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What’s inside?

1. Introduction to Account-Based Marketing

2. Leveraging the SugarCRM Accounts-to-Contacts Relationship and Opportunities

3. Targeting, grouping and nurturing entire Accounts

4. Account-level Timeline Report with combined activity profiles

5. Cumulative Account Scoring

6. Additional Engagement Tools


Let’s talk about our approach to Account-Based Marketing for SugarCRM. Within the B2B space it is very common for a sales opportunity to involve several stakeholders, each of which requiring a personal touch during the sales cycle. Account-Based Marketing enables you to effectively market to an entire company account with multiple contacts at once. Our design vision and goal with ABM for Sugar was to preserve as much of the CRM data structure as possible, in order to provide a seamless implementation for our users. A seamless implementation to us meant that our users would be able to maintain all of their existing Account-to-Contact relationships that are already created in their CRM. Beyond the critical task of ensuring the data model made sense, our next immediate goal was unified reporting that would give sales agents immediate access to marketing touch-points across an entire company (Account) from all stakeholders (Contacts). The data also needed to be easily accessible from every sales agents CRM record view. Finally, we needed a simple yet effective path for both marketing and sales to construct targeted and personalized campaigns that could be deployed to an entire Account or to select Contacts based on any number of conditions including behavior, individual lifecycle stage, role and many more. Those were our high-level requirements and along the way we made several other tweaks to ensure our ABM suite is the best in class for the Sugar eco-system. If you have any questions, do not hesitate to reach out. Our team is standing by ! Cheers! Kevin Lawrie Co-founder


Leveraging Accounts-to-Contacts and Opps The core function that makes INBOX25 the best solution for ABM with Sugar is our data integration methodology that links Accounts, Contacts and Opportunities.

SymSync by INBOX25 mirrors the native CRM data structure in order to maintain the relationship between Accounts (parent) and Contacts (child) after they’re imported into our platform. In effect this means that your ABM program will directly resemble the Account and Contact structure, thereby avoiding the redundant task of configuring these relationships for proprietary marketing lists in an entirely separate marketing platform. With Account-Based Marketing and SymSync you can easily:

1. Engage Contact records by targeting data fields and objects that exist in the Account record in which a Contact is related/assigned to.

2. Interact with Contact records by targeting data fields and objects that exist in Opportunities.

3. Monitor opportunities and understand which Contacts are driving the most influential activity for the Account (from a single report).

4. Maintain separate lifecycle stages and lead scores for each Contact, so your message is always personalized and relevant – while also maintaining a high-level view from an Account-level.

It’s the best of all worlds.


And, you’ll never need to:

1. Manually create an Account List and assign relevant leads or contacts 2. Manually import data for Accounts and/or Contacts 3. Manually export, merge, slice and dice Opportunity data from your CRM

into your marketing platform.

Content Delivery with ABM Deploying the right content to the right contacts at the right time is critical to any outbound strategy. With ABM we enable you to seamlessly and quickly engage with specific Contacts or ALL Contacts at a company, depending on subject matter of your content and strategy. As we mentioned earlier, targeting Contacts based on their role within a company or even data contained within the company-account profile is a breeze. We take the personalization approach one step further by enabling sales agents to easily enroll Contacts into one or several drip campaigns with just a few clicks.


From the Timeline view of any Account, the Add to Drip campaign can be easily accessed from the Manage tab.

From the Add to Drip Campaign interface, you can select specific or all Contacts to be enrolled into the appropriate campaign.

Targeting, grouping and nurturing entire Accounts By preserving the native SugarCRM data relationships between Accounts, Contacts and Opportunities within our data structure, we enable you to create sophisticated targeting groups for automation and nurturing. Our Automation wizard in conjunction with our SymSync data integration engine allows you to target Contacts based on data that is stored within Accounts (such as custom fields) or Opportunities (custom fields).


Examples:

• When an opportunity is created, automatically alert the assigned record owner and increase the lead-score of all related Contacts.

• When an opportunity enters a specific sales stage, automatically create a

scheduled sales call on behalf of the assigned record owner and add all related Contacts to a Target List in SugarCRM.

• Target Contacts by title (such as VP or C-level) with open opportunities

exceeding a 50% probability of closing and add them to a personalized nurturing path.

• Target related Contacts by default or custom field values contained within

the related Account-module level.

The targeting and automation possibilities are very flexible and allow you to leverage data objects that are linked together by native Sugar relationships. Once you assemble your conditions, our Automation engine can execute any number of business logic or marketing processes.


Account-level Timeline Profi le Report Tracking activity from your most valuable prospects and reporting their engagement in an easy-to-read format is a critical benefit to a marketing platform like ours. The intelligence can be invaluable to your sales team and fast access is crucial to identifying sales-ready behavior. But, how can you effectively manage the volume of intelligence when you’re spanning multiple contacts within a single company? Simple. Account-based Marketing! With ABM enabled we will create a new cumulative Timeline report at the Account-level that will include all activities and behaviors that are tracked from each individual Contact.

Sales agents can quickly filter the full Account history to find specific activities by either all Contacts or only select Contacts (filter shown above).


The Contacts tab will provide quick access to each related Account-Contact, their title, individual lead score and current lifecycle stage.


The Opportunities tab will provide quick access to each Opportunity that is related to the selected Account, the current sales stage, the estimated value and the estimated closing date. The cumulative total of all opportunities won appear in the Account report header (Won Opps).

Cumulative Account Scoring Lead scoring can be a critical measurement of an opportunity’s viability and engagement level. It can also inform your sales team on which accounts should be commanding the majority of their time and resources. The challenge with typical lead scoring is it grades individual contact records as opposed to the company/account as a whole. With ABM enabled we provide a company-wide lead score metric to provide an accurate assessment to an Account’s engagement based on the activities and behavior of each related Contact. The Company score does not replace individual Contact scores, it simple create a cumulative value amongst all the stakeholders.

Sales agents will still maintain insight to individual Contact scores as well as their individual engagement without ever needing to exit the Account-level Timeline view. !


Additional Engagement Tools To maximize productivity the ABM version of the Timeline Report includes several tools to manage and engage Contacts from the Account-view. Each tool is accessible from the Manage tab, which is fully accessible from our SugarCRM sub-panel.

Add and deduct points for your Account record, specific Contacts or all Contacts from a single interface with a single click (shown above).

Enroll an Account, all or select Contacts to a webinar event using our GoToWebinar integration (shown above).


Create a support ticket on behalf of your Account, all or select Contacts using our Zendesk integration (shown above).

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