#RevenueSummit San Francisco 2017 - Daniel Barber - ABM in Action: How Datanyze Executes Account Based Marketing Strategies
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This document outlines Datanyze's account-based marketing strategies and key steps. It discusses how Datanyze defines target accounts based on characteristics like technology stack sophistication and team size. It also identifies the key stakeholders in a deal, how sales and marketing align around strategy through joint meetings and agreed metrics, and how targeted campaigns are executed and measured for results using tools like LeanData. The final section addresses questions about Datanyze's program and technology stack.
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Semelhante a #RevenueSummit San Francisco 2017 - Daniel Barber - ABM in Action: How Datanyze Executes Account Based Marketing Strategies
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#RevenueSummit San Francisco 2017 - Daniel Barber - ABM in Action: How Datanyze Executes Account Based Marketing Strategies
- 1. ABM in Action How Datanyze Executes Account-Based Marketing Strategies
- 2. Daniel Barber is the VP of Sales at Datanyze. Prior to Datanyze, Daniel led revenue for Node.io, built and scaled sales teams at ToutApp (backed by Andreessen Horowitz) and Responsys (acquired by Oracle for $1.5B in December 2013). He also serves as an advisor on go-to-market strategy with several high-growth startups. DANIEL BARBER VP of Sales daniel@datanyze.com
- 3. Overview Datanyze doesn’t just talk about ABM Tools that enable the strategy Why we know it works
- 4. Define Target Accounts Identify Key Stakeholders Align Sales and Marketing Around Strategy Execute Targeted Campaigns Measure Your Results Key Steps of Account-Based Marketing
- 5. Step 1 What characteristics does Datanyze use to define target accounts? CRM or Marketing Automation platform (tech) + size of marketing and sales team Datanyze uses Datanyze to define low, medium, high priority targets based on: Tech stack sophistication DEFINE TARGET ACCOUNTS
- 6. Tech Sophistication LOW MEDIUM HIGH Marketing Email Marketing: MailChimp, AWeber Analytics: Google Ads: FB, AdWords Marketing Automation: HubSpot, Act-On Analytics: Google, Hotjar, Mixpanel Ads: FB, AdWords, Bing, AdRoll Marketing Automation: Pardot, Marketo, Eloqua Analytics: Google, Segment, Mixpanel, Tableau, Domo Ads: FB, AdWords, Bing, AdRoll, Outbrain, BrightRoll, Tag Manager Sales CRM: Google Sheets, none Email: Gmail, Outlook CRM: Base, Close.io, PipeDrive Sales Automation: Yesware Contact Data: LinkedIn Sales Navigator CRM: Salesforce, MS Dynamics Sales Automation: Outreach, ToutApp, SalesLoft, Engagio IT/Websit e Hosting: GoDaddy, 1&1 CMS: Squarespace, Wix Hosting: Digital Ocean, AWS CMS: WordPress, Drupal CDN: CloudFlare, Fastly Hosting: Self-hosted CMS: Custom CDN: Akamai, Dyn HR General: Zenefits Recruitment: ZipRecruiter, Workable General: Zenefits, Namely, Jazz Recruitment: LinkedIn, Lever, Jobvite, Greenhouse General: Oracle HCM, Sage, Workday, ADP Recruitment: Taleo, SuccessFactors, ICIMS
- 7. Step 2 ● Who are the key players in a deal for Datanyze? Champion (sales or marketing) Evaluator (sales or marketing ops) Signer (VPS or VPM) IDENTIFY KEY STAKEHOLDERS
- 8. Step 3 ● Culturally Create “Revenue Team” – CRO, Marketing Dir., Mar Ops, Sales Ops, VPS & Sales Development Manager Joint meetings Agree on success metrics Define handoff/coordination Technologically Agree on the tools that will measure results and help coordination ALIGN SALES AND MARKETING
- 9. Step 4 ● Lead-to-account matching allows you to pick off target accounts defined using Datanyze. ● Target all the right people identified through Datanyze with both marketing campaigns and Outreach.io cadences. ● Lead routing helps define rules of engagement by delineating who owns what. It also ensures any inbound activity from target accounts automatically gets sent to the right rep. EXECUTE TARGETED CAMPAIGNS
- 11. MQL PrioritizationDay1 Day2 Day3 Day4 Day7 Day14 40% Conversion Email Sequence + Voicemail FirstResponse<5minutes Alistair Shipley aka “Market Response Lead”
- 16. You don’t want to be on this graph… (SLAs)
- 17. Response time will always matter
- 18. Step 5 ● Track the key metrics defined by both sales and marketing teams. ● Use LeanData attribution to look at influence of all sales and marketing touches on opportunities associated with accounts. ● Customizable weighting by campaign member status for the most accurate attribution. MEASURE YOUR RESULTS
- 19. Step 5 !!! HACK ALERT !!! Bring in sale touches as campaigns so you can track those too. It’s super cool!
- 20. Sales vs. Marketing Attribution SALES CAMPAIGN RESPONSES MARKETING CAMPAIGN RESPONSES • SDR email responses • SDR call connects • Ebooks/Webinars • Events • Trial signups • Blog
- 21. Sales vs. Marketing Attribution SALES CAMPAIGN RESPONSES MARKETING CAMPAIGN RESPONSES • SDR email responses • SDR call connects • Ebooks/Webinars • Events • Trial signups • Blog NOT inbound vs outbound attribution!
- 22. Campaign Weights Outbound campaigns and in-person responses are weighted more heavily.
- 24. Questions? DANIEL BARBER VP of Sales daniel@datanyze.com @gaijindan
Notas do Editor
- Datanyze does ABM right. It’s not just theory. We do it in a smart fashion. 2016 was the year to talk about Account-Based Marketing. 2017 is the year to actually do it, and here’s how Datanyze is executing.
- There are many, many different frameworks for ABM. But they always, always boil down to these essential steps – no matter how you describe them.
- We use both technographic and firmographic attributes to create ideal customer profile -CRM or Marketing Automation platform (tech) + size of marketing and sales team (outsourced via UpWork) are the main two attributes. -techs helps us define level of sophistication; size of team helps us understand size of potential opportunity
- These are top leads - you’ll notice that they are spending a lot on the marketing and sales side. This means they are more sophisticated in their approach.
- Under the account-based approach, we’ve identified three major stakeholder in a deal -Champion: can be sales or marketing, but usually owns the sales development team -Evaluator: sales or marketing ops -- these folks are in charge of tool onboarding and adoption. Also hold the keys to the CRM or MAP, so they are more of a technical review -Signer: usually VPM or VPS. This person gets involved later in the deal.
- Creation of the “revenue team”. Roles included in team include CRO (Ben), Marketing Director, Marops, Sales Ops, VPS and Sales Dev Mgr -this team is in charge of the funnel; top to bottom. Close alignment between marketing and sales development in particular.
- Go through the inbound flow.. Pretty self explanatory -MQL threshold is 43
- How we prioritize MQLs once they hit Salesforce.
- Check Salesforce
- Send email
- HipChat notification
- Anddddd.. Just in case he’s out to lunch, a mobile hipchat notification :)
- And if you don’t reply? We’ve got a report for that. Creating MQL timestamp field...
- Why the hell do we do all this? BECAUSE RESPONSE TIME MATTERS!! (should maybe find better stat, I dunno there’s a bunch). LeanData added that a landmark insidesales.com study found the odds of qualifying a lead are 21 times greater if there was a response within five minutes versus 30 minutes.
- Shift gears to attribution -- briefly run through some of the different campaign touches we track from a sales and marketing perspective.
- Key point -- since all of our attribution is tied to the CAMPAIGN OBJECT, we are able to measure sales and marketing using a standardized criteria. That criteria is CAMPAIGN WEIGHTING.
- Here’s a look at our LeanData campaign weights - notice that we allocate more points to Sales and in-person touches.
- Time for questions.