Craig Rosenberg, Sol Weinrich and Travis Drobbin presented "Account-Based Success: Stories from the Real World" keynote at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.

1. Account-Based Success:
Stories from the Real World
Craig Rosenberg – TOPO, Sol Weinreich & Travis Drobbin -
Conductor

2. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Account-Based: A Story from the Trenches
1. Introductions
2. Intro to Account-Based
3. An Account-Based Story – 5 Key Steps to Success
4. Takeaways

3. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
INTROS
@TwitterHandle #FlipMyFunnel

4. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Craig Rosenberg
Co-Founder & Chief Analyst, TOPO
Sol Weinreich
Sr. Manager Demand Gen, Conductor
Travis Drobbin
Director of Sales, Conductor

5. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
TOPO Helps the World’s Fastest Growing
Companies
RESEARCH &
ADVISORY
SPECIFIC, ACTIONABLE INSIGHTS
PRACTITIONER-ONLY ANALYSTS
DATA ON THE WORLD’S BEST
SALES/MKTG ORGS
CONSULTING TRAINING

6. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
The World’s Best Companies Depend on TOPO

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What Conductor Does
Enterprise Content + SEO Platform
Identify Opportunities Optimize Content Measure Performance

8. Account-Based Strategy

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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

10. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
5 Attributes of Account-Based
ATTRIBUTE EXAMPLE
1 Targeted, high value accounts Accounts that meet CLTV target based on
revenue and financial complexity
2 Intelligence-driven programs Intent triggers custom insight-based programs that create
conversations
3 Valuable and authentic buyer experiences Customized assessment identifying specific opportunities
for their organization
4 Orchestrated, high effort/frequency outreach
across marketing, sales, sales development
Pre-SDR program, outbound sales development and
executive outreach
5 Account-centric measurement The number of opportunities and value of pipeline created
from the target account list

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The TOPO Account-Based Funnel:
A New Process Governs a Brave New World

12. 5 Steps to Account-Based
Success

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The Journey of a Successful Account-Based
Marketer
BEFORE AFTER
TARGET
MARKET
Response driven (If they responded,
they must be good)
Agreed-upon Target Account List
GO-TO-
MARKET
Hard handoffs - ”I get leads and you
(sales) follow-up on them”
”We create an orchestrated plan to drive
opportunities together”
METRICS Marketing Qualified Leads (MQLs) Target Account Pipeline (TAP)
ALIGNMENT None – “Why isn’t marketing in the
room”
Marketing/SDR = Heroes

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The Conductor Challenge
Build pipeline for
big Q4 number

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Direct from the Trenches: 5 Steps to Account-Based
Success
1. Alignment
2. ICP – to – TAL (Target Account List)
3. Orchestration
4. Messaging – Authentic, Customized, Relevant
5. Account-Centric Measurement

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Alignment: A Joint Opportunity Creation Operation
BEFORE AFTER
MARKETING SDR MARKETING SDR SALES
Orchestration“Throw it over the wall”

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Real World: One Team Maniacally Focused on
Revenue

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The ICP-TAL Process: Data, Conversation, and a
“We Got This”
DATA ICP TARGET LIST
ATTRIBUTE DEFINITION
Ad Spend >$50M/year ad
spend
Geos North America,
EMEA, APAC
Industries • Financial
Services
• Automotive
• Travel
• Retail
Behaviors • $15M/year tech
spend
• In-house
programmatic
function
• 25+ campaigns
The target list
is your target
market
3. External (e.g.
predictive
analytics)
2. Internal (e.g.
closed-won
by segment)
1. Qualitative
(e.g. sales
rep
feedback) Sales:
“We got this”
ALIGNMENT

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Real World: Data Drives the TAL
Example of target accouts or process
for selecting target accounts, etc

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The Orchestration Plan: Not as Complicated as You
Think
1 2 3 4 5 6 7 8 9 1
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ENTRYPOINTTHREAD
TERMINUS AD CAMPAIGN ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
LINKEDIN AD CAMPAIGN ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
EXEC- OUTREACH
REP EMAIL ✓ ✓ ✓ ✓ ✓
PHONE ✓ ✓ ✓ ✓
SOCIAL ✓
VIDEO ✓
DIRECT MAIL ✓
MARKETING EMAIL ✓ ✓
TERMINUS AD CAMPAIGN ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
LINKEDIN AD CAMPAIGN ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
DECISIONTHREAD
EXEC- OUTREACH ✓
SDR EMAIL ✓ ✓ ✓
PHONE ✓ ✓
SOCIAL
VIDEO
DIRECT MAIL ✓
MARKETING EMAIL
TOTAL TOUCHES 4 3 4 4 3 2

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Real World: Orchestration Starts on the Whiteboard

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Messaging: Authentic and Relevant Wins, but its
Hard
BUSINESS CHALLENGE /
OPPORTUNITY
EDUCATE ON THE
SPACE
CONTEXTUALIZE TO
MY BUSINESS
PRESCRIBE A PLAN
OF ACTION
EXPERIENCE THE
PROCESS AND
OUTCOME

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Real World: Create Memorable Content

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Real World: Develop Semi-Custom SDR Emails That
Tie to Campaign Theme

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Real World: Truly Customized Content Converts

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Measurement: The Account-Centric Metrics Model
1,000
450
300
100
Target Accounts
Engaged Accounts
Opportunity Accounts
Closed-Won Accounts
Prospect
300
275
200
150
Customer

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Measurement: The Top 5 Account-Based Metrics
1. Account Engagement Rate = Engaged accounts / target accounts
2. Opportunity Rate = Accounts with a new opportunity created / target accounts
3. Account Win Rate = Accounts won / target accounts
4. Target Account Pipeline = Pipeline created in target accounts
5. Bookings or Revenue = Value of new closed-won deals with target accounts

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Real World: Use an Account-Based Reporting
Dashboard
Efficiency:
program cost/opps

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Real World: Account-Based Programs > Volume
Programs
50 Accounts – 54% Opportunity
Rate

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Key Takeaways Part I (Conductor)
• Just Start
• Take control of the things you want to see
• Be sales’ friend
• Be marketing’s friend
• High touch works
• Keep it simple

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Key Takeaways Part II (TOPO)
• Get in a room and work it out
• Start with aligning on the target list
• And remember, account selection is often the difference maker
• Orchestration – just start on a white board with marketing and SDR
• Develop authentic messaging (don’t worry, it can scale)
• Use account-centric metrics (you will lose if this is only about leads)
• The result? Marketing getting carried out on sales’ shoulders while cheering your
name

32. THANK YOU!
@funnelholic