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Build Your Target Account List


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Critical to the success of your new ABM strategy is the right target account list, agreed upon between the key Sales and Marketing stakeholders. We will discuss best practices, considerations and help you scope your initial rollout as well as a long term plan

Published in: Marketing
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Build Your Target Account List

  1. 1. BUILDING YOUR TARGET ACCOUNT LIST HIGH PERFORMANCE ABM Chris Bondhus Senior Director, Demand Gen | Brightcove Phil Hollrah VP, Product Marketing | Demandbase
  2. 2. FRI Metrics, Measurements and KPIs Keys to Sales & Marketing Alignment SuccessTUES WED THURS Building Your Target Account List ABM Across the Funnel MON ABM Fundamentals @Demandbase #ABMwebseries HIGH PERFORMANCE ABM WEBINAR SERIES EVERYDAY 10 AM PT
  3. 3. © 2016 Copyright Demandbase PHIL HOLLRAH VP, Product Marketing Demandbase @philhollrah CHRIS BONDHUS Senior Director, Demand Gen Brightcove @Cbondhus TODAY’S PRESENTERS
  4. 4. Brightcove = Video for Marketers Video on website Social Video Video portals & microsites Live streaming Video integration CMS, MAP & CRM
  6. 6. THE BASICS
  7. 7. © 2016 Copyright Demandbase Marketing OperationsSales Senior Leaders in… BUILD YOUR ABM LEADERSHIP TEAM
  8. 8. © 2016 Copyright Demandbase  Staff to New ABM Focus  Communicate Objectives  Reset Expectations  Ensure Compliance  Collaborate Regularly  Reinforce the Target Account List ABM LEADERSHIP TEAM: RESPONSIBILITIES
  9. 9. © 2016 Copyright Demandbase ROLE OF THE LIST These are the companies that are most likely to buy from you, due to characteristics that set them up for success. Shares Focus Aligns Resources Facilitates Compliance Role of the List:
  10. 10. © 2016 Copyright Demandbase GOALS Set a baseline of prior year measurement of the same business objectives Look Back To Move Forward
  12. 12. © 2016 Copyright Demandbase OVERVIEW OF THE PROCESS Secure Agreement from ABM Leadership Team Verify & Iterate with field sales Update at regular intervals Build an initial list 4321 It’s a Collaborative Process
  13. 13. © 2016 Copyright Demandbase WHERE TO START Establish who owns the list Department, owner, communications
  14. 14. © 2016 Copyright Demandbase BUILD AN INITIAL LIST 4 Use account identification technology to determine the high-value accounts most likely to buy and best individuals within those accounts WAYS TO APPROACH THE PROCESS Evaluate your current customer base to create a lookalike model 1 2 3 Leverage your list of named accounts, which include verticals and strategic accounts Use data to generate a list of companies, and then have a discussion with your sales team to determine a set of target accounts
  15. 15. © 2016 Copyright Demandbase SECURE AGREEMENT ABM Leadership Team Approval of the List
  16. 16. © 2016 Copyright Demandbase VERIFY AND ITERATE Toss it back to sales team • Bring knowledge of the territory • Disqualify, force account on the list
  17. 17. © 2016 Copyright Demandbase UPDATE Territory Changes, New Reps, Buy In/Education At all Scales Once a year shift in business model, new set of business to influence the model MINOR MAJOR
  18. 18. © 2016 Copyright Demandbase Implications for MAS & CRM Lead Routing, Scoring, Maintaining/Auditing the List, Reporting Alignment is Key MARKETING-SALES-OPERATIONS
  19. 19. © 2016 Copyright Demandbase WHAT WILL AFFECT YOUR PROCESS/LIST CONSIDERATIONS Sales Cycle/length, Average Deal Size, Size of your Sales Team • Think about total addressable market • Target the highest propensity to buy
  20. 20. © 2016 Copyright Demandbase Understand that only a portion of your revenue will come from this list - it may be a majority or minority depending on your business model
  22. 22. © 2016 Copyright Demandbase SEGMENT YOUR TARGET ACCOUNT LIST Segments you select must have discrete business objectives that marketing can build programs to support
  23. 23. © 2016 Copyright Demandbase MEASURE 1 2 3 Select focus areas Identify what is working Set a baseline
  24. 24. © 2016 Copyright Demandbase MAINTAIN THE LIST OVER TIME Pitfalls: Lack of audit, stuffing the list • Short attention span • Reinforce with the team?
  26. 26. © 2016 Copyright Demandbase KEY TAKEAWAYS • Start with Your Business Objectives • Start Simple • Prove the Model • Review, Revise & Expand Over Time • It is an Iterative Process
  27. 27. Q&A
  28. 28. THANK YOU #ABMwebseries @Demandbase