Dead simple ways to get started with Account-

Based Marketing

Jessica CrossDirector, Audience MarketingEverString

Adam New-WatersonChief Marketing OfficerLeanData

Adam New-Waterson

@RevTechCMOJessica Cross

@JFayeSF

Agenda How to get started, where to ramp campaigns, and other cool

tactics Share Jessica’s playbook at EverString Walk through how Adam creates ABM messaging Lessons we’ve learned along the way

What is a Marketing Campaign?Content Articles App Blog posts Books Podcasts Free Trials Guides Case Study

Channel Content Syndication Direct Mail Email Field Marketing Pay Per Click Display Advertising Syndication Email

What is an ABM Campaign?Content Articles App Blog posts Books Podcasts Free Trials Guides Case Study

Channel Content Syndication Direct Mail Email Field Marketing Pay Per Click Display Advertising Syndication Email

Personalized Content

Targeted Channels

6 overly simplified steps of ABM

1. Identify Target Accounts 2. Identify Decisions Makers3. Clean Account and Lead/Contact Data 4. Create Personalized Content5. Program Execution 6. Review results and optimize

Jessica’s tech stack

1. Identify Target Accounts – EverString2. Identify Decisions Makers – EverString, InsideView3. Clean Account and Lead/Contact Data – LeanData, InsideView,

LSN4. Create Personalized Content – UberFlip, Vidyard, PFL5. Program Execution – Marketo, AdRoll, LinkedIn, Field Marketing 6. Review results and optimize – LeanData, InsightSquared

Adam’s tech stack

1. Identify Target Accounts – EverString, Datanyze, Manually2. Identify Decisions Makers – EverString, Clearbit, Datanyze3. Coordinate Sales, SDR and Marketing – LeanData4. Create Personalized Content – Marketo, Reactful, Manually5. Program Execution – LeanData, Marketo, Terminus, LinkedIn6. Review results and optimize – LeanData

Account Selection - The old way Select accounts manually Reps pick who they’ve sold

to Pick by revenue, employee

count, and industry Prioritize based on gut feel

and subjective judgment

Predictive account selection – the new way

ABMstarts with

Audience Selection

The process of using your data to identify your target accounts

Use data to compilean objective list

of target accounts

A

A

A

A

A

B

B

B

CD C CC D C

C C CC D C

CC DD C C

DC D C C D C

D C CC C D

DC DC D C

A A

Account Based Marketing Starts with the “Who”

Account Selection

Tier accounts

Insights

Messages

Content

Plays

Campaigns

Field Events

Target Account Activation

Pipeline Sourced

Bookings Influenced

Deal Velocity

Who What How Measure

New SFDC

Lead

Multi-Matches(tie break)

Yes

No

Account match?

Single account match?

Yes

No

Single Match

Lead Owner = Account Owner

or SDR

Lean Data First

Filter Accounts

Accounts remain?

Yes

No

Lead match?

Leads remain?

Filter Leads

Yes

Multi-Matches(tie break)

Yes

Yes

Lead Owner = Matched Lead

Owner

Single Match

Single lead match?

No

No No

Filter Leads

Leads remain?

Routing leads to the right rep matters

SFDC Assignment

Rule

Lead2Account Matching Engine

Customers5-15%

Target Accounts20-30%

Prospects40-60%

Tier your spend for size of ACV

Who What How Measure

Segments Accounts ACV Revenue

PotentialABM

BUDGET (x10)

Tier 1 10 $500,000

$1,500,000 $150,000

Tier 2 100 $100,000

$3,000,000 $300,000

Tier 3 1000 $50,000 $5,000,000 $500,000

Tier accounts by account persona in

order to promote alignment

and budget spend

How to: Account Based Marketing

Who What How Measure

Account Research & Information

Use a specialized SDR to research &complete the signal list and

identify individuals

Run a mini- marketing organization around each account to develop account persona and explicit

contentMessaging

Account Personas

Create a persona for the account to

drive message

Data Preparation

Map leads to accounts

Improve data quality

Run ABM plays in two layersBuyer Play

Influencer Play

Physical Mailer SDR Call w/ ALL Invite to Micro Event Email Nurturing

Targeted Display Postcard Email Nurturing SDR Call w/ ENGAGED

InfluencersBuyer

Sample: Door Opener Campaign to Key AccountsPFL Campaign to Target Accounts

State of Predictive Marketing Report

Triggered Alert in SFDC upon delivery to trigger SDR call down

How to: Account Based Marketing

Who What How Measure

Account Selection

Tier accounts

Insights

Messages

Content

Plays

Campaigns

Field Events

Target Account Activation

Pipeline Sourced

Bookings Influenced

Deal Velocity

6 overly simplified steps of ABM

1. Identify Target Accounts 2. Identify Decisions Makers3. Clean Account and Lead/Contact Data 4. Create Personalized Content5. Program Execution 6. Review results and optimize

Account-based campaign sophistication

WHO Target AccountSelection

HOWChannels, Offers,Personas

WHYStart the rightconversation

Account Nurturing by Buyer Persona

CMO CIO VP Sales End User CFO CEO

Fake Company – TALENT GRAB

Human resources software to manage talent acquisition

Includes budgeting for benefits package negotiations Management of incentives – stock, signing bonus, perks Employment contract automation

23

PERSONA:

NEEDS:

PAINS:

CONFLICTS:

GOALS:

DESIRES:

MOTIVATIONS:

CAMPAIGN: 1st to 2nd demoHead of Human Resources

Aggregate view of talent process & where open reqs are unfilled

Lots of time spent approving tweaks to benefits packages

With CFO, over salary requests from candidates

Keep costs inline while still attracting top-quality talent

To spend more time on employee development

More control over talent acquisition process

24

PERSONA:

NEEDS:

PAINS:

CONFLICTS:

GOALS:

DESIRES:

MOTIVATIONS:

CAMPAIGN: 1st to 2nd demoTalent Acquisition Manager

Easier process management without waiting for approvals

Negotiations often make them feel like the middle man

With Talent and with Head of HR

Simplify the process, speed time to benefits package

Making their job easier with less conflict in negotiation

Getting the highest quality candidates so there is low chrun

25

PERSONA:

NEEDS:

PAINS:

CONFLICTS:

GOALS:

DESIRES:

MOTIVATIONS:

CAMPAIGN: 1st to 2nd demoChief Financial Officer

Keep costs in line to reduce burn rate

Head of HR over benefits packages

To make data-driven decisions in all areas of the business

Not knowing how much to budget for HR

To easily see all of the candidates in the pipeline

Reducing costs to apply it to other areas of business

Pick a single moment to start the conversation Find conflict and exploit it Educate on how pain is solved Arm each member for conflict Prove value to gain advocacy Motivate resolution

Focus campaigns on starting conversations

5 challenges in a tough recruiting environment

A new way to manage & nurture new talent

3 KPIs you need to knowabout benefits trends

What your CFO needs todo to improve talent

Trends in modern talentnurturing & development

3 ways to reduce costson top talent

Maintaining great relation-ships for future job reqs

Hassle free benefits negotiations

Rising talent acquisitioncosts are increasing burn

Why getting top talent reduces employee churn

10 ways to reduce talentacquisition costs

What your Head of HR should be reporting

Head of Human Resources Talent Acquisition Manager Chief Financial Officer

Example in Marketing Automation

29

Identifying Moments in my Pipeline

Stop Leaks with specific campaigns

31

ABM - Mini ResultsStar Wars Movie Premier

Invite to Key Accounts 92 meetings booked 11 Opportunities $525,500 in pipeline Spent $3,300

Key Planning Points SDRs are part of your campaign LOTS of coordination with

Sales

What we are analyzing

Weekly :Account ActivationsSourced Pipeline

Every other week :Influenced Bookings

LeanData bookings since ABM

Final Thoughts Picking the wrong accounts sets you on the wrong foot for

ABM. No billboards. Spend money in ways that drive targeted

results. Sales is a critical component of building your ABM campaign. Create the conversation you want your prospects to have. Get your data right. Personalization can go wrong with bad

data. Just say no to MQLs. Report on what actually matters.

Adam New-Waterson

@RevTechCMOJessica Cross

@JFayeSF