To view the full webinar replay, please visit: http://www.mintigo.com/webinar-how-to-build-a-predictable-abm-engine/ Description: If you are one of the 60% of marketers exploring how to deploy Account-Based Marketing, then you may be wondering where and how to start. Which tactics work and how can your martech stack and marketing database support your ambitious ABM efforts? In this session, you will hear from ABM practitioners Josh Hill (author of MarketingRockstarGuides.com), Tony Yang (VP of Marketing at Mintigo), and Charlie Liang (Director of Marketing at Engagio) discuss the steps they took to build a martech stack and infrastructure that’s optimized for an ABM strategy. This hands-on session will cover: - How predictive marketing enables ABM - Building a martech infrastructure for ABM - How to structure the right ABM programs - Understanding how analytics change with ABM - Achieving marketing and sales alignment Speakers: - Josh Hill, Marketing Technologist & Demand Generation Expert - Charlie Liang, Director of Marketing at Engagio - Tony Yang, VP of Demand at Mintigo

1. How To Build A
Predictable ABM Engine
Josh Hill
Author of Marketing
Rockstar Guides
@jdavidhill
Presented by:
Charlie Liang
Marketing Director
Engagio
@CharlieCLiang
Tony Yang
VP Demand Gen
Mintigo
@tones810

2. House Keeping
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3. Who should use ABM?
Strategy
You only care about Enterprise
Account penetration.
Customer Development for
Product-Market-Fit
Tactic
High volume SaaS firm
Only one small group handles
the top tier Enterprise
Accounts

4. THIS ISN’T YESTERDAY’S
SALES-MARKETING ALIGNMENT

5. Adjusting to an ABM lifestyle
Demand
Gen
SDRs
Account
Execs
Customer
Success
Typical
workflow
and
division
of
labor
ABM
is
different
RelaConship
Leader
ABM
Marketer
ABM
SDR
ABM
Closer
ABM
Content
Creator
Technical
Sales
Customer
Success
• Overall
messaging
• Events
• QualificaCon
• Manual
matching
• Play
deployment
• Coordinate
personas
• Close
• Lead
people
to
Insight
• New
messaging
• Persona
messaging
• Nurturing
• Play
copywriCng
• Trusted
consultant
and
expert
(could
merge
with
Closer)
• Onboarding
• Ongoing
key
relaConship
• But
ideally
Closer
sCll
involved
• Requests
upsell
content

6. BUILDING A MARTECH STACK FOR
ABM
Do you have the right pieces in place?

7. Stage
0:
MarkeCng
TransformaCon
Stage
1:
AutomaCon
Stage
2:
Lead
Quality
Management
0
Month
12
Month
18
Month
24
Month
36
Martech Maturity Model™ - Building capability is
hard work
Moving
from
Stage
0
to
1
and
2
offer
the
largest
obvious
ROI.
Most
firms
are
stuck
here.
This
is
where
those
55%
of
marketers
say
they
are
“improving
marginally”
Mostly
vendors
are
here.
This
is
where
you
want
to
be.
Only
9-­‐16%
of
“successful
implementaCons”
are
likely
here.
Noble
goal,
will
you
have
enough
data
to
do
this
earlier?
Will
your
team
be
ready
to
use
it?
Stage
3:
Nurturing
and
Sales
Context
Stage
4:
Funnel
Visibility
Stage
5:
AdribuCon
and
AllocaCon
Source:
Marke,ngRockstarGuides.com,
Ascend2
Marke,ng
Technology
Survey
Aug
2015
Stage
6:
PredicCve
Tools

8. Stage
2:
Lead
Quality
Management
Stage
0:
MarkeCng
TransformaCon
Stage
1:
AutomaCon
Stage
3:
Nurturing
and
Sales
Context
Stage
4:
Funnel
Visibility
Stage
5:
AdribuCon
and
AllocaCon
0
Month
12
Month
18
Month
24
Month
36
Stage
6:
PredicCve
Tools
What about ABM?
ABM
and
PredicCve
cannot
help
here
since
the
Team
isn’t
ready
(nor
the
systems)
Add
Plays
and
build
up
data
set
for
PredicCve
ABM
range
Depends
on
Dataset
and
OrganizaConal
capability.
Lead
people
to
the
Commercial
Insight
Improve
visibility
of
what
Story
works
and
where
it
is
working.
ConCnuous
pracCce
and
alignment
–
ABM
will
require
TRULY
TIGHT
alignment

9. You are already doing the basics…

10. …with the tools you may already have.

11. Are your systems ABM-ready?
Demographics
Contact
Info
Territory
Assignments
Permission
Recency
Prepared
DB

12. hdp://www.engagio.com/account-­‐based-­‐everything-­‐market-­‐map
The Account Based Everything Market Map

13. 1 0 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 0 1 1 0 1 0 1 0 1 1
1 1 0 0 1 0 1 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 0 1
0 1 1 1 0 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1
1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0
0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0
Ideal Customer Profile
(aka “CustomerDNA™”)
Customers
(“Positives” List)
Prospects
Predictive Models/
Machine Learning
Signals From The Web
(i.e., tech, org/hiring, financials, intent, etc.)
Start With Identifying Your ICP with Predictive

14. Ideal Customer Profile
(aka “CustomerDNA™”)
Selecting Target Accounts via Predictive Account Scoring
• Revenue:
Above
$1B
• Industry:
Sonware
&
Manufacturing
• MarkeCng
Tools:
Marine
Sonware,
Ensighten,
BazaarVoice
• CX:
ForeSee,
OpinionLab
• PPC
Spend:
Above
$5K
• Alexa
Rank:
<
100K
• CDN:
Akamai
• AnalyCcs:
Adobe
Omniture
• Hires
Demand
Gen
roles
…
Initech Corp.
Aviato Inc.
Cyberdyne
Systems
Predictive
Score 75 or Rank B
Predictive
Score 54 or Rank C
Predictive
Score 92 or Rank A

15. Segment before bringing in additional tools
Account
Persona
(Segmentation)
Buyer
Persona
1
(Segment)
Buyer
Persona
2
(Segment)
Technology
SaaS
Startup
Marketing
Manager
Marketing
Director
Insights
from
predictive
data
Marketing
Operations
BU
Level
Marketing
Director
#ABM
Matrix
Account
Persona
Purchase
Stage

16. Now you have to do Lead to Account Matching
Enrichment
Process

17. Enhancing context for Sales
• Provide
Lead
to
Account
Matching
• IdenCfying
the
lead
by
persona
and
Challenger
Type
• Enriching
the
data
so
Sales
isn’t
wasCng
Cme
on
research
(with
predicCve
or
3rd
party)
• IdenCfy
propensity
to
buy
product
bundles/cross-­‐
sell
with
predicCve
• Displaying
lead
behaviors,
highlighCng
most
relevant
ones
• Making
addiConal
research
easy
with
Social,
Maps,
People
Displays
• Providing
Talk
Tracks
based
on
data
provided.

18. Use the Nurture Waterfall to tell a story to the
Account Buying Team
Goal:
obtain
enough
data
to
select
more
specific
track.
IdenCfy
personas
and
mobilizers.
Move
to
next
best
specific
Track.
Goal:
reach
Mobilizers,
engage
in
CollecCve
Learning,
ensure
Account
is
MQL
Goal:
get
to
Account
Track
or
MQL
Goal:
confirm
persona
and
ABM
info.

19. Using the Play Waterfall
Goal:
get
in
touch
with
a
key
Persona
at
the
Account
Goal:
reach
Mobilizers,
engage
in
CollecCve
Learning
with
Buying
Group
Goal:
find
the
next
Persona
or
agree
to
next
steps
Goal:
confirm
this
person
will
help
you.

20. A play is a sequence of touches with a specific goal for
that Persona and Buying Stage
Learn
Define
Needs
Assess
OpCons
NegoCaCon
Sign
MQL
Goal
of
Play
Email
every
X
days;
story
content
Play
Cadence
For
more
informaCon,
see
TOPO.com
or
Engagio.com
SAL
Day
0:
Call
Day
1:
send
email:
Day
4:
send
email
2
Day
5:
call,
vm
SQL
Day
0:
call;
Day
3:
send
content
X:
Day
5:
AE
mgr
email;
etc..
Opp
Day
0:
group
call
invite;
Day
3;
call;
Day
4:
email
case
study,
etc..
Won
Day
0:
welcome
email
&
call;
Day
1,
Day
2,
Day
5….
Owner
MarkeCng/MAP
MarkeCng
or
SDR
AE/Sales
AE/Sales
AE/Customer
Success
Stage

21. Implications for marketing operations
Funnel Management
• Scoring is about the Customer and
Buying Team
• Time spent is a better indicator of
interest
• Predictive tools should take
behaviors and time into their model.
Nurturing
• Use The Nurture Waterfall and ABM to
identify Mobilizers, Talkers, and Blockers
• Organize around storytelling
• Goal of nurturing tracks is to
• Skew content nurturing to engaging and equipping
Mobilizers
• Framebreak to reach MQL and SQL
• Address Blockers’ needs ahead of time.

22. STRUCTURING THE RIGHT ABM
PROGRAMS
What may work?

23. Anatomy of an ABM Campaign
Who
are
you
going
to
say
it
to?
What
are
you
going
to
say?
How
are
you
going
to
say
it?

24. Tiers of Accounts

25. The Who
T1
T2
T3
All
Other
Accounts
IT
Sales

26. The What
Customize

27. The How

28. ABM is NOT cold crappy robospam email…

29. It is Orchestrated Human Interactions

30. Identifying Target Account Leads/Contacts in MA

31. Prospects
MQL
SQL
Opps
Won
SFDC:
No
lead
or
contact
record,
only
target
accounts
if
applicable
SFDC:
Leads
with
Lead
Status
=
“Passed
by
MarkeCng”,
Cmestamped
SFDC:
Leads
with
SRL
Approved
Status,
Cmestamped
SFDC:
Leads
converted
to
Contacts
under
an
Opportunity
record
SFDC:
OpportuniCes
with
Stage
as
Closed
Won
MA:
Anonymous
MA:
Leads
with
Lead
Status
=
“Passed
by
MarkeCng”,
Cmestamped
MA:
Leads
with
SRL
Approved
Status,
Cmestamped
MA:
Contacts
that
has
Opportunity
Stage
field
as
Stage
1
and
beyond
MA:
Contacts
that
has
Opportunity
Stage
field
as
Closed
Won
Map Funnel Stages To Your Lead Management Workflow

32. Marketing
Attribution
Tool
Direct
Mail
Mintigo MarTech Stack

33. Timely & Personalized Messages Are Driven By
Having Predictive Data In Other Marketing Systems

34. Timely & Personalized Messages Are Driven By
Having Predictive Data In Other Marketing Systems

35. NEW ABM ANALYTICS
A shift in perception

36. Understanding target account data
Coverage
Are
they
aware?
Do
they
engage?
• Smart
Lists
• Lead
Perf+Smart
List
• Smart
List
Columns
• SFDC
Dashboards
• Visits+Smart
List
• Web
AnalyCcs
• Form
Fill
Outs
• Program
Success
• RCA
Reports

37. Database Build Out
Accounts
People

38. Account-Level Engagement

39. MQAs & The ABM Funnel

40. How to Show ABM Impact
• Accounts
• People

41. Coverage: Lead Performance & Smart Lists
Choose
Group
By
and
Lead
Created
Range
Get
sub-­‐counts
by
ABM
Persona
Custom
Columns
are
your
friend.

42. Awareness: Company Web Report
Choose
the
date
Range
Known
Leads
(Smart
Lists)
Anonymous
Non
ISPs
–
get
an
idea
of
how
many
people
visit
from
Company
A
Constrain
by
Page
and/or
Persona

43. Engagement: Email performance, etc.
Engagement
by
Persona?
Totally
possible.
Choose
the
Range
of
Emails
Date
of
AcCvity
Use
your
ABM
segments
here
along
with
Was
Sent
Email

44. Q&A

45. Thank You!
Josh Hill
Author of Marketing
Rockstar Guides
@jdavidhill
Charlie Liang
Marketing Director
Engagio
@CharlieCLiang
Tony Yang
VP Demand Gen
Mintigo
@tones810