5 steps to getting started with abm
TRANSCRIPT
The 5 Steps to Getting Started with Account Based Marketing
Sydney SloanCMO, Alfresco
@sydsloan
1 Prepare: Sell the Idea
2 Prioritize: Set Your Target
3 Plan: Determine the Program Mix
4 Communicate: Integrated Planning
5 Measure: Execute, Optimize
1 Prepare: Sell the Idea
ACCOUNT-BASED
ABM @ SCALE+
Global 20
Target 4,000
Named: ~55,000 INBOUND
2 Prioritize: Set Your Target
3 Plan: Determine the Program Mix
0
1
2
3
4
5
6
7
8
9
10
MARKETING/SALES DEVELOPMENT
Deep discoveryAccount-
based ads
Custom pitch
Custom workshop
BU
YE
R E
NG
AG
EM
EN
T
Marketing
Sales Development
Sales
Customer Success
Account Management
Custom LP/content
Custom webinar
Physical event
Physical promo
Executive outreach
Personalized outreach
Deep research
Content share
Account-based ads
Custom demo
Content selling
White glove trial
Custom proposal / business case
Hands-on onboarding
Account insights
Customer events
Use case campaign
Use case campaign
Personalized outreach
Executive outreachCustomer workshop
SALES PROCESS
CUSTOMER SUCCESS / ACCOUNT
MGMT
© TOPO All rights reserved.
ABM
ABM Program Ideas
• Door Opener• Account Blitz• Founder / CIO Vision Roundtables• Executive Dinner/Breakfast• Strategic Account Brief• Account Days• Customer Value Assessment
(CVA)• Account Specific Web Experiences• Executive “Briefing Center”• Customer Closing Event• Quarterly QBR w/Executive• Account Specific Shared
Workspace
ACCOUNT-BASED
ABM @ SCALE
+
INBOUND
Global 20
Target 4,000
Named:~55,000
ABM Programs
• Alfresco Days• Dinners • 3rd Party Events (>30% TA)• Website Personalization• Targeted Digital Marketing• Account Based Advertising
• PR• SEO• Social Media• Email Marketing
+
Influenced 60-70%Sourced 15-25%
Influenced 50-60%Sourced 25-40%
Influenced 75%Sourced 10%
3 Plan: Determine the Program Mix
4 Communicate: Integrated Planning
Sales
Customer Success
CUSTOMERProduct
Marketing
• Coverage: do we have sufficient data, contacts, and account plans for each target account?
• Awareness: are the target accounts aware of Alfresco and its solutions?
• Program Impact: are marketing programs reaching the target accounts, and are they having a long-term effect?
• Engagement: are the right people at the account spending time with Alfresco, and is that engagement going up over time?
• Results: how are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and satisfaction scores?
5 Measure: Execute, Optimize
Thank you!
@sydsloan