The document discusses the importance of account-based marketing (ABM) and sales development for B2B success, highlighting the shift from quantity to quality in targeting potential buyers. It emphasizes the need for alignment between sales and marketing, outlining the benefits of ABM, including higher ROI and improved sales success metrics. A step-by-step plan for implementing account-based sales development strategies is also provided, focusing on tailored campaigns and performance enhancement.

1. 2016 Strategies for B2B Success Start Here:
Account-Based Marketing Meets Accounts-
Based Sales Development
January 13, 2016
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2. Today’s Speakers
David Pitta
Sr. Demand Generation
Business Analyst
TOPO
Kevin O’Malley
VP of Demand Generation
SalesLoft
Moderator
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Peter Isaacson
CMO
Demandbase

3. The sales and marketing divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

4. Click Through Rates
Impressions/CPMs
Web Traffic
Unique Visitors
Conversions
Inquiries
MQLs
What we like to
Measure

5. How we should
Measure
our performance
Opportunities
Pipeline
Close Rates
ACV
Funnel Velocity
Target Account Activity
Lift
Retention And Upsell

6. Measure everything
But set goals on
business impact

7. We focus on quantity
instead of quality

8. Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

9. Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

10. Why Account-based
Marketing?
Focuses on
best opportunities
Delivers customer-
centric experience
Supports
Sales reality
Connects Marketing
to revenue

11. Evolution of Account-Based Marketing
1995- 2005 2005-2012 2012>>>
• Limited in scale
(25-50 accounts)
• Field Mktg centric
• Analog in approach
• Improved scale
• Email centric
• Industry focused
• Post hand raise
• Reactive
• Fully scalable
(5000+ accounts)
• Full funnel
• Multiple targeting
options
• Pre hand raise
• Proactive

12. What drove the change?
 IP Targeting
 Account-based, real time bidders
 Real time customization
 More bandwidth/faster speeds
 DMPs
 Frustrated B2B Marketers

13. More
marketers are
AWARE
of ABM
of B2B companies are
aware of ABM.
75%
of marketers say that
ABM delivers higher
ROI than any other
marketing approach.
84%

14. of B2B companies
employing ABM plan
to increase their ABM
efforts over the next
12 months.
72%
of B2B companies
employing ABM plan
to invest more in
technology over the
next 12 months.
61%
More
marketers are
USING
ABM

15. of B2B marketers
employing ABM
stated they are
aligned with sales.
91%
of B2B companies said
Account-Based
Marketing has an impact
on marketing’s success.
96%
More
marketers are
having
SUCCESS
with ABM

16. Getting Started with ABM
Align sales
and marketing
Identify
target accounts
Develop ABM
Marketing Plan
Measure

17. Demandbase Funnel Metrics
MQL SAL PIPELINE CLOSE
82%
49%
24%
96%
64%
42%
17%
51%
75%

18. Demandbase Business Metrics
Sales Team Close Rate ACV Funnel Velocity
Enterprise +285% +35% +2%
Mid Market +166% +40% -20%
Advertising +57% +31% +65%

19. Aligning Account Based
Sales Development With
Your ABM Strategy
Journey of why and ways to start today!

20. The Journey
ccount
ased
ales
evelopment
Account
Based
Sales
Development

21. What is Account Based Sales Development?
According to
“This strategy, founded on the principles of Account-Based
Marketing and adapted for sales development, focuses on
launching tailored, SDR-driven campaigns into specific target
accounts.”

22. 3 Reasons You Might Be Ready For ABSD
1. Seeking new level of performance – plateauing and looking for a break-
through. More emails and phone calls won’t do the trick.
2. Ideal client profile fatigue – The team has struggled connecting with the
Ideal Client Profile, and is going “rogue” to hit their numbers.
3. Referrals are undervalued – The number of appointments from referrals
low? Red flag. Referrals take time to nurture, and time is money to SDRs.

23. Feeding the lead machine is hard.
Think about these numbers:
20 accounts x 2 weeks
If you focus on prospecting to your 20 most desired accounts over next 2
weeks, what do you think will happen? Let me give you a sneak peak

24. What Will Happen in the First Two Weeks?
1. Morale will go up – SDRs don’t like feeling like they’re in a hamster wheel.
Give them a sense of ownership for “owning” the account.
2. Performance will go up – Aim for a 60-70% reduction in the number of
leads created to set one appointment.
3. Net new leads will DECREASE – Capitalize on your time. Spend less time
buying and building lists and more time creatively and personally
connecting with your best prospects

25. Starting to Think ABSD is Cool?

26. Here’s Your Plan for the Next Six Weeks:
1. Weeks 1-2 – Before anything, clean your data. ABSD is a new mindset and
you need to take the time to get your data right.
2. Weeks 3-4 – Assign 20 accounts to each rep. Setup a cadence of email,
phone and social touches for the ideal client profile targets and referrals for
measurement purposes.
3. Weeks 4-6 – Do daily standups and retrospectives every 2 weeks to
continuously adjust on what’s working, what’s not and empower the team
to take ownership of the changes.

27. What is the next level of
performance look like?

28. Single view of all your prospecting efforts
• Emails • Calls • Cadences • Notes

29. Personalized campaigns within the same
account without duplicating effort

30. Join Us

31. April 20-21
Pier 27, San Francisco
www.MarketingInnovationSummit.com
#B2BSummit

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