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![The [Virtual] B2B Marketing
Game Changer Event
Peter Isaacson
Chief Marketing Officer
Demandbase
@peisaacson
@Demandbase
#b2bmarketing
Claudia Hoeffner
Senior Director, Demand Gen & Channel Strategy
Acquia
@claudiahoeffner
Evan Brett
Sr. Manager, Demand Generation
Acquia
@ekbrett](https://image.slidesharecdn.com/virtualb2bmarketinggamechanger-acquia-150901215641-lva1-app6892/85/The-Virtual-B2B-Marketing-Game-Changer-Event-1-320.jpg)
![The [Virtual] B2B Marketing
Game Changer Event
Peter Isaacson
Chief Marketing Officer
Demandbase
@peisaacson
@Demandbase
#b2bmarketing
Claudia Hoeffner
Senior Director, Demand Gen & Channel Strategy
Acquia
@claudiahoeffner
Evan Brett
Sr. Manager, Demand Generation
Acquia
@ekbrett](https://image.slidesharecdn.com/virtualb2bmarketinggamechanger-acquia-150901215641-lva1-app6892/75/The-Virtual-B2B-Marketing-Game-Changer-Event-1-2048.jpg)
Uploaded byDemandbase
The [Virtual] B2B Marketing Game Changer Event
The document discusses the importance of aligning sales and marketing in B2B contexts and advocates for account-based marketing (ABM) as a more effective strategy than traditional lead generation. It outlines the process of identifying high-value accounts, engaging them with personalized marketing efforts, and measuring success based on account-specific outcomes. The content also highlights a case study of Acquia's successful ABM initiatives that resulted in significant growth and customer engagement.
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Similar to The [Virtual] B2B Marketing Game Changer Event
The [Virtual] B2B Marketing Game Changer Event
- 1. The [Virtual] B2BMarketing Game Changer Event Peter Isaacson Chief Marketing Officer Demandbase @peisaacson @Demandbase #b2bmarketing Claudia Hoeffner Senior Director, Demand Gen & Channel Strategy Acquia @claudiahoeffner Evan Brett Sr. Manager, Demand Generation Acquia @ekbrett
- 2. Bridging the GreatDivide: Sales and Marketing Alignment Peter Isaacson Chief Marketing Officer Demandbase @peisaacson @Demandbase #b2bmarketing
- 3. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 3 The sales and marketing divide MARKETING SALES Leads Personas Quantity Individuals Opportunities Buyers/Influencers Quality Accounts
- 4. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 4 The result… MARKETING “We delivered 1,238 MQLs this quarter. +27% above goal!”
- 5. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 5 The result… MARKETING “We delivered 1,238 MQLs this quarter. +27% above goal!” SALES “Marketing isn’t supporting us”
- 6. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 6 Focusing on volume wastes time and money 4.4% Inquiries Convert .03% Inquiries to closed/won Source: Sirius Decisions
- 7. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 7 Leads aren’t valued… of marketing generated leads are never followed up by sales. 50% - Miller Pierce, 2014 VOC Study
- 8. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 8 The buying process happens before the lead is created Typical B2B Buying Process
- 9. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 9 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
- 10. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 10 B2B can’t use B2C tactics
- 11. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 11 B2B can’t use B2C tactics Spray and Pray • Quantity ≠ quality • Wasted resources
- 12. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 12 B2B can’t use B2C tactics Spray and Pray • Quantity ≠ quality • Wasted resources Persona Marketing • Targeting based on behaviors • Right person, wrong company
- 13. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 13 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 ✔
- 14. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 14 Account-Based Marketing Identify the companies most likely to buy, and then market to them
- 15. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 15 Account-Based Marketing Identify the companies most likely to buy, and then market to them
- 16. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 16 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
- 17. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 17 ABM- It Ain’t Rocket Science Identify the right accounts Market to those accounts Measure by accounts
- 18.
- 19. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 19 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
- 20. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 20 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
- 21. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 21 Identifying key account attributes Overall technology applications used Complexity of website Social Activity Revenue 1 2 3 4 Multimedia TechnologiesAnalytics Marketing Automation Web Hosting Platforms Live Chat
- 22. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 22 The DB3K
- 23. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 23 Segment by sales regions Source: US Census Bureau
- 24. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 24 Territory and account planning Overview + Brainstorm + Align Marketing + Sales + SDR WHO WHAT
- 25. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 25 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
- 26. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 26 Field event prioritization
- 27. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 27 Target Geo: Midwest IL, OH, MN, WI, MO 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
- 28. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 28 Personalize the experience
- 29. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 29 Personalize the experience
- 30. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 30 Personalize the experience
- 31. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 31 Personalize the experience
- 32. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 32 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
- 33. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 33 Making marketing data accessible to sales Sales Accelerator: Giving Sales the ability to quickly understand: Are we advertising to my key accounts? 1 2 How is website engagement trending? 3 What content are they most interested in? 4 Are there any anomalous behavior patterns?
- 34. ©2014 Copyright Demandbase,Inc. Demandbase Confidential. 34 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%
- 35. Acquia: Account-Based Marketing TheTop 300 Campaign
- 36. Acquia Achieved 84,000%Growth Over 5 Years ➔#1 Fastest Growing Private Technology Company in 2014 ➔#1 Fastest Growing Software Company in 2012 ➔Top 100 Most Promising Companies
- 37. Agenda ➔Growth Hacking atAcquia ➔Overview: ABM at Acquia ➔Delivering an Integrated Experience ➔Program Results
- 38. Growth Hacking atAcquia
- 39. Build a Sales and Marketing Funnel Benchmark toFix Funnel Bottlenecks Give Marketing a Sales Target Build a Blueprint to Scale Q1 Q2 Q3 Q4 Q1 Increased Pipeline by 290%
- 40.
- 41.
- 42. Benchmarking to FixFunnel Bottlenecks
- 43. Predictable Growth $40,00025% (4X) 10000Inquiry $1,000,000 90 Days 32% 30% 25% $4,000,000 15% Inquiry : MQL MQL : SAL OPP : CW SAL : OPP 3200 MQL 960 SAL 144 OPP 36 CW *** Sample numbers only for illustrative purposes.
- 44. Build a ScalableBlueprint
- 45. Growth Hacking atAcquia
- 46.
- 47.
- 48. Objective Challenge: Grow Acquiaawareness in target vertical accounts, increasing at-bats in the Global 2000. Objective: ➔ A new philosophy on how we do business ➔ Target decision makers at ~800 target accounts in Financial Services, Life Sciences, Healthcare, CPG, MEP, and High Tech Goal: Acquire 60 new customer accounts in 2015.
- 49. Methodology: Sales &Marketing Alignment ➔Identified Target Market + Built List: ◆ Global 2000 Verticals ◆ Annual Revenue: $500M+ (USD) ◆ Acquia Sales Regions: 25-40 accounts per territory ➔Sales Review + List Approval ➔Plan & Launch Integrated, Multi-Channel Targeted Campaign ◆ Set KPIs, Initiatives and Owners by Channel ◆ Evaluate and Select External Partners ◆ Prepare and Iterate on Sales Enablement Materials ◆ Bi-Weekly GTM: Report on Success + Evolve on Strategic Initiatives
- 50. "Top 300" Sales& Marketing Initiative CHANNEL OWNERS CHANNEL INITIATIVES SALES MARKETING Demand Generation Chris Hartigan Evan Brett ➔ Account-based (Demandbase) + Persona-based (LinkedIn) Advertising ➔ Vertical-specific Media & SEM Advertising ➔ Acquia.com personalization via Lift, ContextDB ➔ Multi-step Email Nurture Inside Sales Tom Murdock Jamie Sloan ➔ Automated lead routing + web alerts ➔ BDR Group: Prospecting research & execution Field Sales Todd Barnett Tahlor Marchi ➔ Digital Transformation Roadshow ➔ VITO letter roll out to key accounts Partners Joe Wykes Meg Fitzgerald ➔ Identify digital agency of record for each account + Intro to Field Team ➔ Branding campaign targeting digital agencies The largest joint sales and marketing initiative in Acquia history, the goal of the "Top 300" is to acquire 60 new accounts in 2015, through a combination of marketing programs, field events, outbound/field prospecting, and channel support.
- 51. Delivering an IntegratedExperience
- 52. Account List Selection The Solution Rolledout across each vertical
- 53. Account List Selection Marketing Campaigns The Solution Rolledout across each vertical
- 54. Account List Selection Marketing Campaigns Sales Prospecting &VITO Letter The Solution Rolled out across each vertical
- 55. Account List Selection Marketing Campaigns Sales Prospecting &VITO Letter Channel Activation The Solution Rolled out across each vertical
- 56. Account List Selection Marketing Campaigns Sales Prospecting &VITO Letter Channel Activation Field & Industry Events The Solution Rolled out across each vertical
- 57. Account List Selection Marketing Campaigns Sales Prospecting &VITO Letter Channel Activation Field & Industry Events Vertical Enablement: Content, Battle Cards, Pitch Decks The Solution Rolled out across each vertical
- 58. Account List Selection Marketing Campaigns Sales Prospecting &VITO Letter Channel Activation Field & Industry Events Sales Execution Vertical Enablement: Content, Battle Cards, Pitch Decks The Solution Rolled out across each vertical
- 59. Account List Selection Marketing Campaigns Sales Prospecting &VITO Letter Channel Activation Field & Industry Events Sales Execution Customer Acquisition Vertical Enablement: Content, Battle Cards, Pitch Decks The Solution Rolled out across each vertical
- 60. Account-Based Marketing inAction TARGET ACCOUNTS: Life Sciences
- 61. Marketing Campaign Creatives LIFESCIENCES: Pharma, Biotech, Medical Devices FINANCIAL SERVICES: Insurance
- 62. Acquia.com Personalization viaAcquia Lift
- 63.
- 64. The Results ➔ Created$4M pipeline in Q4'14 ➔ 21% of target accounts visiting acquia.com for the first time ever ➔ 13% of target accounts became more engaged after campaign launch
- 65. Thank you! Peter Isaacson ChiefMarketing Officer Demandbase @peisaacson @Demandbase #b2bmarketing Claudia Hoeffner Senior Director, Demand Gen & Channel Strategy Acquia @claudiahoeffner Evan Brett Sr. Manager, Demand Generation Acquia @ekbrett
- 66. Agenda Two days ofkeynotes, workshops, success stories and more designed to teach, inform and inspire your B2B marketing strategy! April 29-30, 2015 | AT&T Park, San Francisco MarketingInnovationSummit.com Save $150! Use code GameChanger