ABM Master Class: Sales Success

ABM MASTER CLASS: SALES SUCCESS
JAY TUEL, VP SALES DEVELOPMENT | DEMANDBASE
TENESSA LOCHNER, SR. MANAGER, ABM EDUCATION & TRAINING | DEMANDBASE

© 2020 DEMANDBASE｜SLIDE 2
MEET THE SPEAKERS
Tenessa Lochner
Senior Manager, ABM Training & Education
Demandbase
Jay Tuel
Vice President, Sales Development
Demandbase

AGENDA
▪ STATE OF ABM FOR SALES
▪ ANATOMY OF A TARGET ACCOUNT
▪ TARGET ACCOUNT RESEARCH
▪ OUTBOUND BEST PRACTICES
▪ MAKE IT ACTIONABLE

TRADITIONAL B2B WASTES TIME AND MONEY
4.4% Inquiries convert
.03% Inquiries to closed/won
Source: Sirius Decisions

LEADS AREN’T VALUED
50%
of marketing generated
leads are never
followed up by sales.
Source: Miller Pierce

SALES & MARKETING MISALIGNMENT
We delivered
1,238 MQLs this
quarter. +27%
above goal!
Marketing isn't
supporting us
MARKETING SALES

THE IMPACT OF ABM
ABM outperforms
traditional methods
B2B marketers are realizing
great benefits from ABM across
multiple areas
1
Customer
Retention Rate
Initial Contract Value
Close Rate
Return on Sales &
Mktg. Investment
Upsell/Cross-sell
Overall LTV
Alignment Between
Sales & Marketing
1.5 2 2.5 3 3.5 4 4.5 5
Traditional
approach benefit
is much greater
ABM and
traditional
are same
ABM provides much
greater benefit than
traditional approach
4.64
4.31
4.20
4.14
4.02
4.00
3.98

ABM IS A SALES IMPERATIVE
It’s all about the timing

WHEN SALES IS GOOD AT ABM, IT’S GOOD FOR EVERYONE
MARKETING SALES
$
$
$$
$
$

ANATOMY OF A TARGET ACCOUNT LIST

CRITERIA FOR YOUR ACCOUNTS
Ø Annual revenue
Ø Recent funding?
Ø Employee count
Ø Tech stack
Ø Industry is a good fit
Ø Geography
Ø Account Segment
Ø SMB vs Mid-Market vs Enterprise
Ø Does this account have characteristics of
your best customers?
Ø Do you have a champion who used your
product/service at a previous company?
Ø Have you had previous
conversations/opportunities with this
account?
Ø How big is the department you are trying to
sell into at that company?
Ø No recent changes in the market would
disqualify the account
Ø e.g., new regulations, recent acquisitions,
divestments
Ø Not disqualified by sales
Ø e.g., the account is loyal to a competitor
Ø Customers of competitors
ICP Characteristics

ACCOUNT SCORING

TARGET ACCOUNT LIST IMPLEMENTATION
30/60/90 Day Plan

WHY IS ACCOUNT RESEARCH IMPORTANT?
Verify your accounts meet
your basic criteria
Helps inform your
outreach and strategy

THE ACCOUNT WEBSITE
Funnel Stage Industry
Competitive
Displacement
▪ What products do they sell?
▪ What industries do they sell to?
▪ Who are their customers?
▪ What positions are they hiring
for?
▪ Any recent news and events?
▪ What are they talking about on
the blog?
▪ If public, go through 10-k
(Annual Report)
▪ Search for words strategy,
initiatives, plans, growth,
revenue
▪ What technology tags are live?

YOUR CRM
Competitive
Displacement
▪ Pipeline history
▪ Activity history
▪ Previous opportunities
▪ Direct mail history
▪ Key contacts
▪ Contact-level CRM research
▪ Keep updated
Ø Are contacts still there?
Ø Have contacts been promoted?
Ø Is tech stack still the same?
Ø Has company been acquired?
Ø Has revenue or funding changed?

ADDITIONAL RESOURCES
Competitive
Displacement
▪ LinkedIn Sales Navigator
▪ DiscoverOrg/ZoomInfo,
Seamless or LeadIQ
▪ Google
▪ Crunchbase
▪ Wikipedia
▪ Owler

MESSAGING
Example for Demandbase buyers:
▪ Lean Team = Efficiency
▪ Complicated Product Mix = Right message / Right time
▪ Built-out SDR Team = Marketing influence + building pipeline
▪ Multiple Verticals = Divide resources & highlight relevant content
▪ Enterprise Target Accounts = Simplify complicated buying
committees
▪ Great Content Library = Nurture prospects from anonymous to
known
Understand WHY people buy and how to message them

PRIORITIZE BASED ON INTENT + ENGAGEMENT
§ Understand Account Intent and
reach out in early phases of
research
§ If the account is showing activity
on your website, understand
what they are looking at and
target them with information
relevant to their interests
§ If showing intent + engagement
and open/clicks/responses to
email, make this a HOT account

DO YOUR RESEARCH!!!
§ Never get caught having
not done your homework,
know your prospect’s:
ü Business and offerings
ü Relevant market trends
ü Keywords they are
interested in
ü Recent product launches
and company hires
§ You might only have one
shot, make it count:
ü Attach a positive image of
your company

DO YOUR RESEARCH!!!
§ Understand your contact’s
interests before reaching
out
Ø Researching social is a
MUST!
§ Follow them on social
§ Do you have connections in
common?
§ What are they talking
about?
Ø Can you tie that to the
value you can bring them?

FOCUS MESSAGING ON VALUE
§ Cold outreach is tough, so you
need to focus on relevance
§ Cold emails should only be a
paragraph or two
§ Voicemails less than 30 seconds
§ Videos less than 1 minute long
§ Messaging should never be solely
about you and your product, focus
on your prospect and the value
you can bring to them

PERSONALIZE YOUR EMAILS
§ Personalized emails get higher open
and reply rates (we found 2X higher)
§ Congratulate your prospects for their
company’s performance, funding,
promotion, award they have won
§ Understand their role and
responsibilities and tie that to how
you can help
§ There is no silver bullet to
prospecting. Keep emails short,
knowing you will email them again
and can include more information

LEVERAGE MARKETING ASSETS
§ Share industry reports that
mention your brand, customer
case studies, and product
demos
§ Consider where the prospect is
in their buying journey and which
assets are appropriate:
q An industry report might grab a
prospect in the early stages
q A case study if they’re already
engaged
q A custom demo if they’ve
converted on the site

REACH OUT ACROSS MULTIPLE CHANNELS
§ Don’t rely on just the channel
you’re most comfortable with,
you need to use phone, email,
video and social together
§ Keep coordinated across
channels, mention outreach
from a previous channel
§ Understand which channels
they best engage with

THINK OUTSIDE THE BOX
§ Creative messages,
content, and formats
are attention grabbers,
but also relationship
builders
§ Standing out will make
it easier to get future
responses or referrals
§ Bonus points for
getting them to talk to
their co-workers about
the cool video or direct
mail they received!

ACTIONABILITY REQUIRES THE RIGHT FOUNDATION
ü Onboarding with product,
sales + sales tools,
persona, account research
and market training
ü Include examples from
top performers on what
good looks like
ü Ongoing development of
skills, like objection
handling, competitive,
product, discovery and
demo
ü Playbooks
ü Mentor, Weekly Rep 1:1
and Bridge Programs
ü Campaign priorities
ü Marketing Hub
ü Direct mail campaign
set-up
ü Monthly review meeting
ü Power hours with Sales
ü Prioritizing accounts and
understanding what a
”good” account looks like
ü Understanding Intent +
how to make sense of
signals
ü Knowing high-value pages
and when your prospects
are visiting the website
ü Tracking MAS or Sales
Engagement
ü Persona-based
ü Utilizing Social
ü “What’s in it for me?” or
value to your prospect
ü Foundations of a good
email
ü Template Library and
highlighting of best
templates
ü Keyword, High Value
Page, Persona & Product
Cadences
ü Pre-call checklist
Sales Training &
Enablement Marketing Enablement
Becoming
“Account-Based”
Outreach

UNDERSTANDING INTENT & PRIORITIZING ACCOUNTS
Web Pages Visited Granular Intent Traffic Location
Location Insights
Global Traffic:

TRACK ENGAGEMENT AND PRIORITIZE
High-Value Web Page Engagement High Value Email Engagement

© 2020 DEMANDBASE
BUILD TEMPLATE LIBRARY & ORGANIZE BY TOPIC
Easily
search for
keyword
Use tags to
organize
Understand email
metrics (open, clicks,
responses) and build
more templates like
the high performing
ones

IMMEDIATELY RESPOND TO ENGAGEMENT
REAL-TIME ALERT
1. CALL IMMEDIATELY
REFERENCING PAGES/LINKS
THEY ENGAGED WITH
2. SEND A FOLLOW-UP EMAIL
INCLUDING LINKS TO MORE
CONTENT ON THE TOPIC THEY
ENGAGED WITH
3. TRACK EMAILS FOR FURTHER
ENGAGEMENT
What your account is reading on your website:

INTENT + ENGAGEMENT TRACKING EMAIL EXAMPLE
Competitor
case study
with link

INTENT + ENGAGEMENT TRACKING IMMEDIATE FOLLOW-UP
Prospect clicked
link in email,
allowing us to
immediately
respond

Ø Know who to target
Ø Do your research!
Ø Quality over quantity
Ø Train your team to
understand Intent +
Engagement signals
Ø Take Action!
KEY TAKEAWAYS

Q&A STARTS NOW!

ABM Master Class: Sales Success

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