Access the full event here: https://event.on24.com/wcc/r/1961520/6BCB0569A0B9247AFAD05E78A5BCD4C1 "Account-Based Marketing (ABM) is outperforming traditional B2B marketing on just about every level: from prospecting, through engagement, conversion, retention, cross-selling and beyond. That means it’s not just the next big thing: it’s here and it’s transforming marketing from the ground up. But how do you really scale ABM and make your efforts count when faced with rising quarterly goals and expectations from sales? In this webinar we will discuss how to: • Identify accounts that are in market for solutions like yours • Save budget and engage only your target buying committee • Measure the performance of your programs against ABM KPIs • Stay ahead of the competition with an ABM strategy that your prospects (and boss!) will thank you for"

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ABM And Modern B2B Advertising:
Reaching The Buying Committee At
Your Target Accounts
SPONSORED BY:

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Demand Gen Report: @DG_Report
Andrew Gaffney: @Agaffney
Demandbase: @Demandbase

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Panelists
Nani Shaffer
Director, Product Marketing
Demandbase
@Demandbase
Andrew Gaffney
Editorial Director
Demand Gen Report
@DG_Report

7. #
Top Priorities for 2019
Improving Ability to
Measure & Analyze
Marketing Impact
Improve
Sales/Marketing
Alignment
Engaging The Right
Stakeholders
within Target
Accounts
Focusing on Lead
Quality over
Quantity
1 2 3 4

8. #
ABM Ranked As Top Tech Priority
• 46% of respondents cited account-based
marketing as top initiatives for 2019

9. ABM & MODERN B2B ADVERTISING
Nani Shaffer
Director, Product Marketing | Demandbase
REACHING THE BUYING COMMITTEE
AT YOUR TARGET ACCOUNTS

10. AGENDA
 Building an Account-Based Strategy
 Executing with the Next Generation of Account-Based Advertising
 Tying it Together with Account-Based Measurement

11. © 2018 DEMANDBASE｜SLIDE 11© 2018 DEMANDBASE # 11
HARD TO GENERATE HIGH QUALITY LEADS
of B2B marketers
list this as their
biggest challenge
63%
of budgets spent
on top of funnel
activities
50%
Hubspot IDC Research
of prospects
want to talk to a
salesperson
29%
of buyers use 3+
channels during
product research
76%
BUYING BEHAVIORS HAVE SHIFTED
Hubspot Blue Nile Research

12. © 2018 DEMANDBASE｜SLIDE 12
FOCUS ON WHAT MATTERS: ACCOUNTS
ACCOUNT-BASED MARKETING ENABLES B2B
MARKETERS TO IDENTIFY AND TARGET
THE ACCOUNTS THAT MATTER MOST
Identify the
accounts that
matter most
Market to
those
accounts
Measure the
results by
accounts

13. © 2018 DEMANDBASE｜SLIDE 13
ABM ALIGNS YOUR FOCUS ACROSS THE FUNNEL
IDENTIFY
Target the accounts with the most opportunity
ATTRACT
Advertise to them and drive
decision makers to your site
ENGAGE
Optimize your site experience for prospects,
customers and partners
CONVERT
Turn valuable buying signals into revenue
with the right buyers and decision makers
MEASURE
Measure actionable insight on how to
drive revenue or improve performance

14. #
Importance Of Being In Front Of Buyer
Team: At The Right Time
• 52% of respondents to Demand Gen Report
Buyer Behavior Study said the number of
buying team members had increased
significantly
• 84% of buyers said they had either
accelerated or put purchase decisions on hold
based on changing buying needs

15. THE NEXT GENERATION
OF B2B ADVERTISING

16. © 2018 DEMANDBASE｜SLIDE 16
A SHORT HISTORY OF B2B TARGETING
Site-direct
contextual buying
“Fuzzy identity"Ad networks
Site
A
Site
B
Site
C
1990s 2000s 2010s
DSP

17. © 2018 DEMANDBASE｜SLIDE 17
FUZZY IDENTITY
B2B > Company Size > 10-50 Employees
B2B > Company Size > 50-100 Employees
B2B > Company Size > 5,000+ Employees
B2B > Sales Volume > $1,000,000 - $5,000,000,000
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
✓
X
X
X
X
X
X
X
X
X
X
✓
✓
X

18. © 2018 DEMANDBASE｜SLIDE 18
REACHING YOUR DEMAND UNIT
10%Of B2B demand generation
professionals “feel that their paid
online targeting is effective.”
Source: Dun & Bradstreet 2017

19. © 2018 DEMANDBASE｜SLIDE 19
AND YET… JOB TITLE FIXATION PERSISTS

20. © 2018 DEMANDBASE｜SLIDE 20
JOB TITLE PROLIFERATION

21. © 2018 DEMANDBASE｜SLIDE 21

22. What if the real promise of
programmatic for B2B was
not identity signals, but,
instead…
BETTER
CONTEXTUAL
SIGNALS

25. High Intent
Buyers/
Influencers
Total Addressable Market
Target Account List
IP-based Identification
High Intent Accounts
Intent-based Identification
REACHING
THE
BUYING
COMMITTEE

26. © 2018 DEMANDBASE｜SLIDE 26
DELIVERING SCALE AND PRECISION
Clicks
In-target clicks
Demandbase test data, 2018
PAID SOCIAL
INTENT-BASED
ADVERTISING
TRADITIONAL
PROGRAMMATIC
ADVERTISING
0
500
1000
1500
2000
2500
3000

27. © 2018 DEMANDBASE｜SLIDE 27
The benefits of focusing on behavior — instead of identity
WHY INTENT-BASED BUYER TARGETING?
SCALABLE
 Full visibility into content
consumption patterns
 No dependence on match
rates, third-party segments
RELEVANT
 Zero in on the buyers showing
intent signals specifically for
your offering.
BRAND SAFE
 Freedom from tiny cookie pools
means freedom to be selective
about publisher inventory.
 Full transparency into whitelist
and domain-level delivery.

28. #
Measurement/Attribution A Priority
• 47% actively measuring campaign attribution
and influence
• 42% planning to measure within next 12 mos.

29. #
Data And Measurement Key Trends
• Only 42% say they have good coverage…and
even those admit contacts are incomplete or
inaccurate
• 28% prioritizing data enrichment

30. ACCOUNT-BASED MEASUREMENT

31. © 2018 DEMANDBASE｜SLIDE 31
ARE OUR BUDGETS BEING USED EFFECTIVELY?
Vendor Impressions CTR CPL
Target Account
Engagement
Pipeline
Opportu-
nities
Close
Rate
Publisher 1 5,131,968 .03% $91.22 ? ? ?
Publisher 2 2,293,006 .045% $133.60 ? ? ?
DSP 1 10,118,724 .06% $105.99 ? ? ?
Vendor Impressions CTR CPL
Target Account
Engagement
Pipeline
Opportu-
nities
Close
Rate
Publisher 1 5,131,968 .03% $91.22 ? ? ?
Account A ? ? ? ? ? ?
Account B ? ? ? ? ? ?
Account C ? ? ? ? ? ?
Publisher 2 2,293,006 .045% $133.60 ? ? ?
DSP 1 10,118,724 .06% $105.99 ? ? ?

32. © 2018 DEMANDBASE｜SLIDE 32
Lift in site engagement = the best short-term proxy for B2B
outcomes.
ACCOUNT LIFT LEADS TO REAL RESULTS
67%More lifted accounts
go to pipeline
15%Higher average
booking value from
lifted accounts
Source: 2017 internal Demandbase study

33. © 2018 DEMANDBASE｜SLIDE 33
Surface insights to help practitioners and decision-
makers support their strategies.
Understand current
performance
Compare to control or
another audience
Examine trends and
velocity
Take actions based
on recommendations

34. © 2018 DEMANDBASE｜SLIDE 34
• Combine data from the entire
sales and marketing funnel.
• Compare any audience to an
automatically-generated
lookalike audience, or create a
control list of your own.
• Generate new actionable
audiences to optimize
performance.
A COMPLETE PICTURE
OF MARKETING
PERFORMANCE.
Win
Opportunity
Converted on Website
Engaged On Website
Visited Website
All Accounts

35. © 2018 DEMANDBASE｜SLIDE 35
Understand the impact of Account-
Based Marketing - Monitor the health of
your ABM strategy by examining the progress
of your most valued accounts through the
buying cycle.
Compare audiences - Create a side-by-
side comparison of audiences with different
revenue ranges, employee sizes or verticals to
understand how your segments perform at any
stage of the funnel.
Compare vendors - Test the effectiveness
of your marketing spend by exposing different
audiences to different vendors’ solutions, and
see which of them drive better progression
through the funnel.
USE CASES
Understand the incremental impact of
ABM programs - Compare audiences that
have been exposed to your ABM activities to
those that haven’t.
Take action - Diagnose problems and
opportunities in your customer journey. Create
new audiences from the accounts that are not
progressing, and activate them to drive
awareness, engagement or conversion.
Build credibility - Share intuitive and
transparent reports showing progress
through the buying cycle and impact on
revenue.

36. © 2018 DEMANDBASE｜SLIDE 36
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

37. © 2018 DEMANDBASE｜SLIDE 37
QUESTIONS?

38. THANK YOU

39. #COSeries
Q&A // Panelists
Nani Shaffer
Director, Product Marketing
Demandbase
@Demandbase
Andrew Gaffney
Editorial Director
Demand Gen Report
@DG_Report

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April 22nd
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