expert abm: solving your biggest b2b marketing pains
TRANSCRIPT
EXPERT ABM
#ExpertABM
B2B Marketing Expo, Mar 28 2017
Paul Gibson RVP EMEALeanne Moir, Sr. Field Marketing Manager, EMEA
SOLVING YOUR BIGGEST B2B MARKETING PAINS
AGENDA
#ExpertABM
§ How is B2B Marketing Changing§ B2B Marketing Biggest Pains § What ABM at Scale Delivers
© 2017 DEMANDBASE|SLIDE 3
YOUR WEBSITE IS A CRITICAL MARKETING VEHICLE
channel in making the purchase decision.
-DemandGen Report
70% of buyers have indicated that the VENDOR’S WEBSITE
MOST INFLUENTIAL was the
,
© 2017 DEMANDBASE|SLIDE 4
B2B MARKETING INCREASINGLY DIGITAL
- SiriusDecisions
67%Of the buyer’s journey isNow done digitally.
© 2017 DEMANDBASE|SLIDE 5
THE BUYERS JOURNEY HAS CHANGED
SALESCALL LEAD
SOCIALMEDIA
WEBSITEVISIT
SEARCH
DETERMINEPROBLEM
WEBSITEVISIT
WEB RESEARCH FRIENDS &
FAMILY
INTE
REST
Marketers miss out on the buying signals that occur pre hand raise…
…and the signals that occur once a prospect is in a sales cycle.
© 2017 DEMANDBASE|SLIDE 6
TRADITIONAL DEMAND GEN IS BROKEN
© 2017 DEMANDBASE | SLIDE 6
Demandbase, Marketo, Adobe, CMO Survey
Website visitors aren’t potential customers
82% Website visitors bounce after one page
60%
Website visitors never fill out a form97% CMOs struggle
to prove impact 67%
WRONG ACCOUNTS ON YOUR WEBSITE
LOW ENGAGEMENTWITH YOUR CONTENT
WEBSITE VISITORSREMAIN ANONYMOUS
ROI DIFFICULT TODEMONSTRATE
© 2017 DEMANDBASE|SLIDE 7
FOCUS ON WHAT MATTERS: ACCOUNTS
ACCOUNT-BASED MARKETING ENABLES B2B MARKETERS TO IDENTIFY AND TARGET THE ACCOUNTS THAT MATTER MOST
Identify the accounts that matter most
Market to those
accounts
Measure the results by accounts
© 2017 DEMANDBASE|SLIDE 8
TIERS OF B2B MARKETING
Strategic Accounts5-20 accounts
Target Account List20-5,000 accounts
Total Addressable Market10,000+ accounts
ABM
ABM at Scale
Traditional Demand Gen
Technology
© 2017 DEMANDBASE|SLIDE 9
FocusesON BEST OPPORTUNITIES
ConnectsMARKETING TO REVENUE
SupportsSALES REALITY
DeliversCUSTOMER CENTRIC EXPERIENCE
WHY ACCOUNT-BASED MARKETING?
ABM
© 2016 DEMANDBASE / SLIDE 10
THE IMPACT OF ACCOUNT-BASED MARKETING
ABM provides much greater benefit than traditional approach
ABM and traditional are same
Traditional approach benefit is much greater
3.98
4.00
4.02
4.14
4.20
4.31
4.64
1 2 3 4 5
Customer Retention Rate
Initial Contract Value
Close Rate
Return on Sales &Mktg. Investment
Upsell/Cross-sell
Overall LTV
Alignment BetweenSales & Marketing
ABM OUTPERFORMS TRADITIONAL METHODS
B2B Marketers Realise Greater Benefits From ABM Across Multiple Areas
TOPO: ABM State of the Market
© 2016 DEMANDBASE / SLIDE 11
THE IMPACT OF ACCOUNT-BASED MARKETING
3.89
3.81
4.12
4.15
3.70
4.23
4.44
4.17
4.18
4.30
4.32
4.38
4.39
4.87
1 2 3 4 5
Customer Retention Rate
Initial Contract Value
Close Rate
Return on Sales &Mktg. Investment
Upsell/Cross-sell
Overall LTV
Alignment BetweenSales & Marketing
1 yr+ <1yr
TOPO: ABM State of the Market
ABM provides much greater benefit than traditional approach
ABM and traditional are same
Traditional approach benefit is much greater
ABM BENEFITSINCREASE OVER TIME
The Benefits of ABM vs.Traditional Marketing More Pronounced at Scale
#ExpertABM
WHAT WE HEAR
B2B MARKETING’S BIGGEST PAINS
#ExpertABM
OVERCOMING 3 Biggest Pains
- Strategy Built on Guesswork- Content Not Being Seen- Advertising Not Performing
© 2017 DEMANDBASE|SLIDE 14
BIGGEST PAIN #1
YOUR STRATEGY ISBASED ON GUESSWORK
Website visitors never fill out a form97%
Remember…
© 2017 DEMANDBASE|SLIDE 15
UNDERSTAND YOUR CURRENT STATE
CAN YOU ANSWER?§ Which accounts are
coming to your site?
§ Which accounts re NOT coming?
§ How long are they staying?
§ What content are they consuming?0%
5%
10%
15%
20%
25%
COMPANIES BY INDUSTRY
© 2017 DEMANDBASE|SLIDE 16
ANALYTICS INSIGHT WITH GOOGLE ANALYTICS
In addition to company name identification, Demandbase can provide over 40 attributes related to each company – details such as revenue, number of employees, location etc.
This allows you to look at trends based upon companies that share certain attributes. For example engagement based upon specific Industry.
© 2017 DEMANDBASE|SLIDE 17
ESTABLISH BUSINESS GOALS
Manufacturing is my key segment, but traffic low
Attract more Manufacturing accounts
Energy/Utilities accounts are coming, but bouncing
Boost engagement from Energy/Utilities accounts
Enterprise accounts are engaging, but not converting
Increase conversions from Enterprise accounts
© 2017 DEMANDBASE|SLIDE 18
BIGGEST PAIN #2
YOUR BUYERS DON’T ENGAGE WITH YOUR CONTENT
Remember…
Website visitors bounce after one page60%
© 2017 DEMANDBASE|SLIDE 19
DATA TO POWER YOUR WEBSITE
PERSONALISE WEBSITE EXPERIENCES FOR TARGET
ACCOUNTSCustomerIT ServicesStatus: Renewal
Prospect Not In-PipeIndustry: TelecomAudience: EnterpriseEmployees: 241,000
Xerox -
ProspectIn-PipelineIndustry: RetailEmployees: 159,000Status: Prospect
Find out how we help Telecoms build better relationships
© 2017 DEMANDBASE|SLIDE 20
QUICK RESULTS BY PERSONALISING TEXT
OPTIONS:
Industry/Vertical1
2 Company Size
3 Company Name
© 2017 DEMANDBASE|SLIDE 21
ADD IMAGES FOR BETTER ENGAGEMENT
OPTIONS:
Industry/Vertical1
2 Company Size
3 Account Status
© 2017 DEMANDBASE|SLIDE 22
BIGGEST PAIN #3
YOUR ADVERTISING UNDERPERFORMS
Remember…
CMOs struggle to prove impact 67%
© 2017 DEMANDBASE|SLIDE 23
ADVERTISE WITH ZERO WASTE
MEASURE RESULTS BY ACCOUNT
TARGET ACCOUNTS ADVERTISE ONLY TO THOSE COMPANIES ACROSS THE WEB
Top-tier Exchanges and Publishers
+2,000 brand-safe sites
© 2017 DEMANDBASE|SLIDE 24
DYNAMIC, PERSONALISED AD CREATIVE
GENERAL COMPANY-TARGETED
Company NameTesla
IndustryHealthcare
Company SizeEnterprise
Creative is for demonstration purposes only. Not a case study. 21 custom attributes are available for personalization.
Learn More
COMCASTBUSINESSDRIVESBUSINESS
Learn More
SEE HOW OTHER ENTERPRISE COMPANIES DRIVE BUSINESS
Learn More
SEE HOW HEALTHCAREIS DRIVING BUSINESS
Learn More
TESLA, EVER WONDER WHAT IT’S LIKE TO SIT ON A CLOUD?
© 2017 DEMANDBASE|SLIDE 25
TARGETING FOR BUSINESS CONTEXT
© 2017 DEMANDBASE|SLIDE 26
TARGETING FOR PAGE LEVEL CONTEXT
#ExpertABM
ABM AT SCALE DELIVERS
© 2017 DEMANDBASE|SLIDE 28
AFFECT METRICS THAT MATTER
• Better Engagement• Reduced Bounce• Less Wasted Budget/Time/Resource• Accelerated Funnel Velocity• Increased Average Contract Value• Higher Close Rates
#ExpertABM
Q & A
VISIT US AT STAND B515