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Take a Closer Look at ABM: Best Practices with TOPO

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You’re invited to take a closer look at your Account-Based Marketing (ABM) strategy. When it comes to ABM, the learning and growing never stops, so we want to bring you the best of the best when it comes to practical ABM advice.

In this webinar, you will hear from TOPO’s Chief Analyst, Craig Rosenberg, on a framework for ABM and how to make it work for your organization. No matter what your ABM maturity is or where you are on your journey, you will learn tactics and insights to use within your own company.

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Take a Closer Look at ABM: Best Practices with TOPO

  1. 1. Take a closer look at ABM Craig Rosenberg, Chief Analyst www.topohq.com Jessica Fewless, VP, ABM Strategy, Field & Channel Marketing www.demandbase.com These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com
  2. 2. © 2019 TOPO. All rights reserved. Agenda 1. TOPO introduction and findings 2. Account based strategy overview 3. Key activities for successful execution 4. Takeaways
  3. 3. © 2019 TOPO. All rights reserved. TOPO introduction
  4. 4. © 2019 TOPO. All rights reserved. We’re a research and advisory firm that helps companies build world class marketing, sales development, and sales functions.
  5. 5. © 2019 TOPO. All rights reserved. How we help the world’s fastest growing companies RESEARCH & ADVISORY SPECIFIC, ACTIONABLE INSIGHTS PRACTITIONER-ONLY ANALYSTS DATA ON THE WORLD’S BEST SALES/MKTG ORGS CONSULTING TRAINING
  6. 6. © 2019 TOPO. All rights reserved. The world’s best companies depend on TOPO
  7. 7. © 2019 TOPO. All rights reserved. Account based strategy
  8. 8. © 2019 TOPO. All rights reserved. Account based strategy Account based strategy is the coordination of highly valuable, personalized experiences across all functions that impact the customer to drive engagement and conversion at a targeted set of accounts. Account Based Marketing Sales Development Sales Customer Success Targeted Intelligence-driven Orchestrated Personalized High Frequency
  9. 9. © 2019 TOPO. All rights reserved. Five attributes of account based ATTRIBUTE EXAMPLE 1 Targeted, high value accounts Accounts meet the CLTV target based on revenue and financial complexity 2 Intelligence-driven programs Intent triggers custom insight-based programs that create conversations 3 High value, personalized buyer experiences Customized assessment that identifys specific opportunities for the buyer 4 Coordinated programs across marketing, sales, and sales development Pre-SDR program, outbound sales development, and executive outreach 5 Account-centric measurement Number of opportunities and pipeline created from the target account list
  10. 10. © 2019 TOPO. All rights reserved. A new funnel has emerged THE TOPO ACCOUNT BASED FUNNEL
  11. 11. © 2019 TOPO. All rights reserved. And it works, especially for the most important metrics Percent of respondents that say account based improves key results
  12. 12. © 2019 TOPO. All rights reserved. Keys to execution
  13. 13. © 2019 TOPO. All rights reserved. Today’s theme is alignment Align on… 1. Target accounts (and key stakeholders) 2. Coordinated programs against those target accounts 3. Measuring success (metrics) against those target accounts 4. The initial program (just don’t call it a “campaign”)
  14. 14. © 2019 TOPO. All rights reserved. 1. Align on target accounts
  15. 15. © 2019 TOPO. All rights reserved. Organizations with a strong Ideal Customer Profile (ICP) achieve 68% higher account win rates
  16. 16. © 2019 TOPO. All rights reserved. From ICP to TAL to “we got this” DATA ICP TARGET LIST ATTRIBUTE DEFINITION Ad spend >$50M/year ad spend Geos North America, EMEA, and APAC Industries • Financial Services • Automotive • Travel • Retail Behaviors • $15M/year tech spend • In-house programmatic function • 25+ campaigns The target list is your target market 1. Qualitative (e.g. sales rep feedback) 2. Internal (e.g. closed-won by segment) 3. External (e.g. predictive analytics) ALIGNMENT Sales: “We got this”
  17. 17. © 2019 TOPO. All rights reserved. And if you nail the target list, you will win Key account based success factors
  18. 18. © 2019 TOPO. All rights reserved. 1b. Align on contacts: prepare team for multi-threaded programs
  19. 19. © 2019 TOPO. All rights reserved. Successful account based is multi-threaded even for SMB Number of actively targeted contacts per account
  20. 20. © 2019 TOPO. All rights reserved. Agree on the stakeholder map (this is not as easy as it seems) Entry Point Stakeholder who is most likely to initially engage: owns the process your solution supports, feels the most pain, and can champion you through the process Decision Maker Stakeholder who has direct responsibility and oversight for the process that your solution supports: has key signing authority required to finalize the deal, the “entry point” and “user” threads report to the “decision” thread Business Owner Stakeholder who will benefit from the solution: part of the buying committee and often recommends and sign-offs on solutions, not owners of the process and subsequent buying process Individual User Stakeholder who engages directly with the product: wants their opinion to be heard in the decision making process, can facilitate a buying process but typically at a lower level Tech/Ops Owner Stakeholder who manages the infrastructure to support a potential solution: can at times, depending on the solution, help champion a solution or be brought in later via the business owner Multi- Threaded GTM
  21. 21. © 2019 TOPO. All rights reserved. 2. Align on coordinated programs against those target accounts
  22. 22. © 2019 TOPO. All rights reserved. Step 1: Align functional groups to account based program Functional groups involved in account based
  23. 23. © 2019 TOPO. All rights reserved. Step 2: Prepare touches and just use existing tactics CHANNEL % USING % SATISFIED* SDR Outbound (email, phone) 87% 82% Digital Advertising 79% 85% Direct Mail 73% 69% SDR Social (e.g. LinkedIn) 72% 61% Marketing Email 70% 83% Events 67% 78% Executive-to-Executive Outreach 64% 59% Content Syndication 48% 73% Content Development 47% 61% Site Personalization 37% 63% SDR Personalized Video 28% 50% Site Chat/Messaging 17% 74% “What channels and tactics do you use for your account based efforts?” *Among those using the channel or tactic
  24. 24. © 2019 TOPO. All rights reserved. Get in the room and map touches 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 ENTRYPOINTTHREAD TARGETED AD CAMPAIGN ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ LINKEDIN AD CAMPAIGN ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ EXEC OUTREACH REP EMAIL ✓ ✓ ✓ ✓ ✓ PHONE ✓ ✓ ✓ ✓ SOCIAL ✓ VIDEO ✓ DIRECT MAIL ✓ MARKETING EMAIL ✓ ✓ TARGETED AD CAMPAIGN ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ LINKEDIN AD CAMPAIGN ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ DECISIONTHREAD EXEC OUTREACH ✓ SDR EMAIL ✓ ✓ ✓ PHONE ✓ ✓ SOCIAL VIDEO DIRECT MAIL ✓ MARKETING EMAIL
  25. 25. © 2019 TOPO. All rights reserved. 3. Align on measuring success (metrics) against those target accounts
  26. 26. © 2019 TOPO. All rights reserved. The new metrics model: Lead-centric to account-centric
  27. 27. © 2019 TOPO. All rights reserved. For early stage programs, tracking meetings is a good metric Target Account Meetings
  28. 28. © 2019 TOPO. All rights reserved. Overall, account based should be judged on these five metrics 1. Account Engagement Rate = Engaged accounts / target accounts 2. Opportunity Rate = Accounts with a new opportunity created / target accounts 3. Account Win Rate = Accounts won / target accounts 4. Target Account Pipeline = Pipeline created in target accounts 5. Bookings or Revenue = Value of new closed-won deals with target accounts
  29. 29. © 2019 TOPO. All rights reserved. 4. The initial program
  30. 30. © 2019 TOPO. All rights reserved. 75% of Demandbase roadshow panelists started with small, often unsanctioned programs
  31. 31. © 2019 TOPO. All rights reserved. Get started plan 1. Identify willing sales partner(s) – even if it is just 2 of them 2. Agree on target list – even if it isn’t perfect 3. Align with their assigned SDRs 4. Design easy-to-execute program 5. Agree on pilot metric (meetings is best) 6. Meet weekly to optimize 7. Win 8. Have sales present case study to the rest of the team 9. Have sales knocking on your door
  32. 32. © 2019 TOPO. All rights reserved. Takeaways 1. Success starts with identification of your target accounts 2. If you can just align resources on the same accounts, you will get ROI…even on the most basic coordination 3. Account based is about different metrics and they are the good ones 4. But seriously…just go. Grab some accounts you can agree on, run marketing and SDR against them, and measure meetings or opportunities 5. Because the benchmark results tell us you will be a hero
  33. 33. Take a Closer Look at ABM Craig Rosenberg, Chief Analyst www.topohq.com Jessica Fewless, VP, ABM Strategy, Field & Channel Marketing www.demandbase.com These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com

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