[Webinar] ABM Tech Talks: RollWorks' Identification Solution
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Identifying the right target accounts increases account-based success, and that's why we'll walk you through ICP Insights, Target Account Selection, and Contact Data.
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[Webinar] ABM Tech Talks: RollWorks' Identification Solution
- 2. Agenda 1. ABM Strategy & ICP 2. Demo 3. Use Cases 4. Q&A
- 3. Account-Based Marketing Why it’s so dang popular
- 4. Account-based is the proactive coordination of marketing, sales, and customer success to close, retain, and grow an organization’s most valuable accounts. TOPO, “The Account-Based Everything Framework” 2016
- 5. 91%of ABM practitioners say average deal size is larger for ABM accounts Source: SiriusDecisions
- 6. 87%of ABM practitioners report better success rates at closing deals for ABM accounts vs. non-ABM accounts Source: SiriusDecisions
- 7. Getting Started with an Account Based Strategy... Step 1: Gain buy-in and allocate resources Step 2: Define your ABM goals Step 3: Select your account-based technology Step 4: Identify and prioritize target accounts Step 5: Select your channels and create targeted content Step 6: Engage with accounts Step 7: Measure, evaluate, and optimize ABM 101
- 8. Identifying your ideal accounts is the foundation for your account- based strategy
- 9. 29%Target Account List Identification and Selection Is a TOP 3 Account Based Challenge Source: TOPO 2019
- 10. Identifying your ideal accounts How to define your ICP and build a winning target account list
- 11. Start with your ideal customer profile (ICP) ● NOT total addressable market (TAM) ● NOT target account list (TAL) ● NOT buyer persona
- 12. What is an ICP? A set of attributes used to describe the companies with the highest value to your business. + A strategic framework to manage resource allocation & activity across the entire business.
- 13. What happens if you don’t have a clearly defined ICP? ● Product team builds for a first set of customers ● Marketing markets to a second set of customers ● Sales sells to a third set of customers You lose $
- 14. 68%Higher win rates were reported for organizations with a strong Ideal Customer Profile (ICP) Source: TOPO 2019
- 15. What a solid ICP looks like Attribute Value Industry B2B Geography U.S., Canada, UK, Ireland Industry Verticals Investment Banking, Financial Services, Accounting Company size 500 to 5000 employees Company rev $10MM+ Technographic Marketo, HubSpot, Pardot, Mailchimp, Constant Contact, GetResponse AND AND AND AND AND
- 16. Technology to the rescue...
- 17. RollWorks Account-Based Platform Identify your ideal customer profile, target accounts, and key buyers. IDENTIFY YOUR LIST Engage high-fit accounts (even without a target account list) with advertising and SDR emails ENGAGE YOUR CUSTOMERS Measure the effectiveness of your programs at the contact and account level MEASURE YOUR IMPACT
- 18. Contact Selection Find key decision makers. Get contact info for buying committees (and not those in unrelated roles). Advance your account-based strategies. Build and prioritize a target account list. Identification Solution: Start by uncovering your ideal customer profile (ICP), then build your target account list, and source vetted contacts at the accounts that matter most Become more account-based. Define or validate your ideal customer profile (ICP) using your existing data. Target Account Selection ICP Insights:
- 19. RollWorks Account-Based Platform Identification Solution Demo
- 20. Use Cases How you can learn from the best
- 21. Problem: Fine-tuning the company ICP RollWorks Solution: ICP Insights ICP Insights Identify the right ICP Use ICP Insights to analyze attributes of closed-won accounts in sales funnel Take ICP attributes and plug them into RollWorks’ database to create a strong TAL. -or- Get started running targeted campaigns against new ICP Working off of a legacy account list? Low confidence in ICP/TAL? Business Impact
- 22. Problem: Effectiveness of Marketing Programs RollWorks Answer: ICP Insights ICP Insights Identify the right ICP Use ICP Insights to analyze website visitors and funnel stages Match ICP Are my marketing programs working and targeting the right accounts? Am I driving the right traffic to my site? Business Impact Marketing should keep doing more of the same! Does not match ICP Revisit ad targeting/SEO efforts -or- Expand ICP to include a new market segment showing interest
- 23. Problem: We need to create a target account list quickly RollWorks Solution: Target Account Selection ICP Insights Identify the right ICP Use firmographic attributes of your ICP— industry, size, revenue, etc.—to generate a target account list (TAL) in minutes. With the ability to download an account list with 22 company-level attributes, you can begin to gain sales and marketing alignment. Activate marketing and sales plays from there. I have an ICP, but how do I create a list of accounts that match? Business Impact
- 24. Problem: Finding contacts on buying committee within accounts RollWorks Solution: Contact Data ICP Insights Identify the right ICP Upload an account list or use ICP outputs as filters to create a contact list. From here, you can use contacts for SDR/sales outreach or to create digital ad audiences. How can I help my sales team reach individuals at accounts? Business Impact
- 25. What’s Next? Engage How to reach your target accounts and get them to your website
- 26. RollWorks Account-Based Platform Identify your ideal customer profile, target accounts, and key buyers. IDENTIFY YOUR LIST Engage high-fit accounts (even without a target account list) with advertising and SDR emails ENGAGE YOUR CUSTOMERS Measure the effectiveness of your programs at the contact and account level MEASURE YOUR IMPACT
- 27. RollWorks Account-Based Platform Engagement Solution Join us for our next ABM Tech Talk! Stay Tuned
- 28. Questions?
- 29. Thank you!
Editor's Notes
- Hello everyone. Welcome to ABM Tech Talks. My name is VM and I work in product marketing at RollWorks. Today, I’ll be joined by Mark Miller from our Product Management Team to take you through all things related to Identifying Accounts for your ABM Program. But 1st a few housekeeping items. We are recording this webinar and will send out the recording after this webcast. Also, we want to answer any questions you may have, so do send those in via chat box. We have allocated time at the end of this webinar to answer your questions
- Our Agenda for today will focus on A quick intro to ABM or ABE Then we’ll talk about importance of an ICP as a starting point for identifying a target account list Mark will demo the Account & Contact Identification capabilities within the RollWorks Account Based Platform We’ll take you through some use cases on how our technology is enabling our customers reach their AB goals And we’ll wrap up with a Q&A
- Let’s talk about ABM for a minute. Most B2B Marketer know about it, some practice it, and some are just starting to look into an Account-Based Approach. So What is ABM?
- TOPO defines an account-based approach rather simply… “Account-based is the proactive coordination of marketing, sales development, sales, and customer success to close, retain, and grow an organization’s most valuable accounts.” Most valuable accounts. We’ll come back to that later. Also, not the emphasis on alignment or coordination of sales and marketing.
- It’s worth noting that ABM (account-based marketing) is not just a buzzword any more, as marketers are seeing real results by moving from a lead-based to an account-based approach. According to SiriusDecisions, 91% of ABM practitioners say that an ABM strategy increases average deal size
- And -87% report better success rates at closing deals for ABM accounts compared to non-ABM accounts. So wIth an ABM strategy you just have a far better chance of closing deals. It’s a more focused approach. So we now know that an Account Based strategy works Better success rate at closing, compared to non-ABM accounts - you have a far better chance of closing deals
- So how does one get started with an Account Based Strategy. Noe Doing it right means checking off a few key steps Step1: Get organization buy-in and create an ABM team. It is super important to get sales and marketing alignment upfront. Step 2: Define your ABM goals and be specific Step 3: Select your AB tech stack; Companies like RollWorks can help here Step 4: Identify and prioritize your target accounts: This is the focus for our webinar today Step 5: Create content and messaging Step 6 Engage with target accounts via marketing campaigns and sales outreach Step 7. Measure, Evaluate and Optimize
- You’ve probably got a sense that Identifying account is the foundation for an AB strategy. And it takes work - it’s not easy
- In fact according to TOPO, 29% of ABM practitioners mention Target Account list identification as a TOP AB challenge
- So what do you need to get started?. You need to know who your top accounts / targets are. And that starts with defining your ICP.
- Let’s start with what your ICP is NOT: Total addressable market, or every company that could possibly purchase your product Target account list, or specific accounts that you want to target Buyer persona, or specific types of people that will buy and use your product
- ICP IS: Specifically: A profile or A set of attributes (Firmographic and technographic) used to describe the companies or accounts with the highest value to your business. It is also: A strategic framework to manage resource allocation & activity across the entire business. Our new President just rolled out a revised version of the RollWorks ICP, and every employee was quizzed on it, as it’s the epicenter of all decision making)
- If you don’t have a well ICP in your company Product builds for a first set of customers Marketing markets to a second set of customers Sales sells to a third set of customers This misalignment results in wasted time and MONEY.
- But let us not be ruled by fear; in the most recent TOPO Account-Based Benchmark Report, organizations with a strong or well thought out ICP reported 68% higher win rates than those that did not. So there is a tangible monetary benefit to thinking through your ICP and being rigorous in its application.
- So what does a solid ICP look like. First of all, it is specific and clearly defines the firmographic attribute of an ideal account - attributes such as- Industry verticals, company revenue, company size. And, it also defines any technographic attributes that may be important So now we know what a well defined ICP looks likes. But how do we develop one? And more importantly how do you create an Account list based on an ICP. And then how does one get to key contacts or key buyers within that account list
- This is where technology and your ABM Tech stack can help.
- Our RollWorks Account-Based Platform has been developed to specifically -help you identify your Account list -Engage your customers -and measure your impact
- Now I’ll hand it over to Mark, who’ll show you how our Identification solution can help you develop an ICP, create a target account list that aligns to it and tier/prioritize accordingly. And, how you can go a step further, and begin to source contact information for those in the buying committee, based on role.
- Hopefully you have a sense of how our Account Based technology works. Let’s now talk about how our customers are using this technology to solve their Account Identification issues
- So we’ve spent a lot of time talking about a data foundation of ideal accounts and contacts. The next steps is engaging with accounts and key buyers
- We have a solution for that. The RollWorks account-based platform has an engagement solution that that can activate digital advertising and sales outreach against an account and contact list .
- But we’ll reserve that for our next tech talk
- Looks like we are time. Today’s webinar has covered some basics around Account Identification. I’d like to now open up for questions. I can see we have a few in the chat section.