5 Critical Steps To Creating The Ideal ABM Program

Sydney Sloan CMO, 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

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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 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

9

HealthcareCampaign Summary

Collaboration• ‘Trauma Troopers’ Key Play team closely involved in

lead analysis and supporting AE/SDR prioritization of follow up

IDC Whitepaper Program• 1660 White paper downloads• 371* MQLs, 109 follow up contacts based on role (50

companies)

Website• 2854 views in May vs 533 in April• 2mins 30 seconds average time on page (double site

average)

Banner ads:• Industry average is 0.1% CTR, some of our ads are

pulling 1.65%, average 0.93% CTR

4 Communicate: Integrated Planning

Sales

Customer Success

ACCOUNTProduct

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

Questions? @sydsloan

#B2BMX