target account selection
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©2015 EverString
Target Account SelectionJ.J. KardwellPresident & Co-founder, EverString
©2015 EverString
Agenda
Target account selection as the critical first step of account-based marketing (ABM)
Using predictive marketing to optimize target account selection
Tiered approach to targeting accounts
Creating sales and marketing alignment through target accounts
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©2015 EverString
The seven steps of ABM
1. Identify Target Accounts 2. Identify Decisions Makers3. Clean Account and Lead/Contact Data4. Create Personalized Content5. Select Channels or Combination of Channels6. Program Execution 7. Review results and optimize
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Who?
What?
How?
©2015 EverString
The seven steps of ABM
1. Identify Target Accounts 2. Identify Decisions Makers3. Clean Account and Lead/Contact Data4. Create Personalized Content5. Select Channels or Combination of Channels6. Program Execution 7. Review results and optimize
4
Who?
What?
How?
©2015 EverString
The role of target account selection in ABM
Target account selection is the foundational step of ABM.
Without target account selection you can not do anything with ABM.
To optimize effectiveness, you need to first understand your total addressable market, and then identify the ideal target accounts to pursue.
Target account selection has historically been a laborious task, but technology has made it much easier and more accurate.
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©2015 EverString
The “old way” of target account selection
Manually select accounts Sales reps pick companies they’ve sold to and those they are
pursuing Selection based on basic firmographics (e.g., revenue,
geography, employee count and industry) Prioritized based on gut feel and subjective judgment Blind spots in new geographies and segments
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©2015 EverString7
Predictive account selection – the new way
A
A
A
A
A
B
ABMstarts with
Audience Selection
The process of using data to identify your
target accounts
Use data to compilean objective list
of target accounts
B
B
CD C CC D C
C C CC D C
CC DD C C
DC D C C D C
D C CC C D
DC DC D C
A A
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How to build predictive target account lists
Key questions: Which companies
can use this approach?
What makes for a good target account?
What data does predictive use?
What signals matter?
EverString collects & curates terabytes of information
internet
commercial sources
crawl pixelsip traffic Data Science
Machine LearningNatural Language Processing
Artificial Intelligence20K Insights per Account
EverStringAccount Insights
11M Accounts
©2015 EverString9
INTE
NT
FIT
ENGA
GEM
ENT
Out of Funnelbrowsing behavior, crawling
Upper FunnelPixels and cookies
Mid FunnelMarketing Automation
Lower FunnelCRM
Accounts should be prioritized on three dimensions
FitDetermines how much an account or lead looks like your best customers (e.g., firmographics and tech stack)
EngagementQuantifies the degree of interaction that an account or lead has had with you (e.g., website visits, webinars, downloads)
IntentEngagement that is not with you (e.g., browsing activity, content consumption & behavior patterns by prospects)
©2015 EverString10
Output is an objective target account list
Your model is applied against full account database
Provides you with a point-of-view on every account in your addressable market
Result is objective target account list
MarketingAutomationCRM
Decision Platform
Your Data, Your Model
Audience Selection
Scores Net New Prospects
20K Insights per Account
EverStringAccount Insights
11M AccountsIntegration
Target Account
List
©2015 EverString
Ideal account profiles are different for each business
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©2015 EverString
Target account tiering
Tier accounts by account persona to promote alignment with sales
Involve sales team in tiering process. This is what they expect, and you will seed the discussion with an objective list of accounts.
ABM plays can be expensive, so tiering is critical to optimize dollar spend and resource allocation
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Tiers Accounts ACV Revenue Potential ABM Budget
Tier 1 10 $500,000
$1,500,000 $150,000
Tier 2 100 $100,000
$3,000,000 $300,000
Tier 3 1,000 $50,000 $5,000,000 $500,000
©2015 EverString13
Identifying your buying center
Once you have a reliable target account list, you can use old fashioned buyer personas and insights into the “sphere of influence”
InfluencersBuyer
Buyer personas remain mostly intact. You may need to refine language to speak of the buyer in the context of an account
Determining the “influencers” to your economic buyer enables deeper penetration into the account
With ABM, your SDRs can be directed to help map the entire sphere of influence
©2015 EverString14
ABM plays can then be run against two layers
Buyer Play
Influencer Play
Physical Mailer Email Nurturing Invite to Micro Event SDR Call w/ ALL
Targeted Display Postcard Email Nurturing SDR Call w/ ENGAGED
InfluencersBuyer
©2015 EverString15
Account BasedSelling
Creates deeper sales and marketing alignment
Marketing&
©2015 EverString
Predictive in the ABM process
1. Identify Target Accounts 2. Identify Decisions Makers3. Clean Account and Lead/Contact Data4. Create Personalized Content5. Select Channels or Combination of Channels6. Program Execution 7. Review results and optimize
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Getting this right...
©2015 EverString
Predictive in the ABM process
1. Identify Target Accounts 2. Identify Decisions Makers3. Clean Account and Lead/Contact Data4. Create Personalized Content5. Select Channels or Combination of Channels6. Program Execution 7. Review results and optimize
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Getting this right...
…enables this tobe effective
©2015 EverString
Final Thoughts
Picking the right accounts is critically important for ABM, as ABM will not work unless it is focused on the correct targets
Predictive marketing software enables you to rapidly build an objective target account list, and to prioritize every prospect in your market
Optimizing target account selection creates alignment between marketing and sales
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J.J. KardwellPresident & Co-founderEverStringwww.everstring.com
jj.kardwell@everstring.com@jjkardwell
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