Using Account-Based Marketing to Connect Sales and Marketing

1. Bridging the Great Divide:
Using Account Based Marketing to connect
Sales and Marketing
Peter Isaacson
CMO

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The sales and marketing divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

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The result…
MARKETING
“We delivered
1,238 MQLs
this quarter.
+27% above goal!”
SALES
“Marketing isn’t
supporting us”

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Focusing on volume wastes time and money
4.4% Inquiries
Convert
.03%
Inquiries to
closed/won
Source: Sirius Decisions

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Leads aren’t valued…
of marketing
generated leads are
never followed
up by sales.
50%
- Miller Pierce, 2014 VOC Study

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The buying process happens before the lead is
created
SALES
CALL
LEAD
SOCIAL
MEDIA
WEBSITE
VISIT
SEARCH
DETERMINE
PROBLEM
WEBSITE
VISIT
WEB
RESEARCH
FRIENDS
AND FAMILY
Typical B2B Buying Process

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B2C and B2B are different
TARGET
DECISION MAKER
SALES
BUYING CYCLE
BUYING DECISION
QUALIFICATIONS
COST OF SALE
Target accounts
Buying Groups
Low transaction volume
Typically high value
Long
Months
Rational
Company attributes
High
Masses
Individual
High transaction volume
Typically low value
Short
Impulse - days
Emotional
Taste, Behavior, Lifestyle
Low
B2C B2B

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B2B can’t use B2C tactics
Spray and Pray
• Quantity ≠ quality
• Wasted resources
Persona Marketing
• Targeting based on behaviors
• Right person, wrong company
Targeting Accounts
• B2B buys & sells by account
• Aligns marketing with sales/revenue
✔

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Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

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Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

11. 1. SiriusDecisions’ “2015 State of Account-Based Marketing”
2. Demand Metric “Defining Digital Impact in the B2B Enterprise”
of companies said Account-Based
Marketing is “extremely” or “very”
important to their efforts. 192%
of marketers employing ABM
stated they are aligned with
sales. 191%
of companies employing ABM
plan to invest more in technology
over the next 12 months. 161%
of B2B companies are aware
of ABM. 2
75%

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Why Account-Based Marketing?
• Ensures attention is given to top prospects/
customers
• Defines growth and timing based on account
specifics
Focuses on best
opportunities
• More efficient with a defined universe
• Delivers on their target accounts
Supports sales
reality
• Linked to greater customer satisfaction and
retention
• Customers experience less noise, respond
at higher rates to more relevant outreach
Delivers
customer-centric
experience

13. Account-Based Marketing at
Demandbase

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The process
§ Identify stakeholders in marketing and sales
§ Establish target account list
§ Both marketing and sales stakeholders
§ Develop marketing and sales engagement plans
around those accounts
§ Execute marketing programs
§ Measure
§ Refresh target list quarterly

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Identifying key account attributes
Overall technology applications used
Complexity of website
Social Activity
Revenue
1
2
3
4
Multimedia
TechnologiesAnalytics
Marketing
Automation
Web Hosting
Platforms Live Chat

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The DB3K

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Segment by sales regions
Source: US Census Bureau

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Territory and account planning
Overview
+
Brainstorm
+
Align
Marketing
+
Sales
+
SDR
WHO WHAT

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The territory planning process
Marketing
Planning
Demand
Generation
Field
Marketing
Database
Campaigns
Sales Team
Presentations
Review
Programs
Brainstorm
Additions
Align Account
Focus
DB1500+
Final Plan
Additional
Territory
Activities
Monthly
Review
Perf Man
Analysis
Program
Execution
Recommended
Edits
-4 weeks
End of 1st
and 2nd
Months
-2 weeks
Quarter
Start

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Field event prioritization

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Target Geo: Midwest
Total Accounts in Territory: 270
• # Touched by Q3 Programs: 135
• Average # of Contacts per account: 6
• Average # of Touches per Contact: 7.5
Q3 Activities:
• Advertising campaign
• B2B retargeting
• Field Marketing Event: Aug 7
• # of pipeline opportunities: 4
• Won Deals: 1
• Content Marketing World (Cleveland): September 8
• Prospect Luncheon (Cleveland): September 10

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Personalize the experience

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Measure by territory
Programs executing this quarter:
• Advertising campaign
• B2B Retargeting
• Chicago Field Program
• Cleveland Appt Setting Campaign
• Content Marketing World
August
July
Performance Assessment:
• Saw 5 more target accounts engaged this
month.
• 6 key accounts engaged in in-person activities.
• General upswing in engagement, but not as
much as planned.
• Q4 programs increased to address this.
$190,350
$375,500
15
27

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DB3k vs Non DB3k Accounts
Sales Team Close Rate ACV Funnel Velocity
Enterprise +285% +35% +2%
Mid Market +166% +40% -20%
Advertising +57% +31% +65%