The Executive Playbook for Account-Based Strategies

● Accomplished Startup Marketer● Built & Led Global Marketing Ops

at Nitro● Musician-born Marketer● Podcast & Paleo Aficionado● 2013 Oracle-Eloqua Markie

Winner

@szinsmeister

[email protected]

stackandflow.io

Presenters

SEAN ZINSMEISTER

VP of Product Marketingat Infer

● Previously Head of Marketing at Pardot (Salesforce)

● Author of “Account-Based Marketing for Dummies”

● #FlipMyFunnel Founder● 2016 DMNews 40 Under 40

SANGRAM VAJRE

CMO & Co-Founderat Terminus

[email protected]

● Expert in Sales Development Strategy and Execution

● Worked with 100+ organizations including, ServiceNow, Google, Twilio, LinkedIn, and many more

KRISTINA MCMILLAN

Director of Researchat Topo

@lifeiterated

[email protected]

mailto:[email protected]


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Market Planning

SMB Mid-Market ENT

Market Planning

SMB

TAM

Churn %

ACV

Sales Cycle

Market Planning

Mid-Market

TAM

Churn %

ACV

Sales Cycle

Market Planning

ENT

ACV

Sales Cycle

Support

Churn%

TAM

Market Planning

SMB Mid-Market ENT

| | || | |

Sales & Marketing Challenges

Too Many Prospects

Which are the best fit to buy?

Too Few Prospects

Are there more lookalikes?

Missing Opportunities

Which prospects are most engaged?

Unclear Segmentation

Who is my ideal customer profile?

Natural Language Processing

Machine Learning

Fuzzy Matching

Title Normalization

External Data Append

Predictive Modeling

SPAM Analysis

Sales Performance Management

Marketing Efficiency

Data-DriveWorkflows

How it Works

CRM

Marketing Automation

Product Usage

Engagement Data

Web Crawl

API

Google Analytics

Proprietary

Data Science

Natural Language Processing

Machine Learning

Fuzzy Matching

Title Normalization

External Data Append

Predictive Modeling

SPAM Analysis

Sales Performance Management

Marketing Efficiency

Data-Driven Workflows

How it Works

CRM

Marketing Automation

Product Usage

Engagement Data

Web Crawl

API

Google Analytics

Proprietary

Data Science

Send to Sales

Do Not Work

Infer is the Line Judge

What Does Predictive Enable?

● Marketing

● Sales Development

● Account Executive Opportunities

Finding the White Space in your Pipeline

Scour your Marketing Systems

Analyze Sales Development Outreach

Stay on Top of Active & Inactive Sales Opportunities

● Forecast revenue growth

● Find gaps in GTM process

● Pipeline acceleration

Tying it All Together...

77% of total New Business revenue resulted from the top 26% of Accounts (A & B’s)

Filtered bottom 44% of Accounts which resulted in a 6% of total revenue

ABM - New Business Model

CAREN CIOFFISVP & GM of Digital Marketing Business

ABM - Upsell and Expansion

CAREN CIOFFISVP & GM of Digital Marketing Business

80% of Upsell revenue resulted from top 14% of Accounts (A's)

100% of Upsell Revenue resulted from A/B Accounts.

Account Profiling & Field Marketing

Technographic segmentation for expansion strategies

Profiling to drive targeted prospects to local events

Personalized outreach campaign increased top prospect attendance by 20% for regional events

ELENA ROWELLProduct Marketing Manager

Retargeting A and B-Accounts

Strengthened sales & marketing alignment

Focused and optimized advertising spend on account strategy

ABM Retargeting Campaigns

JESSICA CROSSHead of Customer Lifecycle

Behavioral Models

When are prospects in-market ready to buy?

Mine the full spectrum of activity data inside your marketing automation platform to help you predict the likelihood of an conversion within a set time period (i.e 3-weeks)

Advanced PrioritizationMeasuring Campaign Effectiveness

Behavior Scoring

Use Cases:

Surfacing Gold from Nurture

Predicting closed won leads based on their behavior 3 weeks prior to close

When are prospects in-market ready to buy?

Measuring ABM Program Effectiveness with Behavior Scoring

4 Types of ABM1:1 ABM ABM Lite

Programmatic ABM Bolt-on ABM

Add expanded reach to entire account to supplement lead-based nurture.

ABM-inspired tactics across 100s or even 1,000s of identified accounts.

Accounts share similar business attributes, challenges, and initiatives.

For high-value, strategic accounts. Highly personalized.

Higher Value Lower Value

1-10 accounts 10-100 accounts 100-1000 accounts

ABM

@SangramVajre @Terminus #ABM

7 ABM Strategies Every Marketer Must Master

Net New Interest Dead Opp Renewal & ExpansionOpportunityBuying Stage

ABM Strategy(1:1, ABM Lite,

Programmatic)

Lead-Based Strategy

(Bolt-On ABM)

Demand Gen Sales Pipeline Customer Marketing

Pre-targeting

Renewal & Upsell

Pipeline Acceleration

Wake the Dead

AccountNurture

Lead-to-Account Nurture

Land & Expand

X

@terminus #ABM #FlipMyFunnel@SangramVajre @Terminus #ABM

PURPOSE

Generate awareness with cold / net-new accounts to improve outcomes for

outbound campaigns

TACTICS

Terminus campaignsSDR cadences

Email campaigns Direct mail

Events

BENEFITS

Improved engagement rates, account

penetration, and MQAs created

KPIs

Pre-TargetingABM Strategy

Demand Gen

@terminus #ABM #FlipMyFunnel

# of meetings set % of accounts that show engagement

# of target accounts that attend an event or

webinar

@SangramVajre #ABM

PURPOSE

Engage key stakeholders throughout account to increase conversion to

sales pipeline

Terminus campaignsEmail campaigns

Webinars Direct mail

EventsRetargeting

Increased engagement throughout entire

account and accelerated pipeline

conversion

KPIs

Lead-to-opportunity conversion rate

MQA-to-opportunity conversion ratePipeline created


Account NurtureABM Strategy

Demand Gen

BENEFITSTACTICS


Deliver message beyond the individual lead and engage more

stakeholders in the account

Terminus campaignsLead-based email

nurtureRetargeting

Expands reach of nurture to include other

key stakeholders Increased likelihood of

converting to opportunity

Lead-to-Account Nurture (Bolt-On ABM)

Lead Based Strategy

Demand Gen


PURPOSE KPIs

Lead-to-opportunity conversion ratePipeline created

BENEFITSTACTICS


PURPOSE

Engage wider audience of stakeholders during

sales process to increase pipeline velocity and win

rates

Terminus campaignsSales engagement

Field marketing activitiesEvents

Shorten sales cycle, accelerate opp

progression, and increase closed/won

rates

KPIs

Win ratesOpportunity stage

conversionSales cycle length

Revenue

#ABM #FlipMyFunnel

Pipeline AccelerationABM Strategy

Sales Pipeline


BENEFITSTACTICS


PURPOSE

Generate pipeline by re-engaging

opportunities that have been closed out in the

sales pipeline

Terminus campaignsSales engagement

Events Direct mailWebinars

Email nurture

Revives lost pipeline which has a higher propensity to buy

KPIs

Pipeline generatedWin ratesRevenue

Wake the DeadABM Strategy

Sales Pipeline


BENEFITSTACTICS


Engage other divisions or business units within an

account

Terminus campaignsSales outreach

Account management

Email campaigns Direct mailCase study

Increase revenue in existing accounts by

targeting other divisions with customized

messaging

Land & ExpandABM Strategy

Customer Marketing


PURPOSE KPIs

New revenue% of new revenue

influencedChurn rate

BENEFITSTACTICS


Renewal & UpsellABM Strategy

Customer Marketing


Engage key decision makers beyond user in

order to increase renewal rates and

contract value

Terminus campaignsSales outreach

Account management

Email campaigns Direct mail

Improved contract value and churn rates by engaging the entire

account prior to renewal

PURPOSE KPIs

New revenue% of new revenue

influencedChurn rate

BENEFITSTACTICS



We wrote a book!Account-Based Marketing for Dummies

Download Chapter 1 for free: go.terminus.com/abmd-book-page

OR

Tweet @Terminus and we’ll send you a free copy of the 300+ page book!

Questions?

KRISTINA MCMILLAN

Director of Researchat TOPO

@lifeiterated

[email protected]

@szinsmeister

[email protected]

stackandflow.io

SEAN ZINSMEISTER

VP of Product Marketingat Infer

SANGRAM VAJRE

CMO & Co-Founderat Terminus

[email protected]

@sangramvajre



The Executive Playbook for Account-Based Strategies

Marketing

Transcript of The Executive Playbook for Account-Based Strategies