Let\u2019s start with INBOUND.<\/h2>\n\n\n\n
Hubspot starts it with \u201cSubscribers\u201d for example. I think it starts a lot earlier in the brave, new \u201cintent account\u201d times: with the Awareness stage. Solutions promising insights into exactly that are flourishing (Sep22!), actually executing on the data remains a good challenge for companies for several reasons. More of that later! <\/p>\n\n\n\n
So this really start with “Intent Accounts” that are either<\/p>\n\n\n\n
- Already on your website (highest intent – Leadfeeder, Albacross, Lead Forensics & Co.)<\/li>
- Are surfaced by 3rd parties like G2, Trusradius and others – LinkedIn is also palnning to launch an intent offering (via Sales Navigator) <\/li>
- (Supposedly) researching your topics on the web. Thanks Bombora (who’s NOT partnering with them noways?)<\/li><\/ul>\n\n\n\n
These come in, but need to be qualifed. Either “Sales Rejected<\/strong>” straight off the bat, “Watching<\/strong>” (firmographics) OR “Target Account<\/strong>” (obviously with a high score!). More details in the “Outbound” section below!
\u201cSubscribers<\/strong>\u201d then are emails, subscribed to e.g. a newsletter. Never really worked with this concept, strikes me as a much more powerful PLG strategy.
Moving on, \u201cLeads\u201d! They signed up for TOFU (top of the funnel) content – they showed strong intent. I just wouldn\u2019t call them \u201cLeads\u201d, but \u201cInbound (Account)<\/strong>\u201d. From an ABM point of view, you now need to understand if the account is indeed a good fit (much like with the “normal” intent before). This time it’s Contacts though:<\/p>\n\n\n\n- Could be a student.<\/li>
- Could be a freelancer.<\/li>
- Could be a competitor.<\/li>
- Could be spam\u2026<\/li><\/ul>\n\n\n\n
So these need to be qualified – and followed up with if a good fit. How to properly do that (spoiler alert: it\u2019s not by handing it off to a poor rep that gets asked to call them 5min. after the dl to offer a demo) is enough for a separate post.\u00a0Inbound account qualification – so important! And worth yet another post! In a nutshell:\u00a0<\/p>\n\n\n\n
- No fit \u2192 Sales Rejected<\/strong>.\u00a0<\/li>
- Not YET a fit: too small, not mature enough, bad geo (no offering there), etc. \u2192 \u201cWatching<\/strong>\u201d. A parking position for Accounts: they can be resurfaced and enter the funnel again following high engagement \/ account score for example.\u00a0<\/li>
- Good fit \u2192 work (not going to elaborate further here). So that account then switches to \u201c(Account) Being Worked<\/strong>\u201d, and it enters the pre-sales funnel. Can be fully automated as well. Previously known as \u201cMarketing Qualified\u201d. If a human deemed them a fit and ready to work, that\u2019s exactly that.\u00a0
<\/li><\/ul>\n\n\n\nWith those, it\u2019s Marketing\u2019s job to raise that awareness to consideration! The pinnacle being the famous \u201cDemo Meeting\u201d.
For more elaborate setups, and higher marketing budgets, an in-between stage – let\u2019s call it \u201cEngaged<\/strong>\u201d – might make sense: Accounts progressed either by a score (meh\u2026) or a rep (marketing development is a thing, yay!). This indicates significant progress. They are – as an account mind you! – considering the product or service. On the verge of booking a demo. Maybe with a little marketing air cover!?
A great audience to target, a great way to give the business development teams more insights into their funnel.
Previously known as \u201cSales Qualified\u201d: a rep took over, researched the accounts & personas, personalized the outreach, multi-threaded the account on all the channels. <\/p>\n\n\n\nThe final lifecycle stage for Marketing: \u201cDemo Meeting Booked<\/strong>\u201d. If you are using a business development opportunity funnel, you can also use a stage there of course. But since this is a crucial stage for all teams, it will make sense on the Account\/Company as well as Contact level.
Can also open a Deal\/Oppty already!<\/p>\n\n\n\nSales will need to take those \u201cDemo Meetings\u201d and either enter serious talks, prep an offer and so on \u2026OR set the Account to \u201cDisqualified<\/strong>\u201d. Will need a reason (SDRs need to learn!) & potentially a date when they can come back – they will hopefully come back! Having this as part of a Deal\/Oppty already will make sense because then you can make these fields mandatory. <\/p>\n\n\n\n
Next crucial piece – the famous \u201cmarketing-to-sales-handoff\u201d. I\u2019m looking at you, mother of all marketing KPIs: \u201cOpportunity\u201d<\/strong>. Pipeline. A Company’s lifeblood. Sales can take it from there, they have all the stages on Deals\/Opportunities they need (thanks Sales Ops!). Needs to start\/open a Deal\/Oppty! <\/p>\n\n\n\n
- Not YET a fit: too small, not mature enough, bad geo (no offering there), etc. \u2192 \u201cWatching<\/strong>\u201d. A parking position for Accounts: they can be resurfaced and enter the funnel again following high engagement \/ account score for example.\u00a0<\/li>
- No fit \u2192 Sales Rejected<\/strong>.\u00a0<\/li>
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