1. The ABM Revolution
WHY SALES AND MARKETING WILL
NEVER BE THE SAME
​Peter Isaacson, CMO, Demandbase
​Geoff Kahler, Director, B2B Digital and
ABM, CenturyLink

2. Speakers
Geoff Kahler
Director, B2B Digital & ABM
CenturyLink
Peter Isaacson
Chief Marketing Officer
Demandbase

3. Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

4. Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

5. “Account-Based Marketing” search
interest

6. Tiers of Account-Based Marketing
5-50 accounts
10000+ accounts
 Broad lead gen
 Focus on volume and qualification
 Minimal personalization
ABM
Traditional
Demand Gen

7. Tiers of Account-Based Marketing
5-50 accounts
10,000+ accounts
ABM
Traditional
Demand Gen

8. Tiers of Account-Based Marketing
5-50 accounts
50-5,000 accounts
10,000+ accounts
ABM
ABM at
Scale
Traditional
Demand Gen

9. Attract Engage Convert Measure
Traditional B2B Marketing

10. Account-Based Marketing
Attract Engage Convert Measure

11. Account-Based Marketing
Organizational Change and the
Adoption of ABM at CenturyLink

12. CenturyLink Business
​No not your local ISP…The $3.8B Global Hosting, Cloud, HybridIT Services Company

13. Today’s Discussion
Our Path to ABM
​Campaign Design
​Engaging CenturyLink Sellers
​Measuring Success

14. Why ABM? Why Now?
Prospects not searching for our strategic services
Marketing is not delivering enough qualified leads
Large account pipeline not reflecting deep customer engagement
Need to increase Marketing contribution to revenue in global accounts

15. ​PHASE I
​Evangelize ABM
​Segment Buy-in
​Exec Buy-in
​Vendor Selection
​Systems Configuration
​Campaign Development
​Sales Adoption
​Early Results
​Refine
​PHASE II
​Better Segment / Product
Alignment
​Deeper Account Analysis
​Senior Sales Sponsorship
​Sales Manager/Seller
Engagement
​More Synchronized
Campaigns (Entire Buyer
Journey)
​Better Reporting
​Scale
MARKETING
Segment Leads
Campaign Leads
Digital Team
Sales Enablement
SALES
Enterprise (SVP)
Global (VPs)
Individual Reps
OPERATIONS
Marketing Ops (Systems)
Sales Ops (SFDC)
Our Fast-Track Approach to ABM
​Building believers across marketing, sales and ops

16. How We Put Demandbase to Work
​A single platform for driving account targeting, engagement and sales interaction
Solution What it Does
Account-Based Advertising /
Retargeting
• Advertising – Display ads targeted by account
• Retargeting – Ads to those showing active buying intent
Website Enablement
• Forms – Simplified for better conversion
• Content Personalization - Content and messaging based on account info.
• Chat – Live chat based on account profile
Sales Enablement
• Sales Accelerator - Deliver named account insights to sales within SFDC
Reporting
• Ad Dashboard – Advertising, Retargeting Dashboards
• Performance Manager – Combined attraction, engagement, conversion
report
• Sales Accelerator Dashboards – Real-time reports in SFDC

17. Lessons Learned
1. Core Team – Find a senior exec and a core
team of people who “get it.” This is your glue to
building a small army.
2. ABM is an organizational philosophy,
not a marketing or sales strategy, customize
your pitch to each group.
3. Funding – Find creative ways to get your tech
stack funded, we diverted media commissions
from display to fund ABM.
ABM Implementation / Tech Stack
• ABM Strategic Lead / Demandbase POC: Geoff Kahler
• Digital Integration: John Rhoades
• Demandbase/ List Management/Reporting: Jamie Linville
• Reporting: Brant Krisewicz
Segment Leads – Account Planning w Sales
• Global: Dawn Carey, Erin Zlatic
• Enterprise: Joey Penick, Erim Ozkaya, Warren Booth
Campaign Leads – Align w Segments
• Campaign Lead: Wendy White
• Global: Leza Woods
• Enterprise: Christa Gorham
Sales Enablement – Ensure Sales Acts on Leads
• Leads: Tina Smith,
• SFDC Implementation/Training: Beth Cossette, Amy Shriver
• Training: Bob Christopher
• Field Marketing: All
Sales Ops/SFDC and LivePerson Deployment
• SFDC: Don Rapoza
• LivePerson: Amy Campbell, Dusty Watts
Marketing Ops – Marketing Tech Stack & Reporting
• Lead: Scott Berns
• Marketo: Kate Cindric

18. Our Path to ABM
​Campaign Design
​Engaging CenturyLink Sellers
​Measuring Success

19. Campaign Planning, Account Selection, and Delivery
• Campaigns defined
by key sales
initiatives & revenue
priorities
• WHO: Segment +
Marcom + Sales
Campaigns
Defined
• Based on campaign
priorities Target
Accounts identified
• WHO: Segment +
Sales
Target Accounts
Identified
• Demand gen
campaign developed
• Key messages,
content, offers, ad
creative, landing
page
• WHO: Marcom +
Sales
Campaign
Creative
• Media plan
• Campaign tracking
(weekly/monthly)
• Optimization
• Who: Marcom
Campaign
Launch
​Aligning stakeholders around campaigns

20. How We Rolled Out ABM – Account Targeting
Cloud
VoIP
SD-WAN
Hybrid IT
Targeted Ads by Account
Specific information and offers
at CenturyLink.com
Accounts Defined /
Campaigns Selected
Target
Accounts

21. All website activity is pushed to sales reps in real-
time through Sales Accelerator in SFDC
• Number of visits to .com
• Pages viewed
Sales reps use insights to go after
most active accounts
Sales Engagement and Activation
​This is where the magic happens…

22. Lessons Learned
1. Campaign Performance – Over 28%
of targeted accounts clicked or came direct
to our website.
2. Web Performance – Largest accounts
downloaded content, engaged more
deeply in site, over 80% mid/bottom funnel
content
3. Agile Creative Development – Ad
Dashboard tracking reported best
performing campaigns, enabled nimble
fixes to CTAs, entirely new creative in
under 10 days.

23. Our Path to ABM
​Campaign Design
​Engaging CenturyLink Sellers
​Measuring Success

24. #1 Rule in ABM:
Engage Your Sellers

25. Sales Motion: Enabling Technologies and Tools
Account Insights
Account Planning Account Engagement
MobileLink

26. Tap into Your Existing Sales Trainers to Push ABM
“Hot List”
E-Mail Notifications
“Spike Alert”
E-Mail Notifications
Sales Accelerator
Tab in Salesforce
​Tell them. Tell them what you told them. Tell them again!
​Sales Ops: Sending Text Messages

27. Deep Dive: Two Important Data Points
Account with Traffic - No SFDC Activity
This tells the sellers they need to reach out
– as the customer is visiting our site
Spiking Accounts – Open Opportunities
Sales Reps & Managers receive immediate
email and text alert that accounts are active.

28. Lessons Learned
1. Expect to get better at account selection – It took one round of
account selection and rollout to get sellers to really pay attention.
2. Leverage your sales training team – They have the process, get on
their calendar; roll out ABM progressively from high-level to tactical execution.
3. Sales Ops support is essential – Your going to need SFDC admin time
for Sales Accelerator in SFDC, and ongoing to start running reports.
4. Remember the #1 Rule – Engage your sellers

29. Our Path to ABM
​Campaign Design
​Engaging CenturyLink Sellers
​Measuring Success

30. ABM Measurement
Campaign
Measurement
Impressions/CPMs
Campaign Lift
Landing Page Lift
Click-through Rates
Conversion Rates
Top performing
creative
A/B testing
CTA testing
ABM Revenue
Performance
Lift
Target Account
Activity
Opportunities
Pipeline
Closed Revenue
ABM Business
Outcomes
Close Rates
ACV (Absolute Contract
Value)
Funnel Velocity
++
Website
Metrics
Site traffic
Unique visitors
Audience composition
Traffic Source
Bounce rate
Pages viewed
Time on site
Engagement path/behavior
Assets viewed/downloaded
Conversions (Form fills)
Chats
Calls
​A New Set of Metrics and a New Way to Evaluate Results
+

31. Website Homepage and Chat Personalization
​Custom homepage by industry, data pushed to LivePerson chat console
Focus products and
services and high value
asset by industry
Anticipated lift 20%

32. Lessons Learned: ABM after 6 Months
1. Good momentum – FMMs actively seeking seller feedback, anecdotal
2. Relying heavily on soft measures, custom SFDC reports: # contacts, # of activities, # of
opportunities, pipeline & revenue attribution is subjective
3. Sales Accelerator (SFDC) dashboards are critical for account detail / management
reporting and tracking seller follow-up
4. Renewed focus on automated measurement and reporting
5. Perpetual motion – getting better with focused ABM efforts by vertical
6. Never stop evangelizing, don’t wait to share even the smallest success

33. Q & A

34. Thank Y u
​Geoff Kahler
​Director, B2B Digital & ABM, CenturyLink
​Geoffrey.kahler@centurylink.com
​Peter Isaacson
​CMO, Demandbase
​pisaacson@demandbase.comm