ABM Course 1 (1).pdf

Summary: In today's webinar, we're delving into the operational approach to executing account-based workflows, focusing on how to set up sales to execute these workflows effectively. We'll cover the basics of account-based marketing (ABM) and its effectiveness, aligning sales and marketing strategie...

Summary: In today's webinar, we're delving into the operational approach to executing account-based workflows, focusing on how to set up sales to execute these workflows effectively. We'll cover the basics of account-based marketing (ABM) and its effectiveness, aligning sales and marketing strategies, segmenting accounts and prospects, and executing ABM strategies within SalesLoft. Additionally, we'll discuss measuring ABM efforts and provide tips for successful ABM strategy implementation. This conversation delves into strategies for implementing an effective outreach cadence, particularly in the context of Account-Based Marketing (ABM). It discusses the importance of both direct and indirect approaches, tiered account structures, and personalized messaging for different tiers of accounts. The conversation also touches on automation rules, task execution, and the role of collaboration between sales and marketing teams in ABM strategies. The importance of working with marketing to identify tier one accounts is emphasized. The focus is on a highly selective and strategic approach for these top-tier accounts, rather than a broad strategy covering all accounts. Incorporating 15 to 16 touches in outreach, including various channels like emails, calls, social media, videos, etc., is highlighted. The discussion extends to the need for a long-term strategy involving 40 to 50 touch points, encompassing both marketing and sales efforts. Different tiers of accounts require different cadence frameworks, with higher tiers demanding more personalized approaches. The importance of aligning sales and marketing strategies, leveraging analytics for decision-making, and fostering user adoption through proactive support and alignment meetings is emphasized. Introduction: Setting the Stage Thank you all for joining our webinar today! Before we dive in, a few housekeeping items: the session is being recorded, slides and resources will be emailed within 48 hours, and feel free to ask questions throughout. I'm Lindsey Murphy, Senior Customer Success Manager at SalesLoft, joined by Patricia from RevShop. Understanding Account-Based Marketing (ABM) ABM is a collaborative strategy aligning sales and marketing to target specific accounts with tailored approaches. It enhances buyer experience, boosts win rates, and increases ROI. SalesLoft's Role in Account-Based Marketing SalesLoft serves as the system of action for engaging with targeted accounts. We'll focus on executing ABM strategies within SalesLoft, particularly the prospecting efforts towards predetermined accounts. The Importance of Operational Approach ABM's success hinges on operational efficiency. We'll cover how to segment accounts effectively, locate and organize them within SalesLoft, and take action based on tiers and personas. Segmentation: Know Your Accounts Segmentation is crucial for ABM success. Determine tiers based on customer pain points, size, and fit. Collaborate with marketing to refine targeting strategies. Setting Up Operations in SalesLoft SalesLoft seamlessly integrates with CRM systems like Salesforce, syncing account tiers and other relevant data. Configure fields, tags, and saved views to streamline operations. Addressing Common Challenges We'll address common challenges such as preventing personal emails from skewing account data and ensuring clean data importation. Direct and Indirect Approach Strategy Since the current cadence functionality lacks specific ABM features, the conversation suggests employing direct and indirect approaches. This involves targeting decision-makers or specific personas directly, while also incorporating additional contacts from the same account into an indirect cadence. The messaging in these cadences references other individuals within the account to expand reach and engagement. Retrieving and Segmenting Prospects The discussion moves on to retrieving and segmenting prospects within targeted accounts. It emphasizes the importance of understanding the hierarchy and job roles within accounts, utilizing job seniority or custom tags for segmentation. Automation rules can then be applied to auto-tag prospects and route them to appropriate cadences based on their tier and persona. Automation Rules and Collaboration Automation rules play a crucial role in streamlining workflow and ensuring prospects are appropriately categorized and engaged. Examples include auto-tagging, auto-routing prospects based on tier and title, and syncing information with CRM systems like Salesforce. Collaboration between sales and marketing teams is highlighted as essential for aligning ABM strategies and ensuring cohesive outreach efforts. Cadence Frameworks and Strategy The conversation outlines different cadence frameworks tailored to the tiered approach of ABM. Tier 1 accounts receive highly customized, high-touch cadences, while tier 3 accounts may rely more on automation for outreach. It emphasizes the importance of engaging multiple contacts within target accounts and encourages creativity in outreach methods to drive collaboration and conversation within buying teams. Creative Outreach and Value Proposition Examples of creative outreach methods are shared, such as sending personalized gifts or organizing events that require collaboration among buying team members. The discussion underscores the value proposition in ABM strategies, where personalized and strategic outreach efforts justify the investment in breaking into key accounts. Collaboration with marketing helps identify tier 1 accounts and facilitates creative and impactful outreach efforts. Working with Marketing for Tier One Account Identification It's crucial to collaborate closely with marketing to pinpoint tier one accounts, focusing on a highly selective and strategic approach. Incorporating 15-16 Touches in Outreach Outreach strategies should encompass 15 to 16 touches, leveraging various channels beyond traditional emails and calls, including social media, videos, and more. Long-Term Strategy with 40-50 Touch Points A long-term strategy involving 40 to 50 touch points, covering both marketing and sales efforts, is essential for sustained engagement. Different Cadence Frameworks for Different Tiers Tailored cadence frameworks are required for different tiers of accounts, with higher tiers demanding more personalized approaches. Aligning Sales and Marketing Strategies Alignment between sales and marketing strategies is critical for effective ABM, ensuring cohesive messaging and targeting across departments. Leveraging Analytics for Decision-Making Data-driven decisions, supported by analytics, are essential for optimizing cadence structures and frameworks. Fostering User Adoption and Alignment Proactive support and alignment meetings are crucial for fostering user adoption and ensuring alignment between teams. https://www.salesloft.com/salesloft-u/lesson/how-to-set-up-salesloft-to-execute-account-based-w orkflows/ Everyone thank you so much for joining our webinar today I know how to set up sales to execute account-based workflows moment but a few housekeeping items of course today session is being recorded all the slides along with some additional just resources that we talk about today are getting ended up in your inbox within 48 hours so few friends that have signed up and keep in mind for any webinar you sign up for in case you're not able to attend on the day of you'll get all those resources anyway so sign up for as many as you possibly can and then we're gonna keep this you know as almost casual and open as possible so questions please keep them coming in we're going to take a couple breaks throughout the webinar so we'll have a moment or two here and there to answer some questions so please ask things come up please throw them in and I'll be monitoring the Q&A box so please use the Q&A box over the chat boxes the little easier for us to manage the order in which questions come into but anyway my name is Lindsey Murphy I'm a senior customer success manager here sales loft I'm in our well on two miles from our Atlanta office at our headquarters in Atlanta and really I've just been I think for me personally I've been tackling tons of account-based questions for a while and really what we've asked Patricia to come in today is talk about specifically and operational approach to account-based workflows and whereas we're gonna assume you know a lot about what it is we're going to go through some basics the Patricia is going to get into how you execute execute those specifically over to you as co-founder rupshop introduce yourself for joining us today for your ABM strategy I am the co-founder at rev shop we are partner very closely with on a couple customer accounts so it's awesome to take team that's webinar today and red shop is really a strategic partner for filled loft customers to make sure that you're getting the most out of the platform the operations and Foundation is set up your cadence messaging is you know it's refreshed modernized and optimized and also the training aspect making sure you're end-users and your admins you know exactly the intent out to the tools and how to use it best to execute their key activity so super Assuming we already know a lot about ABM and abs but quick high level and why it's so effective and then we'll look at this from a sales off to perspective so what does that workflow look like and how do we set it up how do you segment out your account and also your prospect and then once those are determined how do we tear out arcadences or our investing strategy to support that ABM motion and then once everything is in order how do we measure our ABM and our abs efforts to make sure that what we're doing is effective and then lastly we'll leave with a couple tips and tricks on how to roll out this ABM strategy and sales loft successfully all right so what is ABM really quick high level ABM is really a cohesive collaborative strategy that you want to work really closely with marketing on to determine who your companies or your top accounts are to then take a almost like every account is its own market and you're gonna have a really strategic approach and tailored approach to that company in that account right so you really want to align sales and marketing when you're doing this planning to determine our ideas our top tier accounts our mid-tier or low tier what's the strategy to go after this particular account what's the use case you know what is the type of retargeting strategy or the ads that we're going to place in front of them and how does that match with the messaging that we're providing in sales wealth right so it's a very cohesive and cross department strategy so where does sales loft and the sales team are like fit into a calf based marketing we're going to jump into actually abs right so that's really what we're talking about today because sales walked into your system of action and that's where we're engaging with where the sales where your sales folks are really engaging most with these accounts so we're really talking about abs today and so that motion is really the prospecting efforts to Ward these predetermined accounts that we've selected really closely with marketing right rather than thinking hey I've got my list of prospects I'm going to just go after these prospects maybe I tier that tear out my prospect efforts now we're looking at this holistically from the accounts right so I've got my cherry pick top accounts I've got my mid-markets that are I've got my low tier account so that holistic approach and wanted to take a quick step back and talk about why we set up a count based sales and why is this this relevant Specific approach right and so when we when marketing and sales does adopt this account-based marketing account based strategy we see overall win rates overall a higher customer lifetime value and an increased Roi right and we really think about why we're our messages super tailored alright we're being very strategic about the account research that we're doing that's highly personalized across channel across department and the tails and the content is super super tail aren't so it's improving that overall buying experience all right so let's get into the fun and more of the operational piece here for that abs or flow and then next five slides and really the rest of this this webinar today will be covering how do you actually segment out your your tier to count and how do you look locate them and organize them in sales loft and then once those accounts are determined and located how do we retrieve the right people at those tier accounts and once we find those people how do we segment then within those within those different personas and then it lastly how do we take action so how do we add them to the right ABM specific cadences to support that that tier account motion I think this is where we're going to get into the real operational piece of it how to use it directly in sales loft and steering you between how you really tie in your CRM with sales often incorporate your tears that you've already set up in Salesforce or whatever CRM you're using and incorporate those into the workflows for your reps so if you have any questions about these please bring them in because we're going to get not technical but operational we'll say I can get into that so please keep them coming awesome so really high level just wanted to show this visual and all the things that we're considering as a wrap writer as an end user when I'm about to Prospect into my accounts if I'm going this account based strategy so let's say we've got one account we've got blue bottle coffee here live in San Francisco it was my favorite coffee spot of all time if it's still there but anyway so there's a couple different things to consider here for our accounts right is it an existing customer so this isn't always just net new account this could be an expansion play as well right so this ABM model or ads model could be existing customers so isn't an existing yes or no and if so what are we looking at in terms of rpoc and what this current who's the current department that we're working with what are the strengths and weaknesses within that department but also other departments as well how are we going to tackle this who are the other personas that we need to engage with how do we provide some intros right and then what is the marketing strategy as well to align with this with this expansion upseller cross cell motion right if it's not an existing customer then we'll take that outbound approach as well and this is where we'll Focus a lot today so we've got a new account some of these you know components a research that we're going to be doing it's gonna help us determine the tearing and get into that next year so things like their tech stack their initiatives right if they're public company there's a lot of really great information about their initiatives and their challenges what is the competitive market do you have any customers you know current customers that are in the same industry or space any old activity holds opportunities that may have come up within that account and then any executive connection right is are we going to take a talk down approach or we're going to take a bottom up approach do we have the right messaging and marketing strategy to support visual here it almost gives you that intentional approach and it's very specific and strategic to those actions you're going to take so I would say if your customer line you don't have something like this take the time to build out what this would look like for your specific company or early not a partner of course to assist with that but I think this is a great thing and just an exercise for you to do in partnering with your marketing team as well segmentation so before you operationalize this the first part is really segment to know your calculate closely with marketing on this and cherry pick what the counsel and the strategy is to go a couple things to think about if you're just getting Do they have what are their pain points what are they trying to accomplish as a company right now so all of these things are really going to help you determine those buckets depending on you know where where your current customers are too so there's almost two approaches to this and you can really take either a top down approach which is what we're just talking about there looking at your current customer base and then working down from there right where are the closest matches to our best customers what I was learning history their company size and getting to that top five percent who are our tier ones right or we could also do a bottom up approach more segmenting on our counts if we have more of a transactional sale or a really large total adjustable market this top or this bottom up approach is let's look at all the possible accounts right it's more of a broad approach who is the potential fit and then working our way up to Cherry pick that that top five percent so Len damature if you want to talk a little bit about this either but sales locked specifically runs an ABM strategy and they took that bottom up approach because they've got a very large adjustable total adjustable market they looked at things like pomegraphic data technographic data any company with a certain size that had a CRM and that had a marketing automation tool right so just that an example of exactly how sales and some things to to consider when you're tearing out your accounts yeah and we start with tearing from there and then from there we then grow into personas and then we target specific people within that based on their personas so it's we start with the groundwork of tearing them and then move into those different strategies I think that's a good way to bring it home yeah and one thing too I'll mention here excuse me it's more to things to consider for how many accounts are actually in your top five versus your top 25 and so on and again working really close with marketing on this to say help what is the marketing spent for our top tier accounts how many are there total and then you know what's the spend per account that we're really we're really after here and then can determine how many tier one account all of your reps will get right hey we've got you know 15 total that were really really gonna cherry pick and we're really going to you know we have x amount of marking spend for these top tier accounts that means we've got you know about two or three for each of our reps so something to think about there when when you're looking at your tier ones all right so once they've been segmented now let's talk about setting up the operations and sales loft to support this this account based notion so we want to look at both the accounts and then once they said we want to Prospects within those accounts to target we did get one question it was from Michael and it was regarding importing people just I'm not sure if you can view it as well but he studies running into I think just usability issues when it comes to just getting those those people specifically in the sales loft for example I have 40 target accounts for a salesperson with four to six prospects each and he's asking specifically about how do I import them and get them into sales off to make it easy to then at the McCain's and action them and Mike I mean I've got some I'd love to learn about how you're actually doing this and what that setup is there are some easier ways than going of course person by person of course you can go account by account and pull them in but there are different reports that you could potentially build in Salesforce to just take all of your main people that you're targeting for each account and import them and add them from that way and of course we definitely recommend going from Salesforce to then salesoft it's clean and make sure everything is targeted but once you do that motion to pull them an important sales loft that should be kind of the main admin heavy lifting piece of it so maybe it might be worthwhile Mike if we can take some time offline or work with our success team or email us at success salesoft.com to understand what's the best way for your team to actually get people in sales lock because I'm wondering if this is the most efficient method and then maybe at the end of this if we can send out some more resources on just how to import people and make it easier for you I don't know if Patricia if you had anything else to add on that point yeah that's a great question Michael and there's almost there are so many different ways to actually import prospects and accounts into salesoft and to lend some point the more strategic you can be about doing it in Fall instead of going one by one is always recommended so looking at the actual report of you know all the all your accounts and then those profits like those accounts and then pulling that into sales lock is typically what what we recommend so that bulk action to get them in there but also we'll cover it here just a couple slides but really making sure that you've set up the account management in sales off correctly so that when you pull in prospects let's say you pull in 10 props back you have the right settings in place that says what happens when there's no company attached right or is it going to create a new account or then I'm going to tie it up search for that matching between prospects and accounts based on their domain or their company name so just making sure that you have the right settings under account management might go as well yeah that's fantastic and I was just thinking of that I remembered we're covering it in this slides so and then Andrew wrote in sending just more information around best practices to bulk move people in the Salesforce from sales or sales walk from Salesforce and I I hate I almost take the word bulk I want you to be very specific against your teaching about who you're taking in your adding but I understand what you mean about both move we want to make sure everyone that you want to be targeting is living in sales often then you can action those from there so let's jump right into the next few steps and then I've made a note too just to send more best practices around how to get people in a sales loft cleanly and make sure every action that your reps are taking whether it's activities those are all flowing cleanly and sticking back into Salesforce domain and talk about this one whole lot to run with it so wanted to talk about tearing accounts and how to think about tearing them and both in your sales but we're gonna assume right now that you have some tears set up in your mind I did want to share what this looks like in sales off so with our CRM sync anything account-based for teams or bidirectionally can sync from yourself Force Two sales loss so as you have to your setup in Salesforce or your CRM we can bidirectionally speak those back and forth and that information into sales loft in a moment Patricia is going to talk about how you actually those tier 1 tier two tier three but really they can be called anything it can be to your abc or account ABC whatever it needs to be but essentially the key is we can take what you already have set up in Salesforce and mimic that and reflect that in sales lock and has changes are made in sales loft and vice versa of course with the bidirectional sync we can make updates so want to call that out and then on the next slide we'll go into more of those details about how to Action it but I have linked this tier one account based knowledge base article in this top left hand corner so you need more information about setting up field mappings and sales that's where you can find more information on that in this deck yeah awesome thanks Lindsay so the tears are really the beginning or the Foundation of this whole strategy in sales off right so we've determined what they are pretty closely with marketing we have a specific field on our CRM that says what tier it is and we've tied that information so it syncs to sales loft and we've tiered these accounts specifically A setting to definitely implement upfront before we begin this strategy so that everything else all of the filtering all of the saved views and everything kind of stems from that tearing approach so you'll notice here you can look at your tier so if I want to go after my tier ones and choose I can select the tier and then un brand new feature that is really really awesome if you haven't explored yet on the account side is adding a custom filter as well so if there's anything else that is you know either a standard field or a custom field that is also something you like to filter down further into besides just the tier right you can add that custom filtering as well so is it good current customer zero a specific data point technology you know from a graphic or technographic data up cell opportunity right are there at specific Fields that are unique to your organization that you want to further filter by you can add them right at this point and then another really cool feature of Phil walk I don't really think it's utilized as much as it could be is the same views so it's just like when you're you're shopping and you add some stuff to your cart and you forget about it and you come back it's still all in your cart so it's the same sort of thing that just helps make your workflow a lot easier you can save your top tier of your low tier views or if you do a really basically like the report you build and Salesforce right okay these are the tears these are the criteria let me set it up so I've got my list of accounts to go to work from and I can always revisit that same saved you so you'll notice here we saved my tier 1 into your two accounts and then I can only just go in and it'll be there in the dropdown yeah I love that because I think it's worth noting to you can also do this on the person page so if you're you're on the people page within sales off you can also save different views and if you want to look at certain filters you maybe your partnering and SDR you two are working together you can store by looking at all accounts or excuse me all people that are owned by the two of you and guys where you can do the same with these filters as well so I love that point so just calling out a couple of the top account features to set up for this for the strategy right and we talked a little bit about the field configuration and the account here right and so what Fields are specific to ABM maybe there are Fields that marketing is you're sharing with marketing they're building reporting off of those right to know for example maybe check box to say that a certain strategy is been activated whatever that looks like if you're sharing any any types of Fields or you have any you know custom data points that you want to pull into sales lock have for context and research or even pulling into messaging you can do that on the account level here under field configuration and then those tiers one two three ABC and then tagging and saved views like we said right so you can save your views but also are there any specific tags since we can also sort and filter by tags anything that you want to group together on to be able to pull up any given time an interesting one to to set up the account stages so usually we see you know lead statuses contact stages but Phil f***** allows you to set up and build account stages and if those are in place especially if you're running an ABM strategy to know what the status is on that account level you can build some really cool automation rules around that account stage to impact the prospects or personas within that account as well so having a look at account state to is really beneficial here on the account management side Patricia we had a question how do you keep gmails and free mails and other things from lumping into your accounts and maybe the wrong email addresses personal almost personally email address is showing up in your accounts are creating accounts I think I understand the question correctly there's a domain exclusion so I maybe I'm trying to I'm understanding as well I think what they're asking is you know if you're importing different people and all of a sudden someone who should be associated with an account has a Gmail address and then therefore maybe creates a separate Gmail account or they don't get associated correctly to the account this is where you can tweak your settings within account management of course best practice is do a good job scrubbing that account making sure that Gmail isn't associated you can add secondary addresses another information the person we wanted the main linking that we do through account management and adding people to sales loft is based on that email but what you can do if you find that you're an organization that's working off a lot of Gmail accounts and it's just coming up all the time you can come in here into the count management settings and this is where I'd recommend Clean up involved in it and then we have some resources too I think it was an anonymous person ask this but if you want to send me your name and contact info or if anyone else is interested raise Your Hand I have a really great resource it's actually a it's a video that our Velocity success team created that goes through how to kind of fix the problem and add a prevent it from happening so sorry Joseph putting out this spot with that one I was reading and pulling it over now I understand the question so you've got like Gmail yeah and it's creating a Gmail account it's looking all these people should to the Gmail account yeah so that's where to Lindsay's point that account management in ordering which they're looking at okay whether it's account ID company names are domain sounds like right now that's the domain that so you're running into that your CSM is going to be your best your best got there to help you out with freaking figuring yeah and your CSM if you're using Salesforce your CSM will recommend try doing everything within your power to get that person in Salesforce first make sure it is a good email address and then pull them in a scale's logged the only real way if you're coming through csvs this is when data can get a little messy so definitely recommend from that Salesforce to sales The field configuration and stuff that we're talking about is tied pretty closely to Salesforce but if you don't have a CRM I still recommend building some custom Fields on the account field so you'll notice probably really small here but anything that has a little asterisk next to it on the account field configuration you can still create whatever account feels you would like so that if you pull in let's say you're importing from a CSV or a spreadsheet or something you can still pull in account data that you know that you have even if it's not synced directly to a CRM field there was another question on here from Allison you want to take a stand out of two trying to take the multithreading approach to my account based selling we might get to this shortly but I'm hoping there's an easier way to CC multiple contacts on emails and sales loft or applying on top with those same contacts so right now I would say there's there's not a way to as part of your cadence step copying multiple contacts and tuning email unfortunately right now you have to be emotional where you would manually then add those multiple contacts definitely a great product request and I do get questions like that quite often so I don't know if you have any like workaround Steps or things that have come up if not let you mold over and we can come back to it yeah that's a really good question I'm since it isn't a functionality right now in the cadence itself some some strategies that have worked in the past is like just having a direct and indirect approach from the beginning so like them that you're reaching out to you know a decision maker or a particular persona within that account so that would be your Direct approach and then an indirect is adding another person or two from the same account into this indirect cadence where the messaging is referencing the other person so it's not actually tied but you're still you know that you're planting rooms across multiple personas within the account at the same time and you can reference them back and forth within the actual messaging in the email If you have any like workaround Steps or things that have come up if not let you mold over and we can come back to it yeah no that's a really good question on since it isn't a functionality right now in the cadence itself some some strategies that have worked in the past is like just having a direct and indirect approach from the beginning so like them that you're reaching out to you know a decision maker or a particular persona within that account so that would be your Direct approach and then an indirect is adding another Account into this indirect cadence where the messaging is referencing the other person so it's not actually tied but you're still you know that you're planting room to cross multiple personas within the account at the same time and you can reference them back and forth within the actual messaging the email you know so for example bunch of people download a particular piece of content or the intend to webinar or something like that you can definitely reach out to those particular people but you can also reach out to you know different Direct report and say hey these people or a bunch of people looks like a bunch of folks on your team have interest where they attended this webinar about ABM and listen initiative and so just kind of like tag teaming the approach that way in separate in separate cadences tends to work we got a slide a little later on that'll that'll talk a little bit about targeting multiple people at one time within an organization yep awesome so on the prospect side so really quick we've done this setup on the account side work we pulled it all of the fields that are necessary a specific to ADM we've tiered accordingly we have our smart views our same views set up already so we can access them easily and now we want to actually retrieve the people within those accounts right if I'm a wrap I'm going to sit down come in look at my tier one and two accounts and then I need to Action the actual people right I can't put the whole account indicated for example our whole account and email so from the prospect side and we can do the same thing as Lindsay alluded to we can view the people and save those views just like we did on the accounts and so a couple things to look at when you pull the actual people from the accounts there's a new view people button on the account page that will retrieve all those people and bring it to the People tab so if you've got five tier one accounts we select all hit new people and it will show you all of the people associated with those five tier 1 accounts so once I'm at that people page then I'm going to figure out okay what is the hierarchy within these these personas right so we do have jobs and you already as an option you can assign job seniority vice president manager individual contributor executive to then determine what's the what is the message to this person based on their level of influence for seniority in Lindsey has a great support article as well from the knowledge based on how to actually assign jobs in your army so have a look if you're not too familiar with that function the other option if you're not going let's say it's not just solely based on jobs and you already maybe it's something else you can use tags so you also can build automation rules to auto tag as prospects come in so you'll notice that on the right-hand side there that you've got tags instead of the jobs that you already so either way it's a great filtering option there if you want to assign jobs in new orde or if you want to assign tags and then also build automation to auto tag all right so here are those examples of some automation role automation roles that we can pull in to help with this workflow right so auto tagging upon import into sales loft we can tag the account we can tag the prospect so we know exactly what tier is in or you know what what tag is that we want to then tier our prospects into right so if it's intent if it's persona whatever tag is makes the most sense for our business and our tears so auto-tagging auto routing right so now that we know the buckets the automation rule here on the right says hey if this account is a tier 1 or 2 the tag is director then or you could also be titled there sorry title contains director or whatever your your segmentation looks like then add it to that high touch cadence for my tier 1 and 2 directors and same for the low touch right this is tier 3 and 4 the title is x then add it to my low touch cadence where it's more automated and we'll talk about that what that cadence framework looks like as well so pictures are having used other actions and tags that can come up or different ways that we can sink information back to Salesforce I know you mentioned something about another customer that we're used this with our marketing visibility yeah so we have a customer that that does work very very closely with marketing their full ABM strategy for like really top tier accounts Airlines and big brands and such and they have You can add that as an action as well so add to Cadence and update this feel check this box and that will then trigger something on the marketing side as well so that that cohesive ABM strategies is activated I think I just helps like further allow the teams to collaborate as well and chose alright and there's no one going out to ask all right is this person being worked as his account being worked to kind of shows that that visibility cross-functionally yeah and sometimes we forget so you know sometimes we can't update every field so having that built into the automation rule will allow you know take that off the reps hands you up oh no oh no let's try this real quick something we all right our test run didn't come up let's try this again Patricia did you get an email real quick yeah you don't fly yeah maybe that's a good time to check the chat check the Q&A make sure that y'all have we'll get back to where we were so there was a question about do not email checkbox it looks like if someone unsubscribes to or you know at March themselves as do not contact to a marketing email that information is of course noting in your CRM and then when you import the person add them to sales lock that information of do not contact continues to get come across from Salesforce into sales law and this would be something that I would definitely recommend getting with your marketing team about if it is listed in your CRM as I do not contact we're gonna respect that as we as we imported into sales loft so unfortunately there's nothing really on the sales off side administrators within yourself off account can go in and Opt out or marketing opt out but you'll have to reconfigure your the way that opt out the opt-out fields are mapped to sales off but yeah I would say revert to your system of truth and whatever it says in Salesforce is what what real respect all right we'll give us another go here should see yeah but this is just an example of bringing everything together right and so everything that we've talked about what does it actually look like in Action so let's see is it going to lunch you play it yes it will perfect all right so we again our starting from that account side so we're gonna look at the accounts tab and then we've got the saved views that drop down so there's my tier 1 and 2 accounts I'm going to pull those up and then I can add any more custom filters that I have that are maybe ABM related and then also select all you people which are going to Show me all my individual contributors within my tier one or two and then I'm going to end up strategic bulk I'm not spraying and praying but I've got my my tailors list that are all going to the same place they're all going to that individual contributors cadence right and then I can do the same thing for my executives or my high touch at those tier 1 and 2's so now I've got a smaller OS my executives I'm going to select all and I'm gonna add them to that high touch high high tier high touch prospecting for my decision makers right and so having all of those operations set up to just do a couple clicks and have my entire tier 1 in tier two persona add it to the right place it's gonna make the workflow really easy and then we'll get into this in a couple more slides here too it's just about task execution to be able to filter by high touch or low touch first and then filter by it account tier when it comes to executing your tasks that says a quick quick overview we walk through the whole process don't forget and I got a good couple notes from People Who Join later we're gonna send you the full deck from today which will include this video walk you through everything so you definitely gonna get this to be able to see as many times as you need okay all right so we're gonna kind of breeze through the actual cadence frameworks and cadence messaging or strategy here so this is really focused on operationalizing but it is really important to have the right spot for all of these different tiers and different personas to go right we found that we've segmented them out we've organized and filtered them in and fill walking our list and then they need that tier to approach when it comes to the messaging as well our top tier that typical that 5% is our tier one that that warrants a separate cadence strategy where it's very very tailored it's very custom we're doing a video we're being creative with our touchpoints maybe we're sending some said doso depending on our marketing spend and the access to budget that are reps have for these cherry picked accounts right and so that is a in and of itself a high touch cadence right and then we're looking at our tier 2's where maybe it's not as custom we're not sending videos we're not sending we don't have as much marketing spend if any or budget or you know for direct mails or gifts or things like that and then our tier 3 is everything else it's almost about general bucket where we're relying more on automation to help us out with that custom customization we're just pulling in some of those feel from their record for example right so things to consider when you're actually building out the cadence to support your ABM what does that look like from a tiered perspective how high touch is tier one versus tier 3 what are the touch points how much time and budget do we have to do the sellers have access to to focus on each and so one thing when we're talking about specifically the tier ones we don't definitely recommend getting as many people from those to your ones and even your tier 2's into your account so it's a little bit of an evaluation of what is that buying team look like who are you targeting specifically and then you know the value of your product and incorporating that into it as well and what we recommend and not even ask I should say this comes from a Topo report but as many as nine contact should be engaged especially from your top top tier accounts so making sure you know don't be afraid as many people as possible we got questions earlier about ceasing people it's almost as if those people should all be more separately and you're incorporating them into similar cadences similar language it's okay if they're getting the same email but just making sure that they're all getting that consistent touch point too and then what you'll find is and what we've prefer to people come together like did you get a great email yes I got this great vineyard video and all of a sudden they come together and they'll collaborate and I think when you're emails are making your phone calls and everything you're doing is making you know an appropriate impact that's when they'll start you know the conversation will start within an organization as well yeah that's a really great point and our partners so who who works really they have really creative ideas when it comes to ABM as well they had a really cool way of sending each person within a buying team a particular gift that all relied on the other person so it relied on them to all get together like this puzzle that each piece basically brought the buying team together and so you can reach out to multiple people and just get creative with hey not setting them all like the exact same template and email across all nine it's still very high touch and strategic but there are some cool ways to incorporate use the same cadence framework but reach out to them a little bit differently like that so I thought that was really cool sdr's and something really unique a couple years ago with what Other piece and they had to come together but in order to get the key you had to come to our conference so it's just this layer approach working we Incorporated you know just creative really creative valuable things and this is where we as a company we're willing to kind of take on that expense to break into this company and of course we got them to come to the conference they're overjoyed in their customer now so it's a really unique story where this is your opportunity to think about how to bring those people together and as you can see here you know it kind of Tears based on tears but it basically you can use different numbers of people for that basically the size of the value yep and that's really where it's important to work with marketing on determining who the tier one is right this is definitely not a strategy for for the 25% of your your account structure or the 70% of tier 3 it's just very selective and strategic for those top here accounts the next one which I think I incorporate in every single slide deck on strategy when I'm meeting with a customer especially when it comes to cadence strategy is making sure you're incorporating as many as 15 to 16 touches as you're reaching out to these eight nine ten people within an organization and more importantly it's this approach of using you know emails and Dials and are no longer enough it's the social aspect it's endoso it's been yard videos it's LinkedIn sales now so it's all these different components that come together to make up 15 16 touches over the course of 15 16 days and then you know feeding that Patricia is going to get into a moment of you know how you take it from the 15 16 touch cadence what happens after that you know the person if they're not engaging do they just fall off into the block of this so or do we continue to contact them and use other creative ways to let the system and sales off specifically more so run in the background yeah I love that that's so so important and we work rarely closely with cadence messaging and building out your cadence library and especially if it's ABM right we're spending so much time selecting hand picking our top tier accounts and what the what the strategy is from a messaging standpoint from a targeting standpoint you know there's so much that goes into the strategy and so we don't want to just stop there and just say oh I went through this initial cadence right we need to think about a couple other touch points and in this couple slides below here the industry average for an account-based strategy is actually 40 to 50 touch points and that includes all you know marketing touch points and sales touchpoint females and everything so 40 to 50 is all encompassing right not just the first 15 or 16 that that Lindsey's talking about in a cadence so really thinking about the long game and what although those different touch points look like and what time they're actually getting sent to a person right what does that strategy look like big picture we got a couple different questions from from Mark here but he's asking over what period of time would you say those 40 touch points or more let me send I'll make sure to add it to the deck there's actually a really nice visual Mark with the account based industry average and I think either it's Lindsey Topo or your cadence best practices just from sales loft a fill up analysis so we can send that over for the exact time frame but yeah I was a bit surprised to see that for you 50 range for our Counties but it makes sense right it's not just a single cold prospecting cadence so I will be sure to get that visual L2 guys as well yeah and along with these two cadence examples is there anything you want to touch on specifically with these two cadences or no just again you know I think we've covered it that the different tiers of accounts all warrant a different starting point when it comes to the cadence framework right so the top five is just that high touch highly personalized highly strategic lots of research where we're incorporating some creative touch points the videos the sentosa's you know things like that whereas the low-touch cadence framework is a little bit more automated we're relying on pulling in data Fields we're not so you know heavy into the videos and social and things like that so just a little bit more hands-off for the low touch that's the biggest thing to keep in mind here and I just like this visual too for that long-term right so when we're thinking we're targeting our top tier accounts we're going to start with our decision makers and this high touch bucket where we're very custom if we don't get anywhere we're not we're not giving up there's also another low touch or even a phase three a sales nurture if you will as well right and so what is that look like what's the actual journey beyond that first prospecting Cadence and there's a lot of different options that doesn't rely on just the wrap to do that custom framework over those 40 touch points right Aligned to the messaging in the strategy for them let's redirect them let's try to get them engaged with different content different links invite them to certain relevant events or webinars so a lot we can do when we're looking at long-term yeah this is my my favorite slide to show we're talking about cadence strategy is design if you're not doing something like this I definitely recommend incorporating this and starting to think about you know what happens like Trisha what happens when someone ends that high touch are you using automations and so we've got a couple other slides let's talk about you know how you move people from one to the other but definitely come to some of our cadence science webinars or reach out to the success team because this is why you have sales off to be able to use the system in your favor to move people through your sales cycle that you're envisioning yeah because I know we only were running out of time unfortunately but I did want to mention when you're thinking about how your your directing your sellers and how they are going to go throughout their day and working in an account-based process there's different things you can do within sales through just running your cadence steps and you can also you know organize your cadence steps by account tier so once you click into the specific cadence you can go over to this filter section and select account here so then you can work all of your tier one accounts all those steps that are doing your tier ones then Tier 2 tier 3 so at least if anything your webs are prioritizing they're coming in fresh into those tier ones to start there's some questions to you around being able to show contacts within an account page that's on the next slide but at this one at a high level this shows you from the account how many calls how many emails have been sent you know shows within LinkedIn sales navigator you know what are those highlights or those connections can you dig into those further and of course on that single pane it's gonna show every single email every call every activity that's taken place from the account view so more importantly if you want to take a step back or if there's a manager or someone on the line that wants to come in and say what's happening with Ford Motor Company who's been engaging there it allows you to just quickly see everyone from the top and of course competitors and other owl or news articles to work from an account model as well and then of course Mark you have to question about how do you see who's engaging and what contacts are on this side we can get into tagging hopefully if we've got time but I did want to mention at least on the account level you can not only see all the people that are currently imported into sales off that you're currently working with more importantly where those cadence steps are and who is currently indicated and then what phase they're indicated so you can you can action and run stuff so I've seen reps come in here you know I'm just gonna go in I'm gonna focus on my accounts for the day I'm going to come into my Ford motor account and I'm just going to work everything that I need to do this morning when it comes to for Motors so I can run these steps individually and I think just thinking about that just there's flexibility in how a wrapper approaches how they want to go about their day when it comes to a campus I love that and the other piece too just from a coaching standpoint or when we're thinking about total account penetration we've got the list there of all of the people at that account but who are we actively engaging right now right what's the percentage there are we not skinning anywhere because we only are we only have two people that are active indicated right now well let's expand let's plant more roots right who else can we contact all our departments so we have both of that the entire pool versus who's active right now so that's really really great and you're going to show in a moment how to just view account penetration and some other reporting Analytics we can touch on this really really quick I know where our running out of time there's some once we can talk about but I like this visual because it also shows beyond that initial qualification right so we're talking about prospecting getting that first meeting or getting a couple conversations started within an account but what does that look like when it's passed the actual clothes or what is the cadence execution and the strategy look like there and I just liked to point out that it should match right it should be all align this is every every department on board for unsuccessful ABM and so once passed to the closer there should be a mirrored approach on the on the selling side where that top tier account that top five percent the strategy is very aligned to what the svr is talked about to the content that the marketing team had in front of them the retargeting that's how you're going to be Tailoring the conversations the demos it's all cohesive to that strategy where Whether it's you know positive really great conversations progression meetings booked meetings held you've got some flexibility there but how many within that account right we're trying to go across department upselling cross-selling like how many different successes can we get within any given account and meeting this as well account connect rate also qualification rate and pipeline right so we want to because they're such a focus on our our tiering in our marketing alignment and everything like that we the aim generally is 80% of our pipeline rate coming from those target accounts and that's the generally the average what we're shooting for and then that tiered performance on the messaging side so you know that's a big piece of this and so we want to make sure that is that top tier high-touch cadence really the cadence that's generating the most opportunities what step numbers are working is that video working we're spending money spending these cool creative puzzle pieces is that step actually where the conversions happening right so we want to make sure that we're smart about you know the actual cadence structure and frameworks and make data-driven decisions there on how to make it better awesome so there's a lot really really cool Analytics bright in sales lot for accounting which is really awesome they've got the new reporting this year as just been mind-blowing I love it so if you're account based on these if you just go to the reporting tab and sales loft there are account tabs where you can see a lot of the information or metrics that we just talked about right the account productivity you can see the activity within the account so the touches across the entire account which is really really great to see and then the account Analytics tab in general kind of an overview of okay when was the last time we touched this account how many touches how many people are at that account how many meetings did we book so you can really slice and dice the account Analytics on based on what's important to you there and then if you want to take it one step further and you're using sales force I definitely recommend is a lot of links on this and there's a lot going on in the slide but I recommend checking out our sales loft for Salesforce inside dashboard this is going to be the moment where you combine all the touch points everything that you're doing from an activity standpoint in sales loft and we combine that with your opportunity data and then with that also surface some really great just general activity dashboards that you might think you want in sales for or you might think you want sales often they're not quite available this is where you can take it you can you can clone dashboards you can filter you can do it by different teams and I think some of the most impactful pieces of this is you can see active and inactive leads and contacts by the account level so you can see temperatures point you know are these being worked what does that look like what is the account penetration look like are we reaching all of our accounts and how many contacts specifically are being worked in those accounts and of course continue to drill in and see all those activities another one sure you mentioned was the day one steps completed which is so impactful I think for the first thing we do say install the package I know we're at time right now I know we've got some end user enablement tips we have some strategic alignment is there anything you want to specifically close on and then we can stay after maybe a minute or two and take questions sure yeah so just some you know just enablement best practices and adoption right so I think the biggest thing for any new strategy that you're putting in place is just holding them accountable and making sure that you're supporting them through this change some of the things that has worked really well from a from an end user perspective is having some proactive one-on-one so just changing what the one-on-ones are about and saying you come to me with the plan so show me your top 10 where you at in the top 10 and what's the game plan for for making progress here and then the team account highlights is always really great to see okay maybe there's AE in a an SDR who is teamed up on a top tier account let's highlight and show some successes that they've had and how they got creative and how that worked so the whole rest of the team can kind of see you know hey this the strategy is working let me try that myself or get the buy-in for for the team as well so just some change management that's super important and then on the next slide just total marketing and sales alignment so do you have a meeting is it once a month loop in your sdrs and aes or in the trenches and have feedback about yes this is working no this doesn't work here's what the account is saying or here's how we should tackle this account they know so so much about what's going on right and so looping sales and marketing together is really going to be the best approach for an effective ABM strategy cool and last but not least lots of resource available to you of course if you found your way to this webinar you know that everything lives or you see it on LinkedIn everything lives at sales