Art and Science of Account based

Marketing

May 30, 2017

Presented by:

Milan VignjevicSales Rep

Structuring sales in systematic fashion

Sales

Role of marketing in B2B

Marketing

ARTISMAN

Contact basedFriends

Acquaintances

Leads? Each one takes months

Uncertainty = UNPREDICTABLE

+

Reliability

Inconsistency

Transparency

Black Box

Time

Coherency

Predictability

Planning

Growth modeling

Problems?

Solution

FORD’s doctrine:Break

ITInto

PIECESAnd

Make them Measurable

SalesDevelopment Rep

WhatDoes

ThisEven

MEAN?!!?

List

Leads

Script

Processes Procedures

Frequency

Cadences

Talent

No previous knowledge

No previous sales / marketing training

SDR LIST

+

SCRIPT

+

TALENT

SDR Work Flow

Campaign Cadence

A defined number of steps

Defined nature of the steps

Defined timing of steps

Qualification based on

response (Y/N)

Contact

Lead qualification (ICP match)

Campaign / Cadence creation

Capabilities and Features

Campaign types:First contact

Second Squeeze

Revival / Nurture

Inbound

7 – 12 touch points over 2 weeks

Steps:Number

Frequency

Type of communication

Prepared steps

Targeting:ICP definition?

Sources

Why it failed first time?

Won or lost within a month (TIMING!!!)

A Real reflection of the market

TRANSPARENT PROCESS

Contact Established OBJECTIONS

SALES

Closed (WON / LOST)

DEMO

/

CALL

/

MEETING

Identification

/

Qualification

Market research

Customer research

Product research

LEAD GENERATION

Pre–sales = MARKETINGIT’S BETTER IF THE

MARKETING IS

EMBEDED

IN THE CUSTOMER’S

LIFE CYCLE

“MARKETING HAS WAY

MORE WEIGHT, AS IT IS

(ONLY) NOT A FLUFFF

GENERATOR BUT HAS

REAL, MEANINGFUL

IMPACT!”

Roles

Checklist

Talent

People – Arbitrary (HR)

Post–sales = Client Success Listen

+

Develop

+

Nurture

=

KEEP

“If you don’t listen to

the market, you cannot

have long lasting

solution for ever

evolving problem(s)”

THE INFAMOUS FUNNEL

WE KNOW:

The list of leads

The defined steps

The Script

Time taken till conversion

CONVERSIONS

SCRIPT PROCESS

WE CAN TELL

WHAT WENT WRONG

& IT IS FIXABLE!

ACCOUNT BASED APPROACH

CLIENT

SUCCESS

TEAM

Train

Develop

Nurture

Listen

SDR

Establishin

g contact

Leads

qualification

Setting up

the meeting

MARKETING

Top of the

funnel

activities

Lead

generation

ICP

identification

Target profiling

SALES

Objection

handling

PARADIGM SHIFT

ACCOUNT vs PERSON

COMPANY vs PERSONAL

MEMORY

RATIONAL vs ARBITRARY

DECISION MAKING

Better communication

Better catering

More reliable

Long run prediction

ICP identification

Customer life cycle

Business modeling

Growth prediction

P

S

CONCEPTS

Literature

TOOLS

Play

GOALS

Benchmarks

TRAINING

”Sales Development

Rep

trained properly,

can close deals

In less than a

month.”“There are people with

problems and there are

people with solutions. It

is incredible how often

those people do not

meet.”

Segment

Reiterate

Measure

Test

Improve

Develop

Recap:

”ALL YOU HAVE TO DO

IS TO RECOGNIZE

PEOPLE WITH A

PROBLEM THAT WE

HAVE A SOLUTION

FOR.”

“You don’t have to be any

more than what you are and

we don’t have to be any

more than what we are.”

Thank you for your time!

Q & A