Date post: | 04-Aug-2015 |
Category: |
Marketing |
Upload: | demandbase |
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©2014 Copyright Demandbase, Inc. Demandbase Confidential.
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John DeringDirector, Marketing ProgramsDemandbase
Optimizing Success with Account-Based Marketing:How Veracode Engaged 50% of Targeted Accounts
Patty Foley-ReidDirector, Demand GenerationVeracode
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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B2B Marketers face several challenges
Attract the right audience1
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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B2B Marketers face several challenges
Attract the right audience1 82% of B2B website visitors are not potential customers
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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B2B Marketers face several challenges
Attract the right audience1
Engage with the right content
2
82% of B2B website visitors are not potential customers
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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B2B Marketers face several challenges
Attract the right audience1
Engage with the right content
2
82% of B2B website visitors are not potential customers
60% of website visitors bounce w/o interactionafter one page
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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B2B Marketers face several challenges
Attract the right audience1
Engage with the right content
2
Produce better leads3
82% of B2B website visitors are not potential customers
60% of website visitors bounce w/o interactionafter one page
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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B2B Marketers face several challenges
Attract the right audience1
Engage with the right content
2
Produce better leads3
82% of B2B website visitors are not potential customers
60% of website visitors bounce w/o interactionafter one page
97% of website visitors ignore calls-to-action and remain unknown
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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B2B Marketers face several challenges
Attract the right audience1
Engage with the right content
2
Produce better leads3
Understand whether programs are working, and prove ROI
4
82% of B2B website visitors are not potential customers
60% of website visitors bounce w/o interactionafter one page
97% of website visitors ignore calls-to-action and remain unknown
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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B2B Marketers face several challenges
Attract the right audience1
Engage with the right content
2
Produce better leads3
Understand whether programs are working, and prove ROI
4
82% of B2B website visitors are not potential customers
60% of website visitors bounce w/o interactionafter one page
97% of website visitors ignore calls-to-action and remain unknown
67% of CMOs struggle to prove the long-term impact of spending
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Marketing funnel activity is disconnected
ATTRACT
CONVERT
ENGAGE
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ATTRACT
ENGAGE
CONVERT
Marketing funnel activity is disconnected
MEA
SU
RE
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Misaligned priorities create a chasm
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts
©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
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Targeting accounts is optimal for B2B
Focuses on best opportunities1
Builds consensus across buying team2
Supports the Sales reality3
Delivers optimal, customer-centric experiences4
Tie Marketing programs directly to revenue5
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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The Reality of ABM Adoption
Source: SiriusDecisions - 2015 State of Account-Based Marketing Study
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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The Reality of ABM Adoption
Source: SiriusDecisions - 2015 State of Account-Based Marketing Study
92%
Recognize the value of Account-Based Marketing
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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The Reality of ABM Adoption
Source: SiriusDecisions - 2015 State of Account-Based Marketing Study
92% 52
%
Have have at least a pilot in
place
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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The Reality of ABM Adoption
Source: SiriusDecisions - 2015 State of Account-Based Marketing Study
92% 52% 20% Have ABM
programs older than 1 year
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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The Reality of ABM Adoption
Source: SiriusDecisions - 2015 State of Account-Based Marketing Study
92% 52% 20%
Account-Based Marketing is here to stay. Now is the time to get started!
How to Optimize Results with an ABM Strategy
Patty Foley-ReidDirector, Solutions Marketing and Demand [email protected]@pattyfoleyreid
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Business Development
Marketing to Sales Handoff
High Value Activities
Sales
Number of Deals Won
Revenue
Sales
Number of Opportunities
Opportunity Value
Marketing
Inbound Outbound
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Business Development
Marketing to Sales Handoff
High Value Activities
Sales
Number of Deals Won
Revenue
Sales
Number of Opportunities
Opportunity Value
Marketing
Inbound Outbound
Accelerate Sales Cycle
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Business Development
Marketing to Sales Handoff
High Value Activities
Sales
Number of Deals Won
Revenue
Sales
Number of Opportunities
Opportunity Value
Marketing
Inbound Outbound
Accelerate Sales Cycle
Increase Volume
25
Business Development
Marketing to Sales Handoff
High Value Activities
Sales
Number of Deals Won
Revenue
Sales
Number of Opportunities
Opportunity Value
Marketing
Inbound Outbound
Accelerate Sales Cycle
Increase Volume
Impact Bottom Line
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RESULTING IN GROWTH OF INCREMENTAL NET NEW NAMED ACCOUNT PIPELINE
2013 2014
Incremental Pipeline
Marketing Activities
83% increase
52% increase
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THE PLAN280 accounts (suspects & prospects)
3 month “Assessment Page” campaign
Security articles in “executive-type” news outlets
A/B test industry and company names
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Advertising campaign Landing page
Answer 5 questions Sign-in to get report Email pdf
BizDev team follow-up about results
Marketo Salesforce
OnCorps
Drupal
THE PROCESS
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Advertising campaign Landing page
Answer 5 questions Sign-in to get pdf Email pdf
226 90 9 0
BizDev team follow-up about results
YIKES!!!
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Business Development
Marketing to Sales Handoff
High Value Activities
Sales
Number of Deals Won
Revenue
Sales
Number of Opportunities
Opportunity Value
Marketing
Inbound Outbound
46
Business Development
Marketing to Sales Handoff
High Value Activities
Sales
Number of Deals Won
Revenue
Sales
Number of Opportunities
Opportunity Value
Marketing
Inbound Outbound
Accelerate Sales Cycle
47
Business Development
Marketing to Sales Handoff
High Value Activities
Sales
Number of Deals Won
Revenue
Sales
Number of Opportunities
Opportunity Value
Marketing
Inbound Outbound
Accelerate Sales Cycle
Increase Volume
48
Business Development
Marketing to Sales Handoff
High Value Activities
Sales
Number of Deals Won
Revenue
Sales
Number of Opportunities
Opportunity Value
Marketing
Inbound Outbound
Accelerate Sales Cycle
Increase Volume
Impact Bottom Line
49
RESULTING IN GROWTH OF INCREMENTAL NET NEW NAMED ACCOUNT PIPELINE
2013 2014
Incremental Pipeline
Marketing Activities
83% increase
52% increase
How to Optimize Results with an ABM
Strategy
Patty Foley-ReidDirector, Solutions Marketing and Demand [email protected]@pattyfoleyreid
©2014 Copyright Demandbase, Inc. Demandbase Confidential.
51
John DeringDirector, Marketing [email protected]
Optimizing Success with Account-Based Marketing:How Veracode Engaged 50% of Targeted Accounts
Patty Foley-ReidDirector, Demand GenerationVeracode