Chris Dutton breaks down the MEL process, which uses ICP criteria and point-based scoring to turn webinar attendees into ABM prospects. He covers multithreading, AI tactics, and how to build outreach capacity without dedicated BDRs.
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1, 2, 3, 4.
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I wanted to make sure we leave enough time for Q&A, but hopefully that gives you some practical plays that you can run from getting started with ABM, leveraging AI where possible, sales and marketing alignment, defining your ICP. You're, you know, thinking about, you know, doing email nurtures differently. So, and then the last one is, you know, that kind of capacity play, you know, putting together some automated, you know, processes or cadences that allows you to either, you know, help augment, or if you don't have a BDR team, it's a great way to, you know, spin something like this up to be able to effectively work those. Those qualified accounts or MQLs.
Awesome. Thanks, Chris, for that great presentation. We did have a couple technical difficulties at the beginning. Um, some people were having trouble with audio and not being able to see the screen. But if you do have any questions, I have the chat pulled up here in Goldcast and in LinkedIn. So if you have any questions, we will be monitoring the chat. And if not, just to let everybody else know, there is like— we will be sending the recording out after the fact. So in the event that you Rewatch this and you have lots of questions, we will be available afterwards.
Yep, absolutely.
Awesome. Say it's, it's a slow day. It's a Thursday coming up on the weekend. So like I said, we will send the recording out, so don't hesitate to follow up with any questions that you may have there. But if there is no questions, we'll be on here for— we'll give it a couple more minutes and then we'll hop off. We will send the presentation slides also. Yes, just saw that question come through. Awesome. Well, if there are no more questions— Chris, were you gonna say something? Go ahead.
Yeah, just if anyone wants to reach out, uh, either email or on LinkedIn, I'm happy to talk one-on-one or answer any questions one-on-one as well. So if you don't feel, um, like this is the appropriate place or want to ask it here, we can take it offline. Reach out, I'm happy to do so.
Looks like we have one. Tall, I see. Looks like you have a question. Maybe you want to— oh, let me check the Q&A tab. My bad. Sorry, I'm looking for the question. Okay, we have one, Chris. He says, I'd be happy to hear your thoughts on how you would integrate audio into your communication with customers.
Can we elaborate a little bit on that one?
Yep. Tall, if I'm saying your name right, would you mind elaborating a little bit more in the chat? All right, hold tight.
All right.
All right. If we could use audio content and turn our messaging into audio instead of text, would you see this as a valuable concept?
Yeah, that's a, that's a great question. Um, it's not one that I've ever been asked before, so, uh, it sounds like a great concept actually. Um, if you were, yeah. I'd love to dig into that one a little bit more, actually. Again, not one that I've come across, have been asked, or actually even have thought about, but it seems like there could be a really cool use case for that.
Perfect. Well, we would love to connect with you after the event, Tal. I apologize if I'm not saying your name right, Tal or Tal. Totally apologize for that. Yeah, we'll definitely connect with you after this. Does anybody else have questions before we close the event? Oh, one more. How do you leverage webinar data as part of the ABM process?
That's a great question. So we have, let's, webinar events, it can be agnostic, but so we have a, what we call an MEL process. And basically what that means is we've worked to identify what are the certain criteria that would make or have someone be an MEL? And an MEL is a marketing event lead. And what I mean by that is they have to fit a certain list of criteria, right? They have to be in our ICP, they have to, you know, meet checkbox 1, 2, and 3. And if they do, you know, we then would share those with the team and the team would, you know, engage with those individuals. But we, like I said, we do try to stick to, you know, everything kind of being through the ICP lens. And if they don't, if they're outside of our ICP, we're still engaging with them, but it could just perhaps, you know, from a prioritization standpoint, again, just focusing on those accounts. And then also multithreading as well. So maybe not just reaching out to that one individual that attended, but then also encouraging the team to reach out to those other personas in the account to kind of spread that awareness and try to get, you know, as much representation in those conversations and potential opportunity as possible.
Awesome. Thanks for that, Chris.
Yeah.
Any more questions? I'll give people a couple more minutes to see if any more stragglers come in. We got a comment that the MEL is very interesting.
Happy to talk one-on-one if anyone wants to about it.
Austin loving the— Austin Marcus is loving the advice. He's— he was the one that commented that the MEL is very interesting, and he said good advice indeed. Awesome. Give it until 1:40 Eastern time, so one more minute, um, and if there's no more questions We'll close out, but like I said, we will absolutely follow up with everybody after the event. Thank you for your patience with the technical difficulties. Awesome. Well, it just hit 1:40. Not to rush everybody, but we appreciate everybody that did join today. Thank you, Chris, for this great presentation. Lots of good information. Like I said, we will be following up with a recording, and you will have the slides. that will come with that. So Chris and I are definitely happy to connect after this.
Absolutely. Appreciate everyone. Thanks for attending.
Oh wait, we have one more question, Chris. Sorry, I was gonna wrap up, but Austin just came through at the last minute. Um, it says, where would MEL fit into the lifecycle stage, or is it a branch off to MQL?
Uh, it's a— it would be a branch. It would be a branch. So if you're— let's actually unpackage that here for a second. So if you are in an MQL environment, that individual that attends is probably gonna be worth some type of points, right? So whether or not that point gets them over the MQL threshold would determine whether or not you potentially would engage with them or not. In an ABM environment, for us, again, it is a branch, right? So the account may not be a qualified account, meaning the account as a whole has not shown that intent to say, hey, we're in a position where we're ready to engage or buy. But what we've noticed is that this contact is part of an account that is part of the ICP. So we would treat it as such to put that follow-up in motion against that particular contact. So it operates a little bit outside the sort of qualified account model, but because they are part of the ICP, we certainly wanna, you know, spend some time and engage.
Hope that answered your question. Okay, not to rush everybody off, I'll make sure that we see some come through just in case before I do my closing remarks again. Okay, I'm gonna go ahead and wrap up one more time. Thanks so much yet again for joining us. Thank you for the patience, all of that. Um, once again, we will be sending out the recording with the slides. Uh, yeah, thanks so much for joining us, everybody. Hope you have a great rest of your week and weekend.
Thanks everyone, take care.
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