ABM Course 2 PDF

https://www.salesloft.com/salesloft-u/lesson/account-based-strategies-with-salesloft/ Talk about what are different go to market strategies and what are the differences between them what are the pros and cons and talk about how sales off fits within that realm so we think of go to market strategies...

https://www.salesloft.com/salesloft-u/lesson/account-based-strategies-with-salesloft/ Talk about what are different go to market strategies and what are the differences between them what are the pros and cons and talk about how sales off fits within that realm so we think of go to market strategies there are three major ones we've got green filled means we basically considered just about anyone generally this is a new market it's really high volume we're just whatever we're selling is a fit for just about everyone out there and we want to make sure that we're getting as broad of testing and broad of a net as possible then you got targeted slightly more specific we've got defined personas perhaps that we're going after but again still pretty broad as far as the types of accounts that we're looking at are what our customer base or ideal customer profile could be and last one at least we have account-based which is a very specific targeted list of accounts we have a well-defined ICP we're really intentionally going after certain accounts and from the beginning not just casting that widen and response I think it's important to note none of these are necessary really better or worse than the other right it really depends on your advancedness where you are today certainly account banks is kind of the hot trend and the market I see most of our customers making at least some form of shift towards that and I think the real reason behind that is efficiency and making sure that we're being intentional with our actions and account-based allows us to do that but just want to point out we've got these different strategies and they are strategies sales off is going to be that vehicle that you can then drive that strategy wherever we're going but these are the three that we're looking at we're going to really dig in on the count based here today okay so just set it but account based is a strategy not a tool so how do we get there right sales loft is the vehicle not the actual strategy great let's talk about how we get to that kind of a account based model there are a couple of ways we can do it we can be more conservative and go bottoms up when we're thinking about our ICP and targeted accounts so we're going to have a really narrow definition of what our ICP is we're going to be more Efficiency and making sure that we're being intentional with our actions and account-based allows us to do that but just want to point out we've got these different strategies and they are strategies sales left is going to be that vehicle that you can then drive that strategy wherever we're going but these are the three that we're looking at we're going to really dig in on account based here today okay so just said it but account based as a strategy not a tool so how do we get there right sales loft is the vehicle not the actual strategy great let's talk about how we get to that kind of a account-based model there are a couple of ways we can do it we can be more conservative and go bottoms up when we're thinking about our ICP and targeted accounts so we're going to have a really narrow definition of what our ICP is we're going to be more conservative with the market base and what we're looking at really overall getting really targeted and really picky if you will about who were who we're gonna name is our accounts then we have that aggressive top-down addressable market so really high level view of what our ICP is letting it be pretty broad allowing more for different markets or Industries into that kind of cool that we're going after and really widening that net that we're casting again neither necessarily good or bad it's just how targeted you want to be and sometimes it depends on where you are as a business and what what you can actually handle or serve your customers should we land them as customers and and have to serve them moving forward I think the best example I can give is if I am a dairy producer and I sell eggs if I'm going to conservative bottoms up approach I'm probably looking at a really narrow field of like grocery stores in particular maybe some are Mom and pop maybe some are like the larger chains but really keeping it in that grocery store realm if I'm being more aggressive with that maybe I brought in that out a little bit more to our big box stores the walmarts the targets of the world maybe some like dollar Shores things like that so really trying to to catch a little bit wider net as far as what we would accept as an ideal customer profile at that point on the right there we can think about okay just talked about like what types of customers we want I think that there are two things that we often need to consider one geography how far can we stretch ourselves where are we as a business I could have a perfect fit that's located in Singapore but if I'm a 10 person show probably not going to be able to cover that in server customers to the best of our ability at least not today so temporarily maybe we want to keep it smaller technology in the same way we want to make sure we're good especially in the SAS World business something that they're really going to be able to use and see value from we want to be careful about not making our target market to wide where we can't ultimately serve them to the vast of our abilities and they have a good experience love the thanks so much my dad and for those Amia once out there where we where we say Walmart we'll probably referring to a Tesco or Sainsbury's or waitresses out there say a little good supermarket reference there great so big part of account-based is really taking that wide net of what we would consider an account that we would want to have as a customer and then really starting to rank them generally we've got about three tiers we've got tier one with these are our perfect fits for a variety of reasons maybe they match all of that criteria the ICP they're in a good geography they have the perfect text stack potentially they're they're quite large and can cover a lot of our our revenue that we need to get right whether really camping good fits special ones that are going to impact the business the most the next is going to be that Tier 2 they have a lot of things that are good characteristics that meet our account profile that we're looking for there might be some gaps that maybe they don't have for us for instance maybe they are not a sales force or dynamic shop they have either a house built CRM or or you know maybe they don't have one at all not the perfect fit for us but still a pretty good fit in all other aspects so we put them in that kind of tier two category the last but not least tier 3 we've got some basic characteristics that match that profile we're looking for but probably not as ideal of a fit and therefore not the ones that we want to prioritize and again this is all about prioritization and where we want to put our most effort and Resources toward and that's why we're really hearing them out like this okay so in summary account based sales is outbound sales with intention Name those accounts right we want to make sure that we have a clear list of accounts that we have a book of business that we know we're going after and within those named accounts we want to then rank them and then we're going to prioritize actions on those targeted accounts not everyone can be a tier 1 not everyone can be a tier three if this is going to work accordingly that was a count based sales as far as go to market strategy how do we do that until three main things we want to focus on here when we're working with our customers to implement that account-based strategy within sales love one we need a differentiate by account here we talked about already that we're dividing those account tears up before we're really implementing the strategy we need to make sure that we carry that over into sales loft two we needed diversify by persona different strategies for different personas all people buy a little bit differently depending about what they care about we need to make sure that we're focusing on those differences and then three creating a long-term strategy a lot of these accounts it takes a long time to get in and especially when we start to get more into Enterprise and global accounts world we want to make sure that we have a long-term plan and effect to really penetrate a workbase accounts to the best of our abilities and just going to quick question from my end to actually plan out all of these different stages like how long does that usually take for like a company to type this do you think you know I think it comes in phases a lot of it it's consistent right before you even getting to feel like we're actually executing the strategy really make the need to take the time to assess what is what is our target market how broad do we want it to be naming those accounts ranking those accounts to me that takes the most time once you have that in place that's where we can start to put put this into action I think from a long-term strategy approach so how long would this sales Cycles be there's a lot of different factors there depends on the length of your sales cycle how how important are these accounts we'll get into a little bit of that but I would always suggest take a longer term approach right give us space to really work this and as we start to learn and implement the strategy and sales off of beauty is we're starting to get those metrics and that data and then we can really start to Narrow down how long is this actually taking us what do we need to this cadence as to look like etc we can iterate and optimize as we learn amazing thank you that's really good inside and like you said like this one she's having that salesmen can really be the tool to launch that for you and then you have your customer success managers to help you out as well and launching that too okay so the biggest mistake I see Made across the board with our customers and implementing account-based sales is that they treat all accounts exactly the same we just did that huge exercise as an organization marketing sales everyone combined to come up with a targeted account list and tearing them out and saying these are priority ones these are our Tier 2 these are three and I see immediately inflatable love that they treat them all exactly the same they'll use run every account or every person through the exact same type of cadence that's a fatal flaw and immediately goes away from this idea of making sure we're prioritizing the right accounts putting the most of our effort towards those ones that we know are tier 1S or our best fit and then working that way through so really what we need to do is have cadences that match our account tiers so we've got our tier ones these are highly personalized very little automation this is where we want our sellers focusing day in and day out doing that 20% of personalization in the emails making sure there's a good mix of calls social we're really putting our best effort here what we know to be databet back best practices when we think about cadences this is where we want to implement that can these are most important accounts that we really want to focus our time and energy on tier two we still want their business they're still a good fit for us maybe not as good as tier one so we're going to scale it back a little bit we're still going to use a multitouch approach we're probably going to utilize a little bit higher automation I see a lot of times we're maybe we'll still do a couple of steps up front where we're still doing that hyper personalization but then we're going to taper off and mix in a little bit more automation here and then to your three we'll take their money right but this is not our priority and we don't want to our sellers really focusing on this unless we get some form of Engagement so highly automated least amount of effort we don't want our sellers that spending the majority of their time here and so there's again is all about how much time or seller spending on each of these accounts and where are we putting our best forward Things that we've been used we'll talk a little bit about that but really focusing on things like engagement hot leads etc and really trigger us when tier 3 either actually worth us going out and putting that extra level of personalization there so here's an example of a highly personalized tier one cadence you can see it's multi-step multitouch we've got the front loaded where we're doing a lot of research we're calling or emailing we're doing a lot of personalization got social in there as well and we're really mixing it up and again doing the best level of best practices that we possibly can not really automated we want our sellers to really Focus here and put in that extra effort when we go to a tier two one you can see we start to scale it back a little bit still pretty highly personalized at the top of the cadence we're still mixing in that multi-touch approach but we're going to start to add in more automation as we go some bump emails things like that we really want to do woodwork here but less effort or time of our sellers than we had on our tier ones and then finally for tier three little bit shorter a lot more email heavy a lot more automated heavy that doesn't mean that we're just spamming people that's not what we're going for here but let's have that automated email list and intentionality there making sure that we're you know speaking right to the business adding some value at our emails but what we're really trying to do is get enough touches out there on these prospects that if we see any form of Engagement they start to open emails a lot they click on our hyperlings etc that's when we know okay they're actually interested or that's nothing them up into better better chance for us to really get some traction with them now we're going to move them and really hyper personalize from that point on but it allows us to kind of spread our our work effort and let us focus on the right things here okay a lot of different ways we can do that we can run cadences and as we're running them we can prioritize by account tier by name things like that so we can really start to refine that list even within our different cadences to make sure that we're really focusing on the right ones and so this is helpful for us to again focus on those top accounts and then certainly want to work everything we have but making sure we're getting the high priority ones at the top of our list if we get nothing else done today we want to do that this allows us to do that there also within field level we've got like lots of information on the account itself super helpful here account-based not just talking to one person we're probably reaching out to multiple people over a long period of time at this account want to know what's been happening who else should we be talking to is there anything in the news or any press releases any funding announcements that are happening with this account well what other cadences are active with them have we had any traction with them historically all of this is at your sellers fingertips to be able within sales while they're running these cadence steps really understand learn about the account and take anything historical and utilize that information as we're doing that personalized approach and then of course we have the ABM Fields that we can sink into sales off again when we're thinking about ABM and account tears there's a lot of different things that you're probably gonna label in your CRM to indicate these are important accounts it could be the account here itself there could be persona there could be a variety of different things that you utilize with in your CRM that qualifier indicate these accounts are characterized them in some way bring that data in this sales soft and that way you can use that same piece in your cadence as you're starting to prioritize the work your day this account here it's this person it goes in this cadence the more we can do that and automate that the less you're sellers are going to have to worry about which cave they should go in or you know more of that administrative piece of it and they can really focus on the selling and then the counselves but sure thank you but I'm one thing that I want to note for this one as well say your admins will be able to map these build configurations for you so if there are a lot of end users here in the platform speak out to your admins we want to get these sets up for you in the back end will be able to help you with that as well so coming from here to we've mentioned that you know not all contacts I must say we wanted differentiate next experience of their receiving from us as well and so manuscript about and creating that different persona and targeting that specific person based on what they're doing it is and utilizing the person is specific agencies so you want to be able Way that we can structure our cadence without press them person specifically and what we also want to know is contacts throughout the cadence as well there are cost of adding way too many people into arcadence at once and coming to the back and stuff of things as well for email deliverability you can set up a domain send limit which is one of ourselves more features that we say best practices that 5 so you're not emailing more than five and five of the same well five people from the same company in one cadence in one day so we definitely want to Stagger through the way that we communicate with them one helpful best practice here sorry to jump in I've seen a lot of people build out with their cadences about maybe six seven steps down we have an add a contact step so it's just another step but that allows you to Who are you reaching out to and those accounts and then develop that level of personalization to that specific persona as well so you get those titles put in making sure you're utilizing cellsoft to divide those titles as well and adding them to their specificences so this is where we go into a little bit more of the cadence designs and we did look at the examples of the Kansas one tier 2 and into your free as well so this is where the personas can go into it too so you still have your face one hyper personalized and you have your persona one then your persona-based messaging and then how you're going to go about getting the messages to those bright people as well so whether they're and getting into that low frequency nurturing and you can leverage the automation rules for that into develop whether they're going to be interested in your subjects in your content again but separating out into those pursuing a based messaging and presenter based cadences so we spoke a little about the automation auth as well so this is the one that you can create when they're for example in that low frequency tier 3 cadence or if you have a nurture cade and set up as well and when you kind of find points to a click and open and reply to create those hot leaves and when a hot leader send generated we can then send us back message to you and add them into another particular cadence where we're paying just a little bit more attention to them because they're now becoming more and more interested in the content that we're sending a long to them so we wiped wanna change them way that we're matching them or the Frequency we're touching them on so it's just gonna automatically move that person into a different cadence bleed to be able to generate more attraction with them and give them a little bit more love as well and from here When you're looking at here you can map those persona that Amanda had said previously or a summer camp based builds that you have that you want to be mapped over so if you want to based a cadence or create a person and move them into a particular cadence based in their prestonia and you can't use them with leveraging automation rules as well and so it just automatically means them to a tier one if the United is a persona that should be going to that particular cadence or tier two or tier free so just reduce this that manual work mode that your reps will have to do and it makes make sure that you're not missing anybody within your cadences as well so anybody becomes a hot lead or meets a certain criteria of a person and account here go straight into where they need to be for your reps to execute straight away and then from here to you you can gain insight from contacts they see who you should be taking action on if you're going to their accounts pay as you can see the people panel on the right hand side and if you who else you can be outreaching to and Sega mentioning that Stagger into cadences if I see that you know Cassie and Hannah might be good people that I should be reaching out to based on their personas and the way that I want to target them I can then start staggering them within my cadences as well okay thanks Sandy okay so now we're going to talk about like what happens when maybe someone's not responsive so it's like remember that it's not a marathon it's a sprint so one thing I think is a really important to a reminder is never give up on your tier one accounts so the thing is like this is going to be a very specific ICP and so they're not going to be plentyful so you want to make sure that you are being a strategic as possible and thinking of creative ways to be persistent and create more engagement so this is the main thing just anything from this line takeaway do not give up on your tier one account and there's different ways we can do that and next time first would be a nurture cadence so this is perfect where you set up an automate automation rule to trigger okay when you're tier one accounts in that cadence finished they go into this nurture cadence which is you see here is seven steps or 53 business days now this would be more of a personalized nurture cadence so since this is your tier one where you're going to be sending them email thinking that for previous engagement adding value doing your LinkedIn resource making sure that you're saying top of mind and then it can get a little bit automated towards the end but this is a perfect way of the Say the opportunity wasn't right then or say something was happening on their side where they couldn't connect with you it's a great way to just make sure that you guys are staying top of mind and setting yourself up against your competitor so you're setting yourself out you're still standing you're studying yourself you differentiate yourself sorry I had a hard time picking that word differentiating yourself next slide another thing to do in actually understand your activity is that you can filter on your account be by last contact to date tier and stage so this is also a great way to understand like what are my engagements within these accounts and should I be putting them into another pacificating do they have something going on so it's a really great way to drill this down so what you can do here is you know filter through this find those people you want to target and then put them into the appropriate cadence next one is similar to that is about view and action people so within those accounts you can then actually action them immediately into those cadences that I mentioned and you'll be able to also track that behavior during that entire time next time now once you've actually done all this it's like how do we know what the engagement on the account level there are well there are a few things that we can go to so we actually on your Analytics dashboard you'll see two reports the first one here is account activity so there's panel shows you the amount of account activity as well as the breakdown and ranking of the accounts of the most activity in the selected period so as you can see right here there's a total of 76,000 touchpoints so that's all the activity you've done within all of your accounts you can drill this down by user as well as by group if you want to see the actual specifics then you can see actually like the amount of touches you are within each within each account and then the average touch is per account so there's really great ways to Jill that down you can also see here all the activity that's going on if you send emails calls and the others have steps integration which is usually around LinkedIn this is all going to be tracked so you know how should Egypt are you being with these accounts if you see here that it's all only calls well maybe that's an opportunity to send them Within your approach to give them more of a dynamic experience next slip and then here is the overall account productivity so this is going to show you the actual success of all that activity that I just demonstrated for you in the last slide so here are two you're going to be able to see okay opportunities created within your accounts the amount of meanings that were booked those successes that you guys have set up internally as well as open so understanding who's actually engaging with you and then also receive these five bars here that's going to be your top engagement with your account so these are the accounts that are really working with you the most and understanding okay like these are the ones that are really intrigued and want to work with you further and then gives you overall reply rate to in terms of your accounts okay so that kind of gives you a high level of how to actually track it we have some time left guys about 30 minutes which is great that we're right we're ahead of schedule so why don't we go ahead and start answering some questions now the first one is and then this might be a good one for you do tier three leads deserve any lead level personalization or is writing to their personas efficient ideally yes we have some personalization and they're at least in the first email I think a lot of it depends on your volume and what you're seller you're actually managing I've had customers or sellers or responsible for you know 2000 accounts or more even than that and then it really becomes a volume game and a prioritization game Portion or that automation rule there is that if we get any engagement whatsoever from our tier 3s that's the time to then go in and personalize so nutshell summary of that is if you have time absolutely do at least one personalization step that's always going to be best practice I think reality shows that a lot of times we don't and therefore let's allow sales off automation and and you know behind the scenes automation and data to tell The next one is would you add one contact at a time to account or number or what numbers your best practice so I think this is around like how many people to add into a cadence at a time obviously in terms of email deliverability we say don't reach out to more than five people at the same company per day but in terms of this approach interiing that out Amanda do you have any specific I know we kind of went through this a little bit in the beginning yeah I think five is a good number is that like I think the biggest piece to think about is beyond the deliverability which have huge implications I don't want to downplay that at all we want to make sure that we're giving especially for our tier one's an exceptional experience if you think about like how you all talk to each other at work people talk right and if I've sit a special message to everyone at a company or at least five different people and they're like oh I got that same message all of a sudden it has a lot less meaning and a lot less stand out right so we want to be careful with that I think staggering is the way to go and making sure that we're following the same rules I I like to either have different cadences by persona which is a lot to manage or again within that one cadence give us some space give us a few steps to start working someone else so like I said I have that placeholder to remind my sellers about step six or seven we haven't gotten any traction with this one stakeholder let's go ahead and put in another one and continue to work both but that way they're not getting exactly the same thing exactly the same time and making sure we're working at that way again this kind of falls in the back of it being like how many accounts would you suggest to work at time per agent and Tier so almost sense of like how many people are going to be adding into that cadence that's actually achievable within a week probably yeah I think again that's gonna depend by the tiering that you do obviously highly personalized highly targeted I don't want our sellers spending hours on emails right that's not good either that's why we still have that even for our most personalized cadences and emails still is about 20% but we'll be able to start to gauge what they can do general volume is 10 to 15 a day I would say because they start to really you know exponentially add up as we moved down the cadence so I again one more easing into this especially if it's brand new for your team start smaller if you're starting with five a day and they have a lot of extra timer bandwidth great weekend ramp that up a little bit what I don't want to happen is we put too many in up front we get a backlog where people are just sitting okay that's where we're not doing the steps that are further down in that Cadence and they just really throws off our whole process not to mention can really cause burn out our frustration for our sellers so I think start slower and build up after that based on what we're seeing there yeah absolutely and I think that burnout common is such a good point now in top of that divinity tips on how to appropriately like these people into the cadence there's a question around like how do you make more how do you add in contacts later not forget so especially working similar counts or you're just trying to tear out your cadences throughout the week do you have any tips on how to do that a couple of different ones one you can make either in other step or have that people add people daily reminder to you that hey I want to add 10 people let's say just as a as a start and that's like what they should do day one every day at that end to start their day start putting people in the top of that cadence automation rules help a lot especially with our tier threes where we just need the kind of go and roll through that more automated cadence let's go ahead and get them in there and then if they engage we can prioritize them a little bit more again that staff about halfway through the cadence or further down as a really really good one it just becomes a part of your daily workflow you go and you pick another one from the account and added in but for most of my account customers they have a list of accounts they're going after we want to kind of start the quarter or the Year off fresh and get into that motion or Rhythm every day to continually add a little bit at a time and then another one is all around personalization so they asked how do you approach cultural precisation ABM specifically the market I target is usually operated by EU usuk expats and therefore I should be adjusting that copy/creative slash cadence to their cultural behavior for example tier one MNC accounts generally our based in and operate offshore but their End Market is somewhere else hope this is clear exactly I think so I think you're balancing a couple of things here one what is the Rewriting a fresh new email every time I think they're going to be some give and take so we think about even things that are more culturally European if we think about salutations in Germany or even like the mistake of eight earlier like Walmart and nobody in Europe the US right you got to kind of pick and choose the hope is that if you're an Xbox is in a different region you've kind of accepted that that's part of where you are now and you can work with that I would just pick what you think is going to be the most advantageous for you enroll with that I caution against getting so highly personalized that we're almost moving out of the realm of templates and having to redo your email every single time and that's gonna kill you there I think also just using their same rule of thumb of 20% personalization usually at the top of the email add in that sentence whether it's going to be relevant for that person what they're cultural norms are where they're you know residing or where they're actually selling to or managing try and add it in there without overdoing it and getting kind of in that that rabbit hole over personalizing and we know that although you might get a little bit better reaction or engagement from that it's not going to be enough based on the time that you're spending on it so it's just that balance game that we're always playing perfect and then the next one kind of a little bit similar to that but what is the right or healthy mix between Tier 2 and tier 3 accounts when you know how scalable your tier one market or segment so I guess just how to like differentiate the best way and it wasn't there especially if you have a finite number of tier 1 accounts in the market always making them skip scarce resource yeah absolutely our cheer ones that are that finite resource again our best fit our our most important accounts that we want to focus on they're still always going to get that attention it gets a little bit muddier right when we get further down into the tears I would say just making a checklist again of what are your top five attributes I'm going to count and then kind of dividing it off from there if they've got three or more their tier two if they're two or less they're tier three you can kind of try and do that mix that way tier two again is still a decent amount of effort so we want to make sure that we're still being fairly selective not a selective as our tier one but still being careful until we put there and I think the other thing to remember is nothing here is permanent right if we have a tier three that we started to get a little bit more traction or we started to say hey actually we found out some new things and they're actually a better fit for us than we thought or really think we we can serve them and offer them a lot of value you can always shift them to a tier two or even a tier one so it doesn't have to stay that way if we get new information so I think being intentional and just starting somewhere and going ahead and tearing them out and if you find out new information you have that flexibility there absolutely and then the final one was I think I know the answer to but would it be best to have specific cadence by account or tier and you snippets trying to avoid having too many cadences but want to be automated to a degree so I feel like this is something that comes up with all my customers for sure yeah I want to avoid having accounts specific cadences and all costs unless we are in an extreme strategic by counting executive world right if you if you if you were in the realm of you have five accounts let's say I've got Disney and you know think of one other really huge global entity that's really a lot of different accounts within those umbrellas if I only have five it might make sense to have a cadence per account but almost always it makes more sense to have the tier one tier two to your three personalized at scale through the through snippets or doing that quick one sentence and then if we want to add in a little bit more layer for sooner based is always a good thing as well but I avoid getting accounts specific unless I'm in that very select group that has a small strategic amount of accounts the reason for that one I think the biggest one is Kate into bloat I don't want even if I only have a look at 50 that's a lot of freedances to manage and keep up with where for the most part 80% of what I'm sending out or saying is the same I'm gonna call them on day three no matter what account they are the Still prioritize by accounts so if we want to make sure we get through our Disney account first or something like that or do all of one account at the same time you absolutely can do that within the cadence itself amazing well thank you so much that was the last question set of questions so couple of things before we let you guys go there's no more questions left we just want to share some resources with you so we have our support team and our success at the.com