Presentation shared at Marketing Innovation Summit for B2B.

1. B2B ACCOUNT-BASED MARKETING
SEGMENTATION
MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
#B2BSummit | @Demandbase
April 29-30, 2015 | AT&T Park, San Francisco, CA

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Demandbase Confidential.
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Agenda
§ Segmentation in Account-Based Marketing
§ Building a list
§ Segmenting techniques
§ Goal Setting

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SEGMENTATION IN
ACCOUN-BASED MARKETING

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Misaligned priorities create a chasm
SALESMARKETING
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

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What is your buying universe?
Source: US Census Bureau
U.S. Businesses:
28 million
>1 Employee:
6 million
$10M+:
200,000
$100M+:
20,000
$1B+:
2,000
…most B2B companies target 2,000-5,000 accounts total

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Why Account-Based Marketing?
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• 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

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MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
Building a priority account list

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Focus on what matters: Accounts
Identify the
right accounts
Market to
those accounts
Measure by
accounts
STEP 1 STEP 2 STEP 3

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PRIORITIZEITERATEBUILD LIST MAINTAIN
The Process
GATHER

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Gather Stakeholders
§ This is not a “Marketing” project
§ Common Stated Goal
§ Assumptions of your target segment attributes and values
§ What is the sweet spot (industry, revenue range, employee
size, geo, install base?)
§ Who are your Best Customers?
§ What companies results in the most revenue for the
company?

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Exercise: Who are the top stakeholders?
Sales Marketing
…
Digital/Content
Marketing
Field Marketing
CMO
…
Field Sales
Leaders
Inside Sales
Leaders
CRO
Name Title

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Build List: Who are our best customers?
Company Name What makes them a great customer?

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Exercise: Building a Target Account List
Attributes Values
Industry Ex. Software and Tech
Revenue > $ 1 billion
Employees 500 +
Geography Southwest

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Demandbase’s Attributes and Values
Attributes Values
Web Traffic Very High, High, Medium
Marketing Tech
Adobe Analytics, Drupal, Google Analytics,
Eloqua, Marketo, Optimizely
Geography US & Canada
Industry
Software and Tech, Business, Healthcare,
FinServ

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Iterate: Getting the best list possible
§ Test assumptions against best customers
§ Look for patterns in the outliers
§ Are outliers truly outliers?
§ Are certain attributes and values common?
§ Expand and drop attributes & attribute values

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What do Customers look like?
Customer Industry
Revenue
Range
Employee Range B2B Web Traffic Key Marketing Technologies
Adobe
Software &
Technology
>1Bn >1000 B2B Very High AA, Eloqua, AEM
VMWare
Software &
Technology
>1Bn >1000 B2B High AA, Eloqua, T&T
Docusign
Software &
Technology
<100Mn <500 B2B High Eloqua, Google Analytics
Workday
Software &
Technology
>500Mn >500 B2B Medium Marketo, AA, Google Analytics
IronMountain Business Services >1Bn >1000 B2B Medium Eloqua, Google Analytics
Rockwell
Automation
Manufacturing >1Bn >1000 B2B Low Eloqua, Google Analytics
JP Morgan Financial Services >1Bn >1000 B2B High Adobe, Marketo
Cisco Telecom >1Bn >1000 B2B Very High Adobe Analytics, Insight, Marketo

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Prioritize: Put your money where your list is
§ Set of attributes and attribute values
§ Prioritized List of Target Accounts
§ By business cycle, by revenue potential
§ Leave room for “outliers”

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Creating Segments from Your List
§ Top Verticals
§ Best Customers
§ Sales Territories, Business Unit, Department, Product
§ Marketing need – Horizontal, upsell, renewal?
§ What accounts do you always want to be in front of?
§ The larger universe of prospective companies that could
potentially buy your product (it’s not as big a list as you
think)…

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Maintain
§ Process and criteria for adding/deleting accounts
(quarterly, bi annual?)
§ Attribute and list review cycle
§ Single Source of Truth
§ Ownership of process
§ Keep stakeholders involved

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SETTING GOALS

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Goal Types
CONVERT
How do you
define
conversions for
this segment?
ATTRACT
Is this segment
on my site
currently?
If not, how can I
get them there?
ENGAGE
What content and
messaging are
you using to drive
engagement?

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Exercise: Goal Setting
Type Goal Target KPI
Engage
Navigate between pages
+X% increase in Page views
View content
+X% increase in Scroll Depth (or Time
on Page)
Convert
Submit Contact Form
+X% form submits
Request Demo
+X% demo requests

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Segments connect disparate marketing tech
CONVERT
Advertising Analytics
Content
Management
Marketing
Automation
CRM
ENGAGEMEASUREATTRACT

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Top Questions
§ Core stakeholders?
§ 100-500 Most Valuable Companies (MVC’s)?
§ 3 highest priority segments?
§ Business objective for top segments?
§ Which channels attract top segments?
§ What content and messaging engages?
§ What is a conversion for each segment?

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In closing
§ Building a target account list aligns sales and
marketing efforts
§ Segmenting your list helps prioritize and focus
marketing efforts
§ Measure success in attracting, engaging, and
converting each segment…true impact on revenue

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THANK YOU!