GET A SEAT AT THE TABLE:How ABM Helps

WHAT METRICS SHOULDMARKETING CARE ABOUT?

CPC CPLCTR

FollowsVisits

LikesShares

$PipelineSourceMQL

SQLSAL

IT’S AN ACCOUNT BASED WORLDEvery department in your companyuses account based success metrics

SALES

FINANCE

CUSTOMER SUCCESS

MARKETING

Laser focused on highest

opportunity prospect companies

Reach only the decision makers &

influencers that are right for you

THE VALUE OF ABM:Transparent return on marketing investment

Efficient Targeted

Better Alignment

RelevantDeliver the right

messageat the right time

Bringing sales and marketing together

69%of B2B marketers

plan to increase their ABM spend within the next

yearSource: ITSMA

15%of current B2B

marketing budgets go

towardsABM programs

THE

TRAD

ITIO

NAL

ABM

PRO

CESS

IDENTIFY accounts to target

CREATE content your prospects are looking for

ENGAGE at every stage of the buying process

MEASURE in real-time to optimize for maximum ROI

WHO COMES UP WITH THESE ACCOUNTS?

TERRITORY LISTS VERTICALSSALES WISH LIST

Marketing

Healthcare

Business

TechnologyHR

Manufacturing

Construction

Real Estate

Finance

Government

*Source: ThinkWithGoogle

Prospects are looking for solutions, not your company

If you don’t engage your accounts with relevant messaging, they are less likely to trust your

solutions

71% of B2B research begins with a general query*

Knowing who is in market for your product

is the single most important piece of

insight a marketer can have

Identify EVERY account in-market for your products now

Identify ALL the B2B influencers and decision makers within your target list of accounts

Identify the MOST important topics of interest in those companies

IDENTIFY

IDENTIFYING INTENT4,200,000,000 B2B intent interactions recorded400,000,000 B2B decision makers tracked2,000,000 B2B enterprises1,600+ publisher sources 15 verticals

White PaperDownload

Attended Webinar

Read CaseStudy

ViewedInfographic

Article Interest Searc

hWatched

VideoSocialActivity

IP Address

DATA DRIVEN APPROACH FOR ABM

DATA DRIVEN PLATFORM FOR ABMUnify

Multiple Data

Sources

Activate across many media

channels

Leverage account level engagement

and attribution

INTENT DATA

INSTALL BASE

CROSS DEVICE

PREDICTIVE 3rd PARTY 1st PARTY

DAT

ACH

ANN

EL VIDEO NATIVE CONTENTSOCIAL

PROGRAMMATIC

DIRECT PUBLISHE

RS

The buying committees are larger and more diverse than ever

Using single channel marketing strategies will not get your message out at the scale you need

Members of the buying committee are simultaneously at different stages of the buying process

*Source: SiriusDecisions

WHEN DOES IT MAKE SENSETO NOT BE ACCOUNT BASED?

TARGET ACCOUNT

TARGET ACCOUNT

TARGET ACCOUNT

Where should I spend and measure? o

r

AWARENESSMARKETING CHANNEL

ENGAGEMENTMARKETING CHANNEL

CONVERSIONMARKETING CHANNEL

Marketers are shifting toward data driven marketing programs

Validating the effectiveness of your data and media is complex

Traditional media platforms offer legacy metrics that won’t help you understand who you are

reaching

PERFORMANCE MEASUREMENT

Who became a Sales opportunity after engaging with your campaign?

How accurate is the data and what target audience did your campaign reach?

Identifying visitors to website after engaging with campaign?Was there lift in targeted traffic?

VALU

E

ATTRIBUTION

Indicator for distribution and scaleBE AWARE OF: Mistaken clicks, high fraud rate, multiple clicks by same users

CLICKS

SALES

SALES OPPORTUNITIES

WEBSITE VISITORS

DATA TARGETING VERIFICATION

ACCOUNT PENETRATION

Validate how your ABM program is leveraging multiple channels to

deliver your message to your target accounts at

scale

Account Reach

DISPLAY

Validate how you are

engaging with the right accounts

ACCOUNT ENGAGEMENT

Validate how extended exposure of your content is generating lift in site visits from your target

accounts

Inform your content strategy based on the most effective

assets

Define your content strategy based on the topics your prospects are most interested in

ACCOUNT 360Insights that help you validate your account engagement

and inform your content & nurturing tactics

Identify the topics the account is showing the

most interest inValidate your

engagement with each account across your

media programs

Identify the installed technologies your

target accounts are currently utilizing

360o VIEW INTO ACCOUNT IMPACT

ACCOUNT TARGETED? SURGING? IMPRESSIONS EXPOSURE TIME SITE VISITS LEADS

aa.com Yes Yes 374 4 52 3

basf.com Yes No 1,052 12 14 1

boeing.com Yes Yes 2,752 20 369 0

capgemini.com Yes Yes 462 7 54 4

capitalone.com Yes Yes 616 4 27 2

cmegroup.com Yes Yes 2062 17 79 3

halliburton.com Yes Yes 11,463 52 279 2

lexisnexis.com Yes Yes 1,229 14 39 2

pg.com Yes Yes 742 6 18 3

siemens.com Yes Yes 467 4 33 9