6. Agenda
Metrics and
Technology
Plays for Sales
and Marketing
Rise of Account
Based Everything
For a deeper dive get The Engagio’s Playbook at
engagio.com/ABE-Playbook
1 2 3
17. 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 an
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 to
multiple
people at
the account
Level 4
Account
18. A series of orchestrated
interactions across departments
and channels to achieve a
business purpose for one or more
buying centers at target accounts
33. 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.
34. 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.
52. engagio.com/Guide
Get your free copies today!
The Clear and Complete
Guides to
Account Based
Marketing
and
Account Based Sales
Development
53. • Account Based Marketing isn’t sufficient for
comprehensive account-based outreach
• Account Based Everything is a team sport:
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
May 17, 2013
Almost exactly 6 years from PPC launch
Inbound can only get you so far (or so fast)
Buying teams are getting bigger
Any one person can say no [inbound and outbound]
Inbound only gets you so far; big deals build big businesses
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
Account centric good!
But, if Sales and Marketing are both taking an account-based approach but don’t know what the other is doing, that’s a recipe for trouble.
One part of the group in isolation makes this decision (e.g. do ABM), and that doesn’t work.
If Sales and Marketing are both taking an account-based approach but don’t know what the other is doing, that’s a recipe for trouble. [Requires SFDC tracked properly.]
One part of the group in isolation makes this decision (e.g. do ABM), and that doesn’t work.
Marketers are currently only getting 15-20% penetration into target accounts [TOPO]
ABM does not work in isolation – ABE is the mandate
So what is a play? Imagine a football play. There are 11 people on our side and 11 people on their side. Each person has a responsibility in the play.
Most tools out there now focus on one lead or contact at a time… “Single Player”.
Engagio plays are “Multi-Player” and work with multiple people on your team and the account.
<CLICK>
(Brandon)
Players - who should you involve?
Touches - how many?
Channels - which ones?
Timing - what’s the right flow?
Content - what should you say?
(Brandon)
Players - who should you involve?
Touches - how many?
Channels - which ones?
Timing - what’s the right flow?
Content - what should you say?
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.”
TOPO: In traditional outreach, SDRs send large volumes of emails to multiple accounts, make calls to a subset of contacts, and hope that enough buyers will respond. Because account-based SDRs focus on a fixed number of accounts, they maximize their reach using all channels at their disposal.
Keep in mind that not all touches are created equal. We’ll talk about channel diversification in a little bit, but to illustrate the point, let’s take two scenarios. Rep A is running a 4x7 play that sends four emails and makes four phone calls over a one week period. Reps B sis also running a 4x7 play, but there are only 2 emails, and 2 calls while the other four touches are from brand-awareness ads running in the background, visit to their LinkedIn profile, likes and shares their tweet, and finally make a smart comment on a blog post they wrote.
Next Brandon will delve into The Channels.
There have been studies and posts about the best day of the week or best time of the day to send emails or make calls. Personally, I think the results depend on a lot of other factors over which you have no control, which is why the studies always conflict with each other. Also, once a report comes out saying that 10am on a Tuesday is the best time to send emails, guess when everyone starts sending emails? Guess what becomes the worst time to send emails?
[You should think about the time zone where your target account is located. If you’re in the Pacific zone and your account is in the Eastern zone, you probably want to ensure that an email is sent before the early afternoon your time, or the recipient’s won’t see it until the next day. Be careful about sending automated sales emails outside of normal business hours as that can result in the recipient realizing it’s automated and deleting it.]
So how long should you wait between each communication in a play?
----
Right answer:
Persona
Time of day
Day of week
TEST!
Put yourself in the shoes of the intended recipient, ask someone on the recipient’s team for input - maybe their Wednesdays are loaded with meetings. Or ask your colleagues what their experience has been with those types of contacts. Are two emails in a day too fast or is once a week too slow? It can depend on where your target account is in their buyer’s journey. If they are in their research phase, you probably don’t want to have too fast a pace for your direct communications, unless they show indications of being in a hurry. If your play is about an upcoming event, your pace may be faster.For example, It’s not unusual to make a call and immediately follow up with an email if you weren’t able to connect. But if the sales email send is automated, be sure you have a brief delay between the call and sending the email. I’ve let phone calls ring through to voicemail and then almost instantaneously received a lengthy email – not a good potential customer experience One savvy SDR Director has a tactic when calling busy senior managers and executives to call and not leave a voicemail, but instead immediately call again. The recipient frequently lets curiosity take over and answers the second call.
Now Brandon will tell us about The Content you should be sending.
Note that these are our key personas, which may not be yours. So, if you’re selling into the recruiting space and targeting Head of HR, replace head of marketing with head of HR.
(Brandon)
These are current plays in our Engagio instance. We’re constantly testing, tweaking and refining our approach, but this gives you a glimpse into what we’re doing.
So what is a play? Imagine a football play. There are 11 people on our side and 11 people on their side. Each person has a responsibility in the play.
Most tools out there now focus on one lead or contact at a time… “Single Player”.
Engagio plays are “Multi-Player” and work with multiple people on your team and the account.
<CLICK>
Pre-designed Plays are a way to ensure that all reps follow best practices throughout their account development work – from the first touch to the last –