1

Daniel Day, AB Program Manager

Account Orchestration in an Inbound World

Daniel DayApttusMarketing Program Manager@danielgday

Previously:

THE ONLY END-TO-END QUOTE-TO-CASH SOLUTION 100% ON SALESFORCE

SOLUTIONS FOR COMPANIES OF ALL INDUSTRIES AND SIZES

FIND US AT BOOTH #NUMBER

4

• Work closely together with sales and business development to agree on targets– Company Size (Enterprise, Commercial,

SMB)– Industry/Verticals– Regions

• Areas of strength or new market growth• Understand your business/sales teams

– MQAs, help the team understand which accounts are raising their hand.

– Create a process for your inbound leads!

Marketing Focus On Target Accounts

5

• Target and message to intended audience across disciplines and channels– Easier to start with specific segments or

verticals– Drive towards acquisition and

qualification, (depends on your database and qualification process)

• Understand your solutions, understand your plays!– Know your account, know the players and

understand your plays

Know Your Audience/Alignment

6

• Marketing Qualified Accounts Matter!– You know your target accounts, now

understand which ones are actually engaged

• Once you begin driving inbound to target audience, ensure you are messaging to intended personas– What works for a sales or legal persona in

one vertical might not resonate• Know outcomes achieved by similar

personas and verticals– It helps to know what has worked for your

accounts in the past, build on your success

• Make sure you have inbound plays– Moving from automated inbound nurtures

to orchestrated inbound plays– Research and outcomes customized per

account, per play, per personas

Segmentation in Your Accounts

7

• Know your account, know your inbound leads– Understand the plays you already have

running and where your inbound prospect fits

– Is there an opportunity to take a different approach?

• Develop value for prospects– Key is research for each play, company and

predicted outcomes– Focus on outcomes for their business,

what’s the bottom line?

Set the Table for Success

8

• A shift in team philosophy is required– Must be a team effort, marketing, sales,

business development, execs– Exec alignment is more than just getting

buy-in, what’s exciting is they are actually part of the solution (Don’t bench Brady!)

• Not all current inbound processes work in an account based world!– Revisit key business processes, SLAs and

any logistical issues (lead to account matching, lead routing, etc.)

– Create new metrics to measure success, tie marketing and BDR success together

• Think big, think outside the box– What may have gotten your team to where

they are may not work in the new world– Don’t be afraid to fail, early adopters need

to try new things• Measure, measure, measure!

– Understand what works, why it worked, what didn’t work and why!

Change Management

9

• Work together! Agree on targets, processes as a team• Know your products, your solutions, key verticals, accounts and personas• Marketing Qualified Accounts Matter! (Take target accounts to the next level)• Show outcomes and create value for your accounts (Why they should be working with you)• Shake up processes, create measurements and show success

Takeaways

Apttus1400 Mariners Island Blvd. San Mateo, CA 94404

@danielgdaydday@apttus.comwww.apttus.com

Daniel DayProgram Manager,Marketing

Contact Me