17. A checklist for …?
Marketing / Sales Development / Sales aligned
Prospecting multiple people per account
Tailored, research messaging (no pushing product)
Highly personalized outreach
Delivering industry + role insights
21. STRATEGIC A process so amazing (with thinking so good), it feels
like you’re an extension of their team
TARGET One of the best executed marketing and sales
processes they have ever seen
ENTERPRISE A strong process (great content, deep insight, high
personalization, low friction)
MID-MARKET 5x better than “talk to you about your strategy for
[BLANK]” and “a quick 10 minute chat”
22. STRATEGIC A process so amazing (with thinking so good), it feels
like you’re an extension of their team
TARGET One of the best executed marketing and sales
processes they have ever seen
ENTERPRISE A powerful and persuasive process (great content,
deep insight, high personalization, low friction)
MID-MARKET 5x better than “talk to you about your strategy for
[BLANK]” and “a quick 10 minute chat”
23. STRATEGIC A process so amazing (with thinking so good), it feels
like you’re an extension of their team
TARGET One of the best executed marketing and sales
processes they have ever seen
ENTERPRISE A strong process (great content, deep insight, high
personalization, low friction)
MID-MARKET 5x better than “talk to you about your strategy for
[BLANK]” and “a quick 10 minute chat”
24. STRATEGIC A process so amazing (with thinking so good), it feels
like you’re an extension of their team
TARGET One of the best executed marketing and sales
processes they have ever seen
ENTERPRISE A strong process (great content, deep insight, high
personalization, low friction)
MID-MARKET 5x better than “talk to you about your strategy for
[BLANK]” and “a quick 10 minute chat”
28. You can’t spam your way into Strategic Accounts
• Email templates
• Simply calling multiple people
with same message
• Same old voicemail, email, social
• One and done demos
SMB & MM
PLAYS
29.
30. STRATEGIC Talent management threats & opportunities (notes
from your recent 10-Q)
TARGET Winning the war for tech talent in the entertainment
industry
ENTERPRISE How enterprise companies leverage their brand to
hire A-players
MID-MARKET A better way to hire A-players
31. STRATEGIC Talent management threats & opportunities (notes
from your recent 10-Q)
TARGET Winning the war for tech talent in the entertainment
industry
ENTERPRISE How enterprise companies leverage their brand to
hire A-players
MID-MARKET A better way to hire A-players
32. STRATEGIC Talent management threats & opportunities (notes
from your recent 10-Q)
TARGET Winning the war for tech talent in the entertainment
industry
ENTERPRISE How enterprise companies leverage their brand to
hire A-players
MID-MARKET A better way to hire A-players
33. STRATEGIC Talent management threats & opportunities (notes
from your recent 10-Q)
TARGET Winning the war for tech talent in the entertainment
industry
ENTERPRISE How enterprise companies leverage their brand to
hire A-players
MID-MARKET A better way to hire A-players
34. TIER COMMITTMENT PLAYS SPECIFICITY
S: Strategic CEO+BoD Bespoke You!
T: Target Executive-driven 1 : few Your peers
E: Enterprise Actual alignment 1 : many Your vertical
M: Mid-Market Align-meh 1: masses Your role
35. The mix needs to change
COST
COMPLEXITY
Email
PPC
Ads
Direct
Mail
Live
Events
Exec
Briefings
Personal
Video
SDR
outreach
AB
Ads
37. The old KPIs are DOA
• Email open rate
• Ad CTRs
• Accounts that have downloaded
a content piece
• Demos booked
• # of MQLs generated
SMB & MM
METRICS
38. Account-based metrics are required
SMB Metrics ABR Metrics
COVERAGE Buyer identified
Meetings / demo(s) booked
Spoke with DM
Champion sentiment
Key players ID’d / reached
“Up the food chain” meetings
Exec Briefing delivered
Axis, Allies, Neutrals
ENGAGEMENT Traffic
MQLs
# of downloads
Views
Traffic from STEM accounts
MQAs
Content resonance
C-Suite name recognition
IMPACT Pipeline sourced
LTV
# of new logos
Pipeline influenced
ARPA growth
ARR per logo
39. SMB Metrics ABR Metrics
COVERAGE Buyer identified
Meetings / demo(s) booked
Spoke with DM
Champion sentiment
Key players ID’d / reached
“Up the food chain” meetings
Exec Briefing delivered
Axis, Allies, Neutrals
ENGAGEMENT Traffic
MQLs
# of downloads
Views
Traffic from STEM accounts
MQAs
Content resonance
C-Suite name recognition
IMPACT Pipeline sourced
LTV
# of new logos
Pipeline influenced
ARPA growth
ARR per logo