WEBVTT 1 00:00:04.200 --> 00:00:08.240 This is the Full Funnel bt B Marketing podcast, brought 2 00:00:08.279 --> 00:00:12.240 to you by full Funnel dot Io. Let's start. 3 00:00:14.080 --> 00:00:20.640 Everyone, We're back with our new episode of full Funnel Life. 4 00:00:21.199 --> 00:00:27.239 And for this week, we selected a topic that apparently 5 00:00:27.600 --> 00:00:34.159 appeared on our radar folk quite a few months, repeatedly 6 00:00:34.799 --> 00:00:39.399 and more precisely, whenever we had discovery calls with the 7 00:00:39.759 --> 00:00:45.439 new prospects about account based marketing that was kind of 8 00:00:45.520 --> 00:00:52.000 a repetitive pattern where let's say CMOS or the piece 9 00:00:52.039 --> 00:00:55.640 of marketing we were talken through. They were saying, my 10 00:00:55.759 --> 00:00:59.439 team has anyhow running ABM, we are doing some sort 11 00:00:59.520 --> 00:01:05.040 of it, and like, how can we how can we 12 00:01:05.280 --> 00:01:09.200 find it right? And the truth is that if somebody 13 00:01:09.319 --> 00:01:12.159 is coming to us, it means that they are usually 14 00:01:12.239 --> 00:01:18.799 not satisfied with how the program, but another let's say site, 15 00:01:18.959 --> 00:01:22.879 they have sales team, product client success leadership who might 16 00:01:22.959 --> 00:01:28.079 have different opinions about account based marketing, different perception or 17 00:01:28.239 --> 00:01:31.719 understanding of account based marketing. There all of marketing and 18 00:01:31.840 --> 00:01:37.319 sales in a b M right, And what we decided 19 00:01:37.359 --> 00:01:44.000 to do today is basically sharing with you the six 20 00:01:44.120 --> 00:01:47.560 core components. Obviously, you can spend way more time and 21 00:01:47.680 --> 00:01:50.200 we could prepare a much bigger least for your audit. 22 00:01:50.280 --> 00:01:54.799 But we just selected these six most common areas where 23 00:01:55.000 --> 00:01:59.920 companies are not So let's say they are making mistakes 24 00:02:00.040 --> 00:02:05.400 that a leading to let's say, lower efficacy of the 25 00:02:05.439 --> 00:02:08.639 ABM programs. Right, Let's put it like this. I don't 26 00:02:08.680 --> 00:02:11.439 want to call it they're doing it wrong way or 27 00:02:11.520 --> 00:02:15.000 they're doing it incorrectly, but let's say they're doing it 28 00:02:15.199 --> 00:02:18.759 that way. That leads to the program and the performance. 29 00:02:19.159 --> 00:02:19.759 That's the key. 30 00:02:20.360 --> 00:02:25.240 So we're going to share. We are going to share 31 00:02:26.159 --> 00:02:31.080 with you this six core areas, will share the kind 32 00:02:31.080 --> 00:02:34.280 of the setup that leads to the lower efficacy and 33 00:02:34.439 --> 00:02:37.560 the setup that leads to the better efficacy, and how 34 00:02:37.639 --> 00:02:39.960 to fix it right, how to go from let's say, 35 00:02:40.080 --> 00:02:43.439 how to refine it. Uh, you're very welcome to ask 36 00:02:43.599 --> 00:02:47.039 any questions, and let us know in the chat where 37 00:02:47.080 --> 00:02:51.599 you guys all joining us from where again broadcasting from 38 00:02:51.639 --> 00:02:53.919 Signy and warm Spain. Let us know in the chat 39 00:02:53.960 --> 00:02:57.639 where you guys all join us from. And while you're typing, 40 00:02:58.560 --> 00:03:02.520 I'll just quickly move forward, right the current state of 41 00:03:02.719 --> 00:03:06.759 a BM that we are constantly Here is what I 42 00:03:06.879 --> 00:03:09.280 just said, and this is how this is. Uh, this 43 00:03:09.479 --> 00:03:13.000 was recently defined by one of let's say, B two, 44 00:03:13.000 --> 00:03:16.960 B C. Most we were talking about, uh about ABM. 45 00:03:17.120 --> 00:03:21.159 We are doing ABM already. We have a named account 46 00:03:21.280 --> 00:03:26.120 list that our sales team is targeting and our marketing 47 00:03:26.199 --> 00:03:30.520 team is trying to get in front of them. Technically, 48 00:03:31.919 --> 00:03:34.599 that could be called account based marketing. You have the 49 00:03:34.719 --> 00:03:39.240 shared list of accounts, sales are prospecting them, and marketing 50 00:03:39.319 --> 00:03:44.360 is targeting them. Can you call it a BM for sure? Right? 51 00:03:45.439 --> 00:03:52.439 But the problem is what's jalay Uh, the CEO and 52 00:03:52.520 --> 00:03:57.159 co founder of Mutiny, described brilliantly in that post right 53 00:03:57.280 --> 00:04:01.360 that ABM is the teenage sex of the new decade. Right, 54 00:04:01.840 --> 00:04:05.240 a lot of well, let's say everybody is talking about 55 00:04:05.280 --> 00:04:08.800 it if you are actually doing it, no, almost nobody 56 00:04:08.879 --> 00:04:11.599 is good at it, right, And the problem is that 57 00:04:12.840 --> 00:04:16.360 there is no formal education of ABM. Let's be honest, Well, 58 00:04:16.439 --> 00:04:20.480 do most of us learned about ABM. Most of us 59 00:04:20.600 --> 00:04:24.480 learned from the content created by ABM vendors by platform 60 00:04:24.519 --> 00:04:29.759 first of all, by technology vendors by platforms, and that 61 00:04:29.920 --> 00:04:35.800 set up the understanding. While let's say not so many 62 00:04:35.839 --> 00:04:39.560 of us learned the hard way. For example, what used 63 00:04:39.600 --> 00:04:43.639 to work for Sonya for big corporations and corporate projects. 64 00:04:43.680 --> 00:04:46.319 I used to be an enterprise sales and market and 65 00:04:46.360 --> 00:04:50.160 where my market was limited to kind of fifty plus 66 00:04:50.160 --> 00:04:53.800 core retail chains and the contract values right from five 67 00:04:53.879 --> 00:04:57.720 hundred k to fifty million dollars per year, right, and 68 00:04:57.759 --> 00:04:59.920 then the only thing that you could do is just 69 00:05:00.040 --> 00:05:04.439 account based marketing. And we have kind of pretty different 70 00:05:04.600 --> 00:05:10.040 understanding of how good ABM looks like compared to let's 71 00:05:10.040 --> 00:05:17.079 say the conventional ABM knowledge. So that being said, this 72 00:05:17.240 --> 00:05:20.519 is kind of the state, right, the state that lots 73 00:05:20.560 --> 00:05:23.560 of teams they think they are doing ABM, but it's 74 00:05:23.800 --> 00:05:27.560 quite often it underperforms. So from that perspective, we are 75 00:05:27.600 --> 00:05:31.720 going to share with you these six core layers highlights 76 00:05:31.839 --> 00:05:34.399 the setup of like let's say low FIC as a 77 00:05:34.439 --> 00:05:36.600 setup and high I think as a setup and how 78 00:05:36.680 --> 00:05:39.480 to fix it. And the first one I'm going to 79 00:05:39.600 --> 00:05:43.079 past microphone to what is account is building at the 80 00:05:43.079 --> 00:05:47.839 account selection right, the most kind of the most common 81 00:05:47.879 --> 00:05:49.079 mistake is happening. 82 00:05:50.279 --> 00:05:55.319 Thank you Andrey, Hello, welcome to everybody joining from actually 83 00:05:55.360 --> 00:05:59.800 all over the world. And as always, there is some 84 00:06:00.000 --> 00:06:05.240 discussion about ABX. Patent said ABX as a joke never 85 00:06:05.319 --> 00:06:09.920 caught on. It's true that actually I run into this 86 00:06:10.399 --> 00:06:15.560 frequently that internally in the organizations, the fact that we 87 00:06:15.680 --> 00:06:19.079 call account based marketing marketing, that there is a word 88 00:06:19.160 --> 00:06:24.680 marketing in it just makes everybody assume it's a marketing responsibility. 89 00:06:25.199 --> 00:06:29.560 And the way that we were thinking about this internally 90 00:06:29.600 --> 00:06:32.839 and sometimes how we present this two prospects, this account 91 00:06:32.839 --> 00:06:36.360 based motion just to kind of avoid the marketing trap, 92 00:06:36.439 --> 00:06:44.040 because indeed, when done without sales, it's not effective. Right, 93 00:06:44.160 --> 00:06:47.519 So let's dive into the first aspect and when we 94 00:06:47.879 --> 00:06:53.160 looked at the programs, because a lot of times we 95 00:06:53.240 --> 00:06:57.720 might be invited by our prospects and our clients to 96 00:06:57.759 --> 00:07:02.399 help them fix an ineffective program in effective accountanies marketing 97 00:07:02.439 --> 00:07:08.040 program or accounty motion and one of the categories or 98 00:07:08.079 --> 00:07:11.439 one of the characteristics of let's say good well performing 99 00:07:11.480 --> 00:07:15.480 programs and also our performing programs that we see everywhere 100 00:07:15.839 --> 00:07:19.480 that makes one of the biggest differences is exactly how 101 00:07:19.519 --> 00:07:25.199 the list was built and the low efficacy way of 102 00:07:25.240 --> 00:07:29.040 building the list. And something that we see everywhere is 103 00:07:30.680 --> 00:07:37.600 usually the sales will share their lists with marketing and 104 00:07:38.160 --> 00:07:42.480 maybe in addition, what happens quite frequently is hey, you 105 00:07:42.560 --> 00:07:45.720 know what these are our lists of target accounts, and 106 00:07:45.759 --> 00:07:49.120 by the way, these are the industries that we are 107 00:07:49.160 --> 00:07:53.439 focused on so marketing. What they do is they basically 108 00:07:53.600 --> 00:07:56.360 kind of build two lists. There is the sales list, 109 00:07:56.439 --> 00:08:01.519 and then they also include in other way targeting let's 110 00:08:01.560 --> 00:08:05.480 say all the financial service companies in the United States, 111 00:08:06.199 --> 00:08:10.959 all SAUS companies that are larger than five hundred employees 112 00:08:11.480 --> 00:08:16.920 in North America or such broad targeting based on the industry, 113 00:08:17.439 --> 00:08:22.160 the size of the organization, and then targeting specific titles 114 00:08:22.399 --> 00:08:26.839 in there. And while there's actually nothing wrong with sales 115 00:08:26.879 --> 00:08:33.039 lists per se, the problem is that I always think 116 00:08:33.120 --> 00:08:36.000 about this anecdote when I was speaking to one of 117 00:08:36.120 --> 00:08:39.080 sales director and asked him about how their sales lists 118 00:08:39.080 --> 00:08:42.960 were built, and he was like, well, we just take 119 00:08:43.000 --> 00:08:46.039 the biggest accounts in our territory. That's basically how they 120 00:08:46.039 --> 00:08:48.639 build a list. And I'm not saying that every sales 121 00:08:48.679 --> 00:08:52.960 team is doing that. There let's say more advanced or 122 00:08:53.039 --> 00:08:56.360 more refined ways in which they are building the list. 123 00:08:56.759 --> 00:09:02.360 But very frequently these lists are there is no indication 124 00:09:02.679 --> 00:09:05.799 that these accounts actually may have a need, There is 125 00:09:05.799 --> 00:09:09.679 no indication that they might actually be a good fit. 126 00:09:09.840 --> 00:09:13.679 There are no specifically, there is no sufficient research being 127 00:09:13.799 --> 00:09:17.159 done to basically say, hey, you know what, these are 128 00:09:17.159 --> 00:09:20.519 a good fit. They actually have a need or there 129 00:09:20.559 --> 00:09:23.919 is some indication, some signals that these accounts may have 130 00:09:24.000 --> 00:09:27.200 a need for a product like us. And there is 131 00:09:27.240 --> 00:09:30.399 another aspect of it, and this is so other than 132 00:09:30.440 --> 00:09:35.320 being broad or having lists where there is no necessarily intent, 133 00:09:35.480 --> 00:09:38.399 there is not even necessarily a product need, is that 134 00:09:38.440 --> 00:09:42.200 these lists are treated as static. And what do we 135 00:09:42.279 --> 00:09:44.799 mean by that is there is a list and we 136 00:09:44.879 --> 00:09:48.399 go after that list and that doesn't change. Well, maybe 137 00:09:48.600 --> 00:09:52.440 it's reviewed quarterly or yearly or whatever, but usually this 138 00:09:52.639 --> 00:09:55.960 is a static list. And of course we know that 139 00:09:56.200 --> 00:09:59.559 these accounts, they don't sit still. There's stuff that is 140 00:09:59.600 --> 00:10:01.840 happening the market, that is stuff that is happening within 141 00:10:01.919 --> 00:10:05.279 those accounts, and we need to take that into account. 142 00:10:05.519 --> 00:10:08.279 In other words, we need a more dynamic view of 143 00:10:08.279 --> 00:10:11.559 our target accounts. So how does a selection look like 144 00:10:12.279 --> 00:10:17.240 for high efficacy programs or those who usually achieve better conversions, 145 00:10:17.320 --> 00:10:22.519 better results. Is that we take We take the source. 146 00:10:22.600 --> 00:10:26.720 We can take those sales lists for sure as a source, 147 00:10:27.360 --> 00:10:32.080 but we also look at the intent data, the intent 148 00:10:32.559 --> 00:10:35.480 based on the research and the intent data, just intent 149 00:10:36.080 --> 00:10:43.039 and engagement data. And we actually so again, you don't 150 00:10:43.080 --> 00:10:45.600 necessarily have to say, hey, you know what, I'm going 151 00:10:45.639 --> 00:10:48.320 to ignore the sales lists. You can actually in a 152 00:10:48.320 --> 00:10:51.279 lot of organizations, you might not even have that choice. 153 00:10:51.879 --> 00:10:54.519 You might have to actually focus on the sales list. 154 00:10:54.559 --> 00:10:57.919 But at least what you need to do is prioritization 155 00:10:58.279 --> 00:11:02.799 of those lists. From the hundreds of accounts that are 156 00:11:02.840 --> 00:11:06.279 in that list, which of those do we need to 157 00:11:06.320 --> 00:11:09.559 focus on, and not necessarily hey, just let's sort them 158 00:11:09.600 --> 00:11:13.399 by size and start from top to bottom. Let's stay 159 00:11:13.480 --> 00:11:18.320 the top ten. So when we are talking about the 160 00:11:18.440 --> 00:11:26.000 numbers here, we are talking about numbers that are related 161 00:11:26.120 --> 00:11:29.559 to the number of people who are actually actively working 162 00:11:29.600 --> 00:11:32.519 in the program. So you cannot just say, you know, 163 00:11:32.559 --> 00:11:36.120 your list should have fifty accounts. Well, depends on how 164 00:11:36.120 --> 00:11:40.480 many salespeople are actually involved in actively engaging with those accounts. 165 00:11:40.480 --> 00:11:45.039 Because one person, if a one person is supposed to 166 00:11:45.240 --> 00:11:50.279 create personalized approach, an account plan, and a personalized approach 167 00:11:50.360 --> 00:11:55.039 to each of the ten different buyers in those fifty accounts. 168 00:11:55.039 --> 00:11:59.720 We're talking about five thousand people fifty accounts. I don't 169 00:11:59.720 --> 00:12:04.840 know how many different departments that you need to study, understand, research, engage, 170 00:12:04.919 --> 00:12:08.240 et cetera, et cetera. That's obviously impossible. That's why we 171 00:12:08.279 --> 00:12:11.799 always speak about the size of the list in function 172 00:12:11.879 --> 00:12:15.639 of the number of salespeople that are involved in behaving program. Okay, 173 00:12:16.080 --> 00:12:19.639 and then I also mentioned prioritization, and the way that 174 00:12:19.679 --> 00:12:29.159 we look at prioritization is basically according to three main criteria. 175 00:12:29.480 --> 00:12:33.720 Let's say, the level of awareness. Are these accounts even 176 00:12:33.759 --> 00:12:36.600 aware of us? Or are they not aware of us? 177 00:12:37.879 --> 00:12:43.039 In other words, if these accounts don't even know that 178 00:12:43.080 --> 00:12:47.320 we exist, if they are not regularly engaging, visiting our website, 179 00:12:47.840 --> 00:12:51.000 or aware of basically our value proposition what we can 180 00:12:51.080 --> 00:12:54.919 mean to them, then that would be our job. Right. 181 00:12:55.159 --> 00:12:58.080 Our job is then to basically create awareness, and there 182 00:12:58.120 --> 00:13:00.840 we can have a larger amount of accounts, and it's 183 00:13:00.919 --> 00:13:04.080 usually marketing mainly who is kind of taking care of 184 00:13:04.080 --> 00:13:07.639 those accounts and creating awareness. Now that we have accounts 185 00:13:07.679 --> 00:13:10.600 that are aware of us, then we can make a difference. Okay, 186 00:13:10.679 --> 00:13:13.720 they seem to know us, but do we know them? 187 00:13:13.879 --> 00:13:16.720 In other words, do we have any indication that they 188 00:13:16.759 --> 00:13:20.039 actually have an active need? Is there some indication that 189 00:13:20.200 --> 00:13:23.799 they're actually looking to solve a specific problem. Is there 190 00:13:23.840 --> 00:13:29.799 some priority, some strategic priority initiative, strategic initiative happening in 191 00:13:29.840 --> 00:13:33.159 those target accounts that might be driving the need for change. 192 00:13:33.279 --> 00:13:37.440 Are the new executives coming on, are theyre hiring new personnel, 193 00:13:37.879 --> 00:13:41.360 Are they in target department, let's say in our case, 194 00:13:41.399 --> 00:13:45.639 maybe they're hiring a new AVM lead. Are there any 195 00:13:45.679 --> 00:13:51.840 other educations that are meaningful to you that these accounts 196 00:13:51.879 --> 00:13:58.440 may be showing some signals, some that you can basically 197 00:13:58.879 --> 00:14:02.960 based on your research, is on the signals the derived 198 00:14:03.039 --> 00:14:05.639 that they may have a need. And it's also very 199 00:14:05.639 --> 00:14:09.440 important to take into account that not everything can be 200 00:14:09.519 --> 00:14:16.120 found out by just looking at their website, at their 201 00:14:16.720 --> 00:14:21.440 quarterly updates or any other public information that we have 202 00:14:21.559 --> 00:14:24.960 access to. Some of the information, actually the most interesting 203 00:14:25.039 --> 00:14:31.320 information you can only get from the inside, from the buyers, 204 00:14:31.360 --> 00:14:34.399 from the people who are inside those accounts. I sometimes 205 00:14:34.399 --> 00:14:39.960 call it like insider information because maybe there is like 206 00:14:40.679 --> 00:14:44.879 strategic priorities on the high level that have been communicated 207 00:14:44.919 --> 00:14:49.120 by the CEO, But really how that trickles down and 208 00:14:49.120 --> 00:14:52.279 how that translates, and whether they're actually actively looking for 209 00:14:52.399 --> 00:14:55.279 a solution to a specific problem. You might only be 210 00:14:55.360 --> 00:14:59.000 able to find that out through a call or other 211 00:14:59.120 --> 00:15:02.080 kinds of conversation with the buyer. And that's why it's 212 00:15:02.120 --> 00:15:07.960 so important that we also involve sales, especially sales development, 213 00:15:08.000 --> 00:15:10.759 earlier in the process. And that's why we speak about 214 00:15:10.840 --> 00:15:13.960 this middle list. So the left one that you see 215 00:15:14.000 --> 00:15:18.039 here is cluster ICP. These are all the accounts that 216 00:15:18.399 --> 00:15:22.679 belong to the target cluster that we have identified and 217 00:15:22.759 --> 00:15:26.759 want to focus on, that are not aware of us. 218 00:15:27.120 --> 00:15:29.200 And then those that are aware of us, but we 219 00:15:29.279 --> 00:15:31.679 don't really know them, we don't have information. Now what 220 00:15:31.720 --> 00:15:33.639 we need to do is we need to start researching 221 00:15:33.679 --> 00:15:35.799 those accounts. We need to map their buyers. They start, 222 00:15:35.879 --> 00:15:38.879 need to start engaging those buyers and try to get 223 00:15:39.440 --> 00:15:43.360 information from both research the signals that engagement and tense signals, 224 00:15:43.360 --> 00:15:48.120 but also through that engagement, through that sales engagement, also 225 00:15:48.480 --> 00:15:51.720 try to get some insider information. And finally, the third 226 00:15:51.759 --> 00:15:54.440 group are those who we know them. They know us, 227 00:15:54.720 --> 00:15:59.919 there is sufficient evidence signals to make us believe that 228 00:16:00.399 --> 00:16:06.320 they indeed have a need and they are actually there's 229 00:16:06.799 --> 00:16:10.919 multiple engagements. Maybe there is an initial relationship at least 230 00:16:10.960 --> 00:16:15.720 like it's easy. There is maybe back and forth between 231 00:16:15.759 --> 00:16:18.200 one of our salespeople and one of their buyers, even 232 00:16:18.240 --> 00:16:20.879 if it's just on social or email, so we are 233 00:16:20.960 --> 00:16:23.960 able to kind of start a conversation with them. We 234 00:16:24.080 --> 00:16:26.519 put them in active focus. So these are the accounts 235 00:16:26.519 --> 00:16:29.480 that we're focusing on. So coming back to the numbers, 236 00:16:29.480 --> 00:16:32.519 how big business should be, Well, when you look at 237 00:16:34.200 --> 00:16:37.519 the active focus where you're basically driving kind of personalized 238 00:16:37.559 --> 00:16:40.360 one on one personalized programs, trying to engage in book 239 00:16:40.480 --> 00:16:44.519 discovery calls with those accounts there we are talking about, 240 00:16:44.600 --> 00:16:47.639 you know, maximum ten, we are talking about a handful 241 00:16:47.720 --> 00:16:51.320 of accounts. When we're talking about future pipeline accounts, we 242 00:16:51.320 --> 00:16:53.600 are talking about a couple of dozen, right, so we're 243 00:16:53.600 --> 00:16:56.200 not talking about I think fIF mexic in fifty is 244 00:16:56.240 --> 00:16:59.840 really already quite a lot. I would say, right, you 245 00:17:00.080 --> 00:17:03.480 may even have fifty just in the custoizity depending on 246 00:17:03.519 --> 00:17:05.359 the size, and you become complex to the number of 247 00:17:05.400 --> 00:17:07.599 buyers that you will have there. So to sum it 248 00:17:07.640 --> 00:17:11.039 all up, what we want to do is we want 249 00:17:11.160 --> 00:17:17.119 to prioritize accounts based on their level of awareness, based 250 00:17:17.160 --> 00:17:23.400 on also the revenue potential and also whether there is 251 00:17:23.440 --> 00:17:26.240 there are any signals that they're engaging. There is some 252 00:17:26.400 --> 00:17:29.640 relationship being formed, and there are some signals that they 253 00:17:29.720 --> 00:17:32.119 might actually be in the market, that there might actually 254 00:17:32.160 --> 00:17:35.039 at least have a problem high priority problem there that 255 00:17:35.160 --> 00:17:38.319 have the need for your product. These these are the 256 00:17:38.519 --> 00:17:41.880 kindomcrit here that we would use to select those accounts. 257 00:17:41.960 --> 00:17:44.759 So very different than just going after all the accounts 258 00:17:44.799 --> 00:17:45.960 that sales send to you. 259 00:17:46.759 --> 00:17:49.079 Yeah, and also I would love to say that that's 260 00:17:49.200 --> 00:17:53.359 very different from like conventional ABM knowledge. Why you have 261 00:17:53.519 --> 00:17:55.599 one do many and one to few, one to one, 262 00:17:56.039 --> 00:17:59.160 and you separate all the accounts and then you pat 263 00:17:59.440 --> 00:18:01.720 you define for one to one, I want to have 264 00:18:02.279 --> 00:18:06.400 the X number of accounts, and what happens here it's 265 00:18:06.480 --> 00:18:12.480 maybe the biggest where the biggest let's say challenge lies 266 00:18:12.680 --> 00:18:16.240 is marketing says, hey, here's the philosopher one to one 267 00:18:16.319 --> 00:18:20.000 cell say, oh fantastic, we have prioritized this. Let's say 268 00:18:20.960 --> 00:18:27.000 five biggest accounts in our area, which seems to be fine. 269 00:18:27.200 --> 00:18:30.039 But the problem is, let's think about we want to 270 00:18:30.039 --> 00:18:35.240 sell to JP Morgan, right, and five biggest banks JP Morgan, Morgan, Stanley, 271 00:18:35.640 --> 00:18:39.240 you name it, right, what happens next? We have no 272 00:18:39.400 --> 00:18:42.680 connections there, we have no idea if they're in the 273 00:18:42.799 --> 00:18:45.960 market or if any business unit is in the market 274 00:18:46.079 --> 00:18:49.720 with whom we should engage, etc. Which means that with 275 00:18:50.119 --> 00:18:54.079 one to one ABM, we are supposed to create awareness first. 276 00:18:54.880 --> 00:18:59.200 But will sales actually be doing this and all? And 277 00:18:59.440 --> 00:19:04.960 let's ask a honess question. Are there any organizations that 278 00:19:05.079 --> 00:19:09.680 will allow sales and market and spend inenormous time on 279 00:19:09.960 --> 00:19:13.519 just creating awareness in one account and at the end 280 00:19:13.680 --> 00:19:16.279 just understand that this account is not in the market. 281 00:19:17.000 --> 00:19:19.000 This is the biggest problem and this is where we 282 00:19:19.079 --> 00:19:23.240 feel the fundamental mistake lice when companies say, hey, we 283 00:19:23.279 --> 00:19:25.759 are doing this one to one one too many, et cetera, 284 00:19:25.759 --> 00:19:30.640 and when they start selecting account and mentione it too. Now, 285 00:19:30.720 --> 00:19:33.720 as we promised, we're going to share how to fix it. 286 00:19:34.160 --> 00:19:38.960 So what I did. I also made screenshots from our 287 00:19:39.480 --> 00:19:42.440 course about account this marketing, So if you guys would 288 00:19:42.480 --> 00:19:45.559 love to dive deeper into the process, because obviously we 289 00:19:45.599 --> 00:19:49.920 can't just come up with the actual exercises and show 290 00:19:50.000 --> 00:19:54.559 this in detail. So we're going just explain the principles here. 291 00:19:54.599 --> 00:19:57.519 But if you want to dive deeper, you can you 292 00:19:57.559 --> 00:19:59.960 can take our course which is the part of full 293 00:20:00.000 --> 00:20:03.359 Final Academy. Now what we're going to do as the 294 00:20:03.400 --> 00:20:06.960 first step for this account selection, right, we need to 295 00:20:09.279 --> 00:20:13.240 as what mentioned, we need to define account qualification criteria, right, 296 00:20:13.319 --> 00:20:16.400 what criteria we are going to apply to generally select 297 00:20:16.400 --> 00:20:20.480 the accounts first, and then define this account prioritization criteria. 298 00:20:20.640 --> 00:20:23.519 How we are going to segment these accounts between these 299 00:20:23.559 --> 00:20:26.920 three sub lists? Where should we start? We shouldn't start 300 00:20:27.000 --> 00:20:29.440 just simply ask and selles, Hey, what are the best 301 00:20:29.480 --> 00:20:33.839 accounts we want to target? The best scenario is when 302 00:20:34.079 --> 00:20:36.960 you pick up one specific use case. And we spoke 303 00:20:37.079 --> 00:20:40.799 many times about why use case or cluster based ABM 304 00:20:41.319 --> 00:20:45.400 is much better than let's say, vertical based, et cetera. 305 00:20:45.920 --> 00:20:50.079 For a specific use case, you extract the biggest deals 306 00:20:50.480 --> 00:20:54.000 and the fastest deals, depending on how much data you have. Well, 307 00:20:54.200 --> 00:20:56.880 usually recommend to look at the last twelve to eighteen 308 00:20:56.920 --> 00:21:02.240 months because it's still fresh, right, and we recommend you 309 00:21:02.279 --> 00:21:05.240 to extract maybe a suite of five deals again depending 310 00:21:05.279 --> 00:21:07.519 on how much data you have, right for that for 311 00:21:07.640 --> 00:21:12.119 that specific use case, biggest and fastest deals, and also 312 00:21:12.400 --> 00:21:16.559 recommend to look at the five recent loss recently lost 313 00:21:16.599 --> 00:21:20.319 deals for the same specific use case. When you extract 314 00:21:20.359 --> 00:21:24.519 this data, you can start and this is obviously a 315 00:21:24.599 --> 00:21:28.519 joint exercise between marketing and sales. You need to involve 316 00:21:28.599 --> 00:21:32.599 false account executives for this exercise. You need to discuss 317 00:21:32.640 --> 00:21:36.279 a key So what are the patterns we're seeing here? 318 00:21:36.359 --> 00:21:40.359 What are the characteristics of the accounts that are making 319 00:21:40.440 --> 00:21:42.880 them a great feed? And it could be fun I 320 00:21:42.880 --> 00:21:46.079 mean pharmographics. Everybody knows. I don't need to speak a 321 00:21:46.079 --> 00:21:49.880 lot about this. But what other criteria. Maybe some technologist 322 00:21:49.920 --> 00:21:54.839 set up maybe missing I don't know, missing missed critical 323 00:21:54.880 --> 00:21:59.720 components and the infrastructure. Maybe they are hiring for specific roles, 324 00:21:59.759 --> 00:22:03.920 and this is an evidence that this company is going 325 00:22:03.960 --> 00:22:08.200 to prioritize a specific solution, opening new offices, whatever, Right, 326 00:22:08.440 --> 00:22:13.039 the key point is to understand these patterns and our 327 00:22:13.200 --> 00:22:17.680 next step while we're doing this, we want to leverage 328 00:22:17.720 --> 00:22:22.079 these patterns and create account qualification. And this qualification criteria 329 00:22:22.119 --> 00:22:26.119 you can see our example. Obviously, our example is way 330 00:22:26.160 --> 00:22:32.039 more simplified. We're not let's say, we're not that sophisticated 331 00:22:32.200 --> 00:22:35.680 a company and were already created a pretty niche market. 332 00:22:35.720 --> 00:22:39.240 But still you can see some important criteria for us. 333 00:22:39.279 --> 00:22:42.960 For example, the distributed go to market teams. We know 334 00:22:43.119 --> 00:22:48.039 that let's say from the longevity of our projects. The 335 00:22:48.119 --> 00:22:51.440 companies that have multiple go to market teams and multiple 336 00:22:51.480 --> 00:22:56.119 regions let's say Emia, North America, A, et cetera. Right, 337 00:22:56.160 --> 00:22:59.680 for us, this is a sweet spot because then we're 338 00:22:59.720 --> 00:23:03.119 held companies to create a central framework and adapt it 339 00:23:03.160 --> 00:23:06.000 to the regions. We look at all side sales and 340 00:23:06.160 --> 00:23:10.720 marketing team size because the question is do we actually 341 00:23:10.799 --> 00:23:13.559 have I mean from the company side, right, do we 342 00:23:13.640 --> 00:23:18.119 actually have resources to implement ABM, Because let's not pretend 343 00:23:18.160 --> 00:23:22.480 that it could be done, you know, with just somebody 344 00:23:22.519 --> 00:23:25.200 who is going to spend a few hours a week 345 00:23:25.279 --> 00:23:28.119 and assume that it will move the needle. Right, This 346 00:23:28.279 --> 00:23:31.079 is the key. Next, when you analyze these deals, it's 347 00:23:31.160 --> 00:23:35.319 essential to extract the entire buying committee, not just saying, hey, 348 00:23:35.400 --> 00:23:37.720 we're selling to the piece of it. See No, but 349 00:23:37.880 --> 00:23:40.519 you just need to understand the entire kete actually from 350 00:23:40.559 --> 00:23:43.039 top to the bottom, right, who are the end users, 351 00:23:43.039 --> 00:23:46.720 who are the champions, who are the decision makers and 352 00:23:46.799 --> 00:23:51.160 budget holders, etc. And if you'll do a deep analysis, 353 00:23:51.200 --> 00:23:54.240 not just generic you know statement, hey we're selling to 354 00:23:54.319 --> 00:23:57.319 this VP plus or C plus level. No, when you 355 00:23:57.440 --> 00:24:01.960 start looking at when you analyzing the deals, you'll see 356 00:24:02.039 --> 00:24:04.920 who exactly is engaging and you can uncover tons of 357 00:24:04.960 --> 00:24:08.480 different profiles that will be helpful for your marketing. And lastly, 358 00:24:08.839 --> 00:24:11.759 why we do the analysis of lost deals because we 359 00:24:12.000 --> 00:24:15.599 want to understand the same patterns, right, what makes this 360 00:24:15.720 --> 00:24:19.279 account a bad feed? Because sometimes there are companies like 361 00:24:19.359 --> 00:24:23.839 you can see the account qualification criteria on a paper, 362 00:24:23.920 --> 00:24:27.640 they looks fantastic, right, and we want to say, okay, 363 00:24:27.680 --> 00:24:30.160 this is the perfect account, We're going to work with it. 364 00:24:30.440 --> 00:24:32.559 But then you have a discovery call and then you 365 00:24:32.640 --> 00:24:36.559 realize that it's a bad company due to certain criteria. Right. 366 00:24:36.839 --> 00:24:40.440 So that's why it's essential to identify this criteria, make 367 00:24:40.519 --> 00:24:44.240 them tangible together with sales, and then when you receive 368 00:24:44.319 --> 00:24:47.119 sales list, you're the first thing that you do. You 369 00:24:47.279 --> 00:24:52.799 qualify all accounts due to this jointly approved account qualification criteria. 370 00:24:53.359 --> 00:24:57.799 When it's prioritized, then you start doing this account prioritization criteria. 371 00:24:57.880 --> 00:25:02.559 What blood already covered last ICP very simple. Here what 372 00:25:02.720 --> 00:25:07.160 we all qualified accounts right now? Which of those accounts 373 00:25:07.160 --> 00:25:10.119 should be moved to future pipeline accounts? You need to 374 00:25:10.160 --> 00:25:13.160 sit down again together with cells and create a joint 375 00:25:13.200 --> 00:25:17.960 definition of engaged or an account that is aware of 376 00:25:18.079 --> 00:25:21.039 your product. Right, there is like sometimes we get on 377 00:25:21.079 --> 00:25:24.319 this question, what is like a good indicator of print awareness? 378 00:25:24.440 --> 00:25:26.920 And the only good answer to this is the one 379 00:25:27.160 --> 00:25:30.960 that you agree together our cells that you can leverage. Right, 380 00:25:31.000 --> 00:25:35.319 you need to kind of define the behavior if you 381 00:25:35.400 --> 00:25:39.039 want some signals that this account should demonstrate, so you 382 00:25:39.119 --> 00:25:41.799 can say for sure, okay, this account is engaged. We 383 00:25:41.880 --> 00:25:44.880 can now move it to the future pipeline list right 384 00:25:44.920 --> 00:25:47.319 where you are going to spend more time on the 385 00:25:47.359 --> 00:25:50.519 buying committee MAPP and multis read and engagement, et cetera, 386 00:25:50.680 --> 00:25:55.279 to validate their needs and lastly actually focus the same story. 387 00:25:55.640 --> 00:25:59.480 What criteria will tell us that this account is in 388 00:25:59.519 --> 00:26:03.480 the market, there is an evident need that we can 389 00:26:03.640 --> 00:26:08.079 help them with our product. We can create this, we 390 00:26:08.079 --> 00:26:11.599 can create certain solutions for them, and we have the 391 00:26:11.640 --> 00:26:15.240 relationship with these accounts. So these are the core steps 392 00:26:15.279 --> 00:26:18.279 that you need to take. And you go from like, okay, 393 00:26:18.400 --> 00:26:21.200 we are trying to get in front of the accounts 394 00:26:21.240 --> 00:26:26.000 that selles our perspective to precise account least where you 395 00:26:26.119 --> 00:26:29.680 know what you both, I mean both marketing and sales 396 00:26:29.720 --> 00:26:34.240 are going to do. This is critical. So that being said, 397 00:26:34.400 --> 00:26:38.279 let's move to the second layer, which is our favorite, 398 00:26:38.319 --> 00:26:42.920 account research. Everybody claims they are doing this, but where 399 00:26:43.039 --> 00:26:47.240 to us Quite often it's very far from how good 400 00:26:47.319 --> 00:26:50.279 account research looks like and how it should be leveraged 401 00:26:50.400 --> 00:26:53.680