Patrice Greene & Sally Duby: Account-Based Revenue: an Executive-Level Love Story

1. Marketing, Sales, and
ABR:
A B2B Love Story
Sally Duby, GM – The Bridge Group Inc.
@sallyduby
Patrice Greene, President – Inverta
@invertagroup

2. 2
What’s the Buzz?

3. 3

4. 4
• Technology
• Beyond Inbound
• Alignment

5. 5

6. 6
# OF LOGOS TOTAL REV$
Whales 3 $1.3M
Enterprise 24 $3.4M
Mid-Market 167 $5.3M
The Path to $10M

7. 7
# OF LOGOS TOTAL REV$
Whales 30 $13.2M
Enterprise 241 $33.7M
Mid-Market 1659 $53.1M
Projected out to $100M

8. 8
# OF LOGOS TOTAL REV$
Whales 30 $13.2M
Enterprise 241 $33.7M
Mid-Market 1659 $53.1M
The Hard Way
That’s a lot
of new logos

9. 9
The Hard Way vs. The ABR Way
$100M the Hard Way $100M the ABR Way
+70%
+33%
-38%

10. 10
# OF LOGOS TOTAL REV$
Whales 51 $22.4M
Enterprise 319 $44.7M
Mid-Market 1029 $32.9M
Marketing AND Sales has to change…
530 fewer
MM wins

11. 11
What's in a Name?
The Differences Between Account-Centric and Account-Based
Selling

12. 12

13. 13
Disclaimer:
The opinions you are about to listen to in no
way advocate for you to drop all your
marketing strategy in favor of ABR, nor do we
believe ABR is right for all companies
DISCLAIMER
The voices and opinions you are about to hear are those of real
practitioners in the account-based marketing/revenue and sales
space.
Although we are extremely persuasive, it's never a good idea to
dump your entire marketing strategy in favor of ABR. ABR isn't
right for all companies, and is not a one-size fits all solution.
The strategies described in this deck were executed with the
support of talented agency partners. Don't try this at home (or
if you do, make sure you've called us first)

14. 14
From Account-Centric to Account-Based
Alignment
Leads
Firmagraphic
Campaigns
Metrics

15. 15
From Account-Centric to Account-Based
Alignment Choreography

16. 16
Alignment vs. Choreography

17. 17
Alignment vs Choreography
• Not linear
• No one “owner”
• Highly choreographed
• Marketing, Sales, and
Exec activities leveraged
strategically

18. 18
From Account-Centric to Account-Based
Alignment
Leads
Choreography
Accounts

19. 19
10+
number of people
typically included in a
buying cycle

20. 20

21. 21
From Account-Centric to Account-Based
Alignment
Leads
Firmagraphic
Choreography
Accounts
Insights

22. 22
Account Insights
Internal
•Financial Systems
•CRM Data
•Web Analytics
•Marketing
Automation
•Tribal Knowledge
Public
•Annual Reports
•Company Websites
•Press Coverage
•Social Listening
•Presentations and
Articles
Purchased
•Analyst Reports
•Aggregators
•Buyer Intent Data
•Sales Intelligence

23. 23
Marketing Segmentation
Beginner
•Industry or Vertical
•Market maturity
•Account Size
Intermediate
•Domain expertise
•Coverage/depth of relationship
•Revenue potential
Advanced
•Buying center dynamics
•Common internal challenges
•External influences
*Role or Title
*Buyer persona

24. 24
Sales Buyer Personas

25. 25
From Account-Centric to Account-Based
Alignment
Leads
Firmagraphic
Campaigns
Choreography
Accounts
Insights
Plays

26. 26
Playbooks

27. 27
Onboard new customers and ensure they are turned into
loyalists and brand advocates.
Onboarding
Similar to Engage Play with emphasis on approved
vendor status.
Grow
Vendor selection phase. Offer investment rationale for the buyers
decision and reinforce your value through peer testimonials.
Accelerate
Solution phase. Build relationships by demonstrating how
you solve problems. Illustrate how solution is unique.
Engage
Education phase. Content offers pinpoint customer
priority to persuade action and commitment to change.
Activate
x
The ABR Playbook

28. 28
•CLIENT•PROGRAMTYPE•PAGE/VERSION
ClientABRPlay:ExecutiveBriefing1/3
PLAY: EXECUTIVE BRIEFING MKTNG SDR AE
Daily Activities Group Day 1 Day 2 Day 3 Day 4 Day 5
MKTNG – Will deploy a
three email series.
Emails will drop weeks
1, 2, and four and drive
traffic to a flagship
offer or offer(s).
Banner advertising will
rotate on a weekly
basis and mimic offer
and messaging
contained in that
week’s email.
SDR – Will send
personal email and
leave VM or ghost call
those who respond to
the email offer first,
then assigned accounts.
Their goal is to establish
contact and research
details about accounts.
AE – Will send personal
email and outbound
phone calls to those
who SDR has
established contact
with – goal is to set a
meeting.
CXO – Will be called
upon in week 3 if no
response to use
influence to establish
contact.
MKTNG Email 1.1
SDR Outbound Phone Call 1.1 Personal Email 1.1 Ghost Dial
AE AE Outbound Phone Call 1.1
CXO
Day 6 Day 7 Day 8 Day 9 Day 10
MKTNG Email 1.2
SDR Personal Email 1.2 Outbound Phone Call 1.2
AE AE Email 1.1 AE Outbound Phone Call 1.2
CXO
Day 11 Day 12 Day 13 Day 14 Day 15
MKTNG
SDR Ghost Dial Outbound Phone Call 1.3
AE AE Email 1.2 AE Outbound Phone Call 1.3
CXO Executive Leverage
Day 16 Day 17 Day 18 Day 19 Day 20
MKTNG Email 1.3
SDR Personal Email 1.4 Outbound Phone Call 1.4 Ghost Dial
AE LinkedIn InMail 1.1 AE Email 1.3 AE Outbound Phone Call 1.4
CXO Executive Leverage
CXO

29. 29
•CLIENT•PROGRAMTYPE•PAGE/VERSION
ClientABRPlay:ExecutiveBriefing1/1
Decision
1.1 (Role)
Email 1.1
Outbound
Phone Call 1.1
Email 1.2
Outbound
Phone Call 1.2
Decision
1.2 – just
no phone
success?
Outbound
Phone Call 1.4
Email 1.3
Existing contacts and new
prospected contacts
PLAY: EXECUTIVE BRIEFING
Add to
program:
Executive
Briefing
AE Email 1.1
w/ use cases
and info
Meeting/Executive Round
table
Add to group for
long term/
inactive/reconstit
uted nurture
MKTNG SDR
Banner
Advertising 1.1
Personal
Email 1.1
Personal
Email 1.2
Personal
Email 1.4
AE
Banner
Advertising 1.2
Banner
Advertising 1.3
CXO
Executive leverage
Outbound
Phone Call 1.3
AE
Outbound
Call 1.1
Email 1.1 – eBook Offer “Personalization”
CMO: Emerging Trends in Personalization
CFO: The Financial Implications of Personalization
CEO: Personalization and the Digital Transformation
Personal Email 1.1
Objective: Acknowledge interest in eBook offer and set
expectation that he or she will be calling the individual to
establish contact.
Email 1.2 – Tool Offer “Personalization”
CMO: Use our tool and personalize
CFO: Use our tool and personalize
CEO: Use our tool and personalize
Email 1.3 – Use Case “Personalization”
CMO: How Marketing Personalizes
CFO: How Finance Uses Personalization
CEO: How Personalization leads to Growth
Outbound Phone Call or VM 1.2
Objective: Establish connection and find out more
information about level of interest in content, current
environment, key points of contact.
Outbound Phone Call or VM 1.3
Objective: Acknowledge the shared executive
relationship, establish connection and find out more
information; inform that AE will be sending value-add
information.
Executive Leverage
Objective: Establish a connection between your
executive team and the executive team at the
organization through mutual contacts, interests, board of
directors, etc.
Personal Email 1.4
Objective: Acknowledge interest in use case and set
expectation that he or she will be calling the individual to
establish contact.
Outbound Phone Call or VM 1.4
Objective: Establish connection and find out more
information about level of interest in content, current
environment, key points of contact.
Banner Advertising 1.1
Offer for eBook “personalization”
Banner Advertising 1.2
Offer for Personalization tool
Banner Advertising 1.3
Offer for different personalization use cases
AE Email 1.1
Objective: Set the expectation that AE will be reaching
out to have a more consultative discussion and invite to a
meeting or executive briefing. Provide value-add content.
AE Outbound Phone Call 1.1
Objective: Gauge appetite for in-person meeting and/or
executive briefing. Offer invite and discuss value-add
content.
Executive Meeting or Briefing
Objective: Establish face-to-face connection; introduce
perspectives on emerging trends; build in-person
credibility
Outbound Phone Call or VM 1.1
Objective: Establish connection and find out more
information about level of interest in content, current
environment, key points of contact.
Personal Email 1.2
Objective: Acknowledge interest in the personalization
tool and set expectation that he or she will be calling the
individual to establish contact.

30. 30
From Account-Centric to Account-Based
Alignment
Leads
Firmagraphic
Campaigns
Metrics
Choreography
Accounts
Insights
Plays
Business Outcomes

31. 31
Metrics: Business, Sales, and Marketing

32. 32
Rethinking KPIs for ABR

33. 33
How do we get started?

34. 34
Sally Duby
Phone 510.504.6371
Email sally@bridgegroupinc.com
Twitter @sallyduby
Patrice Greene
Phone 610.888.0027
Email patrice.greene@inverta.com
Twitter @invertagroup
Contact Information