Onboarding ABM - Insights from Checkpoint & Jfrog

How ABM leaders are onboarding ABM in GTM organizations, key considerations and common fails

1. Learning From Failure


Michal Hershkovitz
Sr. Demand Generation Manager @ JFrog
Avishai Sharon
CEO @ Trendemon
How to Build and Grow an ABM Strategy From Scratch

2. All-in-one B2B Website Experience Optimization
Turn Pageviews Into Pipeline
Anonymous Lost
Unknown
website visitor
?
Anonymous
Lost
From Maze…
[email protected]
MQL
SQL
$250K/ACV
Opportunity
ICP Visitor from bigcorp.com
Closed-won
...to Amaze:

3. Consolidate Your Stack
Trendemon can replace these tools:
Journey Level
Optimization
Page Level
Optimization
Sales
Engagement
Optimization
Analytics &
Intelligence

4. 2024 Mid-Year Buyer Journey Benchmarks

5. Rising Buying Group Anonymity in 2024

6. Website Conversion Rates From Accounts to Deals
% of Known Accounts With Associated Deals

7. Paid and Organic in H1 2024 to B2B Websites

8. Setting Up ABM
A Blueprint for Success

9. JFrog in a nutshell
>97%
Customers
Retention Rate
Universal
Over 30 tech type
support
2008
Founded
1,500+
Employees
10
Offices

7,000+
Paying Customers >89%
of the F100
100
1
Unified Platform
HYBRID
Multi-cloud

10. ☑Management buy in
☑KPI Alignment: Sales - Marketing - SDR/BDR
☑Budget: at least $50K dedicated to ABM in 1st Q
Is my company ready for ABM?

11. ABM Onboarding Playbook
Content
Use what you have
Don’t over
personalize

Life cycle
X accounts per rep
New Lead routing
Cover all scenarios


Plumbing
ICP List/s
Tag in SFDC
Clean data



Channels
Try various channels
- digital and physical

12. Reaching
Engaging
6QA / MQA
MQA to SQA /
ICP to SQA
Closed won
ABM KPIs - first 3-6 months
50-60% of ICP
20-30% of ICP
5-10% of ICP
10-20% conversion rate /
1-2% conversion rate
*5-10% of SQA/quoted opp
Based on 2000-5000 ICP list
*Closed won - not necessarily in same Q

13. Thank You!
Connect with us:
Avishai Sharon
linkedin.com/in/avishaisharon
Michal Hershkovitz
linkedin.com/in/michal-hershkovitz-a1628879/

14. Leveraging Intent

Hillel Zvi
SEO & ABM Lead @ Check Point
From Local Initiatives to Global Strategy

15. The Challenge
Global
Marketing
Local
Marketing
Local
Sales
All target
accounts
in geo
General
Air
Cover

16. The New Verticalized Approach
Local Sales
Global
Marketing
Local
Marketing
Target
accounts in
Geo &
Vertical
NEW - Digital intent signals
Field Signals
Sales Signals

17. Target Accounts Selection Process
Total Potential Accounts In Vertical + GEO
ABM Scoring Model (Global Marketing)
Prioritized
List of
Target
accounts
Local Field Marketing & Sales
Feedback

18. From Theory to Execution
Target
accounts
in Geo &
Vertical
Invite to EBC
(Executive
Briefing
Center)
Small format
Local Events
(e.g. CISO
Dinner)
Executive Sponsors
Verticalized &
Localized Microsite
(in this case
Finance)
Digital
(website/ads/
content syndication)

19. Thank You!
Connect with me:
Hillel Zvi
linkedin.com/in/hillel-zvi-a2b639b1