The document provides an overview of account based everything and its benefits. It discusses how account based everything coordinates personalized marketing, sales development, sales and customer success efforts to drive engagement and conversion among targeted accounts. This involves orchestrating intelligence-driven programs and campaigns across functions, as well as providing valuable and personalized buyer experiences through coordinated high-effort outreach.

1. Hello, Account Based Everything
These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly
prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared
with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com
Craig Rosenberg – Co-­Founder/Chief Analyst
April 19, 2016
www.topohq.com

2. www.topohq.com© 2016 TOPO. All rights reserved.
Today’s Speakers
Craig Rosenberg
Co-­Founder/Chief Analyst
@funnelholic
www.topohq.com
David B. Thomas
Sr. Director, Inbound Marketing
@DavidBThomas
www.leadspace.com

3. www.topohq.com© 2016 TOPO. All rights reserved.
Today’s Agenda
1. A Brief Introduction to TOPO
2. The Rise of Account Based Marketing
3. Hello, Account Based Everything

4. www.topohq.com© 2016 TOPO. All rights reserved.#leadspaceABM
Meet TOPO
We’re
an
analyst
firm
that
helps
100s
of
demand
generation,
sales
development,
and
sales
organizations
grow
revenues
in
a
scalable manner.

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3 Ways of Delivering Scalable Revenue Growth
1. PLAYBOOKS
A customized “owner’s
manual” for various sales
or marketing functions
2. ADVISORY
Analyst support for big
issues like process, org,
and technology
3. EVENTS
Detailed, engaging
training on playbooks
and best practices

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Over $20B in Revenue Depends on TOPO
#leadspaceABM

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The Rise of Account Based Marketing
#leadspaceABM

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Account Based Marketing is White Hot
#leadspaceABM

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3 Drivers Powering the Account Based Movement
Economics
Realization that CAC and LTV economics can be more compelling
in enterprise market
Market Dynamics
Many companies have exhausted inbound, volume and velocity
models and must pursue to Account Based models to drive growth
Proven Results
Organizations are reporting that their Account Based programs are
yielding highest conversion and revenue growth
#leadspaceABM

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But What if There’s an Elephant in the Room?
Marketers
are
only
getting
15%
penetration
into
target
accounts
#leadspaceABM

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Hello, Account Based Everything
#leadspaceABM

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What is Account Based Everything?
Account Based Everything is the coordination of personalized
marketing, sales development, sales, and customer success efforts
to drive engagement and conversion at a targeted set of accounts
ACCOUNT BASED
Marketing
Sales
Development
Sales
Customer
Success
#leadspaceABM

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5 Defining Attributes of Account Based Everything
ATTRIBUTE EXAMPLE
1. Targeted, high
value
accounts Accounts
that
meet
pro
forma
CLTV
target
based
on
#
of
employees
2. Intelligence-­‐driven
programs/campaigns
Account
insights
inform
custom
campaigns
with
high
conversion
rates
3. Orchestration
across
marketing,
sales,
sales
development…
Outbound sales development
is
today’s
most
effective
account
based
tactic
4. Valuable
and
personalized
buyer
experiences
Customized customer
workshop
leveraging
their
data
5. Coordinated high
effort/frequency
outreach
Executive
outreach
is coordinated
with
key
marketing
event
#leadspaceABM

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Key Account Based Plays
0
1
2
3
4
5
6
7
8
9
10
MARKETING/SALES
DEVELOPMENT
Deep
discoveryAccount-­‐
based
ads
Custom
pitch
Custom
workshop
BUYER ENGAGEMENT
Marketing
Sales Development
Sales
Customer Success
Account Management
Custom
LP/content
Custom
webinar
Physical
event
Physical
promo
Executive
outreach
Personalize
d
outreach
Deep
research
Content
share
Account-­‐
based
ads
Custom
demo
Content
selling
White
glove
trial
Custom
proposal/
business
case
Hands-­‐on
onboarding
Account
insights
Customer
events
Use
case
campaign
Use
case
campaign
Personalized
outreach
Executive
outreach
Customer
workshop
SALES
PROCESS
CUSTOMER
SUCCESS/ACCOUNT
MGMT
#leadspaceABM

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Account Based Everything Teardown:
Marketing, Sales Development, Sales
#leadspaceABM

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Marketers: ABM is Priority #1
1. Account Based Marketing (ABM) has been the #1 topic for inquiries into the TOPO
Demand Generation Practice
2. ABM is a work in progress, marketers are only achieving 15% penetration into target
accounts from their current programs
3. Many marketers are making the mistake of thinking “tech first” instead of strategy and
process
4. The top ABM tech purchases are account-­based advertising (Demandbase) and SFDC
configuration and routing (LeanData, Engagio)
5. Marketers continue to build iterate on ABM and their penetration levels will improve, but in
the meantime, Account Based Sales Development is currently driving the highest ROI
#leadspaceABM

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EXECUTION
CHANNEL EXECUTION
Direct Mail
• Mailer to executive kicks off
campaign.
• SDR calls/emails when prospect
signs for mailer
Email
Email campaign begins to non-­
executive personas
• Email #1 Day 1 – kicks off
campaign
• Email #2 5 days in
• Email #3 End of campaign
Targeted
Ads
Once email is sent, targeted ads
begin to all personas at the target
account
SDR
SDRs have been provided
messaging, templates, and touch
pattern. They then:
• Outbound 6 touch follow-­up on
direct mail and email campaigns
• React to positive activity such as
receipt of mailer
Executive
Outreach
Provided with a template from
marketing, exec sponsor sends email
to top exec
Sales
Using templates from marketing,
sales follows up on their assigned
contacts
ABM DATABASE
90% of target accounts and
contacts are loaded in database
OFFERS
High value offer is created.
ACCOUNT INSIGHTS
Account team meets to identify
insight-­driven target messaging
CAMPAIGN PLANNING
Campaign type determined
LEAD QUALIFICATION
Sales development follows up on MQLs
using follow-­up playbook
SALES CYCLE
Sales begins sales cycle. Marketing
continues to serve targeted ads to key
personas
SALES QUALIFICATION
Sales holds first show and tell meeting
leveraging ppt deck created by marketing
ABM Drives Demand at Hard-­to-­Reach Targets
#leadspaceABM

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Sales Development: From Tactical Outbound to ABSD
1. Sales development is the top producing account based program. As a result,
organizations are implementing ABSD faster than ABM
2. 87% of organizations with narrow target markets have outbound or hybrid
(inbound/outbound) SDR teams
3. 30% of those outbound teams will be Account Based in 2016 (early benchmark results)
and that number will grow
4. Account Based SDRs work a narrow set of target accounts. 88 accounts per SDR is the
benchmark (that number will get smaller over the course of 2016)
5. ABSD requires a multi-­channel approach which has led to a renaissance for phone and
social. 50% of SDR teams use a combination of phone, email, and social
6. And every SDR touch has a personalized message for each account
7. Looser qualified lead definitions prevail. Only 26% of companies use BANT and they are
primarily companies selling to wide, inbound-­centric markets
#leadspaceABM

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Account Based Sales Development Case
Nurture
Pass to Sales
Identify
ABSD
Accounts
Qualify
Auto-­convert to
Account/Contact
Enterprise
($1B-­‐$10B)
Strategic
Accounts
(>$10B)Inbound
SDR sync w/
Rep
Auto-­assign to
SDR + Rep
Consolidate
Data
Identify
Target
Contacts
Create
Campaign
Execute
OutreachBuild Target
Accounts
Inbound
Leads
TOPO Research, 2015 Cloudera Case Report
ABSD is seeing immediate results:
• 20% lift in SQLs generated
• 60% email open rate and 31% email response rate
• 5-­10X as many stakeholders involved in each opportunity
#leadspaceABM

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Sales: The New Sales Approach is an Old One
1. In an Account Based model, sales must be able to start selling early in the buying cycle or
even before a buying cycle even begins (No BANT)
2. In order to be successful with these types of accounts, sales needs to create
personalized, buyer-­centric sales processes. In fact, buyer-­centric sales teams achieve
150% of quota
3. Discovery is required for delivering a buyer-­centric sales process. The top ranked sales
teams in our benchmark have a distinct discovery step in their sales process. The lowest
ranked teams do not
4. According to the data, the demo is the stage at which the most buyers fall out of the sales
process. Sales teams that customize their demos see less drop-­off than those that don’t
5. Companies are controlling the trial process. Organizations with hands-­on trial processes
increased trial adoption by 85%
6. The data shows a drop-­off rate after proposal (known as the dark stage). Presenting the
proposal versus just sending it, reduced drop-­off by 35%
7. One of the key trends in sales enablement is to support this entire process with content.
Relevant content that sales can deliver at the right time (not data sheets)
.
#leadspaceABM

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Early, High Value Sales Steps Drive Deals
Sales Stage First Call Discovery Pitch Evaluation Negotiation Close
Description Initial
conversation
with buyer
Gather
requirements;;
agree on
solution
Custom pitch;;
follow with
proposal
Provide and
support 30 day
trial
Negotiate key
terms;; enter
order
Executed K and
paperwork
received
Deep Selling
Plays
Market research
read-­out
Deep audit
across
organization
Multi-­
stakeholder
workshop on
findings
White glove
hands-­on trial
focused on
solving key
challenges
Solution
focused
proposal
presentation
Dinner-­time
Marketing Read-­outsent
to other
stakeholders
Turns audit into
custom report
Champion
content
Account based
advertising
ROI model Build use case
They key to sales in an Account Based Everything environment
requires delivering valuable, non-­selling steps early and deep
discovery to craft account-­centric messaging
Marketing provides in-­cycle air support
#leadspaceABM

22. Hello, Account Based Everything
These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly
prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared
with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com
Craig Rosenberg – Co-­Founder/Chief Analyst
April 19, 2016
www.topohq.com