Andrii Burlutskyi: Account-based marketing в світі AI: що і як робити у 2024 (UA) UA Online IT Outsourcing Forum 2023 Winter Website – www.liof.org/online Youtube – https://www.youtube.com/startuplviv FB – https://www.facebook.com/ukrof

1. Let’s meet? Andrii Burlutskyi
Fan of our future
Marketer and sales
Entrepreneur
Successful office snob
Keynote speaker
10 years made Europeans fall in
love with Microsoft technologies.
Technology coach and marketing
consultant
Now a director of marketing
at Yalantis

2. Account-based підхід
Змість аутріча масовими методами беремо тих
контрагентів, які нас цікавлять і дуже щільно та глибоко
їх опрацьовуємо.
1-5-10 клієнтів
Суперперсонализація на кожному кроці.
Все заточено під конкретну людину та компанію.

3. PAS –
Preliminary
Account
Snapshot

4. Layer 1. Helicopter
view
• All the standard stuff from your data
provider of choice -- financials,
growth rate, recent M&As, etc.

5. Layer 2. Key
initiatives at the
company level
• Main topics of the investor calls
(besides financials) and executive
keynotes, projects that the company
focuses media and PR focus on, big
hires at the C-Level, and POVs of the
main execs.

6. Layer 3. Zoom in on the
initiatives and events inside
the account that are related
to your topic.
• Traces of competitors and
complementary vendors, technical
keynotes and webinars, anything that
will help you better understand the
infrastructure you'll be dealing with.

7. Layer 4. Rough (very rough)
outline of the account map with
light research on possible
decision-makers.
You don't need to go deep on every
exec at this point, just feel the waters
and make your assumptions on the
main information flows.

8. Layer 5. In-depth profiles of
the potential champions,
who may be selling your
product internally.
• Possible KPIs, POVs on the
industry trends, projects that
they highlight in social media,
education, career path
(SUPER IMPORTANT),
hobbies, and personal context.

9. This dataset
allows to:
• Relatively quickly disqualify the
accounts that are an obvious misfit
• Gather enough insight to generate
messages that will resonate with
potential champions and engage
them at a 70+% conversion rate
(because you can't live off a 5%
cadence conversion when selling
to an enterprise).

10. 9 принципів
account research

21. Account research:
senses
Головний продукт “смислової” частини
account research – це ціннісні гіпотези
(value hypotheses) – підкріплені фактами
припущення (assumptions) щодо
можливих зон перетину вашої пропозиції
та стратегічних проектів замовника.

23. Act as a senior marketer.
BestBuy company priority is supply chain risks - the company's supply chain is crucial for its operations, and any disruptions can have
adverse effects.
The target person is Brian Tizler Chief Digital and Technology Officer at BestBuy.
Responsible for Best Buy’s digital transformation strategy leveraging technology, AI, and analytics to elevate customer experience, create
new growth platforms, and transform end-to-end operations. Member of Best Buy's Executive Team. Leads technology and analytics
teams who partner across Best Buy to shape and deliver technology solutions and analytical services for the enterprise. Spearheads our
enterprise-wide effort to adopt agile ways of working to accelerate customer-driven innovation, an effort for which Best Buy was named
one of Fast Company’s Top Workplaces for Innovators. Customer-obsessed, people-centered, strategic leader and change agent with
over 25 years of progressive experience delivering growth and innovation at the intersection of consumer businesses, technology, and
analytics. Passion is developing amazing teams and creating conditions where colleagues of all backgrounds thrive and make a
difference every day in serving customers better. Served as the first Chief Digital Officer at CVS Health creating a digital transformation
program that was broadly recognized for its innovation and impact. Served as Senior Vice President of E-commerce for Staples, then the
second-largest online retailer. Before that, Brian held leadership roles at Linens N Things and at Accenture where he provided
technology and business transformation services to a variety of retail and consumer businesses. Brian holds a bachelor’s degree in
quantitative economics from Tufts University and an MBA from The Wharton School at the University of Pennsylvania. He serves on the
board of directors for Signet Jewelers, the largest retail jeweler in North America and the UK, as is on the executive committee of the
board of directors for the Minnesota Orchestra.
I want to drive Brian's attention to my emails and propose a supply chain solution to ensure control of cargo transportation using IoT
sensors and integration with ERP Microsoft Dynamics.
Propose a personalized email sequence for Brian. The sequence should include 5 steps. Add a clickbait topic for each email in the
sequence. Each email should be easy to read. Try to make each email in 5-7 sentences.
Use SPIN methodology to ask a great question at the end of every email.

24. Account
research:
гіпотези
Зверніть увагу на слово
"гіпотеза". Не варто думати, що
20-30 годин роботи аналізу
дадуть безпомилкове розуміння
того, що відбувається в
багатомільярдній компанії.
Неточності будуть – і це ОК!

25. Best account
research is about
business
Не переборщуйте з рисерчем за
особистим контекстом цільового
ЛПР (соцмережі, OSINT і т.д.).
Основа хорошого аутрича - це
якісний персоналізований
"тейк", пов'язаний з бізнес-
ініціативою компанії та тим, як
вона лягає на керівника, якому
ви пишете.

26. Contact/person
based research
Але за бажанням можна
заморочитись глибоко
по контактах.

27. Contact/person based research
Але за бажанням можна заморочитись ЩЕ глибше по контактах.

28. Contact/person based research

29. Contact/person based research