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Data.com Connect Presents: Jon Miller - The Rise of Account Based Sales Development

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Data.com Connect Presents: Jon Miller - The Rise of Account Based Sales Development

  1. 1. Tweet your learning's using #ConnectWebinars or @ConnectMembers for a chance to win a special prize! Visit Connect.Data.com Sign up (for free) today and get 2 free contacts! /ConnectMembers @ConnectMembers Data.com
  2. 2. Copyright ©2017, Engagio Inc. The Rise of Account Based Sales Development Jon Miller, CEO and Founder
  3. 3. Copyright ©2017, Engagio Inc. Agenda Hacks for ABSDABSD Process The New Sales Development For a deep dive on these topics review “The Clear & Complete Guide to Account Based Sales Development”
  4. 4. Copyright ©2017, Engagio Inc. The New Sales Development
  5. 5. Copyright ©2017, Engagio Inc. Inbound vs Outbound Nets Spears
  6. 6. Copyright ©2017, Engagio Inc. 10 Account Centric Thinking
  7. 7. Copyright ©2017, Engagio Inc. ABM is Hot Google Trends for Account Based Marketing Engagio founded
  8. 8. Copyright ©2017, Engagio Inc. But Marketing Isn’t Sufficient 12 ABM Not Enough Source: TOPO 15% Penetration into target accounts
  9. 9. Rise of Account Based Sales Development “[Account Based Sales Development is] today’s most effective Account- Based tactic.” – TOPO
  10. 10. Account Based Sales Development A coordinated strategy that combines personalized, multi-channel, multi- threaded, outbound activities to create high-value opportunities in new and existing customers
  11. 11. Copyright ©2017, Engagio Inc. • It’s targeted – aimed at selected, named accounts, not huge, undifferentiated lists • It’s personalized – based on relevant, crafted conversations instead of standard, one-size- fits-all scripts • It’s researched – driven by systematic insight generation (not two minutes on LinkedIn) • It’s multi-channel – maximizing reach by using all channels, not massive spamming campaigns • It’s integrated – a coordinated effort supported by marketing – not another silo • It’s patient – with less emphasis on short-term calls-to-action such as demos and more on high-value engagements such as meetings to share insights or trends How ABSD is Different
  12. 12. Copyright ©2017, Engagio Inc. 16 Why Now? • Reaching high into larger accounts drives better dealsEconomics • Declining returns from inbound / volume channelsSaturation • Technology is now available to deliver ABE at scaleScalability
  13. 13. Copyright ©2017, Engagio Inc. ABSD Process
  14. 14. Copyright ©2017, Engagio Inc. #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
  15. 15. Who
  16. 16. 1. Ideal Customer Profile 2. Ideal Buyer Personas • Firmographics • Technographics • Geography • Behaviors • Intent • Predictive For each member of buying committee • Buyer • Influencer • User • Gatekeeper Data will decay at a rate of anywhere from 2-7% a month
  17. 17. Copyright ©2017, Engagio Inc. Styles of ABSD 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 Tier 3 Programmatic Tier 2 Scale Tier 1 Strategic
  18. 18. What
  19. 19. Copyright ©2017, Engagio Inc.
  20. 20. Copyright ©2017, Engagio Inc.
  21. 21. Copyright ©2017, Engagio Inc.
  22. 22. Copyright ©2017, Engagio Inc. Sales Spam = Opt out, tune out, toss out
  23. 23. Copyright ©2017, Engagio Inc. “Sales Spam Sucks” – @jonmiller
  24. 24. “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
  25. 25. Copyright ©2017, Engagio Inc. 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
  26. 26. Copyright ©2017, Engagio Inc. 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
  27. 27. Copyright ©2017, Engagio Inc. 32 Content Personalization Spectrum Tier 1 Strategic Tier 2 Scale Tier 3 Programmatic Inbound Spears Nets
  28. 28. Where
  29. 29. Copyright ©2017, Engagio Inc. Evolution of ABSD 1: Send an email to one person 2X: Send an series of emails to one person 3X: Send a series of touches across channels to one person 4x: Send an series of orchestrated interactions across channels from multiple people, to people people at the account Winning by Design
  30. 30. Copyright ©2017, Engagio Inc. 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
  31. 31. Copyright ©2017, Engagio Inc. Team Selling Marketing Ops SDR Manager Coaches Sales /AE SDR / ADR Executive Sales Ops Players VP, SalesDemand Gen
  32. 32. Copyright ©2017, Engagio Inc. Channels for Outbound Account Based Everything Marketing • Events • Direct mail • Online advertising • Social ads • Web personalization Sales / Sales Development • Human Email • Phone • Social Channels
  33. 33. Copyright ©2017, Engagio Inc. Hello, Account Based Everything Orchestration Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
  34. 34. Copyright ©2017, Engagio Inc. From me Personalized by an SDR Additional steps can include phone, social checklist, direct mail, etc.
  35. 35. Copyright ©2017, Engagio Inc. What is a Play? CEODirector, Marketing Our Team VP, Sales VP, Sales Their Team The Play CEO VP, Marketing SDR Jennie, research the account and call Bert Ray, approve an email to Fozzie Jon, approve an email to Abby Becca, send a coffee to Elmo if no one responds can send on behalf of… SDR SDR customizes and drives play AE
  36. 36. Copyright ©2017, Engagio Inc. Hacks for ABSD
  37. 37. Copyright ©2017, Engagio Inc. 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)
  38. 38. Copyright ©2017, Engagio Inc. % 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
  39. 39. Copyright ©2017, Engagio Inc. Lead to Account Matching Leads Account
  40. 40. Copyright ©2017, Engagio Inc. 46 Lead to Account Matching
  41. 41. Copyright ©2017, Engagio Inc. Marketing Qualified Accounts (MQAs) not MQLs 47 Breadth Depth
  42. 42. Copyright ©2017, Engagio Inc. ABSD metrics are different • They track accounts not leads (MQAs not MQLs) • They focus on quality not quantity • They track impact and influence more than try to apportion ‘credit’ (the ABE world is much more of a team effort) – Engagement and minutes 48 Metrics
  43. 43. Copyright ©2017, Engagio Inc. 49 Engagement Minutes
  44. 44. Copyright ©2017, Engagio Inc. Technology for ABSD
  45. 45. Copyright ©2017, Engagio Inc. Data Vendors Predictive Who: Selection What: Personalization 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 CRMAccount Planning Synchronize Interactions into coordinated Plays Complementary Content Customization
  46. 46. Copyright ©2017, Engagio Inc. engagio.com/Guide Get your free copies today! The Clear and Complete Guides to Account Based Marketing and Account Based Sales Development
  47. 47. Copyright ©2017, Engagio Inc. • Account Based Sales Development is today’s most effective Account-Based tactic • Sales development should not be robo- spam – have personalized, relevant conversations • One style does not fit all – customize your level of customization to the account tier • Don’t field a team of 11 wide receivers – to move ball down the field you need players in multiple positions (ABSD is a team sport) • Measure engagement and quality, not just activity and meeting / opps Top Tweetable Takeaways @jonmiller

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