5 Keys To Orchestrating ABM Plays To Connect With Your Key Buyers | Engagio
As Account Based Marketing gets talked about more and more, it’s easy to get caught up in the hype. ABM is a movement whose time has clearly come. It’s not only here to stay, but it has become a foundational part of how B2B companies go to market. However, as much discussions as there is about ABM, a lot of marketing and sales leaders are still waiting around to see how the best companies are orchestrating their ABM programs. What does a coordinated Play look like? Who on my team needs to get involved? What actions does each team member take? How do I handle multiple buyers at one account? It’s all great in theory, but until you design your playbook with the right elements and roll it out to your team, it’s no better than the exercise equipment sitting in the basement collecting dust. That’s why we’ve put together this slide deck to show you how to orchestrate a world-class ABM program. We’ll reveal: -The 5 essential elements of a marketing orchestrated play -How to coordinate a multi-touch, multi-channel campaign across sales, marketing, and customer success -Our most effective ABM Plays straight from our Playbook -How to truly orchestrate human connection with buyers at scale -And more! Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide Learn more about Engagio at Engagio.com Twitter.com/Engagio Linkedin.com/Company/Engagio Facebook.com/Engagio
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5 Keys To Orchestrating ABM Plays To Connect With Your Key Buyers | Engagio
- 1. #Bii17 5 Keys to Orchestrating ABM Plays to Connect with Your Key Buyers SPONSORED BY:
- 2. #Bii17 Follow This Webinar on LinkedIn & Twitter #Bii17 Demand Gen Report: @DG_Report Andrew Gaffney: @agaffney Engagio: @engagio Brandon Redlinger: @Brandon_Lee_09
- 3. #Bii17 Presenter MODERATOR: Andrew Gaffney Editorial Director Demand Gen Report Brandon Redlinger Director of Growth Engagio @Brandon_Lee_09
- 4. Agenda Engagio’s Playbook 5 Elements of Play Why ABM? 1 2 3
- 5. Why ABM?
- 7. It’s targeted It’s personalized It’s researched It’s multi-channel It’s integrated It’s patient Introducing Account Based Marketing
- 8. From Old School, Lead Based to Account-Based Aficionado Old School Sales Account Based Aficionado Views Profiles Monitors Company Pages Sends out generic messages Builds Relationships Follows Buyers Creates lists of influencers Sends DMs Engages in conversations
- 10. Plays are Manual & Hard to Coordinate 10 Did Sales approve the list? Did the right out reach happen from Sales? Did SDRs make the phone calls? Did Sales follow-up to non-responders? Is any of this trackable?
- 11. Sales Spam = Opt out, tune out, toss out
- 12. The 5 Elements ABM of Plays
- 13. Evolution of Account Orchestration Orchestrate a series of interactions across channels from multiple people, to multiple people at the account Level 5 Full Plays Send a series of touches across channels to one person Level 3 Channels Send a series of emails to one person Level 2 Time Send an email to one person Level 1 Basic Send a series of touches across channels to multiple people at the account Level 4 Account
- 14. Key Elements of a Playbook • Players • Touches • Channels • Timing • Content
- 15. Get your team involved! It takes a village. #1 - The Players Sales Sales Dev. Marketing Customer Success Exec. Mgmt. Solutions Eng.
- 16. Find and map the important roles inside every target account’s buying team. It could look something like this: • Initiator • Decision Maker • Buyer • Influencer • User • Gatekeeper Mapping Your Target’s Org
- 17. #2 – The Number 75% The Experts Are Wrong! It’s Time to Stop Promoting Mediocrity!
- 18. “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
- 19. Not All Touches Are Created Equal 75% Rep A • Day 1 • Day 2 • Day 4 • Day 7 Rep B • Day 0 • Day 1 • Day 2 • Day 4 • Day 6 • Day 7 + + + + + +
- 20. #3 – The Channels 75% The Triple Threat • Email • Call • Social
- 21. Channels Diversity 75% • CoffeeSender • PFL • Social • Text messages • Personal video • Google Hangout • Door to door • Free standing inserts in newspapers • Personal website • AngelList profile • Slideshare • Fax • Ads
- 22. #4 – The Timing 75% “The difference between lettuce and garbage is timing.”
- 23. 75% • Persona • Time of day • Day of week Know Thy Buyer
- 24. Content Personalization Spectrum 75% #5 – The Content
- 25. 75% “The phrases ‘Touching base’ and ‘checking in’ are two of the most meaningless phrases in sales. It means there’s no reason for your call, so therefore there’s no reason for me to talk to you” -John Barrows
- 26. Avoid at all costs! Instead: • Re-emphasize business value • Offer insight • Educate • Share news The “Touching Base” Email
- 28. Example Plays
- 29. Plays for Every Stage of the Journey MQA Aware No Engagement Opp Custo mer Value Realization Adoptio n Upsell/Cross- sellopp CMQ A Integrated ABM Deal Nurturing Account Expansion
- 30. Sales & Sales Development Plays • Core Prospecting Plays • Door Opener Plays • Trigger Event Plays • Deal Acceleration Plays • Executive Alignment Plays • “Shake the Tree” Play • Handoff Plays
- 31. Marketing Plays • Event Plays • Upsell/Cross-Sell Plays • Customer Advocacy/Marketing • Surprise and Delight Plays
- 32. Customer Success Plays • User Onboarding Plays • 90 Days From Renewal Play • Declining Usage Plays
- 33. Core Prospecting Plays • Core prospecting Play • True multi-channel, multi-player Play • Creativity is a plus
- 34. Core Prospecting Play Overview: • Manually launched • 12 steps Players: • Our Team – Marketing – CEO – ADR • Their Team – Head of Marketing – Head of Sales – Head of Sales Dev.
- 38. Core Prospecting Play To: Head of Marketing From: CEO
- 39. Marketing Qualified Account Play • What is an MQA? • Sales and marketing alignment is crucial
- 40. Marketing Qualified Account (MQA) Play Overview: • Auto triggered • 12 steps Players: • Our Team – ADR – VP of Sales – CEO • Their Team – Head of Sales – Head of Demand Gen
- 41. MQA Play
- 42. MQA Play
- 43. MQA Play
- 44. MQA Play
- 45. Get The Engagio Playbook Engagio.com/playbook
- 46. #Bii17 Q&A / Panelists MODERATOR: Andrew Gaffney Editorial Director Demand Gen Report Brandon Redlinger Director of Growth Engagio @Brandon_Lee_09
- 47. #Bii17 Thank You For Attending Register for more sessions now thru July 28th! Please Join Our Next Session Today at 2PM ET / 11AM PT http://webinars.demandgenreport.com/buyer-insights-and-intelligence-series/2017/
Editor's Notes
- Note that these are our key personas, which may not be yours. So, if you’re selling into the recruiting space and targeting Head of HR, replace head of marketing with head of HR.