To be successful and beat the challenges of complex and long buying cycles, Sales need to find solutions through efficiency. Effective prioritization helps SDRs zero in on the accounts that matter most and helps Sales leaders align their teams around accounts according to their strengths. Sales also have so much data at their fingertips. In the digital world, there are varying degrees of intent data and insights that help Sales better target and engage high-value accounts based on their propensity to buy. Sales need to lean in with intent data in order to understand those journeys. Teams that leverage intent data are engaging with their prospects with more precision and more engagement, well before their competitors are.

1. ABX for Sales: Strategic Prospecting
Carmel Tavori, Sales Development Manager
Sean Magee, Sr. Sales Development Manager
Driving efficiency and leveraging intent for optimal pipeline generation

2. © 2020 Demandbase |
Agenda
✓ New Sales Reality
✓ Effective Prioritization
✓ Strategic Prospecting Builds High
Performing Teams
✓ Reports That Drive Success
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What is ABX?

4. ▪ A highly coordinated way to market and sell to prospects
and current customers
▪ A path toward greater efficiency—a way to improve
conversion rates at each funnel stage
▪ A way to quantify sales & marketing success by tying it to
business outcomes
ABX is highly focused
B2B Sales & Marketing
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What
is
ABX?

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“Selling is just plain harder.”
The New Reality
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53% 82% 22%
of sales representatives are
meeting or exceeding their
quotas (CSO Insights)
B2B decision-makers think
sales reps are unprepared.
(Biznology)
Longer sales process
compared to five years ago.
(Biznology)

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Effective Prioritization

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Why does effective prioritization matter?
By prioritizing the right accounts & contacts an SDR can save ~5+ hours per week
$100k OTE ~50 weeks/year
~40 hrs/week
$50/hour
12 SDRs $150k in SAVINGS!!
$50/hour 5 hours/week
50 weeks/year

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• Does the account fit my ICP?
• What do predictive analytics say?
• Which accounts are already engaged?
To identify your best opportunities, start by asking yourself the following questions:
Successful ABX Strategies Begin with Prioritizing the Right Accounts
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Setting FIRE to your Sales Strategy
F it Accounts in your ICP
I ntent Interest in your products and/or competitors
R elationship Context and history with the account
E ngagement Time spent with your company
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Predictive Analytics
Qualified accounts showing behaviors that
predict buying activity

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Turning Prioritization into Strategic
Prospecting

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High Performing Teams Start with Strategic Prospecting
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Accounts By Journey
Stage
Accounts can be viewed by
Journey Stage, Actions can
be taken by stage the
prospect is in
High Intent Accounts
Accounts showing high
intent and sorted by
qualification score to
ensure they are a great
match for outreach and
intent can guide your
messaging
Hot Accounts
Accounts with the highest Pipeline Predict* score for
instant action.
Pipeline predict* how likely the account is to enter pipeline within 30
days
Hot Contacts This Month
Known contacts from accounts showing
engagement in early journey stages
Re-Engaged Accounts
Accounts with past Lost
opportunities that are
showing engagement
activity and may be ready to
re-engage
Top Accounts
Accounts with
The high intent accounts
report is showing you a
report of accounts showing
high intent, segmented by
qualification score.
ENABLEMENT TIP
Correlate internal sales playbooks with Journey stages,
intent and engagement so your sales team knows what to
do with this information

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Reports we have seen drive success

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Accounts By Journey Stage
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Report Type: Contacts & Accounts
Fields: Journey Stage, Account Owner, First
Name, Last Name, Last Name, Title, Sales
Touches (7d)/(3mo), Engagement Minutes
(7d)/(3mo), High intent Keywords
Filters:
Show Me: All Accounts
Account: Create Date: All Time
Engagement Minutes: > 0
Group By (in order): Journey Stage, Account
Owner, Account Name
Optional Fields:
Contact fields: Phone, email, ..
Persona (your own field for contact type)

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Hot Accounts
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Report Type: Accounts
Fields: Engagement Minutes (3mo),Pipeline
Predict Score, Qualification Score, Web Traffic
(3mo), Engaged People, High intent Keywords
Filters:
Show Me: All Accounts
Account: Create Date: All Time
Pipeline Predict Score: => 99
Group By (in order): Account Owner, Account
Name
Optional Fields:
High intent Engagement Minutes
Competitive Intent Activities
Last Activity

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High Intent Accounts
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Report Type: Accounts
Fields: Qualification Score,Pipeline Predict
Score, Engagement Minutes (3mo), Web Traffic
(3mo), Engaged People, High intent Keywords
Filters:
Show Me: All Accounts
Account: Create Date: All Time
Qualification Score: >70
High Intent Keywords: Not Equal to “”
Group By (in order): Account Owner, Account
Name
Optional Fields: High intent Engagement
Minutes, Last Activity
ICP TIP
If you have Ideal Customer Profile minimums such as
employee size, industry or country , filter those accounts
out so they don’t get prospected.

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Intent in Action
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Offsite Intent - High Value Keyword
Hi {Name},
Knowing that you are responsible for {responsibility closely related to keyword} I wanted to see if {intent
keyword} is on your radar right now?
{Value prop related to intent keyword}
If so, I would love to set-up some time to talk how does {date/time} look? If not, is there someone else on your
team who you think would be a better person to discuss {intent keyword} with?
Thanks,
*If you have had conversations with members of that company on a similar topic,
make sure to name drop, as it shows you have done your research
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Offsite Intent - Competitive Alert
Hi {Name},
I noticed your role as {role} and wanted to share how we are helping companies in your space like {list 2-3
similar companies} solve {role specific challenges} by:
• {Value Prop 1 where you are better than your competitor}
• {Value Prop 2 where you are better than your competitor}
• {Value Prop 3 where you are better than your competitor}
If discussing how we can help {COMPANY} solve {CHALLENGES} is of interest to you, I would love to schedule
some time. How does {DATE} at {TIME} work for you?
Thanks,
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Key Takeaways
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✓ Selling is harder than ever before
✓ ABX strategy & prioritization can save time
and money
✓ Intent enables sales people to be more
strategic and drive more revenue

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Thank You
20
You’re the best!

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High Performing Teams Start with Strategic Prospecting
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Hold team
accountable
by sending
them
actionable
reports from
dashboard
Quick Cards are custom
reports around accounts &
people most likely to turn into
pipeline opportunity