Building a Target Account List for Account-Based Success
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The document discusses building an effective target account list for account-based strategies. It recommends using machine learning and predictive scoring to identify the strongest target accounts from a company's customer database. The document then describes how RollWorks uses advanced machine learning techniques and a database of over 18 million accounts to help companies create, prioritize, and manage targeted account lists to improve sales and marketing program impact. It provides an example of one company that saw significantly improved metrics like 10x increased traffic and 87x higher ROI on pipeline influence by using RollWorks' identification and targeting solutions.
Building a Target Account List for Account-Based Success
- 1. RollWorks Account-Based Platform Account-based success: Build your strongest target account list with machine learning and predictive scores
- 2. Your Speakers Jennifer Toton VP Marketing RollWorks Eric Wittlake Senior Analyst TOPO
- 3. Overview Purpose • Provide insights into the role of target accounts in account- based strategies • Share best practices and tactics to building a target account list Agenda • TOPO: Criticality of target account lists in an ABM strategy • ROLLWORKS: How to identify our target account list Next Step • Q&A • Recording will be shared
- 4. TOPO is a research and advisory firm that helps the world’s best companies achieve repeatable, scalable growth.
- 5. www.topohq.com | 5 ACCOUNT BASED STRATEGY, DEFINED © 2019 TOPO. All rights reserved. Account based is the coordination of valuable, personalized experiences delivered across all functions that impact the customer to drive engagement and conversion at a targeted set of accounts.
- 6. www.topohq.com | 6 INVESTMENTS ARE INCREASING QUICKLY Source: TOPO 2019 Account Based Benchmark Report © 2019 TOPO. All rights reserved.
- 7. www.topohq.com | 7 IT IS THE BEST PERFORMING GO-TO-MARKET APPROACH… Source: TOPO 2019 Account Based Benchmark Report © 2019 TOPO. All rights reserved.
- 8. www.topohq.com | 8 … AND THE DIFFERENCES ARE BIG 33% increase in ACV 48% higher win rate Source: TOPO 2019 Account Based Benchmark Report © 2019 TOPO. All rights reserved.
- 9. www.topohq.com | 9 HOW? IT COMES DOWN TO AN INCREDIBLY EFFICIENT FUNNEL A traditional funnel may close just 0.25% to 1.5%. In the account based funnel, companies close 11% of accounts targeted. 100% 42% of target accounts 21% of TA 11% of TA Target Accounts Engaged Accounts Opportunity Accounts Closed-Won Accounts Source: TOPO 2019 Account Based Benchmark Report © 2019 TOPO. All rights reserved.
- 10. www.topohq.com | 10 IT ALL STARTS WITH THE LIST
- 11. www.topohq.com | 11 CONFIDENCE IN THE LIST DIFFERENTIATES THE BEST COMPANIES Source: TOPO 2019 Account Based Benchmark Report © 2019 TOPO. All rights reserved.
- 12. www.topohq.com | 12 THE MOST IMPORTANT FACTORS CONTRIBUTING TO SUCCESS Source: TOPO 2019 Account Based Benchmark Report © 2019 TOPO. All rights reserved.
- 13. www.topohq.com | 13 TAKEAWAYS 1. Today, an account based strategy is delivering better business outcomes than other go-to-market approaches 1. Results are driving significant increases in adoption and investment across B2B organizations 1. Successful account based strategies begin with a target account list
- 14. How to: Identify your target account list
- 15. RollWorks Account-Based Platform Identify your ideal customer profile, target accounts, and key buyers. IDENTIFY YOUR LIST Engage high-fit accounts (even without a target account list) with advertising and SDR emails ENGAGE YOUR CUSTOMERS Measure the effectiveness of your programs at the contact and account level MEASURE YOUR IMPACT
- 16. Founded in 2007 as AdRoll Retargeting leader known for high- performance results Growlabs B2B contact database and sales email automation Advanced attribution to determine what drives success Machine learning powering 70B+ predictions a day World’s largest intent- based data set Helping businesses turn customer data into high-performing campaigns Built on over 10 years of proven technology Rebranded to NextRoll a marketing and data technology company
- 17. Confidential - all rights reserved Ambitious companies trust RollWorks
- 18. Account-based companies are on a journey
- 19. Key is answering 4 account-based questions TARGET ACCOUNTS RESOURCES MEASUREMENTEXECUTION Are you confident in your target account list? Do you have the resources needed? Do you run coordinated sales and marketing plays? What is the primary way you measure success?
- 20. A target account list is the foundation for an account-based strategy
- 21. Where are you with your target account list? I have a target account list. I’m developing an ICP. I have a tiered target account list. I have a target account list rotation.
- 22. Contact Data Find key decision makers. Get contact info for buying committees (and not those in unrelated roles). Advance your account-based strategies. Build and prioritize a target account list. Become more account-based. Define or validate your ideal customer profile (ICP) using your existing data. Target Account Selection ICP Insights: RollWorks Identification Solution
- 23. RollWorks Target Account Selection leverages our database of over 18 million accounts and advanced machine learning technology to create, prioritize and manage target account lists for higher impact sales and marketing programs What you can do
- 24. IDENTIFICATION SOLUTION Target Account Selection includes account scoring, account suggestions, account groups, and Salesforce sync Account ScoringScoring ModelTAL in RollWorks Account Suggestions 5000 New Accounts Customer list as training data Account Groups CSV file ● ICP Insights ● Account list creation Create Account List
- 25. RollWorks Demo
- 26. ● Account targeting, contact targeting with personalized ads for sales stages, account name, and buyer personas. ● Salesforce integration with Domo reporting. 87x ROI on pipeline created in nine months ● Increase website traffic from their ICP: mid-market and enterprise companies. ● Influence and increase net-new opportunities at target accounts. CHALLENGE SOLUTION After nine months, they saw: ●10x increase in traffic from target accounts and 21x lift in engagement. ●87x ROI in sales pipeline influence, 3.25x ROI in closed-won revenue, and 52% faster time to close a deal. RESULTS Dialpad is a cloud business communication platform that supports voice, video, and messaging on any device, so you can connect from anywhere. “RollWorks has one of the most robust targeting platforms. I love that they offer account management and creative services — this consultative approach makes them an ABM partner, not just an ABM vendor.” -Izabella Bray, Dialpad
- 27. Questions
- 28. Thank you!