© Folloze 2023

Transform to ABX Now: Build Engagement Programs Guaranteed to Accelerate Your Q4 Performance

Thursday, September 21, 2023

© Folloze 2023

Speakers

Adi Aloni SVP of Customer

Success at Folloze

Mary Gilbert CMO at Folloze

Helen O’Brien Director of Account

Development at Folloze

Melinda Monaco Director of Revenue

Marketing & Ops at Folloze

© Folloze 2023

Build a buyer engagement operating model that drives performance.

Integrate your tech stack to efficiently deliver personalized experiences that drive buyer engagement.

Equip sellers with the right data to prioritize action that leads to results.

Measure go-to-market performance through an integrated shared scorecard.

Webinar Objectives / Agenda During this webinar you’ll learn how to effectively:

© Folloze 2023

Buyer engagement is a team sport

Source: “CMOs: Evaluate Marketing Performance And Value With Marketing Operations”, Barbie Mattie VP, Principal Analyst, Forrester Research

CMO Vision, Focus, Empower

Marketing Ops Tech Value Realization

Center of Excellence

● Communicate vision for driving a better buyer experience.

● Foster a customer-centric approach to tech

● Empower frontline marketers and sellers with a compliant tech stack and structured plays

● Design a tech stack that drives the vision of buyer experience

● Realize the full value of investment in technology

Frontline Marketers Experience Delivery

ADRs Experience Delivery

Sellers Experience Delivery

● Execute personalized buyer engagement programs

● Optimize time and resources based on 1st-party behavioral data

● Take action on signals, deliver personalized follow up and move buyers down funnel

© Folloze 2023

2021 Foundation

Define the vision and build the plan.

2022 Pilot

Launch a pilot and rollout plan step-by-step.

2023 Full-Funnel Acceleration

Operationalize workflows across the entire funnel.

2024 Scale

Deploy personalized engagement programs at scale across the customer lifecycle.

● GTM leadership alignment

● Hire ABM quarterback

● ABM Scorecard alignment

● Develop the Folloze “Ideal Customer Profile” (ICP)

● Develop account identification and prioritization process

● Evaluate and implement new account-based marketing (ABM) platform

● ABM enablement for sales and marketing

● Build ABM scorecard

● Launch a 1:many TOFU program and a 1:1 expansion program

● Identify and test a cohort of accounts outside existing ICP

● Integrate and orchestrate ABM platform with paid media plan

● Launch website conversion platform - Qualified

● Automate workflows to accelerate engagement programs

● Launch a 1:few program MOFU program, optimize existing programs

● Build MQAs into business growth model

● Redefine the ABM quarterback role

● Build 2024 GTM plan

● Leverage AI tools to refresh digital touchpoints

● Launch the Folloze + Outreach integration

● Evaluate and implement new ABM platform

● GTM leadership alignment on roles and priorities to scale programs

● Automate workflows cross-functionally

● Optimize digital to human touch points and handoffs across the funnel

● Optimize technology utilization and ROI

Folloze ABX Transformation Journey P

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T o

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#B2BMX

Integrated Campaign - Engagement Program

Week 1

Direct Mail

Mktg Emails

Timeline

Flyer with Limited Time Offer

BDR Sequence

Week 3

Box + Flyer Personalized Letter + Book

Week 5-6

2019 Gartner Magic Quadrant for UCaaS,

Worldwide

ZK White Paper Thought Leadership

Transforming Clinical Operations for the Future Case Study Video

HIMSS Webinar Transforming Patient

Experience

3 Ways Cloud Communications Connects the Ideal Patient

Experience

Digital

3 Touches3 Touches2 Touches 2 Touches

© Folloze 2023

Source: Gartner 2023 CMO Spend and Strategy Survey

According to Gartner, 71% of CMOs Believe They Lack Sufficient Budget to Fully Execute Their Strategy in 2023.*

Problem: 2023 showed significant decline in TOFU opportunities, shrinking budgets, longer sales cycles, and even more stakeholders involved in decision-making.

Strategy: Capitalize on transformation to buyer-led digital strategies that improve experience, outcomes, and ROI.

● End-to-end GTM Campaign to elevate Folloze as a strategic value-driver and enable the shift from tactical to value-selling across our entire GTM motion.

● An omni-channel approach to multi-thread the buying committee in value-based conversations for middle-of-funnel (MOFU) accounts.

● Concretely quantifies the value of Folloze to increase net new customers and increase the value of existing customers.

© Folloze 2023

Technology

Optimize the tech stack by driving utilization rates and ROI.

Orchestration

Automate workflows across the entire organization and funnel.

Scorecard

Shared accountability and visibility for engagement metrics.

Targeting

Multi-thread the buying committee in key accounts.

Pillars of Success Volatility has become the new normal, and in disrupted times, smart planning and agility are key to success. Here’s how we’re doing it.

© Folloze 2023

Target

Define and identify # mid-funnel accounts

Identify

Identify Decision Makers and Technical Buyer contacts for each account

Buyer Experience

Create relevant content for key personas based on buying stage

Workflows

Build Folloze + Outreach automation to engage key contacts

Program Overview: Mid-Funnel Acceleration Goal: Accelerate Q4 deals

Strategy:

● 1:few ABM program for mid-funnel direct new

logo and expansion accounts leveraging

“Elevation-to-Value”

● Automate workflows to engage key personas

that have been identified as gaps within the buying

committee.

Revenue

Accelerate $X ARR pipeline to closed won by X date

Engagement

Drive X% Engagement Rate for campaign boards (GA4 metric) and # sec Ave View Time (Folloze metric)

© Folloze 2023

True B2B buyer engagement starts with Folloze Folloze delivers personalized experiences to

drive efficiency and buyer engagement through

connected and integrated digital touchpoints.

Website Conversion

Audience Building, Account Intelligence, and Intent Data

Marketing Automation

AI Tools

Targeted Advertising

Sales Prospecting

© Folloze 2023 Tip: If you do not have an ABM platform, you can export your SFDC account list and load to your media platforms (i.e. LinkedIn) to build your audiences.

Create your Demandbase dynamic list to be leveraged for paid media campaigns.*

Audience Building: Selecting the account list

Develop your segmented audience within your CRM (i.e. Salesforce) and, if applicable, your ABM platform (i.e. Demandbase, 6sense) for sales and marketing efforts.

Here’s how we identified the Folloze mid-funnel audience:

● Deal Type = Direct ● Deal Category = New Business, Expansion ● Opportunities Created in 2023 ● Opportunity Stage = Anything from Meeting Held to the last

stage before it’s Closed.

Folloze Example:

Create your Salesforce dynamic list to be leveraged for outbound marketing and sales Outreach.io emails.

© Folloze 2023

Contact Identification: Multi-thread the buying committee

Here’s how we identify the buying committee:

SFDC Opportunity Contact Role Folloze Owner

Executive Sponsor Executive

Decision Maker Marketing Exec

Technical Buyer Marketing Ops

Business User Sales

Influencer Sales

Champion Sales

Sales Ops: Use SFDC opportunity contact roles* to build your buying committee. Create a SFDC report, circulate with ADR + AE teams to fill in the gaps and leverage tools like Seamless.ai and LI Sales Navigator.

Sales Ops: Reminder to reps as they transition opportunities further down funnel to update opp contact roles.

Tip: If you’re not using SFDC opportunity contact roles then here’s a guide on creating and using the roles. If you don’t use SFDC, contact your Sales Ops team for alternatives.

© Folloze 2023 Tip: Here’s a guide on creating an Outreach.io Trigger. If you do not have Outreach.io, contact your Marketing and Sales Ops team for alternatives.

Automated Workflows: Folloze + Outreach Triggers deploy personalized experiences to key personas on behalf of leadership

Create your Salesforce dynamic list to be leveraged for outbound marketing and sales Outreach.io emails.

Drive contacts to Folloze buyer experiences to capture content engagement and consumption.

Create your Outreach.io Triggers for the contact roles you want to deploy Outreach.io email sequences.

Create your Outreach.io email sequences, embed Folloze experiences and content within the email.

Folloze Example:

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Campaign board: Always-on experience

Webinar board: Moment-in-time experience

Webinar board: Moment-in-time experience

2 Touches to additional buying committee personas

3 Touches to additional buying committee personas

2 Touches to additional buying committee personas

3 Touches to additional buying committee personasSa

le s

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Folloze boards

Webinars

Organic Social

Paid DSP / Social

Persona Outreach Sequences: Decision Maker + Technical Buyer

Sales Deal Rooms

Sales Actions

Prove a Return on Your Marketing Investment

ABX Transformation Webinar Invite

Introduction, key message, LI connection

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10

© Folloze 2023

ADRs - Engagement Valets

Enable sellers to focus on accounts that are in market leveraging first party engagement data and third party intent data.

Here’s how we’re doing it.

© Folloze 2023 Tip: Here’s a guide on creating an Outreach.io Trigger. If you do not have Outreach.io, contact your Marketing and Sales Ops team for alternatives.

1st Party Engagement Signals: “Engagement Valets” handoff from digital to human

Here’s how we handoff:

© Folloze 2023

Engagement is the new currency

Measure go-to-market performance through an integrated shared scorecard.

Here’s how we’re doing it.

© Folloze 2023

Folloze Engagement Dashboard

Access all your engagement metrics and analytics in one place—see the big picture for an account, multiple accounts, or drill down to the individual level.

Engagement Program Launch

© Folloze 2023

Next up, ADRs—the Engagement Valets. Engagement is the new currency. Enable sellers to focus on accounts that are in market leveraging first party engagement data and third party intent data with Helen O’Brien, Head of Account Development in October - follow us on LinkedIn for details.

Contact the team here: mary.gilbert@folloze.com adia@folloze.com helen@folloze.com melinda@folloze.com

linkedin.com/in/maryalicegilbert linkedin.com/in/adialoni linkedin.com/in/helen-t-o-brien linkedin.com/in/melindamonaco

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