#flipmyfunnel austin - craig rosenberg - hello, account-based everything
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Hello, Account-Based Everything
These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com
Craig Rosenberg Co-founder, Chief Analyst
June 7, 2016www.topohq.com
www.topohq.com© 2016 TOPO. All rights reserved.
Today’s Agenda
1. Introduction to TOPO
2. The Rise of Account-Based Marketing
3. Hello, Account-Based Everything
www.topohq.com© 2016 TOPO. All rights reserved.
Meet TOPO
We’re an analyst firm that helps 100s of demand generation, sales development, and sales
organizations grow revenues in a scalable manner.
www.topohq.com© 2016 TOPO. All rights reserved.
3 Ways of Delivering Scalable Revenue Growth
1. PLAYBOOKSA customized “owner’s manual” for various sales or marketing functions
2. ADVISORYAnalyst support for big issues like process, org, and technology
3. TRAININGDetailed, engaging training on playbooks and best practices
www.topohq.com© 2016 TOPO. All rights reserved.
Over $20B in Revenue Depends on TOPO
www.topohq.com© 2016 TOPO. All rights reserved.
The Rise of Account-Based Marketing
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Account-Based Marketing is White Hot
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3 Drivers Powering the Account-Based Movement
EconomicsRealization that CAC and LTV economics can be more compelling in enterprise market
Market DynamicsMany companies have exhausted inbound, volume and velocity models and must pursue to account-based models to drive growth
Proven ResultsOrganizations are reporting that their account-based programs are yielding highest conversion and revenue growth
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But What if There’s an Elephant in the Room?
Marketers are only getting 15% penetration into target accounts
www.topohq.com© 2016 TOPO. All rights reserved.
Hello, Account-Based Everything
www.topohq.com© 2016 TOPO. All rights reserved.
What is Account-Based Everything?
Account-Based Everything is the coordination of personalized marketing, sales development, sales, and customer success efforts to
drive engagement and conversion at a targeted set of accounts
Account-Based
Mar
ketin
g
Sale
s D
evel
opm
ent
Sale
s
Cus
tom
er
Succ
ess
TargetedIntelligence-
driven
Orchestrated
Personalized
High Frequency
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The TOPO Account-Based Everything Framework
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5 Defining Attributes of Account-Based Everything
ATTRIBUTE EXAMPLE
1. Targeted, high value accounts Accounts that meet pro forma CLTV target based on # of employees
2. Intelligence-driven programs/campaigns
Account insights inform custom campaigns with high conversion rates
3. Orchestration across marketing, sales, sales development…
Outbound sales development is today’s most effective Account-Based tactic
4. Valuable and personalized buyer experiences
Customized customer workshop leveraging their data
5. Coordinated high effort/frequency outreach
Executive outreach is coordinated with key marketing event
www.topohq.com© 2016 TOPO. All rights reserved.
1. Define the ICP and Create a Target Account List
The Ideal Customer Profile defines the accounts that are most likely to buy from you at a viable economic threshold (e.g., CAC and LTV)
DATA ICP TARGET LISTATTRIBUTE DEFINITION
Ad Spend >$50M/year ad spend
Geos North America, EMEA, APAC
Industries • Financial Services• Automotive• Travel• Retail
Behaviors • $15M/year tech spend• In-house programmatic
function• 25+ campaigns
1. Qualitative (e.g. sales rep feedback)
2. Internal (e.g. closed-won by segment)
Complete CRM data (target accounts and key personas) and regular data cleanse and update
3. External (e.g. predictive analytics)
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1. Segment ICP by ACV And Mobilize Resources
100% customized campaignsAccount teams
Dedicated account programs
+
High Value Outbound
Outbound
Inbound
Number of Accounts
20% custom/80% templateDedicated outbound SDRs
Volume demand gen programs
Primarily templatizedPrimarily inbound
Volume demand gen
LTV
A
B
C
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MULTI-CHANNEL OUTREACH
2. Leverage Insights to Create Custom Campaigns
ACCOUNT PLANNING
INSIGHT IDENTIFIED
CAMPAIGN CREATED
CUSTOM OFFERS
AB ADVERTISING
DIRECT MAIL
SDR OUTREACH
Account team meets for quarterly account planning or regular scrums
“Frito-Lay wants to cut in-store promotion spend by 10%”
Created customized campaign on cutting in-store promotion spend
Content re-purposed: “10 Ways for Frito-Lay to Cut Promotion Spend and Increase Revenue”
“One of the trends we are seeing is big CPG brands looking to cut spend without hurting revenue. We’d love to talk about our insights…”
“Download the In-Store Promotion Playbook for Frito-Lay whitepaper”
Executive handwritten letter: “As you look to cut in-store promotion spend, I have some ideas based on our work with other brands that have done the same”
Frito-Lay : “10 Ways for Frito-Lay to Cut Promotion Spend and Increase Revenue”
Cross-functional teams dedicated to specific account• AE (Team lead)• Exec sponsor• SDR• Marketing (overlay)
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3. Orchestration: “It Takes A Village”
0
1
2
3
4
5
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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
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4. Marketing Creates Customizable Content
• 20% custom/80% template
• Sales collects data in discovery
• Fills in custom areas
• Sends to champion
• Forwards to stakeholders (esp. CIO)
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4. SDRs Deliver Personalized Messages
After sending my last email, I got really excited and wanted to share some ideas I had on how Starbucks could leverage <Company Name>:
1. Mobile app distribution - reduce friction by allowing your website visitors to download your mobile app by texting the download link to their phone. We intelligently detect whether a phone is on iOS or Android OS and sends them to the right app store.
2. Picture message a coupon to your customers on their birthday. Why tell them how good a frap will be when you can show them the gooey ribbons of caramel?
3. New VIP service: text your order in to your local Starbucks. Get your favorite thirst quencher sooner.
4. Picture message Starbucks coupons w/QR codes to your friends on special occasions.
5. Leverage geo-location services to MMS special deals to customers when they are in close vicinity to a Starbucks.
…
Howard Schultz
5 Ideas for Starbucks for Using Mobile to Delight Customers
• Email to CEO of Starbucks
• SDR worked with account team and product managers to craft email
• CEO forwarded to exec staff
• Exec meeting set within days
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4. Sales Builds Relationships via High-Value Offers
Strategic Workshop Agenda
9:00 – 9:30 Introductions
9:30 – 10:30 Findings Presentation
10:30 – 11:30 Strategic Recommendations
11:30 – 12:30 Lunch
12:30 – 3:00 Workshop
• Workshop offered early in sales process
• Multiple stakeholders attend
• Sales builds trust and fills gaps in account research
www.topohq.com© 2016 TOPO. All rights reserved.
5. ABE = High Touch/High Frequency
0
1
2
3
4
5
6
7
8
9
10
Deep discoveryAccount-
based ads
Custom pitch
Custom workshop
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
Touch Type Touches Stakeholders Total Touches
Account-based Ads 25 6 150
Content Campaign (webinars, etc.) 12 6 72
Event Invite (Live event) 3 6 18
Direct Mail 4 2 8
Executive Outreach 4 1 4
SDR Outreach (10 touch pattern) 40 6 240
Sales Touches 6 6 36
CS Touches 5 6 30
Customer Marketing 12 6 72
Upsell/Cross-sell Campaigns 15 6 90
Total Touches in Lifecycle 720
www.topohq.com© 2016 TOPO. All rights reserved.
Hello, Account-Based Everything
• Targeted, high value accounts
• Intelligence-driven programs/campaigns
• Orchestration across marketing, sales, sales development…
• Valuable and personalized buyer experiences
• Coordinated high effort/frequency outreach
Hello, Account-Based Everything
These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com
Craig Rosenberg Co-founder, Chief Analyst
June 7, 2016www.topohq.com
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