Art and Science of Account based
Marketing
May 30, 2017
Presented by:
Milan VignjevicSales Rep
Structuring sales in systematic fashion
Sales
Role of marketing in B2B
Marketing
ARTISMAN
Contact basedFriends
Acquaintances
Leads? Each one takes months
Uncertainty = UNPREDICTABLE
+
Reliability
Inconsistency
Transparency
Black Box
Time
Coherency
Predictability
Planning
Growth modeling
Problems?
Solution
FORD’s doctrine:Break
ITInto
PIECESAnd
Make them Measurable
SalesDevelopment Rep
WhatDoes
ThisEven
MEAN?!!?
List
Leads
Script
Processes Procedures
Frequency
Cadences
Talent
No previous knowledge
No previous sales / marketing training
SDR LIST
+
SCRIPT
+
TALENT
SDR Work Flow
Campaign Cadence
A defined number of steps
Defined nature of the steps
Defined timing of steps
Qualification based on
response (Y/N)
Contact
Lead qualification (ICP match)
Campaign / Cadence creation
Capabilities and Features
Campaign types:First contact
Second Squeeze
Revival / Nurture
Inbound
7 – 12 touch points over 2 weeks
Steps:Number
Frequency
Type of communication
Prepared steps
Targeting:ICP definition?
Sources
Why it failed first time?
Won or lost within a month (TIMING!!!)
A Real reflection of the market
TRANSPARENT PROCESS
Contact Established OBJECTIONS
SALES
Closed (WON / LOST)
DEMO
/
CALL
/
MEETING
Identification
/
Qualification
Market research
Customer research
Product research
LEAD GENERATION
Pre–sales = MARKETINGIT’S BETTER IF THE
MARKETING IS
EMBEDED
IN THE CUSTOMER’S
LIFE CYCLE
“MARKETING HAS WAY
MORE WEIGHT, AS IT IS
(ONLY) NOT A FLUFFF
GENERATOR BUT HAS
REAL, MEANINGFUL
IMPACT!”
Roles
Checklist
Talent
People – Arbitrary (HR)
Post–sales = Client Success Listen
+
Develop
+
Nurture
=
KEEP
“If you don’t listen to
the market, you cannot
have long lasting
solution for ever
evolving problem(s)”
THE INFAMOUS FUNNEL
WE KNOW:
The list of leads
The defined steps
The Script
Time taken till conversion
CONVERSIONS
SCRIPT PROCESS
WE CAN TELL
WHAT WENT WRONG
& IT IS FIXABLE!
ACCOUNT BASED APPROACH
CLIENT
SUCCESS
TEAM
Train
Develop
Nurture
Listen
SDR
Establishin
g contact
Leads
qualification
Setting up
the meeting
MARKETING
Top of the
funnel
activities
Lead
generation
ICP
identification
Target profiling
SALES
Objection
handling
PARADIGM SHIFT
ACCOUNT vs PERSON
COMPANY vs PERSONAL
MEMORY
RATIONAL vs ARBITRARY
DECISION MAKING
Better communication
Better catering
More reliable
Long run prediction
ICP identification
Customer life cycle
Business modeling
Growth prediction
P
S
CONCEPTS
Literature
TOOLS
Play
GOALS
Benchmarks
TRAINING
”Sales Development
Rep
trained properly,
can close deals
In less than a
month.”“There are people with
problems and there are
people with solutions. It
is incredible how often
those people do not
meet.”
Segment
Reiterate
Measure
Test
Improve
Develop
Recap:
”ALL YOU HAVE TO DO
IS TO RECOGNIZE
PEOPLE WITH A
PROBLEM THAT WE
HAVE A SOLUTION
FOR.”
“You don’t have to be any
more than what you are and
we don’t have to be any
more than what we are.”
Thank you for your time!
Q & A