#FlipMyFunnel Boston 2016 - Trish Bertuzzi - Methods, Models, and Metrics of Account-Based Revenue

1. Account Based Revenue™ Trish Bertuzzi President & Chief Strategist

2. “account based marketing” January 2013 – July 2016

3. “account based marketing” vs. “Pokémon Go” January 2016 – July 2016

5. Account-based what?

7. Learning #1- Math matters

8. Strategic Target Enterprise Mid-Market SMB

9. Strategic 100 Target 1,000 Enterprise 10,000 Mid-Market 100,000 SMB 1,000,000s

10. SPEND COORDINATION DEAL SIZE Strategic Target Enterprise Mid-Market 1x 1x 1x

11. SPEND COORDINATION DEAL SIZE Strategic Target Enterprise 3x 2x 3x Mid-Market 1x 1x 1x

12. SPEND COORDINATION DEAL SIZE Strategic Target 8x 5x 10x Enterprise 3x 2x 3x Mid-Market 1x 1x 1x

13. SPEND COORDINATION DEAL SIZE Strategic 13x 10x 25x Target 8x 5x 10x Enterprise 3x 2x 3x Mid-Market 1x 1x 1x

14. S T E M

16. Learning #2- Commitment matters

17. A checklist for …?  Marketing / Sales Development / Sales aligned  Prospecting multiple people per account  Tailored, research messaging (no pushing product)  Highly personalized outreach  Delivering industry + role insights

18. Account-Based Account-Centric Strategic 100 Target 1,000 Enterprise 10,000 Mid-Market 100,000 SMB 1,000,000s

20. Strategic Target Enterprise Mid-Market SMB SMB & MM COMMITMENT

21. STRATEGIC A process so amazing (with thinking so good), it feels like you’re an extension of their team TARGET One of the best executed marketing and sales processes they have ever seen ENTERPRISE A strong process (great content, deep insight, high personalization, low friction) MID-MARKET 5x better than “talk to you about your strategy for [BLANK]” and “a quick 10 minute chat”

22. STRATEGIC A process so amazing (with thinking so good), it feels like you’re an extension of their team TARGET One of the best executed marketing and sales processes they have ever seen ENTERPRISE A powerful and persuasive process (great content, deep insight, high personalization, low friction) MID-MARKET 5x better than “talk to you about your strategy for [BLANK]” and “a quick 10 minute chat”

25. The commitment isn’t linear

26. TIER PROCESS PLAYERS COMMITMENT S: Strategic Nobel Prize CEO+BoD Orchestration T: Target PhD Account Team Coordination E: Enterprise Masters Enterprise Troika Actual alignment M: Mid-Market Bachelors Troika Align-meh

27. Learning #3- Plays matter

28. You can’t spam your way into Strategic Accounts • Email templates • Simply calling multiple people with same message • Same old voicemail, email, social • One and done demos SMB & MM PLAYS

30. STRATEGIC Talent management threats & opportunities (notes from your recent 10-Q) TARGET Winning the war for tech talent in the entertainment industry ENTERPRISE How enterprise companies leverage their brand to hire A-players MID-MARKET A better way to hire A-players

34. TIER COMMITTMENT PLAYS SPECIFICITY S: Strategic CEO+BoD Bespoke You! T: Target Executive-driven 1 : few Your peers E: Enterprise Actual alignment 1 : many Your vertical M: Mid-Market Align-meh 1: masses Your role

35. The mix needs to change COST COMPLEXITY Email PPC Ads Direct Mail Live Events Exec Briefings Personal Video SDR outreach AB Ads

36. Learning #4- Metrics matter

37. The old KPIs are DOA • Email open rate • Ad CTRs • Accounts that have downloaded a content piece • Demos booked • # of MQLs generated SMB & MM METRICS

38. Account-based metrics are required SMB Metrics ABR Metrics COVERAGE Buyer identified Meetings / demo(s) booked Spoke with DM Champion sentiment Key players ID’d / reached “Up the food chain” meetings Exec Briefing delivered Axis, Allies, Neutrals ENGAGEMENT Traffic MQLs # of downloads Views Traffic from STEM accounts MQAs Content resonance C-Suite name recognition IMPACT Pipeline sourced LTV # of new logos Pipeline influenced ARPA growth ARR per logo

39. SMB Metrics ABR Metrics COVERAGE Buyer identified Meetings / demo(s) booked Spoke with DM Champion sentiment Key players ID’d / reached “Up the food chain” meetings Exec Briefing delivered Axis, Allies, Neutrals ENGAGEMENT Traffic MQLs # of downloads Views Traffic from STEM accounts MQAs Content resonance C-Suite name recognition IMPACT Pipeline sourced LTV # of new logos Pipeline influenced ARPA growth ARR per logo

40. Putting it all together

42. Leverage Strengths; ID Weaknesses

43. Q&A trish@bridgegroupinc.com

#FlipMyFunnel Boston 2016 - Trish Bertuzzi - Methods, Models, and Metrics of Account-Based Revenue

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#FlipMyFunnel Boston 2016 - Trish Bertuzzi - Methods, Models, and Metrics of Account-Based Revenue