B2B Segmentation Strategies

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

© 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
2
Agenda
§  Segmentation in Account-Based Marketing
§  Building a list
§  Segmenting techniques
§  Goal Setting

3
SEGMENTATION IN
ACCOUN-BASED MARKETING

4
Misaligned priorities create a chasm
SALESMARKETING
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

5
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

6
Why Account-Based Marketing?
6
•  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

7
MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
Building a priority account list

8
Focus on what matters: Accounts
Identify the
right accounts
Market to
those accounts
Measure by
accounts
STEP 1 STEP 2 STEP 3

9
PRIORITIZEITERATEBUILD LIST MAINTAIN
The Process
GATHER

10
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?

11
Exercise: Who are the top stakeholders?
Sales Marketing
…
Digital/Content
Marketing
Field Marketing
CMO
…
Field Sales
Leaders
Inside Sales
Leaders
CRO
Name Title

12
Build List: Who are our best customers?
Company Name What makes them a great customer?

13
Exercise: Building a Target Account List
Attributes Values
Industry Ex. Software and Tech
Revenue > $ 1 billion
Employees 500 +
Geography Southwest

14
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

15
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

16
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

17
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”

18
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)…

19
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

20
SETTING GOALS

21
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?

22
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

23
Segments connect disparate marketing tech
CONVERT
Advertising Analytics
Content
Management
Marketing
Automation
CRM
ENGAGEMEASUREATTRACT

24
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?

25
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

26
THANK YOU!

B2B Segmentation Strategies

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