Alfresco’s Approach: 5 Critical Steps To Creating The Ideal ABM Program
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SPEAKER: Sydney Sloan of Alfresco http://b2bmarketing.exchange
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Alfresco’s Approach: 5 Critical Steps To Creating The Ideal ABM Program
- 1. 5 Critical Steps To Creating The Ideal ABM Program Sydney Sloan CMO, Alfresco @sydsloan
- 2. 1 Prepare: Sell the Idea 2 Prioritize: Set Your Target 3 Plan: Determine the Program Mix 4 Communicate: Integrated Planning 5 Measure: Execute, Optimize
- 3. 1 Prepare: Sell the Idea
- 4. ACCOUNT-BASED ABM @ SCALE + Global 20 Target 4,000 Named: ~55,000 INBOUND 2 Prioritize: Set Your Target
- 5. 3 Plan: Determine the Program Mix 0 1 2 3 4 5 6 7 8 9 10 MARKETING/SALES DEVELOPMENT Deep discoveryAccount- based ads Custom pitch Custom workshop BUYERENGAGEMENT Marketing Sales Development Sales Customer Success Account Management Custom LP/content Custom webinar Physical event Physical promo Executive outreach Personalized outreach Deep research Content share Account- based ads Custom demo Content selling White glove trial Custom proposal / business case Hands-on onboarding Account insights Customer events Use case campaign Use case campaign Personalized outreach Executive outreach Customer workshop SALES PROCESS CUSTOMER SUCCESS / ACCOUNT MGMT © TOPO All rights reserved.
- 6. ABM Program Ideas • Door Opener • Account Blitz • Founder / CIO Vision Roundtables • Executive Dinner/Breakfast • Strategic Account Brief • Account Days • Customer Value Assessment (CVA) • Account Specific Web Experiences • Executive “Briefing Center” • Customer Closing Event • Quarterly QBR w/Executive • Account Specific Shared Workspace
- 7. ACCOUNT-BASED ABM @ SCALE + INBOUND Global 20 Target 4,000 Named: ~55,000 ABM Programs • Alfresco Days • Dinners • 3rd Party Events (>30% TA) • Website Personalization • Targeted Digital Marketing • Account Based Advertising • PR • SEO • Social Media • Email Marketing + Influenced 60-70% Sourced 15-25% Influenced 50-60% Sourced 25-40% Influenced 75% Sourced 10% 3 Plan: Determine the Program Mix
- 9. 9
- 10. Healthcare Campaign Summary Collaboration • ‘Trauma Troopers’ Key Play team closely involved in lead analysis and supporting AE/SDR prioritization of follow up IDC Whitepaper Program • 1660 White paper downloads • 371* MQLs, 109 follow up contacts based on role (50 companies) Website • 2854 views in May vs 533 in April • 2mins 30 seconds average time on page (double site average) Banner ads: • Industry average is 0.1% CTR, some of our ads are pulling 1.65%, average 0.93% CTR
- 11. 11 4 Communicate: Integrated Planning Sales Customer Success ACCOUNT Product Marketing
- 12. • Coverage: do we have sufficient data, contacts, and account plans for each target account? • Awareness: are the target accounts aware of Alfresco and its solutions? • Program Impact: are marketing programs reaching the target accounts, and are they having a long-term effect? • Engagement: are the right people at the account spending time with Alfresco, and is that engagement going up over time? • Results: how are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and satisfaction scores? 5 Measure: Execute, Optimize
- 14. #B2BMX
Notas do Editor
- (1) Sell the Idea: Why are we doing ABM? Why Move to a Target Account Model? Why then ABM, and what level do we segment? Goal setting // Start to forecast that your pipeline model is going to change. They're going to be less leads but ideally more leads within your target accounts. Value contact acquisition within target accounts, penetration of your lead programs within target accounts and start to segment out (2) Select and Prioritize Accounts: Selecting target accounts and it's not a trivial exercise. What data do you use to select accounts. Even though there are scoring models who ultimately decides? Selection of A/B/C accounts. (3) Setting up the Program: (4) Communicate: Account Planning Clinics (early, ongoing, w/ the customer) (5) Execute: Document early success and get your key sales leaders in board. Strategic account briefs, customer councils, customer value assessments
- How to segment your market…. That day Thomas was the only buyer of his sisters’ lemonaide – the ultimate in ABM! Really though, other than being the hot topic in the B2B marketing world today why should you consider Account Based Marketing? Why Move to a Target Account Model? Who has to buy in? How does this change our business model and metrics? At Alfresco we had been in a territory model for many years -- but the market changed. IT was no longer the primary buyer of platforms and we needed to align our precious sales and marketing resources on the accounts that are most likely to buy from us. We had options, many options, so we had to bring together the key leaders sales, marketing, product & customer success and our CEO to determine how we were going to align. And in our case we went vertical. Even with vertical and companies in our major markets we had 55,000 accounts we could select… What the CRO said when rolling out to her team: ABM Primary Objective Develop FY17 / FY18 Strategic Accounts Establish relevancy & momentum to gain Strategic Partnership Status Outcomes Land multiple beachheads within an account After one or multiple beachheads, motivate them to aggregate into a big deal, for a LOB or the entire enterprise Prioritization Criteria – need to complete this part of the process Select Target Account in focus verticals – FSI, Government, Healthcare, Manufacturing Solution use case defined SME and / or partner exist to work with sales and marketing to advise on message & content Reference Customer – even if they’ve just recently purchased
- We had just started using predictive analytics. Sirius Framework on ABM structure (e.g. large account ABM, named-account ABM, industry ABM, customer marketing) Within the vertical we had to segment further (Banking, Insurance, Wealth Management … Discrete vs Process Manufacturing…) I’d say we still have too many “target accounts with over 4,000 “parent companies” but we had to start somewhere and that was the number sales was comfortable settling at. Start to forecast that your pipeline model is going to change. They're going to be less leads but ideally more leads within your target accounts. Value contact acquisition within target accounts, penetration of your lead programs within target accounts and start to segment out Lesson: Sales leadership wanted to equally distribute Global 20 across as many sales reps as possible, but marketing advocated to prioritize based on account potential, but how is that determined? (Total lifetime value, Customer Health, Current Pipeline…)
- Begin to codify your program one size doesn't fit all but have a lot of options of tools that you can use to see what's going to work across the different account. Marketo - Opportunity Analyzer shows us with opportunities the level of engagement across the buying cycle and the number of people involved in the account. When a big deal gets promoted we follow up with a view to show them the amount of effort / time it takes to close a big win. Insight: Do you have the right content & processes to start with personalization? We started with existing top accounts + vertical.
- ABM used to be about analog now you can add in digital
- A great model for other verticals. Team Trauma Troopers is analyzing the leads and agreeing priorities for follow up. We’ve learned that: Some of the leads may be suspect, are they spam? We left the prioritization of leads for 3 weeks – too late, we need better coordination around follow up Some of the leads set for ‘return to nurture’ were in fact opportunities suggesting a training issue
- This flows through multiple levels and interlocks (1) Overall Executive Alignment (me and my peers) (2) Account Planning Level (Coordinated Account Planning Clinics in region with stakeholders from each team assigned to the customer account to collaborate on a plan) (3) Account Management Level (ongoing cadence of QBRs – one in person @EBC, then over phone, then on customer site, then phone, … repeat)