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Account Based Marketing + Account Based Sales Development = Account Based Everything

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Account Based Marketing (ABM) is not sufficient to reach target accounts. To really connect, you need humans at the tip of the spear. Instead of creating silos, embrace Account Based Everything -- A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts.

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Account Based Marketing + Account Based Sales Development = Account Based Everything

  1. 1. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Account Based Marketing + Account Based Sales Development = Account Based Everything
  2. 2. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Agenda Hacks for ABE 3 Step Process Why Account Based Everything?
  3. 3. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Why Account Based Everything
  4. 4. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Different Demand Types SiriusDecisions Account Based Demand Generation (Lead Based) Account Type Pipeline KPI Averages Large: Strategic Enterprise Named/Territory Small/Midsize and Non-Named Influenced: 60-75% Sourced: 15-25% Influenced: >75% Sourced: <10% Influenced: 50-60% Sourced: 25-45%
  5. 5. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Nets versus Spears Demand Generation Account Based
  6. 6. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE The Next Big Thing? Google Trends for Account Based Marketing Engagio founded
  7. 7. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE But Marketing Isn’t Sufficient 7 ABM Not Enough Source: TOPO 15% Penetration into target accounts
  8. 8. Rise of Sales Development “[Account Based Sales Development is] today’s most effective Account- Based tactic.” – TOPO
  9. 9. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Account Based Marketing Account Based Sales Development Account Based Sales
  10. 10. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Hello, Account Based Everything Orchestration Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
  11. 11. Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts.
  12. 12. ABE targets specific (usually large) accounts Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts.
  13. 13. a way of doing business, not a campaign or tactic always on for the account until removed Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts.
  14. 14. treat each account individually focus = more insights = more relevance Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts.
  15. 15. coordinates experiences across departments and channels Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts.
  16. 16. 3 Step Process for Account Based Everything
  17. 17. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE #FlipMyFunnel What do we want to say? (offers) Who should we say it to? (segments) Who are we trying to reach? (accounts) What should we say? (message) Where should we say it? (channels) Where should we say it? (channels) DemandGen AccountBased Everything
  18. 18. Who
  19. 19. 1. Ideal Customer Profile 2. Ideal Buyer Personas • Firmographics • Technographics • Geography • Behaviors • Intent • Predictive For each member of buying committee • Buyer • Influencer • User • Gatekeeper
  20. 20. Level 1: Reps Self-Select Level 2: Basic Data Level 3: Advanced Level 4: Predictive Analytics Sophisticated predictive scoring and modeling Advanced ICP data (technographics, intent, engagement) Simple definition of Ideal Company Profile (ICP) Based on intuition and experience
  21. 21. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Styles of ABE 5-50 accounts (“tens”) 50-1,000 accounts (“hundreds”) 1,000+ accounts (“thousands”)Hybrid Lite Classic
  22. 22. What
  23. 23. With #ABE you need to knock on people’s doors. – @jonmiller
  24. 24. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
  25. 25. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Opt out, tune out, toss out
  26. 26. “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
  27. 27. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE 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
  28. 28. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Challenger Sale Challenger Offers unique perspective Two-way communication skills Knows customer value drivers Can ID economic drivers Comfortable discussing money Can pressure the customer Asserts Control Tailors Teaches
  29. 29. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE • Market • Company • People • Relationships • History • Connections • Door Openers What To Research
  30. 30. Where
  31. 31. Events Are a Big Part of ABM Tip: executive invites come from someone with an equal or higher title • Owned events • Meetings at 3rd party events
  32. 32. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Direct Mail Offers sent by mail are perceived as 24% more valuable than offers viewed only on a screen. And mail boosted ROI by 20% when used as part of an integrated campaign. U.K. Royal Mail, February 2015
  33. 33. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Display Advertising • IP-Based • Proactive Retargeting • LinkedIn • Facebook • … more Example: Custom Content + Facebook
  34. 34. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Marketing • Events • Direct mail • Online advertising • Social ads • Web personalization Sales / Sales Development • Human Email • Phone • Social Channels
  35. 35. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
  36. 36. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Touch Day Step(s) Description 0 Pre Research Find out 3 pieces of relevant information 1 Pre ABM Ads Build awareness with targeted ads 2 Pre Dimensional Mail Package / postcards to decision maker + influencers 3 1 Triple Touch Human email + voicemail + social (InMail) 4,5 1 Double Touch Human email + voicemail 6,7 3 Double Touch Human email + voicemail 8,9 7 Double Touch Human email + voicemail 10,11 13 Last Chance Last chance email + voicemail Ongoing Ongoing Human Nurture Share relevant insights ever 3-4 weeks Multi-step and Multi-Channel TOPO
  37. 37. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Account Executive Marketing OpsSDR Manager Roles Account Management Account Executive Sales Development Rep CEO Sales Ops Coach Quarterback Players VP, SalesDemand Gen
  38. 38. Hacks for Account Based Everything
  39. 39. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Lead to Account Matching Leads Account Fuzzy logic match on name, company, IP, geography = • Account-level visibility • Better routing
  40. 40. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Marketing Qualified Accounts (MQAs) not MQLs 40 Breadth Depth
  41. 41. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Account Based Metrics Are Different Demand Generation Account Based Marketing Leads Accounts Quantity Quality Days and Weeks Months and Years Create Pipeline Influence Pipeline New Business Land and Expand Inbound Outbound Measurement
  42. 42. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Coverage Do you have sufficient data, opt-in contacts, and account plans for each target account? “Big 5” ABM Metrics (1a)
  43. 43. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Awareness “Big 5” ABM Metrics (2) Which target accounts have any awareness of us? Are they visiting the website?
  44. 44. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Engagement “Big 5” ABM Metrics (3) Are the right people at the account spending time with your company? Is that engagement going up over time?
  45. 45. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Don’t count the people you reach; reach the people that count. – David Ogilvy
  46. 46. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Program Reach “Big 5” ABM Metrics (4) FOCUS %ofsuccessesfromtarget accounts COVERAGE % target accounts with a success Are marketing programs reaching the target accounts? How much waste is there?
  47. 47. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Program Impact “Big 5” ABM Metrics (5) • “Top 25% engagement = 18% faster sales cycles.” • “Accounts with >three engaged contacts = 15% higher contract values.” • “Accounts that attended that dinner = 16% more movement to next opp stage.” How are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and net promoter scores?
  48. 48. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE 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:
  49. 49. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE 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:
  50. 50. ABE Market Map
  51. 51. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Data Vendors Predictive Who: Selection What: Insight Account Insight Where: Interaction Ads Infrastructure Lead to Account match (L2a); Routing; ABM Analytics Web Orchestration Synchronize Interactions into coordinated Plays Direct / Physical Events Human Email Phone Social Complementary Other Intent & Technologies Attribution Person Insight Advocacy CRM`Account Planning
  52. 52. engagio.com/Guide Get your free copy today! The Clear and Complete Guide to Account Based Marketing
  53. 53. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE • Marketing isn’t sufficient for comprehensive account-based outreach • Account based marketing and account based sales development perpetuate silos – need Account Based Everything • 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 Top Tweetable Takeaways @jonmiller
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