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Account Based Marketing and Sales Development - Aligned
Jon Miller, Founder and CEO
@jonmiller
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Agenda
Hacks for ABE
3 Step ProcessWhy Account
Based Everything?
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Why Account Based
Everything
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Nets versus Spears
DemandGeneration
Account Based
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The Next Big Thing?
Google Trends for
Account Based Marketing
Engagio
founded
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But Marketing Isn’t Sufficient
6
ABM Not Enough
Source: TOPO
15% Penetration into target accounts
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Rise of Sales Development
“[Account Based Sales Development is] today’s most effective Account-
Based tactic.” – TOPO
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Account Based
Marketing
Account Based
Sales Development
Account Based
Sales
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Hello, Account Based Everything
Orchestration
Account Based
Marketing
Account Based
Sales Development
Account Based
Sales
Account Based
Customer
Success
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3 Step Process for Account Based
Everything
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#FlipMyFunnel
What do we want to say?
(offers)
Who should we say it to?
(segments)
Who are we trying to reach?
(accounts)
Whatshould we say?
(message)
Where should we say it?
(channels)
Whereshould we say it?
(channels)
Dem
an
d G
en
Acco
un
t B
ased
Eve
ryth
ing
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Who
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1. Ideal Customer Profile 2. Ideal Buyer Personas
• Firmographics
• Technographics
• Geography
• Behaviors
• Intent
• Predictive
For each member of
buying committee
• Buyer
• Influencer
• User
• Gatekeeper
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Styles of ABE
5-50 accounts (“tens”)
50-1,000 accounts (“hundreds”)
1,000+ accounts (“thousands”)Hybrid
Lite
Classic
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What
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With #ABE you need to knock on people’s doors.
– @jonmiller
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• Broken personalization – my name is Jon!!
• Typos
• Focused on their needs rather than value to the customer
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Opt out, tune
out, toss out
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“Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.”
– Craig Rosenberg
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Three most important factors in enterprise decision:
• Knowledge and understanding of my unique business issues
• Knowledge and understanding of my industry
• Fresh ideas to advance my business
ITSMA
“75% of executives will read unsolicited
marketing materials that contain ideas
that might be relevant to their business.”75%
25%
Yes
No
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Challenger Sale
Challenger
Offers unique perspective
Two-way communication skills
Knows customer value drivers
Can ID economic drivers
Comfortable discussing money
Can pressure the customer Asserts Control
Tailors
Teaches
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• Market
• Company
• People
• Relationships
• History
• Connections
• Door Openers
What To Research
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Where
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Marketing
• Events
• Direct mail
• Online advertising
• Social ads
• Web personalization
Channels
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Marketing
• Events
• Direct mail
• Online advertising
• Social ads
• Web personalization
Sales / Sales Development
• Human Email
• Phone
• Social
Channels
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Touch Day Step(s) Description
0 Pre Research Find out 3 pieces of relevant information
1 Pre ABM Ads Build awareness with targeted ads
2 Pre Dimensional MailPackage / postcards to decision maker + influencers
3 1 Triple Touch Human email + voicemail + social (InMail)
4,5 1 Double Touch Human email + voicemail
6,7 3 Double Touch Human email + voicemail
8,9 7 Double Touch Human email + voicemail
10,11 13 Last Chance Last chance email + voicemail
Ongoing Ongoing Human Nurture Share relevant insights ever 3-4 weeks
Multi-step and Multi-Channel
TOPO
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Account
ExecutiveMarketing OpsSDR
Manager
Roles
Account
Management
Account
Executive
Sales Development
Rep
CEO
Sales Ops
Coach Quarterback Players
VP, SalesDemand Gen
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Hacks for Account Based Everything
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Lead to Account Matching
Leads
Account
Fuzzy logic match on name, company, IP, geography =
• Account-level visibility
• Better routing
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Marketing Qualified
Accounts (MQAs) not
MQLs
32
Breadth
Dep
th
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Account Based Metrics Are Different
Demand Generation Account Based Marketing
Leads Accounts
Quantity Quality
Days and Weeks Months and Years
Create Pipeline Influence Pipeline
New Business Land and Expand
Inbound Outbound
Measurement
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CoverageDo you have sufficient data, opt-in contacts, and account plans for each target account?
“Big 5” ABM Metrics (1a)
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Awareness
“Big 5” ABM Metrics (2)
Which target accounts have any awareness of us?
Are they visiting the website?
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Engagement
“Big 5” ABM Metrics (3)
Are the right people at the account spending time with your company? Is that engagement going up over time?
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Don’t count the people you reach;
reach the people that count.
– David Ogilvy
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Program Reach
“Big 5” ABM Metrics (4)
FO
CU
S
% o
f su
cces
ses
fro
m t
arg
et
acco
un
ts
COVERAGE
% target accounts with a success
Are marketing programs reaching the target accounts?
How much waste is there?
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Program Impact
“Big 5” ABM Metrics (5)
• “Top 25% engagement = 18% faster sales cycles.”
• “Accounts with >three engaged contacts = 15%
higher contract values.”
• “Accounts that attended that dinner = 16% more
movement to next opp stage.”
How are the ABM activities improving sales outcomes such
as deal velocity, win rates, average contract values,
retention, and net promoter scores?
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Impact: Are ABM activities improving key sales outcomes?
Do you have sufficient data, contacts, and account plans for
each target account?Coverage:
Are the target accounts aware of your company?Awareness:
Are marketing programs reaching target accounts?Reach:
Are the right people at the account spending time with your
company? Is that engagement going up over time?Engagement:
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Impact: Are ABM activities improving key sales outcomes?
Do you have sufficient data, contacts, and account plans for
each target account?Coverage:
Are the target accounts aware of your company?Awareness:
Are marketing programs reaching target accounts?Reach:
Are the right people at the account spending time with your
company? Is that engagement going up over time?Engagement:
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• Marketing isn’t sufficient for comprehensive account-based outreach
• Account based marketing and account based sales development perpetuate silos –need Account Based Everything
• Outbound does not need to mean interruption; use account-specific research to maximize relevance
• Coordinate account-based plays across channels and players for maximum impact
• Lead to Account Matching is the foundation of account-centric success
Top Tweetable Takeaways
@jonmiller