#flipmyfunnel atlanta 2016 - steven bryerton - grow pipeline: a proven process to implement abm/abs...

#FlipMyFunnel Atlanta: Grow Pipeline: A Proven Process to Implement ABM/ABS & Reach Decision Makers

#FlipMyFunnel #ABM

Who am I?

@SteveBryerton

Steven BryertonVice President of SalesDiscoverOrg@SteveBryerton

#FlipMyFunnel #ABM

Data: At the Heart of it All

@SteveBryerton

#FlipMyFunnel #ABM@SteveBryerton

Lead Flow From MarketingKnown

MEL

MQL

SEL

SAL

SQL

#FlipMyFunnel #ABM@SteveBryerton

Lead Flow and Assignment

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Inbound SDR’s vs. Outbound SDR’s

@SteveBryerton

• Divided team to have a dedicated Inbound team and dedicated Outbound team• Inbound focused on “Speed

to Lead”• Advantages to this?

• Central focus, higher accountability

• If 5 min. response time isn’t met lead gets escalated

• Integrated Tech Stack so that inbound leads automatically enter Follow Up Cadence upon receipt

• Integrated Dialer to allow for call step cadences over 14 day period

#FlipMyFunnel #ABM@SteveBryerton

#FlipMyFunnel #ABM

Inbound Results

@SteveBryerton

Post Change Conversion Rate is 31% with 12 Weeks in a row of record performance

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Basics: Defining your ICP & Outbound Team

@SteveBryerton

• Building the Team• Dedicated Outbound SDR Team• 1:1 SDR:AE Pairing (find the right ratio for your business)• Separated Team into 3 tiers:

• Tier 1 (Major Accounts)• Tier 2 (Midmarket Accounts)• SME (Everything else)

• Identifying the Accounts & Ownership – Some things to keep in mind• Data points for Account scoring

• Account Size• Company Type• Previous Fit Score• Predictive Model Score• Previous Lost Opportunities• SDR or AE’s “by-hand” Score

• Which Accounts go to Whom• Experience level of Rep? Can they handle that type of

account?• Is there already an open opportunity?• Is there any meaningful activity in the Last 60 days on the

account?

#FlipMyFunnel #ABM

Build It or Buy It

@SteveBryerton

• Account & Contact Intelligence is Critical for ABM & your SDR’s

• What did we do?• Expanded our in-house

research team – they’re now an extension of our SDR’s

• SDR sends Research “Fit Scored” Account List

• Notification sent when Research complete

• SDR expands in Account by grabbing key contacts

• SFDC & Dorg feed data into Front Spin & Outreach systemically when contacts are added or updated

#FlipMyFunnel #ABM

Multi-Level Messaging

@SteveBryerton

• CEB: “5.4 people on average are involved in B2B purchasing decisions”

• Tailored messages need to be delivered to each key player within the account• Decision Makers• Influencers• Champions

• Example:• From TOPO Case Study

around how Cloudera Leverages DO

• Engaging 5-10x as many stakeholders in each opportunity

• Resulting in 20% increase in SQL & 35% expansion in existing customers

Relevant Competitor/Industry

Name Drop

Lead with Insight &

Value

#FlipMyFunnel #ABM

Multi-Level Messaging: Where We’re Going

@SteveBryerton

• Inbound & Outbound working together• When an inbound

inquiry from a Tier 1 account comes in, it triggers a process where additional higher level contacts from the inquiring account are sourced

• New contacts are passed to outbound SDR team to follow up with using custom sequence and messaging

#FlipMyFunnel #ABM

Our Outbound SDR ABM/ABS Results

@SteveBryerton

• Quantity of Demos booked has continued to increase – this is scalable• Daily number of demos per AE is increasing – highlights that there is capacity to expand my AE team

#FlipMyFunnel #ABM

Maintaining Momentum

@SteveBryerton

• Prior to the meeting we send a survey from the AE – why?• It’s a gentle reminder for the meeting & a

soft ask• AE uses the info to tailor the meeting

even further• We’re seeing more than 30% of prospects

participate. More importantly, when the survey is completed we have 85+% show rate

• Survey data moves with Account all the way through the sales process• If we don’t win the opportunity, the

information is used for retargeting• For wins, this information is

aggregated with the other knowledge the AE gathered during the process and used for a smoother hand-off to Customer Success & better onboarding

#FlipMyFunnel #ABM

Recap & Takeaways

@SteveBryerton

• DO’s• Know your personas & buyers• Know their problems and what they should care about (ie, the problem

they think they have is just the tip of the iceberg…)• Offer fresh insight – TEACH ME• Tailor messaging to each level of the organization – don’t be single

threaded• Specialize roles & optimize the process• INVEST IN QUALITY DATA

• DON’TS• Spray & Pray• Target only 1-2 people in each account• Spew product knowledge/features early in the cycle – STAY OUT OF

PRODUCT ZONE• Come to the table with nothing to offer (ie. Lack of insight or compelling

story)• Drop the ball in the “pass-offs” – it has to be one continuous knowledge

transfer• Give up – continue to measure, iterate and refine the process

#FlipMyFunnel #ABM@SteveBryerton

THANK YOU!

Q&A

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