Marketo User Groups: Account-Based Marketing (Silicon Valley)

We have a special presentation to help you win more in 2017. Our event will feature 5x Marketo Champion, Josh Hill, peers from the Marketing Nation, and every B2B marketer’s favorite topic – account-based marketing (ABM)!

1. Account based marketing operations Making sense of a new approach … Josh Hill MarketingRockstarGuides.com Silicon Valley Marketo User Group March 10, 2017

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” – Assembling the Buying team Tactic High volume SaaS firm with “Physical” touches Only one Relationship Team handles the top tier Enterprise Accounts You use the term “Target Accounts” © 2016-17 Josh Hill marketingrockstarguides.com

3. It’s about the workflow Division of labor and how to set it up.

4. Did roles and goals for marketing and sales shift? Marketing Goals Acquire account data and Structure 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).

5. Do you need a Tiger Team? Adjusting to an ABM lifestyle Typical workflow and division of labor ABM is different 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

6. 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 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

7. 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

8. 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

9. 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.

10. Operationalization What happens in your MAP (Marketo, Eloqua, etc. ?)

11. You are already doing the basics … © 2016 Josh Hill marketingrockstarguides.com

12. …with the tools you may already have. © 2016 Josh Hill marketingrockstarguides.com

13. Are your systems ABM-ready? Demographics Contact Info Territory Assignments Permission Recency Prepared DB © 2016 Josh Hill marketingrockstarguides.com

14. 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 Buyer Persona Account Persona Purchase Stage © 2016 Josh Hill marketingrockstarguides.com

15. Now you have to do Lead to Account Matching Enrichment Process © 2016 Josh Hill marketingrockstarguides.com

16. 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 Time Spent/Engaged with Assets © 2016 Josh Hill marketingrockstarguides.com

17. 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.

18. Coverage: Lead Performance & Smart Lists Choose Group By and Lead Created Range Get sub-counts by ABM Persona Custom Columns are your friend.

19. Awareness: Company Web Report Constrain by Page and/or Persona Choose the date Range Known Leads (Smart Lists) Anonymous Non ISPs – get an idea of how many people visit from Company A

20. Engagement and Scoring Behavior Time Score Whitepaper download 15 minutes Visit Pages on Website 1 or 2 minutes Register for Event 1 minute Attend Event 3 hours Instead of points, weight behaviors based on estimated time spent. Not entirely a replacement for matching behaviors+demographics to Accounts most likely to close or go to Open Opp.

21. Engagement: Email performance, etc. Engagement by Persona? Totally possible. Choose the Range of Emails Date of Activity Use your ABM segments here along with Was Sent Email

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