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