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The Biggest Risks to Failing at Sales DevelopmentBrandon Redlinger, Director of Growth at EngagioOct. 27, 2016

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Brandon Redlinger

Director of Growth,Engagio

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Agenda

Marketing & ABSD

Who, What, and Where of

ABSD

Why Account Based Sales

Development?1 2 3

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Why Account Based Sales Development?

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• More complex decisions• More decision makers• Longer sales cycles• Higher stakes

The Changing Landscape of Sales Development

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The Traditional Model• Focused on inbound• Linear process• Focused on reaching

masses

The New Model• Separate inbound &

outbound• Personalized • Strategic

The Old vs The New

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“A coordinated strategy that combines personalized, multi-channel, multi-threaded outbound activities to create high-value opportunities in new and existing customers.”

Account Based Sales Development Defined

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Top Benefits of ABSD• Reps become efficient and effective.• It forces organizational alignment• You build a better brand reputation• Hyper Growth!

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Why You Should avoid ABSD• You’re pre-product/market fit (PMF).• You don’t have a predictable pipeline.• You’re not positioned to move up market.• You don’t have the technology required to perform ABSD.

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Caution!ABSD alone can’t save a sinking ship.

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The Who, What & Where of ABSD

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What do we want to say?(offers)

Who should we say it to?(segments)

Who are we trying to reach?(accounts)

What should we say?(message)

Where should we say it?(channels)

Where should we say it? (channels)

Net

sSp

ears

The 3-Step Process

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Who

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5-50 accounts (“tens”)Rich account plansEvery touch personalized

50-1,000 accounts (“hundreds”)Light research + data build outPersonalized touches to key personas

1,000+ accounts (“thousands”)Automated touches OKIndustry and persona customization

Hybrid

Lite

Classic

Tiers of Accounts

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• Firmographic – Company Profile Data• Technographic – Technology Stack• Behavioral – Buyer Behavior and Indicators• *Predictive – Forecast the Propensity to Buy

The Big Three Types of Data Required

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Examples:• Organization size• Industry, market and

vertical• Projected financials• Growth trends• Number of locations• Status or structure• Market share or industry

position

Vendors:

Firmographic Data

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Examples:• Technologies used by their

competitors• Technologies used by

complementary product or services• Technologies that signal

status (e.g., a startup won’t be using Netsuite)

Vendors:

• Job descriptions (hint: look at required skills)• LinkedIn (hint: look at skill

endorsements for their employees)

Technographic Data

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Examples:• Interactions with your

content (eBooks, webinar, whitepapers, etc.)• Job postings• News regarding the

company as a whole – company updates (e.g., a round of funding, welcoming a new executive, acquisitions)

Vendors:

• Company website• Social media• Forums and discussions

boards• Job boards

Behavioral Data

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Predictive scoring analyzes the data and builds models around any characteristics that best correlate with success.

Predictive Scoring & ModelingVendors:

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Find and map the important roles inside every buying team. It could look something like this: • Initiator• Decision Maker• Buyer• Influencer• User• Gatekeeper

Ideal Buyer Profiles

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What

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The Statistics

“75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.”

75%

25%

Yes

No

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The 3 Most Important Factors• Knowledge and understanding of my industry • Knowledge and understanding of my unique business

issues • Fresh ideas to advance my business

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What to ResearchThe Market Industry Dynamics Key Trends Competitors Growth Drivers & Inhibitors

Relationships & Connections Key Contact Profiles Relationships to Each other Relationships to Your Company Attitudes, Preferences & Biases

The Company Financial Health Growth Areas vs “Cash Cows” Renewal Risk SWOT Initiatives & Organizational Priorities Triggers (Funding, Acquisitions, Personnel change, etc.)

The Buying Centers Org. Chart Key Buying Centers Whitespace & Buying Center Analysis

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Where

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• Number of Touches• Channel Diversity• Timing of Touches• Content of the Touches

Key Elements for Effective Outreach

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Avoid at all costs!

Instead:• Reemphasize business value• Offer insight• Educate • Share new

The “Touching Base” Email

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• Plain text vs HTML• Short vs long• Relevant vs generic• Personalized vs customized• One-to-one or one-to-many

Does it pass the test?

Human Emails

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• Email• Call• Social

The Triple Threat

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“Voicemail and email are equally important. And together, they’re

twice as effective as all other touches combined.”

Trish Bertuzzi,The Sales Development Playbook

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“A play is a series of steps that orchestrates interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts.”

Orchestrating Plays

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Sample PlayDay Step(s) Description

Pre Research Find out 3 pieces of relevant information

Pre ABM Ads Build awareness with targeted ads

Pre Dimensional Mail Package / postcards to decision maker + influencers

1 Triple Touches Human email (SDR) + voicemail + social (InMail)(multiple personas) – mail follow-up

4 Double Touches Human email (AE) + voicemail – case study

7 Double Touches Human email (SDR) + voicemail – relevant content

15 Double Touches Human email (exec) + voicemail – exec alignment

21 Last Chance Last chance email (SDR) + voicemail

Ongoing Human Nurture Share relevant insights (curated content) every 3-4 weeks

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Marketing & ABSD

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Marketing Loves ABSDSales done the way marketing wants sales to be done.• Convert more pipeline • Close more deals

Marketing done the way sales wants marketing to be done.• They’re called Account Executives, not Lead Executives• They close Accounts, not Leads

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Marketing Qualified Accounts (MQA)“A target account (or discrete buying center) that has reached a sufficient level of engagement to indicate possible sales readiness.”

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Lead to Account MatchingFuzzy logic matching on name, company, IP, geography =• Account-level visibility• Better routing

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• Social Selling• Content• Ad Targeting/Retargeting• Other

How Marketing Can Enable Sales Development

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• Listen to your target accounts• Use private Twitter lists• Warm up your outreach• Gain competitive

intelligence

Tools and Vendors:

Social Selling

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Turn a relevant but broad piece of content into a super-relevant piece:• A targeted title or subtitle• Imagery that reflects the target industry• Case studies from the target market• Tweaking the introduction and conclusion• A targeted landing page and email

Content

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• Targeted and relevant • Simple vs. Super-Personalization

Content Personalization

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Ad Targeting/RetargetingTools and Vendors:Many different ways to

target accounts:• By persona• By funnel stage• By business value

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The options are endless:• Events• Dimensional Mail • Sponsorships

Show up like no one else!

Other Ways Marketing Creates Demand

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Stop Calling it ABM or ABSD!

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This isn’t about account-based marketing campaigns or sales tactics, this is Account Based Everything: the

coordination of marketing, sales development, sales, and customer success efforts to drive engagement and

conversion at key target accounts.”

Craig Rosenberg,Chief Analyst, TOPO

Hello, Account Based Everything!

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Brandon@Engagio.comFollow me on Twitter @Brandon_lee_09

Connect with me

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For more Account Based treasures…The Clear & Complete Guides ABMThe Clear & Complete Guides ABSD

Engagio.com/guide

Follow us on Twitter at @Engagio