ABM Training Workshop

CERTIFICATION WORKSHOP
https://dmanc.org/certification/© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
Account Based Marketing (ABM)
for Small and Midsize Businesses
B2B Focus
VP Strategy at Direct Marketing Partners (DMP)
VP & Board Member of the DMAnc
Champion for midsize companies using ABM to drive lead-to-sales Funnels
June 7, 2019
Tom Judge

© Copyright 2018 The Direct Marketing Association of Northern California. All rights reserved.
https://dmanc.org/certification/
The Direct Marketing Association of Northern
CaliforniaThe Direct Marketing Association of Northern California was
formed to educate, inform and provide networking
opportunities for Direct and Online Marketing and Sales
professionals in Northern California.
The organization has grown into an international educational
forum providing online certification workshops and
educational seminars on emerging topics for the best in
learning and job networking in the global sales and
marketing community.

Upcoming Digital Marketing Workshops
All Workshops are 10:00 am to 12:00 pm PST
• Jun 7, 2019: Account Based Marketing (ABM) for Midsize
Companies
• Jun 14, 2019: SEO Advanced
• Jun 21, 2019: Google Ads Fundamentals
• July 12, 2019: Google Ads Intermediate
• July 26, 2019: Google Ads Advanced
• Aug 9, 2019: Google Analytics Fundamentals
• Sept 13, 2019: Improving Email Marketing Response Rates
• Sept 20, 2019: Google Analytics Intermediate
• Oct 4, 2019: Google Analytics Advanced
• Oct 18, 2019: SEO Fundamentals
• Nov 1, 2019: SEO Intermediate

▪ A certificate requires the completion of any 8 courses,
taken within two years of starting.
▪ Of course, if a certificate isn’t in your immediate plan,
you can take as few or as many of the courses as
you’d like.
▪ Students who complete a certification program will
receive a frameable Certificate of Completion as well
as a digital badge to include on your website, blog,
email signature, or social profiles.
Certification Requirements

Instructor Credentials
Tom Judge
Workshop Instructor:
DMAnc, BMA, San Jose State, Univ. CA, and corporate client sites
Speaker/Conf. Presenter:
DMA, DMAnc, BMA, SLMA
Direct Marketing Partners, Inc. - VP Strategy
Providers of ABM Services & Advisory – ABM Sales Pipeline Building
www.directmarketingpartners.com

Agenda: ABM for Midsize Businesses
1. Background context on Account Based Marketing
a) Defining ABM
b) ABM: past and present
2. ABM: The plan and the “how-to blueprint”
a) Sales funnel planning in target accounts
b) ABM target account selection and database building
c) Lead generation go to market outreach for target accounts
d) Prospect development process and best practices
e) KPI metrics, benchmarking what-works and the ROI
Q&A

Why Focus on ABM for mid-size firms?
The GAP
Many ABM webinars and seminars have outlined programs
that are unrealistic for most small to medium companies
▪ Focus on software tools and tech stack with large budgets
▪ Costs: Tens of thousands $/month for subscription
licenses and digital platforms with low payback
▪ Staff: Multiple full-time staff or integrators to support the
stacks
▪ Manual trade offs seemed to be discouraged

Massive pool of vendor options

Process First

ABM Defined
“A strategic go-to-market approach that orchestrates
personalized marketing, sales, and success efforts to land
and expand named accounts.”
— Engagio
“The strategic approach marketers use to support a
defined universe of accounts, including strategic
accounts and named accounts.”
— SiriusDecisions
Tom says:
ABM is marketing doing what it needs to do to drive sales in a select group of accounts

ABM Background Context
▪ What's old is new again (ABM=ABS)
▪ ABM is an account & sales focused strategy
▪ ABM puts marketing on same team and page as the key
account sales teams
▪ Mktg ops and Sales ops are merging under ABM model
▪ ABM is NOT technology first
▪ The ABM Golden Rule: Without sales… ABM fails

Background Context
According to ITSMA (Info. Tech Services Mktg Assoc)
ABM is best suited for:
▪ Larger b2b deals
▪ High lifetime value solutions, systems, etc.
▪ Complex sales process
▪ Direct or channel

Company size range assumptions for today
▪ Large Accounts (Enterprise)
▪ Approx. ~ $500M+
▪ Medium Accounts
▪ $50M to $500M
▪ Small Accounts:
▪ From Start ups to $50M

Small/Medium firms have significant budget and
resource limitations
▪ Same can be true for business units of larger firms
They make more trade offs than their larger counterparts
▪ Fewer staff, tools and resources than large companies
▪ Must still drive sales pipeline under these circumstances

Good news
▪ ABM is about crossing the target account sales goal line
with the least amount of costs and resources deployed
▪ In 2018 an ITSMA survey, 76% of firms deploying ABM
report a positive ROI
Bad news
▪ A new 2019 Demand Gen survey just out reports that 40%
of ABM early adopters are struggling to make ABM work
and to show ROI
▪ Most respondents indicate they are making fixes and
adjustments

2018 Survey:
ABM Outlook Survey
(Engagio)
Survey: What are the biggest risks of Failure?

ABM Roadmap
1. Sales Goals
2. Accounts: Target selection and contact level data
3. Engagement: Delivering relevant value propositions,
offers and content to help show your company is best
4. Sales acceleration: Get the sales team in the door in
target accounts, in a buying cycle and willing to talk
5. Pipeline impact: Measure engagement and pipeline in
target accounts

Target Account Sales Goals and Funnel Plan
For Planning the Funnel Stages are Reversed from Sale to Lead
Reversed Lead to
Sale Funnel
SALES REVENUE Objective
$3,000,000
Lifetime or annual average revenue per sale $100,000
Sales revenue goals/quarterly $750,000
Sales revenue goals/monthly $250,000
# Sales to be closed/quarterly average 7.5
# Sales to be closed/monthly average 2.5
Conversion Rate: "Close Rate" on SQL proposal opportunities (from SQL proposal stage to
closed deal stage)
33%
Monthly # SQL "Sales Qualifed Leads" with proposal or quote (from SAL stage to SQL stage)
8
Conversion Rate: from SAL into SQL "Sales Qualified Lead" with proposal (conversion % from
SAL sales accepted lead stage to SQL sales qualified lead stage, often with proposal)
45%
Monthly # SAL "Sales Accepted Leads" Prospect is now in the sales pipeline (from TQL Tele-
prospecting qualified stage to SAL stage)
17
Conversion Rate: Into SAL "Sales Accepted Lead/Appointment" opportunity now in sales
pipeline (conversion % from TQL Stage to SAL Stage)
95%
Monthly Qualified Leads Goal: # SRL or TQL "Teleprospecting-Qualified Leads" or "Sales-
Ready Leads/Appointments" qualified leads/Appointments which meet the sales team's
custom BANT qualification criteria
(from TAL Stage to TQL Sales-Ready Lead Stage now handed off to sales team)
18

ABM Planning
Now that you’ve set your sales goals and funnel plan…
▪ Must get agreement with sales leadership on those numbers
and conversion metrics
▪ Now let’s move to target account selection

ABM Account Planning Process
Three basic styles of ABM account selection and
execution
One-to-One ABM Focus on one large target account
One-to-Few ABM Focus on groups of 20 to 100 target
accounts
One-to-many ABM Focus on groups of 100+ to several
hundred target accounts
Our focus today will be the One-to-Few ABM model

ABM Account Planning
Account selection categories include
1. New Business from current accounts:
• Expand into new departments or divisions of current customers
2. New business from new named accounts:
▪ Input from: Senior mgmt, sales management, sales reps,
product managers, etc….
3. New business from new unknown accounts:
▪ Based on fitting the “Ideal Customer Profile” (ICP)

ABM “Ideal Customer profile” - ICP
▪ Look like current accounts
▪ Best customer analysis/ win/loss analysis
▪ By segment
▪ Market, geography, solutions, etc.
▪ Account data
▪ Firmographic data
▪ Vertical Industry (SIC/NAISC codes)
▪ Company size (revs, # employees, other)
▪ Technographic Data:
▪ Tech platforms and operating systems in place
▪ Triggers & events data:
▪ Fiscal yr, M&A, compliance laws, new funding, mgmt.
changes, other changing conditions that force a purchase

ABM Contact Level Data
Need contact level data for each person on the
buying team
▪ Contact information
▪ Name, title, address, phone #, email, etc.
▪ Contact Role & Responsibilities:
▪ Dec. makers, influencers, technical evaluators, compliance
officers, engineering, users, finance, procurement. other…
▪ Create personas for each person on the buying team

Buyer Personas
Create Buyer Personas
Descriptions for each member on the buying team based on
▪ Title, role, responsibilities, problems the need to solve
▪ Drivers that compel them to act
▪ Identify where they do their research
▪ Trigger events that influence them
Important Action:
Craft messaging, value propositions, offers and content based
on each buyer persona and the company’s firmographic data

ABM Account Selection cont’d
Account selection best practices to consider:
▪ Is there enough TAM Available?
▪ How frequently will you refresh target accounts and
contacts?
▪ Also-
▪ Don’t boil the ocean
▪ Work the accounts in small bites over time

ABM Account Data Sources
Multi-Industry Commercial Data Sources
▪ Dunn & Bradstreet/Netprospex
▪ Discover.org / ZoomInfo
▪ Mountain Top Data (Sponsor + DMAnc workshop free offer)
▪ Lake Media
▪ LeadGenius
▪ Aberdeen
▪ Many others…

Data selection Example
Contact Search
Full Name
Company Name / URL / Ticker
Job Title
Job Function _____
Management Level _____
Industry _____
Location _____
Technology Products _____
Revenue ____
Employees ____
More Contact Filters ____
More Company Filters ____

Data selection Example NEW
MAIN
Overview of your data
PERFORM A
SEARCH
Find a company or person
BUILD A LIST
Select your own criteria
MANAGE
DATABASES
Add or renew subscriptions
RESOURCES
Helpful tips and resources
Recent Searches
13 days ago:
Management Level: VP-Level, Director, Manager, Non-Manager, Job Title: purchase, source, procure, engineer, buyer,
OPERATIONS, GENERAL MANAGER, Location: Wisconsin or Illinois or Minnesota, HQ and Contact Location: Person at the
selected location, Exclude: My Exported Contacts, Exclude: My Imported Contacts
13 days ago:
Full Name: Sara, Company Name: Sartori Cheese, Location: WI, US - States
15 days ago:
Industry: Manufacturing, Industry Keywords: Wastewater , Location: WI or MN or IL
a month ago:
Industry Code: SIC-3556, SIC-2011, SIC-2013, SIC-2015, SIC-2021, SIC-2022, SIC-2023, SIC-2024, SIC-2026, SIC-2032, SIC-
2034, SIC-2035, SIC-2037, SIC-2038, SIC-2041, SIC-2043, SIC-2045, SIC-2047, SIC-2048, SIC-2051, SIC-2052, SIC-2053,
SIC-2066, SIC-2067, SIC-2076, SIC-2077, SIC-2079, SIC-2082, SIC-2083, SIC-2087, SIC-2091, SIC-2092, SIC-2096, SIC-
2098, SIC-2099, Location: Illinois
a month ago:
Revenue: $10M-$5B+, Industry: Manufacturing, Industry Code: SIC-2822
2 months ago:
Industry: Manufacturing, Industry Keywords: Food, Location

Vertical Industry Specific Sources
Trade Show and Association Directories
▪ Industry sites: Manufacturing, MNI (Manufacturing News)
▪ Associations: Health (AMA, AHA, Assoc Med. Device Mfrs)
▪ IT industry associations and event sources
▪ Gov. information sources
▪ Others…

Vertical Industry & Trade Show Data - Online

Marketing services providers that do custom list builds
▪ Database building agencies
▪ Custom data and list research as-a-service
▪ Data and list acquisition as a service
▪ Database updates, refresh and appends as-a-service
▪ Tele-validation of contact data as-a-service
Hybrid approach is common: Multiple sources combined to
meet requirements (Popular for more complex contact titles)

Intent Data Option
Intent data is online behavior-based activity across the
internet (not just on your website) that indicates an
account is researching topics and solutions
▪ Supports the premise that a large portion of research is done
online and usually anonymously
▪ Focuses on web searches and content consumption activity
▪ Website visits
▪ Downloads of white papers, case studies, tech publication articles, etc
▪ Product reviews and industry newsletters
▪ This data can be harvested and analyzed at the IP level
▪ Data can be extracted to see if your accounts are doing research

Intent Data Option continued
▪ Intent data can help in the prioritization of which target
accounts to focus on because of their digital activity
▪ Early buyer interest
▪ New and or current customers activities
▪ Competitors’ activity
▪ The sales process can benefit
▪ To get prospects profiled and engaged to identify projects early
▪ Once in, the technical sales teams can influence the solution design
▪ Note: This data category is still developing
▪ The solution categories and key phrases tracked are still limited
▪ Intent data is a long-term play and requires significant budget

Your Free $1,000 in Data
compliments of the DMAnc
Contact:
Sky Cassidy
MountainTop Data
scassidy@mtd-email.com
(818) 252-8140 x2788
www.MountainTopData.com

ABM Demand Gen
Back to ABM’s
purpose…. to drive
sales in target accounts
Let’s look at approaches
to creating sales pipeline
in our target accounts
and a few cost saving
trade offs

Lead Development Process and Work Flow
▪ Define your “Sales-Ready” lead criteria
▪ Generate and qualify leads to this spec in ONLY your target
accounts
▪ Define all progression stages for lead development
▪ Target suspect, prospect, nurture leads, MQL, SQL hand off…
▪ Create a lead development process to nurture until qualified
▪ Address working through gatekeepers
▪ Ensure all departments are bought in
▪ Sales, marketing and executive management

ABM Note: Lead Quality is a Priority

ABM Challenge: Unqualified Leads

Sales Perspectives
How a quota
carrying sales
rep feels
when given
unqualified
sales leads

Solution: Sales-Ready Qualified Leads

Example: Sales-Ready Qualified Lead

Qualified Lead Work Flow - Best Practice
Actions once an ABM prospect is qualified
▪ Set Appointments/Demo
▪ Establish the methodology
▪ Lead routing hand off process
▪ Data into the CRM system
▪ Send a lead notification email with details of prospect needs
▪ Send a call recording of the qualification call
▪ Calendars, meeting invitations, follow up reminders
▪ No shows rescheduling process…
▪ Sales SLA
▪ Get a sales follow up agreement SLA in place with zero gaps
▪ Establish process to get Sales progress status and feedback

ABM Campaign Planning Brief
Create an ABM Campaign Briefing Document
▪ Outline your lead gen campaign plans and tactics that
generate leads in only the target accounts

ABM Campaign Planning Brief & Checklist
❑ ICP: Ideal Customer profile (see earlier slides)
❑Title and/or job functions. Explain for each solution you offer
❑Current customers (upsell) or new prospects, or both?
❑Industries (Verticals)
❑ What geographies?
❑ What are your customer/prospect’s most pressing needs and or
challenges to be addressed?
❑ Buying team: People involved in evaluation, selection, decision making?
❑Personas of each
❑Who are they and what are their roles in the decision?
❑Where do they seek and consume solution information?

❑ What events or triggers precipitate a prospect needing your product?
❑ What industry flags can help identify this event (if there is any?)
❑ What are we trying to sell or convince them to do?
❑Why should they do it?
❑Why should they believe you?
❑ What problems will your solution solve? (Explain for each persona)
❑What proof can you offer? (Explain for each solution you offer)

❑ What are the three top benefits for each product or service?
❑ Who are your main competitors? What are their strengths and
weaknesses compared to you?
❑ How well is your company known vs. your competition?
❑ What is the one unique value that puts your product/service above
the competition?
❑ Do you have an offer that is relevant to the benefits of your product
or service?
❑ Has it been tested?

❑ Establish the project's qualified sales lead goals and timelines
(using your sales funnel plan as a basis).
❑ Define your ABM target prospect data/list resources
❑ Explore recency of target account records selected and whether
validation or cleaning will be needed
❑ Define whether a custom prospect database needs to built
❑Available data attributes

Generate Qualified Leads in Target Accounts
Account: ABC
Account: DEF
Account: XYZ

ABM Lead Gen Best Practices & Tactics
Content, Offers and Messaging
▪ Sync your content to the buyer’s journey for each persona targeted
▪ Don’t skimp on good valuable content
▪ Use value propositions which benefit customers and are well received
▪ Use offers that resonate and motive the prospects to explore further
▪ Hard offers and Soft offers
▪ Sync the content with follow up conversation tracks that foster a 1:1 dialog
with each persona

ABM Best Practices & Tactics cont’d
Content formats with good results include:
▪ Videos created for each vertical industry
▪ Podcasts created for each vertical industry
▪ Websites/web pages created for each vertical industry
▪ Roadshow/events created for each vertical industry
▪ Webinars created for each vertical industry

Campaign Execution
Generating inbound responses from target accounts
▪ Digital media purchases or digital IP ads?
▪ Costly for SMB
▪ Flag all inbound inquiries from the target accounts
▪ Note: Consider the cost trade offs of generating inbound
responses from only a small group of target accounts

ABM Lead Gen and Qualification
Best Practices & Tactics
Campaign Execution - Outbound in Target Accounts
▪ In ABM, the majority of leads generated are via outbound
▪ Direct response marketing performs best for mid-size firms
▪ For each account and persona: Deliver messaging, value
propositions and offers to create urgency and a reason to
engage further (Don’t use one size fits all messaging)
▪ Use nurturing and qualifying touches to profile needs over
time (remember the 7-13 touches) to qualify the prospect first
and then close on meetings and appointments

ABM Lead Gen and Qualification
Best Practices & Tactics
Outbound ABM lead gen tactics that work for midsize
firms
❑ Direct mail campaigns
❑ Email campaigns
❑ Tele-prospecting, SDR outreach and follow up campaigns
❑ LinkedIn campaigns posting articles, then monitoring views/likes from
target accounts and following up with them
The best performing campaigns use combinations of these tactics

▪ Multi-touch and multi- channel is now the norm
▪ Research indicates it takes 7-13+ touches
▪ Free white paper on this topic at the end of presentation
▪ Observation:
Rarely will prospects self qualify on a landing page
without 1:1 human intervention to give them rationale to
share their pain points, buy cycles and timelines

McKinsey Report: Best Kept Secret is
the Human Touch
New Research from McKinsey and Company says:
“The secret to making it in the digital sales world:
The human touch”
The 2018 McKinsey survey found:
• B2B customers desire both digital interactions and the human touch
• Companies that combine digital with the human touch consistently out
perform their peers:
• Achieve 5X the revenue
• Achieve 8X the operating revenue
• Achieve 2X the return to share holders
• This data held true over a four to five-year period
The Key: An optimal balance between human and digital
▪ Observation: Most companies struggle with this process

Development: Sirius Decisions Adds
Human Touch to Waterfall Model

Inside
telesales
Field sales
Marketing
Database
MQL
SQL
Site: downloads third
party “buyers guide”
Re-target: clicks thru banner
on third party information site
Personalized
Email: opens
vendor incentive
offer
Initial Phone Call: no project
right now; check back in 2
months, Sends follow up email
1
Personalized Email:
completes survey and
lists top 3 priorities
Nurture Phone Call: engaged &
partially profiled, won’t make decision
for 4 months, sends nurture follow up
email 2
Web Site:
views demo
start to finish
Nurture Phone: cannot connect
after 5 dials and 2 personalized
emails
Site Visit: Does not attend live
webinar
Email: opens
webinar email
Nurture Phone Call:
commits to view online
demo
Email: does not
open
Peer to Peer phone call: profile
completed, will make decision
in 3-4 months, sets appt with
Sls Rep
Re-target: no
click thru on
banner
SAL
MID FUNNEL LEAD QUALIFICATION
& DEVELOPMENT
SALES FUNNELTOP MARKETING FUNNEL
Handoff to sales
Channel
sales
SQL
SAL
SRL
Best Practices for
Developing Prospects into Sales-Ready Leads
Most
companies
struggle in the
Mid-Funnel, fix
this and you’re
a leader
Marketing Touches: Web,
Mail/Email/Events, etc.
SDR Pre-Sales Touches
Sales Team Touches

Getting this SDR mid-funnel lead nurturing process right is a
Major stumbling block for many firms
Important Question: Who should run this critical lead development SDR touch
process? The big debate: Insourcing or outsourcing this pre-sales function
Evaluate closely:
1. Lead quality and consistency
2. Lead productivity comparisons
3. Fully loaded cost comparisons

SDR Teleprospecting Metrics Comparisons
Insourced Productivity
▪ Avg. ~5.3/hr. calls/hr.
or ~40/day
▪ Prospect engagement/full
presentation/pitch
completed @ ~ 1-2/day
or ~.13 to .26/hr.
Outsourced Productivity
▪ Avg. 15-18 calls/hr.
or ~113 to 155/day
▪ Prospect engagement/full
presentation/pitch
completed @ ~ 4-6/day
or ~.53 to .85/hr.
Sources: The Bridge Group - Report
Direct Marketing Partners – Benchmark reports
Insourced vs. Outsourced

Sample ABM Demand Gen Touch Plan
Activity Date Quantity
Pre-Campaign Email 11/19/201X 16K
Week 1
Group 1 Print Mail 25-Nov 1200 Week 7
Group 2 Print Mail 25-Nov 1200 Group 7 Print Mail 27-Jan 1200
Group 6 Email 28-Jan 1200
Week 2 Group 6 Teleprospecting 30-Jan TBD - DMP report
Group 2 Print Mail 2-Dec 1200
Group 1 Email 3-Dec 1200 Week 8
Group 1 Teleprospecting 5-Dec TBD - DMP report Group 8 Print Mail 3-Feb 1200
Group 7 Email 4-Feb 1200
Week 3 Group 7 Teleprospecting 6-Feb TBD - DMP report
Group 3 Print Mail 9-Dec 1200
Group 2 Email 10-Dec 1200 Week 9
Group 2 Teleprospecting 12-Dec TBD - DMP report Group 9 Print Mail 10-Feb 1200
Group 8 Email 11-Feb 1200
Teleprospecting Catch-up only Week of Dec 16 TBD - DMP report Group 8 Teleprospecting 13-Feb TBD - DMP report
CHRISTMAS HOLIDAY Week of Dec 23 No Activity
NEW YEAR'S HOLIDAY Week of Dec 30 No Activity Week 10
Week 4 Group 10 Print Mail 17-Feb 1200
Group 4 Print Mail 6-Jan 1200 Group 9 Email 18-Feb 1200
Group 3 Email 7-Jan 1200 Group 9 Teleprospecting 20-Feb TBD - DMP report
Group 3 Teleprospecting 9-Jan TBD - DMP report
Week 11
Week 5 Group 11 Print Mail 24-Feb 1200
Group 5 Print Mail 13-Jan 1200 Group 10 Email 25-Feb 1200
Group 4 Email 14-Jan 1200 Group 10 Teleprospecting 27-Feb TBD - DMP report
Week 12
Week 6 Group 12 Print Mail 3-Mar 1200
Group 6 Print Mail 20-Jan 1200 Group 11 Email 4-Mar 1200
Group 5 Email 21-Jan 1200 Group 11 Teleprospecting 6-Mar TBD - DMP report
Week 13
Group 12 Email 11-Mar 1200
Group 12 Teleprospecting 13-Mar TBD - DMP report

Sample ABM Dimensional Mailings

Sample ABM 9 X 12 Mailings

Top of Funnel Email Metrics Report
Unique
Opened Opened%
Clicksto
regpage
%CTR
Unsubsc
ribes
% Uns.
11/19/2013 15,845 15,258 14,309 93.8% 949 6.2% 784 5.1% 165 1.1% 1,796 12.6% 113 0.79% 4 0.03%
12/3/2013 1,135 981 890 90.7% 91 9.3% 68 6.9% 23 2.3% 45 5.1% 5 0.56% 0 0.00%
12/10/2013 1,179 1,019 837 82.1% 182 17.9% 170 16.7% 12 1.2% 43 5.1% 1 0.12% 0 0.00%
1/7/2014 975 812 725 89.3% 87 10.7% 77 9.5% 10 1.2% 53 7.3% 10 1.38% 0 0.00%
1/14/2014 934 738 643 87.1% 95 12.9% 78 10.6% 17 2.3% 40 6.2% 11 1.71% 0 0.00%
1/21/2014 1,137 930 868 93.3% 62 6.7% 48 5.2% 14 1.5% 56 6.5% 4 0.46% 1 0.12%
1/28/2014 1,163 983 938 95.4% 45 4.6% 35 3.6% 10 1.0% 62 6.6% 7 0.75% 0 0.00%
2/4/2014 1,160 988 954 96.6% 34 3.4% 29 2.9% 5 0.5% 61 6.4% 6 0.63% 0 0.00%
2/11/2014 1,152 981 926 94.4% 55 5.6% 45 4.6% 10 1.0% 55 5.9% 8 0.86% 0 0.00%
2/18/2014 1,166 1,013 924 91.2% 89 8.8% 74 7.3% 15 1.5% 59 6.4% 4 0.43% 0 0.00%
2/25/2014 1,177 1,039 969 93.3% 70 6.7% 56 5.4% 14 1.3% 46 4.7% 8 0.83% 0 0.00%
3/4/2014 1,178 1,031 927 89.9% 104 10.1% 83 8.1% 21 2.0% 61 6.6% 7 0.76% 0 0.00%
3/11/2014 1,365 1,206 1,104 91.5% 102 8.5% 82 6.8% 20 1.7% 67 6.1% 8 0.72% 0 0.00%
Total 29,566 26,979 25,014 92.7% 1,965 7.3% 1,629 6.0% 336 1.2% 2,444 9.8% 192 0.77% 5 0.02%
Delivered
Non-Responders:24,822
Date Sent
Gross List
Quantity in
Exact
Target
Quantity
Sent
Total
delivered
Soft
bounced
%
Total
delivered %
Not
delivered
Not
delivered
%
Hard
bounced
Hard
bounced
%
Soft
bounced

ABM Must Have: Mid-Funnel SDR Follow Up
Email Touch Metrics
Best Practices:
Know your SDR prospecting lead development touch and conversion rates. Calling and emailing.
If you don’t know these, you’ll have problems benchmarking the progress from top funnel suspect
(MQL) through the mid-funnel and into the bottom sales funnel stage.
Here are some follow up nurture email touch points.
Source: Direct Marketing Partners – Benchmark reports

ABM Must Have: Mid-Funnel SDR Calling
Touch KPIs & Conversion Metrics
23 10 4 7,211 624 12,079 1,580 298
TotalLeads CallingHours
Dials/CallsPer
Hour
TCSperHour
Presentations
GradedRecords
perHour
CallingHoursper
Lead(HPL)
LeadQual%of
TCS
Lis
ActualtoDate 37 838.1 14.41 0.4 1.9 22.65 12.4%
CampaignGoal 50 900 12 1.1 3.0 15.00 7.0%
PercentofGoal 74% 93% 120% 32% 63% 66% 177%
NewContacts
TotalCall
Attempts
TotalCompleted
Scripts(TCS)
TotalGraded
Records(TGR)
ProjectOverviewtoDate
TotalListSize
Re
Lead PatnerLead TotalLeadsPublicSectorLeads
FutureOpps
20
20
Metrics
37
Best Practices:
Know your prospect lead development and SDR touch and conversion rates. Calling and emailing.
Here are some SDR rep calling and conversion metrics.

DirectMarketingPartners.com
ABM Must Have: Mid-Funnel SDR Calling
Touch Metrics
Best Practices
Best Practices:
Know your prospect lead development and SDR touch and conversion rates. Calling and emailing.
Here are some SDR rep calling and conversion metrics.

ABM Must Have Report: Bottom Funnel
Sales Pipeline Generated By Account

DirectMarketingPartners.com
List Name
Original List
Date
Last Update
Date
DB # Contact
Records
New Contacts
Added by
Callers
Total List Size
PassCount
(Calls)
Total Graded
Records
Estimated
Average
Attempts
Total
Completed
Scripts
Total
Qualified
Leads
Lead %of
TCS (qual.
Rate)
Healthcare 7/27/2017 17 5 22 30 17 1 4 1 25.00%
LE-11082017-Event_SecureWorldSeattle 11/20/2017 24 0 24 61 23 3 8 2 25.00%
LE-2017-TradeShow-Secure360TwinCities 7/11/2017 43 0 43 133 43 3 8 2 25.00%
Q22018_WBN-06.13.18-DetectingFileless 6/18/2018 29 1 30 252 12 8 8 2 25.00%
RainKing_2 6/6/2017 8/17/2017 11 11 22 54 15 2 8 2 25.00%
Q32018_CyberSecuritySummit Seattle July 2018 8/1/2018 8/24/2018 178 2 180 806 59 4 37 9 24.32%
Q32018_LE-Event-Gartner-National-Harbor-2018 7/17/2018 50 3 53 468 23 9 13 3 23.08%
Special Target List 9/26/2017 3/20/2018 13 1 14 28 15 2 9 2 22.22%
Q42018_LE-Sept2018-secureCISO-LA 10/12/2018 52 1 53 404 19 8 14 3 21.43%
16-Tradeshow-SecureCISO 9/1/2017 8 0 8 21 8 3 5 1 20.00%
AO-SCMagazineThreatManagementEbook2017 1/3/2018 1/26/2018 186 0 186 535 180 3 70 14 20.00%
AO-SpiceWorks-2017-07-IRUpsTheAnte 7/11/2017 28 0 28 89 28 3 5 1 20.00%
Q32018_BlackhatOEM 7/11/2018 443 2 445 2,457 189 6 56 10 17.86%
Q12019_FireEye 1/2/2019 2,516 1 2,517 1,944 173 1 13 1 7.69%
RSA_DirectorsCybersecurity 4/10/2018 4/10/2018 386 3 389 2,302 115 6 16 1 6.25%
AO-DarkReading-2017-06-IncidentResponseUpsTheAnte8/17/2017 9 0 9 18 9 2 2 0 0.00%
AO-SpiceWorks-2017-07-Forrester2017SecurityTrends 7/11/2017 10 0 10 41 10 4 7 0 0.00%
CS-Netline-2017-03-451Research-SecurityASAP! 1/26/2018 1/26/2018 10 0 10 18 10 2 1 0 0.00%
Must Have Report: What sources worked
based on actual conversion rates

ABM: What Worked by Industry

ABM: SDR Front Lines Findings
Why No-Interest?
Email no follow-up,
72, 20%
No Interest -
Reason Given,
184, 52%
No Interest -
Refused All
Questions, 40,
11%
Profiled Not
Qualified, 59,
17%
No Interest
Centralized/For
mal purchasing
process ,19, 9%Current
Customer , 1, -
1%
Decisions made
at another
location , 44,
22%
IT Outsourced ,
1, 1%
No Current
Needs , 82, 41%
No Interest in
product
offering , 44,
22%
Using Competitor , 8,
4%
Competitor , 1, 1%
No Interest Reason

ABM: What Packages Are Working or Not?
0
2
4
6
8
10
12
14
Lead Patner
Lead
Future
Opps
Leads 13 3 2
13
3
2
Figure 1: Lead Count
0%
50%
100%
150%
200%
250%
Dials per Hour TCS per Hour Lead % of
TCS
KPI % of Goals 109% 38% 210%
109%
38%
210%
Figure 2: KPI % of Goals
3
2
2
1
3
1
1
1
1
1
0 1 2 3 4
Wave 1: Letter & Report
Wave 1: Letter Report & Book
Wave 1: Letter Report & Coffee Mug
Wave 2_3: Letter & Report
Wave 4: Letter & Report
Wave 4: Letter Report & Book
Wave 2_3: Letter Report & Book
Wave 4: Letter Report & Coffee Mug
Wave 2_3: Letter Report & Coffee Mug
Wave 4: Letter Report Book & Amazon
Leads by Source
A: Letter &
Report, 7
B: Letter
Report &
Coffee Mug, 4
D: Letter
Report &
Book, 4
E: Letter
Report Book
& Amazon, 1
Leads by Campaign
A: Letter & Report
B: Letter Report &
Coffee Mug
D: Letter Report &
Book
E: Letter Report Book
& Amazon

ABM Take-Away Lessons
Yes, ABM can work for small and midsize companies
with limited budgets

ABM To-Do’s
1. Establish ABM program goals & plans
2. Focus on target account selection and data needed
3. Start with a basic ABM lead generation pilot
4. Test & benchmark different go to market campaigns
5. Track and report sales pipeline by target account
6. Establish what works vs. does not work in the process
7. Then determine if any tech can improve vs. expense
8. Then scale by adding target accounts

Contact me for more info or insights on your program:
Tom Judge
tjudge@dirmkt.com 510-368-7527
https://www.linkedin.com/in/thomaspjudge/
Links to more information:
DMP Blog: https://directmarketingpartners.com/b2b-lead-generation-blog/
ABM solutions guide: https://directmarketingpartners.com/wp-content/uploads/2017/03/ABM.pdf
Lead calculator tool: https://directmarketingpartners.com/b2b-marketing-resources/b2b-lead-gen-tools/
Nurture Case: https://directmarketingpartners.com/wp-content/uploads/2017/01/prospect_nurturing_112011.pdf
Research: Why it takes 7-13+ touches to generate a sales-ready lead
https://directmarketingpartners.com/wp-content/uploads/2017/03/7-13_LeadGen_170119pages.pdf

Tom Judge VP Strategy
Direct Marketing Partners
tjudge@dirmkt.com
510-368-7527
Q&A
Account Based Marketing
For Small and Mid-Size Businesses

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