2018 Marketo's Marketing National Summit - "From Zero to ABM in 7 Dyas" presented by Justin Gray, CEO, LeadMD Account-Based Marketing is all about refocusing efforts to build stronger, more strategic business relationships, but this shift can feel overwhelming! Justin Gray, CEO of LeadMD removes the mystery and intimidation from ABM by breaking this critical shift down into easy to digest, easy to implement pillars and walks you through the design of your own best-in-class ABM Pilot program… in less than a week.

2. How to Build an Account Based
Strategy in 7 Days
Justin Gray, CEO & Founder of LeadMD

3. Meet Justin
CEO & Founder of LeadMD
 20 Years as a powerhouse
marketing leader.
 20th Marketo Customer
 Serial Entrepreneur with 4
Successful Exits

4. About LeadMD
 LeadMD transforms marketing from a cost center
to a revenue engine.
 Has helped over 3000 Marketo customers
succeed.
 Offers both Project & Staff Augmentation
engagements.

5. What is Account Based?

6. LeadMD Account Based Framework
Purchase Process
DATABASE
Target Market Research
Data Sources
INSIGHTS
Account Intelligence
CONTENT
ABM Content
Technology
EXECUTION MEASUREMENT
CRM
MARKETING AUTOMATION
ORCHESTRATION
Targeted Ads
PR & Thought
Leadership
Personalization
Playbooks
Coverage
Intelligent Routing
Account Profiles Messaging
Buyer Personas
Account Plans
Standardization &
Hygiene
Nurture
Buyer Journey Mapping
Engagement
Penetration
Target Account Pipeline
Target Account ValueRevenue Modeling
Offers

7. What does this alignment look like in a
traditional sales & marketing cycle?
Marketing Sales
MQL/SAL

8. Buyer engagement as a joint account plan
between sales & marketing
Account
Buying Committee
Account Level
Engagement

9. This is how you engage in an Account-
Based model
Marketing
MQA/SAA
Executives
Sales

12. Could You Effectively
Construct an ABM
Pilot in 7 Days?

14. Step 1: Start Simple by Getting
to Know Your Accounts

15. Begin with Target Accounts
DATABASE
Target Market Research
Data Sources
INSIGHTS
Account Intelligence
CONTENT
ABM Content
Technology
EXECUTION MEASUREMENT
CRM
MARKETING AUTOMATION
ORCHESTRATION
Targeted Ads
PR & Thought
Leadership
Personalization
Playbooks
Coverage
Intelligent Routing
Account Profiles Messaging
Buyer Personas
Account Plans
Standardization &
Hygiene
Nurture
Buyer Journey Mapping
Engagement
Penetration
Target Account Pipeline
Target Account ValueRevenue Modeling
Offers

16. Elements of Target Accounts

17. Time to Mine Your Data
HIGHEST
ACV
HIGHEST
LTV
CRM
Firmographics
TARGET ACCOUNTS
Sales Team
Profile Profile Profile
IDEAL CUSTOMER
PROFILE
(ICP)
PILOT PROGRAM
EXISTING
CUSTOMER DATA
(TAM)

18. You Must Have Coverage

19. Gather Insights & Planning

20. LeadMD Account Based Framework
Purchase Process
DATABASE
Target Market Research
Data Sources
INSIGHTS
Account Intelligence
CONTENT
ABM Content
Technology
EXECUTION MEASUREMENT
CRM
MARKETING AUTOMATION
ORCHESTRATION
Targeted Ads
PR & Thought
Leadership
Personalization
Playbooks
Coverage
Intelligent Routing
Account Profiles Messaging
Buyer Personas
Account Plans
Standardization &
Hygiene
Nurture
Buyer Journey Mapping
Engagement
Penetration
Target Account Pipeline
Target Account ValueRevenue Modeling
Offers

21. Use a Repeatable Framework

22. Use the 3 C’s of Insights
COMMONCURRENTCOMPLETE

23. Create a Compelling
Sales Offer

24. LeadMD Account Based Framework
Purchase Process
DATABASE
Target Market Research
Data Sources
INSIGHTS
Account Intelligence
CONTENT
ABM Content
Technology
EXECUTION MEASUREMENT
CRM
MARKETING AUTOMATION
ORCHESTRATION
Targeted Ads
PR & Thought
Leadership
Personalization
Playbooks
Coverage
Intelligent Routing
Account Profiles Messaging
Buyer Personas
Account Plans
Standardization &
Hygiene
Nurture
Buyer Journey Mapping
Engagement
Penetration
Target Account Pipeline
Target Account ValueRevenue Modeling
Offers

25. High-Value, First-Meeting Plays
With a limited number of accounts,
sales needs first-meeting plays that
allow them to:
1. Capture enough interest to
encourage a meeting
2. Provide hype-value so the
prospect wants to learn more

26. The ABM Sales Offer
TARGET
ACCOUNTS
QUALIFIED
MEETINGS
OPPORTUNITIES
CUSTOMER
ONBOARDING
CUSTOMER
ADVOCACY
SALES
OFFER
DEAL TIMELINE

27. Listen to the experts
In (TOPO) research of organizations executing high-
value, first-meeting plays, we found many attribute
these plays to significant lift in their metrics, including:
 49% penetration into target accounts in two years
 26% lift on touch pattern/SQL conversion rate
 21% of first meetings converting to larger
stakeholder meetings

28. Execute Through
Orchestrated Plays

29. LeadMD Account Based Framework
Purchase Process
DATABASE
Target Market Research
Data Sources
INSIGHTS
Account Intelligence
CONTENT
ABM Content
Technology
EXECUTION MEASUREMENT
CRM
MARKETING AUTOMATION
ORCHESTRATION
Targeted Ads
PR & Thought
Leadership
Personalization
Playbooks
Coverage
Intelligent Routing
Account Profiles Messaging
Buyer Personas
Account Plans
Standardization &
Hygiene
Nurture
Buyer Journey Mapping
Engagement
Penetration
Target Account Pipeline
Target Account ValueRevenue Modeling
Offers

30. Play Example

31. THE W’s

32. Map the Account Teams
WHO

33. Conduct Research & Value Mining
WHAT

34. Create the Messaging
WHEN

35. Distribute through Multi-Channel
WHERE

36. Create Threaded Alignment
WHAMMY!

37. Measures That Matter

38. LeadMD Account Based Framework
Purchase Process
DATABASE
Target Market Research
Data Sources
INSIGHTS
Account Intelligence
CONTENT
ABM Content
Technology
EXECUTION MEASUREMENT
CRM
MARKETING AUTOMATION
ORCHESTRATION
Targeted Ads
PR & Thought
Leadership
Personalization
Playbooks
Coverage
Intelligent Routing
Account Profiles Messaging
Buyer Personas
Account Plans
Standardization &
Hygiene
Nurture
Buyer Journey Mapping
Engagement
Penetration
Target Account Pipeline
Target Account ValueRevenue Modeling
Offers

39. Key ABM Pilot Metric: Penetration
 Measure of First Meeting Acceptance
 Results in 2 to 6 Months Depending on Cycle

40. LeadMD : @myleadmd
Justin : @jgraymatter
BestPractices: http://LeadMD.com/marketplace