Episode Transcript
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You're listening to BB revenue acceleration,
a podcast dedicated helping software executives stay on
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the cutting edge of sales and marketing
in their industry. Let's get into the
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show. Hi, welcome to be
to beer of a new acceleration. My
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name is only am with you and
I'm mere today with LEANCHSCO from Demon base.
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How are you the end? I'm
doing very well. Thank you,
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Ray. Good. So today we
would be talking about operationalazing abm with in
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then data. But before we go
into details, can you please introduce yourself
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to our audience and there us more
about you and your roll Adamen Base?
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Yeah, sure, so I've been
a career long be to be marketer.
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I've been at demand base just coming
up for three years. I was actually
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a customer of demand basis before I
joined and I've been practicing a camp base
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marketing close to five years now.
But my role at demand base is it's
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a bit of everything. So I
am the only international marketer that covers a
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mere marketing. So I have everything. I'm involved in everything from pipeline generation
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to event management to PR branding awareness
and I do a lot of what we
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call market to marketer meeting. So
I actually work with a lot of our
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customers post event to actually go in
and help them figure out how to operationalize
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ABM in their organizations and how they
get started, and through two prospects as
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well. So teaching them about know
what is account base marketing, what are
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the benefits, how they get started, and also running our certification program as
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well. So making sure that people
really understand, know the strategy of ABM
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and how that can work within their
organization before that technology purchase. So I
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get involved in a variety of different
aspects at demand base. Okay, well,
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sounds very, very interesting and definitely
I can I can already feel that
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there is a lot of fixperson probably
lots of great story that you may have
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to show with us today. So
ABM is still a very hard to pick
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in the industry and we often know
about companies, while struggling to improve implement
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ABM programs, of give up in
ABM program and it's often should the difficulties
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of a laiming marketing serves development,
business development and getting everybody to walk together
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in some sort of unison to get
the ABM approach perfect. So the first
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question that have good for you is
all, can companies make sure that all
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departments are aligned to the program and
pussing post doing the same goods? Yeah,
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and that's definitely something that is really
common and what we hear. It's
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about getting that organization or alignment around
ABM and getting everybody on the same page.
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It's definitely a common challenge for a
lot of our clients and prospects as
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well, and it's really there's a
couple of key steps really to take to
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ensure that you're going to have it
successful ABM program or successful ABM initiatives at
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your company, and it's really making
sure that you're setting expectations and that first
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firstly starts with simplifying your approach.
Show you want to be able to connect
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your target accounts to revenue because at
the end of the day, ABM is
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all about, you know, marketing
to those accounts that have the highest propensity
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to buy. You know, it's
enabling market is to identify and target those
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accounts that are going to matter most. Once you've got that kind of idea
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in terms of the right accounts to
target. But the next key step is
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really knowing who's on your team and
actually building that no, ABM leadership a
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lions team or whatever you may call
it, but that's actually made up of
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a number of different functions. So
it's not just sales and marketing. They
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would definitely be on that team,
but it will be sales and marketing plus
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operations to make sure that you've actually
got the right, you know, technology
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in place or that your existing technology
is going to be able to report on
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an account level, your customer success
team as well. That's really key because
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you might want to start with your
customers first as your first kind of an
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a ABM program so making sure that
you're working closely with your customer success team
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and also your finance team as well, and they're really going to help you
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figure out your kind of pipeline goals
based on your current close rates at your
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organization, but things like your average
deal size, how long the your sales
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cycle is, and that's going to
help you figure out how many target accounts
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you need based on those close rates
for each of your sales reps as well.
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So having those five key departments and
leaders from those departments is really key
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to success. Okay, and from
your explains, which one of this function
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tends to be the most difficult to
getting terrorists from or to get on site.
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I think generally it's the sales team
and because that, they seem to
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be the ones that are for a
couple of reasons, so that they are
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very driven historically on leads and volume
of lead. So you know, we've
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got to have as many leads as
we can to fill the top of the
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funnel and start filling their pipeline.
Obviously, in an account based marketing world
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that number of leads is actually going
to be less because you're focusing on fewer
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accounts. There's going to be less
leads, but the leads that you're actually
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giving your sales team are going to
be more qualified, they're going to be
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a better fit for your company,
they're going to be knowing those buying signals
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and therefore they've got a much higher
chance of actually closing that. So I
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think that was that's one of the
reasons. there. It may be that
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sales persons being involved in ABM program
either at that company before or at a
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previous company, and hasn't had a
good experience as well. So you definitely
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get the most kind of naysayers in
a sales chain, and so my advice
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to that is you know, if
you get somebody that really isn't brought into
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ABM, pick the sales team and
BOS that are mobile into it and maybe
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have a pilot program and test it
with those folks and then once she starts
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seeing success, as we know,
salespeople are a naturally very competitive, so
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they see somebody else having success and
they're going to want a piece of that
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Pie as well. Yeah, and
that makes sense. We often see that
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as well, even for our services, where we may want to pick a
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couple of salespeople first people. It's
really on those on the value we can
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deliver and mbrace it, but also
on the stone that they will be not
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just a spectator of what's opening but
someone else will need to contribute and supporters
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in doing what we need. So
you know it's a contributor. was under
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someone was looking at the action,
so probably appreciate what you're saying. I
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guess I was a leading question because
I saw you would cover up with cells.
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There you go. So there is
a lot of actions, elements and
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you know, some from different type
of sides, salts and tact equal strategy
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that can be part of an or
maybe m complex with it's a lot of
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little cogs and bigger cogs getting all
together to actually make it walk. And
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so I guess I've got to double
type of question for you here, which
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is what does the successful ABM compaign
looks like? And also could you please
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show some Mike Zam pall of that
with our audience? Yeah, so I
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think that there's lots of different kind
of successes as well and and it really
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depends on, suppose, what the
overall objective of baby m program is for
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a company. So it may be
that you're starting with your customers as your
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first kind of segment and you want
to test an ABM campaign with them,
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and so the company objective might be
around, you know, increasing your net
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pretension rates or perhaps things like your
network promoter score, you know, overall
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customer satisfaction. So we see a
lot of our customers actually start with their
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clients first because they know those those
accounts, they've got existing relationships with those
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accounts and they're they're putting more kind
of emphasis into making sure that their customers
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are happy. So I think just
from an ABM standpoint, that would be
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things like, you know, increasing
the communication, making it more personalized,
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based on potentially if there's you know
and renewal coming up. Just checking in,
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working with your customer success team,
making sure that customers set up for
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success. It might even be,
you know what, from once they're a
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new customer, making sure that that
customer on boarding experience is is really positive.
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So it might be that you send
them a gift. So at demand
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basis, is what we actually do
with our our own customers. We send
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them a send them a nice little
welcome gift. They'll have certain emails from
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their customer success team welcoming them them
on board and making sure that they've got
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access to all of the right product
information and training. We also offer an
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ABM certification so that make sure that
people have got their kind of ADM strategy
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in place for so that they know
kind of what their key goals are aligned
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around. And then just those regular
check ins throughout the year. It's not
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just all you know, this custom
is going to renew in two months right,
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let's make sure that we start calling
them and having meetings. It's that
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regular cadence with them and even inviting
them to things like the IP events or
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but maybe you have like a customer
drinks dinner or customer dinner and drinks throughout
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the year. So I think that
that those kinds of things really really help
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as well, which just showing them
a bit of love essentially. Okay.
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So, yes, it's basically almost
like a Mooly, keep touched, pape
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off knowledge, bring a project egg
existing customer miles and making sures you involved
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them. If you give them a
blood farm to speak to you, absolutely.
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And then, I think from a
press prospect perspective, it's really about
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kind of engaging them at the right
time in the buyer journey and you can
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use intent data to do that and
think we'll probably talk a little bit more
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about that a little bit later on, but I think it's just about,
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you know, identifying those right accounts
that are shown those intense signals and engaging
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them with content that's relevant to them. So with they're looking or researching on
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a particular key words, you would
get insight into that if you're using intent
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based technology. And then it's putting
them content that's related to that as well.
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So making sure that you've got those, you know, multitouch points again
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throughout that sales cycle and it's and
it's getting that information that you're getting as
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a market tear through that intent data
in the hands of your sales team and
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your SDR team as well, so
you're actually guiding them to say, from
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an account selection perspective, these are
the accounts that are showing these buying signals,
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so these are the ones that you
should be focusing on. But actually,
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a side of that, once you've
started to engage with them, it's
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it's been keeping the the sales team
involved in that seal circle and saying,
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well, this is where they're sharing. You know that they're looking like key
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words on this the activity that they're
showing on our website, but also off
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our website. We can understand all
of that so that they're outreach becomes much
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more personalized as well and they're hitting
them at the right time in the buying
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cycle. So let's spick about inten
data now. Actually I think it's a
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good frontesting bridge to man x question. So I experience with inten data,
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we just think is absolutely fantastic,
you know, because we are in the
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business of prospecting or about for business, but everything that we do is are
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on prospecting. But a good part
of what we do is are on prospecting.
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And when you're prospecting, which people
are actually in the process of looking
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for something. It's much as Yah, it's much easier and you can get
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better return and all that. However, we've seen not some reticence, but
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I guess you know, it's kind
of a rich person problem. And when
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you get all those tools in yours
and all such as intend data and no
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orbits and pieces for your ABM approach, we still see internal teams sometimes complaining
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and so yeah, well, you
know, I've got information from intent data,
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but I was afread the right person, etcter, etc. Which is
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which is driving us inside, because
you know, if at least you know
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that something is going on, do
your job. Turn that into a detective
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boat type of approach. Go and
find the right people. You know the
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right person, I would be just
go and speak to them if you had
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something is going on. So when
his research in someone is using your keywords,
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consuming your keywords, looking at your
competition, do something. Don't just
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wait for marketing to give you the
perfect empulea or don't even don't wait for
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the men base to actually sell for
you because ultimately, I think, is
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that the case? You don't need
is a BEDR team or sells team.
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You know and marketing with plositive directly. So that's a long introduction to my
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index question, which is around the
guess if I was to to get each
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other and say how can you operationalize
abm successfully using intend data and get people
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to join the dots between the different
element of information you will provide them and
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scale that up. Yeah, so
I think there's a couple of different ways
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that marketing teams are using intent data
today. So it goes back to that
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the earlier points that I made around
starting at that identification of those best target
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accounts. So initially it's helping that
marketing team work with sales to say,
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okay, you've got a given us
your target account list. So that's one
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one aspect. But actually are they
share are they showing any buying signals?
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What does the intent data look like
if they're showing any at all? But
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it will also help surface additional accounts
that weren't on their target account this but
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meet your idle customer profile. So
it gives them that the best target accounts
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to actually target and then you can
actually target the real buying team as well.
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So we know at demand base that
we're targeting. You know market is.
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So I think most organizations are going
to know kind of what job functions
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and job roles make up that buying
committee. So you're actually then getting that
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intent data and I think a great
way of operationalizing it is actually making sure
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that that data is is actionable.
So you're going to that intent data,
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but what is the next steps?
So you would look at okay, what
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are those accounts currently doing across my
website? Are they even visiting my website
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at all? For those that are
not, then the next best step for
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that with the actually let's put those
accounts into an account based advertising campaign and
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we want to target those high intent
users that are searching on those keywords with,
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you know, relevant messaging that's going
to hit their at that stage in
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the buying cycle and it's going to
be delivered to them in contextually relevant places.
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So we we're targeting a financial services
company as an example. We're going
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to Pake our adverts on you know
Financial Times so that those folks that are
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looking in those areas are going to
be served with with those ads and then
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once we actually get them back to
our website, we just want to make
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sure that that experience is really personalized
to them. You might have a ton
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of great content, you might have
some lots of, you know, industry
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specific content, but if people actually
have to search for that when they come
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to your website, what we see
happen more often than not this people get
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frustrated because they can't find the content
within a few kind of seconds and then
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they'll leave your website. So it's
actually utilizing things such as that intent data,
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but alongside IP recognition technology, to
actually identify that it's a financial services
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account that's coming to your website,
so that when they hit the home page
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they're actually greeted with financial services messaging. It might pus them imagery that's related
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to financial services or a specific white
paper or a case study that's going to,
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you know, talk to their kind
of needs as well. So I
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think calling that out and just getting
a better experience for that account it's much
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more likely to get them to that
form fill stage, which is where they
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then, you know, identify themselves
to you as an individual and they give
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you that concern sent in your sales
team can follow up with that person.
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But before they're actually getting to that
home field stage, it's just making sure
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that you're giving those buying signals to
your sales team so you can actually share
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these are at the specific he was
that they're searching on, this is the
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specific content that they're consuming on and
off our website. Then this is how
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they're engaging with our ads as well, that we can actually work with our
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sales team to make sure that the
minute that account comes to our website,
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they're actually getting notifications in real time
and we're delivering that where the sales team
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are actually working. So we're not
expecting them to log into the moon based
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platform. We're actually you know,
we know sales people are pretty lazy by
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nature and they need a lot of
spoon feeding. But will actually deliver that
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through their email account, through slack, which we use as are as our
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chattel, and directly into their sales
force, instance, at that account level,
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so they're getting that insight actually where
they're working. Then they can do
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that outreach themselves or perhaps work with
their str to do that outreaching and put
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together a, you know, a
nice email that's personalized, or perhaps pick
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up the phone and have that conversation. Okay, well, it's film was
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very, very poor, awful.
So thanks for ely and and I really
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appreciate your claim and insight with the
under the your friend questioned. As to
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now, if anyone wants to connect
with you, lawn, more, Bodiam
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00:16:56.129 --> 00:17:00.049
and base, pick your brain up
or on a specific subject motor related to
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intended are Abum, what is the
best way to get to one of you?
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00:17:04.359 --> 00:17:07.359
YEA, so a couple of different
channels. I'm pretty at said,
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across social media. So I do
have a twitter account as well. So
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00:17:12.720 --> 00:17:18.910
it's Lean Moya and I are eight
four. That's my twitter handle. Or
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00:17:18.990 --> 00:17:22.829
you can find me at Linkedin,
which is just to confuse people in my
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00:17:22.910 --> 00:17:26.509
married name, so lean CHESSCO,
or they can email me through my damm
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00:17:26.549 --> 00:17:30.819
based email, which is l Chessco
at Damon Bascom, and I'll be happy
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to answer any questions you may have
around a BM, intense data, anything
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00:17:36.460 --> 00:17:38.380
like that, well as great many
things. Once again, Leanne, he
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was great to have you to the
mlishaw great. Thank you. operatics has
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00:17:45.009 --> 00:17:51.849
redefined the meaning of revenue generation for
technology companies worldwide. While the traditional concepts
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00:17:51.890 --> 00:17:56.289
of building and managing inside sales teams
inhouse has existed for many years, companies
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00:17:56.329 --> 00:18:02.519
are struggling with a lack of focus, agility and scale required in today's fast
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00:18:02.680 --> 00:18:07.799
and complex world of enterprise technology,
sales see O operatics can help your company
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00:18:07.839 --> 00:18:15.990
accelerate pipeline at operatics dotnet. You've
been listening to BEDB revenue acceleration. To
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00:18:15.069 --> 00:18:18.589
ensure that you never miss an episode, subscribe to the show in your favorite
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podcast player. Thank you so much
for listening. Until next time.
