10 ways to align marketing & sales
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10 Ways to Align Marketing &
Sales to Accelerate The
Funnel
John Dering
Director, Marketing Programs
Demandbase
@D_Rang
Gabe Rogol
Vice President of Sales
Demandbase
@GabeRogol
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 2
Agenda
Account-Based Marketing & Why It Matters for
Alignment
10 Tips for Marketing & Sales to Accelerate the
Funnel
Results of Alignment at Demandbase
Q & A
Account-Based Marketing & Why
It Matters for Alignment
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 4
Misaligned priorities create a chasm
SALES MARKETING
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 5
B2B Marketers face several challenges
Attract the right audience
Engage with the right content
Produce better leads
Understand whether programs
are working, and prove ROI
1
2
3
4
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 6
B2B Marketers face several challenges
Attract the right audience
Engage with the right content
Produce better leads
Understand whether programs
are working, and prove ROI
82% of B2B website
visitors are not
potential customers 1
2
3
4
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 7
B2B Marketers face several challenges
Attract the right audience
Engage with the right content
Produce better leads
Understand whether programs
are working, and prove ROI
82% of B2B website
visitors are not
potential customers
60% of website visitors
bounce w/o interaction
after one page
1
2
3
4
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 8
B2B Marketers face several challenges
Attract the right audience
Engage with the right content
Produce better leads
Understand whether programs
are working, and prove ROI
82% of B2B website
visitors are not
potential customers
60% of website visitors
bounce w/o interaction
after one page
97% of website visitors
ignore calls-to-action
and remain unknown
1
2
3
4
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 9
B2B Marketers face several challenges
Attract the right audience
Engage with the right content
Produce better leads
Understand whether programs
are working, and prove ROI
82% of B2B website
visitors are not
potential customers
60% of website visitors
bounce w/o interaction
after one page
97% of website visitors
ignore calls-to-action
and remain unknown
67% of CMOs struggle to
prove the long-term
impact of spending
1
2
3
4
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 10
Targeting accounts is optimal for B2B
Focuses on best opportunities
Builds consensus across buying team
Supports the Sales reality
Delivers optimal, customer-centric experiences
Ties Marketing programs directly to revenue
10 Steps to Align
Marketing & Sales
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 12
Alignment Step 1: Develop Target Account List
1 Identify stakeholders in
marketing and sales
2 Build the list using machine
& human insights
3 Scrub list with stakeholders
for accuracy
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 13
Alignment Step 1: Develop Target Account List
1 Identify stakeholders in
marketing and sales
2 Build the list using machine
& human insights
3 Scrub list with stakeholders
for accuracy
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 14
Alignment Step 1: Develop Target Account List
1 Identify stakeholders in
marketing and sales
2 Build the list using machine
& human insights
3 Scrub list with stakeholders
for accuracy
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 15
Alignment Step 1: Develop Target Account List
1 Identify stakeholders in
marketing and sales
2 Build the list using machine
& human insights
3 Scrub list with stakeholders
for accuracy
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 16
Alignment Step 2: Develop Content Strategy
PERSONALIZED CONTENT ALONE HAS SHOWN OVER 80% LIFT IN ENGAGEMENT
Source: Demandbase Customer case studies
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 17
Alignment Step 2: Develop Content Strategy
PERSONALIZED CONTENT ALONE HAS SHOWN OVER 80% LIFT IN ENGAGEMENT
OPTIONS:
Industry/Vertical 1
Source: Demandbase Customer case studies
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 18
Alignment Step 2: Develop Content Strategy
PERSONALIZED CONTENT ALONE HAS SHOWN OVER 80% LIFT IN ENGAGEMENT
OPTIONS:
Industry/Vertical 1
2 Company Size
Source: Demandbase Customer case studies
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 19
Alignment Step 2: Develop Content Strategy
PERSONALIZED CONTENT ALONE HAS SHOWN OVER 80% LIFT IN ENGAGEMENT
OPTIONS:
Industry/Vertical 1
2 Company Size
3 Company Name
Source: Demandbase Customer case studies
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 20
Alignment Step 3: Speak the Same Language
Habla
Sales? Parlez-vous
Marketing?
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 21
Alignment Step 4: SLA’s
of marketing
generated leads are
never followed
up by sales.
50%
- Miller Pierce, 2014 VOC Study
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 22
Alignment Step 5: Market to the Full Funnel
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 23
ATTRACT
ENGAGE
CONVERT
Alignment Step 5: Market to the Full Funnel
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 24
Alignment Step 6: Enable Sales to Engage
Accelerating the funnel means giving Sales the ability to
quickly understand:
1
2
How is website
engagement trending?
3
What content are they most
interested in?
Are there any anomalous
behavior patterns?
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 25
Alignment Step 6: Enable Sales to Engage
Know Before You Call: Giving Sales buyer signals in email
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 26
Alignment Step 6: Enable Sales to Engage
Know Before You Call: Giving Sales buyer signals in email
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 27
Alignment Step 7: Enable Sales to Educate
Call With The Right Message: Giving Sales more tools to
connect
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 28
Alignment Step 7: Enable Sales to Educate
Call With The Right Message: Giving Sales more tools to
connect
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 29
Alignment Step 8: Measure Engagement
Track results against the entire target list by Sales structure
Returning or
Net/New? Engagement
Spikes?
Track Effort
Across Funnel
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 30
Alignment Step 9: Attribution for Campaigns
1 Both teams responsibility
2 Make it easy
3 Update frequently
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 31
Alignment Step 10: Feedback Loops
1 Inclusion of Priority Accounts
2 Exclusion of Accounts
3 Regular Meetings
4 Automate Targeting
5 Wash, Rinse, & Repeat
Request Advertising
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 32
Alignment Step 10: Feedback Loops
1 Inclusion of Priority Accounts
2 Exclusion of Accounts
3 Regular Meetings
4 Automate Targeting
5 Wash, Rinse, & Repeat
Request Advertising
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 33
Alignment Step 10: Feedback Loops
1 Inclusion of Priority Accounts
2 Exclusion of Accounts
3 Regular Meetings
4 Automate Targeting
5 Wash, Rinse, & Repeat
Request Advertising
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 34
10 Steps to Align Marketing & Sales
1. Develop a target account list
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 35
10 Steps to Align Marketing & Sales
1. Develop a target account list
2. Develop content strategy
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 36
10 Steps to Align Marketing & Sales
1. Develop a target account list
2. Develop content strategy
3. Speak the Same Language
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 37
10 Steps to Align Marketing & Sales
1. Develop a target account list
2. Develop content strategy
3. Speak the Same Language
4. Create departmental SLA’s
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 38
10 Steps to Align Marketing & Sales
1. Develop a target account list
2. Develop content strategy
3. Speak the Same Language
4. Create departmental SLA’s
5. Market to the full funnel
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 39
10 Steps to Align Marketing & Sales
1. Develop a target account list
2. Develop content strategy
3. Speak the Same Language
4. Create departmental SLA’s
5. Market to the full funnel
6. Enable sales to engage
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 40
10 Steps to Align Marketing & Sales
1. Develop a target account list
2. Develop content strategy
3. Speak the Same Language
4. Create departmental SLA’s
5. Market to the full funnel
6. Enable sales to engage
7. Enable sales to educate prospects
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 41
10 Steps to Align Marketing & Sales
1. Develop a target account list
2. Develop content strategy
3. Speak the Same Language
4. Create departmental SLA’s
5. Market to the full funnel
6. Enable sales to engage
7. Enable sales to educate prospects
8. Measure what counts - engagement
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 42
10 Steps to Align Marketing & Sales
1. Develop a target account list
2. Develop content strategy
3. Speak the Same Language
4. Create departmental SLA’s
5. Market to the full funnel
6. Enable sales to engage
7. Enable sales to educate prospects
8. Measure what counts - engagement
9. Attribute for Success
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 43
10 Steps to Align Marketing & Sales
1. Develop a target account list
2. Develop content strategy
3. Speak the Same Language
4. Create departmental SLA’s
5. Market to the full funnel
6. Enable sales to engage
7. Enable sales to educate prospects
8. Measure what counts - engagement
9. Attribute for Success
10. Create Feedback Loops
How Marketing & Sales Alignment
Has Helped Demandbase
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 45
Funnel Metrics – Before & After Alignment
MQL SAL PIPELINE CLOSE
82%
49%
14%
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 46
Funnel Metrics – Before & After Alignment
MQL SAL PIPELINE CLOSE
82%
49%
14%
96%
64%
26%
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 47
Funnel Metrics – Before & After Alignment
MQL SAL PIPELINE CLOSE
82%
49%
14%
96%
64%
26%
14%
15%
12%
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 48
DB3k vs Non DB3k Accounts
Sales Team Close Rate ACV Funnel Velocity
Enterprise 3.8x +35% +2%
Mid Market 2.6x +40% -20%
Advertising 1.6x +31% +65%
Thank You!
John Dering
Director, Marketing Programs
Demandbase
@D_Rang
Gabe Rogol
Vice President of Sales
Demandbase
@GabeRogol
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