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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...

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