True detective: Identify your unknown buyers using account insights

1. True Detective
Identify your unknown buyers using account insights

2. Colleen Jackson
ABM Marketing Manager at Anaplan
Lead ABM Program for 300+ Global SDRs & AEs
• Create and execute ABM strategy and campaigns
• 1:Few
• 1:Many
• Manage ABM Tech Stack including:
• Engagio
• Demandbase
• Measure ABM campaign success for continuous
improvement
• Live my best life
• Minneapolis based
• Chef trained
• Sweet Home Chicago

3. CONNECTED
PLANNING
Compensation
Modeling
Incentives &
Rewards
Sales & Operations
Planning
Supply
Planning
Supplier
Collaboration
Demand
Planning
Sales
Forecasting
Quota
Modeling
Territory Planning
Marketing
Performance
Pricing &
Promotions
Balance Sheet
& Cash Flow
Income Statement
Forecasting
Revenue &
OpEx Planning
Workforce Planning
Talent
Strategy
Long Range
Planning
CapEx
Planning
The Honeycomb Effect
of Connected Planning
…across the enterprise for
faster, better decision making
Sales
Marketing
Human Resources
Finance
Supply Chain

4. True Detective
Identify your unknown buyers using account insights
SDR Prospecting ABM On-Demand
$2M $22M

5. SDR Prospecting
Using anonymous web traffic to identify buyers before they raise their hand
Unknown
Buying
Team
• 57% of the purchase decision is complete before a
customer even calls a supplier.*
• 67% of the buyer’s journey is now done digitally.*
Myth: It’s best to let buyers find you when
they’re ready. Just because buyers look for
information online when they’re ready to
act doesn’t mean you have to wait for
them.

6. SDR Prospecting
Match activity to best-fit persona on LinkedIn Sales Navigator and begin outreach

7. SDR Prospecting
Buying team successfully identified and deal velocity increased
Unknown
Buying
Team
$2M Deal

8. ABM On-Demand
By enabling Sales, Anaplan doubled the amount of
account web traffic and influenced $22M in pipeline
Brand
Awareness
New
Opportunities
Deal
Velocity

9. Guided Sales
Communications
Marketing Emails
ABM Prospecting
and Behavior
Tracking
Digital Ads
Direct Mail
ABM On-Demand Program Orchestrated Delivery Tactics
Be the owner of your prospect’s Anaplan journey with a
personalized campaign triggered on-demand

10. ABM On-Demand
In less than 6 months, Sales added 2500 contacts at 660 accounts,
influencing $22M in pipeline and 2x web traffic increase

11. True Detective
Engagio helps our SDRs and AEs make quota, and for Anaplan to surpass market expectations
SDR Prospecting - $2M deal ABM On-Demand - $22M influenced

12. Q A