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Sales and Marketing Alignment: Bridging the Great Divide through ABM
The document discusses the importance of aligning sales and marketing efforts through account-based marketing (ABM) to improve lead quality and conversion rates in B2B environments. It emphasizes that ABM focuses on identifying and engaging with key accounts rather than relying on a high volume of leads, ultimately leading to better customer satisfaction and retention. The authors encourage the use of predictive analytics and a structured approach to target accounts for more effective marketing and sales strategies.
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Sales and Marketing Alignment: Bridging the Great Divide through ABM
- 1. Sales and MarketingAlignment Bridging the Great Divide Through ABM Peter Isaacson CMO, Demandbase Alan Saldich VP Marketing, Cloudera
- 2. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 2 The sales and marketing divide MARKETING SALES Leads Personas Quantity Individuals Opportunities Buyers/Influencers Quality Accounts
- 3. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 3 The result… MARKETING “We delivered 1,238 MQLs this quarter. +27% above goal!” SALES “Marketing isn’t supporting us”
- 4. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 4 In B2B, the cost of irrelevance is high 4.4% Inquiries Convert .03% Inquiries to closed/won
- 5. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 5 Leads aren’t valued… of marketing generated leads are never followed up by sales. 50% - Miller Pierce, 2014 VOC Study
- 6. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 6 The buying process happens before the lead is created SALES CALL LEAD SOCIAL MEDIA WEBSITE VISIT SEARCH DETERMINE PROBLEM WEBSITE VISIT WEB RESEARCH FRIENDS AND FAMILY Typical B2B Buying Process
- 7. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 7 B2B can’t use B2C tactics Spray and Pray • Quantity ≠ quality • Wasted resources Persona Marketing • Targeting based on behaviors • Right person, wrong company Targeting Accounts • B2B buys & sells by account • Aligns marketing with sales/revenue ✔
- 8. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 8 Account-Based Marketing Identify the companies most likely to buy, and then market to them
- 9. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 9 Account-Based Marketing Identify the companies most likely to buy, and then market to them
- 10. 1. SiriusDecisions’ “2015State of Account-Based Marketing” 2. Demand Metric “Defining Digital Impact in the B2B Enterprise” of companies said Account-Based Marketing is “extremely” or “very” important to their efforts. 192% of marketers employing ABM stated they are aligned with sales. 1 91% of companies employing ABM plan to invest more in technology over the next 12 months.161% of B2B companies are aware of ABM.2 75%
- 11. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 11 Why Account-Based Marketing? • Ensures attention is given to top prospects/customers • Defines growth and timing based on account specifics Focuses on best opportunities • More efficient with a defined universe • Delivers on their target accounts Supports sales reality • Linked to greater customer satisfaction and retention • Customers experience less noise, respond at higher rates to more relevant outreach Delivers customer- centric experience
- 12.
- 13. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 13 The process Identify stakeholders in marketing and sales Establish target account list Both marketing and sales stakeholders Develop marketing and sales engagement plans around those accounts Execute marketing programs Measure Refresh target list quarterly
- 14. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 14 Predictive Analytics Identifying common business characteristics of customers and pipeline accounts to establish a list of high value prospects For Demandbase, this was NOT about lead scoring
- 15. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 15 Identifying key account attributes Overall technology applications used Complexity of website Social Activity Revenue 1 2 3 4 Multimedia Technologies Analytics Marketing Automation Web Hosting Platforms Live Chat
- 16. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 16 The DB3K
- 17. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 17 Segment by sales regions Source: US Census Bureau
- 18. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 18 Territory and account planning Overview + Brainstorm + Align Marketing + Sales + SDR WHO WHAT
- 19. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 19 The territory planning process Marketing Planning Demand Generation Field Marketing Database Campaigns Sales Team Presentations Review Programs Brainstorm Additions Align Account Focus DB1500+ Final Plan Additional Territory Activities Monthly Review Perf Man Analysis Program Execution Recommended Edits -4 weeks End of 1st and 2nd Months -2 weeks Quarter Start
- 20. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 20 Field event prioritization
- 21. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 21 Target Geo: Midwest Total Accounts in Territory: 270 # Touched by Q3 Programs: 135 Average # of Contacts per account: 6 Average # of Touches per Contact: 7.5 Q3 Activities: Advertising campaign B2B retargeting Field Marketing Event: Aug 7 # of pipeline opportunities: 4 Won Deals: 1 Content Marketing World (Cleveland): September 8 Prospect Luncheon (Cleveland): September 10
- 22. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 22 Personalize the experience
- 23. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 23 Measure by territory Programs executing this quarter: • Advertising campaign • B2B Retargeting • Chicago Field Program • Cleveland Appt Setting Campaign • Content Marketing World August July Performance Assessment: • Saw 5 more target accounts engaged this month. • 6 key accounts engaged in in-person activities • General upswing in engagement, but not as much as planned. • Q4 programs increased to address this. $190,350 $375,500 15 27
- 24. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 24 Demandbase Sales Accelator Sales Accelerator: Making marketing data accessible, and actionable, for sales Are we advertising to my key accounts? How is website engagement trending? What content are they most interested in? Are there any anomalous behavior patterns? 1 2 3 4
- 25. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. 25 DB3k vs Non DB3k Accounts Sales Team Close Rate ACV Funnel Velocity Enterprise +285% +35% +2% Mid Market +166% +40% -20% Advertising +57% +31% +65%
- 26. 26© Cloudera, Inc.All rights reserved. Finding (Paying) Customers Alan Saldich / VP Marketing, Cloudera @alsaldich
- 27. 27© Cloudera, Inc.All rights reserved. Quick Background • 3 ½ Years at Cloudera (120 employees then, to over 1,000 today) • 9th Startup (most recent: Riverbed) • Cloudera is my first open source experience (it’s different) • Engineering undergrad (M.E. Free Tip: not so useful in enterprise software) • Recent empty-nester (aka “free range” parent)
- 28. 28© Cloudera, Inc.All rights reserved. I have a Data problem… Open Source Marketing is Different (I think) Old School (RDBMS, EDW, etc…) New School (Hadoop) Commercial Hadoop Distro? Apache Software Foundation (ASF) Cloudera Bad Guys Don’t necessarily need to engage with Cloudera at all to use our technology Typically 6 Months to 2 years… Subscription Starts Paid? Free?
- 29. 29© Cloudera, Inc.All rights reserved. Our Sales Cycles Can be Pretty Long…
- 30. 30© Cloudera, Inc.All rights reserved. Web Personalization + Analytics (Lead Auto-Convert) Marketing Technology Stack (Most of it) (CMS) Account Based Marketing Lead Capture Mktg. Autom. Mktg. Autom. External Scoring Training Events (Various) Webinar Platform Firmographics Funnel Analytics Sales driven email mktg Lead Nurturing Cloudera EDH Web Analytics
- 31. 31© Cloudera, Inc.All rights reserved. What we’re trying to improve in marketing ops Headline: Find customers faster. • Detect the stealth prospects earlier • Serve relevant content for business users / IT users / developers / operators / verticals, etc… • Drive earlier engagement (by sales) with business users • Funnel Velocity (leads oppty deal) • Getting better at distinguishing Hadoop users from future paying customers • Finding expansion opptys in existing customers (different LoB, division, buyer, use case, etc…) • Analyze what’s working (and do more of it). And vice versa
- 32. 32© Cloudera, Inc.All rights reserved. Thanks e: [email protected] t: @alsaldich