#1 ABM: Top CXOs on What Works and What Doesn’t in Account Based MarketingDreamforce 2017

Fred Tsai

Senior Director, Customer Success Strategy

ftsai@salesforce.com | @fhtsai

Account Based Marketing is a strategic approach to focus sales, marketing, and

customer success efforts against a targeted set of accounts

#1 ABM: Top CXOs on Account Based Marketing

Focus: From Campaigns to

Accounts

Traditional Marketing Account Based Marketing

Quantity

Single Channel

Net New Accounts First

Lead First

Quality

Multi-Channel

New & Existing Accounts

Account First

Use ABM to drive Sales + Marketing + Success ALIGNMENT

Banner for Maps

Example View: Cross-Functional Account Framework

Jo

int

Seg

men

tati

on

:

Lif

ecycle

/ S

hare

of

Wallet

Sales Segmentation – Size of Account

Acquir

eD

evelo

pR

eta

in

R

D

A

CorporateSMB | Mid Market

Acquire

Large

Acquire

Medium

Develop

Small

Enterprise

Low

SO

WM

ed.

SO

WH

igh S

OW

Develop

Medium

Develop

Large

Acquire

Small

Retain

Medium

Retain

Large

Retain

Small

Inside Field

Rishi Dave

#1 ABM: Account Based Expertise

CMO

@RishiPDave

Robi Ganguly

CEO

@rganguly

Jon Miller

CEO

@jonmiller

Jason Jue

CMO

@jasondjue

Fred Studer

CMO

@fredstuder

Fred Tsai

Customer Success

@fhtsai

Customer

Success Data CSATAccount

Scoring Ads Web

Rishi Dave

Chief Marketing Officer

@RishiPDave

“Data Powers ABM”

Organizations Need to Leverage Data and Analytics to

Align ABM Efforts and Drive Growth

How do I use data to gain

visibility into the markets

and accounts that matter

most?

How do I deliver clean,

complete, and actionable

data to sales and

marketing?

How do I arm sellers with

the right intelligence to

engage with relevance

and close faster?

Follow Me — @RishiPDave

STEP 1

KNOW

YOUR

MARKET

STEP 2

IDENTIFY

&

VALIDATE

TARGETS

STEP 3

POPULATE

ACCOUNT

MAP

STEP 4

CREATE

ACCOUNT-

SPECIFIC

MESSAGES

STEP 5

EXCUTE

THE

PROGRAM

STEP 6

MEASURE,

REFINE,

EXPAND

6 S T E P S T O A B M S U C C E S S

Follow Me — @RishiPDave

Robi Ganguly

Chief Executive Officer

@rganguly

“Drive CSAT via ABM”

We’ve Always Believed In Personal Relationships

ABM Doesn’t End With the SaleCustomer Love FTW

ABM goes beyond the sale and

can help boost customer love,

which leads to higher retention.

With our Customer Success

and #CustomerLove, we’ve

seen:

• Net Revenue Retention:

Over 130%!

• Gross Churn: Less than 1%

We Built ABM Into Our Product Strategy

We enable our

Sales team to

provide value

before the sale

Travel & Events In Service of ABM Are Powerful

We asked:

What do our

customers need,

aside from our

software?

Jon Miller

Chief Executive Officer

@jonmiller

“Account Scoring and Engagement”

Time is Money

Define the Account Funnel

Track movement

Measure the key metrics• Flow

• Balance

• Conversion

• Velocity

A quantifiable ways of showing results through

a potentially long sales process

Account Scoring & Engagement

MQA

Account Scoring & Engagement (cont.)

Type Metric Description

Accounts EngagementAm I creating and deepening relationships

with my target accounts?

Journeys OutcomesHow do accounts move through their

buying journeys towards the outcomes

(pipeline, revenue) we care about?

Programs ROIWhat is the marketing return on

investment on my programs (multi-touch

attribution)?

Jason Jue

Chief Marketing Officer

@jasondjue

“Account Based Advertising”

Account Based Advertising

Ads Web Results

Engagement

Pipeline Impact

Account

Conversions

Personalization+ =

& Persona

Fred Studer

Chief Marketing Officer

@fredstuder

“Web Personalization”

Finding our Audience

Personalized offers, web experience, and formsGeo based content and offers: UK Role/product based formsRole/intent based offersGeo based content and offers: US

Industry based customer stories

Rishi Dave

#1 ABM: Questions and Answers

CMO

@RishiPDave

Robi Ganguly

CEO

@rganguly

Jon Miller

CEO

@jonmiller

Jason Jue

CMO

@jasondjue

Fred Studer

CMO

@fredstuder

Fred Tsai

Customer Success

@fhtsai

Customer

Success Data CSATAccount

Scoring Ads Web

Notes on “What Worked” / “What Didn’t”

What Worked:

• Defining "Entitlements" for different ABM styles before picking

target accounts

• Creating leading indicators since revenue takes a long time

• Proving success with Sales early on

• Building account-level opportunity analytics that identify both

new logo opportunities as well as whitespace within existing

accounts

• Partnership of Sales & Marketing based on one central source

of target ABM accounts

What Didn’t Work:

• Account ads don't drive meetings / opps (for us at least)

• Spray and pray SDR techniques

• Complexity of managing lifecycle of customer across

touchpoints in coordinated way