how to leverage account based sales development to crush q4 quota

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How to Leverage Account Based Sales

Developmentto Crush Q4 Quota

Copyright ©2016, Engagio Inc.

Brandon RedlingerDirector of Growth at

Copyright ©2016, Engagio Inc.

Agenda

Example Plays

Building Your PlaybookTeam Selling

1 2 3

Team Selling

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Get your team involved!• Product and engineering teams • Marketing • Sales development• Sales consulting • Company executives• Account executives • Customer success • Support • Accounts receivable 

It Takes a Village

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Account Executive

Marketing Ops

SDR Manager

Account Management

Coaches

Sales /AE

SDR / ADR

Executive

Sales OpsVP, Sales

Demand Gen

QBsPlayers

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Discover and map the important roles inside every target account’s buying team. It could look something like this: • Initiator• Decision Maker• Buyer• Influencer• User• Gatekeeper

Mapping Your Target’s Org

Building Your ABSD Playbook

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• Number of Touches• Diversity of Channels• Timing of Touches• Content of Touches

Essential Elements for Effective Plays

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The Statistics

“75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.”

75%

25%

Yes

No

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Avoid at all costs!

Instead:• Reemphasize business value• Offer insight• Educate • Share news

The “Touching Base” Email

Example Plays

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Some of Our Plays

• Handoff Plays• Deal Acceleration Plays• Executive Alignment

Plays• Upsell/Cross-Sell Plays• Conference Meeting

Plays• User Onboarding Plays

• Customer Marketing Plays

• Customer Renewal Plays

• Accounts Receivable Plays

• Trigger Event Plays• “Shake the Tree” Play• Churn Play

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Executive Alignment Plays

• Connect your executives with executives at customers and prospects

• Built with highly-relevant emails • It can also include direct mail

and targeted ads

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Copyright ©2016, Engagio Inc.

Copyright ©2016, Engagio Inc.

Copyright ©2016, Engagio Inc.

Deal Acceleration Plays

• Sales Development and Marketing to support the AE

• Touch influencers• Targeted Account Based

advertising and retargeting programs

• Repurpose content and add personalization and customization

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Customer Renewal Plays

• Manage and automate the ideal 180-day, 90-day, 60-day, 30-day, and 15-day interactions

• All-hands on deck Play

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Copyright ©2016, Engagio Inc.

Copyright ©2016, Engagio Inc.

Copyright ©2016, Engagio Inc.

“Shake the Tree” Play

• When an account goes cold • Personalized email from our Sales

Manager• Next email comes from Engagio’s

CEO to the executive sponsor • Then an email from our VP of

Customer Success• And an engineer or marketing

manager

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For more Account Based treasures…The Clear & Complete Guide to

Account Based MarketingThe Clear & Complete Guide to

Account Based Sales Development

Engagio.com/guide

On Twitter at @Brandon_lee_09 and @Engagio