5. Purchase Process
DATABASE
Predictive Analytics
Data Sources
PLANNING
Sales Intelligence
CONTENT
ABM Content
Technology
EXECUTION MEASUREMENT
CRM
MARKETING AUTOMATION
ACCOUNT BASED MARKETING MANAGEMENT
Targeted Ads
3rd Party Web and
Social
Personalization
Playbooks
ABM Analytics
Intelligent Routing
#ABE Go To Market Strategy
Buyer Personas Nurture
6. Purchase Process
DATABASE
Predictive Analytics
Data Sources
PLANNING
Sales Intelligence
CONTENT
ABM Content
Technology
EXECUTION MEASUREMENT
CRM
MARKETING AUTOMATION
ACCOUNT BASED MARKETING MANAGEMENT
Targeted Ads
3rd Party Web and
Social
Personalization
Playbooks
ABM Analytics
Intelligent Routing
Buyer Personas Nurture
#ABE Go To Market Strategy
7. What does this currently look like in the sales &
marketing cycle?
Marketing Sales
MQL/SAL
8.
9. What is an
account persona?
An Account Persona is stereotypical buying committee
based on the firmographic or organizational makeup
of the Account to which they belong.
The more detailed your personas are, the more
results they’ll yield.
11. Buyer engagement as a joint account plan
between sales & marketing
Account
Buying Committee
12. High-Value, First-Meeting Plays
With a limited number of accounts,
sales needs first-meeting plays that
allow them to:
1. Capture enough interest to
encourage a meeting
2. Drive enough value so the
prospect wants to learn more
30. Real Results
In research* of organizations executing high-value, first-meeting plays, we
found many attribute these plays to significant lift in their metrics, including:
49% penetration into target accounts in two years
26% lift on touch pattern/SQL conversion rate
21% of first meetings converting to larger stakeholder
meetings
* Stats provided by TOPO
LeadMD Overview –
Top tiered Marketo Preferred Partner
Why we specialize in Marketo
2500 + engagements
Early adopters – started out as a marketing automation agency NOT as a digital marketing agency.
30 + Certified experts
The breakdown at the “baton pass”
The Marketing Cave Marketing Cave Allegory
Image depicting Plato’s “Cave Allegory” with marketing terms replacing the “characters” in the allegory.
Marketing Cave Allegory
Shadows = Lead Interactions
Echoes = Sales Calls
Reality = Online behavior is not a complete indication of buyer intent
Fire = Online
Puppet Show = Buyer Behavior
Sales & Marketing watch the show
Outside = Trust
This slide needs work
Color the inner circles in
Label the Account Personas as such
Surrounded by a buying committee
Do you have the entire icp in your database? 55% coverage 100 %
What’s an ideal buyer persona
What’s the differences in
Two dimensions, the individual, who they are, what level they are at, what their role is, the distance from purchasing power
How much autonomy to make that decision, if they have to bring in that many people.
it, the distance in buying power?
Doesn’t align to industry
The person and their distance to purchasing power
Buyer engagement as a joint account plan between sales & marketing.
Measurement: How engaged is that account?
Sales & marketing works jointly to raise that engagement level. Takes 1:1 nature of sales and expands it into social selling
Have all the contacts we need and they are flagged with personas.
Today, many organizations encourage prospects to schedule a demo, but most buyers are not ready for a demo or at least don’t want to spend the time on one. An alternative approach is to create high-value plays that are more likely to elicit buyer participation and engagement. Instead of soliciting buyer participation in a demo, offer something of value such as a custom report presentation with insights relevant to that particular account or their peers. We share examples of these below.
Custom Content Play:
Description: Custom content developed specifically for the target account based on account research
Example: SDRs for a professional services company focused on F2000 SaaS organizations research and create a custom research report using a template developed by marketing. The research report is a giveaway during the outreach process and the call-to-action is a meeting to discuss findings from the report.
Analysis: The report provides exclusive value during prospecting and the call-to-action is 100% value for the prospect. Using this custom approach, the company was able to drive over 50% penetration in the F2000 target accounts within two years.
Engagement should be consistent among all channels and all groups
Campaign planning
Offers
execution
Getting qualified leads, marketing is running air cover (omnipresent approach)
Leads will precipitate into your sales funnel, where S&M are aligned, just on diff tracks
This slide needs work
This slide needs work
If the buyer works like this, what do you do?
Gallery, in sales insight, new piece of content, everyone