Account Based Marketing 101: How to Get Started & Succeed | Engagio

@jonmiller
Account Based Marketing 101
How to Get Started & Succeed

Account-Based Marketing:
A strategic approach that coordinates
personalized marketing and sales
efforts to land and expand high-value
accounts.
– @jonmiller

@jonmiller
Why Now
•Reaching high into larger accounts
drives better dealsEconomics
•Declining returns from inbound /
volume channelsSaturation
•Technology is now available to deliver
ABM at scaleScalability
“ABM delivers the highest ROI of any B2B marketing strategy or tactic.” (ITSMA)

@jonmiller
ABM is Hot
Google Trends for “Account
Based Marketing”
Engagio founded
Google Trends for “Account Based”
2.0x
4.8x

@jonmiller
Measure
Engagement
Create
Engagement
Establish
Foundation
1 2 3
OK, so how do I actually DO ABM?

Copyright ©2017, Engagio Inc.
Establish Foundation

@jonmiller
Building Your ABM Foundation
8
Entitlements
• Styles and Tiers
Organize Data
• Unify Account Data
• Lead to Account Matching
Select Accounts
• Fit
• Engagement

@jonmiller
5-50 accounts (“tens”)
Engagio: up to 2 per AE
$250K – $1B+
5-50 accounts (“tens”)
Engagio: 5 per AE
$100K – 250K
50-1,000 accounts (“hundreds”)
Engagio: 93 per AE
$50K – $100K
Style 1a
Lighthouse
1,000+ accounts (“thousands”)
Engagio: About 2,000
$25K - $50K
Style 1b
Strategic
Style 3
Programmatic
Style 2
Scale

@jonmiller
Style 3 Accounts (~2000)
10
Ongoing Programs
• Demand Gen
• Inbound
Ad Hoc
Direct Mail
¢
Limited Account
Ads
Some Data
Example

@jonmiller
Style 2 Entitlements (370 accounts)
11
More DataDirect
Mail
$ Ongoing
Programs
Experiences
$
Targeted Ads
Example

@jonmiller
Style 1b Entitlements (~20 accounts)
12
Lite
Account
Plan
More Data
Direct
Mail
$$
Personalized
Communications
(PlayMaker)
Ongoing
Programs
Targeted Ads
Experiences
$$
Example

@jonmiller
Style 1a Entitlements (approx 10 accounts)
13
Personalized
Content Hub +
Customized
Guides
Full
Account
Plan + QBR
More Data
More Often
Direct
Mail
$$$
Personalized
Communications
(PlayMaker)
Executive
Workshop
Ongoing
Programs
Named
Executive
Personalized
Ads
Experiences
$$$
Example

@jonmiller
Challenge: Account Data Spread Across Systems
• Challenging
measurement
• Bad routing
• Poor
coordination
• Limited
marketing &
sales alignment
15
Marketing
Automatio
n
Corporate Email
Web Visits

@jonmiller
Answer: Start with an Account Foundation
Lead to Account Matching
(L2A) Algorithm
Presentation
Marketing
Automation
Corporate
Email
Web Visits
Engagement Minutes
Model

@jonmiller 17
Lead to Account Matching

@jonmiller
Account Foundation Enables Engagement
18
Engagement Minutes

@jonmiller
Level 1: Reps Self-Select
Level 2: Basic Data
Level 3: Advanced Data
Level 4: Predictive Analytics
Target Account Selection:
Marketing Driven, Sales Owned

@jonmiller 20Note: List turnover limited to 25% per quarter
Target Account Selection:
Marketing Driven, Sales Owned
Reps choose ~100 total from scored list of 300-350 in their territory
Data quality matters!Technographics
Score = Fit + Engagement

@jonmiller
Build Out Key Contacts
21

@jonmiller 23
Most Effective Tactics for ABM
34
36
38
40
0 10 20 30 40 50 60
Executive engagement
Innovation days
Custom thought leadership
One-on-one meetings
Strategic
21
23
47
49
0 10 20 30 40 50 60
Custom collateral
Executive engagement
E-mail marketing
One-on-one meetings
Scale
23
30
30 60
0 10 20 30 40 50 60
Direct mail
Account advertising
One-on-one meetings
E-mail marketing
Programattic
One-on-one
meetings
and email
dominate
Source: ITSMA,
Account Based
Marketing
Benchmarking
Survey, March 2016
What specific tactics are most effective for ABM? Choose up to three.

@jonmiller
Opt out, tune
out, toss out

@jonmiller
Three most important factors in enterprise decision:
• Knowledge and understanding of my industry
• Knowledge & understanding of my unique business issues
• 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

@jonmiller
ABM Plays Require a Different Process
29
Marketing is a player that passes a
MQL to Sales and then
involvement is limited.
Marketing is the coach. Customer
facing teams work together in a
coordinated and ongoing way for
success in an account.
Old: The Hand-Off New: Marketing Orchestration

@jonmiller
Example: Engagio Integrated ABM Play (Scale)
• Pre: Ads for Awareness (50% A/B test)
• Day 0: Package sent + Email
• Day 2: Package delivered + Custom 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 1:1 meeting
with target account

@jonmiller
From me
Personalized
by an SDR
Leveraging account
and person insights

@jonmiller
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

@jonmiller
Personalized Plays vs Automated Campaigns
34
Event Executive Breakfast Manager Lunch
Invites Personalized via Playmaker
96 Plays Launched
Broad Marketing Automation
652 Emails Sent X 2
From Step 1 from Account Owner
Step 2 from Executive (reply)
Step 3 from AO to Executive
Assistant
Blast 1 = From
events@engagio.com
Blast 2 = From
sandra@engagio.com
Response 10 Replied Yes, I’ll Attend
33 Replied No (starts conversation)!
Response Rate: 43%
21 Registered
No declines - just crickets!
Response Rate: 3%
Attends 9 CMOs and VPs 12 Managers and Directors

@jonmiller
MQA
Aware
NoEngagement
Opp
Customer Renewal
ABM is for All Stages of the Funnel
Integrated
ABM
Deal
Nurturing
Expansion
& Success

@jonmiller
Deal Nurturing
Engagio Deal Nurture Tracks
• Need access to decision maker
• Need to make a key hire
• No budget
• “Not a priority” / early
• ”Gone dark”

@jonmiller
Customer / Expansion Plays
• User Onboarding
• 90 Days From Renewal
• Declined Use
• Net Promoter Follow-up
• New Executive
• Executive Alignment

@jonmiller
engagio.com/orchestration

ABM Pro Tip:
Don’t run into the
metrics buzzsaw.
@jonmiller

@jonmiller
Don’t count the people
you reach; reach the
people that count.
– David Ogilvy

@jonmiller
Account Based Metrics are Different
• They track accounts not leads
(MQAs not MQLs)
• They focus on quality not quantity
• Revenue can take a long time so
need results along the way
42

@jonmiller
Engagement: Target Accounts = 10X Increase
44
1,600 minutes 17,000+ minutes
989 Target Accounts, June 2016 to May 2017

@jonmiller
Account Journey Tracking
• Define the Account Funnel
• Track movement
• Measure the key metrics
• Flow
• Balance
• Conversion
• Velocity
A quantifiable ways of showing results through a
potentially long sales process

@jonmiller
Marketing Qualified Accounts (MQAs)
• Depth and breadth
of engagement
46

@jonmiller
• First Touch
• Last Touch
• Equal Weight
• Position Based
• Time DecayUse the entire
Account: Leads
and Contacts
Include ALL activities, not
just Marketing
Campaigns
Account Based Attribution

@jonmiller
What to measure
48
Do you have
sufficient
data,
contacts, and
account plans
for each
target
account?
Are the target
accounts
aware of your
company?
Are the right
people at the
account
spending time
with your
company? Is
that
engagement
going up over
time?
Are marketing
programs
reaching
target
accounts?
Are ABM
activities
improving key
sales
outcomes?
COVERAGE AWARENESS ENGAGEMENT REACH IMPACT

@jonmiller
Type Metric Description
Accounts Engagement
Am I creating and deepening
relationships with my target
accounts?
Journeys Outcomes
How do accounts move
through their buying journeys
towards the outcomes
(pipeline, revenue) we care
about?
Programs ROI
What is the marketing return
on investment on my
programs (multi-touch
attribution)?
ABM Metrics Summary

@jonmiller
ABM Maturity
CATEGORY CURRENT ABM MATURITY WHAT TO DO NEXT
Beginner
You may not even have
defined target accounts yet.
• Start with the basic account foundation — L2A matching
and engagement scoring
• Pick accounts (can start small)
• Run a starter play: SDR + marketing air cover
• Set a baseline for measurement
Intermediate
With your accounts in place,
you’re ready to run and
measure integrated plays.
• Implement additional styles of ABM
• Evolve all your metrics to be account-based
• Measure – optimize – refine
Advanced
You run more sophisticated
plays — customized with
deeper account insights.
• Use ABM for all phases of the customer journey
• Compare program ROI via multiple attribution models
Pilots are great ways to show short-term successes and
get the entire company to buy into ABM’s benefits.

@jonmiller
Planning for ABM versus Demand Gen
Most ABM programs start by layering on top of current
demand gen processes:
• Pilot: test ABM for a few accounts
• Segment: Implement ABM for one or more segments (e.g.
Enterprise accounts or Healthcare vertical)
• Focus: Target existing programs (e.g. outbound sales
development) on specific accounts
• Transfer: Move budget from poorly performing programs to
fund ABM
52

@jonmiller
2018: Create your Plan
53
$$$ Revenue Goals
Pipeline Required
(sources can vary marketing, sales, partner)
How can we bring in the BEST quality pipeline most efficiently?
ENT Segment – Need Z%
POR GOAL
Mid-Market Segment –
Need Y%
POR GOAL
Small-Business
Segment –
Need X%
POR GOAL
Example: inbound
marketing model
Example: Programmatic
ABM
Example: ABM
What is our optimal strategy to get there (mix of DG /ABM- programs, tactics)
This
breakdown
should be
the optimal
mix to most
effectively
hit revenue
targets

@jonmiller
Checklist for Building Alignment
 DO know why you’re doing ABM
 DO position it as a strategic initiative
 DON’T describe ABM as ‘the next big marketing campaign’.
 DO sell it to Sales
 DON’T tell Sales which accounts to go after. (They don’t want to be
told who to sell to)
 DO agree on resources committed to each style of ABM accounts
 DON’T expect results overnight; big wins in ABM can take a while
 DO over-communicate to let everyone know what’s happening
54

@jonmiller
People
55
ABM Task Existing Staff
Determine ideal customer profile Product Marketing
Build account data foundation Marketing Operations
Research accounts Sales Development
Design and execute orchestrated plays Revenue Marketing / Field Marketing
Coordinate with Sales Field Marketing
Measure results Marketing Operations

@jonmiller
Evolving the team over time
56
Pilot –% of team for
discreet time
Goal – Showcase early wins,
prove hypothesis
Dedicated % of
team for ongoing
time
Goal – Scaling success for key
segments
Dedicated people
or ABM demand
center
Goal – Larger roll outs (global)
Time
Results
example

@jonmiller
engagio.com/Guide
Get your free copy today!
The Clear and
Complete
Guide to
Account
Based
Marketing

@jonmiller
• Start your ABM journey by building a strong foundation
of unified account data
• Create engagement with relevant, human interactions
over email and in-person
• Implement deal nurturing to accelerate stuck
opportunities – but don’t blindly automate
• ABM measurement is about quality, not quantity; use
engagement as a leading indicator to revenue
• Account based attribution lets you connect the dots
between account engagement and revenue
• Pilots are a great way to get started and build alignment
Tweetable Takeaways
@jonmiller

Account Based Marketing 101: How to Get Started & Succeed | Engagio

Account Based Marketing 101: How to Get Started & Succeed | Engagio

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