Webinar: Account Based Strategies: Getting Past the Lead

In today's rapidly evolving marketing landscape, traditional lead generation tactics are becoming less effective at delivering high-value customers. Enter account-based strategy– a powerful approach that focuses on targeted engagement and personalized experiences for specific high-value accounts.

This webinar is designed for marketing and sales professionals who are looking to enhance their ABM (Account-Based Marketing) efforts, align cross-functional teams, and ultimately drive revenue growth.

Our experts discuss:
Phasing Out Lead Dependency: Learn how to gradually shift your focus from leads to more meaningful account-based metrics without disrupting current goals.
Evolving Beyond MQLs: Understand why relying on Marketing Qualified Leads (MQLs) is no longer sustainable, and how to overcome challenges associated with the MQL model by leveraging advanced insights into buying groups for more effective targeting.
Setting New Metrics for Success: Discover alternative KPIs that provide deeper insights into your marketing effectiveness and align better with your business objectives.
Integrating Account-Based Strategies: Explore how to seamlessly integrate account-based marketing tactics into your current strategy to enhance engagement and conversion rates.

1. Getting Past the Lead Account-Based Strategies for Success

2. Speakers Demandbase Experts Copyright © 2024 Demandbase Stephanie McArthur Principal ABX Expert Jay Tuel VP, GTM Experts Victoria Willett Account-Based Marketing Manager 2

3. 3 The What and Why! Intro to ABM / X

4. Subtitle What we typically hear… 4 SIZE VALUE SPEED We need to expand into X, Y, Z. We need to increase the average deal size. We need to shorten our sales cycle.

5. Subtitle And, so we respond with… 5 LEADS LEADS LEADS We need MORE people in the funnel. We need MORE people on our website. We need MORE MQLs!

6. Start here Initial research Social media First website visit Competitive website visits Buying committee research Social network Pipeline Evaluation Retain Research additional solutions Customer Unknown Known Form fill / Hand-raise / Demo request Not here Even though we know this is what we are working with…

7. Traditional funnels Names (Database) 658,863 Prospects 12,495 MQL 657 How many people moved from here to there? What percent of prospects became MQLs? How many MQLs turned into SQLs? SQL 196 Opp 79

8. The reason being… Names (Database) 658,863 Prospects 12,495 MQL 657 No longer at company | Opted Out Wrong Department | Wrong profile Partners | Employees Self qualified out | Job seekers Analysts | Competitors Why can’t you convert more prospects? 60% to SQL - GREAT! What are you doing for the other 40%?

9. That’s ONE A ccount. ( AKA: Buying Committee) Accounts, then Leads. VISITORS LEADS MQL SQL

10. A Single Buying Committee! Lead Conversion (MQL-SQL): 25% Account Conversion: 100% # Engaged People: 8 # Known Engaged People: 6 VISITORS LEADS MQL SQL OPEN OPPS JAN FEB MAR APR MAY JUN

11. Website Marketing Automation Activities Sales Campaigns & Activities Increase Weighting based on Persona Every direct and indirect brand interaction measured in one place! Every Interaction Has Value.

12. Copyright © 2024 Demandbase 12 From there we can… Demand Gen uses Account-Based Advertising to reach accounts showing intent in my product in an effort to increase the number of engaged accounts this quarter . Digital marketing uses website personalization to increase time on site , in an effort to increase account engagement this quarter . Field marketing uses insight and intent to prioritize field events and sponsorships to ensure in-person events will have the greatest impact on open opportunities . SDRs use intent data to personalize outreach to new target accounts in an effort to move their accounts from Qualified to Engaged this quarter .

13. Copyright © 2024 Demandbase 13 Change the Script IMPRESSIONS WEBSITE VISITORS FUNNEL STAGES OPEN RATES FORM FILLS MARKETING QUALIFIED LEADS LEAD CONVERSION CUSTOMER MARKETING CONVERSATIONS TARGET ACCOUNT ENGAGEMENT % ACCOUNTS ENGAGED OPEN OPS QUALIFIED RESPONSE MOST QUALIFIED ACCOUNTS CONVERTS TO CUSTOMER CUSTOMER EXPERIENCE MQL = MQA

14. Copyright © 2024 Demandbase 14 SQLs 1449 OPS CREATED 496 50% ENGAGEMENT 1500 SDR MEETINGS 500 NEW OPS CREATED OLD Marketing KPIs WEBSITE VISITORS 750K MQLs 7479 NEW Marketing KPIs During the Transformation to MQAs 2000 CONTACT US

15. Copyright © 2024 Demandbase 15 ENGAGED ACCOUNTS MOST QUALIFIED ACCOUNTS SALES QUALIFIED ACCOUNTS ACCOUNTS WITH NEW OPPS 4Q ACCOUNT PIPELINE 50% 500 Created Per Quarter 250 Created Per Quarter 125 Created Per Quarter $100M Drive executive alignment with metrics that follow the account journey. Executive KPIs

16. The Game Has Changed 16

17. Subtitle Sales isn’t hitting goals with MQLs because… There will never be enough Half as effective, twice as expensive If you could, you wouldn’t need outbound Not the right people in buying group Not the right accounts 17

18. Create workflows for outbound 18 Solution:

19. Enable your team on how to use signals Identify the signals that mean the most to your business Provide example of how they have been used successfully

20. Order of Operations Demo/Contact requests, email opens/replies, LinkedIn replies, Slack alerts Right personas with high levels of recent engagement across campaigns, website & sales Multiple people at account showing the recent + high engagement Multiple high-value web pages (case studies, pricing/contact, product) + intent Went to industry page + intent for that product/solution/service Opportunities > 90 days old who are re-engaging → is now a better time? Competitive + product intent + renewal date in next 180 days Nurture Tier 1 + 2 Target Accounts MQL’s MQA’s Industry Pages + Intent High-Value Page Views + Intent Closed/Lost Re-engaged Renewal Dates Nurture Act Immediately Define how you want your team working through the week

21. Create plays around signals in your Order of Ops 21 Have plays in your order of ops be the known strategy for the quarter Steps 6-8 Contact Engagement for Sales Plays Steps 9-10 Hot Content Steps 1-5 Act Immediately Step 11 High Predictive Steps 12-14 Product & Competitive Intent + Website Workflow dashboard Sales play strategy doc

22. Measure Impact 22 Target account vs inbound MQL performance Pipeline distribution by Target Account List vs non Target Accounts by sales team segment Target account opp creation + win/loss by creation stage Quarterly YTD

23. Transitioning away from the lead 23

24. Subtitle Transitioning Away From the Lead Start small by reporting influenced leads Demonstrate value immediately with high value deal stories Create connections to overall KPIs Add account-based metrics over time 24 Influenced Leads High-Value Deal Stories Engaged Accounts

25. Q/A Demandbase Experts Copyright © 2024 Demandbase Stephanie McArthur Principal ABX Expert Jay Tuel VP, GTM Experts Victoria Willett Account-Based Marketing Manager 25