• An Age-Old Problem

• ABM as a Forcing Function

• What Success Looks Like

Topics

ALIGNMENT(a hot topic for the last 20 years)

What are the biggest challenges in aligning Sales and Marketing?

Source: InsideView Market Report, 2016

Challenges to Alignment

Impact on revenue?

Source: IDC

or more of annual

revenue; or $100M for

a 1B company

10%

A Plan for AlignmentABM as a Forcing Function

Source: Retro Yet Revolutionary: Demystifying Account-Based Marketing” Forrester report

ABM enriches lead

generation with

account-specific tactics

Traditional Demand Gen vs. ABM

Several Approaches

LARGE ACCOUNT

Very small number of large

existing or targeted accounts

NAMED ACCOUNT

Moderate or larger number of defined

existing or targeted accounts

DEEPEN CUSTOMER

RELATIONSHIPS

Moderate or larger number of existing

customers that receive differentiated outreach

NEW MARKETS

Any number of new or existing accounts in

same vertical or other specific segment

Account-Based Models

The New Funnel

Find

A New Approach to Demand Generation

Source: SiriusDecisions Demand Generation Waterfall, 2017

ICP > TAM > ABM: Taming the Alphabet

Who are my perfect customers?

Where do they work?

What do they do?

What accounts fit that profile?

Where are they located?

How many are in my database?

Let’s target:

1

2

3

IDEAL CUSTOMER PROFILEDefine your targets.

TOTAL ADDRESSABLE MARKETFind every matching account.

ACCOUNT-BASED MARKETINGTarget them one by one.

Ideal Client Profile Mapping: Before

Industry A

Industry E

Industry C

Industry B

Industry K

Industry D

Industry F

Industry G

Industry I

Industry H

Industry J

Industry L

Re-evaluators Expanders

IdlersDecliners

Ideal Client Profile Mapping: After

Industry A

Industry E

Industry C

Industry B

Industry D

Re-evaluators Expanders

IdlersDecliners

Total Addressable Market

Total ABM Accounts: 307Customers: 169

New Logos: 138

Our ABM Breakdown

CUSTOMER ZERO PROJECT

Engage, Close, & Grow

ABM Engagement Design

Types of Programs Programs Marketing/Field MuscleTarget Accounts

Tier 1 Tier 2 Tier 3

Direct Mail Low-Cost Direct Mail Low Yes Yes No

High-Cost Direct Mail High Yes No No

In-Person Programs Tradeshows High Yes Yes Yes

Tradeshow Extras (dinner, room drop, etc.) High Yes No No

Lunch & Learns / Onsite Meetings High Yes No No

Customer Advisory Board High Yes Yes No

Online Programs Paid Advertising Medium Yes Yes No

Thought Leadership Webinars Medium Yes Yes Yes

Landing Page Personalization High Yes No No

Customized Emails Medium Yes No No

Broad Emails Low Yes Yes Yes

Sales Outreach Outreach Campaigns Medium Yes Yes No

1:1 Communications for upcoming webinars,

events, etc.Medium Yes Yes No

Personalized Coaching High Yes Yes Yes

Executive Sponsor Low Yes No No

Personalized Content Assets Medium Yes No No

Internal Communications Included in regular review meetings High Yes No No

Source: InsideView

Orchestrate Activity Across Teams

Every touch

is a “give”

Success Plan

Build a strong data foundationDefine ICP, TAM, and database build out

Take a contact-specific approachDevelop a unique engagement strategy for both known and unknown contacts.

Drive full team alignmentHold mandatory communication meetings. Agree on success metrics and review

them frequently.

Stick ruthlessly to the planYour plan should have touch points with clear beginnings and ends. Stick to it

with extreme focus. You’re in this for the long haul!

Measures of Success

What Does Success Look Like?

1. Opportunity Goals

2. Relationship Goals

SUCCESS METRICS

EARLY• New names in target account

(building out white space)

• Higher program engagement across multiple contacts

• Lift in website traffic from targeted accounts

MID• # of meetings set with target

accounts

• Marketing qualified leads in target accounts

• Program success with a target account

• Call connects with target accounts

LATE• Higher win rates

• Deeper and broader relationships within accounts

• # opportunities in targeted accounts

• Pipeline in targeted accounts

• Deal acceleration

• Multi-product, multi-year deals

Coverage

Customer

Zero Project

Awareness

Website

Reporting

Collaboration

Marketo Sales Insights

Engagement

Calls & Meetings

Focus on pipeline.

of marketers say that pipeline

is the primary way they

are measured – more than

lead quality or quantity!

Source: InsideView Market Report, 995 respondents, Oct 2015

Yay!

65%

Source: SiriusDecisions

Ultimate Success

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