HOW TO CREATE AND MEASURE AN ABM STRATEGY

Nani JansenDirector of Product Marketing, Demandbase

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TODAY’S PRESENTER

NANI JANSENDirector, Product Marketing@nannekej

LIA HANSONDirector, Demand Gen@liasoon

AGENDA

How do you:§ Get your database ready for ABM?§ Create and track a target account list?§ Determine goals?§ Set yourself up for success?§ Measure performance?§ Enable your sales team?

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DEMAND GEN EVOLUTION

THEN NOW

VOLUME QUALITY BUSINESS METRICS

low conversion quality data high conversionIncomplete data

VANITY METRICS

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CHALLENGES

POOR TRANSLATION marketing investment not tied to revenue1

2 LOSING LEADS Sales won’t follow up on poor leads

x

x

CHALLENGES

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Collaboration vs. Conflict

Quality vs. Quantity

Efficiency vs. Wastefulness

Proactive vs. Reactive

Intelligence vs. Leads

You are on the right track when

SMARTER

INFRASTRUCTUREDATA INTEGRITY

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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%

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THE 1-10-100 RULE

COSTS TO THE COMPANY…

To Prevent

To Correct

To Do Nothing

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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??

STATE OF THE DATABASE

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§ 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

TIPS FOR YOUR TARGET ACCOUNT LIST

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This isn’t one-size fits all.

SET DATABASE BENCHMARKS

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The size of the account might lead to different goals

SET SPECIFIC GOALS

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§ Low hanging fruit to make conversion easier.

§ Useful for segmentation, lead scoring, lead routing and sales enablement.

ABM & Forms

STANDARDIZING DATA

HOW DO YOUCREATE A TARGET ACCOUNT LIST

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Secure agreement from ABM

Leadership Team

Verify and iterate with field sales

Update at regular

intervalsBuild an initial list

4321It’s A Collaborative Process

CREATE A TARGET ACCOUNT LIST

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CheckboxesIdentify your account in SFDC to report and prioritize

Opportunity InfluenceThink about the full buyer experience to go beyond the first/last touch

HOW DO YOU TRACK IT

HOW DO YOUDETERMINE GOALS

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HOW TO DETERMINE GOALS

MARKETING FINANCESALES

Align

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BUSINESS OBJECTIVES

PIPELINE

Based on

INCENTIVIZE YOUR MARKETING TEAM

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MEASURE

1

23

Select focus areas

Identify what is working

Set a baseline

HOW DO YOUSET YOURSELF UP FOR SUCCESS

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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?

PLANNING FOR SUCCESS

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SamPeterKatie

RoryJustin

by SDR

by AE

by CSM

PLANNING FOR SUCCESS

Target Account Distributions

HOW DO YOUMEASURE PERFORMANCE

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ACCOUNT ANALYTICS

% target account COVERAGE

% target accounts TOUCHED

% target accounts ENGAGED

% target accounts IN SALES CYCLE

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MEASURE PERFORMANCE

Understand how target accounts are performing relative to one another

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MEASURE PERFORMANCE

View account activities in specific accounts

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MEASURE PERFORMANCE

Compare target andnon-target cohorts

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BUSINESSOUTCOMES

Close Rates

Average Deal Size

Funnel Velocity

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ENABLE YOUR SALES TEAM

ADVOCACYRENEWALONBOARDING INFLUENCE

Lifetime Value

HOW DO YOUENABLE YOUR SALES TEAM

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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

KEY TAKE AWAYS

• Determine and align goals with Sales

• Collaborate on target account list

• Track your list• Measure success against goals• Enable Sales with the right

resources

Q&A