Post on 15-Apr-2017
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
ken@kjrassociates.com
What Do We Say?Finding Magic in Your Accounts’ Hero’s Journeys
Market Leadership – What’s It Like
Ken Rutsky Twitter: @ken_rutsky kenrutsky.comken@kjrassociates.com
Crowded, Noisy, Colorful Markets
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Crowded Confusing Markets
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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Go Ask Dad
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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No, Go Ask Google
Ken Rutsky Twitter: @ken_rutsky kenrutsky.comken@kjrassociates.com
57%!!!Ken Rutsky Twitter: @ken_rutsky
kenrutsky.comken@kjrassociates.com
A Little Bit About Me•B2B Go to Market Consultant•20+ yr Marketing Exec with
Sales and Engineering background
•7 years in Consulting Practice•Author, Launching to Leading
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
ken@kjrassociates.com
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
#FlipMyFunnelWhat do we want to say?(offers)
Who should we say it to?(segments)
Who are we trying to reach?(accounts)
What should we say?(message)
Where should we say it?(channels)
Where should we say it? (channels)
Dem
and
Gen
Acco
unt
Base
d Ev
eryt
hin
g
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
ken@kjrassociates.com
Why This Matters So Much!
Automation + Channels = Efficiency
Targeting and Messaging =
Relevance and EffectivenessKen Rutsky Twitter: @ken_rutsky
kenrutsky.comken@kjrassociates.com
Take Your Account on a Hero’s Journey
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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Modeling the Hero’s Journey
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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Trendspotting
“Winning in the Subscription Economy”
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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All Pain No Gain
“Modern Malware Exposed!”
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A Better Mousetrap
“It's Time to Fix the Firewall”
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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A Brave New World
“Making Flying Fun Again”
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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Build And Scale Your ABE Messaging
4 Acts x 4 Industries x 6 Personas
= 96 Possible MessagesBefore you customize per account!
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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What’s It Worth?
• Foundational content for Account Based Everything•Consistency of Message Across the Buying Cycle and In the
Account•Dramatically Improved Sales Engagement and Conversion (10x in
10 Months)
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
ken@kjrassociates.com
http://eepurl.com/b36Ep5
Free Book Offer for Attendees
In Closing
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
ken@kjrassociates.com