"Tracy Eiler – CMO, InsideView Adam Perry – Director of Product, InsideView Joe Andrews – VP of Product Marketing, InsideView"

1. Target Key Accounts Using
An Account-Based Strategy

2. InsideView Team
Tracy Eiler
Chief Marketing Officer
@tracyleiler
Joe Andrews
VP, Product and Solutions Marketing
@andrewsjoe
Adam Perry
Director of Product Management
@perryadam

3. Topics
• Alignment: An Age-Old Problem
• The New Funnel
• Targeting Accounts for ABM
• Getting Your Data in Shape
• What Success Looks Like

4. ALIGNMENT
(a hot topic for the last 20 years)

5. WE ASKED
What are the biggest challenges in aligning sales & marketing?
Lack of accurate/shared data on target accounts and prospects 43%
Measured by different metrics 41%
Communication 43%
Source: InsideView Sales & Marketing Alignment Market Survey, Feb 2018. N=500+
Why Alignment is So Hard

6. Impact on revenue?
Impact on people?

7. Source: SiriusDecisions, MarketingProfs
36%
more business growth
38%
higher sales win rates
10%
more reps hitting quota
If you’re aligned, you get:

8. Classic Funnel has Changed

9. The New Funnel

10. Find

11. SiriusDecisions Introduced ‘Target Demand’
Source: SiriusDecisions Demand Generation Waterfall, 2017

12. Source: InsideView Sales & Marketing Alignment Market Survey, Feb 2018. N=500+
Use of TAM Measurement in Market
WE ASKED
How accurate is your organization’s measurement of
Total Addressable Market (TAM) ?
No target market measurement 25%
Ad hoc target market measurement 28%
Assessed annually 24%
Regularly review 23%
53%
do not regularly
assess their
target market

13. ICP > TAM > ABM: Taming the Alphabet
Who are my perfect customers?
Where do they work?
What do they do?
What accounts fit that profile?
Where are they located?
How many are in my database?
Let’s target:
1
2
3
IDEAL CUSTOMER PROFILE
Define your targets.
TOTAL ADDRESSABLE MARKET
Find every matching account.
ACCOUNT-BASED MARKETING
Target them one by one.

14. Ideal Client Profile Mapping: Before

15. Ideal Client Profile Mapping: After

16. Data Readiness
CLEAN DATA
PLAN
STANDARDIZE
Names | Acme incorp→ Acme Inc.
VALIDATE
ENRICH
Company Name & Address
Hierarchy Data | Acme Inc HQ, Acme UK
Demographics| Enriched Automatically
CLEANSE
DE-DUPE
Identify, Match & Score | J. Smith, John Smith - 80%
Merge | J. Smith, John Smith → John Smith
Re-parent Child Records | Account: Division, Opportunity,
Contact
Only 12% of B2B marketers have high
confidence in the data they manage*
* Source: The Forrester Wave: B2B Marketing Data Providers, Q3 2018

17. Total Market Opportunity, ABM First Run

18. Pain Points:
● Difficult to keep data clean
● Manual spreadsheets to define segments
○ “vlookups and pivot tables”
● Siloed processes - lots of cooks in the kitchen!
Business Impact:
● Revenue growth
● Time to market for new offerings
● Cost & efficiency
Challenges: Data Gaps, Manual Processes, Org Silos
CMO / CRO Demand Gen
Dir./Mgr.
Sales
Dir./Mgr.
Operations
Dir./Mgr.

19. Total Market Opportunity using InsideView Apex

20. 67%had 3+ engaged
departments 34 average engaged
people per account
Ensure People Coverage
Personas Job Level

21. Recap: Lessons from Getting Data in Shape
Define your process to keep the data clean...ongoing
Clarify the roles and responsibilities
Free yourself from “data stasis”
Perfect is the enemy of the good

22. Measures of Success

23. How to Measure Success
1. Opportunity Goals
2. Relationship Goals
SUCCESS METRICS
EARLY
• New names in target account
(building out white space)
• Higher program engagement
across multiple contacts
• Lift in website traffic from
targeted accounts
MID
• # of meetings set with target
accounts
• Marketing qualified leads in target
accounts
• Program success with a target
account
• Call connects with target accounts
LATE
• Higher win rates
• Deeper and broader relationships
within accounts
• # opportunities in targeted accounts
• Pipeline in targeted accounts
• Deal acceleration
• Multi-product, multi-year deals

24. Additional Resources
Visit the link below right away to download this session slide
https://learnabout.insideview.com/insideview-at-dreamforce2018
1. Ebook: The Data Cleanse
1. Ebook: Do You Know Your Total Addressable Market?
1. Article: 5 Ways to Align for ABM Success
1. Webinar: Using Account-Based Strategies to Unite Sales &
Marketing
Visit our Resources Section to download The Forrester Wave™ : B2B
Marketing Data Providers, Q3 2018 Report