how to improve b2b marketing performance with account-based marketing

Demandbase and RGIS@ Oracle Interact 2014

July 17, 2014

Peter IsaacsonChief Marketing Officer

If You’re Not Doing Account-Based Marketing, You’re Doing It Wrong

Confidential | © Demandbase 2014 All rights reserved.

The investment/proficiency gap

60%

34%

My company will invest more in digital marketing technology this year.

Source: Adobe, Digital Distress Study, Sept. 2013 (U.S. Marketers)

My company is highly proficient at digital marketing.


B2B marketing challenges are daunting

Source: Adobe, Digital Distress Study, Sept. 2013 (U.S. Marketers, Top 2: Extremely Concerned, Very Concerned)

As a marketer, how concerned are you about the following issues?

Reaching customers

82%

Understanding whether campaigns are working

79%

Proving campaign effectiveness

77%

Demonstrating ROI

75%


Awareness programs not

targeted

85% of website visitors are not potential

customers

Static B2B web sites offer no

personalization

80% of web visitors abandon a siteIn < 5 seconds

Few quality hand raises and often too late in buying cycle

97% of website visitors

will ignore call to action

Traditional methods aren’t driving results


Wasted time on blind Sales calls

Low conversion rates, Nurturing bad

leads

Low engagement,unused content

Wasted ad spend, attracting anyone

More conversions, better scoring/routing

Relevant content, deep engagement

Ads only to target accounts, zero waste

Happy Sales team, real opportunities

Targeting Individuals vs Targeting Accounts

M A S S B A C K W A R D S

A C C O U N T - B A S E D , T A R G E T E D

PATENTEDIDENTIFICATION

AUDIENCEMANAGEMENT

PERFORMANCEDASHBOARDS

PROGRAMMATICB2B ADVERTISING

MARKETING/CRMCONNECTORS

Companies Innovating w/ Demandbase

PERSONALIZATION

Website Content Management & Testing/Optimization

Demandbase is easy to implement andconnects into leading marketing tech

Marketing Automation &Lead Management

Chat & CRM

CONVERSION

Adobe®

Campaign

ADS

Ad Exchanges &

Publishers

Web & SocialAnalytics

ANALYTICS

Account-based Marketing and its

Digital Strategy

World’s Leading Inventory Service Provider

11Private & Confidential – Not for Distribution

We provide inventory data collection solutions for retail, healthcare, and manufacturing.

Switched to Digital Marketing

Our Market Situation

13Private & Confidential - Not for Distribution

1958 2013Direct Marketing & Tradeshows

New Leadership

New markets

Lofty Sales Initiatives

Limited dedicatedIT Support

Skepticism

ABM 4 Marketing


BetterMessaging

SegmentationMethodChoices

Real-timeMarketing

NurturingPower

Why ABM 4 Sales


MultipleDecision Makers

Sales &MarketingAlignment

NurturingOpportunities

1. Make RGIS/www.rgis.com a leading source of relevant industry knowledge.

2. Drive new online traffic to www.rgis.com using links to engage thought leadership content.

3. Create nurturing campaigns to drive new leads and move leads to prospects.

4. Improve sales and marketing alignment

Objectives & Goals


http://www.rgis.com/

http://www.rgis.com/

17

Retail Healthcare Specialty ServicesAutomotive Aftermarkets

Auto Dealers

CPG Companies

Distribution Centers

Department Stores

Dollar Stores

Discount/Mass Merchandize

Drug/Rx/HBC

Fixture Manufactures

Grocery/Supermarket

Convenience Store

Hardware/Home Improvement

Apparel/Shoes

Consumer Electronics/Multi-Media

Specialty/Service Retailer

Internet Retailers

Hospital Int. Health

Medical Supply/Device

Long Term Care

Pharmaceutical Manufacturing

Compliance

Restaurants/Food Service

Government/Education

Transportation

Defense

Manufacturing

Mining

Utilities

Telecommunications and

Broadcasting

Arts and Entertainment

Audience

Structure


Build and Execute



Key Findings: Traffic by Vertical


Key Findings: Visitors’ Attributes


Key Findings: Visitors’ Attributes by Vertical


Key Findings: Segmentation & Engagement

Customer-centric Site


Account-Based ads

Improve Customer Satisfaction Score by 15 points

Increase web lead generation 10 x

Support 21% conversion of leads

Estimated revenue $ 24 million

KPI’s


1.Market Situation

2.ABM, a Solution?

3.Objectives & Goals

4.Pick your Audience

5.Structure your Approach

6.Build and Execute

7.Evaluate

Summary


Cristin L Colling | [email protected] | 248-601-6328