Today’s modern marketers have great responsibility. They must track the movement of the customer between sales stages, understand cycles, and answer important pipeline and revenue questions. Establishing your ABM funnel and defining how accounts move through that funnel is critical for measuring your ABM efforts and determining ROI. In this webinar with Brandon Redlinger, Director of Growth at Engagio, we’re redefining the B2B marketing funnel and mapping account journeys. You’ll learn: –Why the lead-centric funnel is different than an account-based funnel –How to build your account funnel –4 ways to measure account journeys Learn more about Engagio at Engagio.com Twitter.com/Engagio Linkedin.com/Company/Engagio Facebook.com/Engagio

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• Why the lead-centric funnel is different than an account-
based funnel
• How to build your account funnel
• 4 ways to measure account journeys
In this session, we’ll cover
Agenda

3. The New Account Funnel
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From lead-centric to account-centric
Demand Gen Waterfall
Demand Gen Waterfall

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From lead-centric to account-centric
Demand Unit Waterfall
Demand Unit Waterfall

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Engagio’s Account Funnel
Account Funnel
The Account Funnel

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The need for a new funnel
Account Funnel

8. Account Journeys
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• Prospect account to new
customer
• Existing customer to
renewed customer
• Existing customer of one
product to new customer
of another product
• And so on...
Account Journeys

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From Prospect to Customer
Account Journeys
Dotted boxes indicate stages of the prospect-to-customer journey.

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From Prospect to Customer
Account Journeys
Funnel stages most target accounts go through

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Stage Definitions
Account Journeys

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Stage as a flow chart
Account Journeys

14. Building Your
Account Funnel
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1. Determine your stages
2. Set definitions
2 simple steps
Session 2 Recap

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Define stages
define stages

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Define stages
define stages

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Set your definitions
define
• Business definitions
• Technical stage criteria
• Stage actions
• SLAs
• Benchmarks
• Tools

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20. Measuring Progress on
Account Journeys
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1. Flow
2. Balance
3. Conversion rate
4. Velocity
4 Key Metrics
Session 2 Recap

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This refers to accounts moving through the account stages
over time.
Flow of accounts
flow
Examples:
• # of accounts that move into any given stage
• $ of accounts that move into any given stage

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Flow of accounts
flow
Questions it will answer:
• How many MQAs did we create this month?
• How many Opportunities did we create this month?
• What is the value of sales pipeline generated?
• How much do we invest for each Opportunity?

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The number of accounts in a particular stage at any one
point in time.
Stage Balance
balance
Examples:
• # of accounts in each stage
• $ of accounts in each stage

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Stage Balance
balance
Questions it will answer:
• How many Target Accounts are Engaged?
• How many open Opportunities are there?
• Are these trending up or down?

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The rate at which accounts that move from one stage to
another.
Conversion Rate
conversion rate
Examples:
• Percent of accounts that move from stage 1 to stage 2
• Percent of accounts that move from stage 2 to stage 3

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Conversion Rate
conversion rate
Questions it will answer:
• What percentage of target accounts become
Opportunities?
• What percentage of MQAs become Customers?
• What type of Accounts convert the best?

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The number of days it takes a deal to move between any
two stages
Account Velocity
velocity
Examples:
• Average number of days between stage 1 and stage 2
• Average number of days between stage 2 and stage 3

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Account Velocity
velocity
Questions it will answer:
• 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?
• What is the total funnel time?

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• How the lead-centric funnel is different than an account-
based funnel
• 4 ways to measure account journeys
• The most overlooked part of the account funnel and how
to leverage it
Key Takeaways
recap

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Need to measure and prove
ABM program impact?
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ABM Analytics today!
Get the guide at engagio.com/analytics-guide

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