Charm Bianchini: Account-Based Marketing: 7 Tips to Success

1. Account-Based Marketing:
7 Tips for Success
Charm Bianchini
Sr. Director Marketing
Marketo
@charmbianchini

2. Key Considerations

3. 1
• Closed Won Revenue ($)
2
• Closed Won Opportunities (#)
3
• Pipeline Opportunities (#)
4
• Pipeline ($)
5
• Sales Qualified Leads (#)
6 • Marketing Qualified Leads/Accounts (#)
Start with the Goal

4. Broad-Reach Marketing Account-Based Marketing
Pick the Right Strategy

5. Define Your Revenue Model

6. Account-Based Marketing

7. Marketing and sales efforts
focused exclusively on
those accounts that matter
most
Account-Based Marketing (ABM)

8. The ROI Is Very High
“92% of marketers worldwide consider ABM extremely important
or very important to their overall marketing efforts”
- Altera Group
97%
said ABM had a somewhat
higher or much higher ROI than
other marketing initiatives
84%
said ABM provided significant
benefits to retaining and expanding
existing client relationships
- SiriusDecisions

9. Getting Started: 7 Tips

10. Tip 1: Collaborate across Teams

11. Tip 1: True Teamwork - Not This
HAS NO
IDEA
WHAT’S
GOING
ON
DOES
99% OF
THE
WORK
SAYS HE
WILL
HELP
BUT
NEVER
DOES
DISAPPEARS
AND ONLY
SHOWS UP
AT THE END

12. › Identify stakeholders and get buy-in
› Establish goals and metrics
› Develop a plan for all groups
› Frequent communication and meetings
› Incentives alignment
› Process prioritization and efficiencies
› Sales enablement and training
› Reporting and analysis
Collaborative Process

13. › Segmentation by vertical
and prioritization
› Messaging and proof
points for personas
› Call scripts
› Sales emails
› Special SFDC views
Example: Sales Enablement Playbook

14. Tip 2: Leverage Technology

15. Tip 2: Build the Right Technology Stack

17. Leverage Technology to Scale

18. Niche Solutions
Example: Technologies Marketo Uses
Multi-Channel ProgramsAccount Selection
etc. etc.
Marketo ABM
etc.

19. Tip 3: Cleanse Your CRM System

20. Tip 3: Improve Data Quality
• Match leads to accounts
• Verify titles
• Map parent and child
accounts
• Enrich data
• Tag accounts
• Purchase whitespace
• Etc.

21. Example: RainKing Webhook
Populates:
• Blank titles
• Vague titles
• Blank phone numbers

22. Tip 4: Identify the Right Accounts

23. Tip 4: Define Your ICP
Ideal Customer Profile:
• High yield
• Product fit
• Competitors’ customers
• Strategic importance
• Etc.
ICP
Whitespace
Sales Input
GTM
Territory
Planning
Strategic
Goals
Predictive
Modeling

25. Account Scoring Model
Historical Data
- Win rate
- Deal size
- Etc.
Firmographic Data
- Annual revenue
- Employee size
- Etc.
4K+ Signals
- Social media activity
- Funding
- Etc.

26. ICP Performance
Score
A 95+
B 75-95
C 50-75
D 0-50
Account
Score
ASP
The higher the account score, the higher
the ASP and the propensity to buy

27. Example: Account Types
Non-ICP Accounts
Ideal Customer Profile
Accounts
Target Accounts
Named
Accounts
Target Accounts:
ICP accounts that are being targeted by
marketing.
Named Accounts:
Accounts assigned to AEs (50 per rep)
Compensated more on closing these.
Marketing and sales works together on them.
Ideal Customer Profile Accounts:
Accounts that meet ICP criteria and can be
tapped as potential target accounts at later
date.
Non-ICP Accounts:
Accounts that are not a product/market fit and
should not be targeted at present.

28. Tip 5: Profile Your Buyers

29. Tip 5: Understand Your Audience
• Profile your accounts
• Develop buyer personas
• Map the customer
journey
• Create relevant content

30. Account Profiling & Mapping
Build a plan to focus on the right
part of the organization:
• Financial health
• Business initiatives
• Personnel developments
• Technologies
• Org structure
• Industry analysis
• Etc.

31. Exec. Sponsor Decision Maker Influencer
Develop Buyer Personas and Map
Their Journey

33. Create Relevant Content

34. Example: Map Content to Buying Stages
End User

35. Tip 6: Personalize across Channels

36. Tip 6: Meet Buyers Where They Are
Personalization = Key to
Success
• Deliver individualized
messages and product
offerings to current or
prospective customers

37. Multi-Channel Approach
Get your voice heard:
• Use as many channels as possible
• Take a systematic approach
• Coordinate your story
• Laser target your audience
• Personalize your outreach

38. Type
Business unit
Geography
Industry
Technologies
Sales stage
Behavior
Engagement
Example: Segmentation Variables
Customer | Prospect
Enterprise | SMB
SF | CA | North America
Hospitality | Software
Competitive tech | Partner
tech
Pre-opp | Opp stage 2
Pricing page | Webinar
1st visit | 3rd visit

39. Sneak Peek Program:
• Used to engage with target
accounts
• Offers early access to
premium content
• Asks for meeting to review
data and trends
Example: Target Account Emails
Results:
• 35% open rate (average 12%)
• Multiple meetings set to review
content with VP and team

40. Results: Conversion rates
Enterprise: Default: 42%; Personalized: 59%
Verticals: Default: 42%; Personalized: 71%
Example: Marketo Landing Page
Default
Personalized
Definitive Guide to Web Personalization

41. Executive Mailer:
› Hand delivered by AEs
› Personalized letter and Summit
invite also included
Results:
› 5 CMO registrations
› Meetings set with those who
could not make it
Example: Direct Mail

42. Tip 7: Adjust Your Reporting

43. Tip 7: Shift Your Mindset
• Accounts matter more
than leads
• Opportunity generation
• Attribution model

44. 1
•Lift in website traffic – target
accounts visiting site
2
•New names in target account
(building out white space)
3
•Target accounts visiting dedicated
account pages, converting
4
•Engagement score for set of
programs per month
Early
1
• Program success with a target
account
2
• Call connects (target accounts)
3
• # of meetings w/in target account
4
• Marketing qualified leads (MQLs)
in target account
Mid
1
• # of opportunities in target accounts
2
•First Touch Ratio
3
•Multi Touch Ratio
4 • Pipeline in target accounts
Late
Know What to Measure When

45. Adjust Your Lead Scoring Model
MQL
Long live
MQLA!
MQLA:
1. Demographics
2. Behavior
3. Account fit

46. Move from Sourced to Joint Opportunities
Opportunities Sourced:
Old Way -
• Marketing
• Sales
• Partner
New Way -
• Jointly sourced between
marketing, sales, and partner
teams

47. Change Your Attribution Model
• Look at multi-touch
revenue attribution in
addition to first-touch
• Look at touches
throughout entire sales
process not just to
opportunity

48. High-Level View

49. Account View

50. • Determine if ABM works for you
• Spend time up front to get started correctly
• Identify your Ideal Customer Profile
• Personalize
• Shift your mindset
• Measure and optimize
Key Takeaways
@charmbianchini

52. Thank You!
@charmbianchini