Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Marketing
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This document discusses using account-based strategies to unite sales and marketing. It begins by noting the long-standing challenges in aligning these teams. Account-based marketing (ABM) can act as a forcing function to drive alignment by focusing teams on specific accounts. Success is measured through metrics like opportunities, relationships, pipeline, and deals within targeted accounts. The document outlines various ABM models and provides examples of engagement strategies and activities across teams. It emphasizes the importance of data, defining customer profiles, and orchestrating a consistent plan with clear metrics to work towards alignment and dominance in the market.
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Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Marketing
- 1. Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Marketing Tracy Eiler Chief Marketing Officer @tracyleiler Andrea Austin VP of Enterprise Sales @aaustin94965 Colleen Rombach Sr. Manager, Demand Gen @colleenArombach Ramona Elliott Head of Sales Development @ramona_elliott
- 2. • An Age-Old Problem • ABM as a Forcing Function • What Success Looks Like Topics
- 3. ALIGNMENT (a hot topic for the last 20 years)
- 4. What are the biggest challenges in aligning Sales and Marketing? Source: InsideView Market Report, 2016 Challenges to Alignment
- 6. Source: IDC or more of annual revenue; or $100M for a 1B company 10%
- 8. Source: InsideView Market Report 2016 • Marketing spends most of their time on branding and events (65%) • Marketing isn’t accountable for pipeline (55%) • I respect my marketing department (86%) • Sales people are single-celled organisms that chase revenue (27%) • Sales people are a bunch of mavericks (26%) • Sales is a difficult job (94%) Positive and Negative Attitudes Prevail Marketing says: Sales says:
- 9. ABM as a Forcing Function
- 10. Meet with you and give feedback? Take you on sales calls? Share their account plans? Follow up on leads, even if only to reject them? Use the tools you provide? Source: SiriusDecisions How Can You Measure Trust? Does your sales team…
- 11. Be proactive and communicate well in advance Be overly transparent Make recommendations, don’t just ask questions Get feedback from everyone Listen first Brainstorm together Leverage opinion leaders Back at the Office…
- 12. A Plan for AlignmentA Plan for Alignment
- 13. Source: Retro Yet Revolutionary: Demystifying Account-Based Marketing” Forrester report ABM enriches lead generation with account-specific tactics Traditional Demand Gen vs. ABM
- 14. Several Approaches LARGE ACCOUNT Very small number of large existing or targeted accounts NAMED ACCOUNT Moderate or larger number of defined existing or targeted accounts DEEPEN CUSTOMER RELATIONSHIPS Moderate or larger number of existing customers that receive differentiated outreach NEW MARKETS Any number of new or existing accounts in same vertical or other specific segment Account-Based Models
- 15. The New Funnel
- 16. Dominant • Iconic + magnetic + unfair advantage • Enterprise-wide alignment • Data science is a weapon • Sustained leadership Fragmented • Ad hoc, manual • Random acts of sales enablement • Focused on quantity, list buying Automated • Consistent data collection + volume • 3rd party data feeds • Islands of MA/CRM Aligned • Focused on right campaigns, sales initiatives • Sales/marketing align • Identified addressable market: shared view • Single source of truth: MA/CRM • Continuous refresh Orchestrated • Proactive/ prescriptive account-based strategies • Touch governance across the customer lifecycle • True consultative selling • Strategic CIO initiative Go-to-Market Maturity Model
- 17. Find
- 18. A New Approach to Demand Generation Source: SiriusDecisions Demand Generation Waterfall, 2017
- 20. ICP > TAM > ABM: Taming the Alphabet Who are my perfect customers? Where do they work? What do they do? What accounts fit that profile? Where are they located? How many are in my database? Let’s target: 1 2 3 IDEAL CUSTOMER PROFILE Define your targets. TOTAL ADDRESSABLE MARKET Find every matching account. ACCOUNT-BASED MARKETING Target them one by one.
- 21. Ideal Client Profile Mapping: Before Industry A Industry E Industry C Industry B Industry K Industry D Industry F Industry G Industry I Industry H Industry J Industry L Re-evaluators Expanders IdlersDecliners
- 22. Ideal Client Profile Mapping: After Industry A Industry E Industry C Industry B Industry D Re-evaluators Expanders IdlersDecliners
- 24. Total ABM Accounts: 307 Customers: 169 New Logos: 138 Our ABM Breakdown CUSTOMER ZERO PROJECT
- 25. Engage, Close, & Grow
- 26. ABM Engagement Design Types of Programs Programs Marketing/Field Muscle Target Accounts Tier 1 Tier 2 Tier 3 Direct Mail Low-Cost Direct Mail Low Yes Yes No High-Cost Direct Mail High Yes No No In-Person Programs Tradeshows High Yes Yes Yes Tradeshow Extras (dinner, room drop, etc.) High Yes No No Lunch & Learns / Onsite Meetings High Yes No No Customer Advisory Board High Yes Yes No Online Programs Paid Advertising Medium Yes Yes No Thought Leadership Webinars Medium Yes Yes Yes Landing Page Personalization High Yes No No Customized Emails Medium Yes No No Broad Emails Low Yes Yes Yes Sales Outreach Outreach Campaigns Medium Yes Yes No 1:1 Communications for upcoming webinars, events, etc. Medium Yes Yes No Personalized Coaching High Yes Yes Yes Executive Sponsor Low Yes No No Personalized Content Assets Medium Yes No No Internal Communications Included in regular review meetings High Yes No No
- 27. Source: InsideView Orchestrate Activity Across Teams Every touch is a “give”
- 28. Success Plan Build a strong data foundation Define ICP, TAM, and database build out Take a contact-specific approach Develop a unique engagement strategy for both known and unknown contacts. Drive full team alignment Hold mandatory communication meetings. Agree on success metrics and review them frequently. Stick ruthlessly to the plan Your plan should have touch points with clear beginnings and ends. Stick to it with extreme focus. You’re in this for the long haul!
- 30. What Does Success Look Like? 1. Opportunity Goals 2. Relationship Goals SUCCESS METRICS EARLY • New names in target account (building out white space) • Higher program engagement across multiple contacts • Lift in website traffic from targeted accounts MID • # of meetings set with target accounts • Marketing qualified leads in target accounts • Program success with a target account • Call connects with target accounts LATE • Higher win rates • Deeper and broader relationships within accounts • # opportunities in targeted accounts • Pipeline in targeted accounts • Deal acceleration • Multi-product, multi-year deals
- 36. of marketers say that pipeline is the primary way they are measured – more than lead quality or quantity! Source: InsideView Market Report, 995 respondents, Oct 2015 Yay! 65%
- 38. Dominant • Iconic + magnetic + unfair advantage • Enterprise-wide alignment • Data science is a weapon • Sustained leadership Fragmented • Ad hoc, manual • Random acts of sales enablement • Focused on quantity, list buying Automated • Consistent data collection + volume • 3rd party data feeds • Islands of MA/CRM Aligned • Focused on right campaigns, sales initiatives • Sales/marketing align • Identified addressable market: shared view • Single source of truth: MA/CRM • Continuous refresh Orchestrated • Proactive/ prescriptive account-based strategies • Touch governance across the customer lifecycle • True consultative selling • Strategic CIO initiative Go-to-Market Maturity Model
- 39. Back at the Office… Agree with your CEO that you have an alignment imperative. Measure trust with your sales team and take action. Review your funnel definitions. Report on the same metrics. Focus on pipeline. Bite the bullet and give marketing variable compensation. Back at the Office…
- 40. Source: Sirius Decisions Ultimate Success
- 41. Join Us!
- 42. Live Q&A Please use the questions panel to submit any comments or questions. You will receive a follow-up email with links to the recording and webinar deck. Thank you for joining us today! Tracy Eiler Chief Marketing Officer @tracyleiler Andrea Austin VP of Enterprise Sales @aaustin94965 Colleen Rombach Sr. Manager, Demand Gen @colleenArombach Ramona Elliott Head of Sales Dev @ramona_elliott