Companies that use the power of AI and data to drive more relevant engagement drive outsized business impact including 65% greater engagement in their target accounts, 106% higher pipeline and 3x higher ROI on marketing spend. A pioneer in the IT Operations market, BMC enables companies to simplify their IT environment and drive business agility - counting 92 of the Forbes Global 100 companies as their customers. At SiriusDecisions Summit 2019, BMC discussed how they created the single source of marketing truth to drive segmentation and targeting for their 1:1 omni channel programs.

1. Fueling Growth in
the Enterprise with
AI-Powered ABM
Senior Director Marketing Analytics
Marina Schubow

2. Jill – 13 years old Roscoe – 4.5 months

3. About BMC
$8BR&D investments
470+Patents
10,000Customers
80%+Trust BMC
500
5 YearsNamed Leader
Magic Quadrant

4. © Copyright 2019 BMC Software, Inc.
Agenda
Why ABM
Our Approach
Our Solution
Measuring Success
Lessons Learned

5. MATURITY
BUSINESSVALUE
COMPLEXITY
Basic Reporting
(Data)
Advanced
Reporting
(Interpretation)
Analytics
(Insight)
Advanced
Analytics
(Foresight)
Manage KPI Framework & Enrich
Campaign Effectiveness & Business
Health Reporting
Optimize customer experience through advanced
analytical techniques (multi-variate testing,
segmentation, propensity models, customer journey
pattern analysis…)
Story-telling: Introduce new
socialization/communication paths to drive
a Data Driven Marketing environment
Measure Marketing effectiveness through
advanced attribution techniques (multi-channel)
Design & develop Marketing Data Repository & Evolve Digital tracking capabilities
Focus for FY20:
5 Analytics Priorities
Improve customer experience thru advanced segmentation,
Measure Marketing’s impact & ROI,
Evolve story-telling & insights

7. Account Based Marketing (ABM) Defined
A Team Sport

8. Different Types of ABM at BMC
© Copyright 2019 BMC Software, Inc.
1:1
LARGE ENTERPRISE
Highly personalized, customize global programs
for specific personas, enablement focused,
renewal / x-sell / up-sell
SCALABLE ABM
Named accounts as subsets of tiers, where a
specific region has chosen to focus; Typically
new logo focus, technology enabled, Demand
marketing / BDR led
SCALABLE ABM (NAMED)
Broader list of named accounts where
technology is needed to prioritize and automate
the right campaigns at the right time ; New logo
focus, technology enabled, Demand marketing /
BDR led
1:FEW
1:MANY

9. 1
Three Key Pillars to Our Approach
© Copyright 2019 BMC Software, Inc.
TARGETS
TECH
EXPERIENCES
2
3
Advanced database and analytics tools combined with
integrated planning across corporate, BU marketing and sales
target the same accounts and prospects across the buyer
journey
Apply AI to track, monitor and predict buyer fit and intent to
deliver the right content at the right time to the right people in
target accounts
Always-on campaigns with consistent messaging across all
marketing channels - content and channel fit by propensity score
– not just account

10. Market Sizing,
Target
Accounts,
Profiles
Solutions,
Solutions
Framework/Us
e Cases, & Sales
Plays
Global
Integrated
ABM Programs
Database,
Contacts, &
Personas
Demand
Creation,
Campaigns
Content, Offers
& Tactics
Automation,
Integrations,
Campaign
Execution, and
Lead
Management
Enablement,
Tools,
Telequalificatio
n, Outbound
Prospecting
Measure,
Analyze, &
Optimize
The ABM
Demand Creation
Process
Sales + Sales Ops + Field Marketing + Marketing Analytics: Define the
addressable market and targets that fit the ideal customer profiles
Solutions Marketing + Sales +
Strategic Marketing: Define the
solutions, solutions framework/use
cases, sales plays and compelling
messaging for “go-to-market” plans.
Global Integrated ABM Team
(GIAT) + Sales + Solutions
Marketing + Central Marketing +
Demand/Field/Partner/GOSI
Marketing: Align all the resources
to support the initiative in a
comprehensive, logical and
sustained manner.
Demand/Field/Partner/GOSI/Digital/Web Marketing + Strategic Marketing
+ Solutions Marketing: Develop the strategy for creating compelling content
and offers that are relevant and valuable to drive engagement.
Marketing Ops + Marketing
Analytics: Develop strategies for
database health and enrichment,
segmentation, governance,
compliance, persona association for
desired ABM target contacts/roles.
Marketing Analytics + Mktg/Web
Ops: Measure all steps and
incorporate feedback for optimization.
Sales + Sales Ops +
Demand/Field/Partner
Marketing + Mktg Ops:
Provide the right sales tools to
the Sales Reps at the right
time and in the right format
Marketing Operations + Web Operations +
Marketing Analytics: Lead management
process, simplify, automate, and integrate
technologies to support campaign execution.
SFDC integration, lead scoring, response
management lead routing and lead nurturing

11. ABM Technology Stack
© Copyright 2019 BMC Software, Inc.
Marketing Automation CRM Other ABM Data
Targeting and Segmentation
Digital Marketing Execution Channels
AI | Insights | Fit + Intent + Engagement

12. Lattice is Our Centralized Targeting and Segmentation
Platform
LATTICE ATLAS PLATFORM

13. ABM Segmentation Approach
© Copyright 2019 BMC Software, Inc.© Copyright 2018 BMC Software, Inc.
Prioritized Accounts
Activity
Fit
Intent
BMC Segmentation Predictive Engine Marketing + BDR Campaigns
Personas
Campaign 1
Campaign 2
Campaign 3
Persona 1
Persona 2
Persona 3
Program

14. High Fit + High Intent = Much Higher Conversion
© Copyright 2019 BMC Software, Inc.
High Fit + Intent
targets convert
at 8x higher rate

15. Key Use-Cases
Cross-Sell Prospecting
Customer
Winback
Competitive
Replacement
Active Customer w/
BMC Licensed
Product(s)
New Product
Penetration
Never Purchased
from BMC
1st Product
Purchase
Previously active
– no current
licenses
Reactivation (new
or same product)
Has competing
solution installed
New Product
Penetration or 1st
Purchase

16. Customer Relationship
ManagementAre we retaining customers & creating advocates?
Pipeline
Generation/AccelerationAre we hitting DCP targets, are we attaining Closed won bookings?
Lead generation-funnel
ProgressionAre the campaigns in market driving qualified leads for Sales?
Engagement
Are we driving quality engagement with BMC content/offers?
Awareness/Reach
How are we driving consideration of BMC solutions?
ABM Measurement Framework
Goal: To measure the ABM Target accounts reach-engagement-conversion as they progress thru the BMC Customer Journey
Measurement Approach: Evaluate each ABM segment against its baseline conversion rates
Hypothesis: ABM prioritized Targets with specific Marketing/Sales treatment will convert at high rate than historical baselines
Key Metrics
Impressions (Display, Search, Social)
Email Sends
% Target Accounts Reached (Select publishers)
Social feedback (engagement rate (ie link clicks))
Messaged Visits
BMC.com Visits (new/repeat,…)
Micro-conversions (Video Views, Chats, Downloads)
Form completions
Email & Attendee engagement
Sales Activities (meetings, PG Campaigns)
% Target Accounts Engaged
Responses – Total Inquiries
MQLs attained
Sales Accepted
SQLs - > Pre-discovery Opportunities
Pipeline Generated (#, $, Deal Size)
- Demand Center Pipeline (DCP)
- Influenced Pipelined
Closed-Won Bookings
NPS
Increase Customer LTV
Serving as Advocates
BMC Communities Active Contributors
Renewals Bookings
Efficiency/ROI
Cost for Digital Activities (Display/ Paid Search)
CPM by Programs
By No Targeted vs. ABM Targeted
Cost for Engagement Activities
(Social, Email, Events)
Cost per Visitor
Cost per Form Completion
DCP per Form Completion
% MQLs out of Form Completes
% MQLs Worked by BDRs
Lead to Oppty Conversion (worked
leads to oppty creation)
DCP contribution % (25-30% goal)
Pipeline to CW Bookings Closed
CVR%
% ABM Accounts with New product
penetrated
TBD
Investment

17. ABM Program Readiness/
Database
Completeness
Increased
Messaging/
Reach of BMC
Capabilities
Increased Quality
Engagement
Pipeline Growth /
Portfolio
Expansion
Increase
Loyalty/
Retention
Drive
Efficiency/
Effectiveness
Large Enterprise
1:1
(Tier 1&2a select lists NA,
EMEA, LatAM)
- Completeness of
Company Profile
- Depth of Personas
- Impressions Served
- Social Media In-mails
engaged
- Event Attendance (by type
of event & persona
attended)
- Sales Meetings/ Demos
conducted/EBC
Pipeline Generation &
Influence/Closed-Won
Bookings
(Cross-Sell, Up-Sell,
Renewals)
-NPS
-Customer
Advocates
-ROI from pipeline
sourced & influenced
against program
costs
-Higher Deal Sizes
-Increased Sales
Cycle Velocity
Clustered ABM 1:
Few
(Tier 2b-4 regionally focused
i.e. Sage, Sniper)
- Depth of Personas - Emails delivered
- Impressions Served
- New contact penetration
- Event Attendance
- Bmc.com engagement
DCP & CW Bookings
(Cross-Sell)
- Renewals
- Communities
Content Creation
Scaled ABM
named
(Technology Enabled > Tier
2b-4 Demand Gen)
- Depth of Personas - Emails delivered
- Impressions Served
- MQLs sourced
- Sales Accepted CVR%
DCP & CW Bookings
(Cross-Sell) Renewals
KPIs by ABM Program
© Copyright 2019 BMC Software, Inc.
Goal: To measure the ABM Target accounts reach-engagement-conversion & efficiency as they progress thru the BMC Customer Journey
Measurement Approach: Evaluate each ABM segment against its baseline conversion rates or YoY growth rates
Hypothesis: ABM prioritized Targets with specific Marketing/Sales treatment will convert at high rate than historical baselines
Brand Perception
Analyst Advocacy
Increased Marketing
Attributed Pipeline
Generated & Booked
Increased Marketing
Contribution to
Revenue
Customer
Advocacy
NPS
High Value EngagementsContent Available
Enriched
Database

18. Measuring ABM Success
© Copyright 2019 BMC Software, Inc.
Segmentation profile
Database health
Marketing campaign performance
Content engagement
Lead progression
Pipeline progression

19. Clearly define use-cases
Build alignment early
Validate with SiriusDecisions
Prepare your 1st party data
Drive a phased approach
Lessons Learned

20. Q & A
To Learn More
about Lattice visit
Booth #208