Mark Goloboy, VP of Demand Generation at Brainshark facilitated a discussion on the future of ABM

1. The Future of ABM
Mark Goloboy, VP Demand Generation

2. Training Coaching
Content
Authoring
A single platform for driving sales readiness

3. • Marketing Ops Manager
• Product Marketing Manager
• Business Development and Renewal Reps
• Customer Service Managers / Reps
• Full Stack Software Engineers
We’re Hiring!

4. 2016 saw a record
number of CMOs lose
their jobs…
…the #1 reason for CMO
job loss was failure to
show business impact
The CMO Council / Deloitte
87 percent of respondents
stated that account-based
marketing is “extremely” or
“very” important to their
overall marketing initiatives.
Sirius Decisions “State of ABM 2016” Study

5. • ABM Basics
• ABM + ABSD – Sales and Marketing Alignment
• Attribution
• New Tools and Technologies
The Future of ABM

6. ABM Basics

7. Basics: Account Based Marketing
• Defined: a structured approach to developing and implementing highly
customized sales and marketing campaigns - ITSMA
• Benefits of ABM:
- Sales and Marketing Alignment
- Customer Focus
- Enterprise Consideration
- Efficient Results
Adapted from Sirius, Engagio, and Radius Diagrams
Large
Globals/Enterprise
Target Accounts
(RT / Revenue)
Non-RT
Small / MidSize
Demand
Generation
Account
Based
Marketing
Custom Account
Plans
(1s to 10s)
Targeted Advertising
(100s to 1000s)
Inbound and Mass
Marketing
(1000s to 10,000s)

8. Basics: ABM Methodology
Execute
Tactics
Measure
and
Improve
Develop
Strategy
Choose
Accounts
Review
Account
Intel
Develop
Account
Plan

10. Strategy Sell HQ / Enterprise Deals
Increase Engagement and Multi-
Product Usage
Solution Selling to Largest
Accounts Fortune 500 Accounts Top 200 Customers 25-50 US Accounts
Intel Competitive Data, Predictive
Analytics, LTV, Segmentation
Sales Revenue, Product Usage,
Engagement
Data Science, Install Base, Behavioral,
Social Monitoring
Plan Communicate Potential Scale of
Consolidated Efforts
Targeted Communications (Sales and
Marketing) to Customer Champions
Find and develop new solution
opportunities at largest accounts
Tactics Review Account Hierarchies, Discuss
Competitive Environment
Champion Development, Educational
Marketing, Account & Champion
Events
Targeted Ads, Custom Websites, Exec
Attendance at Local and CIO events
Measure Increased Share of Wallet Increased Product Usage
Increased Engagement and Marketing
Influenced Opportunities
ABM Examples

12. ABM + ABSD
Sales and Marketing
Alignment

14. Leads still come in…
Demand Gen isn’t going
away
The Fundamental Problem…
Sales outreach should be
prioritized based on
customer engagement
Orchestration Tools

15. 1. Someone Told Them to Research Brainshark!
2. We need new tools to see trends
3. These are not typical leads!
49 “Leads” from One Company in 60 Days

17. Orchestration Example 1: InsideSales.com
Scenario: Sales follow up to executive response from highly scored account

18. Orchestration Example 2: Engagio
Scenario: Sales follow up to executive response from highly scored account

19. ABM Measurement
& Attribution

20. 1.First / Last Touch Attribution is not ABM
2.Multi-touch attribution is hard
3.Opportunity review is painful
So, how should we attribute success?

21. Anatomy of a Marketing Sourced Deal
9/30/16
Closed
Won
Purchased
List
BDR NAM
Sent 7 Email
Campaigns
Order
Form
Generated
Meeting
New
Buyer
Meeting
Multiple
Calls,
Presentation
Sent
AQL’d
Attended
Sirius
Decisions
Summit
Sent
Invitation to
SD
Submitted
Form -
Website
Conversions
Submitted
Form -
Website
Conversions
Submitted
Form - PPC
Submitted
Form - PPC
Viewed 1
Web page
TQO
Created
Global Head of Sales Enablement
Oppty Created: 6/8/2016
Oppty Closed: 9/30/2016
Oppty Value: $$$
ACV: $$$
5/24/16
Sales
Enablement for
Dummies Book
Sales
Enablement
eBook
GE Session
Attendee
11/12/15
7/29/15
2/25-5/19/15
5/4/15 9/25/15
1/30/15 5/17/16
5/31/16
6/3/16
6/15-8/18/16
6/9/16 6/30/16
8/9/16
9/29/16
9/30/16
Sales
Enablement for
Dummies Book
Forbes
Bridging the
Sales
Productivity
Gap
Homepage
Formatted
email sent by
Rep
8 emails /
calls from
BDR – one
connect
6/1-6/8/16
Sent 7
emails –
none
opened

22. Key Executive Level Metrics
1. Search Traffic to Sales Readiness Keywords (SEO)
2. AQLs: Total, Progressed, Rejected, Still Open
3. TQOs: By Campaign, BDR, and ASP
4. New Marketing Sourced Opportunities: #, $$, ASP
5. % of Closed Won dollars that marketing sourced
Customer Lifecycle Measurement – But not ABM Measurement
AQL
TAL SAL
TQO
$$$
SQO

24. Full Circle Insights

25. New ABM Tools
And
Technologies

27. Thank You!