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ABM for Sales: Double Your Deal Size

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ValueSelling Associates, Inc.
ValueSelling Associates, Inc.

In this complimentary one-hour webinar, Liz Roche, an Associate of ValueSelling Associates, Inc., will share how salespeople can leverage ValueSelling techniques and the ValuePrompter™ tool, alongside their marketing team’s ABM campaign, to win bigger deals. She'll walk you through everything from setting your strategy to what marketing tactics work best for ABM. You’ll see how ABM can help you increase customer growth, retention, and loyalty.

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© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® ABM for Sales: Double Your Deal Size Presented by Liz Roche Associate, ValueSelling Associates April 16th, 2019 Cool cover photo needed Thank you for joining us today. We will be getting started shortly. In the meantime, please share the location that you’re joining us from. Submit your answer in the Q&A window. This document contains proprietary information of ValueSelling Associates. Its receipt or possession does not convey any rights to reproduce or disclose its contents or to manufacture, use, or sell anything it may describe. Reproduction, disclosure, or use without specific written authorization of ValueSelling Associates is strictly forbidden.
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Follow and engage with us! ValueSelling- Associates ValueSellingAssocValueSelling Associates @Valuselling #ValueSelling #VSAWebinar #KeepItSimpleDriveResults
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Show me you know me.
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® ABM- Buzzword du jour or nascent strategy? Yes. Percentage of marketing budgets spent on ABM 28% FY2018 (N=99) Source: ITSMA and ABM Leadership Alliance, 2018 ABM Benchmark Study, October 2018 Length of time of ABM program 17%32% 52% 3 years or more Less than 1 year 1-2 years
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® • What is ABM and why should YOU care? • How to partner with marketing to: o determine if one or more of your accounts should be in an ABM campaign o plan and execute the most effective ABM campaign for your targets What you’ll learn today
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Changing demands on B2B sales professionals Then: Sales delivered value by being the expert about their own company and products – because buyers had few other ways to get this information. Now: Prospects are gathering their own information. Sales must now deliver value by being expert in their prospect’s company and changing the prospect’s buying criteria.
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Account Based Marketing noun Account Based Marketing (ABM): 1. A B2B strategy focusing on a clearly defined set of target accounts and personalized campaigns designed for specific personas 2. ABM focuses on generating engagement in a dedicated set of target accounts by personalizing marketing strategy, messages and outreach for improved conversion. 3. Kind of like fishing with a spear rather than a net ac·count based mar·ket·ing | ə-ˈkau̇nt ˈbāst ˈmär-kə-tiŋ
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® ABM increases average deal size.
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Partnering with marketing for ABM • Sales and marketing alignment is crucial to ABM • The truth is that ABM strategy hinges on sales partnership and input around: ─Target accounts ─Refined personas ─Personalized engagement ─Strategy and KPIs
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® The Basic Steps of ABM ACCOUNT SELECTION 1 PERSONA PLANNING 2 ENGAGEMENT PLANNING & LAUNCH 3 MEASUREMENT & OPTIMIZATION 4
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® ACCOUNT SELECTION 1 • Marketing: Determine which accounts to include in the ABM campaign • Sales: Provide account lists and insight based on ValuePrompters from similar accounts and buying centers, and pre-call planning research
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® • Marketing: Develop detailed persona profilesPERSONA PLANNING 2 • Sales: Enhance persona with ValuePrompter insights
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® • Marketing: Define content and campaign cadenceENGAGEMENT PLANNING & LAUNCH 3 • Sales: Agree on what a Marketing Qualified Lead (MQL) will look like
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® • Marketing: Determine KPIs and MQL hand-off process • Sales: Use ValueSelling to fully develop a Qualified Prospect and share conversion outcomes MEASUREMENT & OPTIMIZATION 4
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Using sales content in ABM
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Crafting Customer Stories with the ValuePrompter™ Each story has a specific role in the buying journey Case Study Reference Story Value Story
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Buyer’s Journey Content Map ALL RELEVANT TACTICS Marketing focused Sales focused Definition Content Types & Trusted Sources Bring attention to the problem Provide solution to need Remove doubt that solution solves problem Demonstrate value Third Party Blogs Online Articles Social Media Value Stories Reference Stories Press Releases Peers Case Studies Value Stories Reference Stories Whitepapers Videos Web Solution Pages Webinars and Blogs Trade Shows Testimonials Branding Events Customer Meetings Case Studies Reference Stories Value Stories ROI Benefits statements Contests Best practices AWARENESS EVALUATION COMMITMENTINVESTIGATION Value Stories best for: • Social • Cold call voice mail • Email (including embedded video) Reference Stories best for: • Longer emails, personalized direct mail • PR stories • Live cold calls • Discovery calls Case Studies best for: • Web site customer references • Corporate brochures • Solution tear sheets
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Summary • You can influence your company’s ABM campaign • As a ValueSelling practitioner, you have valuable account information that will make your ABM strategy much more accurate, targeted, compelling, and successful • The outcome of an ABM strategy depends on sales and marketing working together so synergy and alignment is crucial
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Questions?
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Go to valueselling.com > resources > webinars to download today’s slides At the end of today’s webinar
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® 21 Deepen Your Sales Relationships by Changing the Focus from You to Them May 14, 2019 | 10:00 AM Pacific Save the date!
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Follow and engage with us! ValueSelling- Associates ValueSellingAssocValueSelling Associates @Valuselling #ValueSelling #VSAWebinar #KeepItSimpleDriveResults
© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Thank you! • Keep it simple. Drive Results. Liz Roche +1 203 613 5205 liz.roche@valueselling.com in/elizabethrochect ValueSellingAssociates Thank you!

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ABM for Sales: Double Your Deal Size

  • 1. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® ABM for Sales: Double Your Deal Size Presented by Liz Roche Associate, ValueSelling Associates April 16th, 2019 Cool cover photo needed Thank you for joining us today. We will be getting started shortly. In the meantime, please share the location that you’re joining us from. Submit your answer in the Q&A window. This document contains proprietary information of ValueSelling Associates. Its receipt or possession does not convey any rights to reproduce or disclose its contents or to manufacture, use, or sell anything it may describe. Reproduction, disclosure, or use without specific written authorization of ValueSelling Associates is strictly forbidden.
  • 2. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Follow and engage with us! ValueSelling- Associates ValueSellingAssocValueSelling Associates @Valuselling #ValueSelling #VSAWebinar #KeepItSimpleDriveResults
  • 3. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Show me you know me.
  • 4. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® ABM- Buzzword du jour or nascent strategy? Yes. Percentage of marketing budgets spent on ABM 28% FY2018 (N=99) Source: ITSMA and ABM Leadership Alliance, 2018 ABM Benchmark Study, October 2018 Length of time of ABM program 17%32% 52% 3 years or more Less than 1 year 1-2 years
  • 5. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® • What is ABM and why should YOU care? • How to partner with marketing to: o determine if one or more of your accounts should be in an ABM campaign o plan and execute the most effective ABM campaign for your targets What you’ll learn today
  • 6. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Changing demands on B2B sales professionals Then: Sales delivered value by being the expert about their own company and products – because buyers had few other ways to get this information. Now: Prospects are gathering their own information. Sales must now deliver value by being expert in their prospect’s company and changing the prospect’s buying criteria.
  • 7. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Account Based Marketing noun Account Based Marketing (ABM): 1. A B2B strategy focusing on a clearly defined set of target accounts and personalized campaigns designed for specific personas 2. ABM focuses on generating engagement in a dedicated set of target accounts by personalizing marketing strategy, messages and outreach for improved conversion. 3. Kind of like fishing with a spear rather than a net ac·count based mar·ket·ing | ə-ˈkau̇nt ˈbāst ˈmär-kə-tiŋ
  • 8. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® ABM increases average deal size.
  • 9. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Partnering with marketing for ABM • Sales and marketing alignment is crucial to ABM • The truth is that ABM strategy hinges on sales partnership and input around: ─Target accounts ─Refined personas ─Personalized engagement ─Strategy and KPIs
  • 10. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® The Basic Steps of ABM ACCOUNT SELECTION 1 PERSONA PLANNING 2 ENGAGEMENT PLANNING & LAUNCH 3 MEASUREMENT & OPTIMIZATION 4
  • 11. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® ACCOUNT SELECTION 1 • Marketing: Determine which accounts to include in the ABM campaign • Sales: Provide account lists and insight based on ValuePrompters from similar accounts and buying centers, and pre-call planning research
  • 12. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® • Marketing: Develop detailed persona profilesPERSONA PLANNING 2 • Sales: Enhance persona with ValuePrompter insights
  • 13. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® • Marketing: Define content and campaign cadenceENGAGEMENT PLANNING & LAUNCH 3 • Sales: Agree on what a Marketing Qualified Lead (MQL) will look like
  • 14. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® • Marketing: Determine KPIs and MQL hand-off process • Sales: Use ValueSelling to fully develop a Qualified Prospect and share conversion outcomes MEASUREMENT & OPTIMIZATION 4
  • 15. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Using sales content in ABM
  • 16. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Crafting Customer Stories with the ValuePrompter™ Each story has a specific role in the buying journey Case Study Reference Story Value Story
  • 17. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Buyer’s Journey Content Map ALL RELEVANT TACTICS Marketing focused Sales focused Definition Content Types & Trusted Sources Bring attention to the problem Provide solution to need Remove doubt that solution solves problem Demonstrate value Third Party Blogs Online Articles Social Media Value Stories Reference Stories Press Releases Peers Case Studies Value Stories Reference Stories Whitepapers Videos Web Solution Pages Webinars and Blogs Trade Shows Testimonials Branding Events Customer Meetings Case Studies Reference Stories Value Stories ROI Benefits statements Contests Best practices AWARENESS EVALUATION COMMITMENTINVESTIGATION Value Stories best for: • Social • Cold call voice mail • Email (including embedded video) Reference Stories best for: • Longer emails, personalized direct mail • PR stories • Live cold calls • Discovery calls Case Studies best for: • Web site customer references • Corporate brochures • Solution tear sheets
  • 18. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Summary • You can influence your company’s ABM campaign • As a ValueSelling practitioner, you have valuable account information that will make your ABM strategy much more accurate, targeted, compelling, and successful • The outcome of an ABM strategy depends on sales and marketing working together so synergy and alignment is crucial
  • 19. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework®© 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Questions?
  • 20. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Go to valueselling.com > resources > webinars to download today’s slides At the end of today’s webinar
  • 21. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® 21 Deepen Your Sales Relationships by Changing the Focus from You to Them May 14, 2019 | 10:00 AM Pacific Save the date!
  • 22. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Follow and engage with us! ValueSelling- Associates ValueSellingAssocValueSelling Associates @Valuselling #ValueSelling #VSAWebinar #KeepItSimpleDriveResults
  • 23. © 2019 ValueSelling Associates, Inc. | Creator of the ValueSelling Framework® Thank you! • Keep it simple. Drive Results. Liz Roche +1 203 613 5205 liz.roche@valueselling.com in/elizabethrochect ValueSellingAssociates Thank you!