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.

Secret Sauce for Outbound Marketing and Account Based Everything

3,759 views

Published on

Sometimes, you can't wait around for the right people from the right accounts to swim into your demand generation net – you need to reach out to these "big fish" directly. When you need more than Inbound, learn the new secret sauce for combining outbound account based marketing ABM (actually account based everything) and sales development to build pipeline at target accounts, expand existing relationships, and connect with more decision makers.

Published in: Marketing

Secret Sauce for Outbound Marketing and Account Based Everything

  1. 1. THE SECRET SAUCE FOR OUTBOUND MARKETING Jon Miller CEO, Engagio
  2. 2. Page 2 #MKTGNATION Agenda How to Do Outbound Do It Account Based When Inbound Isn’t Enough
  3. 3. WHEN INBOUND ISN’T ENOUGH
  4. 4. Page 4 #MKTGNATION Remember this?
  5. 5. What if you are here? Inbound
  6. 6. Page 6 #MKTGNATION “Relying solely on inbound marketing is like hanging out with the same kids from high school your whole life.” – Jason Miller
  7. 7. Inbound Outbound What if you are here? • Quick wins • No waste • Easier to double • Bigger deals
  8. 8. Inbound Outbound
  9. 9. Page 9 #MKTGNATION
  10. 10. NOT YOUR FATHER’S OUTBOUND
  11. 11. Page 11 #MKTGNATION With #Outbound you need to knock on people’s doors. – @jonmiller
  12. 12. • Spam – guessing emails • Vague, irrelevant messaging • Attempt at "personalization" with totally wrong data [bold] • Focused on their needs rather than value to the customer • Typos
  13. 13. Page 14 #MKTGNATION Opt out, tune out, toss out
  14. 14. Page 15 #MKTGNATION “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
  15. 15. Page 16 #MKTGNATION Outbound Does Not Mean Interruption Apply the best concepts from demand generation to outbound: • Content driven • Helpful and valuable • Focused on the buyer, not your company • Personalized and relevant • Human
  16. 16. Page 17 #MKTGNATION 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
  17. 17. Page 18 #MKTGNATION Challenger Sale 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
  18. 18. Summary Old Outbound Buy lists of leads Cold call Quantity and volume Success = Reps with Rolodexes New Outbound Account-based Understand and teach Quality and buyer-centric Success = Data and process
  19. 19. DO IT ACCOUNT BASED
  20. 20. Salespeople never talk about how many leads they’ve closed. They talk about how many accounts they’ve closed.
  21. 21. ABM Is the Hottest Thing in B2B Marketing Google Trends for Account Based Marketing Engagio founded
  22. 22. Page 23 #MKTGNATION Account Based Marketing Account Based Sales Development Account Based Sales
  23. 23. Hello, Account Based Everything Engagio Orchestration Platform Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
  24. 24. Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts.
  25. 25. ABE targets specific (usually large) accounts Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts.
  26. 26. 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 land and expand at named accounts.
  27. 27. 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 land and expand at named accounts.
  28. 28. it’s a bowtie, not a funnel Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts.
  29. 29. coordinates experiences across departments and channels Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts.
  30. 30. HOW TO DO OUTBOUND
  31. 31. Page 32 #MKTGNATION 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) DEMANDGENABE
  32. 32. ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATIO N MEASUREMENT Seven ABE Processes WHO WHATWHERE
  33. 33. ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATIO N MEASUREMENT Seven ABE Processes WHO
  34. 34. 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 “Hybrid” Tier 3 1000s [Thousands]  Industry or segment • Traditional Marketing with Account Targeting • One OSDR: up to 500 accounts • MQAs
  35. 35. Page 36 #MKTGNATION 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
  36. 36. Page 37 #MKTGNATION Manual Build and Maintain Your Database With the Right Contacts for Each Persona Purchase Predictive Representative companies; not exhaustive
  37. 37. ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATIO N MEASUREMENT Seven ABE Processes WHAT
  38. 38. Page 39 #MKTGNATION “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” – Abraham Lincoln
  39. 39. • Market • Company • People • Relationships • History • Connections • Door Openers
  40. 40. ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATIO N MEASUREMENT Seven ABE Processes WHERE
  41. 41. Page 42 #MKTGNATION Channels for Outbound Account Based Everything Marketing • Events • Direct mail • Online advertising • Web personalization
  42. 42. Tip: executive invites come from someone with an equal or higher title Events Are a Big Part of ABM • Owned events • Meetings at 3rd party events
  43. 43. Page 44 #MKTGNATION 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
  44. 44. Page 45 #MKTGNATION Display Advertising • IP-Based • Proactive Retargeting • LinkedIn • Facebook • … more Example: Custom Content + Facebook
  45. 45. Page 46 #MKTGNATION Channels for Outbound Account Based Everything Marketing • Events • Direct mail • Online advertising • Web personalization Sales / Sales Development • Human Email • Phone • Social
  46. 46. Account Based Sales Development • Multi-channel • Multi-step • Multi-threaded • Research oriented • Human Cloudera (TOPO) 60% open rate, 31% response rate, and massive increases in both net- new opportunities and add-on business from current customers
  47. 47. Page 48 #MKTGNATION Multi-Threading Any one person can say no Two “no” rule
  48. 48. Page 49 #MKTGNATION Lead to Account Matching Leads Account Fuzzy logic match Better routing Account-level visibility Implication: MQAs not MQLs
  49. 49. 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
  50. 50. Page 51 #MKTGNATION Qualification BANT • Budget • Authority • Need • Timing AN • Authority • Need There’s a project in the next six months (Opportunity) A Meeting with the right person at the right company
  51. 51. ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATIO N MEASUREMENT Seven ABE Processes
  52. 52. • Account-centric metrics • Quality, not quantity • Long development cycles • Influence
  53. 53. Page 54 #MKTGNATION Don’t count the people you reach; reach the people that count. – David Ogilvy
  54. 54. Page 55 #MKTGNATION 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:
  55. 55. Page 56 #MKTGNATION 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:
  56. 56. ABE MARKET MAP
  57. 57. Selection Identify and prioritize target accounts, align on resources by Tier 1, 2, and 3 Contacts Discover contacts and map to your accounts, ensure quality data Insights Understand what is relevant and resonant at accounts (triggers, priorities, etc.) Interactions Manage 1:1 account-based interactions in channel – events, outbound, digital (ads, web) Orchestration Synchronize interactions into coordinated plays that align to account plans and goals Infrastructure Map leads to accounts, identify hot accounts (MQAs), show impact of ABM efforts Content Create account- specific content and messaging that reflects insights Ads HumanEmailEventsDirect Complementary Web Predictive May 2016 Oct 2015 EOY 2016 AttributionAnalytics Dialing
  58. 58. Page 59 #MKTGNATION engagio.com/Guide Get your free copy today! The Clear and Complete Guide to Account Based Marketing
  59. 59. Page 60 #MKTGNATION Tweetable Takeaways • Outbound can be easier to scale and drive larger deals than inbound • Outbound does not necessarily mean interruption; use account- specific content to reach out • Account Based Everything is a strategy that orchestrates personalized marketing, sales, and success efforts at named accounts • Human email is by far the most important channel for account based everything • Don’t measure measure account-based everything with quantity; measure via coverage, awareness, engagement, reach & impact @jonmiller
  60. 60. Thank You!

×