#FlipMyFunnel Austin - Craig Rosenberg - Hello, Account-Based Everything

Hello, Account-Based Everything
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
June 7, 2016
www.topohq.com

www.topohq.com© 2016 TOPO. All rights reserved.
Today’s Agenda
1. Introduction to TOPO
2. The Rise of Account-Based Marketing
3. Hello, Account-Based Everything

Meet TOPO
We’re an analyst firm that helps 100s of demand
generation, sales development, and sales
organizations grow revenues in a scalable manner.

3 Ways of Delivering Scalable Revenue Growth
1. PLAYBOOKS
A customized “owner’s
manual” for various sales
or marketing functions
2. ADVISORY
Analyst support for big
issues like process, org,
and technology
3. TRAINING
Detailed, engaging
training on playbooks
and best practices

Over $20B in Revenue Depends on TOPO

The Rise of Account-Based Marketing

Account-Based Marketing is White Hot

3 Drivers Powering the Account-Based Movement
Economics
Realization that CAC and LTV economics can be more compelling
in enterprise market
Market Dynamics
Many companies have exhausted inbound, volume and velocity
models and must pursue to account-based models to drive growth
Proven Results
Organizations are reporting that their account-based programs are
yielding highest conversion and revenue growth

But What if There’s an Elephant in the Room?
Marketers are only getting 15% penetration into
target accounts

What is Account-Based Everything?
Account-Based Everything 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

The TOPO Account-Based Everything Framework

5 Defining Attributes of Account-Based Everything
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

1. 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
1. Qualitative
(e.g. sales rep
feedback)
2. Internal (e.g.
closed-won by
segment)
Complete CRM
data (target
accounts and key
personas) and
regular data
cleanse and update
3. External (e.g.
predictive
analytics)

1. Segment ICP by ACV And Mobilize Resources
100% customized campaigns
Account teams
Dedicated account programs
+
High Value Outbound
Outbound
Inbound
Number of Accounts
20% custom/80% template
Dedicated outbound SDRs
Volume demand gen programs
Primarily templatized
Primarily inbound
Volume demand gen
LTV
A
B
C

MULTI-CHANNEL
OUTREACH
2. Leverage Insights to Create Custom Campaigns
ACCOUNT
PLANNING
INSIGHT
IDENTIFIED
CAMPAIGN
CREATED
CUSTOM
OFFERS
AB ADVERTISING
DIRECT MAIL
EMAIL
SDR OUTREACH
Account
team meets
for quarterly
account
planning or
regular
scrums
“Frito-Lay wants
to cut in-store
promotion
spend by 10%”
Created
customized
campaign on
cutting in-
store
promotion
spend
Content re-
purposed:
“10 Ways for
Frito-Lay to
Cut
Promotion
Spend and
Increase
Revenue”
“One of the trends we are seeing is
big CPG brands looking to cut
spend without hurting revenue.
We’d love to talk about our
insights…”
“Download the In-Store Promotion
Playbook for Frito-Lay whitepaper”
Executive handwritten letter: “As
you look to cut in-store promotion
spend, I have some ideas based
on our work with other brands that
have done the same”
Frito-Lay : “10 Ways for Frito-
Lay to Cut Promotion Spend
and Increase Revenue”
Cross-functional teams dedicated to specific
account
• AE (Team lead)
• Exec sponsor
• SDR
• Marketing (overlay)

3. Orchestration: “It Takes A Village”
0
1
2
3
4
5
6
7
8
9
10
MARKETING/SALES
DEVELOPMENT
Deep
discoveryAccount-
based ads
Custom pitch
Custom
workshop
BUYERENGAGEMENT
Marketing
Sales Development
Sales
Customer Success
Account Management
Custom
LP/content
Custom
webinar
Physical
event
Physical
promo
Executive
outreach
Personalized
outreach
Deep
research
Content
share
Account-
Based ads
Custom
demo
Content
selling
White glove
trial
Custom
proposal/
business
case
Hands-on
onboarding
Account
insights
Customer events
Use case
campaign
Use case campaign
Personalized outreach
Executive outreach
Customer
workshop
SALES
PROCESS
CUSTOMER
SUCCESS/ACCOUNT
MGMT

4. Marketing Creates Customizable Content
• 20% custom/80%
template
• Sales collects data in
discovery
• Fills in custom areas
• Sends to champion
• Forwards to stakeholders
(esp. CIO)

4. SDRs Deliver Personalized Messages
After sending my last email, I got really excited and wanted to share some
ideas I had on how Starbucks could leverage <Company Name>:
1. Mobile app distribution - reduce friction by allowing your website
visitors to download your mobile app by texting the download link to
their phone. We intelligently detect whether a phone is on iOS or
Android OS and sends them to the right app store.
2. Picture message a coupon to your customers on their birthday. Why
tell them how good a frap will be when you can show them the gooey
ribbons of caramel?
3. New VIP service: text your order in to your local Starbucks. Get your
favorite thirst quencher sooner.
4. Picture message Starbucks coupons w/QR codes to your friends on
special occasions.
5. Leverage geo-location services to MMS special deals to customers
when they are in close vicinity to a Starbucks.
…
Howard Schultz
5 Ideas for Starbucks for Using Mobile to Delight Customers
• Email to CEO of
Starbucks
• SDR worked with
account team and
product managers to
craft email
• CEO forwarded to exec
staff
• Exec meeting set within
days

4. Sales Builds Relationships via High-Value Offers
Strategic Workshop Agenda
9:00 – 9:30 Introductions
9:30 – 10:30 Findings Presentation
10:30 – 11:30 Strategic Recommendations
11:30 – 12:30 Lunch
12:30 – 3:00 Workshop
• Workshop offered early in
sales process
• Multiple stakeholders attend
• Sales builds trust and fills gaps
in account research

5. ABE = High Touch/High Frequency
0
1
2
3
4
5
6
7
8
9
10
Deep
discoveryAccount-
based ads
Custom pitch
Custom
workshop
Custom
LP/content
Custom
webinar
Physical
event
Physical
promo
Executive
outreach
Personaliz
ed
outreach
Deep
research
Content
share
Account-
Based ads
Custom
demo
Content
selling
White glove
trial
Custom
proposal/
business
case
Hands-on
onboarding
Account
insights
Customer events
Use case
campaign
Use case campaign
Personalized outreach
Executive outreach
Customer
workshop
Touch Type Touches Stakeholders Total Touches
Account-based Ads 25 6 150
Content Campaign
(webinars, etc.)
12 6 72
Event Invite
(Live event)
3 6 18
Direct Mail 4 2 8
Executive Outreach 4 1 4
SDR Outreach
(10 touch pattern)
40 6 240
Sales Touches 6 6 36
CS Touches 5 6 30
Customer Marketing 12 6 72
Upsell/Cross-sell
Campaigns
15 6 90
Total Touches in Lifecycle 720

• Targeted, high value accounts
• Intelligence-driven programs/campaigns
• Orchestration across marketing, sales, sales development…
• Valuable and personalized buyer experiences
• Coordinated high effort/frequency outreach

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