6 COMMON ISSUES ENCOUNTERED WHEN SCALING AN ABM STRATEGY PRESENTED BY THE ABM LEADERSHIP ALLIANCE
6 COMMON ISSUES ENCOUNTERED WHEN SCALING AN ABM STRATEGY
PRESENTED BYTHE ABM LEADERSHIP ALLIANCE
Today’s Moderator
Patrice GreenePresident and Co-Founder
Inverta
6 Common Issues Encountered
1. Assigning attribution for opportunities is causing issues with Sales or within Marketing
2. Selecting and managing a target account list is manual and cumbersome3. Understanding which website experiences are most effective for target
accounts4. Deciding which content to deliver to targets to move them through the
buyer’s journey5. Identifying and connecting with the buying committee at target accounts6. Enabling the sales team to follow up on marketing programs
Dave RigottiHead of
MarketingBizible
Shari JohnstonSVP Marketing
Radius
Elle WoulfeVP MarketingLookBookHQ
Stephanie RobothamVP Corporate
MarketingOptimizely
Sandra FreemanHead of Strategic
MarketingEngagio
Jessica FewlessSr. Director Field & Partner Marketing
Demandbase
Today’s Experts
ISSUE 1Assigning attribution for opportunitiesis causing issues with Sales or within Marketing
Problem
The sales team works oncommission, so they’reincentivized to close dealsand generate revenue.
The marketing team hasa MQL / opportunity goal,so they’re incentivized todrive lots of demand.
Step 1: Aligning teams by creating the same goals and incentives
Step 2: Accurately measuring those goals in an ABM worldMulti-touch / full-funnel tracking to revenueEnsure tracking of non-traditional channels (outbound, mailers, etc)Account-based reporting
Creating Alignment with ABM Analytics
Full-Funnel Measurement of ABM
Example: Post-Opportunity Stage Activities
ISSUE 2Selecting and managing a target account list is manual and cumbersome
Account-Based Marketing is only successful if you are going after the
right accounts to begin with...
Process Maturity
Mat
urity
Use a sales sourced named account list
Use data sources to find accounts like your recent closed deals
Leverage both technology and an aligned review process to uncover your next best customers
Leverage a target account list that is modeled after recent closed deals
Account-Based Account Selection Maturity
ABM: The Art and Science
1. Align marketing & sales around your selection model
2. Use data science to find More of your next best customers
3. Validate results as a team and tier accounts
4. Operationalize them into your CRM and MAT & start executing!
ISSUE 3Understanding which website experiences are most effective for target accounts
Utilizing Data to Inform Experiences
▪ Relevant experiences both based on who the individual is and their behavior
▪ As a first step, try targeting on the homepage and other top trafficked pages with dynamic elements such as:
▪ Headline messaging ▪ Video vs. static imagery ▪ Recommended content▪ Calls-to-action
▪ Measure the impact against a non-ABM experience. What was the improvement? A personalized experience for employees of Microsoft
Accelerate the Buyer Journey
▪ Measure the impact down the funnel on opportunities and pipeline▪ Don’t ignore valuable signals from your visitors ▪ Understand your visitor’s profile and intent based on their demographic
qualifications and the actions they’ve taken ▪ Deliver experiences that directly respond to their digital signals to
educate, engage, and accelerate them as they participate in a buyer’s journey with you
ISSUE 4Deciding which content to deliver to targets to move them through the buyer’s journey
“Attention is something that can't be refunded or recalled.
Once it's gone, it's gone.”
Seth Godin - July 09, 2016
Attention is a Gift
Easy… Hard…
Educating Anonymous Buyers
Whenever & Wherever Your Buyer Clicks
Should be the Start of Your Journey
click
0 min
click
3 min 2 min 5 min
VideoReport VideoBlog Postclick
click
eBook
eBook
Finding Your Fast Moving Buyer
ISSUE 5Identifying and connecting with the buying committee at target accounts
The SDR Playbook
NEW MODEL
§ Focus on Quality
§ SQLs and Opportunities
§ Get the Right Person
§ Go after target accounts
§ Go for engagement
OLD MODEL
§ Focus on Volume
§ Calls/emails per hour
§ BANT
§ All accounts are the same
§ Go for the close - every time
Tip of the Spear: Your Average SDR
1. YOUNG
2. INEXPERIENCED
3. MERCENARY
4. HUNGOVER
New Model Challenge: Data to Insights to Action
RESEARCH & QUALIFY
READ PRESS& BLOGS
FIND BUYINGCOMMITTEE
GET CONTACTINFO
CREATEMESSAGING
LEARN ABOUT ACCOUNTS& CONTACTS
What Marketing Needs to Deliver
RELEVANT BUSINESS TOPICS
PERSONALIZED NEWS
CONTACT-SPECIFIC
MESSAGING
BUSINESS LANDSCAPE
PRIORITIZED ACCOUNTS TO TARGET
PRIORITIZED CONTACTS TO
REACH
What Marketing Needs to Deliver
Turn data into insights into action for the
SDRs
RELEVANT BUSINESS TOPICS
PERSONALIZED NEWS
CONTACT-SPECIFIC
MESSAGING
BUSINESS LANDSCAPE
PRIORITIZED ACCOUNTS TO TARGET
PRIORITIZED CONTACTS TO
REACH
ISSUE 6Enabling the sales team to follow up on marketing programs
Sales Spam = Opt out, tune out, toss out
Personalizing Follow Up
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
Tier 3Programmatic
Tier 2Scale
Tier 1Strategic
Evolution of Account Orchestration
Orchestrate a series of interactions across
channels from multiple people, to multiple people
at the account
Level 5Full Plays
Send a series of touches across channels to one
person
Level 3Channels
Send an series of emails to one
person
Level 2Time
Send an email to one person
Level 1Basic
Send a series of touches across
channels to multiple people at the account
Level 4Account
Channel Diversification
Rep ATouch 1
Touch 2
Touch 3
Touch 4
Rep BTouch 0Touch 1Touch 2Touch 3Touch 4Touch 5
75%
++++
+
+
Engagement Analytics Inside Salesforce
Account Insights = Better Account
Coverage Answers the questions:• Is engagement going up
over time? • Who are the most
engaged people? • Do I have engagement
from the most important people in the deal?
Q&A