I Heart ABM: Bringing Sales and Marketing Together

welcome welcome everyone thank you my name is Liz Demers I'm on the partner team here at LinkedIn and I am thrilled to welcome you to I heart ABM bringing sales and marketing together we have an incredible group of marketers here today thank you so much for coming to spend some time on this Monday of Valentine's week I see some panic in some of your eyes yes Valentine's Day is on Wednesday please don't run to your florist you have some time and for those of you who don't celebrate Valentine's Day being a humbler tall mark holiday it is also my birthday on Wednesday so feel free to celebrate that but no no no if you don't have to get me anything your presence here is present enough we have an incredible afternoon of content for you we're going to go beyond the why of account based marketing and really dig into the how and to kick it off I'm thrilled to welcome to the stage Anthony Russo kado the head of the partner team at LinkedIn and Eric's bet the CEO of terminus thanks it is Liz's birthday and it's very important to her just just putting it out there it's very important her thank you everyone for coming I'm Anthony I have the privilege of working with our Global Partner team and I wanted to spend just a minute talking about that there are 100 slides this will be relatively brief and painless but I think it's important to understand that this partner initiative the work that we're doing here today and that we're doing with partners all around the world is is really a strategic pillar for the LinkedIn marketing solutions group moving forward we have spent a lot of time really listening to what the market needs trying to understand where we can help fill gaps and Linkedin is kind of a unique player in the overall marketing ecosystem and it's clear to us that working partners some of which are some of whom are competitors actually here in the room together which is kind of an exciting thing for me maybe not for you guys but it is for me to be able to work together to solve marketing problems not just for the biggest brands in the world and I think we often get lost in that you know how do we service Oracle or Amex but for all of the brands who need to be connected to their consumers to their customers to partners and it's really the underpinnings for the the global partner teams we operate in Latin America and Asia pack and amia and north and south america and as i was coming in this morning it i'm a kind of a crazy olympics person which is kind of an odd thing but like any Olympic sport I'm just nuts about suddenly like I watched the entire battle on like three hours there's two different races like it's crazy and the thing that excites me about is that the power that the Olympics has to convene efforts and people and sort of cuts cross purposes and across all segmentations everyone comes and shows up North Korea and South Korea showed up together to march together and that's kind of heroic and exciting now I know we're talking about marketing maybe not quite as heroic as that but some of the things that we're doing here today of bringing people together are really important to our ecosystem you know LinkedIn is proud to be a player and what I like to call a clean well-lighted space you know what you're getting we're transparent you understand what what's in it for us what's in it for you and our ability to bring partners together to interact with our unique membership our unique marketing opportunities is pretty exciting and it isn't lost on me that partners like terminus and some of the other folks are so Bamburgh in the room here are our friends at bright funnel are all trying to solve these very complicated marketing problems that require us to work together require us to maybe put aside like this is good for my company this is good for my sale this is good for my initiative and focus on what's best for the customer and that's really the heart and soul behind the LinkedIn partner marketing organization around the world and super happy to have all of you here today now that said one of our newest partners that's we brought onboard is terminus and they're an account based marketing firm an ABM technology firm I'm very excited to learn new acronym at my advanced age and ABM is a next new thing that we're going to be learning about today I'm thrilled I've had the opportunity to spend some time with Eric and his team and I've drafted off of that enthusiasm in many meetings so I'm super excited to welcome Eric's pad CEO of terminus of stage to kick us off for the I heart ABM hello everybody how are we doing there we go that was a lot of enthusiasm I want to start by acknowledging that Anthony has a way cooler picture than I do so I'm gonna be working on that but I would really like to start first and foremost by thanking everyone who has come to join us today for being here it is so awesome to see this many marketing and sales professionals fired up about ABM and learning more about how to do it and how to operationalize it so we're gonna talk a lot about that today to echo what Anthony was sharing is it's really incredible what the team at LinkedIn has done and so we have had good contacts and connections with LinkedIn since the beginning of terminus and we've tried to build integrations and partnerships in the past but really over the last six months something that we have experienced which has been incredible is just a really great commitment to the partner ecosystem and I think we all know and can agree that LinkedIn has the best b2b data in the world there are great advertising products and what a lot of b2b marketers have been looking for our better ways to operationalize it and so what has changed and LinkedIn and what we've experienced has been really really incredible all of the advertising products are now being built API first and events like these are just showing linkedin's commitment to partnering with companies like terminus and many others and ultimately just providing the best tools for b2b organizations so we're very excited about that a big thank you for LinkedIn for hosting the event today and for those of you not familiar with terminus we are the category leader in account based marketing and so we helped hundreds of b2b companies and thousands b2b marketing and sales professionals implement and execute account based marketing like so many we have been through our own journey of this it certainly has not always been easy and many times it didn't feel like there was much light at the end of the tunnel and so you'll hear some of this today but one thing that we're very proud of is over the last 12 months since implementing our ABM program we have improved conversion rates from first demo to closed one by hundred and twenty four percent meaning that every single dollar in our pipeline is twice as valuable as it was a year ago with that our acbs have grown up by 35% we've shaved 20 days off of our sales cycle and now our mission is to help everyone in this room together with LinkedIn educate about exactly how we did that because there were many points where we thought there was going to be a mutiny in the company there's a lot of change this stuff isn't easy there's no real playbook for it and so we are proud of the work that we've done again it's a journey so we're still working through things every single day but that's why we're here today is to talk about the how and to help educate everyone in this room on how to be a great ABM practitioners and great ABM organizations and so with that just a quick question to introduce our first speaker who is familiar with flip my funnel or has seen ABM described as a funnel upside down all right so we are thrilled to announce our first speaker today who is my co-founder at terminus one of my co-founders determiners singer madre and just a quick story was saying room on how flip my phone came about so he was at the Marr tech conference a few years ago he came back into the office super fired up and this is not a pocket square it's a napkin and he had a napkin with the triangle drawn on it and just was sitting on the plane maybe he'll share a little bit more of this but realized that this was the simplest way to describe ABN and to help companies go from a focus on quantity to a focus on quality and so with that we've been through a lot of journey into account based marketing and saying room is going to share the top 10 lessons learned for ABM success thank you guys here fired up this is fantastic and what a location what a facility I cannot imagine that this is where we're doing this event this is fantastic so LinkedIn again thank you so much for having us here so 10 lessons that we have learned from an accomplished marketing perspective and I cannot imagine being here and talking about this like literally a year or a year and a half ago at that time you're still helping marketers understand why ABM is important so raise of hands how many of you guys are actually doing ABM Wow almost like 75 80 % now that wasn't the case a year ago and that that has really changed so for us as Eric mentioned that has changed for us quite a bit internally as well so for me I'm being a marketer through and through before this I ran marketing at par dot which went to the acquisition of ExactTarget in Salesforce and at that time I realized we we have the same challenge and this challenge hasn't really changed for the last decade and a half of how marketing proves the value how many of you guys are in marketing all right how many of you guys in sales all right so I would say that we all are in marketing and sales right at the end of the day if you're in b2b we all are in marketing and sales there is no other way to look at it because at the end of the day if marketing doesn't do what they need to do the sales team is not gonna be successful and if sales don't do what they do the best marketing is gonna get fired all right if they don't close the deals market is getting fired no it's an but no matter how good of a job you do as a marketer it just happens right so the idea of sales and marketing to be too different it's just not true anymore if you really dig deep and figure out why things are not working we'll figure out that because the alignment between sales and marketing is not working as well so today that's what we're gonna talk about how we at terminus we have changed certain things and how we're looking at it but as Eric said with hundreds of customers we have just realized that there are lessons that we can share with everybody as to how amazing organizations are doing a countless marketing right I also have started a crazy daily podcast so if you guys want to learn and kind of be on the journey with us as to like how we're doing it and we're talking about it for ten minutes almost every day we were like uncut we're just talking about the challenge that we were facing and we'll literally bring in a sales leader or a marking leader and saying what's the challenge today what are we trying to do and Harvey solving so it's literally an unfiltered way of knowing the journey of how we're doing a canvass marketing it sells all right and this is I call it dumb luck in 2015 I ended up writing a book on a Congress marketing and Wiley published it and and I feel this book is synthesis of almost 50 plus thought leaders out there in the marketplace trying to learn and do a canvas marketing so if you're new to account with marketing just stop by later on we have copies of the book and you can just grab a grab a copy but this is what what's Pat was mentioning about the flip funnel so I'm not gonna spend more time on it and I'm so happy I'm not quite honestly because I've talked about it for like two years and it feels like I need to have a different talk track my wife and kids were asking like is there anything else you talked about and I just couldn't give them a good answer so I'm really excited to talk about other things than what flipped my funnel is but at the highest level it is challenging the status quo and the conventional wisdom around b2b marketing in sales so the flipped funnel is a better way and and people recognize that if it has to be funnel let it be a funnel but let it be a better way of doing it and very fast it's literally identifying the best fit accounts then expanding your reach within those accounts that you're reaching to the right people in those accounts then engaging people on their terms as opposed to just emails and calls we all engage on so many different ways and so many different layers we need to be engaging people on their terms turning them into advocates and then finally measuring success and what I'm about to share through the 10 different lessons we have learned is how you can do a canvas marketing your own organization all right you guys ready for this all right well let's do it first question how many of you have and hear the question carefully how many of you have lead executives on your sales team executives it's not yet we all have Account Executives on the sales team nobody hires a lead executive if you think about it for 15 years marketers have been sending leads to sales and saying sales don't get it well sales always got it they always hired account executives we as marketers didn't get it like they do not focus on leads they focus on accounts so it was a big change in revelation that wait a minute we are behind the 8-ball we are not trying to understand how sales works in b2b and the fact that we don't even have the same nomenclature really makes this thing like wait a minute where did we miss so to me we don't close leads we close accounts so yes there are people and we want to kind of engage with people on their terms but at the end of the day it's an account based approach that's how with sales person things about closing a deal if you tell he's not closing Jan or Sally or Sandra or anything they're closing LinkedIn or coke or AT&T like big companies and in companies there are more people in the decision-making process so that particular idea hopefully makes the point that ABM is here to stay and it's the best way to get sales and marketing alignment make sense all right so 10 lessons number one be brave you must say Sangin what does that mean right it's the best way to put that out I had to call in my son his 7 year old his name is Koresh and a few weeks ago he came out and he said he was wearing your like amazing outfit right he has a football in his hand and he has a baseball t-shirt the basketball shorts and he's wearing terminus socks which are really really cool but he thinks they're like football socks because they go all the way up and in tennis shoes and he said Papa let's play and I'm asking like what game are we gonna play because I'm confused here right and he says anything's possible right and that to me I won't I want to be like Koresh when I grow up right because that's the that's the idea he had this innate sense of like anything is possible things can change and it doesn't have to be the same and if it if that's how football is play let's just come up with a new game right he's ready for that so for me what what it means for be brave as a marketer now this is really important is taking charge of accounts if in your organization sales team is coming over the list of accounts to market that got a change in modern organizations what's happening is sales is helping but marketers are the one who are taking and coming up with a list of accounts to go after so that is a big change and that might take time but that's what challenge the status quo mean and more importantly we all share the responsibility to teach others how a canvas market is gonna work so we're gonna go in deeper in it but being brave really is that you're gonna do something in your organization that hasn't been done for the last decade and a half so you have to be brave because you gotta come up with new metrics new way to measure and new way to talk to your organization second one form one team you might say again this is one of those things like hashtag one team sounds really cool right and then sales and marketing coming together but would we saw that like Peter and Todd who runs sales and marketing at terminus they both are seven feet tall and they do high-fives and I'm barely trying to kind of get into my hand in there but I never get a chance to get there but they actually are pulling together a true one team it's a hundred percent transformation of our organization and what's interesting is that they're not just talking about one team running around in the organization and saying hey we're one team you're one team they actually mean it and here's what I mean when I say what they mean it they have a mindset that this is how the organization should work they believe that there's only one scorecard now how many of you guys go in a sales and marketing meeting and spend the first 15 20 minutes figuring out who has the right number right like I can hear it right there you go we have that challenge like the days of figuring out who has the right number has to be kicked out because that's where the challenge is that means that we both are looking at things differently and when you do then half the time will be who's right who's wrong as opposed to what's right for the customer and that's what ABM really does so looking at a similar scorecard and I'll give an example of that a little bit and also you have to operationalize it right just saying one team and figuring out heavier together and you know going to beers after after the whole day it's not one team one team means you have operationalized it where you know what's working and what's not and you're able to talk about it if you do this if you do this this is what will happen in your organization and these are real quotes from real people so Todd and he looks just like that he said fire me if this doesn't work now note this he didn't say fire the marketing team he didn't say I have to get the marketing team to do something to get better he said fire me if this doesn't work so real quote Peter who's a head of marketing nobody's asking in how many leads you have generated this year or this month or this day or this week he's thinking about engagement and freaking out and I'm going to talk about engagement and what that means a little bit as well and the best one of all is Lucas who is our VP of Sales development he's saying that four hours of every single day that the prospecting is happening in his team that person is saving four hours every single day now how many of you guys would like those kind of quotes in your organization right I want to see it every single day right and that changes right so that's what when you will find if a true one team who really comes together but that's hard to find and that really starts with the leadership so that's where the third point comes together I wrote a blog post about this like a few months ago and in snowflake was one of the reasons why I wrote about it it was because the CEO of that company was bought in you know the fist bump idea is really cool but if your CEO is not bought into it it's not gonna work now why CEO there are so many different things market it does if you go back to your CEO for every single tool you know you know you're gonna waste that person's time why ABM requires CEOs backing here's why when you think about doing a canvas marketing you're essentially telling to your organization to your board to marketing to your sales department that we no longer have to get thousands of leads on top of the funnel well if you wouldn't say that the spreadsheet that your finance team is putting together that shows how many leads converts at how what ratio is gonna convert to what many customers is gonna break if you go and tell your organization then instead of thousand accounts or tabs on leads I'm gonna only focus on hundred accounts it's not gonna work unless your organization is ready and matured enough to think about it so from a CEO perspective why this is important is because your CEO has to support this initiative this is one of the very key initiatives where you need to get to your CEO and your board and your executive team to buy into this because it's not a one-person job it's not about being a superhero in your organization it is about being truly one team and we have seen many organizations fail because they only it was only a marketing initiative or only a sales initiative and I say that with a lot of love and humility that spend the time you need to get buy-in internally to do accomplish marketing without that you're gonna be really challenged and we have seen amazing marketers being really challenged because they couldn't get their CEO to buy into this idea and I'm not saying to transform and stop everything you're doing I'm just saying make sure that your CEO buys into this idea of piloting an ABM program and what strategy all right all right now if you're gonna do that let's say you're one team you're brave your CEO is backing you now the question becomes what do you measure what are you going to talk about right and how are you gonna show success so we believe that engagement is the new measurement and the reason we say that is because engagement might sound fluffy like what is engagement we're gonna dive into that in a second but at the end of the day if people are spending time with you on a one-on-one conversation at an event like this or on your website if they are the right accounts then that engagement matters and we can no longer ignore that the number of downloads the number of leads may not actually show the actual validation that they're interested but if they're spending time with you that clearly shows that they're in their interest in what you have to say so engagement we believe is the new measurement well if it's a new metric you need to stop doing certain things in order to do some new things I firmly believe that because what I have all this happened is whenever we try to do new things something else falls off so we have to make this conscious choice what I'm going to stop doing and start doing now in my family my wife and I will share and we'll always talk about already few so if I'm going to run an errand or if I'm going to buy something then what am I gonna buy and what is she gonna buy and sometimes for holidays and things like that I mess up I try to buy the wrong thing of the wrong size from the wrong store for all the wrong reasons and she will always have this list for me saying that well here's exactly what you need to do and I'll still mess up and the greatest part that I feel that I can do based on the stop and start I hope this tell her what not to buy give me that list because I would be better off when I know what not to buy to so she will always help me with here's what you get about but here's what you don't buy and that helps but in organizations when he have so many metrics that you're measuring you need to know which one to focus on here is an example I know it's an eye chart you can you can take a photo of it if you want to you just kind of have have it for you but this is an example of a scorecard the most important part of this core card is the idea of tearing how many of you guys do tearing in your accounts when you do a canvass marketing all right I see some of you guys I think if you want to take anything from this presentation outside of my kid being super brave is the idea of tearing this this idea to to make sure that you're focused on the right accounts is incredibly important and you can do the same thing to each and every account that's saying that every lead is equal every account is equal that's not true if you're selling to an account that's half a million dollar deal and there's another account that's $10,000 you cannot do the same tactics you don't want to do the same tactics with each one of those so tearing accounts really helps you figure out what to focus on and then you start measuring if you look at all the different ways you can measure you can really look at engagement per account so tearing becomes a really really good way to measure it and this is the scorecard it's an example that you can go to that sales and marketing meeting and show here's what we're measuring here's what summer engagement looks like into your own accounts here's how to your tube accounts are working here's what we plan to do into your three accounts your sales and marketing team now can't start from a common place not based on leads but based on the accounts you want to go after alright so I want to add to this part and this is this gets me excited fired up big-time ABM is more bigger than demand generation I feel like marketing has been boxed into this idea of demand generation how many of you guys feel like marketing is your job in your companies demand generation almost almost everybody right so here is the seven strategies that we put out there another very quick review on this one is marketing doesn't have to focus on demand generation is the only way to run marketing what ABM allows you to do is focus on Beyond demand generation let me give an example let's say it almost every single organization has pipeline challenges and if they don't if they're smart enough they will figure out a pipeline challenge because the more efficient your pipeline is the better your businesses that's the health of the business right so let's say your pipeline you have a ton of pipeline and your win rate is let's say 20% and if you can improve that win rate by five more percent that could mean millions of dollars for your organization it's a perfect use case from an ABM perspective because the accounts are already identified they've already raised their hand and said they're ready to buy they're gonna buy from you or they gonna buy from your competitor and you already know what the sale cycle like so you can literally go to your sales team and say hey I want to do a pilot program on our accounts that are in pipeline that you're gonna close next 30 days and let me work with you to figure out how do I engage with them on their terms another example is upsell and cross-sell how many of you guys have more than one product that you sell turn off you guys right so those accounts are already identified so you can literally run an AVM play on those accounts to upsell and cross-sell two different business units within the organization so what ABM allows you to do as a marketer and this is what gets me really excited is it allows you to have a broader conversation in the organization to drive revenue cool all right this is another big part of it if anybody felt just because we're here we're at LinkedIn terminus is here and if anybody thought that advertising is the only thing that ABM is all about you got it wrong and we've done a we haven't done a good job of sharing all the different things today so at the end of the day you shouldn't feel advertising through LinkedIn and terminus is the only way to do ABM as a matter of fact when we started early on I created this charge it's like a year old where we mapped out all the different strategies that we did from a marketing perspective I bet you guys when you go back and if you want to do this low-tech to low touch to high touch high tech to low tech and say what are all my strategies that fit in each one of those you're gonna find that there are ton of things that you do as a marketer ton but not all strategies are equal and when you go back to the tearing of accounts you don't want to do the same strategies you don't want to necessarily have the same level of involvement with all the accounts that you are tiered so when you think about tactics for marketing sales perspective we need to focus on the right strategies and the right tactics now seven data-driven you might say well Sangram we get it it's exciting there's so many different things that how do I do it so Peter who runs marketing at terminus came up with this incredible idea of how do you operationalize ABM and it's very simple fit in 10 and engagement idea is find the right accounts see if they're surging and then start engaging with them now I'll give you a real art tech stack as to how we do that and we're gonna just expose for the very first time our own tech stack so you can see how we do a canvas marketing this is terminus ABM tech stack you remember all the five stages for flip funnel identify expand engage advocate and measure and as I just said if you came out of this meeting this this today and said that hey we need to use termina so we use LinkedIn do it and that's all then we definitely didn't do a good job of educating on many different things we ourself use 20-plus tools to do account based marketing but we do it in a way where we know what we're trying to do in which accounts are doing after we're trying to identify the right account we're trying to reach within those accounts very specifically through all these different channels but then turning them into advocates and then we're measuring success in a very clear way it allows us to create that scoreboard and share that in a very profound way I'm going to skip through through this one real clear in interest of time but there's an idea of doing a BM and Sprint's as I said if you are doing a BM it's not about jumping in with two feet and saying this is all we're gonna do you have to start in Sprint's and the way I think about it that you have to start learn adapt and keep going I remember when Peter came out on board and he said hey we're gonna do this thing we said well all right what's the plan and he said here's the plan but let me tell you in five days the plan is going to completely change and then we're gonna figure out what's gonna work and we're gonna focus on that so the idea is to start somewhere and ABM could be very crazy where you might think you need everything in the world but you need to kind of really focus on what do you want to start all right so I want to kind of finish off with this thought of at the end of the day all we're doing is for customers and if you want to make our customers hero what would we do so I came up with this chart almost a year ago right before Christmas and and I said well if I want to be emotionally involved with this idea of customer heroism I need to kind of figure out a way to do this at home so I essentially invited my wife to be part of it because I don't want her to ever fire me and I want her to know that I love her and I want to figure out what works what doesn't work in 12 years of marriage so I put her at the center and I went to this exercise with her who's very excited and I started with like the basic said L I'm gonna do you know how about this like our a clean car so I'll do pay the bills and and and do all the basic stuff and then she's like yeah I please do that like I don't want to worry about that like okay that's good and then I got courageous and then I said hey and what do you want for Christmas and she said 12 years of marriage you don't know what I want like what's wrong with you so that didn't really go well so like I have to dig myself out of that and figure out what do I do now so then I said well you know what about this like she works I work we both work so over the weekends I try to be mom and dad and give you some space and she's a tad that's a must-do that's that that can have real impact on our relationship like well that's good I'm again reemerging having some confidence here and then she said hey you know what you know I'm the best dishwasher by the way in my house there's no better better person who washes dishes better than me and but I have a problem of like waiting until the very end of the day and so it all piles up and she hates seeing a pile up sink so whenever she's out if I I can wash the dishes when she comes home doesn't see it it'll be awesome okay I can do that well what was very interesting and it's it's it's probably really relevant now she said hey when you get me flowers on a random Wednesday is the best thing and I'm like you don't even like flowers and she said well it's not that it's the thought that you care enough about me and that you would do it on a random day right so if you think about all of these and say you know what I'm gonna put my customer in the center and I want to focus on that and and you might be doing all kinds of activities today to kind of engage with them on many different channels and you might be able to engage with them so well that you might think that there is something really interesting here and your customer might care about you but at the end of the day if all these tactics that you're doing that may or may not work the question for you really is and that's what I want to leave you guys with today is this what if what if you stopped everything doing in this quadrant or should do and low-impact and to me that's what iam really is you might be sending ton of emails you may not having ton of communications you may be doing - writing ton of blogs but if that's not reaching to your customer and is that what doing it and then the bigger question is what if you really started to focus on the big ideas the things that really matter to your customer what would that do what kind of programs would you run how would you tear accounts instead of waiting on every single lead to come in and and come in the funnel would you actually focus on a few and if you did that what kind of content will you create we did will the content be more specific more personal more human more relevant or would the content be just a German Eric content what will happen so I'm going to leave you guys with this today's at the end of the day ABM the whole idea of sales and marketing together one team being brave making sure we have vine from your entire organization especially executive team all of these come down to really simple thing and that is do you really care about your customer that's it thank you alright so I'm super excited to introduce a real dear friend of mine for the next session so I know Craig Rosenberg and most of you guys probably know him he is the chief analyst at topo and Craig and I have known each other for probably three four years now and what's interesting about Craig is and you will see in his presentation and everything as he does is that he is he has incredibly amazing ideas around how things should be done and he's very data-driven that allows you to kind of recognize what works and what doesn't and if you are looking for true use cases of how a campus marketing is done at all levels of organization this is your session so please help me welcome Craig Rosenberg [Applause] I didn't know what to do that intro was so great I wasn't sure if I should wait and then walk up or I had to come and like look at him like that as he did I did the other by the way I do Sangram the most important thanks I can give you is that you skip the picture of me I really appreciate that I hope nobody caught that and I just wanted to know if you did the camera adds forty five fifty pounds and just weird skin coloring and bloating and stuff I'm not sure where you got that picture but it was brutal so anyway I really excited to be here you guys and it's a big crowd it was fun you know you you know I do this speaking circuit thing and I love watching the the the crowd roll in and things unfold I knew this was gonna be big it's a lot of people here today and was really cool when sang rim did the hand pull and everyone's jumping off the jumping into the account-based pool and so it's I'm excited to talk about he's I've been talking about this thing for two and a half years and it's so different now when you go to conferences or you know any of us who have been in the game you go talk to customers prospects go to events and whatever how much we've all evolved if we started to wrap our hands around account base so anyway it's it's I'm really excited to be here today so what I wanted to do was talk about a few use cases here that we've seen over the last year I'm gonna also give you some my take on account base then we'll talk about some of the cool things that we've seen people do throughout the year so well that was my intro to my intro so the first we'll talk about topo and myself and then we'll do a quick intro to account base there's four use cases now after great deliberation pre presentation and then it says discussion throughout the presentation that's wrong that just means if you no longer want to pay attention to me and just want to kick in your own discussions please feel free so anyway let me tell you about topo just for one sec so the reason it's important is a I got two sales guys here want to sell you stuff wink wink I'm just kidding oh three head you saw the other one no actually I just want everyone to know what our background is so we got we study high-growth companies across marketing sales development and sales and then you know we we have a variety of products that spin out of that so we have play books where we come in and have a consulting team that can work with you we have advisory and membership annual it's an annual deal with us where you can come in and have our analysts work with you based on the data that we're finding then we have big events as well the sales development demands and sales background of the company that maps to mind so I'm the chief analyst and co-founder of the company my backgrounds in sales and marketing I just saw a customer walked in who's CMO out of sales tech companies oh my god you talk about everything and it's you know it's just one of those things I have my background has been across the entire funnel I think that's really important as we talked about account-based I'm not in the micro right I'm in the real where I ride AI had three meetings with sales leaders and today I'm talking to marketers that perspective is gonna be really important as we continue to talk about account-based so let's talk about my view of the world on account base or our view top oh that was egotistical of me but you'll see I've thrown things about that make me look really good throughout the precept so the when we launched into account base this was about two and a three years ago well actually we launched marketing and the what we said was there's a bet here it's and it's that the world is going to account based it's easy to say now right what a great bet but it's true we know we really you know as you as you just heard from me we came from sales we came from sales development came from marketing we saw this thing happening and frankly I think you know when we when we did it initially we went in and we said well what's happening today and two and half three years ago I think you know we all think of this as new but actually we found a lot of programs that had been around for a long time did they call it ABM maybe not might have been just their enterprise or Field Marketing might have just been that they're very targeted now we've got this wrapper around it but look when we launched we saw programs that we're working and what do we learn right away well we learned right away is the most important thing I can tell you right now is that account based ABM whatever you want to call it it's a business decision it's just I quit I know we gotta do tests I know we got to call it campaigns I know that stuff I get it all right I work with customers all the time to do it but this is a business decision that should come from the top or be confirmed from the top and when we treat it like a toy or treat it like a thing or treat it like you know hey we're gonna go test that we do all the stuff let's go test out an ABM campaign that's where it gets a little tricky guys because the most important thing starts with the fact that we have determined as an organization that there's a targeted set of accounts that are better than others for us to go after and we start there I don't know what the number is for your company but it's really interesting for a lot of you it could be deal size it could be close rates it could be churn I don't know it could just be want it could be a prediction right but that the fact is is that we are going to start with this idea that we are going to take a set of target accounts and then we're gonna mobilize the whole organization anybody who touches the customer and I have four here but you know product exec you name it they're on top of this and we're gonna go and we are gonna work together and we are gonna coordinate personalized high-value engagement and then ultimately revenue an upsell at these targeted set of accounts you know when people ask me what's the biggest thing I learned it's not in the data the last year-and-a-half I learned something really interesting which was it's the VP of Sales and the CEO don't say if you get us into those accounts we got it it's not gonna work it doesn't show up in the data but it's true because we go in there's all these weird that you know let's go into account pay so we get better leads oh man you're dead right you are what you need is for someone to say yes these are the target accounts I want you just you get you engage with them you show me you get us in the door we got it now granted we're gonna help right but that's mentality is one of the most important things and what that reflects is when we go into account it's got to come from everyone right so a lot of you guys run data to figure out your target accounts that's great but still that everyone needs to look at it and look at the actual target accounts and say yes I get it and let's go and that's part of what we're trying to do here it's a business decision it's a collaborative business decision and I'm telling you right now it will be if your business right it can't sell to everyone which by the way is everyone just don't tell anybody then account based is going to be some version of this is going to be right for you it's that simple so let's just look at my view of where we were before and where we go now so I'm sure you're gonna hear throughout I you know I talk a lot about targeting I just went on this huge rant here I was about to say alright we're done because that is I mean that's everything but let's just start with this idea of the ideal customer profile you know when we when we were when we go to market and we pitch investors or we're talking to the capital markets or whatever we want to look big you know many people use Tam in the wrong way it turns a number you know but many people call it target a market whatever we let's just put the two together you want to go big you're gonna pay oh my god we got this huge market but the key to account base is to take that target market and identify the ideal customer profile and the word strict is very important we're gonna focus on them that's often hard for people where's is Rach I was just talking to him today we're talking about this first step of this little company used to work at first step was they were maniacally focused on a certain type of account that's the ideal customer profile you could have sold to a lot of companies and their strict about who they focus on and where they put their resources the other thing has been a process change and actually if you look at it most of the other status quo versus account B they correlate with each other so the first thing is we did this amazing thing for call it 10 15 years we had this later'd waterfall or a supply chain for revenue and we had organization we broke the organization up and fun and functions would take what they did and they throw it just a little hop over this little wall the next person would catch it they would convert it they'd throw it over a wall right that person would catch it we throw it all and we end up in account management or whatever so and that was good by the way because anybody who's my age knows for a long time it was just really hard to be a marketer because I mean it was we just we didn't have a scoreboard we had to plead we had to show way to say who this picture is really cool right and it was just really hard then we got a scoreboard is great and this this this ability to break things up by functions was really powerful but now we've got this targeted set of accounts we're going in account based and now we have to integrate now we have to say well we're gonna break down the wall we're gonna take a common metric and we're gonna go after it that's different because I gotta tell you guys all in marketing they the great thing about the MQL the lead the inquiry you call it was you were able to get something on the scoreboard the bad thing is was it defined our self-worth we had to do everything to get someone to fill out a form what the heck so you gotta you know we we set someone up with an executive VP they have a conversation but in in fill out a form so it's not a MQL doesn't count right that's why we're here we're gonna figure out who these target accounts are we're gonna knock down walls and we're gonna get after it and that's why organizationally we don't want to leave marketing in isolation we don't want to leave sales development in isolation we want to get all hands on deck and go after these guys the tactics are changing and that's partly what you guys are here to do but on the other hand I got to tell you guys it's just a lot of the tactics you can use or just remixed into into a more high-value motion the issue was was that everything we did in a volume based marketing program was to get the most people and now we have to look at it from a marketing perspective and get those people and when you think about it that way instead of you know something really big a webinar we want four thousand people there that four thousand people doesn't matter unless X amount come from the target accounts so with that we have to figure out what are the best most valuable ways that we can engage with those folks and how can we do it in an orchestrated way a perfect example of that is you might invite people to that webinar but instead of caring if they come the fact that we have all these other emotions that go along with it they ultimately might become an opportunity whether they go to the webinar or not obviously it's better if they do don't get me wrong so that's how we have to start thinking about our tactics the final thing is you know it's all my the theme as I said these are all intermixed but the leads I'm qlz et cetera that was the metric for marketing and demand Jen we believe that metric has changed and it's what we call tap target account pipeline so not all pipelines created equal otherwise don't do account based because the most important thing I talked about in the front is we are going to determine a set of target accounts that are better than anything that we could possibly spend time on what we want to track is how much of that pipeline do we create and one of the one of the reasons this is awesome do you see how I did that so anyway so dia but look I just the big thing here is when you looked at the when we started this account based journey when we looked at we did our target accounts and we looked at pipeline for most you saw about 15 20 % of target accounts we're coming through your standard demand Jen that's a good baseline to go lift against right and then we put all of our resource someone's messing with me this reminds me in college there's this band as my friend's brother who always played and they were terrible so what we do is we'd go on plug them in the back and be like electricity's out sorry you got to get down so anyway whoever's hinting at me I'm gonna keep going just for a little bit longer so you get the idea all right you get the idea the game's changed we know that it's important for us to be thinking about the core things that we need to go do which is target account pipeline and the funnel I don't have the same funnel as Sangram I have my funnel our funnel and I just want to point out a couple things because it's very it could take days for us to go talk about which if you're interested in just talk to one of my sales guys here in the room I'm just kidding that was bad joke all right so a couple things I want to point out so one is everything starts on the left with the ideal customer profile the ICP that is everything I keep mentioning it what am I gonna do here guys the other one is a target account list it was funny that a analysts on my team keeps saying the target account list is strategic Craig it took them a year and a half to convince me of this because I kept saying no it's not it's a list they said and now I get it because the target account list in account based is your target market you have to actually look at it you got to get in a room you can't just look at the definition you got to go and look so yes these are the accounts the other thing you'll see is we knocked out lead it doesn't mean leads aren't important please don't go tell se Craig didn't say leads are but leads are part of it but as sacrum said it's engagement and it's engagement starts at the top and rolls all the way through lifetime value and that's very important because I'm telling you we got as marketers most yeren marketers in here I saw a bunch of salespeople raise their hands thank you for being here with us today but the idea here is that marketing can add so much value to the entire process okay if you just think it's selfishly let's track that if we just think about for the right thing for the account we need that right why would we hand it off to sales and you know and then they go through the process or getting yelled at by the Regional Sales Leader or what you know where is it where is it where is it instead of saying across the entire lifecycle here's all the things we will do as a group in order to not just get them engaged but to drive home business the final thing I'll mention is account-based is about LTV it's about expansion it's about potential account revenue and in hitting that and for a lot of people and b2b where it's net you know is very net new centric everything we did was because we were reporting lots of net new and then we let everything sort of sort themselves out on the back end right instead of thinking about the entire lifecycle in a campus or think about the entire lifecycle and there's some really powerful stuff I'll give you a use case about in a little bit okay so I can't spend a ton of time on this but I had to tell everyone we have an account-based technology stack we just went through our account based tech research and we're starting to put everything together here today I figured I would show it to you guys but not spend a ton of time on it I will just mention a couple things that this the stack in and of itself is actually everyone tells me how daunting it is I think because everyone's using account based in their branding but actually when you take a step back and look at it it's it's it's actually manageable it's manageable to go look at and figure out what you want to go do okay so look we could spend a lot of time just tell you a couple things one is you know infrastructure is starting at the bottom there are new things emerging around what we're calling the account based platform it's what everyone has asked for that we have that sort of marketing automation for account based and that is as the vendors are starting to lay groundwork for that that should be really exciting for all of us as marketers we believe the biggest issue and you know when I was telling whoever was today and wanted to do AI wanted to do any of these fun things is the data the data is a problem so it's not just about buying the data but it's about how you make that data come together into one unified database and then as we keep going up you'll see we end up in tactics okay so I'm not gonna spend a ton of time on it I didn't want to show it to your budget you took pictures that's fine but I didn't want to say that the two points on the on the stack the first thing you do in account base is you figure out the strategy and what you want to go do the stack comes next the stack can support most of everything you want to go do don't get me wrong I am NOT one of those people are saying I am huge in attack the issue is you don't do it the other way you don't call the ABM tech vendor and say I want to do ABM can you can you sell me something you come in and you talk to them say here's our strategy here's what I want to do and I want to create a platform to support it okay and it can be done it's starting to really straighten itself out it's really not that I mean they're this not a lot on here I could have dazzled you with the Brinker slide and had 5,000 things on here but it's just not real this is we're coming it's this thing's gelling together and it's it's very workable all right so let's do some use case so what I did on the use what we do on these we have about 30 use cases on file we keep adding them each week it's been a really important thing for us is to is to take qualitative information because what we learn from the market is there's data but what people really want are stories the other thing we learn though as I start to present these is I have to protect the innocent and so even when people said hey you can use our name it still got a little true so what we do is we have the use cases I did flip you know we do map you know take out some of the tools and mix it up so nobody can figure out who's who and what's what the story is still the same and the most most of them came out recently and so I just want to walk you through it this is fun stuff so this one literally we just met with them a week ago and it's the story we saw across IT and security companies where they were getting lots of leads lots of leads SDR program usually was doing better but in this in this case most recently it was I think you know six or seven meetings a month and sales hadn't hit quote in a long time so when they looked at everything that they are trying to do you know we could go and say well it's it's all account based right there's this big thing there's all these levers we got to pull but actually the most important thing was can we just define our ICP can we just figure out who is gonna be better than others and when we look at the leads and we look at what converts and what doesn't convert you know what's going to come out so when they did they looked at and they saw this this vert of these verticals and IT and security whatever have been across the board see this all the time where people sort of figure out a set of six verticals and they focus all of their efforts against that and then we talked about tearing so I want to encourage you guys on this so someone asked me before do you expect people to read this no but this is the most tangible tool that you could take home with you because this is the next step for many of you you define the ICP and Sangha rooms point is last thing was you got to tear it you don't just gotta tear it you got to figure out what you're gonna do against it and that's where you start to have some fun and get really really granular and you start to figure out the life cycle against these accounts and you have to do it against tears if not you're crazy the four I'll tell you right now do this exercise go through take the tears and walk through everything marketing sales development sales CS figure out who's gonna touch what figure out what they're gonna say figure out how custom it's gonna be figure out how much you want to spend all the everything just figure it out and just write it up on the wall I guarantee if you don't think you want to segment your tears you will then because you realize you can't do it all and you're gonna have to figure out what you want to do for those of you have figured it out and you know you want to go in and tear it approach it's not just about tearing it's about creating a go to market that's different against each segment so for those of you who are really enterprise heavy right you want to go into the big your whale hunting seven-figure deals a is the place for you you're gonna be very very custom and you are gonna throw the book at these deals I mean there is plays in here that should be wait in the parking lot until the buyer comes out right leave leaflets in the parking lot no we can talk about those guerrilla tactics later you know if you're we are running into a lot of companies that are actually volume and volume and velocity so but they the same thing realization we all came to the HTV is like twenty thirty so there's all this action happening they're really a BC so they got a lot of outbound STRs but they're really not there's not enough of a of a nut there for them to do 100% custom they can make really good decisions against the bees in the seas you know I got to tell you it's so amazing to go through this process and I gave you this example here because the first step was to define the ICP figure out what it is then we got to figure out how we go to market and I'm telling you right now the exercise it's not simple you got to put everyone in a room you got to either have whiteboards around the room or paper around the room then you got to go write it out and it's really powerful it doesn't look powerful but it is well I mean it looks powerful it's just hard to read you guys can after the slides later so the so when you think about it you know we had these a lot of our IT and security you guys that I've been looking at they do vertical ization is their strategy I'll tell you right now that's changing with intent data engagement data what you guys talked about before people are using that to select who they're gonna go after but basically to keep things simple they roll vertical campaigns out on a on a quarterly basis that allows them to be really really simple and how they approach things so it you know I'll just give you a couple things we've seen this across the board these results happen all the time when people who have a they're in a market that is understood so product market fit against the market is already there and they just got to figure out who they target you know SDR output is increased by just vertical izing the SDR is getting them focused marketing spend is put to the right place right and so you'll see higher rate of target account pipeline with less spend the other thing is you know sales will be happy I'm telling you sales can't always tell you that's the thing you got to know I know I said this single sale says I got it but you have to help them because when you say hey what are your best accounts that can that well you could do that for fun just gonna say what your best accounts you will get the top 50 list from the region right then you got to go well let's dig in a little bit let's look at what you've closed and then once you've sort of gotten that and then you start to say okay well here the target accounts that you're best at and then you show them that you got that they're gonna be happy but more importantly they're in a closed more business alright use case to is the hyper targeted program so this one is one of my favorites because not a ton of resources very targeted so for those of you who have a very tight target market this was a CPG focused company talking about 50 target accounts really nine anybody sold the CPG you know the drill right there's nine maybe you'd probably tell me there's not even nine so you have big numbers to hit but you've had not just big numbers to hit they had big numbers they were getting lots of leads STRs we're doing like 25 30 meetings a month with nothing to show for it that's crazy 25 30 meetings a month and they had nothing from it so you go in you look at the numbers we can benchmark what we want but the benchmark of the meetings will slide is the benchmark or the conversion was terrible marketing was getting lots of leads nobody was working with each other cuz everything the easiest place to go is outside the ICP it was way easier to hit numbers if you didn't go after the top 50 or not so what they do you know I got to tell you the biggest thing we've learned on the orchestration side is that marketing and SDR should go to market together and that's the first thing you do so we're gonna get up here we're gonna be alignment right then you go in and go to meet with the VP of Sales and he's like yes let's go do it and you guys know the drill months later we're still nowhere ok you want to go fast when we look at data the the companies that get to ROI faster they take the simple walk across the hall to the SDR team and say you're out bounding to a set of target accounts I can help you then you work together I'm just gonna give you some simple things you want to know context on when you use ads marketing air cover start that in advance run that against everything you got you got a bunch of vendors in here that do that wink wink okay but that is what game changes here pre SDR campaign two days to two weeks before the SDR s go out the numbers will increase from connect rates which by the way in any of you who manage SDR teams that's the hardest thing there is against target accounts and meeting set in your target account pipeline and high-fives you want high fives go run pre SDR campaigns and marketing air cover campaigns they will come into your office and say I just connected with this person and they said they just stay or they'll say gosh why do I know you guys or they'll say oh my god I just saw you guys or thank you for that amazing Direct Mail it's old-school any of you guys who have great hair like me that's how a TRS and sto so it's how we used to do this we'd follow up on marketing campaigns guess what we were right it's much easier try yourself go send someone something really nice and then call them uh-huh you know like that may or may not work better versus cold calling and hi we're the da-da-da-da-da-da-da by the way we'll be in town next week Tuesday at 9:00 a.m. would you be available for 10 minutes of coffee I mean come on well it's better then hey you know we just send you that thing that that really nice whatever it is right and we offered to talk to you about the use cases in your space and we'd love to follow up on that and see what you go do see what we can go do see what you can learn from us that changes it just does its intuitive - and the numbers back it up all right so this was a this was that going back to the actual campaign say I'd personalized pre STR campaigns delivering real air cover customized air cover name of the company in here actual high value offer instead of just hey you know come download a white paper the offer was about them it told the person looking that I'm about to give me an offer that will teach you something about yourself and guess what they they didn't lie the offer was about the company they're going after and the game changed for the SD ours they I mean we just put open rates up here but look at the number of sql's that was a company that had 30 meetings and then said oh you can only call these people then the meetings all went down the tubes now they came back up again because we went to market together it's actually the moat and it's fun this is where you can have some fun I mean look at this this looks I mean it it looks fun you got names and a company in there you're giving them something really valuable I mean it makes total sense and by the way the SDR is when they reach out instead of offering the coffee or to do a demo they're gonna say hey you know we'd love to talk to you about your in-store execution that's high value high conversion so the other the other thing we've seen is where we go in and a company says I love this but I'm I've got a lot you know happening right now I can't change everything we know what should we go do so you know for those of you who have big demand gen machines I'll tell you right now is tip number one don't don't turn it off right and I mean it I just had some really bad some it's really bad stories about friends who tried to do that they did I mean neighbourhood they went out there they said I'll you know this is wrong we're gonna right turn the Titanic and boy was that the Titanic it was the worst thing that could have done it said let's just take certain areas and let's go modify so in this case CRO said you know this we are a target account focused organization marking can't switch everything so what they do they just focused on one area they focused on live events so they did a lot of them field marketing events they weren't producing a lot of value they were making sales feel really good they were just weren't producing a lot of value so there's a perfect place to start by the way if you do your events right like this you're gonna invite and get the right types of accounts here and so what they did was they just took those they made they put a different metric on and instead of just people in the seats they put target accounts in the seats 60% plus they fused the target account proximity to figure out where they were gonna do it and then they went to market together you can see this marketing SDR execs Direct Mail ads right and then they went to market together and that was their game change it was perfect they were investing so much in it they just want to do better so you think about what they did here they increased pipeline with 20% fewer leads they got 30% growth overall with target account you know these field events being their key to that success all right last one expansion ideal customer profile is not does not have to be your hardest accounts that's really important here marketers because oftentimes you guys get yourself in a hole because we go in there and we go account basis the way we do and they're not great here's all the accounts I can't get into and they're the hardest ones instead of saying well actually when we start with a with accounts that we know are valuable to us and actually close faster etc you want those upsell cross-sell expansion let's go into accounts that already have our product let's create a use case against it and let's go use that as our way to be personalized and customized so you know when we work this is literally a real example where when marketing was going to go to ABM and sales had a $20,000 lifetime value in accounts that were huge and they just didn't have any to ours a non viral product we were like okay here's what we're gonna do come in the room marketing you're doing account base yes sales you'd like to expand these in this amazing customer list yes okay get together go do it together it was incredible and it's been incredible the vastness I want you to personalize sangra wants you to personalize everyone else here is gonna want to your personalized and it's hard a lot of times it's a guess how about we make it not a guess we take the use case that we know about in a company and that becomes the marketing plan your son to AT&T what are they most likely going to download a convert a content conversation etc about what happened at AT&T and it's there for you it's there for the taking it's really powerful and it changes things we've seen expansion only sdrs expansion only demand gen folks that are just focused on that and certainly expansion only account based programs so you know the end of the day I'll just tell you this you know I tell people the numbers on expansion but it just makes total sense I mean I could tell you this all day but like come on you go in and you want to go land and expand you have this asset that's at your fingertips here's what we did in Des Moines I'd love to do it here in New York let's go talk about it if you just changed the SDR pitch you'll win if you I mean so why make it hard you know I just I'll leave you with this on this expansion when I tell you about the expansion STRs were they literally they meet they figure out the use case then they go and they spread in the accounts and they were sending like five to ten meetings in these big accounts over the course of you know three weeks and they were all great because they got to talk about what they did at the other parts of the company and they converted at a much higher rate than any of the sort of brute force and that new did so the last thing I'll leave you guys with is a thank you offer I have been warned thank you person who was warning me who was that you good job the way most people are so worried I won't finish on time I'll start and it's like 30 minutes and they'll warn me that it's 30 minutes left so anyway I made it this time but anyway if anybody wants the account-based funnel just so you guys know sales did have sales at topo HQ on there I changed it don't worry you can go the analyst team will give it to you but you may get a call and a 12-point cadence no I'm just kidding now you'll all be fine and just say send me the account-based funnel or anything else you want from these slides I just want to thank you guys for today I'm gonna be here the rest of the day I don't know if that matters to any of you but if so when you talk account base the rest the day alright thanks a lot everyone whoo Craig Thank You Sangam Thank You Eric Thank You Anthony you forgot to mention hashtag I heart a BM at the beginning I asked you to it's okay please feel free to social media this is really exciting so happy you're all here to join us but we are going to take a brief break please rejoin us again in about ten minutes 3:30 we have an action-packed second half released for now [Applause] all right we are gonna get started here in just a moment all right welcome back to the second half for those of you who are coming in at the tail end of the beginning presentations my name is Eric's pet I and the CEO and one of the cofounders of terminus thank you again for being with us here I hope that the first few speakers were great just heating up we got a lot more goodness on the way but before we dive in and I introduce our next speaker we have a tradition at terminus which is never backfired but this is definitely the largest audience we're gonna try it with and before every All Hands before a lot of our internal meetings even before our board meetings we get stand up and we do a minute of hugs and high-fives in the room but but today is a little different and some of you might not have been here at the beginning but Wednesday is Liz's birthday and liz has put a tremendous amount of work into making this event possible for all of us and is our wonderful partnership manager at LinkedIn so rather than doing hugs and high-fives to warm it up let's all stand up and sing Liz happy birthday everybody ready one two three happy birthday to you happy birthday dear [Music] there we go all right now give everybody one high five quickly whoever's next to you all right all right so our first speaker of the second half is terminus Asst chief product officer Brian Brown and while brian is a product professional by title and background brian is actually one of the best marketers that any of us have ever met and so Brian's got a very very long history in b2b marketing technology so in the early 2000s Brian co-founded a company called V trends which some of you may have heard of if you look at the original Juniper research marketing automation marketing graph B Trends was this gigantic Sun in the top right while Marketo and eloquent and part out were little specks in the middle and now V trends was based in Fargo North Dakota and didn't take on lots of venture funding so the landscape changed but Brian did have a very successful exit to silver pop where he led product strategy through their acquisition to IBM where he went on to lead product strategy for all of IBM's marketing technology investments in acquisitions and so we're very lucky to have Brian here today with us he's going to tell all about our integration terminus integration with LinkedIn which will be available in the coming weeks so let's give it up for Brian Brown alright how's everyone doing cool you guys sounded great you guys can sing well hopefully you mark it as good as you sing well I'm excited to chat with you guys today let's go right here ok so I think there's one thing we all have in common which is we have way too many things that we're doing and you know I don't know we did some research and we found that the typical b2b marketing department was managing between 30 and 100 tools you're like that's impossible but if you go back to your organization and you start adding up all the things that you've bought or used in some sort of random use case you'll find that you have a huge number and the challenge we have when we think about trying to engage target accounts is we need those tools to work better together and that was really the inspiration behind terminus wanting to partner with LinkedIn and allow marketers to do to take an ABM platform and apply it to the powerful way to reach their target accounts and LinkedIn and so today my job is to kind of show off what we built and obviously piqued your interest we'd love to you know after come find me I can walk you through a live demo ok so what is terminus + LinkedIn well when you step back and think about it who actually who in here has has their team themselves or your team or your company is doing sponsored content or other advertising the LinkedIn raise your hand all right so yeah if you're not raised your hand come on you know this is a great way to engage your target accounts so the challenge though is that you need data from other systems to allow you to better target accounts in LinkedIn and you know at terminus we have this passion and a mission to make b2b marketers heroes in their organizations we come in every day that's what we're that's what we're working to do we we want to take out the difficulty of technology and make it much much easier for you to get your job done and so we looked at this problem you hundreds of our customers were coming to us saying hey I love terminus but I also love LinkedIn can you make it easier can you can you bring these two things together so the number one benefit is automating your target accounts to flow in and out of LinkedIn sponsored content campaigns so as an account moves across the buyers journey imagine the sponsored content following that journey dynamically automatically right so that's probably benefit number one the other one that that companies love and if you're doing target account engagement you really want to know which accounts are engaged and so what we're doing with this integration is we're now making it so you can see exactly which accounts engaged with the ad and then went to your website and consumed additional content so there's many other things I'll walk through and show you but those are two of the big highlights so we're going to do a screen demo here so who's Hugh's terminus awesome great so you know in terminus marketers can go in they can bring in target accounts they can create digital ads and they can target specific personas or buying teams in that account and target and put those ads in front of those people across display advertising so basically following people all over the web with these ads you know getting in front of their personas and Linkedin is a beautiful channel to create a really rich way to engage accounts and so we wanted to combine those two so now inside of terminus you can do display on web you can do html5 ads you can do video ads and you can now do sponsored content so let's go ahead and we'll pick the LinkedIn option so the next thing we have to do is we say well what accounts do we want to actually bring in to LinkedIn for our campaign and so if you're gonna do some sort of sponsored content campaign to a group of accounts the question is where will you get those accounts from now most of us in marketing are used to like the painful process of going and grabbing some list of accounts from some system and manually bringing them to another system and so that's that is an option on here but we wanted to make it a lot easier than that so you can dynamically grab accounts from your CRM system you can dynamically grab accounts from an MA system you can dynamically grab accounts from a partner of ours ever string so if anyone's using like a predictive tool so we launched an API that allows data vendors that you guys probably use like a discover org or data fox to program against our API to make it so that those options are available to you and we're building out that list of companies and so here are here are some of the ones that are available today you also might be using playmaker in engag Oh imagine having a play where as the reps our outreach doing outreach to target accounts it's triggering simultaneous advertising to back up what the what the SDR is trying to do with that account all right so orchestrating is very important to us we want to make it much easier for you to manage these accounts and their experience across multiple channels all right so we're gonna go ahead we're gonna select Salesforce and so now you can watch the little demo up here but essentially in terminus you're able to select an object in Salesforce that has the account you're trying to get at so we're gonna go ahead and pick the opportunity object and from within the opportunity object I can say like well Who am I looking for well lets in this scenario let's say basically when an app is created at a target account I want to bring them in automatically to this LinkedIn sponsored content campaign and so it's going to show you the list and automatically every day it's gonna pick new accounts that match this rule so now your LinkedIn sponsored content is changing every day new accounts are flowing in so the question is how do you take an account out right when is advertising enough when is that sponsored content you know made the impact you needed on that account so the next step is that you can set back and say okay what what does progression look like when will we know that that sponsored content played its role and we can move forward so by tapping into key buying signals like stage progression and an opportunity or like something like engagement we can say okay once the opportunity reaches a certain stage we're going to change the content that they see in LinkedIn so you could literally create a different ad experience on LinkedIn for every stage of the buying cycle right and you don't have to wait for opportunity you could do it at MQL or mqa right so you could start back at the beginning you could also do it to generate awareness or to start you know advertising to net new accounts okay now LinkedIn has an incredible rich set of b2b data it is arguably the best you know the purest form because it's like everyone you know it's it's you know people have to put in their own data right and they don't fake it because it's not like filling out a form where you make up a bunch of stuff just so you can get the white paper it's like legit it's you it's you it's gotta be you or it doesn't make sense so we tap into that data so you can get location job title so imagine being able to target the sponsored content from accounts that are in your CRM system all the way through to LinkedIn and the actual personas that matter right so if you want to reach the HR department or IT or senior decision-makers right all that's available through display or now through LinkedIn okay so then it comes down to how much you're going to spend so you enter in your budget now LinkedIn is really good at giving us marketers an estimated bid amount so if you've used LinkedIn sponsored content before you know there's a part where you get to this page and it says you should bid you know four dollars and 62 cents and that number is based on all the factors that the accounts you put in where you're targeting who you're targeting and so because terminus built this dynamic integration as you add accounts as they flow in and out from your CRM system we will check the bid estimate from LinkedIn and automatically set you at the appropriate bid so it's a really easy way to you know really in a power 'we reach your target accounts now this is the fun part we are marketers after all we do like things that are creative and look pretty so this is the sponsored content itself this is the Builder and terminus where you actually build the sponsored content and this will show up in LinkedIn as promoted content in someone's feed so you can see the little sponsored content preview here you click Submit and then we all like success so hooray you've created your your campaign in terminus behind the scenes what's happening is we are syncing your accounts to LinkedIn we're automating the matching process so if you've gone through this process before you know that it can take several days before you know how many of your accounts matched to a LinkedIn company page so we're actually doing that in real time behind the scenes so you'll know it's pretty instantly how many you've matched and whether your campaign is ready to be launched once it goes live and the metrics start coming in at the top here we've got you know basically all of the campaign details so everything that just set up the next section here are the metrics that you would traditionally see in LinkedIn now the part that we're most excited about is the ability to see actually which companies are engaged so all the companies that target accounts that you've brought over into this campaign on LinkedIn now show up in here and you can see which ones matched a LinkedIn sponsor company page and which ones didn't and then you'll see which ones have engaged with the content and gone through to your website what do you think yeah alright so as a marketer it's important you know we've heard all about engagement right and we know that one of the best things we could provide to sales teams is which accounts are engaged right imagine if once a week you could provide your sales team with their of their target accounts the ones that are most engaged that week that would be pretty awesome and so in addition to just saying did they engage with us piece of content while that's important to marketers the sales team wants to know overall how engaged is this account and how many people are engaged and that's what this report is for all of this data is rolled up to account so we hook into your website we convert anonymous traffic into company traffic and then we map that back to all your campaigns so from a marketing perspective you know which campaigns are driving company's target accounts to engage from a sales perspective sales can now see which accounts are surging on your brand or on specific product content so here's just a highlight now in this example you can see a bunch of companies on the left and you can also see which ones were engaged with display which ones were engaged with LinkedIn content and which ones were engaged with both but again even if someone doesn't consume content and they just come directly to the website like you're doing other forms of outreach you know you do events people just go to your website that's gonna get picked up and rolled up into an account view as well so sales teams have the full experience of of an account like how many people are actually engaged with us from that account alright so just to wrap it up here if you could if you could literally put an advertisement in front of people at your target account along the buyers journey you would have a much better ability to impact and influence the people that account and at different stages of the buying cycle there's different people who are going to respond to different content and so one of the you know things that most of our customers who use LinkedIn today tell us is they're using it to drive awareness its demand Jen right they want to put this sponsored content out there to wake up accounts that they've never engaged with and then they'll follow up with which ones engage and that's just really like the very beginning of what's possible so this example here what I wanted to just highlight was you've have you know you could have that net new campaign a sponsored content campaign but as that account moves through your crm process as they become qualified as the you open up an opportunity through terminus you could change that advertising experience and engage them and the right people differently across this so we'll just jump in here to imagine you know it's an early sales sort of experience so like SDR qualifies the account sets up a demo the ae gets involved now suddenly the content on LinkedIn has changed and it represents the backing up of that ae so the the AE is starting to engage the account and now the content realizes that this person is an early in an early sales stage and so they're going to enter into the campaign they're gonna see advertising that advertising can be orchestrated across the web through display as well as in LinkedIn sponsored content terminus is collecting all that data you may have recently heard we acquired a company called bright funnel bright funnel is a marketing analytics platform it's added credible platform for marketers to see you know what is happening with an account all the way through the funnel and so that data is coming in to terminus it's going to come in to bright funnel and then you can use that to alert sales on there and they're engaged accounts and then once that account moves to the next buying cycle it progresses out of the campaign and moves to the next campaign and so on so this is just a incredibly powerful way to engage your accounts with advertising in a way where you can really automate it through that buyers journey and if I you know you think back to that first slide with all the sticky notes right your desk probably looks much more organized than that but mine sort of is chaotic right there's just like notes everywhere and right what we wanted to do really is is just make it easier right we know it's really powerful to do sponsored content we know that it works we know from our customers that it really does Drive a lot of engagement the question is how could we help you do a lot more and that's really what we set out to do so happy to take questions later and again thank you so much for for you know it's incredible event tons of energy all the speakers so far have been awesome so next up we have Lars from snowflake and snowflake is the terminus customer Lars is VP of Marketing and demand gen there and the thing that I really you know getting to know Lars a little bit this is his second company where he is officially brought in and worked on an ABM initiative but in his career he's always been focused on aligning sales and marketing so Lars come on up thank you so das Kristensen from snowflake computing we have five key functions that are rolling up to our demand generation department and that's marketing operations it's broad-based demand generation which is still very much alive and kicking we have Field Marketing we have industry marketing and then we have ABM that kind of goes across those departments in addition of course they have standalone deliverables three things about myself born in Denmark so this accent you have to struggle through for the next 18 minutes is a Danish accent secondly I'm passionate about automation it just so happens that all the different companies that I've gravitated to all the roles that I've had in the past they're really all been about either formalizing a demand generation approach or scaling a demand generation approach so I've always found it useful to bring in technologies that can help with the scaling and also help creating these processes that are being that are being created make sure that their turn into repeatable processes and make sure that you embed a certain level of consistency in your execution I think technology is great for that and then thirdly I'm a snowflake and that's something I became about 18 months ago it was when I joined snowflake computing down in San Mateo I was employee number 100 and that joined the company right now we're about 365 people and we hope to double that amount this calendar year so it's an exploding company when it comes to the size of the company and the sales and marketing team in particular is exploding and that was one of the things that led us towards ABM because sales were sitting we had a sales team that was aligned by zip codes and area codes and some complicated overlay of those two including some verticals but it was really hard to rapidly infuse a lot of new reps into the territories with that approach because we constantly had to move peoples markets around so we decided to align the sales team by named accounts so as the sales teams are lining in one direction so does marketing have to do that and I was lucky enough that I came from a company why I just rolled out an ABM approach to support sales so it was a little bit of a head start that I had when we got started here with snowflake the agenda roughly our definition of ABM our tech stack just the freaky horseman in our in our execution account selection engagement prioritization and then there's a few examples here towards the end a BMF snowflake so we currently have two people focused on ABM so that's really the size of the team of course there get support from marketing operations and everyone else in the organization but we have two people that's in charge of it we have 3,000 accounts that currently represents our target for the a PMF are out there and we have 200 accounts where we are designing message specific one-to-one campaigns so before we dive into that just just want to give you a quick snapshot of our stack reporting data engagement you know most of all these vendors out there I just want to highlight one thing we are a cloud data warehousing company which allows us to consume our own technologies I know having a data warehouse is something that's relatively new in marketing it's very very helpful if you look across the marketing team we have probably 25 technologies those are rotating in and out all depending on whether they're adding value or not it's so easy to build on and add new technologies but there will leave you at some point so a data warehouse gives you kind of three things it gives you an opportunity to to really report across all the different technology silos that you have secondly it gives you an opportunity to time travel within your data so you can go back and you can see well what did our data look like 90 days ago when we entered into the quarter and thirdly the data becomes your own so when the technology leaves you that data stays with you and that's hugely important the learnings that you paid good money for will stay with you as a company so that's kind of one technology that I wanted to highlight all right our process first it's about account selection Craig talked a little bit about ideal customer profiles it's something that we have used a lot also we have about 25,000 accounts sitting in our Salesforce system those have all gone through some ideal customer profile mapping first out of those the sales team have selected they can go out each of them can select about 60 account that now becomes their territory in those 60 accounts we have 50 reps roughly so that's 3,000 accounts that becomes named accounts in our system and those are the ones that becomes the target for ABM a subset of those 3,000 can be classified as priority accounts so those are the ones where we go in we elevate the spending venture into slightly more expensive marketing vehicles sales are elevating their effort in those accounts so those are the ones that we're doing one-to-one marketing with now a key driver for our selection of these accounts is some of the data that we're getting out of a system called engage you quickly for those who doesn't know engage you is a system that map's your leads in Salesforce to the accounts you have in Salesforce your contacts are already mapped to the account so that's not a problem furthermore you have mapped all your interesting moments in your mikado system and you have assigned different points to those interesting moments so now you can track what all the leads that are aligning to your accounts all the contacts that are aligning to your accounts you can you can now create an engagement score based on what these people have done so an example if a prospect is coming to our website we'll give them two points of engagement for browsing our website and additional two points if they go to some of the high value ad pages if that download a white paper we'll give them ten minutes if they attend a webcast we'll give them 15 minutes if they show up for one of our physical events we'll give them 30 minutes so on and so forth so this allows us very easily to figure out what is the engagement level in an account all the interesting moment times what all the leads that are aligned to the account times all the contacts that are aligning to the account plus some reverse IP technology that we have out on the website so what we are doing every time a new AE comes and joins the company is that we sit down and we look at the honest sign 25,000 accounts and we are saying which accounts in your geographical area are currently looking at us who are the most engaged accounts and why don't we define your market your territory that you're gonna make money off why don't we define that by the accounts that I already Luke Wong they're already coming to a website they're already attending our events they're downloading our content so this makes the engagement with sales very meaningful it's something that Daniel is doing every time we have onboarding in our headquarter we'll go out and we will have that conversation with them furthermore we can go in through some normalization of the title in engage you and we can see where is our engagement in those accounts is it on the sea level is it on the director level is it on the manager level do we have engagement across all the key personas that truly matters for us so those are some of the signals that we sit and we go through and we identify the key most likely accounts to engage for those reps ever string is a new technology that we have just launched a few months ago so in addition to that the engagement data we are getting from engage oh we have gone in and we have done some model exercises with ever string and we have found all the 25,000 accounts we have which one fits a model which one will become an ideal deal size for us which one will travel fast through the opportunity cycle and furthermore through every string we have Bambara data piped in so we can look and not only look at the engagement that happens within our marketing universe but what are these accounts looking at outside the scope of our marketing universe what are they're searching for which sites are they're hitting and based on that we can create a narrative and we can create a theme and say is this an account that we should talk to is their search history is the search history of that account such that it's an interesting point for us to start a conversation all right engagement hugely important so when an account in Salesforce is marked as a named account it starts an investment cycle on the marketing side first of all we go in and we have a look do we have coverage in the account we don't want sales to focus on on trolling through LinkedIn and datacom to find and populate contacts into the account we take that on so the minute we can see it's a top 100 account it starts an investment strategy in contact discovery that we are executing on on the marketing side furthermore we're starting some inbound strategies of course this the terminus because we all know that just because you start emailing new people you have added to your database it doesn't mean they're gonna start responding so you need to warm them up you need to put your brand name you need to put put your message in front of them and we're using terminus we're using LinkedIn to do that when we have their attention it's very important that you're putting the right content in front of them so that's where we have adopted our technology called uber flip it allows us in mass quantity to generate resource pages so we have about 250 different resource pages so depending on the customers level of engagement depending on their intent depending on their technology stack that we can find through discover org we will put different content in front of them this is a very easy system to make sure that once you have their attention you want to deepen the engagement as much as possible furthermore and this was some of the stuff that Craig talked about very often it comes down to old-school is dying and we are giving our STR some great tools we are giving them videoid which is a tool where they can create an account based or a persona based video that they can record embed into the email and send it out we have pfl which is a great tool from within salesforce.com the STR team can send out free dimensional direct mail and we have vlg which is another direct mail shot that we're using to heighten the engagement if you make an effort you're you will hear something back we're getting a significant higher response rate from all these things all right so this was a little bit what Brian talked about the bias journey so we can look at our accounts we're looking at the engagement level we're largely getting from engage oh and we can go in and we can see if they're unaware we have a dummies guide we can put in front of them that's very light lifting content if they're engaged we want to drive them to our weekly live demo that we have and if they're highly engaged so those are when we have multiple people across multiple departments that are massed consuming our content I think we aren't the right to invite them to try our product out so this is where we're pushing them to the free trial so this is using some of the data that we have from engage your on the engagement side we're also starting to use intent as targeting and we have three different themes we have multiple topics under each theme but we have data warehouse modern modernization we have bi acceleration and Hadoop alternatives those are some of the themes that we are currently tracking so when we see that the account is having a search within those themes we activate different sales plays so there's a whole library that sales will have with proof points content and so on and so forth script for the SDR teams that feeds into the notion that these people are currently looking at doing some kind of bi acceleration or had do both derivatives but something that speaks to the narrative that we know is already alive at well within the account all right alignment with the SDR team or BD our team a or something that Craig also talked about it is hugely important we have divided our SDR team between inbound and outbound and of course the outbound team that's the team their task is to maximize the number of meetings generated in the named account base through the engaging technology we can match all incoming leads with accounts thus we can route all those interesting moments to the BDR that's covering the AE that owns that account so very easy we are not just just around robbing all these interesting moments that comes in but we're giving it to people who actually knows things about this specific account furthermore of course they can go in using engage you and Salesforce and they can see in the patch that they are covering what are some of the most engaged account today this week this month and so on and so forth the field sales team a hugely important engagement point also it's the account selection process where we work with them and of course we are constantly invited to the this is one of the other interesting thing that happens suddenly when you're doing these type of things when you're doing things in account that sales really care about they will start inviting you to their to their sales meetings which is very enlightening so that is where we really go over the territory with them we give them some sense for where the engagement is and of course we're also sending off email notification when an account is moving into what we would call a marketing qualified accounts it's not a marketing qualified leads but a marketing qualified accounts instead so we're doing all this we're using engagement data we're using how many people are engaged to qualify MQA but we still feel like there was something missing and this is something that we're gonna roll out this quarter we have 15 other data points that we want to bake into this concept of a marketing qualified account we'll be getting a lot of that from our relationship with Bambara and with ever string so in addition to whether they are engaged we'll go do the fit the deal size model is this a deal that's gonna move through the funnel relatively fast this an account that's currently looking at related things on other websites is it the right company size is it a company with the right tech stack and so on and so forth all right I'm down to my last minute I think just want to share this example with you so this is of course a a [Music] terminus ad and one thing that's really interesting when you are using a company's name two things can happen they'll either click on it or they will freak out we have had very few I think we've only had one example of people that would freak out but normally I've been around display ads for a long time and you will typically have a zero point zero nine percent click-through rate on these when we're dealing with with highly account based we can get upwards of two to three percent click-through rates on that and you all know what these these ads are costing it's really not a lot of money per thousands so it's a tremendous amount of engagement that you can get right behind here you will see the the Yuba flip resource page that we put together and this is also very interesting you can barely see this but we know through our relationship with discover wart that they're using tableau as their front end bi tool so naturally we are populating this resource page with a data sheet that tells how we work with tableau we know it's a very engaged account at this point so naturally we're trying to push them towards our free trial if it wasn't then we would have put in another offer there we know through our relationship with Bambara exactly what they are searching for and we know their level of interest out there so we found a customer success story that should resonate well with how they're thinking about data warehousing so that's why we're using data to populate these resource centers so we can maximize the engagement when a customer is finally hitting it all right we're doing a lot of these different things all the time free dimensional maila largely I just want to share with you how we're measuring ABM this is not a good slide but there's a lot in a beauty in it that I'm sure you will appreciate but this is just a sample from the eastern region where we are tracking sixteen hundred and thirty-five accounts and you can see leading up to the end of q2 or when when we finished acute q2 you can kind of see here we had three hundred and twenty eight non engaged accounts or unaware accounts accounts that hadn't done anything with us and then we had 731 aware accounts that means that they have opened our emails that been to our website and then we had three hundred and forty seven engaged accounts so they've actually consumed some of our content and then we had 169 highly engaged that helped so that's where we have against we have engagement across multiple departments and you can see how we are tracking so at the end of Q free just looking back on the last 90 days we performed a whole lot better there's now you know two hundred and twenty highly engaged accounts and 435 engaged accounts and so on and so forth so we need to put together some frameworks for measuring this and this is something that we're still experimenting with but you know just like it was the case when we did the old waterfall there has to be some service level agreements with the individual regions that you're servicing in terms of how many of the accounts you care about should we really generate awareness in engagement in high engagement in and so on so forth and that's something that we admittedly still working on but I think it clarifies what you do it clarifies how you add value so with that set thank you so much for your time [Applause] I'm hoping for a rousing addition of sheep for she's a jolly good fellow now that's okay no that was mortifying but thank you Eric for and all of you for those birthday wishes I am here to introduce our final session of the day which is so exciting but also so sad because this has been so wonderful this is our company's marketing pioneer panel and we have a couple illustrious marketers coming up to the stage first I'd like to welcome our moderator Justin Schreiber who's the vice president of marketing for LinkedIn sales and marketing solutions welcome next we have Tai Heath she is the agency and partner education lead here at LinkedIn Matt Amundsen the vp of marketing and sales development at ever string welcome max and last but not least rob is rat the CMO at DePaul tea [Applause] well it's great to be here and we get to talk about one of my favorite subjects which is account based marketing but I figured that just to set the tone we needed to set the bar very low so that we could exceed it so my question to start off is I want to know the worst marketing campaign that you have been subjected to and will build from there how does that sound so Rob maybe we start with you yeah sure so I've received some marketing where basically the personalized message was we sell to e-commerce companies like you unfortunately to Paul T is a b2b tech company so they basically just communicated we're not for you and you know get a lot of sales prospecting so you eliminate the company really early based on a poor communication like that look if you're selling sales marketing technology yeah that's problematic all right Matt can you beat that I think I can I get a lot of crap I'm sorry we could go on for yeah with this topic let's get it started yeah so for a long time my LinkedIn profile said I'll take meetings for cupcakes and so I got a lot of cupcakes which are not bad a shocking thing is how few people actually put their name on them like they I just get couple boxes of cupcake I it out and I'm like hey whoever sent these yes I'll take em which explains why you started a business on the side for a while of selling cupcakes yeah the second-hand cupcakes it was a big deal like a little side hustle thing but the worst thing that ever saw is actually there's a company that was sending pizza boxes and I mean take a look at me right like I got excited and what was inside was like an eight-and-a-half by 11 glossy of what their company did like no itzá a horrible bait-and-switch please don't do all right ty okay so I'm gonna be I'm gonna be nice cuz I get a lot of you gonna bring the worst elevator because I get a lot of bad marketing but it's just not memorable I'm just like delete like get rid of it put it in spam but most memorable for me was actually from and I'll give this agency a shout-out if they're listening if they get this square to marketing oh yeah very bet solid HubSpot diamond level partner award-winning sent a gift box I open the box inside the box is a jar of marshmallow fluff so get no hold on a second so everyone knows what that is right you make fluffernutter sandwiches with this and then inside of that was a card that said this is the last fluff you'll ever get from us it was pretty cool it was an invitation to partner and connect and I will never forget that so shout out to Mike Lieberman in the square - any any fluffernutter fans in the house raise your hand here yeah we got a few ok I'm gonna take it back down cuz we don't want to get we don't want to creep up too quickly here ok this actually happened to my brother who's an entrepreneur and he needed some telesales software and he was constantly being bombarded one particular company with campaigns that were we're talking about these mega accounts that they had closed case studies whatnot and of course he's a start-up so this means nothing to him they finally get him hooked though because they offer a free trial he calls up and he says I'm I want to talk to you about the free trial and literally he said I heard them cover up the phone they didn't even put me on mute and they go does anybody know about a free trial that we're running right now and there's like this this background noise and then they come back and the guy's thoroughly pull up perplexed he goes ah I don't know about the free trial but I can do an amazing deal for you if you're ready to deal today so of course my brother did not buy what ended up happening though is this became the story that he told that all of the the parties that he went to with all of the other entrepreneurs in Seattle and so not only did he have a bad experience but then all the entrepreneurs got to find out about his bad experience and so it spread like wildfire and what was initially one bad experience became you know snow balled over time which is interesting because we live in a day and age where you can't isolate those bad experiences anymore if you missed the mark then it's out for everyone to hear case in point is the unfortunate exchange with Travis at uber and maybe he was having a bad day maybe not but unfortunately the whole world knows about our errors and our mistakes you back that up by the fact that my brother this is turning into a stereotypical entrepreneurs story had just bought a Tesla and so this was the experience he had when he's buying his Tesla he walks in and they greet him at the door somehow they knew his name that's a little creepy but he personalized the car they told him exactly when the car was gonna be arriving he got status on his phone the car was delivered to his doorstep and then if anything went wrong they knew before he did they came and picked it up and brought him a loaner so the bar has been set at a completely different level and the challenge is that if companies aren't at the level of the best experience you've had then it doesn't matter because that's the new expectation so with that as a premise we're gonna talk about account based marketing and how to do all right now we wanted to mix it up a little bit and we knew this was the last session of the day pictures are always great pictures as they say are worth a thousand words so we have challenged our panelists here very talented to actually pick one picture that sums it all up what account Bart based marketing means to them are you guys ready yeah all right let's give this a shot first of all we're going with Ty Ty what does this picture have to do with a BM do you tell yes I will so I'm guessing that giving this audience many of you have seen at least one episode of Mad Men yes yes madmen hey so this is Peggy Olson she is my favorite character from Mad Men she's kind of an unsung heroine she gets the job done right and a lot of things have changed since the days of marketing and advertising during med and we're not going back to those those days but one thing has not changed and that's the importance of relationships so whether it was Lucky Strike kinds Campbell Soup the people of Mad Men were hyper focused on the accounts that mattered to them so they're very focused on building those relationships they wined them they dined them they drank all the whiskey they smoked all the cigars together and it made a difference and it's not just about knowing those accounts that you're involved with and building relationship with them it's also about as you've heard multiple times in the session building relationship with your salespeople so I think Mad Men is a really good reminder that it's important not just not to just invest in expanding relationship expanding the connections with those accounts digitally but to do that in real life as well so that's why I chose Mad Men and also have to acknowledge Sangram who has a really good blog post that sites Mad Men I always now use this as a way to explain account-based market in a very basic level it's about relationships and relationship expansion awesome all right good one - we're taking the bar way up you're always on you're always taking it up always take them to the next level okay here we go Matt do tell alright so if anybody else is like me you stay up really late watching strange late-night television like Tim and Eric awesome show great job and they have this sketch called the universe which is pretty famous it's got like 10 million views on YouTube and it's basically them pretending to be astrologers talking about how the universe was formed and trying to explain the universe in ways that have absolutely nothing to do with real science it's actually it's it's hilarious take my word for it and to me it feels a lot like a BM in its current format where there's a lot of confusion there's a lot of people who talk about things the right way but they don't actually know what they're talking about but they just get up here and they're very convincing not unlike I am right now all right we're gonna come back to that one we need you to set us straight Matt but before we do that rob has got to tell us more post-it notes going back to Brian this is a good a good theme for us through the day our post-it notes yeah I get the word of the most boring visual I think but what I was kind of getting at Craig talked a little earlier about AVM and strategy and that you have to have a strategy before you go through your target account list and before you decide what programs what measurements you have to have and at the end the day when you get your CEO and CEO or line where you're really aligning behind all this infrastructure and data process and the such it's ultimately about personalizing right it kind of goes to what's been talked about it's personalized about the company and then the people at the company and so that's really what you know well execute ABM strategy ultimately should deliver almost a one-to-one personal experience by company you know within by company by different buying centers in the company and so it really gets it back down to personalization if you have all the data have all the targeting all perfect but the message is the same message for everyone you've kind of only gotten 40% of your way there so you have to really start and think the whole process end-to-end and it's not just marketing right sales has to do it too if you are being targeted by a company you have one salesperson selling one set of products but that same company another one selling either the same product or different you think basically just told you that they're in a competent company you work with them so that's a part of it and so marketing sales really have to align in this and make sure that you're delivering that same personalized focused discussion across that whole experience marketing sales buying center company etc so great so good definition there of ABM in Matt I want to come back to you as well you said there are a lot of different definitions for ABM and a lot of confusion how would you define ABM then what's the right way to think about it yeah I mean I think it's a holistic business approach where your company is targeting another account and you're you're targeting it holistically I think a lot of people will target a company that's a great fit and then send a direct mail piece to the buyer and say well that's ABM ABM is all about encircling the the buying group right so that's that's going low it's going high it's executive - executive outreach and I think you know when you're doing a great job of targeting accounts and understanding you know things like CAC ratios and you know what the lifetime value of an account can be you can go that extra mile you can have CEO - CEO outreach so the way I define account based marketing is it's a holistic approach to targeting a an account holistically both low mid and high yep yep I actually I've been thinking about this definition as well I have a problem with the acronym I know we're at an ABM I think lovefest because we have the the logo it's in the logo but I personally have an issue with the term itself so account based marketing ABM two out of the three letters are a strikeout for me so first of all account you know I had an opportunity to call upon General Electric that's an account but you think about the diversity of businesses that live under the umbrella that we know is General Electric and I think Rob you put your finger on it there are buying buying centers and ultimately those buying centers make decisions about what to bring into an organization if we're not focused on buying centers even if we're focused at the account level we're missing the mark so to me the atomic unit really is about the buying Center and not the account and then the second letter in the acronym that I have a problem with is marketing because you think about what happened to my brother maybe marketing was on well marketing was off the point because they weren't shooting in the right campaigns but even if they were if it wasn't a joint sales and marketing effort then again there's a strike out so I think ultimately there needs to be a term that talks about buyer centers it needs to talk about sales and marketing and I think ABM is coming to represent that but maybe the term itself is a little bit behind the concept - I'd love your perspective on where in your mind ABM actually falls short mm-hmm yeah so we've been talking a lot about marketing and how marketing should help we've also been talking about sales I think we're marketing fall short is not necessarily thinking about how to bring in sales we've been talking a lot about sales and our heading alignment account based marketing is one side of the coin social selling is the other side of the coin so for those of you who haven't heard about social selling it is when you use social media insights to reach out to to nurture to build relationships sharing helpful thought leadership and engaging with prospective buyers our job as a marketer is to provide sales provide air cover provide content to support them in closing the sale and bringing that relationship along with social selling you have an army of salespeople that's ready to help make that content available to the buying committee so if you're not investing on the sales side as well and tapping into them a social selling you're really only engaging one side of that formula so you know I think with sales navigator for example LinkedIn product that's how sales people are going in and identifying accounts identifying people then those accounts to engage with and one of the things that we're testing at LinkedIn is the capacity for you to as a salesperson create saved account leads that a marketer can then go and target and so it's closing that loop and it's enabling the collaboration that I think we've talked about today but can't stress enough it's only one side of the coin if you're not also looking at how can I advance my social selling so hyper personalization is a theme a thread that runs both Rabia and social selling the notion that there's an individual on the other send on the other end of that communication and you've got to tailor what you're doing at that so let me follow up on that you know you go back to the days of door-to-door selling you had one person standing in front of one person and there was immediately an opportunity to have a rapport we can't do that anymore and I think it's not just about personalization but also being able to scale that at massive levels how would you take those tactics or techniques that you were just describing but apply them at large scale while still retaining the the level of personalization that's required yeah so I mean there are some really great examples of companies who have done this well and some of the insights that folks have shared today give you some sense of how to do that a couple things that I think lead to a strong account based marketing strategy along with sales involve first making sure that you are aligned first and foremost that you have agreement on what our counseling am I going after making sure that you have the stakeholder buy-in I think also then content is incredibly important so sales people provide tremendous voice of customer information right so if you're talking with salespeople if you're having stand-up meetings and aligning on the type of content what are the customer problems that's going to inform your content so you're taking salespeople along in that approach another thing to do is take the segmentation that a lot of people talked about today so for example a company that's done really well with account based marketing at LinkedIn Genesis came in with 10,000 accounts and they what they did is they had seven of those accounts focused on account based marketing they had 1,000 focus accounts and then maybe 9,000 or so saved accounts from the salespeople so they had a tiered approach they brought sales along with voice of customer to inform the content message and then you want to make sure that you're also testing and experimenting along the way so they had weekly meetings where they went back and checked and they were constantly optimizing and constantly learning from salespeople what are you hearing in the field and with that they're able to tweak the message so I think looking at how you do that at scale involve some work on the ground but then you have tools like the LinkedIn terminus integration you have sales navigator you have the what we're piloting with the saved accounts that's starting to inform the automation and collaboration with sales and marketing I'm glad you I'm glad you shared that point about the pyramid shape of a BM you have you have three tiers if you will the highest tier has the smallest number of accounts in it that's where your ultra personalized and ultra focused a mid tier and a bottom tier and so the intent is not every single account gets the same level of focus and attention but surely the top the top one was absolutely great so Robin I want to come back to a point that you made about this notion of sales marketing working together number one has that been a focus for you in your organization and if so what did you have to do to make that alignment happen and when you did what was the impact yeah so when I joined the company about three and a half years ago we didn't have a target account approach I prefer that say B I'm actually we didn't have that so one of the things the first things we did is you know I had like five strategic levers two of the five one was personalization one was target account by actually creating the target account list for sales you know using input from them and feedback from them but then ultimately programmer ties in it and getting their buy-in on that that really helped me align marketing in sales because it gives them trust that wow marketing is actually gonna focus their efforts on the same companies we agreed to focus on and then we built a database sunk that immediately from marquette at Salesforce etc so it really actually does a great job in aligning sales and marketing and getting building confidence and goodwill and from there really I mean Shannon's in the in the room she runs our APM program on the marketing side but I mean there's constant dialogue which in marketing ops sales ops sdrs inbound STRs out band SDR sales management myself our CRO excedrin so it really is a team-based effort there was just a chain an email chain earlier today about someone was talking to an influencer marketing network and they're like who are the customers that are in this influencer market and my customer marker jumped in went through a little database these are the five you know product marketing jumped it will make a slide on that we'll add this to this and that and so it's sales and marketing in real time engaging and without a target account approach we wouldn't add that type of trust and relationship and kind of collaboration so there's a collaborative effort between sales and marketing to target the accounts and then from there there's a cohesive strategy that comes out of it one of the one of the interesting experiments that I've done in a couple of different organs as a marketer and I remember I did this once we had a great year from a marketing perspective in terms of demand Jen hit all of our targets from a lead perspective and I was with a group of salespeople and I was really excited because finally we were gonna get our do and I said raise your hand if you got a lead from marketing this quarter nobody raised their hand and I said where all these leads going we had the best quarter ever and nobody got a lead and what I realized I've also had the chance to sell is that it's not so much that sales people aren't getting leads there's a different mindset and there's a different way to view the world in fact I joke around that marketers view the world as a funnel and salespeople view the world as a pipeline and they can't even agree on which direction or orientation their businesses is lining up so as a marketer you say you know you're waiting for a pat on the back for all these leads that you delivered and the salespeople are saying I have no leads so regardless of how effective the lead generation is and and how much that's being monetized I think there also needs to be a lot of direct interaction on issues that both sellers and marketers care about so account prioritization is one great example I've got a really pedestrian example as well in a world where content is king sales people oftentimes are very intimidated by social platforms because it means putting together a long-form blog post that means taking a lot of time organizing yourself writing and for a lot of salespeople they feel less comfortable in the written world than they do in the spoken world we ran an experiment at LinkedIn where we said these these sales professionals are having amazing conversations every day with experts in the field as they engage in in the daily selling process what if we had them record some of these conversations and so we invited them on your next call just record it pick a topic that you want to talk about record it and then send it to the marketing team we out sourced it and we got a long-form post coming back from the recording of that conversation which we then sent to the sales team and then the sellers took that maybe personalised a little bit with their own flavor language and they posted that on social media it was amazing the kind of reception that they got number one it was an authentic piece they felt like it had come from them because it was actually their interview number two it was incredibly easy for them and for us and number three it really showcased the fact that we were working together as partners added benefit for marketing we suddenly got to see all of these customers and prospects profile and screen them which was a great input from a case study perspective and also there are a number of speakers they came out of that because we could actually hear them talking and articulating points so I think there are a lot of opportunities like that based on things that we're already doing to find synergies and to to collaborate in that respect alright so Matt I'll come back to you now you had talked about this ambiguity around what ABM is you've obviously refined your thinking on the topic it's surely been a journey for you as it has for all of us if you were to go back in time and kind of rebuild the ABM strategies that you've been running or or maybe give advice to someone who's building an ABM strategy for the first time what advice would you give and where would you focus yeah so I mean one it's it's about jumping in and getting started I think a lot of people you know I think we're used to in in as marketers kind of testing and slowly rolling things out I think you you know Sangram talked about this during his speech you know you got to be brave you just got to go for it account selection I think is probably the trickiest part of the ABM maybe note overall the trickiest part but it's a it's a non-starter if you can't get it right so if you're nailing your account selection piece and you're saying yourself well hey like if I picked a hundred target accounts and they were all great and if I ran an ABM campaign and just one engaged with me then I'd be thrilled about that right these are all the accounts that we really want to sell to so if you start from that position then I think you're always in a great place because you know when you're running traditional demand gen if you're running you know program around an offer or you know come test out our product or come see us at a thing and you know if people raise their hand and say yes but if they're at a company that's not a good fit then none of that even mattered right and in fact it's actually detrimental to your business because it drives a deeper wedge between sales and marketing so you know when you're when you're running ABM campaigns or just even account centric campaigns where you're thinking about the accounts before you launch a campaign when you get results back and your sales team is like yes I really want to sell to this business they're a perfect fit for us that's really where the magic of ABM starts and I think for a lot of people they will you know just mail out a coffee mug or something like that to a group of confidence you know you know an unfortunate pizza box and and you know someone says yes and it's the wrong person and then your AES are like well what are you even doing this for right this just kind of feels like regular marketing but with a direct mail component so I think you know for people as one ABM isn't just about sending direct mailers I think a lot of people are kind of stuck in that place ABM is it's really about you know engaging with accounts that your sales people actually want to sell to and when you do that they will totally buy into it awesome Rob your last piece of advice on on aspiring account based marketers yeah the I think I think a lot of marketers look at ABM as a series of demand gen programs and just turning on a bunch of things that spend money and that focus on targeting countless building out your database really getting along with sales talking with sales about how you order straight this flow it's a lot of that stuff actually doesn't cost all that much money and wait to spend the money on the programmatic part once you got the kind of core middle piece so it's jumping in but jumping in in the right way where you have the infrastructure that when you're CEO says what's ROI on this you have an answer otherwise you can actually short fuse your whole long term maybe I'm strategy because you spent a lot of money and now the whole kind of initiatives tarnished a little bit so great all right ty last word bring it home hey yes I just want to underscore the point you made which was and the points to underscore away yes [Laughter] so seriously it's just jump in and get started I think that's the biggest takeaway is do something I think we're still in a space where we're in its early adopter phase where there's an opportunity for all of us as marketers to step in and kind of own a particular place with your ABM strategy so I think there's a lot of opportunity it's time to just jump in and get started as you're thinking about getting started make sure that you have the alignment the buy-in consider what are the limitations of your team so assess the strengths of your team and start to look at how do I close the gap in getting people up to speed find mentors within your team have weekly stand-ups to start sharing the knowledge around that if you need to start thinking about outsourcing to get started or hiring in Talent think about that but really the time to act is now because I don't know if you're agreeing I think we're still in this early adoption phase for account base Martineau time well Rob Matt and Ty thank you so much for your insights been a great panel great discussion and thank you to all of you for a great day and best of luck in your account based marketing efforts thank you [Applause] that was amazing so I'm gonna just wrap us up only another hour and a half I swear and we're out of here but just a couple things and I thought um thank you guys I think can we get them another round of applause that was pretty a great way to end the day so thank you I came away with a bunch today but there was a few that I thought were important first of all Justin who's our VP of Marketing hates I heart a BM so I'm sorry Justin we didn't get that approved by you two it's Liz's birthday on Wednesday so and let's not forget that and it's also Valentine's Day so do something nice for yourself as well as whoever else is in your life and the Olympics are super important I'm serious about this like I'm total geek about the Olympics but but there's a piece to the Olympics that brings everyone together and you know it's not always easy to do what we do the world is not an always easy place to live in but when we can find these beacons of light that help draw us together make us think about things outside of our own madness that's right here it's worthwhile so spend a little time doing that back to the conference we have drinks on the 17th floor and some food which I think everyone would be super excited about that in order to do that and join us out on the roof deck you have to go down to the lobby find a LinkedIn person they might have a pen or a LinkedIn thing and they're gonna escort you to the 17th floor if you don't do that someone's gonna tackle you and not let you into the building there's like yeah some goons over there I think might tackle you if you try and get by them but go down to 17th floor it'll be pretty obvious where you need to go the one thing that that's that came up over and over again was being brave and taking some intelligent risk it's a it's a fundamental principle here at LinkedIn as well taking intelligent risk knowing what you're doing with your marketing and going for it again in a reasonable way you don't want to blow up the building right but you want to be able to focus your efforts on what you're doing there's a bunch of companies here who can help you do it we can help you do it but you have to take that next step you have to be the ones who do something with this information so I hope you do I hope you go away think about this percolate have a few drinks just a few have some cheese not a lot and then think about think about everything we learned today and how we can bring it into our daily lives and thank you all to the incredible partner team who helped pulled this off and our speakers and panelists so thank you thank you all and there's a survey so please fill out this survey I mentioned there were drinks right so please fill out the survey on your way out so we can continue doing these and get better and better at them thank you very much have a great evening

Channel: LinkedIn Marketing Solutions

Views: 19,775

Keywords: linkedin, linkedin marketing solutions, social media, marketing, abm, account-based, account-based marketing, sales, LinkedIn, Terminus, TOPO, measurement, attribution, funnel, flip my funnel, Sangram Vajre, Craig Rosenberg, LMS, LSMS, people-based marketing, social selling, future of marketing, account list, buying committee, buyer committee, API, ad-tech

Id: Co22pd-mVlk

Length: 142min 26sec (8546 seconds)

Published: Tue Feb 20 2018