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The New Play for Account Based Marketing and Sales

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As much as people are talking about and embracing the idea of Account Based Marketing and Sales, there's a lot of waiting around to see what this actually looks like. In this session, Jon Miller, co-founder of Marketo and CEO of Engagio will answer:

- What does it mean to be account based?
- What does a coordinated Play really look like?
- Who on my team needs to get involved and what actions does each team member take?
- What are the key metrics for account based success?
- What were the lessons learned from building the account based revenue engine at Engagio?

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

Published in: Business
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The New Play for Account Based Marketing and Sales

  1. 1. The New Plays for Account Based Marketing and Sales Jon Miller, CEO and Founder
  2. 2. Agenda Metrics and Technology Plays for Sales and Marketing Rise of Account Based Everything 1 2 3
  3. 3. 7 bit.ly/engagionewplays @jonmiller
  4. 4. Copyright ©2017, Engagio Inc. The Rise of Account Based Everything
  5. 5. Copyright ©2017, Engagio Inc. Inbound vs Outbound Nets Spears
  6. 6. Copyright ©2017, Engagio Inc. ABM is Hot Google Trends for Account Based Marketing Engagio founded
  7. 7. Copyright ©2017, Engagio Inc. But Marketing Isn’t Sufficient 11 ABM Not Enough Source: TOPO 15% Penetration into target accounts
  8. 8. Rise of Account Based Sales Development (ADRs) “[Account Based Sales Development is] today’s most effective Account- Based tactic.” – TOPO
  9. 9. Copyright ©2017, Engagio Inc. Account Based Marketing Account Based Sales Development Account Based Sales
  10. 10. Copyright ©2017, Engagio Inc. Hello, Account Based Everything Orchestrated Plays Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
  11. 11. Copyright ©2017, Engagio Inc. Plays for Sales and Marketing
  12. 12. 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 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 from multiple people and teams Level 4 Team
  13. 13. A series of orchestrated interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts
  14. 14. Key Elements of a Playbook • Who • What • Where / How
  15. 15. Who
  16. 16. Copyright ©2017, Engagio Inc. Styles of ABSD 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 Style 3 Programmatic Style 2 Scale Style 1 Strategic
  17. 17. Copyright ©2017, Engagio Inc. Their Team Our Team CEO Operations Account Development MarketingVP, Sales Account Executive UserInfluencer Decision Maker Initiator Gatekeeper Buyer
  18. 18. What
  19. 19. Copyright ©2017, Engagio Inc.
  20. 20. Copyright ©2017, Engagio Inc. Sales Spam = Opt out, tune out, toss out engagio.com/crappy-email-ebook
  21. 21. “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
  22. 22. Copyright ©2017, Engagio Inc. Three most important factors in enterprise decision: • Knowledge and understanding of my industry • Knowledge & 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
  23. 23. Copyright ©2017, Engagio Inc. 28 Content Personalization Spectrum Style 1 Strategic Style 2 Scale Style 3 Programmatic Inbound Spears Nets
  24. 24. Where and How (Play Design)
  25. 25. Diversification 75% Play A • Touch 1 • Touch 2 • Touch 3 • Touch 4 Play B • Touch 0 • Touch 1 • Touch 2 • Touch 3 • Touch 4 • Touch 5 + + + + + + From Exec From Marketing
  26. 26. Timing “The difference between lettuce and garbage is timing.” Structure of the Play Number of Touches “The average number of emails it takes to get a reply is…” – some so-called expert Don’t strive for mediocrity. Plays are like diets. They work as long as you stick with them.
  27. 27. Engagio Core 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.
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. Core Prospecting: Results To Date 136 120 36 26 15 1Mtgs Opps Deal (so far) EngdPkgs Resp 19% Meeting Rates Ads and Kindle: 20.0% Books only: 18.8% Kindle only: 17.2% Ads and Books: 8.3% Not significant No Ads Ads Web Traffic +18% +47% Visitors +4% +18% Comparing Jul 16 to Oct 16 vs. Nov 16 to Feb 17 Directionally meaningful but NOT significant 11.2x pipeline to spend
  32. 32. Sales & Sales Development Plays • Core Prospecting • Marketing Qualified Account • Trigger Event • Deal Acceleration • Executive Alignment • “Shake the Tree” • Handoff
  33. 33. Marketing Plays • “Human” Nurture • Live Event Invite • Upsell/Cross-Sell • Customer Advocacy
  34. 34. From me Personalized by an SDR Additional steps can include phone, social checklist, direct mail, etc.
  35. 35. Customer Success Plays • User Onboarding • 90 Days From Renewal • Declined Use • Net Promoter Follow-up
  36. 36. Copyright ©2017, Engagio Inc. Metrics and Technology
  37. 37. Copyright ©2017, Engagio Inc. Lead to Account Matching Leads Account
  38. 38. Copyright ©2017, Engagio Inc. 43 Lead to Account Matching
  39. 39. Copyright ©2017, Engagio Inc. Account Based Metrics are Different • They track accounts not leads (MQAs not MQLs) • They focus on quality not quantity • They track impact and influence more than try to apportion ‘credit’ (team effort) 44
  40. 40. 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:
  41. 41. 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:
  42. 42. 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
  43. 43. Get Engagio’s Playbook engagio.com/playbook
  44. 44. engagio.com/Guide Get your free copies today! The Clear and Complete Guides to Account Based Marketing and Account Based Sales Development
  45. 45. • Account Based Marketing isn’t sufficient for comprehensive account-based outreach • Account Based Everything is a team sport: that orchestrates Plays across channels and players for maximum impact • Sales spam sucks; we need to increase our odds of reaching the right people at the right accounts • Lead to Account Matching is the foundation of account-centric success • Measure engagement to show Account Based Marketing success TopTweetableTakeaways @jonmiller

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