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True Detective
Identify your unknown buyers using account insights
Colleen Jackson
ABM Marketing Manager at Anaplan
Lead ABM Program for 300+ Global SDRs & AEs
• Create and execute ABM strategy and campaigns
• 1:Few
• 1:Many
• Manage ABM Tech Stack including:
• Engagio
• Demandbase
• Measure ABM campaign success for continuous
improvement
• Live my best life
• Minneapolis based
• Chef trained
• Sweet Home Chicago
CONNECTED
PLANNING
Compensation
Modeling
Incentives &
Rewards
Sales & Operations
Planning
Supply
Planning
Supplier
Collaboration
Demand
Planning
Sales
Forecasting
Quota
Modeling
Territory Planning
Marketing
Performance
Pricing &
Promotions
Balance Sheet
& Cash Flow
Income Statement
Forecasting
Revenue &
OpEx Planning
Workforce Planning
Talent
Strategy
Long Range
Planning
CapEx
Planning
The Honeycomb Effect
of Connected Planning
…across the enterprise for
faster, better decision making
Sales
Marketing
Human Resources
Finance
Supply Chain
True Detective
Identify your unknown buyers using account insights
SDR Prospecting ABM On-Demand
$2M $22M
SDR Prospecting
Using anonymous web traffic to identify buyers before they raise their hand
Unknown
Buying
Team
• 57% of the purchase decision is complete before a
customer even calls a supplier.*
• 67% of the buyer’s journey is now done digitally.*
Myth: It’s best to let buyers find you when
they’re ready. Just because buyers look for
information online when they’re ready to
act doesn’t mean you have to wait for
them.
SDR Prospecting
Match activity to best-fit persona on LinkedIn Sales Navigator and begin outreach
SDR Prospecting
Buying team successfully identified and deal velocity increased
Unknown
Buying
Team
$2M Deal
ABM On-Demand
By enabling Sales, Anaplan doubled the amount of
account web traffic and influenced $22M in pipeline
Brand
Awareness
New
Opportunities
Deal
Velocity
Guided Sales
Communications
Marketing Emails
ABM Prospecting
and Behavior
Tracking
Digital Ads
Direct Mail
ABM On-Demand Program Orchestrated Delivery Tactics
Be the owner of your prospect’s Anaplan journey with a
personalized campaign triggered on-demand
ABM On-Demand
In less than 6 months, Sales added 2500 contacts at 660 accounts,
influencing $22M in pipeline and 2x web traffic increase
True Detective
Engagio helps our SDRs and AEs make quota, and for Anaplan to surpass market expectations
SDR Prospecting - $2M deal ABM On-Demand - $22M influenced
Q A

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True detective: Identify your unknown buyers using account insights

  • 1. True Detective Identify your unknown buyers using account insights
  • 2. Colleen Jackson ABM Marketing Manager at Anaplan Lead ABM Program for 300+ Global SDRs & AEs • Create and execute ABM strategy and campaigns • 1:Few • 1:Many • Manage ABM Tech Stack including: • Engagio • Demandbase • Measure ABM campaign success for continuous improvement • Live my best life • Minneapolis based • Chef trained • Sweet Home Chicago
  • 3. CONNECTED PLANNING Compensation Modeling Incentives & Rewards Sales & Operations Planning Supply Planning Supplier Collaboration Demand Planning Sales Forecasting Quota Modeling Territory Planning Marketing Performance Pricing & Promotions Balance Sheet & Cash Flow Income Statement Forecasting Revenue & OpEx Planning Workforce Planning Talent Strategy Long Range Planning CapEx Planning The Honeycomb Effect of Connected Planning …across the enterprise for faster, better decision making Sales Marketing Human Resources Finance Supply Chain
  • 4. True Detective Identify your unknown buyers using account insights SDR Prospecting ABM On-Demand $2M $22M
  • 5. SDR Prospecting Using anonymous web traffic to identify buyers before they raise their hand Unknown Buying Team • 57% of the purchase decision is complete before a customer even calls a supplier.* • 67% of the buyer’s journey is now done digitally.* Myth: It’s best to let buyers find you when they’re ready. Just because buyers look for information online when they’re ready to act doesn’t mean you have to wait for them.
  • 6. SDR Prospecting Match activity to best-fit persona on LinkedIn Sales Navigator and begin outreach
  • 7. SDR Prospecting Buying team successfully identified and deal velocity increased Unknown Buying Team $2M Deal
  • 8. ABM On-Demand By enabling Sales, Anaplan doubled the amount of account web traffic and influenced $22M in pipeline Brand Awareness New Opportunities Deal Velocity
  • 9. Guided Sales Communications Marketing Emails ABM Prospecting and Behavior Tracking Digital Ads Direct Mail ABM On-Demand Program Orchestrated Delivery Tactics Be the owner of your prospect’s Anaplan journey with a personalized campaign triggered on-demand
  • 10. ABM On-Demand In less than 6 months, Sales added 2500 contacts at 660 accounts, influencing $22M in pipeline and 2x web traffic increase
  • 11. True Detective Engagio helps our SDRs and AEs make quota, and for Anaplan to surpass market expectations SDR Prospecting - $2M deal ABM On-Demand - $22M influenced
  • 12. Q A