"Albert Li – Sr. Marketing Ops Manager, Glint Jim Bell – CMO, Glint"

1. ABM on a Budget: How to Get the Most
Out of Your Strategy
Jim Bell – CMO, Glint
Albert Li – Sr. Marketing Ops Manager, Glint

2. Agenda
• ABM-on-a-Budget Origins
• Building the Foundation
• Build it Internally
• Leverage Your Vendors
• Refine Your Digital Channels
• Martech Stack
• Key Takeaways

3. Starting from Scratch
So, basically,
Build a predictable revenue
engine for a beta product with
no sales reps, no website, and
no sales cycle experience …
as a one-person marketing
team. 

4. Establish the Ideal Customer Profile
• With a slim budget and 1-2 (TBH) sales people, what’s your go-to-market
strategy?
• I don’t know either, but it definitely means you have to focus
• Segment: how can I divide up the market?
• Target: what segment(s) to pursue?
If I could pay money to get my rep in front of one person in one account what/who would it be?
• Position: what high-value problem are we equipped to solve?

5. Define the ICP

6. Define the ICP

7. Establish the Model
Only one thing I knew for sure:
My model was going to be wrong.
So, I tried to make sure we were learning as we went:
- Clean Data – scrubbed every opportunity
- Measure most clear, consistent funnel milestones
- Optimize for learning (cost, conversion rates, velocity)
Example: segregated inbound from outbound SDRs

8. Prepare for the Unknown
Built out fields &
workflow rules to
date-stamp every
metric I could think
of:
• Volume
• Conversion
• Velocity

9. KPIs
Big Question KPI Data Needed Calculation Example
How much Pipeline
do we need to
make our bookings
target?
Pipeline-to-Won
conversion
model
- Bookings targets
- Avg SQL2Won
conversion rate
- Avg SQL2Won velocity
Bookings Target (Qn)
----------------------------
Conv Rate
(Qn-Avg Velocity)
6-mo sales cycle
25% conv rate
Q2 Target = 4X *
Q4 Bookings Target

10. KPIs
Big Question KPI Data Needed Calculation Example
How much Pipeline
do we need to
make our bookings
target?
Pipeline-to-Won
conversion
model
- Bookings targets
- Avg SQL2Won
conversion rate
- Avg SQL2Won velocity
Bookings Target (Qn)
----------------------------
Conv Rate
(Qn-Avg Velocity)
6-mo sales cycle
25% conv rate
Q2 Target = 4X *
Q4 Bookings Target
Are we on track to
hit that #?
Weekly pipeline
generated &
pace
- Opps reaching pipeline
each week
- QTD pipeline value
QTD Pipeline $ /
Week in Qtr *
13 (weeks in Qtr)
13-week quarter
Week 1 pipe = $100
Pace = $1,300

11. KPIs
Big Question KPI Data Needed Calculation Example
How much Pipeline
do we need to
make our bookings
target?
Pipeline-to-Won
conversion
model
- Bookings targets
- Avg SQL2Won
conversion rate
- Avg SQL2Won velocity
Bookings Target (Qn)
----------------------------
Conv Rate
(Qn-Avg Velocity)
6-mo sales cycle
25% conv rate
Q2 Target = 4X *
Q4 Bookings Target
Are we on track to
hit that #?
Weekly pipeline
generated &
pace
- Opps reaching pipeline
each week
- QTD pipeline value
QTD Pipeline $ /
Week in Qtr *
13 (weeks in Qtr)
13-week quarter
Week 1 pipe = $100
Pace = $1,300
How much do we
need to invest to
get there?
Cost per
Pipeline $
- Marketing
- SDR
- Sales
- Target % from Mktg
Pipeline factors by
source:
- Mktg = Pgms spend
- SDR = # OSDRs
- Sales = # AEs
Mktg Pipeline Target
----------------------------
--
Cost per Pipeline $
Target is $10M
Mktg contribution =
50%
Cost per Pipeline $
= $0.10
 $500K

12. Build it Internally – Account Score - MQA
The Problem: We needed a way to see engagement from
an account perspective.
• Leverage LeanData’s Total Score and Average Score on Account Object
• Only count Implicit (interest) Score
• Analyzing Closed Won and SQLs we were able to determine our MQA
threshold score.

13. Build it Internally – Account Stage
Cost to build: $1500

14. Leverage Your Vendors
• Content Syndication – Be very specific with your requested lead
requirements (Account List, Account Size, Industry, Job Level, Region)
• Analyze the ROI and quality of leads from different shows (Don’t be afraid
to drop large events)
• 3rd party webinars and emails – pick vendors who can reach your ICP

15. Refine Your Digital Channels – The Why
70% of our Google PPC responses did not match our ICP
We can do better!

16. Refine Your Digital Channels – The How
LinkedIn Ads: Allows for firmographic
targeting, along with Sales Navigator
retargeting. These customizable abilities led
to us reaching the right ICP leads 72% of the
time.
Triblio: Reverse IP Lookup and Firmographic
data for targeted display ads
Yes
72%
No
28%
LinkedIn ICP

17. MarTech Stack
Selection
Identify
Accounts
Account Data
Account Score
Contact
Discovery &
Insights
Interactions
(Engagement)
Reporting

18. Key Takeaways
• Establish an ICP
• Build out a repeatable model
• Constantly check your assumptions vs actual results
• Process over technology (Build it internally if possible)
• Maximize your channels for ABM

19. Questions?
Jim Bell – CMO, Glint
www.linkedin.com/in/jimbell1
Albert Li – Sr. Marketing Ops Manager, Glint
www.linkedin.com/in/alberttli