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Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.

Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.

Study Results

2% 2%5%

20%

71%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Very unimportant Unimportant Neutral Important Very important

11%

49%

59%

73%

84%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Other goals

Growth of existing accounts

Lead nurturing

Branding

New customer acquisition

12%

24%

24%

51%

55%

64%

68%

80%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Other strategies

Mobile marketing

Content syndication

Display and/or banner ads

SEM/PPC

Inbound marketing/content creation/blogs

SEO/Organic search

Social media marketing

50%

60%

61%

73%

85%

88%

88%

88%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

A/B testing

Lead scoring

Marketing Automation

Business Intelligence

CRM

Analytics

Content Management

Email marketing solution

30%22% 21% 19% 17% 14% 12% 10%

53%45%

50%

59% 58%50%

58%

47%

17%

33%29%

22% 25%

36%30%

43%

0%

20%

40%

60%

80%

Ineffective

Moderate

Effective

8%

9%

33%

36%

37%

41%

49%

54%

55%

64%

0% 10% 20% 30% 40% 50% 60% 70%

Other

None

Program ROI

Sales opportunities identified

Marketing Qualified Leads

Impressions

Revenue generated

Number of inquiries

Page views

Click-thrus

Low market understanding 48%

High marketing understanding 52%

41%

59%

31%

69%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Neutral to Ineffective Effective/Very effective

Low understandinggroup

High understandinggroup

14%

37%

49%

10%

20%

70%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Ineffective Neutral Effective

Declining or Flat

Growth

2%

3%

9%

11%

13%

24%

38%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Other

SMB segment

Enterprise segment

Geographies

Named account lists/targets

Industries or vertical markets

Individual prospect types/buyer personas

34%

41%

45%

46%

55%

61%

0% 10% 20% 30% 40% 50% 60% 70%

Product-based

User profile or persona-based

Sales-driven

Industry or company-based

Business needs-based

Thought leadership

32%

25%

16%

11%9%

3% 4%

0%

10%

20%

30%

40%

Unaware Aware, notusing

Aware,considering

using

Piloting ABM Runningsome ABMcampaigns

Runningmany ABMcampaigns

ABM isprimarydigital

approach

3.37

3.58

3.82

3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.8

3.9

Unaware Aware, not using Using ABM

4%

14%

19%

25%

25%

28%

32%

35%

37%

39%

42%

0% 10% 20% 30% 40% 50%

Other challenges

Difficulty integrating with key systems

Difficulty selecting optimal channel mix

Ability to market to prospects in real-time

Difficulty measuring ROI

Cost

Conversion rates

Developing effective content or creative

Ability to precisely target prospects

Ability to better track & measure results

Lack of staff, technology, resources

Specific goals

Revisit regularly

Avoid “one size fits all goals”

Match channels to targeting criteria

Optimize channel mix

See the forest – and the trees

Not too narrow

For B2B, think “Buying Center”

Know the customer journey

Lead score at the company level

Data is not hard to capture

Some metrics are better than others

Any metrics are better than none at all

The digital marketing space moves quickly

Advantages go to the early adopters

Retire what’s losing effectiveness

Keep your eye on the digital marketing horizon

Sales and Marketing are divided

MARKETING SALES

Leads

Personas

Quantity

Individuals

Opportunities

Buyers/Influencers

Quality

Accounts

The result…

MARKETING

“We delivered

1,238 MQLs

this quarter.

+27% above goal!”

SALES

“We didn’t hit our

number. Marketing

isn’t supporting us”

Leads aren’t wasted

of marketing

generated leads are

never followed

up by sales.

50%

- Miller Pierce, 2014 VOC Study

B2C tactics aren’t ideal for B2B

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✔

3 Easy Steps to Account-Based Marketing

Identify the right accounts

Market to those accounts

Measure by accounts

The DB 1500

Personalize the experience

Targeting Accounts produces results

MQL TO

CLOSED/WON

DB 1500

+134%

The result…

MARKETING

“We reached 50% of

our target accounts

and contributed

$12.6M in pipeline!”

SALES

“We love you!”