Start planning today in order to nail your 2020 ABM strategy. Join us so we can turn your ABM vision into action, including actionable insights on: - Meaningful and measurable goals and objectives - Targeting and engagement practices that convert your high-valued accounts - Integrating ABM strategies across key marketing functions - How to manage data flow throughout the ever-evolving and ever-growing tech stack Walk away with a full understanding of how to turn your ABM vision into a workable plan, set it to a timeline and hit the ground running in 2020.

1. NAILING ABM IN 2020
DONNA DANIS, SR. MANAGER CUSTOMER EDUCATION AND STRATEGY
BONNIE THOMAS, SR. ABM STRATEGIST

2. AGENDA
§ WHY ABM?
§ ALIGNING OBJECTIVES, STRATEGIES, TACTICS AND ACTIONS
§ OPERATIONALIZING YOUR ABM STRATEGY
§ ABM ACROSS THE FUNNEL
§ HOW TO MEASURE ABM SUCCESS

3. WHY ABM?

4. © 2019 DEMANDBASE｜SLIDE 4
WHAT IS ABM?
§ A highly coordinated way to market to prospects and current customers
§ A full-funnel approach—the technology and discipline for moving
prospects through awareness, engagement, conversion and pipeline
contribution
§ A path toward greater efficiency—a way to improve conversion rates
at each funnel stage
§ A way to quantify marketing success by tying it to business outcomes
ABM is highly focused B2B marketing

5. © 2019 DEMANDBASE｜SLIDE 5
WHAT IS ABM?
§ A highly coordinated way to market to prospects and current customers
§ A full-funnel approach—the technology and discipline for moving
prospects through awareness, engagement, conversion and pipeline
contribution
§ A path toward greater efficiency—a way to improve conversion rates
at each funnel stage
§ A way to quantify marketing success by tying it to business outcomes
ABM is highly focused B2B marketing
LESS WASTE

6. © 2019 DEMANDBASE｜SLIDE 6
HOW ABM CREATES EFFICIENCY
Can we sponsor just the events
that attract our target accounts AND
will give us a speaking slot?
Fewer events; greater ROI
Can we personalize our website to
deliver relevant content and keep
target accounts on our site longer?
Optimize for the 15%
TARGET
ACCOUNT LIST
EVENTS DIGITAL CAMPAIGNS
How can we engage customers and
speed the pathway to upsell and renewal?
Expand customer relationships
CUSTOMER MARKETING FIELD MARKETING
Which regions contain the highest
concentration of target accounts?
Set the strategy; don’t be reactive

7. © 2019 DEMANDBASE｜SLIDE 7
SET AN ACHIEVABLE PACE
Crawl:
§ Used the phased approach to launch an ABM effort across 1 or 2 segments
§ Measure success across the full funnel – increases in awareness, engagement and conversion
Walk:
§ Execute same approach across more segments.
§ Lean in on intent data – use DB intent data to segment (by journey stage, by keyword intent)
§ Accelerate - get better and faster at measurement and optimization.
Run:
§ Sales and marketing are in lock step – sales uses marketing insight to prioritize outreach
§ Put ABM at the epicenter of marketing – focus on target accounts in field marketing, email, direct
mail, etc.
§ Measure marketing success by business outcomes – pipeline contribution, revenue, deal size,
funnel velocity

8. GOALS, STRATEGIES, TACTICS, ACTIONS

9. © 2019 DEMANDBASE｜SLIDE 9
ABM GOALS ARE B2B GOALS—ONLY BETTER
§ Drive awareness
§ Drive engagement
§ Drive conversion
§ Drive pipeline opportunities
§ Drive revenue
§ Increase average deal size
§ Decrease time to close
§ Ditto
§ Ditto
§ Ditto
§ Ditto
§ Ditto
§ Ditto
§ Ditto
§ Do all of the above very efficiently
by being laser focused on the
right accounts
B2B marketing ABM

10. © 2019 DEMANDBASE｜SLIDE 10
REALLY GOOD ABM GOALS
1. Increase awareness with white space accounts by 15% this half
2. Increase healthcare company engagement by 25% this quarter
3. Increase MQLs by 10% quarter over quarter
4. Add 10 net new logos to pipeline this half
5. Shorten sales cycle by 20% by year end
Quantified and time bound

11. © 2019 DEMANDBASE｜SLIDE 11
AWARENESS GOAL, STRATEGIES, TACTICS, ACTIONS
GROW
AWARE
NESS
by 35%

12. © 2019 DEMANDBASE｜SLIDE 12
AWARENESS GOAL, STRATEGIES, TACTICS, ACTIONS
GROW
AWARE
NESS
by 35%
STRATEGIES
ID
ATTRACT

13. © 2019 DEMANDBASE｜SLIDE 13
AWARENESS GOAL, STRATEGIES, TACTICS, ACTIONS
GROW
AWARE
NESS
by 35%
STRATEGIES ACTIONS
ID
ATTRACT
Build target account lists
based on:
• Firmographics
• Partner with sales on list
building
• Intent-data
•Mktg and sales build audience profile
•Mktg adds/merges sales “named”
accounts into audiences
•Mktg uses intent data to build
audiences and segments
TACTICS

14. © 2019 DEMANDBASE｜SLIDE 14
AWARENESS GOAL, STRATEGIES, TACTICS, ACTIONS
GROW
AWARE
NESS
by 35%
STRATEGIES ACTIONS
ID
ATTRACT Launch, segmented,
relevant, digital
campaigns
•Set campaign budgets
•Develop relevant messaging
and content for each segment
•Develop campaign creatives
•Launch campaigns for each
target segment
•Optimize
Build target account lists
based on:
• Firmographics
• Partner with sales on list
building
• Intent-data
•Mktg and sales build audience profile
•Mktg adds/merges sales “named”
accounts into audiences
•Mktg uses intent data to build
audiences and segments
TACTICS

15. © 2019 DEMANDBASE｜SLIDE 15
DEMAND GEN GOAL, STRATEGIES, TACTICS, ACTIONS
GROW
PIPELINE
by 10%
STRATEGIES ACTIONSTACTICS

16. © 2019 DEMANDBASE｜SLIDE 16
DEMAND GEN GOAL, STRATEGIES, TACTICS, ACTIONS
GROW
PIPELINE
by 10%
STRATEGIES ACTIONS
ENGAGE
CONVERT
TACTICS

17. © 2019 DEMANDBASE｜SLIDE 17
DEMAND GEN GOAL, STRATEGIES, TACTICS, ACTIONS
GROW
PIPELINE
by 10%
STRATEGIES ACTIONS
ENGAGE
CONVERT
TACTICS
•ID audiences for
engagement
•Deliver the right content to
the right account at the
right time.
•Unify the customer
experience across touch
points
•Integrate target account
experiences across: Email,
Field events, Industry
events, Direct mail
•Identify high value pages to
personalize
•Personalize high value pages by
segment
•Shorten forms
•Deploy Optimization
•Share campaign plan with field,
comms, brand, etc.—get to
programmatically align
•Share campaign plan with sales

18. © 2019 DEMANDBASE｜SLIDE 18
DEMAND GEN GOAL, STRATEGIES, TACTICS, ACTIONS
GROW
PIPELINE
by 10%
STRATEGIES ACTIONS
ENGAGE
CONVERT
TACTICS
•ID audiences for
engagement
•Deliver the right content to
the right account at the
right time.
•Unify the customer
experience across touch
points
•Integrate target account
experiences across: Email,
Field events, Industry
events, Direct mail
•Identify high value pages to
personalize
•Personalize high value pages by
segment
•Shorten forms
•Deploy Optimization
•Share campaign plan with field,
comms, brand, etc.—get to
programmatically align
•Share campaign plan with sales
Use marketing
insight to trigger and
prioritize sales
outreach
•Provide target account
web engagement data to
sales.
•Receive sales outreach
reports weekly.

19. 2020 ABM PLAN TEMPLATE

20. © 2019 DEMANDBASE｜SLIDE 20
BEST PRACTICE ABM PLAN
INCREASE
AWARENESS
STRATEGIES
ACTIONS
ID
ATTRACT
ENGAGE
SALES
ENABLE-
MENT
TRACK,
MEASURE,
REPORT
TACTICS
Build target account lists based on
intent data
Using intent data, segment campaigns
1. journey stage
2. keyword intent
1. Focus on segments that are
already aware
2. Serve relevant, unique, timely,
engaging messages and offers to
each segment
1. Get into the buying process early
2. Use intent and web engagement
data to prioritize sales outreach
1. Ensure messages, content and
offers are right for each segment.
2. Optimize campaigns.
1. Include sales in profile building.
2. Use intent to identify best
opportunities (segments).
3. Include sales named accounts in
target lists.
4. Unify the entire marketing function
around target accounts.
1. Personalize web experiences for
each segment.
2. Share campaign plans across
marketing function.
3. Share campaign plans with sales.
1. Provide intent and web
engagement data to sales
2. Get sales feedback.
1. Implement ABM data management.
2. Report awareness and
engagement data to sales
3. Report business outcome data to
C-level.
INCREASE
MQLs
INCREASE
CONVERSION
IMPROVE
MEASUREMENT
1. Baseline and track key metrics
across the funnel
2. Automate reporting across the
funnel

21. © 2019 DEMANDBASE｜SLIDE 21
ASSESS THE STATE OF YOUR CURRENT STRATEGY
• “Have target account list, but it’s old”
• “Need help prioritizing audiences”
STATEDGOALS
TRACKIDATTRACTENGAGECONVERT
• “Need to develop name recognition”
• “Need clear and consistent messages”
• “Nurture campaigns are haphazard”
• “F2F customer seminars don’t focus on key accounts”
• “Have detailed case studies”
• “Have vertical content”
• “Need a reporting cadence and process”
• “Need to tie marketing activity to pipeline”
• “Need a sales enablement process”

22. © 2019 DEMANDBASE｜SLIDE 22
TAKE ON STRATEGIES THAT ADDRESS YOUR NEEDS
• “Need help prioritizing audiences”
STATEDGOALS
TRACKIDATTRACTENGAGECONVERT
• “Need to develop name recognition”
• “Need clear and consistent messages”
• “Need a reporting cadence and process”
• “Need to tie marketing activity to pipeline”
• “Need a sales enablement process”
• “Nurture campaigns are haphazard”
• “F2F customer seminars don’t focus on key accounts”
• “Have detailed case studies”
• “Have vertical content”
AUDIENCE
STRATEGIES
ENGAGEMENT
STRATEGIES
CONVERSION
STRATEGIES
MEASUREMENT
& REPORTING
STRATEGIES

23. © 2019 DEMANDBASE｜SLIDE 23
GOALS (WHAT KEY ADVANCES DO YOU NEED TO MAKE THIS YEAR?)
1. _________________________________________________
2. _________________________________________________
3. _________________________________________________
4. _________________________________________________
5. _________________________________________________
6. _________________________________________________
7. _________________________________________________
8. _________________________________________________
9. _________________________________________________
10. _________________________________________________

24. © 2019 DEMANDBASE｜SLIDE 24
STRATEGIES AND TACTICS THAT SUPPORT GOALS
1. ________________
2. ________________
3. ________________
4. ________________
STRATEGIES (Plan or Policy)GOALS (Desired Result) TACTICS (Means Used)
a) _________________
b) _________________
c) _________________
d) _________________
e) _________________
f) _________________
i. _________________
ii. _________________
iii. _________________
iv. _________________
v. _________________
vi. _________________
vii. _________________

25. © 2019 DEMANDBASE｜SLIDE 25
GOAL 1
_______
_______
STRATEGY 1 TACTICS
1. ________________
2. ________________
3. ________________
GOAL 1
_______
_______
GOAL 1
_______
_______
STRAT 2
_______
_______
STRAT 3
_______
_______
STRAT 4
_______
_______
STRAT 5
_______
_______
STRAT 6
_______
_______
STRAT 1
_______
_______
STRATEGY 2 TACTICS
1. ________________
2. ________________
3. ________________
STRATEGY 3 TACTICS
1. ________________
2. ________________
3. ________________
STRATEGY 4 TACTICS
1. ________________
2. ________________
3. ________________
STRATEGY 5 TACTICS
1. ________________
2. ________________
3. ________________
STRATEGY 6 TACTICS
1. ________________
2. ________________
3. ________________
STRATEGY 1 ACTIONS
1. ________________
2. ________________
3. ________________
4. ________________
STRATEGY 2 ACTIONS
1. ________________
2. ________________
3. ________________
4. ________________
STRATEGY 3 ACTIONS
1. ________________
2. ________________
3. ________________
4. ________________
STRATEGY 4 ACTIONS
1. ________________
2. ________________
3. ________________
4. ________________
STRATEGY 5 ACTIONS
1. ________________
2. ________________
3. ________________
4. ________________
STRATEGY 6 ACTIONS
1. ________________
2. ________________
3. ________________
4. ________________
ABM PLANNING
TEMPLATE

26. ABM IN OPERATION

27. © 2019 DEMANDBASE｜SLIDE 27
ABM IS AN ITERATIVE PROCESS
WORKING
REPORTING
PROGRAM
CHANGESTRATEGY
NOT
WORKING
ANALYSIS

28. © 2019 DEMANDBASE｜SLIDE 28
DEFINE AUDIENCES, GOALS, KPIS
Set Goals &
KPIs
(attraction,
engagement,
conversion)
Develop
segmented
target account
list

29. © 2019 DEMANDBASE｜SLIDE 29
DEFINE AUDIENCES, GOALS, KPIS
Set Goals &
KPIs
(attraction,
engagement,
conversion)
Develop
segmented
target account
list
SALES AND MARKETING ALIGNMENT BEST PRACTICE
Marketing and Sales leaders agree on which audiences and
segments to target.

30. © 2019 DEMANDBASE｜SLIDE 30
ANALYZE YOUR AUDIENCE
Are target
accounts
visiting the
site?
Are target
accounts
engaging on
site?
Are target
accounts
entering
pipeline?
Are target
accounts
closing?
Develop
segmented
target account
list
Set Goals &
KPIs
(attraction,
engagement,
conversion)

31. © 2019 DEMANDBASE｜SLIDE 31
SHARE WEB ENGAGEMENT DATA WITH SALES
Report target
account visitors to
sales
Report target
account engagement
data to sales
Are target
accounts
visiting the
site?
Are target
accounts
engaging on
site?
Are target
accounts
entering
pipeline?
Are target
accounts
closing?
Develop
segmented
target account
list
YES YES
Set Goals &
KPIs
(attraction,
engagement,
conversion)

32. © 2019 DEMANDBASE｜SLIDE 32
SHARE WEB ENGAGEMENT DATA WITH SALES
Report target
account visitors to
sales
Report target
account engagement
data to sales
Are target
accounts
visiting the
site?
Are target
accounts
engaging on
site?
Are target
accounts
entering
pipeline?
Are target
accounts
closing?
Develop
segmented
target account
list
YES YES
Set Goals &
KPIs
(attraction,
engagement,
conversion)
Marketing shares web engagement and intent data with sales—
and sales prioritizes and tailors outreach accordingly.
SALES AND MARKETING ALIGNMENT BEST PRACTICE

33. © 2019 DEMANDBASE｜SLIDE 33
REPORT BUSINESS OUTCOMES TO LEADERSHIP
Report target
account visitors to
sales
Report target
account engagement
data to sales
Report target
account pipeline
to management
Report ABM Success
Are target
accounts
visiting the
site?
Are target
accounts
engaging on
site?
Are target
accounts
entering
pipeline?
Are target
accounts
closing?
Develop
segmented
target account
list
YES YES YES YES
Set Goals &
KPIs
(attraction,
engagement,
conversion)

34. © 2019 DEMANDBASE｜SLIDE 34
ABM PROGRAMS FOR DRIVING CHANGE
Report target
account visitors to
sales
Report target
account engagement
data to sales
Report target
account pipeline
to management
Report ABM Success
Are target
accounts
visiting the
site?
Are target
accounts
engaging on
site?
Are target
accounts
entering
pipeline?
Are target
accounts
closing?
Revise
Attraction
Strategy
Revise
Engagement
Strategy
Develop
segmented
target account
list
Messaging
Content
Optimization
Personalization
Forms
DM
Email
Events
Advertising
PR
YES YES YES YES
NONO
Set Goals &
KPIs
(attraction,
engagement,
conversion)

35. © 2019 DEMANDBASE｜SLIDE 35
ABM PROGRAMS AND TEAMS
Report target
account visitors to
sales
Report target
account engagement
data to sales
Report target
account pipeline
to management
Report ABM Success
Are target
accounts
visiting the
site?
Are target
accounts
engaging on
site?
Are target
accounts
entering
pipeline?
Are target
accounts
closing?
Revise
Attraction
Strategy
Revise
Engagement
Strategy
Develop
segmented
target account
list
Messaging
Content
Optimization
Personalization
Forms
DM
Email
Events
Advertising
PR
YES YES YES YES
NONO
Set Goals &
KPIs
(attraction,
engagement,
conversion)
Digital Marketing
Integrated Marketing
Field Marketing
Product Marketing
Solutions Marketing

36. © 2019 DEMANDBASE｜SLIDE 36
ABM IS A PROCESS OF CONSTANT ITERATION
Report target
account visitors to
sales
Report target
account engagement
data to sales
Report target
account pipeline
to management
Report ABM Success
Are target
accounts
visiting the
site?
Are target
accounts
engaging on
site?
Are target
accounts
entering
pipeline?
Are target
accounts
closing?
Revise
Attraction
Strategy
Revise
Engagement
Strategy
Develop
segmented
target account
list
Messaging
Content
Optimization
Personalization
Forms
DM
Email
Events
Advertising
PR
Revise ABM
Strategy
Revise sales
Strategy
Right accounts?
Right segments?
Right sales
Approach?
YES YES YES YES
NO NO NONO
Set Goals &
KPIs
(attraction,
engagement,
conversion)

37. © 2019 DEMANDBASE｜SLIDE 37
ABM ROLES AND RESPONSIBILITIES
SALES & MARKETING LEADERSHIP MARKETING OPS / ANALYTICS
ANALYTICS
SALES & MARKETING LEADERSHIP
DIGITAL MKTG
CAMPAIGN OWNERS
PROGRAM OWNERS
FIELD MKTG

38. ABM ACROSS THE FUNNEL

39. © 2019 DEMANDBASE｜SLIDE 39
RECALL THE DEFINITION OF ABM
§ A highly coordinated way to market to prospects and current customers
§ A very efficient demand generation strategy
§ A full-funnel approach—the technology and discipline for moving
prospects through awareness, engagement, conversion and pipeline
contribution
§ A path toward greater efficiency—a way to improve conversion rates at
each funnel stage
§ A way to quantify marketing success by tying it to business outcomes
ABM is highly focused B2B marketing

40. © 2019 DEMANDBASE｜SLIDE 40
WHAT PROBLEM ARE YOU SOLVING FOR?
INCREASE
AWARENESS
ATTRACT
ENGAGE
CONVERT
ATTRACT
ENGAGE
CONVERT
INCREASE
ENGAGEMENT
ATTRACT
CONVERT
INCREASE
OPPORTUNTIES
ENGAGE

41. © 2019 DEMANDBASE｜SLIDE 41
SOLVING AN ATTRACTION PROBLEM
§ Reach your only your target accounts—without
waste
§ Speak to each target with personalized, relevant
messaging in ads and on landing pages
§ Industry messaging
§ Company name
§ Journey stage
§ Intent
Targeted Advertising

42. © 2019 DEMANDBASE｜SLIDE 42
SOLVING AN ENGAGEMENT PROBLEM
§ Identify and segment anonymous
visitors
§ Deliver relevant, personalized
experiences to your target accounts
across the entire site.
§ Shorten web forms to move your
audiences more quickly through the
buyer’s journey.
Personalization

43. © 2019 DEMANDBASE｜SLIDE 43
SOLVING A CONVERSION PROBLEM
§ Get buy-in from sales leaders to work
together.
§ Give sales team engagement data—target
account visits, behavior onsite and off.
§ Give sales team account talking points and
templates for outreach.
§ Share success stories in sales org to
motivate adoption.
Sales Enablement

44. ABM SUCCESS MEASUREMENT

45. © 2019 DEMANDBASE｜SLIDE 45
ABM IS A FULL FUNNEL PLAY
• Target Account Bounce rate
• Sessions
• Page views
• Pages/visit
• Downloads
• Form fills
• Target Accounts on site
• Net new accounts on site
• Visitors/account
• Visits/account
• Target Account MQLs
• SALs
• MQL/SAL conversion rate
• Target Accounts in Pipeline
• Close rates
• Revenue
• Average deal size
• Ave Funnel Velocity
ABM is a full
funnel play

46. © 2019 DEMANDBASE｜SLIDE 46
AWARENESS AND ENGAGEMENT METRIC WORKSHEET
METRIC SOURCE OF DATA BASELINE Q1 Q2 Q3 Q4
IMPRESSIONS SERVED DEMANDBASE
REACH DEMANDBASE
AWARENESS
ACCOUNTS ON SITE DEMANDBASE
NET NEW ACCOUNTS ON SITE DEMANDBASE
VISITS PER ACCOUNT DEMANDBASE
VISITORS PER ACCOUNT DEMANDBASE
ENGAGEMENT
ACCOUNTS ENGAGED DEMANDBASE
PAGE VIEWS DEMANDBASE
BOUNCE RATE ANALYTICS
SESSION TIME ANALYTICS
PAGES PER SESSION ANALYTICS
DOWNLOADS ANALYTICS, DEMANDBASE
FORM FILLS ANALYTICS, DEMANDBASE

47. © 2019 DEMANDBASE｜SLIDE 47
CONVERSION AND BUSINESS OUTCOMES WORKSHEET
METRIC SOURCE OF DATA BASELINE Q1 Q2 Q3 Q4
CONVERSION MARKETING QUALIFIED LEADS (MQLS) CRM
SALES ACCEPTED LEADS (SALS) CRM
MQL / SAL CONVERSION RATE CRM
OUTCOMES
SAL / PIPELINE CONVERSION RATES CRM
ACCOUNTS IN PIPELINE CRM, DEMANDBASE
ACCOUNTS WON CRM
REVENUE CRM, DEMANDBASE
AVE DEAL SIZE CRM
AVE FUNNEL VELOCITY CRM

48. DEMANDBASE ON DEMANDBASE

49. © 2019 DEMANDBASE｜SLIDE 49
DB ON DB - DIGITAL ADVERTISING
TRADITIONAL DIGITAL
ADVERTISING
Purchasing Digital Ads from
Publishers or Public Exchanges
$50K / quarter
7MM impressions
BEFORE ABM METRICS
$200K total spend
15% Target Accounts Engaged
ACCOUNT-BASED
ADVERTISING
Targeting Ads to Specific
Companies Across all Networks
$30K / quarter
5MM impressions
AFTER ABM METRICS
$120K total spend
25% Target Accounts Engaged
67PERCENT
40PERCENT
More EngagementLess Spend
TARGET ACCOUNTS ENGAGED

50. © 2019 DEMANDBASE｜SLIDE 50
DB ON DB – FIELD MARKETING
ACCOUNT-BASED FIELD
MARKETING
Hosting events in high
priority territories
9 events / year
540 regs / year
45 Opptys / year (5 / event)
AFTER ABM METRICS
$63K total spend
$1400 Cost per Oppty
FIELD MARKETING
Hosting events in every territory
15 events / year @ $7K each
600 regs / year
45 Opptys / year (3 / event)
BEFORE ABM METRICS
$105K total spend
$2333 Cost per Oppty
Less Spend Increased Results
Per Event
FOCUSING ON REGIONS WITH HIGHEST
ACCOUNT CLUSTERS
40PERCENT
60PERCENT

51. © 2019 DEMANDBASE｜SLIDE 51
DB ON DB - CONTENT SYNDICATION
ACCOUNT-BASED CONTENT
SYNDICATION
Only Target Account List &
Buyer Titles
$10K / quarter
1000 leads / year (250 / quarter)
8 Opptys / year (2 / quarter)
AFTER ABM METRICS
$40K total spend
$5K Cost per Oppty
TRADITIONAL CONTENT
SYNDICATION
Target Personas on Publisher
Networks
$20K / quarter
2000 leads / year (500 / quarter)
8 Opptys / year (2-3 / quarter)
BEFORE ABM METRICS
$80K total spend
$10K Cost per Oppty
50PERCENT
50PERCENT
Less Spend Increased Efficiency
ACCOUNT-BASED CONTENT SYNDICATION

52. © 2019 DEMANDBASE｜SLIDE 52
DB ON DB - WEBINARS
ACCOUNT-BASED
WEBINARS
Run In-house Against
your Target Account List
4 webinars (hosted in-house)
1200 names / year
20 Opptys / year (5 / webinar)
AFTER ABM METRICS
$20K (webinar platform)
$1000 Cost per Oppty
75PERCENT
200PERCENT
TRADITIONAL WEBINARS
Running Webinars with
External Vendors/Publishers
4 webinars / year @ $20K each
1200 names / year
10 Opptys / year (2-3 / webinar)
BEFORE ABM METRICS
$80K total spend
$10K Cost per Oppty
Less Spend Increased Results
IN-HOUSE WEBINARS

53. © 2019 DEMANDBASE｜SLIDE 53
1. Nailing ABM in 2020 Deck
2. ABM Planning Worksheet
3. How to Find Budget for ABM
4. 7 Key Considerations for You
ABM Strategy
RESOURCES

54. Q&A

55. THANK YOU