This document discusses using sales triggers to accelerate account-based sales and marketing success. It defines account-based marketing (ABM) and outlines keys to integrating ABM with sales teams, including making sales an early partner, working from common objectives and target lists, and developing shared data and insights. The document then explains why sales triggers are important given changes in buying processes and email volume. It provides examples of important sales triggers like new office locations or leadership changes and discusses automating trigger research.

1. Using Sales Triggers to
Accelerate Account-Based Sales
& Marketing Success
Bastiaan Janmaat
CEO
DataFox
@bastiaanjanmaat
Matt Heinz
President
Heinz Marketing
@HeinzMarketing

2. What We’ll Cover
1. Who should be doing ABM?
2. Keys to integrating w/sales
3. Case study: ABM gone wrong
4. How to use sales triggers for
ABM

3. What the hell is ABM?
What is it?
• “ABM coordinates personalized marketing and sales efforts to land and
expand named accounts.” - Jon Miller, Engagio
• CAERI – Coverage, Awareness, Engagement, Reach, Impact
What it’s not:
• Just another demand gen program
• Something marketing can do in isolation without full sales engagement
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4. Who should be doing ABM?
Companies with :
1. Defined set of target accounts
2. Deal sizes that make sense
3. Aligned sales & marketing teams
If you can check the box on 1 & 2, then here’s how you get #3….
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5. Keys to integrating ABM with your sales team
1. Make sales an early partner & collaborator
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6. Keys to integrating ABM with your sales team
2. Work from common objectives & definitions
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7. Keys to integrating ABM with your sales team
3. Build and manage a common set of target lists
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8. Keys to integrating ABM with your sales team
4. Execute from a consolidated engagement plan
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9. Keys to integrating ABM with your sales team
5. Think in terms of macro and micro campaigns
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10. Keys to integrating ABM with your sales team
6. Develop shared data and insights
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11. Keys to integrating ABM with your sales team
7. Improve your content precision
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12. Keys to integrating ABM with your sales team
8. Practice the OODA Loop
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13. You now have alignment, and marketing is
providing air cover.
Now, how can sales be more effective with the
use of personalized sales triggers?
After all, ABM is defined by personalization.

14. Raised
new funding
New recruiting
system
New
Office
New insurance
policies
Funding
announcement
100+ email calls
sales & Marketing
Too Many Sales Emails at the Wrong
Time
May June July

15. Why are sales triggers important?
1. Buying process has changed
2. 112.5 billion business emails sent every day
3. Inside sales growing 3x vs outside sales
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16. Find leading indicators
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17. Which sales triggers are important?
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• New office location
• SEC filings
• Local media mentions (not
just TechCrunch)
• Blog posts on certain topics
• Interviews of company
leaders
• Conference attendance
• Spike in web traffic
• Key hire / leadership change
• New product launch
• Internal champion leaving the
company

18. How can you automate trigger research?
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19. Q & A
Bastiaan Janmaat
CEO
DataFox
@bastiaanjanmaat
Matt Heinz
President
Heinz Marketing
@HeinzMarketing