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How to Build an Account Based Sales Development Machine

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Sales Development is a tough job, and it’s only getting tougher. Over-automation and ‘robo-spam’ are burning leads. Buying teams are getting larger and more complex. The number of prospecting channels is exploding. The answer to these challenges is Account Based Sales Development. During this webinar with Engagio's CEO and Marketo co-founder Jon Miller, you’ll discover:

- The real role of data in building profiles and personas
- The Who, What and Where of ABSD
- What truly personalized and relevant outreach looks like and much more

Download the Clear and Complete Guide to Account Based Sales Development at Engagio.com/guide

Published in: Business
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How to Build an Account Based Sales Development Machine

  1. 1. Copyright ©2016, Engagio Inc. @jonmiller How To Build an Account Based Sales Development Machine Jon Miller, CEO and Founder
  2. 2. Copyright ©2016, Engagio Inc. @jonmiller Agenda Hacks for ABE 3 Step Process Why Account Based Everything?
  3. 3. Copyright ©2016, Engagio Inc. @jonmiller Why Account Based Everything
  4. 4. Copyright ©2016, Engagio Inc. @jonmiller Nets versus Spears Demand Generation Account Based
  5. 5. Copyright ©2016, Engagio Inc. @jonmiller ABM is Hot Google Trends for Account Based Marketing Engagio founded
  6. 6. Copyright ©2016, Engagio Inc. @jonmiller But Marketing Isn’t Sufficient 6 ABM Not Enough Source: TOPO 15% Penetration into target accounts
  7. 7. Rise of Account Based Sales Development “[Account Based Sales Development is] today’s most effective Account- Based tactic.” – TOPO
  8. 8. Copyright ©2016, Engagio Inc. @jonmiller Account Based Marketing Account Based Sales Development Account Based Sales
  9. 9. Copyright ©2016, Engagio Inc. @jonmiller Hello, Account Based Everything Orchestration Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
  10. 10. Copyright ©2016, Engagio Inc. @jonmiller 3 Step Process for Account Based Everything
  11. 11. Copyright ©2016, Engagio Inc. @jonmiller #FlipMyFunnel What do we want to say? (offers) Who should we say it to? (segments) Who are we trying to reach? (accounts) What should we say? (message) Where should we say it? (channels) Where should we say it? (channels) DemandGen Account Based Everything
  12. 12. Who
  13. 13. Copyright ©2016, Engagio Inc. @jonmiller Styles of ABE 5-50 accounts (“tens”) Rich account plans Every touch personalized 50-1,000 accounts (“hundreds”) Light research + data build out Personalized touches to key personas 1,000+ accounts (“thousands”) Automated touches OK Industry and persona customization Hybrid Lite Classic
  14. 14. What
  15. 15. With #ABE you need to knock on people’s doors. – @jonmiller
  16. 16. Copyright ©2016, Engagio Inc. @jonmiller
  17. 17. Copyright ©2016, Engagio Inc. @jonmiller Sales Spam = Opt out, tune out, toss out
  18. 18. Copyright ©2016, Engagio Inc. @jonmiller “Sales Spam Sucks” – @jonmiller
  19. 19. “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
  20. 20. Copyright ©2016, Engagio Inc. @jonmiller Three most important factors in enterprise decision: • Knowledge and understanding of my industry • Knowledge and understanding of my unique business issues • Fresh ideas to advance my business ITSMA “75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.”75% 25% Yes No
  21. 21. Copyright ©2016, Engagio Inc. @jonmiller What to Research The Market  Industry Dynamics  Key Trends  Competitors  Growth Drivers & Inhibitors Relationships & Connections  Key Contact Profiles  Relationships to Each other  Relationships to Your Company  Attitudes, Preferences & Biases The Company  Financial Health  Growth Areas vs “Cash Cows”  Renewal Risk  SWOT  Initiatives & Organizational Priorities  Triggers (Funding, Acquisitions, Personnel change, etc.) The Buying Centers  Org. Chart  Key Buying Centers  Whitespace & Buying Center Analysis
  22. 22. Where
  23. 23. Copyright ©2016, Engagio Inc. @jonmiller Channels for Outbound Account Based Everything Marketing • Events • Direct mail • Online advertising • Social ads • Web personalization Sales / Sales Development • Human Email • Phone • Social Channels
  24. 24. Copyright ©2016, Engagio Inc. @jonmiller A series of steps that orchestrates interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts
  25. 25. Copyright ©2016, Engagio Inc. @jonmiller Team Selling Marketing Ops SDR Manager Coaches Sales /AE SDR / ADR Executive Sales Ops Players VP, SalesDemand Gen
  26. 26. Copyright ©2016, Engagio Inc. @jonmiller From me Personalized by an SDR Additional steps can include phone, social checklist, direct mail, etc.
  27. 27. Copyright ©2016, Engagio Inc. @jonmiller Day Step(s) Description Pre Research Find out 3 pieces of relevant information Pre ABM Ads Build awareness with targeted ads Pre Dimensional Mail Package / postcards to decision maker + influencers 1 Triple Touches Human email (SDR) + voicemail + social (InMail) (multiple personas) – mail follow-up 4 Double Touches Human email (AE) + voicemail – case study 7 Double Touches Human email (SDR) + voicemail – relevant content 15 Double Touches Human email (exec) + voicemail – exec alignment 21 Last Chance Last chance email (SDR) + voicemail Ongoing Human Nurture Share relevant insights (curated content) every 3-4 weeks Sample Play TOPO
  28. 28. Copyright ©2016, Engagio Inc. @jonmiller Hacks for Account Based Everything
  29. 29. Copyright ©2016, Engagio Inc. @jonmiller BANT • Budget • Authority • Need • Timing Qualification AN • Authority • Need There’s a project in the next six months (42% opportunities) A Meeting with the right person at the right company (38% intro meetings; 18% semi-qualified)
  30. 30. Copyright ©2016, Engagio Inc. @jonmiller % Reporting to Sales My view: • Sales is responsible for hiring and training • Marketing is responsible for coordinating activities and Plays Source: The Bridge Group: Sales Development 2016: Metrics and Compensation Research Report
  31. 31. Copyright ©2016, Engagio Inc. @jonmiller Lead to Account Matching Leads Account
  32. 32. Copyright ©2016, Engagio Inc. @jonmiller 32 Lead to Account Matching
  33. 33. Copyright ©2016, Engagio Inc. @jonmiller Marketing Qualified Accounts (MQAs) not MQLs 33 Breadth Depth
  34. 34. Copyright ©2016, Engagio Inc. @jonmiller Account Based Metrics Are Different Demand Generation Account Based Quantity Quality Days and Weeks Months and Years Create Pipeline Influence Pipeline New Business Land and Expand Measurement
  35. 35. Copyright ©2016, Engagio Inc. @jonmiller Impact: Are ABM activities improving key sales outcomes? Do you have sufficient data, contacts, and account plans for each target account? Coverage: Are the target accounts aware of your company?Awareness: Are marketing programs reaching target accounts?Reach: Are the right people at the account spending time with your company? Is that engagement going up over time?Engagement:
  36. 36. Copyright ©2016, Engagio Inc. @jonmiller Impact: Are ABM activities improving key sales outcomes? Do you have sufficient data, contacts, and account plans for each target account? Coverage: Are the target accounts aware of your company?Awareness: Are marketing programs reaching target accounts?Reach: Are the right people at the account spending time with your company? Is that engagement going up over time?Engagement:
  37. 37. ABE Market Map
  38. 38. Data Vendors Predictive Who: Selection What: Insight Account Insight Where: Interaction Ads Infrastructure Lead to Account match (L2a); Routing; ABM Analytics Website Orchestration Direct / Physical Events Human Email Phone / Dialer Social Other Intent & Technographics Attribution Person Insight CRMAccount Planning Synchronize Interactions into coordinated Plays Complementary
  39. 39. engagio.com/Guide Get your free copy today! The Clear and Complete Guide to Account Based Sales Development
  40. 40. Copyright ©2016, Engagio Inc. @jonmiller • Marketing isn’t sufficient for comprehensive account-based outreach – need ABSD • Account Based Everything is a strategy that orchestrates account-based Plays across channels and players for maximum impact • ABE process: Who are we trying to reach? What should we say? Where should we say it? • Outbound does not need to mean interruption; use account-specific research to maximize relevance • Lead to Account Matching is the foundation of account-centric success Tweetable Takeaways @jonmiller

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