#BestOf2019: How to Start Your Very First ABM Program w/ Lauren Vaccarello

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 00:00:19.309 --> 00:00:22.620 Now there are lots of companies that everised 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 --> 00:00:38.609 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 --> 00:01:03.560 get into the show. Hey, everybody, Logan with sweetfish here, as 16 00:01:03.640 --> 00:01:07.629 we've been doing all throughout January, we continue our countdown of the top twenty 17 00:01:07.709 --> 00:01:11.989 episodes of two thousand and nineteen today with number four, which is the first 18 00:01:11.150 --> 00:01:15.709 in a two part series we did with Lauren Vacarollo on starting your very first 19 00:01:15.750 --> 00:01:21.180 ABM program to get more episodes coming up in the countdown, make sure you're 20 00:01:21.180 --> 00:01:25.299 subscribed to the show in apple podcasts or wherever you do you're listening. You 21 00:01:25.420 --> 00:01:30.620 can also check out the full list at Sweetish Med beacom blog. Just look 22 00:01:30.700 --> 00:01:34.370 for the Hashtag Best of two thousand and nineteen in the categories on the right 23 00:01:34.409 --> 00:01:38.849 hand side of that page. Welcome back to the BB grows show. I'm 24 00:01:38.890 --> 00:01:42.769 your host for today's episode, Logan Lyles, director of partnerships here at sweet 25 00:01:42.769 --> 00:01:48.040 fish media. I'm joint today by Lauren Bacarello. She is the former VP 26 00:01:48.200 --> 00:01:52.480 of marketing and customer engagement at box. She is also the cohost of the 27 00:01:52.560 --> 00:01:56.680 marketing trends podcast. Lauren, how you do it today? You're really well. 28 00:01:56.799 --> 00:01:59.400 Thank you for having me. I'm so excited to do it. Hey, 29 00:01:59.560 --> 00:02:01.909 I am just as excited, probably more so. I love talking to 30 00:02:02.069 --> 00:02:07.229 marketers with interesting journeys, a lot of experience and people who are also passionate 31 00:02:07.229 --> 00:02:10.909 about podcasting and and we've got the trieffect at in you today. So thank 32 00:02:10.949 --> 00:02:15.099 you so much for coming on the show. Absolutely I am getting on in 33 00:02:15.180 --> 00:02:20.300 me. Able to Gig out on marketing with another sort of a ficionado is 34 00:02:20.340 --> 00:02:23.020 one of my favorite things to do. So to be a lot of fun, 35 00:02:23.500 --> 00:02:27.020 Ha Awesome. Well, Lauren, we're going to be talking about we're 36 00:02:27.020 --> 00:02:30.330 going to get beyond a little bit the why of ABM. A lot of 37 00:02:30.409 --> 00:02:35.169 folks have been talking about the why of ABM. We've done series as we 38 00:02:35.289 --> 00:02:38.930 were on site at flip my funnel last year, obviously a big conference in 39 00:02:39.009 --> 00:02:44.520 the ABM space. I'm really excited to have you share some tactics with folks 40 00:02:44.960 --> 00:02:49.199 in some abm efforts that you have led and speak to the how a little 41 00:02:49.199 --> 00:02:52.319 bit. But before we do that we have to give people a little bit 42 00:02:52.360 --> 00:02:58.629 of background on your story because it involves marketing for record label in Brooklyn, 43 00:02:58.710 --> 00:03:01.270 kind of one of your first stops, and in marketing in a roundabout way, 44 00:03:01.469 --> 00:03:05.710 and then some some time at sales for so I would love for you 45 00:03:05.789 --> 00:03:08.189 to share with folks a little bit of your winding road because I think it 46 00:03:08.430 --> 00:03:13.620 speaks a lot to you know the perspective that you have these days. Totally. 47 00:03:13.659 --> 00:03:16.379 I am. Do you click background? So I said lawn back far 48 00:03:16.419 --> 00:03:22.219 aloh. I've been in marketing for about fifteen years and what I feel like 49 00:03:22.300 --> 00:03:25.259 everyone knows me for out here in the day areas you know, I've been 50 00:03:25.300 --> 00:03:29.729 marketing in tech for eleven years. I used to run digital a sales course, 51 00:03:30.210 --> 00:03:34.810 but my background is a non traditional and non traditional path to get here. 52 00:03:35.050 --> 00:03:38.129 Like you mentioned, I so my first job in marketing I did marketing 53 00:03:38.169 --> 00:03:44.039 at a punkraft record label in Brooklyn and it was honestly one of the most 54 00:03:44.039 --> 00:03:46.840 sponge jobs I ever had and I always thought I wanted to work in music 55 00:03:46.000 --> 00:03:51.360 and I love the band. So I went and took the subway into Brooklyn, 56 00:03:51.520 --> 00:03:55.750 way before Brooklyn was it is now, the actual warehouses, and got 57 00:03:55.870 --> 00:04:00.270 to do everything from meeting bands to designing album covers. I'm not a designer, 58 00:04:00.389 --> 00:04:05.349 which is I apologize for anyone who's album cover I worked on and ended 59 00:04:05.430 --> 00:04:12.099 up going from there. I actually worked at on online marketing for an online 60 00:04:12.180 --> 00:04:16.579 trading company shortly after that and to go from a punk labeled to in Brooklyn 61 00:04:16.660 --> 00:04:21.220 to working on Wall Street. I'm running, eventually running online marketing for online 62 00:04:21.259 --> 00:04:26.329 trading company, and this was, I guess, her some background. People 63 00:04:26.649 --> 00:04:30.569 now take classes and go to school to be digital marketers and it is a 64 00:04:30.930 --> 00:04:33.129 it is a really good job path. It is the future of marketing, 65 00:04:33.730 --> 00:04:38.089 for has been the future for a while. When I started in digital it 66 00:04:38.209 --> 00:04:43.040 was long before digital was socially acceptable. So I was working at this off 67 00:04:43.120 --> 00:04:46.879 exchange trading company on Wall Street doing digital marketing, which is not a socially 68 00:04:46.959 --> 00:04:50.560 acceptable career path, but who knew it was turned out to where it is. 69 00:04:50.959 --> 00:04:57.709 And at the time everything we were doing was online. I was doing 70 00:04:57.750 --> 00:05:01.110 everything from setting up this webinar program because who knew what webinars were, to 71 00:05:01.629 --> 00:05:06.579 figuring out how to try and online and offline, because we had sales people 72 00:05:06.939 --> 00:05:13.939 that were calling these and we were running Google ad words campaign and I had 73 00:05:14.019 --> 00:05:17.139 this theory that the different keywords that we've been on, even though they all 74 00:05:17.259 --> 00:05:21.490 created leads, not all leads were the same, because I sat next to 75 00:05:21.569 --> 00:05:26.170 the sellers and I've been a feller, so I knew the quality was different. 76 00:05:26.689 --> 00:05:30.050 So I figured out how to connect sales forth in Google ad words through 77 00:05:30.089 --> 00:05:33.930 this amazing tall tool club Keadon, which became sales forth for Google ad words. 78 00:05:33.930 --> 00:05:38.639 After sales worth acquired it and then the founder of he didn't ended up 79 00:05:38.639 --> 00:05:41.120 being my boss. That fails forth, you know, eight years later, 80 00:05:41.240 --> 00:05:45.720 which I saw our seven years later, which was amazing weird coincidence, because 81 00:05:45.720 --> 00:05:49.990 that really is what started the trajector of my career and figuring out how not 82 00:05:50.149 --> 00:05:54.790 just to drive me to how to drive better quality. Ended up starting my 83 00:05:54.829 --> 00:05:59.350 own company, moving to California, starting my own company, financial vertical, 84 00:05:59.910 --> 00:06:01.589 in two thousand and eight. And for anyone old enough to remember, she 85 00:06:01.709 --> 00:06:05.379 said of an eight remembers that that was the worst time to start a company 86 00:06:06.339 --> 00:06:11.259 because the global financial crisis happened and there were no jobs and no money and 87 00:06:11.540 --> 00:06:14.819 advertising then. So I ended up a sales forth for about four and a 88 00:06:14.860 --> 00:06:17.180 half years. And when I started it sales worth, it wasn't sales forth 89 00:06:17.259 --> 00:06:23.170 today, which is the deals worth pour and it's incredible massive company. It 90 00:06:23.329 --> 00:06:25.769 was, you know, twenty five hundred people, which is still big. 91 00:06:26.290 --> 00:06:29.889 My three or people not the category leader. It was the you know, 92 00:06:30.449 --> 00:06:34.240 scrappy up income are going after Oracle and they were wanted to start a digital 93 00:06:34.319 --> 00:06:38.439 program and I've been doing digital at that point for a number of years and 94 00:06:38.759 --> 00:06:43.519 went into start kaid acquisition. Figured I'd be there for a year. Spent 95 00:06:43.600 --> 00:06:46.120 four and a half years there and by the time I left I was running 96 00:06:46.120 --> 00:06:49.509 all of digital. I was an amazing, amazing time to be there and 97 00:06:49.709 --> 00:06:55.189 I got to work on Scaling Dream Force from, you know, Tenzero, 98 00:06:55.750 --> 00:07:00.750 Twentyzero people to a hundred thousand people with incredible talents at events, leaders working 99 00:07:00.829 --> 00:07:04.019 on every single product line, you know, driving hundreds of millions of dollars 100 00:07:04.060 --> 00:07:08.939 in typeline and revenue for sale course, and building some of the most innovative 101 00:07:08.939 --> 00:07:13.860 programs that they had. My team brought in social product retargeting, any sort 102 00:07:13.899 --> 00:07:18.329 of new innovative digital tactic my team probably worked on and brought into sale course, 103 00:07:18.370 --> 00:07:21.490 which is awesome. And then, and I definitely got to start a 104 00:07:21.529 --> 00:07:26.610 sug and it's been with me ever since. And Ran Marketing Forever Rol, 105 00:07:27.050 --> 00:07:30.240 which is the targeting company, and did that wrote a book with them. 106 00:07:30.839 --> 00:07:35.120 The running joke with my best friend and any time her daughter has trouble sleeping 107 00:07:35.600 --> 00:07:40.160 she takes one of the books I've written and just sit down with a daughter 108 00:07:40.199 --> 00:07:46.430 and she's they're they're great tugs. There's just, you know, very exciting 109 00:07:46.509 --> 00:07:49.310 business book. Yeah, who was that add roll and now, most recently 110 00:07:49.350 --> 00:07:54.310 I was running to give marking and talks and then I started their customer engagement 111 00:07:54.389 --> 00:07:58.110 program. There's so much of my career has been focused on how do you 112 00:07:58.149 --> 00:08:01.259 drive net new how do you drive exhibition? How do you tell really compelling 113 00:08:01.379 --> 00:08:07.620 stories to grow a brand? And then with customer engagement, it was okay, 114 00:08:07.980 --> 00:08:09.699 great come of the customer. What do you do with it? How 115 00:08:09.740 --> 00:08:13.569 do you drive product adoption? How do you drive high values? is so 116 00:08:13.649 --> 00:08:16.009 they become advocate, so they expand or they up spell. So honestly, 117 00:08:16.050 --> 00:08:20.970 a big thing for for my career really has been okay, this is great, 118 00:08:22.209 --> 00:08:24.209 but what else is there? How can we try and do something different? 119 00:08:24.250 --> 00:08:28.079 Is there any way of thinking about this or a new program and that 120 00:08:28.279 --> 00:08:33.080 really even happened several times at boss that myself and my team started the account 121 00:08:33.120 --> 00:08:37.480 with marping program at box and I unintentionally did ABM at do force. I 122 00:08:37.519 --> 00:08:41.909 don't think that's what it was called back then, but we ran a social 123 00:08:41.990 --> 00:08:46.429 enterprise campaign and we came up with a target account list and work with sales 124 00:08:46.509 --> 00:08:50.990 and joined plans and it was a great, great push and I now I 125 00:08:52.149 --> 00:08:56.539 think about it and this was probably six years ago. I had no idea 126 00:08:56.740 --> 00:08:58.820 at the time it would be the thing that turned into account based marketing. 127 00:09:00.259 --> 00:09:03.100 R and when I've gotten to box, box is super interesting. There's over 128 00:09:03.179 --> 00:09:07.779 eightyzero customers, over sixty five percent of the post and five hundreds. But 129 00:09:07.299 --> 00:09:11.250 you know, I know marketers aren't good at maths, but sixty five percent 130 00:09:11.289 --> 00:09:15.929 of five hundred is not nearly as many as over eightyzero customers. So where 131 00:09:15.929 --> 00:09:18.970 do all these other customers come from? Box tigs is really unique challenge of 132 00:09:20.809 --> 00:09:26.559 a really robust enterprise business and a very large volume based business, and I 133 00:09:26.720 --> 00:09:28.919 came in and said this is, you know, great, but how are 134 00:09:28.960 --> 00:09:35.519 we going to both drive volumes and also drive the enterprise and drive up market? 135 00:09:35.000 --> 00:09:39.870 Right? That really was one of the pushes for kicking off and expanding 136 00:09:41.029 --> 00:09:45.190 our account as marketing program I love that. Yeah, it sounds like you 137 00:09:45.309 --> 00:09:48.350 were in involved with a few things before they were cool. You know, 138 00:09:48.429 --> 00:09:52.860 you talked earlier about basically lead scoring before lead scoring was a thing, running 139 00:09:52.860 --> 00:09:56.940 abm before abm was a thing. So obviously you've got some some experience, 140 00:09:58.059 --> 00:10:01.980 even though it came in a non traditional route that other marketers can learn from. 141 00:10:03.379 --> 00:10:05.620 You know, I hit the job market in two thousand and eight with 142 00:10:05.700 --> 00:10:09.049 a journalism degree, so I can I wasn't trying to launch a business, 143 00:10:09.289 --> 00:10:13.090 but I was trying to get a job in a fast changing contracting industry around 144 00:10:13.090 --> 00:10:16.889 two thousand and eight. So I can associate with you with kind of steering 145 00:10:16.929 --> 00:10:20.600 out into the market thinking what the heck right now around two thousand and eight, 146 00:10:20.679 --> 00:10:24.759 so I can associate with that part of your journey as well. Well, 147 00:10:24.840 --> 00:10:28.840 all of that being said, Lauren, let's let's talk about ABM and 148 00:10:28.279 --> 00:10:31.279 where to start, because you know, I think there are a lot of 149 00:10:31.360 --> 00:10:35.950 marketers who are bought in, but a lot of folks kind of staring out 150 00:10:35.950 --> 00:10:37.350 into the void, like you and I were in two thousand and eight in 151 00:10:37.590 --> 00:10:43.149 different scenarios, wondering where do I start? And you had a presentation that 152 00:10:43.230 --> 00:10:48.350 you did on this about the ABM program that you launched and led the team 153 00:10:48.509 --> 00:10:50.860 on at box, and I love the way you broke it down as a 154 00:10:50.940 --> 00:10:56.179 starting point in three specific goals. Can you speak to that and speak to 155 00:10:56.419 --> 00:11:00.500 getting started with your account based Marketing Program here? When you're starting with account 156 00:11:00.500 --> 00:11:03.259 base marketing, honestly, when you're starting with any program, any initiatives from 157 00:11:03.289 --> 00:11:07.169 marketing, and I've done this with averagement that I've worked on. WHO's comings 158 00:11:07.409 --> 00:11:11.889 like? Give me the presentation in the page and I'm the person that will 159 00:11:11.929 --> 00:11:13.049 look at them and stare at them and go, hang on, I don't 160 00:11:13.049 --> 00:11:18.840 understand what you're talking about. What are you trying to accomplish? Tell me 161 00:11:18.919 --> 00:11:22.360 what your goals are and then help me your picture presentation, all of the 162 00:11:22.440 --> 00:11:26.320 things, and I could help help you understand. Is this going to get 163 00:11:26.360 --> 00:11:31.440 you here end results? We started with account based marketing at box and it's 164 00:11:31.559 --> 00:11:35.029 any time you start something new, whether it's ABM or you are figuring out 165 00:11:35.070 --> 00:11:39.909 lead scoring before there are words to describe lead scored or whatever it is, 166 00:11:41.509 --> 00:11:43.230 you need to understand what are you trying to accomplish. They you know if 167 00:11:43.230 --> 00:11:46.139 it's working or not. To We said, okay, we've got this new 168 00:11:46.259 --> 00:11:50.340 thing. We want to try account base marketerring. What do we wanted to 169 00:11:50.379 --> 00:11:52.820 do? And we said, well, the first goal is going to be 170 00:11:52.019 --> 00:11:56.340 provide account intelligent so we have fifty accounts. If that was an account, 171 00:11:56.700 --> 00:12:01.450 who are they? What's the profile? How many contacts? What is the 172 00:12:01.690 --> 00:12:05.529 account intelligence for a buff as that they have? The second thing we said, 173 00:12:05.529 --> 00:12:09.929 well, we want to drive awareness and engagement. So we have these 174 00:12:09.970 --> 00:12:13.450 accounts in this account its marking program. They want them to know who we 175 00:12:13.570 --> 00:12:16.000 are, we want them to know why we're better and we want them to 176 00:12:16.120 --> 00:12:20.799 be really engaged with us. And we did this through things like targeted advertising 177 00:12:20.840 --> 00:12:24.919 or nurture programs or corporate events, agetting to put to events or sales enaiblement. 178 00:12:26.480 --> 00:12:28.399 And then, honestly, for anyone who said a lot of time working 179 00:12:28.519 --> 00:12:33.509 with with sales, as I have in many markers, probably have. They 180 00:12:33.590 --> 00:12:39.149 loved the idea of account intelligence because it makes spellers butter sellers. They love 181 00:12:39.269 --> 00:12:43.629 the idea of warming up leads and driving engagement in such a goal of awareness 182 00:12:43.669 --> 00:12:48.259 and engagement. But honestly, they don't hear you until it's that sort that 183 00:12:48.419 --> 00:12:52.700 final goal, which for us was how do we help sales land new accounts 184 00:12:52.700 --> 00:12:56.620 and expand existing account so we have three goals of provide accounts intelligence, drive 185 00:12:56.659 --> 00:13:03.049 awareness, an engagement and help bail land new accounts and expand existing ultimately, 186 00:13:03.129 --> 00:13:05.570 the one that was most important to our sales team was the how do we 187 00:13:05.690 --> 00:13:11.169 help them make more money? Yeah, you get into that third goal and 188 00:13:11.250 --> 00:13:16.080 you're talking about actually helping them at appointments and sales enablement and really in the 189 00:13:16.159 --> 00:13:20.960 trenches with them. They're right exactly, and I mean I'm going to go 190 00:13:20.039 --> 00:13:22.679 into some of the what we did is that. But and what the sales 191 00:13:22.799 --> 00:13:30.350 often doesn't realize is we can really effectively set appointment for them and help drive 192 00:13:30.429 --> 00:13:33.669 a really robust you know, the ICS which were for our executive Innovation Center, 193 00:13:33.909 --> 00:13:37.950 Executive Briefing Center, depending on where you are. We can't really help 194 00:13:39.070 --> 00:13:43.700 drive those deep, deep conversations and set appointments and get meeting for them if 195 00:13:43.779 --> 00:13:48.259 we don't first acquire contact, do all the account profiling, build awareness, 196 00:13:48.299 --> 00:13:52.820 driving engatement and then that final thing, the real payoff, is how do 197 00:13:52.899 --> 00:13:54.659 I we used to, we always call it at Beth. How do I 198 00:13:54.769 --> 00:14:00.129 give sales as many at that as possible? I want them in the room 199 00:14:00.809 --> 00:14:05.929 with as many high quality, warm prospects as possible. I want them to 200 00:14:07.370 --> 00:14:09.559 be in the room to go to meeting, to, you know, sit 201 00:14:09.679 --> 00:14:13.120 next to each other at a dinner. I want fail to be really trained 202 00:14:13.159 --> 00:14:18.080 in and able to have deep, deep conversations with these people, because part 203 00:14:18.120 --> 00:14:20.799 of my the goal of my team is how do we drive these at bath. 204 00:14:22.000 --> 00:14:26.750 How do we get them in the room? Hey, everybody, logan 205 00:14:26.830 --> 00:14:30.830 with sweet fish here. You probably already know that we think you should start 206 00:14:30.870 --> 00:14:33.309 a podcast if you haven't already. But what if you have and you're asking 207 00:14:33.470 --> 00:14:37.940 these kinds of questions? 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All right, let's get 216 00:15:22.070 --> 00:15:28.909 back to the show. Yeah, so we'll come back to getting buy in 217 00:15:28.029 --> 00:15:31.149 from sales, but the way that you put that there, Lauren, makes 218 00:15:31.230 --> 00:15:33.990 me think about it kind of in a different way. It's, you know, 219 00:15:35.230 --> 00:15:39.299 there's the awareness of the accounts externally and you're warming up those leads, 220 00:15:39.340 --> 00:15:46.220 but there's also the education you're doing internally. You're making the sellers better sellers. 221 00:15:46.340 --> 00:15:48.379 So did you kind of look at it as a two pronged approach it? 222 00:15:48.539 --> 00:15:50.730 I mean we have to we have to market to our clients, but 223 00:15:50.809 --> 00:15:56.330 we have to turn internally and market to our sales people and educate our sales 224 00:15:56.370 --> 00:15:58.570 people. And maybe this feeds right into how you did get by in from 225 00:15:58.610 --> 00:16:02.330 sales. Maybe that that is the road map. I'll let you speak to 226 00:16:02.370 --> 00:16:04.519 it a little more. It's so important to get that buy in from sales 227 00:16:04.639 --> 00:16:08.279 and you talk a little bit about for the internal enablement and internal spelling. 228 00:16:08.519 --> 00:16:12.399 The as much as you know, be a the markers want to think we 229 00:16:12.480 --> 00:16:18.440 can do things on our own weekend and the relationships between sales and marketing, 230 00:16:18.519 --> 00:16:22.629 and I'm sure there's some podcasts everyone talks about how important the relationship between sales 231 00:16:22.629 --> 00:16:27.350 and marketing it when you're doing adm. if you don't have complete buy and 232 00:16:27.509 --> 00:16:33.220 from the sale organization and your sellars aren't enabled for your program, your program 233 00:16:33.299 --> 00:16:38.899 will fail. It doesn't matter how perfect you're targeting is, how perfect your 234 00:16:40.779 --> 00:16:45.860 picklist is or your target account it. It doesn't matter how perfect everything you 235 00:16:45.019 --> 00:16:48.570 did is if you don't have buy and from sales, it fails. Isn't 236 00:16:48.649 --> 00:16:52.769 properly trained. Know, okay, it's these accounts, this is what I 237 00:16:52.889 --> 00:16:56.210 do when I get them. Here's the right messaging, here's all my enablement 238 00:16:56.289 --> 00:17:00.409 materials, here's all the bits and pieces your programs lack. Work out so 239 00:17:00.600 --> 00:17:04.559 for us and it ties, actually ties together really well on when we first 240 00:17:04.599 --> 00:17:08.160 kicked off the program so when we first kicked off ABM at box, we 241 00:17:08.240 --> 00:17:12.599 did in a couple of phases. It's started out, honestly, very ad 242 00:17:12.799 --> 00:17:18.390 hoc and if you sort of put everything on paper, and I'll walk you 243 00:17:18.470 --> 00:17:21.549 through how we started it, there's so many ways you can say, you 244 00:17:21.710 --> 00:17:23.630 know, that's not the right way, that's not the right way to and 245 00:17:23.789 --> 00:17:26.029 this isn't the right way to do this and Blah, blah, blah. 246 00:17:26.390 --> 00:17:30.299 You're like, yeah, great, on paper, there's all these things you 247 00:17:30.380 --> 00:17:32.500 can do on paper, but part of it is how do you know the 248 00:17:32.579 --> 00:17:36.819 culture of your organization and how you really fell that moment them? So one 249 00:17:36.859 --> 00:17:40.420 of the things that we did was starting with the General Prof of concept. 250 00:17:40.539 --> 00:17:42.619 So we said we want to do this account its marketing things. It is 251 00:17:42.940 --> 00:17:48.009 a totally new way to think about or, at least at box at the 252 00:17:48.089 --> 00:17:52.529 time, to think about how are you driving enterprise? How are you driving 253 00:17:52.569 --> 00:17:56.009 most to the enterprise? And we would do another tactics before. We still 254 00:17:56.009 --> 00:17:59.720 do it kind of deal marking, and I dig feel marking, especially in 255 00:17:59.759 --> 00:18:03.160 the enterprise, is so effective with that. But we said we need something 256 00:18:03.200 --> 00:18:07.359 else and we could have gone through all of the channels and went top down 257 00:18:07.440 --> 00:18:10.960 and talk to the head of sales and got on the mandate and pushed everything 258 00:18:11.079 --> 00:18:15.309 down like you know what, it's going to take too long and the people 259 00:18:15.349 --> 00:18:18.750 on the ground aren't going to buy in and on place fills as a ton 260 00:18:18.829 --> 00:18:21.509 of stuff to do and they don't need us saying, Hey, we have 261 00:18:21.670 --> 00:18:26.150 this new idea. But what we ended up doing is we have good relationships 262 00:18:26.190 --> 00:18:30.180 with some sale people, as every marketer at every single level should have as 263 00:18:30.299 --> 00:18:33.740 good relationships with individual sellars. So we said, okay, let's get a 264 00:18:33.740 --> 00:18:37.779 couple of sales people that we had peop relationships with that are high energy, 265 00:18:37.819 --> 00:18:42.289 highly influential within the sales organization. There's super engaged, they like us. 266 00:18:42.329 --> 00:18:48.089 There's and they're also smart, because they're sitting there going these marketers are saying 267 00:18:48.329 --> 00:18:51.930 they had something for me that can help me make more money and they I 268 00:18:52.130 --> 00:18:53.569 just need to try this thing for them. As it works, they give 269 00:18:53.650 --> 00:18:56.920 me extra help and extra support. I can hit my number faster. Yes, 270 00:18:56.960 --> 00:19:00.680 I work with these marketers. So we got one sale. They've payed 271 00:19:00.759 --> 00:19:03.319 with super engage with that by REP and we're like great, we are fell 272 00:19:03.440 --> 00:19:06.880 reepies, we have reps and we sat down with then and we said, 273 00:19:06.880 --> 00:19:10.589 okay, we're going to try account base marketing and what we want to do 274 00:19:10.750 --> 00:19:14.670 is partner with you on a handful of accounts that you're having trouble getting penetration 275 00:19:14.789 --> 00:19:17.990 in and we are going to take a lot of the load. And we 276 00:19:18.230 --> 00:19:22.750 was completely opportunistic. We got, I think it's three accounts from each Paris, 277 00:19:22.789 --> 00:19:25.700 five accounts from each of the rest that we had about twenty five account 278 00:19:26.180 --> 00:19:29.460 coming in and we said, okay, we've got these accounts and what we're 279 00:19:29.460 --> 00:19:32.579 going to do is we're going to deploy a couple of tactics. We're going 280 00:19:32.619 --> 00:19:36.619 to do account profile, we're going to do account profiling, contact acquisition, 281 00:19:36.779 --> 00:19:38.650 build that up and then we're going to see what we can do to get 282 00:19:38.650 --> 00:19:45.089 appointment set. Everything is done manual. It's manually track. We're having weekly 283 00:19:45.170 --> 00:19:48.089 calls with the sellers saying, okay, this is what we're doing. Here's 284 00:19:48.089 --> 00:19:51.930 the depth of account information where you don't have a ton of money for awareness, 285 00:19:51.970 --> 00:19:55.640 but we're doing a little bit for these twenty five accounts. Anytime we 286 00:19:55.759 --> 00:19:59.680 see any one of these accounts or they're co located near any of our events, 287 00:19:59.720 --> 00:20:02.359 go and buy some two events. We're going to work on doing the 288 00:20:02.440 --> 00:20:04.720 appointment setting for you. What can we do to get from pnetration? And 289 00:20:04.839 --> 00:20:07.789 really what we were looking for is a couple of quick way. We needed 290 00:20:07.829 --> 00:20:11.789 a couple of fellars to be really excited about the program. In addition to 291 00:20:11.869 --> 00:20:15.269 all of that, we also said, with these accounts, can we build 292 00:20:15.309 --> 00:20:18.509 you? Is there crustom messaging we can build you? Can we give you 293 00:20:18.670 --> 00:20:22.740 custom email, a templed anyone shooters, any bit of content that is a 294 00:20:22.859 --> 00:20:27.619 little more, that is more relevant and more personalized to these account so you're 295 00:20:27.660 --> 00:20:32.859 not getting the same sort of broad marketing messaging. We're going to teet this 296 00:20:33.140 --> 00:20:36.609 just for these accounts. I love how you mentioned did you say you guys 297 00:20:36.609 --> 00:20:40.769 were having weekly calls with the reps, not just your salespeepy. I love 298 00:20:40.849 --> 00:20:44.450 that. I love that. And the other thing I think sales probably really 299 00:20:44.529 --> 00:20:47.690 had to appreciate is I feel like a lot of sellers out there feel like 300 00:20:48.369 --> 00:20:52.799 it's kind of their job to take the marketing, the generalized marketing speak, 301 00:20:52.839 --> 00:20:55.640 as you mentioned, and turn it into sales speak. You know, they 302 00:20:55.720 --> 00:20:59.119 have something that kind of speaks to this industry, but then they're the ones 303 00:20:59.119 --> 00:21:03.319 having the conversation. Hey, Mr Customer, I know about this this account, 304 00:21:03.880 --> 00:21:07.990 and take that general marketing message and really apply it. So the fact 305 00:21:07.990 --> 00:21:10.430 that you were coming to them and saying, Hey, can we do this 306 00:21:10.630 --> 00:21:12.910 for you? I bet the response was pretty good. Right. Oh, 307 00:21:14.029 --> 00:21:18.349 they were so excited and it was. The marketing is listening, marketing is 308 00:21:18.390 --> 00:21:22.259 legit really trying to help us and having these weekly calls and if they're not 309 00:21:22.420 --> 00:21:26.740 in saily, long weekly called, the sellers don't want on family long weeks 310 00:21:26.740 --> 00:21:29.740 ago. Right, it is okay, this is what's going on. What 311 00:21:29.819 --> 00:21:33.009 do you have? Okay, there were twenty five account we had appointment set 312 00:21:33.170 --> 00:21:36.849 with, you know, three the account how did it go? What was 313 00:21:36.930 --> 00:21:40.049 good? What was bod a? Getting this sort of real sign of feedback 314 00:21:40.130 --> 00:21:41.809 and what we were doing when it was really good, course correct, and 315 00:21:41.970 --> 00:21:45.009 then psych okay, we need a couple of quick when that we need to 316 00:21:45.130 --> 00:21:48.759 create a couple of opportunities and accounts that just haven't been even if you haven't 317 00:21:48.759 --> 00:21:52.920 been able to crash. And once we got I think we probably ended up 318 00:21:52.960 --> 00:21:57.720 with five or six opportunities. So not a huge, huge volume. What, 319 00:21:57.839 --> 00:22:02.549 if you think about what is that like? Twenty percent. We created 320 00:22:02.549 --> 00:22:07.470 about twenty percent opportunity and it counts. We were never really able to track 321 00:22:07.029 --> 00:22:11.509 and what we needed was a couple of success stories. We needed sales to 322 00:22:11.549 --> 00:22:15.420 be excited so that we can go back and say these sellers are influential in 323 00:22:15.500 --> 00:22:19.460 the sales organization. Now they're going to tell other sellers, and other sellers 324 00:22:19.500 --> 00:22:22.019 were coming to to us saying, Hey, I've got a few accounts. 325 00:22:22.099 --> 00:22:26.539 Can I get these accounts on this list? And then by the time we 326 00:22:26.619 --> 00:22:30.730 started doing planning for next year and we talked to the global vp of tails, 327 00:22:32.289 --> 00:22:34.089 we could sit down with him and say so, this is what we're 328 00:22:34.130 --> 00:22:37.970 thinking. He's like, I keep hearing about this ABM program you guys, 329 00:22:37.049 --> 00:22:41.049 what are you doing? And it wasn't US trying to sell and pitch him 330 00:22:41.490 --> 00:22:47.039 these guys and because they actually happen to all the guys. These guys were 331 00:22:47.599 --> 00:22:51.440 telling him about this and telling him about babym program and then we have these 332 00:22:51.519 --> 00:22:55.839 win reports and we get a win report that references is a program. We're 333 00:22:55.880 --> 00:23:00.589 starting to get this like natural excitement and saying, okay, this seems like 334 00:23:00.750 --> 00:23:04.589 it could have legs. Let's actually do this the right way and let's actually 335 00:23:04.750 --> 00:23:10.150 try this and not get the scales rep you know, and whatever random place 336 00:23:10.230 --> 00:23:12.779 and whatever random industry that we just happen to have a good relationship, let's 337 00:23:12.819 --> 00:23:17.819 do this for right way. Yeah, I love that. So it didn't 338 00:23:17.859 --> 00:23:21.900 start with the global, global ahead of sales. Hey, sit down for 339 00:23:22.019 --> 00:23:23.859 this thirty minute slide deck. We're going to learn you something. We're going 340 00:23:23.859 --> 00:23:27.569 to teach you about this new thing called ABM and tell you why it's so 341 00:23:27.730 --> 00:23:32.609 great and why we need your buy and you. You did the selling internally, 342 00:23:32.809 --> 00:23:36.930 with this proof of concept, with and worked closely not only with sales 343 00:23:36.970 --> 00:23:40.609 leadership but with the sales breast. I love that. All Right, today's 344 00:23:40.650 --> 00:23:45.640 growth story revolves around search engine marketing and will be shining the spotlight on ags 345 00:23:45.720 --> 00:23:49.920 software, a company that makes software for manufacturing operations. Ages was one of 346 00:23:49.960 --> 00:23:55.160 the first companies in their space to invest in search marketing, but it's competition 347 00:23:55.319 --> 00:24:00.029 grew their performance plateaued. To counter this, they hired directive consulting, the 348 00:24:00.150 --> 00:24:06.470 B Tob Search Marketing Agency with unparalleled experience in and Bent Legen. For BDB 349 00:24:06.589 --> 00:24:11.380 companies, directive was able to increase a just as monthly online leads by four 350 00:24:11.500 --> 00:24:15.460 hundred and fifty seven percent, while at the same time lowering their cost pro 351 00:24:15.539 --> 00:24:19.420 lead by a hundred and forty seven percent. That I have a hunch that 352 00:24:19.539 --> 00:24:25.049 directive can get these kind of results trene to so head over to directive consultingcom 353 00:24:25.410 --> 00:24:30.650 and request a totally free custom proposal. That's directive consultingcom. All right, 354 00:24:30.690 --> 00:24:34.930 let's get back to this interview. One of the things I wanted to have 355 00:24:36.049 --> 00:24:41.720 you touch on, Lauren, is and will link to your prior presentation on 356 00:24:41.880 --> 00:24:44.920 this in the show notes, but if you could touch a little bit on 357 00:24:45.319 --> 00:24:48.720 the specifics that you guys built in your measurement model for ABM, because I 358 00:24:48.759 --> 00:24:52.829 think there are some great lessons learned there and some things that that marketers can 359 00:24:52.910 --> 00:24:57.150 start to think about as they try to formalize their own ABM program sure. 360 00:24:57.549 --> 00:25:02.509 So we started to build a measurement model. A couple of things that are 361 00:25:02.549 --> 00:25:06.069 really important to note. With ABM you have to measure at the account level. 362 00:25:06.109 --> 00:25:08.940 I know for a lot of tracking and fold for it, it's going 363 00:25:10.099 --> 00:25:14.900 to be on the opportunity and it's the opportunity is going to have contacts associated 364 00:25:14.980 --> 00:25:18.819 with the opportunity and you're going to say, and I mean I see this 365 00:25:18.900 --> 00:25:22.329 all the time, I have this opportunity to million dollar opportunity and they rest 366 00:25:22.609 --> 00:25:27.450 hoods, you know, the CIO and the I don't know, bp I 367 00:25:27.609 --> 00:25:33.410 tape as the contact associated with that opportunity. But for a million dollars deal 368 00:25:33.450 --> 00:25:36.720 there's actually, you know, twenty contacts on the account. They put who 369 00:25:36.759 --> 00:25:41.640 up right. The problem with that is you may have done all of this 370 00:25:41.759 --> 00:25:45.839 abm work and it might not have hyp the CIO for some reason. So 371 00:25:45.000 --> 00:25:48.079 now you're not going to get credit to if you're not looking on I hate 372 00:25:48.079 --> 00:25:52.829 the word credits, but for me to know what's working with not working and 373 00:25:53.069 --> 00:25:59.349 something yeah, right about credit. If you want this, if you want 374 00:25:59.430 --> 00:26:02.750 things that work to keep working, you need to know work, where everything 375 00:26:02.869 --> 00:26:06.180 is. So we had to push everyone to say I need to tract this 376 00:26:06.299 --> 00:26:08.099 at the account level. I don't want to track this at the contact level 377 00:26:08.420 --> 00:26:12.099 because it's not about the contact, it's about the entire account. So we 378 00:26:12.299 --> 00:26:18.130 have these once we actually did our first sort of small pilot is about a 379 00:26:18.130 --> 00:26:25.170 hundred and fifty account and I wanted to look at everything against those accounts, 380 00:26:25.250 --> 00:26:30.009 do not against specific names for specific opportunities. What's happening with these busnesses. 381 00:26:30.250 --> 00:26:33.799 So what we'd end up doing on an account level is first thing I want 382 00:26:33.799 --> 00:26:37.720 to do. If you start to look at trip quick wins to long term. 383 00:26:37.039 --> 00:26:41.880 The thing with Abima, with enterprise, and with enterprise for the most 384 00:26:41.000 --> 00:26:45.240 part, of my generalization and your prying deals, which is typically what you're 385 00:26:45.279 --> 00:26:48.710 going to front, and ABM probably with take a long time. It is 386 00:26:48.829 --> 00:26:53.269 not. I profiled an account, I do rove awareness, I set up 387 00:26:53.309 --> 00:26:59.269 an appointment and they spent a million dollars in a month and it's going to 388 00:26:59.470 --> 00:27:03.740 be twelve months, eighteen months if you're lucky, six to nine months. 389 00:27:04.740 --> 00:27:08.339 You're running a program and you're kicking office in your program. You're like, 390 00:27:08.779 --> 00:27:12.180 don't worry, boss, in eighteen months I'm going to tell you if this 391 00:27:12.339 --> 00:27:15.490 work, but just keep giving me money and I'm going to spend a ton 392 00:27:15.529 --> 00:27:18.529 of time and in a year and a half I'll let you know know what 393 00:27:18.730 --> 00:27:22.329 is going to do that. I don't care how much you like ABM, 394 00:27:22.450 --> 00:27:26.130 you're not going to waiting your an APP. So we looked at what are 395 00:27:26.170 --> 00:27:30.160 the other things that we can do and what are the what's the measurement model 396 00:27:30.200 --> 00:27:33.079 we're going to look at? So we sort of looked at these quick, 397 00:27:33.279 --> 00:27:37.279 quick when, short term measurements, mid term measurements, long term measurements. 398 00:27:37.599 --> 00:27:41.359 So initially, again at the account level, we looked at is there an 399 00:27:41.440 --> 00:27:47.430 increase in awareness? And how we measured that was what is the presented to 400 00:27:47.470 --> 00:27:51.150 increase in website traffic from target account. So if you have demand based on 401 00:27:51.190 --> 00:27:55.630 your website, for example, they can tell you if my target account out 402 00:27:55.950 --> 00:27:59.420 is. Let's take what's biggest, one of the biggest companies in the world. 403 00:27:59.420 --> 00:28:03.220 Let's say if g you are running an Abim program with retargeting g. 404 00:28:04.140 --> 00:28:08.579 You can look at how much website traffic there is from gef they you start 405 00:28:08.700 --> 00:28:12.730 the program. Is there an increase and the website is a really good talk 406 00:28:12.769 --> 00:28:17.170 say for awareness with in that company. And we started to look at well, 407 00:28:17.210 --> 00:28:19.049 how many new contacts are we adding? And to the metrics for that 408 00:28:19.210 --> 00:28:23.849 it was the number of new contacts added, also the number of kind of 409 00:28:23.970 --> 00:28:30.279 engagements in leads. They're not just new contracts, but are they downloading information, 410 00:28:30.400 --> 00:28:33.319 are they turning into lead? So that's our short term nuts, are 411 00:28:33.319 --> 00:28:37.000 leading indicators. The next thing that we looked at was how engaged are these 412 00:28:37.079 --> 00:28:41.990 contacts and league and what is the pipeline that's starting to come through? So 413 00:28:41.549 --> 00:28:45.109 we looked at, well, how many sales appointment have we set? So 414 00:28:45.230 --> 00:28:49.589 we actually use it an external agency to help us do some appointment setting. 415 00:28:51.109 --> 00:28:56.740 And you know we have our internal HEBR team that's going and doing sort of 416 00:28:56.779 --> 00:29:00.140 outsource cold calling into a town, but they also the sellers have an entire 417 00:29:00.299 --> 00:29:03.619 book of business. That's not just what we're doing. So we actually, 418 00:29:03.859 --> 00:29:08.940 in addition to driving awareness, we'd help do appointment setting. So we look 419 00:29:08.980 --> 00:29:14.769 at how many appointments are set and then what is the pipeline source and influence? 420 00:29:14.849 --> 00:29:18.410 So we have an account. Will use G is, example. G 421 00:29:18.650 --> 00:29:22.210 is not part of this program, but trading go on with it. It's 422 00:29:22.289 --> 00:29:25.359 fine with you. I'm like, who am I not going to get in 423 00:29:25.440 --> 00:29:27.920 trouble for right, right, I get here. The wheel stirring. Sure. 424 00:29:30.960 --> 00:29:34.759 So, you know we have G and we've increase the number of contacts. 425 00:29:34.880 --> 00:29:38.430 There's, you know, ten new appointments. An opportunity, kind of 426 00:29:38.509 --> 00:29:42.309 new opportunity, comes in that has, you know, the million dollars of 427 00:29:42.390 --> 00:29:47.670 pipelines sitting on it. So with the pipeline source by ATM? Or did 428 00:29:47.750 --> 00:29:49.990 ABM touch this at all? So we have that as oft a mid term 429 00:29:51.069 --> 00:29:53.779 mature which, honestly, you should start seeing that stuff taking in three to 430 00:29:53.940 --> 00:29:57.099 six months. Not going to be a closed deal, but after the after 431 00:29:57.259 --> 00:30:02.299 six months, if you have no appointment that for your target account, there's 432 00:30:02.339 --> 00:30:04.859 a problem. And then, finally, we wanted to say this is all 433 00:30:04.980 --> 00:30:08.569 great. It's six months, it's a year. Are we winning or losing? 434 00:30:10.049 --> 00:30:12.170 which is you know, what is your airur source in Qrush? And 435 00:30:12.250 --> 00:30:18.009 then what's your funnel velocity? I love looking at velocity metrics to understand the 436 00:30:18.089 --> 00:30:23.079 sectiveness of enterprise marketing program absolutely so it is. The average sale cycle is 437 00:30:23.839 --> 00:30:29.519 nine months. If it was an ABM account, it happened in seven months. 438 00:30:29.640 --> 00:30:33.640 So is my sales cycle faster? I also really like looking at at 439 00:30:33.720 --> 00:30:38.150 win rate. So is my sale cycle faster and has my win rate improved? 440 00:30:38.150 --> 00:30:42.309 If my average win rate is thirty percent and my e the Win Right 441 00:30:42.349 --> 00:30:47.430 for my abm account is for new percent, that helps me know, okay, 442 00:30:47.509 --> 00:30:51.420 the marketing we're doing is working because we are not just touching more revenue, 443 00:30:52.019 --> 00:30:55.700 we are also getting that revenue in the door fast and it's closing at 444 00:30:55.740 --> 00:30:57.500 a higher rate. So that's how we look at it. You know, 445 00:30:57.779 --> 00:31:03.940 weavy robust measurement model and you can use there's great tools that will help you 446 00:31:03.099 --> 00:31:07.089 measure when you're just getting started. For us it was box notes and excel 447 00:31:07.130 --> 00:31:12.650 spreadsheets and yeah, you can get away with box notes and excels, excel 448 00:31:12.730 --> 00:31:15.930 spreadsheets, honestly, for your first year. I like what you said. 449 00:31:17.009 --> 00:31:21.279 They're about tracking the long term that you're getting there. But it's a stair 450 00:31:21.359 --> 00:31:25.079 step model, those quick wins, the mid term goals and then those long 451 00:31:25.119 --> 00:31:27.359 term goals. But not just looking at, okay, how many deals out 452 00:31:27.400 --> 00:31:32.990 of our ABM campaigns we close, because that is a very narrow view of 453 00:31:33.069 --> 00:31:37.190 it. What is our win rate and are we closing deals faster? Because, 454 00:31:37.509 --> 00:31:38.990 you know, having led sales teams in the past, those are two 455 00:31:38.990 --> 00:31:45.029 things I'm consistently looking at is you know your win rate and your sales velocity, 456 00:31:45.069 --> 00:31:48.579 so I think it's very smart to build those into your measurements of your 457 00:31:48.660 --> 00:31:56.220 ABM campaign. We totally get it. We publish a ton of content on 458 00:31:56.339 --> 00:31:59.579 this podcast and it can be a lot to keep up with. That's why 459 00:31:59.660 --> 00:32:04.250 we've started the BB growth big three, a no fluff email that boils down 460 00:32:04.250 --> 00:32:08.009 our three biggest takeaways from an entire week of episodes. Sign up today at 461 00:32:08.089 --> 00:32:15.450 Sweet Fish Mediacom big three. That sweet PHISH MEDIACOM Big Three