👯 How to multi-thread an account using ads

See how Lokalise changed their ABM funnel to make sure that all accounts had multiple contacts. Plus: A conference play I need someone to steal. 113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLrj3qgyTW69sMD-6lZ3pWN3KFRWKFkm9GW8kJDqm958YScW3bXMRB6jfV8fW27r_Vk2nHlZ8W3-5mg13Cf_S7W5l3KK_385n2GW97h4qY4QHpBzW800gLg3BDNrgW8H1HKP1DZ_xlW78hcCM1R5gLgW32-x7N5vs1-lW6K-Qmm334NkrW3F4Vc227_yC9W7b3Pdj39cYlzW19-_FR8hbKnDW3pK8nL1S9QdYN2ZZYBWqdThkW1G27T64m9X9gW5C0XKw7ml0S-W2D0kNj3J7d4Kf7GSPd804 Hi there, Too many sales reps. Each picking target accounts willy-nilly. With no unified strategy with the marketing motion. Sound familiar? This was the state of Lokalise's GTM team a few years ago. That is, until they switched to an industry-focused ABM motion and unlocked growth, even with a relatively low ACV product. In this email, we'll share two learnings we had from their ABM MBA class they taught earlier this week ([which is now available to watch on-demand](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLsb3qgyTW7Y8-PT6lZ3kJW4BPDwj9cWSyBW7QsVZc7q6K-_W7KByRX81984tW3tb6d78YLGN_W4fYpVC7H_4LcN623kHJNQZkpW7dY_k46jWJ8gW6jdGsh85wb5NW5PGzQM7LHVJ1W8nMfFy3X-1MkW2v_g3w7r454qW4gG0J_5kZH4qW2--1g_4Fn9WpW5vSZH_4r3sVVW2KF2pJ1mDgYQVk03rq840S86W2djNf_6zgdMWW4PSPky5m4NCgW1m-dyM7V0bZGW7wG9h98y-CfSW3bXQrD6RjW8cW97LSCv2nrxwyVdY6Cs5qSRGhW5TZtxd3R4QHBW8v98-H2fd5W8N3vlgRGZlzXRdMNnJb04)). [In This Email] - Why Lokalise splits their ABM funnel if an account only has 1 contact involved in the deal - See you at The Game Changers Experience? - Samsung can't stop thinking about Apple 113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLrW3qgyTW7lCdLW6lZ3pfW2Q8XJg5JYgTkW3-7cdw7RCjJtW77hZkZ7QTLG8W9lHJVF5x0CQsW4P-5Vm84yY_lW6FhBFx8rg-m8W4fHDkX5GdxP8VmRqCh7cLKxyW1Lcvxz1HXXgkW57QsbM2xG35gW1dbwTs70B_KXN17_kwWvywdWW7sNz2j7QxWlVW7k7bXr5k2f5JW5wm1ft43VpsyW8vFBTz8HlSrlW75DJp590W_m6W7dxWlb45xQtgW8Jp2Md5Rwt1-W3R3qRN4qKft6W4tdt5Q4JScdBW5jrfKF7qxpv1W3FCz5Q4WqR07N1lVNqJDdRt6f20FPSP04 [Lokalise’s Industry Approach To Scaling ABM](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLsb3qgyTW7Y8-PT6lZ3l8W1k5MsT8R5yWYW2MFpx32-0LjlW8K4QQd8fSgnpV-Q7Gv2L-H7PW1Sczm49b6QxSW5708D44jDSNxW2CWMX43J0yPzW21sMZq9bY7fJW1txPmp1xxTrmW3XScV382ZNN6W4gGGWM8DlzLtW8Tq3Rq2mSVjSW8-W4HG6QRRZpW9lw1g21cdjD5W1LJjGn2BrvQ2W2KbR8T68QyGKW5cHjKq32VkXcW189MQv841tcqW8Bb0n521Dm4pW45XGtR8zRzSjW82lSTL1Jhl_VW7WWdWB7BJzGCW6nhH413V7hW2W1CpKth3KDW_jW4PpbCl7Bpq4RVy3hYK4_0Yzgf7VlQPs04) When Brittany Brown first joined Lokalise, the company had a sales team of around 30 SDRs and 10 AEs —a significant imbalance between the pre-sales and sales functions. The sales reps were choosing their accounts ad hoc, which wasn't a scalable or strategic approach. "The reps were randomly choosing their accounts on their own. Sales already saw a pain in that and knew that that wasn't a scalable or strategic way to operate." So they made a big change: rather than casting their net across all companies in their addressable market, they were going to focus only on a few key industries who they'd seen sales success with. This led to a new refinement of their funnel, that now looks like this: 113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLsb3qgyTW7Y8-PT6lZ3mMVsNctN2_Ps1sW7ZyY6d3Q4DF9W7LBSBc5qvGj2N6S7b_1qczw5VQhHt821wbGsW7YVBbd13p-ZSW6yzcbl39y18_W19KnR74QnxwpW8J6TrM8rZFyXW6kB_3G4pCR3WW5GVFvy1fsHH3W1DsCx-1xNTt7W2wHNX-1b3YGnN1msbr1P1j8-W5mC2WG48bX0vW1PVPc-8qmhnkV384j04Yhk-jW57l58_8hWd3HVRVvRy88-TyVW3NHT8p5v7s3XW6d19ww3S30ypVLMdWK16g_fZW3Kzndg5JFttrW5VF-s92qRFvLW45qKTk5R_6m3W6k4S_J2Fd8kHf8T150n04 Looks pretty standard, but I want to draw your attention to the Marketing Qualified Lead (MQL) and Marketing Qualified Account (MQA) level. This is where things get interesting. [SQL Funnel Split](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLsb3qgyTW7Y8-PT6lZ3pdW5Tz3-d7yS8p6M_JFkDHx_88W7htydT4lHrN6N2YD_Nxb_c3QW2fzd1c8Skdr0VX04qn3BFBV1N4LPkdmQr6wBW99YVCp7YwvksVcwLSH224gSYW8l18rW1k3H4jW58C-0Q4xmDpQMx_TwwFFhnBN2PDzrJM1SzDM-7WTBj0FhNW3fwtDM3YG3q1W7BfMxh59czlTW7wmBf02PGfzjW88LVPT370Xk_W6NgMtG1rvqfbW6b5JF56x-__7W5ZhMTm7XWYm-W4TDdKv3x5jlYW6MRT615N_xGVW6pVbFl2_4mShV-wzdk6NqNPmW8KR2gs2BG-LYf3PdKR004) What's the difference between a MQL and an MQA? An MQL is when there's only one contact involved in the buying process from a particular account. For example, a single person has gone through the funnel and has requested a demo, but there aren't any other contacts from their company in the database. This is not good. From looking at historical deal data, the Lokalise team knew that accounts with only 1 active person in the deal would either get disqualified or never make it past an initial sales call because the prospect would never be able to get budget approval. An MQA, on the other hand, is an account where there are multiple contacts active within the funnel. These deals have a much higher win-rate, and close faster as there is more internal momentum to get the deal signed. This is why the team at Lokalise splits their funnel at this stage: - MQAs get to proceed and are passed on to sales. The marketing team still provides aircover for the deal by running ads to that account and supporting the sales team with any relevant content. - SQLs do not get passed on to sales. Instead, the account becomes a focus for the ABM team to get more contacts into the funnel. They do this through a combination of ad retargeting to get them familiar with the brand, and then direct outreach from BDRs. Here's an example of a display ad that ICPs from target accounts at the MQL stage would see to help add other contacts to the deal. [ABM MBA Request ads sizzle-1](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLsb3qgyTW7Y8-PT6lZ3nQW3_0QS-3hlDpFW32xS943YS0yCW3s4PGs5K1tXZW8ylNLz2Y407QW8RBqzg6XyV10W42F_nJ5nn-mQM407zf1_wDgW6WSKwD1pnp0QW4byMSK1PR3LvW4SVHVR2t6n-pW7q2m8z25f3jDW2QdDly5mwKcTVCGbZv8Z5YqDW5PbfMG5bHBVpW6Vvzrp5QRPtqW40Xsgb2rQX6gW103VRv30dpcyW2dtgVk5y9bG5W7LjFb-5fh6dKW8cJ6XJ2lwRg0W1-nxsJ6TpDPHW6KzQLv5w2FnLW4-D1_P21xTckW2TqH9p2P-_pJW8xdZ4N91r-mqW7JPJJK7FNVPcf9jpHBg04) Personally, I think this that using ABM tactics to help multi-thread an account and add other people from the buying committee to the conversation is a great way to keep the deal quality high and your sales team happy. Brittany and Inga shared more details about how they pivoted their ABM program and where they're finding ABM success in their [full ABM MBA class](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLsb3qgyTW7Y8-PT6lZ3pRW27dvh455LCVcW12gYTS7Y0PnrW6w1qRZ7b-_7HW1k3yBZ761tz7W394dCk36C1BXW45YKxc7ZpMKqW11D0ML6x3GjcVRzKRt7xvkM5VfwKwb24_3lKW2sRVlK8XXBMWW6wCQbB2GsDKSW1vx2VS69ZwtDW6WjP3d1Nk940W27kk292xrPXBVFHfg08pPkRmW8YtvkR5d_R7wW5pDhy17g70G_Vyt85H6256PGVNVrhM8XFCxcW1xr2xS8rm41gW7Vn5xQ2g8v3PW8YM35_8T2xjNW6VbDP43bngcJW2Rb2Fn2hxXmhW40V6nX7W9yfMW6sRYfT87-Z8Bf26zKsM04). You can also [read more takeaways here](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLsb3qgyTW7Y8-PT6lZ3n_W7b18s61jkxndW65hHFq8RG7h9W6G2yjP8TPXZDW41l7pd51jSpDW6fbl9y5JKJsrW4jqDRn9j9f7kW1rJp-W2NYTrpW5HRDLn1-ZzTHW7W0TGM5YwSGtW7xKB3L1js-BqW40qmbz88YdLkN1X7Q7xmj50bW1GCfx26ZyhGkW1zsBDB7gzTDjW99n1tr4JwNf6W3GhjmN4Z2rlkW8-fmLF3YFMmrW7kKB_C2H75ymW551GLJ19np_xW21_ygJ6NkmrpW4Jq0Zz9d2w5vW3xgnzX85N4J8VMNf998Dly76W1sr_Zt7psKvHW2ZmXB62_3jWFVHbHp41gcQnZd7wlPH04). [Learn Lokalize's ABM motion](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLsb3qgyTW7Y8-PT6lZ3plVG8txz2cQlNqN30rtF3_CbK_W5JfZqS7zCPk7VL6Px_1R7MXxV1748T5SdDmmMkDMKhbPbWzW2Y8K9L9k8K7SW57fY686xrY3qW7KtK633HWSswW3-yl4Q5VYH9hVr1CfZ2RmCfDW5L504C6GG0MCW56Ty3H6SJshGW4GGd4p97QLXvW2Trhyc7vlxHjW5BZkMK8kVfQXW8DTf8h3Flxm2W5x9sbx7lbjdcW6xxPb34SmjmqW3WXMng5F9D1sN7k_x4yTK101W5vtcZP1vm5-pW51Wx8n6Y7GY0W6Q61sx4Gg86_W3VFtNd2yJlVDW3y7Btw1sZdB_dpd86R04) [ABM MBA (2)](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLrC3qgyTW6N1vHY6lZ3lMW2vx9bB1RgNwJW3Nvq688r2TRlVCzr8D4jBqM-W4GRbQ92XHwmsW4Yz8-y7WsP77W6RTqyd8hJm56W3jK6Ys4Md6f_W8jcwWR196lwcW8lR9ms43PmH2W2_MN_X2cf5RcN4tkmmDX7-dyW11G2T15b6_d2W5NpWjQ55tm_DN84PLqLkfBjLW7-xFF74jpcB9N4m8HWNJfDHVW1m9fSb6g_TfCW7yqN5G2kl1F4W8s7HQ26w0x4BW6hVbVL8GDpD7W1N5Bb989gfYlW871Lmd1tL2s5f5gxt8R04) [ABM MBA Cristina Riverbed](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLsb3qgyTW7Y8-PT6lZ3lbW6G_RZ_4Vm_0QW6g1tsP8L3Q0zW6VK4Kv7MjWSBN6whyFKZxj69W1Wz-4298TCqpW2L3ZfH6b5MSCVmMrRH7W6yL4W4j3_DC97QsFhW3DrS9L2cxgDjVQyzRq2mHtZYW75djhM89lzFFW4_sPRv7FcQ_9W7yl9Yg3tdT0RN6rTpLvym9sPW4Kr9q22rpLhrW5KkCYg7hp09fVyw89Z809BdrW1qhl4k91HtrrN5GTJ-PcF-9sW8dsVPH5GnV70W8jjbZC1GDSfMW3pMLr62_mCHnW1bdcTt68LdLXVsfRjP7V4bgcW866CZv3QfL-SW8H7K8t2dTgJrf1kxmpq04) Mark your calendars for the next ABM MBA class! Cristina Daroca, Sr. Director of Marketing, Americas for Riverbed will show us how she was able to align her entire GTM team towards an ABM motion. In this ABM MBA class: - Learn the transformative power of tops-down alignment on a focused target account approach - Dig in to the actual 1:1, 1:few and 1:many plays Riverbed deploys - How to approach ABM from first principles The class is taking place on Wednesday, June 26th at 12PM ET | 9AM PT [Reserve Your Seat](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLsb3qgyTW7Y8-PT6lZ3p7W1gbXCS1ld-2kW3MS2sL1vFNfYTQCJM4Gh1HXW8_wXXq8r8QbKW6-yHH34lbmS4W75pfsT5PpM0LW3pgD5v4mNRHnW82Cf0y1GxtrGW6_ftwN3D2w_dW4n16Z07wYZgSW222bg-8M1kSgW3x6Ys58jKwQVW8-DpbY5g9phVW4MMytV6Gb7LlW768Xt17x4-HMVTwPZX1d3-W1W3QSyvX4JGGFTW1057c68lzfPTW5klx-S1DSGNdN4r3jtz6Z6YfN7DMqFlzHFYYVKgCbH4RLVGTW7N90rT8Tkv3dW1DJm843SMPftV2V3n83LhPyfW7zgyrS6jrB1mf3SWMfY04) And to sweeten the deal for those who attend live, we'll be giving away some surprise, limited-run items courtesy of our friends at Reachdesk that you're going to want to get your hands on. [See you there](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLsb3qgyTW7Y8-PT6lZ3mhW77TBGd9l1sYyW1fCw351Skh3hW8qpX7r2MvN99W1nyYR77JZk4zMrvl_FkXj8SW1qbqQg1DzNNGVsdRBc1X2gLcN4J11PKgv5kgN3bFJF8vyThcW6_YcLn5-_MrgW1Zb8H97rdblVW86m5Dw9kmkZRW49g4nN1N4JTRW2L97Lj92s4QKW3vtJ4Z44bVWJW3pgXxz6GLvmYW5GFWTT4M_7VQW54GrC280f1fxW96STcM8DdDwgW2ssSBP5pz30gN2wRHVPgC02lW3QBtPQ2l1gqJW7-tgtF2HNdsPW8RRQJL4lR5g_W29WCBc3cgbGXN3gttH2HBRyKf4PQ0ld04)! [surprise-giveaway](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLsb3qgyTW7Y8-PT6lZ3m2W5BShPX6Bm6W0W75ddB525DP1mW5l8CLp6_CM55N1KckLzTRLHyW979LnC6sHQ1FW8KPFKh2Qly0sW6W73l77rXkQfW5FNY2D1kbMvNW5fCZNQ2zj0CJVwVHnr4SyXLYW7MkBkw3hDQqMMR5vlCfDbs_W8Tw4pm2YkY3SW7q3L6M8rcQh2W2j4hPJ8v5h3BN6Mb1Vy5JXyBW6Sr2P78_BX73N7sLcDkNLjtyW2vpJJB6TlvPwW451Xm_25cNdVW6XvkS37LV1PmV9fPQf2FC84cW33bm931_DgzyW1VNtY122hg_YW3vHNVS6vtlLlW8x2h-h3YtH_yf4F70Nl04) Are you in SF June 26th? Our friends at Sequel.io are bringing together GTM leaders that are driving innovation to learn from one another and build lasting relationships. Plus, the event is happening at the beautiful Battery Social Club penthouse. Game to join? Request a spot [here](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLrj3qgyTW69sMD-6lZ3npW9h-9bw95t8m5W1B9KPX7g-YLXW4px2T35-rr4PVJsb8Y1cyzQSV-NgY78hTN96W1YPdGj3n3RV8W2QtKw031zQDbW6pTWBG31ZPV2N4DxHdzQhTVsW8lgzMN4DqPqNV5cmbl3gdFhHW3mJjg48B1079W6mSZ9Y209SWlW40M1r75kQg0zN3ztKy0j3stMN5xW09yPtLksW3Mln1474pc9XW2sf93T1GFw0nW2sTR127kbWMfW83hXYw1PfbHSf4NJjyv04). [image (36)](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLrj3qgyTW69sMD-6lZ3nmW2t8LWs7Nk-gkW8fXvTl72Hx3zVS4N3H3sX-KCW2PQm3411DTL5W2MZNYH29Vn8JW7M8Nsq6-fCS7W7-29py50rbygW7wSRRf2KqqbkW7xyp4D9fMjxYVKDSlR2hxYbGW925csg473ghfW8BY2K76KFSqbW2bl4_g8kDYDWW1PDT_l3jvWlzW95jQ7B5MJy7TW4zb_sl8x8B05W7yyhZk8vNq5PW95RWmQ5_kS4PW96b8jg8bpBt1W1H7zyx58B8hCdB1YM004) [Newsletter Refresh Playbook (1)](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLrC3qgyTW6N1vHY6lZ3kGW3lQcNH6KnmYSW1NhmDW4xSHq3W6BGC8W85FkKrW8LW04f73Z0ZqW18vvs05l4tTdW5lSv7l6y210_N8jjqWRL0LcMW2pGxvL8ksZJ9VMts1m6H4DQ_W3QLd6k4xScCSW46l4Vb1tH1p0W1Zzg1K47Z8tHW6k2_J07RLJCnW2y1qGw9hKYVcVqN2TT2XKjQ2W54-0754NlDDsW536dpT6fcm7YW1n9rgw16q4wWW5ncmL53HR-jwW4D69sr7hV1xWW80WVv12Przk4W946NKg2Jr0n2f5J2XcP04) 🍕 Someone Please Do This At A Conference [Screenshot 2024-06-13 at 1.43.32 PM](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLsb3qgyTW7Y8-PT6lZ3pXW1dmt42715Pt8W4x8JLq5tTWZ4W1k760226pj_DW2Dnfj23NLJrwW4NTKZn5whPSTW2H2dNW7tnCXLN37X0Sl-ZPSYW5g0h_F1HX8DlW7yrJVx7QCgDxVzBxz395LsQ2VXr99v4KsqZ6W2spPr5997-3yW3KFxHM8_fYJsW7Flfv12--X_NW8MqLDG8rFql4W4t1s7q4w23tlW28F05R1_ddkdW8Wd4Hd4dltmLN1pkzfWkynjyW3jh6H96K2FlbW2gDV-14zTKZ5W1QkBYr4fwsmHW1WWh_N892bTsN1V4GvpXYgHnW2-Dvx46hFqv7W6b43Yb57YDC_dx9r6M04) Hear me out: get one of your most energetic sales people into a crazy outfit in your brand colors, paste a huge QR code on their front, and hand-make a sign that says "FREE [INSERT SOMETHING COOL] IF YOU SCAN" and have them run all around the tradeshow. I bet you'll be able to get more leads that way than scanning badges at the booth 😂 🍏 Samsung Can't Stop Thinking About Apple Spotted in the SFO airport this week during Apple's developer conference. I like the roast, but advertising to Apple's biggest fans feels like a waste of money (and makes them like Apple even more). Source: [Karine Hsu](113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLrW3qgyTW7lCdLW6lZ3nvW91r6t43DNRSQN1D1kr0pz-XvW7X762C8kSvpHVSs5Lc2-PxKLW5ykpXc6pWd-sVs_kM920KsVgW2DR0356dz0fWVCxXdj3BvwbHMHfcY6z7GnlW84SpNt8NhWhvW5JmLc57V6_4pN4x-gnzRSh0TVQ56854_vGS3W47T3Fp34RRVHN19NCJqRPnvRW1tQm-C1NsvvqW53MG9-6jwDX2W33bkG030SbXyW8kRRcS7wQRgnW2cgtJp5XJqb-N2BytbnzJmGdW503L8Y184W23W182p6D1NtPXpW8VB-tj3QDnMRf1jrQST04) 113/cMsZQ04/VWC3pC6XjhHbW8wdgr06DSwFDVJvnzy5ggvv5N1qZLrW3qgyTW7lCdLW6lZ3p7W3rT03Z7DlfWfW46KXQ625cr07W3BLDQr5WstTtW28vQ0s1gmGgKW2dxTxC5bnBbPW3k73Jb2LBdTZW3zN9Lj43-_jdW6zl7G67QCwf5W2zW1Qb8f1cgZW7V_Ks586x_MKW1Q6WzH1T51VGW1JtyBk7Hxp-LMpCHXmCd0NGW8YFrMK70YtjdW4xG9d96GQsCXW6BhK5k388T1WW9dKzk96_FkxLW2GlClQ6CN8QjW1d6H1d6XwmGBW3zN1Tr1xBBB9W6kJF0X6YbyzvW6WYKN28YZRSqW8whZDB2Xz-sLW67j-Lv6wbSjpf8nkxsM04 Until next time, happy growing. 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