The document discusses account selection and targeting for account-based marketing (ABM) campaigns. It describes segmenting accounts into tiers based on factors like firmographics, technographics, and predictive analytics. A target account committee considers these factors to select which accounts marketing and sales should focus on. The document then discusses developing engagement strategies, measuring ABM effectiveness through account-centric rather than lead-centric metrics, and ensuring alignment between sales and marketing.
11. What is Predictive Analytics?
Actionable Intelligence for
Sales & Marketing
Machine Learning Thousands of external
data points
Keywords: ● Machine Learning ● Data Science ● Predictive Analytics● AI
17. Aligning Account Effort with Impact
Omri Erel
Head of Advertising &
Performance Marketing
SDRs avoid wasted efforts and
improved conversion rates
Strengthened sales &
marketing alignment
Boosted ratio of revenue
generation to marketing spend
Improved campaign
performance and lead quality
19. Hyper-Segmentation for ABM Plays
Ray Miller
Launched high-value outreach
with personalized nurture
Identified 900+ high-potential
prospects for sales
Hyper-segmented current and
past trialers into ICPs
Prioritized A & B-Leads for
accelerated sales follow-up
Senior Marketing
Operations Manager
26. Mike Leyden
VP of Global Inside Sales
Enterprise consolidation -
converting trials and online
purchases to volume license deals
Identify and Prioritize target
accounts
Profiled high-value Trialers for
aggressive sales follow-up
Uses Account models to
understand opportunity in
different U.S. states
Expansion and opportunity sizing
Territory planning - evenly
distribute good accounts to reps
Marc Brancaccio
Director of Sales Development
Expansion
Strategies
27. Expanding Your Footprint in an SMB Market
Lauren Licata
Predictive lead-gen to new
brick and mortar shops
Email A Leads within 5 min and
call within 1 hour vs. 8 hours it
takes
Increased effort spent on A-
Leads by 3x & decreased effort
spent on D-Leads by 1.5x
Result: Increased sales by 30%
VP of Marketing
35. Account Profiling & Field Marketing
Elena Rowell
Technographic segmentation
for expansion strategies
Profiling to drive targeted
prospects to local events
Personalized outreach
campaign increased top
prospect attendance by 20% for
regional events
Field Marketing Manager
36. ABM Retargeting Campaigns
Retargeting A and B-Accounts
Strengthened sales & marketing
alignment
Focused and optimized
advertising spend on account
strategy
Chris Turley
Head of Revenue Ops
48. Sales & Marketing Alignment
Demand Gen compensation
plan built on Infer
Uses Infer to negotiate w/
partners and Lead providers
Leverages Infer to overcome
the Sales and Marketing
divide to define MQL
Nick Ezzo
VP Demand Gen
49. ABM - New Business Model
Caren Cioffi
77% of total New Business
revenue resulted from the top
26% of Accounts (A & B’s)
Filtered bottom 44% of
Accounts which resulted in a
6% of total revenue
SVP & GM of Digital
Marketing Business
50. ABM - Upsell and Expansion
Caren Cioffi
80% of Upsell revenue resulted
from top 14% of Accounts (A's)
100% of Upsell Revenue
resulted from A/B Accounts.
SVP & GM of Digital
Marketing Business
57. Outbound / ABM Nurture
ABM Air Cover Good
Prospects
DemandBase
Google
Twitter
PFL
MailLift
Facebook
Evenly Distributed
Net-New Good LeadsCUSTOM
AUDIENCES
Sales
Queue
DIRECT
MAIL
AdRoll
58. Outbound / ABM Nurture
Zoom
Info
Data.com
Inside
View
Net-New
Accounts
Net-New
Contacts
Good
Prospects
Engagio
Sales Automation
AdRoll
DemandBase
Google
Twitter
PFL
MailLift
Facebook
Evenly Distributed
Net-New Good Leads
SEQUENCES/
CADENCES
CUSTOM
AUDIENCES
Sales
Queue
DIRECT
MAIL