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Dgr sps16 demandbase-final-deck-fv
The document outlines a webinar titled 'How to Create and Measure an ABM Strategy' sponsored by Demandbase, featuring expert speakers discussing best practices in account-based marketing (ABM). Key topics include database preparation, creating target account lists, setting measurable goals, and enabling sales teams, emphasizing the importance of quality data and collaboration. The session aims to equip marketers with strategies to enhance their ABM efforts and improve lead conversion rates.
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Dgr sps16 demandbase-final-deck-fv
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- 3. #SPS16 About Demand Gen Report • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events •Newsletter reaches 40,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists
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- 6. #SPS16 • Share on social using the hashtag #SPS16 • Refer a colleague to attend •Submit questions & answer polls during the webinar • Take our post-webinar survey • BONUS – Attend all #SPS16 sessions live Participate To Better Your Odds
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- 8. HOW TO CREATEAND MEASURE AN ABM STRATEGY BEYOND THE HYPE
- 9. AGENDA HOW DO YOUGET YOUR DATABASE READY FOR ABM HOW DO YOU CREATE AND TRACK A TARGET ACCOUNT LIST HOW DO YOU DETERMINE GOALS HOW DO YOU SET YOURSELF UP FOR SUCCESS HOW DO YOU MEASURE PERFORMANCE HOW DO YOU ENABLE YOUR SALES TEAM @Demandbase
- 10. © 2016 CopyrightDemandbase DEMAND GEN EVOLUTION THEN NOW VOLUME QUALITY BUSINESS METRICS low conversion quality data high conversionIncomplete data VANITY METRICS
- 11. © 2016 CopyrightDemandbase CHALLENGES POOR TRANSLATION marketing investment not tied to revenue1 2 LOSING LEADS Sales won’t follow up on poor leads x x
- 12. © 2016 CopyrightDemandbase SMARTER Collaboration vs. Conflict Quality vs. Quantity Efficiency vs. Wastefulness Proactive vs. Reactive Intelligence vs. Leads You are on the right track when
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- 14. © 2016 CopyrightDemandbase COST OF BAD DATA Poor Customer Data Costs $611 Billion per year for U.S. Firms of Average Database Contains Critical Errors More Revenue can be Generated from Quality Data UP TO 25% UP TO 70% SOURCE: Celsius INT – Sirius Decisions -Gartner
- 15. © 2016 CopyrightDemandbase THE 1-10-100 RULE To Prevent To Correct To Do Nothing COSTS TO THE COMPANY…
- 16. © 2016 CopyrightDemandbase STATE OF THE DATABASE Prioritize WHAT you need to do and WHERE your problems are How many accounts/contacts do you have? Is the relevant data structured and organized so that you can market them? ?
- 17. © 2016 CopyrightDemandbase TIPS FOR YOUR TARGET ACCOUNT LIST § Identify the accounts in your CRM § Validate relevant data (firmographics contacts, etc.) § Push data between CRM and MAS § Create flexibility: system for adding and removing target accounts The tactical step after building your list is to identify it in CRM
- 18. © 2016 CopyrightDemandbase SET DATABASE BENCHMARKS This isn’t one-size fits all.
- 19. © 2016 CopyrightDemandbase SET SPECIFIC GOALS The size of the account might lead to different goals
- 20. © 2016 CopyrightDemandbase STANDARDIZING DATA § Low hanging fruit to make conversion easier. § Useful for segmentation, lead scoring, lead routing and sales enablement. ABM & Forms
- 21. HOW DO YOU CREATEA TARGET ACCOUNT LIST
- 22. © 2016 CopyrightDemandbase CREATE A TARGET ACCOUNT LIST Secure agreement from ABM Leadership Team Verify and iterate with field sales Update at regular intervals Build an initial list 4321 It’s A Collaborative Process
- 23. © 2016 CopyrightDemandbase HOW DO YOU TRACK IT Checkboxes Identify your account in SFDC to report and prioritize Opportunity Influence Think about the full buyer experience to go beyond the first/last touch
- 24. HOW DO YOU DETERMINEGOALS
- 25. © 2016 CopyrightDemandbase HOW TO DETERMINE GOALS MARKETING FINANCESALES Align
- 26. © 2016 CopyrightDemandbase INCENTIVIZE YOUR MARKETING TEAM BUSINESS OBJECTIVES PIPELINE Based on
- 27. © 2016 CopyrightDemandbase MEASURE 1 2 3 Select focus areas Identify what is working Set a baseline
- 28. HOW DO YOU SETYOURSELF UP FOR SUCCESS
- 29. © 2016 CopyrightDemandbase PLANNING FOR SUCCESS Is it the right target account list? What percentage of pipeline is on your target account list? Why is xx% coming from outside of your target account? Do you need an audit?
- 30. © 2016 CopyrightDemandbase PLANNING FOR SUCCESS How do your Target Account funnel metrics compare to your Non-Target Account metrics?
- 31. © 2016 CopyrightDemandbase PLANNING FOR SUCCESS Sam Peter Katie Rory Justin by SDR by AE by CSM Target Account Distributions
- 32. HOW DO YOU MEASUREPERFORMANCE
- 33. © 2016 CopyrightDemandbase • % target account COVERAGE • % target accounts TOUCHED • % target accounts ENGAGED • % target accounts IN SALES CYCLE ACCOUNT ANALYTICS
- 34. © 2016 CopyrightDemandbase MEASURE PERFORMANCE • Understand how Target Accounts are performing relative to one another
- 35. © 2016 CopyrightDemandbase MEASURE PERFORMANCE • View activities in specific Accounts
- 36. © 2016 CopyrightDemandbase MEASURE PERFORMANCE • Compare Target- vs Non-Target Account cohorts
- 37. © 2016 CopyrightDemandbase MEASURE PERFORMANCE • Gain clear visibility into operational KPIs
- 38. © 2016 CopyrightDemandbase MEASURE PERFORMANCE • Explore Opportunity metrics
- 39. © 2016 CopyrightDemandbase REVENUE PERFORMANCE BUSINESS OUTCOMES Close Rates ACV Funnel Velocity © 2016 Copyright Demandbase
- 40. © 2016 CopyrightDemandbase WHAT ABOUT CUSTOMERS? ADVOCACYRENEWALONBOARDING Lifetime Value INFLUENCE
- 41. HOW DO YOU ENABLEYOUR SALES TEAM
- 42. © 2016 CopyrightDemandbase ENABLE YOUR SALES TEAM Look at the breakdown of teams • Who are you feeding? • What is the distribution? How can you enable who you are feeding? • Reports, follow-up assets, email templates How do you incorporate sales? • Feedback on quality of programs and accounts
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- 44. © 2016 CopyrightDemandbase KEY TAKEAWAYS • Determine and align goals with Sales • Collaborate on target account list • Track your list • Measure success against goals • Enable Sales with the right resources
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