Download - Account-Based Marketing in Action
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ACCOUNT-BASED MARKETING IN ACTION
MARKETINGINNOVATION
SUMMITFOR B2B
presented by
#B2BSummit | @Demandbase April 29-30, 2015 | AT&T Park, San Francisco, CA
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© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Account-Based Marketing To-Do’s
ü Introduction to ABM ü Create a Segmentation Plan ü Build Analytics Skills ü Learn Advertising, Personalization & Landing Page
Best Practices ü Setup Tests and Experiments q Find out how the best B2B companies are doing it
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Keep in mind…
§ Different journeys § Crawl-Walk-Run § Data-Driven § Segmentation
§ Account lists
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MARKETINGINNOVATION
SUMMITFOR B2B
presented by
INFOBLOX
April 29-30, 2015 | AT&T Park, San Francisco, CA
ABM IN ACTION
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Infoblox – Controlling the network CHALLENGES: § Measure performance § Marketing & Sales
alignment § Attract and engage
key accounts
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State of ABM at Infoblox
§ Defined Target Account list
§ Documented reporting process
§ Launched Account-Based Advertising
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Using Analytics to Drive Insights
§ Custom reports on engagement from key segments and target accounts
§ Insight into opportunities for more targeted attraction, engagement, and conversion
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ABM Results – Account-Based Advertising
RESULTS
56% ACCOUNT LIFT (AVG. = 25-30%)
82% NET NEW
COMPANIES (62% came from
Demandbase Ads)
392% INCREASED PAGEVIEWS
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What’s next?
1. Double down on Advertising! 900 target accounts, “always on”
2. Enhancing CRM Demandbase Sales Accelerator
3. Expand on website optimization and ABM strategies with continuous insights to leadership
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MARKETINGINNOVATION
SUMMITFOR B2B
presented by
DELL
ABM IN ACTION
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Dell – Customization for B2B CHALLENGES:
§ Filter and capitalize on homepage traffic from B2B companies
§ Engage B2B traffic with relevant, personalized experience
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The Pilot – A/B Test with Adobe Target
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The Result
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The future is bright with ABM 1. Additional tests deeper in the site:
20% lift in content engagement
2. Track B2B visitors in analytics and define buying activity
3. Account-Based Advertising: Drive the right traffic to the site
4. Short forms (w/ hidden company data) to increase conversions
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MARKETINGINNOVATION
SUMMITFOR B2B
presented by
SURESCRIPTS
ABM IN ACTION
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Surescripts - Targeted Awareness CHALLENGES:
§ Increase awareness § Relevant messages to
sub-industries § Generate demand with
net new companies
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Using Analytics to Drive Insights
4% 14%
13%
12%
4% 3% 4% 9% 2%
4%
6%
5%
20%
Unknown
$1 - $1M
$1M - $5M
$5M - $10M
$10M - $25M
$25M - $50M
$50M - $100M
$100M - $250M
$250M - $500M
$500M - $1B
$1B - $2.5B
$2.5B - $5B
Over $5B
3%
34%
24%
39% Unknown
1-99 Emp
100-999 Emp
1000+ Emp
COMPANY TRAFFIC BY ANNUAL REVENUE COMPANY TRAFFIC BY # OF EMPLOYEES
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ABM Advertising at Surescripts
Target Account List:
§ 336 companies
§ Hospitals, Pharmacies, EHR
Advertising Objectives:
§ Surescripts awareness
§ Hospitals - Immunization services
DISPLAY BANNER AD CAMPAIGN LANDING PAGE
PRODUCT PAGE
Ret
arge
ting
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Results – Account-Based Advertising § Attracted 165 new Companies
§ Increased page views for Immunization targets by 35%
§ Increase page views for branding targets by 124%
§ Increased awareness by approximately 30%
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What’s next?
§ Increase volume of target companies for Account-Based Advertising
§ Personalization on tap § Align ABM action plan with
strategic marketing initiatives
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MARKETINGINNOVATION
SUMMITFOR B2B
presented by
RGIS
ABM IN ACTION
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RGIS – Doing more with less CHALLENGES:
§ Limited Marketing budget § Increase awareness
beyond retail § Static/limited website
experience § Lack of digital experience
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State of ABM – Evolving Strategy
§ Account lists created for high-value industry segments
§ Sales Enablement § Beginning ABM Analytics
consulting engagement
Crawl Walk Run
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Using Analytics to Drive Insights
§ Custom reports on engagement from key segments and target accounts
§ Insight into opportunities for more targeted attraction, engagement, and conversion
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Customer-Centric Website Redesign and Forms
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ABM Strategy in action TARGET INDUSTRY: Utilities § E-mail campaign to 12,761 contacts
§ Initial result: 2 form submits ABM HIDDEN INSIGHT: § 47 identified Utility Companies visited
RGIS.com but have yet raise their hand (fill out a form)
§ Awareness in the Energy & Utilities sector increased 235% and website traffic increased 467% following e-mail campaign
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What’s next? § Deeper dive into analytics
(with ABM expert consulting)
§ Optimize new website, focused on personalized, customer-centric experience
§ Connect marketing with sales SFDC opportunity data in Performance Manager to help uncover “hidden opportunities”
§ Exploring Targeted Advertising to specific companies
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THANK YOU!