[Sneak Peek] The Clear & Complete Guide to ABM Analytics

@jonmillerCopyright ©2018 Engagio, Inc.
The Clear & Complete Guide
to ABM Analytics
Sneak Peak Webinar
Jon Miller
CEO and Founder

Great Marketing Requires Great Analytics
• Prove Marketing’s value
• Improve Marketing decisions
– faster and better
• Defend (and expand)
Marketing budget
• Align Sales &
Marketing
3

Nets
(Demand Gen)
Spears
(Account Based
Marketing)

Why Now
•Reaching high into larger accounts
drives better dealsEconomics
•Declining returns from inbound /
volume channelsSaturation
•Technology is now available to deliver
ABM at scaleScalability
“ABM delivers the highest ROI of any B2B marketing strategy or tactic.” (ITSMA)

How else is ABM different
from demand generation?

ABM is Account Based
Up to 17 people influence enterprise
purchases (up from 10 in 2011)*
*2014 IDG Enterprise Role & Influence of the Technology Decision-Maker survey
“Person-
centric”
“Account-centric”
• Decision maker
• End users
• Influencer
Demand Gen Account Based Marketing

MQA
Aware
NoEngagement
Opp
Customer Renewal
ABM is for All Stages of the Funnel

ABM Can Take a
Long Time to
Show Results
ABM Pro Tip: Don’t
run into the metrics
buzzsaw.
Leading indicators to revenue
are critical to ABM

Copyright ©2017, Engagio Inc.
Your ABM Analytics
Foundation

Challenge: Account Data Spread Across Systems
• Challenging
measurement
• Bad routing
• Poor
coordination
• Limited
marketing &
sales alignment
11
Marketing
Automatio
n
Corporate Email
Web Visits

Answer: Start with an Account Foundation
Lead to Account Matching
(L2A) Algorithm
Presentation
Marketing
Automation
Corporate
Email
Web Visits
Engagement Minutes
Model

@jonmillerCopyright ©2018 Engagio, Inc. 13
Lead to Account Matching

Account Foundation Enables Engagement
14
Engagement Minutes

@jonmillerCopyright ©2018 Engagio, Inc. 15Note: List turnover limited to 25% per quarter
Target Account Selection:
Marketing Driven, Sales Owned
Reps choose ~100 total from scored list of 300-350 in their territory
Data quality matters!Technographics
Score = Fit + Engagement

Track Programs and Campaigns
ABM analytics depend heavily on quality data about programs
and campaigns:
• Channels
• Program details / metadata
• Membership tracking / program statuses
• Investment data
• Naming conventions
16

Advanced:
Hierarchies
and
Demand
Units
17
Source: John Common, Intelligent Demand

Three Types of
ABM Analytics

The Framework for ABM Analytics
Fundamentally, three questions arise in ABM:
• Am I creating and deepening relationships with target
accounts?
• How do accounts move through buying journeys to desired
outcomes (e.g. pipeline and revenue)?
• What is the return on investment of my marketing
programs’?
19

Type Metric Description
Accounts Engagement
Am I creating and deepening
relationships with my target
accounts?
Journeys Outcomes
How do accounts move
through their buying journeys
towards the outcomes
(pipeline, revenue) we care
about?
Programs ROI
What is the marketing return
on investment on my
programs (multi-touch
attribution)?
The Framework for ABM Analytics

Account Analytics
Engagement: Am I creating and deepening
relationships with my target accounts?

Coverage
Do you have sufficient data, opt-in contacts, and account
plans for each target account?

Coverage: Newly Added vs Newly Engaged
23
199Newly
Engaged
405Newly
Added
Target Accounts, June 2017

Awareness: Target Accounts (>10 Min)
25
From 260 accounts (of 1,000)… …to 435 accounts
989 Target Accounts, June 2016 to May 2017

Awareness: Web Traffic
26
989 Target Accounts, June 2016 to May 2017

Engagement
Are the right people at the account spending time with your
company, is that engagement going up over time?

Engagement Data for Sales
Sales and SDRs love engagement data as
much as Marketing. They use it to:
• Identify engaged accounts
• Find the best people to contact next
• Understand how effectively Marketing is
supporting their efforts
• Prepare QBRs and other account reviews
Sales should access Engagement data wherever they already work –
in CRM, in email, in LinkedIn – not just the analytics tool

Journey Analytics
Outcomes: How do accounts move through
their buying journeys towards the outcomes
(pipeline, revenue) we care about?

Why Account Journeys
31
Sales never talks about how many leads they
close, they talk about accounts they close.

MQA
Aware
NoEngagement
Opp
Customer Renewal
Many Journeys for Many Outcomes

Mapping The New Business Journey
33
• Coverage Account
• Sales Accepted Account
(Meeting)
• Deal Nurture Account
• Disqualified Account
• Recycled Account
• Lost Account
More Advanced StagesBasic Stages

Marketing Qualified Accounts (MQAs)
• Depth
• Breadth
• Timeframe
• Advanced:
– Company
– Persona
– Activity Type
34

SiriusDecisions Demand Unit Waterfall
35

The TOPO Account Based Funnel
36

Account Journey Metrics
Journey KPI’s Example Metric Questions It Will Answer
Volume
# of Accounts that move into a stage
$ Value of Accounts that move into a
stage
How many MQAs did we create this month?
How many Opportunities did we create over time?
What is the value of sales pipeline generated?
How much do we invest for each Opportunity?
Balance
# of Accounts in each stage
$ Value of Accounts in each stage
How many Target Accounts are Engaged?
How many open Opportunities are there?
Are these trending up or down?
Conversion
Rate
% of Accounts that move from one
stage to another
What percentage of target accounts become
Opportunities?
What percentage of MQAs become Customers?
What type of Accounts convert the best?
Velocity
Average # of days between any two
stages
How long does it take to move an Account from MQA to
Opportunity?
Do certain types of Accounts move through the funnel
faster than others?
What is the average time spent in each stage?

Bringing it
Together
38
Drill into
differences by
account type –
segment, source,
industry, geo, etc.

Program Analytics
ROI: What is the marketing return on
investment on my programs (multi-touch
attribution)?

Sophistication of Measurement
Campaign
Influence
Single
Touch
(First /
Last)
Multi-
Touch
Attribution
40

First Touch

Last Touch

Last Touch Is Very Useful for Specific Stages
43

Equal Touch

Position-Based (U-Shaped)

Time Decay

Minute-Weighted
Minute-
weighed lets
you bring in
ALL activity,
not just
marketing
campaigns

Account Based Attribution
Use all activities (sales and
marketing) – not just campaigns
Use all people that touch the
buying center – leads and
contacts

Models Compared

Dashboards

Sample Dashboards

Target Account Scorecard
Awareness ADR Touches Engagement Sales Appt Pipeline Opportunity
Size
98%
Of Target
Accounts are
‘Aware’
Tier 1 100%
Tier 2 100%
Tier 3 98% - 6
accounts at “No
Engagement”
5X to 8X
Increase
In ADR activity on
Target Accounts
ADR Touches
Increased by
Tier 1 by 8X
Tier 2 by 4X
Tier 3 by 5X
ADR status changed
on 86% of TAs
48% MQA
or Oppty
(late stage status)
110 New MQAs
31% Increase in #
Engaged People at TA
6% Increase in Ave
Engagement Minutes per
TA
21%
of meetings
are from TAs
Lower volume
of meetings
due to refresh
of target
accounts (29
meetings out of
350 vs 45 out
1000 in prior
two months)
36%
of pipeline comes
from TAs
Pipeline since
Oct 1st
25 TA Opptys at
$950K
20%
ACV is 20% higher
for TAs then funnel
2 and 3
(previous was 14%)
Time frame = Oct + Nov 2017

Getting Started

Don’t Get Overwhelmed
• Crawl, walk, run – you don’t need to do everything at once
• Add more metrics, models, charts, dashboards, etc. over time
Start With These (short-term) Add These Over Time (longer-term)
Coverage Pipeline and Revenue - Influence
Awareness Pipeline and Revenue - Attribution
Engagement Journey Conversion Rate, Velocity
Basic Volume: MQAs and Meetings Post-Sale Customer Expansion

People
56
ABM Task Existing Staff
Determine ideal customer profile Product Marketing
Build account data foundation Marketing Operations
Research accounts Sales Development
Design and execute orchestrated plays Revenue Marketing / Field Marketing
Coordinate with Sales Field Marketing
Measure results Marketing Operations

ABM Maturity
CATEGORY CURRENT ABM MATURITY WHAT TO DO NEXT
Beginner
You may not even have
defined target accounts yet.
• Start with the basic account foundation — L2A matching
and engagement scoring
• Pick accounts (can start small)
• Run a starter play: SDR + marketing air cover
• Set a baseline for measurement
Intermediate
With your accounts in place,
you’re ready to run and
measure integrated plays.
• Implement additional styles of ABM
• Evolve all your metrics to be account-based
• Measure – optimize – refine
Advanced
You run more sophisticated
plays — customized with
deeper account insights.
• Use ABM for all phases of the customer journey
• Compare program ROI via multiple attribution models
Pilots are great ways to show short-term successes and
get the entire company to buy into ABM’s benefits.

Checklist for Building Alignment
 DO know why you’re doing ABM
 DO position it as a strategic initiative
 DON’T describe ABM as ‘the next big marketing campaign’.
 DO sell it to Sales
 DON’T tell Sales which accounts to go after. (They don’t want to be
told who to sell to)
 DO agree on resources committed to each style of ABM accounts
 DON’T expect results overnight; big wins in ABM can take a while
 DO over-communicate to let everyone know what’s happening
58

Summary
Capability Questions
Account
Analytics
(Engagement)
• Do I have the right contacts?
• Are my target accounts aware?
• Are my target accounts engaged?
Journey
Analytics
(Outcomes)
• Are my accounts moving towards outcomes (pipeline,
revenue) I care about?
• How long is the target account journey?
• Do we have enough to make our goals?
Program
Analytics
(ROI)
• What combination of channels, programs, and content is
most effective?
• What cross-sell opportunities are strongest, and why?
• What moves accounts through the journey faster?

Coming January 25!
The Clear and
Complete
Guide to
ABM
Analytics

• The Clear & Complete Guide to ABM Analytics with Jon Miller of Engagio
• Succeeding with ABM – Targeting and Reaching the Right Accounts and
Contacts with Shari Johnston of Radius
• The Essential Foundation for ABM Success – Align Sales & Marketing on
Account Selection and Measurement with Tracy Eiler of InsideView
• Honesty – Laying the Foundation of ABM Through Benchmarking with
Justin Gray of LeadMD
• Up Your Game – Activating Your ABM Content to Measure Account
Engagement with Elle Woulfe of LookBookHQ
• ABM Performance – Measuring the Things That Matter with Peter Isaacson
of Demandbase
engagio.com/super-bowl
Your All-Star Lineup

• Traditional demand generation is like fishing with a net, when quantity is more
important than quality. Because ABM is like fishing with a spear, ABM metrics
measure quality.
• With ABM, lead quantity will go down as quality goes up. Revenue results will
take time! Set expectations properly.
• Build your ABM analytics foundation by unifying systems, matching leads-to-
accounts, selecting accounts, and tracking programs and campaigns.
• Engagement is the most fundamental ABM metric since it answers the key
question: Do the right people from the right accounts spend time with our
company?
• Journey analytics define stages of customer journeys, track progress toward
intended outcomes, and measure key metrics including balance, flow,
conversion, and velocity.
• Multi-touch attribution seeks to understand how each interaction contributes
to the value of outcomes you care about (often pipeline and revenue).
• Don’t tackle everything at once. ABM is a long-term effort. Start with a few
metrics and add over time as the business requires.
Tweetable Takeaways
@jonmiller

[Sneak Peek] The Clear & Complete Guide to ABM Analytics

[Sneak Peek] The Clear & Complete Guide to ABM Analytics

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