Account-based Marketing is a B2B strategic approach that focuses sales and marketing efforts on targeted accounts. Don’t miss out on learning more about this new B2B trend.


1. Thanks for joining us today!
W E B I N A R S E R I E S

2. Hello!
Peter Isaacson
Chief Marketing Officer
Demandbase
Ritesh Patel
EVP, Chief Digital Officer
Ogilvy CommonHealth Worldwide
Rob Blackie
Director of Social
at Ogilvy

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5. TRADITIONAL
DEMAND GEN
IS BROKEN
© 2016 DEMANDBASE # 5
Website visitors
aren’t potential
customers
82%
Website visitors
bounce after
one page
60%
Website visitors
never fill out
a form
97%
CMOs struggle
to prove impact
of spending
67%
Demandbase, Marketo, Adobe, CMO Survey

6. © 2016 DEMANDBASE｜SLIDE 6
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts
MISALIGNED PRIORITIES CREATE A CHASM

7. © 2016 DEMANDBASE｜SLIDE 7
MARKETING AND SALES ROLES CHANGE
OLD MODEL
MQL CLOSE
IDENTIFY
MARKETING SALES
MARKETING
SALES
CLOSE
NEW MODEL
IDENTIFY

8. A NEW PATH FORWARD WITH ABM

9. © 2016 DEMANDBASE｜SLIDE 9
Identify the companies
most likely to buy, and
then market to them
ACCOUNT-BASED MARKETING

10. © 2016 DEMANDBASE｜SLIDE 10
Identify the companies
most likely to buy, and
then market to them
ACCOUNT-BASED MARKETING

11. © 2016 DEMANDBASE｜SLIDE 11
ABM MEDIA COVERAGE
0
200
400
600
800
1000
1200
1400
1600
1800
2000

12. © 2016 DEMANDBASE｜SLIDE 12
Focuses
ON BEST OPPORTUNITIES
Connects
MARKETING TO REVENUE
Supports
SALES REALITY
Delivers
CUSTOMER CENTRIC EXPERIENCEE
WHY ACCOUNT-BASED MARKETING?
ABM

13. © 2016 DEMANDBASE｜SLIDE 13
TIERS OF B2B MARKETING
Strategic Accounts
5-50 accounts
Target Account List
50-5,000 accounts
Total Addressable Market
10,000+ accounts
ABM
ABM at
Scale
Traditional
Demand Gen
Technology

14. © 2016 DEMANDBASE｜SLIDE 14
ABM MATURITY MODEL
Metrics and Goals
Alignment
Operational
Alignment
Philosophical
Alignment
SALES & MARKETING
ALIGNMENT
TARGET
ACCOUNTS
MARKETING
PROGRAMS
MEASUREMENT
Positioning/Attribute
Targeting
Company Size or
Industry Targeting
Sales Cycle Targeting
Analog and Digital
Full Funnel
Bottom of the Funnel
/Lead Generation
Full Funnel Digital
Business Outcomes
Campaign
Performance
Revenue Performance
TIER1TIER2TIER3
ABM Maturity Model
MATURITY

15. © 2016 DEMANDBASE / SLIDE 15
THE IMPACT OF ABM
ABM provides
much greater
benefit than
traditional
approach
ABM and
traditional
are same
Traditional
approach
benefit is much
greater
3.98
4.00
4.02
4.14
4.20
4.31
4.64
1 2 3 4 5
Customer Retention Rate
Initial Contract Value
Close Rate
Return on Sales & Mktg.
Investment
Upsell/Cross-sell
Overall LTV
Alignment Between Sales &
Marketing
ABM OUTPERFORMS
TRADITIONAL
METHODS
B2B marketers are realizing greater
benefits from ABM across multiple areas
TOPO: ABM State of the Market

16. © 2016 DEMANDBASE / SLIDE 16
THE IMPACT OF ABM
TOPO: ABM State of the Market
ABM provides
much greater
benefit than
traditional
approach
ABM and
traditional
are same
Traditional
approach
benefit is much
greater
3.89
3.81
4.12
4.15
3.70
4.23
4.44
4.17
4.18
4.30
4.32
4.38
4.39
4.87
1 2 3 4 5
1 yr+ <1yr
Alignment between
Sales & Marketing
Overall LTV
Initial Contract Value
Return on Sales &
Mktg. Investment
Upsell/Cross-sell
Customer Retention
Rate
Close Rate
ABM BENEFITS
INCREASE
OVER TIME
The benefits of ABM vs. traditional
marketing are more pronounced
as you scale your efforts

17. © 2016 DEMANDBASE / SLIDE 17
THE DEMANDBASE DIFFERENCE
COMPREHENSIVE
ABM PLATFORM
The only comprehensive set of
solutions purpose built for the
account-based needs of B2B
MEASURE
CLOSE
CONVERT
ENGAGE
IDENTIFY
ATTRACT

18. © 2016 DEMANDBASE # 18
DATA & AUDIENCE MANAGEMENT PLATFORM
IP, AI & MACHINE LEARNING TECHNOLOGY
COMPREHENSIVE ABM PLATFORM
ATTRACT Account-Based Advertising
Account-Based Retargeting
ENGAGE Website Personalization
CONVERT Forms, ABMA, Live Chat
CLOSE Account-Based
Sales Development
IDENTIFY Account Identification
MEASURE Web Analytics,
Performance Manager
Demandbase Action

19. © 2016 DEMANDBASE｜SLIDE 19
HOST ANALYTICS INCREASES OPPORTUNTIES WITH ABM
MORE TARGET ACCOUNTS
ENGAGED WITH WEBSITE
LIFT IN VISITS FROM
TARGET ACCOUNTS
VISITOR-TO-FORM-FILL RATE2x
FULL SUITE OF DEMANDBASE ABM SOLUTIONS
DRIVE SUCCESS ACROSS THE FUNNEL
42%
134

20. © 2016 DEMANDBASE｜SLIDE 20
VERACODE REDUCES SALES CYCLE BY 66%
LIFT FROM ACCOUNTS WITH NO
PREVIOUS ENGAGEMENT
FROM FORTUNE 500
COMPANIES
DECREASE IN SALES CYCLE66 %
50 %
ACCOUNT-BASED ADVERTISING AND ANALYTICS LEVERAGED
TO ATTRACT AND ENGAGE FORTUNE 500 ACCOUNTS
100%

21. © 2016 DEMANDBASE｜SLIDE 21
THERMOFISHER SCIENTIFIC EXPERIENCES 17% YOY GROWTH
YEAR OVER YEAR
REVENUE GROWTH17%
REVENUE GROWTH IN
TOP 150 ACCOUNTS2x
INCREASE IN CONVERSION
6.5%
INCREASE IN ENGAGEMENT
5.6%
ACCOUNT-BASED ANALYTICS LEVERAGED TO INCREASE
ENGAGEMENT AND REVENUE
REDUCTION IN BOUNCE RATE
7.7%

22. © 2016 DEMANDBASE｜SLIDE 22
DEMANDBASE FUNNEL METRICS- DB3K vs NON DB3K
57%
19%
97%
61%
37%
ñ7%
ñ99%
MQL SAL PIPELINE CLOSE

23. © 2016 DEMANDBASE｜SLIDE 23
DEMANDBASE BUSINESS METRICS- DB3K vs NON DB3K
Sales Team Close Rate ACV Funnel Velocity
Enterprise +174% +45% +10%
Mid Market +110% +35% +48%
Advertising +131% +1% +8%

24. Questions?
Peter Isaacson
Chief Marketing Officer
Demandbase
Ritesh Patel
EVP, Chief Digital Officer
Ogilvy CommonHealth Worldwide
Rob Blackie
Director of Social
at Ogilvy