Are you getting the most out of your CRM and your marketing stack? Are you delivering personalized and tailored experiences that match your customer buying signals and conversion points? Does your Account Based Marketing end when the deal is signed or does it continue on through to Customer Success? Join Anastasia Valentine, CMO at Versature to learn how you can leverage marketing automation and artificial intelligence to scale, customize the client experience, and mine the hidden value laying dormant in your CRM data today. She will walk through the entire customer journey from the marketing experience through to customer success and advocacy, including investments in technology and people, measuring marketing and sales metrics and staying focused on delighting the customer using a powerful end to end technology stack.

1. Marketing Automation is not the
Future, it is NOW!
Leveraging Technology to Scale
Chief Marketing Officer, Versature
Anastasia Valentine

2. Chief Marketing Officer @ Versature
Lead a combined Sales Dev, Sales, & Marketing
team.
25 years in tech
Passionate champion of Women in STEM
I help great companies generate demand,
revenue and scale.
I throw axes for fun.

3. If ABM is all about:
ABM This
Way
• Laser Focused Account Targeting
• Identifying and Engaging Key Decision Makers & Influencers
• Strategic Alignment Between Sales & Marketing
• Delivering Personalized Engagement, Experience & Content
• Responsive and adaptive to Account Changes
• Data-driven decision making

4. And some of the benefits of ABM are:
• Internal & External Alignment
• Shorter Sales Cycles
• Higher Value Deals
• Trusted Relationships
• Loyalty
• Engaged Customers
• Lower Churn
• High ROI
• Advocacy
• Cost Effectiveness

5. 84%
of companies engaged in ABM say it brings in
higher ROI than other types of marketing.
~ Information Technology Services Marketing Association

6. Why aren’t more companies using
ABM strategies organization wide?

7. ABM Does Not End When the Deal Is Signed

9. We’re missing out on ABM influenced opportunities
Enhanced
Personas
Improved Qualification
& Targeting
Increased
ROI
Leverage CRM
Goldmine
More
Valuable
Content
Organizational
Alignment
Single Version
of the Data Truth
Shared
Toolset
Consistent,
Personalized
User Experience
Marketing to
Advocacy ROI Tracking

10. “Everyone with a wallet or
budget is NOT your Customer.
True Story!

11. Attraction

12. Obsessed with Funnels?
Without Account Based
Marketing
With Account Based
Marketing

13. Attraction - ABM Success Foundation - Know Thy Customer

14. Attraction: Inviting the right customers to your brand

15. Personalized communications throughout the customer lifecycle.
Attraction - Where do you focus?
Industry
Use CaseBuying Signal

16. Strategic Account Targeting By Buying Signal
Contract
End Date
M&A
Expansion
Hardware
EOL
Moving

17. Nurturing - Tailored, Targeted, Personalized Content
Alexa, SDR at Versature

18. Onboarding
What types of customers deploy fastest?
Is customized training by persona, industry, use case or
buying signal required?
How can we address most popular challenges during the
sales cycle?
Which customers are a dream to work with and deploy?
What are the best ways to reach the dream customer type?
How do we attract more just like them?
The Onboarding feedback loop gives the first indicator of ABM success.

19. Customer Success ABM Feedback Loop
Who do we serve best?
Who works best with us?
What industries do we have most traction in?
Who renews easiest?
Who are most of our referenceable clients?
Who expands?
Who churns?
Alignment between client and vendor to create long term customer relationships.

20. Loyalty & Advocacy
Recognition
Rewards
Referral Programs
Reviews
Gamification
Your best customers, representing your brand
to attract customers just like them.
A positive product and brand experience leading to perceived value and satisfaction.

21. Use Technology to Scale
Expand, Retarget, Reengage & Predict

22. Using Technology To Scale - Our ABM Stack

23. Applications:
● New Prospects, New Business
● Closed Lost Opportunities
● Existing Customers, Upsells
● Existing Customers, Renewals
● Persona Targeting
Create a list of your best prospects.
Submit the list to the advertising tool.
Automatically target relevant content to the focused list that
matches specific criteria with:
● Display Ads
● Search Ads
● Video Ads
● Email Ads
● Sponsored Content
Expand Your Reach - Stay Top of Mind with Retargeting
Leverage your CRM Data to Retarget Your Best Prospects

24. Expand your Audience - Look-a-Like Targeting
Leverage your CRM Data to Target the Right Customers
Identify the criteria of your ideal customer audience
(prospects and or existing customers).
Create a list from your CRM (first party data) to create your
“Seed Audience.”
Submit the list to the look-a-like modeling tool.
Allow the modeling tool to identify key characteristics and
signals of that list to their engine to target similar people
with content.

25. Create a Predictable Pipeline
Define deal stages that match with the % of close probability in your CRM
Gain additional insight by using an AI tool to Rate and Predict Probability of Deal Close
Target your “A” List Prospects with High Value Content and Advertising
• Create targeted campaigns to deliver unique high value content that matches rating, deal stage, rating,
industry and other characteristics.
• Invest more in these marketing campaigns of “known and qualified” than regular PPC.
Use Deal Stages & Predictive Analytics to Retarget your Marketing Efforts

26. Key Takeaways
If you remember 3 things - Make it these 3!
Alignment needs to go
beyond Sales
and Marketing.
Engage your onboarding and
customer success teams to
enhance the customer journey.
Data is your most
valuable resource.
Keep your data clean,
be transparent about metrics
and success.
Leverage technology
to scale.
When your team is maxed out,
look to your technology stack
to fill some of the gaps.