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The Secret Sauce for Account Based Marketing

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Sometimes, inbound marketing just misses the mark. You need to set your sights higher. You need to target accounts. And when it comes to Account Based Marketing (and sales), nobody does it better than Jon Miller, who leads the Marketing Orchestration powerhouse Engagio. Learn what it really takes to get big-name accounts to sign the dotted line – and stay with you too, year after year.

Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide

Learn more about Engagio at Engagio.com
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The Secret Sauce for Account Based Marketing

  1. 1. The Secret Sauce for Account Based Marketing Jon Miller, CEO and Founder
  2. 2. Copyright ©2017, Engagio Inc. Inbound vs Outbound Nets Spears
  3. 3. Copyright ©2017, Engagio Inc. ABM is Hot Google Trends for Account Based Marketing Engagio founded
  4. 4. Large/EntMediumSmall
  5. 5. Copyright ©2017, Engagio Inc. Measure Engagement Create Engagement Pick Targets 1 2 3
  6. 6. Copyright ©2017, Engagio Inc. Pick Targets
  7. 7. Copyright ©2017, Engagio Inc. Engagio’s Account Selection Process 11 Foundation • Unify account- level data Ideal Customer Profile • Firmographics • Technographics • Engagement Contacts • Key buying personas Insights • Research and relevance
  8. 8. Copyright ©2017, Engagio Inc. Challenge: Account Data Spread Across Systems • Challenging measurement • Bad routing • Poor coordination • Limited marketing & sales alignment 12 Marketing Automatio n Corporate Email Web Visits
  9. 9. Copyright ©2017, Engagio Inc. Account Account Account Account Lead to Account Matching (L2A) Algorithm Calendar Events Answer: Start with an Account Foundation Marketin g Automati on
  10. 10. Copyright ©2017, Engagio Inc. 14 Lead to Account Matching
  11. 11. Copyright ©2017, Engagio Inc. Account Foundation Enables Engagement 15
  12. 12. Copyright ©2017, Engagio Inc. Target Account Selection • Ideal Customer Profile (aka Project Blackjack ) – Firmographics (e.g. Software 1.6x*) – Technographics (e.g. Data.com 9.0x*) • Engagement • Other Factors – Key titles (ABM) – Triggers (awards, new hires) – Intent – AE or exec prior relationship 16 *Indicates how many more times a Blackjack account is likely to be this attribute.
  13. 13. Copyright ©2017, Engagio Inc. How Many Accounts? 5-50 accounts (“tens”) Engagio: 2 per AE 50-1,000 accounts (“hundreds”) Engagio: 25 per AE 1,000+ accounts (“thousands”) Engagio: 9,500 named 500 prioritized at any given time Tier 3 Programmatic Tier 2 Scale Tier 1 Strategic
  14. 14. Copyright ©2017, Engagio Inc. Build Out Key Contacts 18
  15. 15. • Account build out for key personas – Enriching data, accuracy • Account hierarchies (parent-child relationships) • Ongoing maintenance 19 Data Management
  16. 16. Copyright ©2017, Engagio Inc. Create Engagement
  17. 17. Copyright ©2017, Engagio Inc. 21 Not Engaging
  18. 18. Copyright ©2017, Engagio Inc. Not Engaging
  19. 19. Copyright ©2017, Engagio Inc. Sales Spam = Opt out, tune out, toss out
  20. 20. Copyright ©2017, Engagio Inc. 24 Not Engaging
  21. 21. Copyright ©2017, Engagio Inc. So What is Engaging? • Relevant (Personalized) – “75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.” (ITSMA) • Non-Scalable – Direct mail – High-touch events – Human emails • Integrated 25
  22. 22. Copyright ©2017, Engagio Inc. Engagio Integrated ABM Play • Pre: Ads for Awareness • Day 0: Package sent + Email • Day 2: Package delivered + Email • Day 4: Phone call • Day 6: Phone call • Day 7: Phone call + LVM + Email • Day 10: Email from Jon cc’ing play • Day 11: LinkedIn InMail from Jon • Day 13: Email • Day 15+ FU’s to other personas Goal: get an introductory meeting with target account
  23. 23. Integrated ABM: Results to Date 350 276 74 34 1Mtgs Opps Deal (so far) AwarePkgs 21% Meeting Rates Books only: 34% Ads and Kindle: 21% Ads and Books: 20% Kindle only: 18% Not significant Web Traffic Visitors Ads +43% +47% No Ads +22% +8% Directionally meaningful but not significant 25.0x pipeline to spend
  24. 24. Copyright ©2017, Engagio Inc. Integrated Plays are Manual and Hard to Coordinate 28 Did Sales approve the list? Did the right out reach happen from Sales? Did SDRs make the phone calls? Did Sales follow-up to non-responders? Is any of this trackable?
  25. 25. Copyright ©2017, Engagio Inc. Orchestration: Coordinating relevant interactions across departments and channels
  26. 26. Copyright ©2017, Engagio Inc. 30 Marketing Automation Marketing Orchestration Automated Some automation, some human Scalable but impersonal Personalized but still scalable Handoffs Collaboration Lead-based Account-based
  27. 27. MQA Aware No Engagement Opp Customer ValueRealization Adoption Upsell/Cross-sell Opp CMQA Plays for Every Stage of the Journey
  28. 28. MQA Aware No Engagement Opp Custo mer Value Realization Adoption Upsell/Cross- sellopp CMQA Integrated ABM Deal Nurturing Account Expansion Plays for Every Stage of the Journey
  29. 29. Stage Play Needs Early Opt-In Get permission for automated email marketing Early New Rep Intro Introduce a new rep to their territory Early Human Nurturing Keep in touch with the most valuable contacts and accounts Mid Integrated ABM Open doors at target accounts Mid-Late Executive Event Invite Get the right execs to show up at an event Late Deal Nurturing Accelerate existing opportunities / improve win rates Post Account Expansion Account expansion (upsell/ x-sell) / Renewal play Post Advocacy Customer advocacy Post Customer Success Onboarding, renewal, usage Plays for Every Stage of the Journey
  30. 30. The Engagio PlayBook 34
  31. 31. Copyright ©2017, Engagio Inc. 35 Launching Plays Automated (Triggered or Batch) Manual (Batch or Single)
  32. 32. From me Personalized by an SDR Leveraging account and person insights
  33. 33. 37
  34. 34. Copyright ©2017, Engagio Inc. Measure Engagement
  35. 35. 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) 39
  36. 36. Time is Money
  37. 37. Copyright ©2017, Engagio Inc. Coverage: Newly Added vs Newly Engaged 41 199Newly Engaged 405Newly Added Target Accounts, June 2017
  38. 38. Copyright ©2017, Engagio Inc. Awareness: Target Accounts (>10 Min) 42 260 accounts (of 989) 435 accounts 989 Target Accounts, June 2016 to May 2017
  39. 39. Copyright ©2017, Engagio Inc. Engagement: Target Accounts - 10X Increase 43 1,600 minutes 17,000+ minutes 989 Target Accounts, June 2016 to May 2017
  40. 40. Copyright ©2017, Engagio Inc. Marketing Qualified Accounts (MQAs) • 30 mins of engagement from Marketing (at least 2 people) • 15 mins of engagement from Marketing Executives • “Act Nows” 44
  41. 41. Copyright ©2017, Engagio Inc. Revenue Impact 45 All Accounts, July 2016 to June 2017 Efficiency of reaching targets New pipeline created - influence Existing pipeline moved - influence Bookings - influence
  42. 42. Copyright ©2017, Engagio Inc. Funnel Reporting Tier 1 Tier 2 Tier 3 Inbound Names Added Newly Engaged MQAs (actual) MQAs (goal) MQAs (% of goal) Opps (actual) Opps (goal) Opps (% of goal) 46
  43. 43. Copyright ©2017, Engagio Inc. Getting Started
  44. 44. Copyright ©2017, Engagio Inc. 1. Build your account foundation (lead to account matching) 2. Establish your baseline (buy a scale) 3. Launch a simple integrated play (buy a treadmill) 48 Getting Started - FAST “Keep orchestration simple by starting with SDR- marketing collaboration. This is the fastest path to both orchestration and recognizable lift…. SDR teams supported by marketing orchestration are seeing higher connect rates and SQL rates.”
  45. 45. engagio.com/Guide Get your free copy today! The Clear and Complete Guide to Account Based Marketing

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