Account Based Marketing + Account Based Sales Development = Account Based Everything
Hello, Account-Based Everything
Transcript of Hello, Account-Based Everything
Hello, Account Based Everything
These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com
Craig Rosenberg – Co-Founder/Chief AnalystApril 19, 2016www.topohq.com
www.topohq.com© 2016 TOPO. All rights reserved.
Today’s Speakers
Craig RosenbergCo-Founder/Chief [email protected]
David B. ThomasSr. Director, Inbound [email protected]
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Today’s Agenda
1. A Brief Introduction to TOPO
2. The Rise of Account Based Marketing
3. Hello, Account Based Everything
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Meet TOPO
We’re an analyst firm that helps 100s of demand generation, sales development, and sales organizations
grow revenues in a scalable manner.
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3 Ways of Delivering Scalable Revenue Growth
1. PLAYBOOKSA customized “owner’s manual” for various sales or marketing functions
2. ADVISORYAnalyst support for big issues like process, org, and technology
3. EVENTSDetailed, engaging training on playbooks and best practices
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Over $20B in Revenue Depends on TOPO
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The Rise of Account Based Marketing
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Account Based Marketing is White Hot
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3 Drivers Powering the Account Based Movement
EconomicsRealization that CAC and LTV economics can be more compelling in enterprise market
Market DynamicsMany companies have exhausted inbound, volume and velocity models and must pursue to Account Based models to drive growth
Proven ResultsOrganizations are reporting that their Account Based programs are yielding highest conversion and revenue growth
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But What if There’s an Elephant in the Room?
Marketers are only getting 15% penetration into target accounts
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Hello, Account Based Everything
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What is Account Based Everything?
Account Based Everything is the coordination of personalized marketing, sales development, sales, and customer success efforts to drive engagement and conversion at a targeted set of accounts
ACCOUNT BASED
Marketing
Sales
Development
Sales
Customer
Success
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5 Defining Attributes of Account Based Everything
ATTRIBUTE EXAMPLE
1. Targeted, high value accounts Accounts that meet pro forma CLTV target based on # of employees
2. Intelligence-‐driven programs/campaigns
Account insights inform custom campaigns with high conversion rates
3. Orchestration across marketing,sales, sales development…
Outbound sales development is today’s most effective account based tactic
4. Valuable and personalized buyer experiences
Customized customer workshop leveraging their data
5. Coordinated high effort/frequencyoutreach
Executive outreach is coordinated with key marketing event
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Key Account Based Plays
0
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MARKETING/SALES DEVELOPMENT
Deep discoveryAccount-‐
based ads
Custom pitch
Custom workshop
BUYER ENGAGEM
ENT
Marketing
Sales Development
Sales
Customer Success
Account Management
Custom LP/content
Custom webinar
Physical event
Physical promo
Executive outreach
Personalized outreach
Deep research
Content share
Account-‐based ads
Custom demo
Content selling
White glove trial
Custom proposal/ business case
Hands-‐on onboarding
Account insights
Customer events
Use case campaign
Use case campaign
Personalized outreach
Executive outreachCustomer workshop
SALES PROCESS
CUSTOMER SUCCESS/ACCOUNT
MGMT
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Account Based Everything Teardown: Marketing, Sales Development, Sales
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Marketers: ABM is Priority #1
1. Account Based Marketing (ABM) has been the #1 topic for inquiries into the TOPO Demand Generation Practice
2. ABM is a work in progress, marketers are only achieving 15% penetration into target accounts from their current programs
3. Many marketers are making the mistake of thinking “tech first” instead of strategy and process
4. The top ABM tech purchases are account-based advertising (Demandbase) and SFDC configuration and routing (LeanData, Engagio)
5. Marketers continue to build iterate on ABM and their penetration levels will improve, but in the meantime, Account Based Sales Development is currently driving the highest ROI
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EXECUTION
CHANNEL EXECUTION
Direct Mail• Mailer to executive kicks off campaign.
• SDR calls/emails when prospect signs for mailer
Email campaign begins to non-executive personas• Email #1 Day 1 – kicks off campaign
• Email #2 5 days in • Email #3 End of campaign
Targeted Ads
Once email is sent, targeted ads begin to all personas at the target account
SDR
SDRs have been provided messaging, templates, and touch pattern. They then:• Outbound 6 touch follow-up on direct mail and email campaigns
• React to positive activity such as receipt of mailer
Executive Outreach
Provided with a template from marketing, exec sponsor sends email to top exec
SalesUsing templates from marketing, sales follows up on their assigned contacts
ABM DATABASE
90% of target accounts and contacts are loaded in database
OFFERS
High value offer is created.
ACCOUNT INSIGHTS
Account team meets to identifyinsight-driven target messaging
CAMPAIGNPLANNING
Campaign type determined
LEAD QUALIFICATION
Sales development follows up on MQLsusing follow-up playbook
SALES CYCLE
Sales begins sales cycle. Marketing continues to serve targeted ads to key personas
SALES QUALIFICATION
Sales holds first show and tell meeting leveraging ppt deck created by marketing
ABM Drives Demand at Hard-to-Reach Targets
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Sales Development: From Tactical Outbound to ABSD
1. Sales development is the top producing account based program. As a result, organizations are implementing ABSD faster than ABM
2. 87% of organizations with narrow target markets have outbound or hybrid (inbound/outbound) SDR teams
3. 30% of those outbound teams will be Account Based in 2016 (early benchmark results) and that number will grow
4. Account Based SDRs work a narrow set of target accounts. 88 accounts per SDR is the benchmark (that number will get smaller over the course of 2016)
5. ABSD requires a multi-channel approach which has led to a renaissance for phone and social. 50% of SDR teams use a combination of phone, email, and social
6. And every SDR touch has a personalized message for each account
7. Looser qualified lead definitions prevail. Only 26% of companies use BANT and they are primarily companies selling to wide, inbound-centric markets
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Account Based Sales Development Case
Nurture
Pass to Sales
Identify ABSD Accounts
Qualify
Auto-convert to Account/Contact
Enterprise ($1B-‐$10B) Strategic Accounts (>$10B)Inbound
SDR sync w/ Rep
Auto-assign to SDR + Rep
Consolidate Data
Identify Target Contacts
Create Campaign
Execute OutreachBuild Target
Accounts
Inbound Leads
TOPO Research, 2015 ClouderaCase Report
ABSD is seeing immediate results:
• 20% lift in SQLs generated• 60% email open rate and 31% email response rate• 5-10X as many stakeholders involved in each opportunity
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Sales: The New Sales Approach is an Old One
1. In an Account Based model, sales must be able to start selling early in the buying cycle or even before a buying cycle even begins (No BANT)
2. In order to be successful with these types of accounts, sales needs to create personalized, buyer-centric sales processes. In fact, buyer-centric sales teams achieve 150% of quota
3. Discovery is required for delivering a buyer-centric sales process. The top ranked sales teams in our benchmark have a distinct discovery step in their sales process. The lowest ranked teams do not
4. According to the data, the demo is the stage at which the most buyers fall out of the sales process. Sales teams that customize their demos see less drop-off than those that don’t
5. Companies are controlling the trial process. Organizations with hands-on trial processes increased trial adoption by 85%
6. The data shows a drop-off rate after proposal (known as the dark stage). Presenting the proposal versus just sending it, reduced drop-off by 35%
7. One of the key trends in sales enablement is to support this entire process with content. Relevant content that sales can deliver at the right time (not data sheets)
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Early, High Value Sales Steps Drive Deals
Sales Stage First Call Discovery Pitch Evaluation Negotiation Close
Description Initial conversationwith buyer
Gather requirements;; agree on solution
Custom pitch;; follow with proposal
Provide and support 30 day trial
Negotiate key terms;; enter order
Executed K and paperworkreceived
Deep Selling Plays
Market researchread-out
Deep auditacross organization
Multi-stakeholderworkshop on findings
White glove hands-on trial focused on solving key challenges
Solutionfocused proposal presentation
Dinner-time
Marketing Read-out sent to other stakeholders
Turns audit into custom report
Champion content
Account based advertising
ROI model Build use case
They key to sales in an Account Based Everything environment requiresdelivering valuable, non-selling steps early and deep discovery to craft account-centric messaging
Marketing provides in-cycle air support
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Hello, Account Based Everything
These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com
Craig Rosenberg – Co-Founder/Chief AnalystApril 19, 2016www.topohq.com