#AccountBasedSelling
Using Account-Based Selling to
Crush your Sales Development KPIs
#AccountBasedSelling
Jason VargasMD, Outbound Sales
@jasoncvargas
Pouyan SalehiCo-founder & CEO
@psalehi
Account-based selling is…
#AccountBasedSelling
Account-based selling is not…
#AccountBasedSelling
How it works
#AccountBasedSelling
Personalized outreach
Lots of research Multiple channels
High touch
Account-based selling involves more than just sales…
#AccountBasedSelling
Sales
Marketing
CS
ResearchProspectingOutreach
Upsells
CRM
List buildingSales enablement
Lead nurturing
AdoptionNew biz
Tech supportRenewals
New features
CRM
#AccountBasedSelling
Everything rolls up to the account
#AccountBasedSelling
Source: Leandata.com
• Better lead routing
• No duplicate outreach
• Single POC for questions/support
• Easy transition for new hires
• More visibility and control
More visibility and control
#AccountBasedSelling
Selling power: Which of my accounts contain inbound leads?
Funnel visibility: Accounts to opps, NOT leads to opps
Upsells: Which of my customers have users on a free plan?
#AccountBasedSelling
Get your CRM data sorted out
with tools like LeanData
You’ve got your accounts
#AccountBasedSelling
...now what?
Step 1: Prioritize
#AccountBasedSelling
1. Active/recent opps
2. Inbound activity
3. Follow up tasks?
4. Untouched
Step 2: Research – public companies
#AccountBasedSelling
Step 2: Research – private companies
#AccountBasedSelling
Startups Online
#AccountBasedSelling
• Less tabs• Better information• MORE TIME
Step 3: Find decision makers
#AccountBasedSelling
1. Length of service
2. Profile completeness
3. Skills & endorsements
Eric Gonzalez LinkedIn Approach
Eric GonzalezSenior Manager, SalesDev
Glassdoor
Step 3: Find decision makers
#AccountBasedSelling
ProtipLook for specific endorsements:• Tools (e.g. Salesforce.com)• Management (e.g. Coaching)• Tactical skills (Java, SEO)
Step 3: Find decision makers
#AccountBasedSelling
Caitlin RichmondBusiness Development
TinderBox
#AccountBasedSelling
Get in touch with…
CXOs• Looking for “next big
thing”• High-level P&L • Travel A LOT • Weekends and evenings• Phone/tablet
#AccountBasedSelling
Get in touch with…
VPs & Directors• Oversee large teams• Improve team
performance• Efficiency, scalability,
output• Solution focused
#AccountBasedSelling
Get in touch with…
Managers• Hands on, in the weeds• Project focused• Potential power user• Buy in still important
#AccountBasedSelling
PersistIQ Software to make outbound sales more effective.
Smart Lead ManagementOutbound Campaigns Analytics
#AccountBasedSelling
Costly Mistakes• Not following up• Generic messaging• Reaching out with the
same message• Cold outbound after
you’ve already connected
#AccountBasedSelling
#AccountBasedSelling
Why?• Not using the right technology• Relying too much on automation• Not investing enough time on
strategy
#AccountBasedSelling
Example Target: Datanyze• Target Account • Target Contacts– Jason Vargas – Ben Sardella– Ilya Semin
#AccountBasedSelling
Plan Effectively• Who to target first?• Already connected to me?• Already connected to my colleagues? • Am I the right person to reach out? • History?
#AccountBasedSelling
Get Your Messaging RightPain, Priorities, Motivations
Role PPM Messaging
VP - Revenue- Pipeline- Headcount
Manager - Productivity- Onboarding
Sales Development Rep
- Quota- Effectiveness
#AccountBasedSelling
Ready, Set, Go!
#AccountBasedSelling
Multiple Touchpoints
#AccountBasedSelling
#AccountBasedSelling#AccountBasedSelling
Select Target Account
#AccountBasedSelling#AccountBasedSelling
Select Target Contact
#AccountBasedSelling#AccountBasedSelling
Start Reaching Out
#AccountBasedSelling#AccountBasedSelling
Add More Target Contacts
#AccountBasedSelling#AccountBasedSelling
Don’t Stop
#AccountBasedSelling
Mix It UpEmail
Direct Mail
LinkedIn Phone
Ad Targeting In-Person
#AccountBasedSelling
Persistence Wins
Right Message + Right Time + Right Channel
Get Creative!
#AccountBasedSelling
Questions?