#flipmyfunnel austin - craig rosenberg - hello, account-based everything

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


Meet TOPO

We’re an analyst firm that helps 100s of demand generation, sales development, and sales

organizations grow revenues in a scalable manner.


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


Over $20B in Revenue Depends on TOPO


The Rise of Account-Based Marketing


Account-Based Marketing is White Hot


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


But What if There’s an Elephant in the Room?

Marketers are only getting 15% penetration into target accounts


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


The TOPO Account-Based Everything Framework


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


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)


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


MULTI-CHANNEL OUTREACH

2. Leverage Insights to Create Custom Campaigns

ACCOUNT PLANNING

INSIGHT IDENTIFIED

CAMPAIGN CREATED

CUSTOM OFFERS

AB ADVERTISING

DIRECT MAIL

EMAIL

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)


3. Orchestration: “It Takes A Village”

0

1

2

3

4

5

6

7

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


Executive outreachCustomer workshop

SALES PROCESS

CUSTOMER SUCCESS/ACCOUNT

MGMT


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)


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


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


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


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


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



• Targeted, high value accounts

• Intelligence-driven programs/campaigns

• Orchestration across marketing, sales, sales development…

• Valuable and personalized buyer experiences

• Coordinated high effort/frequency outreach


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