Using Account-Based Selling To Crush Your Sales Development KPIs
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How can you map out an airtight outreach strategy that effectively penetrates your named account list? Can you setup your cadence to complement marketing's nurture paths or are these efforts forever doomed to clash? In this month's webinar, we've teamed up with our fellow outbound sales experts at PersistIQ to help you target your most complex buyers with account-based selling tactics. This webinar will cover: -How to map out organization charts -How to reach key decision makers at your target accounts -How to tailor your email and phone messaging by title and seniority level -How to create an outbound nurture checklist that leaves no stone unturned
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Using Account-Based Selling To Crush Your Sales Development KPIs
- 1. #AccountBasedSelling Using Account-Based Selling to Crush your Sales Development KPIs
- 2. #AccountBasedSelling Jason Vargas MD, Outbound Sales @jasoncvargas Pouyan Salehi Co-founder & CEO @psalehi
- 4. Account-based selling is not… #AccountBasedSelling
- 5. How it works #AccountBasedSelling Personalized outreach Lots of research Multiple channels High touch
- 6. Account- based selling involves more than just sales… #AccountBasedSelling Sales Marketing CS Research Prospecting Outreach Upsells CRM List building Sales enablement Lead nurturing AdoptionNew biz Tech support Renewals New features
- 8. Everything rolls up to the account #AccountBasedSelling Source: Leandata.com • Better lead routing • No duplicate outreach • Single POC for questions/support • Easy transition for new hires • More visibility and control
- 9. More visibility and control #AccountBasedSelling Selling power: Which of my accounts contain inbound leads? Funnel visibility: Accounts to opps, NOT leads to opps Upsells: Which of my customers have users on a free plan?
- 10. #AccountBasedSelling Get your CRM data sorted out with tools like LeanData
- 11. You’ve got your accounts #AccountBasedSelling ...now what?
- 12. Step 1: Prioritize #AccountBasedSelling 1. Active/recent opps 2. Inbound activity 3. Follow up tasks? 4. Untouched
- 13. Step 2: Research – public companies #AccountBasedSelling
- 14. Step 2: Research – private companies #AccountBasedSelling Startups Online
- 15. #AccountBasedSelling • Less tabs • Better information • MORE TIME
- 16. Step 3: Find decision makers #AccountBasedSelling 1. Length of service 2. Profile completeness 3. Skills & endorsements Eric Gonzalez LinkedIn Approach Eric Gonzalez Senior Manager, SalesDev Glassdoor
- 17. Step 3: Find decision makers #AccountBasedSelling Protip Look for specific endorsements: • Tools (e.g. Salesforce.com) • Management (e.g. Coaching) • Tactical skills (Java, SEO)
- 18. Step 3: Find decision makers #AccountBasedSelling Caitlin Richmond Business Development TinderBox
- 19. #AccountBasedSelling Get in touch with… CXOs • Looking for “next big thing” • High-level P&L • Travel A LOT • Weekends and evenings • Phone/tablet
- 20. #AccountBasedSelling Get in touch with… VPs & Directors • Oversee large teams • Improve team performance • Efficiency, scalability, output • Solution focused
- 21. #AccountBasedSelling Get in touch with… Managers • Hands on, in the weeds • Project focused • Potential power user • Buy in still important
- 23. #AccountBasedSelling PersistIQ Software to make outbound sales more effective. Smart Lead Management Outbound Campaigns Analytics
- 24. #AccountBasedSelling Costly Mistakes • Not following up • Generic messaging • Reaching out with the same message • Cold outbound after you’ve already connected
- 26. #AccountBasedSelling Why? • Not using the right technology • Relying too much on automation • Not investing enough time on strategy
- 27. #AccountBasedSelling Example Target: Datanyze • Target Account • Target Contacts – Jason Vargas – Ben Sardella – Ilya Semin
- 28. #AccountBasedSelling Plan Effectively • Who to target first? • Already connected to me? • Already connected to my colleagues? • Am I the right person to reach out? • History?
- 29. #AccountBasedSelling Get Your Messaging Right Pain, Priorities, Motivations Role PPM Messaging VP - Revenue - Pipeline - Headcount Manager - Productivity - Onboarding Sales Development Rep - Quota - Effectiveness
- 37. #AccountBasedSelling Mix It Up Email Direct Mail LinkedIn Phone Twitter Ad Targeting In-Person
- 38. #AccountBasedSelling Persistence Wins Right Message + Right Time + Right Channel Get Creative!
Hinweis der Redaktion
- Sam to intro
- Sam to intro
- -account-based selling is all about penetrating your list of named accounts -the 500 or so companies that “absolutely should buy your product” no matter what the price -these accounts (the whales) require a personalized, human touch to help your product/service ascend through the noise
- -in nearly all cases, account-based selling is not the long tail -save the rest for marketing’s demand generation machine -the age old adage “salespeople are your hunters, marketing is your fishers”
- -the key characteristics of any account based sales strategy (note: use this as outline for your presentation -I’ll be covering how to thoroughly research your target account list – the key is know more about your targets than your competitors do to stand out and book the meeting -Once you’ve done your research, creating simple, but personalized outreach messaging is crucial to getting the attention of key decision-makers -Multiple channels: oftentimes, the decision-makers at your target accounts will require multiple forms of communication before they respond. It’s your job to get creative and think of the beset way to get in touch -High touch: your accounts are limited – this is your lifeblood, so the outreach volume needs to be there
- -account based selling requires a unified effort between sales, marketing and customer success -Sales is responsible for getting into the account. With ABS, sales becomes more about relationship management” than direct selling -marketing is responsible for air support. This may come in the form of -building and maintaining the named accounts list -making sure sales is equipped with poignant sales collateral – think case studies, industry reports and use cases -Lead nurturing: this may come in the form of account based marketing solutions such as DemandBase or Bizo that allow marketers to upload account lists and target these domains across the web via display -Once a deal is won, it is customer support’s job to make sure the key account gets the support and onboarding help it needs to be successful with the solution -also, work with the sales rep to identify upsells and serve as a champion with the engineering team should there be any feature requests.
- -and of course, at the center of any high-powered account-based selling strategy is the CRM -a central place to keep all information -For sales: leads, contacts, opportunities -For marketing: inbound activity, sales collateral, campaigns -For CS: support and feature requests, upsell opps, renewal dates, overall sentiment
- To get started with account-based selling, you must organize your CRM by the account level -this helps in a variety of ways 1. better lead routing: (mention Datanyze inbound story) 2. no duplicate outreach (especially with SDRs) 3. single point of contact (remember the relationship manager salesperson) 4. Easy transition for new hires (list is already there) 5. More visibility and control for managers to access performance and account penetration
- Three common examples of how rolling everything up to the account level helps everyone -Sales: know which of your accounts have had inbound activity – the low hanging fruits -Marketing: better visibility on the funnel: looking at lead level often does not tell the whole story of a deal -CS: easily identify upsells – maybe you sold a customer 5 seats, but there are currently 10 users on the free plan
- Lean data plug!
- Transition slide – okay – you’re manager has provided you with a list of target accounts, now what??
- First things first – prioritize your outreach -look for the following and go for the low hanging fruits first!
- Now, do your research on the company you’ll be pursuing. This is the hard part, but it separates the great from the average -for public companies, there’s great information available in the 10-k (and law requires that these be completed) -you can see a companies performance, key strategic aims, and their goals moving forward -oh.. It’s really long though, so make sure to get good at sifting -also, look through press releases – this will often be a cue for what is important to a company at that moment (product launches, expansions, rebrands, etc.)
- -How to research startups -- I think you got this one Online: -are you selling software or services around content? Check Buzzsumo to see what your named accounts has been writing about and what keywords they are targeting -how about any sort of digital advertising or search marketing? SpyFu is a great resource that helps reps understand their targets current spend with search and display, including banner ad copy, click-through rates, average spend and active campaigns -Alexa? For the infrastructure guys – CDNs, web performance software, load balancers etc. …oh, you’re seeing a spike in traffic? Our solutionwill help you keep website load time fast and uninterrupted -lastly Moat – great way for creative agencies to get a snapshot of what designs a company is using to advertise
- Insider plug for research and prospecting -combines services like AngelList, Crunchbase, LinkedIn, and Alexa into one, easily accessible spot -also, for online companies, it tells you exactly which tech a company is using in one-click -we launched this is January and have about 11k users, so give it a shot if you haven’t already
- Now that youv’e done your research, how to do you get to your decision makers? -Overview of Eric’s linkedin tactic
- This info is all readily available on a linkedin profile – make sure you pay attention to which skills they are endorsed for. -look for tools, management and tactical skills
- Caitlin richmond’s strategy for building out org charts through “mapping calls” -get quality information from a gatekeeper
- Some brief guidelines for getting at each role (pouyan will cover this in a bit more depth during his outreach segment) -CXO: busy during the week, email on weekends -travels a lot – reach him on mobile, be concise -looking for next big thing – CXOs are generally outward looking as they are not consumed with day-to-day operations
- VPs & directors -still outward facing, but with a hand in overall day-to-day outcomes -want to improve the whole team/department -all about outputs – how did the team do this quarter? What tools will make my team more efficient
- Managers are often tasked with carrying out projects assigned by directors and VPs -these are your in the weeds guys and potential power users -remember, their buy-in is oftentimes CRUCIAL for a deal to move forward since they will likely be more hands on with the functionality of the product. Alright – turn it over to Pouyan to talk more about the outreach side of things
- We work with lots of companies doing outbound sales, from profile based to targeted account selling, so we see a lot of interesting things. Let me start with some of the common and costly mistakes we see.
- 1. Like I said, we see a lot of companies do outbound / targeted sales. 2. You’ve invested lots of time and money to get to this point, so mistakes here can be very costly.
- Relying just on a CRM Hacking a marketing automation system for targeted outbound Just using emails and tasks Again, using marketing automation or trying a full sales automation solution
- Lets sell to Datanyze
- Each stakeholder has a unique set of drivers, Pain Points, Priorites, or Motiviations Messaging will tie in later Create a learning engine Now that we have the messaging down, you have all the elements you need to get started reaching out.
- Now that we have the messaging down, it’s time to act. There are lots of ways you can put what we’ve learned into practice, but I’ll show you how we’ve seen companies do it with PersistIQ, which helps avoid those mistakes we talked about upfront.
- Now, I’ve already create a campaign here just for Datanyze. This is just one example. You could separately create a general campaign by title across companies. Here, I have 5 touchpoints utilizing 2 PPMs
- Search by target company See all the contacts See who you’ve communicated with in the past See if they’re in a campaign See the lead status All of this can sync directly back to your CRM
- Email is still a great channel, but it’s not enough.
- - People are busy
- Managers are often tasked with carrying out projects assigned by directors and VPs -these are your in the weeds guys and potential power users -remember, their buy-in is oftentimes CRUCIAL for a deal to move forward since they will likely be more hands on with the functionality of the product. Alright – turn it over to Pouyan to talk more about the outreach side of things