Leading by Example: Kapost Creates an
ABM Center of Excellence
Today’s Promise Provide insight into Kapost’s ABM
Journey
Make it not sound so incredibly nebulous
Provide a actionable takeaways for success
About LeadMD Digital Marketing
consultancy specializing in making strategy actionable
Focused on the Marketo platform
7 Years and 2600+ engagements
Here to Share the Story of a Flipped Funnel
Justin GrayFounder/CEO, LeadMD
@Jgraymatter
Shar BerwickSenior Director of Marketing, Kapost
@SharBerwick
Why ABM at Kapost?
Process of Selling ABM Internally1. Targeted set of accounts (typically larger accounts)2. Programs deliver highly personalized experience3. Coordination across touches, channels, and experiences4. Always-on until account is removed from target list5. Marketing, sales development, and sales alignment is crucial
CRM
Persona
Title
Contact
Persona
Account
}Set yourself up for success
Let’s talk about data structure
The ABM Account Mix
100key
accounts50% Tech
50% Other+ =
ABM Account planning process
Medium Sized Businesses (SMB)
Enterprise Businesses
Getting Started
Kapost ABM FrameworkMARKET PLANNING
Define Ideal Customer Profile (ICP) and Buyer Personas (BP)
Ideal Customer ProfileBuyer PersonasTarget account list
Sales and marketing signoff
ACCOUNT PLANNING
Gather account/contact insights that will inform campaigns
Account teamsQuarterly account reviewsBi-weekly insight scrum
2-3 insights for 100% of accounts
LEAD QUALIFICATION
Sales development follows-up on leads to set appointments for sales
SDR touch patternLive call script CRM updates
Set meeting for sales
SALES CYCLE
Sales works opportunities while marketing provides campaign support
Sales processAd retargeting
Close net new or expansion deal
SALES QUALIFICATION
Sales holds initial call with prospect to determine opportunity
Show and tell Discovery
Sales creates an opportunity
OFFERS
Develop high value offers (e.g. events, content) to support ABM
Digital content (WPs, Webinars)Meetings (Trade/Road Show)Sales offers
Repeatable set of offers available
CAMPAIGN PLANNING
Determine ABM campaign based on account’s current situation
Pipeline BuildLand and ExpandAd-hocNurture
Campaign type determined
EXECUTION
Distribute offers across multiple, well-coordinated channels
Direct mailOutreach (SDR, Rep, Exec)Targeted adsEmailWeb personalization (future)
Create one-to-one engagement
Closed
ABM DATABASE
Create and maintain database of target accounts and contacts
Pre-load contactsCleanseAppend
90%+ of ICP/BPs in database
MQC
SAC SQL
Contacts
Kapost ABM stack
Using predictive to build ICP500 accounts
100 pilot program
50 enterprise 50 mid-market10 tier 140 tier 2
10 tier 140 tier 2
An enterprise focus
Content’s Pivotal Role
Aligning through content marketing
Operationalizing personasASSET TYPE DEFINIED
Promotional Which promotional assets are needed in order to deliver via selected channels
Destination Where will traffic be routed based on promotion assets and channels
Content Who will author, design, and package the offer; along with timelines and actions
Personalization How will the content be personalized based on target account or vertical
Enablement How will Sales be educated on the campaign; where do they access; and how is it tracked
Huge Content Building Exercise
From Concepts to Tactics
ABM Next Steps for Kapost Intelligent Lead Assignment Routing Personalization Based on Buying Stage Lead to Account Mapping & Visibility
Questions?
@jgraymatter @sharberwick