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1.
Fishing With Spears:
All About Account-Based Marketing
Jon Miller, Founder and CEO
@jonmiller
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2.
Agenda
ABM
Market Map
The 7 ABM
Processes
From Leads
to Accounts
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3.
@jonmiller
From Leads to Accounts
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4.
Different Demand Types
SiriusDecisions
Account
Based
Marketing
Demand
Generation
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%
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5.
@jonmiller
Salespeople never talk about
how many leads they’ve closed.
They talk about how many
accounts they’ve closed.
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6.
@jonmiller
Account Based Marketing
A strategic approach that
coordinates personalized
marketing and sales efforts
at named accounts.
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7.
@jonmiller
Account Based Marketing
A strategic approach that
coordinates personalized
marketing and sales efforts
at named accounts.
ABM targets specific accounts
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8.
@jonmiller
Account Based Marketing
A strategic approach that
coordinates personalized
marketing and sales efforts
at named accounts.
a way of doing business, not a campaign or tactic
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9.
@jonmiller
Account Based Marketing
A strategic approach that
coordinates personalized
marketing and sales efforts
at named accounts.
focus = more insights = more relevance
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10.
@jonmiller
Account Based Marketing
A strategic approach that
coordinates personalized
marketing and sales efforts
at named accounts.
a close collaboration required for success
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11.
©2016 Engagio, Inc. All rights reserved.
Nets versus Spears
Demand
Generation
Account Based
Marketing
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12.
Demand Generation
Land and Expand
Account Based Marketing
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13.
Zero waste
strategy!
How does ABM return on investment (ROI)
compare to other marketing initiatives?
% of respondents (N=38)
The more practical ABM payoff
(2014 results)
Significantlyhigher
Somewhathigher
Same
42% 42%
16%
DataSize
26%
CloseRate
75%
Velocity
7%
© March 11, 2016 Engagio, Inc. All rights reserved.
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14.
ABM Today is Like Like Lead Nurturing in 2008
• Returns on inbound flattening
• Marketing and sales ready to work together
• Technology is emerging
The Next Big Thing?
Google Trends
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15.
@jonmiller
The Seven ABM Processes
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16.
ABM planning starts with the account, not the offer
©2015 Engagio, Inc. All rights reserved.
#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?
(content)
Where should
we say it?
(channels)
Where should
we say it?
(channels)
DEMANDGENABM
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17.
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
ABM
Market Map
WHO
WHAT
WHERE
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18.
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
ABM
Market Map
WHO
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19.
Tier # of Accounts Insights Tactics
“Classic”
Tier 1
5 to 50
[Tens]
Full profiles
Quarterly updates
• Bespoke 1:1 Campaigns
“Lite”
Tier 2
~200
[Hundreds]
Basic account profiles
Annual updates
• 1:Few Campaigns
Tier 3
1000s
[Thousands]
Industry or segment
• Traditional Marketing with
Account Targeting
• MQAs
Styles of ABM
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20.
Level 1: Reps Self-Select
Level 2: Basic Data
Level 3: Advanced
Level 4: Predictive Analytics
Sophisticated predictive
scoring and modeling.
Adding purchased data and more
advanced scoring or modeling
Adding in manually collected data
and simple scoring
Based on intuition and experience.
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21.
Manual
Build Your Database With the Right Contacts for Each Persona
at Target Accounts
©2015 Engagio, Inc. All rights reserved.
Purchase Predictive
Representative companies; not exhaustive
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22.
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATI
ON
MEASUREMENT
ABM
Market Map
WHAT
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23.
With #ABM you
need to knock on
people’s doors.
– @jonmiller
©2016 Engagio, Inc. All rights reserved.
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24.
Opt out, tune
out, toss out
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25.
Outbound Does Not Mean Interruption
Account-based marketing applies best concepts from demand
generation to outbound prospecting:
• Content driven
• Helpful and valuable
• Focused on the buyer, not the company
• Personalized and relevant
©2016 Engagio, Inc. All rights reserved.
No Cold Calls
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26.
Market * Company * People * Relationships
History * Connections * Door Openers
©2016 Engagio, Inc. All rights reserved.
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
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27.
Content Personalization Spectrum
©2016 Engagio, Inc. All rights reserved.
“Persona plus Industry is where the magic happens.”
Johan Sundstrand, Freya News
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28.
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
ABM
Market Map
WHERE
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29.
Account Based Marketing Channels
• Events (Owned and 3rd Party)
• Direct mail
• Account development / SDR
• Online advertising
• Web personalization
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30.
Events Are a Big Part of ABM
Tip: executive invites come from someone with an equal or higher title
©2016 Engagio, Inc. All rights reserved.
• Owned events
• Meetings at 3rd
party events
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31.
Direct Mail
©2016 Engagio, Inc. All rights reserved.
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32.
ABM Sales Development
©2016 Engagio, Inc. All rights reserved.
Tip: measure quality of interactions, not just quantity
Human email is the most
important channel for outbound
account based marketing
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33.
©2015 Engagio, Inc. All rights reserved.
Display
Advertising
• IP-Based
• Proactive
Retargeting
• LinkedIn
• Facebook
• … more
Example:
Custom Content + Facebook
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34.
Orchestration:
It’s not about any
one tactic; it’s the
MIX of touches that
drive success.
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35.
BUYING CENTERS
JOURNEYS
PLAYS
TACTICS
Accounts have one or
more buying centers
Buying centers go on
Journeys towards a Goal
Plays synchronize Tactics and activities
into coordinated plans to achieve Goals
Tactics are specific marketing
programs or activities
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36.
SELECTION
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
ABM
Market Map
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37.
©2016 Engagio, Inc. All rights reserved.
• Account-centric
metrics
• Quality, not
quantity
• Long
development
cycles
• Influence
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38.
Engagement
• Higher engagement means deeper
commitment
• It’s about time: use the number of
minutes that someone spends with
your brand
• Track everything, online and offline
©2016 Engagio, Inc. All rights reserved.
Concept 1
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39.
Lead to Account Matching
©2016 Engagio, Inc. All rights reserved.
Concept 2
Leads
Leads in SFDC are not connected to
the Account object
Account
• Routing problems
• Can’t tie activity to the right account
• Hurts campaign attribution
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40.
Lead to Account Matching
©2016 Engagio, Inc. All rights reserved.
Concept 2
Leads Account
• Fuzzy logic
• Powered by Leadspace
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41.
Coverage
Do you have sufficient data, opt-in contacts, and
account plans for each target account?
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (1a)
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42.
Coverage
How well are you adding new / engaged people to the
database? Director-level and above?
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (1b)
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43.
Awareness
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (2)
Which target accounts have any awareness of us? Are they
visiting the website?
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44.
Engagement
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (3a)
Are the right people at the account spending time with your
company? Is that engagement going up over time?
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45.
Engagement
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (3b)
Is that engagement going up over time?
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46.
Engagement
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (3c)
Marketing Qualified Account (MQA):
An account (or discrete buying center) that
has reached enough aggregate
engagement.
Which accounts are engaging the most?
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47.
Don’t count the
people you
reach; reach
the people that
count.
– David Ogilvy
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48.
Program Reach
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (4)
FOCUS
%ofsuccessesfrom
targetaccounts
COVERAGE
% target accounts with a success
Are marketing programs reaching the target accounts?
How much waste is there?
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49.
Program Impact
©2016 Engagio, Inc. All rights reserved.
“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?
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50.
Coverage:
Awareness:
Engagement:
Reach:
Impact:
Do you have sufficient data, contacts, and account
plans for each target account?
Are the target accounts aware of your company?
Are the right people at the account spending
time with your company, and is that engagement
going up over time?
Are marketing programs reaching target accounts?
Are ABM activities improving key sales outcomes?
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51.
Impact:
Coverage:
Awareness:
Reach
Engagement:
Are ABM activities improving key sales outcomes?
Do you have sufficient data, contacts, and account
plans for each target account?
Are the target accounts aware of your company?
Are marketing programs reaching target accounts?
Are the right people at the account spending time
with your company, and is that engagement going up
over time?
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52.
@jonmiller
ABM Market Map
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53.
May
2016
Oct
2015
EOY
2016
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54.
@jonmiller
engagio.com/Guide
Get your free copy
today!
The Clear and
Complete Guide to
Account Based
Marketing
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55.
• Account based marketing coordinates
personalized marketing and sales efforts to
land and expand named accounts
• ABM delivers the highest ROI of any B2B
marketing strategy or tactic
• Outbound does not necessarily mean interruption;
use account-specific content to reach out
• There is no magic campaign; success comes
from a mix of integrated tactics
• Leads are insufficient to measure account-based
marketing; measure via coverage, awareness, engagement,
reach & impact
Tweetable Takeaways
@jonmiller
ABM is an investment in time and resources so you MUST focus on accounts with highest ROI
ABM is an investment in time and resources so you MUST focus on accounts with highest ROI
Why now? What about mobile, social, cloud, etc. makes this inevitable?
Harder than ever to reach decision makers with traditional tactics
New ways to reach buyers (individually-addressable touch-points, real-time ad buying)
Shift from campaign-marketing to “always on” mindset requires integration
Big data / predictive analytics allow marketers to understand the complexity of relationships and buyer context, and match personalized content accordingly
Buyers delaying engagement with sales ; harder to reach CXOs {happened in velocity, needs to happen in XYZ}
Decomposition of the nice/clean customer funnel… no longer just awareness, familiarity, consideration, etc. Useful model, but. Really a set of nodes, interactions (through a connected device)
New ways to reach buyers
Proliferation of “connected customers” and customer data -- smart phones, smart devices (50B connected devices)
behind every device is a customer → data proliferation
From campaigns to “always on”
Big data / predictive (understand the complexity of the relationships, context)
Needs new ways to measure
Wrong: what we want to say, how we want to say it target the right people
RIGHT: who we want to target what and how to say it
----- Meeting Notes (8/4/15 13:26) -----
account-based on Sales and Success; not marketing
open to influence as a metric
demandbase: vertical audiences
T1: 300 top accounts (whales)
T2: 300 next
----- Meeting Notes (8/4/15 13:26) -----
account-based on Sales and Success; not marketing
open to influence as a metric
demandbase: vertical audiences
T1: 300 top accounts (whales)
T2: 300 next
----- Meeting Notes (8/4/15 13:26) -----
account-based on Sales and Success; not marketing
open to influence as a metric
demandbase: vertical audiences
T1: 300 top accounts (whales)
T2: 300 next
Need to LISTEN
“You’re going to have to spend some money to be really good at account based marketing. But it’s OK because it’s the accounts that will make you the most money.”
----- Meeting Notes (8/4/15 13:26) -----
account-based on Sales and Success; not marketing
open to influence as a metric
demandbase: vertical audiences
T1: 300 top accounts (whales)
T2: 300 next
Many of the best high-level executive events include unique, ‘money can’t buy’ experiences.
Earn the list of attendees
For marketing invites, list should be 4-5x desired attendance
Offer charitable donation, or ipad, or airline voucher in exchange for a meeting
Don’t ignore the team
Targeting outreach campaigns by account enables Cloudera SDRs to research individual accounts and buyers and speak to their exact pain points.
As a result, these campaigns produce a 60% open rate, 31% response rate, and massive increases in both net-new opportunities and add-on business from current customers.”
TOPO: Cloudera Case Report, September, 2015
Sales Development – or Prospecting – is the heart of every ABM program.
It combines email, phone calls and the personalized end of social media interactions into a coordinated series of engagements that develop and deepen relationships.
use all the account insight you’ve generated to prove to the prospect that you understand their challenges and have a unique approach to solving them
More = Google PPC targeting now, future Uber cars
“It takes an average of 9.82 touches to engage with a prospect. We also find that senior executives are2.5 times more responsive to quality multi-touch campaigns than are junior executives.”
Dan McDade
President & CEO, PointClear
----
----- Meeting Notes (8/4/15 13:26) -----
account-based on Sales and Success; not marketing
open to influence as a metric
demandbase: vertical audiences
T1: 300 top accounts (whales)
T2: 300 next
The “law of large numbers” breaks down in narrow funnel -- can’t use vanity metrics, can’t count on volumes
Only need one deal to make a program ROI look good – noisy data
Including MEETINGS