This document provides an overview of an upcoming webinar on account-based marketing interactions. The webinar will cover why ABM is effective, how to activate an ABM strategy, using account-based ads, a multi-channel ABM approach, and real examples. It also shares tips on activating an ABM strategy including setting goals, identifying target accounts, and starting with simple programs. Finally, it provides two examples of ABM approaches - one for a quick win and one for long term growth.

1. How to Hit a Home Run
with Account-Based
Interactions
September 7th - 11am PT

2. What You’ll Learn
1. Why ABM
2. How to activate your account-based
marketing
3. Account-based ads–
when/where/how to use them
4. An multi-channel ABM approach &
why it works
5. Real examples
Heidi Bullock
CMO
Engagio
Julia Stead
VP, Marketing
Invoca
Peter Herbert
CMO
Terminus

3. WHY
ABM?
@PeterKHerbert

4. LESS THAN 1%
of the leads turn into customers
Challenges of lead-based marketing:
❌ Misaligned with sales
❌ Requires form-fills
❌ Inefficient
❌ Overly broad
❌ Not personalized, or superficially
personalized
@PeterKHerbert

5. THE #FLIPMYFUNNEL
MODEL FOR #ABM
IDENTIFY: Start with the best-fit accounts
EXPAND: Focus on people in same roles
ENGAGE: Right content, right channel
ADVOCATE: Create raving fans
MEASURE: Gauge the results & adjust
@PeterKHerbert

6. Lead-based marketing
focuses capturing an
individual in generic net.
@PeterKHerbert

7. ABM engages
entire buying
center.
@PeterKHerbert

8. ABM Emphasizes
Relevant, Personalized H2H Engagement
@PeterKHerbert

9. ABM
@ SCALE
@PeterKHerbert

10. Account-Based Interactions
ABA
Field Marketing
/Events
Direct
Mail
Nurture -
Email
Social
Content – Broad > Tailored > Personalized
Web – Personalized Web – Content Portals
Marketer
Exec
SDR
Rep
Demand
Centers
Target
Buyers
@PeterKHerbert
Account-Based Advertising: Broad > Tailored >
1:1 Company
Account Based Plays: ABSD + ABS + Exec Personalized
phone + social + email

11. Engage and
expand @
greater scale
and efficiency
than any other
tactic
Why Display for ABM?
Essential
air-cover and
visibility for
ABM in large,
target accounts
Improves
effectiveness of
omni-channel
campaigns and
human
orchestration
Direct and indirect
results are achievable
and measurable
Click-through and engagement on
tailored and personalized webpages
and content portals
Impressions drive “organic” traffic as
targets bounce to your webpage
@PeterKHerbert

12. ABM @ Scale:
Tier and Segment 10s
100s
1000s
Vertical Segment
Geo Segment
Intent Segment
HIGH PERSONALIZATION
LOW PERSONALIZATION
@PeterKHerbert
1:1 “Personalized”
Company Interactions, Ads
Tailored to vertical ,
intent, etc.
Your Best Broad
Messaging

13. VERTICAL + SURGING
INTENT
@PeterKHerbert

14. 1:1 COMPANY
@PeterKHerbert

15. Interactions FOR
ABM PROGRAM
TYPES
@PeterKHerbert

16. ABM Playbook
Net New Interest Dead Opp Renewal & ExpansionOpportunityBuying Stage
ABM Strategy
(1:1, ABM Lite,
Programmatic)
Lead-Based
Strategy
(Bolt-On ABM)
Demand Gen Sales Pipeline Customer Marketing
Pre-
targeting
Renewal
& Upsell
Pipeline
Acceleration
Wake the
Dead
Account
Nurture
Lead-to-
Account
Nurture
Land &
Expand
X
@PeterKHerbert

17. PURPOSE
Generate awareness with
cold / net-new accounts to
improve outcomes for
outbound campaigns
TACTICS
Terminus ads,
SDR cadences,
Email campaigns,
Direct mail,
Events
BENEFITS
Increased awareness +
web engagement,
account penetration, and
MQAs created
KPIs
Pre-Targeting
ABM Strategy + Terminus
Demand Gen
% of accounts that show
engagement
# of meetings set
# of target accounts that
attend an event or
webinar
@PeterKHerbert

18. PURPOSE
Engage key stakeholders
throughout account to
increase conversion to
sales pipeline
Terminus ads,
Email campaigns,
Webinars,
Direct mail
Events
Retargeting
Increased engagement
throughout entire
account and accelerated
pipeline conversion
KPIs
Lead-to-opportunity
conversion rate
MQA-to-opportunity
conversion rate
Pipeline created
Account Nurture
ABM Strategy + Terminus
Demand Gen
BENEFITSTACTICS
@PeterKHerbert

19. PURPOSE
Engage wider audience of
stakeholders during sales
process to increase
pipeline velocity and win
rates
Terminus ads, Exec
outreach
Sales person
engagement,
Field marketing
activities,
Events
Shorten sales cycle,
accelerate opp
progression, and
increase closed/won
rates
KPIs
Win rates
Opportunity stage
conversion
Sales cycle length
Revenue
Pipeline Acceleration
ABM Strategy + Terminus
Sales Pipeline
BENEFITSTACTICS
@PeterKHerbert

20. Engage other divisions or
business units within an
account
Terminus campaigns,
Exec outreach,
Account management,
Email campaigns,
Direct mail,
Case study
Increase revenue in
existing accounts by
targeting other divisions
with customized
messaging
Land & Expand
ABM Strategy + Terminus
Customer Marketing
PURPOSE KPIs
New revenue
% of new revenue
influenced
Churn rate
BENEFITSTACTICS
@PeterKHerbert

21. Create stages
and micro-
segments,
not macro
lists
ABM @ Scale with Account-Based Ads:
Lessons learned
Actively
manage and
experiment
Goal is
engagement
and
progression,
not leads
Leverage
intent,
engagement,
and other data
to create
tailored and
personal
ads/content
Use display
intelligently
as part of
your ABM
playbook

22. Activating your Account-Based
Marketing:
Practical Tips for Starting Today
Heidi Bullock
CMO
Engagio

23. Set goals
• Have a hypothesis – We think this set of accounts in the
health care vertical makes sense for us to pursue.
– Higher ASP
– Reduce churn
– Faster sales cycle
– More up-sell potential
– More repeatable sales process (‘rinse and repeat’)
23

24. • Better results – ex: higher ASPs
• Expand Deal Size
• Sales Cycle is Shortened
• Eliminate unqualified buyers right
away. Your focus will be on
accounts most likely to buy.
• EASIER to work with marketing!
Sales Buy- in: Why should I do this?
• Shared incentives/ compensation
• Run a pilot
• Identify your sales champion
Why? How?

25. Identify Your Ideal Customer Profile
25
Current
Customers
1
Identify your ICP – Ideal Customer Profile
• Key vertical (ex: healthcare, entertainment, construction)
• Historical data – (where have you had success?)
• Firmographics – (size of company, revenue, geography)
• Other signals – intent data, hiring patterns, etc
2
3
Figure out the TAM – Total Addressable Market
• How many accounts in my database fit that profile?
• How many in GEOs we support (location)?
• What is the white space?
Prioritize Accounts
• Can use predictive scoring (account scoring) + intent data
• Sales input
• Historical data (closed won analysis)
Current
Total
Available
Market
(TAM)
Current
Target
Market

26. Example
5-50 accounts (“tens”)
Rich account plans
Every touch personalized
50-1,000 accounts (“hundreds”)
Light research + data build out
Personalized touches to key personas
1,000+ accounts (“thousands”)
Automated touches OK
Industry and persona customization
Style 3
Programmatic
Style 2
Scale
Style 1
Strategic

27. Target Accounts - Entitlement
Type of Program Program Accounts
Tier 1 Tier 2 Tier 3
Direct Mail High value Post card – lower value Post-card lower value
Field Events Lunch and learn + dinners +
on-sites
Lunch and learn Lunch and learn
Tradeshows Special dinner
Playmaker sends Yes Yes Yes
Database sends In some cases OK Yes Yes
Targeted Ads Yes + tailored content + logo Yes + industry Yes – industry
Content Syndication Yes – verticals and key
companies
Yes – verticals Yes -verticals
Sales outreach Yes (calling campaigns, drive
attendance)
Yes (calling campaigns, drive
attendance)
No
Appt Setting Yes Yes No
Contact Discovery Yes Yes No
Customer content
Custom streams
Yes (tier 1 and 2)

28. Know Who You are Selling To
• Messaging for key buyer(s)
• Content for different stages – can be simple!
28

29. Content Examples
29
Targeted Ads Personalized eBook Personalized Video

30. Phase 2 - Foundation

31. Organize Ongoing Data Related Processes
1. Be clear on the cadence for each activity
2. Clean and enrich CRM data
– Lead to account matching (L2A)
– Account build out for key titles (data purchases, enriching data, accuracy)
– Label accounts (tagging in CRM)
– Ongoing data process – for dupes, etc.
3. Identify the budget and ensure key amounts are earmarked
4. Identify how data updates/changes are communicated to
stakeholders – especially Sales
31

32. Account
Account
Account
Account
Lead to Account
Matching (L2A)
Algorithm
Calendar Events
Start with an Account Foundation
Marketin
g
Automati
on

33. Where do you have coverage?
Do you have sufficient data, opt-in contacts, and account
plans for each target account?

34. Where do you need to drive awareness?
Which target accounts have any awareness of us? Are they
visiting the website?

35. Phase 3 – Start Simple!

36. Figure out your Program Strategy
36
Goal: Awareness
Is the company aware of your
products / services?
Goal: Engagement
Are the right people engaged
and interested?
Goal: Action
Do they have what is required
to make a decision?
Ask: What set of tactics make sense for these objectives Be clear!
Note – It’s never just ONE activity.

37. Program Example #1 – Goal – Penetrate New
Accounts
Targeted ads
entire account
Email
T: Head of Sales
F: ADR
Direct Mail
Key
personas
Email
T: Head of
Marketing
F: ADR
Checklist
Package received?
Phone
T: Head of Sales
F: ADR

38. Program Example #2 – Goal – Drive further
engagement in accounts
Sirius Decisions 2017
• Before Event
– Personalized Plays:
• AE Meeting Request + Executive Meeting Request Play + LinkedIn
Step
– Broad Touches:
• Evening Event Invites
• VIP Experience Contest
• During
– Customer Success Presentations
– Booth Demos
– Executive Meetings in VIP Lounge
– Leverage Analyst Announcements
– Evening Events – Reception and Dinner
• After
– Timely Follow Up!
– Ongoing Nurture
38

39. Program Example #3 – Goal – Drive a
Decision – Deal Nurture
39

40. Make it Personalized to Drive Results
40

41. Support ADRs and Sales – Help them Act
41

42. Understand Before You Act
Are the right people at the account spending time with your
company, and is that engagement going up over time?

43. Measure and Iterate - Don’t waste $$$!!
Are marketing programs reaching the target accounts? How much
waste is there? How are the ABM activities improving sales
outcomes such as deal velocity, win rates, average contract
values, retention, and net promoter scores?

44. Mini-pilot: I don’t have 1 year to do this…
44
1. Map leads to accounts – this can be automated (L2A)
2. Prioritize your accounts – can start small – is there an important
group you already have? Where is there an opportunity to pursue?
3. Messaging and content (pick a persona/ vertical or account profile)
1. Who / Top Pain / Your Value Prop
4. Simple program
1. Targeted ads
2. Direct mail, hyper-focused webinar
3. Very personalized emails
5. Measure – optimize – roll out (want repeatability)

45. ABM in Action – Two Approaches:
Quick Win & Long Term Growth
Julia Stead
VP, Marketing
Invoca

46. Quick Win – Dreamforce
46
The goal:
• More + higher quality pipeline
• Better event ROI
• Positive prospect experience

47. How?
47
Focus: Quality, not Quantity
1) Drive awareness pre-show with target accounts
from key verticals and industries via display,
email, direct mail
2) Meet 1:1 and provide give a killer demo
experience
3) Build relationships through high value
networking

48. Measurement
48
# of meetings completed onsite with target accounts
# of attendees at ball game from target accounts
Impact of display engagement (impressions & clicks) on
opportunity creation
• $ of pipeline from target accounts
• Pipeline to spend ratio

49. Results:
49
450% more
pipeline using
ABM approach
26X
pipeline to
spend ratio
50-200% Lift in
opportunity
creation rates with
ABM display
campaigns

50. 50
Long Term Growth– Enterprise Sales
• Create opportunities at target list of large enterprises
• Increase average deal size and improve velocity
• Deliver a seamless prospect experience

51. How?
51
Step 1: Operational Alignment
1) Building target list
2) Initial account mapping & contact acquisition
3) Confirmation of ownership, definitions, measurement
and dashboards

52. How?
52
Direct Mail Email Display SDR
Step 2: Driving Engagement
A series of interwoven engagement tactics spanning all channels

53. Measurement
53
• What is the state of our ABM funnel?
• Do we have a good pool of ‘Aware’ accounts from which to create
opportunities over the next few months?

54. 54
• Is engagement trending in the right direction?
• Are a sufficient amount of MQAs being created each week?
Measurement

55. Results
147% higher average
opportunity size
(vs non target accounts)
93% of pipeline from
target accounts
In Q2 2017, for our Enterprise segment…..

56. Q&A

57. Don’t Miss Grand Slam 6:
TUNE IN SEP 21
ENGAGIO.COM/ABM-GRAND-SLAM