Align Marketing and Sales is the first step towards implementing the hottest B2B marketing strategy on today’s scene. Listen to Demandbase CMO Peter Isaacson & SalesLoft VP of Demand Generation Kevin O’Malley as they delve into the importance of aligning the two groups and how doing that will deliver the success your business seeks!
HOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATION
Account-Based Marketing Meets Account-Based Sales Development
1. 2016 Strategies for B2B Success Start Here:
Account-Based Marketing Meets Accounts-
Based Sales Development
January 13, 2016
A special thank you to:
Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT
If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that your
system has not been muted.
#TMGWebinar
2. Today’s Speakers
David Pitta
Sr. Demand Generation
Business Analyst
TOPO
Kevin O’Malley
VP of Demand Generation
SalesLoft
Moderator
#TMGWebinar
Peter Isaacson
CMO
Demandbase
3. The sales and marketing divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts
11. Evolution of Account-Based Marketing
1995- 2005 2005-2012 2012>>>
• Limited in scale
(25-50 accounts)
• Field Mktg centric
• Analog in approach
• Improved scale
• Email centric
• Industry focused
• Post hand raise
• Reactive
• Fully scalable
(5000+ accounts)
• Full funnel
• Multiple targeting
options
• Pre hand raise
• Proactive
12. What drove the change?
IP Targeting
Account-based, real time bidders
Real time customization
More bandwidth/faster speeds
DMPs
Frustrated B2B Marketers
13. More
marketers are
AWARE
of ABM
of B2B companies are
aware of ABM.
75%
of marketers say that
ABM delivers higher
ROI than any other
marketing approach.
84%
14. of B2B companies
employing ABM plan
to increase their ABM
efforts over the next
12 months.
72%
of B2B companies
employing ABM plan
to invest more in
technology over the
next 12 months.
61%
More
marketers are
USING
ABM
15. of B2B marketers
employing ABM
stated they are
aligned with sales.
91%
of B2B companies said
Account-Based
Marketing has an impact
on marketing’s success.
96%
More
marketers are
having
SUCCESS
with ABM
16. Getting Started with ABM
Align sales
and marketing
Identify
target accounts
Develop ABM
Marketing Plan
Measure
21. What is Account Based Sales Development?
According to
“This strategy, founded on the principles of Account-Based
Marketing and adapted for sales development, focuses on
launching tailored, SDR-driven campaigns into specific target
accounts.”
22. 3 Reasons You Might Be Ready For ABSD
1. Seeking new level of performance – plateauing and looking for a break-
through. More emails and phone calls won’t do the trick.
2. Ideal client profile fatigue – The team has struggled connecting with the
Ideal Client Profile, and is going “rogue” to hit their numbers.
3. Referrals are undervalued – The number of appointments from referrals
low? Red flag. Referrals take time to nurture, and time is money to SDRs.
23. Feeding the lead machine is hard.
Think about these numbers:
20 accounts x 2 weeks
If you focus on prospecting to your 20 most desired accounts over next 2
weeks, what do you think will happen? Let me give you a sneak peak
24. What Will Happen in the First Two Weeks?
1. Morale will go up – SDRs don’t like feeling like they’re in a hamster wheel.
Give them a sense of ownership for “owning” the account.
2. Performance will go up – Aim for a 60-70% reduction in the number of
leads created to set one appointment.
3. Net new leads will DECREASE – Capitalize on your time. Spend less time
buying and building lists and more time creatively and personally
connecting with your best prospects
26. Here’s Your Plan for the Next Six Weeks:
1. Weeks 1-2 – Before anything, clean your data. ABSD is a new mindset and
you need to take the time to get your data right.
2. Weeks 3-4 – Assign 20 accounts to each rep. Setup a cadence of email,
phone and social touches for the ideal client profile targets and referrals for
measurement purposes.
3. Weeks 4-6 – Do daily standups and retrospectives every 2 weeks to
continuously adjust on what’s working, what’s not and empower the team
to take ownership of the changes.
27. What is the next level of
performance look like?
28. Single view of all your prospecting efforts
• Emails • Calls • Cadences • Notes
32. Question & Answer Session
If you haven’t done so already,
please take this time to submit
questions to our speakers using the
“Q&A” box on your console.
Enjoying this webinar? There’s so much more where this came from!
Click the publication widget below to sign up for a FREE subscription to Target
Marketing!
#TMGWebinar
33. Thank You
Thank you for taking the time to attend our webinar today.
For additional information about our webinar series,
check out the following Web site:
www.targetmarketingmag.com/webinars
Please take a moment to fill out our
feedback survey.
(It will open in a new browser window/tab momentarily!)
#TMGWebinar