Account-Based Strategy: Use Cases – Craig Rosenberg, Co-Founder & Chief Analyst at TOPO

www.topohq.com© 2018 TOPO. All rights reserved.
Account-Based Strategy:
Use Cases
These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is
strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may
not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit
www.topohq.com
Craig Rosenberg
Co-founder, Chief Analyst
www.topohq.com

TODAY’S AGENDA
• Intro to TOPO
• Intro to Account-Based
• 5 Account-Based Use Cases
• Discussion Throughout the Presentation

www.topohq.com© 2018 TOPO. All rights
reserved.
MEET TOPO
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© 2018 TOPO. All rights
reserved.
www.topohq.com
INTRO TO ACCOUNT-BASED

ACCOUNT-BASED STRATEGY
Account-Based is the coordination of personalized marketing, sales development,
sales, and customer success efforts to drive engagement and conversion
at a targeted set of accounts
Account-Based
Marketing
Sales
Development
Sales
Customer
Success
Targeted
Intelligence-driven
Orchestrated
Personalized
High Frequency

STATUS QUO VS ACCOUNT-BASED
STATUS QUO ACCOUNT-BASED
TARGET MARKET Total Available Market (TAM) Strict Ideal Customer Profile (ICP)
PROCESS MQL → SQL (hard handoffs) Integrated cross-functional execution
ORGANIZATION Marketing in isolation All hands on deck!
TACTICS Random acts of lead generation Orchestrated, high value
engagement
METRICS Marketing Qualified Leads (MQLs) Target Account Pipeline (TAP)

THE TOPO ACCOUNT-BASED FUNNEL

reserved.
www.topohq.com
USE CASE #1:
IDENTIFY THE ICP AND
FOCUS EVERYTHING ON IT

reserved.
VOLUME AND VELOCITY WASN’T WORKING
Network security company ($150K+ ACV for enterprise $40K ACV for Inside sales)
The challenge:
• Conversion rates were failing: 3+ MQLs/month - 8% MQL-SQL conversion
• Unfocused SDR program under-performing (6 SQLs per month)
• Sales hadn’t hit quota in 2+ years

reserved.
CORE 6
VERTICALS
TOTAL
AVAILABLE
MARKET
Your Ideal Customer Profile (ICP) defines the accounts which are: most likely to buy from you; deliver higher ACV
and/or LTV economics; less likely to churn.
For this company:
• 60% of business is won within six CORE verticals
CORE 6
VERTICALS
Software / Technology
Financial Services / Banking
Government
Education
Healthcare
Retail
TARGETING WAS THE ISSUE - ICP DEVELOPMENT WAS THE SOLUTION

reserved.
www.topohq.com
THE VERTICALIZATION STRATEGY
A: custom
B: vertical
campaigns
C: inbound
Quarterly
vertical
campaigns6 verticals 6k target list
75%
coverage
(A/B)
• Top-down (CEO) commitment to the ICP
• Marketing: vertical campaigns, invested in vertical paid leads, identified vertical shows
• Gradually cut non-targeted programs but kept “volume and velocity” on during transition (key)
• SDRs segmented into verticals
• Sales provided vertical sales messaging (decks, use cases, benchmarks, internal vertical experts)

reserved.
www.topohq.com
FIXING THE TARGETING ISSUE WORKED
• SDR output doubled (from 6 to 12 per month and rising)
• Increased TAP from 20% of pipeline to 35% of pipeline
• Increased deal size and eliminated discounts

reserved.
www.topohq.com
USE CASE #2:
THE HYPER-TARGETED PROGRAM

reserved.
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ICP ESTABLISHED AND IT’S VERY TIGHT
Early stage company focused on CPG. Initial deal sized $60-100K – Total PAR (Potential Account
Revenue): $3-4mm+
The challenge:
• ICP was only 50 accounts (really only 9)
• Big numbers, but zero effect from Marketing and SDR who were running separate activities and only
generating activity outside the ICP
• Limited resources (in-house SDR team cut, only 2 marketing resources)

reserved.
www.topohq.com
THE SOLUTION: SDR-MARKETING ORCHESTRATION

reserved.
www.topohq.com
HIGHLY CUSTOM MARKETING-SDR ORCHESTRATED
CAMPAIGNS
300% lift
in SQLs
Open Rates
Before ABM 20-25%
After ABM 40-60%
Personalized pre-SDR
campaigns and air
cover drive awareness
and conversion High-value,
personalized offers
drive engagement
SDRs follow with
multi-stakeholder
outreach with huge
success
• Created hyper-custom programs personalized to every stakeholder in an account
• Coordinated SDR messaging and activity (outsourced to InsideSalesTeam)
• Queued sales for high-value first meeting messaging (presentation on in-store execution)

reserved.
www.topohq.com
MARKETING-SDR COORDINATED CAMPAIGNS DOUBLED REVENUE
• Extreme lift in SDR effectiveness (300% lift in SQLs)
• Created $4mm+ accounts with $1mm+ average LTV
• Expanded program to B accounts based on learnings from the program

reserved.
www.topohq.com
USE CASE #3:
RE-FOCUSING CURRENT PROGRAMS

reserved.
www.topohq.com
Business applications org with multiple product lines and varying ACVs ($15K - $350K)
The challenge:
• No segmented go-to-market to prioritize high-value, Ideal Customer Profile (ICP) accounts
• Over 50% of campaigns not producing pipeline
• SDRs were only following up on hot leads (RFQ, Contact Sales) – no outbound, no targeting
• Sales was only working RFPs and projects (no discovery, etc)
The challenges were obvious, but this was a big ship that could not withstand radical change
BIG SHIP IN NEED OF CHANGE, BUT UNABLE TO MAKE THE “HARD
RIGHT TURN”

reserved.
www.topohq.com
THE SOLUTION: ADD AB FOCUS TO EXISTING PROGRAMS (FIELD EVENTS)
TOUCH ACTIVITY AUDIENCE OWNER NOTES
1 – Day 1 Marketing Email ALL Marketing Announce event, feature keynote
2 – Day 1 Postal DM Marketing Dimensional mailer, event brochure. Drop day 1, arrive day 3-4
3 – Day 8 Marketing Email ALL; Segmented Marketing Why attend. Feature relevant speaker by persona
4 – Day 11 SDR Call Stakeholder, DM SDR Invite Call
5 – Day 11 SDR Email ALL SDR Invite email, feature relevant companies attending
6 – Day 14 Exec Email Exec Exec (Sunday) Personalized invitation from CIO
7 – Day 16 Sales Touch DM Sales Personalized invite to sales contacts (phone or email)
8 – Day 18 Marketing Email ALL Marketing Less than two weeks! Feature VR Lounge after-party
9 – Day 22 SDR Call Stakeholder, DM SDR Invite Call
10 – Day 22 SDR Email ALL SDR Personalized email, feature networking
11 – Day 24 Marketing Email ALL Marketing One week away!
12 – Day 28 SDR Email ALL SDR (Sunday) Last chance! Registration closes tomorrow!
13 – Day 29 Marketing Email ALL Marketing Just 4 more hours to register!
Day 31 LIVE EVENT
• Scheduled fewer, higher-quality events using target account proximity as a key planning input.
• Created multi-channel orchestration campaigns (sales, sdr, marketing) to promote events exclusively to
region-specific Tiers 1-3 accounts (goal 60%+target accounts at each event)

reserved.
www.topohq.com
GENERATING RESULTS VIA SIMPLE RE-FOCUS
• Increased pipeline with 20% fewer leads by cutting non-targeted programs
• Massive re-enablement of sales to work accounts earlier in their process - e.g., focus on discovery
(required to identify key attributes early in process)
• 30% growth after 2-3 years of stagnation

reserved.
www.topohq.com
USE CASE #4:
EXPANSION = FAST(ER) ROI

reserved.
www.topohq.com
Business applications org focused on selling to a vertical and departmental focused ICP
The challenge:
• Large enterprise install base with low LTV ($20K!)
• Non-viral product requiring manual land-and-expand
• Marketing focuses majority of spend on Adwords and digital demand gen (all SMB)
• SDRs solely focused on lead follow-up
LOOKING FOR REVENUE IN ALL THE WRONG PLACES

reserved.
THE SOLUTION: ACCOUNT-BASED EXPANSION PROGRAMS
Account Story Account Content
Key Themes
Stories
Evidence
Whitepaper
Presentation
Copy…
Multi-Channel
Program
Advertising
Webinar
Email
SDR Outreach
Direct Mail
Lunch-n-Learn
Exec Outreach
Live Event
Workshop
Marketing was already planning to move to ABM. Instead of net-new, they focused on expansion
1. Identified current accounts with highest PAR (potential account revenue)
2. Dedicated account-based headcount focused on program development
3. Created expansion-focused SDRs
4. Trained sales on pitching the use-case versus classic horizontal positioning

reserved.
58% OF ACCOUNT-BASED PROGRAMS MAKE EXPANSION A PRIORITY –
BECAUSE THEY PRODUCE
• 10x increase in LTV from expansion programs
• Hired new enterprise-class sales team with land-and-expand experience
• Equipped sales for high-value first meetings (all use case) which increased conversion to next step
by 100%

reserved
www.topohq.com
USE CASE #5:
ACCOUNT-BASED
SALES DEVELOPMENT

reserved.
If you’d like a copy of the
TOPO Account-based Funnel
Report:
1. Send email to:
Analyst@topohq.com
2. Subject line:
“Send me the ABF!”
A THANK YOU OFFER

Account-Based Strategy: Use Cases – Craig Rosenberg, Co-Founder & Chief Analyst at TOPO

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