The document discusses account selection and targeting for account-based marketing (ABM) campaigns. It describes segmenting accounts into tiers based on factors like firmographics, technographics, and predictive analytics. A target account committee considers these factors and predictive scoring to select which accounts marketing and sales should focus on. The document then discusses engagement strategies like developing an ABM playbook, using multiple channels including email, events and ads, and measuring success based on account-centric rather than lead-centric metrics.

1. ABM & Predictive

2. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Charlie Liang
Director of Marketing
Engagio
Sean Zinsmeister
Senior Director of
Marketing
Infer
MEET THE PRESENTERS:

4. ACCOUNT SELECTION

5. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Funnel Trifecta – Target Accounts in Context
Engagio’s Funnels
Funnel 1
Target
Accounts
Funnel 2
Qualified,
Non-Target
Funnel 3
Non-Qualified,
Non-Target
ICP
@CharlieCLiang @Engagio

6. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Further break out Target Accounts into Tiers
Tiers of Target Accounts
Funnel 1
Target
Accounts
@CharlieCLiang @Engagio

7. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Why Tiers?
The Importance of Tiers
• Breaking out account tiers is not only important for determining effort level
spent on tiers, but it allows you to gain valuable insight into the effectiveness
of your strategies and conversion down the account funnel.
Marketing Qualified Accounts (MQAs) on Tier 1 accounts as exhibited on an Engagio account
dashboard.
@CharlieCLiang @Engagio

8. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
How many accounts go in each Tier?
How many in each tier?
1,500 Hours per rep per
year.
= ?
@CharlieCLiang @Engagio

9. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Who Selects Target Accounts?
Target Account Committee
Execs
Sales Marketing
Predictive
@CharlieCLiang @Engagio

10. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
What do they consider?
• Firmographics
• Technographics
• Intent Signals
• Engagement
• Company Connections
• Predictive Analytics
Points of Consideration
@CharlieCLiang @Engagio

11. What is Predictive Analytics?
Actionable Intelligence for
Sales & Marketing
Machine Learning Thousands of external
data points
Keywords: ● Machine Learning ● Data Science ● Predictive Analytics● AI

12. Predictive is the Line Judge
Send to Sales
Do Not Work

13. Account Scoring
Personas
Hyper- Segmentation
Behavior Scoring

14. PRIORITIZATION

15. Sales Prioritization
Effort Spent on Bad Accounts Before Predictive
Effort per Account Return on Effort

16. Sales Prioritization
Effort per Account Return on Effort
Shift Wasted Energy Into More Profitable Endeavors

17. Aligning Account Effort with Impact
Omri Erel
Head of Advertising &
Performance Marketing
SDRs avoid wasted efforts and
improved conversion rates
Strengthened sales &
marketing alignment
Boosted ratio of revenue
generation to marketing spend
Improved campaign
performance and lead quality

18. +50%
total opportunities
YoY
2x
increase in meetings
scheduled
+11%
increase in average
lead quality

19. Hyper-Segmentation for ABM Plays
Ray Miller
Launched high-value outreach
with personalized nurture
Identified 900+ high-potential
prospects for sales
Hyper-segmented current and
past trialers into ICPs
Prioritized A & B-Leads for
accelerated sales follow-up
Senior Marketing
Operations Manager

20. TERRITORY PLANNING

23. FINDING NEW ACCOUNTS

24. TAM Analysis
SOM
good fit
accounts in
CRM
SAM
net-new accounts
not in CRM
TAM
total addressable
market

25. A-
Accounts
Open Architecture for Net-New

26. Mike Leyden
VP of Global Inside Sales
Enterprise consolidation -
converting trials and online
purchases to volume license deals
Identify and Prioritize target
accounts
Profiled high-value Trialers for
aggressive sales follow-up
Uses Account models to
understand opportunity in
different U.S. states
Expansion and opportunity sizing
Territory planning - evenly
distribute good accounts to reps
Marc Brancaccio
Director of Sales Development
Expansion
Strategies

27. Expanding Your Footprint in an SMB Market
Lauren Licata
Predictive lead-gen to new
brick and mortar shops
Email A Leads within 5 min and
call within 1 hour vs. 8 hours it
takes
Increased effort spent on A-
Leads by 3x & decreased effort
spent on D-Leads by 1.5x
Result: Increased sales by 30%
VP of Marketing

28. ENGAGEMENT &
CAMPAIGN EXECUTION

29. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
What to do after choosing accounts?
After Target Account Selection
@CharlieCLiang @Engagio

30. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Start with a Strategy & Playbook
Run a play!
Craft the play
Do your
researchFormulate messaging
Deploy
Check for responses
& follow-up until
engaged!
Be human. Don’t spam –
people will sniff out.
@CharlieCLiang @Engagio

31. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Team Marketing and Selling = WINNING
Key to winning: Team Selling
@CharlieCLiang @Engagio

32. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Be Everywhere, But Don’t be Overbearing
Top 5 ABM Channels
Engagio’s Top 5 Account Based Everything
Channels:
#1
#2
#3
#4
#5
Human Email
Live & Virtual
Events
Direct Mail
Ads
@CharlieCLiang @Engagio

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Content in a Account Based Everything world
Evolution of Content in an ABM World
@CharlieCLiang @Engagio

34. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
ABM vs. Demand Gen Content
Difference between DG & ABM
Demand Gen Content ABM Content
@CharlieCLiang @Engagio

35. Account Profiling & Field Marketing
Elena Rowell
Technographic segmentation
for expansion strategies
Profiling to drive targeted
prospects to local events
Personalized outreach
campaign increased top
prospect attendance by 20% for
regional events
Field Marketing Manager

36. ABM Retargeting Campaigns
Retargeting A and B-Accounts
Strengthened sales & marketing
alignment
Focused and optimized
advertising spend on account
strategy
Chris Turley
Head of Revenue Ops

37. MEASUREMENT

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Lead-Centric vs. Account-Centric
A is for Account
Old School (Lead Gen)
• Leads
• MQLs
• Lead Score
New School (Account Based)
• Accounts
• MQAs
• Engagement Minutes
Star of the show:
@CharlieCLiang @Engagio

39. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
How to Measure ABM Campaigns
6 KPIs for ABM Campaigns
@CharlieCLiang @Engagio

40. Analyze Sales Development Outreach

41. Stay on Top of Active & Inactive Sales Opportunities

42. FIT BEHAVIOR
Do you LOOK like a buyer? Do you ACT like a buyer?

43. Fit vs Behavior
Window 1 Window 2 Window 3 Window 4
Fit
Behavior
Time
0
A
3
A
3
A
2
A
1

44. Fit vs Behavior
Time0
Activity
A
3
A
3
A
2
A
1

45. CRMMarketing Automation

47. Measuring ABM Program Effectiveness

48. Sales & Marketing Alignment
Demand Gen compensation
plan built on Infer
Uses Infer to negotiate w/
partners and Lead providers
Leverages Infer to overcome
the Sales and Marketing
divide to define MQL
Nick Ezzo
VP Demand Gen

49. ABM - New Business Model
Caren Cioffi
77% of total New Business
revenue resulted from the top
26% of Accounts (A & B’s)
Filtered bottom 44% of
Accounts which resulted in a
6% of total revenue
SVP & GM of Digital
Marketing Business

50. ABM - Upsell and Expansion
Caren Cioffi
80% of Upsell revenue resulted
from top 14% of Accounts (A's)
100% of Upsell Revenue
resulted from A/B Accounts.
SVP & GM of Digital
Marketing Business

51. Q&A

52. APPENDIX

53. Outbound / ABM Nurture
Zoom
Info
Data.com
Inside
View
Net-New
Accounts
Net-New
Contacts
Good
Prospects
Engagio
Sales Automation
AdRoll
DemandBase
Google
Twitter
PFL
MailLift
Facebook
Evenly Distributed
Net-New Good Leads
SEQUENCES/
PLAYS
CUSTOM
AUDIENCES
Sales
Queue
DIRECT
MAIL

54. Outbound / ABM Nurture
Zoom
Info
Data.com
Inside
View
Net-New
Accounts
Net-New
Contacts
Good
Prospects
ABM Air Cover
Account-Based
Sales Development
Conversions

55. Outbound / ABM Nurture
Account-Based
Sales Development
Good
Prospects
Engagio
Sales Automation
SEQUENCES/
PLAYS
Sales
Queue

56. Outbound / ABM Nurture
CMO
Welcome
“Problem
Statement”
Exec Track 02
Exec Track 03
MKT
OPs
Welcome
“Problem
Statement”
MOPS Track 02
MOPS Track 03
Sales
Ops
Welcome
“Problem
Statement”
SOPS Track 02
SOPS Track 03
MKT
Analyst
Welcome
“Problem
Statement”
Analyst
Product Education
Analyst
Customer Credibility
Analyst
“Contact Me”
Recycle Program

57. Outbound / ABM Nurture
ABM Air Cover Good
Prospects
DemandBase
Google
Twitter
PFL
MailLift
Facebook
Evenly Distributed
Net-New Good LeadsCUSTOM
AUDIENCES
Sales
Queue
DIRECT
MAIL
AdRoll

58. Outbound / ABM Nurture
Zoom
Info
Data.com
Inside
View
Net-New
Accounts
Net-New
Contacts
Good
Prospects
Engagio
Sales Automation
AdRoll
DemandBase
Google
Twitter
PFL
MailLift
Facebook
Evenly Distributed
Net-New Good Leads
SEQUENCES/
CADENCES
CUSTOM
AUDIENCES
Sales
Queue
DIRECT
MAIL