Bridging the Great Divide: Sales and Marketing Alignment Financial Services
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Bridging the Great Divide: Sales and Marketing Alignment Financial Services Account-Based Marketing
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Bridging the Great Divide: Sales and Marketing Alignment Financial Services
- 1. Bridging the Great Divide: Sales & Marketing Alignment Chris Golec | Founder & CEO June 11, 2015 2015 CHIEF MARKETING OFFICER LEADERSHIP FORUM: SPOTLIGHT ON FINANCIAL SERVICES (NEW YORK)
- 2. Evolution of B2B Marketing 1995 2000 2005 2010 2015 Get a Web Site Drive Traffic Funnel Optimization What’s Next
- 3. 1. SiriusDecisions’ “2015 State 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. 191% 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%
- 4. Traditional Marketing Metrics Clicks Visitors Leads X X X
- 5. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 5 Misaligned priorities create a chasm SALESMARKETING Leads Personas Quantity Individuals Opportunities Buyers/Influencers Quality Accounts
- 6. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 6 Result in Misalignment w/ Sales MARKETING “We delivered 1,238 MQLs this quarter. +27% above goal!” SALES “Marketing isn’t supporting us”
- 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 3 Major Problems Facing B2B Awareness programs not targeted 85% of web visitors are not potential customers* Static B2B web sites offer no personalization 80% of web visitors abandon websites < 5 seconds* Few quality hand raises and often too late in buying cycle 97% of web visitors will ignore call to action* * Analysis on 1 Billion API calls per month from 100+ B2B web sites
- 9. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 9 B2B Buying has Changed! SALES CALL LEAD SOCIAL MEDIA WEBSITE VISIT SEARCH DETERMINE PROBLEM WEBSITE VISIT WEB RESEARCH FRIENDS AND FAMILY 70% of Buying Happens on Your Web Site Before a Hand Raise… So Don’t Wait for Someone to Fill Out a Form!
- 10. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 10 ABM - It ain’t rocket science Identify the right accounts Market to those accounts Measure by accounts
- 11. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 11 Why Measure by Account? Target Account Home Page Visits* Corp Solutions Page Visits Landing Page. Visits Conversions 178 1 0 0 20 0 0 0 550 3 0 0 995 9 4 0 366 0 0 0 * Cisco-Webex web site traffic for “Top 5” Enterprise targets (1 month)
- 12. Plan, Execute & Measure by Account Awareness by Account Engagement by Account Opportunities by Account By industry By revenue By Territory Named accounts Strategic accounts Renewal accounts Competitor accounts vs. clicks vs. visitors vs. leads
- 13. A More Interesting Example of Account-Based Marketing at Demandbase
- 14. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 14 Marketing to VC’s
- 15. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 15 “Demandbase Uses it’s Own Tech to Raise a Round” March 28, 2013
- 16. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 16 Targeting the Top VC’s (Accounts) Demandbase targeted select venture capital firms with a personalized display ad to build awareness and show off technology. www.demandbase.com
- 17. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 17 Personalized Off-Site & On-Site Experience Real-time display of Scale’s Ventures web site image on the Demandbase web site
- 18. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 18 Advertising & Web Site Engagement Connected Into CRM Cumulative Web Site Activity (Page Views)
- 19. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 19 The More Practical ABM Payoff (2014 Results) +26% Deal Size +7% Velocity +75% Close Rate
- 20. Thank you! Chris Golec cgolec@demandbase.com 415.336.1935 Please ask me about our “ABM Workshops”
Editor's Notes
- Web Site: HTML editors, search eng registration services… brochure on the web Traffic: SEO, Blast Email, SEM, Content Syndication, Online PR, Blogs Funnel Optimization: Marketing Automation, Retargeting, CRM
- Often the root cause of disconnected and siloed marketing is a lack of alignment on how the company’s two most important revenue producing teams focus their priorities…almost the language they speak Marketing = Individuals first Sales = Accounts first TRANSITION: Subconsciously, we’ve always known that accounts are the standard unit of measure in B2B, but somehow, in marketing we’ve been lured by the siren song of B2C tactics and solutions.
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