abm trial & error: what worked, what didn’t

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ABM Trial & ErrorWhat worked, what didn't, and how to get

started

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Bassem Hamdy

EVP of Marketing, Procore

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If you don’t have a scorecard, how do you know you’re winning?

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6 Keys Tactics

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1. Micro-Segmentation2. Know who you’re talking to3. Educate, don’t sell4. Know your product, cold5. Be a full-funnel Marketer6. Turn customers into advocates

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Closed won conversions

more likely to close with Marketing4X

TAM ForwardMajor 6%Mid Market 4%Emerging 2%

MQA ForwardMajor 17%Mid Market 15%Emerging 9%

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Marketing attribution 80%

Total Marketing Closed Won

62%Total Marketing Attributed Pipe

February 2017

Organic Search 2016

95%January 201699,290

December 2016193,700

January 2016195,311

December 2016364,932

increase in unique users

87% increase in non-unique users

TO

TO

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Engagement 2016

131,064 Engagement

Moments

69,900Market Fit

Engagements

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Cost per lead 2016Decreased by 60%

January 2016$142.51

December 2016

$56.99

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• 70 Roadshows 3 Impact Series 43 National Trade Shows 19 Regional Trade Shows• 65 Dinners & Other Events

Events

Webinars77 Webinars Executed 19.6k Leads

CPL for Webinar Leads $33/Lead

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Marketing ROI

602%

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What was old is new again

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1. Micro-Segmentation2. Know who you’re talking to3. Educate, don’t sell4. Know your product, cold5. Be a full-funnel Marketer6. Turn customers into advocates

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Thank you

bassem@procore.com

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