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How to Target the
Best Accounts for
Your ABM Programs
Live Broadcast: October 18th, 2018
INTRODUCTION
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Krystan Resch
Director ...
INTRODUCTION
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Torrey Dye
Director of ...
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Agenda
1
2
3
4
5
Intros
360-degree V...
DECK TITLE | @krystanresch
@torreydye #ABM
360-degree View
Firmographics, Intent, and Engagement
1
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
What do we mean by
360-degree view o...
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
How quickly can you answer:
● A sale...
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Fragmented Tools & Data
@krystanresc...
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
360-Degree View
@krystanresch @torre...
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Account List Challenges
Account list...
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
What Makes a Good View of Accounts?
...
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
If it's not in Salesforce, it doesn’...
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Account List Measurement
It needs to...
DECK TITLE | @krystanresch
@torreydye #ABM
Data Strategy
Is your data up to the challenge?
2
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Organizational
Structures
Understand...
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Your success is only as good as the ...
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Standardize Your Data to Increase Re...
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Timing is Everything
• Past, Present...
DECK TITLE | @krystanresch
@torreydye #ABM
Key Takeaways
Action items and food for thought
3
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
More Data Points Create...
Stronger
...
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Questions?
@krystanresch @torreydye ...
[Webinar Slides] How to Target the Best Accounts for Your ABM Program
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[Webinar Slides] How to Target the Best Accounts for Your ABM Program

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This webinar was presented by Krystan Reach, director of partnerships at DiscoverOrg, and Torrey Dye, director of ABM at Terminus. View the recording at http://bit.ly/2NSmShU

Publicada em: Marketing
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[Webinar Slides] How to Target the Best Accounts for Your ABM Program

  1. 1. How to Target the Best Accounts for Your ABM Programs Live Broadcast: October 18th, 2018
  2. 2. INTRODUCTION How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. Krystan Resch Director of Partnerships, DiscoverOrg Krystan is DiscoverOrg’s Director of Partnerships and has served in roles across the organization in Sales, Customer Success, Learning and Development and Marketing. @krystanresch @torreydye #ABM
  3. 3. INTRODUCTION How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. Torrey Dye Director of ABM, Terminus Torrey is the Director of ABM at Terminus, focusing on scaling account-based programs to create more opportunities and increase pipeline velocity. @krystanresch @torreydye #ABM
  4. 4. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. Agenda 1 2 3 4 5 Intros 360-degree View Data Strategy Key Takeaways 6 Q&A @krystanresch @torreydye #ABM Welcome
  5. 5. DECK TITLE | @krystanresch @torreydye #ABM 360-degree View Firmographics, Intent, and Engagement 1
  6. 6. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. What do we mean by 360-degree view of accounts? @krystanresch @torreydye #ABM
  7. 7. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. How quickly can you answer: ● A sales development rep asking you which account they should prioritize next? ● An account executive asking which accounts they should stop focusing on? ● What are the top 100 accounts for a mid-quarter high-touch campaign? ● How successful your account-based programs are? @krystanresch @torreydye #ABM
  8. 8. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. Fragmented Tools & Data @krystanresch @torreydye #ABM Spreadsheets Marketing Automation Salesforce DiscoverOrg Bombora Everstring
  9. 9. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. 360-Degree View @krystanresch @torreydye #ABM
  10. 10. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. Account List Challenges Account list management is: ● Manual ● Labor intensive ● Time consuming @krystanresch @torreydye #ABM Account lists are: ● Quickly outdated ● Difficult to re-prioritize & refresh ● Hard to track & measure
  11. 11. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. What Makes a Good View of Accounts? ● Account-level fit ● Intent signals ● Engagement insights ● Opportunity data ● Contact data @krystanresch @torreydye #ABM
  12. 12. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. If it's not in Salesforce, it doesn’t exist @krystanresch @torreydye #ABM
  13. 13. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. Account List Measurement It needs to be easier to measure: ● Individual accounts ● Tiers & segments ● Account-based programs @krystanresch @torreydye #ABM
  14. 14. DECK TITLE | @krystanresch @torreydye #ABM Data Strategy Is your data up to the challenge? 2
  15. 15. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. Organizational Structures Understanding the Sphere of Influence • Who influences each other’s decisions? • Which teams would be involved with your solution? • Which teams would be involved with your solution? @krystanresch @torreydye #ABM
  16. 16. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. Your success is only as good as the quality of your data Of a sales rep’s day is spent in non-selling activities (such as data entry and prospect research) Gartner Of Sales Executives feel their sales reps are challenged by the time it takes to research prospects CSO Insights Of the data in your database decays each year Informatica The cost of one bad record in your MAT or CRM Eloqua @krystanresch @torreydye $1130+%82%2/3
  17. 17. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. Standardize Your Data to Increase Revenue Map data points directly into Salesforce to clean existing records and attach a DiscoverOrg ID that will maintain the record over its lifetime. 66% increase in revenue organizations could see as a result of strong data quality standards - Sirius Decisions
  18. 18. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. Timing is Everything • Past, Present, & Future • Projects, funding, hiring, and business initiatives • Customize to your target accounts
  19. 19. DECK TITLE | @krystanresch @torreydye #ABM Key Takeaways Action items and food for thought 3
  20. 20. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. More Data Points Create... Stronger Profiles Better Messaging More Relevant Content Higher Engagement
  21. 21. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc. Questions? @krystanresch @torreydye #ABM

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