Account-Based Execution: Your Formula to Improved Pipeline

© 2020. SalesLoft. All Rights Reserved.
September 2020
Account-Based Execution:
Your Formula to Improved
Pipeline
SalesLoft, Drift, DemandBase

Sydney Sloan
Leads the companies go-to-market
partnering across sales, customer
success and product to drive
differentiation and revenue. Unique
blend of product marketing, demand
generation and brand experience.
Deep experience across customer
experience, product marketing,
demand generation, and
communications. Brings passion, skill
and a customer-centric focus.
CMO, SalesLoft
Tricia Gellman
CMO, Drift
Peter Isaacson
Over 25 years of experience in both
enterprise and direct-to-consumer
marketing, spanning packaged goods
to technology industries.
CMO, DemandBase

Narrowly Focused on Outbound Tactics
More than the steps you take to engage accounts.
How Current Account-Based
Execution Falls Short
No Plan for When Buyers Act First
Buyers demonstrate intent, but then what?
One-way Conversation
Successful engagement has to start with listening.
Starts Too Soon, or Too Late
Be ready for when buyers are in the ‘sweet spot.’

Constraint

© 2020. SalesLoft. All Rights Reserved.© 2020. SalesLoft. All Rights Reserved.
Leverage Intent

COMPETITIVE
Which companies are
researching your
competitors?
HIGH-VALUE
KEYWORDS
Which companies are
searching for solutions that
you solve for?
PRESS-RELEASES
Which companies are
releasing new products or
focusing on a new market?
PRODUCT-SPECIFIC
Which companies are
reading about your
products?
ACCOUNT NEWS
Which companies just
received funding?
INTEREST SPIKES
Which companies have a
sudden spike of product
interest?
What Demonstrates Early Intent?

Initial
Research
Competitive
Research
Account
News
Deeper
Investigation
Account
Converts
Cross-sell/
Retention Intent
TIME
IntentBehaviors
Customer Acquisition
Researching
Competitor
Becomes
Customer
Customer Retention
Win/Retain
Offsite
Onsite
Campaign
Engagement
Intent Throughout the Funnel

Marketing
Security
Fleet
Manager
Tracking Content Consumption

Which is relevant to digital security?
Article 1 Article 2
Local World Sports Politics Business Health Technology
digital security
security
security
security security
security
security
digital
National Security Advisor to Visit BorderRecent Innovations in Cybersecurity
Identifying Relevant Articles

Personalize Engagement

It can be difficult to reach senior level buyers without a warm
introduction.
Data research shows us...
● 77 - 91% increase in response rates using multi-channel vs. single touch
● Consider using Video in the 2nd or 3rd email step
● “Follow” the prospect on LinkedIn during the initial research step
● Last “Other” step is a holding tank. Consider using Automation rules to
send them straight into a Nurture Cadence
● Other automation rules:
○ Persona based Cadences
○ Industry based Cadences
○ Automatic content based on web activity
Why Personalize?
@sydsloan
20% → 2x
Personalization of email1
leads to 2x increase in
response rates

Increase response rates 2x in 3-5 minutes
Personalization Matters
Personalizing only 20% of your
email results in 2x response
rates.
Personalize the first 200
characters, improves reply
rates.

Personalization: When and How
Inbound: Content/ Event: 14 Touches in 24 days
Sales Source

Personalization: When and How
Outbound: Tier 1 Account; 15 Touches in 30 Days
Sales Source

Intent Keywords to
focus your
messaging around
Top Intent Keywords
will automatically
populate
Body of email is a
value prop centered
around keywords
Use Intent in Automated Messaging

Stand Out With Personalization
Paid Celebrity Videos

Personalization on every interaction
Website Bot

Compress Time

85%of people make
decisions on first
impression of your
landing page
12%of people reconnect
to sales after filling
out a form
81%of people don’t want
to fill out a form
Source

Today’s Best in Class B2B Workflows Ignore Time
B2C Has Transformed with eCommerce Why Not B2B?

In today’s digital world, there’s no such
thing as business hours...a business can
never be truly “closed” anymore

Timely engagement improves pipeline generation
Triggered
Email
Data
Augmentation
Real-time
Conversation

You need to bring it all together 24/7/365
Engage Understand Recommend

Zenefits is an award-winning People Operations Platform that makes it easy to manage your
employee documents, HR benefits, payroll, time and attendance and more.
Zenefits Converts High Lead Volume
into Quality Pipeline and Revenue
Drift helped us completely
reimagine the way we talk to
customers. Now we’re putting
ourselves in the role of a trusted
advisor. Drift allows us to stop
selling on our website, and
instead help customers buy.”
“CHALLENGES
Experiencing massive marketing growth. Unable to keep up with a high volume of
inbound interest, resulting in lost pipeline and revenue opportunities. SDRs wasting
time on qualification rather than selling. Lots of missed opportunities left on the table.
ROB STEVENSON
Director of Performance Marketing
SOLUTION
Drift's Revenue Acceleration Platform helped Zenefits engage with all incoming leads in
real-time and quickly convert them into qualified pipeline for SDRs to successfully sell.
93%
increase
prospect-
to-win rate
6mo to
12days
buying cycle
decrease
68%
QoQ increased
meetings booked
RESULTS

Thank you!
😄

Account-Based Execution: Your Formula to Improved Pipeline

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