A look into how to measure account based marketing programs.

1. Friday May 17, 2019
New York City

2. Agenda
9:00 Mingle, find a seat, breakfast
9:35 Introductions, why were here
9:40 Erez Suissa takes the stage
9:45 Account Based Marketing Overview
9:50 Measurement… Why it matters
10:15 Questions
10:30 Wrap Up

3. Quick introduction
4 Continents Lived On
Day 1: Selected brands
350+ B2B Orgs Served
Erez Suissa
Senior Solutions Consultant
erez.suissa@rollworks.com
Being a Dad is my hobby

4. Account Based Measurement

5. Why ABM has become a critical
strategy for B2B marketers

6. “Marketing drove
20,000 leads in Q1.”
“Marketing drove
10,000 marketing
qualified leads in Q1.”
“Marketing contributed
to $500,000
in revenue in Q1.”
“Marketing drove
3,000 sales qualified
leads in Q1.”
2013 2015 2017 2019
B2B marketers need to tie their marketing investment to influence on revenue
The evolving B2B challenge

7. The Case For Account Based
Focuses on Best Opportunities
● Ensures attention is given to high value prospects/accounts
● Effectively allocates resources by potential business outcomes
Supports Sales Reality
● Delivers on their Target Accounts, orchestrated to buyers journey
● Efficiency through alignment
Delivers Customer-Centric Experience
● Higher response from more relevant outreach

8. “Account-based marketing is
just good B2B marketing”
- RollWorks, 2019

9. 200%Pipeline growth in organizations with an account-based strategy
Source: SiriusDecisions

10. 20%Increase in average deal size
Source: SiriusDecisions

11. Fundamentals of an Account-based
STRATEGY

12. Account-based marketing (ABM) is defined by five attributes:
1. Targeting high-value accounts
2. Data and intelligence-driven programs and campaigns
3. Orchestration across marketing, sales development,
and sales teams
4. Personalized experiences that are of value to buyers
5. Coordinated, high-frequency, high-effort outreach
TOPO, “The Account-Based Marketing Framework” 2016

13. Your account-based readiness rests on four things
TARGET
ACCOUNTS
RESOURCES MEASUREMENTEXECUTION
Has your company defined
its ICP or TAL?
How did your company
create the list?
Are you confident in your
target account list?
Do you have dedicated people
or budget for account-based?
What percentage of your
budget is dedicated to
account based?
Do you have a dedicated
account-based leader?
Do you run coordinated sales
and marketing plays?
Who is involved in your
account-based programs (sales,
SDRs, operations, customer
success)?
What tactics and channels are
you using today? Which are you
looking to add?
What is the PRIMARY way
you’re measuring your
ABM program success?

14. Identifying Key Accounts
Sales Leadership or Individual
AE’s provide Marketing with
their top prospect accounts.
Pro: Fosters initial level of
alignment. Buy in from
Sales/Marketing.
Con: Not necessarily data-driven
Sales and marketing define
criteria of best accounts by
creating a shared definition of
your Ideal Customer Profile (ICP).
Pro: Rich with key criteria and
data attributions that both teams
agree on.
Con: Must rank which
characteristics have the highest
value, and consider how
accessible they are.
Utilizes predictive technology
and other data models to build
larger account lists.
Pro: Scalable solution to identify
additional target accounts
Con: Most solutions will require
custom definitions (Account level
versus Contact Level)
Sales Generated List ICP Generated List Predictive Generated List

15. Making friends with Sales
Account based marketing is a team sport!
Important factors contributing to account based success involve collaboration:
1. Coordinated programs across marketing, sales development, and sales
2. Alignment between sales and marketing
Simple ways to get started:
● Marketing and Sales agree on Ideal Customer Profile
● Work to create a mutual “coordinated play” brief
● Brand your Target Account List (i.e. Rolling Thunder Accounts)

16. Start by creating a coordinated marketing and sales development program. The program will be built from the same
activities marketing and sales development already use, including account-targeted advertising, direct mail and SDR
outreach, but will be designed to run in a coordinated manner across both groups.
● Account-based
Display Ads
● LinkedIn Ads
● Retargeting
● Direct Mail
● Email
● Lead Follow-up
● Outbound Outreach
● CRM/MAP Targeting
Start with a coordinated program
Marketing
Air Cover
SDR
Outreach
Influence
Pipeline

17. LiveLive
Proposal Closed WonConsiderationAttract
Emails MeetingPhone Contract
Target
Account
Selected
DirectMailSalesPlay
Email
DigitalSupport
Door Opener
to Primary Contact
Post-Demo Kit Proposal Kit Welcome Kit
How RollWorks engages target accounts across channels

18. Account-based Measurement

19. ITSMA - October 2018 Survey
Measurement is a real pain point in ABM Programs

20. TOPO - January 2019 Survey
Measurement is a real pain point in ABM Programs

21. Stakeholders not Aligned on Measurement
● Leads
● Personas
● Quantity
● Individuals
● Opportunities
● Buyers/Influencers
● Quality
● Accounts
Marketing Sales

22. Planning a Path to Revenue

23. Marketing Through the Buying Cycle
Buying Cycle
Online Engagement
First Visit Hand Raise Close
● Making the Decision
● Pricing Contract
● Problem Definition
● Exploring Solutions
● Buyer Research

24. “Individuals don't make it through
the funnel, accounts do.”

25. Understanding Account Metrics
Member of Buying
Committee
Measurement Engaged By
Researcher VISITS - UNIQUE VISITORS Marketing
User FORM FILLS - LEADS Marketing
Decision Maker OPPORTUNITY Sales
TARGET ACCOUNT
Buying
Committee

26. Strong Correlation of Engagement to Outcome
RollWorks Analysis:
● Date Range January 1, 2019 to April 1, 2019
● 2,567 Accounts Analyzed across RollWorks customer ecosystem
● 1,700 Accounts had new Opportunities created in the period, while 867 Accounts had no Opportunities created
Metric Accounts with Opps
Unique Site Visitors + 145%
Total Pageviews + 151%
Total Conversions + 102%

27. 3. Drive new
pipeline from TAL
or high-fit accounts
2. Drive quality leads from TAL
or high-fit accounts
1. Drive brand awareness & general
engagement amongst TAL or high-fit
accounts
4. Influence
pipeline
Marketers’ (Ultimate) ABM Goals
● Ad impressions & clicks
● Increase in website traffic (awareness)
● High value page views (engagement)
● Form fills from unknown contacts OR known contacts who
were not previously engaged (high quality engagement)
● Engagement behaviors that result in known contacts
meeting MQ threshold
Key Metrics to Measure Success
● Existing pipeline touched (%)
● Existing pipeline velocity (increase / decrease) of
influenced accounts
● Account-based retargeting
● TAL targeting
● CRM/MAP targeting
● All of the above
● + Retargeting
● All of the above
● + Sales automation
● + CRM/MAP targeting
How RollWorks Achieves This
● CRM/MAP targeting
● Meetings booked on inbound or influenced leads
● Responses & meetings booked using sales automation
● New opportunities created
$ Closed Won Revenue Influenced
This is the end result of the above; it is not a
standalone metric that can be optimized
RollWorks can help you hit your goals at each funnel stage

28. Let’s wrap it up

29. Top Four Takeaways
3 Individuals don't make it through the funnel, accounts do
1 Account-based marketing (ABM) is defined by five attributes
2 Account-based marketing is just good B2B marketing
4 Start with small a coordinated program

30. Thank you!

31. Q & A