ABM in ActionHow Datanyze Executes Account-Based Marketing Strategies

Daniel Barber is the VP of Sales at Datanyze. Prior to Datanyze, Daniel led revenue for Node.io, built and scaled sales teams at ToutApp (backed by Andreessen Horowitz) and Responsys (acquired by Oracle for $1.5B in December 2013). He also serves as an advisor on go-to-market strategy with several high-growth startups.

DANIEL BARBERVP of Sales

daniel@datanyze.com

Overview

Datanyze doesn’t just talk about ABM

Tools that enable the strategy

Why we know it works

Define Target Accounts Identify Key Stakeholders

Align Sales and Marketing Around Strategy

Execute Targeted Campaigns

Measure Your Results

Key Steps of Account-Based Marketing

Step 1

What characteristics does Datanyze use to define target accounts? CRM or Marketing Automation platform (tech) + size of marketing and sales

team

Datanyze uses Datanyze to define low, medium, high priority targets based on: Tech stack sophistication

DEFINE TARGET ACCOUNTS

Tech SophisticationLOW MEDIUM HIGH

Marketing

Email Marketing: MailChimp, AWeberAnalytics: GoogleAds: FB, AdWords

Marketing Automation: HubSpot, Act-OnAnalytics: Google, Hotjar, MixpanelAds: FB, AdWords, Bing, AdRoll

Marketing Automation: Pardot, Marketo, EloquaAnalytics: Google, Segment, Mixpanel, Tableau, DomoAds: FB, AdWords, Bing, AdRoll, Outbrain, BrightRoll, Tag Manager

Sales CRM: Google Sheets, noneEmail: Gmail, Outlook

CRM: Base, Close.io, PipeDriveSales Automation: YeswareContact Data: LinkedIn Sales Navigator

CRM: Salesforce, MS DynamicsSales Automation: Outreach, ToutApp, SalesLoft, Engagio

IT/Website

Hosting: GoDaddy, 1&1CMS: Squarespace, Wix

Hosting: Digital Ocean, AWSCMS: WordPress, DrupalCDN: CloudFlare, Fastly

Hosting: Self-hostedCMS: CustomCDN: Akamai, Dyn

HR General: ZenefitsRecruitment: ZipRecruiter, Workable

General: Zenefits, Namely, JazzRecruitment: LinkedIn, Lever, Jobvite, Greenhouse

General: Oracle HCM, Sage, Workday, ADPRecruitment: Taleo, SuccessFactors, ICIMS

Step 2

● Who are the key players in a deal for Datanyze? Champion (sales or marketing)

Evaluator (sales or marketing ops)

Signer (VPS or VPM)

IDENTIFY KEY STAKEHOLDERS

Step 3

● Culturally Create “Revenue Team” – CRO, Marketing Dir., Mar Ops, Sales Ops, VPS

& Sales Development Manager Joint meetings Agree on success metrics Define handoff/coordination

Technologically Agree on the tools that will measure results and help coordination

ALIGN SALES AND MARKETING

Step 4

● Lead-to-account matching allows you to pick off target accounts defined using Datanyze.

● Target all the right people identified through Datanyze with both marketing campaigns and Outreach.io cadences.

● Lead routing helps define rules of engagement by delineating who owns what. It also ensures any inbound activity from target accounts automatically gets sent to the right rep.

EXECUTE TARGETED CAMPAIGNS

Inbound Flow

Enrichment

Scoring MQL

Conversion

DQ

Customer

Open Opp

Demo Request

Tiered

Un-tiered

CSM

AE

Alistair!

SDR

Alistair!

MQL PrioritizationDa

y 1

Day

2

Day

3

Day

4

Day

7

Day

14

40% Conversion

Email Sequence + Voicemail

Firs

t Res

pons

e <

5 m

inut

es

Alistair Shipley aka “Market Response

Lead”

The Datanyze Program

The Datanyze Program

The Datanyze Program

The Datanyze Program

You don’t want to be on this graph… (SLAs)

Response time will always matter

Step 5

● Track the key metrics defined by both sales and marketing teams.

● Use LeanData attribution to look at influence of all sales and marketing touches on opportunities associated with accounts.

● Customizable weighting by campaign member status for the most accurate attribution.

MEASURE YOUR RESULTS

Step 5

!!! HACK ALERT !!!Bring in sale touches as campaigns

so you can track those too. It’s super cool!

Sales vs. Marketing Attribution

SALES CAMPAIGN RESPONSES MARKETING CAMPAIGN RESPONSES

• SDR email responses• SDR call connects

• Ebooks/Webinars• Events• Trial signups• Blog

Sales vs. Marketing Attribution

SALES CAMPAIGN RESPONSES MARKETING CAMPAIGN RESPONSES

• SDR email responses• SDR call connects

• Ebooks/Webinars• Events• Trial signups• Blog

NOT inbound vs outbound attribution!

Campaign Weights

Outbound campaigns and in-person responses are weighted more heavily.

Datanyze Technology Stack

Questions?

DANIEL BARBERVP of Sales

daniel@datanyze.com@gaijindan