Account-Based Sales Development - Punch!

Account-Based Sales Development

Start predicting pipeline and scale your growth

Gold

£545/day

+ Account Handling & Tech Management £912 per month

+10% Project Management

+ One-Off Strategy & Planning Cost TBC

+ Tech Subscription Costs TBC

Minimum 12 days activity per month

200 Accounts/Quarter

15-35 Estimated Meetings/Quarter

Contact Research: 22 Hours/Quarter

Diamond

£525/day

+ Account Handling & Tech Management £912 per month

+10% Project Management

+ One-Off Strategy & Planning Cost TBC

+ Tech Subscription Costs TBC

Minimum 16 days activity per month

300 Accounts/Quarter

20-45 Estimated Meetings/Quarter

Contact Research: 40 Hours/Quarter

Enterprise

£495/day

+ Account Handling & Tech Management £912 per month

+10% Project Management

+ One-Off Strategy & Planning Cost TBC

+ Tech Subscription Costs TBC

Minimum 20 days activity per month

350 Accounts/Quarter

25-55 Estimated Meetings/Quarter

Contact Research: 65 Hours/Quarter

What else is included?

ABM Strategist

Value Propositions

Monthly Meetings

Dedicated Customer Success Manager

Multi-Channel Messaging

Meeting Scheduling

Dedicated SDR Team

SDR Technology Set Up

Monthly Reporting

Alignment Workshop

Sales Prospecting Strategy Playbook

Handwritten Postcards

Audience Analysis

Weekly Calls

Personalised Video

WHy Punch?!

Your Outsourced SDR Team

Punch! employs a positive, professional and enthusiastic team who are able to communicate effortlessly at any level

'Always-On' Approach

We are continually looking for sales triggers and buying intent on every account in your database, and making informed personalised approaches as they happen

Superior Qualification

All opportunities generated by our team must pass your qualification criteria, meaning you'll only meet the people that you want to meet

Track record

Punch! has a proven track record of creating highly qualified sales opportunities for our clients with both mid-market and enterprise level organisations

End-to-end talent

Punch! has both a sales services team and a marketing services team, all sitting in the same office. This means sales and marketing alignment resulting in best practice ABM for you to take advantage of

On-going Nurture

If your target account isn't immediately in a position to meet you, they will be nurtured over time. When they are ready to buy, we'll be there to seize the opportunity

YOU'RE IN GOOD COMPANY

"If you’re looking to bring your sales and marketing team together, to target your audience more appropriately, and to deliver results, Punch! is for you."
Jane Margetts
Head of Marketing, EMEA - Crown Worldwide
"We’re thrilled with the results that Punch! has delivered. So much so we’ve begun to deploy their service in other global regions."
Kerry Leighton-Bailey
Chief Marketing Officer - Lumi
"We've been delighted with the number and quality of opportunities Punch! has generated for us. Their creativity and energy is clear from the start, and we've been more than happy with the level of service provided by our team at Punch!"
Sarah Prodlock
Marketing Development Manager - K3

Frequently asked questions

We don’t charge per meeting, however, to provide a guide across our Account-Based Sales Development clients, after the initial ramp up period, the cost per meeting comes in between £450-£975 depending on the value of proposition, who we’re targeting, brand awareness, proposition age (new to market vs legacy).

Within the first month of activity we will aim to deliver at least 1 opportunity.

We put every measure in place possible to ensure this doesn’t happen, including:

  • Carrying out diarised ‘Discovery Calls’ with the prospect to fully qualify the opportunity
  • Asking ‘consolidation questions’ such as DDI / mobile number and information on nearest landmarks (if f2f)
  • Sending calendar invitations and monitoring for calendar acceptances
  • Sending a personalised video to the prospect thanking them for their time over the phone and verbally confirming the meeting date and time whilst CCing the salesperson in

The on-boarding process will take 3-4 weeks and will start with a half-day workshop.  During the workshop we’ll want you to present to us as if we are a prospect. We’ll be asking many questions to understand your proposition, USPs, ideal buyer profile, qualification criteria etc.  Following the workshop we’ll create a strategy and process tool kit and a messaging document for your approval.  There will be a period of internal on-boarding and technology set up.  Following this, Sales Development activity will commence.

In addition to the half-day workshop, we will need help with gaining access to CRM, email accounts, calendar and other tools. We will also want you to proof read and amend the toolkit and messaging document before beginning outreach. Outside of this, no additional time should be required, however, we do have an open-door policy to all clients and very much welcome your input at any time.

The video is hosted on a landing page – not embedded within the email.  Further to this, we do not embed HTML within the email – only a jpeg thumbnail, therefore, we have not yet come across a scenario where the video emails are being blocked or the thumbnail is not displaying.

All data will be owned by you, including data we source from scratch based on your data parameters.  Our goal is to build you an intelligent database full of contextual rich data.

You will have one dedicated Customer Success Manager (CSM) who will be your day to day contact, produce a monthly report and meet with you every month to review activity and plan ahead.  The CSM will have a team of a minimum of two Sales Development Reps. The reps will record videos, send emails, carry out social selling activity, make phone calls, send out hand written notes and carry out discovery calls.

Our current retention rate is over 65%. We have built a culture based around the themes ‘Grow. Nurture. Evolve.’

Punch! subscribes to a gamification platform allowing it’s management team the ability to reward staff with points.  As points are accumulated, new prizes are unlocked. Prizes include spa weekends, trips to Dublin, Dubai, New York and Las Vegas.  There’s even a trip to Orlando for two weeks. We’ve found that by gamifying the culture we’ve created a vibrant, competitive and healthy environment; allowing our staff to grow, nurture and evolve.

We are insistent on regular communication and monthly meetings as we see this as fundamental to the success of our relationship. Your Customer Success Manager will be your day to day contact and meet you once per month to review activity and ascertain how your sales team have progressed with each of the leads we’ve sent over.

You will gain access to a live reporting dashboard detailing all opportunities generated as well as other key data points such as number of contacts identified, which accounts are currently labelled as ‘warm’ and how emails are performing. 

Reasons include:

  • Clients do not need to worry about the cost of recruitment, sick pay, holiday, maternity or paternity pay
  • There is no need to worry about management, coaching and training
  • Clients do not need to pay for office space
  • We have an in-house video trained team who have been recruited specifically with 1:1 personalised video in mind

The first invoice (for on-boarding) is delivered upon commencement of the Kick-Off Workshop.  Following this, we invoice on the 1st of each month with 30 day terms, meaning payment is only due once activity has been completed each month.

Strategy & Planning

  • Set up of prospecting tools including data scraping, LinkedIn Sales Navigator, Vidyard video marketing tool, Hubspot CRM and Hubspot Sales tools or SalesLoft
  • A sales prospecting strategy document to include processes, agreed content, video scripts, social selling templates, discovery call guidelines, VM scripts, hand written postcard templates objection handling

On-going activity

  • Identifying new target prospects and establishing key data points such as contact information for each new contact. These contacts can be targeted with other marketing initiatives
  • Maintain databases according to mutually agreed specifications as well as enhance data by identifying decision maker names, job title, email addresses and context
  • Where conversations are held, ensure information is recorded so that you can continue those conversations as and when you wish
  • Seek permission for future contact
  • Raising brand awareness through a multitude of communication channels
  • Building trusted relationships with prospects
  • Growing LinkedIn connection base

THREE TYPES OF ABM.
WHICH IS RIGHT FOR YOU?

One-to-one, one-to-few, one-to-many, programmatic, lite…it’s understandable why account-based marketing can seem daunting at first! But regardless of the ABM terminology being used, the basic principles are the same. Putting more resources into fewer target accounts who are more likely to convert, and provide a greater ROI. Which kind of ABM approach you should adopt depends on a number of factors. In this blog you’ll find out what the 3 types of ABM are, and which is right for your business.

the three types of ABM

So you’ve decided that adopting an ABM strategy is right for your business and that’s definitely a wise choice.

 

It’s understandable that you might have some concerns, running an ABM programme requires a shift of mind-set. It takes sizeable marketing ‘balls’ to shift resources from more typical marketing strategies to account-based marketing.

 

But that’s exactly what organisations are doing – the number of companies with an advanced ABM programme doubled from 2017 to 2018. And why?

 

Simple – because in a recent study, 97% of marketers reported a higher ROI from ABM than other marketing campaigns. Any successful ABM campaign is one that balances these three measures –

 

  • The likelihood of a given target account buying
  • The resources required to acquire them as a customer
  • The potential ROI to your business if they convert

The differences between the 3 types of ABM are driven by a need to align these factors, so let’s look at exactly what each approach involves and what factors should inform your ABM strategy.

One-to-one ABM

The original and probably best known of the 3 types of ABM, and the approach you’re most likely already familiar with.

One-to-one ABM is a strategic approach that treats your most valuable target accounts as their own individual markets. This means engaging with each of them in a specific and bespoke way.

 

A typical one-to-one campaign would involve targeting 5-10 key target accounts, the ones whose business would make your year or even change the direction of your company.

The resources required to engage with each account in a one-to-one ABM campaign are significant. With that in mind, it’s vital that you have deep insight into how likely the target account is to buy. Intent data is a great way to choose your target accounts based on whether they’re starting a buying journey.

 

By focusing on 10 accounts that you know are likely to buy, you can allocate more resources to engaging with each, knowing that they are more likely to convert and provide you with a great ROI.

You should consider one-to-one ABM as your strategy of choice if –

 

  • You can research the accounts in detail and gather detailed insights on how likely they are to buy
  • Your products and solutions are high-value and high-consideration
  • You’re selling into a mature or even saturated market
  • Your opportunity to close rate is high
  • You have clear and genuine points of differentiation from your competitors
  • Each account has a large number of key stakeholders from whom you need buy-in
  • You have the resources available to create content bespoke to each account
  • You have the available people resources to engage and nurture each target account

One-to-few ABM

One-to-few ABM, or ABM Lite as it’s also known, is a way of using the one-to-one ABM principles and applying them at scale to a greater number of target accounts.

For example, you might be dedicating 40 days per month to your top 5 accounts in a one-to-one strategy.

 

If you then wanted to reach out to your top 30 accounts, you most likely wouldn’t be able to scale up the same approach unless you have 240 days worth of resources available to do this. So what’s the answer?

 

Your best strategy would be to focus on small groups of target accounts, rather than individual accounts. These groups can then be treated as their own individual markets, in the same way as individual accounts were with one-to-one ABM.

 

The most common way to organise accounts into groups of 5-10 is by sub-sector. If you’re targeting the retail sector, your sub-sectors might be fashion, groceries, DIY and homeware.

You can then build specific content that will resonate with that sub-sector, identifying trends and solving their challenges.

Consider one-to-few ABM as your strategy of choice if –

 

  • You have a small addressable market of target accounts
  • You’re selling high-value, high consideration solutions or products
  • You have to get buy-in from 3-4 key stakeholders at each account
  • You’re able to gather insights into the challenges facing each target sector
  • You have the resources available to create sector specific content
  • You have the available people resources to engage and nurture each target account
  • Your product or solution has clear points of differentiation from its competition

One-to-many ABM

One-to-many ABM takes the ABM approach and scales it so the principles can be applied to a larger number of target accounts.

 

How many? That’s up to you, as there are no hard and fast rules as to where one-to-few ends and where one-to-many begins.

 

Similarly, you might be wondering where to draw the line between one-to-many ABM and just ‘marketing’? Well you’re not alone, there’s not a clear agreement even among leading practitioners of ABM.

 

It depends on the lifetime value of those accounts to your business, the greater the value, the fewer you should go for.

 

The average number of accounts for a one-to many campaign according to the ITSMA sits at around 100. However you may choose to go for more than this and dedicate fewer resources to each, or use an approach closer to the one-to-few model, and dedicate more resources to engaging with each account.

You should consider one-to-many ABM as a strategy if –

 

  • You want to increase brand awareness whilst also creating engagement at key accounts
  • Your solution is new to market, or the market need educating on its potential
  • There is one or a couple of key stakeholders at each target account
  • You have the available people resources to engage and nurture each target account
  • Your pipeline to close rate is low and could be improved
  • You don’t have access to information on which accounts are starting a buying journey
  • You need some accounts to convert more quickly in order to see ROI sooner

FIVE TIPS FOR ACCOUNT SELECTION

In these times of uncertainty, making the most out of your marketing budget is more important than ever. In Account-Based Marketing you reduce the number of accounts you target significantly and then increase the amount of resources you spend on them. This makes the actual account selection process very important because you can’t afford for an account that receives significant resource to just fall by the wayside. So with that in mind, here a five tips for best practice account selection.

Have you thought about targeting different industries?

People are getting scared and more cautious about taking meetings and calls. So, who is engaging?

 

Some industries are booming at the moment such as:

 

  • Video conferencing technology
  • Project management tools
  • E-learning
  • Ecommerce
  • Gaming

With an influx in demand, they might just be looking for your solution. But for industries heavily effected, you need to rethink your GTM strategy to be as humane as possible; if your solution is something that would be deemed essential to these businesses – keep helping. If it’s more of a luxury, consider targeting different industries where an influx of demand means they might be on the lookout for your solution.

Sales and Marketing, Name a Better Duo

We always talk about the importance of sales and marketing alignment, but it comes into play with regards to account selection as well. A common mistake is allowing one department to select all of the target accounts for a campaign.

 

If the sales team are solely responsible then you run the risk of them giving you all of the ‘problem’ accounts that they have yet to achieve any traction with. As Jamie Hardin, Senior Marketing Manager of ON24 explains “ABM should be viewed as augmenting the current strategy, not a ‘Hail Mary’ initiative on an inactive account.” Similarly, it would be foolish for marketing to be solely responsible without using the information that sales already have on the accounts that they’ve been engaging with.

This could be information on which accounts are reaching a contract renewal date, previous positive conversations with the clients, or even contacts that could have used your services in a previous role at another company.

By combining the information marketing has alongside insights from sales, your account selection can lay the foundation for a successful campaign.

Are you intent on this?

Utilising intent data is the best way to select accounts. This helps you understand which companies are in a buying window based on the websites they’re visiting and the content they’re consuming. However, platforms such as Bombora and Nexus aren’t at everyone’s disposal, which is why a combination of the above tactics gives the next best chance of selecting accounts that are most likely to convert.

 

Account selection is perhaps the biggest factor in the success of an Account-Based Marketing campaign. Good accounts, that fit your ICP and are showing intent are bound to be successful, whereas accounts that aren’t selected on insight and reasoning are likely to fail. There’s never a sure fire way to pick accounts that are destined to convert, but by following these tips you’ll have a solid foundation for your ABM programme.

Do it early!

One of the most consistent mistakes we come across with account selection is doing it too late in the ABM journey. After first defining your ideal customer profile or ICP (link to other blog) and selecting your sector, you should be looking to choose your accounts. Prioritising selection early on in the process will give you ample time to gather insight into them, allowing you to really personalise your message that will resonate with the target DMU.

Make Sure They Fit Your ICP

Using an ICP to frame your account selection ensures that your target accounts are most likely to be a good fit for your business. It also ensures that you don’t fall for those ‘dream’ accounts that you may have put on the list because you want the logo on your website, or you’ve always dreamed of working with. If they aren’t right for the programme, you shouldn’t be targeting them. It’s not about if you want them, as much as it’s about if they want you.

So, you’re thinking about adopting Account-Based Marketing…

Fantastic! But there are three different types of ABM; one-to-many, one-to-few, and one-to-one. So, which one is right for you? Luckily, we have a handy little calculator that will tell you exactly that.