executing account based plays

It’s Game Time

Executing Account Based Plays

STRATEG Y | TACTICS | CONTENT & CREATIVE | DEVELOPMENT | TRAINING

Who is LeadMD?

#1 Marketing Ops Agency

Marketing Automation, CRM, DemandGen, ABE

3000+ Engagements

38+ Certified Marketo, Engagio & SFDC experts Justin Gray

CEO@jgraymatterLeadMD

Meet Account Based Orchestration

First, a primer on why we’re here

TRUST.

Purchase Process

DATABASE

Predictive Analytics

Data Sources

PLANNING

Sales Intelligence

CONTENT

ABM Content

Technology

EXECUTION MEASUREMENT

CRM

MARKETING AUTOMATION

ACCOUNT BASED MARKETING MANAGEMENT

Targeted Ads

3rd Party Web and

Social

Personalization

Playbooks

ABM Analytics

Intelligent Routing

#ABE Go To Market Strategy

Buyer Personas Nurture

Purchase Process

DATABASE

Predictive Analytics

Data Sources

PLANNING

Sales Intelligence

CONTENT

ABM Content

Technology

EXECUTION MEASUREMENT

CRM

MARKETING AUTOMATION

ACCOUNT BASED MARKETING MANAGEMENT

Targeted Ads

3rd Party Web and

Social

Personalization

Playbooks

ABM Analytics

Intelligent Routing

Buyer Personas Nurture

#ABE Go To Market Strategy

What does this currently look like in the sales & marketing cycle?

Marketing SalesMQ

L/S

AL

What is an account persona?

An Account Persona is stereotypical buying committee based on the firmographic or organizational makeup of the Account to which they belong.

The more detailed your personas are, the more results they’ll yield.

Let’s talk about alignment under this model

Buyer engagement as a joint account plan between sales & marketing

Acc

ount

Buying Committee

High-Value, First-Meeting Plays

With a limited number of accounts, sales needs first-meeting plays that allow them to:

1. Capture enough interest to encourage a meeting

2. Drive enough value so the prospect wants to learn more

DEMO CUSTOM RESEARCH REPORT

You Read That Right: High Value

Mapping Customization to ACV

Mapping Customization to ACV

Benchmark Report Sales Offer

Step 1

Step 2

Step 3

Step 4

Step 5

ADR Builds the Buying Committee

ADR + Account Manager + Exec Conducts Account Planning

ADR Performs Initial Data Gathering & Research

Account Manager & Consultant Complete the Full Benchmark

Executive + ADR + Account Manager Deliver the Benchmark

Play Example

THE W’s

Map the Account Teams Through Data

WHO

Conduct Research & Account Planning

WHAT

Distribute through Multi-Channel Campaigns

WHERE

High Value Messaging & Content

WHY

Create Threaded Alignment

WHAMMY!

Purchase Process

DATABASE

Predictive Analytics

Data Sources

PLANNING

Sales Intelligence

CONTENT

ABM Content

Technology

EXECUTION MEASUREMENT

CRM

MARKETING AUTOMATION

ACCOUNT BASED MARKETING MANAGEMENT

Targeted Ads

3rd Party Web and

Social

Personalization

Playbooks

ABM Analytics

Intelligent Routing

Remember This?

Buyer Personas Nurture

This is how you engage in an Account Based Orchestration model

Marketing

MQ

A/S

AA

Executives

Sales

The Outcomes: Measure Coverage

Account & Buyer Profile/Persona Completeness

The Outcomes: Measure Engagement

Account Profile Interactions & weighting

Real ResultsIn research* of organizations executing high-value, first-meeting plays, we found many attribute these plays to significant lift in their metrics, including:

49% penetration into target accounts in two years

26% lift on touch pattern/SQL conversion rate

21% of first meetings converting to larger stakeholder meetings

* Stats provided by TOPO

Learn more about our ABM Resources

leadmd.com/marketplace

Leadmd.com/abm

Thank you