2017 Planning for Account Based Success

2017 Planning for
Account Based Success
Copyright ©2016, Engagio Inc. @jonmiller

Your Speakers
Andy Wright
Chief Marketing Officer
@andywrightsf
Jon Miller
CEO 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
Demand
Generation Account Based

Account Based is Different
Demand Generation Account Based
Quantity Quality
Days and Weeks Months and Years
Create Pipeline Influence Pipeline
New Business Land and Expand
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
• Strategy – Is this mostly about growing existing accounts,
winning new logos or both?
Scale / Scope / Strategy

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
9

1. Pilot – test ABM for a few accounts
2. Hybrid – focus existing marketing programs
programs onto target accounts
3. Transfer all or some – declining returns on
on inbound
Account Based Marketing is a marathon.That
That means you need to get proper funding and
10
Getting Budget for ABM

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
11
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)
DemandGen
Account
Based
Everything

Styles of ABE
5-50 accounts (“tens”)
Rich account plans
Every touch personalized
50-1,000 accounts (“hundreds”)
Light research + data build out
Personalized touches to key personas
1,000+ accounts (“thousands”)
Automated touches OK
Industry and persona customization
Hybrid
Lite
Classic

Data
It’s important to have up-to-date data
On companies And people…
Millenial

Account Plan: Research
The 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

Account Planning
BUYING CENTERS
JOURNEYS
PLAYS
TACTICS
Accounts have one or more
buying centers
Buying centers go on
Journeys towards a Goal
Plays synchronize Tactics and
activities into coordinated
plans to achieve Goals
Tactics 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” Campaign
Here’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 Package
ABE Play: Kindle
For
Pamela
x6 x1
Download the guides:
engagio.com/guide
x1

A/B Test Using Cohorts
ABE 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
2006
Year Founded
Software Vendors, Large Corporate Enterprise
$50-$100M, 170 Employees
Target Markets
Company Size
27

Skytap Campaigns / Plays*
28
ENTERPRISE SOFTWARE VENDORS CORPORATE ENTERPRISE
Engineering / Ops
Sales
Training / Services
Support
Line of Business
Applications
Central IT
Buying Centers
Development / QA
Application Delivery
Sales Demo
POC Environments
Instructor-Lead Training
Self-Paced Training
Product Support
Application Development & Delivery
Agile / DevOps Transformation
Legacy Modernization
Data Center Efficiency / Consolidation
DevOps Transformation
Multi-Cloud Strategy
Plays Buying Centers Plays
* 2 of our 4 GTM campaigns

Skytap Campaign Execution
29
Andy Wright: Sales Account Executive SDR: Ben Story
Named Accounts: 20 Focus: Software Vendor / Corp Enterprise
Account Plays Account Plays
IBM Development / QA x-sell T-Mobile
Application Modernization
CA
Development / QA x-sell
Sales Demo x-sell Costco
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
Nike
Legacy Modernization McKesson
Development / QA
Training
Williams-Sonoma Agile / DevOps Transformation FICO
Development / QA
Application Delivery
AT&T
Legacy Modernization Disney
Genesys
Development / QA
Training Guitar Center
Alaska Airlines
Legacy Modernization Live Nation

Tactics
~800 Named Accounts
(Top 100 Software Vendors, Largest Enterprise in Retail, Hospitality, Telecom,
M&E, Healthcare)
280 Rep-Owned Named
Accounts

Where do you start?
31
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

Questions to ask
32
 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

How much now?
33
 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

Data Vendors Predictive
Who: Selection What: Insight
Account Insight
Where: Interaction
Ads
Infrastructure
Lead to Account match (L2a);
Routing; ABM Analytics
Website
Orchestration
Direct /
Physical
Events
Human Email Phone / Dialer Social
Other
Intent &
Technographics
Attribution
Person Insight
CRMAccount
Planning
Synchronize Interactions into coordinated Plays
Complementary

engagio.com/Guide
Get your free copies today!
The Clear and Complete
Guides to
Account Based
Marketing
and
Account Based Sales
Development

 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
37
Checklist

2017 Planning for Account Based Success

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