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

Matt Heinz President, Heinz Marketing Inc@heinzmarketing matt@heinzmarketing.com Eight Keys for Integrating ABM with Your Sales Team’s Existing Target Account Programs... Keys to integra

Matt Heinz President, Heinz Marketing Inc

@heinzmarketing matt@heinzmarketing.com

Eight Keys for Integrating ABM with Your Sales Team’s Existing Target Account Programs

• 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

Keys to integrating ABM with your sales team

1 Make sales an early partner & collaborator

A direct line to revenue growth

Keys to integrating ABM with your sales team

2 Work from common objectives & definitions

A common set of metrics

A common set of definitions

Stage Definition Sales Next Step(s) Marketing Next Step(s)

Open/Not Attempted 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

Attempting to Contact 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

Provide collateral, case studies and other information as needed to help prospect determine sales intent

Nurture

Prospect is interested, but there is no near-term opportunity to buy (prospect may have other immediate priorities, or may just need more time to consider interest/intent)

month with value-added offers, until they're ready to engage in a short-term buying cycle again

Unresponsive

Haven't been able to get ahold of prospect after repeated

ready to engage in a short-term buying cycle again

No Further Action Lead is not a qualified prospect no action no action

Prospect has a need & budget, and is actively evaluating

prospect

Provide additional support tools as needed (case studies, etc.) to help accelerate prospect interest and buying cycle

Presentation & Demo

Demo has been scheduled or completed; working through

interest and buying cycle

Proposal Formal proposal is in process or has been delivered outlining terms, services, fees Get verbal commitment to buy pending finalization of terms no action

Negotiation

Prospect has verbally agreed to do business; both sides are

Close Agreement has been signed and returned victory lap no action

Closed Lost

month with value-added offers, until they're ready to engage in a short-term buying cycle again

Keys to integrating ABM with your sales team

3 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 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 what message – in what format and channel?

• What next step communication triggers does 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 content in the first place?

Keys to better content

Keys to integrating ABM with your sales team

8 Practice the OODA Loop

Keys to better feedback loops

• 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

Thank you!

Matt Heinz

President, Heinz Marketing

@heinzmarketing matt@heinzmarketing.com