The first time I heard about account-based everything was from Craig Rosenberg.
We were at SalesLoft’s Rainmaker 2016 event, and Craig presented an awesome session about account-based everything, going beyond account-based marketing and account-based sales development. As the co-founder and chief analyst at TOPO, and the editor at Funnelholic, Craig has pretty much everything under the sun related to B2B sales and marketing. That’s just one of the many reasons I’m thrilled he joined us at the #FlipMyFunnel B2B Marketing & Sales Festival in Austin on June 7!
Craig joined me on a Google Hangout with Tom Scearce, senior demand generation analyst at TOPO, to chat account-based everything.
“I’ve noticed people are just throwing ‘account-based’ in front of everything,” Craig joked. “We’re major proponents of account-based marketing and taking an account-based sales strategy.”
Watch our full chat about account-based everything
Tell us your definition of account-based everything.
“If you just look at some of the ways people talk about account-based marketing, it’s truly an integrated concept,” Craig said. “It felt like this was the right time to unleash account-based everything.”
To add onto this sentiment, Tom said account-based everything includes the way companies want to manage their relationships with contacts in accounts. “It really gets back to customer experience and the goals of your customers,” Tom explained. “How is your organization helping your customers to achieve those goals?”
Tom said that when he talks to customers that are really succeeding, or aggressively trying to succeed with account-based everything, that inevitably starts with your:
- Ideal customer profile (ICP)
- A target account list
“Companies with any longevity already have customers who fit their ICP but then they look at the list of target accounts to see if there’s more to do or if the opportunity has been maximized,” Tom said.
Account-based everything is ultimately about the customer says @funnelholic @TLOTL w/@sangramvajre
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What are some common questions you get about account-based everything?
“The first question we hear when we start working with these companies is ‘Who runs this?’” Craig said. “The answer is marketing because that project management skillset makes a marketer the point person for account-based everything.”
What skills are needed to do account-based everything.
I couldn’t help but wonder, are the same skills that were required to be a B2B marketer the same ones to be successful with account-based marketing? To hear Craig and Tom’s perspectives on this were so interesting.
“I think it’s largely complementary to the skills required to be a lead-centric or volume-oriented marketer,” Tom answered. “If you look at what it takes to be a demand gen marketer within the last 10 years…”
- I know how to collaborate inside my organization with external and internal vendors
- I can work with a sales leader to help sales development
- I can work with finance to have conversations about the value of a lead
- I can work with IT to build my technology stack to help with engagement and workflows
These same traits will set a B2B marketer up for success with account-based everything.
What are the key ways to measure success in account-based marketing?
People are often too focused on the number of leads because that’s the way marketers are told they should measure success. But that’s not what the CEO and the VP of sales are looking for; they’re seeking tangible evidence in revenue, and other elements, which truly matter including pipeline velocity, influence, and opportunity creation.
“When you look at everything and you try to do attribution – it’s really everybody trying to point fingers at each other – and in account-based marketing, that’s stupid. If sales doesn’t believe you’ve done good things, tell them, ‘OK, fine,’ you won’t do it anymore. Good luck.”
I want everybody to think of this trunk of target accounts, says @funnelholic #ABM
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“I want marketing to think about all the really powerful things that they can do to influence and touch the relevant stakeholders of the account. And I want everyone to look at the overall effect of their business.”
So how do we help marketers become more than just lead generators? Craig says it comes down to not blaming the demand-generation people when it’s the CMO and the VP of marketing that need to wrap their minds around a new method.
“My wife works with a German shepherd rescue and they rescue dogs that have been damaged or treated poorly. You watch the dogs and they’re getting along really well, but they’re always wary that someone might do something to them. Demand-generators are always building walls. They’ve built this wall and they’ve found this thing that they’re good at. They try to find this one thing to work, and in volume and velocity that one thing is great — do webinars all day and you’ll get it.
The top three people you follow/admire?
Tom: Scott Brinker @ChiefMarTec he canvases all the #MarTech that’s out there and continuously updates it…He’s an excellent resource.
Craig: I agree. Scott shares a scientific, research-centric point of view…also I think it’s hard to get through all the crap that’s out there, and Scott does it.
A few of @funnelholic’s favorite folks on Twitter are @HeinzMarketing @cahidalgo @davidabrock #ABM…
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“Account-based marketing, at its core, I think its best application is in highly targeted accounts, but that mentality will help sales and marketing when you start to think about even the volume and velocity game. You know full well that the CEO is not going to your webinar – 10 things that Justin Bieber thinks about – you’ve got have ways that you get to everyone, and you can do it at scale today.”
So what did you think about my interview with Craig and Tom? I’d love to hear your thoughts, and we would love to see you at #FlipMyFunnelin Austin on June 7!