ABM for Humans: How Personalization Builds Relationships and Closes Deals

1. Account-Based Marketing for Humans:
How Personalization Builds Relationships and Wins Deals
Sruthi Kumar
Global Marketing
Justin Keller
VP of M arketing

2. Sruthi Kumar
Global Marketing, Sendoso
@sendosohq
@sruthikkumar
/in/sruthikumar
sruthi@sendoso.com
! " ✈

3. Justin Keller
VP Marketing, Sigstr
@sigstr
@justinkeller
in/justindkeller
justin@sigstr.com

4. Digital Burnout

5. Our audiences are
suffering from digital
burnout.
Our ABM strategies
need to focus on
building relationships.

6. ● One month of LinkedIn
requests: 90% spam.
! One month of email:
56% spam.
! One month of existing:
600,000 brand
impressions.
Check this noise.

7. It’s the marketers (our) fault

8. Relationships Matter

9. Buildings Don’t Buy. People do.

10. Let’s fix it in tangible and human ways

11. 3 Eras of ABM Progam
1
We started with
one account
2
Then we moved to
100 accounts...
3
Then we moved to
1,000 accounts.

12. How We Think About Account Segments
Acceleration
Tier 1
120 accounts
Aligned to territories
Tier 2
~1,500 accounts
Prioritized by fit

13. We started with one account
“Let’s just do everything we can
to land this one account.”
One Account

14. Sigstr’s First ABM Campaign

15. Lessons from 1:1 ABM
1. Sales and Marketing alignment
is vital- (and sort of fun).
2. Personalized content makes an
impact.
3. Engaging the right individuals is
as important as creating broad
awareness.

16. One Hundred Accounts
“Let’s add some tech, write a
playbook, and try and feed all
10 AEs.”
X 100
Then we moved to 100 accounts...
One Account

17. Targeting 100 Accounts
! Each AE got to pick 10 target accounts in
their territory.

18. ! Each AE got to pick 10 target accounts in
their territory.
○ That was a bad idea.
○ Well outside ICP
○ Some weren’t even HQ’ed in their territory
Targeting 100 Accounts

19. ! Each AE got to pick 10 target accounts in
their territory.
○ That was a bad idea.
○ Well outside ICP
○ Some weren’t even HQ’ed in their territory
! Developed custom content
○ Built 100 personalized Sigstr campaigns
○ Targeted them at 100 personalized Hubspot landing
pages
Targeting 100 Accounts

20. Targeting 100 Accounts
! Each AE got to pick 10 target accounts in
their territory.
○ That was a bad idea.
○ Well outside ICP
○ Some weren’t even HQ’ed in their territory
! Developed custom content
○ Built 100 personalized Sigstr campaigns
○ Targeted them at 100 personalized Hubspot landing
pages
! Social research happy hours
○ Scour LinkedIn to find champions and committee
members for top target accounts.
○ “Let’s hand off humans, not accounts.”

21. ! Each AE got to pick 10 target accounts in
their territory.
○ That was a bad idea.
○ Well outside ICP
○ Some weren’t even HQ’ed in their territory
! Developed custom content
○ Built 100 personalized Sigstr campaigns
○ Targeted them at 100 personalized Hubspot landing
pages
! Social research happy hours
○ Scour LinkedIn to find champions and committee
members for top target accounts.
○ “Let’s hand off humans, not accounts.”
! Started running targeted advertising
○ Created “Team Trashpanda” to tackle the myriad
marketing ops challenges that created
Targeting 100 Accounts

22. 1. ICP may seem obvious, but it
bears constant repetition.
2. Personalization at scale is
tough, but worth it.
3. Ensure sales understands how
to handle these accounts.
Lessons from 1:Few ABM

23. Then we moved to 1,000 accounts
One Thousand Accounts
“Alright, let’s run two tiers, align our entire tech stack
against them, run a performance-based budget, and
operationalize it across the entire funnel.”
X 1000
One Hundred Accounts
X 100
One Account

24. Targeting 1,000 1,917 Accounts
! Account Selection
○ Tier 1
■ 15 chosen by Marketing
■ 5 discarded by Sales
○ Tier 2
■ Chosen by marketing
■ Brought on Datafox to build account
scoring framework
! Buying Committee Recon
○ AE’s responsible for IDing champions in
their accounts
○ Marketing develops dossiers to go with
handoff

25. Relevant, Personalized Content at Scale
PROGRESSIVE TARGETING
EXAMPLE: CUSTOMER JOURNEY
Identified Lead
Top Target
Demo
IT evaluation
Closed Lost Closed Won
Happy customer with results
Identified Lead
Top Target
Demo
IT evaluation
Closed Lost Closed Won
Happy customer with results

26. Targeting 1,000 1,917 Accounts
! Opp-Stage Content Automation
○ Display ads and Sigstr campaigns aligned
to opportunity status
○ Ad audience expands on opportunity
! Personalization + Conversation
○ No more manual landing page
construction
○ Sigstr ABM Campaigns
! Account Selection
○ Tier 1
■ 15 chosen by Marketing
■ 5 discarded by Sales
○ Tier 2
■ Chosen by marketing
■ Brought on Datafox to build account
scoring framework
! Buying Committee Recon
○ AE’s responsible for IDing champions in
their accounts
○ Marketing develops dossiers to go with
handoff

27. Multi Channel Awareness + Engagement Timelines
• Accounts Chosen
• Ads Inserted
• Personalized Content
in Development
• Champions and
influencers ID’ed
• Content Syndicated
• Optimization
• Engagement reports run
• Bottom 50% of accounts
removed
• AE’s run enablement
training
• Personalized Sigstr
campaigns launched
• Swag Bombs
Sent
• Accounts
Handed Off
• Outreach
• Accelleration

29. Results from Overall ABM
Program
• 33% opportunity creation rate
• 50% increase in ACV
• 4-day decrease in sales velocity
• ABM campaigns touched 65% of all
closed/won opps
Results
Results from Direct Mail
To date (7 months):
• Over $1m of pipeline influenced
• Over $250k of revenue closed

30. Where we’re going now.
One Account One Hundred Accounts One Thousand Accounts Relationship-Based
Marketing
Moving from “accounts” to “people.”
100% account alignment.
X 100 X 1000

31. Some Fun, Personal Gifts We’ve Given
Champion who’s a dog-
mom: Dog treat baking kit.
New Zealand Transplant: All
Blacks Jersey
Former-Minnesotan
Caffeine Addict: Caribou
Coffee Gift Basket
Anyone with kids (or dogs):
Otters

32. Sends For Every Segment
Acceleration
Tier 1
120 accounts
Aligned to territories
Tier 2
~1,500 accounts
Prioritized by fit
● Top Tier ABM Contacts
○ Personalized gift they would actually enjoy
● Mid Tier ABM Contacts
○ Custom Dimensional Mailer with Swag
○ Evergreen package with swag items
○ Case Studies, video mailer with product demo
● Bottom Tier
○ Digitize direct mail
○ eGifts - popular retailers, coffee chains, or
restaurants
66% year over year increase

34. Thanks & Q&A
Visit us at…
sendoso.com sigstr.com