How Plex Uses the Account Funnel

At TOPO Summit 2017, CEO Scott Albro highlighted Jen Dimas of Plex Systems as being the “World’s Leading ABM Practitioner”. As the former VP of Marketing at Demandbase, it’s no wonder that Jen is at the forefront of ABM success.

Plex Systems is the lead manufacturing ERP cloud provider. ERP software requires sign off from lots of different stakeholders in different departments. Plex sells to everyone from SMB to enterprise, each needing a completely custom solution.

Most importantly, Plex is one of few companies that utilize a full funnel approach to account based marketing.

How do they do it?

Plex does what we like to call Account Based Demand Generation at Scale. They integrate outbound and inbound marketing with sales plays. Marketing performance is measured using account engagement and account funnel metrics. It's about as advanced as an ABM practitoner can get.

Plex only focuses on target accounts that meet their “best fit” criteria defined by their marketing, sales, and product teams. Best fit indicators come from firmographics, sales input, and product differentiation by segment. All of this meticulous planning results in multiple target account segments totaling between 20,000 to 60,000 manufacturers.

Once these target accounts are decided, Plex’s marketing team coordinates with sales ops to assign the accounts to both SMB and enterprise division sales reps. These crucial account assignments guarantee that each BDR/AE team has equal opportunity weighting of revenue potential in their territories. Plex’s marketing team then creates objectives and plans integrated campaigns.

Next week, we’ll shed light on Plex uses Triblio to execute their account based marketing.

If you can't wait that long, read Plex’s story in our 7 ABM Success Stories eBook!