how to build an account based sales development machine

Copyright ©2016, Engagio Inc. @jonmiller

How To Build an Account Based Sales Development Machine

Jon Miller, CEO and Founder


Agenda

Hacks for ABE

3 Step Process

Why Account Based

Everything?


Why Account Based Everything


Nets versus Spears

DemandGeneration Account Based


ABM is Hot

Google Trends for Account Based

Marketing

Engagio founded

Copyright ©2016, Engagio Inc. @jonmiller 6

But Marketing Isn’t SufficientABM Not Enough

Source: TOPO

15%

Penetration into target accounts

Rise of Account Based Sales

Development

“[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO


Account Based Marketing

Account Based Sales

Development

Account Based Sales


Hello, Account Based Everything

Orchestration

Account Based

MarketingAccount Based

Sales Development

Account BasedSales

Account Based

Customer Success


3 Step Process for Account Based

Everything


#FlipMyFunnel

What do we want to say?(offers)

Who should we say it to?(segments)

Who are we trying to reach?(accounts)

What should we say?(message)

Where should we say it?(channels)

Where should we say it? (channels)

Dem

and

Gen

Acco

unt

Base

d Ev

eryt

hin

g


Styles of ABE

5-50 accounts (“tens”)Rich account plansEvery touch personalized

50-1,000 accounts (“hundreds”)Light research + data build outPersonalized touches to key personas1,000+ accounts (“thousands”)Automated touches OKIndustry and persona customization

Hybrid

Lite

Classic

With #ABE you need to knock on people’s doors.

– @jonmiller


Sales Spam = Opt out, tune out, toss out


“Sales Spam

Sucks” – @jonmiller

“Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.”

– Craig Rosenberg


Three most important factors in enterprise decision: • Knowledge and understanding of my industry • Knowledge and understanding of my unique business

issues • 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


What to Research

The Market Industry Dynamics Key Trends Competitors Growth Drivers & Inhibitors

Relationships & Connections Key Contact Profiles Relationships to Each other Relationships to Your Company Attitudes, Preferences & Biases

The Company Financial Health Growth Areas vs “Cash Cows” Renewal Risk SWOT Initiatives & Organizational Priorities Triggers (Funding, Acquisitions, Personnel change,

etc.)

The Buying Centers Org. Chart Key Buying Centers Whitespace & Buying Center Analysis


Channels for Outbound Account Based Everything

Marketing• Events• Direct mail• Online advertising• Social ads• Web personalization

Sales / Sales Development• Human Email• Phone• Social

Channels


A series of steps that orchestrates interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts


Team Selling

Marketing Ops

SDR Manager

Coaches

Sales /AE

SDR / ADR

Executive Sales Ops

Players

VP, SalesDemand Gen


From me

Personalized by an SDR

Additional steps can include phone, social checklist, direct mail, etc.


Day Step(s) DescriptionPre Research Find out 3 pieces of relevant informationPre ABM Ads Build awareness with targeted ads

Pre Dimensional Mail Package / postcards to decision maker + influencers

1 Triple Touches Human email (SDR) + voicemail + social (InMail)(multiple personas) – mail follow-up

4 Double Touches Human email (AE) + voicemail – case study

7 Double Touches Human email (SDR) + voicemail – relevant content

15 Double Touches Human email (exec) + voicemail – exec alignment21 Last Chance Last chance email (SDR) + voicemail

Ongoing Human Nurture Share relevant insights (curated content) every 3-4 weeks

Sample Play

TOPO


Hacks for Account Based Everything


BANT• Budget• Authority• Need• Timing

Qualification

AN

• Authority• Need

There’s a project in the next six months

(42% opportunities)

A Meeting with the right person at the right company(38% intro meetings; 18% semi-

qualified)


% Reporting to Sales

My view:• Sales is responsible

for hiring and training

• Marketing is responsiblefor coordinating activities and Plays

Source: The Bridge Group: Sales Development 2016: Metrics and Compensation Research Report


Lead to Account Matching

LeadsAccount


Marketing Qualified Accounts (MQAs) not MQLs

33

Breadth

Dep

th


Account Based Metrics Are DifferentDemand Generation Account Based

Quantity Quality

Days and Weeks Months and Years

Create Pipeline Influence Pipeline

New Business Land and Expand

Measurement


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:

ABE Market Map

Data Vendors Predictive

Who: Selection What: InsightAccount Insight

Where: InteractionAds

Infrastructure Lead to Account match

(L2a);Routing; ABM Analytics

Website

Orchestration

Direct / Physical

Events

Human Email Phone / Dialer Social

Other

Intent & Technographic

s

Attribution

Person Insight

CRMAccount Plannin

g

Synchronize Interactions into coordinated Plays

Complementary

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The Clear and Complete Guide to Account Based

Sales Development


• Marketing isn’t sufficient for comprehensive account-based outreach – need ABSD

• Account Based Everything is a strategy that orchestrates account-based Plays across channels and players for maximum impact

• ABE process: Who are we trying to reach? What should we say? Where should we say it?

• Outbound does not need to mean interruption; use account-specific research to maximize relevance

• Lead to Account Matching is the foundation of account-centric success

Tweetable Takeaways

@jonmiller