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How to Deliver
Account-Based
Insights
LIVE WEBINAR: TUESDAY, JUNE 20, 2018 at 2PM EST.
JAMIE WALKER
Director of Marketing
Synthio
@jamiemopa
TORREY DYE
Director of ABM
at Terminus
@torreydye
ALLIE BUTTERS
BrightFunnel Marketing
at Terminus
@itsme_allieb
Camp Counselors
#ABMSummerCamp @Terminus @Synthio_
A Few Logistics
#ABMSummerCamp @Terminus @Synthio_
• Questions
• Webinar Recording & Slides
• #ABMSummerCamp
Our #ABM Summer Camp Series
#ABMSummerCamp @Terminus @Synthio_
How to Personalize
ABM Content
How to Put ABM
Into Action
How to Scale ABM
Campaigns
How to Deliver
Account-Based
Insights
TODAY!
Agenda
#ABMSummerCamp @Terminus @Synthio_
1. ABM Insights Powered by Data
2. Helping Sales Prioritize with Account-Based Insights
3. Empowering Our Sales Teams
#ABMSummerCamp @Terminus @Synthio_
ABM Insights Powered by Data
#ABMSummerCamp @Terminus @Synthio_
3 Types of data
needed to execute
a solid ABM
Strategy:
✓ Contact Data
✓ Intent Data
✓ Engagement Data
All Good Marketing Starts with Data
“You’re often targeting accounts that have not yet raised their
hand or expressed a specific need for your solutions. As such,
more emphasis needs to be placed on building initial awareness,
interest, and relevancy to inspire them to want to learn more.”
Tyler Lessard, VP, Marketing
Vidyard
Focus on Your Account Audience
✓ Accounts don’t buy from you - people do
✓ The critical role data plays for engagement
✓ The Health of their Database
#ABMSummerCamp @Terminus @Synthio_
ABM + Audience + Roles
#ABMSummerCamp @Terminus @Synthio_
Identifying Personas at Target Accounts
Persona
+
Intent
✓ Pinpoint the Right Buyer Persona
✓ Pinpoint the Right Account Persona
✓ Do you know the people involved in
your closed-won opportunities?
Match Personas to ABM Target Tiers
Viola! Now, add the people to buying
groups inside your tier accounts.
Segment for Engagement
✓ Segment your buying groups
✓ Leverage data points for right messaging
✓ Implement your go-to market strategy
#ABMSummerCamp @Terminus @Synthio_
Helping Sales Prioritize
with Account-Based Insights
ABM Target Tiers
Fit + Intent (+ Engagement)
Fit
Tier 1
Tier 2
Target Pool
#ABMSummerCamp @Terminus @Synthio_
The Formula for Operationalizing ABM
Tier 1
Tier 2
Target Pool
#ABMSummerCamp @Terminus @Synthio_
Fit + Intent +
Engagement
is the secret
formula for #ABM
FIT
INTENT
ENGAGEMENT
Fit Data
#ABMSummerCamp @Terminus @Synthio_
Build audience easily
Filter to your ideal customer profile
Enhance with AI-assisted model
100
CRM Fit
Intent Data
Target Pool
#ABMSummerCamp @Terminus @Synthio_
Identify active market
Understand intent
Activate on surging intent
The Account Engagement Journey
#ABMSummerCamp @Terminus @Synthio_
“70% of the buyer’s journey is complete
before a buyer even reaches out to sales”
- SiriusDecisions
#ABMSummerCamp @Terminus @Synthio_
Best practices of measuring engagement
#ABMSummerCamp @Terminus @Synthio_
● Account level engagement
● Known visitors
● Anonymous visitors
● Across the entire buyer's journey
Engagement Data
#ABMSummerCamp @Terminus @Synthio_
● Weekly report shows new and
repeat account surges
● Easy-to-set up, low
maintenance scoring model
● Smart algorithm identifies surges
over normal content consumption
● Sort data by account owner and
upload to Salesforce
Engagement Data in Salesforce
#ABMSummerCamp @Terminus @Synthio_
Results
#ABMSummerCamp @Terminus @Synthio_
✓ Accounts better qualified, earlier
✓ AEs make great time on good-fit
accounts
Win rate from 1st
demo
125%
35% 20 days
faster
ACV Sales cycle velocity
✓ More time to personalize
✓ Seamless alignment between
sales and marketing
Empowering Our Sales Teams
What challenges do sales reps face?
• Inaccurate data
Too many accounts, not enough accounts, bad fit accounts…
• Prioritization
Where to start? How should I spend my day?
• Messaging & content
What to send? to who? and when?
• Misalignment with marketing
Goals and metrics in silos
So, how is marketing helping?
Well-fit, enriched accounts
1. Leverage technology
2. Select the right number of accounts per rep
3. Level-set on data accuracy
4. Enable freedom with boundaries
5. Tier accounts
6. Set a cadence for account refreshes
Insights to guide prioritization
Anonymous Data
• Weekly intent &
engagement reports act
as to-do lists for SDR’s
Known Contact Data
• Full-funnel account
insights guide persona
prioritization
The right mix of content
Provide content by funnel stage
• Lead Generation -- i.e. The Definitive Guide to Multi-Touch Attribution
• Opportunity Acceleration -- i.e. Building a Business Case for Multi-Touch
Attribution
• Customer Retention -- i.e. Product launch collateral
Provide content for each buyer persona
• i.e. (selling to marketers) Head of Marketing, Demand Generation Leader,
Marketing Ops Leader, Field Marketer, Content Marketer, etc.
The right mix of content
Measure & Analyze
• Which content performs best overall?
• Which content performs best at each stage?
• With which persona?
• On each digital channel?
Communicate!
• Define a process for sharing content and
messaging with sales
• Welcome feedback
One Scorecard for One Revenue Team
#ABMSummerCamp @Terminus @Synthio_
QUESTIONS?
#ABMSummerCamp @Terminus @Synthio_
How to Deliver Account-Based Insights: ABM Summer Camp Webinar Slides

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How to Deliver Account-Based Insights: ABM Summer Camp Webinar Slides

  • 1. How to Deliver Account-Based Insights LIVE WEBINAR: TUESDAY, JUNE 20, 2018 at 2PM EST.
  • 2. JAMIE WALKER Director of Marketing Synthio @jamiemopa TORREY DYE Director of ABM at Terminus @torreydye ALLIE BUTTERS BrightFunnel Marketing at Terminus @itsme_allieb Camp Counselors #ABMSummerCamp @Terminus @Synthio_
  • 3. A Few Logistics #ABMSummerCamp @Terminus @Synthio_ • Questions • Webinar Recording & Slides • #ABMSummerCamp
  • 4. Our #ABM Summer Camp Series #ABMSummerCamp @Terminus @Synthio_ How to Personalize ABM Content How to Put ABM Into Action How to Scale ABM Campaigns How to Deliver Account-Based Insights TODAY!
  • 5. Agenda #ABMSummerCamp @Terminus @Synthio_ 1. ABM Insights Powered by Data 2. Helping Sales Prioritize with Account-Based Insights 3. Empowering Our Sales Teams
  • 6. #ABMSummerCamp @Terminus @Synthio_ ABM Insights Powered by Data
  • 7. #ABMSummerCamp @Terminus @Synthio_ 3 Types of data needed to execute a solid ABM Strategy: ✓ Contact Data ✓ Intent Data ✓ Engagement Data All Good Marketing Starts with Data
  • 8. “You’re often targeting accounts that have not yet raised their hand or expressed a specific need for your solutions. As such, more emphasis needs to be placed on building initial awareness, interest, and relevancy to inspire them to want to learn more.” Tyler Lessard, VP, Marketing Vidyard
  • 9. Focus on Your Account Audience ✓ Accounts don’t buy from you - people do ✓ The critical role data plays for engagement ✓ The Health of their Database #ABMSummerCamp @Terminus @Synthio_
  • 10. ABM + Audience + Roles #ABMSummerCamp @Terminus @Synthio_
  • 11. Identifying Personas at Target Accounts Persona + Intent ✓ Pinpoint the Right Buyer Persona ✓ Pinpoint the Right Account Persona ✓ Do you know the people involved in your closed-won opportunities?
  • 12. Match Personas to ABM Target Tiers Viola! Now, add the people to buying groups inside your tier accounts.
  • 13. Segment for Engagement ✓ Segment your buying groups ✓ Leverage data points for right messaging ✓ Implement your go-to market strategy
  • 14. #ABMSummerCamp @Terminus @Synthio_ Helping Sales Prioritize with Account-Based Insights
  • 15. ABM Target Tiers Fit + Intent (+ Engagement) Fit Tier 1 Tier 2 Target Pool #ABMSummerCamp @Terminus @Synthio_
  • 16. The Formula for Operationalizing ABM Tier 1 Tier 2 Target Pool #ABMSummerCamp @Terminus @Synthio_ Fit + Intent + Engagement is the secret formula for #ABM FIT INTENT ENGAGEMENT
  • 17. Fit Data #ABMSummerCamp @Terminus @Synthio_ Build audience easily Filter to your ideal customer profile Enhance with AI-assisted model 100 CRM Fit
  • 18. Intent Data Target Pool #ABMSummerCamp @Terminus @Synthio_ Identify active market Understand intent Activate on surging intent
  • 19. The Account Engagement Journey #ABMSummerCamp @Terminus @Synthio_
  • 20. “70% of the buyer’s journey is complete before a buyer even reaches out to sales” - SiriusDecisions #ABMSummerCamp @Terminus @Synthio_
  • 21. Best practices of measuring engagement #ABMSummerCamp @Terminus @Synthio_ ● Account level engagement ● Known visitors ● Anonymous visitors ● Across the entire buyer's journey
  • 22. Engagement Data #ABMSummerCamp @Terminus @Synthio_ ● Weekly report shows new and repeat account surges ● Easy-to-set up, low maintenance scoring model ● Smart algorithm identifies surges over normal content consumption ● Sort data by account owner and upload to Salesforce
  • 23. Engagement Data in Salesforce #ABMSummerCamp @Terminus @Synthio_
  • 24. Results #ABMSummerCamp @Terminus @Synthio_ ✓ Accounts better qualified, earlier ✓ AEs make great time on good-fit accounts Win rate from 1st demo 125% 35% 20 days faster ACV Sales cycle velocity ✓ More time to personalize ✓ Seamless alignment between sales and marketing
  • 26. What challenges do sales reps face? • Inaccurate data Too many accounts, not enough accounts, bad fit accounts… • Prioritization Where to start? How should I spend my day? • Messaging & content What to send? to who? and when? • Misalignment with marketing Goals and metrics in silos
  • 27. So, how is marketing helping?
  • 28. Well-fit, enriched accounts 1. Leverage technology 2. Select the right number of accounts per rep 3. Level-set on data accuracy 4. Enable freedom with boundaries 5. Tier accounts 6. Set a cadence for account refreshes
  • 29. Insights to guide prioritization Anonymous Data • Weekly intent & engagement reports act as to-do lists for SDR’s Known Contact Data • Full-funnel account insights guide persona prioritization
  • 30. The right mix of content Provide content by funnel stage • Lead Generation -- i.e. The Definitive Guide to Multi-Touch Attribution • Opportunity Acceleration -- i.e. Building a Business Case for Multi-Touch Attribution • Customer Retention -- i.e. Product launch collateral Provide content for each buyer persona • i.e. (selling to marketers) Head of Marketing, Demand Generation Leader, Marketing Ops Leader, Field Marketer, Content Marketer, etc.
  • 31. The right mix of content Measure & Analyze • Which content performs best overall? • Which content performs best at each stage? • With which persona? • On each digital channel? Communicate! • Define a process for sharing content and messaging with sales • Welcome feedback
  • 32. One Scorecard for One Revenue Team