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How Does an ABS Workflow Improve Targeting?
Targeting, executing, and scoring ABS workflows can be very complex and intimidating.
You need to show your reps which prospects to target, what kind of touches to send them, and how to score their behaviors.
It’s a lot to manage.
In this blog, we’ll walk you through just a small snippet of building and executing a workflow with ABS. If you’re interested in an in-depth, step-by-step guide on how to make a workflow for your team, we’ve got you covered.
Let’s take a peak back at our friend Gary and see how he’s setting up a workflow for his team:
How Does an ABS Targeting Workflow work?
Now that Gary has built ProspectIT’s ABS sales ops framework, it’s time to start executing!
To begin a workflow for his SDRs to follow, Gary must first create his Target Account Lists (TALs) and Target Account Database (TAD).
Gary creates his TALs based off of the Tier 1, 2, and 3 accounts he identified while building his targeting.
Within these three Target Account Lists, Gary’s SDRs will reach out to each of the three target personas (Sales, Revenue, and Marketing leaders) that he also created during targeting.
These three Target Account Lists makeup Gary’s Target Account Database. Gary’s Target Account Database looks like this:
|Target Account Database|
|Tier 1 Account List||Tier 2 Account List||Tier 3 Account List|
|Target Sales Leaders in Tier 1 accounts||Target Sales Leaders in Tier 2 accounts||Target Sales Leaders in Tier 3 accounts|
|Target Revenue Leaders in Tier 1 accounts||Target Revenue Leaders in Tier 2 accounts||Target Revenue Leaders in Tier 3 accounts|
|Target Marketing Leaders in Tier 1 accounts||Target Marketing Leaders in Tier 2 accounts||Target Marketing Leaders in Tier 3 accounts|
Before Gary lets his SDRs start working their assigned accounts and contacts from the Target Account Database, he must first comb through the TAD he has created. Why? Well:
- Gary wants to make sure that the TAD only includes accounts and contacts in the Cold Stage.
- To begin implementing ProspectIT’s ABS strategy, he only wants his reps to work outbound outreach on untouched accounts and contacts.
- Once the Target Account Database has been filtered, the remaining accounts within the TAD are considered Active Accounts ready for Gary’s SDRs to begin working!
Let’s take a look at how an SDR at ProspectIT sets to work on these Active Accounts.
- First and foremost, as the SDR Leader, Gary assigns his reps the accounts he wants them to target first of the Active Accounts in the TAD.
To one of his reps, her name is Olivia, Gary assigns 50 Active Accounts.
No pressure, Olivia, but how do you figure out which accounts and contacts to work first? What about which tasks to complete first?
- Olivia decides she will prioritize her accounts, contacts, and tasks through scoring.
Nice, Olivia, very nice.
- Olivia will use her sales enablement platform to score her assigned accounts and contacts by behavioral and demographic characteristics. This tool will help her prioritize accounts and contacts that better fit the top IAPs and ICPs Gary created. For instance, the platform will score Tier 1 accounts higher than Tier 2 accounts.
She will score her tasks based off of their created date, focusing first on tasks created earlier than others.
- Olivia begins combing through her list of assigned Active Accounts. She looks for accounts that best match the demographic characteristics of Tier 1 accounts.
These would be accounts in the IT and Services industry, with 200+ employees, located in San Francisco, and with an SDR team of over 10 members.
Olivia identifies 20 accounts that fit these demographic characteristics. She’ll reach out to these accounts first.
But which people in these accounts will Olivia try to reach out to first?
Contacts that match the ICPs that Gary created, of course!
- Olivia looks through her 20 chosen accounts and finds the Sales Leader, Revenue Leader, and Marketing Leader in each.
These three titles match the demographic characteristics defined by Gary’s ICPs, so she’ll reach out to these contacts first.
Even though these 20 accounts have numerous other contacts within them, think Founder and Engineering Leader, Olivia will not send touches to them first. Why? Because these titles are not in ProspectIT’s ICPs.
- Having found the best fit accounts and contacts, Olivia creates her task lists.
To start, Olivia creates five tasks:
- Add each of her 20 accounts to a playbook for Tier 1 accounts
- Add all Sales Leader contacts to a Tier 1 Sales Leader sequence
- Add all Revenue Leader contacts to a Tier 1 Revenue Leader sequence
- Add all Marketing Leader contacts to a Tier 1 Marketing Leader sequence
- Send out the first set of touches (emails, calls, etc.) to all of the above sequences
- Once Olivia has activated these above playbooks and sequences and has sent out her first few touches, she can begin to add additional information to the scores for these accounts and contacts.
To read the full-fledged workflow of Olivia, keep an eye peeled for our ABS Guide with end-to-end examples coming at the end of October.
In the meantime, got questions, comments, or concerns? Drop us an email at firstname.lastname@example.org.