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MARKETINGINNOVATION
SUMMITFOR B2B
presented by
Eight keys for Integrating ABM with your sales team’s existing Target Account programs
Matt Heinz President, Heinz Marketing Inc @heinzmarketing [email protected]
Housekeeping
Feel free to madly scribble notes, but you can also have a copy of this deck
You can also have (for free!) copies of: The Modern Marketer’s Field Guide
Our ABM Workbook (including all templates)
My award-winning* bacon recipe
Just bring me a business card (or send email to [email protected]) noting what you want
Keys to integrating ABM with your sales team
1. Make sales an early partner & collaborator
A direct line to revenue growth
Keys to integrating ABM with your sales team
2. Work from common objectives & definitions
A common set of metrics
Assumptions
Meaghan ASP $ 65,000 Jennifer ASP $ 75,000 John ASP $ 80,000 Opp/Close % 25.0% Lead/Opp % 5.0%
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 TOTALS Meaghan Sales # 1 1 2 3 2 4 2 2 2 2 2 1 24 Jennifer Sales # 1 2 2 2 2 2 2 2 2 2 2 2 23 John Sales # 1 1 1 1 2 1 2 2 3 3 2 2 21 Total Sales # 2 3 4 5 4 7 6 6 7 7 6 5 62
Meaghan Sales $ $ 65,000 $ 65,000 $ 130,000 $ 195,000 $ 130,000 $ 260,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 65,000 $ 1,560,000 Jennifer Sales $ $ 75,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 1,725,000 John Sales $ $ 75,000 $ 75,000 $ 75,000 $ 75,000 $ 150,000 $ 75,000 $ 150,000 $ 150,000 $ 225,000 $ 225,000 $ 150,000 $ 150,000 $ 1,575,000 Total Sales $ $ 215,000 $ 290,000 $ 355,000 $ 420,000 $ 430,000 $ 485,000 $ 430,000 $ 430,000 $ 505,000 $ 505,000 $ 430,000 $ 365,000 $ 4,860,000
Meaghan Pipeline # 4 4 8 12 8 16 8 8 8 8 8 4 Jennifer Pipeline # 4 8 8 8 8 8 8 8 8 8 8 8 John Pipeline # 4 4 4 4 8 4 8 8 12 12 8 8 Total Pipeline # 12 16 20 24 24 28 24 24 28 28 24 20
Meaghan Pipeline $ $ 260,000 $ 260,000 $ 520,000 $ 780,000 $ 520,000 $1,040,000 $ 520,000 $ 520,000 $ 520,000 $ 520,000 $ 520,000 $ 260,000 Jennifer Pipeline $ $ 300,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 John Pipeline $ $ 300,000 $ 300,000 $ 300,000 $ 300,000 $ 600,000 $ 300,000 $ 600,000 $ 600,000 $ 900,000 $ 900,000 $ 600,000 $ 600,000 Total Pipeline $ $ 860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000 $1,720,000 $1,720,000 $2,020,000 $2,020,000 $1,720,000 $1,460,000 Meaghan Leads 80 80 160 240 160 320 160 160 160 160 160 80 Jennifer Leads 80 160 160 160 160 160 160 160 160 160 160 160 John Leads 80 80 80 80 160 80 160 160 240 240 160 160 Total Leads 240 320 400 480 480 560 480 480 560 560 480 400 5440
A common set of definitions
Stage Defini+on Sales Next Step(s) Marke+ng Next Step(s)
Lead
s
Open/Not A+empted New lead, has not been a/empted or contacted by sales Begin follow-‐up to get on the phone live to qualify
as opportunity Provide scripts and response offers as needed to increase call-‐backs
A+emp.ng to Contact Sales has begun the process of following the lead follow-‐up process to reach the prospect live
ConBnue follow-‐up a/empts via phone, email, "zero out" to reach prospect live
Provide scripts and response offers as needed to increase call-‐backs
Interested
Prospect has expressed interest in ABC Company and/or achieving be/er results, and is interested in learning more; full qualificaBon criteria intent/purchase Bmeline sBll unknown
Once prospect has been qualified, either move into a "Qualified" opportunity or move to Nurture (if Bmeline is long-‐term or undetermined)
Provide collateral, case studies and other informaBon as needed to help prospect determine sales intent
Nurture
Prospect is interested, but there is no near-‐term opportunity to buy (prospect may have other immediate prioriBes, or may just need more Bme to consider interest/intent)
no acBon Drip markeBng to prospect 1-‐2 Bmes per month with value-‐added offers, unBl they're ready to engage in a short-‐term buying cycle again
Unresponsive
Haven't been able to get ahold of prospect aTer repeated a/empts
no acBon Drip markeBng to prospect 1-‐2 Bmes per month with value-‐added offers, unBl they're ready to engage in a short-‐term buying cycle again
No Further Ac.on Lead is not a qualified prospect no acBon no acBon
Opp
ortuni+e
s
Qualified
Prospect has a need & budget, and is acBvely evaluaBng soluBons
Get demo commitment, plan next steps and Bmeline to buy (or at least make decision) with prospect
Provide addiBonal support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle
Presenta.on & Demo
Demo has been scheduled or completed; working through objecBons & quesBons
Get permission to present formal proposal Provide addiBonal support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle
Proposal Formal proposal is in process or has been delivered outlining terms, services, fees
Get verbal commitment to buy pending finalizaBon of terms
no acBon
Nego.a.on
Prospect has verbally agreed to do business; both sides are working through final legal/term/service/fee details
Sign, seal and return baby! no acBon
Close Agreement has been signed and returned victory lap no acBon
Closed Lost
Opportunity has stalled indefinitely or is dead no acBon Drip markeBng to prospect 1-‐2 Bmes per month with value-‐added offers, unBl they're ready to engage in a short-‐term buying cycle again
Keys to integrating ABM with your sales team
3. Build and manage a common set of target lists
What are your data filters?
Companies Individuals Full/complete contact information
Data hygiene
Real-time data updates
What’s your platform & integration point(s)? How do you respond to trigger events & real-time changes? Who’s following up, how, when, with what? Where do you record that?
Keys to integrating ABM with your sales team
4. Execute from a consolidated engagement plan
A coordination example
The right person at the right company attends your webinar
How is follow-up different?
Who does it – with what message – in what format and channel?
What next step communication triggers does that imply?
How do you coordinate sales & marketing messages?
Keys to integrating ABM with your sales team
5. Think in terms of macro and micro campaigns
Keys to integrating ABM with your sales team
6. Develop shared data and insights
Buying signals and trigger events
Inventory Prioritization Follow-up sequencing
Keys to integrating ABM with your sales team
7. Improve your content precision
Who’s creating content in the first place?
Keys to better content
1. Consistency 2. Causality 3. Practice
Keys to integrating ABM with your sales team
8. Practice the OODA Loop
Keys to better feedback loops
Open communication Constructive feedback No defensiveness Failure is part of the journey!
Housekeeping
You can also have (for free!) copies of: The Modern Marketer’s Field Guide
Our ABM Workbook (including all templates)
My award-winning* bacon recipe
Just bring me a business card (or send email to [email protected]) noting what you want
