[insideview webinar] account-based marketing & selling: evolving your customer engagement
TRANSCRIPT
Evolving Your Customer EngagementACCOUNT-BASED MARKETING & SELLING:
April 7th, 2016
Megan Heuer Jon Miller Tracy Eiler
#ABMChat
Inbound
MetricsOutbound
Upsell
MarketingPredictive Analytics Sales
CRMPersonalization
Workshop
Social Success
MarTech
ABMAlignmentLeads
Campaigns
FrameworkContactsLists
MQL’s
SAL’sAccounts
Marketing Automation
Pipeline
Segmentation
Campaigns
EngagementNamed Account
Targeted Account
Customers
Engagement
Nurture
Lead Generation
Revenue
EmailGAP
Direct Mail
AdTech
Defined-Universe of ABM Types
LARGE ACCOUNTVery small number of large
existing or targeted accounts
NAMED ACCOUNTModerate or larger number of defined
existing or targeted accounts
CUSTOMER LIFECYCLEModerate or larger number of existing
customers that receive differentiated outreach
INDUSTRY/SEGMENTAny number of new or existing accounts in
same vertical or other specific segment
Account-Based Models
We’ve Come a Long Way
Cold Calling Book of Business
Customer Success
Spray & Pray
Personas & Segmentation
Account-Based Marketing
Account-Based Selling
Account-Based Marketing
Targeted Outbound
General Inbound
Account Targeting
Of allbuyer interactions
throughout allstages of buying
Source: Based on SiriusDecisions data from more than 1,000 b-to-b buyers
51%marketing-
led
49%sales-led
Aligning Around the Customer
Companies that exceed revenue are 78% likely to have aligned sales and marketing teams78%
Source: Based on InsideView data from more than 995 sales & marketing professionals from across industries
Faster revenue growth was achieved in organizations with tightly aligned marketing & sales teams 19%
Source: Based on SiriusDecisions data from more than 1,000 b-to-b buyers
Who Drives What?
SALES
AccountSelection
Goal Setting
Product Education
Data Cleanliness
CustomerOutreach
Pipeline
Revenue
EngagementRenewals & Upsell
Lead Follow-Up
Building Out Contacts
Enablement
Campaigning
MARKETINGLead Qualification
Updating CRM
Account Development
Strategy & Orchestration
Account Nurture
Metrics for ABMEngagement
Coverage
InfluenceProgram Impact
Awareness
ABM MarTech LandscapeSelection
Identify and prioritize target
accounts
ContactsDiscover contacts and map to your
accounts
InsightsUnderstand what is relevant & resonant
at accounts
InteractionsManage 1:1 account-based interactions in
channel – events, outbound, digital (ads, web)
OrchestrationSynchronize interactions
coordinated plays that align to account plans
InfrastructureMap leads to
accounts, identify hot accounts, show
impact of ABM efforts
ContentCreate account-
specific content and messaging that reflects insights
Ads
Hum
an E
mai
lEv
ents
Dire
ct
Com
plem
enta
ry
Web
Pred
ictiv
e
Attr
ibut
ion
Ana
lytic
s
Dia
ling
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Q&A