In the deep sea of B2B marketing and sales, you can't wait around for the right people from the right accounts to swim into your net – you need to hunt "big fish" with a targeted and strategic approach. Demand generation is changing, and your organization must evolve from a lead-centric to an account-centric mindset to succeed. But doing Account Based Marketing alone isn't enough. Learn the secrets best of breed marketing and sales development teams are adopting and where they're seeing success, including: -The 5 keys to aligning your organization around account-based thinking -The Who, What, and Where of Account Based Sales Development. -What truly personalized and relevant outreach looks like -Why data is the backbone of building profiles and personas, and how to use it correctly -How team selling concepts will take your prospecting to the next level and beyond Check out this slide deck by Brandon Redlinger, Director of Growth at Engagio, as he explains how to build the new Account Based Everything machine. Discover the marketer's CliffsNotes from Engagio's all-new Clear and Complete Guide to Account Based Sales Development and revisit highlights from the Clear and Complete Guide to Account Based Marketing. To download Engagio's Clear and Complete Guide to Account Based Sales Development and The Clear and Complete Guide to Account Based Marketing, visit Engagio.com/guide

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The Biggest Risks to Failing at
Sales Development
Brandon Redlinger, Director of Growth at Engagio
Oct. 27, 2016

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Brandon Redlinger
Director of Growth,
Engagio

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Agenda
Marketing &
ABSD
Who, What,
and Where of
ABSD
Why Account
Based Sales
Development?
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Why Account Based Sales Development?

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• More complex decisions
• More decision makers
• Longer sales cycles
• Higher stakes
The Changing Landscape of Sales Development

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The Traditional Model
• Focused on inbound
• Linear process
• Focused on reaching masses
The New Model
• Separate inbound & outbound
• Personalized
• Strategic
The Old vs The New

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“A coordinated strategy that combines personalized,
multi-channel, multi-threaded outbound activities to
create high-value opportunities in new and existing
customers.”
Account Based Sales Development Defined

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Top Benefits of ABSD
• Reps become efficient and effective.
• It forces organizational alignment
• You build a better brand reputation
• Hyper Growth!

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Why You Should avoid ABSD
• You’re pre-product/market fit (PMF).
• You don’t have a predictable pipeline.
• You’re not positioned to move up market.
• You don’t have the technology required to perform ABSD.

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Caution!
ABSD alone can’t save a sinking ship.

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The Who, What & Where of ABSD

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What do we
want to
say?
(offers)
Who should
we say it to?
(segments)
Who are
we trying to
reach?
(accounts)
What
should we
say?
(message)
Where
should we
say it?
(channels)
Where
should we
say it?
(channels)
NetsSpearsThe 3-Step Process

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Who

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50-1,000 accounts (“hundreds”)
Light research + data build out
Personalized touches to key personas
1,000+ accounts (“thousands”)
Automated touches OK
Industry and persona customization
Hybrid
Lite
Classic
Tiers of Accounts

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• Firmographic – Company Profile Data
• Technographic – Technology Stack
• Behavioral – Buyer Behavior and Indicators
• *Predictive – Forecast the Propensity to Buy
The Big Three Types of Data Required

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Examples:
• Organization size
• Industry, market and vertical
• Projected financials
• Growth trends
• Number of locations
• Status or structure
• Market share or industry position
Vendors:
Firmographic Data

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Examples:
• Technologies used by their
competitors
• Technologies used by
complementary product or
services
• Technologies that signal status
(e.g., a startup won’t be using
Netsuite)
Vendors:
• Job descriptions (hint: look at
required skills)
• LinkedIn (hint: look at skill
endorsements for their
employees)
Technographic Data

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Examples:
• Interactions with your content
(eBooks, webinar, whitepapers,
etc.)
• Job postings
• News regarding the company as a
whole – company updates (e.g., a
round of funding, welcoming a
new executive, acquisitions)
Vendors:
• Company website
• Social media
• Forums and discussions boards
• Job boards
Behavioral Data

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Predictive scoring analyzes the data
and builds models around any
characteristics that best correlate
with success.
Predictive Scoring & Modeling
Vendors:

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Find and map the important roles inside every buying team. It could look
something like this:
• Initiator
• Decision Maker
• Buyer
• Influencer
• User
• Gatekeeper
Ideal Buyer Profiles

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What

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The Statistics
“75% of executives will read unsolicited
marketing materials that contain ideas that
might be relevant to their business.”
75%
25%
Yes
No

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The 3 Most Important Factors
• Knowledge and understanding of my industry
• Knowledge and understanding of my unique business issues
• Fresh ideas to advance my business

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What to Research
The Market
 Industry Dynamics
 Key Trends
 Competitors
 Growth Drivers & Inhibitors
Relationships & Connections
 Key Contact Profiles
 Relationships to Each other
 Relationships to Your Company
 Attitudes, Preferences & Biases
The Company
 Financial Health
 Growth Areas vs “Cash Cows”
 Renewal Risk
 SWOT
 Initiatives & Organizational Priorities
 Triggers (Funding, Acquisitions, Personnel change, etc.)
The Buying Centers
 Org. Chart
 Key Buying Centers
 Whitespace & Buying Center Analysis

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Where

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• Number of Touches
• Channel Diversity
• Timing of Touches
• Content of the Touches
Key Elements for Effective Outreach

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Avoid at all costs!
Instead:
• Reemphasize business value
• Offer insight
• Educate
• Share new
The “Touching Base” Email

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• Plain text vs HTML
• Short vs long
• Relevant vs generic
• Personalized vs customized
• One-to-one or one-to-many
Does it pass the test?
Human Emails

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• Email
• Call
• Social
The Triple Threat

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“Voicemail and email are equally
important. And together, they’re twice as
effective as all other touches combined.”
Trish Bertuzzi,
The Sales Development Playbook

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“A play is a series of steps that orchestrates
interactions across departments and channels to
achieve a business purpose for one or more buying
centers at target accounts.”
Orchestrating Plays

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Sample Play
Day Step(s) Description
Pre Research Find out 3 pieces of relevant information
Pre ABM Ads Build awareness with targeted ads
Pre
Dimensional
Mail
Package / postcards to decision maker + influencers
1 Triple Touches
Human email (SDR) + voicemail + social (InMail)
(multiple personas) – mail follow-up
4 Double Touches Human email (AE) + voicemail – case study
7 Double Touches Human email (SDR) + voicemail – relevant content
15 Double Touches Human email (exec) + voicemail – exec alignment
21 Last Chance Last chance email (SDR) + voicemail
Ongoing Human Nurture Share relevant insights (curated content) every 3-4 weeks

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Marketing & ABSD

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Marketing Loves ABSD
Sales done the way marketing wants sales to be done.
• Convert more pipeline
• Close more deals
Marketing done the way sales wants marketing to be done.
• They’re called Account Executives, not Lead Executives
• They close Accounts, not Leads

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Marketing Qualified Accounts (MQA)
“A target account (or discrete buying center) that has reached a
sufficient level of engagement to indicate possible sales readiness.”

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Lead to Account Matching
Fuzzy logic matching on name,
company, IP, geography =
• Account-level visibility
• Better routing

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• Social Selling
• Content
• Ad Targeting/Retargeting
• Other
How Marketing Can Enable Sales Development

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• Listen to your target accounts
• Use private Twitter lists
• Warm up your outreach
• Gain competitive intelligence
Tools and Vendors:
Social Selling

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Turn a relevant but broad piece of content into a super-
relevant piece:
• A targeted title or subtitle
• Imagery that reflects the target industry
• Case studies from the target market
• Tweaking the introduction and conclusion
• A targeted landing page and email
Content

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• Targeted and relevant
• Simple vs. Super-Personalization
Content Personalization

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Ad Targeting/Retargeting
Tools and Vendors:Many different ways to target
accounts:
• By persona
• By funnel stage
• By business value

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The options are endless:
• Events
• Dimensional Mail
• Sponsorships
Show up like no one else!
Other Ways Marketing Creates Demand

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Stop Calling it ABM or ABSD!

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This isn’t about account-based marketing campaigns or sales
tactics, this is Account Based Everything: the coordination of
marketing, sales development, sales, and customer success efforts
to drive engagement and conversion at key target accounts.”
Craig Rosenberg,
Chief Analyst, TOPO
Hello, Account Based Everything!

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Connect with me

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For more Account Based treasures…
The Clear & Complete Guides ABM The Clear & Complete Guides ABSD
Engagio.com/guide
Follow us on Twitter at @Engagio