Accelerate Growth using
Account Based Marketing
WORKSHOP
Soumitra Paul
Founder & CEO

2007
Business
Development
Representative
Head- Business
Development,
Aviation Software
Startup
2009
2011-17
Built a consulting
business on
outbound sales
2016-17
Twitter Prospecting
Tool: $1.6M sales in
4 months
2018-19
Playbook AI- world’s
most advanced
account based sales
development platform
Monitored 100s of ABM
campaigns closely
Who Am I?

Who is this
Workshop
for?
1. CEOs, Sales Directors, VP-Marketing,
VP- Sales, CROs
2. Mid-market & Enterprise
3. Product-Market Fit / Credibility
4. $15K to $100K (deal size)
5. 100% inside sales driven

Takeaway
A Framework to develop
the Ultimate Account
Based Marketing Playbook
for your organisation

Intro: ABM
“Account Based Marketing is a customer
acquisition strategy used in high-ticket B2B
sales (usually enterprise), where the marketing
and the sales teams align themselves to acquire
the attention, interest and trust of key
stakeholders working at a prequalified list of
high value target customers, by creating
valuable, personalised and highly contextual
content such as blogs, webinars, emails, tools
etc and delivering it via appropriate channels
such as direct mail, email, social media, phone
etc.”

ABM
Prerequisites
1. Departmental/organisational level
relationships instead of 1-on-1 relationships
2. Relationships with Key Stakeholders, not just
Decision Makers
3. Highly qualified targeting
4. Omnichannel approach
5. Highly Personalised Communication
6. Upfront Value Addition
7. Marketing + Sales work together

Is ABM for you?
1. You’re selling to mid-market/enterprise
clients
2. You want to increase your deal size
3. You want to grow fast to dominate your
marketplace
4. You want to build predictable revenue
5. You want to accelerate growth
Are you in any of the following
situations?

The 4 elements of an
ABM
Campaign
1. Key Account Targeting
2. Key Players
3. Plays
4. Content & Communication

Sales &
Marketing
Alignment
Activity Team
Key Account Targeting Management, Sales, Marketing
Key Players Sales
Plays Sales
Content Marketing
Communication Sales

Types of ABM
Strategic ABM
$50K+
A new campaign is created strategically for every new account
identified; bearing the organisational structure of the
prospect’s company, challenges faced by the stakeholders etc.
in mind.
Programmatic ABM
$15K - $50K
A list of accounts is made which share similar organisational
structure, challenges and have similar attributes.

ABM Trends
1. 45% Greater RoI than other customer
acquisition programs
2. 208% more revenue for businesses who use
ABM
3. 91% ABM practitioners are seeing a larger
deal size
4. 28% customer acquisition budget on ABM

The 4 elements of an
ABM
Campaign
1. Key Account Targeting
2. Key Players
3. Plays
4. Content & Communication

Goal: Find Best Accounts To Target

1. SaaS companies
2. SaaS companies > USA
3. SaaS companies > USA > Inside Sales Team Size: > 10
4. Enterprise SaaS > USA > BD Team: > 10
5. Enterprise SaaS > USA > BD Team: > 10 > Growth: > 10%
6. En. SaaS (Paid PoC)> USA > BD Team > 10 > Growth > 10%
Create Targeting Criteria for Micro-segments

1. SaaS companies
2. SaaS companies > USA
3. SaaS companies > USA > Inside Sales Team Size: > 10
4. Enterprise SaaS > USA > BD Team: > 10
5. Enterprise SaaS > USA > BD Team: > 10 > Growth: > 10%
6. En. SaaS (Paid PoC)> USA > BD Team: > 10 > Growth > 10%
Tip:
Reverse Engineer
Your Most
Successful Customers
Targeting Criteria for Micro-segment

Sample Accounts- Micro-Segment #1
1. Company A
2. Company B
3. Company C
4. Company D
5. Company E
6. Company F
7. Company G
8. Company H
9. Company I
10. Company J
11. Company K
12. Company L
13. Company M
14. Company N
15. Company O
16. Company P
17. Company Q
18. Company R
19. Company S
20. Company T
21. Company U
22. Company V
23. Company W
24. Company X
25. Company Y
26. Company Z

DecisionMaker
Insights
Company Insights
Intent
Inbound
Account
Score
Key Account Scoring Mechanism

Events:
1. Free Trial Sign Up (SaaS)
2. Whitepaper/Case-study Download
3. Request Pricing Info
Inbound

Inbound Interactions
1. Company A
2. Company B
3. Company C
4. Company D
5. Company E
6. Company F
7. Company G
8. Company H
9. Company I
10. Company J
11. Company K
12. Company L
13. Company M
14. Company N
15. Company O
16. Company P
17. Company Q
18. Company R
19. Company S
20. Company T
21. Company U
22. Company V
23. Company W
24. Company X
25. Company Y
26. Company Z

Scoring Inbound Interactions
Designation Weightage
CXO 1.5
Senior
Management
1.2
Mid-Management 1
Events Score
Whitepaper
Download
2
Free Trial Sign 4
Request Pricing
Info
3

Inbound Accounts Scored
Company Name Interaction Score
Company B
Free-Trial Sign Up (SM) + Whitepaper
Download (CXO)
7.8
Company F
Free-Trial Sign Up (MM) + Whitepaper
Download (SM)
6.4
Company I Request Pricing Info (CXO) 4.5
Company R Free Trial Sign Up (MM) 4
Company V White Paper Download (MM) 2

Intent
Track IP
Company Name,
Page Visits
Clearbit Reveal and others
Score: 0.25
Track Intent
Company Name,
Keyword
Bombora and others
Score: 0.1

Intent Score
Company Name No. of Visits New Score
Company F 10 8.9
Company B No data 7.8 (unchanged)
Company I No data 4.5 (unchanged)
Company R 2 4.5
Company V No data 2 (unchanged)

Company Insights- Example
In order of the scores attributed
1. New VP-Sales, Director of Inside Sales, VP/Director- Business
Development recruited
2. New Geo Expansion
3. Recruiting Business Development Managers
4. Size of the Business Development Team
5. $15K - $50K deal size
6. Paid PoCs
7. Series B

Exercise #1
Name 3-5 Businesses
with the shortest sales
cycle
Why did they close fast? Mention at least 3
attributes/situations/buying
triggers

Exercise #2
List Attributes/Buying Trigger Score

Decision Maker Insights- Example
1. Tenure of the current role
2. LinkedIn Activity
3. First job in sales
4. Current Challenge: e.g. if they’re promoting a webinar, the VP-
Marketing wants to generate high quality, high volume MQLs
Goal: We’re trying to find information which will help increase response rate- personalisation +
behaviour
“Dear {First_Name},
In the last {Tenure} you’ve been leading your {BD_Member}-business development team,
as {Designation} at {Company}, what are the top three metrics you’ve monitored to evaluate
your team’s performance…..”

Exercise #3
3-daily Challenging
Activities
3 professional
Information which can be
used to personalise
messages
Common behavioural pattern of
decision makers who close fast
- active on social media/certain
communities, attends
conferences

The 4 elements of an
ABM
Campaign
1. Key Account Targeting
2. Key Players
3. Plays
4. Content & Communication

Inter-Planetary Banking Corporation
Head of IT
Operations
VP-
Information
Technology
Chief Executive
Officer/Board
VP- Retail
Operations
Head of
Information
Security
Head of Branch
Operations
Head of
Consumer
Products
Program
Manager
Program
Manager
Program
Manager
Ratify Approval KPI
Owners/Champions
Daily
Challenges

Players & Their Role
Your Players
Account Development Representative
Account Executives
Inside Sales Managers
Account Managers
VP- Sales
CEO
Their Players
CEO
VP- IT > Head of IT + Head of Info Security
VP - Retail > Head- BO, Head- CP

Relationships
1. ADR > Program Managers
2. VP- Sales > Heads
3. CEO/Practice-Head > VP

Exercise #4
1. Create Tree-diagram of your stakeholders
2. List players: yours and theirs
3. Relationships to be developed

The 4 elements of an
ABM
Campaign
1. Key Account Targeting
2. Key Players
3. Plays
4. Content & Communication

Create a Play
1. Who is building the relationship with who?
2. Which channels are being used to communicate?
3. When is the communication established? Time & Frequency

Stages of Engagement
1. Awareness: Advertisement platforms, Trade-shows
2. Formal Engagement: Email, Phone
3. Informal/Social: LinkedIn, Twitter
4. Meetings: Web/Face-face

Ex- #5: Length & Frequency of Engagement
Your Player Target Player Channel Length Frequency
ADR
Program
Managers
Email, Phone,
Social Media
? ?
VP Heads
Email, Phone,
Video
Conference,
Face to Face
? ?
CEO/Practice
Head
VP
Email, Phone,
Face-to-Face,
Web
Conference
? ?

Outreach Discovery
Call
Demo-
UG1
Demo- UG2 PoC Close
VP Director/Heads CEO
Email Reply
Page Visits
Phone Minutes
etc.
Total Score
Total Account Score: ?
Measure in Every Stage
Pipeline

Orchestrating a Play
Your Player Target Player Channel Call To Action Score
ADR Program
Managers
Email, Phone 500
VP Heads Email, Phone,
Video
Conference,
Face to Face
750
CEO/Practice
Head
VP Email, Phone,
Face-to-Face,
Web
Conference
?

The 4 elements of an
ABM
Campaign
1. Key Account Targeting
2. Key Players
3. Plays
4. Content & Communication

Custora VP Marketing
Director of
Customer
Engagement
Senior Sales Director
Insight
Recently the VP-M &
DCE hosted a webinar
& promoted it on
LinkedIn
Changed 2 jobs in 2
years; currently 10
months into the new
role
Customer Success
Background; 18
months into the new
role
Recently promoted; started
as SDR (outbound sales
background)
Challenge
Promotion of the
webinar, Webinar
conversions
Biggest competitor-
Segment- is way
ahead in the Retail
space.
How to expand
revenue in existing
clients
How to win customers
considering alternatives
Active Channels N/A LinkedIn & Email
Twitter, LinkedIn &
Email
Twitter, Linkedin & Email
Present Solutions N/A
How ABM could be
leveraged to increase
attendee rate &
conversion for the
webinar being
promoted right now
Using ABM for
revenue expansion
ABM Plays to win customer
evaluating alternatives
Exercise #6: Personalised & Contextual
Content

Exercise- #7
Content Idea Video e-Book Audit Tool Blog

Your ABM Playbook
1. Targeting Mechanism
2. Selecting Players & Engaging them
3. Identifying Channels, Length of Engagement & Frequency
4. Content Development & Communication Strategy

Launch & Measure
1. Top Accounts- Score Across Pipeline Stages
2. Who are the champions within an account?
3. The best relationships within an account?
4. Which are the best insights working for you?
5. Which channels are working best for you?

QnA
soumitra@playbook.ai
@spaulify