FlipMyFunnel 8 ways to integrated account based marketing with your sales teams target account program

Eight Keys for Integrating ABM with Your Sales Team’s Existing Target Account Programs Matt Heinz President, Heinz Marketing Inc @heinzmarketing matt@heinzmarketing.com Housekeeping • Feel free to madly scribble notes, but you can also have a copy of this deck • You can also have (for free!) copies of: • • • The Modern Marketer’s Field Guide Our ABM Workbook (including all templates) My award-winning* bacon recipe • Just bring me a business card (or send email to matt@heinzmarketing.com) noting what you want Keys to integrating ABM with your sales team Make sales an early partner & collaborator A direct line to revenue growth Keys to integrating ABM with your sales team Work from common objectives & definitions A common set of metrics Assumptions Meaghan ASP $ 65,000 Jennifer ASP $ 75,000 John ASP $ 80,000 Opp/Close % 25.0% Lead/Opp % 5.0% Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 TOTALS Meaghan Sales # 1 2 2 24 Jennifer Sales # 2 2 2 2 2 23 John Sales # 1 1 2 3 2 21 Total Sales # 6 7 62 Meaghan Sales $ $ 65,000 $ 65,000 $ 130,000 $ 195,000 $ 130,000 $ 260,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 130,000 $ 65,000 $ 1,560,000 Jennifer Sales $ $ 75,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 1,725,000 John Sales $ $ 75,000 $ $ $ 75,000 $ 150,000 $ 75,000 $ 150,000 $ 150,000 $ 225,000 $ 225,000 $ 150,000 $ 150,000 $ 1,575,000 Total Sales $ $ 215,000 $ 420,000 $ 430,000 $ 485,000 $ 430,000 $ 430,000 $ 505,000 $ 505,000 $ 430,000 $ 365,000 $ 4,860,000 75,000 $ 290,000 75,000 $ 355,000 Meaghan Pipeline # 4 12 16 8 8 Jennifer Pipeline # 8 8 8 8 8 John Pipeline # 4 4 8 12 12 8 A common set of definitions Stage Definition Sales Next Step(s) Marketing Next Step(s) New lead, has not been attempted or contacted by sales Begin follow-up to get on the phone live to qualify as opportunity Provide scripts and response offers as needed to increase call-backs Sales has begun the process of following the lead follow-up process to reach the prospect live Continue follow-up attempts via phone, email, "zero out" to reach prospect live Provide scripts and response offers as needed to increase call-backs Open/Not Attempted Attempting to Contact Prospect has expressed interest in ABC Company and/or achieving better results, and is interested in Once prospect has been qualified, either move into a "Qualified" opportunity or Provide collateral, case studies and other information as needed to help learning more; full qualification criteria intent/purchase timeline still unknown move to Nurture (if timeline is long-term or undetermined) prospect determine sales intent Prospect is interested, but there is no near-term opportunity to buy (prospect may have other no action Drip marketing to prospect 1-2 times per month with value-added offers, until Interested Leads immediate priorities, or may just need more time to consider interest/intent) they're ready to engage in a short-term buying cycle again Nurture Haven't been able to get ahold of prospect after repeated attempts no action Drip marketing to prospect 1-2 times per month with value-added offers, until they're ready to engage in a short-term buying cycle again Unresponsive No Further Action Lead is not a qualified prospect no action no action Prospect has a need & budget, and is actively evaluating solutions Get demo commitment, plan next steps and timeline to buy (or at least make Provide additional support tools as needed (case studies, etc.) to help decision) with prospect accelerate prospect interest and buying cycle Get permission to present formal proposal Provide additional support tools as needed (case studies, etc.) to help Qualified Demo has been scheduled or completed; working through objections & questions accelerate prospect interest and buying cycle Presentation & Demo Opportunities Formal proposal is in process or has been delivered outlining terms, services, fees Get verbal commitment to buy pending finalization of terms no action Prospect has verbally agreed to business; both sides are working through final Sign, seal and return baby! no action Agreement has been signed and returned victory lap no action Opportunity has stalled indefinitely or is dead no action Drip marketing to prospect 1-2 times per month with value-added offers, until Proposal Negotiation Close legal/term/service/fee details they're ready to engage in a short-term buying cycle again Closed Lost Keys to integrating ABM with your sales team Build and manage a common set of target lists What are your data filters? • Companies • Individuals • Full/complete contact information Data hygiene Real-time data updates • What’s your platform & integration point(s)? • How you respond to trigger events & real-time changes? • Who’s following up, how, when, with what? • Where you record that? Keys to integrating ABM with your sales team Execute from a consolidated engagement plan A coordination example • The right person at the right company attends your webinar • • • • How is follow-up different? Who does it – with what message – in what format and channel? What next step communication triggers does that imply? How you coordinate sales & marketing messages? Keys to integrating ABM with your sales team Think in terms of macro and micro campaigns Keys to integrating ABM with your sales team Develop shared data and insights Buying signals and trigger events • Inventory • Prioritization • Follow-up sequencing Keys to integrating ABM with your sales team Improve your content precision Who’s creating content in the first place? Keys to better content Consistency Causality Practice Keys to integrating ABM with your sales team Practice the OODA Loop Keys to better feedback loops • Open communication • Constructive feedback • No defensiveness • Failure is part of the journey! Housekeeping • You can also have (for free!) copies of: • • • The Modern Marketer’s Field Guide Our ABM Workbook (including all templates) My award-winning* bacon recipe • Just bring me a business card (or send email to matt@heinzmarketing.com) noting what you want Thank you! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com [...]... that imply? How do you coordinate sales & marketing messages? Keys to integrating ABM with your sales team 5 Think in terms of macro and micro campaigns Keys to integrating ABM with your sales team 6 Develop shared data and insights Buying signals and trigger events • Inventory • Prioritization • Follow-up sequencing Keys to integrating ABM with your sales team 7 Improve your content precision Who’s creating... What’s your platform & integration point(s)? • How do you respond to trigger events & real-time changes? • Who’s following up, how, when, with what? • Where do you record that? Keys to integrating ABM with your sales team 4 Execute from a consolidated engagement plan A coordination example • The right person at the right company attends your webinar • • • • How is follow-up different? Who does it – with. .. sequencing Keys to integrating ABM with your sales team 7 Improve your content precision Who’s creating content in the first place? Keys to better content 1 Consistency 2 Causality 3 Practice Keys to integrating ABM with your sales team 8 Practice the OODA Loop Keys to better feedback loops • Open communication • Constructive feedback • No defensiveness • Failure is part of the journey! Housekeeping... Marketer’s Field Guide Our ABM Workbook (including all templates) My award-winning* bacon recipe • Just bring me a business card (or send email to matt@heinzmarketing.com) noting what you want Thank you! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com