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Partner to Win: How to Take an Account-Based Approach
Speakers: Ernesto Castillo, Dir. Enterprise Sales Dev @ Marketo Lizzy Funk, Sr. Mgr. Marketing @ Marketo
Partner to Win: How to Take an Account-Based Approach
- 2. Partner to Win:How to Take an Account-Based Approach Ernesto Castillo, Director, Sales Development Lizzy Funk, Sr. Manager, Demand Generation
- 6. Leads MQLs Opps Closed Won Year 1 • Goal= 100 deals • Budget = $100k • Headcount = 3 Leads: 5,000 ($20 CPL) MQLs: 1,000 Opps: 400 Closed Won: 100 Year 2 • Goal = 130 deals • Budget = $110k • Headcount = 3 Leads: 6,500 ($17 CPL) MQLs: 1,300 Opps: 520 Closed Won: 130 What does year 3, 4, 5 look like? IMPOSSIBLE!
- 9. Bringing ABM tothe table Focus on the highest-value accounts Attention is with the right accounts Faster velocity, higher ASP, bigger win rate Support relationship with Sales Providing support for larger deals to be closed Alignment on messaging Deliver an experience your customers want Personalized experiences across channels Less irrelevancy
- 11. Journey of theaccount-based strategy Choosing accounts Choosing tactics Executing marketing campaigns Choosing personas / Developing Messaging Executing sales campaigns The ultimate hand-off
- 12. The Ultimate Steak-Holders– Sales & Marketing
- 13. What a SolidPartnership Looks Like Speaking the same terms for coordinated outreach and terminology Launching effective demand generation campaigns Weekly sales/marketing trainings and meetings Creating an open feedback loop Sharing the same goals, SLAs, and objectives for success
- 14. Marketing & SalesPartnership
- 17. Choosing Accounts -Marketing Customer Win/Loss + Fit Analysis Industry, company size, revenue, location, tech stack, velocity, win rate Predictive Analysis Mining thousands of “other” data points (technographics, job openings, PR, maturity) Engagement Analysis What types of accounts are already engaging with us on social / email / web?
- 18. Account Data PredictiveData Engagement Data Choosing Accounts - technology CRM BI Tools
- 19. Choosing Accounts -Sales Which accounts are we already familiar with? What similarities are they in accounts we’ve already closed? Which accounts are we wanting to close or close to closing? Which accounts close the fastest? Which competitors are easiest to “take away” from?
- 20. Choosing Accounts –When we come together Identifying tiers of accounts based on sales and marketing input Choosing the right # of accounts / rep – how many can each rep handle? How many can marketing handle? (based on TAM) SLAs - Determining how long accounts can stay valid / how often can sales swap out accounts? Comp plans / SPIFFs for sales and marketing
- 21. Choosing Accounts (tiers) Tier# of Accounts Notes 1 1-2 / rep • Highest-value accounts • Practice 1to1 ABM strategy 2 20 – 50 / rep • Middle-value accounts • Practice 1tofew ABM strategy (industry / persona focus) 3 100+ / rep • Lower-value accounts • Practice 1tomany ABM strategy (broad-based approach)
- 22. Choosing Personas OppAnalysis: Who were the decision makers / influencers / budget holders in previous deals? Which personas are engaging with marketing tactics (emails, webinars, web visits)? Where’s the whitespace?
- 23. Developing Content Whatis the message for each persona across the funnel? How does your content map? Are we addressing pain points? TOFU: Blogs, Infographics MOFU: Email / Nurture, Webinars BOFU: Demos, Customer Case Studies Train sales on how / when to use it! Adding it to sales and marketing cadences / nurtures Persona TOFU MOFU BOFU Persona 1 • Pain Point addressing • Channels • Assets • Pain Point addressing • Channels • Assets • Pain Point addressing • Channels • Assets
- 24. Executing Marketing Campaigns Marketing role: Campaign setup ahead of time Sales buy-in + training – messaging, targeting, tactics Test, test, test Sales role: Get on board / trained Be READY for follow up Share results – what had responses / what did not
- 25. Example Campaign Flow(new CMO DM) Get Alert: New CMO @ Tier 1 Account Start digital ads to CMO Send email "from" CMO Send DM "survival package" Send email "from" CMO Phone + Email follow up from AE LinkedIn reach out • Add in wait steps where necessary • Ask for address verification • Set EVERYTHING up ahead of time!
- 26. Example Campaign Flow(all digital) Target with digital ads Arrives at personalized version of your website Chat bot welcomes with relevant message Web visitor report sent to rep Phone + Email follow up with relevant content LinkedIn reach out • Once engaged, start inviting leads to field events, etc..
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- 28. Account Engagement Analysis ChannelMetric Blog Views Digital Ads Impressions Top Account Nurture Clicks Filling in Whitespace New Names (in top accounts
- 29. ABM Channel OpportunityAnalysis
- 30. ABM Channel OppAnalysis Channel Metric Accelerators # of “hand- raisers” Field Events Top account attendees Appointment Setting # of meetings w/ top accounts Direct Mail # responses from DM send
- 31. Comparison Reporting Metric WithABM Approach… Win Rate INCREASE ASP / ARR INCREASE Investment / Opp SAME, then DECREASE New Names DECREASE # of opps DECREASE Sales & Marketing Alignment INCREASE A WHOLE LOT!
- 32. The Ultimate Hand-Off Marketing role: Passing engagement data to CRM Giving best practices / data for prioritization (ex - intent data) Implementing SLAs Sales role: Account / contact review Research, research, research to personalize, personalize, personalize
- 33. Outbound Focus Account /Contact Review • Account priority is determined by Account Score, Industry, & Intent Data • Contact priority is determined by Expected Decision Maker, Behavior, & Interests
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- 35. Outbound Focus Research • LinkedIn– research, build and profile current contacts and titles, creating lists of contacts to target • Other Social Networks - Social profiling to assist in outbound • Contact database – find new contacts within buying committee
- 36. Outbound Focus Process Choose 2-3accounts / day Researching accounts / personas Outbound prospecting / cold calling 30 Day Cadence Personalization / Customization + Consistency / Persistence Subject Line: Throwing Out the Rule Book Hi Ricardo, You’ve been busy! First I read about the Jim Beam partnership and then I came across the article where you were saying that Bud’s brand hasn’t been this strong in over a decade. I watched the video about the veteran and his family and how Budweiser has given over 2,000 scholarships to veterans and their families and could barely keep my eyes dry (ok, I failed miserably). It made me think of the service members in my family and how without the strong family support, they would have had a hard time. So on behalf of military families like mine all over the country, thank you! Your quote about “throwing out the rule book” when it comes to marketing really made me think that the best kind of marketing is when you’re helping people and increasing brand awareness, as well as sales, all at the same time. Here at Marketo we’ve also thrown out the rule book from day one, when we were founded by marketers for marketers. I would be very interested to learn more about how we can align together and help Budweiser continue to redefine marketing. Please let me know if you have time for a brief conversation Tuesday 1:00 – 4:00 Eastern or Friday 9:00 – 1:00. Thanks, Ricardo. Looking forward to speaking with you. Nate Manning
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- 38. Executing Sales Campaigns PrioritizingBest Bets Industry Focus Programs Automated email cadences 1:1 email Social selling Other channels to target
- 39. Industry Focus Most EffectiveWay to Get Attention
- 40. Sales Engage • MarketoSales Engage is the sales email tool that we use to automate a personalized cadence
- 41. 30 Day CadenceExample Includes the right amount of outreach to each contact at each account. This ensures that we are making the most effective amount of touches across channels. • Day 1 email #1 is sent-Intro • Day 1 call #1 attempt to get live • Day 3 call is made, lvm + add them on Linked In • Day 5 2nd email sent • Day 8 call is made attempt to get live • Day 11 search them on Twitter and follow them or company account • Day 12 Like something on Linked In that they wrote or followed • Day 14 3rd email is sent • Day 17 call is made LVM • Day 20 Send personal/custom IN MAIL in LISN • Day 23 Send copy of IN MAIL via email • Day 25 4th and final email sent (breakup) • Day 26 final call made, lvm-are we really breaking up? • Day 28 IF VP OR ABOVE, send “special touch” Email • Day 30 create an activity to reach out again in 30, 60 and 90 days out.
- 42. Outbound Focus 30 DayCadence in MSE
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- 44. How / Whento Personalize (and how much) Degree of Personalization Required Non-tiered account Tier 3 Account Tier 1 Account Tier 2 Account Demo Request Analyst Report Download Field Event Attendee Blog Subscriber Decision Maker Influencer / User
- 45. Outbound Focus We geta bite Opportunity! Account Executive Meeting Determine Potential Project + Fit Qual Call
- 46. Journey of theaccount-based strategy Choosing accounts Choosing tactics Executing marketing campaigns Choosing personas / Developing Messaging Executing sales campaigns The ultimate hand-off
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- 49. ABM Org Marketing / Sales Operations Tagging accounts/ contacts aligned with ABM strategy Track success – engagement, pipeline, ASP Content + Product Marketing Develop messaging aligning to pain points of personas Create assets to use across channels and funnel stages Marketing Programs Personalized experiences across channels Less irrelevancy ADR / BDR BDR: Outbound top accounts ADR: Inside sales to close small deals (NB / XS) Account Executive Choose Accounts to target Work with ADR / BDR for optimal engagement
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