WEBVTT 1 00:00:04.200 --> 00:00:07.400 This is the Full Funnel B t B Marketing podcast, 2 00:00:08.000 --> 00:00:10.320 brought to you by full Funnel dot io. 3 00:00:11.240 --> 00:00:15.519 Let's start well, Elelan and welcome to the new ACA's 4 00:00:15.519 --> 00:00:18.559 a lot of final life today we are finally a 5 00:00:18.600 --> 00:00:23.519 hosting it together as flat and first of all, I 6 00:00:23.559 --> 00:00:29.000 would love to thank everybody for sharing the questions with us. 7 00:00:29.039 --> 00:00:32.399 After the publishing the article about ABM strategist read that 8 00:00:32.640 --> 00:00:38.520 zero last Friday on substack. The main question obviously was 9 00:00:38.640 --> 00:00:42.280 how to implement it, So today we want to focus 10 00:00:42.399 --> 00:00:46.920 on the implementation part. We'll just briefly remind you guys 11 00:00:46.960 --> 00:00:52.000 about the kind of the core pillars, what has been 12 00:00:52.079 --> 00:00:56.159 changed and while we are paying oh let's say, what 13 00:00:56.200 --> 00:00:58.920 are the core pillars where we're paying a lot of 14 00:00:59.000 --> 00:01:04.959 attention too, And then we'll share some practical implementation examples. 15 00:01:05.079 --> 00:01:09.079 As always, you're very welcome to ask any questions and 16 00:01:10.359 --> 00:01:12.879 let us know where you all join us from today. 17 00:01:13.280 --> 00:01:16.120 Where again broadcasting from sign and Spain type and the 18 00:01:16.200 --> 00:01:20.560 chat your city country. Looking forward to see where you 19 00:01:20.599 --> 00:01:23.760 guys are joining us from, and we can kick it 20 00:01:23.840 --> 00:01:27.120 up with the presentation of ABM Strategist three that zero. 21 00:01:27.200 --> 00:01:30.120 Maybe just let's cover this quickly. 22 00:01:32.079 --> 00:01:36.840 So this is small and we will be small for 23 00:01:36.920 --> 00:01:41.920 people as well. So let's jump into this. I think 24 00:01:41.959 --> 00:01:45.799 if you're looking at what has changed, then what as 25 00:01:45.920 --> 00:01:48.519 we have done a lot of projects with our clients 26 00:01:49.840 --> 00:01:54.599 realizing what's working today and what's not working today and what. 27 00:01:55.000 --> 00:01:56.239 Are the keys to success? 28 00:01:56.760 --> 00:02:01.120 Identify these eight key areas and the first area is 29 00:02:01.159 --> 00:02:04.480 the cluster based targeting, which is to say that instead 30 00:02:04.480 --> 00:02:10.919 of developing targeting or developing programs for a specific industry 31 00:02:11.000 --> 00:02:14.639 or an industry vertical, you want to focus on the 32 00:02:14.719 --> 00:02:17.479 set of accounts that have a shared challenge. And the 33 00:02:17.560 --> 00:02:20.439 main idea is that even if the accounts are from 34 00:02:20.479 --> 00:02:23.240 the same industry on the same vertical, they might still 35 00:02:23.280 --> 00:02:29.719 have different sets of challenges, that different set of challenges 36 00:02:29.800 --> 00:02:33.879 different reasons why they buy from you. So even let's 37 00:02:33.879 --> 00:02:38.759 say you're targeting banks, they may have very different reasons 38 00:02:38.759 --> 00:02:42.120 for why they might buy a solution like yours, different 39 00:02:42.199 --> 00:02:44.560 use cases. So instead of doing that, we want to 40 00:02:44.599 --> 00:02:47.080 focus on a set of accounts that have a shared challenge, 41 00:02:47.120 --> 00:02:50.719 which is what we call cluster based targeting. Allows you 42 00:02:50.840 --> 00:02:55.599 to align your messaging and content with those target accounts. 43 00:02:55.960 --> 00:03:00.479 The second critical success factor has to be in every 44 00:03:00.520 --> 00:03:05.199 program is having a cross functional team needs to include 45 00:03:05.240 --> 00:03:09.639 people from sales and marketing. From marketing, the key roles 46 00:03:09.719 --> 00:03:13.400 include the ABM lead who is there to actually run 47 00:03:13.439 --> 00:03:15.919 and maintain this program to make sure that these processes 48 00:03:15.919 --> 00:03:18.159 are being run. This is one of the key missing 49 00:03:18.240 --> 00:03:21.240 roles that we see that teams don't have somebody who's 50 00:03:21.280 --> 00:03:23.919 going to be in charge of that program. Without that person, 51 00:03:24.039 --> 00:03:28.319 the program is not sustainable. The second most important team 52 00:03:28.360 --> 00:03:32.000 from the role from marketing is dedicated content person. They 53 00:03:32.199 --> 00:03:35.120 don't have to be one hundred percent time dedicated, but 54 00:03:35.280 --> 00:03:39.840 having them and a third critical role as a minimum 55 00:03:39.879 --> 00:03:43.080 is to have sales development rep or somebody who is 56 00:03:43.120 --> 00:03:47.080 in charge of sales development. Other roles include also subject 57 00:03:47.159 --> 00:03:53.680 matter expert, a revops person, and potentially also kind of 58 00:03:53.680 --> 00:03:57.800 a technical assistant, somebody to help with the implementation and 59 00:03:58.240 --> 00:04:00.319 a design These are kind of supporting roles, but the 60 00:04:00.639 --> 00:04:04.159 three critical roles are a BM lead, content and sales 61 00:04:04.199 --> 00:04:09.680 development next. A lot of times we speak to teams 62 00:04:09.919 --> 00:04:14.280 where they basically believe, okay, you know what we're actually 63 00:04:14.360 --> 00:04:21.000 running account based marketing, What is so special about what 64 00:04:21.079 --> 00:04:25.720 you want us to do? And actually, when we look 65 00:04:25.839 --> 00:04:30.680 at what are the key elements that each account based 66 00:04:30.680 --> 00:04:37.240 marketing playbook or program needs to contain. We have identified 67 00:04:37.240 --> 00:04:42.680 these six elements, which we explain using our six A 68 00:04:43.079 --> 00:04:51.399 framework where we talk about account qualification, account segmentation, prioritization, 69 00:04:51.720 --> 00:04:55.959 so being able to qualify that accounts actually belong to 70 00:04:56.000 --> 00:04:58.360 the target account cost cluster and that there are a 71 00:04:58.439 --> 00:05:03.160 good fit account signed im poritization, prioritizing accounts by the 72 00:05:03.279 --> 00:05:07.600 chance of creating an opportunity not just based on the tier. 73 00:05:08.439 --> 00:05:15.000 Then account research, really doing proper research understanding what are 74 00:05:15.040 --> 00:05:18.519 the what is the information that you need to research 75 00:05:18.560 --> 00:05:22.000 about that account and how you're going to use that 76 00:05:22.079 --> 00:05:27.199 information to personalize your marketing and messaging towards that account. 77 00:05:27.560 --> 00:05:30.240 But also where are you going to store that information 78 00:05:30.360 --> 00:05:32.120 that we have kind of a three hundred and sixty 79 00:05:32.160 --> 00:05:35.680 degree overview of that account and not have pieces of 80 00:05:35.720 --> 00:05:40.759 information in different siloed systems. Another key element that is 81 00:05:40.800 --> 00:05:44.360 often missing is how do you create awareness specifically for 82 00:05:44.480 --> 00:05:48.000 those accounts and the buying committee members of those accounts 83 00:05:48.040 --> 00:05:51.959 that are you're targeting. How do you do account development 84 00:05:52.040 --> 00:05:55.439 and by that we don't mean, you know, sending an 85 00:05:55.480 --> 00:06:00.879 automated series of emails, mind the messages but actually are 86 00:06:00.920 --> 00:06:05.319 you going to introduce multiple meaningful touch points to nurture 87 00:06:05.319 --> 00:06:09.399 those accounts, to do to get some information about them 88 00:06:10.319 --> 00:06:13.160 from the people who are working there, from the target buyers, 89 00:06:13.360 --> 00:06:16.360 but also account activation, how are you actually going to 90 00:06:16.399 --> 00:06:20.399 move from an engaged account and create a sales qualified opportunity. 91 00:06:21.000 --> 00:06:25.720 Other elements that have to belong that we have identified 92 00:06:25.759 --> 00:06:28.879 as key elements for the three dot or a BM 93 00:06:28.920 --> 00:06:35.759 strategy are aligning the playbooks with the long sales cycle. 94 00:06:36.279 --> 00:06:40.920 So instead of just like I mentioned, maybe marketing doing 95 00:06:41.199 --> 00:06:45.319 some air cover and sales reaching out with whatever how 96 00:06:45.360 --> 00:06:48.000 long the sequences, and then giving up if the account 97 00:06:48.079 --> 00:06:54.920 doesn't respond, actually having a series of always on playbooks 98 00:06:55.319 --> 00:07:00.879 where you are able to engage those accounts from week 99 00:07:00.920 --> 00:07:03.639 to week and sometimes in you know, daily and weekly 100 00:07:03.680 --> 00:07:08.600 activities such as you know, create create a social engagement 101 00:07:09.000 --> 00:07:13.879 sharing account based content. We also make a difference between 102 00:07:14.160 --> 00:07:18.560 the always on, time based or program based playbooks that 103 00:07:18.720 --> 00:07:22.800 are aligned with marketing initiatives such as events, webinars, market research, 104 00:07:22.839 --> 00:07:27.560 content collaborations, and the third type is the signal based playbooks. 105 00:07:27.600 --> 00:07:31.600 So all of these activities create signals. We are doing 106 00:07:31.639 --> 00:07:34.600 the research to uncover third party signals, and we have 107 00:07:34.680 --> 00:07:38.680 specific playbooks that are triggered by the signals that are 108 00:07:38.839 --> 00:07:44.319 being discovered. The other element of the marketing account by 109 00:07:44.399 --> 00:07:48.160 marketing is the center of excellence. So one of the 110 00:07:48.160 --> 00:07:53.040 things that is the key to scaling any effort. Right, 111 00:07:53.079 --> 00:07:56.600 so you have done the account based marketing pilot. You 112 00:07:56.639 --> 00:07:59.399 have implemented it maybe with one with one team in 113 00:07:59.480 --> 00:08:03.560 one market it on one cluster. Now before you can 114 00:08:03.600 --> 00:08:07.360 scale it will operationionalize. But before you are able to 115 00:08:07.399 --> 00:08:10.600 scale this, you need an internal team that is going 116 00:08:10.920 --> 00:08:14.120 and the best candidates for that team are people who 117 00:08:14.199 --> 00:08:18.759 have run your successful pilot to become the internal coaches 118 00:08:19.240 --> 00:08:23.160 and to basically make sure and help all the other 119 00:08:23.279 --> 00:08:27.319 teams that now like regions or other business units that 120 00:08:27.439 --> 00:08:30.680 need to implement the company's marketing, to help them with 121 00:08:30.759 --> 00:08:35.919 that implementation. And there we are always thinking of doing. 122 00:08:36.559 --> 00:08:39.759 The operationalization of what works is kind of eighty percent 123 00:08:40.200 --> 00:08:43.080 making sure that the processes are being run being run correctly, 124 00:08:43.639 --> 00:08:49.480 and twenty percent experimenting with new ways to reach out 125 00:08:49.519 --> 00:08:52.120 to those accounts in new ways to create awareness, new 126 00:08:52.200 --> 00:08:57.360 channels and new technologies, introducing technologies, et. 127 00:08:57.320 --> 00:08:58.039 Cetera, et cetera. 128 00:08:59.120 --> 00:09:02.039 Very important as well, is that if you want to 129 00:09:02.360 --> 00:09:06.120 now scale your efforts, A lot of people will be 130 00:09:06.200 --> 00:09:08.399 a lot of teams are looking at AI and how 131 00:09:08.440 --> 00:09:12.320 to do this with AI and maybe other technology platforms. 132 00:09:12.720 --> 00:09:15.720 What we found is the key to success there is 133 00:09:15.799 --> 00:09:21.919 first making sure that you have run these processes manually, 134 00:09:21.960 --> 00:09:27.200 that you're actually using AI to scale or accelerate the 135 00:09:27.240 --> 00:09:30.919 process that has been proven. You can't expect technology to 136 00:09:30.960 --> 00:09:33.320 do it for you have never done it before, right, 137 00:09:33.360 --> 00:09:36.840 So what you need to have is a proven process, 138 00:09:37.679 --> 00:09:41.879 very well documented process, because how else would you be 139 00:09:42.000 --> 00:09:46.600 able to prompt your AI without having clarity on what 140 00:09:46.639 --> 00:09:50.919 are the steps? Where is the data? Where does the 141 00:09:51.279 --> 00:09:54.000 AI need to find the data. Let's say you're doing 142 00:09:54.080 --> 00:09:57.399 account research, Well, okay, what are the points of. 143 00:09:57.320 --> 00:09:58.679 The data that we need to research? 144 00:09:58.720 --> 00:10:02.159 Where? What are the places where we can find this information? 145 00:10:02.559 --> 00:10:04.559 How are we going to use that information? All of 146 00:10:04.600 --> 00:10:07.799 that needs to be documented based on a proven process 147 00:10:07.799 --> 00:10:11.639 that you have run and tested manually. And then also 148 00:10:11.759 --> 00:10:14.759 very important is to have what we call a quality benchmark, 149 00:10:14.799 --> 00:10:18.360 which is just an example of what good looks like, 150 00:10:18.440 --> 00:10:23.080 an example of successful of a good result. Because without that, again, 151 00:10:23.159 --> 00:10:26.240 this is something you can provide to the AI to 152 00:10:26.559 --> 00:10:32.679 basically show what is how does a good result look like? Right, 153 00:10:33.120 --> 00:10:39.320 So having that as an enablement along with information about 154 00:10:39.360 --> 00:10:43.799 your target cluster, case studies, your ICP, and all of 155 00:10:43.840 --> 00:10:46.799 the information that the AI needs for the context about 156 00:10:46.840 --> 00:10:51.320 your target market. Without that, any AI implementation will just 157 00:10:51.399 --> 00:10:54.000 be scaling tactics that are broken. 158 00:10:54.080 --> 00:10:57.600 To begin with two more to. 159 00:10:57.600 --> 00:11:03.279 Wrap up the eight pillars. Holistic measurement, especially when you're 160 00:11:03.320 --> 00:11:08.639 rolling out ABM, you're rolling it out for high value 161 00:11:08.840 --> 00:11:13.600 accounts with long sale cycles you can't expect and the 162 00:11:13.639 --> 00:11:16.679 goal obviously is to drive new pipeline and revenue. 163 00:11:17.240 --> 00:11:18.279 But when you have. 164 00:11:18.360 --> 00:11:22.279 A sale cycle of let's say eighteen months, you can't 165 00:11:22.320 --> 00:11:26.360 expect to generate revenue in the first month, second or 166 00:11:26.399 --> 00:11:27.519 even the third month. 167 00:11:27.600 --> 00:11:28.720 So it's very. 168 00:11:28.600 --> 00:11:35.639 Important to measure to introduce also leading indicators, and to 169 00:11:35.919 --> 00:11:44.639 have holistic reports that includes leading indicators, legging indicators, and 170 00:11:44.720 --> 00:11:51.279 also the impact that the integrated activities from marketing and 171 00:11:51.399 --> 00:11:57.639 sales have on pipeline. Not measuring, for example, the awareness 172 00:11:57.679 --> 00:12:01.679 that we're creating with marketing activities or traffic or any 173 00:12:01.720 --> 00:12:04.720 of these kind of siloed metrics, but looking at the 174 00:12:04.799 --> 00:12:07.720 actual impact that we have even if it's early on 175 00:12:07.960 --> 00:12:10.799 impact that we are having on those target accounts, things 176 00:12:10.879 --> 00:12:15.399 like account engagement and conversations that we are starting, discovery calls, 177 00:12:15.600 --> 00:12:19.600 and then obviously also pipeline and revenue and other revenue 178 00:12:19.639 --> 00:12:25.320 metrics such as win rates, sales cycle length, average average 179 00:12:25.360 --> 00:12:32.039 deal size, et cetera. And very very important thing that 180 00:12:32.080 --> 00:12:36.440 we discovered the hard way. If you're implementing a BM, 181 00:12:37.080 --> 00:12:41.639 to make it work, you need to have this operational 182 00:12:41.919 --> 00:12:48.519 rhythm that comes from weekly ABM pipeline review meetings where 183 00:12:48.600 --> 00:12:54.440 together marketing and sales team come together review the accounts 184 00:12:55.279 --> 00:12:59.240 in the ABM pipeline review the signals decide exactly what 185 00:13:00.200 --> 00:13:03.720 each of the team members need to do to take 186 00:13:03.759 --> 00:13:07.360 those accounts to the next step in the ab M pipeline, 187 00:13:08.519 --> 00:13:10.960 what marketing needs to do, what sales needs to do, 188 00:13:11.480 --> 00:13:16.240 and also to uncover early any blocking points that the 189 00:13:16.320 --> 00:13:20.799 team might be facing and proactively address them. So these 190 00:13:20.840 --> 00:13:24.360 are the things that have emerged after implementing dozens of 191 00:13:24.360 --> 00:13:28.240 account based marketing programs where some of the things, as 192 00:13:28.240 --> 00:13:32.399 I said, we learned the hard way, but without these elements, 193 00:13:32.919 --> 00:13:36.039 it's very difficult to actually even claim that you have 194 00:13:36.080 --> 00:13:40.440 an account based marketing program, if you don't cover these 195 00:13:40.559 --> 00:13:44.559 key eight pillars, Andre, did I miss something important? 196 00:13:44.679 --> 00:13:46.639 I know that I was supposed to do it. Shortly, 197 00:13:46.960 --> 00:13:48.000 try to do my best. 198 00:13:48.960 --> 00:13:53.320 Now it was good the funnel. Move to the implementation part. 199 00:13:53.559 --> 00:13:58.600 I would love to quickly answer three questions about the 200 00:13:59.159 --> 00:14:03.120 let's say the new framework, right, And the first thing 201 00:14:03.200 --> 00:14:05.720 I will do I will just share a link to 202 00:14:06.080 --> 00:14:09.200 the detailed breakdown of these pillars that we have published 203 00:14:09.240 --> 00:14:11.600 on subtects. So guys, if you have missed it, you 204 00:14:11.679 --> 00:14:17.120 can check. And let me quickly address the first three questions. 205 00:14:17.120 --> 00:14:20.480 So the first one was if I can pick up 206 00:14:21.279 --> 00:14:24.559 just a few pillars, what would be the most important? 207 00:14:25.000 --> 00:14:28.960 The truth is that you can't really do cherry pigeon here. 208 00:14:29.399 --> 00:14:32.759 They are all really important. And this is the answer 209 00:14:32.759 --> 00:14:36.240 to the question that Alex asked, what must be true 210 00:14:36.279 --> 00:14:39.480 for an organization to trustfully say is running a BM 211 00:14:39.519 --> 00:14:45.399 strategies ree that zero right? So this is these eight components. 212 00:14:45.720 --> 00:14:48.080 You can use them as a checklist if you want, 213 00:14:48.320 --> 00:14:52.399 or as a litmus test right to revaliate if the 214 00:14:52.480 --> 00:14:55.679 companies runing the true A, B, M or all right. 215 00:14:56.200 --> 00:14:59.799 So these are the most important things. And lastly, just 216 00:14:59.840 --> 00:15:02.759 to a quick summary, what has been changed from ABM 217 00:15:02.840 --> 00:15:09.919 strategy to that zero right? Maybe the major shift is 218 00:15:10.200 --> 00:15:16.279 the targeting for everybody. The let's say, the golden standard 219 00:15:16.519 --> 00:15:19.720 was doing the vertical or industry based targeting. Right. You 220 00:15:19.759 --> 00:15:23.440 pick up one specific industry, then you select the accounts, 221 00:15:23.480 --> 00:15:26.360 then you categorize all accounts in that three tiers. 222 00:15:26.440 --> 00:15:26.639 Right. 223 00:15:26.679 --> 00:15:30.519 Tier one you're supposed to do fully personalized on one 224 00:15:30.559 --> 00:15:34.159 to one ABM programs. Then tier two you can do 225 00:15:34.480 --> 00:15:37.519 one to few, and tier three one too many. Right, 226 00:15:37.799 --> 00:15:40.480 And for many companies that was the golden standard. You 227 00:15:40.600 --> 00:15:43.320 run the programs for three months or six months, et cetera. 228 00:15:43.679 --> 00:15:47.919 But as Flood already has described, the biggest problem was 229 00:15:48.320 --> 00:15:52.120 that in every vertical you might have accounts with completely 230 00:15:52.120 --> 00:15:55.480 different use cases, right, and that was the biggest challenge 231 00:15:55.480 --> 00:16:01.720 for everybody. Then the truth to be set no company. 232 00:16:01.840 --> 00:16:05.799 We've been talking to multiple even to enterprise organizations. They're 233 00:16:05.840 --> 00:16:08.799 all complaining about the lack of resources, and the I 234 00:16:09.000 --> 00:16:12.159 doesn't solve this problem. The teams are scattered, the teams 235 00:16:12.240 --> 00:16:17.000 are overwhelmed, and nobody honestly has a lot of time 236 00:16:17.080 --> 00:16:20.120 to do a proper one to one ABM, especially for 237 00:16:20.159 --> 00:16:23.960 the cold accounts. Right when you need to create awareness. 238 00:16:24.000 --> 00:16:26.759 First way, you need to identify the buying committee members. 239 00:16:26.799 --> 00:16:29.279 You need to engage them for the long time. So 240 00:16:30.279 --> 00:16:32.960 these are the major changes. Right, we shifted to the 241 00:16:33.000 --> 00:16:37.840 cluster targeting. Were shifted to account prioritization based on the 242 00:16:38.000 --> 00:16:42.240 likelihood of creating opportunity. This quatter where we're paying attention 243 00:16:42.399 --> 00:16:46.000 to the level of engagement and relationship with this account. 244 00:16:46.320 --> 00:16:50.399 Product need evidence and buying signals right and the revenue potential. 245 00:16:50.799 --> 00:16:55.000 And when we identify the accounts that match this criteria, 246 00:16:55.080 --> 00:16:57.919 this is where we start investing our time together with 247 00:16:58.039 --> 00:17:01.759 sales because the likelihood of at least booking the discovery 248 00:17:01.799 --> 00:17:04.680 call one of the most important metrics that the leadership 249 00:17:04.759 --> 00:17:09.039 cares about. Right the discovery calls with the strategic accounts. 250 00:17:08.240 --> 00:17:12.880 This would be the main changes. And with that being said, 251 00:17:14.720 --> 00:17:17.680 we can move forward to the implementation. We have prepared 252 00:17:17.799 --> 00:17:21.640 practical examples, so we'll just share the principle and show 253 00:17:21.759 --> 00:17:26.200 the example. And the first one is where should you 254 00:17:26.240 --> 00:17:30.000 start right? The first principle is making you always on 255 00:17:30.200 --> 00:17:35.799 programs account based. I guess and I can bet firmly 256 00:17:35.839 --> 00:17:38.640 that everybody has a market and plan for the upcoming 257 00:17:38.759 --> 00:17:45.559 quota right. And the problem is that quite often that 258 00:17:45.839 --> 00:17:50.720 planning happens in silence. There is simply no joint plan 259 00:17:50.799 --> 00:17:55.880 between product, between demandsien, between marketing and between sales. Right. 260 00:17:56.240 --> 00:18:00.160 And we can obviously break it down into smaller functions drs, 261 00:18:00.279 --> 00:18:04.519 account executives, content teams, et cetera. It's a field marketing, 262 00:18:04.599 --> 00:18:08.279 et cetera. Right, So everybody is creating the program in silence. 263 00:18:08.519 --> 00:18:11.359 But the truth is that there is already something that 264 00:18:11.519 --> 00:18:16.079 has been scheduled and the budget has been allocated. Now 265 00:18:16.200 --> 00:18:20.720 the question is why not making this activity account based. 266 00:18:20.960 --> 00:18:26.279 Whatever you're going to do webinars, sought leadership, market research, 267 00:18:27.920 --> 00:18:34.920 partnership for events, maybe business breakfasts, whatever you're you already 268 00:18:35.000 --> 00:18:38.160 allocated it. Why not just tailoring it to a specific 269 00:18:38.200 --> 00:18:41.119 subset of accounts, right. And hence the first principle is 270 00:18:41.160 --> 00:18:43.960 the classter target, and we need to pick up accounts 271 00:18:43.960 --> 00:18:47.279 with a similar use case, a similar challenge, and then 272 00:18:47.799 --> 00:18:50.480 tailor this activity to make it can create. If you 273 00:18:50.599 --> 00:18:53.559 look at the example from our client from back base, right, 274 00:18:54.000 --> 00:18:59.799 you can see how they have tailored a specific set 275 00:18:59.839 --> 00:19:04.480 of webinars to one cluster of accounts. Right, you can 276 00:19:04.559 --> 00:19:08.400 see that it's all about the wells, right. But then 277 00:19:08.440 --> 00:19:13.160 they have the webinars for economical bars where they talk 278 00:19:13.240 --> 00:19:17.960 about improvement and refining and advisors efficiency, leverage and AI 279 00:19:18.759 --> 00:19:24.119 to deliver differentiating client experiences. Right, set off accounts economical 280 00:19:24.160 --> 00:19:28.240 bars is the primary buyer persona. Next they have an 281 00:19:28.240 --> 00:19:30.839 event for the technical buyers. Now it's AI in the 282 00:19:30.880 --> 00:19:34.640 Wells Management and Implementation road map, right, the same cluster 283 00:19:35.279 --> 00:19:40.160 Wells management, the same cluster of improving advisory efficiency, but 284 00:19:40.319 --> 00:19:46.319 targeting completely different bar persona. And the entire change was 285 00:19:46.440 --> 00:19:49.680 instead of talking about I don't know, like how to 286 00:19:49.839 --> 00:19:54.160 use AI and banking or think about any broad topic, right, 287 00:19:54.480 --> 00:19:57.480 they picked up something that is highly relevant or specific 288 00:19:57.519 --> 00:20:00.200 subset of accounts. It's all about, let's say, improve going 289 00:20:00.200 --> 00:20:03.079 to advise their efficiency. This is the use case, right, 290 00:20:03.440 --> 00:20:07.039 and well and just tailor and they're always on programs 291 00:20:07.079 --> 00:20:12.240 to this specific cluster of accounts. So that's the first 292 00:20:12.279 --> 00:20:16.759 one and the second principle here, right, which is let's 293 00:20:16.759 --> 00:20:20.359 call it a subset principle that for every activity that 294 00:20:20.559 --> 00:20:24.359 you are going to convert into account based activity, right, 295 00:20:24.400 --> 00:20:28.559 every always, always on activity that you have scheduled, you 296 00:20:28.640 --> 00:20:33.759 need to define success criteria because later if you don't 297 00:20:33.799 --> 00:20:38.599 do this right, that could be biased opinions it didn't work, 298 00:20:38.880 --> 00:20:42.960 or it did work, or I consider that it was successful. 299 00:20:43.240 --> 00:20:48.400 But just to create a shared definition of success, before 300 00:20:49.160 --> 00:20:52.839 doing this activity, you need to think about what would 301 00:20:52.920 --> 00:20:56.279 be our success criteria. Let's say we're doing this webinar right, 302 00:20:56.759 --> 00:20:59.279 how many target accounts that have signed up for this 303 00:20:59.319 --> 00:21:02.039 webinar we all can see their success. How many buyers 304 00:21:02.119 --> 00:21:04.599 from these accounts we all can see their success. And 305 00:21:04.640 --> 00:21:09.119 then lastly, what we can do as marketing and sales 306 00:21:09.160 --> 00:21:12.119 together to achieve these targets. And when you have the 307 00:21:12.160 --> 00:21:17.039 same place, then you can focus your attention on engaging 308 00:21:17.079 --> 00:21:20.720 specific accounts and hitting up these targets. Right now, you 309 00:21:20.759 --> 00:21:23.680 move from the random acts of marketing from the let's 310 00:21:23.680 --> 00:21:27.599 say silot work, to a joint definition of success, joint 311 00:21:27.680 --> 00:21:32.599 planning and joint executions. Feel free to ask any questions 312 00:21:32.799 --> 00:21:35.920 as we are happy to cover all of them. But 313 00:21:36.119 --> 00:21:38.000 for now, let's move to the second plan. 314 00:21:39.119 --> 00:21:44.079 And the other or the next step. Actually, when you're implementing, 315 00:21:44.200 --> 00:21:48.359 think about what we call the pos framework or the 316 00:21:48.519 --> 00:21:51.240 pilot operationalized skill framework. 317 00:21:52.960 --> 00:21:54.039 What's this all about? 318 00:21:54.079 --> 00:22:00.640 So instead of trying to immediately implement ABM across your organization, 319 00:22:00.920 --> 00:22:04.519 involve a lot of people, And we have seen this 320 00:22:04.880 --> 00:22:07.839 happen in some cases where we had like a very 321 00:22:07.839 --> 00:22:13.519 ambitious marketer who announced like in a big kind of 322 00:22:13.680 --> 00:22:17.119 boardlike meeting, involving a lot of people from the organization 323 00:22:18.480 --> 00:22:22.319 in trying to involve as many salespeople as possible, trying 324 00:22:22.359 --> 00:22:26.519 to involve also their marketing team. And all he did 325 00:22:26.640 --> 00:22:29.920 at that time was just draw a lot of attention 326 00:22:30.240 --> 00:22:34.960 to and a lot of expectations that were maybe not 327 00:22:35.079 --> 00:22:39.279 as realistic as we wish at that stage. So what's 328 00:22:39.559 --> 00:22:43.079 really really important is to recognize that you need to 329 00:22:43.240 --> 00:22:48.279 start small with a small scope pilot, with a small 330 00:22:48.519 --> 00:22:52.160 team with excuse me, a small team within what we 331 00:22:52.240 --> 00:22:56.279 call like a pilot ABM program. Right within that pilot 332 00:22:56.319 --> 00:23:00.440 ABM program, you're going to focus on one account class, 333 00:23:00.119 --> 00:23:04.759 the one geography. So let's say Andrew was mentioning this, 334 00:23:04.839 --> 00:23:10.720 So let's say wealth departments are wealth and private banking 335 00:23:11.200 --> 00:23:17.240 departments of banks in North America with a selected person 336 00:23:17.880 --> 00:23:22.440 from that US sales team who is focused on those 337 00:23:22.559 --> 00:23:28.599 target accounts, right with one ABM manager who is going 338 00:23:28.640 --> 00:23:32.960 to be in charge of that whole program with one 339 00:23:33.039 --> 00:23:35.400 person from the content team who is going to help 340 00:23:35.599 --> 00:23:41.640 prepare content for that specific account cluster during the program. 341 00:23:42.279 --> 00:23:46.279 Forgot to mention very important when we say small scope, 342 00:23:46.559 --> 00:23:50.279 we mean in terms of the team, we mean in 343 00:23:50.400 --> 00:23:55.000 terms of the target accounts. The target account cluster. You 344 00:23:55.160 --> 00:23:58.359 usually advise to only look at up to let's say 345 00:23:58.519 --> 00:24:04.480 ten accounts per SDR, ten accounts with three buyers per 346 00:24:04.559 --> 00:24:07.920 account and three months. 347 00:24:08.039 --> 00:24:08.799 Right, so we. 348 00:24:08.839 --> 00:24:13.559 Try to develop a program using the six SA framework 349 00:24:13.599 --> 00:24:16.519 that we mentioned before, so including all these activities from 350 00:24:16.559 --> 00:24:24.400 awareness through nurturing, two opportunity creation, but within three months. 351 00:24:25.000 --> 00:24:28.599 When you define a pilot like that, it doesn't require 352 00:24:28.680 --> 00:24:32.519 additional budget, doesn't require additional technology resources. 353 00:24:32.559 --> 00:24:34.400 You do this with what you have. 354 00:24:35.200 --> 00:24:38.480 You do, as under mentioned, you look at everything that 355 00:24:38.559 --> 00:24:42.079 has been planned that is already on your marketing calendar 356 00:24:42.799 --> 00:24:46.319 on maybe their sales, has some event that they're going to, 357 00:24:46.720 --> 00:24:50.160 maybe you have a webinar that you're running, maybe there's 358 00:24:50.200 --> 00:24:54.599 some content that is going to be published during that period, 359 00:24:55.039 --> 00:24:57.400 and you look at how you can make it account based, 360 00:24:57.400 --> 00:25:00.559 how you can leverage what you already have by just 361 00:25:00.680 --> 00:25:05.279 making it account based. And very importantly it also is 362 00:25:05.359 --> 00:25:09.400 to define realistic criteria for that pilot. 363 00:25:09.480 --> 00:25:11.359 Again, I mentioned this before. 364 00:25:11.960 --> 00:25:15.599 If you have eighteen months sales cycle, it cannot expect 365 00:25:15.640 --> 00:25:21.000 to generate real sales sales I mean revenue and even 366 00:25:21.240 --> 00:25:25.000 maybe in some cases not even immediately sales qualified opportunity 367 00:25:25.079 --> 00:25:28.000 with these enterprise accounts within only three months. 368 00:25:28.359 --> 00:25:29.039 So you need to. 369 00:25:29.000 --> 00:25:34.079 Agree with sales and leadership on leading indicators that are 370 00:25:34.400 --> 00:25:35.880 going to be acceptable. 371 00:25:35.920 --> 00:25:37.680 So what we usually advise on. 372 00:25:37.720 --> 00:25:41.039 What we usually do is we first agree that hey, 373 00:25:41.119 --> 00:25:43.720 you know what, we are not going to be looking 374 00:25:44.279 --> 00:25:47.279 at big numbers. We are not going to be looking 375 00:25:47.319 --> 00:25:49.720 at addressing a lot of target accounts. What we are 376 00:25:49.720 --> 00:25:53.000 looking at is the quality. What we want to be 377 00:25:53.079 --> 00:25:58.200 able is to create, to engage and create discovery calls 378 00:25:58.559 --> 00:26:03.440 with our target accounts. So instead of just looking at 379 00:26:03.759 --> 00:26:07.200 how many let's say meetings are you able to book 380 00:26:07.240 --> 00:26:09.640 and how much pipeline you're able to generate, we say, 381 00:26:09.960 --> 00:26:14.000 you know what, if we go and target one hundred 382 00:26:14.359 --> 00:26:17.319 accounts and in our case we are targeting actually ten 383 00:26:17.359 --> 00:26:20.720 within a pilot, what is the percent of those accounts 384 00:26:20.759 --> 00:26:24.039 that you will end up with a meeting and later 385 00:26:24.319 --> 00:26:27.720 later on sales qualified opportunity. We call this account to 386 00:26:27.759 --> 00:26:31.400 pipeline ratio. It's essentially a measurement of your conversion, a 387 00:26:31.400 --> 00:26:35.559 measurement of how efficient your GTM is, and this is 388 00:26:35.599 --> 00:26:38.720 what we're trying to improve. I think when you start 389 00:26:38.759 --> 00:26:41.240 talking about, hey, we are going after the biggest these 390 00:26:41.240 --> 00:26:45.319 best accounts, best of accounts is big banks, for example, 391 00:26:45.480 --> 00:26:48.880 in the case that Andrew was mentioning, and we are 392 00:26:49.160 --> 00:26:52.400 trying to engage many, many more of them than today. 393 00:26:52.599 --> 00:26:54.359 We know that today we need to reach out to 394 00:26:54.480 --> 00:26:57.799 that many people before we are able to even get 395 00:26:57.799 --> 00:27:01.000 a single reply. Now we are trying to go and 396 00:27:01.119 --> 00:27:04.160 let's say, engage thirty forty fifty percent of them and 397 00:27:04.319 --> 00:27:08.079 end up with something like ten percent of them. 398 00:27:08.160 --> 00:27:10.559 As a real sales callifil opportunity. 399 00:27:10.680 --> 00:27:13.000 So I think this is the first aspect of it, 400 00:27:13.200 --> 00:27:15.319 and the second one is I already mentioned this, but 401 00:27:15.720 --> 00:27:20.400