$500K + Pipeline Generated In a single play $450K + Pipeline Generated 230 MQLs in 4 weeks Outperformed traditional programs by 300%

ABM Must Evolve into Account-Based Engagement “ “ “Top Marketers Rely On Their Sellers As A Key Content Delivery Channel” By Laura Ramos & others, June 29, 2018

Smarter pipeline, faster growth.

Today’s Customer Experience B2C B2B

VS.

What 2,000 B2B buyers have to say Don’t waste my time! Engage me on my terms. Entertain me. Get to know me. And most importantly, treat me like a real person, not a “high target lead”!

Make sure your solution is a good fit for me.

When, where and how I want to engage. I like Netflix, not forms. If I choose to engage, remember me and be consistent.

Deliver a B2C level experience

Account and Contact Data / Predictive Sales Intelligence

Content and Creative

Marketing Automation Support Best Practices and Reporting

Just as effective for account expansion

How RingCentral gives their buyers an amazing experience! RingCentral’s first ABM Pilot

Lifecycle ABM for RingCentral

ACQUIRE ACCELERATE The Lifecycle Approach to Account-Based Marketing

EXPAND

Create TOF Engagement

Set New Demos Accelerate Deals in Pipe Revive Stalled Opportunities

Retain More Customers Land & Expand

Cross-Sell New Products Stage

Strategy

Experience

Results After 12 months 92% Engaged 40% Opportunities After 3 months 50% Engaged 25% Opportunities Channels Significant reduction In time to opportunity And deal closure Personalized account experiences Sales Rep Engagement Owned Social Targeted Ads Exec LinkedIn Outreach Physical Mail

The program Mission

Go upstream: Establish engagement with enterprise brands. Orchestration

Titles Engaged

SVP & COO CEO CIO Director of Support Head of Central Procurement and Profit Improvement Director of IT Ops VP of Application Development

Target account engagement

Opportunities created 92% 40%

Adam Romanowski

Lifecycle Stage

Acquire: create top of funnel engagement

Executive Corporate Marketing Field Sales Inside Sales

ABM 2.0 Prescriptive programs

Personas

Intent | Engagement

Tech Stack

ICP (Solution)

Industry

Vertical HC, FS, PS, Retail

Product CC, TCO, Engage Digital

Compete MS, ShoreTel, Avaya

Territory Plan

Company Insights

Engagement Tactics Company Profile Go to Market Programs Sales/Mkt Alignment

Entertain: account level personalization If three or more assets are consumed, 57% conversion to a call with your seller New Logo Acquisition Account Level Personalization Expansion Industry Level Personalization Expansion Light Personalization based on Industry

Message and target Helping this SMB Gartner MQ leader message to the F1000

3X More likely to engage

Survey Response: Can’t easily scale with my current UC solution Survey Based Research Drives: 36% Greater Content Consumption Learn: gather insights

Hyper personalized content at scale https://experience.ringcentral.com/public/prism/102028/item/330922?token=5a214c618a

Direct Mail Engage: digital + physical surround

Sales Outreach Email Ads Chatbots (Phase II)

Campaign Matrix

Thank you! Building Smarter Pipeline