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How to Leverage Account Based Sales
Developmentto Crush Q4 Quota
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Brandon RedlingerDirector of Growth at
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Agenda
Example Plays
Building Your PlaybookTeam Selling
1 2 3
Team Selling
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Get your team involved!• Product and engineering teams • Marketing • Sales development• Sales consulting • Company executives• Account executives • Customer success • Support • Accounts receivable
It Takes a Village
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Account Executive
Marketing Ops
SDR Manager
Account Management
Coaches
Sales /AE
SDR / ADR
Executive
Sales OpsVP, Sales
Demand Gen
QBsPlayers
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Discover and map the important roles inside every target account’s buying team. It could look something like this: • Initiator• Decision Maker• Buyer• Influencer• User• Gatekeeper
Mapping Your Target’s Org
Building Your ABSD Playbook
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• Number of Touches• Diversity of Channels• Timing of Touches• Content of Touches
Essential Elements for Effective Plays
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The Statistics
“75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.”
75%
25%
Yes
No
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Avoid at all costs!
Instead:• Reemphasize business value• Offer insight• Educate • Share news
The “Touching Base” Email
Example Plays
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Some of Our Plays
• Handoff Plays• Deal Acceleration Plays• Executive Alignment
Plays• Upsell/Cross-Sell Plays• Conference Meeting
Plays• User Onboarding Plays
• Customer Marketing Plays
• Customer Renewal Plays
• Accounts Receivable Plays
• Trigger Event Plays• “Shake the Tree” Play• Churn Play
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Executive Alignment Plays
• Connect your executives with executives at customers and prospects
• Built with highly-relevant emails • It can also include direct mail
and targeted ads
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Deal Acceleration Plays
• Sales Development and Marketing to support the AE
• Touch influencers• Targeted Account Based
advertising and retargeting programs
• Repurpose content and add personalization and customization
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Customer Renewal Plays
• Manage and automate the ideal 180-day, 90-day, 60-day, 30-day, and 15-day interactions
• All-hands on deck Play
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“Shake the Tree” Play
• When an account goes cold • Personalized email from our Sales
Manager• Next email comes from Engagio’s
CEO to the executive sponsor • Then an email from our VP of
Customer Success• And an engineer or marketing
manager
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For more Account Based treasures…The Clear & Complete Guide to
Account Based MarketingThe Clear & Complete Guide to
Account Based Sales Development
Engagio.com/guide
On Twitter at @Brandon_lee_09 and @Engagio
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