Account Based Revenue™

Trish BertuzziPresident & Chief Strategist

“account based marketing”

January 2013 –July 2016

“account based marketing”

vs.“Pokémon Go”

January 2016 –July 2016

Account-based what?

Learning #1-Math matters

Strategic Target

Enterprise Mid-Market

SMB

Strategic 100 Target 1,000

Enterprise 10,000 Mid-Market 100,000

SMB 1,000,000s

SPEND COORDINATION DEAL SIZE

Strategic

Target

Enterprise

Mid-Market 1x 1x 1x

SPEND COORDINATION DEAL SIZE

Strategic

Target

Enterprise 3x 2x 3x

Mid-Market 1x 1x 1x

SPEND COORDINATION DEAL SIZE

Strategic

Target 8x 5x 10x

Enterprise 3x 2x 3x

Mid-Market 1x 1x 1x

SPEND COORDINATION DEAL SIZE

Strategic 13x 10x 25x

Target 8x 5x 10x

Enterprise 3x 2x 3x

Mid-Market 1x 1x 1x

S T E M

SPEND COORDINATION DEAL SIZE

Strategic 13x 10x 25x

Target 8x 5x 10x

Enterprise 3x 2x 3x

Mid-Market 1x 1x 1x

Learning #2-Commitment matters

A checklist for …? Marketing / Sales Development / Sales aligned

Prospecting multiple people per account

Tailored, research messaging (no pushing product)

Highly personalized outreach

Delivering industry + role insights

Account-Based

Account-Centric

Strategic 100 Target 1,000

Enterprise 10,000 Mid-Market 100,000

SMB 1,000,000s

SPEND COORDINATION DEAL SIZE

Strategic 13x 10x 25x

Target 8x 5x 10x

Enterprise 3x 2x 3x

Mid-Market 1x 1x 1x

Strategic Target

Enterprise Mid-Market

SMB SMB & MM

COMMITMENT

STRATEGIC A process so amazing (with thinking so good), it feels like you’re an extension of their team

TARGET One of the best executed marketing and sales processes they have ever seen

ENTERPRISE A strong process (great content, deep insight, high personalization, low friction)

MID-MARKET 5x better than “talk to you about your strategy for [BLANK]” and “a quick 10 minute chat”

STRATEGIC A process so amazing (with thinking so good), it feels like you’re an extension of their team

TARGET One of the best executed marketing and sales processes they have ever seen

ENTERPRISE A powerful and persuasive process (great content, deep insight, high personalization, low friction)

MID-MARKET 5x better than “talk to you about your strategy for [BLANK]” and “a quick 10 minute chat”

STRATEGIC A process so amazing (with thinking so good), it feels like you’re an extension of their team

TARGET One of the best executed marketing and sales processes they have ever seen

ENTERPRISE A strong process (great content, deep insight, high personalization, low friction)

MID-MARKET 5x better than “talk to you about your strategy for [BLANK]” and “a quick 10 minute chat”

STRATEGIC A process so amazing (with thinking so good), it feels like you’re an extension of their team

TARGET One of the best executed marketing and sales processes they have ever seen

ENTERPRISE A strong process (great content, deep insight, high personalization, low friction)

MID-MARKET 5x better than “talk to you about your strategy for [BLANK]” and “a quick 10 minute chat”

The commitment isn’t linear

TIER PROCESS PLAYERS COMMITMENT

S: Strategic Nobel Prize CEO+BoD Orchestration

T: Target PhD Account Team Coordination

E: Enterprise Masters Enterprise Troika Actual alignment

M: Mid-Market Bachelors Troika Align-meh

Learning #3-Plays matter

You can’t spam your way into Strategic Accounts

• Email templates

• Simply calling multiple peoplewith same message

• Same old voicemail, email, social

• One and done demos

SMB & MMPLAYS

STRATEGIC Talent management threats & opportunities (notes from your recent 10-Q)

TARGET Winning the war for tech talent in the entertainment industry

ENTERPRISE How enterprise companies leverage their brand to hire A-players

MID-MARKET A better way to hire A-players

STRATEGIC Talent management threats & opportunities (notes from your recent 10-Q)

TARGET Winning the war for tech talent in the entertainment industry

ENTERPRISE How enterprise companies leverage their brand to hire A-players

MID-MARKET A better way to hire A-players

STRATEGIC Talent management threats & opportunities (notes from your recent 10-Q)

TARGET Winning the war for tech talent in the entertainment industry

ENTERPRISE How enterprise companies leverage their brand to hire A-players

MID-MARKET A better way to hire A-players

STRATEGIC Talent management threats & opportunities (notes from your recent 10-Q)

TARGET Winning the war for tech talent in the entertainment industry

ENTERPRISE How enterprise companies leverage their brand to hire A-players

MID-MARKET A better way to hire A-players

TIER COMMITTMENT PLAYS SPECIFICITY

S: Strategic CEO+BoD Bespoke You!

T: Target Executive-driven 1 : few Your peers

E: Enterprise Actual alignment 1 : many Your vertical

M: Mid-Market Align-meh 1: masses Your role

The mix needs to change

COST

COMPLEXITY

EmailPPCAds

DirectMail

LiveEvents

Exec Briefings

PersonalVideo

SDR outreach

ABAds

Learning #4-Metrics matter

The old KPIs are DOA

• Email open rate

• Ad CTRs

• Accounts that have downloaded a content piece

• Demos booked

• # of MQLs generatedSMB & MMMETRICS

Account-based metrics are required

SMB Metrics ABR Metrics

COVERAGE Buyer identifiedMeetings / demo(s) bookedSpoke with DMChampion sentiment

Key players ID’d / reached“Up the food chain” meetingsExec Briefing deliveredAxis, Allies, Neutrals

ENGAGEMENT TrafficMQLs# of downloadsViews

Traffic from STEM accountsMQAsContent resonanceC-Suite name recognition

IMPACT Pipeline sourcedLTV# of new logos

Pipeline influencedARPA growthARR per logo

SMB Metrics ABR Metrics

COVERAGE Buyer identifiedMeetings / demo(s) bookedSpoke with DMChampion sentiment

Key players ID’d / reached“Up the food chain” meetingsExec Briefing deliveredAxis, Allies, Neutrals

ENGAGEMENT TrafficMQLs# of downloadsViews

Traffic from STEM accountsMQAsContent resonanceC-Suite name recognition

IMPACT Pipeline sourcedLTV# of new logos

Pipeline influencedARPA growthARR per logo

Putting it all together

Leverage Strengths; ID Weaknesses

Q&A

trish@bridgegroupinc.com