The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Strategy for 2023

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Copyright © 2022 Demandbase

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Copyright © 2022 Demandbase 2
Agenda
● Planning Timeline
● Sales & Marketing
Alignment
● Target Account
Selections
● Operational Updates
● Execution /
Automations

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Account-Based Experience
A go-to-market strategy that uses data and
insights to orchestrate relevant, trusted
Marketing and Sales actions throughout the
B2B customer lifecycle.
A fundamental strategy that spans all your go-to-market
efforts; not a simple campaign or tactic

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Month 1 Month 2 Month 3 Stakeholders
Planning Kickoff &
Project Plan Build
Integrated Marketing
Marketing Leadership
Project Charters &
Owners
Integrated Marketing
Year Lookback
Marketing Operations
Full Marketing Team
Target Account List /
Territory Plans / Tiering
Sales Operations
Leadership
Executive & Marketing
Summary
Sales & Marketing
Alignment
Marketing and Sales
Leadership
Operational Updates &
Budget Allocation
Campaign Planning
Full Marketing Team
Team offsite for Review
& Discussion
Full Marketing Team
Planning Timeline

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Sales &
Marketing
Alignment

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Get Everyone In The Room
Build your ABX leadership team
Sales Marketers Operations Customer
Success

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Three Levels of Marketing-Sales Alignment
Communication Roles &
Responsibilities
Orchestration

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People, Roles & Responsibilities
Who does what on your ABX team
Sales Marketers Operations
Customer Success
• Identify inputs (e.g., ICP,
target accounts,
segmentation)
• Generate valuable insights
• Leverage account insights
to develop account plans
• Prioritize accounts based
on rank and score
• Define sales follow up
process
• Define initial scope and
allocate budget
• Document strategies
• Identify inputs for (e.g.,
ICP, target accounts,
intent keywords)
• Execute campaigns
• Track key metrics
• Communicate outcomes
• Create and manage reporting
• Implement account matching, segmented
audiences, and intent keywords
• Customize scoring models and journey stages
• Integrate ancillary and third-party technologies
• Improved collaboration between distributed
teams through a focus on defined accounts
• Clearer metrics and engagement analytics for
enterprise decision
• Identify attributes of best
customers for ICP and
target accounts
• Identify streamlined content
experience
• Identify opportunities for
upsell and cross-sell

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Target Account
Selection

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Account Selection
Process
Opportunity
$$$$$
AE Top Accounts
$$$$
Target Accounts
$$$
Target Market
$$
TAM
$
All companies that could buy from you
Accounts that are suitable clients — meet your ICP
Our focus of XXXX accounts — XX accounts per sales
rep, and those showing buying intent
Top XX% of the Target Account List that is the
primary focus of Sales & Marketing
Top XX% of the Target Account List that is the
primary focus for Sales & Marketing
Start with your TAM and then focus:

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Start with your Ideal Customer Proﬁle (ICP)
• Revenue potential
• Sales cycle
• Technographics
• Firmographics (Industry, Company size, Geography)
• Aligned with the company’s objectives
(e.g., net new logos, upsells)
Example Of Common ICP Characteristics
of higher account win rates are
achieved by organizations with a
strong Ideal Customer Proﬁle (ICP)
TOPO Benchmark study
68%
• Aligned with the company’s topline strategy
(e.g., break into healthcare)
• No recent changes in the market that would
disqualify the account (e.g., new regulations,
recent acquisitions, divestments)
• Not disqualified by sales (e.g., The account
is loyal to a competitor)

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The number of
accounts you could
pursue is larger
than the number
you can pursue
Three strategies:
1. Defining different styles of
ABX based on account
value
2. Segmenting and rotating
account focus
3. Triggering specific focus

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Entitlements deﬁne
the constraints on
how many accounts
you can afford in
each style of ABX.
Evergreen
Triggered
Segmented
Evergreen Triggered
1:1
• Account plan
• 1:1 workshop
• VIP experiences
• 100% custom content, chat
• Advertising ($$$)
• Proactive outbound
• Quarterly contact refresh (5)
• $200+ gifting
• Cameo message
• Customized content
• Individual Folloze Board
1:Few
• Mini account plan
• 20% custom content
• Advertising ($$)
• Proactive outbound
• Quarterly contact refresh (3)
• $100+ gifting
• Industry or pain point
Folloze Board
• Lightly personalized content
1:Many
• Advertising ($)
• Limited outbound
• Program-based content
• $50+ gifting
• Customized response
ICP
• General demand gen
• No outbound until trigger
• Lightly customized response

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“Handful” – median 14, mean 39
$2M-$100M++
“Dozens” – median 50, mean 177
$250K – $2M
1:1
1:Few
1:Many “Hundreds” – median 500, mean 6, 221
$50K – $250K
Targeted
Demand Gen
(ICP)
“Thousands”
<$50K
Source: ITSMA and ABM Leadership Alliance, 2020 ABM Benchmark Study

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Account Tiering Intelligence
Journey Stage
Intent
Early Stage Opps
Length of Sales
Cycle
1:FEW
AE TOP ACCTS
Demandbase
ICP
1:FEW
Top Accounts
1:1
Strategic
1:MANY
Named Accounts
Ideal Customer Proﬁle
Data
SubVertical
Industry
Tech Stack
Account Type
Revenue
Number of Employees
Location
Website Visits
Sales Engagement
Contacts
Account Identification
Buying Committee
Business News
Marketing
Engagement
Technographics
Alignment on Account Prioritization

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Finalize the List
Agreeing on a target account list is a big deal!
Account Map Employees Fit Intent Relationship Engagement Total Sales Pick
Bluth Company Eloqua 5K-10K 90 Medium 20 257 94
Initech Pardot 1K-5K 80 High 5 215 87
Pritchett Closets Pardot 250-500 75 High 6 216 86
Acme Inc Marketo 1K-5K 85 Low 15 146 66
Gringotts Bank Marketo 10K+ 75 Medium 0 107 59
Cyberdebe
Systems Marketo 500-1000 90 Low 0 161 59
Hooli Eloqua 10K+ 75 Medium 10 22 56
Dunder Mifflin Hubspot 100-250 70 Medium 8 31 54
Example of an account selection spreadsheet used by Demandbase. The AE reviews the ranked list of accounts for their territory and then
applies their own judgement to pick the accounts they want to target for each style of ABX.

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Maintaining the List
• Be patient — ABX takes time
• Persistence pays off
• Update TAL periodically — minor updates
quarterly / larger updates once a year
• Existing Customers? Yes!
Tip: Don’t turn over more than 25 percent of your list each
quarter. If your turnover is greater than that, you may be
abandoning the ship too quickly.
Also, think about future reporting needs for past TALs.

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Alignment is key
Implications for TechStack
Lead Routing, Scoring, Maintaining
the List, Reporting

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Operational
Updates

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CRM
Connect 1st and 3rd Party Data in one platform
A fragmented view of an account leads to chaos. It’s time for one view of an account.
Marketing
Automation
Corporate Email Website Visits
Ad Impressions
Website Visits
47M Companies
Firmographics &
Technographics
500b+ Intent Signals
(Monthly)
Known Unknown
Custom
AI
Match & Accuracy
Segment
Connect
Measure

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Maintain
Poor data quality = expensive
>70%
of revenue leaders say data
management is a high priority
do almost nothing
about it
65%

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But where to begin?
Naming
Conventions
Start with these changes to create a solid foundation
Type of Fields
Account and People
Assignments
Ideal Customer
Proﬁle(s)
Target Account
Classiﬁcations
Team work!
Include Sales

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Finding Contacts
Where to find contacts?
• Your existing data
• Purchased contact data
• Call programs
• Manual research
• Email conventions
Who collects contact data?
• 1:1 → ABM with AE
• 1:Few → Marketing
• 1:Many → Marketing
• Targeted Demand Gen → SDR

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Finding
Contacts
• Customize your outreach
• Start by focusing on just two
personas: the user and the
decision maker
• As you evolve, build
detailed personas
Initiator Decider Buyer Influencer User Gatekeeper

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Execution &
Automations

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10,000
accounts
2,700
accounts
300
accounts
75
accounts
100
accounts
600
accounts
350
accounts
150
accounts
Retention
Cross-sell
Customer
Opportunity
Decision
Engaged
Awareness
Qualified
TAM Early Research & Planning In-Market to Buy Increasing LCV
Understand: which accounts, which people, and when
Meet your prospects and customers where they are! With the content and messaging they are ready for…
Account Score: 95
Lead Score: 83
Stage: Research and Planning
Product: MicroBiology Systems
Competitors: Alcon, Phillips

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Personalize
Simple
• Targeted title or subtitle
• Imagery that reflects the target industry
• Case studies from the target market
• Tweaked introduction and conclusion
• A targeted landing page and email
Simple vs Deep Personalization
Deep
• “Just for you”
• Unique expertise, resources or assets
• Specific report on challenges
• Can be automated

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Personalize
• Presentation
• Virtual workshop
• Customized content
• Benchmark research data
• High-end experiences
High-Value Offer
Tier eBook Infographic Webinar
Tier 1 Accounts
Highly Personalized
[Account Name] Guide
to Predictive
Marketing with
custom copy
How [Account Name]
Can See ROI with
Predictive Marketing
How [Account Name]
Can Generate More
Leads with Predictive
Marketing
Tier 2 Accounts
Personalized by Account
Name and Industry
[Account Name] Guide
to Predictive
Marketing with
name only
How [Industry] Can
See ROI with
How [Industry] Can
Generate More Leads
with Predictive
Marketing
Tier 3 Accounts
Personalized by Industry
or Company Size
A [Industry]
Marketer’s Guide to
Custom hub featuring
relevant infographics
How [Company Size]
Can Generate More
Leads with Predictive
Marketing
Rachel Lefkowitz, LinkedIn

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Industry Specific Ads and Assets that Span Across the Journey Stages
Drive Engagement
Thought Leadership
Education
Guide Decisions
Credibility
Brand Awareness
Verticals
Top of Funnel Blog Post
Middle of Funnel
Webinar
Bottom of Funnel Guide

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Gifting experiences throughout the journey
Interact
Direct Mail & Email

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Customer Lifetime Value
Increase your customer’s lifetime value with cross-sell and upsell
Expand: Use Account Intelligence to hit those growth goals
Tailor your Content
Use intent to customize your
content by journey stage.
Find Expansion
Opportunities
Set up predictive models and
monitor engagement by product
line.
Stay Ahead of
Competitive Threats
Know when competitive
keywords are high and trending.
Track Site Engagement
Identify trends in product page
views and know when to engage
the buying committee.

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Thank you!
YOU’RE
DEE
BEST!

The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Strategy for 2023

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The Magic ABX Potion – Key Elements to Think About When Creating Your ABX Strategy for 2023