The secret to successful Account-Based Marketing (ABM) isn’t so secret: start with quality data, add the right orchestration and finish off with sales and marketing alignment. Of course, knowing what it takes is one thing, putting it all together is another. Learn how to build a powerful and effective account-based strategy and what it takes to move from theory to successful practice, through real-life stories of implementing ABM at high growth organizations.

1. Your Secret Weapon to Scaling:
Account Based Everything
Shari Johnston
ABM Architect
Winning By Design
@shariajohnston

2. © 2018. SalesLoft. All Rights Reserved.
Account-Based in Action

3. WHAT IS AN ACCOUNT-BASED APPROACH?
“An account-based strategy aligns your entire go-
to-market team around winning and growing
accounts that will be your next best customers.”
What?

4. WHY AN ACCOUNT-BASED STRATEGY?
“ABM delivers the highest return on
investment of any B2B marketing strategy or
tactic. Period.”
What?

5. MARKETING SALES
Marketing isn’t
supporting us
We delivered
1,238 MQLs this quarter.
+27% above goal!”

6. 4.4% Inquiries
Convert
.03% Inquiries to
closed/won
Source: Sirius Decisions
Focusing on volume wastes time and money

7. © 2018. SalesLoft. All Rights Reserved.
Select a killer target account list
Drive marketing and sales alignment
Orchestrate multi-touch
campaigns

8. Inbound Strategy >> Targeted account strategy
Outbound prospecting >> Account Based Prospecting
Working in silos >> Winning as a team
Before ABM After ABM
What changes to expect moving to Account -Based?

9. Target Account Selection

10. First Engaged
$195K
Key Contacts & Touch Count
Tom Smith
Budget Management
Mario Andretti
Director, Customer Adv
Diane Johnson, Marketing Manager
AileenChen
Global Marketing Fund
*Fernando Gonzalez
Marketing Manager
0
6
0
0
1
Sales
1.16 4.16 5.1710.16 7.18
180
160
140
120
100
80
60
40
20
0
INTERACTIONS(CUMULATIVE)
Know your Buyers Journey
Marketing SalesPerson, Title
932 days
Attended Industry
Event
Presentation
6.16
Total Interactions: 54
Closed/Won
2
8
1
4
10
Emails
Onsite workshop
Attended
Webinar
Marketing
Attended Industry
Event Presentation
6.16
Call
2.18
Set up meeting
5.18

11. Your Recommended ACCOUNT MARKET MAP
RENEWAL
1 Year
2 Year
UPSELL
Prod A
Prod B
3
2
1 PRODUCT
Mid Market
SMB
ENT
INDUSTRY
Financial Service
Business Service
Healthcare
Technology
SALES
STAGE
Cold
Pipe
MQL
850
ACCOUNT
MAP
40

12. Drive Marketing & Sales
Alignment

13. Plan Together, Win Together
COMMUNICATE
REGULAR CHECK-INS
CHECK-IN CADENCE
PLAN
ACCOUNT MARKET
MAP BY SEGMENT
MARKET MAP
MEASURE
PIPELINE BY
PROGRAM
CONTINUE OPTIMIZE
ORCHESTRATE
ORCHESTRATE
TOUCHPOINTS
LAUNCH PROGRAM
ACROSS MARKETING &
SDRs

14. Orchestrate Multi-touch
Campaigns

15. LEVEL 5
FULL PLAYS
Orchestrate a
series of
interactions
across channels
from multiple
people, to
multiple people
at the account
LEVEL 3
CHANNELS
Send a series of
touches across
channels to one
person
LEVEL 2
TIME
Send a series of
emails to one
person
LEVEL 1
BASIC
Send an email
to one person
LEVEL 4
ACCOUNT
Send a series of
touches across
channels to
multiple people
at the account
Evolution of Account Orchestration
Personalized and Relevant

16. VALUE EXCHANGE OFFERS
! 1-1 dinner/lunch meetings
! Direct Mail with custom note
! Roadshow VIP experience
! Vertical ebook offer
! Custom pocket story development per target segment
! 1-1 Prospecting cadence
! Regional forum events and networking reception
! Engaged mail touch
Value Exchange CORE OFFERS
ONE-TO-ONE
ABM
ONE-TO-FEW
ABM
ONE-TO-MANY
ABM

17. The Most Powerful Way to Engage? STORY TELLING
Shortcut
Customer’sSuccess
Impact
Pain
Situation
Hero’s Journey - Simplified
Beginning Middle End
Significant Value
Minimal
Value

18. Finding the right PERSONAS
1 Person @ 1,000 companies 5-20 Persons @ 10-100 companies
Outbound Prospecting Account Based Prospecting

19. Account Based Prospecting LOWER VOLUME HIGHER CONVERSION
Outbound Prospecting Account Based Prospecting
Target to Close 1% 4%
MQL to Close 4% 8%
SQL to Close 12% 20%

20. Account Based Prospecting TOOLS & TRAINING
TARGET
PERSONALIZE
ENGAGE
How to orchestrate resources
How to tell a personalized story
How to write customer centric emails

21. 16 Days
15 Touches
10 Call attempts
3 Voicemails
2 Auto emails
2 Custom emails
1 LinkedIn action
1 Video
One to Few ACCOUNT BASED PLAY
DAY 1
DAY 8
DAY 15
DAY 2
DAY 9
DAY 16
DAY 3
DAY 10
DAY 17
DAY 4
DAY 11
DAY 18
DAY 5
DAY 12
DAY 19
PREP
NURTURE
LINKEDIN INVITE
Account
Alert CALLCONTACT DATA
CALL
CUSTOM VIDEO
NUDGE
EMAIL
MANUAL
BREAKUP
Marketing
BDR
Main CTA
DOUBLE
TAP
Account Director
Target Account: Tier 1 & 2 Scoop Alert Play

22. Account Based KPI’S
Target
% of Accounts in our
fit universe we have
key contact
coverage
So we can include
them in our ABP
campaigns
Actual
Target
Actual
Target
Actual
100% 100%
% of Accounts in our
fit universe with
engagement score
>0
So we know at least
they’ve heard of us
(warm outbound)
% of Accounts in our
fit universe we’ve had
conversations with
Accounts which have
engaged in our sales
process
Are we educating
and engaging our
key accounts?

23. © 2018. SalesLoft. All Rights Reserved.
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