2018 Marketo's Marketing National Summit - "From Zero to ABM in 7 Dyas" presented by Justin Gray, CEO, LeadMD
Account-Based Marketing is all about refocusing efforts to build stronger, more strategic business relationships, but this shift can feel overwhelming! Justin Gray, CEO of LeadMD removes the mystery and intimidation from ABM by breaking this critical shift down into easy to digest, easy to implement pillars and walks you through the design of your own best-in-class ABM Pilot program… in less than a week.
2. How to Build an Account Based
Strategy in 7 Days
Justin Gray, CEO & Founder of LeadMD
3. Meet Justin
CEO & Founder of LeadMD
20 Years as a powerhouse
marketing leader.
20th Marketo Customer
Serial Entrepreneur with 4
Successful Exits
4. About LeadMD
LeadMD transforms marketing from a cost center
to a revenue engine.
Has helped over 3000 Marketo customers
succeed.
Offers both Project & Staff Augmentation
engagements.
17. Time to Mine Your Data
HIGHEST
ACV
HIGHEST
LTV
CRM
Firmographics
TARGET ACCOUNTS
Sales Team
Profile Profile Profile
IDEAL CUSTOMER
PROFILE
(ICP)
PILOT PROGRAM
EXISTING
CUSTOMER DATA
(TAM)
25. High-Value, First-Meeting Plays
With a limited number of accounts,
sales needs first-meeting plays that
allow them to:
1. Capture enough interest to
encourage a meeting
2. Provide hype-value so the
prospect wants to learn more
27. Listen to the experts
In (TOPO) research of organizations executing high-
value, first-meeting plays, we found many attribute
these plays to significant lift in their metrics, including:
49% penetration into target accounts in two years
26% lift on touch pattern/SQL conversion rate
21% of first meetings converting to larger
stakeholder meetings