The benefits of using account-based marketing in your Demand Generation team are considerable: by getting as many engaged, qualified accounts as possible, your conversion rate will be higher and you'll find that Marketing and Sales are (gasp!) more aligned. Sounds great, doesn't it? But how do you even find the resources to make it happen? Join Jessica Cross, Manager of Demand Generation at Rollworks, as explains how to build your Demand Generation team to best carry out ABM - even if your team is small. In fact, her own team has 3 people!

1. Building your demand generation
team for ABM
Jessica Cross Hannah Flynn
With: Moderated by:
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2. 2
Click on the Questions panel to
interact with the presenters

3. About Jessica Cross
The title of Jessica’s yet to be penned professional memoir would be “wasted impressions: what I’ve learned from
failed campaigns”. After nearly a decade in B2B high tech marketing Jessica has run hundreds of campaigns,
generated maybe half a million leads, and has stories to tell. Previous to RollWorks, Jessica led demand generation at
EverString, Fliptop (acquired by LinkedIn) and PowerReviews (acquired and then divested by Bazaarvoice)
About Hannah Flynn
Hannah attended The University of Chicago, where she majored in Environmental Studies with a concentration in
Economics and Policy. She now works with Aggregage on social media strategy and webinar production on sites such
as Product Management Today, B2B Marketing Zone, Supply Chain Brief.

4. Building your demand gen
team for ABM

5. Agenda
● ABM is a team sport
● Qualities to look for when hiring
● Making ABM a top down initiative
● How to coordinate demand generation and ABM efforts

6. Who is RollWorks?
Independent marketing technology company
Growth platform for DTC brands Account-based platform for ambitious B2B companies

7. Quick Poll:
What is your ABM Readiness?

8. ABM Readiness
3 Running multi channel multi touch coordinates plays
1 Just getting started
2 We have a list - don’t know what to do with it
4 All I do is ABM and WIN

9. ABM is not a individual sport
vs.

10. SiriusDecisions Demand Unit
Source: SiriusDecisions Demand Waterfall

11. The Pendo.io ABM Example

12. Sample FULL marketing team
CMO
Director of Comms
Director of Field
Marketing
Director of
Demand
Generation
Lead Designer
Designer
Events Marketing
Manager (West)
Digital Marketing
Manager (MOFU)
Director of
Integrated
Campaigns
Product Marketing
Manager
Lead Marketing
Engineer
Digital Marketing
Manager (TOFU)
Social Marketing
Manager
Director of
Customer
Marketing
Events Marketing
Manager
VP of Revenue
Marketing
Sr. Copywriter
VP of PMM
Sr. Director of PMM
Director of Growth Content Strategist;
EiC, ProductCraft
Managing Editor,
ProductCraft
Marketing Analyst
Events Marketing
Manager

13. Sample FULL marketing team
CMO
Director of Comms
Director of Field
Marketing
Director of
Demand
Generation
Lead Designer
Designer
Events Marketing
Manager (West)
Digital Marketing
Manager (MOFU)
Director of
Integrated
Campaigns
Product Marketing
Manager
Lead Marketing
Engineer
Digital Marketing
Manager (TOFU)
Social Marketing
Manager
Director of
Customer
Marketing
Events Marketing
Manager
VP of Revenue
Marketing
Sr. Copywriter
VP of PMM
Sr. Director of PMM
Director of Growth Content Strategist;
EiC, ProductCraft
Managing Editor,
ProductCraft
Marketing Analyst
Events Marketing
Manager

14. Marketers focused on account-based efforts
● 25 marketers at Pendo
● Invested 5 (20%) of headcount in account-based efforts
● ABM is not a one person effort
Director of
Demand
Generation
Events
Marketing
Manager
(West)
Digital
Marketing
Manager
(MOFU)
Plus 10
sales reps!
Digital
Marketing
Manager
(TOFU)
VP of Revenue
Marketing

15. ABM is not a 1 person sport
3 All teams in the business play a role
1 ABM needs to be cross functional
2 Initiative needs to start from the top down

16. Qualities I look for in my team

17. Persona - Digital Marketing
Quality Why it Matters
Targeting Must know the ins and outs of how to segment or database and target
with precision the companies that matter to our business
Quality over Quantity Must value quality engagement over sheer volume of “MQs”
Growth Mindset Openness to testing new vendors, new methods, new techniques to
engage key contacts and accounts.
Teacher Many of the technologies we use require sales to participate and
utilize. This hire must teach and encourage adoption of the tech.
Analytical Ability to derive insights from volumes of data.

18. Quality Why it Matters
Creative Events must be eye catching, engaging, and stand out in the crowd to
get our prospect’s attention
Deal maker Negotiate with vendors and partners to get the best deal
Circus leader Ability to rally our sales team to drive attendance and show up in a big
way at our events
Sales Therapist Listen to sales needs and incorporate (or disregard) their input
Producer Field events are a mini show. Must be able to manage timelines and
quickly pivot if catering doesn’t show up.
Persona - Event and Field Marketing

19. Quality Why it Matters
Connector
Account-based marketing works best when systems are fully
integrated to build a cohesive experience for customers.
Database master
Personalization requires top notch data. MOPs should have the skills
to master our database and minimize mix ups with data.
Scale Must be able to build a repeatable process that is easily scaled. Think
support 50+ field events in a year.
Negotiator Often times campaign managers will have competing deadlines and
MOPs will need to negotiate between the two.
Teacher A great MOPs person can configure their system to be leveraged by the
full team, and teach the full team how to safely us it :).
Persona - Marketing Operations

20. Quick Poll
Which type of marketer are you?

22. Quick Poll:
Who initiated ABM in your
organization?

23. Who initiated ABM in your organization?
3 Sales asked me
1 CEO
2 CMO
4 I want to do this!

25. ABM needs to be a top down
initiative

26. What happens if ICP is not clearly defined
and applied across the business?
Product builds a Platform for a first set of
customers set of customers
Marketing markets to a second set of
customers
Sales sells to a third set of customers
Customer Success & Operations optimize
for a fourth set of customers

27. What makes for a good ICP
ICP is *not* just a phrase to
be used in conversation

28. What makes for a good ICP
ICP *is* a strategic
framework to manage
resource allocation &
activity across the entire
business

29. What are the attributes of a workable ICP?
Attribute Rationale
Observable from afar Marketing needs to apply to the top of the funnel before
customer engagement
Measurable Sales need to assign accounts, Management needs to
measure resource allocation
Memorizable Every employee needs to be able to recite

30. ABM and Demand Generation

31. Double funnel
Demand gen
CLOSED/ WON
Account-based

32. Deeper Personalization
Laser Focused Targeting
Sample technology to support double funnel
Demand gen
CLOSED/ WON
Account-based

33. Tiers of ABM
P2, P3
Lite ABM
Owned accounts
Scaled ABM + Inbound
~ 200 Account
Light research + data build out
$$
Automation with personalization woven throughout
~ 4000 Accounts
Automated touches OK
$
Industry and persona customization
~ 40 Accounts
Account plans
$$$
Every touch is personalized
P1
Classic ABM
TAL

34. Multi Touch - Multi Channel Campaign
● Digital
- Two Digital Touches
● Direct Mail
- Swag Drop, T-Shirts
Notebooks, Pens
● Events
- Synapse Conf 9/20
- Dreamforce Happy
hour 9/25
- Wear Pendo Pink All
Week 9/24
● Direct Mail
- 2nd Swag Drop (water
bottles and beverages)
● Events
- Decisions Conference 10/2
- CPO Dinner 10/11
- Pendorama 10/18
● Direct Mail
- 3rd Swag Drop Pink Candy
● Direct Mail
- 4th Swag Drop
(Headphones, Privacy
Covers)
● Events
- Giants Game 9/10
● Digital
- 1 Digital Touch
● Sales
- 2 Sales Touches
● Sales
- 2 Sales Touches
● Digital
- 1 Digital Touch
● Sales
- 2 Sales Touches
● Sales
- 2 Sales Touches
● Digital
- 1 Digital Touch
WAVE 1 WAVE 2 WAVE 3 WAVE 4
Digital Ads Start
“Paint the Town Pink” “Lunch on Us” “How Sweet it is” “Drown Out the Noise”

35. CRM TargetingABM Ads
Email Meeting Phone Contract
Contact
Enters
Pipeline
DirectMailSalesPlay
Door Opener Post-Demo Kit Proposal Kit Welcome Kit
Meeting Phone
Milestone Kit
Email
Attract OnboardingConsideration
RollWorks ABM play
Live

36. Time to wrap up

37. Four takeaways
3 Look for key qualities when hiring
1 You can run ABM with a small team
2 Don’t assign ABM to one person
4 Demand Gen and ABM are not contrary

38. 38
Q&A
Manager of Demand Generation, RollWorks
Linkedin page: in/jessicafalarski/
Twitter ID: @JFayeSF
Website: rollworks.com
Site Editor, B2B Marketing Zone
Linkedin page: in/hannahmichaelflynn/
Twitter ID: @b2bmarketingz
Website: b2bmarketingzone.com
Jessica Cross
With:
Hannah Flynn
Moderated by:
www.b2bmarketingzone.com/webinar-series/trends-in-b2b-marketing

39. RollWorks
Reach and engage right
people in right accounts
Deliver results your
company will notice
Tailor an account-based
strategy to your needs
Get managed support
at every step
Identify your ideal customer
profile, target account list,
and contacts
Engage your accounts (even
without a target account list)
with ads and SDR emails
Measure the effectiveness
of your programs at the
contact and account level