You Can t Buy a Beer With a Hashtag How to translate #ABM into execution, pipeline & closed deals

Transcription

1 You Can t Buy a Beer With a Hashtag How to translate #ABM into execution, pipeline & closed deals Matt Heinz President, Heinz Marketing Inc

2 Housekeeping Get a copy! This deck Full Funnel Marketing ABM Workbook Send me an (matt.com) with what you want

3 Why is selling so hard today?

4 What has changed?

5 Five customer changes impacting your success

6 Your customers are: 1. Busier than ever

7

8 Your customers are: 1. Busier than ever 2. Self-educated

9 When do they call you?

10 Your customers are: 1. Busier than ever 2. Self-educated 3. Skeptical

11 Your customers are: 1. Busier than ever 2. Self-educated 3. Skeptical 4. Distrustful

12 Your customers are: 1. Busier than ever 2. Self-educated 3. Skeptical 4. Distrustful 5. Jaded

13 Your customers are: 1. Busier than ever 2. Self-educated 3. Skeptical 4. Distrustful 5. Jaded 6. A lot like you!

14 Are we helping or hurting?

15 Are we helping or hurting?

16 Are we helping or hurting?

17 So what IS working today?

18 4 lessons from The Challenger Sale

19 Let s not pretend this is new

20 1. How you sell is more important than what you sell

21 2. Challengers teach, tailor & take control

22 3. The value of your insights trumps the quality of your product

23 4. Be memorable, not agreeable

24 What is ABM A coordinated, integrated go-to-market effort between sales & marketing An integrated approach to engaging & building consensus amongst the internal buying committee A proven methodology for increasing velocity & conversion of target accounts

25 ABM yourself to get..abm? #ABMIgnite

26 Keys to launching ABM 1. Outcomes first (and always) 2. Map the internal buying committee, build consensus 3. Challenge the status quo 4. Securing budget 5. Drive deep coordination with sales #ABMIgnite

27 Defining Outcomes Revenue growth Target account efficiency Opportunity cost Where is there quantifiable pain right now? #ABMIgnite

28 How others are winning TODAY S LEADING B2B MARKETERS ARE USING ABM TO: Increase marketing contribution to pipeline Improve coordination & efficiency between sales and marketing Focus marketing on more profitable strategies and tactics CONVERSELY, ANALYSTS CITE EVIDENCE THAT COMPANIES NOT ADOPTING ABM ARE: Presenting conflicting faces/messages to prospects Failing to build internal consensus with the buyer Losing deals to competitors who are more coordinated and effective #ABMIgnite

29 Key benefits by department MARKETING More focused, more efficient, and more connected to revenue FINANCE Greater predictability, transparency, and visibility into marketing expense ROI SALES Greater precision, coordination, and velocity in Target Accounts IT/OPERATIONS Better coordinated platforms between sales and marketing #ABMIgnite

30 Map out each discussion Persona Stage 1 Loosen the status quo Stage 2 Commit to change Stage 5 Justify decision Stage 6 Make final decision CMO Marketing Head of Demand Generation Marketing Operations Event Manager #ABMIgnite

31 Unique perspectives, unique messaging Audience Persona Stage 1 - Loosen the status quo Stage 2 - Commit to change Stage 5 - Justify decision Stage 6 - Make final decision Traditional demand generation Current tools cannot hit or support Heightens confidence in hitting 2017 What is the opportunity cost of not doesn't work for enterprise targets; enterprise marketing & sales goals for enterprise sales number; increases hitting your enterprise sales number?; internal "buying" committee is too 2017; CEO requires tighter coordination with sales leadership & What is the impact of not aligning complicated for individual-centric coordination with sales to revenue objectives; allow for more enterprise sales targets with CMO marketing campaigns; current demonstrate marketing contribution precise marketing to achieve relevant/related marketing efforts? marketing & sales systems are too to revenue in 2017; VP of Sales needs enterprise deals more accurately siloed - can't see and impact target tighter coordinated, operational account momentum efforts to demonstrate enterprise sales momentum & results Marketing Head of Demand Generation Marketing Operations Event Manager Lead response rates are OK but conversion to opportunities are weakening due to lack of internal buyer consensus-building; current tools don't allow for account-centric coordination of marketing activities nor targeting of key accounts more precisely Complex deals make attribution and coordinating complex deals far more difficult; requests from sales & marketing to coordinate efforts more precisely require more time/resources/custom integration than you have time or resources for Measuring impact of isolated events is difficult; few enterprise deals are sourced or closed by individual marketing events; importance of event role is mitigated and miscommunicated with current siloed campaign structure Cannot hit enterprise marketing targets without more precise, accountcentric programs; ABM increases your alignment with sales, tie to revenue, impacts how the organization views demand generation in a positive light; ability to measure precise marketing impact on sales/revenue increases dramatically Organization requires more enterprise sales, current systems are only individual-based and not accountbased; cannot achieve enterprise sales without a different approach to those complex environments; cannot achieve enterprise marketing results without better tools to execute Account-based approach is proven to put more value on events, especially focused events on enterprise targets; an ABM investment can increase events impact on marketing & sales goals, increase commitment to event strategy growth in the months ahead Fishing with nets won't hit the 2017 enterprise sales number alone; Prospects are responding less frequently to siloed messages; failure to engage the entire buying organization will weaken marketing contribution to closed deals Cannot achieve enterprise account goals without better tools, approach; Alignment of account-based efforts with sales will improve operations coordination, reporting transparency, reduce cost of maintenance of operations efforts What's the opportunity cost of now hitting the organization's enterprise sales number?; What happens if marketing can't demonstrate direct impact on sales pipeline and revenue?; How important are enterprise deals to your 2017 success, and can you achieve them without coordinating an account-based marketing effort? Do you have the tools and approach necessary to hit 2017 enterprise sales goals?; Can you current operations investments bridge the gap between sales & marketing effectively? Cannot demonstrate event's true value & contribution without accountcentric approach to marketing Will you lose the impact of events on enterprise sales contribution without an account-centric approach? Will too tight of a focus on individualized marketing reduce your event budget, and neuter its impact on enterprise sales velocity? #ABMIgnite

32 The buyer s journey

33 Keys to integrating ABM with your sales team 1. Make sales an early partner & collaborator

34 Keys to integrating ABM with your sales team 2. Execute from a consolidated engagement plan

35 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 do you coordinate sales & marketing messages?

36 Keys to integrating ABM with your sales team 3. Develop shared data and insights

37 Buying signals and trigger events Inventory Prioritization Follow-up sequencing

38 Keys to integrating ABM with your sales team 4. Improve your content precision

39 Integrated Plays Cold Outreach All prospects Owned by Marketing 1. Company Intro Need/Outcome Credibility ~2 weeks 2. Relevant Experience ~2 weeks Trust Validation 3. Unique Point of View Webinar invite Passive engagement Give, Give, Get Clicks from above Opens from above Balance from above Owned by Sales or Marketing 1. Personal Intro Need/Outcome Credibility 1x1 2. Helpful 2 days Content 3 days Relevant to them/you Soft CTA 3. Direct CTA Demo, discussion, assessment Whatever is first step of sales engagement Action Required Offer acceptance from above Add to pipeline Owned by Sales 1. Deliver Offer/Schedule Call 2 days 2. Schedule Call follow up 2 days 3. Schedule Call follow up

40 Tech Stack

41 Management & Measurement

42 Keys to integrating ABM with your sales team Practice the OODA Loop

43 Keys to better feedback loops Open communication Constructive feedback No defensiveness Failure is part of the journey!

44 Six Habits of Customer Trust 1. Focus 2. Surprise & Delight 3. Daily discipline 4. Adjustments 5. Polite Persistence 6. Surround

45 Housekeeping Get a copy! This deck Full Funnel Marketing ABM Workbook Send me an (matt.com) with what you want