Effective account-based marketing (ABM) can drive higher revenue deals, increase win rates, and shorten sales cycles. However, the road from planning to implementation can be filled with unseen obstacles that can derail your best-laid plans. View this slide deck the learn how ABM Expert, Craig Rosenberg, designs his ABM strategy.

1. Expert Tips and Tricks: Your Account-
Based Marketing Questions Answered
Craig Rosenberg, Co-Founder & Chief Analyst at TOPO, Inc.

2. Thank you to our ABM partners!

3. • This webinar is being recorded – we’ll send the slides and
recording out after the webinar concludes
• This is a live webinar with live Q&A – post your questions
in the chat box to get an answer from our ABM expert,
Craig Rosenberg
• Posting to social?
• @marketo
• @funnelholic
Housekeeping

4. •Defining Account-Based
•The TOPO Account-Based Funnel
•Five Keys to Account-Based Success
•Ask the Expert!!
Agenda

5. Meet TOPO
1. PLAYBOOKS
A customized “owner’s
manual” for various sales
and marketing functions
2. ADVISORY
Analyst support for big
issues like process, org,
and technology
3. EVENTS
Detailed, engaging events
like quarterly councils and
our annual Summit
We’re an analyst firm that helps 100s of high growth sales development, demand generation,
and sales organizations grow revenues in a repeatable, scalable manner.

6. Over $50B In Revenue Depends On
TOPO

7. Account-based strategy, defined
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

8. 5 Attributes of an Account-Based
model
ATTRIBUTE EXAMPLE
1. Targeted, high value accounts Accounts that meet pro forma CLTV target based on #
of employees
2. Intelligence-driven programs/campaigns Account insights inform custom campaigns with high
conversion rates
3. Orchestration across marketing, sales, sales
development…
Outbound sales development is today’s most effective
Account-Based tactic
4. Valuable and personalized buyer experiences Customized customer workshop leveraging their data
5. Coordinated high effort/frequency outreach Executive outreach is coordinated with key marketing
event

9. The TOPO Account-Based Funnel

10. 1. The ICP is the foundation...then make the target list your target market
2. Resource alignment defines everyone’s role in the process
3. Orchestration is a core account-based activity, but start simple
4. Account-based is about LTV and expansion programs are the key
5. Opportunity Rate – the killer metric
Five Keys to Account-Based Success

11. Define The ICP and Create a Target Account List
The Ideal Customer Profile defines the accounts that are most likely to buy from
you at a viable economic threshold (e.g., CAC and LTV)
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
3. External (e.g.
predictive
analytics)
2. Internal (e.g.
closed-won by
segment)
The target list is
your target
market
1. Qualitative
(e.g. sales rep
feedback)

12. A
B
C
Use Tiers to Define Roles and Responsibilities

13. SDR-marketing orchestration: It’s easier
and you will see results faster
ACCOUNT
SELECTION
SDR
OUTREACH
MEDIA AND COMMUNICATIONS
PROGRAM
DESIGN
SALES
PROCESS
DIREC
T
MAIL
OPPORTUNITY
YES
OUTBOUND OUTREACH
LEAD FOLLOW-UP
HIGH VALUE
OFFERS
ORCHESTRATI
ON PLAN
CAMPAIGN
DATABASE SALES
CYCLE
PRE-SDR
CAMPAIGN
DIRECT MAIL
EMAIL
PERSONALIZATI
ON
NO
AB-ADS LINKEDIN ADS TARGETED SEM RETARGETING BLOG POSTS
SALES
MEETING

14. White paper
Webinar
Presentation
Video
ACCOUNT
STORY
ADVERTISING
SDR
OUTREACH
WEBINAR DIRECT MAIL
LUNCH-N-
LEARN
EMAIL
Multi-channel Program for ONE Account
Situation
Winning small departmental deals in large organizations. Opportunity to significantly expand within
accounts.
Result
Expansion wins drove 10x+ increases in customer value
Account-Based Expansion = Fast ROI

15. Introducing Opportunity rate: the
Program Effectiveness Metric
MEASURE FORECASTED ACTUAL
Number of Target Accounts 1,500 1,494
Engaged Accounts 525 613
% Engaged 35% 41%
Opened Opportunities 180 148
Opportunity Rate 12% 9.9%
TAP $20,700,000 $19,798,500
Pipeline Account -$115,000 $133,774
Closed Won Deals 40 34
Win Rate 22% 23%
New Revenue Created 40 34
ACV $4,600,000 $4,506,265
Deal Velocity (From open opportunity to
close in days)
123 days (prior year average) 118 days
Opportunity Rate = Number of activated target accounts/opportunities created

16. Q&A