Account Based SMarketingCHRISTOPHER LONG & MIKE SANCHEZ

Introductions

Christopher LongDirector, Marketing Operations

@calong

Mike SanchezSr. Director, Acquisition Sales

@mikeasanchez @wpengine

What We Are Covering

• 5 Guiding Principles for Smarketing Alignment

• ABM Tactics & Strategy @ WP Engine

No Surprises

No Surprises

• Avoid the meeting gut punch

• Was I supposed to call those leads?

• Take the high road (No blame, No problem)

Get In The Weeds

Get in the Weeds

• A day in the life

• Get in the sales experience

• Get in the marketing experience

Align Expectations

Align Expectations

• Bridging the gap on funnel definitions

• Transparent lead scoring attributes

• Setting SLA’s

• Establish reporting & accountability cadence

People + Processes + Tech

People + Processes + Tech

• Sales ops + marketing ops = The perfect marriage

• Build your tech stack together

• Host cross-departmental interviews

Shared Success

Shared Success

• Revenue goals across sales and marketing

• Marketing signs up for quota attainment plan

• Win as a team, lose as a team

How We Do ABM

How We Do ABM

1. Identify key verticals and technologies

2. Develop key buyer and influencer personas within the vertical

3. Identify accounts via Datanyze

4. Identify 2-3 individuals per account via LinkedIn & Datanyze

5. Target accounts by vertical via Terminus display advertising

6. Execute SDR cadence via SalesLoft, LinkedIn, & Velocify

Key Findings of ABM Tactics

1. Doubled cold outreach response rates

2. Led to more internal intros within the prospects company

3. Clicks not necessarily needed. Impressions matter.

4. The larger the account target, the more effective the tactic

5. Don’t expect immediate revenue. Long term investment.

Q&A

Christopher LongDirector, Marketing Operations

@calong

Mike SanchezSr. Director, Acquisition Sales

@mikeasanchez @wpengine