SlideShare a Scribd company logo
Learning From Failure
Michal Hershkovitz
Sr. Demand Generation Manager @ JFrog
Avishai Sharon
CEO @ Trendemon
How to Build and Grow an ABM Strategy From Scratch
All-in-one B2B Website Experience Optimization
Turn Pageviews Into Pipeline
Anonymous Lost
Unknown
website visitor
?
Anonymous
Lost
From Maze…
john@bigcorp.com
MQL
SQL
$250K/ACV
Opportunity
ICP Visitor from bigcorp.com
Closed-won
...to Amaze:
Consolidate Your Stack
Trendemon can replace these tools:
Journey Level
Optimization
Page Level
Optimization
Sales
Engagement
Optimization
Analytics &
Intelligence
2024 Mid-Year Buyer Journey Benchmarks
Rising Buying Group Anonymity in 2024
Website Conversion Rates From Accounts to Deals
% of Known Accounts With Associated Deals
Paid and Organic in H1 2024 to B2B Websites
Setting Up ABM
A Blueprint for Success
JFrog in a nutshell
>97%
Customers
Retention Rate
Universal
Over 30 tech type
support
2008
Founded
1,500+
Employees
10
Offices
7,000+
Paying Customers >89%
of the F100
100
1
Unified Platform
HYBRID
Multi-cloud
☑ Management buy in
☑ KPI Alignment: Sales - Marketing - SDR/BDR
☑ Budget: at least $50K dedicated to ABM in 1st Q
Is my company ready for ABM?
ABM Onboarding Playbook
Content
Use what you have
Don’t over
personalize
Life cycle
X accounts per rep
New Lead routing
Cover all scenarios
Plumbing
ICP List/s
Tag in SFDC
Clean data
Channels
Try various channels
- digital and physical
Reaching
Engaging
6QA / MQA
MQA to SQA /
ICP to SQA
Closed won
ABM KPIs - first 3-6 months
50-60% of ICP
20-30% of ICP
5-10% of ICP
10-20% conversion rate /
1-2% conversion rate
*5-10% of SQA/quoted opp
Based on 2000-5000 ICP list
*Closed won - not necessarily in same Q
Thank You!
Connect with us:
Avishai Sharon
linkedin.com/in/avishaisharon
Michal Hershkovitz
linkedin.com/in/michal-hershkovitz-a1628879/
Leveraging Intent
Hillel Zvi
SEO & ABM Lead @ Check Point
From Local Initiatives to Global Strategy
The Challenge
Global
Marketing
Local
Marketing
Local
Sales
All target
accounts
in geo
General
Air
Cover
The New Verticalized Approach
Local Sales
Global
Marketing
Local
Marketing
Target
accounts in
Geo &
Vertical
NEW - Digital intent signals
Field Signals
Sales Signals
Target Accounts Selection Process
Total Potential Accounts In Vertical + GEO
ABM Scoring Model (Global Marketing)
Prioritized
List of
Target
accounts
Local Field Marketing & Sales
Feedback
From Theory to Execution
Target
accounts
in Geo &
Vertical
Invite to EBC
(Executive
Briefing
Center)
Small format
Local Events
(e.g. CISO
Dinner)
Executive Sponsors
Verticalized &
Localized Microsite
(in this case
Finance)
Digital
(website/ads/
content syndication)
Thank You!
Connect with me:
Hillel Zvi
linkedin.com/in/hillel-zvi-a2b639b1

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Onboarding ABM - Insights from Checkpoint & Jfrog

  • 1. Learning From Failure Michal Hershkovitz Sr. Demand Generation Manager @ JFrog Avishai Sharon CEO @ Trendemon How to Build and Grow an ABM Strategy From Scratch
  • 2. All-in-one B2B Website Experience Optimization Turn Pageviews Into Pipeline Anonymous Lost Unknown website visitor ? Anonymous Lost From Maze… john@bigcorp.com MQL SQL $250K/ACV Opportunity ICP Visitor from bigcorp.com Closed-won ...to Amaze:
  • 3. Consolidate Your Stack Trendemon can replace these tools: Journey Level Optimization Page Level Optimization Sales Engagement Optimization Analytics & Intelligence
  • 4. 2024 Mid-Year Buyer Journey Benchmarks
  • 5. Rising Buying Group Anonymity in 2024
  • 6. Website Conversion Rates From Accounts to Deals % of Known Accounts With Associated Deals
  • 7. Paid and Organic in H1 2024 to B2B Websites
  • 8. Setting Up ABM A Blueprint for Success
  • 9. JFrog in a nutshell >97% Customers Retention Rate Universal Over 30 tech type support 2008 Founded 1,500+ Employees 10 Offices 7,000+ Paying Customers >89% of the F100 100 1 Unified Platform HYBRID Multi-cloud
  • 10. ☑ Management buy in ☑ KPI Alignment: Sales - Marketing - SDR/BDR ☑ Budget: at least $50K dedicated to ABM in 1st Q Is my company ready for ABM?
  • 11. ABM Onboarding Playbook Content Use what you have Don’t over personalize Life cycle X accounts per rep New Lead routing Cover all scenarios Plumbing ICP List/s Tag in SFDC Clean data Channels Try various channels - digital and physical
  • 12. Reaching Engaging 6QA / MQA MQA to SQA / ICP to SQA Closed won ABM KPIs - first 3-6 months 50-60% of ICP 20-30% of ICP 5-10% of ICP 10-20% conversion rate / 1-2% conversion rate *5-10% of SQA/quoted opp Based on 2000-5000 ICP list *Closed won - not necessarily in same Q
  • 13. Thank You! Connect with us: Avishai Sharon linkedin.com/in/avishaisharon Michal Hershkovitz linkedin.com/in/michal-hershkovitz-a1628879/
  • 14. Leveraging Intent Hillel Zvi SEO & ABM Lead @ Check Point From Local Initiatives to Global Strategy
  • 16. The New Verticalized Approach Local Sales Global Marketing Local Marketing Target accounts in Geo & Vertical NEW - Digital intent signals Field Signals Sales Signals
  • 17. Target Accounts Selection Process Total Potential Accounts In Vertical + GEO ABM Scoring Model (Global Marketing) Prioritized List of Target accounts Local Field Marketing & Sales Feedback
  • 18. From Theory to Execution Target accounts in Geo & Vertical Invite to EBC (Executive Briefing Center) Small format Local Events (e.g. CISO Dinner) Executive Sponsors Verticalized & Localized Microsite (in this case Finance) Digital (website/ads/ content syndication)
  • 19. Thank You! Connect with me: Hillel Zvi linkedin.com/in/hillel-zvi-a2b639b1