From Zero to ABM in 7 Days

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.

5. What is Account Based?

6. LeadMD Account Based Framework Purchase Process DATABASE Target Market Research Data Sources INSIGHTS Account Intelligence CONTENT ABM Content Technology EXECUTION MEASUREMENT CRM MARKETING AUTOMATION ORCHESTRATION Targeted Ads PR & Thought Leadership Personalization Playbooks Coverage Intelligent Routing Account Profiles Messaging Buyer Personas Account Plans Standardization & Hygiene Nurture Buyer Journey Mapping Engagement Penetration Target Account Pipeline Target Account ValueRevenue Modeling Offers

7. What does this alignment look like in a traditional sales & marketing cycle? Marketing Sales MQL/SAL

8. Buyer engagement as a joint account plan between sales & marketing Account Buying Committee Account Level Engagement

9. This is how you engage in an Account- Based model Marketing MQA/SAA Executives Sales

12. Could You Effectively Construct an ABM Pilot in 7 Days?

14. Step 1: Start Simple by Getting to Know Your Accounts

15. Begin with Target Accounts DATABASE Target Market Research Data Sources INSIGHTS Account Intelligence CONTENT ABM Content Technology EXECUTION MEASUREMENT CRM MARKETING AUTOMATION ORCHESTRATION Targeted Ads PR & Thought Leadership Personalization Playbooks Coverage Intelligent Routing Account Profiles Messaging Buyer Personas Account Plans Standardization & Hygiene Nurture Buyer Journey Mapping Engagement Penetration Target Account Pipeline Target Account ValueRevenue Modeling Offers

16. Elements of Target Accounts

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)

18. You Must Have Coverage

19. Gather Insights & Planning

21. Use a Repeatable Framework

22. Use the 3 C’s of Insights

23. Create a Compelling Sales Offer

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

26. The ABM Sales Offer TARGET ACCOUNTS QUALIFIED MEETINGS OPPORTUNITIES CUSTOMER ONBOARDING CUSTOMER ADVOCACY SALES OFFER DEAL TIMELINE

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

28. Execute Through Orchestrated Plays

30. Play Example

31. THE W’s

32. Map the Account Teams WHO

33. Conduct Research & Value Mining WHAT

34. Create the Messaging WHEN

35. Distribute through Multi-Channel WHERE

36. Create Threaded Alignment WHAMMY!

37. Measures That Matter

39. Key ABM Pilot Metric: Penetration  Measure of First Meeting Acceptance  Results in 2 to 6 Months Depending on Cycle

40. LeadMD : @myleadmd Justin : @jgraymatter BestPractices: http://LeadMD.com/marketplace

From Zero to ABM in 7 Days

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From Zero to ABM in 7 Days