alfresco’s approach: 5 critical steps to creating the ideal abm program
TRANSCRIPT
![Page 1: Alfresco’s Approach: 5 Critical Steps To Creating The Ideal ABM Program](https://reader035.vdocument.in/reader035/viewer/2022070517/58ceadcb1a28abb2218b4729/html5/thumbnails/1.jpg)
5 Critical Steps To Creating The Ideal ABM Program
Sydney Sloan CMO, Alfresco
@sydsloan
![Page 2: Alfresco’s Approach: 5 Critical Steps To Creating The Ideal ABM Program](https://reader035.vdocument.in/reader035/viewer/2022070517/58ceadcb1a28abb2218b4729/html5/thumbnails/2.jpg)
1 Prepare: Sell the Idea
2 Prioritize: Set Your Target
3 Plan: Determine the Program Mix
4 Communicate: Integrated Planning
5 Measure: Execute, Optimize
![Page 3: Alfresco’s Approach: 5 Critical Steps To Creating The Ideal ABM Program](https://reader035.vdocument.in/reader035/viewer/2022070517/58ceadcb1a28abb2218b4729/html5/thumbnails/3.jpg)
1 Prepare: Sell the Idea
![Page 4: Alfresco’s Approach: 5 Critical Steps To Creating The Ideal ABM Program](https://reader035.vdocument.in/reader035/viewer/2022070517/58ceadcb1a28abb2218b4729/html5/thumbnails/4.jpg)
ACCOUNT-BASED
ABM @ SCALE+
Global 20
Target 4,000
Named: ~55,000 INBOUND
2 Prioritize: Set Your Target
![Page 5: Alfresco’s Approach: 5 Critical Steps To Creating The Ideal ABM Program](https://reader035.vdocument.in/reader035/viewer/2022070517/58ceadcb1a28abb2218b4729/html5/thumbnails/5.jpg)
3 Plan: Determine the Program Mix
0
1
2
3
4
5
6
7
8
9
10
MARKETING/SALES DEVELOPMENT
Deep discoveryAccount-
based ads
Custom pitch
Custom workshop
BU
YE
R E
NG
AG
EM
EN
T
Marketing
Sales Development
Sales
Customer Success
Account Management
Custom LP/content
Custom webinar
Physical event
Physical promo
Executive outreach
Personalized outreach
Deep research
Content share
Account-based ads
Custom demo
Content selling
White glove trial
Custom proposal / business case
Hands-on onboarding
Account insights
Customer events
Use case campaign
Use case campaign
Personalized outreach
Executive outreachCustomer workshop
SALES PROCESS
CUSTOMER SUCCESS / ACCOUNT
MGMT
© TOPO All rights reserved.
![Page 6: Alfresco’s Approach: 5 Critical Steps To Creating The Ideal ABM Program](https://reader035.vdocument.in/reader035/viewer/2022070517/58ceadcb1a28abb2218b4729/html5/thumbnails/6.jpg)
ABM Program Ideas
• Door Opener• Account Blitz• Founder / CIO Vision Roundtables• Executive Dinner/Breakfast• Strategic Account Brief• Account Days• Customer Value Assessment (CVA)• Account Specific Web Experiences• Executive “Briefing Center”• Customer Closing Event• Quarterly QBR w/Executive• Account Specific Shared Workspace
![Page 7: Alfresco’s Approach: 5 Critical Steps To Creating The Ideal ABM Program](https://reader035.vdocument.in/reader035/viewer/2022070517/58ceadcb1a28abb2218b4729/html5/thumbnails/7.jpg)
ACCOUNT-BASED
ABM @ SCALE
+
INBOUND
Global 20
Target 4,000
Named:~55,000
ABM Programs
• Alfresco Days• Dinners • 3rd Party Events (>30% TA)• Website Personalization• Targeted Digital Marketing• Account Based Advertising
• PR• SEO• Social Media• Email Marketing
+
Influenced 60-70%Sourced 15-25%
Influenced 50-60%Sourced 25-40%
Influenced 75%Sourced 10%
3 Plan: Determine the Program Mix
![Page 8: Alfresco’s Approach: 5 Critical Steps To Creating The Ideal ABM Program](https://reader035.vdocument.in/reader035/viewer/2022070517/58ceadcb1a28abb2218b4729/html5/thumbnails/8.jpg)
![Page 9: Alfresco’s Approach: 5 Critical Steps To Creating The Ideal ABM Program](https://reader035.vdocument.in/reader035/viewer/2022070517/58ceadcb1a28abb2218b4729/html5/thumbnails/9.jpg)
9
![Page 10: Alfresco’s Approach: 5 Critical Steps To Creating The Ideal ABM Program](https://reader035.vdocument.in/reader035/viewer/2022070517/58ceadcb1a28abb2218b4729/html5/thumbnails/10.jpg)
HealthcareCampaign Summary
Collaboration• ‘Trauma Troopers’ Key Play team closely involved in
lead analysis and supporting AE/SDR prioritization of follow up
IDC Whitepaper Program• 1660 White paper downloads• 371* MQLs, 109 follow up contacts based on role (50
companies)
Website• 2854 views in May vs 533 in April• 2mins 30 seconds average time on page (double site
average)
Banner ads:• Industry average is 0.1% CTR, some of our ads are
pulling 1.65%, average 0.93% CTR
![Page 11: Alfresco’s Approach: 5 Critical Steps To Creating The Ideal ABM Program](https://reader035.vdocument.in/reader035/viewer/2022070517/58ceadcb1a28abb2218b4729/html5/thumbnails/11.jpg)
4 Communicate: Integrated Planning
Sales
Customer Success
ACCOUNTProduct
Marketing
![Page 12: Alfresco’s Approach: 5 Critical Steps To Creating The Ideal ABM Program](https://reader035.vdocument.in/reader035/viewer/2022070517/58ceadcb1a28abb2218b4729/html5/thumbnails/12.jpg)
• Coverage: do we have sufficient data, contacts, and account plans for each target account?
• Awareness: are the target accounts aware of Alfresco and its solutions?
• Program Impact: are marketing programs reaching the target accounts, and are they having a long-term effect?
• Engagement: are the right people at the account spending time with Alfresco, and is that engagement going up over time?
• Results: how are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and satisfaction scores?
5 Measure: Execute, Optimize
![Page 13: Alfresco’s Approach: 5 Critical Steps To Creating The Ideal ABM Program](https://reader035.vdocument.in/reader035/viewer/2022070517/58ceadcb1a28abb2218b4729/html5/thumbnails/13.jpg)
Questions? @sydsloan
![Page 14: Alfresco’s Approach: 5 Critical Steps To Creating The Ideal ABM Program](https://reader035.vdocument.in/reader035/viewer/2022070517/58ceadcb1a28abb2218b4729/html5/thumbnails/14.jpg)
#B2BMX