build your target account list

BUILDING YOUR TARGET ACCOUNT LISTHIGH PERFORMANCE ABM

Chris BondhusSenior Director, Demand Gen | Brightcove

Phil HollrahVP, Product Marketing | Demandbase

FRI Metrics, Measurements and KPIs

Keys to Sales & Marketing Alignment SuccessTUESWEDTHURS

Building Your Target Account List

ABM Across the Funnel

MON ABM Fundamentals

@Demandbase #ABMwebseries

HIGH PERFORMANCE ABM WEBINAR SERIESEVERYDAY 10 AM PT

© 2016 Copyright Demandbase

PHIL HOLLRAHVP, Product MarketingDemandbase@philhollrah

CHRIS BONDHUSSenior Director, Demand Gen Brightcove@Cbondhus

TODAY’S PRESENTERS

Brightcove = Video for Marketers

Video on website

Social Video Video portals &

microsites

Live streaming

Video integration

CMS, MAP & CRM

• THE BASICS

• DEVELOPING THE LIST

• MANAGE THE LIST

• KEY TAKEAWAYS

AGENDA

THE BASICS


Marketing OperationsSales

Senior Leaders in…

BUILD YOUR ABM LEADERSHIP TEAM


Staff to New ABM Focus

Communicate Objectives

Reset Expectations

Ensure Compliance

Collaborate Regularly Reinforce the Target Account List

ABM LEADERSHIP TEAM: RESPONSIBILITIES


ROLE OF THE LIST

These are the companies that are most likely to buy from you, due to characteristics that set them up for success.

Shares Focus

Aligns Resources

Facilitates Compliance

Role of the List:


GOALS

Set a baseline of prior year measurement of the same business objectives

Look Back To Move Forward

DEVELOPING A LIST


OVERVIEW OF THE PROCESS

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Secure Agreement

from ABM Leadership Team

Verify & Iterate with field sales

Update at regular intervals

Build an initial list

4321

It’s a Collaborative Process


WHERE TO START

Establish who owns the list Department, owner, communications


BUILD AN INITIAL LIST

4 Use account identification technology to determine the high-value accounts most likely to buy and best individuals within those accounts

WAYS TO APPROACH THE PROCESS

Evaluate your current customer base to create a lookalike model123

Leverage your list of named accounts, which include verticals and strategic accounts

Use data to generate a list of companies, and then have a discussion with your sales team to determine a set of target accounts


SECURE AGREEMENT

ABM Leadership Team Approval of the List


VERIFY AND ITERATE

Toss it back to sales team

• Bring knowledge of the territory

• Disqualify, force account on the list


UPDATE

Territory Changes, New Reps, Buy In/Education

At all Scales

Once a year shift in business model, new set of business to influence the model

MINOR

MAJOR


Implications for MAS & CRMLead Routing, Scoring, Maintaining/Auditing the List, Reporting

Alignment is Key

MARKETING-SALES-OPERATIONS


WHAT WILL AFFECT YOUR PROCESS/LIST

CONSIDERATIONS

Sales Cycle/length, Average Deal Size, Size of your Sales Team

• Think about total addressable market• Target the highest propensity to buy


Understand that only a portion of your revenue will

come from this list - it may be a majority or minority depending on

your business model

MANAGE YOUR LIST


SEGMENT YOUR TARGET ACCOUNT LIST

Segments you select must have discrete business objectives that marketing can build programs to support


MEASURE

1

2

3

Select focus areas

Identify what is working

Set a baseline


MAINTAIN THE LIST OVER TIME

Pitfalls: Lack of audit, stuffing the list

• Short attention span• Reinforce with the team?

KEY TAKEAWAYS


KEY TAKEAWAYS

• Start with Your Business Objectives

• Start Simple• Prove the Model

• Review, Revise & Expand Over Time

• It is an Iterative Process

THANK YOU

#ABMwebseries@Demandbase