Rory Hochman
VP of Customer Success at Uberflip
Francesca Krihely
Director of ABM and Growth at MongoDB

70%
of buying decisions
happen before
speaking to sales.
— SiriusDecisions

Vendors Have a
Small Slice of
Buyer’s Time
Source: Gartner, 2018 | Q. What is the average % of time spent doing each of the following activity during the buying cycle for new IT related purchases?
(n = 492; base: excluding "Don't Know" responses)
Research
82%

Content Is How
You Influence
and Shape the
Conversation

Content Marketing from Inbound to
ABM
How we made the transition from
Inbound to ABM
Francesca Krihely
Director, ABM and Growth

Agenda
Inbound lead funnel
● Content and Conversions
○ Lead Gen
○ Custom language
Hubs
○ Integrated campaigns
○ Events
ABM engagement funnel
● Industry ABM
● Customized content
● Account based
campaigns

Inbound Funnel

Building an educational funnel for developers
Impression:
Developer
hears about
MongoDB
Downloads
MongoDB
Tests out the
database by
Needs to
learn more
Goes through
a tutorial
Learns about
MongoDB
University
Registers for
MongoDB
University
Inquiry:
Developer
gives us her
email
Email Nurture
Finds a
MongoDB
Use Case
at Work
Recommends
MongoDB for
a project
Sales
Qualified
Lead
Sales
Qualified
Opportunity
Close! $$$

Getting Started

Architecture
Guide
Top performing content
● Targeted our ideal sales
persona -- Technical
Decision Makers
● Sourced 15% of SALs for all
of our gated content
● Opportunity pipeline 2X of
other Online Collateral

Architect’s Hub
Facebook Lead Gen Card
Campaign
● Delivered 198% ROI
● Page curated and created
in 10 minutes

Back to Basics
● 27% MQLs
● 2 opportunities created within
one week following series

The content gift keeps on giving!
● Run Terminus display ads to
drive top accounts to landing
page with recordings
● Lead Gen cards fill the
awareness gap to drive new
visitors
Back to Basics

Language
Hubs

Events

Why move to ABM?

Account Focus Marketing Sales
15 accounts
100s of
accounts
1000s of
accounts
STRATEGIC
HIGH
PROPENSITY
INDUSTRY
Strategic Top Target
Accounts
Highly targeted,
high touch
programs
1:1 account- and
rep-focused
alignment
Future TT Accounts
Increase Atlas awareness
and adoption within
accounts
1:Few Support
(territory focused)
Industry-specific
Increase
engagement within
accounts
1:Many Support
(industry and territory
focused)
ABM Spectrum
All other unassigned
accounts (traditional
DG)
No account focusEntire
Market
INTEGRATED
CAMPAIGNS

A two-sided
funnel
Impressions
MQL | Account
Inquiry | Engage
Pre-funnel | Predict and Prioritize
Customer

The ABM Cycle
Bombora,
TechTarget
Datafox, Lattice
Engines
Uberflip,
Terminus, Drift,
Sendoso
Uberflip,
Webinars, Email
Nurture, Field,
MongoDB World
Uberflip, Field,
Sendoso
SFDC, Terminus
Predict Prioritize Engage Educate Close Reflect

Account Prioritization is key
Align to your sales team
Focus on
what
matters
Pair the right
campaigns
with the right
accounts
Align to your
sales team

Team Structure
Demand
Gen
Demand
Gen
Sales
Leader
Sales
Leader
Sales
Leader
Sales
Dev
Sales
Dev
Sales
Dev
Field
MarketingInside Sales Field Sales

Sample ABM Account Plan — Inside Sales
Direct
Mail/Swag
Field
Programs
Custom
content
Webinars Email Drift Digital
Advertising
Demand
Gen
Custom direct
mail programs to
align with
campaigns
Support
promotional
plans
Lead
programs and
execution
Develops and
executes
Webinar
plan/cadence;
promotes to
accounts in
tier
Develop for
tiers/optimize
nurture
strategy
Custom
account
playbooks for
live chat
Drive strategy
to increase
engagements,
ramp
mid-funnel
movement/co
nversions;
retargeting
Account
Executive
Integrate strategy
into account
plans
Promote;
book
meetings
Create
Uberflip and
leverage for
outbound
Promote,
leverage
champion/res
ources to
promote
Develop
outreach
sequences;
integrate
strategy into
account plans
Leverage for
booking
meetings
Leverage
Terminus to
track
engagement

Industry
ABM

Strategic
ABM

Why Uberflip Sales Streams?
Customize content
for your top
accounts so you
can build
credibility with
your prospects
Follow up on great
meetings with
content that they
can leverage in the
buying cycle
Once they’re a
customer, use it
as a knowledge
hub to drive
adoption of your
product and
services internally

The Road to Adoption
Sales
Enablement
Championing
Great Streams
VP Alignment
● Weekly training
● Help pages, videos
and documentation
● Templates
● Feature the best
pages in our
internal newsletter,
Above the Fold
● Getting VP buy-in is the
key to the castle
● Now our VPs will ask
us to bring a list of the
top Sales Streams to
their QBRs

60%
Adoption
amongst sales reps

Run Fast with Your Data
Integrated ABM campaigns

Campaign Theme
Run fast with your
data to reduce time
spent on
operations
Problem
Teams are unable
to rapidly scale
and to go to
market with their
new applications.
Objective
Showcase how
MongoDB Atlas
and Stitch can
speed up
deployment time,
increasing
revenue.

Closing
Thoughts
• Inbound requires great content and content delivery to yield results
• When getting started with ABM, think about Account Prioritization and
segmentation
• Organize your content by industry and persona to help make ABM
engagement easier.
– You already have the content - you just need to organize it!
• Integrated campaigns work. But they work better when Sales has a seat
at the table and is aligned on goals.