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Account-Based Marketing for Humans:
How Personalization Builds Relationships and Wins Deals
Sruthi Kumar
Global Marketing
Justin Keller
VP of M arketing
Sruthi Kumar
Global Marketing, Sendoso
@sendosohq
@sruthikkumar
/in/sruthikumar
sruthi@sendoso.com
! " ✈
Justin Keller
VP Marketing, Sigstr
@sigstr
@justinkeller
in/justindkeller
justin@sigstr.com
Digital Burnout
Our audiences are
suffering from digital
burnout.
Our ABM strategies
need to focus on
building relationships.
● One month of LinkedIn
requests: 90% spam.
! One month of email:
56% spam.
! One month of existing:
600,000 brand
impressions.
Check this noise.
It’s the marketers (our) fault
Relationships Matter
Buildings Don’t Buy. People do.
Let’s fix it in tangible and human ways
3 Eras of ABM Progam
1
We started with
one account
2
Then we moved to
100 accounts...
3
Then we moved to
1,000 accounts.
How We Think About Account Segments
Acceleration
Tier 1
120 accounts
Aligned to territories
Tier 2
~1,500 accounts
Prioritized by fit
We started with one account
“Let’s just do everything we can
to land this one account.”
One Account
Sigstr’s First ABM Campaign
Lessons from 1:1 ABM
1. Sales and Marketing alignment
is vital- (and sort of fun).
2. Personalized content makes an
impact.
3. Engaging the right individuals is
as important as creating broad
awareness.
One Hundred Accounts
“Let’s add some tech, write a
playbook, and try and feed all
10 AEs.”
X 100
Then we moved to 100 accounts...
One Account
Targeting 100 Accounts
! Each AE got to pick 10 target accounts in
their territory.
! Each AE got to pick 10 target accounts in
their territory.
○ That was a bad idea.
○ Well outside ICP
○ Some weren’t even HQ’ed in their territory
Targeting 100 Accounts
! Each AE got to pick 10 target accounts in
their territory.
○ That was a bad idea.
○ Well outside ICP
○ Some weren’t even HQ’ed in their territory
! Developed custom content
○ Built 100 personalized Sigstr campaigns
○ Targeted them at 100 personalized Hubspot landing
pages
Targeting 100 Accounts
Targeting 100 Accounts
! Each AE got to pick 10 target accounts in
their territory.
○ That was a bad idea.
○ Well outside ICP
○ Some weren’t even HQ’ed in their territory
! Developed custom content
○ Built 100 personalized Sigstr campaigns
○ Targeted them at 100 personalized Hubspot landing
pages
! Social research happy hours
○ Scour LinkedIn to find champions and committee
members for top target accounts.
○ “Let’s hand off humans, not accounts.”
! Each AE got to pick 10 target accounts in
their territory.
○ That was a bad idea.
○ Well outside ICP
○ Some weren’t even HQ’ed in their territory
! Developed custom content
○ Built 100 personalized Sigstr campaigns
○ Targeted them at 100 personalized Hubspot landing
pages
! Social research happy hours
○ Scour LinkedIn to find champions and committee
members for top target accounts.
○ “Let’s hand off humans, not accounts.”
! Started running targeted advertising
○ Created “Team Trashpanda” to tackle the myriad
marketing ops challenges that created
Targeting 100 Accounts
1. ICP may seem obvious, but it
bears constant repetition.
2. Personalization at scale is
tough, but worth it.
3. Ensure sales understands how
to handle these accounts.
Lessons from 1:Few ABM
Then we moved to 1,000 accounts
One Thousand Accounts
“Alright, let’s run two tiers, align our entire tech stack
against them, run a performance-based budget, and
operationalize it across the entire funnel.”
X 1000
One Hundred Accounts
X 100
One Account
Targeting 1,000 1,917 Accounts
! Account Selection
○ Tier 1
■ 15 chosen by Marketing
■ 5 discarded by Sales
○ Tier 2
■ Chosen by marketing
■ Brought on Datafox to build account
scoring framework
! Buying Committee Recon
○ AE’s responsible for IDing champions in
their accounts
○ Marketing develops dossiers to go with
handoff
Relevant, Personalized Content at Scale
PROGRESSIVE TARGETING
EXAMPLE: CUSTOMER JOURNEY
Identified Lead
Top Target
Demo
IT evaluation
Closed Lost Closed Won
Happy customer with results
Identified Lead
Top Target
Demo
IT evaluation
Closed Lost Closed Won
Happy customer with results
Targeting 1,000 1,917 Accounts
! Opp-Stage Content Automation
○ Display ads and Sigstr campaigns aligned
to opportunity status
○ Ad audience expands on opportunity
! Personalization + Conversation
○ No more manual landing page
construction
○ Sigstr ABM Campaigns
! Account Selection
○ Tier 1
■ 15 chosen by Marketing
■ 5 discarded by Sales
○ Tier 2
■ Chosen by marketing
■ Brought on Datafox to build account
scoring framework
! Buying Committee Recon
○ AE’s responsible for IDing champions in
their accounts
○ Marketing develops dossiers to go with
handoff
Multi Channel Awareness + Engagement Timelines
• Accounts Chosen
• Ads Inserted
• Personalized Content
in Development
• Champions and
influencers ID’ed
• Content Syndicated
• Optimization
• Engagement reports run
• Bottom 50% of accounts
removed
• AE’s run enablement
training
• Personalized Sigstr
campaigns launched
• Swag Bombs
Sent
• Accounts
Handed Off
• Outreach
• Accelleration
ABM for Humans: How Personalization Builds Relationships and Closes Deals
Results from Overall ABM
Program
• 33% opportunity creation rate
• 50% increase in ACV
• 4-day decrease in sales velocity
• ABM campaigns touched 65% of all
closed/won opps
Results
Results from Direct Mail
To date (7 months):
• Over $1m of pipeline influenced
• Over $250k of revenue closed
Where we’re going now.
One Account One Hundred Accounts One Thousand Accounts Relationship-Based
Marketing
Moving from “accounts” to “people.”
100% account alignment.
X 100 X 1000
Some Fun, Personal Gifts We’ve Given
Champion who’s a dog-
mom: Dog treat baking kit.
New Zealand Transplant: All
Blacks Jersey
Former-Minnesotan
Caffeine Addict: Caribou
Coffee Gift Basket
Anyone with kids (or dogs):
Otters
Sends For Every Segment
Acceleration
Tier 1
120 accounts
Aligned to territories
Tier 2
~1,500 accounts
Prioritized by fit
● Top Tier ABM Contacts
○ Personalized gift they would actually enjoy
● Mid Tier ABM Contacts
○ Custom Dimensional Mailer with Swag
○ Evergreen package with swag items
○ Case Studies, video mailer with product demo
● Bottom Tier
○ Digitize direct mail
○ eGifts - popular retailers, coffee chains, or
restaurants
66% year over year increase
ABM for Humans: How Personalization Builds Relationships and Closes Deals
Thanks & Q&A
Visit us at…
sendoso.com sigstr.com

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ABM for Humans: How Personalization Builds Relationships and Closes Deals

  • 1. Account-Based Marketing for Humans: How Personalization Builds Relationships and Wins Deals Sruthi Kumar Global Marketing Justin Keller VP of M arketing
  • 2. Sruthi Kumar Global Marketing, Sendoso @sendosohq @sruthikkumar /in/sruthikumar sruthi@sendoso.com ! " ✈
  • 3. Justin Keller VP Marketing, Sigstr @sigstr @justinkeller in/justindkeller justin@sigstr.com
  • 5. Our audiences are suffering from digital burnout. Our ABM strategies need to focus on building relationships.
  • 6. ● One month of LinkedIn requests: 90% spam. ! One month of email: 56% spam. ! One month of existing: 600,000 brand impressions. Check this noise.
  • 7. It’s the marketers (our) fault
  • 10. Let’s fix it in tangible and human ways
  • 11. 3 Eras of ABM Progam 1 We started with one account 2 Then we moved to 100 accounts... 3 Then we moved to 1,000 accounts.
  • 12. How We Think About Account Segments Acceleration Tier 1 120 accounts Aligned to territories Tier 2 ~1,500 accounts Prioritized by fit
  • 13. We started with one account “Let’s just do everything we can to land this one account.” One Account
  • 15. Lessons from 1:1 ABM 1. Sales and Marketing alignment is vital- (and sort of fun). 2. Personalized content makes an impact. 3. Engaging the right individuals is as important as creating broad awareness.
  • 16. One Hundred Accounts “Let’s add some tech, write a playbook, and try and feed all 10 AEs.” X 100 Then we moved to 100 accounts... One Account
  • 17. Targeting 100 Accounts ! Each AE got to pick 10 target accounts in their territory.
  • 18. ! Each AE got to pick 10 target accounts in their territory. ○ That was a bad idea. ○ Well outside ICP ○ Some weren’t even HQ’ed in their territory Targeting 100 Accounts
  • 19. ! Each AE got to pick 10 target accounts in their territory. ○ That was a bad idea. ○ Well outside ICP ○ Some weren’t even HQ’ed in their territory ! Developed custom content ○ Built 100 personalized Sigstr campaigns ○ Targeted them at 100 personalized Hubspot landing pages Targeting 100 Accounts
  • 20. Targeting 100 Accounts ! Each AE got to pick 10 target accounts in their territory. ○ That was a bad idea. ○ Well outside ICP ○ Some weren’t even HQ’ed in their territory ! Developed custom content ○ Built 100 personalized Sigstr campaigns ○ Targeted them at 100 personalized Hubspot landing pages ! Social research happy hours ○ Scour LinkedIn to find champions and committee members for top target accounts. ○ “Let’s hand off humans, not accounts.”
  • 21. ! Each AE got to pick 10 target accounts in their territory. ○ That was a bad idea. ○ Well outside ICP ○ Some weren’t even HQ’ed in their territory ! Developed custom content ○ Built 100 personalized Sigstr campaigns ○ Targeted them at 100 personalized Hubspot landing pages ! Social research happy hours ○ Scour LinkedIn to find champions and committee members for top target accounts. ○ “Let’s hand off humans, not accounts.” ! Started running targeted advertising ○ Created “Team Trashpanda” to tackle the myriad marketing ops challenges that created Targeting 100 Accounts
  • 22. 1. ICP may seem obvious, but it bears constant repetition. 2. Personalization at scale is tough, but worth it. 3. Ensure sales understands how to handle these accounts. Lessons from 1:Few ABM
  • 23. Then we moved to 1,000 accounts One Thousand Accounts “Alright, let’s run two tiers, align our entire tech stack against them, run a performance-based budget, and operationalize it across the entire funnel.” X 1000 One Hundred Accounts X 100 One Account
  • 24. Targeting 1,000 1,917 Accounts ! Account Selection ○ Tier 1 ■ 15 chosen by Marketing ■ 5 discarded by Sales ○ Tier 2 ■ Chosen by marketing ■ Brought on Datafox to build account scoring framework ! Buying Committee Recon ○ AE’s responsible for IDing champions in their accounts ○ Marketing develops dossiers to go with handoff
  • 25. Relevant, Personalized Content at Scale PROGRESSIVE TARGETING EXAMPLE: CUSTOMER JOURNEY Identified Lead Top Target Demo IT evaluation Closed Lost Closed Won Happy customer with results Identified Lead Top Target Demo IT evaluation Closed Lost Closed Won Happy customer with results
  • 26. Targeting 1,000 1,917 Accounts ! Opp-Stage Content Automation ○ Display ads and Sigstr campaigns aligned to opportunity status ○ Ad audience expands on opportunity ! Personalization + Conversation ○ No more manual landing page construction ○ Sigstr ABM Campaigns ! Account Selection ○ Tier 1 ■ 15 chosen by Marketing ■ 5 discarded by Sales ○ Tier 2 ■ Chosen by marketing ■ Brought on Datafox to build account scoring framework ! Buying Committee Recon ○ AE’s responsible for IDing champions in their accounts ○ Marketing develops dossiers to go with handoff
  • 27. Multi Channel Awareness + Engagement Timelines • Accounts Chosen • Ads Inserted • Personalized Content in Development • Champions and influencers ID’ed • Content Syndicated • Optimization • Engagement reports run • Bottom 50% of accounts removed • AE’s run enablement training • Personalized Sigstr campaigns launched • Swag Bombs Sent • Accounts Handed Off • Outreach • Accelleration
  • 29. Results from Overall ABM Program • 33% opportunity creation rate • 50% increase in ACV • 4-day decrease in sales velocity • ABM campaigns touched 65% of all closed/won opps Results Results from Direct Mail To date (7 months): • Over $1m of pipeline influenced • Over $250k of revenue closed
  • 30. Where we’re going now. One Account One Hundred Accounts One Thousand Accounts Relationship-Based Marketing Moving from “accounts” to “people.” 100% account alignment. X 100 X 1000
  • 31. Some Fun, Personal Gifts We’ve Given Champion who’s a dog- mom: Dog treat baking kit. New Zealand Transplant: All Blacks Jersey Former-Minnesotan Caffeine Addict: Caribou Coffee Gift Basket Anyone with kids (or dogs): Otters
  • 32. Sends For Every Segment Acceleration Tier 1 120 accounts Aligned to territories Tier 2 ~1,500 accounts Prioritized by fit ● Top Tier ABM Contacts ○ Personalized gift they would actually enjoy ● Mid Tier ABM Contacts ○ Custom Dimensional Mailer with Swag ○ Evergreen package with swag items ○ Case Studies, video mailer with product demo ● Bottom Tier ○ Digitize direct mail ○ eGifts - popular retailers, coffee chains, or restaurants 66% year over year increase
  • 34. Thanks & Q&A Visit us at… sendoso.com sigstr.com