ABM is proving to be a key component of growth but it’s effectiveness relies on good data.  Unreliable data is the top hurdle identified by ABM marketers. Learn what the five key priorities are for ABM and how data plays a critical role in an ABM initiative.

1. You Have
to Ask the
Tough ABM
Questions

2. © 2017 Merkle. All Rights Reserved. Confidential2
Housekeeping
Questions throughout today’s webinar
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Today’s Webinar - Recording
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3. © 2017 Merkle. All Rights Reserved. Confidential3
We help the best brands in the world create
competitive advantage through people-based marketing.
We believe in marketing to people not proxies.
We believe the future of marketing is personal,
informed by data, powered by technology,
and delivered through creativity.

4. © 2017 Merkle. All Rights Reserved. Confidential4
5,500+
PEOPLE
51
OFFICES
11
COUNTRIES
Serving our clients across the globe
E M E A
L O N D O N ,
A M S T E R D A M ,
B A R C E L O N A ,
B R E D A , B R I S T O L ,
D E R B Y, D U B A I ,
E D I N B U R G H , G I J O N ,
M A D R I D, M U N I C H ,
A N D R O TT E R D A M
1 , 3 5 0 + P E O P L E
A P A C
S H A N G H A I ,
B A N G A L O R E ,
B E I J I N G , B R I S B A N E ,
M E L B O U R N E ,
N A N J I N G , P E RT H ,
P U N E , S I N G A P O R E
S Y D N E Y
7 5 0 + P E O P L E
A M E R I C A S
C O L U M B I A , N E W
Y O R K , C H I C A G O ,
L O S A N G E L E S ,
S A N F R A N C I S C O ,
& 2 0 A D D I T I O N A L
O F F I C E S
3 , 4 0 0 + P E O P L E

5. Introductions
Christine Farrier
Director, Field & Channel
Marketing
Nick Panayi
VP, Brand, Demand & Digital
Marketing
Michelle Stewart
Global Media Account
Director

6. © 2018 DEMANDBASE｜SLIDE 6
GROWTH OF ACCOUNT-BASED MARKETING
Watch the full presentation at merkleinc.com

7. © 2016 DEMANDBASE / SLIDE 7
THE IMPACT OF ABM
3.89
3.81
4.12
4.15
3.70
4.23
4.44
4.17
4.18
4.30
4.32
4.38
4.39
4.87
1 1.5 2 2.5 3 3.5 4 4.5 5
Customer Retention Rate
Initial Contract Value
Close Rate
Return on Sales &
Mktg. Investment
Upsell/Cross-sell
Overall LTV
Alignment Between
Sales & Marketing
1 yr+ <1yr
TOPO: ABM State of the Market
ABM provides much
greater benefit than
traditional approach
ABM and
traditional
are same
Traditional
approach benefit
is much greater
ABM BENEFITS
INCREASE OVER TIME
The Benefits Of ABM vs. Traditional
Marketing are more Pronounced as
you Scale your Efforts
B2B Marketers Are Realizing
Greater Benefits From ABM
Across Multiple Areas
Watch the full presentation at merkleinc.com

8. © 2017 DEMANDBASE｜SLIDE 8
Focuses
ON BEST OPPORTUNITIES
Connects
MARKETING TO REVENUE
Supports
SALES REALITY
Delivers
CUSTOMER CENTRIC EXPERIENCE
ABM
WHY ACCOUNT-BASED MARKETING?
Watch the full presentation at merkleinc.com

9. DXC TECHNOLOGY AT A GLANCE
$25BGLOBAL IT
SERVICES LEADER
250+PARTNER NETWORK WITH
BEST-OF-BREED PARTNERS
60+
YEARS OF INNOVATION EMPLOYEES WORLDWIDE
155,000+ 91
DATA CENTERS
COUNTRIES
70+ CERTIFIED PROJECT
MANAGERS
3,600+37STRATEGIC
DELIVERY CENTERS
~6,000CLIENTS
200+ Fortune 500 companies14 STRATEGIC PARTNERS

10. PURSUIT MARKETING: CRITICAL SUCCESS
FACTORS
• ALIGN WITH SALES AROUND STRATEGIC ACCOUNTS
• PURSUIT MARKETING IS A PRIVILAGE, NOT A RIGHT
• EMBEDDED MARKETERS ACTING AS “MINI CMOS”
• TAILORED MARKETING PLAN AROUND A THEME
• SEQUENCE OF HIGHLY TARGETED OUTREACH TACTICS
• BINARY SUCCESS METRIC: WIN OR LOSS
Bowling Pin Strategy:
We want every sales
person we interact
with to recommend
us with flying colors.
We want sales
coming to us; not the
other way around

11. DWA AT A GLANCE
Media and marketing
agency for some of the
world’s largest technology
companies
Nine offices across the
globe; acquired by Merkle
in December 2017
Watch the full presentation at merkleinc.com

12. CERTIFICATIONS & SERVICES
• Strategy & Insights
• Brand & Integrated Media
• Social & Community Engagement
• Creative & Content
• Performance & Intent
• Mobile & Video
• Data & Analytics
• Demand & Nurture
Watch the full presentation at merkleinc.com

13. Briefly describe what a successful ABM
strategy looks like.

14. How did DXC get started in ABM? How did
you get sales and
marketing to buy in?

15. What is DXC's view on ABM? Do you have
different go-to-market approaches for
these programs?

16. How did Demandbase and DWA work
together to help realize DXC’s goals?

17. Which innovations in technology have
added value to DXC’s campaigns?
How do you integrate into your existing programs?

18. How should sales and marketing work
together to create a measurement
framework for success?

19. What should you ask your ABM
partners to get necessary campaign
intelligence?

20. What kind of short- and
long-term support do you need from
your partners?

21. Which metrics really matter?

22. YOU CAN
DO THIS.

23. THANK YOU!
www.dxc.technology
@DXCTechnology
www.dwamedia.com
@dwaTechMedia
www.demandbase.com
@Demandbase

24. © DXC 2017
Watch the full
‘Psst, it’s all about the data—how
to implement your ABM strategy’
Webinar on merkleinc.com