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