Target: Strategies to Identify Key Accounts
Transcript of Target: Strategies to Identify Key Accounts
Account-Based Marketing – Target: Strategies to Identify Key Accounts
Joe PaoneSr. Manager, SMB Marketing
Renaud BizetSr. Director, Global Marketing Operations
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Housekeeping
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A targeted approach to finding, engaging, closing, and growing the accounts that matter for B2B organizations.
Account-based marketing means selecting target accounts and delivering focused and personalized programs, messages and content to them to move them toward your goal—whether that’s an initial sale, cross-sale or upsell, renewal of their contract, or even advocacy.
What is Account-Based Marketing?
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Transition from Broad ReachBroad-Reach Marketing
(Inbound)Account Based Marketing
(Outbound)
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Coordinate and Collaborate
ABM Essentials
Target Engage Measure
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Account Selection Process
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Different Approaches
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Account Selection ProcessTop 20 Tier 1 Tier 2
Number of accounts 20 ~1,000 ~1,000
Selection criteria • Sales leadership to provide• Account score = 100• Filtered out some
industries: e.g. Real Estate, Non-profit, etc.
• Accounts from Sales to be added to this tier
• Each rep to pick 20 accounts
Use predictive account score AND rep knowledge to select accounts• Tiers for target accounts• Accounts will be locked for 6
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Types of programs ProgramsTarget Account List Size
Top 20 Tier 1 Tier 2
Web personalization
Web personalization for individual accounts Yes No No
Web personalization based on attributes (e.g. industries) Yes Yes Yes
Direct mail Low value direct mail Yes Yes YesHigh value direct mail Yes Yes No
In person programs / eventsLunch & Learn Yes No NoIndustry/Tradeshows/Field Yes Yes YesOnsites Yes No No
Database emailsTargeted emails customized to accounts Yes No No
Mass database sends Yes Yes Yes
Online advertising Digital advertising Yes Yes Yes
Content Syndication
Targeted content syndication for sales ready leads Yes Yes No
Mass content syndication for new names Yes Yes Yes
Sales outreach Calling campaigns Yes Yes NoOpt-in campaigns Yes Yes No
Webinars/Virtual events Target account webinars Yes No NoMass webinars Yes Yes Yes
Appointment setting Target account appointment setting Yes Yes No
Contact discovery programs Opt-in program Yes Yes NoName discovery Yes Yes No
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ICP: Define Your Ideal Customer Profile
HighYield
Product Fit
StrategicImportance
Competitors’Customers
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How to Pick The Right Target Accounts
ICP
Whitespace
Sales Input
GTM
Data Quality
Territory Planning
Strategic Goals
Predictive Modeling
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How to Build your Account Scoring Model
Historical Data- Win rate- Deal Size- Etc.
Firmographic Data- Annual Revenue- Employee Size- Etc.
4K+ Signals- Social Media Activity- Funding- Etc.
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How to Build your Account Scoring Model
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SMB NoAm Account Scoring Model
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SMB NoAm Account Scoring Model
North America SMBs Score % of Accounts % of Revenue Lift Average Pos $ in Bucket
A 95+ 10% 52% 7.2 X $31,586
B 75-95 19% 28% 0.5 X $18,606
C 50-75 23% 10% 0.1 X $15,098
D 0-50 48% 10% 0 X $14,794
If you focus on grade A accounts, your likelihood to close a deal is 7X over current baseline
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Leverage Account Identification ToolsAccount Data: Niche Solution:
Ex. Competitive Data: Account Scoring:
etc.etc.etc.
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What Success Looks Like
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‒ Different methodologies can be used to select your target accounts that should map back to your end goal
‒ Make sure you have operational readiness to support the strategy‒ Consider different data point that are most relevant to your business when
selecting accounts‒ Set clear expectations with Sales to get buy-in and ensure alignment‒ A data driven predictive score/account score can help you prioritize accounts‒ Whichever methodologies you leverage, a tiered approach may also help with
prioritization
Lessons Learned
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Thank you!Questions?