account based marketing and sales development - aligned

Account Based Marketing and Sales Development - Aligned

Jon Miller, Founder and CEO

@jonmiller

Agenda

Hacks for ABE

3 Step ProcessWhy Account

Based Everything?

Why Account Based

Everything

Nets versus Spears

DemandGeneration

Account Based

The Next Big Thing?

Google Trends for

Account Based Marketing

Engagio

founded

But Marketing Isn’t Sufficient

ABM Not Enough

Source: TOPO

15% Penetration into target accounts

Rise of Sales Development

“[Account Based Sales Development is] today’s most effective Account-

Based tactic.” – TOPO

Account Based

Marketing

Account Based

Sales Development

Account Based

Hello, Account Based Everything

Orchestration

Account Based

Marketing

Account Based

Sales Development

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)

Whatshould we say?

(message)

Where should we say it?

(channels)

Whereshould we say it?

(channels)

1. Ideal Customer Profile 2. Ideal Buyer Personas

• Firmographics

• Technographics

• Geography

• Behaviors

• Intent

• Predictive

For each member of

buying committee

• Buyer

• Influencer

• User

• Gatekeeper

Styles of ABE

5-50 accounts (“tens”)

50-1,000 accounts (“hundreds”)

1,000+ accounts (“thousands”)Hybrid

Classic

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

– @jonmiller

• Broken personalization – my name is Jon!!

• Typos

• Focused on their needs rather than value to the customer

Opt out, tune

out, toss out

“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 unique business issues

• Knowledge and understanding of my industry

• Fresh ideas to advance my business

“75% of executives will read unsolicited

marketing materials that contain ideas

that might be relevant to their business.”75%

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

• Market

• Company

• People

• Relationships

• History

• Connections

• Door Openers

What To Research

Marketing

• Events

• Direct mail

• Online advertising

• Social ads

• Web personalization

Channels

Marketing

• Events

• Direct mail

• Online advertising

• Social ads

• Web personalization

Sales / Sales Development

• Human Email

• Phone

• Social

Channels

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

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

Account

ExecutiveMarketing OpsSDR

Manager

Account

Management

Account

Executive

Sales Development

Sales Ops

Coach Quarterback Players

VP, SalesDemand Gen

Hacks for Account Based Everything

Lead to Account Matching

Account

Fuzzy logic match on name, company, IP, geography =

• Account-level visibility

• Better routing

Marketing Qualified

Accounts (MQAs) not

Breadth

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

CoverageDo you have sufficient data, opt-in contacts, and account plans for each target account?

“Big 5” ABM Metrics (1a)

Awareness

“Big 5” ABM Metrics (2)

Which target accounts have any awareness of us?

Are they visiting the website?

Engagement

Are the right people at the account spending time with your company? Is that engagement going up over time?

Don’t count the people you reach;

reach the people that count.

– David Ogilvy

Program Reach

COVERAGE

% target accounts with a success

Are marketing programs reaching the target accounts?

How much waste is there?

Program Impact

• “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?

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:

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:

• 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

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