Executing Account Based Plays
Download as PPTX, PDF0 likes169 views
This document discusses account-based orchestration and alignment between sales and marketing. It describes mapping accounts and buyer personas, conducting research and planning, distributing multi-channel content campaigns, and creating threaded alignment between sales and marketing. The goal is to engage buyers through high-value, first-meeting plays that drive interest and value to encourage meetings and learn more. Research shows these plays can significantly increase account penetration, meeting conversions, and stakeholder engagement.
Executing Account Based Plays
- 1. It’s Game Time Executing Account Based Plays STRATEGY | TACTICS | CONTENT & CREATIVE | DEVELOPMENT | TRAINING
- 2. Who is LeadMD? #1 Marketing Ops Agency Marketing Automation, CRM, DemandGen, ABE 3000+ Engagements 38+ Certified Marketo, Engagio & SFDC experts Justin Gray CEO @jgraymatter LeadMD
- 3. Meet Account Based Orchestration First, a primer on why we’re here
- 4. TRUST.
- 5. Purchase Process DATABASE Predictive Analytics Data Sources PLANNING Sales Intelligence CONTENT ABM Content Technology EXECUTION MEASUREMENT CRM MARKETING AUTOMATION ACCOUNT BASED MARKETING MANAGEMENT Targeted Ads 3rd Party Web and Social Personalization Playbooks ABM Analytics Intelligent Routing #ABE Go To Market Strategy Buyer Personas Nurture
- 6. Purchase Process DATABASE Predictive Analytics Data Sources PLANNING Sales Intelligence CONTENT ABM Content Technology EXECUTION MEASUREMENT CRM MARKETING AUTOMATION ACCOUNT BASED MARKETING MANAGEMENT Targeted Ads 3rd Party Web and Social Personalization Playbooks ABM Analytics Intelligent Routing Buyer Personas Nurture #ABE Go To Market Strategy
- 7. What does this currently look like in the sales & marketing cycle? Marketing Sales MQL/SAL
- 9. What is an account persona? An Account Persona is stereotypical buying committee based on the firmographic or organizational makeup of the Account to which they belong. The more detailed your personas are, the more results they’ll yield.
- 10. Let’s talk about alignment under this model
- 11. Buyer engagement as a joint account plan between sales & marketing Account Buying Committee
- 12. High-Value, First-Meeting Plays With a limited number of accounts, sales needs first-meeting plays that allow them to: 1. Capture enough interest to encourage a meeting 2. Drive enough value so the prospect wants to learn more
- 13. DEMO CUSTOM RESEARCH REPORT You Read That Right: High Value
- 14. Mapping Customization to ACV
- 15. Mapping Customization to ACV
- 16. Benchmark Report Sales Offer Step 1 Step 2 Step 3 Step 4 Step 5 ADR Builds the Buying Committee ADR + Account Manager + Exec Conducts Account Planning ADR Performs Initial Data Gathering & Research Account Manager & Consultant Complete the Full Benchmark Executive + ADR + Account Manager Deliver the Benchmark
- 17. Play Example
- 18. THE W’s
- 19. Map the Account Teams Through Data WHO
- 20. Conduct Research & Account Planning WHAT
- 21. Distribute through Multi-Channel Campaigns WHERE
- 22. High Value Messaging & Content WHY
- 26. Purchase Process DATABASE Predictive Analytics Data Sources PLANNING Sales Intelligence CONTENT ABM Content Technology EXECUTION MEASUREMENT CRM MARKETING AUTOMATION ACCOUNT BASED MARKETING MANAGEMENT Targeted Ads 3rd Party Web and Social Personalization Playbooks ABM Analytics Intelligent Routing Remember This? Buyer Personas Nurture
- 27. This is how you engage in an Account Based Orchestration model Marketing MQA/SAA Executives Sales
- 28. The Outcomes: Measure Coverage Account & Buyer Profile/Persona Completeness
- 29. The Outcomes: Measure Engagement Account Profile Interactions & weighting
- 30. Real Results In research* of organizations executing high-value, first-meeting plays, we found many attribute these plays to significant lift in their metrics, including: 49% penetration into target accounts in two years 26% lift on touch pattern/SQL conversion rate 21% of first meetings converting to larger stakeholder meetings * Stats provided by TOPO
- 31. Learn more about our ABM Resources leadmd.com/marketplace
- 32. Leadmd.com/abm
- 33. Thank you
Editor's Notes
- #3: LeadMD Overview – Top tiered Marketo Preferred Partner Why we specialize in Marketo 2500 + engagements Early adopters – started out as a marketing automation agency NOT as a digital marketing agency. 30 + Certified experts
- #8: The breakdown at the “baton pass”
- #9: The Marketing Cave Marketing Cave Allegory Image depicting Plato’s “Cave Allegory” with marketing terms replacing the “characters” in the allegory. Marketing Cave Allegory Shadows = Lead Interactions Echoes = Sales Calls Reality = Online behavior is not a complete indication of buyer intent Fire = Online Puppet Show = Buyer Behavior Sales & Marketing watch the show Outside = Trust
- #10: This slide needs work
- #11: Color the inner circles in Label the Account Personas as such Surrounded by a buying committee Do you have the entire icp in your database? 55% coverage 100 % What’s an ideal buyer persona What’s the differences in Two dimensions, the individual, who they are, what level they are at, what their role is, the distance from purchasing power How much autonomy to make that decision, if they have to bring in that many people. it, the distance in buying power? Doesn’t align to industry The person and their distance to purchasing power
- #12: Buyer engagement as a joint account plan between sales & marketing. Measurement: How engaged is that account? Sales & marketing works jointly to raise that engagement level. Takes 1:1 nature of sales and expands it into social selling Have all the contacts we need and they are flagged with personas.
- #14: Today, many organizations encourage prospects to schedule a demo, but most buyers are not ready for a demo or at least don’t want to spend the time on one. An alternative approach is to create high-value plays that are more likely to elicit buyer participation and engagement. Instead of soliciting buyer participation in a demo, offer something of value such as a custom report presentation with insights relevant to that particular account or their peers. We share examples of these below.
- #18: Custom Content Play: Description: Custom content developed specifically for the target account based on account research Example: SDRs for a professional services company focused on F2000 SaaS organizations research and create a custom research report using a template developed by marketing. The research report is a giveaway during the outreach process and the call-to-action is a meeting to discuss findings from the report. Analysis: The report provides exclusive value during prospecting and the call-to-action is 100% value for the prospect. Using this custom approach, the company was able to drive over 50% penetration in the F2000 target accounts within two years.
- #28: Engagement should be consistent among all channels and all groups Campaign planning Offers execution Getting qualified leads, marketing is running air cover (omnipresent approach) Leads will precipitate into your sales funnel, where S&M are aligned, just on diff tracks
- #29: This slide needs work
- #30: This slide needs work
- #32: If the buyer works like this, what do you do? Gallery, in sales insight, new piece of content, everyone
- #33: This slide needs work