Полная расшифровка выпуска S2E13: How to Leverage Unified Data for B2B Marketing Wins -- ft. Leanne Chescoe, Marketing Director at Demandbase

sometimes a marketer's view to understand where are these 00:05:35.336 --> 00:05:36.576 companies is researching it. 00:05:36.596 --> 00:05:39.136 If they're not coming to our website, where else are they looking? 00:05:39.536 --> 00:05:44.456 So I think it's really key to be able to get that intent of what companies are 00:05:44.456 --> 00:05:48.576 searching for, particularly products that are related to what you sell, 00:05:48.636 --> 00:05:50.676 but also if they're researching your competitors, 00:05:50.976 --> 00:05:54.616 like companies should be having that insight because we just need to be so much 00:05:54.616 --> 00:06:00.636 more proactive with those people that are researching and being able to deliver 00:06:00.636 --> 00:06:02.516 that really good customer experience. 00:06:02.616 --> 00:06:08.036 And it also just helps us be super focused on, you know, the accounts that we 00:06:08.036 --> 00:06:11.216 need to prioritize and ones that are showing those in-market signals. 00:06:11.936 --> 00:06:15.756 And I think another kind of part to that is kind of having everything. 00:06:16.815 --> 00:06:21.755 Once you have sort of decided upon or agreed upon having this account-based approach, 00:06:22.135 --> 00:06:27.795 it's then having one system in place to be able to link all of your data, 00:06:28.075 --> 00:06:33.275 your account level data, your contact level data, all of your systems and channels 00:06:33.275 --> 00:06:35.095 and processes and aligning teams. 00:06:35.435 --> 00:06:40.015 Because another sort of key challenge is this go-to-market fragmentation where 00:06:40.015 --> 00:06:43.935 sales are using one system, marketing are using another to look at accounts, 00:06:43.995 --> 00:06:47.155 contacts, leads, and And there's not that kind of one shared view. 00:06:47.335 --> 00:06:51.535 So having that one shared view between those teams is just so key. 00:06:51.895 --> 00:06:55.855 So I was saying having something, a platform or something in place to be able 00:06:55.855 --> 00:06:58.555 to give you that one view is really key. 00:06:59.015 --> 00:07:03.975 And then being able to measure the engagement across the buyer journey. 00:07:04.115 --> 00:07:09.235 So you can see where an account or an individual is in your funnel at any given 00:07:09.235 --> 00:07:14.435 time so that you know as a marketer, I know exactly what kind of messaging that 00:07:14.435 --> 00:07:18.555 I need to deliver to these accounts at these various stages in the sales cycle, 00:07:18.615 --> 00:07:23.255 but also when that lead or account is then ready for sales follow-up. 00:07:23.295 --> 00:07:27.515 So then they also know when's the right time for me to follow up when there's 00:07:27.515 --> 00:07:29.675 a decent amount of engagement. 00:07:29.695 --> 00:07:33.675 It's not just one person downloading a white paper that wouldn't constitute 00:07:33.675 --> 00:07:35.235 something that's sales ready. 00:07:35.415 --> 00:07:38.595 And then they also know what to say when they're of doing that follow-up as well. 00:07:39.195 --> 00:07:44.595 Okay. Yeah, that is awesome. I like that that's a whole system that kind of 00:07:44.595 --> 00:07:48.175 takes you from, we need to do account-based marketing to like, 00:07:48.215 --> 00:07:51.035 how are we going to link this all together to like, how are we going to make 00:07:51.035 --> 00:07:56.195 this a systematic approach to actually making sure that we're following up with 00:07:56.195 --> 00:08:00.835 people at the right time because we have all the data in front of us and it's 00:08:00.835 --> 00:08:02.535 all combined in a shared view. 00:08:02.975 --> 00:08:06.555 So like, what were you guys doing before 00:08:06.555 --> 00:08:10.295 you you implemented like consolidated or 00:08:10.295 --> 00:08:13.275 overarching abm system and like how 00:08:13.275 --> 00:08:17.855 does that compare to what you guys are doing now yes i mean i'm in the unique 00:08:17.855 --> 00:08:22.615 position where i work for an abm technology company so we very much practice 00:08:22.615 --> 00:08:26.515 what we preach we we already have that agreement on we're going to use our own 00:08:26.515 --> 00:08:30.735 technology to help our own go-to-market strategy and really live and breathe 00:08:30.735 --> 00:08:31.715 with account-based marketing. 00:08:31.855 --> 00:08:37.275 We become experts and that helps solidify our position in the market as a thought 00:08:37.275 --> 00:08:41.635 leader and one of the best or the best technology provider in that space as well. 00:08:42.055 --> 00:08:46.075 Prior to demand-based, it was really, you know, a lot of these issues started 00:08:46.075 --> 00:08:50.355 because there wasn't that sales and marketing alignment and marketing were providing 00:08:50.355 --> 00:08:51.895 sales with bad fit leads. 00:08:52.255 --> 00:08:55.895 It was almost like that kind of baton pass of like, well, we've got the lead, 00:08:55.955 --> 00:08:58.495 here you go sales, marketing jobs done. 00:08:58.915 --> 00:09:01.615 And that's where we leave it. And that just doesn't happen anymore. 00:09:01.755 --> 00:09:04.115 Marketing are getting involved from that, 00:09:04.195 --> 00:09:07.875 you know, helping to kind of work those leads and scoring and keep that engagement 00:09:07.875 --> 00:09:12.295 from the time that that account or an individual becomes a lead through to them 00:09:12.295 --> 00:09:14.755 becoming closed one opportunity as well. 00:09:15.546 --> 00:09:18.906 I think other challenges that I've experienced is then when you don't align 00:09:18.906 --> 00:09:24.726 with sales on what a good lead looks like, and you're not working together to 00:09:24.726 --> 00:09:28.506 really understand and build what does your ideal customer profile look like. 00:09:28.666 --> 00:09:32.226 And that just results in, again, providing those bad fit leads. 00:09:32.726 --> 00:09:38.206 It's like kind of square peg in a round hole scenario

where the result is it's 00:09:38.206 --> 00:09:42.846 a longer sales cycle because you're trying to close those bad fit accounts. 00:09:43.066 --> 00:09:47.546 You get lower average order values because the account isn't a good fit for you. 00:09:47.566 --> 00:09:52.106 It takes longer for you to be able to demonstrate and prove the value of the 00:09:52.106 --> 00:09:54.086 solution that you're trying to sell to that account. 00:09:54.326 --> 00:09:58.706 And then it impacts things like renewal rates because those accounts are a bad fit. 00:09:58.966 --> 00:10:03.426 And in that scenario, nobody has a great experience from a customer standpoint. 00:10:04.006 --> 00:10:06.666 If they're not a good fit for the business, they're just not going to have a 00:10:06.666 --> 00:10:10.106 great customer experience because the product's really not going to be sufficient 00:10:10.106 --> 00:10:14.526 for their needs, or they might not be quite ready for that product in terms 00:10:14.526 --> 00:10:16.226 of their market maturity. 00:10:16.866 --> 00:10:19.946 And for a lot of SaaS companies, well, for all SaaS companies, 00:10:20.326 --> 00:10:24.786 those renewal rates are so critical because they're measuring things like ARR, 00:10:24.866 --> 00:10:28.586 and that obviously helps things like funding and valuations and M&A opportunities. 00:10:29.246 --> 00:10:33.186 So it really has a huge knock-on effect throughout the funnel. 00:10:33.326 --> 00:10:38.246 So it's really important to be able to align on those, what does a good customer 00:10:38.246 --> 00:10:41.626 look like? Like, let's build our ideal customer profile together. 00:10:42.046 --> 00:10:47.206 And then we're passing leads to sales that they're actually able to close. 00:10:47.306 --> 00:10:52.586 I think the other key thing is having some sort of feedback system in place 00:10:52.586 --> 00:10:57.306 to say, if it is a bad lead, tell us and tell us why so that marketing can learn 00:10:57.306 --> 00:10:59.986 from that. And then they can work on improving the quality as well. 00:11:00.665 --> 00:11:04.985 Okay. I haven't heard of companies implementing a feedback system like that, 00:11:05.005 --> 00:11:10.765 but that sounds like such a good idea and something that a lot more people should be doing. 00:11:11.485 --> 00:11:18.505 Definitely. We have an amazing marketing operations team at Demandbase. We're really spoiled. 00:11:18.685 --> 00:11:21.845 And I always say they're the best in the business, but they 00:11:21.845 --> 00:11:25.405 introduced something thing that looks at mql 00:11:25.405 --> 00:11:28.465 eligible eligibility i always struggle to 00:11:28.465 --> 00:11:31.405 say that word and that's essentially gives the 00:11:31.405 --> 00:11:34.625 sdrs that follow up the leads for us they can 00:11:34.625 --> 00:11:38.385 say am i am i going to accept this and 00:11:38.385 --> 00:11:42.605 does it meet our idle customer profile then they they are able to give us feedback 00:11:42.605 --> 00:11:46.925 on why it's a bad fit so then we can make that improvement and that's like mandatory 00:11:46.925 --> 00:11:52.325 fields that we've built into our crm system to help with that feedback and that's 00:11:52.325 --> 00:11:55.905 something that we look at and we're actually gold on MQL acceptance rates. 00:11:56.305 --> 00:11:59.705 So it comes back to actually, once you do have these systems in place, 00:11:59.725 --> 00:12:03.125 it's being like accountable and standing by that to say, 00:12:03.165 --> 00:12:06.285 we're going to be gold on this and we're going to look at this and we want, 00:12:06.305 --> 00:12:10.405 you know, a certain percentage of all of the MQLs that come through to hit a 00:12:10.405 --> 00:12:11.845 certain acceptance rate. 00:12:12.165 --> 00:12:15.705 So that's as important as having that process in place as well. 00:12:17.205 --> 00:12:21.785 Okay. Yeah. I like setting that as kind of a metric upfront and then tracking 00:12:21.785 --> 00:12:23.445 that metric. That's really fun. 00:12:24.846 --> 00:12:30.206 And then another thing that you said is how important it is to link this data 00:12:30.206 --> 00:12:35.966 from different teams together and have like a shared dashboard or a shared view between teams. 00:12:36.906 --> 00:12:41.626 So do you have any like tips on setting that up? 00:12:41.706 --> 00:12:47.066 And like, well, first having this conversation with sales and aligning the ICP 00:12:47.066 --> 00:12:52.146 and then putting together this shared view. 00:12:52.146 --> 00:12:54.966 You like do you have any insight into like how to have those 00:12:54.966 --> 00:12:58.946 conversations or what would make like a really successful outcome yeah 00:12:58.946 --> 00:13:02.686 so this is where you build your abm team 00:13:02.686 --> 00:13:06.406 your abm leadership team and it needs to come from the top down so getting that 00:13:06.406 --> 00:13:10.706 organizational buy-in to say we're going to have this account-based approach 00:13:10.706 --> 00:13:14.406 to our go-to-market strategy we're really going to focus on getting the right 00:13:14.406 --> 00:13:17.946 accounts in our pipeline and trying to convert those into customers so So getting 00:13:17.946 --> 00:13:19.746 that agreement, firstly, is fundamental. 00:13:20.426 --> 00:13:24.526 And then secondly, it's that collaboration of that ABM leadership team. 00:13:24.746 --> 00:13:28.206 And that should be made up of sales, marketing, operations. 00:13:28.446 --> 00:13:32.346 Sometimes your finance team is also part of that as well, depending on the size 00:13:32.346 --> 00:13:37.426 of your organization, to really help you define and collaborate on what does 00:13:37.426 --> 00:13:39.066 that ideal customer profile look like. 00:13:39.146 --> 00:13:42.466 And you have all of that data that exists in your CRM system. 00:13:42.466 --> 00:13:48.046 So you look at your existing customer data to be like, what are our most

successful customers? 00:13:48.226 --> 00:13:52.346 Where do we have customers with the highest renewal rates, the ones that spend 00:13:52.346 --> 00:13:56.486 the most money with us, and look for commonalities between those. 00:13:56.526 --> 00:14:00.806 So are we seeing patterns in industries that those accounts are in certain revenue 00:14:00.806 --> 00:14:05.466 sizes, geographies, perhaps it's some other technology solutions that they're 00:14:05.466 --> 00:14:07.226 using that are complementary to yours. 00:14:07.226 --> 00:14:12.806 All of those things, revenue ranges, employee sizes, that could be another thing that comes into it. 00:14:13.106 --> 00:14:18.106 And then also looking at applying that same model to accounts that are in your 00:14:18.106 --> 00:14:22.046 current pipeline so that you're making sure that you're always... 00:14:22.739 --> 00:14:28.219 Keeping that ICP relevant. And that ICP scoring is something that you should 00:14:28.219 --> 00:14:31.479 do every 12 months and then going back, reviewing that customer data. 00:14:31.759 --> 00:14:35.499 Reviewing your pipeline data to make sure that actually the industries that 00:14:35.499 --> 00:14:37.219 we're trying to sell into are still relevant. 00:14:37.399 --> 00:14:43.079 We're still closing business with them and you're getting agreement from teams as well. 00:14:43.259 --> 00:14:46.139 And it also can differ depending on the segment. 00:14:46.299 --> 00:14:51.239 So you might have a slightly different ICP criteria for your enterprise size 00:14:51.239 --> 00:14:53.539 accounts, for your mid-market size accounts. 00:14:53.739 --> 00:14:59.039 We have it differently for our EMEA accounts versus the ones that we sell into 00:14:59.039 --> 00:15:01.619 in the US. There's other criteria that we use. 00:15:01.679 --> 00:15:04.559 So you don't have to have one model for the whole company. 00:15:04.659 --> 00:15:08.979 You can adapt it to suit the key segments that you're selling into or the key 00:15:08.979 --> 00:15:10.519 markets that you're selling into. 00:15:10.519 --> 00:15:13.359 To okay awesome there is a lot to 00:15:13.359 --> 00:15:16.659 unpack there so can we 00:15:16.659 --> 00:15:19.679 get like more detailed with this 00:15:19.679 --> 00:15:22.919 like I want specifics like is somebody coming in with 00:15:22.919 --> 00:15:26.059 like a really detailed spreadsheet having like spent 00:15:26.059 --> 00:15:29.459 some hours combing through like all the companies databases 00:15:29.459 --> 00:15:32.119 and then bringing that into like I don't know like 00:15:32.119 --> 00:15:34.959 a one-hour conversation with the head of sales and 00:15:34.959 --> 00:15:38.399 head of marketing or like how is this conversation literally happening 00:15:38.399 --> 00:15:41.279 yeah so that's a that's um a good 00:15:41.279 --> 00:15:44.259 way of how it could be done definitely and that's how it looks 00:15:44.259 --> 00:15:47.979 at and how we sort of do that at demand bay so typically marketing operations 00:15:47.979 --> 00:15:52.699 or your sales operations team are pulling that data from your crm and then you're 00:15:52.699 --> 00:15:58.599 meeting with that abm leadership team to agree on what the icp criteria looks 00:15:58.599 --> 00:16:03.639 like so it's leaders across sales marketing and your operations team. 00:16:04.439 --> 00:16:09.239 To make sure that you have the right ICP for your key segments and key markets. 00:16:09.879 --> 00:16:12.839 And again, as I said, that's something that should be reviewed regularly. 00:16:13.611 --> 00:16:19.451 Every year and that will depend on that review time will depend on how long 00:16:19.451 --> 00:16:23.771 your sales cycles are if your sales cycles are like two years plus you're probably 00:16:23.771 --> 00:16:24.931 not going to review that data. 00:16:25.491 --> 00:16:29.871 Every year it might be slightly longer if they're sort of you know six to nine 00:16:29.871 --> 00:16:34.231 months you would probably do that you know annually for example but that's definitely 00:16:34.231 --> 00:16:37.871 something that you'd want to revisit towards the end of the year when you're 00:16:37.871 --> 00:16:40.331 in your planning cycle so like October October, 00:16:40.371 --> 00:16:42.651 early November timeframe, 00:16:42.831 --> 00:16:45.711 have that locked down for the year ahead. 00:16:46.011 --> 00:16:51.151 And so then you can start applying those account scoring models as those accounts 00:16:51.151 --> 00:16:54.091 are coming into your CRM or those ones that exist already. 00:16:54.511 --> 00:16:58.691 You've got that criteria in place. So we actually have it split out by industry. 00:16:58.931 --> 00:17:03.631 So each industry that we're targeting has a weighting criteria to it. 00:17:03.631 --> 00:17:08.411 We do the same across technologies, revenue ranges, employee sizes, 00:17:08.571 --> 00:17:13.171 even country for where we're targeting specific countries in EMEA will have 00:17:13.171 --> 00:17:16.631 certain countries that are a higher priority for us to target. 00:17:16.871 --> 00:17:19.831 So it can be as granular as you want. 00:17:19.911 --> 00:17:23.731 Depends on what's most important to you. 00:17:23.811 --> 00:17:29.211 So where you know those accounts that meet this criteria that make really good 00:17:29.211 --> 00:17:33.711 customers for us. So there's not a limit as to how much you can have in there. 00:17:33.791 --> 00:17:38.031 And then that scoring can be really helpful because when you come to your target 00:17:38.031 --> 00:17:42.691 account list selection, those accounts with the highest account scores should 00:17:42.691 --> 00:17:45.231 be considered to be a target account. 00:17:46.515 --> 00:17:52.975 Okay. So we're doing account scoring based on like what industry it's in and 00:17:52.975 --> 00:17:57.815 like how closely that kind of aligns with the, the ICP that you've created. 00:17:58.115 --> 00:18:05.495 Okay. And so do

you have any tips on like how to set up that lead scoring system 00:18:05.495 --> 00:18:06.695 so that it's successful? 00:18:06.855 --> 00:18:12.435 Like, how do you know if you're doing too much lead scoring versus like not enough, 00:18:12.455 --> 00:18:15.375 or like you're paying too much attention to just like numbers and metrics 00:18:15.375 --> 00:18:18.215 versus like when it's actually 00:18:18.215 --> 00:18:22.035 going to like work and be useful for sales leaders 00:18:22.035 --> 00:18:24.655 in the sales team yeah and i think it is 00:18:24.655 --> 00:18:27.415 again it's getting that feedback from those leaders in 00:18:27.415 --> 00:18:30.355 your abm in your abm team so they can again 00:18:30.355 --> 00:18:33.195 solicit that feedback from the sales leaders 00:18:33.195 --> 00:18:35.995 and regional managed managers to see like what's most 00:18:35.995 --> 00:18:38.895 important to you and typically the sales 00:18:38.895 --> 00:18:41.815 salesperson would be it might be like four or five 00:18:41.815 --> 00:18:44.495 key data points where you're like 00:18:44.495 --> 00:18:47.375 this is a really good fit for us an industry would always be one 00:18:47.375 --> 00:18:50.255 of those revenue range employee size would be another 00:18:50.255 --> 00:18:53.515 as well company HQ would be another one so it's 00:18:53.515 --> 00:18:57.735 not you know lots and lots of different data points so I think getting that 00:18:57.735 --> 00:19:01.935 feedback and agreement on like these are all the ones that we're going to agree 00:19:01.935 --> 00:19:07.995 on and then there's CRM systems and marketing automation systems out there and 00:19:07.995 --> 00:19:11.635 tools like Demandbase that can help with that scoring piece as well. 00:19:12.755 --> 00:19:19.775 Okay, awesome. So if we had to like quickly summarize, like step by step this 00:19:19.775 --> 00:19:22.295 process from beginning to end 00:19:22.295 --> 00:19:27.135 of like, creating an account based marketing strategy that's successful, 00:19:27.295 --> 00:19:32.735 like step by step, what would you have someone do if they were setting this up for the first time? 00:19:33.426 --> 00:19:39.146 So I think the first bit would be, so that sales and marketing alignment piece is key. 00:19:39.426 --> 00:19:44.286 So I think that the three kind of core things around that is aligning on the 00:19:44.286 --> 00:19:49.986 data, sharing insights once you have all of these systems in place where you're 00:19:49.986 --> 00:19:53.866 able to get things like account intelligence, where they're showing intent and engagement, 00:19:54.166 --> 00:19:58.506 and then coordinating those account interactions between sales and marketing, 00:19:58.766 --> 00:20:02.106 and then some steps to help align teams on that. 00:20:02.106 --> 00:20:07.446 So firstly, starting with that collaboration on what your idle customer profile 00:20:07.446 --> 00:20:09.366 looks like and those account scoring models. 00:20:09.866 --> 00:20:13.906 Then agree on your go-to-market style as well. 00:20:14.086 --> 00:20:19.546 So are we going to have a one-to-one or one-to-many approach? 00:20:20.866 --> 00:20:25.026 And then I think the other key part is actually picking those target accounts. 00:20:25.506 --> 00:20:30.666 And it should be something that is marketing driven. So based on the scoring 00:20:30.666 --> 00:20:34.606 that we're getting from those accounts, we can make recommendations to say these 00:20:34.606 --> 00:20:36.466 should be considered for target account list. 00:20:36.566 --> 00:20:41.746 But ultimately, that account selection process to determine whether an account 00:20:41.746 --> 00:20:45.106 should be a target account or not should be owned by sales. 00:20:45.626 --> 00:20:50.206 And then within that, we give them the freedom to tier their target accounts. 00:20:50.206 --> 00:20:57.186 And that tiering is really key because then it helps us, the kind of next step to that is saying, 00:20:57.306 --> 00:21:01.546 okay, we're going to then define what we call entitlements for each of those 00:21:01.546 --> 00:21:05.306 account tiers that is going to help support that target account engagement. 00:21:05.686 --> 00:21:11.286 So those accounts at tier one should be those ones that have the highest potential value. 00:21:11.286 --> 00:21:16.446 Value so if it's an existing customer where there's you know big upsell or cross-sell 00:21:16.446 --> 00:21:20.146 opportunities of new products or selling into new business units for example 00:21:20.146 --> 00:21:26.286 or it could be the size of the account if it's in an enterprise segment and it has you know a, 00:21:26.917 --> 00:21:31.317 it's going to be spending a lot of money or the opportunity to be spending a 00:21:31.317 --> 00:21:34.717 lot of money with your company, they should be considered those tier one accounts. 00:21:35.357 --> 00:21:40.377 And then tier two, and just so just give you an idea of the numbers for our 00:21:40.377 --> 00:21:45.237 tiering, our sales reps have three accounts at tier one, 30 at tier two, 00:21:45.357 --> 00:21:50.177 and then the rest of their target accounts at tier three, which would be about 150 to 200. 00:21:50.657 --> 00:21:54.277 So we're not talking about thousands or hundreds and hundreds of accounts. 00:21:54.277 --> 00:21:56.277 It's quite a finite list. 00:21:56.877 --> 00:22:03.477 And then those entitlements are another great way of ensuring that sales and marketing are aligned. 00:22:03.797 --> 00:22:07.937 So the entitlements is almost like a contract between marketing and sales. 00:22:07.997 --> 00:22:11.457 So it's marketing saying to sales, for each of your account tiers, 00:22:11.637 --> 00:22:15.577 this is what we're going to deliver from a marketing program standpoint. 00:22:15.757 --> 00:22:18.417 This is how much we're going to spend on things like advertising, 00:22:18.917 --> 00:22:24.357 direct mail, executive events to try and

help drive engagement with those target accounts. 00:22:24.637 --> 00:22:29.137 And that's all agreed upon at the end of the year for the next coming year. 00:22:29.237 --> 00:22:33.017 So the entitlements will change year on year as well. 00:22:33.477 --> 00:22:38.017 So that's really important. And it really helps them buy into this idea of having 00:22:38.017 --> 00:22:41.337 an account-based approach because these target accounts are getting more of 00:22:41.337 --> 00:22:42.817 a white glove treatment. 00:22:42.977 --> 00:22:47.417 A lot of the messaging and outreach that you're doing to these accounts is a 00:22:47.417 --> 00:22:50.877 lot more personalized to those accounts because you're able to get all of that 00:22:50.877 --> 00:22:55.997 insight into those accounts with regards to intent and engagement where they 00:22:55.997 --> 00:22:56.897 are on the buyer journey. 00:22:57.257 --> 00:23:01.837 And then that can reflect in the messaging that you're putting in front of those 00:23:01.837 --> 00:23:04.737 accounts, whether it's through a marketing campaign or through sales outreach. 00:23:05.457 --> 00:23:08.557 And then another part is actually sharing that account intelligence. 00:23:09.097 --> 00:23:13.137 So again, any intent that you're seeing for that account, that's a target account, 00:23:13.317 --> 00:23:17.837 that salesperson should have insight into that as well, making it as easy as 00:23:17.837 --> 00:23:20.257 possible. So So sending them a weekly... 00:23:20.904 --> 00:23:23.644 Digest of like these are your target accounts and these are the top 00:23:23.644 --> 00:23:26.684 things that they're showing intent for whether that's product intent 00:23:26.684 --> 00:23:29.644 or competitors whether that's their 00:23:29.644 --> 00:23:33.904 you know in gate that we're seeing high engagement or a high spike of visitors 00:23:33.904 --> 00:23:38.044 to our website from this particular target account this is great insight and 00:23:38.044 --> 00:23:42.904 that should be shared very regularly with with your sales team and when we have 00:23:42.904 --> 00:23:47.124 slack alerts set up for when a target account comes to our 00:23:47.164 --> 00:23:49.824 website so their account owner and the SDR owner will get 00:23:49.824 --> 00:23:52.704 an alert to let them know so they can be really like 00:23:52.704 --> 00:23:55.584 reactive and then the final part to 00:23:55.584 --> 00:23:58.604 it is meeting regularly to check in on what's happening 00:23:58.604 --> 00:24:01.624 and one of the forums that we have for this and 00:24:01.624 --> 00:24:07.584 I recommend this to anybody we call it an ABX stand-up so it's a monthly meeting 00:24:07.584 --> 00:24:13.164 between myself the sales rep and their SDR and we look at their target account 00:24:13.164 --> 00:24:14.844 list so some of it might be looking 00:24:14.844 --> 00:24:19.984 at where are all your current target account sitting in the funnel? 00:24:20.144 --> 00:24:23.644 Are there too many accounts at the top of funnel that have been stuck at a certain 00:24:23.644 --> 00:24:27.004 journey stage for X amount of time? 00:24:27.104 --> 00:24:31.164 How can we try and drive more engagement and get them moving to a forward journey stage? 00:24:31.704 --> 00:24:38.224 It could be accounts where they're already in pipeline and we want to do some 00:24:38.224 --> 00:24:39.604 more like personalized outreach. 00:24:39.744 --> 00:24:42.124 It's going to help like close a deal. We can look at that. 00:24:42.364 --> 00:24:46.724 It could be that we see accounts that are actually, you have a lot of accounts 00:24:46.724 --> 00:24:51.884 in one particular industry, let's run a really specific or run an industry-specific 00:24:51.884 --> 00:24:55.144 campaign into those accounts to help drive that engagement as well. 00:24:55.304 --> 00:25:01.024 So that is something that's been really successful, key to that sales and marketing alignment piece. 00:25:01.144 --> 00:25:05.924 And it really helps you act as one team and really be that partner to sales. 00:25:06.764 --> 00:25:09.364 So yeah, the ABM stand-ups is something that I would highly recommend. 00:25:10.200 --> 00:25:17.100 Okay. Awesome. I really, really love this system. It's so clear and dreamlined. 00:25:17.300 --> 00:25:22.080 So sales and marketing alignment and figuring out the ICP and account scoring 00:25:22.080 --> 00:25:26.440 and the go-to-market style, picking the target accounts, 00:25:26.740 --> 00:25:32.000 and then marketing figures out for each of the accounts how much money they're 00:25:32.000 --> 00:25:36.340 going to spend on things like advertising and what kind of messaging they're 00:25:36.340 --> 00:25:38.140 going to do to personalize to those accounts. 00:25:38.380 --> 00:25:42.880 And then you share the account intelligence to the salespeople through a weekly 00:25:42.880 --> 00:25:45.200 email or Slack alert or however you do it. 00:25:45.280 --> 00:25:51.640 And then you meet regularly through these ABX standups to figure out how each 00:25:51.640 --> 00:25:57.900 SDR can drive more or how you can help each SDR drive more engagement for their account, 00:25:58.020 --> 00:26:00.420 how you can help them create a better outreach plan, 00:26:00.640 --> 00:26:02.820 get some deals unstuck, whatever it is. 00:26:03.040 --> 00:26:07.920 Yeah. And it's also, it's all about the accounts to prioritize as well so where 00:26:07.920 --> 00:26:10.260 they're seeing the ones that have that highest engagement. 00:26:11.500 --> 00:26:14.380 Another digest we call it a weekly digest would be 00:26:14.380 --> 00:26:17.760 these are the accounts to focus on this this week so 00:26:17.760 --> 00:26:21.640 the sdrs have this kind of like um order of operations to be like okay this 00:26:21.640 --> 00:26:25.200 week i'm going to focus on these accounts that are showing high intent for our 00:26:25.200 --> 00:26:29.280 competitors for example like that could be really low hanging fruit because 00:26:29.280 --> 00:26:33.760 that would indicate somebody's in a researching researching and is in a kind 00:26:33.760 --> 00:26:35.660 of evaluation stage potentially. 00:26:35.900 --> 00:26:39.080 So you would want to start, you know, engaging with that account ASAP. 00:26:39.580 --> 00:26:44.700 So yeah, a huge part of it is about helping them prioritize what accounts to go after. 00:26:44.800 --> 00:26:48.980 So having that account intelligence that gives them all of that insight and 00:26:48.980 --> 00:26:52.960 it just helps focus their efforts for that upcoming week. 00:26:53.460 --> 00:26:57.280 Okay. Awesome. Well, I really, really appreciate this conversation, 00:26:57.480 --> 00:27:02.060 Leanne. And as we're wrapping the conversation up, do you have anything you'd 00:27:02.060 --> 00:27:06.680 like to share or promote with regards to your company or any projects that you're working on? 00:27:07.000 --> 00:27:12.100 So I think anybody that's out there considering an account-based approach looking 00:27:12.100 --> 00:27:15.240 or just looking like where to get started, 00:27:15.700 --> 00:27:24.060 demandbase.com has a whole host of resources for all different kinds of ABM maturity levels. 00:27:24.060 --> 00:27:27.280 One particular asset that's great 00:27:27.280 --> 00:27:29.960 is something called unspam your brand and it's this 00:27:29.960 --> 00:27:33.980 definitive guide to account-based marketing 00:27:33.980 --> 00:27:37.180 that's been written by our cmo john 00:27:37.180 --> 00:27:43.100 miller who is he's co-founder and cmo of marketo and engageo as well so he has 00:27:43.100 --> 00:27:48.060 a whole host of experience so that's a really comprehensive asset to to look 00:27:48.060 --> 00:27:51.700 at and then we also have a certification program so anybody Anybody that's looking 00:27:51.700 --> 00:27:55.460 to really get the basic understanding of an ABM strategy. 00:27:55.980 --> 00:28:00.700 We have foundation level right up to expert as well. That's available on our 00:28:00.700 --> 00:28:03.080 website. So go check both of those things out. 00:28:03.600 --> 00:28:05.460 Okay, awesome. Thank you so 00:28:05.460 --> 00:28:08.940 much for the conversation. I really appreciate it. Thanks for having me.