Learn how to put ABM + ABSD into Account Based Funnel Management (ABFM) practice. Highlights from my recent talk at the American Marketing Association/ Boston. Discover how you can flex ABFM to become an integrated and seamless flow between marketing, sales and customer success to land and expand the accounts that matter the most to your business.

1. 1
Kick-Starting Your Account-Based
Funnel Management
February 28, 2017

2. Scratch: Company Overview
Scratch is a growth advisor and nimble execution partner for game-changing technologies.
2
Deep expertise in B2B technology marketing:
• SaaS, DevOps
• Security
• Data Center, Cloud, Industrial Automation, IoT/IIoT
• Telecommunications
• Mobility
Lora Kratchounova
Principal, Scratch Marketing + Media
@ScratchMM lora@scratchmm.com
SCRATCH BRINGS:

3. 3
Content Marketing
PR + Influencer
Relations
Social Media
Marketing
Digital Properties
2) Brand Authority: Building awareness, driving interest + demand across channels:
4) Sales Enablement: Customer-facing materials & sales support
1) Strategic Marketing: Market analysis, joint positioning + messaging with partners
3) Demand Generation: Account-Based Funnel Management
3
Scratch Marketing + Media Services

4. 6
How to effectively + efficiently
execute across the funnel, with
accountability?
The Main Problem All B2B Companies Face
The Question:
B2B companies miss their number due
to lack of alignment, process, and
measurement across Sales + Marketing.
The Problem:

5. 7
Account-Based is the New Black
96% of B2B marketers
leveraging ABM report a
positive impact on
marketing’s success
71% of B2B organizations
are either interested in
adopting ABM, are testing
it or already using it
Companies using ABM
generate 208% more
revenue for their
marketing investment
208%71%96%

6. 8
The buying committee is expanding:
• More stakeholders
• More job functions
• More interests
Unless you are selling to individual B2B
buyers, you need to flip from lead
generation to AB:
• From “Pay, Spray and Pray”
• To Targeting a defined universe of companies
and their buying committees.
Why Account-Based?

7. Fishing with “Nets” Fishing with “Spears”
Source: #FlipMyFunnel
Flip the Funnel
9
Purchase
Consideration
Interest
Awareness
Advocate
Engage
Expand
Identify
Traditional Funnel Flipped Funnel

8. • Too much noise?
• Can’t wait on inbound?
• Buyers not engaging sales?
• Larger buying committees?
• Traditional channels too expensive?
• Become personalized.
• Build an inbound- outbound model.
• Rethink marketing and sales alignment.
• Go deep and wide in accounts.
• Find blue water and fish with a spear.
Why B2B Has to Flip the Funnel
10

9. 19
FUD About Account-Based
ABM vs. ABSD
1 2 3
All or Nothing Replaces Existing
Demand Generation
4 5
The way to manage
demand gen is through
MQLs and SQLs
Disruptive to
established sales or
marketing practices

10. 20
Integrated and seamless flow between marketing, sales
and customer success
• to land
• and expand
• the accounts that matter the most to your business.
It is Not ABM or ABSD, But About ABFM
ABM + ABSD = ABFM

11. 21
How We Know ABFM Works
Experience in growing
sales + marketing for B2B
software companies –
from $10 to $16 million
with 1,400+ customers
(Inbound + Demand Gen) x
Account-Based = Predictable
Revenue Growth
Believe passionately in
systems, process,
and analytics

12. 22
Why ABFM?
Sales & marketing alignment
around accounts
1 2 3
4
Efficiently allocate
marketing budget
Increase productivity,
average deal sizes, and
conversion rates
Track everything to make
decisions based on
accurate, real-time data

13. 23
ABFM Explained by the Numbers
Levers
• Average Deal Size
• Opp → Customer Conversion Rate
• Target Account → Opp Conversion Rate
• Percentage of Conversions

14. 14
ABFM Roll-Out Map
SET UP
Account
Selection
Engagement
Strategy
ABFM
Roll Out
SCALE OUT
Optimize Scale
Data + Insights Targeting
Measurement +
Analytics
ABM / ABSD
Orchestration
Personalization
TOOLSET

15. The ABFM Flow
15
Ideal Customer
Industry, Size, Revenue
Buyers + Influencers
Title, Division/ Group,
Behaviors
Targeted Ads
Drive Website
Visits
Visit website;
Reverse IP lookup
(LeadForensics)
Retargeted buying
committee
(AdRoll)
Downloaded
asset: via lead
gen form
Add entire
buying
committee
Thank you
email; Offer 1
Nurtures disqualified
accounts via Smart Lists;
Monitors for new website
visits/ downloads
Follow up with
buying committee
to quality
Qualifies: Move
to Opportunity
Disqualifies with
agreed-upon
reason set
MARKETING SALES
Demand Gen

16. 1
A marketing associate from a B2B
Company downloads “Account-Based
Funnel Management for Dummies”
from Scratchmm.com

17. That company is matched against
Scratch’s Ideal Customer Profile (ICP)
ü Venture Capital Backed
ü Investing in Marketing Automation/ Account-Based
ü Has a Growing BRD/ Sales Team
2

18. Scratch’s operations team identifies
the key stakeholders at NewCo
3
VP of Marketing VP of Sales
Director of Marketing Sales Operations Director of Sales
SDR ManagerOnline Marketing Manager

19. Scratch’s marketing team
executes account-based ads
4

20. Scratch’s marketing team starts
persona-based email nurture
5

21. Scratch Sales Development Rep
(SDR) begins multi-touch cadence
using phone, email, and LinkedIn
6

22. SDR leverages highly targeted emails
provided by marketing, but adds
his/her own personal touch
7

23. Cumulative efforts and alignment across
Sales and Marketing results in Scratch
meeting with the NewCo team and
sealing the ABFM deal
8

24. 24
ABFM Case Study
VC-backed software company
• Sells virtual desktop management
software to mid-market and enterprise
~100 employees
• 5 person marketing team
• 25 person sales team

25. 25
ABFM Results
Increased average deal size from $18K to $50K+
• 178% increase
Average SDR generated 200% more pipeline
• From $300K/month to $900K/month
Opportunity conversion rates went from 18% to 22%
• 22% increase
Company acquired in January of 2017

26. 26
ABFM Strategy Map
ABFM START
Account
Selection
Data + Insights
TOOLSET Buying Committee
• Zoominfo, Discoverorg, Sales Prospector
Account “look-alike” identification:
• Avention, Bombora, Spiderbook
Continuously updated account insights:
• Obtain extensive background Avention, LinkedIn Sales Navigator, Social 123
4%
Creditworthiness
5%
Location
5%
Expending/Hiring
11%
Products Held
20%
Frequency of
Engagement
21%
Frequency of
Purchase
23%
Estimated
Lifetime Value
52%
Length of
Relationship
61%
Annual Spend

27. ABFM START
39
Crimson Hexagon, Buzzsumo, TechNews, Google Analytics, Moz
ABFM Strategy Map
Engagement
Strategy
Targeting
TOOLSET

28. 40
In-Market Channel Mix
• Ad networks: Demandbase, MadisonLogic, Terminus
• Email: Engagio, Yesware
• Channels: LinkedIn, Facebook, Twitter
• Website insights/ personalization: LeadForensics,
LeadLander, Evergage
• Marketing automation: Marketo
• ABSD: Engagio
ABFM Orchestration and Analytics:
• Align.ly
ABFM Strategy Map
ABFM START
ABFM Roll-Out
Social
Media
SEO
Events
SEM
Marketing
Automation
Outbound
Field
Marketing
Direct Mail
Advertising

29. ABFM Analytics
29
NewCO

30. 42
ABFM Analytics

31. Lead Gen Metrics
• Impressions/CPM
• Click-through rates
• Conversion rates
• Unique visitors
• Net new leads
• Inbound inquires
• Downloads
• MQLs
43
Account-Based Funnel
• # of Target Accounts
• # of Opportunities
• Close Rates
• Lifetime Value
Account-Based Velocity
• Marketing penetration across accounts
• Optimal # of touch-points
• SDR capacity & performance
ABFM Metrics and KPIs:
Shifting What You Measure
Account-Based
Lens

32. How to be ABFM Successful
32
Alignment between sales,
marketing, and operations
is critical
Keep it Simple Measure Everything Trust the Process

33. Want to get AB Started?
33
1
Visit www.scratchmm.com/
abm-questionnaire
2
Follow @ScratchMM
3
contact@scratchmm.co
m for more details