This post is brought to you by Sendoso Content Marketing Manager Brittany Klokkenga. Sendoso is a SaaS-based Sending Platform that helps marketing, sales, and CX teams stand out with new ways to engage at strategic points throughout the customer journey, ultimately driving more pipeline and revenue.
The pandemic has accelerated the shift to remote-based work, which, in turn, has led to a proliferation of SaaS applications.
That’s great news for BetterCloud, a SaaS management platform that helps organizations discover their SaaS applications, manage their SaaS sprawl through automation, and secure the SaaS environment. The question is, how do organizations discover BetterCloud?
For our recent virtual event CONNECTED, I was joined on the panel Better Together: Operationalize Your ABX Strategy with a Winning Tech Stack by two leaders from BetterCloud’s marketing team—Derek Ries, Director, Marketing Operations and Joey Kaiser, Demand Generation Manager—who sat down with Rollworks Sr. Marketing Manager, Customer and PR Leila Dunning and myself to discuss how they created and deployed an effective and successful ABX strategy to drive brand awareness with top accounts using RollWorks, Sendoso, and other vendors in their tech stack.
How BetterCloud Created an Effective ABX Strategy in 3 Steps
1. Define the ICP
Before organizations can design and implement an effective ABX strategy, they must first understand who their target customers are. In defining the ideal customer profile (ICP), BetterCloud considers technographic data like location and employee count, as well as behavioral data, including first- and third-party intent signals and account engagement.
From there, the marketing and sales team works together to map the accounts into different tiers. BetterCloud categorizes accounts into four tiers. The top tier represents a select number of target accounts hand-picked by sales that require high-touch, 1:1 plays; the bottom tier is the total addressable market that relies on mostly automated, 1:many sales actions.
2. Get Buy-In from Sales
ABX is part of just about every company’s vernacular, but many still think of it as a marketing initiative. According to Derek, that’s not the case.
“ABX is all about sales and marketing alignment. If you don't have alignment between sales, marketing, and other go-to-market teams, then you won’t experience success,” says Derek.
To align their sales and marketing teams, BetterCloud blended elements from both a classic top-down strategy and bottom-up approach. For example, the ABX strategy is championed by the executive team, ensuring alignment throughout the organization. The team also identified high-performing sales reps to pilot some of the plays, building momentum and excitement within the Sales team.
“It might not be a 50/50 partnership between sales and marketing at the start,” cautions Joey. “It’s important to get that buy-in from the thought leaders. They can help improve the ABX strategy and get people invested.”
“It's not uncommon for sales to push back against implementing a new strategy,” agrees Leila. “Getting that buy-in from sales is crucial.”
3. Coordinate, Scale, and Optimize the ABX Strategy with the Right Tech Stack
One major component of ABX strategies are events and conferences. Whereas companies used to have the opportunity to catch the attention of a CEO at in-person events, they’re now relying on digital techniques which draw in a far more diverse audience across a wider range of channels.
“It's crucial to bridge the gap across all of those different touchpoints,” explains Derek. “Orchestration is key because orchestration equals scalability. Brands need to find those tools that will help make ABX easier.”
Since the optimal toolset will vary by organization, BetterCloud recommends creating an ABX scorecard to track plays across all channels. In the case of BetterCloud, the team uses a data visualization tool to combine activities from Salesforce, Sendoso, Salesloft, and LinkedIn.
One star on BetterCloud’s ABX scorecard is RollWorks. The team leverages RollWorks’ intent data to align with each seller’s “top 10” list and prioritize accounts showing high intent. Through the partnership, BetterCloud was able to generate staggering results, including:
- 64% shift from “unaware” to “engaged” in a single quarter
- 18 influenced opportunities from top named accounts
Another key player in BetterCloud’s ABX strategy is Sendoso. Derek and his team leverage Sendoso eGifts to send coffee or lunch to confirm meetings and incentivize future conversations.
They also send corporate swag, like branded hoodies and Amazon gifts, to drive pipeline conversion. Best of all, the Sending Platform takes care of all the heavy lifting such as packaging, shipping, and tracking, which frees Derek, Joey, and their teammates to focus on higher-value sales actions.
Working with Sendoso, BetterCloud was also able to drive extraordinary success:
- 92% increase in direct mail pipeline influence
- 529% increase in direct mail’s closed-won influence
“Sendoso has basically touched every new BetterCloud customer,” says Joey. “The value is truly there.” Read more about BetterCloud’s Sendoso success here.
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