Target: Strategies to Identify Key Accounts

Account-Based Marketing – Target: Strategies to Identify Key Accounts

Joe PaoneSr. Manager, SMB Marketing

Renaud BizetSr. Director, Global Marketing Operations

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Housekeeping

Proprietary & Confidential

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A targeted approach to finding, engaging, closing, and growing the accounts that matter for B2B organizations.

Account-based marketing means selecting target accounts and delivering focused and personalized programs, messages and content to them to move them toward your goal—whether that’s an initial sale, cross-sale or upsell, renewal of their contract, or even advocacy.

What is Account-Based Marketing?


Transition from Broad ReachBroad-Reach Marketing

(Inbound)Account Based Marketing

(Outbound)


Coordinate and Collaborate

ABM Essentials

Target Engage Measure


Account Selection Process


Different Approaches


Account Selection ProcessTop 20 Tier 1 Tier 2

Number of accounts 20 ~1,000 ~1,000

Selection criteria • Sales leadership to provide• Account score = 100• Filtered out some

industries: e.g. Real Estate, Non-profit, etc.

• Accounts from Sales to be added to this tier

• Each rep to pick 20 accounts

Use predictive account score AND rep knowledge to select accounts• Tiers for target accounts• Accounts will be locked for 6

monthsProprietary & Confidential

Types of programs ProgramsTarget Account List Size

Top 20 Tier 1 Tier 2

Web personalization

Web personalization for individual accounts Yes No No

Web personalization based on attributes (e.g. industries) Yes Yes Yes

Direct mail Low value direct mail Yes Yes YesHigh value direct mail Yes Yes No

In person programs / eventsLunch & Learn Yes No NoIndustry/Tradeshows/Field Yes Yes YesOnsites Yes No No

Database emailsTargeted emails customized to accounts Yes No No

Mass database sends Yes Yes Yes

Online advertising Digital advertising Yes Yes Yes

Content Syndication

Targeted content syndication for sales ready leads Yes Yes No

Mass content syndication for new names Yes Yes Yes

Sales outreach Calling campaigns Yes Yes NoOpt-in campaigns Yes Yes No

Webinars/Virtual events Target account webinars Yes No NoMass webinars Yes Yes Yes

Appointment setting Target account appointment setting Yes Yes No

Contact discovery programs Opt-in program Yes Yes NoName discovery Yes Yes No


ICP: Define Your Ideal Customer Profile

HighYield

Product Fit

StrategicImportance

Competitors’Customers


How to Pick The Right Target Accounts

ICP

Whitespace

Sales Input

GTM

Data Quality

Territory Planning

Strategic Goals

Predictive Modeling


How to Build your Account Scoring Model

Historical Data- Win rate- Deal Size- Etc.

Firmographic Data- Annual Revenue- Employee Size- Etc.

4K+ Signals- Social Media Activity- Funding- Etc.


How to Build your Account Scoring Model


SMB NoAm Account Scoring Model


SMB NoAm Account Scoring Model

North America SMBs Score % of Accounts % of Revenue Lift Average Pos $ in Bucket

A 95+ 10% 52% 7.2 X $31,586

B 75-95 19% 28% 0.5 X $18,606

C 50-75 23% 10% 0.1 X $15,098

D 0-50 48% 10% 0 X $14,794

If you focus on grade A accounts, your likelihood to close a deal is 7X over current baseline


Leverage Account Identification ToolsAccount Data: Niche Solution:

Ex. Competitive Data: Account Scoring:

etc.etc.etc.


What Success Looks Like


‒ Different methodologies can be used to select your target accounts that should map back to your end goal

‒ Make sure you have operational readiness to support the strategy‒ Consider different data point that are most relevant to your business when

selecting accounts‒ Set clear expectations with Sales to get buy-in and ensure alignment‒ A data driven predictive score/account score can help you prioritize accounts‒ Whichever methodologies you leverage, a tiered approach may also help with

prioritization

Lessons Learned


Thank you!Questions?