How to Reach and Influence Key Decision Makers_Final.pdf

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Copyright © 2022 Demandbase
A CASE STUDY WITH ZS AND QUARRY
Award Winning ABM: How
to Reach and Inﬂuence Key
Decision Makers

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Welcome!
Recording
A copy of the
recording and slides
will be sent out after
the event.
Questions
Submit your questions
throughout the
webinar using the
questions module.

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MEGAN WOLFE
Managing Director, Portfolio
and Campaign Marketing
ZS
ALISON SPEHAR
Senior Director, Demand
Marketing Strategy
Quarry
JENNIFER HUGHES
Director, Digital Success
Ad Cloud Team
Demandbase
Speakers

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Start here
Initial research
Social media
First website visit
Competitive website
visits
Buying
committee
research
Social network
Pipeline
Evaluation
Retain
Research
additional
solutions
Customer
Unknown Known
Form fill /
Hand-raise /
Demo request
Not here
Why ABM?
The B2B buyer’s journey is
complex and anonymous

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Offer education
& value.
Focus on validation
across the buying
committee.
B2B Advertising Powered by ABX: Right Account, Right Content, Right Time
Build a foundation of trust.
Aware
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Account Journey
Drive engagement,
retention, and
expansion
Offer higher-value,
gated content at the
right time

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Demandbase Advertising:
Full Journey Coverage
Our B2B DSP means
● Targeting the right accounts
● Reaching the right buyers in those
accounts at work, at home, or on
the go
● Optimizing every impression with
intent
Cover the whole buying team with the
right message and content at the right
time - throughout the entire sales cycle
Reach the whole buying team with the offers most likely to accelerate interest
YOUR AD
HERE
Orange Juice Futures Up After
Positive Crop Report Issued
Sought in DOA Probe,
Clarence Beeks goes missing
after New Year’s Eve party
Duke & Duke Commodity
Brokers fold after
insider-trade debacle
William R. Valentine named
head of strategy at
newly-formed Winthorpe &
Valentine
Updated 10 minutes ago

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CASE STUDY: ZS & QUARRY

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WE NEEDED TO:
▪ GET ON THE RADARS OF EXECUTIVE
CHANGE-MAKERS IN TOP CLIENT ACCOUNTS
▪ REFRAME THE CONVERSATION IN THE INDUSTRY
(IN A WAY THAT LEADS UNIQUELY BACK TO ZS)
▪ OPEN C-LEVEL DOORS FOR MEETINGS
▪ BUILD BRAND AWARENESS, AUTHORITY
AND ULTIMATELY, NET-NEW REVENUE
FROM KEY CUSTOMERS
OUR
GOALS

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OUR
STRATEGIC
APPROACH

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A crucial shift in
mindset was needed

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FROM B2B TO “B2E”
A NEW FRAMING:

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Creative platform
The
Business-to-Ecosystem
Approach
There’s an opportunity for drug manufacturers to master the
dynamics of the healthcare ecosystem. The future of commercial
success is in the business-to-ecosystem (B2E) approach.

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Build Authority
Develop and own the industry narrative
around the importance of the B2E mindset
shift. Create, publish and share
thought-leadership and value-added content
to help shape the industry as a whole, as well
as the perception of ZS as the trusted,
strategic partner and authority on the
changing dynamics of the Healthcare
Ecosystem, and how to operate to achieve
success within it as a player.
Build Awareness
Surround target accounts and relevant contacts
within key roles and functions to generate
awareness, interest and engagement leveraging
relevant content and targeted initiatives to deliver
the B2E messaging in a compelling, resonant
way.
Build Community
Build and connect a community of like-minded
healthcare industry leaders interested in leading
the way and shaping the B2E shift. Position ZS as
the connector and hub for all things B2E from
research to forums to events across the
healthcare industry, leaders, analysts,
associations, etc.
Go-to-market
approach

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Firmographics/Geographics:
Existing ZS customer accounts, all
enterprise sized, all located
across the U.S., all in the
biopharmaceutical sector
New Buying Group Roles Targeted:
C-Suite (in particular, Chief Commercial Oﬃcers)
to VPs (VP Commercial Operations, VP Sales,
VP Global Marketing, Business unit heads,
VP Market Access, VP Patient Advocacy)
30 CURRENT
CUSTOMERS
Account and
audience focus

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THE
INTEGRATED
ABM PLAY

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Targeted paid media

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Measurement
& reporting

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SO, DID
“B2E” GET US
ON THE RIGHT
RADARS?

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You bet! “B2E” ignited $40M
in net-new revenue in 2021
100%
ACCOUNT
ENGAGEMENT
60%
REACHED
PRIORITIZED
ACCOUNT STATUS
2269
NET-NEW
CONTACTS
ADDED
5
FORTUNE 500
CEO/COO
MEETINGS
7700
UNIQUE
MICROSITE
PAGE VISITS
$40M
NEW REVENUE
INFLUENCED
IN 2021

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The B2E story and this campaign
helped me unlock new opportunities
for conversations with CCOs who are
making decisions about the future of
the pharma industry, including some
who I hadn’t engaged with before B2E.
— Jude Konzelmann, Managing Principal, ZS
“
…and picked up strong
internal momentum

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7 LESSONS
LEARNED

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FIND
YOUR
CHAMPION
1.

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GAIN
ALIGNMENT
EARLY
2.

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DISRUPT TO
STAND OUT
3.

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START WITH
WHAT’S RIGHT
IN FRONT OF YOU
4.

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FIND EXISTING
WAYS TO AMPLIFY
YOUR MESSAGE
5.

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MAKE MEDIA
WORK SMARTER,
NOT HARDER
6.

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SCALE FASTER
WITH AN EXPERT
PARTNER
7.

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Partnerships
For-the-Win!

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Questions?

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Thank you!
Thanks
for
joining!

How to Reach and Influence Key Decision Makers_Final.pdf

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How to Reach and Influence Key Decision Makers_Final.pdf