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ABM Lunch N Learn
featuring the
ABM Program of the Year
ABM Plays and
Technology
ABM Program of
the Year
Intro: Key ABM
Challenges
1 2 3
Jon Miller
CEO and Co-Founder
Engagio
Pet...
Copyright ©2017, Engagio Inc.
ABM is Hot
Google Trends for
Account Based Marketing
Engagio
founded
Managing
Plays is
Too Manual
Metrics are
Different
Data are
Spread
Across
Systems
Three Challenges to Great ABM
Data are Spread Across Systems
Marketing
Automatio
n
Corporate Email
Web Visits
• Challenging
measurement
• Bad routing
• ...
Don’t count the
people you reach;
reach the
people that count.
– David Ogilvy
It’s Hard to Run
Account-Based Plays
• Consistency - Poor
• Coordination - Hard
• Control - Limited
7 Keys to an ABM Program
of the Year
• Global, enterprise market
• Compete with BIG companies
• Reliant on inbound
• Shift from transactional to enterprise sal...
Tier 1: Top 100 Target Accounts
Tier 2: 500 Target Accounts
Tier 3: Target Market - SW, Fin Services, Gov
VersionOne ABM
2...
Account-Based Is Awesome. Let’s Do
More.
Source: VersionOne and ABM in Action Newsletter
Target Account Results in Year 1
#1.
Lead the go-to-market team,
changing mindset is the hardest
part.
#2.
Measure from day one: You're
going to need it.
ABM Scorecard – Team, Executive, Board
Tier
# of
Accounts
Awareness MQA
Sales
Appt
Opps
Pipeline
ACV
Conversion
to Opp
C/W...
Target Segment Awareness
Target Account Web Traffic
MQA SFDC Dashboard
#3.
Own data-driven target account
selection in Marketing.
Marketing Drives Selection with Data
Target Account Model
Fit + Intent
(+ Engagement)
#4.
Align SDRs & Marketing on an
ALLBOUND strategy, or find
something else to do with your life.
One “Value Stream”
ABM + ABSD = One Targeted Effort
Select
Accounts
Promote
MQAs
Check SFDC &
Engagio
Expand to 10+ More
C...
#5.
Create an SDR account insights
machine.
SDR Insights Machine
SDR Insights Machine
SDR Insights Machine
SDR Insights Machine
Greatest
Hits!
SDR Insights Machine
#6.
Attack tailored and personalized
content & campaigns head on.
Financial Services Segment Campaign
33
Target display ads
Industry specific
landing page
Customized Content
Retargeting ad...
Top 100 Campaign with Personalization
Personalized Direct
Mail
SDR Cadence
PURL with Custom
Landing Page
Retargeted Ads to...
Surging Account Campaign
35
Surging
Accounts
Suring Keyword
Specific Ads
Suring Keyword
Specific Landing
Page
Engagement
#7.
Attack ABM in sprints. Just because it’s
a transformation, doesn’t mean you
can’t get started or get better
tomorrow.
...
Plan, Execute, Experiment, Learn….
Sprint 5Sprint 4Sprint 3Sprint 2Sprint 1
….and Keep Going
7 Things We Learned About Account-
Based
1. Lead the go-to-market team, changing mindset is the hardest part.
2. Measure f...
Copyright ©2017, Engagio Inc.
ABM Plays and Technology
Copyright ©2017, Engagio Inc.
Evolution of Account Orchestration
Orchestrate a
series of
interactions
across
channels from...
A series of orchestrated
interactions across departments
and channels to achieve a
business purpose for one or more
buying...
Example Marketing Plays
• Multi-Channel Prospecting
• MQA Follow-Up
• Human Nurture
• Live Event Invite
• Upsell/Cross-Sel...
Engagio Prospecting Play
Overview:
• Manually launched
• 12 steps
Players:
• Our Team
– ADR
– Marketing
– CEO
• Their Team...
Core Prospecting Play
Awareness ads
entire account
Email
T: Head of Sales
F: ADR
Direct Mail
Key
personas
Email
T: Head of...
Core Prospecting Play
LinkedIn View
T: Key persona
F: CEO
Phone
T: Head of Marketing
F: ADR
Email
T: Head of Sales
F: VP o...
Core Prospecting Play
Checklist
Social touch
Email Reply
T: Head of Marketing
F: ADR
Phone
T: Head of Marketing
F: ADR
Che...
Core Prospecting: Results to Date
205 193 113 45 24 1Mtgs Opps Deal
(so far)
EngdPkgs Resp
22%
Meeting Rates
Books only: 2...
From me
PlayBook
with best
practices
Personalized
by an SDR
Additional steps can
include phone, social
checklist, direct m...
Copyright ©2017, Engagio Inc.
Data Vendors Predictive
Who: Selection What: Personalization
Insight
Where: Interaction
Ads
...
Copyright ©2017, Engagio Inc.
Engagio: The ABM Innovator & Leader
Marketing Orchestration Platform:
Data and Operations, A...
 Ask the experts: Peter, Jon, Heidi, and
more!
 Get a demo of Engagio’s Marketing
Orchestration Platform
 Download a Gu...
Thank You!
52
Jon Miller
CEO and Co-Founder
Engagio
Peter Herbert
VP Marketing, “ABM Nerd”
VersionOne
Engagio & VersionOne - ABM Program of the Year
Engagio & VersionOne - ABM Program of the Year
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Engagio & VersionOne - ABM Program of the Year

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Get an inside look at SiriusDecisions’ ABM Program of the Year winner. Join Peter Herbert, VP Marketing at VersionOne, and Jon Miller, CEO & Cofounder of Engagio, as they reveal what it takes to orchestrate a winning program.

Download the Clear and Complete Guide to Account Based Marketing at Engagio.com/abm-guide

Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio

Published in: Business
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Engagio & VersionOne - ABM Program of the Year

  1. 1. ABM Lunch N Learn featuring the ABM Program of the Year
  2. 2. ABM Plays and Technology ABM Program of the Year Intro: Key ABM Challenges 1 2 3 Jon Miller CEO and Co-Founder Engagio Peter Herbert VP Marketing, “ABM Nerd” VersionOne
  3. 3. Copyright ©2017, Engagio Inc. ABM is Hot Google Trends for Account Based Marketing Engagio founded
  4. 4. Managing Plays is Too Manual Metrics are Different Data are Spread Across Systems Three Challenges to Great ABM
  5. 5. Data are Spread Across Systems Marketing Automatio n Corporate Email Web Visits • Challenging measurement • Bad routing • Poor coordination • Limited sales & sales alignment
  6. 6. Don’t count the people you reach; reach the people that count. – David Ogilvy
  7. 7. It’s Hard to Run Account-Based Plays • Consistency - Poor • Coordination - Hard • Control - Limited
  8. 8. 7 Keys to an ABM Program of the Year
  9. 9. • Global, enterprise market • Compete with BIG companies • Reliant on inbound • Shift from transactional to enterprise sale • With a lean team, targeting with ABM was our best chance • Focus on the accounts most likely to buy, and buy more Leader in unified Agile and DevOps software solutions Why Account-Based?
  10. 10. Tier 1: Top 100 Target Accounts Tier 2: 500 Target Accounts Tier 3: Target Market - SW, Fin Services, Gov VersionOne ABM 2015: Skunkworks ABM (with a capital M): Engagio early adopter Q1 2016: Launched account-based program Q3 2016: Data-driven account selection 2017: Optimize human orchestration, ABM+ABSD
  11. 11. Account-Based Is Awesome. Let’s Do More. Source: VersionOne and ABM in Action Newsletter
  12. 12. Target Account Results in Year 1
  13. 13. #1. Lead the go-to-market team, changing mindset is the hardest part.
  14. 14. #2. Measure from day one: You're going to need it.
  15. 15. ABM Scorecard – Team, Executive, Board Tier # of Accounts Awareness MQA Sales Appt Opps Pipeline ACV Conversion to Opp C/W Deals C/W ACV Conversion to C/W Tier 1 # # # # # $ % # $ % Tier 2 # # # # # $ % # $ % Tier 3 # # # # # $ % # $ %
  16. 16. Target Segment Awareness
  17. 17. Target Account Web Traffic
  18. 18. MQA SFDC Dashboard
  19. 19. #3. Own data-driven target account selection in Marketing.
  20. 20. Marketing Drives Selection with Data
  21. 21. Target Account Model Fit + Intent (+ Engagement)
  22. 22. #4. Align SDRs & Marketing on an ALLBOUND strategy, or find something else to do with your life.
  23. 23. One “Value Stream” ABM + ABSD = One Targeted Effort Select Accounts Promote MQAs Check SFDC & Engagio Expand to 10+ More Contacts as Needed to Set Appt Gather Account InsightCreate Content Personalized Phone+Social+Email Marketing Account-Based Awareness, Engagement Sales Dev Account-Based Human Engagement & Appointment Setting Build Target Contacts
  24. 24. #5. Create an SDR account insights machine.
  25. 25. SDR Insights Machine
  26. 26. SDR Insights Machine
  27. 27. SDR Insights Machine
  28. 28. SDR Insights Machine Greatest Hits!
  29. 29. SDR Insights Machine
  30. 30. #6. Attack tailored and personalized content & campaigns head on.
  31. 31. Financial Services Segment Campaign 33 Target display ads Industry specific landing page Customized Content Retargeting ads to landing page visitors
  32. 32. Top 100 Campaign with Personalization Personalized Direct Mail SDR Cadence PURL with Custom Landing Page Retargeted Ads to Visitors • Email + VM + Social • Email + VM • Email + VM • Email + VM • Last chance + VM • Nurture, social
  33. 33. Surging Account Campaign 35 Surging Accounts Suring Keyword Specific Ads Suring Keyword Specific Landing Page Engagement
  34. 34. #7. Attack ABM in sprints. Just because it’s a transformation, doesn’t mean you can’t get started or get better tomorrow. (ABM is not a technology, a campaign, or a marketing approach – it’s a go-to-market team transformation)
  35. 35. Plan, Execute, Experiment, Learn…. Sprint 5Sprint 4Sprint 3Sprint 2Sprint 1 ….and Keep Going
  36. 36. 7 Things We Learned About Account- Based 1. Lead the go-to-market team, changing mindset is the hardest part. 2. Measure from day one: You're going to need it. 3. Own data-driven target account selection in Marketing. 4. Align SDRs & Marketing on an ALLBOUND strategy, or find something else to do with your life. 5. Create an SDR account insights machine. 6. Attack tailored and personalized content & campaigns head on. 7. Attack ABM in sprints.
  37. 37. Copyright ©2017, Engagio Inc. ABM Plays and Technology
  38. 38. Copyright ©2017, Engagio Inc. Evolution of Account Orchestration Orchestrate a series of interactions across channels from multiple people, to multiple people at the account Level 5 Accounts 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 from multiple people and teams Level 4 Team
  39. 39. A series of orchestrated interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts
  40. 40. Example Marketing Plays • Multi-Channel Prospecting • MQA Follow-Up • Human Nurture • Live Event Invite • Upsell/Cross-Sell • Customer Advocacy
  41. 41. Engagio Prospecting Play Overview: • Manually launched • 12 steps Players: • Our Team – ADR – Marketing – CEO • Their Team – Head of Marketing – Head of Sales – Head of Sales Dev.
  42. 42. Core Prospecting Play Awareness ads entire account Email T: Head of Sales F: ADR Direct Mail Key personas Email T: Head of Marketing F: ADR Checklist Package received? Phone T: Head of Sales F: ADR
  43. 43. Core Prospecting Play LinkedIn View T: Key persona F: CEO Phone T: Head of Marketing F: ADR Email T: Head of Sales F: VP of Sales Email T: Head of Marketing F: VP of Marketing Phone T: Head of Sales F: ADR
  44. 44. Core Prospecting Play Checklist Social touch Email Reply T: Head of Marketing F: ADR Phone T: Head of Marketing F: ADR Checklist Launch to other contacts
  45. 45. Core Prospecting: Results to Date 205 193 113 45 24 1Mtgs Opps Deal (so far) EngdPkgs Resp 22% Meeting Rates Books only: 25% Kindle only: 21% Ads and Kindle: 21% Ads and Books: 13% Not significant Web Traffic Visitors Ads +43% +47% No Ads +22% +8% Directionally meaningful but not significant 34.2x pipeline to spend
  46. 46. From me PlayBook with best practices Personalized by an SDR Additional steps can include phone, social checklist, direct mail, etc. 111 Summit Plays Run 49 Meetings Scheduled
  47. 47. Copyright ©2017, Engagio Inc. Data Vendors Predictive Who: Selection What: Personalization 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 CRMAccount Planning Synchronize Interactions into coordinated Plays Complementary Content Customization
  48. 48. Copyright ©2017, Engagio Inc. Engagio: The ABM Innovator & Leader Marketing Orchestration Platform: Data and Operations, Analytics & Insights, Account-Based Plays • For marketers, by marketers you trust – First ABM analytics tool, first account-based orchestration platform • 120+ customers including multiple Marketo Champions – Box, VMware, Domo, Mulesoft, Apttus, BounceExchange, InsightSquared, Allocadia… • Works everywhere you and your teams work – Customer-facing teams work in the tools they use everyday including Salesforce, Gmail, LinkedIn, and marketing automation 50
  49. 49.  Ask the experts: Peter, Jon, Heidi, and more!  Get a demo of Engagio’s Marketing Orchestration Platform  Download a Guide at engagio.com/guide Learn More!
  50. 50. Thank You! 52 Jon Miller CEO and Co-Founder Engagio Peter Herbert VP Marketing, “ABM Nerd” VersionOne

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