Learn how Pluralsight’s ABX program exceeded its 2021 revenue goals by injecting data and insights into its demand generation program, content marketing, and field events for its 1:1 and 1:Few segments. In this session you will learn: (1) How, after some false starts in 2020, Pluralsight ABX exceeded 100% of its OKR goals, while doubling program size in 2021 by embracing account intelligence. (2) What you can do to infuse account intelligence in the account selection, demand planning, and field marketing planning processes at your own company. (3) Key account insights to consider in building audiences that are ready to learn and ready to buy.

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Turning Account Intelligence
into Action
How Pluralsight uses insights to drive pipeline and
revenue

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▪ Introduction
▪ What is account intelligence?
▪ Why care about account intelligence?
▪ How can you build a winning ABX program?
▪ How can you weave account intelligence into your tactics?
▪ What’s the payoff?
▪ Q&A
Agenda

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About Me
▪ Senior Director of Marketing –
Enterprise and ABX at Pluralsight
(The technology workforce
development company)
▪ MarTech background in FinServ
▪ Former K-12 Educator

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ABX at Pluralsight
Team Structure:
▪ Team of 4 ABX marketers
▪ Core ABX team = Sales + BD + CS +
Marketing
▪ Key Partners: Brand/Content, Digital/Web,
Ops/Analytics, Agency
3 Program Objectives:
▪ Revenue!
▪ Building (+ accelerating) pipeline
▪ Driving account-level engagement
Key Responsibilities:
▪ Account selection + research
▪ Digital + field planning
▪ Content + offer customization
▪ Leading core ABX team
Key Deliverables:
▪ 1:1 and 1:Few account recommendations
▪ Account research decks
▪ Full-funnel digital experience plans
▪ Tailored field events

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1. We believed we selected accounts that made sense, but did we miss out
on other accounts with bigger upsides?
2. Were we using the right ABX framework that aligned sales, marketing,
BD, and success to build a winning plan?
3. Did we have the right data and account-level insights to build a demand
generation and capture program AND a field program built to close
business?
The challenges we had to overcome
Lesson learned: Account-level insights are the foundation of a solid
ABX program

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▪ Account Intelligence = Offline Information + Online Signals
▪ Meaningful offline information can include:
▪ What company contacts share with you
▪ Key published company initiatives
▪ Firmographics + Industry Trends
▪ Meaningful online signals include:
▪ Intent topic trends
▪ Qualification + Propensity scores
▪ Web and Media data
What is account intelligence?

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Why does account intelligence matter?
Decisions without Account Intelligence:
▪ Wrong audiences
▪ Irrelevant content to the right
audience
▪ Awkward calls to action
▪ Missing out on in-market accounts
▪ Poor budget allocation
▪ Lower win rates
Decisions with Account Intelligence:
▪ Right audience
▪ Relevant content that addresses the
pain points
▪ Timely calls to action
▪ Hitting all in-market accounts
▪ Efficient marketing spend
▪ Higher win rates

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1. Commit to the right objectives
2. Harness the power of data (account intelligence) that informs:
▪ Account selection (1:1, 1:Few)
▪ Account Research, Planning, and Journey Mapping
▪ Digital Demand Planning + Execution
▪ Content & Offer Creation + Customization
▪ Field Planning + Execution
3. Continually test and iterate
Planning for a winning ABX strategy

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▪ The high-level checklist:
❑ In-market?
❑ High size of prize?
❑ High propensity?
❑ Acceptable level of effort?
❑ Internally aligned?
How should you select your accounts?
Example Intent Data (Source: Demandbase)

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▪ Produce consolidated
research that shows:
▪ What matters to the
account
▪ What initiatives you can
support
▪ Who is in your sphere of
influence
▪ Where the opportunities
are
How should you be planning for accounts?

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▪ Know your 1P and 3P data sets
▪ Know your pipeline, revenue targets, and historical
win rates and ratios. Then work backwards.
▪ # of conversations to generate
▪ # of different touch points to facilitate
▪ Use a portfolio of channels, but don’t fall into the
trap of diluting your ad spend with every channel
and every audience.
▪ Make sure you have a plan for introducing,
substantiating, and converting – not all accounts are
at the same point in their journey
How do you plan digital demand?

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▪ Reference the account research: what does
the account care about?
▪ Vary content offerings:
▪ Video
▪ Long-form thought leadership
▪ Short-form thought leadership
▪ 3P validation
▪ Invest in hyper-customization for 1st
party
audiences
▪ Create website-based “hubs” for your
accounts and segments
How do you plan content/offers?

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▪ Match your audience (and champions) with an
event that educates, delights, and substantiates
your value proposition to their needs
▪ Personalize and gamify experiences to make
your solution stickier
How do you plan field events?

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▪ We exceeded 100% of our pipeline and revenue targets
▪ 100% of our H2 1:1 accounts made a purchase
▪ We doubled our program’s investment for 2022
What results did Pluralsight see?

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Q&A

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Thank you!