CMO Connect: I Predicted Marketing Automation | Jon Miller, CMO, Demandbase

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Copyright ©2020 / Demandbase Inc.
Traditional demand
generation has
shipwrecked
T H E E N D O F A N E R A
Traditional demand
generation has
shipwrecked
Limitations of lead-based approaches
leading to the rise of account-based strategies

Traditional demand
generation has
shipwrecked
Traditional demand
generation has
shipwrecked
New sales engagement tools change top-of-funnel
Larger buying committees transform bottom of funnel

Traditional demand
generation has
shipwrecked
Traditional demand
generation has
shipwrecked
Recurring revenue models and increased focus
on expansion revenue

Traditional demand
generation has
shipwrecked
Traditional demand
generation has
shipwrecked
More buying research happening off your site
— hidden intent signals

Traditional demand
generation has
shipwrecked
Traditional demand
generation has
shipwrecked
Digital transformation making many traditional demand
generation tactics less effective

© 2021 Demandbase
© 2021 Demandbase
Demand
Generation
Account-Based
Marketing

© 2021 Demandbase
“Getting poked by
a spear doesn’t
feel very good.”
Introducing
Account-Based Experience

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

1
Five Steps to Account-Based Experience
A C C O U N T - B A S E D E X P E R I E N C E
Build:
Your account
data
foundation

© 2021 Demandbase
Critical data gets scattered across systems
Without a proper account data
foundation, you:
• Can’t identify the high-quality
accounts that are in-market and
ready to engage.
• Can’t orchestrate relevant account
interactions across channels.
• Can’t align Sales and Marketing
around a common view of the
account.
• Can’t measure success, tracking how
your efforts are moving the account
needle.

© 2020 Demandbase |
Connect all your data
13
For one comprehensive view of the account and the people at them
CRM
Marketing
Automation
Corporate Email
Ad Impressions
Website Visits (Anonymous)
Firmographics &
Hierarchies
Intent Signals
1st Party 3rd Party
Technographics
Contacts
Account ID
Lead-to-Account
Match
Maintain
Validate
Cleanse
Enrich
Deduplicate

1 2
Build:
Your account
data
foundation
Find:
Focus efforts on
the most valuable
accounts

© 2021 Demandbase
The number of accounts you could pursue
is larger than the number you can pursue
Three strategies:
• Defining different styles of ABX
based on account value.
• Segmenting and rotating account
focus.
• Triggering specific actions.

© 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

© 2021 Demandbase
! 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
$2M-$100M++
“Dozens” – median 50, mean 177
$250K – $2M
1:1
1:Few

© 2021 Demandbase
! 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
$2M-$100M++
$250K – $2M
“Hundreds” – median 500, mean 6,221
$50K – $250K
1:1
Many account based programs live here
1:Many
1:Few

© 2021 Demandbase
$2M-$100M++
$250K – $2M
“Hundreds” – median 500, mean 6,221
$50K – $250K
1:1
Targeted Demand Gen
(ICP)
1:Many
1:Few
“Thousands”
<$50K

© 2021 Demandbase
Entitlements tell
you how many
accounts you
can have
Evergreen
Triggered
Segmented
Evergreen Triggered
1:1
! Account plan
! 1:1 workshop
! VIP experiences
! 100% custom content, chat
! Advertising
! Proactive outbound
! Quarterly contact refresh (5)
! $100+ gifting
! Cameo message
! 100% customized response
1:Few
! Mini account plan
! 20% custom content
! Advertising
! Proactive outbound
! Quarterly contact refresh (3)
! $75+ gifting
! Highly customized response
1:Many
! Advertising
! Limited outbound
! Program-based content
! $50+ gifting
! Customized response
ICP
! General demand gen
! No outbound until trigger
! Lightly customized response

© 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
21

© 2021 Demandbase
Time to select….

1 2 3
Engage:
Orchestrate
interactions
aligned to the
buyer’s journey
Build:
Your account
data
foundation
Find:
Focus efforts on
the most valuable
accounts

© 2021 Demandbase
ITSMA
“75% of executives will read
unsolicited marketing materials
that contain ideas that might be
relevant to their business.”
75%
25%
Yes
No
“71% of buyers will accept a
contact request with a new
provider during the exploration
or early evaluation streams of the
buying cycle.” Todd Berkowitz, Gartner
71%

© 2021 Demandbase
Define the journey and identify the “magic moments”
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
26

© 2021 Demandbase
Define the journey and identify the “magic moments”
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

© 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

Typical ABX Engagement Channels
TOPO Marketing Technology Report 2019

30
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Head-to-Head
Customer
Comparison
>+7'&

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

Segmentation: The WHO
Orchestrate plays with automation
In any campaign, the target
list is responsible for 40-60
percent of the success.
Example segments:
• Prospects in the healthcare industry
• Accounts with a high qualification (fit) score but
no recent engagement
• Accounts that had more than one employee
attend a webinar
• Customers who’ve bought Product A but not
Product B (and are showing intent for Product B)
• Accounts in a specific sales rep’s territory
• Hot accounts with no recent sales interactions
(emails, meetings)
• Closed lost opportunities that are re-engaging
• Open opportunities showing intent for
competitors

Action Sequence: The WHAT
Ad Platforms
CRM
Sales Engagement
Marketing Automation
Direct Mail
Account-Based Chat
Web Personalization

Schedule: The WHEN

© 2021 Demandbase
Orchestration examples
If This…. …Then That
ICP accounts not yet engaging with your website and campaigns Advertise to build awareness and attract them to your website
Target account that’s aware but not in-market Send a personalized or fun gift to build brand affinity
Key executive downloads content or registers for a webinar Offer a meeting with your subject matter expert or prompt the AE
to reach out for a personalized demo
Qualified accounts in territory for upcoming roadshow Orchestrate direct mail and human invitations
New Marketing Qualified Account (qualified and in-market) Reach out to multiple personas at the account
Valuable accounts that aren’t responding over other channels Use high value offers to engage with top decision makers
Lower-level contact from key account attends an online demo Invite C-level exec to meet with one of your top executives
Open opportunity Advertise to account to drive validation and consensus
Stuck or lost opportunities that show intent or engagement from
key personas, but don’t have any recent sales touch
Alert the account executive to take action and/or bring in new
voices and channels to get the conversation going again
Existing customers that start showing intent or engagement in
products they don’t yet own
Reach out to the new buying center using your team and your
existing contacts at the customer
Customer showing intent for competitor keywords Alert the CSM and account manager

Close:
Work as a team,
not a baton
handoff
1 2 3
Engage:
Orchestrate
interactions
aligned to the
buyer’s journey
4
Build:
Your account
data
foundation
Find:
Focus efforts on
the most valuable
accounts

© 2021 Demandbase
Changing dynamics for Sales and Marketing
37
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

© 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

Close:
Work as a team,
not a baton
handoff
1 2 3
Engage:
Orchestrate
interactions
aligned to the
buyer’s journey
4
Measure:
Quality not just
quantity
5
Build:
Your account
data
foundation
Find:
Focus efforts on
the most valuable
accounts

© 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

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

Technology Category
Impact and Satisfaction
TOPO Marketing
Technology Report 2019

© 2021 Demandbase
Key Takeaways
• You won’t be able to deliver on B2B go-to-market for the next decade using technology
that was built more than a decade ago.
• 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.
• Create the right experience by align your interactions to the buyer’s journey
• Use predictive analytics to identify the “magic moments” when accounts want to hear
from you
• Automated orchestrated plays across channels for maximum effectiveness
• #1 indicator of account-based success is the coordination between marketing and sales
— ABX stand-ups are your secret weapon
• When it comes to account-based measurement: quality > quantity

Thank You
You’re The Best

CMO Connect: I Predicted Marketing Automation | Jon Miller, CMO, Demandbase

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CMO Connect: I Predicted Marketing Automation | Jon Miller, CMO, Demandbase