So you’ve started with Account-Based Marketing. You might have used the 1:1 approach or piloted it with a small group of accounts and are ready to take your strategy to the next level. Whether you’re looking to expand ABM within your organization or optimize your strategy for even greater results, there’s technology out there to help you! Join us for a discussion with OutSystems, the number one low-code platform for developers, and learn how: - ABM technology can fill in the strategy gaps and amplify your results - Other B2B organizations arrange their tech stacks to get the most out of their ABM strategy - How the Demandbase Marketing team leveraged ABM technologies to achieve 2x pipeline

1. IS YOUR ABM STRATEGY READY FOR
TECHNOLOGY?
ABM TECH TALK
Christine Poll | Outsystems
Tenessa Lochner | Demandbase

2. © 2018 DEMANDBASE｜SLIDE 2
TODAY’S PRESENTERS
TENESSA LOCHNER
Senior Manager, ABM Education and Training
Demandbase
CHRISTINE POLL
Manager, Field Marketing, North America
Outsystems

3. AGENDA
§ When are you ready for technology?
§ What are your options?
§ Real-world Tech Stacks
§ ABM Technology in Action
§ Q&A

4. WHEN ARE YOU READY
FOR TECHNOLOGY?

5. © 2018 DEMANDBASE｜SLIDE 5
#1: Strategy
#2: Technology

6. © 2018 DEMANDBASE｜SLIDE 6
IF YOU SKIP STEP #1
§ Use Case
§ Objectives
§ ROI
NO

7. © 2018 DEMANDBASE｜SLIDE 7
1. Goals & Objectives
2. Alignment
3. Target Account List Scope
4. Marketing Programs
5. Baselines & KPIs
START WITH
YOUR STRATEGY

8. © 2018 DEMANDBASE｜SLIDE 8
START WITH
YOUR STRATEGY
Goals & Objectives
Alignment
Target Account List Scope
Marketing Programs
Baselines & KPIs
And IF…
THEN, it’s time for technology!

9. BUT WHERE DO YOU START?

10. © 2018 DEMANDBASE｜SLIDE 10
TECHNOLOGY CAN HELP
§ Infrastructure: how do you track and
execute your ABM strategy?
§ Account Selection: how do you get the
RIGHT list in place?
§ Engagement: how do you get a relevant
message to your targets?
§ Sales Enablement: Marketing’s done
their job, how do you make sure Sales
gets it over the finish line?
§ Measurement: How do you know what’s
working? What’s not? What’s next?

11. © 2018 DEMANDBASE｜SLIDE 11
INFRASTRUCTURE
§ Challenges these technologies solve:
§ Lead routing and prioritization
§ Reporting on accounts
§ Acting on accounts
§ Bad data
ROLES EFFECTED:
Marketing
Operations
Sales
Operations
Demand
Generation
Manager
Sales/SDRs
Events
Manager
Field
Marketing
Website
Manager
Content
Manager
Social Media
Manager
Creative/
Designer
In-house Ad
buyer
Sales
Enablement

12. © 2018 DEMANDBASE｜SLIDE 12
ACCOUNT SELECTION
§ Challenges these technologies solve:
§ Too hard to scale manually
§ Need to update regularly
§ Need ways to combine data and
practical knowledge
Marketing
Operations
Sales
Operations
Demand
Generation
Manager
Sales/SDRs
Events
Manager
Field
Marketing
Website
Manager
Content
Manager
Social Media
Manager
Creative/
Designer
In-house Ad
buyer
Sales
Enablement
ROLES EFFECTED:

13. © 2018 DEMANDBASE｜SLIDE 13
§ Challenges these technologies solve:
§ Having trouble reaching your targets with
precision
§ Not delivering a targeted message to your
most valuable segments
§ Wasting money bringing in accounts
that won’t buy from you
ENGAGEMENT
Marketing
Operations
Sales
Operations
Demand
Generation
Manager
Sales/SDRs
Events
Manager
Field
Marketing
Website
Manager
Content
Manager
Social Media
Manager
Creative/
Designer
In-house Ad
buyer
Sales
Enablement
ROLES EFFECTED:

14. © 2018 DEMANDBASE｜SLIDE 14
SALES ENABLEMENT
§ Challenges these technologies solve:
§ You’re finding a lot of leads untouched
§ You’re sending over leads from Targets,
but they aren’t converting to opportunities
ROLES EFFECTED:
Marketing
Operations
Sales
Operations
Demand
Generation
Manager
Sales/SDRs
Events
Manager
Field
Marketing
Website
Manager
Content
Manager
Social Media
Manager
Creative/
Designer
In-house Ad
buyer
Sales
Enablement

15. © 2018 DEMANDBASE｜SLIDE 15
MEASUREMENT
§ Challenges these technologies solve:
§ You are trying to figure out the impact of each
of your campaigns
§ You want to share insights with your sales
teams about their accounts, beyond just leads
§ You are trying to figure out the messages
that resonate most
Marketing
Operations
Sales
Operations
Demand
Generation
Manager
Sales/SDRs
Events
Manager
Field
Marketing
Website
Manager
Content
Manager
Social Media
Manager
Creative/
Designer
In-house Ad
buyer
Sales
Enablement
ROLES EFFECTED:

16. © 2018 DEMANDBASE｜SLIDE 16
TECHNOLOGY INFORMS YOUR STRATEGY & EXECUTES IT
§ MEASUREMENT
Use website analytics to identify most
popular assets PER SEGMENT. This will
inform your content strategy.
§ ENGAGEMENT
Serve up the relevant (and consistent)
content at the right time to the right segment
on all channels.
§ ENABLEMENT
Make sure you put that same information
and content in the hands of Sales to
reinforce that message.

17. © 2018 DEMANDBASE｜SLIDE 17
§ Identify someone (or a team
of people) to own your stack
§ Train your team on it’s value
and uses
§ Have clear metrics that will
demonstrate ROI
BEFORE YOU
GO TOO FAR…

18. © 2016 DEMANDBASE # 18
SO HOW ARE YOU GOING TO PAY FOR ALL THIS TECHNOLOGY?
$222K / year
for New ABM
Programs & ABM
Technologies
$465k
FULL BUDGET
CONTENT SYNDICATION
WEBINAR SPONSORSHIPS
DIGITAL ADVERTISING
REGIONAL EVENTS
SAVING BY ABM APPROACH
$243k
FULL BUDGET
Standard B2B
Marketing Spend
ABM Optimized
Spend
RE-ALLOCATION OF RESOURCES

19. © 2018 DEMANDBASE｜SLIDE 19
§ Data
§ Scalability
§ Execution
§ Cost
KEY
CONSIDERATIONS
FOR YOUR
TECHNOLOGY
INVESTMENT

20. TECH STACKS

21. © 2018 DEMANDBASE｜SLIDE 21
DEMANDBASE TECH STACK

22. 22
Infrastructure
OUTSYSTEMS – TECH STACK

23. © 2018 DEMANDBASE｜SLIDE 23
§ Where is your next biggest need
in the technology department?
§ What are your top 3 goals and
how does your tech stack
support it?
§ How do you manage your tech
stack?
§ How do you integrate between
departments?
DISCUSSION

24. DEMANDBASE ON DEMANDBASE

25. © 2018 DEMANDBASE｜SLIDE 25
DEMANDBASE COMBINES AI + ABM TO AUTOMATE ACTIONS
Hyper-Targeted Ads by
Account & Persona
Website Content
Personalization
Buyer Journey
Optimization
Account-Based Sales
Insights
Account Selection
and Intent
Insights
Action
Data
ARTIFICIAL
INTELLIGENCE

26. © 2018 DEMANDBASE｜SLIDE 26
OUR USE CASE: THE AE TOP 30
§ TAM:
All companies that could buy from you
§ TARGET MARKET:
Accounts that are suitable clients – meet your ICP
§ DB4K:
Our focus of 4000 accounts – 100-150 accounts per
sales rep, and those showing buying intent
§ AE TOP ACCTS:
Top 15% of the Target Account List that is the primary
focus for Sales & Marketing
§ OPPORTUNITY:
Any account that is engaged in a Sales Cycle – MQL+
TAM
Target Market
DB4K
AE Top 30
Opportunity/
Customers

27. © 2018 DEMANDBASE｜SLIDE 27
ACCOUNT SELECTION FOR AE TOP 30
§ We had always done it manually
§ But we wanted to add intent

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ONCE WE KNEW WHO TO TARGET…
§ Targeting
§ Site Optimization

29. © 2018 DEMANDBASE｜SLIDE 29
WE WERE GETTING THESE ACCOUNTS ENGAGED…
§ Conversion

30. © 2018 DEMANDBASE｜SLIDE 30
HOW DID WE KNOW IT WAS WORKING?

31. § Check out our Vendor Guide to
help with technology selection
§ Set up a demo with
Demandbase
§ Ask me to talk to your team
about how to connect ABM
strategy to Demandbase
technology
NEXT STEPS

32. Q&A