Elle Woulfe gives a presentation on implementing an account-based marketing (ABM) strategy. She discusses how an initial light ABM approach led to improved conversion rates and increased ACV from target accounts. She advocates taking ABM further by more closely aligning sales and marketing efforts, customizing messages and alerts for target accounts, and continuously refining the strategy. The key takeaways are to thoroughly understand target accounts, start with small ABM tactics and set new incremental goals.

1. Going All in On ABM
Implementing a People First, Agile, Account Based
Strategy
ELLE WOULFE

2. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
INTRODUCTION
ELLE WOULFE
VP of Marketing, PathFactory
• Marketing nerd
• Native New Englander
• Hono(u)rary Canadian
@ellehwoulfe #FlipMyFunnel

3. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Why ABM?
@ellehwoulfe #FlipMyFunnel

4. Poor Conversion,
Efficiency & Predictability.
KIS S ING TOO MANY FROGS
@ellehwoulfe #FlipMyFunnel

5. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Unintentionally Agile ABM
@ellehwoulfe #FlipMyFunnel

6. Can We Take More High Percentage Shots?
@ellehwoulfe #FlipMyFunnel

7. Target Account Tear Down: ICP 1.0
Basic Demographic &
Firmographic Attributes:
revenue, MAP, industry, geo
More Advanced Technographic
& Firmographic Signals:
year founded, Alexa rank, amount of
tech in use, etc.
@ellehwoulfe #FlipMyFunnel

8. ABM Light – Targeted, Not Customized
@ellehwoulfe #FlipMyFunnel

9. Phase 1 Results
Increased Conversion:
• MQL to SQL = 15%
• SQL to SQO = 22%
1– 2X ACV from ICP Accounts
75% of Churn from Non-ICP
Stronger Funnel Performance
Top to Bottom
MQL
SAL
SQL
SQO

10. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Go All In
@ellehwoulfe #FlipMyFunnel

11. Psychographic Fit
ICP Score
Account Tier
Narrow the Beam: ICP 2.0
@ellehwoulfe #FlipMyFunnel
Target Accounts

12. Aligning Effort
Account Based Selling AND Marketing:
@ellehwoulfe #FlipMyFunnel
You can’t have one without the other.

13. Aligning Messages
Focus
1. FREE TRIAL
2. ANALYTICS
3. ABM
4. DEFAULT
@ellehwoulfe #FlipMyFunnel

14. @ellehwoulfe #FlipMyFunnel
Getting Comfortable with Anonymity

15. Unrelenting Alerts
Target Accounts:
• Visitor Session
• FMB (Fast Moving Buyer)
• Webpage Visit
• Form Submission
• Event Status Change
• Webinar Status Change
Non-Target Accounts:
• Standard Demand Funnel (MQL)
• FMB
@ellehwoulfe #FlipMyFunnel

16. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Results
@ellehwoulfe #FlipMyFunnel

17. 1H -18 Results: Funnel Volume & Conversion
Target Accounts Non-Target Accounts
MQL
SAL/SGL
SQL
SQO
INQ 2,280 4,791
44%
93%
28%
54%
23%
81%
18%
45%
@ellehwoulfe #FlipMyFunnel

18. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Key Takeaways
@ellehwoulfe #FlipMyFunnel

19. 1.
2.
3.
KEY TAKEAWAYS
Know the Accounts
Marketing needs to understand (and
sometimes guide) target account rationale.
Bite off one tactic or program at a time –
done is better than perfect.
Don’t get complacent. You are never done.
Set new incremental goals, test and refine.
Start Small
Set New Goals
@ellehwoulfe #FlipMyFunnel

20. One Thing You Can
Do Right Now:
Develop a Target
Account Baseline.

21. THANK YOU!
@ellehwoulfe