Today’s B2B advertisers are increasingly adopting an Account-Based Marketing (ABM) approach for their media spend. The “why” is clear — focusing on a prioritized list of companies, better aligning with sales, and measurement that reflects real business outcomes. But ABM also introduces new challenges. How should advertisers define their buying committee? How can they actually reach them? And what does it mean to treat digital ads as a full-funnel channel rather than an awareness play? Join SiriusDecisions and Demandbase for this webinar, featuring insights on all of the above, as well as a preview of Demandbase’s next-generation Targeting Solution.

1. THE NEXT GENERATION OF B2B
ADVERTISING
A CONVERSATION WITH SIRIUSDECISIONS

2. © 2017 DEMANDBASE SLIDE 2
SPEAKERS
JONATHAN TAM
Senior Research Director
Account-Based Marketing Strategies
SiriusDecisions
MATT AARONSON
Director, Product Marketing
Demandbase

3. AGENDA
§ Account-Based Marketing
§ Identifying B2B Buyers
§ Lead Signal Detection and Artificial Intelligence
§ Targeting Solution Overview
§ Q&A

4. @siriusdecisions 4 © 2018 SiriusDecisions. All Rights Reserved@jontam13
What is Account-Based Marketing?
strategic approach
defined
accounts
relevant
valuable
Source: SiriusDecisions
Marketing must align
its efforts to the
accounts and actions
most likely to deliver
growth and improve
sales productivity.
This is the promise of
account-based
marketing.

5. SiriusPerspective:
@siriusdecisions 5 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Why Do Companies Adopt ABM?
Organizations are reporting benefits in the form of increased account engagement,
improvements to average deal size and better conversion.
75%
saw account engagement
rise 25% or more
50%
saw C-level engagement
rise 25% or more
Increased engagement Increased conversion
89%
saw an improvement in
conversion rates
24%
said conversion rates were
50% greater with ABM
Source: SiriusDecisions 2017 ABM Command Center
91%
said average deal size was
higher in ABM accounts
27%
said average deal size is
over 50% higher
Increased deal size

6. SiriusPerspective:
@siriusdecisions 6 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Interest in ABM Will Continue
ABM is not a fad or a trend; it is an increasingly important way for companies to drive
more effective and efficient demand while driving better alignment.
93%
Source: SiriusDecisions 2017 ABM Command Center
“ABM is extremely or
very important to our
overall organizational
success”
60% 54%
% of organizations will
invest more or
significantly more in
ABM in next 12 months
% of respondents
with at least 30% of
marketing budget
allocated to ABM
(up from 17% 2016)

7. SiriusPerspective:
@siriusdecisions 7 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Marketing to Accounts or Account-Based Marketing?
Both are viable strategies for b-to-b organizations (and the terms are often used
interchangeably); however, there are important differences that must be understood.
Marketing to Accounts Account-Based MarketingVS.
• Based on available account insights• Based on business segmentation
Account selection Account selection
• Linked to buying center or contact-specific goals• Meeting the needs of a market segment
Planning Planning
• Chosen by account insights, preferences, needs• Chosen by persona needs/buyer’s journey stage
Tactic selection Tactic selection
• Account influence, growth, status, productivity• New inquiries / pipeline delivered
Success metrics Success metrics

8. SiriusPerspective:
@siriusdecisions 8 © 2018 SiriusDecisions. All Rights Reserved@jontam13
The SiriusDecisions Account-Based Marketing Framework
For large and industry/segment ABM, best-in-class organizations apply a systematic
process built on a solid foundation.
Organization, Roles and Responsibilities, and Skills and Training
Technology Infrastructure
Interlock/Communication
Insights
Education
Scoping
Resourcing
Assessment
Opportunity
Identification
Scoring
Selection
Prioritization
Goals
Messaging
Support
Inventory
Tactic Selection
Plan Delivery
Pilot
Expansion
Full Rollout
Participation
Optimization
Audiences
Format/Timing
Metric Selection
Maturity Selection
Maturity Audit
Benchmarking
Preparation Prioritization Planning Execution Measurement
SiriusDecisions
Account-Based Marketing Process Framework

9. © 2018 SiriusDecisions. All Rights Reserved
The Reality of Leads
The need to move beyond awareness using advertising

10. SiriusPerspective:
@siriusdecisions 10 © 2018 SiriusDecisions. All Rights Reserved@jontam13
The Reality Of B-to-B Leads-based Waterfalls
Even best-in-class organizations typically have conversion rates from Inquiry to
Closed-won less than one percent.
Inquiries
Automation
Qualified
Telequalified
Sales
Qualified
Won
Inquiry to Won
< 1 in 100
1
99
Conversion

11. SiriusPerspective:
@siriusdecisions 11 © 2018 SiriusDecisions. All Rights Reserved@jontam13
The Reality Of B-to-B Leads-based Waterfall
Even best-in-class organizations typically have conversion rates from Inquiry to
Closed-won less than one percent.
Inquiries
Automation
Qualified
Telequalified
Sales
Qualified
Won
A B a a
Continued improvement in leads-
based Waterfall performance runs
into diminishing returns.

12. SiriusPerspective:
@siriusdecisions 12 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Identifying B-to-B Buyers: Not Too Big, Not Too Small
While we often use the term “account” in b-to-b, an account is often not the true
target that product, marketing and sales have in mind when they think about the buyer.
Account
PersonaBecause we are not measuring the
progression of buyers appropriately

13. SiriusPerspective:
@siriusdecisions 13 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Identifying B-to-B Buyers: Not Too Big, Not Too Small
While we often use the term “account” in b-to-b, an account is often not the true
target that product, marketing and sales have in mind when they think about the buyer.
Account
Persona
The Goldilocks Zone

14. SiriusPerspective:
@siriusdecisions 14 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Identifying B-to-B Buyers: Not Too Big, Not Too Small
While we often use the term “account” in b-to-b, an account is often not the true
target that product, marketing and sales have in mind when they think about the buyer.
Account
Persona
Buying Center
• Experiences the need
• Has autonomy (and budget)
to solve it
The Goldilocks Zone

15. SiriusPerspective:
@siriusdecisions 15 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Identifying B-to-B Buyers: Not Too Big, Not Too Small
While we often use the term “account” in b-to-b, an account is often not the true
target that product, marketing and sales have in mind when they think about the buyer.
Account
Persona
Buying Center Buying Team/Group
The Goldilocks Zone

16. @siriusdecisions 16 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Demand Units: Defining B-to-b Buyers
Relationships
Who engages with
sellers & influences
purchase?
What resources must
the group command to
acquire the solution?
Buying groups are the teams of
people organized to address that
business need.

17. @siriusdecisions 17 © 2018 SiriusDecisions. All Rights Reserved@jontam13
+
Demand Units: Defining B-to-b Buyers
Needs
Fit
What does a good-fit
need look like?
What causes buy
cycles to start and
what influences
their prioritization?
Relationships
Who engages with
sellers & influences
purchase?
What resources must
the group command to
acquire the solution?
To understand what a buyer is,
we should start by
understanding the relevant
business needs.
Buying groups are the teams of
people organized to address that
business need.

18. @siriusdecisions 18 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Demand Units: Defining B-to-b Buyers
Demand Units are Buying Centers
with Needs That Your Solution Fits
& a Buying Group organized to
address those Needs
+
Needs
Fit
What does a good-fit
need look like?
What causes buy
cycles to start and
what influences
their prioritization?
Relationships
Who engages with
sellers & influences
purchase?
What resources must
the group command to
acquire the solution?

19. @siriusdecisions 19 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Demand Units: Defining B-to-b Buyers
Champion
Influencer
Ratifier
Decisionmaker

20. @siriusdecisions 20 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Demand Units: Defining B-to-b Buyers
2 Potential
Champions
7 Potential
Influencers
Ratifier
Decisionmaker

21. © 2018 SiriusDecisions. All Rights Reserved
How Our Signal Detection Is Broken
Or, the silence of the leads…

22. @siriusdecisions 22 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Signal Detection – Seeing What Lurks Beneath
Lead Score
75
One AQL
All else being equal, which of these looks like the hottest
opportunity?

23. @siriusdecisions 23 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Signal Detection – Seeing What Lurks Beneath
Lead Score
75
Lead Score 25
Lead Score 75
One AQL, 1 INQ
All else being equal, which of these looks like the hottest
opportunity?
One AQL (75 PTS)

24. @siriusdecisions 24 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Signal Detection – Seeing What Lurks Beneath
Lead Score
75
Lead Score 25
Lead Score 75
Lead Score 25
Lead Score 25
Lead Score 50
Lead Score 50
One AQL, 1 INQ No AQLs, 4 INQs
All else being equal, which of these looks like the hottest
opportunity?
One AQL (75 PTS)

25. @siriusdecisions 25 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Signal Detection – Seeing What Lurks Beneath
Lead Score
75
Lead Score 50
Lead Score 75
Lead Score 25
Lead Score 25
Lead Score 50
Lead Score 50
One AQL One AQL, 1 INQ No AQLs, 4 INQs
The fact that 4 relevant buyer personas are showing interest
is a tremendous buying signal.

26. @siriusdecisions 26 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Signal Detection – Seeing What Lurks Beneath
Lead Score
75
Lead Score 25
Lead Score 75
Lead Score 25
Lead Score 25
Lead Score 50
Lead Score 50
One AQL (75 PTS) One AQL, 1 INQ No AQLs, 4 INQs
These two are almost certainly
better prospects than the first

27. @siriusdecisions 27 © 2018 SiriusDecisions. All Rights Reserved@jontam13
Signal Detection – Seeing What Lurks Beneath
Here’s what that looks like in your systems today…
Two leads. No buying groups. Lots of advertising.
No meaningful signals.

28. © 2018 SiriusDecisions. All Rights Reserved
Intent In The Waterfall

29. SiriusPerspective:
@siriusdecisions 29 © 2018 SiriusDecisions. All Rights Reserved@jontam13
AI for Measurement Across the Waterfall
Several uses of AI play an important role in the top of the Demand Unit Waterfall,
signaling the progress of Demand Units from Target through to Prioritized.
Measure: Target Accounts/ Demand Units.
AI builds a model and then identifies and sources ideal prospect
accounts to fill Target Demand Stage.

30. SiriusPerspective:
@siriusdecisions 30 © 2018 SiriusDecisions. All Rights Reserved@jontam13
AI for Measurement Across the Waterfall
Several uses of AI play an important role in the top of the Demand Unit Waterfall,
signaling the progress of Demand Units from Target through to Prioritized.
Measure: Target Accounts.
AI builds a model and then identifies and sources ideal prospect
accounts to fill Target Demand Stage.
Measure: In-market accounts.
Third- and first-party Intent signals
are detected and trigger progress of
Demand Units from Target to Active.

31. SiriusPerspective:
@siriusdecisions 31 © 2018 SiriusDecisions. All Rights Reserved@jontam13
AI for Measurement Across the Waterfall
Several uses of AI play an important role in the top of the Demand Unit Waterfall,
signaling the progress of Demand Units from Target through to Prioritized.
Measure: Target Accounts.
AI builds a model and then identifies and sources ideal prospect
accounts to fill Target Demand Stage.
Measure:
Engagement-
Scored Accounts.
AI identifies behavioral
patterns that indicate
when Buying Groups
are ripe for personal
outreach.
Measure: In-market accounts.
Third- and first-party Intent signals
are detected and trigger progress of
Demand Units from Target to Active.

32. SiriusPerspective:
@siriusdecisions 32 © 2018 SiriusDecisions. All Rights Reserved@jontam13
AI for Measurement Across the Waterfall
Several uses of AI play an important role in the top of the Demand Unit Waterfall,
signaling the progress of Demand Units from Target through to Prioritized.
Measure: Target Accounts.
AI builds a model and then identifies and sources ideal prospect
accounts to fill Target Demand Stage.
Measure: In-market accounts.
Third- and first-party Intent signals
are detected and trigger progress of
Demand Units from Target to Active.
Measure:
Engagement-
Scored Accounts.
AI identifies behavioral
patterns that indicate
when Buying Groups
are ripe for personal
outreach.
Measure: Target
Account
Engagement
AI identifies content
and tactics that
effectively engage
prospects

33. DEMANDBASE
TARGETING SOLUTION

34. © 2018 DEMANDBASE SLIDE 34
DEMANDBASE TARGETING SOLUTION
2. 3.
Scalable,
accurate
audiences with
intent
Transparent
B2B
measurement
Brand-safe
site
inventory
Comprehensive
ABM

35. SCALABLE, ACCURATE AUDIENCES

36. © 2018 DEMANDBASE SLIDE 36
AI-DRIVEN ACCOUNT SELECTION
Marketer inputs
§ Ideal customer profile
§ Existing customers
§ Common job titles
§ Keywords
§ Competitors
Real-Time Intent data
§ Topic consumption patterns from
around the web
Content production sources
§ Blog posts, job listings, SEC
filings, bylines, etc.
On-site behavior
§ Engagement patterns from
marketer’s website
Firmographic data
§ Size, revenue, employees,
industry, etc.

37. © 2018 DEMANDBASE SLIDE 37
REACHING YOUR DEMAND UNIT
“Who within our target
accounts buys our product?”
“It’s varies across accounts,
but these job titles tend to
come up a lot.”
“Let’s target those job titles.”

38. © 2018 DEMANDBASE SLIDE 38
REACHING YOUR DEMAND UNIT
“Who within our target
accounts buys our product?”
“It’s varies across accounts,
but these job titles tend to
come up a lot.”
“Let’s target those job titles.”

39. © 2018 DEMANDBASE SLIDE 39
REACHING YOUR DEMAND UNIT
“Who within our target
accounts buys our product?”
“It’s varies across accounts,
but these job titles tend to
come up a lot.”
“Let’s target those job titles.”
✓
X
X
X
X
X
X
X
X
X
X
✓
✓
X
B2B > Company Size > 10-50 Employees
B2B > Company Size > 50-100 Employees
B2B > Company Size > 5,000+ Employees
B2B > Sales Volume > $1,000,000 - $5,000,000
B2B > Classes > White Collar
B2B > Employment Status > Employed > Work from Home
B2B > Industries & Occupations > Hospitality & Food Services
B2B > Industries & Occupations > Computer & Mathematical > IT
B2B > Industries & Occupations > Health Care > Practitioners > Doctors
B2B > Industries & Occupations > Business & Finance > Human Resources
B2B > Industries & Occupations > Education > K-12 Schools
B2B > Industries & Occupations > Business & Finance > Advertising
B2B > B2B Events > Events by Industry > Technology
B2B > Small Business

40. © 2018 DEMANDBASE SLIDE 40
REACHING YOUR DEMAND UNIT
“Who within our target
accounts buys our product?”
“It’s varies across accounts,
but these job titles tend to
come up a lot.”
“Let’s target those job titles.”
10%Of B2B demand generation
professionals “feel that their paid
online targeting is effective.”
Source: Dun & Bradstreet 2017

41. © 2018 DEMANDBASE SLIDE 41
DEMANDBASE’S APPROACH
“Who within our target
accounts buys our product?”
“Let’s target the people
within our accounts actively
researching our category.”
ACCOUNT
IP and cookie identification
BUYING COMMITTEE
Intent-based identification
High
Intent

42. © 2018 DEMANDBASE SLIDE 42
DEMANDBASE’S APPROACH
“Who within our target
accounts buys our product?”
“Let’s target the people
within our accounts actively
researching our category.”

43. © 2018 DEMANDBASE SLIDE 43
Understanding your buyers
INTENT SCORING
INTENT
SCORETOTAL
FREQUENCY
AVERAGE
RECENCY
(DAYS)
INTENT ACTIVITY
ABM
LEAD
GEN
KEYWORDS
B2B
M
ARKETING
ABM
PLATFORM
S
M
ARKETING
ANALYTICS
4 6 13 1 3
9 3 2 0 6
1 2 4 2 0
0 1 0 0 2
27 0
20 2
9 5.5
3 6
8.3
6
4.5
1
BID
$14.19
$4.20
$2.69
--

44. © 2018 DEMANDBASE SLIDE 44
INTENT AT SCALE
INTERACTIONS / MONTH 150 Billion+
COMPANIES TRACKED 17 Million
B2B INTENT TOPICS 100,000+
SITE ANALYTICS ✓
ADVERTISING ✓
PERSONALIZATION ✓
SALES INTELLIGENCE
(CRM, Email, Slack)
✓
SCALE
GRANULARITY
DIRECT
ACTIVATION
Vendor 2 Vendor 3
9.4 Billion 30 Million
2.8 Million 100,000+
4,000 10,000+
✓ X
X ✓
X X
X X

45. © 2018 DEMANDBASE SLIDE 45
DELIVERING SCALE AND PRECISION
Clicks
In-target clicks
Demandbase test data, 2018

46. © 2018 DEMANDBASE SLIDE 46
WHY INTENT-BASED BUYER TARGETING?
Better buying committee penetration
Higher relevancy

47. © 2018 DEMANDBASE SLIDE 47
SELF-SERVICE
CAMPAIGN SETUP

48. © 2018 DEMANDBASE SLIDE 48
AI-driven automation at work
OPTIMIZING CAMPAIGNS
Optimizing within accounts
§ Bid prioritization for high-
intent individuals
§ Real-time updates with fresh
intent signals
ACCOUNT 1
ACCOUNT 2
ACCOUNT 3
Optimizing across accounts
§ Balance delivery to avoid
over-spend on largest
companies
§ Shift budget toward accounts
requiring more nurture
toward engagement
$
$
$

49. TRANSPARENT B2B MEASUREMENT

50. © 2018 DEMANDBASE SLIDE 50
CAPTURING REAL
BUSINESS IMPACT

51. © 2018 DEMANDBASE SLIDE 51
ACCOUNT-LEVEL
VISIBILITY

52. © 2018 DEMANDBASE SLIDE 52
DEEP AUDIENCE
INSIGHTS

53. BRAND SAFETY

54. © 2018 DEMANDBASE SLIDE 54
Much more important…
§ Higher-involvement purchases
§ More discerning buyer
Much more difficult…
§ Smaller audiences
§ Harder-to-identify audiences
§ Inventory is a simple lever
THE B2B BRAND
SAFETY PARADOX

55. © 2018 DEMANDBASE SLIDE 55
PRIORITIZING BRAND SAFETY

56. © 2018 DEMANDBASE SLIDE 56
Site-level delivery reporting
TOTAL TRANSPARENCY

57. COMPREHENSIVE ABM

58. © 2018 DEMANDBASE SLIDE 58
END-TO-END ABM
Powered by artificial intelligence
DELIVER tailored messages on premium sites
ENGAGE with site personalization
CONVERT with real-time sales insights
IDENTIFY high-opportunity accounts
MEASURE throughout the funnel
PLAN & LAUNCH account-based advertising
OPTIMIZE budgets across buyers and accounts

59. © 2018 DEMANDBASE SLIDE 59
ON
DEMANDBASE.COM

60. Q&A