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Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales and Marketing

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Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales and Marketing

  1. 1. • An Age-Old Problem • ABM as a Forcing Function • What Success Looks Like Topics
  2. 2. ALIGNMENT (a hot topic for the last 20 years)
  3. 3. What are the biggest challenges in aligning Sales and Marketing? Source: InsideView Market Report, 2016 Challenges to Alignment
  4. 4. Impact on revenue?
  5. 5. Source: IDC or more of annual revenue; or $100M for a 1B company 10%
  6. 6. A Plan for AlignmentABM as a Forcing Function
  7. 7. Source: Retro Yet Revolutionary: Demystifying Account-Based Marketing” Forrester report ABM enriches lead generation with account-specific tactics Traditional Demand Gen vs. ABM
  8. 8. Several Approaches LARGE ACCOUNT Very small number of large existing or targeted accounts NAMED ACCOUNT Moderate or larger number of defined existing or targeted accounts DEEPEN CUSTOMER RELATIONSHIPS Moderate or larger number of existing customers that receive differentiated outreach NEW MARKETS Any number of new or existing accounts in same vertical or other specific segment Account-Based Models
  9. 9. The New Funnel
  10. 10. Find
  11. 11. A New Approach to Demand Generation Source: SiriusDecisions Demand Generation Waterfall, 2017
  12. 12. ICP > TAM > ABM: Taming the Alphabet Who are my perfect customers? Where do they work? What do they do? What accounts fit that profile? Where are they located? How many are in my database? Let’s target: 1 2 3 IDEAL CUSTOMER PROFILE Define your targets. TOTAL ADDRESSABLE MARKET Find every matching account. ACCOUNT-BASED MARKETING Target them one by one.
  13. 13. Ideal Client Profile Mapping: Before Industry A Industry E Industry C Industry B Industry K Industry D Industry F Industry G Industry I Industry H Industry J Industry L Re-evaluators Expanders IdlersDecliners
  14. 14. Ideal Client Profile Mapping: After Industry A Industry E Industry C Industry B Industry D Re-evaluators Expanders IdlersDecliners
  15. 15. Total Addressable Market
  16. 16. Total ABM Accounts: 307 Customers: 169 New Logos: 138 Our ABM Breakdown CUSTOMER ZERO PROJECT
  17. 17. Engage, Close, & Grow
  18. 18. ABM Engagement Design Types of Programs Programs Marketing/Field Muscle Target Accounts Tier 1 Tier 2 Tier 3 Direct Mail Low-Cost Direct Mail Low Yes Yes No High-Cost Direct Mail High Yes No No In-Person Programs Tradeshows High Yes Yes Yes Tradeshow Extras (dinner, room drop, etc.) High Yes No No Lunch & Learns / Onsite Meetings High Yes No No Customer Advisory Board High Yes Yes No Online Programs Paid Advertising Medium Yes Yes No Thought Leadership Webinars Medium Yes Yes Yes Landing Page Personalization High Yes No No Customized Emails Medium Yes No No Broad Emails Low Yes Yes Yes Sales Outreach Outreach Campaigns Medium Yes Yes No 1:1 Communications for upcoming webinars, events, etc. Medium Yes Yes No Personalized Coaching High Yes Yes Yes Executive Sponsor Low Yes No No Personalized Content Assets Medium Yes No No Internal Communications Included in regular review meetings High Yes No No
  19. 19. Source: InsideView Orchestrate Activity Across Teams Every touch is a “give”
  20. 20. Success Plan Build a strong data foundation Define ICP, TAM, and database build out Take a contact-specific approach Develop a unique engagement strategy for both known and unknown contacts. Drive full team alignment Hold mandatory communication meetings. Agree on success metrics and review them frequently. Stick ruthlessly to the plan Your plan should have touch points with clear beginnings and ends. Stick to it with extreme focus. You’re in this for the long haul!
  21. 21. Measures of Success
  22. 22. What Does Success Look Like? 1. Opportunity Goals 2. Relationship Goals SUCCESS METRICS EARLY • New names in target account (building out white space) • Higher program engagement across multiple contacts • Lift in website traffic from targeted accounts MID • # of meetings set with target accounts • Marketing qualified leads in target accounts • Program success with a target account • Call connects with target accounts LATE • Higher win rates • Deeper and broader relationships within accounts • # opportunities in targeted accounts • Pipeline in targeted accounts • Deal acceleration • Multi-product, multi-year deals
  23. 23. Coverage Customer Zero Project
  24. 24. Awareness Website Reporting
  25. 25. Collaboration Marketo Sales Insights
  26. 26. Engagement Calls & Meetings
  27. 27. Focus on pipeline.
  28. 28. of marketers say that pipeline is the primary way they are measured – more than lead quality or quantity! Source: InsideView Market Report, 995 respondents, Oct 2015 Yay! 65%
  29. 29. Source: SiriusDecisions Ultimate Success
  30. 30. Join Us!