Presentation from #FlipMyFunnel's account-based marketing roadshow in San Francisco

1. Dead simple ways to get started
with Account-Based Marketing
Jessica Cross
Director, Audience Marketing
EverString
Adam New-Waterson
Chief Marketing Officer
LeanData

2. Adam New-
Waterson
@RevTechCMO
Jessica
Cross
@JFayeSF

3. Agenda
 How to get started, where to ramp campaigns, and other cool tactics
 Share Jessica’s playbook at EverString
 Walk through how Adam creates ABM messaging
 Lessons we’ve learned along the way

4. What is a Marketing Campaign?
Content
 Articles
 App
 Blog posts
 Books
 Podcasts
 Free Trials
 Guides
 Case Study
Channel
 Content Syndication
 Direct Mail
 Email
 Field Marketing
 Pay Per Click
 Display Advertising
 Syndication
 Email

5. What is an ABM Campaign?
Content
 Articles
 App
 Blog posts
 Books
 Podcasts
 Free Trials
 Guides
 Case Study
Channel
 Content Syndication
 Direct Mail
 Email
 Field Marketing
 Pay Per Click
 Display Advertising
 Syndication
 Email
Personalized
Content
Targeted
Channels

6. 6 overly simplified steps of ABM
1. Identify Target Accounts
2. Identify Decisions Makers
3. Clean Account and Lead/Contact Data
4. Create Personalized Content
5. Program Execution
6. Review results and optimize

7. Jessica’s tech stack
1. Identify Target Accounts – EverString
2. Identify Decisions Makers – EverString, InsideView
3. Clean Account and Lead/Contact Data – LeanData, InsideView, LSN
4. Create Personalized Content – UberFlip, Vidyard, PFL
5. Program Execution – Marketo, AdRoll, LinkedIn, Field Marketing
6. Review results and optimize – LeanData, InsightSquared

8. Adam’s tech stack
1. Identify Target Accounts – EverString, Datanyze, Manually
2. Identify Decisions Makers – EverString, Clearbit, Datanyze
3. Coordinate Sales, SDR and Marketing – LeanData
4. Create Personalized Content – Marketo, Reactful, Manually
5. Program Execution – LeanData, Marketo, Terminus, LinkedIn
6. Review results and optimize – LeanData

9. Account Selection - The old way
 Select accounts manually
 Reps pick who they’ve sold to
 Pick by revenue, employee
count, and industry
 Prioritize based on gut feel and
subjective judgment

10. Predictive account selection – the new way
ABM
starts with
Audience Selection
The process of using your
data to identify your target
accounts
Use data to compile
an objective list
of target accounts
A
A
A
A
A
B
B
B
CD C CC D C
C C CC D C
CC DD C C
DC D C C D C
D C CC C D
DC DC D C
A A

11. Account Based Marketing Starts with the “Who”
Account Selection
Tier accounts
Insights
Messages
Content
Plays
Campaigns
Field Events
Target Account
Activation
Pipeline Sourced
Bookings
Influenced
Deal Velocity
Who What How Measure

12. New SFDC
Lead
Multi-Matches
(tie break)
Yes
No
Account
match?
Single
account
match?
Yes
No
Single Match
Lead Owner =
Account Owner
or SDR
Lean Data
First
Filter
Accounts
Accounts
remain?
Yes
No
Lead
match?
Leads
remain?
Filter
Leads
Yes
Multi-Matches
(tie break)
Yes
Yes
Lead Owner =
Matched Lead
Owner
Single Match
Single lead
match?
No
No No
Filter
Leads
Leads
remain?
Routing leads to the right rep matters
SFDC
Assignment
Rule

13. Lead2Account Matching Engine
Customers
5-15%
Target
Accounts
20-30%
Prospects
40-60%

14. Tier your spend for size of ACV
Who What How Measure
Segments Accounts ACV
Revenue
Potential
ABM
BUDGET
(x10)
Tier 1 10 $500,000 $1,500,000 $150,000
Tier 2 100 $100,000 $3,000,000 $300,000
Tier 3 1000 $50,000 $5,000,000 $500,000
Tier accounts by
account persona in
order to promote
alignment
and budget spend

15. How to: Account Based Marketing
Who What How Measure
Account Research &
Information
Use a specialized SDR
to research &complete
the signal list and
identify individuals
Run a mini- marketing organization around each account
to develop account persona and explicit content
Messaging
Account Personas
Create a persona for
the account to drive
message
Data
Preparation
Map leads to accounts
Improve data quality

16. Run ABM plays in two layers
Buyer Play
Influencer Play
Physical Mailer SDR Call w/ ALL Invite to Micro Event Email Nurturing
Targeted Display Postcard Email Nurturing SDR Call w/ ENGAGED
InfluencersBuyer

17. Sample: Door Opener Campaign to Key Accounts
PFL Campaign to Target Accounts
State of Predictive Marketing
Report
Triggered Alert in SFDC upon
delivery to trigger SDR call down

18. How to: Account Based Marketing
Who What How Measure
Account Selection
Tier accounts
Insights
Messages
Content
Plays
Campaigns
Field Events
Target Account
Activation
Pipeline Sourced
Bookings
Influenced
Deal Velocity

19. 6 overly simplified steps of ABM
1. Identify Target Accounts
2. Identify Decisions Makers
3. Clean Account and Lead/Contact Data
4. Create Personalized Content
5. Program Execution
6. Review results and optimize

20. Account-based campaign sophistication
WHO
Target Account
Selection
HOW
Channels, Offers,
Personas
WHY
Start the right
conversation

21. Account Nurturing by Buyer Persona
CMO CIO VP Sales End User CFO CEO

22. Fake Company – TALENT GRAB
 Human resources software to manage talent acquisition
 Includes budgeting for benefits package negotiations
 Management of incentives – stock, signing bonus, perks
 Employment contract automation

23. PERSONA:
NEEDS:
PAINS:
CONFLICTS:
GOALS:
DESIRES:
MOTIVATIONS:
CAMPAIGN: 1st to 2nd demo
23
Head of Human Resources
Aggregate view of talent process & where open reqs are unfilled
Lots of time spent approving tweaks to benefits packages
With CFO, over salary requests from candidates
Keep costs inline while still attracting top-quality talent
To spend more time on employee development
More control over talent acquisition process

24. PERSONA:
NEEDS:
PAINS:
CONFLICTS:
GOALS:
DESIRES:
MOTIVATIONS:
CAMPAIGN: 1st to 2nd demo
24
Talent Acquisition Manager
Easier process management without waiting for approvals
Negotiations often make them feel like the middle man
With Talent and with Head of HR
Simplify the process, speed time to benefits package
Making their job easier with less conflict in negotiation
Getting the highest quality candidates so there is low chrun

25. PERSONA:
NEEDS:
PAINS:
CONFLICTS:
GOALS:
DESIRES:
MOTIVATIONS:
CAMPAIGN: 1st to 2nd demo
25
Chief Financial Officer
Keep costs in line to reduce burn rate
Head of HR over benefits packages
To make data-driven decisions in all areas of the business
Not knowing how much to budget for HR
To easily see all of the candidates in the pipeline
Reducing costs to apply it to other areas of business

26. Pick a single moment to start the conversation
 Find conflict and exploit it
 Educate on how pain is solved
 Arm each member for conflict
 Prove value to gain advocacy
 Motivate resolution

27. Focus campaigns on starting conversations
5 challenges in a tough
recruiting environment
A new way to manage &
nurture new talent
3 KPIs you need to know
about benefits trends
What your CFO needs to
do to improve talent
Trends in modern talent
nurturing & development
3 ways to reduce costs
on top talent
Maintaining great relation-
ships for future job reqs
Hassle free benefits
negotiations
Rising talent acquisition
costs are increasing burn
Why getting top talent
reduces employee churn
10 ways to reduce talent
acquisition costs
What your Head of HR
should be reporting
Head of Human Resources Talent Acquisition Manager Chief Financial Officer

28. Example in Marketing Automation

29. 29

30. Identifying Moments in my Pipeline

31. Stop Leaks with specific campaigns
31

32. ABM - Mini Results
Star Wars Movie Premier
 Invite to Key Accounts
 92 meetings booked
 11 Opportunities
 $525,500 in pipeline
 Spent $3,300
Key Planning Points
 SDRs are part of your campaign
 LOTS of coordination with Sales

33. What we are analyzing
Weekly :
Account Activations
Sourced Pipeline
Every other week :
Influenced Bookings

34. LeanData bookings since ABM

35. Final Thoughts
 Picking the wrong accounts sets you on the wrong foot for ABM.
 No billboards. Spend money in ways that drive targeted results.
 Sales is a critical component of building your ABM campaign.
 Create the conversation you want your prospects to have.
 Get your data right. Personalization can go wrong with bad data.
 Just say no to MQLs. Report on what actually matters.

36. Adam New-
Waterson
@RevTechCMO
Jessica
Cross
@JFayeSF