If there was one golden rule for any revenue team to follow it would be this: silos don’t work. They lead to inefficiencies, broken systems and problems at every level. It’s time to break down the barriers and align as one revenue team to focus on the right accounts. In this session, Sandra Freeman, Head of Strategic Marketing at Engagio, will discuss strategies and tactics to:
- Get buy-in from the entire revenue team;
- Work with sales to drive action today;
- Use technology to streamline manual activities; and
- Real-world examples and results.
5. #B2BSMX
Alignment Must Haves
Upfront Agreed
On:
Ongoing
Execution
ü Strategy
ü Goals
ü Metrics
ü Executive
Sponsorship
ü Buy-In
ü Account Selection
ü Common Language
ü Engagement Plan
ü Service Level
Agreements
ü Feedback Loop
ü Meeting Cadence
ü Reporting
ü Share Success
ü Build Trust, Have Fun
See Appendix for Entitlement Matrix &
Target Account Selection Tips
6. #B2BSMX
§ Team: AE + SDR + ABM Marketer
§ Every other week
§ Review Top Account Engagement
§ Identify 2 key accounts for extra support
§ Review any blockers
§ Simple Notes in ABM Team Slack Channel
§ Reinforce Program Details
§ SLAs so important!
ABM Stand Ups
See Appendix for ABM Stand Up Guidelines
9. #B2BSMX
Collaborate on Actions & Timing
• High Engagement
• Personalized Outreach: Sales, SDR or Executive
• Example Plays:
• Executive Connect Play
• Meeting Incentive Play
• Low Engagement
• Contact Review + Update Data
• Marketing Nurture
• Display Ads
• Content Syndication Account Focus
• Example Plays:
• Door Opener Play
• Wake the Deal Play
10. #B2BSMX
§ Step 1: Uncover VP likes
Philadelphia Eagles
§ Step 2: Send Hyper
Personalized Package with
note “It’s that time of year
again – ready for football and
Dreamforce? Let’s connect”
§ Step 3: Follow up and
Schedule Meeting!
Executive Connect Play
11. #B2BSMX
• Offer: Get Airpods AFTER you
take a meeting
• Eligibility: Target Account, Some
engagement and Insights
Interested in ABM, Director and
above
• Subject: What do ABM and
Airpods Have in Common?
• Added sense of Urgency
Meeting Incentive Play
12. § Stage: Mid-Funnel
§ Tactic: Personalized
Video
§ Results: 4X
Response Rates
Continue the Conversation Play
13. Door Opener Play
● Standard Package:
Gourmet popcorn + ABM Analytics
Guide + personalized postcard
● Step 2: Email follow up:
“Lets Get Your ABM Poppin!’
● Step 3: Reply Over and Call
14. ● Automate previously manual, time
consuming operational activities
● Create and scale ABM initiatives
across channels that engage your
target accounts in a personalized way
● Distribute the right content, across the
right channel, at the right time
● Accelerate sales cycles
Account is showing intent or
People are interacting with our
3rd Party Content Syndication
programs
NURTURE - Add Key Persons to
early stage nurture in MAP
Aware
People are engaging with us
directly by visiting our website
or meeting with us at field
events
DIRECT MAIL - Add Executive
Key Persona to Direct Mail
Campaign
There’s engagement from
Executives added to early stage
nurture
SEQIUENCE - Launch MQA
Sequence with Executive touch.
Stamp the current total
Engagement Minutes onto the
account for reporting,
Engaged MQA
New Business Opportunity is
Opened
ADD TO LIST - Add executives
from account to Marketing
Suppression list to prevent over
communication.
Opportunity
New Business Opportunity is
Closed Won!
SEQUENCE - Add Champion to
Welcome Sequence. Stamp the
current total Engagement
Minutes onto the account for
reporting,
Customer
Aware Engaged MQA Opportunity Customer
Automation Examples
17. Define What Winning Looks Like
Engagement Sales Meetings Pipeline Opportunity Size Win Rate
>80%
Of target accounts
>40%
In cross-sell with Tier
One accounts
40%
Of enterprise
initial pipeline
from target
accounts
45%
Increase in opp size with
product line ‘A’
50%
Higher for product line ‘A’
in target accounts
Time frame = Year One
19. Example Win: $100K w/ 10 Programs
$100K
$100K
$10K each across 10
$20K $20K
$7,500 across
remaining 8
20. Example Win: $100K
$100K
$100K
$10K each across 10
$20K $20K
$7,500 across
remaining 8
Portion of $100K based on
engagement weight
$30K
$20K
$5K $5K $5K $5K
$10K$10K$10K
23. § Share key insights with Sales at the
account level wherever they are
§ Find the best people to contact next
§ Understand how effectively
Marketing is supporting their efforts
§ Prepare QBRs and other account
reviews
Engagement Data for Sales
27. § Align: ABM Stand Ups
§ Engage: Define Your Plays
§ Measure: Know & Improve
Your Funnel Conversions
§ Technology: Deliver Insights
to Sales Where They Are
Top Takeaway Per Category
29. #B2BSMX
§ Sales & Marketing Together
§ Data Driven – Agree on Model, Iterate
§ Defined ICP
§ Everstring Predictive
§ Weighted in Industry, Marketing Sophistication, Intent
§ Tiers Determined by Strategy + Resources to Support
§ Sales Pick by Territory
§ Leadership Review
§ Communication on Change
§ MOPS support
Learnings: Target Account Selection
30. #B2BSMX
Sample: Entitlement Matrix
Channels Tier 1 Tier 2 Tier 3
Direct Mail Highly
Personalized
$$$
Highly
Personalized
$$
Standard
$
CMO Welcome
Kits
Yes
$$$
Yes
$$
No
Workshops Yes No No
Ads Yes Yes Yes
Data Monthly Quarterly Quarterly
31. #B2BSMX
1. HOT ACCOUNTS – if you have an account that you KNOW you could use help on, come prepared to discuss
and lets agree on an action plan – let’s start with one account per stand up (more as we get rolling!)
2. FIND NEXT ACCOUNT TO FOCUS ON – we can also review accounts together at the stand up, here are
examples we can start with:
1. Most engaged accounts with no executive engagement – lets agree how to engage the execs needed
2. Most engaged accounts with no sales touches – lets discuss next steps
3. Low engagement at a key account, how can we jumpstart?
4. Stuck Opportunities
3. DISCUSS KEY PROGRAMS – we can also use this time to check in on current programs and review how can be
more effective for you. For example:
1. Upcoming trade show or executive breakfast
2. New direct mail program or meeting incentive program, how do your accounts qualify
3. Other TBD
4. REVIEW SUCCESSES and CHALLENGES – what is working and what isn’t?
Sample: ABM Stand Up Guidelines
32. #B2BSMX
Most Effective Tactics for ABM?StrategicScaleProgramatic
One-on-one
meetings and
email
dominate
Source: ITSMA, Account
Based Marketing
Benchmarking Survey