Mapistry used five effective strategies to move upmarket and build their sales pipeline: 1) They handled buyer expectations better by positioning themselves as a partner rather than just a vendor. 2) They harnessed buyer intelligence by using data to target and prioritize the right buyers at the right accounts. 3) They navigated the complex sale by understanding there are multiple stakeholders in decisions. 4) They did not use a one-size-fits-all approach but tailored their brand touchpoints to each buyer's needs. 5) They pursued a larger footprint in existing accounts by starting small and then expanding their offerings.

1. FIVE EFFECTIVE THINGS WE DID
TO MOVE UP MARKET AND BUILD
PIPELINE
ALLIE JANOCH
CEO
Mapistry
@alliejanoch
LAUREN ALEXANDER
VP of Marketing
Mapistry
@lauren_alex

2. Five Effective Things We Did to Move Up
Market and Build Pipeline
Allie Janoch
CEO
Mapistry
@alliejanoch
Lauren Alexander
VP of Marketing
Mapistry
@lauren_alex

3. Agenda
Handling buyer expectations
Harnessing buyer intelligence
Navigating the complex sale
Not using one-size-fits all
Pursuing larger account footprint
01
02
03
04
05

4. • Enterprise market
expansion
• Penetrate existing
accounts
• Continuously feeding the
sales funnel
Goals

5. Goals
• Your amazing content goes here.
Environmental compliance
made simple

6. The right tool
Big companies have different needs than SMBs
01 HANDLING BUYER EXPECTATIONS

7. It’s a partnership
Get ready for more support and
requests for services

8. Becoming data-driven
Journey upmarket needs to be smarter — use data and
insights to target and prioritize the right buyers, in the right
accounts, at the right time
02 HARNESSING BUYER INTELLIGENCE

9. GrowActivate
Captivate
Attract
Ideal buyer profile
Data assembly of targeted
accounts/buyers that fit
our profile
Segment account tiers
(using demographics &
firmographics)
Engagement design and
cadence
Dynamic targeting (score
fit, interest level, buying
intent)
Active prioritization —
high touch / high
relevance
Triggered events
Deeper qualification, lead
enrichment & AE handoff
Pipeline coverage &
opportunity creation
Discover/optimize
effective programs
Assess sales cycle time
Remove blockage
points
Accelerate to close
Define upsell &
expansion path
CONVERT
Volume/flow of
funnel movement
TARGET
Reach to highest
quality targets
ENGAGE
Levels of interest &
action ACCELERATE
Speed of funnel
movement
Building a growth engine
Integrative framework — one that ties together people, process, content,
technology and data around target buyers & accounts
Continuous data collection, management, tracking (CRM, MA, data feeds)BUYER INTELLIGENCE

10. Multiple stakeholders
Decision makers, influencers, advocates, legal, IT,
procurement…
03 NAVIGATING THE COMPLEX SALE

11. Always be closing helping
Brand touchpoints must be smart, insightful, and aligned
with the needs, motivations, and priorities of buyers
04 NOT USING ONE-SIZE-FITS ALL

12. Elevate brand position
Be seen as a trusted and credible advisor

13. Awards &
Recognition
Executive
Luncheons Webinars
Industry Insight
Emails
Litigation
Intelligence
Case Studies &
Best Practices
Pollution
Prevention Summit
Tradeshows
Create highly targeted, relevant
content experiences
Reach, educate, and engage all the right people in your
target accounts (multi-channel / multi-touch) — guide
them down the path to purchase
High-touch
sales development
Active buying
behavior triggers
Latent behavior
triggers
Regulator
partnerships

14. Land & expand
Start small, get a foot in the door.
05 PURSUING LARGER ACCOUNT FOOTPRINT

15. THANK YOU