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Using Sales Triggers to Accelerate Account-Based Sales & Marketing Success
Bastiaan JanmaatCEODataFox@bastiaanjanmaat
Matt HeinzPresidentHeinz Marketing@HeinzMarketing
What We’ll Cover
1. Who should be doing ABM?
2. Keys to integrating w/sales
3. Case study: ABM gone wrong
4. How to use sales triggers for ABM
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What the hell is ABM?What is it? • “ABM coordinates personalized marketing and sales efforts to
land and expand named accounts.” - Jon Miller, Engagio• CAERI – Coverage, Awareness, Engagement, Reach, Impact
What it’s not: • Just another demand gen program• Something marketing can do in isolation without full sales
engagement
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Who should be doing ABM?Companies with :
1. Defined set of target accounts2. Deal sizes that make sense3. Aligned sales & marketing teams
If you can check the box on 1 & 2, then here’s how you get #3….
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Keys to integrating ABM with your sales team
1. Make sales an early partner & collaborator
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Keys to integrating ABM with your sales team
2. Work from common objectives & definitions
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Keys to integrating ABM with your sales team
3. Build and manage a common set of target lists
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Keys to integrating ABM with your sales team
4. Execute from a consolidated engagement plan
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Keys to integrating ABM with your sales team
5. Think in terms of macro and micro campaigns
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Keys to integrating ABM with your sales team
6. Develop shared data and insights
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Keys to integrating ABM with your sales team
7. Improve your content precision
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Keys to integrating ABM with your sales team
8. Practice the OODA Loop
You now have alignment, and marketing is providing air cover.
Now, how can sales be more effective with the use of personalized sales triggers?
After all, ABM is defined by personalization.
Raisednew
funding
New recruiting system
New Office
New insurance policies
Funding announcemen
t
100+ email calls sales &
Marketing
Too Many Sales Emails at the Wrong Time
May
June July
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Why are sales triggers important?
1. Buying process has changed
2. 112.5 billion business emails sent every day
3. Inside sales growing 3x vs outside sales
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Find leading indicators
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Which sales triggers are important?• New office location• SEC filings• Local media mentions (not
just TechCrunch)• Blog posts on certain
topics• Interviews of company
leaders
• Conference attendance• Spike in web traffic• Key hire / leadership
change• New product launch• Internal champion leaving
the company
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How can you automate trigger research?
Q & A
Bastiaan JanmaatCEODataFox@bastiaanjanmaat
Matt HeinzPresidentHeinz Marketing@HeinzMarketing
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