How do you select your target accounts?

We look for organizations with a certain number of employees, in certain verticals, or in certain revenue brackets.

We target via NAIC/SIC codes.

We use buyer personas or look-alike modeling.

We find prospects using predictive analytics.

What is your strategy around growing your internal database?

We’re actually looking to make our database smaller.

We are actively purchasing new look-alike accounts.

We buy data in new verticals.

We’re happy with the size of our current database but we’re interested in filling out our buyer center contact ability.

All of the above.

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How do you measure the marketability of your database/buying center?

We measure it by segment.

We measure it through the success of our outgoing tactics (e-mail, direct mail).

We measure it through the success of our incoming tactics (web forms).

All of the above.

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How do you measure campaign success?

0 to AQL

Pre-MQL to MQL

MQL to SQL/Pipeline

SQL to proposal

Proposal to Win

All of the Above

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Are you doing account-level scoring?

No, we are not doing account-level scoring.

We have implemented a manual account scoring process.

Yes, we have a marketing automation tool that helps us with account scoring.

Yes, we score accounts through a combination of our marketing automation tool and a predictive analytics platform.

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How do you segment your database?

We prioritize clients with a focus on growing existing business.

We have an emerging category of existing clients with whom we have low wallet share.

We have a group of whitespace or look-alike accounts that are not current clients that we want to target.

We are actively segmenting new verticals and testing marketing tactics to drive vertical expansion.

All of the above.

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Do you use a predictive analytics platform?

No, we do not currently use a predictive analytics platform.

We are currently looking to add predictive to our tech stack.

We use a predictive tool for top-of-funnel pipeline and brand awareness.

We are fully committed to using predictive all throughout our process.

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How often are your Account Prioritization scores updated?

We don’t score our accounts

Weekly

Daily

Whenever there is activity on the accounts

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What Factors contribute to how you prioritize your accounts?

We use predictive data to inform our scoring

We use past buying patterns and company size

We track interactions across various marketing channels

We score accounts based on the content they are interacting with

All of the above

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Which of the following tactics are fed by your predictive analytics platform?

It feeds display advertisements.

It feeds our e-mail blasts.

It feeds our long-form content creation.

It feeds two or more of these tactics.

It feeds all of our tactics.

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Do your map your content to the stages of the buying cycle?

We do not have the means to map our content to the buying cycle (not enough content, not enough data, et cetera).

We map some of our tactics to the buyer journey, but not all.

We try to create all of our content with a buying stage in mind.

We use predictive analytics to determine what content prospects prefer at which stages and always map it accordingly.

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What level of qualification do you use for your inside sales?

We determine whether they are within the territories and industries we sell to as well as the right size.

We determine whether this prospect has a need for our product or service.

We make sure that we are talking to the decision-makers within the organization / They meet a certain level on our lead scoring model.

We do a full BANT qualification – we determine their budget, authority, needs, and timeline – along with stakeholder qualification.

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How many marketing and sales vendors/technologies are you currently utilizing?

None

Less than five

Five to ten

More than ten

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How does display fit into your marketing campaign?

Supplementary to other marketing efforts

We use display only for whitespace

We do not use display

We use display that maps to account score or buyer stage

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When is the hand-off of a lead between marketing and sales?

When somebody fills out a form on our website

When somebody clicks to schedule a demo / schedule a meeting

When the account interacts with a multitude of tactics and hits a certain account score

When the inside sales resource BANT qualifies the account with a phone call

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What systems do you use to keep track of and hand off leads?

We collect and distribute lead information manually.

We use what’s in our CRM to keep track of and hand off leads.

We use our marketing automation tool to keep track of and hand off leads.

We refer to inbound or website contact information.

All of the above

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Does marketing maintain visibility throughout the process?

No

Somewhat

Yes

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How do you ensure that leads are delivered to the right sales person?

Each sales person has a region or industry

We alternate which sales person receives leads

We don’t have a set system in place

Each sales person has target accounts that they work with

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Do you have a closed-loop process?

Yes

No

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Who owns that conversion rate?

The marketing team.

The sales team.

Marketing and sales collaborate to create a unified report.

We have a dedicated data analytics person.

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Do you track success by marketing tactic?

No, we don’t currently have a process in place to track each and every tactic

We factor some of our tactics into our success metrics; others are just supplementary

Yes, we break down each of our tactics and measure over time

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Do you track metrics at the account level?

No, we just track an overall conversion/marketing success rate

We track conversions/marketing success for our most important clients

Yes, we track conversions/marketing success at the account level

Yes, we track conversions/marketing success at the account level and discuss both internally and with the client

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How aligned is sales and marketing?

Sales and marketing are two very separate departments with separate goals and meetings

Sales and marketing operate separately, but communicate frequently in person or via e-mail

Sales and marketing have a regular meeting scheduled at which they can discuss goals and tactics

Sales and marketing operate in complete tandem, holding weekly meetings, providing closed loop feedback, and keeping internal systems updated for full transparency

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