Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Account-Based Marketing Meets Account-Based Sales

1,231 views

Published on

You’ve heard a lot about Account-Based Marketing, but the reality is that Marketing alone isn’t sufficient. In order to turn your most valued accounts into revenue, you need to look beyond traditional marketing channels to incorporate sales, sales development, and customer success.

Join CEO and Founder of Engagio, Jon Miller, and CMO of Demandbase, Peter Isaacson for an in-depth look at how you can expand your account-based focus beyond just Marketing. You’ll learn how to surround your target accounts with relevant and timely messaging through coordinated campaigns extending across sales and marketing.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Account-Based Marketing Meets Account-Based Sales

  1. 1. ACCOUNT-BASED MARKETING MEETS ACCOUNT- BASED SALES Peter Isaacson CMO, Demandbase Jon Miller CEO, Engagio
  2. 2. 2 The sales and marketing divide MARKETING SALES Leads Personas Quantity Individuals Opportunities Buyers/Influencers Quality Accounts
  3. 3. 3 The sales and marketing divide MARKETING SALES Leads Personas Quantity Individuals Opportunities Buyers/Influencers Quality Accounts
  4. 4. 4 What’s Broken in B2B? Sales & Marketing Alignment The Waterfall BANT Metrics/Attribution
  5. 5. 5 Account-Based Marketing Identify the companies most likely to buy, and then market to them
  6. 6. 6 Account-Based Marketing Identify the companies most likely to buy, and then market to them
  7. 7. 7 “Account-Based Marketing” search interest!
  8. 8. 8 Tiers of Account-Based Marketing 5-50 accounts 10000+ accounts §  Broad lead gen §  Focus on volume and qualification §  Minimal personalization ABM Traditional Demand Gen
  9. 9. 9 Tiers of Account-Based Marketing 5-50 accounts 10,000+ accounts ABM Traditional Demand Gen
  10. 10. 10 Tiers of Account-Based Marketing 5-50 accounts 50-5,000 accounts 10,000+ accounts ABM ABM at Scale Traditional Demand Gen
  11. 11. ABM at Scale Account Identification Awareness Generation Website Engagement Opportunity Conversion Insights
  12. 12. 12 Attract Engage Convert Measure Traditional B2B Marketing
  13. 13. 13 Traditional B2B Marketing Attract Engage Convert Measure
  14. 14. 14 Demandbase Funnel Metrics MQL SAL PIPELINE CLOSE 91% 47% 32% 97% 60% 39% !7% !25% !24%
  15. 15. 15 Demandbase Business Metrics Sales Team Close Rate ACV Funnel Velocity Enterprise +217% +69% +35% Mid Market +136% +23% +24% Advertising +47% +12% +6%
  16. 16. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Hello, Account Based Everything
  17. 17. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller ABM Is the Hottest Thing in B2B Marketing The Next Big Thing? Google Trends for Account Based Marketing Engagio founded
  18. 18. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller But Marketing Isn’t Sufficient for Outbound 18 ABM Not Enough Source: TOPO 15% Penetration into target accounts
  19. 19. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Account Based Sales Development •  Account-centric •  Personalized •  Multi-channel “Today’s most effective Account-Based tactic.” – TOPO
  20. 20. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Account Based Marketing Account Based Sales Development
  21. 21. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Hello, Account Based Everything Messaging Engagio Orchestration Platform Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
  22. 22. How to Embrace Account Based Everything
  23. 23. With Account Based Everything, you need to knock on people’s doors. – @jonmiller
  24. 24. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
  25. 25. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller •  Broken personalization – my name is Jon!! •  Focused on their needs rather than value to the customer •  Typos
  26. 26. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Opt out, tune out, toss out
  27. 27. “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
  28. 28. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Three most important factors in enterprise decision: •  Knowledge and understanding of my unique business issues •  Knowledge and understanding of my industry •  Fresh ideas to advance my business ITSMA “75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.”75% 25% Yes No
  29. 29. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller •  Market •  Company •  People •  Relationships •  History •  Connections •  Door Openers What To Research
  30. 30. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Channels for Account Based Everything Marketing •  Events •  Direct mail •  Online advertising •  Web personalization Channels
  31. 31. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Channels for Outbound Account Based Everything Marketing •  Events •  Direct mail •  Online advertising •  Web personalization Sales / Sales Development •  Human Email •  Phone •  Social Channels
  32. 32. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
  33. 33. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Kermit, you email the CEO Bert, you email the Director of Marketing and followup with a phone call Fozzie, you send a bottle of wine to the CEO Start the Play
  34. 34. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Account Executive Marketing OpsSDR Manager Roles Account Management Account Executive Sales Development Rep CEO Sales Ops Coach Quarterback Players VP, SalesDemand Gen
  35. 35. Other Implications of Account Based Everything
  36. 36. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Lead to Account Matching Leads Account Fuzzy logic match: Better routing Account-level visibility
  37. 37. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Marketing Qualified Accounts (MQAs) not MQLs 37 Breadth Depth
  38. 38. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller •  Account-centric metrics •  Quality, not quantity •  Long development cycles •  Influence
  39. 39. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Impact: Are ABM activities improving key sales outcomes? Do you have sufficient data, contacts, and account plans for each target account? Coverage: Are the target accounts aware of your company?Awareness: Are marketing programs reaching target accounts?Reach: Are the right people at the account spending time with your company? Is that engagement going up over time?Engagement:
  40. 40. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Impact: Are ABM activities improving key sales outcomes? Do you have sufficient data, contacts, and account plans for each target account? Coverage: Are the target accounts aware of your company?Awareness: Are marketing programs reaching target accounts?Reach: Are the right people at the account spending time with your company? Is that engagement going up over time?Engagement:
  41. 41. ABE Market Map
  42. 42. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Selection Identify and prioritize target accounts, align on resources by Tier 1, 2, and 3 Contacts Discover contacts and map to your accounts, ensure quality data Insights Understand what is relevant and resonant at accounts (triggers, priorities, etc.) Interactions Manage 1:1 account-based interactions in channel – events, outbound, digital (ads, web) Orchestration Synchronize interactions into coordinated plays that align to account plans and goals Analytics & Infrastructure Map leads to accounts, identify hot accounts (MQAs), measure ABM efforts Content Create account- specific content and messaging that reflects insights Ads HumanEmailEventsDirect Complementary Web Predictive AttributionAnalytics Dialing Insight Sources Aggregation
  43. 43. engagio.com/Guide Get your free copy today! The Clear and Complete Guide to Account Based Marketing
  44. 44. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller •  Marketing isn’t sufficient for comprehensive account-based outreach •  Outbound does not need to mean interruption; use account-specific research to maximize relevance •  Coordinate account-based plays across channels and players for maximum impact •  Lead to Account Matching is the foundation of account-centric success Tweetable Takeaways @jonmiller

×