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The Biggest Risks to Failing at Sales Development

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In the deep sea of B2B marketing and sales, you can't wait around for the right people from the right accounts to swim into your net – you need to hunt "big fish" with a targeted and strategic approach. Demand generation is changing, and your organization must evolve from a lead-centric to an account-centric mindset to succeed. But doing Account Based Marketing alone isn't enough.

Learn the secrets best of breed marketing and sales development teams are adopting and where they're seeing success, including:
-The 5 keys to aligning your organization around account-based thinking
-The Who, What, and Where of Account Based Sales Development.
-What truly personalized and relevant outreach looks like
-Why data is the backbone of building profiles and personas, and how to use it correctly
-How team selling concepts will take your prospecting to the next level and beyond

Check out this slide deck by Brandon Redlinger, Director of Growth at Engagio, as he explains how to build the new Account Based Everything machine. Discover the marketer's CliffsNotes from Engagio's all-new Clear and Complete Guide to Account Based Sales Development and revisit highlights from the Clear and Complete Guide to Account Based Marketing.

To download Engagio's Clear and Complete Guide to Account Based Sales Development and The Clear and Complete Guide to Account Based Marketing, visit Engagio.com/guide

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The Biggest Risks to Failing at Sales Development

  1. 1. @EverString #BMB The Biggest Risks to Failing at Sales Development Brandon Redlinger, Director of Growth at Engagio Oct. 27, 2016
  2. 2. @EverString #BMB Brandon Redlinger Director of Growth, Engagio
  3. 3. @EverString #BMB Agenda Marketing & ABSD Who, What, and Where of ABSD Why Account Based Sales Development? 1 2 3
  4. 4. @EverString #BMB Why Account Based Sales Development?
  5. 5. 5 @EverString #BMB • More complex decisions • More decision makers • Longer sales cycles • Higher stakes The Changing Landscape of Sales Development
  6. 6. 6 @EverString #BMB The Traditional Model • Focused on inbound • Linear process • Focused on reaching masses The New Model • Separate inbound & outbound • Personalized • Strategic The Old vs The New
  7. 7. 7 @EverString #BMB “A coordinated strategy that combines personalized, multi-channel, multi-threaded outbound activities to create high-value opportunities in new and existing customers.” Account Based Sales Development Defined
  8. 8. 8 @EverString #BMB Top Benefits of ABSD • Reps become efficient and effective. • It forces organizational alignment • You build a better brand reputation • Hyper Growth!
  9. 9. 9 @EverString #BMB Why You Should avoid ABSD • You’re pre-product/market fit (PMF). • You don’t have a predictable pipeline. • You’re not positioned to move up market. • You don’t have the technology required to perform ABSD.
  10. 10. 10 @EverString #BMB Caution! ABSD alone can’t save a sinking ship.
  11. 11. @EverString #BMB The Who, What & Where of ABSD
  12. 12. 12 @EverString #BMB 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) NetsSpearsThe 3-Step Process
  13. 13. 13 @EverString #BMB Who
  14. 14. 14 @EverString #BMB 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 Tiers of Accounts
  15. 15. 15 @EverString #BMB • Firmographic – Company Profile Data • Technographic – Technology Stack • Behavioral – Buyer Behavior and Indicators • *Predictive – Forecast the Propensity to Buy The Big Three Types of Data Required
  16. 16. 16 @EverString #BMB Examples: • Organization size • Industry, market and vertical • Projected financials • Growth trends • Number of locations • Status or structure • Market share or industry position Vendors: Firmographic Data
  17. 17. 17 @EverString #BMB Examples: • Technologies used by their competitors • Technologies used by complementary product or services • Technologies that signal status (e.g., a startup won’t be using Netsuite) Vendors: • Job descriptions (hint: look at required skills) • LinkedIn (hint: look at skill endorsements for their employees) Technographic Data
  18. 18. 18 @EverString #BMB Examples: • Interactions with your content (eBooks, webinar, whitepapers, etc.) • Job postings • News regarding the company as a whole – company updates (e.g., a round of funding, welcoming a new executive, acquisitions) Vendors: • Company website • Social media • Forums and discussions boards • Job boards Behavioral Data
  19. 19. 19 @EverString #BMB Predictive scoring analyzes the data and builds models around any characteristics that best correlate with success. Predictive Scoring & Modeling Vendors:
  20. 20. 20 @EverString #BMB Find and map the important roles inside every buying team. It could look something like this: • Initiator • Decision Maker • Buyer • Influencer • User • Gatekeeper Ideal Buyer Profiles
  21. 21. 21 @EverString #BMB What
  22. 22. 22 @EverString #BMB The Statistics “75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.” 75% 25% Yes No
  23. 23. 23 @EverString #BMB The 3 Most Important Factors • Knowledge and understanding of my industry • Knowledge and understanding of my unique business issues • Fresh ideas to advance my business
  24. 24. 24 @EverString #BMB 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
  25. 25. 25 @EverString #BMB Where
  26. 26. 26 @EverString #BMB • Number of Touches • Channel Diversity • Timing of Touches • Content of the Touches Key Elements for Effective Outreach
  27. 27. 27 @EverString #BMB Avoid at all costs! Instead: • Reemphasize business value • Offer insight • Educate • Share new The “Touching Base” Email
  28. 28. 28 @EverString #BMB • Plain text vs HTML • Short vs long • Relevant vs generic • Personalized vs customized • One-to-one or one-to-many Does it pass the test? Human Emails
  29. 29. 29 @EverString #BMB • Email • Call • Social The Triple Threat
  30. 30. 30 @EverString #BMB “Voicemail and email are equally important. And together, they’re twice as effective as all other touches combined.” Trish Bertuzzi, The Sales Development Playbook
  31. 31. 31 @EverString #BMB “A play is 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.” Orchestrating Plays
  32. 32. 32 @EverString #BMB Sample Play 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
  33. 33. @EverString #BMB Marketing & ABSD
  34. 34. 34 @EverString #BMB Marketing Loves ABSD Sales done the way marketing wants sales to be done. • Convert more pipeline • Close more deals Marketing done the way sales wants marketing to be done. • They’re called Account Executives, not Lead Executives • They close Accounts, not Leads
  35. 35. 35 @EverString #BMB Marketing Qualified Accounts (MQA) “A target account (or discrete buying center) that has reached a sufficient level of engagement to indicate possible sales readiness.”
  36. 36. 36 @EverString #BMB Lead to Account Matching Fuzzy logic matching on name, company, IP, geography = • Account-level visibility • Better routing
  37. 37. 37 @EverString #BMB • Social Selling • Content • Ad Targeting/Retargeting • Other How Marketing Can Enable Sales Development
  38. 38. 38 @EverString #BMB • Listen to your target accounts • Use private Twitter lists • Warm up your outreach • Gain competitive intelligence Tools and Vendors: Social Selling
  39. 39. 39 @EverString #BMB Turn a relevant but broad piece of content into a super- relevant piece: • A targeted title or subtitle • Imagery that reflects the target industry • Case studies from the target market • Tweaking the introduction and conclusion • A targeted landing page and email Content
  40. 40. 40 @EverString #BMB • Targeted and relevant • Simple vs. Super-Personalization Content Personalization
  41. 41. 41 @EverString #BMB Ad Targeting/Retargeting Tools and Vendors:Many different ways to target accounts: • By persona • By funnel stage • By business value
  42. 42. 42 @EverString #BMB The options are endless: • Events • Dimensional Mail • Sponsorships Show up like no one else! Other Ways Marketing Creates Demand
  43. 43. 43 @EverString #BMB Stop Calling it ABM or ABSD!
  44. 44. 44 @EverString #BMB This isn’t about account-based marketing campaigns or sales tactics, this is Account Based Everything: the coordination of marketing, sales development, sales, and customer success efforts to drive engagement and conversion at key target accounts.” Craig Rosenberg, Chief Analyst, TOPO Hello, Account Based Everything!
  45. 45. 45 @EverString #BMB Connect with me
  46. 46. 46 @EverString #BMB For more Account Based treasures… The Clear & Complete Guides ABM The Clear & Complete Guides ABSD Engagio.com/guide Follow us on Twitter at @Engagio

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