2017 Planning forAccount Based Success

Copyright ©2016, Engagio Inc. @jonmiller

Your Speakers

Andy WrightChief Marketing

Officer@andywrightsf

Jon MillerCEO and Co-

Founder@jonmiller

Agenda

Andy Wright, Skytap

Framework for ABM Planning

Why is Planning for

ABM Different?

Why Planning for ABM is Different

Nets versus Spears

DemandGeneration Account Based

Account Based is DifferentDemand Generation Account Based

Quantity Quality

Days and Weeks Months and Years

Create Pipeline Influence Pipeline

New Business Land and Expand

Planning

Framework for ABM Planning

• Scale – How many accounts will be in your program? How big are the deals? What resources are available?

• Scope – Will you start with a small pilot?Will this be an intensive, high-touch approach for a few big accounts or a more scalable effort targeting more companies?

• Strategy – Is this mostly about growing existing accounts, winning new logos or both?

Scale / Scope / Strategy

9

Benefits of ABM Pilots• Learn how ABM works for your specific kinds of accounts • Lower the risk of your early efforts • Iron out any issues before you scale • Earn stronger executive and stakeholder support • Lessen the change management challenge • Ways to structure pilots:

– One sales rep and one marketer targeting five accounts – Three reps and a marketer targeting one industry sector – A full ABM commitment but in one territory or region – A full ABM program for one product line

10

1. Pilot – test ABM for a few accounts2. Hybrid – focus existing marketing

programs onto target accounts3. Transfer all or some – declining returns

on inbound

Account Based Marketing is a marathon. That means you need to get proper funding and metrics for a program that won’t deliver clear revenue for a long time.

Getting Budget for ABM

11

Role Sample Responsibilities

ABM Marketer

• Spearheads the ABM project• Helps collect insight• Develops customized value propositions, messaging docs and

playbooks• Tracks the metrics and communicates the program’s successes

Account Executives

• Drives the plan forward with the team and at the account• Helps shape the ABE strategy and each account plan

Sales Development Reps

• Helps research the account and build contacts• Reaches out to the account to build relationships• Crafts account-specific emails and messages• Nurtures relationships over time• Supports the account executive as needed

Field Marketer • Works with the ABM marketers to execute plays at the local level

Coach • Designs ABE Plays • Orchestrates sales and marketing interactions

Your Core ABE Team

Process

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)

Dem

and

Gen

Acco

unt

Base

d Ev

eryt

hin

g

Who

13

Styles of ABE

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

50-1,000 accounts (“hundreds”)Light research + data build outPersonalized touches to key personas1,000+ accounts (“thousands”)Automated touches OKIndustry and persona customization

Hybrid

Lite

Classic

15

Land and Expand

Data

It’s important to have up-to-date dataOn companies And people…

Millenial

What

17

Account Plan: 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

Define account Objectives and Key Results

Where

19

Account Planning

BUYING CENTERS

JOURNEYS

PLAYSTACTICS

Accounts have one or more buying centers

Buying centers go on Journeys towards a GoalPlays synchronize Tactics and activities into coordinated plans to achieve GoalsTactics are specific marketing programs or activities

Channels for Outbound Account Based Everything

Marketing• Events• Direct mail• Online advertising• Social ads• Web personalization

Sales / Sales Development• Human Email• Phone• Social

Tactics / Channels

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

Sample Plays

• Handoff Plays• Deal Acceleration Plays• Executive Alignment

Plays• Upsell/Cross-Sell Plays• Conference Meeting

Plays• User Onboarding Plays

• Customer Marketing Plays

• Customer Renewal Plays

• Accounts Receivable Plays

• Trigger Event Plays• “Shake the Tree” Play• Churn Play

Tip: avoid random acts of ABM

“Kindle” CampaignHere’s the play:• Day 0: Package sent + Email• Day 2: Package delivered + Email• Day 4: Phone call• Day 6: Phone call• Day 7: Phone call + LVM• Day 10: Email from Jon cc’ing play• Day 11: LinkedIn view from Jon• Day 13: Email• Day 15+ FU’s to other 5 personas

ABE Play: Kindle

Unwrapping the PackageABE Play: Kindle

For Pamela

x6 x1

Download the guides: engagio.com/guide

x1

A/B Test Using CohortsABE Play: Kindle

Example Awareness Ad:

Skytap is a global cloud provider designed to run complex enterprise software.

Most public clouds like AWS and Azure are focused on helping companies build and run new applications.

Skytap is focused on helping companies deliver and modernize their existing applications.

Skytap Selling to large corporate enterprises is complex

and hard We are trying to grow as fast as possible and we

know which accounts are ideal

Why Account Based Marketing?

New logo pipeline Customer up-sell and cross-sell

Overall number of accounts have decreased while revenue has doubled each year since implementation

Sales and marketing are completely aligned on priorities and focus

Where have we applied ABM?

What benefits have we seen

2006Year Founded

Software Vendors, Large Corporate Enterprise

$50-$100M, 170 Employees

Target Markets

Company Size

27

28

Skytap Campaigns / Plays*ENTERPRISE SOFTWARE VENDORS CORPORATE ENTERPRISE

Engineering / Ops

Sales

Training / Services

Support

Line of Business Applications

Central IT

Buying Centers

Development / QAApplication Delivery

Sales DemoPOC Environments

Instructor-Lead TrainingSelf-Paced Training

Product Support

Application Development & DeliveryAgile / DevOps TransformationLegacy Modernization

Data Center Efficiency / ConsolidationDevOps TransformationMulti-Cloud Strategy

Plays Buying Centers Plays

* 2 of our 4 GTM campaigns

29

Skytap Campaign ExecutionAndy Wright: Sales Account Executive SDR: Ben StoryNamed Accounts: 20 Focus: Software Vendor / Corp Enterprise

Account Plays Account PlaysIBM Development / QA x-sell T-Mobile Application Development & Delivery

Application Modernization

CA Development / QA x-sellSales Demo x-sell Costco Application Development & Delivery

Application Modernization

Cisco Development / QA x-sell NetApp Development / QA x-sell

Sutter Health Agile / DevOps Transformation Informatica Sales Demo x-sell

MGM Agile / DevOps Transformation Visa Application Development & DeliveryAgile / DevOps Transformation

Nike Agile / DevOps TransformationLegacy Modernization McKesson Development / QA

Training

Williams-Sonoma Agile / DevOps Transformation FICO Development / QAApplication Delivery

AT&T Multi-Cloud StrategyLegacy Modernization Disney Multi-Cloud Strategy

Legacy Modernization

Genesys Development / QATraining Guitar Center Application Development & Delivery

Application Modernization

Alaska Airlines Agile / DevOps TransformationLegacy Modernization Live Nation Agile / DevOps Transformation

Legacy Modernization

Tactics

~800 Named Accounts(Top 100 Software Vendors, Largest Enterprise in Retail, Hospitality, Telecom,

M&E, Healthcare)

280 Rep-Owned Named Accounts

Sales AE + SDR

Air Cover / Lead Gen

31

Where do you start?1. Why are you choosing an account-based approach?

Complex sales motion – e.g. selling to a committee Large deal size Faster deal cycle

2. Where do you plan new revenue to come from? Small set of named accounts Broad set of named accounts Land and expand Customer cross-sell

Communicating this will help you gain support for your program

32

Questions to ask For a given account, what is the prospecting motion? What is the estimated

cost to that motion? CXO personalized direct mail: $400 5 telesales set appointments: $3,000 5x coverage ratio: $17,000 in marketing investment for a new logo

How many accounts will you be actively targeting? Passively targeting? Passive: 800 target accounts Active pursuit: 280 focus accounts

Do you have the team in place to support? 280 active pursuits * 5 contacts = 1,400 running outbound campaigns! Use software to help your team scale

33

How much now? Skytap went all-in on ABM

But you don’t have to take that leap of faith. Some ideas: Start with current customer white space. Those campaigns may cost less to

execute. Start with a single BDR + Rep and Learn > Optimize > Scale

Keep your original purpose, hypothesis and goals in mind

Technology for ABM

Data Vendors Predictive

Who: Selection What: InsightAccount Insight

Where: InteractionAds

Infrastructure Lead to Account match

(L2a);Routing; ABM Analytics

Website

Orchestration

Direct / Physical

Events

Human Email Phone / Dialer Social

Other

Intent & Technographic

s

Attribution

Person Insight

CRMAccount Plannin

g

Synchronize Interactions into coordinated Plays

Complementary

engagio.com/Guide Get your free copies

today!

The Clear and Complete Guides toAccount Based

Marketingand

Account Based Sales

Development

37

Get senior executive buy-in. Your ABE team will need their understanding and protection.

Position the program as a new, collaborative and ongoing approach to acquire and expand big accounts, not as ‘the next big marketing campaign’.

Make sure the account execs, SDRs and marketers are 100% committed to this strategy. Anything less is a recipe for friction.

Target account list defined Don’t just agree on the accounts to target, agree on the criteria for choosing

accounts and the governance about when to add or remove accounts. Agree on the fraction of all resources that will go to your ABM accounts, perhaps

starting with a pilot program. Lead-to-account mapping inside the CRM Agree on short- medium- and long-term metrics that everyone will track together.

And agree on the metrics that don’t matter. Document this. Account engagement tracking in place

Checklist