08/09/2022 Group introduction

Global reach

A team of 500+ fully dedicated B2B specialists

Americas

Seattle, San Fran,

Denver, New York

Europe

London, Oxford,

Munich

APAC

Sydney

08/09/2022Group introduction

What we do

Create demand

Brand strategy and activation

to build a platform for

sustainable growth

Capture demand

Integrated campaigns

to build pipeline, sales

enablement to accelerate it

Grow your top accounts

Account-based marketing, both

1:1 and at scale, to grow your

top accounts

Grow the channel

From partner recruitment and

enablement to ABM and demand

generation to and through partners

Growth platforms

Improving digital experiences from

websites to engagement tools to

better buyer journeys

The problems we solve

08/09/2022Group introduction

How we work

We build tightly integrated teams

with all the skills you need to create

and execute go-to-market programs

in one place.

Picked from over 500 B2B specialists,

our team will augment your existing

team and work in partnership with

you to take responsibility for

outcomes, not just outputs.

Our model

Pursuit

Market share

Growth

Price

Awareness

Engagement

Leads

Opportunities

Pipeline value

Pipeline velocity

Revenue

Deal size

Win rate

Customer growth

Adoption/Consumption

Lifetime value

Brand

strategy

Demand

creation

Demand

capture ABM ABM

Customer

lifecycle

Audience

insight

Growth metric

Full-funnel growth

Traditional demand generation

is fishing with a net.

Account Based Marketing

is fishing with a spear.

You put your content out there and start

catching fish. You don’t care what fish you

catch, as long as you pull in enough of them

every month. You nurture them and score them

until opportunities come out the other end.

You don’t wait for a target account buyer to wander into your

net. You reach out to target accounts directly - going after the

big fish only. You don’t get wasteful ‘by-catch’ focusing all

your efforts on the prospects you need to reach.

This raises the bar on the quality of your data and the

relevance of your marketing. ABM is laser-focused.

Traditional vs. ABM – Not an Either/Or!

How RingCentral Grew Their Business The Lifecycle Approach to Account-Based Marketing

ACCELERATEACQUIRE EXPAND

Create TOF

Engagemen

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

Physical MailSales Rep

Engagement

Owned Social

Targeted Ads

Exec LinkedIn

Outreach Adam Romanowski

Digital

Your Sales Team

Direct Mail

Insights

An Orchestrated Turn-Key Campaign in Action

Account Selection

TARGET

Personalized Messaging, Content & Microsites

ENGAGE

Seller Enablement

ACTIVATE

Best Practices and KPIs

MEASURE

A Multi-Channel Orchestrated TEAM Sport

About Campaign Stars

Metrics Tracked from 1,000+ Annual

ABM Programs

20 to 45 %

of targeted accounts

engaged

15 to 25%

of targeted accounts convert

to a Seller conversation

22X ROI

Based upon pipeline build

Campaign Stars Clients at a Glance:

5 of the 10

Largest Software Companies in the US

Select Clients

Deliver an End-to-End Personalized Experience

Chatbots

Survey-based

Lead Generation

Direct Mail /

Gifting

Email Campaigns

Orchestrated

Sales Campaigns

Digital Ads Personalized Experience

(Account / Vertical)

The Official ABM Campaign Workbook

Account and Contact Data /

Predictive Sales Intelligence Content and Creative

Emails Sent on Behalf

of Sellers

Campaign Management

& Reporting

Today’s Customer Experience

B2C B2B

VS.

It’s how buyers buy and sellers want to sell

of B2B buyers only

respond to “personalized

and bespoke” experiences

— Canam Research

5.4 people now have to formally

sign off on each

purchase (CEB), this

is 40% larger than it

was 2 years ago

Salespeople never talk

about how many leads

they’ve closed.

They talk about how

many accounts they’ve

closed.

75%

Benefits of ABM How does ABM return on

investment (ROI) compared to

other marketing initiatives?

The more practical

ABM payoff

16%

S ig

n if

ic a n

tl y h

ig h

e r

S o

m e w

h a t

h ig

h e r

A b

o v

e t

h e s

a m

e

42% 42%

ITSMA

D e a l s iz

e

C lo

s e r

a te

V e lo

c it

y

+26%

+75%

Demandbase

97% say ABM had higher ROI than

other marketing activities

Alterra Group

65% say ABM provided significant

benefits to attract new customers

84% say ABM provided significant

benefits to retaining and

expanding customer relationships

Direct

mail only

Multi-channel

marketing

Direct mail

and email

OrchestratedEmail only

1%

6% 7.6%

8.7%

20%

The Official ABM Campaign Workbook

Best in-class companies are using

all marketing and sales channels

Multi-channel outreach drives

better response, better action

Delivering Results

FireEye’s Award Winning Campaign

On plan for

$100M pipeline with 2

people in FY21

5X higher pipeline to

bookings

conversion rate

25% bigger average

deal size

50% of ABM customers

have adopted SaaS

Top program user is

ADR of the Year

The anatomy of an evergreen campaign

Pre-build the entire campaign

structure(s)

Define Entitlements

by ABM Tier

Dynamic Evergreen Account

Selection

Experiences/Microsites Marketing Driven, Sales-Owned

Multi-channel Outreach

FireEye’s Always-On Award Winning ABM

Traffic Drivers Destination

Email Nurture Campaign

(5 Emails)

Customized Microsite

Dynamic Evergreen Segmentation

Accounts updated weekly based on

intent signals

Reps Aligned

(LinkedIn, Phone, Chat)

Ad Campaign

Verticals

Solutions

Sample Timeline Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14

Set up Kick-off

Target

Account Selection

Vertical / Use Case Selection

Persona Selection

Contact Identification within Accounts

Engage

Content Audit

Create Base Board(s)

Campaign Cadence

Author Email Touches, Call Scripts, LinkedIn outreach

Create personalized boards

Set up Targeted Ads, gifting, chat

Activate

Sales training + orientation

Email set up and send

Outreach; Phone, LinkedIn

Gifting

Measure Reporting

Communication

Weekly Status Call

Monthly Executive Check-in

Quarterly Business Review

ABM Now! Annual Pricing

Included Details

(3) Campaign Packs (Outbound Campaigns)

Channels:

• (5) Touch Emails

• (2) Social media ads (creative only)

• Seller Scripts (Video, LinkedIn and phone)

• (1) Physical/Direct mail (creative only)

Buyer Experience Microsite & Annual License Subscription

• Annual software license

• Turn-key development

• Lead seller highlighted

Best Practices • TEAM framework

• Program reviews & reporting

Data (contacts and accounts) + Intent • 5,000 records (Zoominfo)

• One time use of Zoominfo intent data per Campaign Pack

Accounts and Industries • 100 Accounts in a single grouping

Duration • Annual with three 90 Day campaigns

Investment • $140,000

ABM Now! Pilot Pricing

Included Details

(1) Outbound Campaigns

Channels:

• (5) Touch Emails

• (2) Social media ads (creative only)

• Seller Scripts (Video, LinkedIn and phone)

• (1) Physical/Direct mail (creative only)

Buyer Experience Microsite

• Annual software license

• Turn-key development

• Lead seller highlighted

Best Practices • TEAM framework

• Program reviews & reporting

Data (contacts and accounts) • 1,000 records

• One time use of Zoominfo intent data

Accounts and Industries • 100 Accounts in a single grouping

Duration • 30-45 day launch / 90 Day campaign

Investment • $70,000

ABM Annual

(3) Campaigns

100 Accounts

$140,000

ABM Program Options

Launch

ABM Pilot

(1) Campaign

100 Accounts

$70,000

ABM Annual Extension

(3) Campaigns

100 Accounts

$90,000

Campaign Pack

(1) Campaign

100 Accounts

$25,000

Thank you!

Building Smarter Pipeline

Slide 1 Slide 2 Slide 3 Slide 4: Our model Slide 5 Slide 6: Traditional vs. ABM – Not an Either/Or! Slide 7: How RingCentral Grew Their Business Slide 8 Slide 9: A Multi-Channel Orchestrated TEAM Sport Slide 10 Slide 11: Deliver an End-to-End Personalized Experience Slide 12: Today’s Customer Experience Slide 13: It’s how buyers buy and sellers want to sell Slide 14: Benefits of ABM Slide 15 Slide 16 Slide 17 Slide 18 Slide 19: Sample Timeline Slide 20: ABM Now! Annual Pricing Slide 21: ABM Now! Pilot Pricing Slide 22 Slide 23 Slide 24: Thank you!