Date post: | 17-Jul-2015 |
Category: |
Marketing |
Upload: | demandbase |
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B2B ACCOUNT-BASED MARKETING SEGMENTATION
MARKETINGINNOVATION
SUMMITFOR B2B
presented by
#B2BSummit | @Demandbase April 29-30, 2015 | AT&T Park, San Francisco, CA
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Agenda
§ Segmentation in Account-Based Marketing
§ Building a list
§ Segmenting techniques
§ Goal Setting
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SEGMENTATION IN ACCOUN-BASED MARKETING
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Misaligned priorities create a chasm
SALES MARKETING
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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What is your buying universe?
Source: US Census Bureau
U.S. Businesses:
28 million >1 Employee:
6 million $10M+:
200,000 $100M+:
20,000 $1B+:
2,000
…most B2B companies target 2,000-5,000 accounts total
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Why Account-Based Marketing?
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• Ensures attention is given to top prospects/customers • Defines growth and timing based on account specifics
Focuses on best opportunities
• More efficient with a defined universe • Delivers on their target accounts
Supports sales reality
• Linked to greater customer satisfaction and retention • Customers experience less noise, respond at higher rates
to more relevant outreach
Delivers customer-centric experience
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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MARKETINGINNOVATION
SUMMITFOR B2B
presented by
Building a priority account list
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Focus on what matters: Accounts
Identify the right accounts
Market to those accounts
Measure by accounts
STEP 1 STEP 2 STEP 3
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PRIORITIZE ITERATE BUILD LIST MAINTAIN
The Process
GATHER
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Gather Stakeholders § This is not a “Marketing” project
§ Common Stated Goal
§ Assumptions of your target segment attributes and values
§ What is the sweet spot (industry, revenue range, employee size, geo, install base?)
§ Who are your Best Customers?
§ What companies results in the most revenue for the company?
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Exercise: Who are the top stakeholders?
Sales Marketing
…
Digital/Content Marketing
Field Marketing
CMO
…
Field Sales Leaders
Inside Sales Leaders
CRO
Name Title
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Build List: Who are our best customers?
Company Name What makes them a great customer?
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Exercise: Building a Target Account List
Attributes Values
Industry Ex. Software and Tech
Revenue > $ 1 billion
Employees 500 +
Geography Southwest
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Demandbase’s Attributes and Values
Attributes Values
Web Traffic Very High, High, Medium
Marketing Tech Adobe Analytics, Drupal, Google Analytics, Eloqua, Marketo, Optimizely
Geography US & Canada
Industry Software and Tech, Business, Healthcare, FinServ
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Iterate: Getting the best list possible
§ Test assumptions against best customers § Look for patterns in the outliers
§ Are outliers truly outliers?
§ Are certain attributes and values common? § Expand and drop attributes & attribute values
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What do Customers look like? Customer Industry Revenue
Range Employee Range B2B Web Traffic Key Marketing Technologies
Adobe Software & Technology >1Bn >1000 B2B Very High AA, Eloqua, AEM
VMWare Software & Technology >1Bn >1000 B2B High AA, Eloqua, T&T
Docusign Software & Technology <100Mn <500 B2B High Eloqua, Google Analytics
Workday Software & Technology >500Mn >500 B2B Medium Marketo, AA, Google Analytics
IronMountain Business Services >1Bn >1000 B2B Medium Eloqua, Google Analytics
Rockwell Automation Manufacturing >1Bn >1000 B2B Low Eloqua, Google Analytics
JP Morgan Financial Services >1Bn >1000 B2B High Adobe, Marketo
Cisco Telecom >1Bn >1000 B2B Very High Adobe Analytics, Insight, Marketo
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Prioritize: Put your money where your list is
§ Set of attributes and attribute values § Prioritized List of Target Accounts
§ By business cycle, by revenue potential
§ Leave room for “outliers”
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Creating Segments from Your List § Top Verticals
§ Best Customers
§ Sales Territories, Business Unit, Department, Product
§ Marketing need – Horizontal, upsell, renewal?
§ What accounts do you always want to be in front of?
§ The larger universe of prospective companies that could potentially buy your product (it’s not as big a list as you think)…
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Maintain § Process and criteria for adding/deleting accounts
(quarterly, bi annual?)
§ Attribute and list review cycle
§ Single Source of Truth
§ Ownership of process
§ Keep stakeholders involved
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SETTING GOALS
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Goal Types
CONVERT How do you
define conversions for this segment?
ATTRACT Is this segment
on my site currently?
If not, how can I get them there?
ENGAGE What content and
messaging are you using to drive
engagement?
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Exercise: Goal Setting
Type Goal Target KPI
Engage Navigate between pages +X% increase in Page views
View content +X% increase in Scroll Depth (or Time on Page)
Convert
Submit Contact Form +X% form submits
Request Demo +X% demo requests
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Segments connect disparate marketing tech
CONVERT
Advertising Analytics Content Management
Marketing Automation CRM
ENGAGE MEASURE ATTRACT
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Top Questions § Core stakeholders? § 100-500 Most Valuable Companies (MVC’s)? § 3 highest priority segments? § Business objective for top segments?
§ Which channels attract top segments? § What content and messaging engages? § What is a conversion for each segment?
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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In closing
§ Building a target account list aligns sales and marketing efforts
§ Segmenting your list helps prioritize and focus marketing efforts
§ Measure success in attracting, engaging, and converting each segment…true impact on revenue
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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THANK YOU!