#BestOf2019: A 2-Step Approach to Account Selection for ABM Campaigns w/ Brian Bell

WEBVTT 1 00:00:05.360 --> 00:00:08.310 Hey there, this is James Carberry, founder of sweet fish media and one 2 00:00:08.310 --> 00:00:11.189 of the cohosts of this show. For the last year and a half I've 3 00:00:11.189 --> 00:00:14.990 been working on my very first book. In the book I share the three 4 00:00:15.029 --> 00:00:18.910 part framework we've used as the foundation for our growth. Here is sweetfish. 5 00:00:19.350 --> 00:00:22.620 Now there are lots of companies that everased a bunch of money and have grown 6 00:00:22.660 --> 00:00:25.579 insanely fast, and we featured a lot of them here on the show. 7 00:00:26.339 --> 00:00:30.579 We've decided to bootstrap our business, which usually equates to pretty slow growth, 8 00:00:31.100 --> 00:00:34.700 but using the strategy outlined in the book, we are on pace to be 9 00:00:34.859 --> 00:00:38.649 one of inks fastest growing companies in two thousand and twenty. The book is 10 00:00:38.729 --> 00:00:42.729 called content based networking, how to instantly connect with anyone you want to know. 11 00:00:43.250 --> 00:00:45.329 If you're a fan of audio books like me, you can find the 12 00:00:45.369 --> 00:00:48.450 book on audible or if you like physical books, you can also find it 13 00:00:48.570 --> 00:00:54.359 on Amazon. Just search content based networking or James carberry CR be a ary 14 00:00:54.759 --> 00:00:58.719 in audible or Amazon and it should pop right up. All right, let's 15 00:00:58.759 --> 00:01:03.439 get into the show. Hey, everybody, logan with sweet fish here. 16 00:01:03.679 --> 00:01:07.629 It's a new year and at do decade and we're celebrating by rounding up the 17 00:01:07.750 --> 00:01:11.469 top twenty episodes as we look back on two thousand and nineteen. Will be 18 00:01:11.549 --> 00:01:15.950 sharing them here throughout the month of January in our Hashtag best of two thousand 19 00:01:15.989 --> 00:01:21.219 and nineteen series, and today's episode comes in and number thirteen in our countdown 20 00:01:21.260 --> 00:01:23.379 of the top twenty episodes of two thousand and nineteen. This one is a 21 00:01:23.459 --> 00:01:29.340 flashback to my conversation with Brian Bell, CMO over at Ping identity. He 22 00:01:29.459 --> 00:01:33.810 talked about a two step approach to account selection for your ABM campaigns. I 23 00:01:33.930 --> 00:01:38.489 think very timely for folks if you're looking to up your ABM game going forward 24 00:01:38.569 --> 00:01:42.409 in two thousand and twenty. Welcome back to the BB gross show. I'm 25 00:01:42.409 --> 00:01:46.849 your host for today's episode, Logan Lyles, with sweet fish media. I'm 26 00:01:46.930 --> 00:01:51.079 here today with Brian Bell. He is the CMO at Ping identity. Brian, 27 00:01:51.159 --> 00:01:53.200 how you doing today, sir? I'm doing great. Thanks for having 28 00:01:53.239 --> 00:01:57.000 me. Thanks for joining us, Brian. been really excited to record this 29 00:01:57.120 --> 00:02:02.469 interview with you. We're going to be talking about lessons learn from executing ABM 30 00:02:02.590 --> 00:02:07.629 campaigns. Before we jump into that today, I would love for you to 31 00:02:07.709 --> 00:02:12.150 share with listeners a little bit about your background your journey in marketing and also 32 00:02:12.270 --> 00:02:15.740 what you in the team at Ping identity you're up to these days. Sure 33 00:02:15.900 --> 00:02:21.819 they had absolutely happy to do that. I'VE BEEN IN B Tob Enterprise software 34 00:02:22.020 --> 00:02:24.979 for a couple decades now in the variety of roles, visits, development, 35 00:02:25.060 --> 00:02:30.330 general management roles and and very much in in the world of marketing, going 36 00:02:30.449 --> 00:02:38.050 back to years ago remedy software and peregrine where I ran marketing organizations. Prior 37 00:02:38.129 --> 00:02:44.599 to to Ping identity, I was at PA technology is running product and solutions 38 00:02:44.639 --> 00:02:50.000 marketing, and then spend some time at Zora, which is a cloud based 39 00:02:50.120 --> 00:02:54.199 description management platform, where I ran marketing in alliances as well. And now 40 00:02:54.280 --> 00:02:58.120 a thing I deentinity to. The last three and a half years or so 41 00:02:58.240 --> 00:03:01.710 I've been running marketing in alliances here at at things. I love it. 42 00:03:02.110 --> 00:03:07.909 Scott Vaughan from integrate and I were just talking about that best sales deck ever 43 00:03:07.069 --> 00:03:12.469 that's been circulating for a while from the folks Overad Zora. Yes, that 44 00:03:12.669 --> 00:03:16.539 would great to see. Actually it was a really phenomenal posting. I think 45 00:03:16.580 --> 00:03:22.340 it was on Linkedin that talked about that's that fell deck and it was quite 46 00:03:22.340 --> 00:03:27.020 a journey and it was interesting about Dora was that we were definding a category 47 00:03:27.250 --> 00:03:30.330 and to define that category we had to really go out there and talk about 48 00:03:30.370 --> 00:03:35.370 why. kind of the old way of running a business as a product based, 49 00:03:35.449 --> 00:03:38.930 you know, onetime license base business, wasn't relevant anymore and that everything 50 00:03:38.009 --> 00:03:42.319 was moving to this new world, and that became the context in which we 51 00:03:42.439 --> 00:03:46.960 told that story's great to see that you've seen it. Yeah, yeah, 52 00:03:46.319 --> 00:03:51.759 absolutely. It's something I've tried to model in other collateral. We've put together 53 00:03:51.879 --> 00:03:55.389 those sorts of things. I think there's a lot of storytelling power in going 54 00:03:55.590 --> 00:04:02.069 broader than just the problem to solution the here's the shift that's coming whether you 55 00:04:02.189 --> 00:04:05.830 like it or not, and here are the winners and losers. What are 56 00:04:05.870 --> 00:04:10.500 you going to do about it? It's less of do you want my solution 57 00:04:11.099 --> 00:04:14.979 versus here's what we see, what do you think about it, and and 58 00:04:15.419 --> 00:04:18.220 ask for someone's kind of reaction. So there are a lot of things to 59 00:04:18.300 --> 00:04:23.180 break down there. I think there's several conversations we could jump into there as 60 00:04:23.220 --> 00:04:26.089 well. We have a whole we have a whole series here on this show 61 00:04:26.209 --> 00:04:30.209 dedicated to this topic of category design and category creation. May Be great to 62 00:04:30.569 --> 00:04:34.129 have you back on for for that series at some point as well, Brian, 63 00:04:34.170 --> 00:04:40.040 given your experience. They're there at Sorah, so happy to do that 64 00:04:40.160 --> 00:04:44.879 and storytelling is so critical to that category creation, so would be more than 65 00:04:44.920 --> 00:04:48.160 happy to participate. Yeah, absolutely. Well, the topic today, since 66 00:04:48.199 --> 00:04:54.110 we are in a week full of account based marketing episodes, I am very 67 00:04:54.149 --> 00:04:59.350 excited to learn from your experience in the ABM space, Brian. It seems 68 00:04:59.389 --> 00:05:03.110 like everybody's talking about ABM, but there can really be some different definitions. 69 00:05:03.230 --> 00:05:08.060 So let's back up there. We've talked to other folks about about execution, 70 00:05:08.100 --> 00:05:11.379 about what they see moving forward in ABM, but I would love for you 71 00:05:11.459 --> 00:05:15.579 to take a second and tell listeners, at least from your perspective being a 72 00:05:15.939 --> 00:05:20.180 season marketer, how do you define a bum? Great question and it was 73 00:05:20.259 --> 00:05:26.329 one that actually we when we started down this journey at at paying we're asking 74 00:05:26.410 --> 00:05:30.449 ourselves because everyone had a slightly different definition of it. To some folks it 75 00:05:30.649 --> 00:05:33.930 was one to one marketing into others it was really just some more generic, 76 00:05:34.610 --> 00:05:39.720 personalized approach to marketing. And you know I take a fairly broad definition to 77 00:05:39.839 --> 00:05:43.720 it. I think you know it's help based marketing, is a strategic approach. 78 00:05:43.920 --> 00:05:50.029 So it's not a tactical campaign. It's a strategic approach that coordinates personalized 79 00:05:50.110 --> 00:05:58.509 marketing and sales effort seals motion to essentially open doors and deepen engagement within within 80 00:05:58.629 --> 00:06:01.870 the count and there's a few things in that definition that I think are important. 81 00:06:01.910 --> 00:06:06.100 One is it's strategic right, so it's not a campaign, it's actually 82 00:06:06.100 --> 00:06:12.500 an approach to how they're going to tack all the market and engage with accounts. 83 00:06:13.060 --> 00:06:18.649 It is secondly, personalized rights of content message, content based messaging for 84 00:06:18.850 --> 00:06:25.209 maximum relevancy and residents within the accounts is very important. It is marketing and 85 00:06:25.329 --> 00:06:29.329 sales together, and this is probably one of the most important dimensions of account 86 00:06:29.329 --> 00:06:32.439 based marketing. You cannot be successful if you do not have sales and marketing 87 00:06:32.560 --> 00:06:38.639 fully aligned along this journey of ABM. And then, finally, it's about 88 00:06:38.639 --> 00:06:45.079 engagement, because ultimately it is about driving and building engagement. It's it's an 89 00:06:45.120 --> 00:06:50.230 account centric approach versus a lead centric approach. That becomes important to that engagement 90 00:06:50.269 --> 00:06:56.709 as well. Yeah, given your experience in Business Development as well as marketing, 91 00:06:57.069 --> 00:07:00.389 I've heard some sales leaders kind of speak to you know account based marketing 92 00:07:00.660 --> 00:07:04.259 and kind of going off of what you said there of that sales and marketing 93 00:07:04.459 --> 00:07:08.660 have to work together for an account based approach to make sense. Is that 94 00:07:09.100 --> 00:07:14.100 sales has pretty much always been account based. In it really makes sense that 95 00:07:14.300 --> 00:07:18.009 sales and marketing are coming together because they're seeing things through a similar lens. 96 00:07:18.050 --> 00:07:21.689 Do you agree with that or do you think that's an oversimplification there? No, 97 00:07:21.889 --> 00:07:26.569 I think that is true and I think they're they're probably is also true 98 00:07:26.610 --> 00:07:30.160 to the fact that often sales is a step ahead of marketing. In many 99 00:07:30.240 --> 00:07:36.120 cases that sales teams I've seen, particularly an enterprise BBB marketing, are very 100 00:07:36.240 --> 00:07:40.360 more, you know, account targeted. They tend to define a set of 101 00:07:40.360 --> 00:07:43.439 accounts they want to go after and yet you have throw marketing up to the 102 00:07:43.519 --> 00:07:47.509 side, still taking this more traditional, you know, inbound approach to generating 103 00:07:47.550 --> 00:07:51.069 leads, and inbound can be great, but then you don't have that control 104 00:07:51.149 --> 00:07:56.750 over the the quantity and the quality of engagement account level. So getting that 105 00:07:56.829 --> 00:08:01.139 alignment is critical and I have seen organizations in the part of organizations where sales 106 00:08:01.220 --> 00:08:05.819 is very focused on specific accounts and marketing and still doing doing inbound. Yeah, 107 00:08:07.540 --> 00:08:11.259 I love what you just said there. You mention inbound as being traditional 108 00:08:11.899 --> 00:08:15.649 and that just goes to show the power of category creation as well, because, 109 00:08:15.930 --> 00:08:20.410 you know, ten years ago the the category of inbound was was still 110 00:08:20.490 --> 00:08:24.769 being developed right. So anyhow, I just love the way that things are 111 00:08:24.850 --> 00:08:28.079 consistently changing. So on that note of you know, consistent change, where 112 00:08:28.160 --> 00:08:31.639 things are heading, shifts in the market, what do you see as being 113 00:08:31.720 --> 00:08:35.559 the biggest reasons why ABM is so relevant? Why? Why are we still 114 00:08:35.720 --> 00:08:41.240 talking about seems like there's still buzz several years after this movement to this shift, 115 00:08:41.549 --> 00:08:45.190 whatever you want to call it, towards ABM, or at least integrating 116 00:08:45.230 --> 00:08:50.309 abm with your inbounded demansion efforts. What's the big push for, or what 117 00:08:50.509 --> 00:08:54.429 is the big reason for the continued relevancy of ABM in your opinion, bran 118 00:08:56.139 --> 00:09:00.539 well, I think it's largely just because it's a more effective but also efficient 119 00:09:00.580 --> 00:09:03.500 way to go to market. I mean it, and it does depend on 120 00:09:03.259 --> 00:09:07.779 the market you're going after. You know, in the case of thing identity, 121 00:09:07.860 --> 00:09:13.929 we very much sell our identity and exercagement solution to larger enterprise, is 122 00:09:13.970 --> 00:09:18.250 large global enterprises. That's a defined set of company that we are targeting, 123 00:09:18.289 --> 00:09:24.169 enterprises that we're targeting, and when you have that define set and you you 124 00:09:24.360 --> 00:09:28.440 embrace some of these tactical components of account's marketing. We've seen. It's just 125 00:09:28.519 --> 00:09:33.000 a more efficient way to do it. You have more control over the quantity 126 00:09:33.080 --> 00:09:37.399 of opportunities are going after in the quality. The benefits of ABM, though, 127 00:09:37.440 --> 00:09:41.029 I think you can probably group into a few things that are reflection of 128 00:09:41.110 --> 00:09:46.190 that efficiency. One is closed rate. Right, just by taking a more 129 00:09:46.309 --> 00:09:52.860 personalized approach to marketing, you tend to have higher conversions for things like online, 130 00:09:52.899 --> 00:09:58.539 digital email and other things. So that that drives more efficiency and should 131 00:09:58.580 --> 00:10:03.220 lead to a better close rate as well, I think deal side. But 132 00:10:03.340 --> 00:10:09.929 we've seen is as you've engaged with specific accounts, with more personalized messaging and 133 00:10:09.970 --> 00:10:15.490 an understanding of what those accounts are and you're really measuring engagement across the account, 134 00:10:15.769 --> 00:10:20.809 you're able to drive bigger deals, larger transactions within those accounts. And 135 00:10:20.009 --> 00:10:24.879 then finally, account expansion. I think is is another benefit. You know 136 00:10:24.919 --> 00:10:30.879 you have an opportunity to because your understanding that account better know how you might 137 00:10:30.919 --> 00:10:35.080 land in the account and then expand. So you can kind of map out 138 00:10:35.120 --> 00:10:37.909 a journey of how you're going to approach an account based on your understanding of 139 00:10:37.990 --> 00:10:41.669 that account, so close rate, deal size, account expanser. All these 140 00:10:41.710 --> 00:10:46.350 are just some of the benefits of a BM Andy. I think it's relevant 141 00:10:46.350 --> 00:10:54.500 today. Imagine it a spreadsheet filled with rows and rows of your sales enablement 142 00:10:54.539 --> 00:10:58.340 assets. You've devoted two years organizing this masterpiece, only for it to stop 143 00:10:58.460 --> 00:11:03.220 making sense. This was Chad tribuccos reality. As the head of sales enablement 144 00:11:03.289 --> 00:11:07.809 at glint, a linkedin company, he's responsible for installing confidence in his sales 145 00:11:07.850 --> 00:11:13.009 reps and arming them with the information they need to do their jobs. However, 146 00:11:13.210 --> 00:11:16.250 when his glory is spreadsheet became too complex, he realized he needed a 147 00:11:16.330 --> 00:11:20.559 new system. That's when Chad turned to guru. With Guru, the knowledge 148 00:11:20.600 --> 00:11:26.120 you need to do your job finds you. 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Yeah, so those are 156 00:12:07.210 --> 00:12:09.769 some of the benefits and you mentioned it does depend a little bit on on 157 00:12:11.169 --> 00:12:13.649 your market, your product, your sales cycle. What are some of the 158 00:12:13.730 --> 00:12:20.240 criteria besides those, or maybe give us a little bit more thinking on those 159 00:12:20.240 --> 00:12:26.559 specific criteria? On Wide Marketing team should think critically about ABM and whether it 160 00:12:26.799 --> 00:12:30.269 is the right fit for them or the right fit for half of their efforts, 161 00:12:30.590 --> 00:12:33.629 for they, you know, dive head first in. Sure, I 162 00:12:33.750 --> 00:12:37.389 think the criteria to considered before just jumping into a BM is is it has 163 00:12:37.470 --> 00:12:45.220 to start with a strategic conversation between sales and marketing and and often operations as 164 00:12:45.259 --> 00:12:48.379 well. Out Right, which is okay. Why what are we trying to 165 00:12:48.500 --> 00:12:50.980 achieve it are go to market strategy? What are the segments that we're going 166 00:12:50.980 --> 00:12:54.899 to focus on? And make sure that there is executive alignment, because without 167 00:12:54.899 --> 00:13:01.690 that alignment from the top, I think it can be a fairly unproductive journey 168 00:13:01.049 --> 00:13:05.809 for folks that I've seen that before too. You have some great intentions with 169 00:13:05.889 --> 00:13:09.210 a campaign manager and maybe sills leader who want to take more of an account 170 00:13:09.210 --> 00:13:16.240 based marketing approach, but without that top down executive support across the organization it 171 00:13:16.360 --> 00:13:20.879 doesn't go very far. And what I've seen is they'll start down this path 172 00:13:20.960 --> 00:13:24.799 of ABM and then other things get thrown on their plate, other tactics of 173 00:13:24.879 --> 00:13:30.830 push back towards in bound tactics, for example. So having the executive linement 174 00:13:30.909 --> 00:13:35.070 is absolute critical as a starting point for Acount base marketing. I think also 175 00:13:35.190 --> 00:13:37.950 this definition, you know, what we the way we started the conversation today, 176 00:13:39.470 --> 00:13:41.019 is an important one to have. You know, does does the Count 177 00:13:41.059 --> 00:13:45.980 Bas marketing mean one to one or does it mean, you know, sort 178 00:13:46.019 --> 00:13:48.419 of a more strategic approach where it's, you know, one one too few 179 00:13:48.899 --> 00:13:52.620 or even one too many in terms of how personalized are going to get in 180 00:13:52.860 --> 00:13:56.809 that execution? And often that's the journey. You know. We started, 181 00:13:56.850 --> 00:14:01.970 for example, Ping identity with a, you know, one too few approach 182 00:14:01.570 --> 00:14:07.529 and we're now sort of exploring how to go towards a one to one approach 183 00:14:07.809 --> 00:14:11.320 at some point in certain geographies. So that clarity of definition of what is 184 00:14:11.399 --> 00:14:16.399 a bum is important. And then really, really important too is just understanding 185 00:14:16.480 --> 00:14:18.240 the targets that you're going to go after, you know, and how you're 186 00:14:18.240 --> 00:14:22.960 going to define those targeted accounts and look criteria to use. That's a one 187 00:14:24.000 --> 00:14:28.149 of the most important parts, I think, of building a really strong foundation 188 00:14:28.350 --> 00:14:33.750 for Accoup base marketing. Yeah, absolutely. What's your recommendations, Brian, 189 00:14:33.909 --> 00:14:37.830 for folks who are just looking to get started there? They don't even have 190 00:14:37.149 --> 00:14:41.580 this. Hey, we're going one too few and we're moving to one to 191 00:14:41.740 --> 00:14:45.700 one. They're really just add at the very beginning stages. What are some 192 00:14:45.779 --> 00:14:50.740 of the things that maybe you wish you'd known before getting started with ABM, 193 00:14:50.860 --> 00:14:54.370 with you and your team? Yeah, I think you know. We've I've 194 00:14:54.370 --> 00:14:56.250 learned kind of the hard way in some cases that you have to start with 195 00:14:56.370 --> 00:15:01.490 that foundation of account selection and understanding right. If you if you start with 196 00:15:03.129 --> 00:15:09.919 tactical execution at a campaign level or maybe implementing some sales or marketing motion to 197 00:15:09.240 --> 00:15:13.919 go after accounts, without being clear on which accounts are going after, it's 198 00:15:13.960 --> 00:15:20.440 not going to be a very productive outcome or journey and you won't have the 199 00:15:20.519 --> 00:15:24.629 outcome you expect. So start with those accounts, right. What are the 200 00:15:24.669 --> 00:15:26.190 accounts are going to go after? How you going to define those accounts. 201 00:15:26.629 --> 00:15:33.789 Important to this is having a good understanding of what a high propensity to buy 202 00:15:33.830 --> 00:15:37.019 account looks like. That's the term that use, you know, coming up 203 00:15:37.100 --> 00:15:43.659 with a set of criteria that essentially define an account that is more likely to 204 00:15:45.659 --> 00:15:50.129 want to engage with you and more likely to purchase from you based on set 205 00:15:50.169 --> 00:15:52.490 a criteria, and that usually take the cross functional team. You know, 206 00:15:52.570 --> 00:15:56.409 in the case of thing identity, and even when we did this when I 207 00:15:56.490 --> 00:16:00.649 was a Dora, it was very much around bringing sales marketing, but also 208 00:16:00.210 --> 00:16:06.559 folks from the product team in some cases, into the discussion and operations. 209 00:16:06.600 --> 00:16:11.840 A lot of the data around your accounts might sit within the operations team and 210 00:16:11.960 --> 00:16:15.919 you need to do an analysis understand what are the characteristics of those accounts that 211 00:16:17.000 --> 00:16:26.029 are current customers and how do you define those criteria to identify future accounts or 212 00:16:26.110 --> 00:16:27.789 perspective, accounts that are going to be a high propensive to by. So 213 00:16:29.029 --> 00:16:34.419 count selection is probably the first thing on that journey to that has to be, 214 00:16:36.059 --> 00:16:38.500 you know, done done right across the company and you need to stick 215 00:16:38.539 --> 00:16:42.340 to that right if you one of the the the other experiences I've had is 216 00:16:42.419 --> 00:16:48.570 that we were pursuing a set of account that we had defined and we found 217 00:16:48.610 --> 00:16:52.409 that we had account executive or sales folks that would keep their own sort of 218 00:16:52.450 --> 00:16:56.250 set of accounts off to the side and not part of that defined set that 219 00:16:56.330 --> 00:17:00.879 we were running our campaigns against. And you just can have that sort of 220 00:17:00.960 --> 00:17:06.200 road behavior to really need a word on board and agreeing on what those accounts 221 00:17:06.400 --> 00:17:10.480 are that you're going to target. That's really interesting. Can you share any 222 00:17:10.519 --> 00:17:14.680 more about that specific situation? Obviously not, you know, names and accounts 223 00:17:14.720 --> 00:17:18.509 and in pointing the finger in a specific sales rep, but what was kind 224 00:17:18.509 --> 00:17:21.829 of the the motivation? Did they feel like, Hey, I'm I'm doing 225 00:17:21.990 --> 00:17:23.869 what I need to with these accounts, I don't want marketing to kind of 226 00:17:23.910 --> 00:17:29.710 muck up and do things in my sandbox that that I don't really have control 227 00:17:29.869 --> 00:17:33.940 over? Or what was kind of the motivation or the factors that play there? 228 00:17:33.980 --> 00:17:37.460 Maybe, yeah, it wasn't. It wasn't quite quite that as the 229 00:17:37.539 --> 00:17:41.500 motivation. It was more just just disconnect, I think, a disconnect between 230 00:17:41.980 --> 00:17:47.769 this corporate tea and this cross functional team that was passed with identifying accounts that 231 00:17:47.849 --> 00:17:52.490 how to high propensity vie and then individual sales reps who maybe you know, 232 00:17:52.009 --> 00:17:56.130 they agreed with that list, but they also had other accounts that maybe they 233 00:17:56.130 --> 00:18:00.119 had relationships with or that they fell also based on their engagement. Those accounts 234 00:18:00.160 --> 00:18:03.400 also look like, I h propensity by and the right answer was actually to 235 00:18:03.440 --> 00:18:08.279 bring those accounts in and review them and then move them into this more central 236 00:18:08.920 --> 00:18:14.549 define set of accounts that we wanted to target. So it was really there 237 00:18:14.670 --> 00:18:18.150 was no sort of port intent involved in that. It was right as the 238 00:18:18.190 --> 00:18:21.710 fact that they weren't aligned in the process, right. Yeah, well, 239 00:18:21.910 --> 00:18:25.710 they didn't understand the process, and that's another important point, because when you 240 00:18:26.109 --> 00:18:30.019 define these accounts, that needs to be an organic thing. I mean you 241 00:18:30.180 --> 00:18:36.859 need to sort of dynamically be evaluating the criteria use to identify high propensity to 242 00:18:36.940 --> 00:18:41.890 buy accounts and periodically, you know quarterly or certainly once a year, every 243 00:18:41.970 --> 00:18:45.049 six months or so, go back look at the model that you've created and 244 00:18:45.130 --> 00:18:51.130 the criteria and modify and then redefine what those accounts look like, because the 245 00:18:51.250 --> 00:18:56.559 market changes and you know your your strength as a company and what what you 246 00:18:56.640 --> 00:19:00.759 might look for within an account might change as well. So that needs to 247 00:19:00.799 --> 00:19:04.119 be ongoing, otherwise it gets still. Yeah, yeah, absolutely, I 248 00:19:04.240 --> 00:19:07.920 love what you said about bringing product and operations in as well. If talked 249 00:19:07.920 --> 00:19:14.230 to other marketers, who definitely agree with you. Know, take your model, 250 00:19:14.390 --> 00:19:18.150 take some maybe some intent data, things like that to determine the hyperpensity 251 00:19:18.190 --> 00:19:22.829 to buy accounts. Also look at sales. You know what accounts have you 252 00:19:22.349 --> 00:19:26.339 really not had luck getting into or which one's, based on your knowledge, 253 00:19:26.579 --> 00:19:30.420 have room for expansion. But I haven't heard many people talk about bringing in 254 00:19:30.779 --> 00:19:36.460 product and operations for the account selection. What was kind of the push for 255 00:19:36.539 --> 00:19:40.009 that or the the reasoning the what kind of brought that to the surface, 256 00:19:40.049 --> 00:19:41.849 as you guys looked at to an IT brain. Well, I think it 257 00:19:42.009 --> 00:19:47.410 was really where the data was residing. The operations team and and our systems 258 00:19:47.450 --> 00:19:49.650 team had access to that data and also was aware of what data we're able 259 00:19:49.650 --> 00:19:56.200 to access to, and so they become really important in actually the creation of 260 00:19:56.359 --> 00:20:00.279 that database. That cuts for database and helping to define the model of what 261 00:20:02.000 --> 00:20:06.960 criteria we would use to identify those accounts that were more likely to buy. 262 00:20:07.430 --> 00:20:11.589 And you know, the product Medican team also understand the requirements in the market 263 00:20:11.789 --> 00:20:15.990 and the types of companies that they were building products for. So it was 264 00:20:17.190 --> 00:20:22.259 definitely a cross functional for has been a cross functional effort to get those criteria 265 00:20:22.339 --> 00:20:27.539 defind you know, you mentioned intent, which is a really great, an 266 00:20:27.579 --> 00:20:32.980 important part of account based marketing. The way we've done it is to separate 267 00:20:33.140 --> 00:20:37.769 this notion of a more static view, of hyperfensive by meaning you you define 268 00:20:37.849 --> 00:20:41.809 those criteria, define and then list out the accounts are going to go after 269 00:20:42.210 --> 00:20:48.369 and then look at intent as a way to trigger certain marketing and sales motion. 270 00:20:48.609 --> 00:20:51.559 So you might have a set of a hundred accounts you know you want 271 00:20:51.559 --> 00:20:55.519 to go after. They all have this high propensity to buy, sort of 272 00:20:55.599 --> 00:20:59.680 definition to them right, and then you start to monitor their behavior and if 273 00:20:59.720 --> 00:21:03.799 you see you know, in our case we use, you know, Bumbora 274 00:21:03.039 --> 00:21:08.390 to monitor their search behavior and intent and then when we would see that intent, 275 00:21:08.950 --> 00:21:14.910 it would trigger not only motions within our sales development rep team, but 276 00:21:15.029 --> 00:21:22.900 also digital and online and even, you know, personalized web motions to two 277 00:21:22.940 --> 00:21:26.220 more effectively engage with those accounts. So we use intent in that way as 278 00:21:26.259 --> 00:21:32.059 a way to trigger the campaign and the sale motion that follows. Yeah, 279 00:21:32.259 --> 00:21:36.329 yeah, I love that. Using the more static criteria to create your your 280 00:21:36.369 --> 00:21:41.049 larger list of accounts and then using that intent information then to to trigger specific 281 00:21:41.130 --> 00:21:47.160 action or timing as your person those accounts because, as we've been talking about 282 00:21:47.160 --> 00:21:52.680 and as everybody knows, you know, ABM implementing that for those sarget accounts. 283 00:21:52.759 --> 00:21:56.559 It it takes time. So doing it, not only those actions toward 284 00:21:56.680 --> 00:22:00.160 the right accounts but at the right time, that's really where some magic can 285 00:22:00.240 --> 00:22:04.109 happen. Absolutely, absolutely, and we've seen. You know, we've seen 286 00:22:04.190 --> 00:22:07.630 great results with that. You know you'll have set of accounts. You know, 287 00:22:07.750 --> 00:22:11.869 all know our right for the for what we provide, and it's just 288 00:22:12.029 --> 00:22:18.140 really a question of timing and when we see that that surge in search behavior, 289 00:22:18.180 --> 00:22:22.180 for example, being able to provide the SDR team of the script to 290 00:22:22.500 --> 00:22:26.900 go after that account and and engage with them right at that moment or to 291 00:22:26.019 --> 00:22:32.490 serve up digital display or paid search for those accounts really has shown to be 292 00:22:32.609 --> 00:22:37.369 more effective and a good Rli. Yeah, yeah, I love that, 293 00:22:37.809 --> 00:22:41.329 Brian. I love the way at the top of the interview you you Vari 294 00:22:41.410 --> 00:22:45.440 succinctly defined account base marketing and I feel like we rounded it out really well 295 00:22:45.599 --> 00:22:49.359 here in a part that is so key for folks in getting started in in 296 00:22:49.759 --> 00:22:56.319 account selection, with this idea of static criteria for for their their whole list 297 00:22:56.440 --> 00:23:00.910 and then using intent data for the timing of specific activities towards specific accounts. 298 00:23:02.430 --> 00:23:07.150 This has been a great conversation. I thank you so much for sharing your 299 00:23:07.190 --> 00:23:11.710 lessons learned and and thoughts with folks. I definitely feel like listeners are going 300 00:23:11.710 --> 00:23:14.900 to get a ton of value from this episode. If anybody has any follow 301 00:23:14.940 --> 00:23:18.059 up questions for you or just would like to stay connected, pick your brain 302 00:23:18.180 --> 00:23:21.140 that at some point down the road. What's the best way for them to 303 00:23:21.180 --> 00:23:22.980 find you or reach out? Brian? Sure I you have to. For 304 00:23:23.099 --> 00:23:27.369 prequle to reach out, they can reach me via linthin or at be bell 305 00:23:27.529 --> 00:23:32.569 at King identitycom Brian, I can't say it enough. This has been a 306 00:23:32.609 --> 00:23:34.769 great conversation. Thank you so much for being on the show today. Great 307 00:23:34.809 --> 00:23:40.410 thank you, Logan. Thanks for done. We totally get it. We 308 00:23:40.569 --> 00:23:44.240 publish a ton of content on this podcast and it can be a lot to 309 00:23:44.319 --> 00:23:48.440 keep up with. That's why we've started the BB growth big three, a 310 00:23:48.599 --> 00:23:52.039 no fluff email that boils down our three biggest takeaways from an entire week of 311 00:23:52.160 --> 00:23:57.950 episodes. Sign up today at Sweet Fish Mediacom big three. That sweet PHISH 312 00:23:59.029 --> 00:24:00.589 MEDIACOM Big Three