The Must Have Blueprint for Sales Activation
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If there was one golden rule for any revenue team to follow it would be this: silos don’t work. They lead to inefficiencies, broken systems and problems at every level. It’s time to break down the barriers and align as one revenue team to focus on the right accounts. In this session, Sandra Freeman, Head of Strategic Marketing at Engagio, will discuss strategies and tactics to: - Get buy-in from the entire revenue team; - Work with sales to drive action today; - Use technology to streamline manual activities; and - Real-world examples and results.
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The Must Have Blueprint for Sales Activation
- 1. #B2BSMX The Must Have Blueprint for Sales Activation Sandra Freeman Head of Strategic Marketing & ABM, Engagio
- 3. #B2BSMX § Alignment § Engagement § Measurement § Technology § Appendix Agenda
- 5. #B2BSMX Alignment Must Haves Upfront Agreed On: Ongoing Execution ü Strategy ü Goals ü Metrics ü Executive Sponsorship ü Buy-In ü Account Selection ü Common Language ü Engagement Plan ü Service Level Agreements ü Feedback Loop ü Meeting Cadence ü Reporting ü Share Success ü Build Trust, Have Fun See Appendix for Entitlement Matrix & Target Account Selection Tips
- 6. #B2BSMX § Team: AE + SDR + ABM Marketer § Every other week § Review Top Account Engagement § Identify 2 key accounts for extra support § Review any blockers § Simple Notes in ABM Team Slack Channel § Reinforce Program Details § SLAs so important! ABM Stand Ups See Appendix for ABM Stand Up Guidelines
- 8. #B2BSMX What Matters Most for ABM Success? Source: TOPO Benchmark Report, 2019
- 9. #B2BSMX Collaborate on Actions & Timing • High Engagement • Personalized Outreach: Sales, SDR or Executive • Example Plays: • Executive Connect Play • Meeting Incentive Play • Low Engagement • Contact Review + Update Data • Marketing Nurture • Display Ads • Content Syndication Account Focus • Example Plays: • Door Opener Play • Wake the Deal Play
- 10. #B2BSMX § Step 1: Uncover VP likes Philadelphia Eagles § Step 2: Send Hyper Personalized Package with note “It’s that time of year again – ready for football and Dreamforce? Let’s connect” § Step 3: Follow up and Schedule Meeting! Executive Connect Play
- 11. #B2BSMX • Offer: Get Airpods AFTER you take a meeting • Eligibility: Target Account, Some engagement and Insights Interested in ABM, Director and above • Subject: What do ABM and Airpods Have in Common? • Added sense of Urgency Meeting Incentive Play
- 12. § Stage: Mid-Funnel § Tactic: Personalized Video § Results: 4X Response Rates Continue the Conversation Play
- 13. Door Opener Play ● Standard Package: Gourmet popcorn + ABM Analytics Guide + personalized postcard ● Step 2: Email follow up: “Lets Get Your ABM Poppin!’ ● Step 3: Reply Over and Call
- 14. ● Automate previously manual, time consuming operational activities ● Create and scale ABM initiatives across channels that engage your target accounts in a personalized way ● Distribute the right content, across the right channel, at the right time ● Accelerate sales cycles Account is showing intent or People are interacting with our 3rd Party Content Syndication programs NURTURE - Add Key Persons to early stage nurture in MAP Aware People are engaging with us directly by visiting our website or meeting with us at field events DIRECT MAIL - Add Executive Key Persona to Direct Mail Campaign There’s engagement from Executives added to early stage nurture SEQIUENCE - Launch MQA Sequence with Executive touch. Stamp the current total Engagement Minutes onto the account for reporting, Engaged MQA New Business Opportunity is Opened ADD TO LIST - Add executives from account to Marketing Suppression list to prevent over communication. Opportunity New Business Opportunity is Closed Won! SEQUENCE - Add Champion to Welcome Sequence. Stamp the current total Engagement Minutes onto the account for reporting, Customer Aware Engaged MQA Opportunity Customer Automation Examples
- 16. Know Your Funnel / Account Journey
- 17. Define What Winning Looks Like Engagement Sales Meetings Pipeline Opportunity Size Win Rate >80% Of target accounts >40% In cross-sell with Tier One accounts 40% Of enterprise initial pipeline from target accounts 45% Increase in opp size with product line ‘A’ 50% Higher for product line ‘A’ in target accounts Time frame = Year One
- 18. Know Your Program Results
- 19. Example Win: $100K w/ 10 Programs $100K $100K $10K each across 10 $20K $20K $7,500 across remaining 8
- 20. Example Win: $100K $100K $100K $10K each across 10 $20K $20K $7,500 across remaining 8 Portion of $100K based on engagement weight $30K $20K $5K $5K $5K $5K $10K$10K$10K
- 23. § Share key insights with Sales at the account level wherever they are § Find the best people to contact next § Understand how effectively Marketing is supporting their efforts § Prepare QBRs and other account reviews Engagement Data for Sales
- 24. ServiceMax Shares Insights Source: Patrick Oldenburg, VP of Demand and Operations, ServiceMax June 2019
- 25. ServiceMax Shares Insights Source: Patrick Oldenburg, VP of Demand and Operations, ServiceMax June 2019
- 26. ServiceMax Shares Insights Source: Patrick Oldenburg, VP of Demand and Operations, ServiceMax June 2019
- 27. § Align: ABM Stand Ups § Engage: Define Your Plays § Measure: Know & Improve Your Funnel Conversions § Technology: Deliver Insights to Sales Where They Are Top Takeaway Per Category
- 28. #B2BSMX Appendix
- 29. #B2BSMX § Sales & Marketing Together § Data Driven – Agree on Model, Iterate § Defined ICP § Everstring Predictive § Weighted in Industry, Marketing Sophistication, Intent § Tiers Determined by Strategy + Resources to Support § Sales Pick by Territory § Leadership Review § Communication on Change § MOPS support Learnings: Target Account Selection
- 30. #B2BSMX Sample: Entitlement Matrix Channels Tier 1 Tier 2 Tier 3 Direct Mail Highly Personalized $$$ Highly Personalized $$ Standard $ CMO Welcome Kits Yes $$$ Yes $$ No Workshops Yes No No Ads Yes Yes Yes Data Monthly Quarterly Quarterly
- 31. #B2BSMX 1. HOT ACCOUNTS – if you have an account that you KNOW you could use help on, come prepared to discuss and lets agree on an action plan – let’s start with one account per stand up (more as we get rolling!) 2. FIND NEXT ACCOUNT TO FOCUS ON – we can also review accounts together at the stand up, here are examples we can start with: 1. Most engaged accounts with no executive engagement – lets agree how to engage the execs needed 2. Most engaged accounts with no sales touches – lets discuss next steps 3. Low engagement at a key account, how can we jumpstart? 4. Stuck Opportunities 3. DISCUSS KEY PROGRAMS – we can also use this time to check in on current programs and review how can be more effective for you. For example: 1. Upcoming trade show or executive breakfast 2. New direct mail program or meeting incentive program, how do your accounts qualify 3. Other TBD 4. REVIEW SUCCESSES and CHALLENGES – what is working and what isn’t? Sample: ABM Stand Up Guidelines
- 32. #B2BSMX Most Effective Tactics for ABM?StrategicScaleProgramatic One-on-one meetings and email dominate Source: ITSMA, Account Based Marketing Benchmarking Survey