executing account based plays
Post on 29-Jan-2018
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It’s Game Time
Executing Account Based Plays
STRATEG Y | TACTICS | CONTENT & CREATIVE | DEVELOPMENT | TRAINING
Who is LeadMD?
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Marketing Automation, CRM, DemandGen, ABE
3000+ Engagements
38+ Certified Marketo, Engagio & SFDC experts Justin Gray
CEO@jgraymatterLeadMD
Meet Account Based Orchestration
First, a primer on why we’re here
TRUST.
Purchase Process
DATABASE
Predictive Analytics
Data Sources
PLANNING
Sales Intelligence
CONTENT
ABM Content
Technology
EXECUTION MEASUREMENT
CRM
MARKETING AUTOMATION
ACCOUNT BASED MARKETING MANAGEMENT
Targeted Ads
3rd Party Web and
Social
Personalization
Playbooks
ABM Analytics
Intelligent Routing
#ABE Go To Market Strategy
Buyer Personas Nurture
Purchase Process
DATABASE
Predictive Analytics
Data Sources
PLANNING
Sales Intelligence
CONTENT
ABM Content
Technology
EXECUTION MEASUREMENT
CRM
MARKETING AUTOMATION
ACCOUNT BASED MARKETING MANAGEMENT
Targeted Ads
3rd Party Web and
Social
Personalization
Playbooks
ABM Analytics
Intelligent Routing
Buyer Personas Nurture
#ABE Go To Market Strategy
What does this currently look like in the sales & marketing cycle?
Marketing SalesMQ
L/S
AL
What is an account persona?
An Account Persona is stereotypical buying committee based on the firmographic or organizational makeup of the Account to which they belong.
The more detailed your personas are, the more results they’ll yield.
Let’s talk about alignment under this model
Buyer engagement as a joint account plan between sales & marketing
Acc
ount
Buying Committee
High-Value, First-Meeting Plays
With a limited number of accounts, sales needs first-meeting plays that allow them to:
1. Capture enough interest to encourage a meeting
2. Drive enough value so the prospect wants to learn more
DEMO CUSTOM RESEARCH REPORT
You Read That Right: High Value
Mapping Customization to ACV
Mapping Customization to ACV
Benchmark Report Sales Offer
Step 1
Step 2
Step 3
Step 4
Step 5
ADR Builds the Buying Committee
ADR + Account Manager + Exec Conducts Account Planning
ADR Performs Initial Data Gathering & Research
Account Manager & Consultant Complete the Full Benchmark
Executive + ADR + Account Manager Deliver the Benchmark
Play Example
THE W’s
Map the Account Teams Through Data
WHO
Conduct Research & Account Planning
WHAT
Distribute through Multi-Channel Campaigns
WHERE
High Value Messaging & Content
WHY
Create Threaded Alignment
WHAMMY!
Purchase Process
DATABASE
Predictive Analytics
Data Sources
PLANNING
Sales Intelligence
CONTENT
ABM Content
Technology
EXECUTION MEASUREMENT
CRM
MARKETING AUTOMATION
ACCOUNT BASED MARKETING MANAGEMENT
Targeted Ads
3rd Party Web and
Social
Personalization
Playbooks
ABM Analytics
Intelligent Routing
Remember This?
Buyer Personas Nurture
This is how you engage in an Account Based Orchestration model
Marketing
MQ
A/S
AA
Executives
Sales
The Outcomes: Measure Coverage
Account & Buyer Profile/Persona Completeness
The Outcomes: Measure Engagement
Account Profile Interactions & weighting
Real ResultsIn research* of organizations executing high-value, first-meeting plays, we found many attribute these plays to significant lift in their metrics, including:
49% penetration into target accounts in two years
26% lift on touch pattern/SQL conversion rate
21% of first meetings converting to larger stakeholder meetings
* Stats provided by TOPO
Learn more about our ABM Resources
leadmd.com/marketplace
Leadmd.com/abm
Thank you
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