Upload
others
View
6
Download
0
Embed Size (px)
Citation preview
#B2BSMX
The Must Have Blueprint for Sales Activation
Sandra FreemanHead of Strategic Marketing, Engagio
#B2BSMX
§ Alignment § Engagement§ Measurement§ Technology§ Appendix
Agenda
#B2BSMX
Alignment
#B2BSMX
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
#B2BSMX
ü Strategyü Goalsü Metricsü Buy-Inü Executive Sponsorshipü Account Agreementü Common Languageü Engagement Planü Service Level Agreements
Alignment Must Haves
#B2BSMX
§ 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
#B2BSMX
Engagement
#B2BSMX
What Matters Most for ABM Success?
Source: TOPO benchmark report, 2019
#B2BSMX
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
#B2BSMX
§ 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
#B2BSMX
• 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
#B2BSMX
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
#B2BSMX
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
#B2BSMX
Appendix
#B2BSMX
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
#B2BSMX
§ 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
#B2BSMX
Most Effective Tactics for ABM?Strategic
Sca
leProgramatic
One-on-one meetings and email dominate
Source: ITSMA, Account Based Marketing Benchmarking Survey
#B2BSMX
Thank you!