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Account Based Business Workflow

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Learn how to implement ABM by stepping back to achieve Sales-Marketing Alignment and workflow alignment. ABM is a new world and here's how to tackle it.

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Account Based Business Workflow

  1. 1. ACCOUNT BASED MARKETING OPERATIONS Making sense of a new approach… Josh Hill MarketingRockstarGuides.com November 2016
  2. 2. Is an Account approach a strategy or tactic? Strategy You only care about Enterprise Account penetration. Customer Development for Product-Market-Fit Tiered Segmentation of Accounts in your Go To Market Plan Everyone thinks in “Accounts” Tactic High volume SaaS firm with “Physical” touches Only one Relationship Team handles the top tier Enterprise Accounts You use the term “Target Accounts” © 2016 Josh Hill marketingrockstarguides.com
  3. 3. SHIFTING PERCEPTIONS To achieve success
  4. 4. Typical funnel view – your view Prospects MQL SQL Opps Won © 2016 Josh Hill marketingrockstarguides.com Recycle
  5. 5. Let’s look at your customer’s viewpoint of the funnel Learn Define Needs Assess Options Negotiation Sign Defer Action © 2016 Josh Hill marketingrockstarguides.com
  6. 6. IT’S ABOUT THE WORKFLOW, STUPID Division of labor and how to set it up.
  7. 7. Did roles and goals for marketing and sales shift? Marketing Goals • Acquire account data • Build up Persona data within Accounts • Keep Accounts Aware • Engage Accounts • Provide Sales with full covered, engaged accounts based on agreed data points. • Provide better personalization based on data (you should have done this anyway). Sales Goals • Take MQL and MQAs seriously. • Consider your cold call/email approach carefully. • Account Based Sales is highly relational and solution based. Know your product, personas, and solution area. • Use cold calling to supplement Coverage. Please do not use it to spray and pray. (Marketing’s tried this, it’s not cool anymore).
  8. 8. Do you need a Tiger Team? Adjusting to an ABM lifestyle Demand Gen SDRs Account Execs Customer Success Typical workflow and division of labor ABM is different Relationship Leader ABM Marketer ABM SDR ABM Closer ABM Content Creator Technical Sales Customer Success • Overall messaging • Events • Qualification • Manual matching • Play deployment • Coordinate personas • Close • Lead people to Insight • New messaging • Persona messaging • Nurturing • Play copywriting • Trusted consultant and expert (could merge with Closer) • Onboarding • Ongoing key relationship • But ideally Closer still involved • Requests upsell content © 2016 Josh Hill marketingrockstarguides.com
  9. 9. Both sides of the team have plays and goals Learn Define Needs Assess Options Negotiation Sign © 2016 Josh Hill marketingrockstarguides.com MQL Goal of Play Email every X days; story content Play Cadence For play building ideas, consider TOPO.com and Engagio. SAL Day 0: Call Day 1: send email: Day 4: send email 2 Day 5: call, vm SQL Day 0: call; Day 3: send content X: Day 5: AE mgr email; etc.. Opp Day 0: group call invite; Day 3; call; Day 4: email case study, etc.. Won Day 0: welcome email & call; Day 1, Day 2, Day 5…. Owner Marketing/MAP Marketing or SDR AE/Sales AE/Sales AE/Customer Success Stage
  10. 10. Let’s look at your customer’s viewpoint of the funnel Learn Define Needs Assess Options Negotiation Sign Defer Action • Website • SEO • SEM • Syndication • MAP • Real Time Personalization • Data Enrichment • Lead management • Nurturing • Predictive/Scoring • CRM • Sales Workflow checklists • CPQ • Phone • CRM • CPQ • Finance • Lead 2 Account/ABM • Talk Tracks • Persona Matching • CRM • Sales Enablement © 2016 Josh Hill marketingrockstarguides.com Systems
  11. 11. Where should different ”plays” live? Learn Define Needs Assess Options Negotiation Sign Defer Action • MAP Nurturing/Nurture Waterfall • Lead identification • [A Content/Spark] • Inbound thought leadership and how to do X • Nurturing/MAP > MQL • [A content/Spark] • Thought provoking leadership • SQL and Opp Plays • [Teaching, case studies, B Content] • Opp to Won • Won/Onboarding • [Teaching, confirmation of capability, C content] • Plays based on Stage and Persona • Gather the right buying team • ROI calculators • [Frame Breaking] © 2016 Josh Hill marketingrockstarguides.com Content
  12. 12. Using the Play or Nurture Waterfall Goal: get in touch with a key Persona at the Account Goal: reach Mobilizers, engage in Collective Learning with Buying Group Goal: find the next Persona or agree to next steps Goal: confirm this person will help you.
  13. 13. Marketing operations implications Operations and Funnel Management Nurturing and Scripting the Story © 2016 Josh Hill marketingrockstarguides.com • Scoring is about the Customer and Buying Team • Time spent is a better indicator of interest • Predictive tools should take behaviors and time into their model. • Identify Mobilizers and Blockers • Nurture to equip Mobilizers • Nurture to neutralize Blockers • PMMs need to write a Story • Framebreak in Nurturing to Reach MQL and SQL/Define Needs or Assess Options.
  14. 14. OPERATIONALIZATION What happens in your MAP (Marketo, Eloqua, etc. ?)
  15. 15. You are already doing the basics… © 2016 Josh Hill marketingrockstarguides.com
  16. 16. …with the tools you may already have. © 2016 Josh Hill marketingrockstarguides.com
  17. 17. Are your systems ABM-ready? Demographics Contact Info Territory Assignments Permission Recency Prepared DB © 2016 Josh Hill marketingrockstarguides.com
  18. 18. Segment before bringing in tools Account Persona (Segmentation) Buyer Persona 1 (Segment) Buyer Persona 2 (Segment) Technology SaaS Startup Marketing Manager Marketing Director Manufacturing Multinational Marketing Operations BU Level Marketing Director #ABMMatrix AccountPersona Purchase Stage © 2016 Josh Hill marketingrockstarguides.com
  19. 19. Now you have to do Lead to Account Matching Enrichment Process © 2016 Josh Hill marketingrockstarguides.com
  20. 20. Managing “coverage” © 2016 Josh Hill marketingrockstarguides.com VP Buyer 2 Supporter 2 Coverage is the percentage of Buyer Personas at an Account for which you have Known and Good contact information for. The number of Accounts which have higher than 50% coverage should be a key metric for marketing. Sales notices when they cannot find the “right” people, so stay aligned on this metric.
  21. 21. Enhancing context for Sales – help them see from the Lead’s perspective faster • Provide Lead to Account Matching that works • Identify the Lead by Persona • Enrich the Lead and Account to reduce research time for Salesperson. • Display lead behaviors, highlighting most relevant ones to establishing rapport and the problem area. • Making additional research easy with Social, Maps, People Displays • Providing Talk Tracks based on data provided. • Demonstrate marketing is filling in the “gaps” in Personas. • Build better Service Level Agreements on • Coverage Rates • Cold Calls vs. MQLs/MQAs • Outbound vs. MQA and Nurturing © 2016 Josh Hill marketingrockstarguides.com
  22. 22. ABM Metrics and how to pull them Coverage Are they aware? Do they engage? • Smart Lists • Lead Perf+Smart List • Smart List Columns • SFDC Dashboards • Visits+Smart List • Web Analytics • Form Fill Outs • Program Success • RCA Reports © 2016 Josh Hill marketingrockstarguides.com
  23. 23. Coverage: what’s your goal? Marketing’s goals are to increase • Percent of Personas within Accounts • Percent of Accounts with Coverage of over 50% • Percent of Accounts with Engaged + Covered of over 50% © 2016 Josh Hill marketingrockstarguides.com Think about it – you already work to bring in more and more leads, why not focus the effort a little bit more to bring in more of the right leads at the right places? Taking Action ABM is about finding ways to bring in those Personas as those Account Types. Which campaigns can increase coverage and do more to engage people?
  24. 24. Awareness and Engagement © 2016 Josh Hill marketingrockstarguides.com Marketing’s goal is to increase • Percentage of Personas in Accounts that are • Aware of you • Engaged with you • Percentage of Accounts that have Engaged in any way. Think about it – now that you have leads, keep them in engaged and aware – you do this already, but now you need to do this in a focused way based on Persona, industry, and more. Taking Action Which campaigns keep people engaged? Prioritize the most engaged Accounts to Sales.
  25. 25. DID YOU ENJOY? SHARE! Slideshare.net/jdavidhill @jdavidhill hello@marketingrockstarguides.com