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Account Based Marketing + Account Based Sales Development = Account Based Everything

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Engagio presentation for FlipMyFunnel Boston

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Account Based Marketing + Account Based Sales Development = Account Based Everything

  1. 1. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Account Based Marketing and Sales Development - Aligned Jon Miller, Founder and CEO @jonmiller
  2. 2. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Agenda Hacks for ABE 3 Step Process Why Account Based Everything?
  3. 3. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Why Account Based Everything
  4. 4. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Nets versus Spears Demand Generation Account Based
  5. 5. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE The Next Big Thing? Google Trends for Account Based Marketing Engagio founded
  6. 6. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE But Marketing Isn’t Sufficient 6 ABM Not Enough Source: TOPO 15% Penetration into target accounts
  7. 7. Rise of Sales Development “[Account Based Sales Development is] today’s most effective Account- Based tactic.” – TOPO
  8. 8. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Account Based Marketing Account Based Sales Development Account Based Sales
  9. 9. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Hello, Account Based Everything Orchestration Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
  10. 10. 3 Step Process for Account Based Everything
  11. 11. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE #FlipMyFunnel 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? (message) Where should we say it? (channels) Where should we say it? (channels) DemandGen AccountBased Everything
  12. 12. Who
  13. 13. 1. Ideal Customer Profile 2. Ideal Buyer Personas • Firmographics • Technographics • Geography • Behaviors • Intent • Predictive For each member of buying committee • Buyer • Influencer • User • Gatekeeper
  14. 14. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Styles of ABE 5-50 accounts (“tens”) 50-1,000 accounts (“hundreds”) 1,000+ accounts (“thousands”)Hybrid Lite Classic
  15. 15. What
  16. 16. With #ABE you need to knock on people’s doors. – @jonmiller
  17. 17. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
  18. 18. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE • Broken personalization – my name is Jon!! • Typos • Focused on their needs rather than value to the customer
  19. 19. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Opt out, tune out, toss out
  20. 20. “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
  21. 21. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE 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
  22. 22. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Challenger Sale Challenger 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
  23. 23. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE • Market • Company • People • Relationships • History • Connections • Door Openers What To Research
  24. 24. Where
  25. 25. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Marketing • Events • Direct mail • Online advertising • Social ads • Web personalization Channels
  26. 26. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Marketing • Events • Direct mail • Online advertising • Social ads • Web personalization Sales / Sales Development • Human Email • Phone • Social Channels
  27. 27. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
  28. 28. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE 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
  29. 29. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Account Executive Marketing OpsSDR Manager Roles Account Management Account Executive Sales Development Rep CEO Sales Ops Coach Quarterback Players VP, SalesDemand Gen
  30. 30. Hacks for Account Based Everything
  31. 31. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Lead to Account Matching Leads Account Fuzzy logic match on name, company, IP, geography = • Account-level visibility • Better routing
  32. 32. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Marketing Qualified Accounts (MQAs) not MQLs 32 Breadth Depth
  33. 33. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Account Based Metrics Are Different Demand Generation Account Based Marketing Leads Accounts Quantity Quality Days and Weeks Months and Years Create Pipeline Influence Pipeline New Business Land and Expand Inbound Outbound Measurement
  34. 34. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Coverage Do you have sufficient data, opt-in contacts, and account plans for each target account? “Big 5” ABM Metrics (1a)
  35. 35. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Awareness “Big 5” ABM Metrics (2) Which target accounts have any awareness of us? Are they visiting the website?
  36. 36. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Engagement “Big 5” ABM Metrics (3) Are the right people at the account spending time with your company? Is that engagement going up over time?
  37. 37. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Don’t count the people you reach; reach the people that count. – David Ogilvy
  38. 38. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Program Reach “Big 5” ABM Metrics (4) FOCUS %ofsuccessesfromtarget accounts COVERAGE % target accounts with a success Are marketing programs reaching the target accounts? How much waste is there?
  39. 39. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Program Impact “Big 5” ABM Metrics (5) • “Top 25% engagement = 18% faster sales cycles.” • “Accounts with >three engaged contacts = 15% higher contract values.” • “Accounts that attended that dinner = 16% more movement to next opp stage.” How are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and net promoter scores?
  40. 40. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE 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. CONFIDENTIAL – DO NOT DISTRIBUTE 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. ABE Market Map
  43. 43. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE 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 Analytics & Infrastructure Map leads to accounts, identify hot accounts (MQAs), measure ABM efforts Personalization Create account-specific content and messaging that reflects insights Ads HumanEmailEventsDirect Complementary Web Predictive AttributionAnalytics Dialing Insight Sources Aggregation Other DataSources Who What Where
  44. 44. engagio.com/Guide Get your free copy today! The Clear and Complete Guide to Account Based Marketing
  45. 45. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE • Marketing isn’t sufficient for comprehensive account-based outreach • Account based marketing and account based sales development perpetuate silos – need Account Based Everything • Outbound does not need to mean interruption; use account-specific research to maximize relevance • Coordinate account-based plays across channels and players for maximum impact • Lead to Account Matching is the foundation of account-centric success Top Tweetable Takeaways @jonmiller
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