How to Make Your Target Accounts Love the Fact that You’re Targeting Them

Eric Spett CEO, Terminus @EricSpett

Tyler Lessard CMO, Vidyard @TylerLessard

Account�Based�Marketing So Good, People Will WANT You to Target Them

A bit about us… Video marketing platform for business

Rapidly growing in a competitive B2B market

Kick-ass Revenue Marketing team

Rockin’ Sales and SDR team*

*Vidyard is an active practitioner of marketing and sales alignment. Results discussed during this presentation may not be achievable by those not adhering to similar practices.

Back in 2012

ü  Inbound marketing and Content Syndication ü  List buying and email marketing ü  Events and conferences ü  Google adwords and display ads ü  Lead scoring and nurturing based on activity

ü  High volume of leads and MQLs!!

Such poor conversion rates and lack of efficiency… L

Less than 40% MQL-to-SAL rate

#1 Reason for rejection: Company not in target market

From Leads to Target Accounts

Which Accounts are you Targeting?

Glad you asked, here’s our list!

Key Takeaways •  Blog post referencing their brand worked well

•  Offer and CTA had little contextual relevance – too forced

•  Limited to retargeting and marketing to those already in the funnel

•  “Orientation session” perceived as too aggressive and confusing

•  Targeted accounts didn’t always fit our ideal profile, poor conversion

•  Not very scalable

RELEVANCE REACH

ENGAGEMENT

SCALE

From Target Accounts to Propensity-to-Buy

Which Accounts Have the Greatest Propensity to Buy?

Asked the Sales Team Asked the Marketing Team Asked the Data!!!

Which Accounts Have the Greatest Propensity to Buy?

ü  Company size ü  Revenue ü  Industry ü  Geography ü  etc. ü  Technologies Used ü  Services Partners

Account Attributes Activities & Intent ü  Related jobs & hiring ü  Video “momentum” ü  Recent funding ü  Actively researching

video marketing ü  Number of engaged

leads in account ü  Previous Dead Opp’s

COMPANY SCORE! ü  Company size ü  Revenue ü  Industry ü  etc. ü  Technologies Used ü  Services Partners ü  Previous Dead Opp’s

Account Attributes Activities & Intent ü  Related jobs ü  Hiring related roles ü  Video “momentum” ü  Recent funding ü  Actively researching

video marketing ü  Number of engaged

leads in account

Revisit the Attack Plan

Account Identification

Phase 1: Identification, Contact Acquisition & Brand Awareness

Existing Contacts

Contact Acquisition

Unknown Contacts Known Contacts

Display Advertising

COMPANY SCORE

RELEVANCE REACH

Phase 1: Identification, Contact Acquisition & Brand Awareness

RELEVANCE REACH

Phase 2: Direct Engagement and Targeted Nurturing

RELEVANCE ENGAGEMENT





Phase 3: Automate and Orchestrate as Much as We Can!

SCALE & EXPAND

Beyond Core Prospecting:�Additional Campaigns via ABM

Competitive Campaign against B--------e

Automated targeting of accounts using competitive platform (via data in Salesforce)

28 new opportunities influenced


Drive awareness of our user conference

Automated targeting of accounts with specific location and company score (via data in Salesforce)

26 accounts influenced to attend


Grateful Dead Opp’s Revival campaign

Automated targeting of accounts with previous sales Opportunities with status Closed/Lost



Key Lessons Learned •  ABM is a discipline and a strategy, not a product or a role

•  Relevance, Reach, Engagement, Scale

•  Leverage marketing tech to identify high-propensity accounts with intent

•  Create an engagement program around ABM, not a sales program

•  Personalize and contextualize

•  Be creative in the types of campaigns, use the data you have in CRM

•  Automate for scale and efficiency

Account�Based�Marketing So Good, People Will WANT You to Target Them And your CEO will be happy too.