D O F A N E R A
Poor marketing &
sales alignment
Difficulty moving
upmarket
Slugging
expansion
revenue
Wasted time,
complexity
Missed
pipeline goals
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1
Winners will adapt to new B2B realities
T H E P R O M I S E D L A N D
Find: Focus
efforts on the
most valuable
accounts

11. Information
Abundance

12. 13
Stand out by focusing more
resources on higher-value and
in-market accounts

13. © 2021 Demandbase
Source: ITSMA and ABM Leadership Alliance, 2020 ABM Benchmark Study
• Deep dive account research
• Highly-customized programs for each account
• Investment per account: $36,000 - $50,000
• 84% accounts are current customers, 16% new
“Handful” – median 14, mean 39
$2M-$100M++
1:1

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• Micro-clusters of ~20 accounts focused on similar issues
• Deep cluster research
• Highly-focused programs, moderate personalization
• Investment per account: $3,000 - $15,000
• 49% accounts are current customers, 51% new
Source: ITSMA and ABM Leadership Alliance, 2020 ABM Benchmark Study
“Handful” – median 14, mean 39
$2M-$100M++
“Dozens” – median 50, mean 177
$250K – $2M
1:1
1:Few

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• Many account-based programs live here
• Broad programs, light personalization
• More technology including intent data and advertising
• Investment per account: < $1,000 - $3,000
• 72% accounts are NEW customers, 28% current
Source: ITSMA and ABM Leadership Alliance, 2020 ABM Benchmark Study
“Handful” – median 14, mean 39
$2M-$100M++
“Dozens” – median 50, mean 177
$250K – $2M
“Hundreds” – median 500, mean 6,221
$50K – $250K
1:1
1:Many
1:Few

16. © 2021 Demandbase
“Handful” – median 14, mean 39
$2M-$100M++
“Dozens” – median 50, mean 177
$250K – $2M
“Hundreds” – median 500, mean 6,221
$50K – $250K
1:1
Targeted Demand Gen
1:Many
1:Few
“Thousands”
<$50K
Source: ITSMA and ABM Leadership Alliance, 2020 ABM Benchmark Study

17. © 2021 Demandbase
Entitlements tell
you how many
accounts you
can have
Evergreen
+
Triggered /
In-Market

18. © 2021 Demandbase
Predictive Scoring to Identify and Rank Accounts
Pipeline Predict
Qualified accounts showing behaviors that predict buying activity
AI + Big Data
Finds and Scores
Buying Patterns
Predictive Analytics with FIRE
F it Accounts in your ICP
I ntent Interest in your products and/or competitors
R elationship Context and history with the account
E ngagement Time spent with your company
20

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1 2
Winners will adapt to new B2B realities
T H E P R O M I S E D L A N D
Find:
Focus efforts
on the most
valuable
accounts
Engage:
Align interactions
to the buyer’s
journey

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“Getting poked by
a spear doesn’t
feel very good.”
Align interactions to the
buyer’s journey

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Gartner’s Six Buying Jobs
• Problem identification. “We need to do something.”
• Solution exploration. “What’s out there to solve our problem?”
• Requirements building. “What exactly do we need the purchase
to do?”
• Supplier selection. “Does this do what we want it to do? Is it the
best option available?”
• Validation. “We think we know the right answer, but we need to
be sure.”
• Consensus creation. “We need to get everyone on board.”

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Yard lines for a non-linear process

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Define the buyer’s journey
Pipeline Predict
Qualified accounts showing behaviors that predict buying activity
Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
AI-Driven Journeys
Customizable
Stages
AI + Big Data
Finds and Scores
Buying Patterns
Predictive Analytics with FIRE
F it Accounts in your ICP
I ntent Interest in your products and/or competitors
R elationship Context and history with the account
E ngagement Time spent with your company
27

25. © 2021 Demandbase
Define the buyer’s journey
Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified Matches our ideal customer profile (ICP)
Showing awareness for our category (intent)
Engaging with our website, programs
Marketing Qualified Account (in-market)
Open opportunity
Closed won opportunity
Adoption and expansion

26. © 2021 Demandbase
Early in the journey, focus on building your brand on a
foundation of trust.
Move from emotion to logic with thought
leadership and education.
Find when accounts are in-market and actually
interested in hearing from you — but before they
raise their hand on your website.
Focus on validation and engaging the entire
buying committee.
Enhance the post-sale experience with adoption
best practices and finding expansion opportunities.
Align interactions to the buyer’s journey
Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified

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1 2 3
Winners will adapt to new B2B realities
Engage:
Orchestrate
plays across
channels
T H E P R O M I S E D L A N D
Find:
Focus efforts
on the most
valuable
accounts
Engage:
Align interactions
to the buyer’s
journey

28. Typical ABX Engagement Channels
TOPO Marketing Technology Report 2019

29. © 2021 Demandbase
Orchestrate across channels for maximum effectiveness
• Orchestration Response Rates
Source: InfoTrends

30. Account Journey Engagement Strategy Channels
Ad Platforms
CRM
Sales Engagement
Marketing Automation
Direct Mail
Account-Based Chat
Web Personalization
Update Account to “Working”
Send Direct Mail Package
Sales Alert
MQA Sequences
Awareness
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Orchestrate across channels for maximum effectiveness

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Close:
Work as a team,
not a baton
handoff
1 2 3
Winners will adapt to new B2B realities
Engage:
Orchestrate
plays across
channels
4
T H E P R O M I S E D L A N D
Find:
Focus efforts
on the most
valuable
accounts
Engage:
Align interactions
to the buyer’s
journey

32. © 2021 Demandbase
Changing Dynamics for Sales and Marketing
41
Old: The Hand-Off New: Orchestration
TOPO: #1 indicator of account-based success is the
coordination between marketing and sales.
Source: TOPO’s 2019 Benchmark survey

33. © 2021 Demandbase
74%
say sales’ awareness of
marketing campaigns is
important to win their
business1
of B2B sales reps who receive
alerts to key actions required
on opportunities say these
alerts help them do their job
better1
When Sales and Marketing teams
are aligned, companies see an
average of 19% faster revenue
growth and 15% higher
profitability2
S O U R C E : 1 . S A L E S F O R C E , S T A T E O F T H E C O N N E C T E D C U S T O M E R
2 . S I R I U S D E C I S I O N S , K E Y N O T E A T S I R I U S D E C I S I O N S S U M M I T 2 0 1 9
85%
Share insights
Align data Coordinate interactions
3
1 2 3
19%
Three Levels of Marketing-Sales Alignment

34. © 2021 Demandbase
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Copyright ©2020 / Demandbase Inc.
Close:
Work as a team,
not a baton
handoff
1 2 3
Winners will adapt to new B2B realities
Engage:
Orchestrate
plays across
channels
4
T H E P R O M I S E D L A N D
Measure quality
not just
quantity
5
Find:
Focus efforts
on the most
valuable
accounts
Engage:
Align interactions
to the buyer’s
journey

36. © 2021 Demandbase
Don’t count the people
you reach; reach the
people that count.
– David Ogilvy

37. © 2021 Demandbase
Time
is Money

38. © 2021 Demandbase
Core Engagement Metrics
Scoring Heatmap Time
Is engagement going up or
down over time?
Which accounts are
most engaged?
Where does it
come from?
Pro Tip: Look at this by sales rep or territory

39. © 2021 Demandbase
• Value
• Volume
• ConVersion
• Velocity

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41. © 2021 Demandbase 50
Account-Based
Technology

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Lead-based
marketing automation Fragmented data silos
Marketing Technology Has Not Kept Up
B2C ad tech
1,435
spam
51

43. TOPO: The Account Based Technology Stack
TOPO Marketing Technology Report 2019

44. Technology Category
Impact and Satisfaction
TOPO Marketing
Technology Report 2019

45. © 2021 Demandbase
Key Takeaways
Account-Based Experience (ABX) is a go-to-market strategy that uses data and insights
to orchestrate relevant Marketing and Sales actions throughout the B2B customer
lifecycle.
• Early in the journey, it focuses on building your brand on a foundation of trust.
• Later, it uses big data and AI to find when accounts are in-market and actually interested
in hearing from you — but before they raise their hand on your website.
• It focuses on deep account insights to ensure each interaction is relevant and useful
enough to be worthy of their attention.
• It breaks down the traditional “baton pass” from Marketing to Sales, connecting insight
to action and streamlining the buyer experience.
• It enhances the post-sale experience by continuing to identify key opportunities to
engage at the right time.

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Thank You
You’re The Best

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Account-Based Metrics Are Different
Demand Generation Account-Based
Leads Accounts
Quantity Quality
Days and Weeks Months and Years
Marketing-Sourced Pipeline Everyone-Sourced Pipeline
New Business New, Accelerate, and Expand

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Technology
•ABM is a business
strategy, not a technology
category
•ABM “leaders” spend 46%
more on ABM technology
than “laggards”*
*TOPO 2018 Account-Based Technology Report

53. © 2021 Demandbase
• Top Categories
for ABM:
• Account Data
• Measurement
• Contact Data
• Lead Matching
• Intent Data
TOPO 2018 Account-Based
Technology Report

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ABM is about standing out by
focusing more resources on
higher-value accounts
Use Intent Data to know what to
say

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Salespeople never talk about
how many leads they’ve closed.
They talk about how many
accounts they’ve closed.

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Demand
Generation
Account-Based
Marketing

61. Opt out, tune
out, toss out

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70% of buyers fully
define their needs on
their own before
engaging with a sales
representative, and 44%
identify specific
solutions before
reaching out to a seller.
(CSO Insights)

63. © 2021 Demandbase
Start here
Initial
research
Social
media
First website
visit
Competitive
site visits
Buying
committee
research
Social
network
Pipeline
Evaluation
Retain
Research additional
solutions
Customer
Unknown Known
Form fill/Hand-raise
/Demo request
Not here

64. © 2021 Demandbase
Introducing Account-Based Experience (ABX)
Traditional ABM Modern ABX
Interruption-based
Aligns go-to-market efforts to the account journey,
using intelligence and insights to know when and how
to engage and what to say to each account
Marketing only Orchestrated process with Marketing and Sales
Primarily pipeline
The full B2B customer lifecycle including brand,
pipeline, opportunities, retention/expansion

65. © 2021 Demandbase
Account Based Experience
A go-to-market strategy that
uses data and insights to
orchestrate relevant, trusted
Marketing and Sales actions
throughout the B2B customer lifecycle.

66. © 2021 Demandbase
A fundamental strategy that spans all your go-to-market efforts;
not a simple campaign or tactic
Account Based Experience
A go-to-market strategy that
uses data and insights to
orchestrate relevant, trust
Marketing and Sales actions
throughout the B2B customer lifecycle.

67. © 2021 Demandbase
Account Based Experience
A go-to-market strategy that
uses data and insights to
orchestrate relevant, trust
Marketing and Sales actions
throughout the B2B customer lifecycle.
Uses research and AI to know when and how to engage,
and what to say, to create a relevant experience

68. © 2021 Demandbase
Account Based Experience
A go-to-market strategy that
uses data and insights to
orchestrate relevant, trust
Marketing and Sales actions
throughout the B2B customer lifecycle.
An orchestrated process across Marketing,
Sales Development, Sales, and Customer Success

69. © 2021 Demandbase
Account Based Experience
A go-to-market strategy that
uses data and insights to
orchestrate relevant, trust
Marketing and Sales actions
throughout the B2B customer lifecycle.
Touches all aspects of the full customer journey including brand,
pipeline, opportunities, and post-sale retention/expansion

70. © 2021 Demandbase
The Buyer’s Journey

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The Core ABX Processes
Find
and prioritize target
accounts with AI-driven
models and intent data
Engage
with accounts and people
via orchestrated plays
across channels including
advertising and web
personalization
Close
deals and expand
relationships by aligning
with sales
Build
your account-
based foundation
81

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Find

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Engage

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All Others
Intent
Engaged
MQA
Hot Account
Opportunity
Customer
Expansion Opp
Expansion Won
Qualified
Create your brand on a foundation of trust
Brands operate on emotion
Trust is a key emotion for B2B
Ways to build trust:
• Thought leadership (quality>quantity)
• Word of mouth / social proof
• Brand advertising (emotion>logic)

75. © 2021 Demandbase
All Others
Intent
Engaged
MQA
Hot Account
Opportunity
Customer
Expansion Opp
Expansion Won
Qualified
Engage with customers when and how they want
71%of buyers will typically accept a contact
request with a new provider during the exploration
or early evaluation streams of the buying cycle.
– Todd Berkowitz, Gartner
75%of executives will read unsolicited
materials if they are relevant to their business.
– ITSMA
74%of buyers choose the sales rep that’s first
to add value and insight.
– Corporate Visions
The first viable vendor to reach a decision maker and set the buying vision has a 74% average close ratio. - Forrester

76. © 2021 Demandbase
CRM
Marketing Automation
475b+ Intent Signals (Monthly)
Corporate Email
Ad Impressions
Website Visits
Connect Match Segment
20M Companies
Firmographics & Technographics
Build: Create Your Account-Based Foundation
Custom
Audiences
86
AccountID
Lead to Account
Match Rate & Accuracy