You can view the full webinar here: https://www.rollworks.com/resources/webinar/a-deep-dive-into-account-fit/ In this webinar DataFox joins us to talk about account fit, how to determine your target account list, and get set up for ABM success. We also cover types of account-based marketing ads such as company name ads, persona based ads, and ads for sales stages. You'll learn: How to define your ideal customer from your data How to create the perfect account list How to use targeted ads to reach those customers at the right time

1. A Deep Dive into Account Fit
How to build the perfect account list & targeting strategy

2. Your Presenters
Sylvia LePoidevin
Senior Manager, Product
Marketing
DataFox
Sean Moroney
Head of Accounts & Customer
Success
DataFox
Bogdan Zlatkov
Content Marketing Manager
RollWorks

3. Today’s Agenda
3 Creating your Account List
1 ABM Trends
2 3 Steps to ABM
4 Types of Targeting
5 Persona-based Personalization

4. By 2019, 75%of B2B TSPs with
more than $10 million in revenue will
adopt account-based marketing as
their primary go-to-market model, up
from 25% in 2017 -- Gartner Tech
GTM
25% or more of tech company ABM
programs will fail to achieve desired
outcomes -- Gartner Tech GTM
BUT....

5. Despite my hammering home (on calls and in research) the importance of
starting with a pilot, spending the right amount of time planning the
engagement, identifying data gaps and gaining agreement on roles,
responsibilities and metrics, plenty of clients don’t heed this advice.
- Todd Berkowitz, Gartner Tech GTM Analyst

6. Account-Based Strategy: Top 3 Steps Not to Skip
1. Alignment on Account “Fit”
2. Ideal Client Profile (ICP) Analysis
3. Pilot Program

7. Alignment on Account “Fit”
The foundation of an account-based strategy is that you choose the accounts,
instead of the the accounts choosing you.

8. Alignment on Account “Fit”
● Even if you invest more per account,
but you make up the difference with
efficiency metrics:
○ Higher conversion rate
○ Higher Average Contract Value (ACV)
○ Faster velocity
● The success of those metrics relies on
your ability to identify and target your
best-fit accounts
Average “Sweet Spot”
Conversion
Rate
15% 25%
ACV 30K 50K
Velocity 60 days 30 days

9. Fit vs. Engagement vs. Intent: An ROI Perspective
$ $$$
X $
High Behavioral Score
● Intent
● Engagement
High Fit Score

10. Fit vs. Engagement vs. Intent: An ROI Perspective
$ $$$
X $
High Behavioral Score
● Intent
● Engagement
High Fit Score
ROI
● Is increasing ACV the
most important metric for
your company?
● Will shortening sales
cycles make the biggest
impact on your revenue
goals?
Campaign Theme
● Are you running a
competitive takeover

11. ICP Analysis: Identify Your ICP for Best-Fit Companies
● Key criteria for best-fit companies
● Industry
● Employee size segment
● Technographics
● Signals
● Unique criteria
- Multiple offices
- Offshore teams
- User logins

12. Segment: Divide ICP
● SMB
- Smaller companies tend to adopt more
of lowest tier product
● Mid-market
- Best revenue-generating customers
● Enterprise
- Challenges of influencing multiple
stakeholders

13. Identify Patterns: Develop ICP-Rich Marketing Campaigns
Employee Size Technographics Industry
SMB Growing team Hubspot eCommerce
Mid-market Scaling team Salesforce SaaS
Enterprise Multiple
stakeholders
Autodesk Retail
Segment
Theme
Data-driven approach
to scale and efficiently
select best-fit
accounts for
marketing campaigns

14. Pilot Program: Select Best-Fit Accounts
Now that you have your criteria (patterns),
it’s time to surface your top accounts within
each segment for your pilot program.
● Rank in tiers or groupings based on
campaign themes
● Adjust ranking criteria based on
campaign learnings

15. Targeting and Personalization
Adding some customization

16. Simple Customized Ads
Why use customization?
● Shows the prospect you know who they are
● Demonstrates you care about them in particular
● Actually uses your data to make a good impression
● Brings better results!

17. Simple Customized Ads

18. Simple Customized Ads
Using CRM Connectors

19. Simple Customized Ads
Ad Unit
CPL down 42%
vs test

20. Reach contacts and accounts
The average B2B deal requires 6.8 people to sign off
before a deal is made.
- CEB, Corporate
Executive Board

21. Closing the loop - measure and see impressions in SFDC

22. Persona-based Targeting
Adding special personalization

23. Personalized Ads
What is personalization?
● Speaks to that specific person or persona
● Addresses their specific need
● Digs deeper into buyer personas

24. “” Let’s get technical for a
second

25. IP vs Cookie Targeting

26. IP vs Cookie Targeting
IP-Targeting
● Based on physical address
● Can’t target specific person
● Limited to office only
● Multiple businesses can cause miss-
targeting
Cookie-Targeting
● Based on device & browser cookie
● Can target specific role/person
● Can target at home, office, anywhere
● Limited to cookie database available

27. “” How to create different
personas

28. Example - Head of Marketing
Persona Head of Marketing
Needs Aggregate view of marketing campaigns and influence on sales
Pains Disparate tech silos, difficulty in reporting on marketing ROI
Conflicts With CFO, over validating budget
With VP of Sales over marketing influence
Goals Prove marketing ROI, Influence XX of revenue
Desires To spend more time on brand development and team training

29. Example - Digital Marketing Manager
Persona Marketing Manager
Needs Easier campaign execution, transparency in reporting, more leads at
less cost
Pains Increasing goals but limited budget to execute. No time to learn and
evaluating vendors.
Conflicts With Sales team on lead follow up and head of marketing for marketing
budget
Goals Promotion and recognition for high performing campaigns
Desires Be known as on the cutting edge of MarTech

30. Example - Chief Revenue Officer
Persona CRO
Needs Drive quarter over quarter revenue
Pains Not knowing how much to budget for HR
Conflicts With President for headcount budget and marketing for “quality” leads
Goals Deals, deals, deals
Desires To hit quota, earn bonus, and eventually be CEO of his own company.

31. Customer Journey Mapping Canvas

32. “” Let’s look at ads that
appeal to each persona

33. Persona based ads
Generic

34. Persona based ads
Marketing Persona CMO PersonaSales Persona

35. Putting it all together:
Targeting by sales stage
Personalization + Generic

36. ABM Program: Outbound Assist for All - in one slide
ConsiderationAttract LiveOnboardingProposal
CMO
Persona
Marketing
Manager
Persona
Sales
Persona
Generic

37. ABM Program: Outbound Assist for All - in one slide
ConsiderationAttract LiveOnboardingProposal
CMO
Persona
Marketing
Manager
Persona
Sales
Persona
Generic

38. ABM Program: Outbound Assist for All - in one slide
ConsiderationAttract LiveOnboardingProposal
CMO
Persona
Marketing
Manager
Persona
Sales
Persona
Generic

39. ABM Program: Outbound Assist for All - in one slide
ConsiderationAttract LiveOnboardingProposal
CMO
Persona
Marketing
Manager
Persona
Sales
Persona
Generic

40. Closing the loop - measure and see impressions in SFDC

41. Q&A