Your marketing orchestration playbook (cont’d) Deal Nurturing Play Opt-In Play “ In the high-volume, high-velocity Accelerate or un-stick opportunities. Get permission to run campaigns. model, Marketing works separately to Sales reps are compensated for driving revenue In ABM, you often build out your database with generate Marketing Qualified Leads this month or quarter, so they rightly spend the contacts for target personas. But those key people majority of their time with later-stage deals. This have not given you permission to send marketing (MQLs) for Sales and moves on to go means early-stage opportunities (e.g. Stage 0 or 1) emails. Use different methods to connect with find more. In ABM, barriers are are often not properly worked by Sales — but at the them personally and get opt-in permission (e.g. dropped, and Marketing is part of the same time, automated marketing is often turned a phone call offering to email them a high-value off once the opportunity is created. whitepaper). You can run this with just one contact process of turning an account into a or with multiple at the same time. customer. For example, mid-sales This means as many as 70% of your opportunities cycle marketing campaigns are helping are not being worked by either Sales nor Marketing! New Rep Intro Play Get introduced to your new accounts. lower sales cycle times.” This is where deal nurturing comes in. In deal When a new rep enters a territory for the first time, nurturing, Marketing defines and coordinates this play can help them get introduced to their new Craig Rosenberg, engagement with accounts in the opportunity accounts. This helps new reps by sending an email Co-Founder and Chief Analyst, TOPO phase. Outreach includes personalized emails, on their behalf, stating they are the point of contact direct mail, advertising, social, event invitations, moving forward and offering to schedule an and so on; these interactions may go to the introductory call. champion that Sales has already interacted with, but they can also touch other influencers and decision-makers at the account. The key concept which makes all this work is that orchestration allows Sales to maintain complete control; nothing is sent out before a salesperson reviews and approves it. Deal nurturing brings the process automation and the scale of traditional lead nurturing to an account-based, customized level that is appropriate for each and every account. 95