VersionOne’s approach to going fast and what we learned about Account Based Marketing and Account Based Sales Development.

1. How an Agile
Marketing Team
Sprinted to Account-
Based Success
VersionOne’s approach to going fast and
what we learned about ABM and ABSD
Peter K. Herbert, VP Marketing, VersionOne
@peterkherbert
linkedin.com/in/peterkherbert/

2. VersionOne’s Account-
Based Program
A Brief History

3. Why Account-Based
• Global, enterprise market
• Compete with BIG companies
• Reliant on inbound
• Shift from transactional to enterprise sale
• With a lean team, targeting with ABM was
our best chance
• If we can’t outspend them, let’s outsmart
them
Leader in unified Agile and DevOps
software solutions

4. Plan, Execute, Experiment, Learn….
Sprint 5Sprint 4Sprint 3Sprint 2Sprint 1
….and Keep Going

5. Work in Sprints, Complete Commitments

6. Tier 1: Top 100 Enterprise Accounts
Tier 2: 500 Enterprise Accounts
Tier 3: Enterprise Financial Services, SW, Gov
VersionOne ABM
2015: Skunkworks ABM
(with a capital M): Engagio
early adopter
Q1 2016: Launched ABM
Q3 2016: Data-driven account selection
2017: Optimize human
orchestration, ABM+ABSD

8. Account-Based Is Awesome. Let’s Do More.
Source: VersionOne and ABM in Action Newsletter

9. Results in Year 1
Engagement Sales Appt Pipeline Opportunity Size
88%
of target accounts were
aware & engaged
31%
of tier 1 prospects
converted to appt
40%
of enterprise initial
pipeline from targets
40%
increase in size of opp

10. 7 Things About ABM
We Learned &
Practice

11. #1.
Prepare to lead, changing mindset is
the hardest part.

12. Atlanta

13. #2.
Measure from day one: You're going
to need it.

14. ABM Scorecard – Team, Executive, Board
Tier
# of
Accounts
Awareness MQA
Sales
Appt
Opps
Pipeline
ACV
Conversion
to Opp
C/W Deals
C/W
ACV
Conversion
to C/W
Tier 1 # # # # # $ % # $ %
Tier 2 # # # # # $ % # $ %
Tier 3 # # # # # $ % # $ %

15. Target Segment Awareness

16. Target Account Web Traffic

17. MQA SFDC Dashboard

18. #3.
Marketing should own data-driven
target account selection.

19. Marketing Drives Selection with Data

20. Target Account Model
Fit + Intent
(+ Engagement)

21. #4.
You need SDR-Marketing alignment
and an ALLBOUND strategy, or find
something else to do with your life.

22. One “Value Stream”
ABM + ABSD = One Targeted Effort
Select Accounts
Promote
MQAs
Check SFDC &
Engagio
Expand to 10+ More Contacts
as Needed to Set Appt
Gather Account Insight
Create Content
Personalized
Phone+Social+Email
Marketing
Account-Based
Awareness,
Engagement
Sales Dev
Account-Based
Human
Engagement
& Appointment
Setting
Build Target Contacts

23. #5.
Enable your SDRs. Create an SDR
account insights machine.

24. SDR Insights Machine

25. SDR Insights Machine

26. SDR Insights Machine

27. SDR Insights Machine
Greatest
Hits!

28. SDR Insights Machine

29. Teach About Buyers, Message, Product

30. Help SDRs Be Awesome!

31. #6.
Personalization, segmentation can be
a challenge, tackle it head on.

32. Financial Services Segment Campaign
32
Target display ads
Industry specific
landing page
Customized Content
Retargeting ads to
landing page visitors

33. Top 100 Campaign with Personalization
Personalized Direct
Mail
SDR Cadence
PURL with Custom
Landing Page
Retargeted Ads to
Visitors
• Email + VM +
Social
• Email + VM
• Email + VM
• Email + VM
• Last chance + VM
• Nurture, social

34. Surging Account Campaign
34
Surging
Accounts
Suring Keyword
Specific Ads
Suring Keyword
Specific Landing
Page
Engagement

35. #7.
Attack ABM in sprints. Just because it’s a
transformation, doesn’t mean you can’t
get started or get better tomorrow.
(ABM is not a technology, a campaign, or a marketing approach – it’s
a go-to-market team transformation)

36. 7 Things We Learned About Account-Based
1. Prepare to lead, changing mindset is the hardest part.
2. Measure from day one: You're going to need it.
3. Marketing should own data-driven target account selection.
4. You need SDR-Marketing alignment and an ALLBOUND strategy.
5. Enable your SDRs. Create an SDR account insights machine.
6. Personalization, segmentation can be a challenge, tackle it head on.
7. Attack ABM in sprints.

37. About VersionOne
• Founded in 2002; headquartered in Atlanta, GA
• Leader in Unified Agile and DevOps software solutions
• Help teams accelerate software delivery with confidence
• 33 Fortune 100 customer in addition to major government agencies
www.versionone.com

38. About Engagio
• Founded in 2015; headquartered in San Mateo, CA
• Account Based Marketing Orchestrations platform
• Helping teams execute their Account Based Everything Strategies with
personalized, relevant, human interactions.
• Trusted by companies like VMware, Hortonworks, Box, DOMO, Apttus
and more!
www.engagio.com

39. Thank You