"Closing with Coffee: Energizing and Engaging Target Accounts" was presented by Nate Hurst, Account-Based Marketing Manager at Domo, at Revenue Summit 2017 #RevSummit17 Here’s what you need to know about Nate and his team: they are content. masters. In addition to tiering their top 1250 target accounts, a key part of their ABM strategy has been creating content that lets their customers tell the story of Domo. So when they learned that for many customers, Domo is a part of their daily morning routines — just like coffee — the “Wake Up with Domo” campaign was born. In this presentation, Nate explaisn how Domo’s marketing and sales teams worked together to deploy this successful integrated ABM campaign using tactics such as direct mail and digital advertising to create an engaging marketing campaign that resulted in a 7x ROI.

1. Closing With Coffee
Energizing and Engaging Target Accounts

2. CONFIDENTIAL 1
Glengarry Glen Ross

3. CONFIDENTIAL 2
Put That Coffee Down!
Coffee is for closers.

4. CONFIDENTIAL 3
Pick That Coffee Up!
Customers:
“Domo is like my morning coffee.”
“Domo is the first thing I do in the

5. CONFIDENTIAL 4
3 Rules for an Engaging
Campaign
1. Relevant
2. Relatable
3. Emotional

6. CONFIDENTIAL 5
Coffee Campaign Theme
1. Get Energized with Domo!
2. Let Domo Digest Your Data!
3. Domo, You’ll Like it a Latte!
4. Wake Up With Domo

7. CONFIDENTIAL 6
Wake Up With Domo
WAKE UP WITH DOMO
DOMO.COM
VOLUME I NOVEMBER 2016294% ROI
Silicon Slopes, UT, November 2016
SABMiller is a London-based, multinational brewing and beverage company. Its brands include
internationally famous beers such as Peroni Nastro Azzuro, Pilsner Urquell, Miller and Grolsch.
They are the second largest brewing company by revenues and on of the world’s largest bottlers
of Coca-Cola.
With operations in 80 countries and over 200 brands around the world, SABMiller brings
refreshment, sociability and good economic benefit to all of the ecosystem that goes around
the making, supplying, selling and enjoying of beer. However, due to the nature of the business,
brands were monitored in a slightly haphazard way with disconnected data sources.
According to Charlie Hiscocks, Director for Integrated Activation Capability for SABMiller, “We are
a very data-orientated organization, and our CMO has a saying, ‘Data against data, the best data wins.’
Domo is providing us with the means to the best data.”
“Before Domo, we didn’t have anything that would give us a global comparability across all of our data
sources. The way that brands would get information about what digital activity they were doing was
from individual agencies, and they might have several agencies. To dive deeper, even for one brand,
required a lot of back and forth with the agency.”
SABMiller needed to create a global, standardized system into which all data assets could be
plugged. So, they turned to Domo.
SABMILLER “TURNS THE LIGHTS
ON” WITH DOMO
Silicon Slopes, UT, November 2016
As one of the largest non-profit scientific and educational
institutions in the world, National Geographic had a fair
share of marketing data but lacked a way to visualize the
data in a consumable format.
”Anyone can pull data, but actually analyzing it and getting
a key takeaway was challenging,” commented Mia Vallo,
National Geographic’s Sr. Director of Marketing Analytics
and Optimization.
Since implementing Domo, National Geographic has
used the software to run analytics for their digital
membership program and quickly experienced the value
Domo provides.
“We can easily look at things like acquisitions to goal, or how
specific segments perform in conversion rates,” said Vallo.
“Everybody on the acquisitions campaign team is able to
see where we are in terms of registration, the cost per
acquisition, CPA by campaign, CPA per creative, etc.”
DOMO HELPS NATIONAL GEOGRAPHIC
UNLOCK THE POWER OF DATA
“WITH DOMO, THE CHANGE HAS BEEN FAIRLY SEISMIC. IT’S LIKE
BEING IN A ROOM WITH NO LIGHTS ON AND TURNING ON A LIGHT.”
“What Domo has allowed us to do is to have a uniform
approach to measurement, first and foremost, and it’s
allowed us to overnight understand where we need to be
troubleshooting in the organization.”
The need to drill-deeper into data for real-time insights
was key.
“The platform is so responsive and so fast, that I don’t have
to think about, ‘Oh, I’m going to need to run a report to find
the answer.’ With Domo, It’s just there.”
“With Domo, you get the data without having to ask for the
data. It’s part of day-to-day brand management and part of
how senior management is able to ask good questions and
make good decisions.”
“WENEEDEDAWAYTOVISUALIZETHE
DATAANDTELLASTORYTHATPROVIDED
ACTIONABLEINSIGHTS.”

8. CONFIDENTIAL 7
Digital Ads

9. CONFIDENTIAL 8
First Test
Net New Accounts
• Brand Awareness
• Drive Engagement
• New SALs
• Mediocre Results

10. CONFIDENTIAL 9
Iterate
ABC
• Alway
s
• Be
• Closin
g
ABM
• Always
• Be
• M-proving

11. CONFIDENTIAL 10
M-proving and Adapting
Existing Customers
• Adoption
• Upsells
• Expansion

12. CONFIDENTIAL 11
Wake Up With Domo Days
What is a Domo Day
• Onsite visit/event – with coffee!
• Low barrier to entry/non salesy
• Meet other key business
leaders*
• Key Players: Product Advocates,
AE, Internal Champion, CSM,

13. CONFIDENTIAL 12
Wake Up With Domo Days
Results:
• It’s Working
• Seeing 5x to 7x return on spend
• Helped take one Enterprise
account from 2,000 licenses to
10,000

14. CONFIDENTIAL 13
M-proving Efficiencies
• Partnering with PFL
• Helping Sales outline Ideal
Accounts
• Prioritizing Opportunities
against Renewal Dates

15. CONFIDENTIAL 14
Takeaways
• Find something unique to
your brand/market position
• Listen to customers
• Don’t over complicate
• Beta-test
• M-prove!!

16. Thank you.