VP of Marketing and Sales Development, Dayna Rothman, shares her tips for succeeding with account-based marketing.

1. The Secret to Achieving 10%
Higher Win Rates: An
Account-Based Full-Funnel
Strategy
Dayna Rothman, VP of Marketing and Sales Development

2. Marketing Attribution Tracking
ABM Analytics
Web Tracking and Ad Network Integration
Independent Platform Solution
Revenue Funnel Analysis
Forecasting and Prediction
Data Validation and Process Optimization
Sales Activity Analysis

3. “Account-Based Marketing (ABM) is the strategic approach sales
and marketing teams use to support a defined universe of strategic
and named accounts”.
--SiriusDecisions

4. Some Important Stats…
• Generating high quality leads is the number one challenge for
B2B marketers (IDG)
• More than 90% of marketers think that ABM is either important
or very important (SiriusDecisions)
• More than 60% of marketers plan on implementing ABM this
year (Terminus)
• Almost 85% of marketers that measure ROI describe ABM as
delivering higher returns than any other marketing approach
(ITSMA)

5. ABM Helps You…
• Build high-touch relationships with the target accounts that
matter
• Accelerate deals through your pipeline
• Increase deal size by developing strategic partnerships with
accounts
• Align your sales and marketing efforts

6. It’s great that you are planning to go
big with ABM this year…but have you
built a revenue team structure to
support your efforts?

7. One of the biggest barriers to Account-Based
Marketing success is a siloed sales and marketing
team.

8. Top 5 Ways to Align Your Revenue Team for ABM
1. Select the right target accounts for your business
2. Create a revenue team structure that supports a full-funnel ABM
strategy
3. Hire and train the right team
4. Deploy an integrated ABM plays across your revenue team
5. Define key ABM measurements to determine overall success

9. Select the Right Target Accounts

10. The First Step for ABM is Account Selection
Who are you selling to?

11. How Do You Choose Target Accounts?
1. Manual selection between marketing, sales, and executives
2. Manual selection just by marketing
3. Manual selection just by sales
4. Rules-based segmentation in marketing automation
5. Predictive analytics

12. Create Target Account Tiers
• Target account tiers helps you
determine:
• Account priority
• Account personalization
• Account penetration approach
• And...assigning target account
tiers to AEs or ADRs helps with
outbound prospecting assignment
Tier 1 (20-50 Accounts)
Tier 2 (100-200 Accounts)
Tier 3 (500-1000
Accounts)

13. Create a Revenue Team Structure
that Supports ABM Success

14. Define Your Revenue Team Functions
Marketing: Door
Opener
Account
Development
Reps:
Accelerator
Account
Executives: Closer

15. The Key to Successful ABM = ADRs
 Owns the 1:1 relationship with contacts at target accounts
 Supplements marketing’s broad-based approach
 Engaged in personalized outreach
 Creates multi-channel account-based plays
 Accelerates key accounts to close
 Schedules meetings for sales reps for closing

16. Account Development is More Than Just Calling
• Today’s reps need to do more than just
call:
• Email marketing: Often facilitated by a sales
automation tool
• Social media: Social selling on LinkedIn,
Twitter, and Facebook
• Content creation: Writing emails and blog
posts, so prospects view the rep as a thought
leader in the space
• Direct mail: Sending out physical mailers to
stand out from the crowd
• Field events: Helps develop and staff local
field events for target accounts

17. But wait…that sounds
like a more targeted
version of marketing!
And we agree.

18. At BrightFunnel, ADRs Reporting Into Marketing
• Why?
• Today’s buyers demand multi-channel interactions
• Today’s buyers demand personalization
• ADR outreach should align with key marketing programs
• Marketing and ADRs can share the same goals
• ADRs can partner with marketing on developing warm leads and the
AEs can focus on closing

19. The Revenue Team at BrightFunnel
End-to-end funnel ownership from marketing to customer
success
Revenue Team
VP of Marketing
Core Marketing ABM Programs
Account
Development
Reps
VP of Sales and
Customer
Success
Closing AEs Onboarding
Customer
Success
Revenue Ops
Marketing ops Sales ops

20. BrightFunnel ADR Team Structure
• 1 ADR Manager
• 2 ADRs:
• Tier 2 ENT and MM Accounts
• 2 ADRs
• Tier 1 and Tier 2 Growth Accounts
• 1 Hybrid ADR/Marketing Programs Manager: ABM
• Tier 1 ENT Accounts

21. BrightFunnel Marketing Team Structure
• Demand gen programs manager/events
• Content marketing manager
• Social media and customer manager
• Graphic designer
• ABM programs manager

22. ADR ABM Marketing Programs Manager
• Tows the line between ADR and marketing
• Owns full Tier 1 Target Account program from lead acquisition to
acceleration to opportunity
• Responsible for high touch programs including:
• Email marketing
• Email nurturing
• Target field events
• Direct mail
• Content development
• Account-based social
• Goaled on account engagement and meetings set

23. Hire and Train the Right Team

24. Marketing Hiring Profile
Hire specialists who can be generalists.
1. Highly analytical
2. Biased towards action
3. Intellectual curiosity
4. Great communicators
5. Can market and sell
6. All hands on deck

25. At BrightFunnel, Everyone Knows How To:
• Write emails and blogs
• Use Marketo, SFDC, and sales
automation tools
• Speak in front of an audience
• Do booth duty
• Get daily insights from
analytics
• Get on a sales or customer call
to evangelize

26. ADR Hiring Profile
Hire ADRs that think outside of the box.
1. Passion for sales and marketing
2. Track record of success—student
athlete, worked during college,
extra-curricular activities
3. Excellent communication skills
4. Highly creative
5. Intellectual curiosity
6. All hands on deck

27. Team Training and Integration
• Deep integration across the marketing and ADR teams:
• Weekly team meetings
• Sales training for the marketing team
• ADR inclusion in marketing program and events meetings
• ADR training on multi-channel marketing methodology—direct mail
campaigns, social selling, copywriting, blogging
• Marketing inclusion on ADR messaging, scripting, and ideation

28. The key to integration for your
marketing and ADR team is a shared
sense of skills and purpose.

29. Deploy an Integrated,
Cross-Team ABM Strategy

30. Everyone should have some skin in the
game when it comes to ABM.

31. Door opener
direct mail
campaign
STEP 1
Personalized
email linking to
relevant content
STEP 2
Reach-out on
social media
STEP 3
X
STEP 4
X
STEP 1
Targeted Ads on
social
STEP 2
Add to
customized
nurture stream
STEP 3
Room drop at
event
STEP 4
X
STEP 1
X
STEP 2
Call to connect
STEP 3
Invite to VIP
experience at
event
STEP 4
X
STEP 5
Targeted
account-based
webinar
STEP 5
Sales cycle and
relationship
building
STEP 5
ADR Team
Marketing
AEs
Divide and Conquer with a Sample Integrated Play

32. Define Key ABM
Measurements to Determine
Success

33. Another key way to
align your revenue
teams is through
shared ABM success
metrics.

34. ABM can be a slow play, especially for Enterprise accounts.
Make sure your marketing and ADR teams communicate
success to your sales team throughout the process.

35. Engagement Across All Target Accounts
• What percentage of accounts
in your database or target
accounts are engaged by
marketing/ADRs?
• How much of your TAM have
you developed relationships
with?
• How engaged is your full
database?

36. Full-Funnel View into Top Engaged Accounts
• Who are your top engaged
accounts?
• How built out are these
accounts?
• What is your mix of
engagement by marketing
and sales activity?
• How active are these
accounts on your website?

37. Account Buyer Journey Breakdown

38. Marketing Engagement Over Time
• How engaged is the
account?
• What are the peaks
of account
engagement?

39. Thank You!