#FlipMyFunnel - 8 Ways to Integrated Account-Based Marketing with your Sales Team's Target Account Program
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Presentation deck from June 7, 2016 FlipMyFunnel event in Austin, TX
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#FlipMyFunnel - 8 Ways to Integrated Account-Based Marketing with your Sales Team's Target Account Program
- 1. Matt Heinz President, Heinz Marketing Inc @heinzmarketing matt@heinzmarketing.com Eight Keys for Integrating ABM with Your Sales Team’s Existing Target Account Programs
- 2. Housekeeping • Feel free to madly scribble notes, but you can also have a copy of this deck • You can also have (for free!) copies of: • The Modern Marketer’s Field Guide • Our ABM Workbook (including all templates) • My award-winning* bacon recipe • Just bring me a business card (or send email to matt@heinzmarketing.com) noting what you want
- 3. Keys to integrating ABM with your sales team 1. Make sales an early partner & collaborator
- 4. A direct line to revenue growth
- 5. Keys to integrating ABM with your sales team 2. Work from common objectives & definitions
- 6. A common set of metrics Assumptions Meaghan ASP $ 65,000 Jennifer ASP $ 75,000 John ASP $ 80,000 Opp/Close % 25.0% Lead/Opp % 5.0% Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 TOTALS Meaghan Sales # 1 1 2 3 2 4 2 2 2 2 2 1 24 Jennifer Sales # 1 2 2 2 2 2 2 2 2 2 2 2 23 John Sales # 1 1 1 1 2 1 2 2 3 3 2 2 21 Total Sales # 2 3 4 5 4 7 6 6 7 7 6 5 62 Meaghan Sales $ $ 65,000 $ 65,000 $ 130,000 $ 195,000 $ 130,000 $ 260,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 65,000 $ 1,560,000 Jennifer Sales $ $ 75,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 1,725,000 John Sales $ $ 75,000 $ 75,000 $ 75,000 $ 75,000 $ 150,000 $ 75,000 $ 150,000 $ 150,000 $ 225,000 $ 225,000 $ 150,000 $ 150,000 $ 1,575,000 Total Sales $ $ 215,000 $ 290,000 $ 355,000 $ 420,000 $ 430,000 $ 485,000 $ 430,000 $ 430,000 $ 505,000 $ 505,000 $ 430,000 $ 365,000 $ 4,860,000 Meaghan Pipeline # 4 4 8 12 8 16 8 8 8 8 8 4 Jennifer Pipeline # 4 8 8 8 8 8 8 8 8 8 8 8 John Pipeline # 4 4 4 4 8 4 8 8 12 12 8 8 Total Pipeline # 12 16 20 24 24 28 24 24 28 28 24 20 Meaghan Pipeline $ $ 260,000 $ 260,000 $ 520,000 $ 780,000 $ 520,000 $1,040,000 $ 520,000 $ 520,000 $ 520,000 $ 520,000 $ 520,000 $ 260,000 Jennifer Pipeline $ $ 300,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 John Pipeline $ $ 300,000 $ 300,000 $ 300,000 $ 300,000 $ 600,000 $ 300,000 $ 600,000 $ 600,000 $ 900,000 $ 900,000 $ 600,000 $ 600,000 Total Pipeline $ $ 860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000 $1,720,000 $1,720,000 $2,020,000 $2,020,000 $1,720,000 $1,460,000 Meaghan Leads 80 80 160 240 160 320 160 160 160 160 160 80 Jennifer Leads 80 160 160 160 160 160 160 160 160 160 160 160 John Leads 80 80 80 80 160 80 160 160 240 240 160 160 Total Leads 240 320 400 480 480 560 480 480 560 560 480 400 5440
- 7. A common set of definitions Stage Definition Sales Next Step(s) Marketing Next Step(s) Leads Open/Not Attempted New lead, has not been attempted or contacted by sales Begin follow-up to get on the phone live to qualify as opportunity Provide scripts and response offers as needed to increase call-backs Attempting to Contact Sales has begun the process of following the lead follow-up process to reach the prospect live Continue follow-up attempts via phone, email, "zero out" to reach prospect live Provide scripts and response offers as needed to increase call-backs Interested Prospect has expressed interest in ABC Company and/or achieving better results, and is interested in learning more; full qualification criteria intent/purchase timeline still unknown Once prospect has been qualified, either move into a "Qualified" opportunity or move to Nurture (if timeline is long-term or undetermined) Provide collateral, case studies and other information as needed to help prospect determine sales intent Nurture Prospect is interested, but there is no near-term opportunity to buy (prospect may have other immediate priorities, or may just need more time to consider interest/intent) no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again Unresponsive Haven't been able to get ahold of prospect after repeated attempts no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again No Further Action Lead is not a qualified prospect no action no action Opportunities Qualified Prospect has a need & budget, and is actively evaluating solutions Get demo commitment, plan next steps and timeline to buy (or at least make decision) with prospect Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle Presentation & Demo Demo has been scheduled or completed; working through objections & questions Get permission to present formal proposal Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle Proposal Formal proposal is in process or has been delivered outlining terms, services, fees Get verbal commitment to buy pending finalization of terms no action Negotiation Prospect has verbally agreed to do business; both sides are working through final legal/term/service/fee details Sign, seal and return baby! no action Close Agreement has been signed and returned victory lap no action Closed Lost Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again
- 8. Keys to integrating ABM with your sales team 3. Build and manage a common set of target lists
- 9. What are your data filters? • Companies • Individuals • Full/complete contact information
- 10. Data hygiene
- 11. Real-time data updates • What’s your platform & integration point(s)? • How do you respond to trigger events & real-time changes? • Who’s following up, how, when, with what? • Where do you record that?
- 12. Keys to integrating ABM with your sales team 4. Execute from a consolidated engagement plan
- 13. A coordination example • The right person at the right company attends your webinar • How is follow-up different? • Who does it – with what message – in what format and channel? • What next step communication triggers does that imply? • How do you coordinate sales & marketing messages?
- 14. Keys to integrating ABM with your sales team 5. Think in terms of macro and micro campaigns
- 15. Keys to integrating ABM with your sales team 6. Develop shared data and insights
- 16. Buying signals and trigger events • Inventory • Prioritization • Follow-up sequencing
- 17. Keys to integrating ABM with your sales team 7. Improve your content precision
- 18. Who’s creating content in the first place?
- 19. Keys to better content 1. Consistency 2. Causality 3. Practice
- 20. Keys to integrating ABM with your sales team 8. Practice the OODA Loop
- 21. Keys to better feedback loops • Open communication • Constructive feedback • No defensiveness • Failure is part of the journey!
- 22. Housekeeping • You can also have (for free!) copies of: • The Modern Marketer’s Field Guide • Our ABM Workbook (including all templates) • My award-winning* bacon recipe • Just bring me a business card (or send email to matt@heinzmarketing.com) noting what you want
- 23. Thank you! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com