ABM - Now What?
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EXECUTE YOUR ABM STRATEGY! BUILD PIPELINE, Set Clear Expectations CONSISTENT & PERSISTENT Touch Points Make your ABM Strategy work for you and your team! -Katherine Andruha
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ABM - Now What?
- 1. ABM – Now what? Katherine Andruha Head of Sales Development, Eightfold.ai
- 2. Agenda • Introduction • Eightfold.ai Pitch • Quick Review – Objectives • How did we get here? • Now What – EXECUTION • Messaging
- 3. Who am I? SDR Sr Lead Supervisor This Photo by Unknown Author is licensed under CC BY-SA This Photo by Unknown Author is licensed under CC BY-SA
- 5. High churn Early-Career Workforce Talent transformation Digital Transformation Reassignment & Succession Reduced Half Life of Skills Diversity & InclusionSocial Awareness Today’s Talent Management Challenges
- 6. AI Matching Delivers Transformative Talent Management Eightfold Deep Learning AI 6,000+ Public Data Sources Job Boards Career Pages Resume Databases GitHub Social Profiles Census Data Company Data University Rankings Industries Search Engines Lower regrettable attrition Greater organizational flexibility Valuable, inclusive employee services Enterprise Data 4 Billion Screening Results 1 Billion Interview Hours 100 Million Career Paths
- 7. ABM – History Lesson
- 8. How did we get here? • Account-based marketing: Account-based marketing (ABM) is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account. Source: Marketo • Target Account Prospecting: An execution methodology which comprised of touch patterns, marketing collateral, messaging against the Account Based Marketing approach for outbound prospecting. This enables SDR’s to use extreme focus & persistence in their outreach to prospecting. Utilizing this approach will enable you to hit your KPIs, book SQO’s and put more money in your pocket! Source: Kat
- 9. Time Management Inbound Follow-Up Website Demo Request Asset Download *Only from TOP Accounts* 20% Outbound Prospecting Sourcing Cold Calling Emailing Social Media Outreach Account Management Research 70% Other Team Meetings AE 1:1 Event Attendance SFDC Management 10%
- 10. Ideal Customer Profile (ICP) The Ideal Customer Profile (ICP) defines the types of accounts that the organization believes are most likely to close. • SDRs should primarily focus on accounts that fit the ICP. • SDRs will only receive credit for SQLs that fit the full ICP definition. Purchase Process CATEGORY ICP DEFINITION Size Fortune 2000 or $750+ million in annual revenue Geographies Global Industries • Technology • Financial Services • Hospitality • CPG • Retail • Business Services • Life Sciences Attributes* • Running business on multiple systems • High-complexity – many products, services, distribution channels *Attributes are defined as environmental factors or behavioral Ideal Customer Profile *Source: TOPO ICP Framework
- 11. INBOUND ENTERPRISE STRATEGICINDUSTRY SDR Alignment • Net-New Enterprise Accounts • Low Mix Install • Account Based Approach • 40< dials/day • Inbound MQLs <$ amount • Higher activity • 50+dials/day • Industry Specific Accounts • Net-New Enterprise Accounts • Account Based Approach • 40<dials/day • Install Heavy • Net-New Enterprise Accounts • Account Based Approach • 40< dials/day
- 12. Account Based Marketing… Now what?
- 13. Bullseye: Using the Target Account Approach Clear Expectations, Time Management, Consistent Follow-Up, Persistent Messaging
- 14. Target Account Prospecting Target Account Prospecting Goal: Break into accounts utilizing extreme focus & persistence. Utilizing this approach will enable you to hit your KPIs, book SQO’s and put more money in your pocket! 30 Accts/AE 1-2 Industries 2 LOBs Mark Accounts in SFDC Create Account View Mark Contacts in SFDC Create Contact View Compile Framework Execute
- 15. AE & SDR Objectives Outbound Prospecting AE OBJECTIVES Identify 30 Top Target Accounts by Industry for the quarter Assign 10 Top Target Accounts by industry for the SDR every month Work collaboratively with your SDR to schedule discovery calls and create opportunities into “Named Accounts” Try to make each account in one industry to messaging stays consistent SDR OBJECTIVES Generate pipeline into 30 Top Target Accounts per quarter per AE Prospect into 10 Top Target Accounts per AE every month Respond and follow up to inbound leads - 20% of time Outbound prospecting - 70% of time Work collaboratively with AE to schedule discovery calls and create opportunities into Top Target Accounts. SDR EXECUTION 2 waves a month 5 accounts per AE 10 Accounts per month per AE 50 contacts/AE = 150 per month 40 calls & 40 emails per day 2 calls & 2 emails per lead each week 600 dials per month into Top Target Accounts
- 16. ANALYSIS Reaching today’s buyer requires multiple channels and touch types. An SDRmust average 16 touches per prospect, with variation depending on go-to-market. An inbound follow-up team working on hundreds of inbound leads averages 8-10 touches per lead before moving on; an account-based team averages 18. TOTAL TOUCHES PER PROSPECT BY CHANNEL AVERAGE TOUCHES PER PROSPECT: 16 15.5 5.1 5.5 3.2 1.7 15.6 5.4 5.0 3.2 1.9 0.0 3.0 6.0 9.0 12.0 15.0 18.0 Total Emails Dials VMs Social Numberoftouches Touch Channel Inbound Outbound *Source: TOPO Brief Average Touches per Prospect: 16
- 17. Target Account Prospecting – Monthly Schedule Choose Industry and LOB focus for the quarter • You many choose 2 industries, but not more than 3 • Each SDR has 3-4 AEs – choose 30/40 accts/quarter/AE • Week 1/3 same contacts • Week 2/4 same contacts Week 1 (A) 30 accts Manufacturing/Sales Acct 1 - 5 contacts Acct 2 - 5 contacts Acct 3 - 5 contacts Acct 4 - 5 contacts Acct 5 - 5 contacts Acct 6 - 5 contacts Acct 7 - 5 contacts Acct 8 - 5 contacts Acct 9 - 5 contacts Acct 10 - 5 contacts Week 4 (B) Healthcare/Finance Acct 1 - 5 contacts Acct 2 - 5 contacts Acct 3 - 5 contacts Acct 4 - 5 contacts Acct 5 - 5 contacts Acct 6 - 5 contacts Acct 7 - 5 contacts Acct 8 - 5 contacts Acct 9 - 5 contacts Acct 10 - 5 contacts Week 2 (B) 30 Accts Healthcare/Finance Acct 1 - 5 contacts Acct 2 - 5 contacts Acct 3 - 5 contacts Acct 4 - 5 contacts Acct 5 - 5 contacts Acct 6 - 5 contacts Acct 7 - 5 contacts Acct 8 - 5 contacts Acct 9 - 5 contacts Acct 10 - 5 contacts Week 3 (A) Manufacturing/Sales Acct 1 - 5 contacts Acct 2 - 5 contacts Acct 3 - 5 contacts Acct 4 - 5 contacts Acct 5 - 5 contacts Acct 6 - 5 contacts Acct 7 - 5 contacts Acct 8 - 5 contacts Acct 9 - 5 contacts Acct 10 - 5 contacts
- 18. Target Account Prospecting – Weekly Schedule • Set your schedule each week on the Friday before. • Block off time on your calendar for different AEs • Block off the time in the calendar. Monday Manufacturing/Sales Acct 1 - 5 contacts Acct 2 - 5 contacts Acct 3 - 5 contacts Acct 4 - 5 contacts Acct 5 - 5 contacts Acct 6 - 5 contacts Acct 7 - 5 contacts Acct 8 - 5 contacts Acct 9 - 5 contacts Acct 10 - 5 contacts Thursday Healthcare/Finance Acct 1 - 5 contacts Acct 2 - 5 contacts Acct 3 - 5 contacts Acct 4 - 5 contacts Acct 5 - 5 contacts Acct 6 - 5 contacts Acct 7 - 5 contacts Acct 8 - 5 contacts Acct 9 - 5 contacts Acct 10 - 5 contacts Tuesday Healthcare/Finance Acct 1 - 5 contacts Acct 2 - 5 contacts Acct 3 - 5 contacts Acct 4 - 5 contacts Acct 5 - 5 contacts Acct 6 - 5 contacts Acct 7 - 5 contacts Acct 8 - 5 contacts Acct 9 - 5 contacts Acct 10 - 5 contacts Wednesday Manufacturing/Sales Acct 1 - 5 contacts Acct 2 - 5 contacts Acct 3 - 5 contacts Acct 4 - 5 contacts Acct 5 - 5 contacts Acct 6 - 5 contacts Acct 7 - 5 contacts Acct 8 - 5 contacts Acct 9 - 5 contacts Acct 10 - 5 contacts Friday Follow-up Acct 1 - 5 contacts Acct 2 - 5 contacts Acct 3 - 5 contacts Acct 4 - 5 contacts Acct 5 - 5 contacts Acct 6 - 5 contacts Acct 7 - 5 contacts Acct 8 - 5 contacts Acct 9 - 5 contacts Acct 10 - 5 contacts
- 19. Activity into TAP Accounts • Week 1 (A) 30 accts • Manufacturing/Sales • Acct 1 - 5 contacts • Acct 2 - 5 contacts • Acct 3 - 5 contacts • Acct 4 - 5 contacts • Acct 5 - 5 contacts • Acct 6 - 5 contacts • Acct 7 - 5 contacts • Acct 8 - 5 contacts • Acct 9 - 5 contacts • Acct 10 - 5 contacts Activity • Acct #1 – 5 contacts • Contact 1 - LVM/Email/Inmail • Contact 2 - LVM/Email/Inmail • Contact 3 - LVM/Email/Inmail • Contact 4 - LVM/Email/Inmail • Contact 5 - LVM/Email/Inmail • 10 accounts * 5 contacts = • 50 dials/emails/inmails Framework • Put together your Framework quarterly, or monthly. • Cadences set up in Salesloft? • Strategic Events? • Regional Events? • Case Studies? • Competitive Campaign? • Direct Mailer? • ISP? • *Ties back to framework exercise you should do quarterly for you Top accts.
- 20. Identify relevant customer stories for 3 customer stories Example: Outbound Touch Pattern
- 21. SFDC – Account View
- 22. SFDC – Contact View
- 23. Account View
- 24. Framework LOB: Event that month Ex. Regional event Strategic event that month Ex. Dreamforce Inmails – 15 messaging? 5 contacts chosen 4 dials made/contact Cadence built Build one strategic cadence Attach below Marketing collateral to send Ex. Connected planning survey Link to a webinar Case studies to reference LOB pain points to reference DiscoverOrg triggers set up Following the account in sales navigator MQL Follow-Up
- 25. Manager Responsibilities • Align with Marketing • Auto MQL any leads from the TAP accounts • Have the SDRs only receive leads/contacts from their TAP accounts • Lead routing • Set up a Dial report in SFDC to see dials into TAP Accounts • 1:1s • 30 min should be spent on TAP Account follow-up • 30 min mon career progression • Sit w/one SDR for one hour a day • Doesn’t matter what they are doing but make it a point • Highlight Pipeline Generated • Create a contest! • Hour off each Friday for every meeting/oppty booked in a TAP account
- 26. Insider Secrets • Dial Counter/Email Counter • Whiteboards on SDR desks • Cadence Tool • Managers ONLY input Plays • Gamification is KEY • SDR Enablement • Marketing Operations
- 27. Katherine Andruha Head of Sales Development kandruha@eightfold.ai https://www.linkedin.com/in/katherineandruha/
Editor's Notes
- I grew up in the bay area, just 15 miles outside of San Francisco. 2018 Sales Development Leader EBook Published: “How to Win in Sales Development” AlwaysHired Leadership Panelist InsideSales.com Podcast 2018 AA-ISP Digital Sales World 2018 Panelist Top 10! InsideSales.com SDR Summit Presenter: “Stack & Attack” AA-ISP 2017 Women in Tech Panelist SDR Chronicles – Podcast 2017 Tenbound – Podcast 2017 Sales Management Meet-up Panelist
- Talent management is facing new challenges driven by several critical trends. One is that Millennials and post-Millennials are now a majority of your workforce. They are changing jobs much faster than earlier generations, but they would stay with their current employers if they could find a career path internally. Social awareness of diversity and inclusion is now mainstream, and employees don’t accept the status quo—they demand meaningful action. These are the broad challenges you face, and you have to face them together. Eightfold is able to offer a compelling, AI platform that empowers you to address these needs.
- So, how are we actually able to do this with AI? We combine enterprise data with publicly available data, using deep learning artificial intelligence, to deliver talent management results. The enterprise data contains billions of outcomes: from interviews, phone screens, and hiring decisions. Each of these decisions is one outcome: do we interview this person or not, do we hire them or not, and so on. We have more than 100 million resumes. We also gather information from public sources, including from public databases, social media sites, statistical sites, and more. More than 6000 total sources. Altogether, this is a very rich and continuously growing data set with billions of data points. All of this information is combined in our Deep Learning models, which learn what skills and experiences make a great employee Lower attrition, retaining more of the top talent you need to thrive. More flexibility gained from an understanding of individual capabilities Career planning services that are equally available to every employee. This inclusive approach is important—career growth will not be based on one’s personal network or background. We’re able to accomplish this because we have the deepest expertise in AI. Our founding team built the key AI technologies for Google and Facebook, and between them our founders have more than 80 patents in machine learning, AI, and personalization.
- Quick Steps: Work with you AE to gather 30 accts for the quarter. Choose accounts that fall under 1-2 industries and choose 2 LOBs to focus. Ex. 3 AEs * 30 = 90 accounts 3. Mark those Accounts in SFDC & create an Account View. 4. Mark the contacts in SFDC and create a contact view. Put together the framework. Ask questions?
- Sundar: Micro-Learning / Add Script