DiscoverOrg’s Video Web Series: An Account-Based Everything Experiment [Account-Based Marketing]

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Through a four-part video series, Katie Bullard, Chief Growth Officer at DiscoverOrg, takes the readers on a journey of DiscoverOrg’s sales, marketing, and customer success teams as they walk through the planning and execution of a true account-based everything strategy.

Account based marketing (ABM) is a hot topic of conversation, and momentum is building to expand this person-first approach from marketing to sales and beyond, breaking down department barriers with shared goals. Enter account-based everything (ABE).

There’s a lot of confusion about what works, what doesn’t, and what’s really involved an account-based program.

“It’s not old wine in a new bottle,” says Dave Sill, DiscoverOrg’s Senior Vice President of Sales. “It’s an old idea that technology has just empowered.”

We’ve long been known for our IT datasets, and while they’re still core to our sales and marketing intelligence, we also have products for teams that sell into marketing, sales, finance, and more.
Recently, we brought a new HR dataset to market. This is a great opportunity to fine-tune DiscoverOrg’s own ABE approach as we target new accounts. Technology companies selling to HR departments haven’t had great sales and marketing intelligence options previously, so not only are we selling a new product into a new market, we are educating an entirely new group of buyers on how to build a pipeline by investing in true, refined sales and marketing intelligence, versus buying raw data and a poor contact lists, historically their only option.

Given that DiscoverOrg helps our own customers execute a true account-based approach, there’s a real purity to us going through those steps ourselves. Now, we’ve mastered the art of putting ourselves in our customers’ shoes, and we’re leveraging our own experimentation to help our customers get that much more out of their ABM efforts.

Our goal is to inform others about what we learned, what works, and what doesn’t work-in an authentic and transparent way.

So, how are we approaching this account-based everything plan? Through a simple framework.
First, we’re identifying target accounts we want to go after based on an ideal customer profile . We’re keeping it relatively finite. We’ll pull a subset of accounts as an A/B test, so we can tell what impact ABE really has, compared to a traditional outbound prospecting method.

Second, we’re orchestrating a multi-channel plan across sales and marketing includes outbound email, outbound calls, ad targeting, direct mail, personalized videos and specialized events. We’re measuring market penetration, velocity, and deal size to determine what is working and what isn’t working.

We will then compare these results to the accounts where we took a more traditional marketing approach.

We’re going to have fun as we try to prove that we can get a base of new customers buying our HR dataset faster than we’ve been able to get new customers with previous datasets we’ve launched using a more traditional approach. Check back for the next video to see how our experiment is progressing!