Hello, Account Based Everything - Craig Rosenberg

Hello, Account Based Everything
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Craig Rosenberg
craig@topohq.com
Co-Founder/Chief Analyst
March 7, 2016
www.topohq.com

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Pier 27 – San Francisco, CA 
 
 
Join 600+ sales leaders responsible for $50B in
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Hello, Account Based Everything
1. Hello, Account Based Everything
2. Personalization at Scale
3. Marketing Has Made ABM a Top Priority
4. Sales Development is Moving From Outbound to ABSD
5. Sales is Building Deep, Meaningful Buyer Relationships

2016: The Rise of Account-Based Everything

What is Account Based Everything
Account Based Everything (ABE) is the coordination of personalized
marketing, sales development, and sales efforts to drive
engagement and conversion at a targeted set of accounts
5 defining characteristics
1. Targeted accounts (typically large strategic accounts)
2. Highly personalized
3. Coordinated touches, channels, experiences
4. Always on until account is removed from target list
5. Marketing, sales dev, and sales alignment is crucial

Account Based Everything is White Hot
Account Based topics (marketing and sales development) are the most
popular customer inquiry at TOPO
Account Based Everything Else
20.0%
80.0%

Account Based Everything is White Hot

Three Macro Drivers Power the ABE Movement
Among high growth companies, Account Based Everything is the top
priority
3 macro ABE drivers…
Economics
Realization that CAC and LTV economics can be more compelling
in the enterprise market
Market Dynamics
Many companies have exhausted inbound, volume and velocity
models and must pursue to ABE to drive significant growth
Proven Results
Organizations are reporting that their Account Based programs are
yielding highest conversion and revenue growth

ABE Impacts Three Critical Revenue Objectives
NEW CUSTOMER
ACQUISITION
PIPELINE
VELOCITY
ACCOUNT
EXPANSION
Helps acquire new
customers, particularly high
value targets
Accelerates velocity of
existing opportunities at
target accounts
Drives expansion (upsell +
cross-sell) at existing
accounts
Large tech company
executes multi-touch, multi-
channel campaigns to
target list of 25 strategic
net-new accounts.
Mid-sized software company
surrounds existing sales
opportunities with always-on
campaigns.
High-growth startup
leverages initial use case in
an account to create
personalized campaign to
additional buying centers.

The ABE Mission: Deliver Personalization at
Scale

Personalization At Scale
Demand Gen Sales Dev Sales Process Account Mgt
Targeted Ads Deep research Deep discovery Use case dev. process
Custom landing page Custom outreach Custom offers Use case landing page
Custom content Content sharing Ad retargeting Retarget (use case)
Physical event Content selling Custom event
Custom webinar Custom preso Custom webinar
Physical promo Custom demo Exec outreach
Exec outreach White glove trial
Custom proposal
Custom and personal account experience from first touch to account growth

Account Based Everything Breakdown:
Marketing, Sales Development, Sales

2016 is The Year of ABM
Account Based Marketing (ABM) is the rage but is a work in
progress – Marketers are currently only getting 15-20% penetration
into target accounts
There are three main issues:
1. “Tech first” instead of strategy and process (mistake)
2. ABM does not work in isolation – ABE is the mandate
3. They need time for ROI to set in (6-9 months)
They will get there…but in the meantime, outbound sales
development (ABSD) is happening faster

Marketers Need a Strategic ABM Framework
Execute campaigns
through multi-channel
strategies
Market
Define your target
accounts
Ideal Customer Profile (ICP)
Buyer
Personas
Target
Account List
Align account teams
against target
accounts
Account  
Planning
Offers
Metrics
Database Build-Out
Cross
Functional Acct
Teams
Account
Intelligence
Account
Reviews
Targeted Advertising
Outreach
(SDR / AE)
Use ABM-centric
metrics to measure
and optimize
Coverage
Analysis
Engagement Metrics
Campaign
Effectiveness
Pipeline &
Revenue Metrics
Technology
Build a tech stack to
deliver ABM at scale
Data Targeted Ads
ABM
Analytics
Sales Email
Apps
Data Data Management Process Account Data Structure
Execution
Organizational Alignment
(Marketing, SDR, Sales, Exec)Strategy
Direct Mail Social
Content SyndicationWeb Personalization
Account
Plans
Campaign
Strategy
Email
ABM
Revenue Model
Predictive
Web
Personalization
ABM
Management
Develop the ABM
Playbook, then align
teams against it
Build and maintain a
database of your
target accounts
Build customized
offers that engage
and motivate targets
Marketing
Automation
CRM
Short-Form Content Physical Promo Offer
Physical Events
Long-Form Content
Virtual Events
Personalization
Orchestration
---
ABM
Playbook

2016: Moving from General Outbound to ABSD
ABSD is happening fast - 30% of the TOPO High Growth Data Set
will move to Account Based in 2016 and that number will grow.
Organizations are moving from “batch and blast” to account based
customization
As a result, five micro-trends dominate the landscape:
1. The list is everything – Organization mandates accounts and
provides contact data support
2. The list is narrow - 88 target accounts/rep is the benchmark
3. Multi-channel wins – welcome back phone and social
4. Personalize at scale – custom touches
5. Looser qualified lead definitions prevail - BANT is on life support

ABSD is Already Driving Significant Results
Nurture
PasstoSales
Identify
Accounts
Qualify
Auto-convert to
Account
Inbound
SDR sync w/
Rep
Auto-assign to
SDR + Rep
Merge Data
Identify
Contacts
Create
Campaign
Execute
Outreach
Build Target
Accounts
Inbound Leads
And it’s really not that complicated….
Outbound

Deep Selling: Say Goodbye to the Roulette Wheel
Sales must now early in the buying cycle or before a buying cycle even begins
(No BANT). A deeper, customized approach is a requirement
As a result, four key micro-trends will emerge in 2016:
1. Early stage high value plays to get sales in the door
2. Re-commitment to deep discovery
3. Personalize at Scale- preso, demo, trial, proposal, etc
4. Content selling (finally) –delivered across the buying cycle
Many of these trends are not-new…(don’t tell anyone that)
.

Early Valuable Sales Steps Drive Deals
Sales Stage First Call Discovery Pitch Evaluation Negotiate Close
Description Initial
conversation
with buyer
Gather
requirements
agree on
solution
Custom pitch;
follow with
proposal
Provide and
support 30
day trial
Negotiate key
terms; enter
order
Executed K
and
paperwork
received
Deep Sales
Plays
Market
research
read-out
Deep audit
across
organization
Multi-
stakeholder
workshop on
findings
White glove
trial focused
on solving
challenges
Solution
focused
proposal
presentation
Dinner time
Marketing Read-out sent
to other
stakeholders
Turns audit
into custom
report
Champion
content
Ad retargeting ROI model Build use
case
Sales in an Account Based Everything world: High value plays at first
- followed by a customized buyer experience thereafter

 
TOPO Sales Summit 
April 7- 8, 2016 
Pier 27 – San Francisco, CA 
 
 
Join 600+ sales leaders responsible for $50B in
revenue and learn how they drive growth. 
 
Sign up today: www.topohq.com/summit
 OR
Email me directly for a personal discount code at
craig@topohq.com

Hello, Account Based Everything - Craig Rosenberg

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