the executive playbook for account-based strategies
Post on 15-Apr-2017
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● 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 Marketingat 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-Founderat 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 Researchat Topo
@lifeiterated
kristina.mcmillan@topo.com
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.
www.topohq.com© 2016 TOPO. All rights reserved.
April 12-13Pier 27 – San Francisco, CA
Join 1,000+ sales and marketing leaders responsible for $50B in revenue and learn how they
drive growth.
For discount code, email kristina@topohq.com
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?
Natural Language Processing
Machine Learning
Fuzzy Matching
Title Normalization
External Data Append
Predictive Modeling
SPAM Analysis
Sales Performance Management
Marketing Efficiency
Data-DriveWorkflows
How it Works
CRM
Marketing Automation
Product Usage
Engagement Data
Web Crawl
API
Google Analytics
Proprietary
Data Science
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
● Marketing
● Sales Development
● Account Executive Opportunities
Finding the White Space in your Pipeline
● Forecast revenue growth
● Find gaps in GTM process
● Pipeline acceleration
Tying it All Together...
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 CIOFFISVP & GM of Digital Marketing Business
ABM - Upsell and Expansion
CAREN CIOFFISVP & 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.
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 ROWELLProduct Marketing Manager
Retargeting A and B-Accounts
Strengthened sales & marketing alignment
Focused and optimized advertising spend on account strategy
ABM Retargeting Campaigns
JESSICA CROSSHead of Customer Lifecycle
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)
Advanced PrioritizationMeasuring 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?
4 Types of ABM1:1 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
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-targeting
Renewal & Upsell
Pipeline Acceleration
Wake the Dead
AccountNurture
Lead-to-Account Nurture
Land & Expand
X
@terminus #ABM #FlipMyFunnel@SangramVajre @Terminus #ABM
PURPOSE
Generate awareness with cold / net-new accounts to improve outcomes for
outbound campaigns
TACTICS
Terminus campaignsSDR cadences
Email campaigns Direct mail
Events
BENEFITS
Improved engagement rates, account
penetration, and MQAs created
KPIs
Pre-TargetingABM 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
PURPOSE
Engage key stakeholders throughout account to increase conversion to
sales pipeline
Terminus campaignsEmail campaigns
Webinars Direct mail
EventsRetargeting
Increased engagement throughout entire
account and accelerated pipeline
conversion
KPIs
Lead-to-opportunity conversion rate
MQA-to-opportunity conversion ratePipeline created
@terminus #ABM #FlipMyFunnel
Account NurtureABM Strategy
Demand Gen
BENEFITSTACTICS
@SangramVajre @Terminus #ABM
Deliver message beyond the individual lead and engage more
stakeholders in the account
Terminus campaignsLead-based email
nurtureRetargeting
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 ratePipeline created
BENEFITSTACTICS
@SangramVajre @Terminus #ABM
PURPOSE
Engage wider audience of stakeholders during
sales process to increase pipeline velocity and win
rates
Terminus campaignsSales engagement
Field marketing activitiesEvents
Shorten sales cycle, accelerate opp
progression, and increase closed/won
rates
KPIs
Win ratesOpportunity stage
conversionSales cycle length
Revenue
#ABM #FlipMyFunnel
Pipeline AccelerationABM Strategy
Sales Pipeline
@terminus #ABM #FlipMyFunnel
BENEFITSTACTICS
@SangramVajre @Terminus #ABM
PURPOSE
Generate pipeline by re-engaging
opportunities that have been closed out in the
sales pipeline
Terminus campaignsSales engagement
Events Direct mailWebinars
Email nurture
Revives lost pipeline which has a higher propensity to buy
KPIs
Pipeline generatedWin ratesRevenue
Wake the DeadABM Strategy
Sales Pipeline
@terminus #ABM #FlipMyFunnel
BENEFITSTACTICS
@SangramVajre @Terminus #ABM
Engage other divisions or business units within an
account
Terminus campaignsSales outreach
Account management
Email campaigns Direct mailCase study
Increase revenue in existing accounts by
targeting other divisions with customized
messaging
Land & ExpandABM Strategy
Customer Marketing
@terminus #ABM #FlipMyFunnel
PURPOSE KPIs
New revenue% of new revenue
influencedChurn rate
BENEFITSTACTICS
@SangramVajre @Terminus #ABM
Renewal & UpsellABM Strategy
Customer Marketing
@terminus #ABM #FlipMyFunnel
Engage key decision makers beyond user in
order to increase renewal rates and
contract value
Terminus campaignsSales 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
influencedChurn rate
BENEFITSTACTICS
@SangramVajre @Terminus #ABM
@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!
Questions?
KRISTINA MCMILLAN
Director of Researchat TOPO
@lifeiterated
kristina@topohq.com
@szinsmeister
sean@infer.com
stackandflow.io
SEAN ZINSMEISTER
VP of Product Marketingat Infer
SANGRAM VAJRE
CMO & Co-Founderat Terminus
sangram.vajre@terminus.com
@sangramvajre
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