Gaining Account Context For Lead Engagement And Measurement

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GainingAccountContextForLeadEngagementAndMeasurement

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FengHong:@mobilefeng

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PanelistsMODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport

BryantLauSr.DigitalMarketingManagerHighspot

@bryantajlau

FengHongSr.ProductMarketingMgr.FullCircleInsights

@mobilefeng

Feng Hong

8

• Finance and analytical background (recovering spreadsheet addict)

• Ex-venture capital and ex-investment banking

• Adtech and martechindustry focus

• Owns product go-to-market and messaging strategy

Senior Product Marketing ManagerFull Circle Insights

Today’s Agenda

• The “Account-Based” Trend and Hype

• Strategic and Technical Complexities and Challenges

• Adapting Your Organization and Technology

• Highspot: Real-World Executing an Account-Based Strategy

• Q&A

9

Full Circle Insights Overview

10

Native marketing analytics inside Salesforce

The Direction of Marketing Towards ABM

11

Account Data Sources ABM Measurement Frameworks

Source: SiriusDecisions® Demand Unit WaterfallSource: Scott Brinker, www.chiefmartec.com

The ABM Promise

12

• Better top-of-funnel sourcing from target list of accounts• Understanding of account context for all leads from marketing• Improved engagement with accounts down the entire funnel• More efficient marketing with ROI increase• New source of revenue growth

The bottom line: Prioritize account context throughout your funnel to yield growth.

Basic ABM Funnel

13

Marketing Engaged Account (Defined roles engaged)

Marketing Qualified Account (Hits threshold rating. Prioritized)

Sales Accepted Account (Verified)

Sales Qualified Account(Qualified - BANT)

Close

Target Accounts, Key Contact RolesMarketing works with Sales to define Targets and key Stakeholders

Then tactically engages with those individuals to prime the account for sales engagement

Marketing to Sales handoff starts with Engaged Accounts

Sales should follow up and identify if there is a qualified selling opportunity

Track the stages between opportunity and close

The ABM Requirements

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• Define Ideal Customer Profile and Buyer Groups for target accounts

• Modify engagement process and messaging

• Define ABM success, measure results, and improve

• Have a source of account data

• Connect leads to accounts in your database

• Track account progression down the funnel

• Measure performance across accounts accurately

TechnologyOrganizational Process

Ideal Customer Profile – Firmographics

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Firmographics• Company size• Industry• Customer type• Geography• Technographics

Ideal Customer Profile – Target Accounts

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Ideal Customer Profile – Buyer Groups

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Individuals in Buyer Groups• Job titles and roles• Purchase function• Psychographics• Behaviors

Ideal Customer Profile – Target Personas

18

Modify Engagement for Account Context

19

Segmented Engagement Metrics Personalized Engagement

Define Account Milestones and Success

• Define your success benchmarks• Scope your ABM goals against overall revenue goals • Set MQL/MQA goals• Set SQA goals (a real opportunity, e.g., post-demo)• Set Account close goals• Align these between sales and marketing teams

20

Leverage TechnologyOverview of Key Technology to Leverage• Full-funnel measurement

• Account profile data

• Intent data

• Lead to account matching

• Attribution

21





Close

Target Accounts, Key Contact Roles

Leverage Technology

22

Full Funnel Measurement• Basis of measuring performance and

account lifecycle

• Automated tracking of leads and accounts

• Accurate performance metrics (volume, conversion, velocity, campaign engagement)





Close


Leverage Technology

23

Account and Lead Profile Data• Account firmographics, including

industry, size, geography

• Website scrapers for company technographics

• Job titles for personas

• Contact information for personas

• Up-to-date profile information

• Predictive analytics for look-alike companies





Close


Leverage Technology

24

Intent Data• Visit behavior on your websites,

mapped to domains via IP and other technologies

• Content consumption on third-party media sites and publisher networks

• Propensity to buy models, linking strings of activity to buyer / prospect intent





Close


Leverage Technology

25

Lead to Account Matching• Leads automatically linked to the right

Accounts in the CRM

• Leads assigned to the right sales rep

• Lead engagement by both sales and marketing utilizing the account context

Leverage Technology

26

Attribution• Connect pipeline and revenue to campaigns

• Track campaign engagement across individuals linked to an account

• Multi-touch modeling for comprehensive marketing mix performance review

Bryant Lau

28

• Digital Marketing Manager @ Highspot

• Growth Focused Demand Gen Marketer

• Hiker

• Dog Owner

About A single content repository for all of your sales content. Find out why your reps want to use Highspot at highspot.com.

Highspot Today

• 71 of employees• 4 in marketing team• 38 in sales team• Series B funding

29

Highspot’s Account-Based Strategy Goals

• Highspot’s Goal: 3x Growth• Account Based Everything

•Sales Development •Marketing•Customer Success

30

The Account-Based Strategy Challenges

31

Which Accounts?

Which People?

Targeted Engagement

1 2 3

The Account-Based Strategy Challenges

32

Which Accounts?

Which People?

Targeted Engagement

1 2 3

Analytics

1) Which Accounts?

• Best Practice• List of Accounts

• Off-shore team and data providers• Gather possible indicators of success• Import

33

1) Which Accounts?

• Process• Added account status field• Built account funnel

34

1) Which Accounts?

• Analytics• Measure account

conversion• Test assumption &

measure results via regression analysis

35

2) Which Contacts?

• Best Practice• Defined buyer personas

• Marketing Leadership• Product• Sales Enablement• Sales Leadership• Sales Operations• Content Marketers

• Built contact database for key personas

36

2) Which Contacts?

• Process• Leads Vs. Contacts

• What is the difference?• Lead to Account Matching

37

2) Which Contacts?

• Analytics• Roll-up of buyer

personas to the account• Able to identify coverage,

complete gaps

38

3) Targeted Engagement

• Best Practice• Target specific

personas at specific accounts with targeted messaging

39


• Process• Personalized email

based on target criteria

40


Analytics• Multiple sales

engagements• Leads &

Contacts!• Real-time• Entire funnel

41


Analytics• Multi-touch

attribution• Leads &

Contacts!• Custom

weighting

42

Key Takeaways

43

Understand your ABM needs and align both your

organization and your technology

Leverage technology, such as external data and lead-

to-account matching, to gain both accuracy AND productivity that will scale

your ABM

Measure, measure, measure, and then optimize to achieve

success

Thank You!

Q&A

44

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Q&A/PanelistsMODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport

BryantLauSr.DigitalMarketingManagerHighspot

@bryantajlau

FengHongSr.ProductMarketingMgr.FullCircleInsights

@mobilefeng

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Gaining Account Context For Lead Engagement And Measurement

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Transcript of Gaining Account Context For Lead Engagement And Measurement