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.
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
The Account Based Everything Revolution
Jon Miller, CEO and Founder
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Agenda
Hacks
for ABE
3 Step Process
Why Account
Based
Everything?
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Why Account Based
Everything
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Nets versus Spears
Demand
Generation Account Based
Salespeople never talk about
how many leads they’ve closed.
They talk about how many
accounts they’ve closed.
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
ABM is Hot
Google Trends for
Account Based Marketing
Engagio
founded
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
But Marketing Isn’t Sufficient
11
ABM Not Enough
Source: TOPO
15% Penetrat...
Rise of Account
Based Sales
Development
“[Account Based Sales
Development is] today’s
most effective Account-
Based tactic...
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Account Based
Marketing
Account Based
Sales Development
Account Based
Sales
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Hello, Account Based Everything
Orchestration
Account Based
Marketing
Acco...
Account Based Everything
A strategic GTM approach that
orchestrates personalized
marketing, sales, and success
efforts to ...
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
3 Step Process for Account
Based Everything
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
#FlipMyFunnel
What do we
want to
say?
(offers)
Who should
we say it to?
(s...
Who
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Styles of ABE
5-50 accounts (“tens”)
Rich account plans
Every touch person...
What
With #ABE you
need to knock
on people’s
doors.
– @jonmiller
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Sales Spam
= Opt out,
tune out,
toss out
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
“Sales Spam
Sucks”
– @jonmiller
“Template emails
are roulette
wheels. If you only
get 100 rolls of the
roulette wheel,
then you need to
increase your
odds...
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Three most important factors in enterprise decision:
• Knowledge and under...
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
What to Research
The Market
 Industry Dynamics
 Key Trends
 Competitors...
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b 28
Content Personalization Spectrum
Tier 1
Classic
Tier 2
Lite
Tier 3
Hybr...
Where
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Channels for Outbound Account Based Everything
Marketing
• Events
• Direct...
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Team Selling
Marketing
Ops
SDR
Manager
Coaches
Sales /AE
SDR / ADR
Executi...
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
From me
Personalized
by an SDR
Automatically
launched from
PlayBook
Additi...
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Day Step(s) Description
Pre Research Find out 3 pieces of relevant informa...
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Hacks for Account Based
Everything
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Lead to Account Matching
Leads
Account
Fuzzy logic match on name,
company,...
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Marketing Qualified
Accounts (MQAs) not
MQLs
37
Breadth
Depth
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Account Based Metrics Are Different
Demand Generation Account Based Market...
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Impact: Are ABM activities improving key sales outcomes?
Do you have suffi...
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Impact: Are ABM activities improving key sales outcomes?
Do you have suffi...
ABE Market Map
Data Vendors Predictive
Who: Selection What: Insight
Account Insight
Where: Interaction
Ads
Infrastructure
Lead to Account...
engagio.com/Guide
Get your free
copy today!
The Clear and
Complete Guide to
Account Based
Marketing
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
• Marketing isn’t sufficient for comprehensive
account-based outreach
• Ac...
Engagio and Norwest Partners: Account Based Everything, Nov 2016
Engagio and Norwest Partners: Account Based Everything, Nov 2016
Engagio and Norwest Partners: Account Based Everything, Nov 2016
Upcoming SlideShare
Loading in …5
×

0

Share

Download to read offline

Engagio and Norwest Partners: Account Based Everything, Nov 2016

Download to read offline

Join Engagio CEO & cofounder Jon Miller (Marketo cofounder) directly as he leads the Account Based Everything revolution and shares the vision around why it’s critical for any B2B business that wants to predictably close bigger deals, faster.

Related Books

Free with a 30 day trial from Scribd

See all
  • Be the first to like this

Engagio and Norwest Partners: Account Based Everything, Nov 2016

  1. 1. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b The Account Based Everything Revolution Jon Miller, CEO and Founder
  2. 2. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
  3. 3. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b Agenda Hacks for ABE 3 Step Process Why Account Based Everything?
  4. 4. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b Why Account Based Everything
  5. 5. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b Nets versus Spears Demand Generation Account Based
  6. 6. Salespeople never talk about how many leads they’ve closed. They talk about how many accounts they’ve closed.
  7. 7. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b ABM is Hot Google Trends for Account Based Marketing Engagio founded
  8. 8. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b But Marketing Isn’t Sufficient 11 ABM Not Enough Source: TOPO 15% Penetration into target accounts
  9. 9. Rise of Account Based Sales Development “[Account Based Sales Development is] today’s most effective Account- Based tactic.” – TOPO
  10. 10. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b Account Based Marketing Account Based Sales Development Account Based Sales
  11. 11. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b Hello, Account Based Everything Orchestration Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
  12. 12. 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. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b 3 Step Process for Account Based Everything
  14. 14. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b #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 Account Based Everything
  15. 15. Who
  16. 16. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b Styles of ABE 5-50 accounts (“tens”) Rich account plans Every touch personalized 50-1,000 accounts (“hundreds”) Light research + data build out Personalized touches to key personas 1,000+ accounts (“thousands”) Automated touches OK Industry and persona customization Hybrid Lite Classic
  17. 17. What
  18. 18. With #ABE you need to knock on people’s doors. – @jonmiller
  19. 19. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
  20. 20. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b Sales Spam = Opt out, tune out, toss out
  21. 21. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b “Sales Spam Sucks” – @jonmiller
  22. 22. “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
  23. 23. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b Three most important factors in enterprise decision: • Knowledge and understanding of my industry • Knowledge and understanding of my unique business issues • 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
  24. 24. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b What to Research The Market  Industry Dynamics  Key Trends  Competitors  Growth Drivers & Inhibitors Relationships & Connections  Key Contact Profiles  Relationships to Each other  Relationships to Your Company  Attitudes, Preferences & Biases The Company  Financial Health  Growth Areas vs “Cash Cows”  Renewal Risk  SWOT  Initiatives & Organizational Priorities  Triggers (Funding, Acquisitions, Personnel change, etc.) The Buying Centers  Org. Chart  Key Buying Centers  Whitespace & Buying Center Analysis
  25. 25. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b 28 Content Personalization Spectrum Tier 1 Classic Tier 2 Lite Tier 3 Hybrid Inbound Spears Nets
  26. 26. Where
  27. 27. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b Channels for Outbound Account Based Everything Marketing • Events • Direct mail • Online advertising • Social ads • Web personalization Sales / Sales Development • Human Email • Phone • Social Channels
  28. 28. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
  29. 29. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b Team Selling Marketing Ops SDR Manager Coaches Sales /AE SDR / ADR Executive Sales Ops Players VP, SalesDemand Gen
  30. 30. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b From me Personalized by an SDR Automatically launched from PlayBook Additional steps can include phone, social checklist, direct mail, etc.
  31. 31. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b Day Step(s) Description Pre Research Find out 3 pieces of relevant information Pre ABM Ads Build awareness with targeted ads Pre Dimensional Mail Package / postcards to decision maker + influencers 1 Triple Touches Human email (SDR) + voicemail + social (InMail) (multiple personas) – mail follow-up 4 Double Touches Human email (AE) + voicemail – case study 7 Double Touches Human email (SDR) + voicemail – relevant content 15 Double Touches Human email (exec) + voicemail – exec alignment 21 Last Chance Last chance email (SDR) + voicemail Ongoing Human Nurture Share relevant insights (curated content) every 3-4 weeks Sample Play TOPO
  32. 32. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b Hacks for Account Based Everything
  33. 33. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b Lead to Account Matching Leads Account Fuzzy logic match on name, company, IP, geography = • Account-level visibility • Better routing
  34. 34. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b Marketing Qualified Accounts (MQAs) not MQLs 37 Breadth Depth
  35. 35. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b 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
  36. 36. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b 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:
  37. 37. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b 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:
  38. 38. ABE Market Map
  39. 39. Data Vendors Predictive Who: Selection What: Insight Account Insight Where: Interaction Ads Infrastructure Lead to Account match (L2a); Routing; ABM Analytics Website Orchestration Direct / Physical Events Human Email Phone / Dialer Social Other Intent & Technographics Attribution Person Insight CRMAccount Planning Synchronize Interactions into coordinated Plays Complementary
  40. 40. engagio.com/Guide Get your free copy today! The Clear and Complete Guide to Account Based Marketing
  41. 41. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b • Marketing isn’t sufficient for comprehensive account-based outreach • Account Based Everything is a strategy that orchestrates account-based Plays across channels and players for maximum impact • ABE process: Who are we trying to reach? What should we say? Where should we say it? • Outbound does not need to mean interruption; use account-specific research to maximize relevance • Lead to Account Matching is the foundation of account-centric success Tweetable Takeaways @jonmiller

Join Engagio CEO & cofounder Jon Miller (Marketo cofounder) directly as he leads the Account Based Everything revolution and shares the vision around why it’s critical for any B2B business that wants to predictably close bigger deals, faster.

Views

Total views

187

On Slideshare

0

From embeds

0

Number of embeds

2

Actions

Downloads

12

Shares

0

Comments

0

Likes

0

×