In today’s complex B2B environments, the lead funnel is no longer enough – you must take into account the entire buying unit as a whole. But how do we go from a lead-centric world to an account-based world? What metrics matter most? How do you measure them? We’ll answer these questions and more in this webinar. In this presentation, learn: – A proven framework for mapping account-based journeys – 4 key KPIs that you can use to track account journeys – How to measure engagement, score accounts, and use MQAs – Real-life customer examples of custom journeys – The biggest mistake that marketers make when building their account funnel, and how to avoid it

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Funnels, Journeys
and Account Lifecycle
Models in ABM
W E B I N A R
Tuesday, Sept. 24 at 10AM PT

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The Crew
Brandon Redlinger
Director of Growth
Grant Grigorian
Product Manager

3. Agenda
- A Brief History Marketing Funnels (15min)
- Journey Analytics (10min)
- Account Journeys (10min)
- Q&A (15min)

4. History
Of
Marketing
Funnels

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The
B2B
Sales
Funnel

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Scenario: Lead Funnel

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Problems of:
● Units of Measurement
● 1-to-Many and Many-to-1

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NEW Account Funnels
Account Centric
Full Customer Journey
Align Sales and Marketing

14. Time Out!

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#Flipthefunnel

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#Flipthefunnelagain

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No Engagement
Aware
MQA
Open Opportunity
Customer
There is no Account engagement at all.
Critical level of engagement reached!
Sales deal is being worked.
Account is a Customer.
There is some Account engagement.

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No Engagement
Aware
MQA
Recycle
Meeting
CustomerOpen Opp
CustomerQualified Opp
Customer
Disqualified
Recently lost Opportunities
Stage 2+ Opportunity
Account is disqualified from sales
We just booked a meeting with this account!

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No Engagement
Aware
MQA
SDR Engaged
Discovery Phase
CustomerPipeline Phase
Customer
SDR is actively working with the account
The deal is going through sales discovery
This is an active sales opportunity

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No Engagement
Intent Surge
Aware
MQA
Open Opportunity
Customer
Account is possibly showing “intent” to buy

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No Engagement
Target Demand
Active Demand
Engaged Demand
Prioritized Demand
CustomerQualified Demand
CustomerCustomer
Demand Unit Waterfall Stages
Pipeline
Customer

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No Engagement
Aware
MQA - Prospect
Open Opp (Stage 0)
Open Opp (Stages 1-4)
CustomerCustomer
CustomerMQA - Customer
Opp - Customer
Win - Customer
There is a different MQA for prospects and customers
Customer account is in active sales cycle
Expansion opportunity won!
Customer account is potentially ready for expansion

23. Journey
Analytics

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1. Volume
2. Velocity
3. ConVersion
4. Value
Journey
Metrics

25. What’s Stage Volume?

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VolumeAccounts by StageAccounts by Stage

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VolumeAccounts by StageAccounts by Stage
Account

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5
VolumeAccounts by StageAccounts by Stage
Let’s start with 5 Accounts in stage No Engagement

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2
3
2
VolumeAccounts by StageAccounts by Stage
2 Accounts move to stage Aware.

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2
3
2
VolumeAccounts by StageAccounts by Stage
Note the 2 Accounts in Volume under stage Aware

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3
2
2
2
VolumeAccounts by StageAccounts by Stage
Same 2 Accounts move further to stage MQA

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3
2
2
2
VolumeAccounts by StageAccounts by Stage
Note the difference between Accounts by Stage and Volume

33. What’s Stage Velocity?

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5
Accounts by StageAccounts by Stage
Let’s start with 5 Accounts in stage No Engagement.

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2
3
Accounts by StageAccounts by Stage
2 Accounts move to stage Aware on 1/1/2020
1/1/2020
Timeline

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2
3
Accounts by StageAccounts by Stage
This starts the clock on how long the Accounts are spending in Aware.
1/1/2020

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3
2
Accounts by StageAccounts by Stage
1/1/2020 1/20/2020
Same Accounts move to stage MQA on 1/20/2020

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3
2
Accounts by StageAccounts by Stage
1/1/2020 1/20/2020
Therefore the (avg) Velocity from Aware to MQA is 20 days
20 days
Velocity
20 days

39. What’s Stage Conversion?

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5
Accounts by StageAccounts by Stage
Let’s start with 5 Accounts in stage No Engagement.

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2
3
Accounts by StageAccounts by Stage
2 Accounts move to stage Aware.

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2
3
Accounts by StageAccounts by Stage

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1
3
1
Accounts by StageAccounts by Stage
One of the Accounts moves on to MQA.

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1
3
1
Accounts by StageAccounts by Stage
50%
40%
Conversion

45. Configurable
Journey

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47. Questions?