Watch this #Bii17 webinar on demand here: http://dg-r.co/2vG84gX In this session, experts from Full Circle Insights and Highspot will examine the keys to proactively engage accounts and maximize account performance by connecting individual leads to accounts in your tech stack and processes.

1. #Bii17
Gaining Account Context For Lead
Engagement And Measurement
SPONSORED BY:

2. #Bii17
Follow This Webinar on LinkedIn & Twitter
#Bii17Demand Gen Report: @DG_Report
Andrew Gaffney: @agaffney
Highspot: @highspot
Bryant Lau: @bryantajlau
Full Circle Insights: @fc_insights
Feng Hong: @mobilefeng

3. #Bii17
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About Demand Gen Report

5. #Bii17
Questions, Tweets, & Resources
Submit your
questions here
Download today’s
resources
Join the conversation
#Bii17

6. #Bii17
How Are We Doing?

7. #Bii17
Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
Bryant Lau
Sr. Digital Marketing Manager
Highspot
@bryantajlau
Feng Hong
Sr. Product Marketing Mgr.
Full Circle Insights
@mobilefeng

8. Feng Hong
8
• Finance and analytical
background (recovering
spreadsheet addict)
• Ex-venture capital and
ex-investment banking
• Adtech and martech
industry focus
• Owns product go-to-market
and messaging strategy
Senior Product Marketing Manager
Full Circle Insights

9. 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

10. Full Circle Insights Overview
10
Native marketing analytics inside Salesforce

11. The Direction of Marketing Towards ABM
11
Account Data Sources ABM Measurement Frameworks
Source: SiriusDecisions® Demand Unit WaterfallSource: Scott Brinker, www.chiefmartec.com

12. 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.

13. 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 Roles
Marketing 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

14. The ABM Requirements
14
• 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

15. Ideal Customer Profile – Firmographics
15
Firmographics
• Company size
• Industry
• Customer type
• Geography
• Technographics

16. Ideal Customer Profile – Target Accounts
16

17. Ideal Customer Profile – Buyer Groups
17
Individuals in Buyer Groups
• Job titles and roles
• Purchase function
• Psychographics
• Behaviors

18. Ideal Customer Profile – Target Personas
18

19. Modify Engagement for Account Context
19
Segmented Engagement Metrics Personalized Engagement

20. 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

21. Leverage Technology
Overview of Key Technology to Leverage
• Full-funnel measurement
• Account profile data
• Intent data
• Lead to account matching
• Attribution
21
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 Roles

22. 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)
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 Roles

23. 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
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 Roles

24. 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
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 Roles

25. 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

26. 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

27. 27

28. 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.

29. Highspot Today
• 71 of employees
• 4 in marketing team
• 38 in sales team
• Series B funding
29

30. Highspot’s Account-Based Strategy Goals
• Highspot’s Goal: 3x Growth
• Account Based Everything
•Sales Development
•Marketing
•Customer Success
30

31. The Account-Based Strategy Challenges
31
Which
Accounts?
Which
People?
Targeted
Engagement
1 2 3

32. The Account-Based Strategy Challenges
32
Which
Accounts?
Which
People?
Targeted
Engagement
1 2 3
Analytics

33. 1) Which Accounts?
• Best Practice
• List of Accounts
• Off-shore team and data providers
• Gather possible indicators of success
• Import
33

34. 1) Which Accounts?
•Process
• Added account status field
• Built account funnel
34

35. 1) Which Accounts?
•Analytics
• Measure account
conversion
• Test assumption &
measure results via
regression analysis
35

36. 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

37. 2) Which Contacts?
•Process
• Leads Vs. Contacts
• What is the difference?
• Lead to Account Matching
37

38. 2) Which Contacts?
•Analytics
• Roll-up of buyer
personas to the account
• Able to identify coverage,
complete gaps
38

39. 3) Targeted Engagement
• Best Practice
• Target specific
personas at specific
accounts with
targeted messaging
39

40. 3) Targeted Engagement
• Process
• Personalized email
based on target
criteria
40

41. 3) Targeted Engagement
Analytics
• Multiple sales
engagements
• Leads &
Contacts!
• Real-time
• Entire funnel
41

42. 3) Targeted Engagement
Analytics
• Multi-touch
attribution
• Leads &
Contacts!
• Custom
weighting
42

43. 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

44. Thank You!
Q&A
44

45. #Bii17
How Are We Doing?

46. #Bii17
Q&A / Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
Bryant Lau
Sr. Digital Marketing Manager
Highspot
@bryantajlau
Feng Hong
Sr. Product Marketing Mgr.
Full Circle Insights
@mobilefeng

47. #Bii17
Thank You For Attending
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