The Executive Playbook for Account-Based Strategies
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Learn how go-to-market executives can employ Account-Based strategies to identify and engage the best accounts to expand their business. In this webinar you’ll learn how to: • Find Whitespace Understand what’s likely to close using AI and predictive analytics • Understand Buyer Behavior Transform account engagement data into actionable intelligence • Create a Meaningful Message Make personalization the cornerstone of your communication strategy • Execute best of breed tactics Learn what makes up leading ABM engagement strategies
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The Executive Playbook for Account-Based Strategies
- 1. The Executive Playbook for Account-Based Strategies
- 2. ● Accomplished Startup Marketer ● Built & Led Global Marketing Ops at Nitro ● Musician-born Marketer ● Podcast & Paleo Aficionado ● 2013 Oracle-Eloqua Markie Winner @szinsmeister sean@infer.com stackandflow.io Presenters SEAN ZINSMEISTER VP of Product Marketing at Infer ● Previously Head of Marketing at Pardot (Salesforce) ● Author of “Account-Based Marketing for Dummies” ● #FlipMyFunnel Founder ● 2016 DMNews 40 Under 40 SANGRAM VAJRE CMO & Co-Founder at Terminus sangram.vajre@terminus.com ● Expert in Sales Development Strategy and Execution ● Worked with 100+ organizations including, ServiceNow, Google, Twilio, LinkedIn, and many more KRISTINA MCMILLAN Director of Research at Topo @lifeiterated kristina.mcmillan@topo.com
- 3. www.topohq.com© 2016 TOPO. All rights reserved. MEET TOPO We’re an analyst firm that helps 100s of demand generation, sales development, and sales organizations grow revenues scalably.
- 4. www.topohq.com© 2016 TOPO. All rights reserved. THE TOPO ACCOUNT-BASED FUNNEL
- 5. www.topohq.com© 2016 TOPO. All rights reserved. April 12-13 Pier 27 – San Francisco, CA Join 1,000+ sales and marketing leaders responsible for $50B in revenue and learn how they drive growth.
- 10. Market Planning SMB Mid-Market ENT | | || | |
- 11. Sales & Marketing Challenges Too Many Prospects Which are the best fit to buy? Too Few Prospects Are there more lookalikes? Missing Opportunities Which prospects are most engaged? Unclear Segmentation Who is my ideal customer profile?
- 12. Natural Language Processing Machine Learning Fuzzy Matching Title Normalization External Data Append Predictive Modeling SPAM Analysis Sales Performance Management Marketing Efficiency Data-Drive Workflows How it Works CRM Marketing Automation Product Usage Engagement Data Web Crawl API Google Analytics Proprietary Data Science
- 13. Natural Language Processing Machine Learning Fuzzy Matching Title Normalization External Data Append Predictive Modeling SPAM Analysis Sales Performance Management Marketing Efficiency Data-Driven Workflows How it Works CRM Marketing Automation Product Usage Engagement Data Web Crawl API Google Analytics Proprietary Data Science
- 14. Send to Sales Do Not Work Infer is the Line Judge
- 15. What Does Predictive Enable?
- 16. What Does Predictive Enable?
- 17. ● Marketing ● Sales Development ● Account Executive Opportunities Finding the White Space in your Pipeline
- 18. Scour your Marketing Systems
- 19. Scour your Marketing Systems
- 20. Analyze Sales Development Outreach
- 21. Stay on Top of Active & Inactive Sales Opportunities
- 22. ● Forecast revenue growth ● Find gaps in GTM process ● Pipeline acceleration Tying it All Together...
- 23. 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 ABM - New Business Model CAREN CIOFFI SVP & GM of Digital Marketing Business
- 24. ABM - Upsell and Expansion CAREN CIOFFI SVP & GM of Digital Marketing Business 80% of Upsell revenue resulted from top 14% of Accounts (A's) 100% of Upsell Revenue resulted from A/B Accounts.
- 25. Account Profiling & Field Marketing 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 ELENA ROWELL Product Marketing Manager
- 26. Retargeting A and B-Accounts Strengthened sales & marketing alignment Focused and optimized advertising spend on account strategy ABM Retargeting Campaigns JESSICA CROSS Head of Customer Lifecycle
- 27. Behavioral Models When are prospects in-market ready to buy? Mine the full spectrum of activity data inside your marketing automation platform to help you predict the likelihood of an conversion within a set time period (i.e 3-weeks)
- 28. Advanced Prioritization Measuring Campaign Effectiveness Behavior Scoring Use Cases: Surfacing Gold from Nurture Predicting closed won leads based on their behavior 3 weeks prior to close When are prospects in-market ready to buy?
- 29. Measuring ABM Program Effectiveness with Behavior Scoring
- 30. 4 Types of ABM 1:1 ABM ABM Lite Programmatic ABM Bolt-on ABM Add expanded reach to entire account to supplement lead-based nurture. ABM-inspired tactics across 100s or even 1,000s of identified accounts. Accounts share similar business attributes, challenges, and initiatives. For high-value, strategic accounts. Highly personalized. Higher Value Lower Value 1-10 accounts 10-100 accounts 100-1000 accounts ABM @SangramVajre @Terminus #ABM
- 31. 7 ABM Strategies Every Marketer Must Master Net New Interest Dead Opp Renewal & ExpansionOpportunityBuying Stage ABM Strategy (1:1, ABM Lite, Programmatic) Lead-Based Strategy (Bolt-On ABM) Demand Gen Sales Pipeline Customer Marketing Pre-targeti ng Renewal & Upsell Pipeline Acceleration Wake the Dead Account Nurture Lead-to-Acc ount Nurture Land & Expand X @terminus #ABM #FlipMyFunnel@SangramVajre @Terminus #ABM
- 32. PURPOSE Generate awareness with cold / net-new accounts to improve outcomes for outbound campaigns TACTICS Terminus campaigns SDR cadences Email campaigns Direct mail Events BENEFITS Improved engagement rates, account penetration, and MQAs created KPIs Pre-Targeting ABM Strategy Demand Gen @terminus #ABM #FlipMyFunnel # of meetings set % of accounts that show engagement # of target accounts that attend an event or webinar @SangramVajre #ABM
- 33. PURPOSE Engage key stakeholders throughout account to increase conversion to sales pipeline Terminus campaigns Email campaigns Webinars Direct mail Events Retargeting Increased engagement throughout entire account and accelerated pipeline conversion KPIs Lead-to-opportunity conversion rate MQA-to-opportunity conversion rate Pipeline created @terminus #ABM #FlipMyFunnel Account Nurture ABM Strategy Demand Gen BENEFITSTACTICS @SangramVajre @Terminus #ABM
- 34. Deliver message beyond the individual lead and engage more stakeholders in the account Terminus campaigns Lead-based email nurture Retargeting Expands reach of nurture to include other key stakeholders Increased likelihood of converting to opportunity Lead-to-Account Nurture (Bolt-On ABM) Lead Based Strategy Demand Gen @terminus #ABM #FlipMyFunnel PURPOSE KPIs Lead-to-opportunity conversion rate Pipeline created BENEFITSTACTICS @SangramVajre @Terminus #ABM
- 35. PURPOSE Engage wider audience of stakeholders during sales process to increase pipeline velocity and win rates Terminus campaigns Sales engagement Field marketing activities Events Shorten sales cycle, accelerate opp progression, and increase closed/won rates KPIs Win rates Opportunity stage conversion Sales cycle length Revenue #ABM #FlipMyFunnel Pipeline Acceleration ABM Strategy Sales Pipeline @terminus #ABM #FlipMyFunnel BENEFITSTACTICS @SangramVajre @Terminus #ABM
- 36. PURPOSE Generate pipeline by re-engaging opportunities that have been closed out in the sales pipeline Terminus campaigns Sales engagement Events Direct mail Webinars Email nurture Revives lost pipeline which has a higher propensity to buy KPIs Pipeline generated Win rates Revenue Wake the Dead ABM Strategy Sales Pipeline @terminus #ABM #FlipMyFunnel BENEFITSTACTICS @SangramVajre @Terminus #ABM
- 37. Engage other divisions or business units within an account Terminus campaigns Sales outreach Account management Email campaigns Direct mail Case study Increase revenue in existing accounts by targeting other divisions with customized messaging Land & Expand ABM Strategy Customer Marketing @terminus #ABM #FlipMyFunnel PURPOSE KPIs New revenue % of new revenue influenced Churn rate BENEFITSTACTICS @SangramVajre @Terminus #ABM
- 38. Renewal & Upsell ABM Strategy Customer Marketing @terminus #ABM #FlipMyFunnel Engage key decision makers beyond user in order to increase renewal rates and contract value Terminus campaigns Sales outreach Account management Email campaigns Direct mail Improved contract value and churn rates by engaging the entire account prior to renewal PURPOSE KPIs New revenue % of new revenue influenced Churn rate BENEFITSTACTICS @SangramVajre @Terminus #ABM
- 39. @terminus #ABM #FlipMyFunnel@SangramVajre @Terminus #ABM
- 40. @terminus #ABM #FlipMyFunnel@SangramVajre @Terminus #ABM We wrote a book! Account-Based Marketing for Dummies Download Chapter 1 for free: go.terminus.com/abmd-book-page OR Tweet @Terminus and we’ll send you a free copy of the 300+ page book!
- 41. Questions? KRISTINA MCMILLAN Director of Research at TOPO @lifeiterated kristina@topohq.com @szinsmeister sean@infer.com stackandflow.io SEAN ZINSMEISTER VP of Product Marketing at Infer SANGRAM VAJRE CMO & Co-Founder at Terminus sangram.vajre@terminus.com @sangramvajre