#flipmyfunnel marketing leadership training workshop 3.22.2017

MARKETING LEADERSHIP TRAINING

2017 ABM Strategies for Revenue Growth

@sangramvajre#FlipMyFunnel @SangramVajre

Icebreaker: Draw Your Funnel

Sangram here!

• Head of Marketing, Pardot (now Salesforce)• Co-founder and CMO of Terminus• Founder of the

#FlipMyFunnel community• I am now an author (by accident)

@sangramvajre

Introduction

#FlipMyFunnel @SangramVajre

Imagine a world where everyone has a mission in life, has the courage to reach out to people who can help them achieve their dreams, has all the tools they need to succeed, and most importantly, we don’t measure success in financial terms but by how many people we help along the way!

My mission in life: Positively impact one billion people

What’s your mission today?

WHAT IS AN ACCOUNT?

An account is your customer that is either

paying you today or will pay you tomorrow because you solve for their

needs#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre

WHAT IS A CUSTOMER?

A customer is made of more than one person

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre

SO, WHAT IS NOT ABM?

Account-Based Marketing ≠ Botox

Why You Might Fail At ABM?

If You suck at Marketing, You will suck at ABM.

@sangramvajre

SO, WHAT IS ABM?

Account-Based Marketing is a Mindset

Aligning Teams & Building Playbooks

Stephanie KellyDirector of Marketing Operations

Terminus

@sangramvajre#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @stephpatl

Account-Based Marketing

Sales + Marketing= Smarketing

@sangramvajre#FlipMyFunnel @FlipMyFunnel

DO-IT-ALLHEROISM

More Work

#FlipMyFunnel @stephpatl

EXAMPLE PLAYBOOK

The Sales & Marketing Terminus 500 Cadence

Pre-cadence: Terminus Ads

During cadence: LinkedIn and Facebook retargeting to known contacts

After 1st 8 days: Direct mail to unresponsive accounts

Day 1: Personalized video emailDay 2: Email Day 2: Call, LVMDay 4: LinkedIn (Attempt to connect)Day 6: InmailDay 7: Video email (Sangram)Day 8: Call, no VM

Day 8: Direct mailDay 13: Call, LVM about the packageDay 13: Email about the packageDay 15: Video Email Day 16: Call, no VMDay 20: Breakup video email

MARKETING TOUCH POINTS SALES TOUCH POINTS

Identify

Traditional Funnel That We All Hate

AWARENESSStart broad — Everyone is a target

INTERESTSpend more money to qualify

CONSIDERATIONCall. Email. Call. Email…

PURCHASEYou got me!

IDENTIFY Start with the best-fit

EXPAND Focus on people in same roles

ENGAGERight Content, Right Channel

ADVOCATETurn Customers into fans

#FlipMyFunnel That Starts With Customers

Account-Based Marketing is a MindsetOLD WAY NEW WAY

Email / Call Lead Generation

Channels that matter to your customer

Focus on only the best-fit accounts and influence the peoplewithin that account

Rise of the Buyer

M a r ke t i n g S a l e sBuyer

expects marketing to be targeted and personalized on their terms

expects sales to help instead

of selling

#Account-Based Marketing

#SocialSelling

YOUR CUSTOMER WANTS TO KNOW THAT YOU

CARE... MORE#FlipMyFunnel @SangramVajre

YOU WANT YOUR CUSTOMERS TO THINK ABOUT YOU WHILE IN THE SHOWER

SO, WHAT IS ABM?

Sales Marketing

Customer

SO, WHAT IS ABM?

Sales Marketing

Customer

The Art of Getting the Best Buyers

Pam HegeLead-to-Revenue Design Consultant

Cheshire Impact

@sangramvajre#FlipMyFunnel @pamhege

“There’s always a smaller number of ‘best buyers’ than there are all buyers. Best buyers buy more, buy faster and buy more often than other buyers. These are your ideal clients. The fastest way to grow any company is to focus a special and dedicated effort on these ideal clients.”

Chet HolmesThe Ultimate Sales Machine

Where to Start

Start with the people who know – Sales, marketing, customer success

Review what type of companies are successful with youDon’t forget the why

Talk about companies you want to do business with“The Dream 100”

Creating Your Ideal Customer Profile (ICP)

Use existing customer data to identify common attributes-• Industry• Size• Annual Revenue• Department• Geography• Roles

Stack all things you know about your “best buyers” to create you ICP.

Tiering Accounts

Terminus

Allocating Resources

Clear the most important streets first!

• Build the team – sales & marketing

• Leverage technology to identify, target and engage

• Set a budget per account at each tier

• Track and measure

Activity: Identifying Your ICP

Expand

Multiple Decision-Makers

in the Buying ProcessChris Reene

Senior Account ExecutiveTerminus

Expanding Reach in Target Accounts

Pam HegeLead-to-Revenue Design Consultant

Cheshire Impact

Mapping the Organization

BuyerVP Marketing

Marketing OpsResponsible for

managing marketing automation

Influence: High

Director MarketingIn smaller orgs, the buyerInfluence: High

VP SalesUltimate beneficiary Influence: Medium

Sales OpsResponsible for

managing CRM and reporting

Influence: Medium

CIOMay be required for heavy liftingInfluence: Low

Crafting Buyer Personas

Adele Revella

Putting It All Together

• Data powers your ABM engine• Needs to be correct, consistent and complete

• B2B contact data decays at 22.5% per year• Select a top-tier B2B contact database

• Real-time, comprehensive information• Direct-dial phone number and email addresses• Predictive analytics capabilities to identify new

accounts/contacts

Target Accounts ICP Buyer

PersonasTarget

Account ListDatabase Build Out

Data Management

Process

Account Data Structure

Activity: Identifying Buyer Personas

Lunch Time!

Engage

DO-IT-ALLHEROISM

15+ channels Unfocused Lead gen and List buys

Poor quality

THE MEGA TRENDS FROM 2000 TO 2015 HAS LEFT US WITH THIS:

+ =Less than 1% of leads turn into customers — Forrester

RESULTS:TECHNOLOGY EVOLUTION

More Technology

DO-IT-ALLHEROISM

More Work

IMPACT GRAPH

CUSTOMER HEROISM

Low Impact (1X)

Necessary to do

HighImpact(10X)

Must Do

My wife, Manmeet

MY IMPACT GRAPHWIFE HEROISM

My life long customer!

Low Impact (1X)

Necessary To Do

HighImpact(10X)

Must Do

Clean cars, pay the bills on time, take kids to

soccer

Try to become both Mom and Dad on the weekends and let her have some personal time Do dishes when she is

awayFlowers on a Wed

Asking her, “What do you want for Christmas or

birthday?”

YOUR IMPACT GRAPHCUSTOMER HEROISM

Low Impact (1X)

Necessary To Do

HighImpact(10X)

Must Do

Email newsletterNurture

Programs

Blog and website updates Analyst recommendations

In-person events

Industry or persona-based webinar

Account-based advertising/messaging or LinkedIn Ads

Activity: Impact Graph

Advocacy

Turning Customers Into Advocates

Adam WaidDirector, Customer Success

Salesforce Pardot

Measurement

ABM Measurement

Kristen WendelDirector, Marketing Operations

VersionOne

DO-IT-ALLHEROISM

More Work

#FlipMyFunnel @kewendel

Early Stage ABM Metrics

Display Web Events KPIs

Account Tier

Total # Impressions Clicks Total

EngagementTradeshow Attendance

Field Mktg Events MQA

Target Contacts Engaged

MQLs # of Sales Appts

Tier 1 # # # # # # # # #

Tier 2 # # # # # # # # #

Tier 3 # # # # # # # # #

Total # # # # # # # # #

@sangramvajre#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @kewendel

Late Stage ABM Metrics

Tier # of Accounts Engagement % Engaged MQL

Sales Appt Opps (I) Pipeline

Conversion to Opp

Tier 1 # # % # # # $ %

Tier 2 # # % # # # $ %

Tier 3 # # % # # # $ %

DO-IT-ALLHEROISM

More Work

Late Stage ABM Metrics • Engagement: 88% engagement exceeded our expectations. We know we can engage

target accounts and create a high % product engagement

• Conversion: 56% of target accounts converted leads (one form of engagement), and 31% of Tier 1 Priority Accounts became Sales Appts. 70% of those converted to opp.

• Opp size: Target account opps are 40% larger (I-ACV)

• Win rate: Target opps win rate was 50% higher

• Pipeline: Target accounts generated 40% of new Enterprise Initial pipeline

• Bookings: Target accounts generated 23% of Enterprise Initial bookings – much of 2016 pipeline expected to close in 2017, 6-12 month sales cycle

DO-IT-ALLHEROISM

More Work

Lessons Learned • Measure from day 1 – start with measurement in mind

• Engagement, Engagement, Engagement

• You can’t do meaningful ABM reporting in Salesforce.com – YOU NEED AN ABM PLATFORM

• Recover from your lead addiction, don’t run your business on form fills

• ABM is not a campaign or technology, it is a cross-functional transformation

• If you don’t have an outbound strategy – FUGHETTABOUT ABM

• Predictive account selection is essential. Marketing should drive it

• Tackle content tailoring and personalization head on, it takes work

Customer Heroism

WHAT IS CUSTOMER HEROISM?

Customer believes you can solve their problems

Customer feels empowered Customer trusts you

HOW DO YOU ACHIEVE CUSTOMER HEROISM?

Make Your Customers HEROES in their organization

HOW DO YOU MAKE CUSTOMERS HEROES?

By having a modern marketing and sales organizations

Low Impact (1X)

Necessary To Do

HighImpact(10X)

Must Do

What would happen if you

got rid of everything here?

What will happen if you put all your

focus here?

EVOLUTIONIS NOT ABOUTYOU

EVOLUTIONIS ABOUTCUSTOMERREVOLUTION

Activity: Revise Impact Graph

Thanks for Coming!

Extra Slides

2017MEGA

TRENDS>> Evolution Drives Revolution <<

#RevSummit17

Introduction

Evolution – 2000 to 2015

Revolution – 2015 to 2030

010203

THE RUN DOWN

TECHNOLOGY EVOLUTION#

MEGA TREND

(2000s to 2015)

2000 20102005

Unchanged Channel: Email / Call

Unchanged focus: Lead Generation

Predictive

Email Marketing Automation

Marketing

2000 20102005

Unchanged focus: Contacts

Social SellingEmail + Calls Sales Automation

Sales – modify calls and social selling icons

MEGA TREND

(2000s to 2015)

RESULTS

#1 challenge for B2B companies is generating high quality leads

— IDG Research

But…isn’t that what we thought we were focusing on?

RESULTS

94% of the buying process is done online —MarketingProfs

But…we only know how to email and call!

RESULTS

On average, 7 to 12 people part of the decision making process —Gartner

But…we only talk to one person that is in our CRM or MAP or filled out a form.

RESULTS

So, in last decade and half, Technology Evolution has left marketers and sales with spending more time in the technology and less with the buyer.

RESULTS

#FlipMyFunnel

STACK GRADER: Graded Account-Based Marketing stack of over 200+ companies. Shows an average of 20 tools per company.

#FlipMyFunnel @FlipMyFunnel

bit.ly/stack-grader

DO-IT-ALLHEROISM#

MEGA TREND

(2000s to 2015)

RESULTS

THE MEGA TRENDS FROM 2000 TO 2015 HAS LEFT US WITH THIS:

More Technology

DO-IT-ALLHEROISM

More Work

THE GOOD NEWS

Today you can change the course of the future….The two mega trends for the next decade and a half will challenge the status quo

MEGA TRENDPREDICTION#

(2015 to 2025)

Technology Evolution > > Account-Based Marketing

I wrote a book on this, so it better be a hot trend :)

The ABM trend is already growing strong

Thoughtful PersonalizationEngage on their terms

Show value

WHAT DOES YOUR

CUSTOMER WANT?

Show value

WHAT DOES YOUR

CUSTOMER WANT?Add an ad that is completely irrelevant to me like this?

Example – Cupcake ad next two ESPN news of SuperBowl

(2015 to 2025)

Do-it-all Heroism >> Customer Heroism

Welcome to #RevSummi

Have Questions?

Tweet me@SangramVaj

Adele Revella

Putting It All Together

• Data powers your ABM engine• Needs to be correct, consistent and complete

• B2B contact data decays at 22.5% per year• Select a top-tier B2B contact database

• Real-time, comprehensive information• Direct-dial phone number and email addresses• Predictive analytics capabilities to identify new

accounts/contacts

Target Accounts ICP Buyer

PersonasTarget

Account ListDatabase Build Out

Data Management

Process

Account Data Structure

Activity: Identifying Buyer Personas

Lunch Time!

Engage

DO-IT-ALLHEROISM

15+ channels Unfocused Lead gen and List buys

Poor quality

ALL THIS TECH AND ACTIVITY HAS LEFT US WITH THIS:

More Technology

DO-IT-ALLHEROISM

More Work

IMPACT GRAPH

CUSTOMER HEROISM

Low Impact (1X)

Necessary to do

HighImpact(10X)

Must Do

My wife, Manmeet

My life long customer!

Low Impact (1X)

Necessary To Do

HighImpact(10X)

Must Do

Clean cars, pay the bills on time, take kids to

soccer

Try to become both Mom and Dad on the weekends and let her have some personal time Do dishes when she is

awayFlowers on a Wed

Asking her, “What do you want for Christmas or

birthday?”

Low Impact (1X)

Necessary To Do

HighImpact(10X)

Must Do

Email newsletterNurture

Programs

Blog and website updates Analyst recommendations

In-person events

Industry or persona-based webinar

Account-based advertising/messaging or LinkedIn Ads

Activity: Impact Graph

Advocacy

Turning Customers Into Advocates

Adam WaidDirector, Customer Success

Salesforce Pardot

Measurement

ABM Measurement

Kristen WendelDirector, Marketing Operations

VersionOne

DO-IT-ALLHEROISM

More Work

Early Stage ABM Metrics

Account Tier

Total # Impressions

Total Engagement MQA

Target Contacts Engaged

MQLs # of Sales Appts

Tier 1 # # # # # #Tier 2 # # # # # #Tier 3 # # # # # #Total # # # # # #

DO-IT-ALLHEROISM

More Work

Late Stage ABM Metrics

Tier # of Accounts Engagement % Engaged MQL

Sales Appt Opps (I) Pipeline

Conversion to Opp

Tier 1 # # % # # # $ %

Tier 2 # # % # # # $ %

Tier 3 # # % # # # $ %

DO-IT-ALLHEROISM

More Work

Late Stage ABM Metrics • Engagement: 88% engagement exceeded our expectations. We know we can engage

target accounts and create a high % product engagement

• Conversion: 56% of target accounts converted leads (one form of engagement), and 31% of Tier 1 Priority Accounts became Sales Appts. 70% of those converted to opp.

• Opp size: Target account opps are 40% larger (I-ACV)

• Win rate: Target opps win rate was 50% higher

• Pipeline: Target accounts generated 40% of new Enterprise Initial pipeline

• Bookings: Target accounts generated 23% of Enterprise Initial bookings – much of 2016 pipeline expected to close in 2017, 6-12 month sales cycle

DO-IT-ALLHEROISM

More Work

Lessons Learned • Measure from day 1 – start with measurement in mind

• Engagement, Engagement, Engagement

• You can’t do meaningful ABM reporting in Salesforce.com – YOU NEED AN ABM PLATFORM

• Recover from your lead addiction, don’t run your business on form fills

• ABM is not a campaign or technology, it is a cross-functional transformation

• If you don’t have an outbound strategy – FUGHETTABOUT ABM

• Predictive account selection is essential. Marketing should drive it

• Tackle content tailoring and personalization head on, it takes work

Customer Heroism

WHAT IS CUSTOMER HEROISM?

Customer believes you can solve their problems

Customer feels empowered Customer trusts you

HOW DO YOU ACHIEVE CUSTOMER HEROISM?

Make Your Customers HEROES in their organization

HOW DO YOU MAKE CUSTOMERS HEROES?

By having a modern marketing and sales organizations

Low Impact (1X)

Necessary To Do

HighImpact(10X)

Must Do

What would happen if you

got rid of everything here?

What will happen if you put all your

focus here?

EVOLUTIONIS NOT ABOUTYOU

EVOLUTIONIS ABOUTCUSTOMERREVOLUTION

Activity: Revise Impact Graph

Thanks for Coming!

Extra Slides

2017MEGA

TRENDS>> Evolution Drives Revolution <<

#RevSummit17

Introduction

Evolution – 2000 to 2015

Revolution – 2015 to 2030

010203

THE RUN DOWN

MEGA TREND

(2000s to 2015)

2000 20102005

Unchanged focus: Lead Generation

Predictive

Email Marketing Automation

Marketing

2000 20102005

Unchanged focus: Contacts

Social SellingEmail + Calls Sales Automation

Sales – modify calls and social selling icons

MEGA TREND

(2000s to 2015)

RESULTS

#1 challenge for B2B companies is generating high quality leads

— IDG Research

But…isn’t that what we thought we were focusing on?

RESULTS

94% of the buying process is done online —MarketingProfs

But…we only know how to email and call!

RESULTS

On average, 7 to 12 people part of the decision making process —Gartner

But…we only talk to one person that is in our CRM or MAP or filled out a form.

RESULTS

So, in last decade and half, Technology Evolution has left marketers and sales with spending more time in the technology and less with the buyer.

RESULTS

#FlipMyFunnel

STACK GRADER: Graded Account-Based Marketing stack of over 200+ companies. Shows an average of 20 tools per company.

#FlipMyFunnel @FlipMyFunnel

bit.ly/stack-grader

DO-IT-ALLHEROISM#

MEGA TREND

(2000s to 2015)

RESULTS

THE GOOD NEWS

Today you can change the course of the future….The two mega trends for the next decade and a half will challenge the status quo

(2015 to 2025)

Technology Evolution > > Account-Based Marketing

I wrote a book on this, so it better be a hot trend :)

The ABM trend is already growing strong

Show value

WHAT DOES YOUR

CUSTOMER WANT?

Show value

WHAT DOES YOUR

CUSTOMER WANT?Add an ad that is completely irrelevant to me like this?

Example – Cupcake ad next two ESPN news of SuperBowl

(2015 to 2025)

Do-it-all Heroism >> Customer Heroism

Welcome to #RevSummi

Have Questions?

Tweet me@SangramVaj

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