Post on 29-Jan-2018
About LeadMD
Marketing Operations agency specializing in making strategy actionable
Focused on the latest Technology platforms
3000+ High-Growth Organizations trust LeadMD
Aligning Sales & Marketing through ABM
+Provided by TOPO Research
Three Key Drivers of the ABM Movement
EconomicsHigh Value Accounts require high-touch engagement: CAC and LTV economics are more compelling in high ACV offerings
Time & FocusSales & Marketing alignment struggles due to disparate focus. • Volume & Velocity inbound models foster waste to reveal rare jems. • The average B2B funnel yields less than 1% lead to revenue conversion based on traditional
‘funnels’
Proven ResultsA well defined Ideal Customer Profile (ICP) coupled with true go-to-market orchestration yields increases an average of 40% ROI. +
Volume & Velocity Single Touch
Marketing SalesMQ
L/S
AL
Account Based Orchestration
Marketing
MQ
A/S
AA
Executives
Sales
What is Account Based?
TOPO Account Based Everything
Purchase Process
DATABASE
Target Market Research
Data Sources
INSIGHTS
Account Intelligence
CONTENT
ABM Content
Technology
EXECUTION MEASUREMENT
CRM
MARKETING AUTOMATION
ORCHESTRATION
Targeted Ads
PR & Thought
Leadership
Personalization
Playbooks
Coverage
Intelligent Routing
LeadMD Account Based Operational Framework
Account Profiles Messaging
Buyer Personas
Account PlansStandardization &
Hygiene
Nurture
Buyer Journey Mapping
Engagement
Penetration
Target Account Pipeline
Target Account ValueRevenue ModelingOffers
Visual Data Model for Target Account Structure
ABM Operationally
1. Define ICP & Create Target Account Lists
2. Segment ICP by ACV & Mobilize Resources
4. Orchestration: ”It Takes a Village”
4. Customized Content
5. High Touch / High Frequency
What re the Results of ABM?
49% penetration into target accounts in two years
26% lift on touch pattern/SQL conversion rate
21% of first meetings converting to larger stakeholder meetings
80%+ lift in Marketing contribution to revenue (influence)
Key Results from Account Based
LeadMD : @myleadmd
Andrea : : @jwags16
Best Practices: http://LeadMD.com/marketplace