Gaining Account Context For Lead Engagement And Measurement
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Transcript of Gaining Account Context For Lead Engagement And Measurement
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GainingAccountContextForLeadEngagementAndMeasurement
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PanelistsMODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport
BryantLauSr.DigitalMarketingManagerHighspot
@bryantajlau
FengHongSr.ProductMarketingMgr.FullCircleInsights
@mobilefeng
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Feng Hong
8
• Finance and analytical background (recovering spreadsheet addict)
• Ex-venture capital and ex-investment banking
• Adtech and martechindustry focus
• Owns product go-to-market and messaging strategy
Senior Product Marketing ManagerFull Circle Insights
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Today’s Agenda
• The “Account-Based” Trend and Hype
• Strategic and Technical Complexities and Challenges
• Adapting Your Organization and Technology
• Highspot: Real-World Executing an Account-Based Strategy
• Q&A
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Full Circle Insights Overview
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Native marketing analytics inside Salesforce
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The Direction of Marketing Towards ABM
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Account Data Sources ABM Measurement Frameworks
Source: SiriusDecisions® Demand Unit WaterfallSource: Scott Brinker, www.chiefmartec.com
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The ABM Promise
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• Better top-of-funnel sourcing from target list of accounts• Understanding of account context for all leads from marketing• Improved engagement with accounts down the entire funnel• More efficient marketing with ROI increase• New source of revenue growth
The bottom line: Prioritize account context throughout your funnel to yield growth.
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Basic ABM Funnel
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Marketing Engaged Account (Defined roles engaged)
Marketing Qualified Account (Hits threshold rating. Prioritized)
Sales Accepted Account (Verified)
Sales Qualified Account(Qualified - BANT)
Close
Target Accounts, Key Contact RolesMarketing works with Sales to define Targets and key Stakeholders
Then tactically engages with those individuals to prime the account for sales engagement
Marketing to Sales handoff starts with Engaged Accounts
Sales should follow up and identify if there is a qualified selling opportunity
Track the stages between opportunity and close
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The ABM Requirements
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• Define Ideal Customer Profile and Buyer Groups for target accounts
• Modify engagement process and messaging
• Define ABM success, measure results, and improve
• Have a source of account data
• Connect leads to accounts in your database
• Track account progression down the funnel
• Measure performance across accounts accurately
TechnologyOrganizational Process
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Ideal Customer Profile – Firmographics
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Firmographics• Company size• Industry• Customer type• Geography• Technographics
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Ideal Customer Profile – Target Accounts
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Ideal Customer Profile – Buyer Groups
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Individuals in Buyer Groups• Job titles and roles• Purchase function• Psychographics• Behaviors
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Ideal Customer Profile – Target Personas
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Modify Engagement for Account Context
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Segmented Engagement Metrics Personalized Engagement
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Define Account Milestones and Success
• Define your success benchmarks• Scope your ABM goals against overall revenue goals • Set MQL/MQA goals• Set SQA goals (a real opportunity, e.g., post-demo)• Set Account close goals• Align these between sales and marketing teams
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Leverage TechnologyOverview of Key Technology to Leverage• Full-funnel measurement
• Account profile data
• Intent data
• Lead to account matching
• Attribution
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Marketing Engaged Account (Defined roles engaged)
Marketing Qualified Account (Hits threshold rating. Prioritized)
Sales Accepted Account (Verified)
Sales Qualified Account(Qualified - BANT)
Close
Target Accounts, Key Contact Roles
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Leverage Technology
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Full Funnel Measurement• Basis of measuring performance and
account lifecycle
• Automated tracking of leads and accounts
• Accurate performance metrics (volume, conversion, velocity, campaign engagement)
Marketing Engaged Account (Defined roles engaged)
Marketing Qualified Account (Hits threshold rating. Prioritized)
Sales Accepted Account (Verified)
Sales Qualified Account(Qualified - BANT)
Close
Target Accounts, Key Contact Roles
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Leverage Technology
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Account and Lead Profile Data• Account firmographics, including
industry, size, geography
• Website scrapers for company technographics
• Job titles for personas
• Contact information for personas
• Up-to-date profile information
• Predictive analytics for look-alike companies
Marketing Engaged Account (Defined roles engaged)
Marketing Qualified Account (Hits threshold rating. Prioritized)
Sales Accepted Account (Verified)
Sales Qualified Account(Qualified - BANT)
Close
Target Accounts, Key Contact Roles
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Leverage Technology
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Intent Data• Visit behavior on your websites,
mapped to domains via IP and other technologies
• Content consumption on third-party media sites and publisher networks
• Propensity to buy models, linking strings of activity to buyer / prospect intent
Marketing Engaged Account (Defined roles engaged)
Marketing Qualified Account (Hits threshold rating. Prioritized)
Sales Accepted Account (Verified)
Sales Qualified Account(Qualified - BANT)
Close
Target Accounts, Key Contact Roles
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Leverage Technology
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Lead to Account Matching• Leads automatically linked to the right
Accounts in the CRM
• Leads assigned to the right sales rep
• Lead engagement by both sales and marketing utilizing the account context
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Leverage Technology
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Attribution• Connect pipeline and revenue to campaigns
• Track campaign engagement across individuals linked to an account
• Multi-touch modeling for comprehensive marketing mix performance review
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Bryant Lau
28
• Digital Marketing Manager @ Highspot
• Growth Focused Demand Gen Marketer
• Hiker
• Dog Owner
About A single content repository for all of your sales content. Find out why your reps want to use Highspot at highspot.com.
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Highspot Today
• 71 of employees• 4 in marketing team• 38 in sales team• Series B funding
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Highspot’s Account-Based Strategy Goals
• Highspot’s Goal: 3x Growth• Account Based Everything
•Sales Development •Marketing•Customer Success
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The Account-Based Strategy Challenges
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Which Accounts?
Which People?
Targeted Engagement
1 2 3
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The Account-Based Strategy Challenges
32
Which Accounts?
Which People?
Targeted Engagement
1 2 3
Analytics
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1) Which Accounts?
• Best Practice• List of Accounts
• Off-shore team and data providers• Gather possible indicators of success• Import
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1) Which Accounts?
• Process• Added account status field• Built account funnel
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1) Which Accounts?
• Analytics• Measure account
conversion• Test assumption &
measure results via regression analysis
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2) Which Contacts?
• Best Practice• Defined buyer personas
• Marketing Leadership• Product• Sales Enablement• Sales Leadership• Sales Operations• Content Marketers
• Built contact database for key personas
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2) Which Contacts?
• Process• Leads Vs. Contacts
• What is the difference?• Lead to Account Matching
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2) Which Contacts?
• Analytics• Roll-up of buyer
personas to the account• Able to identify coverage,
complete gaps
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3) Targeted Engagement
• Best Practice• Target specific
personas at specific accounts with targeted messaging
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3) Targeted Engagement
• Process• Personalized email
based on target criteria
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3) Targeted Engagement
Analytics• Multiple sales
engagements• Leads &
Contacts!• Real-time• Entire funnel
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3) Targeted Engagement
Analytics• Multi-touch
attribution• Leads &
Contacts!• Custom
weighting
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Key Takeaways
43
Understand your ABM needs and align both your
organization and your technology
Leverage technology, such as external data and lead-
to-account matching, to gain both accuracy AND productivity that will scale
your ABM
Measure, measure, measure, and then optimize to achieve
success
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Thank You!
Q&A
44
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HowAreWeDoing?
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Q&A/PanelistsMODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport
BryantLauSr.DigitalMarketingManagerHighspot
@bryantajlau
FengHongSr.ProductMarketingMgr.FullCircleInsights
@mobilefeng
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