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 AnalystApril 19, 2016www.topohq.com

www.topohq.com© 2016 TOPO. All rights reserved.

Today’s Speakers

Craig RosenbergCo-Founder/Chief [email protected]

David B. ThomasSr. Director, Inbound [email protected]


Today’s Agenda

1. A Brief Introduction to TOPO

2. The Rise of Account Based Marketing

3. Hello, Account Based Everything

www.topohq.com© 2016 TOPO. All rights reserved.#leadspaceABM

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. EVENTSDetailed, engaging training on playbooks and best practices


Over $20B in Revenue Depends on TOPO

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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

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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

Marketing

Sales

Development

Sales

Customer

Success

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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/frequencyoutreach

Executive outreach is coordinated with key marketing event

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Key Account Based Plays

0

1

2

3

4

5

6

7

8

9

10

MARKETING/SALES DEVELOPMENT

Deep discoveryAccount-‐

based ads

Custom pitch

Custom workshop

BUYER ENGAGEM

ENT

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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Account Based Everything Teardown: Marketing, Sales Development, Sales

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Marketers: ABM is Priority #1

1. Account Based Marketing (ABM) has been the #1 topic for inquiries into the TOPO Demand Generation Practice

2. ABM is a work in progress, marketers are only achieving 15% penetration into target accounts from their current programs

3. Many marketers are making the mistake of thinking “tech first” instead of strategy and process

4. The top ABM tech purchases are account-based advertising (Demandbase) and SFDC configuration and routing (LeanData, Engagio)

5. Marketers continue to build iterate on ABM and their penetration levels will improve, but in the meantime, Account Based Sales Development is currently driving the highest ROI

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EXECUTION

CHANNEL EXECUTION

Direct Mail• Mailer to executive kicks off campaign.

• SDR calls/emails when prospect signs for mailer

Email

Email campaign begins to non-executive personas• Email #1 Day 1 – kicks off campaign

• Email #2 5 days in • Email #3 End of campaign

Targeted Ads

Once email is sent, targeted ads begin to all personas at the target account

SDR

SDRs have been provided messaging, templates, and touch pattern. They then:• Outbound 6 touch follow-up on direct mail and email campaigns

• React to positive activity such as receipt of mailer

Executive Outreach

Provided with a template from marketing, exec sponsor sends email to top exec

SalesUsing templates from marketing, sales follows up on their assigned contacts

ABM DATABASE

90% of target accounts and contacts are loaded in database

OFFERS

High value offer is created.

ACCOUNT INSIGHTS

Account team meets to identifyinsight-driven target messaging

CAMPAIGNPLANNING

Campaign type determined

LEAD QUALIFICATION

Sales development follows up on MQLsusing follow-up playbook

SALES CYCLE

Sales begins sales cycle. Marketing continues to serve targeted ads to key personas

SALES QUALIFICATION

Sales holds first show and tell meeting leveraging ppt deck created by marketing

ABM Drives Demand at Hard-to-Reach Targets

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Sales Development: From Tactical Outbound to ABSD

1. Sales development is the top producing account based program. As a result, organizations are implementing ABSD faster than ABM

2. 87% of organizations with narrow target markets have outbound or hybrid (inbound/outbound) SDR teams

3. 30% of those outbound teams will be Account Based in 2016 (early benchmark results) and that number will grow

4. Account Based SDRs work a narrow set of target accounts. 88 accounts per SDR is the benchmark (that number will get smaller over the course of 2016)

5. ABSD requires a multi-channel approach which has led to a renaissance for phone and social. 50% of SDR teams use a combination of phone, email, and social

6. And every SDR touch has a personalized message for each account

7. Looser qualified lead definitions prevail. Only 26% of companies use BANT and they are primarily companies selling to wide, inbound-centric markets

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Account Based Sales Development Case

Nurture

Pass to Sales

Identify ABSD Accounts

Qualify

Auto-convert to Account/Contact

Enterprise ($1B-‐$10B) Strategic Accounts (>$10B)Inbound

SDR sync w/ Rep

Auto-assign to SDR + Rep

Consolidate Data

Identify Target Contacts

Create Campaign

Execute OutreachBuild Target

Accounts

Inbound Leads

TOPO Research, 2015 ClouderaCase Report

ABSD is seeing immediate results:

• 20% lift in SQLs generated• 60% email open rate and 31% email response rate• 5-10X as many stakeholders involved in each opportunity

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Sales: The New Sales Approach is an Old One

1. In an Account Based model, sales must be able to start selling early in the buying cycle or even before a buying cycle even begins (No BANT)

2. In order to be successful with these types of accounts, sales needs to create personalized, buyer-centric sales processes. In fact, buyer-centric sales teams achieve 150% of quota

3. Discovery is required for delivering a buyer-centric sales process. The top ranked sales teams in our benchmark have a distinct discovery step in their sales process. The lowest ranked teams do not

4. According to the data, the demo is the stage at which the most buyers fall out of the sales process. Sales teams that customize their demos see less drop-off than those that don’t

5. Companies are controlling the trial process. Organizations with hands-on trial processes increased trial adoption by 85%

6. The data shows a drop-off rate after proposal (known as the dark stage). Presenting the proposal versus just sending it, reduced drop-off by 35%

7. One of the key trends in sales enablement is to support this entire process with content. Relevant content that sales can deliver at the right time (not data sheets)

.

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Early, High Value Sales Steps Drive Deals

Sales Stage First Call Discovery Pitch Evaluation Negotiation Close

Description Initial conversationwith buyer

Gather requirements;; agree on solution

Custom pitch;; follow with proposal

Provide and support 30 day trial

Negotiate key terms;; enter order

Executed K and paperworkreceived

Deep Selling Plays

Market researchread-out

Deep auditacross organization

Multi-stakeholderworkshop on findings

White glove hands-on trial focused on solving key challenges

Solutionfocused proposal presentation

Dinner-time

Marketing Read-out sent to other stakeholders

Turns audit into custom report

Champion content

Account based advertising

ROI model Build use case

They key to sales in an Account Based Everything environment requiresdelivering valuable, non-selling steps early and deep discovery to craft account-centric messaging

Marketing provides in-cycle air support

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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 AnalystApril 19, 2016www.topohq.com