The Must Have Blueprint for Sales Activation…Source: ITSMA, Account Based Marketing Benchmarking...

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The Must Have Blueprint for Sales Activation

Sandra FreemanHead of Strategic Marketing, Engagio

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§ Alignment § Engagement§ Measurement§ Technology§ Appendix

Agenda

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Alignment

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Win Together! CMO “Well done. You got me. Personalized ABM Rocks!”

Early Engagement via Webinar

More Engagement via Event, Webinar and Content Download

ABM Stand Up: Sales & Marketing align to execute personalized Executive Connect Play

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ü Strategyü Goalsü Metricsü Buy-Inü Executive Sponsorshipü Account Agreementü Common Languageü Engagement Planü Service Level Agreements

Alignment Must Haves

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§ Team: AE + SDR + ABM Marketer§ Every other week§ Review Top Account Engagement§ Identify 2 key accounts for extra support§ Review any blockers§ Notes in ABM Team Slack Channel § SLAs so important!

ABM Stand Ups

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Engagement

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What Matters Most for ABM Success?

Source: TOPO benchmark report, 2019

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Collaborate on Actions & Timing• High Engagement

• Personalized Outreach: Sales, SDR or Executive• Example Plays:

• Executive Connect Play• Meeting Incentive Play

• Low Engagement• Contact Review + Update Data• Marketing Nurture• Display Ads• Content Syndication Account Focus• Broad based email outreach• Example Plays:

• Door Opener Play• Wake the Deal Play

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§ Step 1: Uncover VP likes Philadelphia Eagles

§ Step 2: Send Hyper Personalized Package with note “It’s that time of year again – ready for football and Dreamforce? Let’s connect”

§ Step 3: Follow up and Schedule Meeting!

Executive Connect Play

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• Offer: Get Airpods AFTER you take a meeting

• Eligibility: Target Account, Some engagement and Insights Interested in ABM, Director and above

• Subject: What do ABM and Airpods Have in Common?

• Added sense of Urgency

Meeting Incentive Play

§ Stage: Mid-Funnel§ Tactic: Personalized

Video§ Results: 4X

Response Rates

Continue the Conversation Play

§ Push Key Audiences to ADR Cadences, Nurture Streams, Ads, Direct Mail, etc.§ Personalize based on where they are in Journey!

Warm Up Plays

Audience Destination

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Measurement

Define What Winning Looks LikeEngagement Sales Meetings Pipeline Opportunity Size Win Rate

>80%Of target accounts

>40%In cross-sell with Tier

One accounts

40%Of enterprise initial pipeline

from target accounts

45%Increase in opp size with

product line ‘A’

50%Higher for product line ‘A’

in target accounts

Time frame = Year One

Know Your Funnel / Account Journey

Know Your Program Results

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Technology

§ Share key insights with Sales at the account level wherever they are(email, SFDC, Chrome Extension)

§ Find the best people to contact next§ Understand how effectively

Marketing is supporting their efforts§ Prepare QBRs and other account

reviews

Engagement Data for Sales

Territory Health Check

ServiceMax Shares Insights

Source: Patrick Oldenburg, VP of Demand and Operations, ServiceMax June 2019

ServiceMax Shares Insights

Source: Patrick Oldenburg, VP of Demand and Operations, ServiceMax June 2019

ServiceMax Shares Insights

Source: Patrick Oldenburg, VP of Demand and Operations, ServiceMax June 2019

§ Align: ABM Stand Ups§ Engage: Define Your Plays§ Measure: Know & Improve

Your Funnel Conversions§ Technology: Deliver Insights

to Sales Where They Are

Top Takeaway Per Category

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Appendix

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1. HOT ACCOUNTS – if you have an account that you KNOW you could use help on, come prepared to discuss and lets agree on an action plan – let’s start with one account per stand up (more as we get rolling!)

2. FIND NEXT ACCOUNT TO FOCUS ON – we can also review accounts together at the stand up, here are examples we can start with:

1. Most engaged accounts with no executive engagement – lets agree how to engage the execs needed2. Most engaged accounts with no sales touches – lets discuss next steps3. Low engagement at a key account, how can we jumpstart?4. Stuck Opportunities

3. DISCUSS KEY PROGRAMS – we can also use this time to check in on current programs and review how can be more effective for you. For example:

1. Upcoming trade show or executive breakfast2. New direct mail program or meeting incentive program, how do your accounts qualify3. Other TBD

4. REVIEW SUCCESSES and CHALLENGES – what is working and what isn’t?

Sample: ABM Stand Up Guidelines

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§ Sales & Marketing Together§ Data Driven – Agree on Model, Iterate

§ Defined ICP§ Everstring Predictive§ Weighted in Industry, Marketing Sophistication, Intent

§ Tiers Determined by Strategy + Resources to Support§ Sales Pick by Territory§ Leadership Review§ Communication on Change§ MOPS support

Learnings: Target Account Selection

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Most Effective Tactics for ABM?Strategic

Sca

leProgramatic

One-on-one meetings and email dominate

Source: ITSMA, Account Based Marketing Benchmarking Survey

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Thank you!