Do you have a rock-solid understanding of your Total Addressable Market (TAM)? How can you measure your ABM progress without it? During this session Tracy Eiler, CMO at InsideView, will discuss actionable and specific ways to set up your ABM program for success. Complete your TAM analysis, select the right accounts for your primary and “bench” account program, and learn how to align sales and marketing teams to drive toward the same success metrics. Attendees will be equipped to: Create a complete Total Addressable Market analysis and select your best accounts Identify account coverage gaps through whitespace analysis Measure ABM success through coverage-based metrics

1. Align Sales & Marketing
on Account Selection
and Measurement
for ABM Success
Tracy Eiler
Chief Marketing Officer
InsideView
@tracyleiler
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Source: InsideView Market Report, 2018
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6. Source: IDC
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7. Source: InsideView Market Report 2018
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9. Source: SiriusDecisions
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11. A Plan for Alignment
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12. Source: Retro Yet Revolutionary: Demystifying Account-Based Marketing” Forrester report
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16. A New Approach to Demand Generation
Source: SiriusDecisions Demand Generation Waterfall, 2017
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19. 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
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20. Industry A
Industry E
Industry C
Industry B
Industry D
Re-evaluators Expanders
IdlersDecliners
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21. What’s Your Total Market Opportunity?
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22. Job LevelPersonas
67%had 3+ engaged
departments 34 average engaged
people per account
Ensure People Coverage
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23. Get Your Data in Shape
Look for gaps
Determine how many accounts are missing, and make sure you have a rich profile for each.
Look at recency
Set a maximum age for your data and build a plan to keep it refreshed.
Eliminate duplicate records
Avoid inflating your potential or annoying prospects with too many redundant touches by
merging duplicate records into one.
Map leads to accounts
Ensure you have visibility into the entire account regardless of lead/contact status.
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25. 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
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26. Source: InsideView
Every touch
is a “give”
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32. Source: InsideView Market Report, 2018
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33. Back at the Office…
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34. Source: SiriusDecisions
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35. Resources
1. Advancement Alignment: Aligned to Achieve
2. Ebook: Do You Know Your Total Addressable Market?
3. Infographic: 4 Ways to Improve Account-Based Marketing
with Sales & Marketing Alignment
4. Article: 5 Ways to Align for ABM Success
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