Evolving Your Customer EngagementACCOUNT-BASED MARKETING & SELLING:

April 7th, 2016

Megan Heuer Jon Miller Tracy Eiler

#ABMChat

Inbound

MetricsOutbound

Upsell

MarketingPredictive Analytics Sales

CRMPersonalization

Workshop

Social Success

MarTech

ABMAlignmentLeads

Campaigns

FrameworkContactsLists

MQL’s

SAL’sAccounts

Marketing Automation

Pipeline

Segmentation

Campaigns

EngagementNamed Account

Targeted Account

Customers

Engagement

Nurture

Lead Generation

Revenue

EmailGAP

Direct Mail

AdTech

Defined-Universe of ABM Types

LARGE ACCOUNTVery small number of large

existing or targeted accounts

NAMED ACCOUNTModerate or larger number of defined

existing or targeted accounts

CUSTOMER LIFECYCLEModerate or larger number of existing

customers that receive differentiated outreach

INDUSTRY/SEGMENTAny number of new or existing accounts in

same vertical or other specific segment

Account-Based Models

We’ve Come a Long Way

Cold Calling Book of Business

Customer Success

Spray & Pray

Personas & Segmentation

Account-Based Marketing

Account-Based Selling

Account-Based Marketing

Targeted Outbound

General Inbound

Account Targeting

Of allbuyer interactions

throughout allstages of buying

Source: Based on SiriusDecisions data from more than 1,000 b-to-b buyers

51%marketing-

led

49%sales-led

Aligning Around the Customer

Companies that exceed revenue are 78% likely to have aligned sales and marketing teams78%

Source: Based on InsideView data from more than 995 sales & marketing professionals from across industries

Faster revenue growth was achieved in organizations with tightly aligned marketing & sales teams 19%

Source: Based on SiriusDecisions data from more than 1,000 b-to-b buyers

Who Drives What?

SALES

AccountSelection

Goal Setting

Product Education

Data Cleanliness

CustomerOutreach

Pipeline

Revenue

EngagementRenewals & Upsell

Lead Follow-Up

Building Out Contacts

Enablement

Campaigning

MARKETINGLead Qualification

Updating CRM

Account Development

Strategy & Orchestration

Account Nurture

Metrics for ABMEngagement

Coverage

InfluenceProgram Impact

Awareness

ABM MarTech LandscapeSelection

Identify and prioritize target

accounts

ContactsDiscover contacts and map to your

accounts

InsightsUnderstand what is relevant & resonant

at accounts

InteractionsManage 1:1 account-based interactions in

channel – events, outbound, digital (ads, web)

OrchestrationSynchronize interactions

coordinated plays that align to account plans

InfrastructureMap leads to

accounts, identify hot accounts, show

impact of ABM efforts

ContentCreate account-

specific content and messaging that reflects insights

Ads

Hum

an E

mai

lEv

ents

Dire

ct

Com

plem

enta

ry

Web

Pred

ictiv

e

Attr

ibut

ion

Ana

lytic

s

Dia

ling

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Q&A