Penetrating a Focused Target Account List

At 6sense we talk a lot about how our predictive models allow you to run ABM at scale, prioritizing accounts across a wide ICP. But what if you’re looking to penetrate into a very focused set of target accounts? Well, in this scenario we still use our predictive Buying Stage and the same 5 step approach as outlined in Latane’s book No Forms, No Spam, No Cold Calls – with a twist.

Enter the “Reach” score. This score is available to all customers with predictive models, and is a measure of how well you as a company are doing to reach a specific account (High, Medium, Low). It’s a predictive score, meaning that it looks at the success of different outreach in the past and assigns weights to efforts accordingly. Reach score looks at the mix of both Marketing and Sales activities driving outreach against the account (calls, voicemails, emails, invitations etc.)

When penetrating a smaller set of accounts the approach we’ve taken is to leverage AI driven 6sense scores to monitor the quality of our outreach against these target accounts, and the intent we are seeing back from them. Essentially, a 2x2 matrix of Reach and Intent – as shown in the image below: 

Based on where the target accounts sit in the matrix, you you will want to apply different activities against them.

We implemented this approach in EMEA earlier this year and have seen great success in driving penetration across 1000 target accounts in the region. For our EMEA program, each box in the 2x2 has:

• Specific Marketing plays aligned to each quadrant
• Cheat sheets for our our sellers in EMEA with guidelines for outreach against each quadrant
• Different KPIs for each quadrant – in some cases we want to generate opportunities, in other cases we want to acquire contacts and drive reach score up

We leverage SFDC reporting to track volumes of accounts in each quadrant, and segment performance reporting to understand which efforts are helping us gain traction. This focused approach against a small set of accounts has allowed us to drive fantastic alignment with our sales team. 

And what about the results? Our EMEA sales org had it's highest attainment ever this past quarter and we are expanding the program to include the next set of target accounts! Kudos to @Stefano Iacono and his ABX team in EMEA for taking this program by the reins and driving some incredible results for the region.