Watch The Free Webinar On-Demand: http://dg-r.co/2gpugBT - Top Transformational Trends In 2017 & How To Plan For Them Get the Demand Gen Report editorial team's take on the transformational trends of 2017 highlighted during #SPS16 Predictive and AI, content mapping, personalization and account-based strategies are among the biggest trends in the B2B marketing world right now, and going in 2017, we predict the din will continue. Join the Demand Gen Report editorial team for a special introduction to our Strategy & Planning Series for a snapshot of the demand gen trends you need to understand to be prepared for the year ahead. We'll cover: • Priorities for ABM Rollout & Success • Advances In Measurement and Reporting • Expansion of AI & Predictive • Mapping Content To Buyers

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Top Transformational
Trends In 2017
& How To Plan For Them

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Featured Speakers
Andrew Gaffney
Editorial Director
Carol Krol
Editor-in-chief
Brian Anderson
News Editor
Klaudia Tirico
Features Editor

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Agenda
1. Priorities For ABM Rollout & Success
2. Advances In Measurement And Reporting
3. Expansion Of AI & Predictive
4. Mapping Content To Buyers

9. #SPS16
Priorities For ABM Rollout & Success
• Account-based marketing (ABM) has gained significant traction.
• Demand Gen Report’s ABM Benchmark Survey Report found:
Close to half of marketers have an ABM strategy in place.
33% indicated they are planning to implement ABM within the next 18 months.
20% said they had no strategy or plans to implement ABM.

10. #SPS16
Roadblocks To ABM Success
Don’t feel we
have enough
data to do
deep targeting
on specific
accounts
Not clear how
to execute an
ABM strategy
We don’t have
the staffing
expertise/extra
resources
Not sure what
accounts to
target/how to
structure our
target accounts
We don’t have
the budget
Other We don’t see
the ROI
We can’t get
buy-in from
sales or align on
approach
We prefer to
focus on
traditional
demand
generation
We can’t get
buy-in from
executive
leadership
19%
45%
35%
19% 19% 19%
13%
6% 6% 3%

11. #SPS16
Must-Haves For ABM Success
Predictive Tools
Analytics & Reporting Tools
Campaign Execution & Orchestration
Data & Augmentation Tools
Insights & Intelligence Tools
Account-based Advertising Tools
15%
1%
1%
3%
7%
15%
30%
59%
61%
41%
51%
37%
19%
34%
31%
38%
24%
28%
36%
6%
7%
18%
18%
20%
Using, Deemed Critical
Using
Planning To Use
No Plan To Use

12. #SPS16
Customizing Messaging For ABM
49%
75%
51%
30%
8%
Personalized/custom for each account
Targeted content tailored to specific industry
Targeted content tailored to specific role
Templated versions of generic content with customization
Generic content we use for all outreach

13. #SPS16
Use Case Examples: ABM In Action

14. #SPS16
Priorities For ABM Rollout & Success
Learn More:
• Refine you ABM efforts — Beyond The Hype: How To Create And
Measure An ABM Strategy (Monday, Nov. 14 at 3PM ET)
• Align marketing, sales and SDRs — Personalized Prospecting & The Rise
of Outbound SDRs: How ABM And Alignment Will Benefit From
Coordinated Plays In 2017 (Wednesday, Nov. 16 at 12PM ET)
• 5 steps to planning an ABM strategy — The ABM Roadmap For 2017:
Five Steps To Activate Your Best Customer Accounts (Wednesday, Nov.
16 at 3PM ET)

15. #SPS16
Advances In Measurement & Reporting
Metrics The C-Suite Wants To See:
• Campaign-specific results (50%)
• Marketing’s contribution to sales (49%)
• Lead-to-funnel conversion rates (45%)
Marketing ID, State Of Data-Driven Marketing Report
However, 60% of marketers are not able — or unable — to prioritize revenue as
their key metric of ABM success.
Bizible, ABM Metrics Report 2016

16. #SPS16
Advances In Measurement & Reporting
Demand Gen Priorities
83%
Focusing on lead quality over lead quantity
71%
Improving campaign results
61%
Improving ability to measure and analyze marketing impact

17. #SPS16
Advances In Measurement & Reporting
“Organizations adopting ABM are shifting conventional
metrics from MQLs to more revenue-focused goals.”
64%
Contribution to pipeline revenue
53%
Net-new accounts engaged
41%
Account engagement score

18. #SPS16
Advances In Measurement & Reporting
Learn More:
• How to evaluate ABM performance — Beyond The Hype: How To
Create And Measure An ABM Strategy (Monday, Nov. 14 at 3PM ET)
• How to retain customers through analysis — Maximize Customer
Lifetime Value In 2017 By Leveraging Your 2016 Wins (Tuesday, Nov. 15
at 3 PM ET)
• How tracking marketing performance enhances game plans — From
Napkin To Blueprint: Mapping A Marketing Plan With Your Metrics
(Thursday, Nov. 17 at 2 PM ET)

19. #SPS16
Expansion Of AI And Predictive
• Evolving Machine Learning Technologies
– Improved Search
– Powered Recommendation engines
– Programmatic advertising
– Voice recognition tech (Amazon Echo, Google Home)
• AI in the CRM – Einstein
• Predictive = AI

20. #SPS16
Expansion Of AI And Predictive
Highlights from DGR Demand Gen Benchmark
Survey Report:
• Predictive tools and ABM commanded larger portions of demand gen
budgets in 2016.
• New question this year: 34% of marketers said they plan to
incorporate ABM into nurture programs.

21. #SPS16
Account-Based
Marketing
Marketing
Automation
Multichannel
Lead Nurturing
Retargeting Content
Planning/
Syndication
Social Analytics Predictive Lead
Scoring
Content
Measurement
Predictive
Analytics
Data
Enrichment
37%42% 31% 39%
34% 33% 31% 27% 24% 24%
Top Strategies Used To Drive Leads

22. #SPS16
Predictive & AI: Data Accuracy Is Key
54% of marketers improve the depth and accuracy of our database.
80% of marketers haven’t yet figured out the key to unlocking a solid database strategy.
56% indicated there is room for significant improvement in their database strategy,
26% said there is room for minor improvement.
13% of those polled indicated their strategy is solid
6% suggested their strategy — or lack thereof — is not working at all

23. #SPS16
AI & Predictive Enhance Strategy
• Predictive analytics can be combined with lead
nurturing and ABM
• AI is designed to be an evolution of your current
analytical capabilities.
• Predictive and AI capabilities will only enhance ABM
initiatives as they continue to grow and develop.

24. #SPS16
Expansion Of AI And Predictive
Learn More:
• Predictive + account-based marketing — Why ABM And Predictive Are
B2B Marketing’s 2017 Power Couple (Monday, Nov. 14 @ 2 PM ET)
• Predictive = AI — Artificial Intelligence Is Here – 4 Stories Personas, That
Prove The Power Of Predictive (Tuesday, Nov. 15 at 2 PM ET)

25. #SPS16
Mapping Content To Buyers
B2B Buyers Today:
• 51% rely more on content now than ever before;
• 88% prefer shorter content formats;
• 69% want content that speaks directly to their company;
*More people — especially executives — are involved in the buying
process in the last year.
Demand Gen Report 2016 B2B Buyer’s Survey Report
& Content Preferences Survey Report

26. #SPS16
Mapping Content To Buyers
How Are Buyers Researching A Potential Purchase?
Relevant content that
speaks directly to your
company
69%
Easy access to pricing
and competitive
information
Vendor-focused
content (e.g. case
studies, product data
sheets)
Search and navigation
tools
Easy access to content
(no long registration
form)
Relevance of their
website in speaking
directly to
company/industry
Thought leadership
content(e.g. white
papers, infographics)
66% 64% 63% 55%
45% 38%

27. #SPS16
Mapping Content To Buyers
78% of B2B buyers use webinars to make decisions.
82% 78% 73% 67% 66%
White Papers Webinars Case Studies E-Books Infographics

28. #SPS16
Mapping Content To Buyers
Learn More:
• Drive leads with buyer personas and content maps — Personas, Journeys & Content
Maps – 3 Keys to Filling Your 2017 Pipeline with Quality Leads (Tuesday, Nov. 15
at 12 PM ET)
• Create more engagement-driven webinars — Keys To Engagement-Based Marketing:
How To Integrate Webinars And Optimize Content Delivery To Drive Each Stage Of The
Buying Cycle (Thursday, Nov. 17 at 3 PM ET)
• Revamp your content messaging — Ignite the Spark in Buyer Relationships: Best-in-Class
Tactics for Adding Context to Your Content Messaging (Friday, Nov. 18 at 12 PM ET)

29. #SPS16
Resources
2016 ABM Benchmark
Survey Report
2016 Demand Generation
Benchmark Report
2016 Content Preferences
Survey Report

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Thank You For Attending
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Please Join Our First Session Today at 12PM ET / 9AM PT
www3.demandgenreport.com/sps16
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