build your target account list
TRANSCRIPT
BUILDING YOUR TARGET ACCOUNT LISTHIGH PERFORMANCE ABM
Chris BondhusSenior Director, Demand Gen | Brightcove
Phil HollrahVP, Product Marketing | Demandbase
FRI Metrics, Measurements and KPIs
Keys to Sales & Marketing Alignment SuccessTUESWEDTHURS
Building Your Target Account List
ABM Across the Funnel
MON ABM Fundamentals
@Demandbase #ABMwebseries
HIGH PERFORMANCE ABM WEBINAR SERIESEVERYDAY 10 AM PT
© 2016 Copyright Demandbase
PHIL HOLLRAHVP, Product MarketingDemandbase@philhollrah
CHRIS BONDHUSSenior Director, Demand Gen Brightcove@Cbondhus
TODAY’S PRESENTERS
Brightcove = Video for Marketers
Video on website
Social Video Video portals &
microsites
Live streaming
Video integration
CMS, MAP & CRM
• THE BASICS
• DEVELOPING THE LIST
• MANAGE THE LIST
• KEY TAKEAWAYS
AGENDA
THE BASICS
© 2016 Copyright Demandbase
Marketing OperationsSales
Senior Leaders in…
BUILD YOUR ABM LEADERSHIP TEAM
© 2016 Copyright Demandbase
Staff to New ABM Focus
Communicate Objectives
Reset Expectations
Ensure Compliance
Collaborate Regularly Reinforce the Target Account List
ABM LEADERSHIP TEAM: RESPONSIBILITIES
© 2016 Copyright Demandbase
ROLE OF THE LIST
These are the companies that are most likely to buy from you, due to characteristics that set them up for success.
Shares Focus
Aligns Resources
Facilitates Compliance
Role of the List:
© 2016 Copyright Demandbase
GOALS
Set a baseline of prior year measurement of the same business objectives
Look Back To Move Forward
DEVELOPING A LIST
© 2016 Copyright Demandbase
OVERVIEW OF THE PROCESS
\\\
\\\\\\\\\\\\\\\
Secure Agreement
from ABM Leadership Team
Verify & Iterate with field sales
Update at regular intervals
Build an initial list
4321
It’s a Collaborative Process
© 2016 Copyright Demandbase
WHERE TO START
Establish who owns the list Department, owner, communications
© 2016 Copyright Demandbase
BUILD AN INITIAL LIST
4 Use account identification technology to determine the high-value accounts most likely to buy and best individuals within those accounts
WAYS TO APPROACH THE PROCESS
Evaluate your current customer base to create a lookalike model123
Leverage your list of named accounts, which include verticals and strategic accounts
Use data to generate a list of companies, and then have a discussion with your sales team to determine a set of target accounts
© 2016 Copyright Demandbase
SECURE AGREEMENT
ABM Leadership Team Approval of the List
© 2016 Copyright Demandbase
VERIFY AND ITERATE
Toss it back to sales team
• Bring knowledge of the territory
• Disqualify, force account on the list
© 2016 Copyright Demandbase
UPDATE
Territory Changes, New Reps, Buy In/Education
At all Scales
Once a year shift in business model, new set of business to influence the model
MINOR
MAJOR
© 2016 Copyright Demandbase
Implications for MAS & CRMLead Routing, Scoring, Maintaining/Auditing the List, Reporting
Alignment is Key
MARKETING-SALES-OPERATIONS
© 2016 Copyright Demandbase
WHAT WILL AFFECT YOUR PROCESS/LIST
CONSIDERATIONS
Sales Cycle/length, Average Deal Size, Size of your Sales Team
• Think about total addressable market• Target the highest propensity to buy
© 2016 Copyright Demandbase
Understand that only a portion of your revenue will
come from this list - it may be a majority or minority depending on
your business model
MANAGE YOUR LIST
© 2016 Copyright Demandbase
SEGMENT YOUR TARGET ACCOUNT LIST
Segments you select must have discrete business objectives that marketing can build programs to support
© 2016 Copyright Demandbase
MEASURE
1
2
3
Select focus areas
Identify what is working
Set a baseline
© 2016 Copyright Demandbase
MAINTAIN THE LIST OVER TIME
Pitfalls: Lack of audit, stuffing the list
• Short attention span• Reinforce with the team?
KEY TAKEAWAYS
© 2016 Copyright Demandbase
KEY TAKEAWAYS
• Start with Your Business Objectives
• Start Simple• Prove the Model
• Review, Revise & Expand Over Time
• It is an Iterative Process
Q&A
THANK YOU
#ABMwebseries@Demandbase