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

@jonmiller
Account Based Marketing 101
How to Get Started & Succeed
Jon Miller
CEO and Founder

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 deals
Economics
•Declining returns from inbound /
volume channels
Saturation
•Technology is now available to
deliver ABM at scale
Scalability
“ABM delivers the highest ROI of any B2B marketing strategy or tactic.” (ITSMA)

@jonmiller
Today
Search Volume: “Account Based Marketing”
Engagio Founded
3.14.15

@jonmiller Source: @steve_watt1
Peak
Hype
Trough of
Disillusionment

@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
10
Entitlements
• Styles and Tiers
Organize Data
• Unify Account Data
• Lead to Account Matching
Select Accounts
• Fit
• Engagement

@jonmiller
Handful (“few”) – median 13
One : One
$1M++
Focused (“dozens”) – median 50
One : Few
$100K – $1M
More (“hundreds”) – median 725
One : Many
$50K – $100K
Style 1
Strategic
Style 4
Targeted Demand Gen
Style 3
Programmatic
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
Style 2
Scale
Many (“thousands”)
Mass Marketing
<$50K

@jonmiller
Style 4 Entitlements
12
Ongoing Programs
• Demand Gen
• Inbound
Ad Hoc
Direct Mail
¢
Limited Account
Ads
Some Data
Example
Search for
ABM
entitlements

@jonmiller
13
More DataDirect
Mail
$ Ongoing
Programs
Experiences
$
Targeted Ads
Example

@jonmiller
14
Lite
Account
Plan
More Data
Direct
Mail
$$
Personalized
Communications
(PlayMaker)
Ongoing
Programs
Targeted Ads
Experiences
$$
Example

@jonmiller
15
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
16
Marketing
Automation
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 18
Lead to Account Matching

@jonmiller
Account Foundation Enables Engagement
19
Engagement Minutes

@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 22
“Check the
Box” ABM

@jonmiller
Delight,
Educate,
Add Value

@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 26
ABM is about standing out
by focusing more resources
on higher-value accounts

@jonmiller
Let’s Get Real About Ads
27Source: Niel Patel, Infolinks
14%
remember the
last ad they saw
2.8%
thought the ad
was relevant
8%
recall the company
or product
promoted

@jonmiller
Ads in Account Based Advertising
29
PROS CONS
“Always on” Banner blindness; nobody clicks
People not in your database Low cookie match rates
Target by funnel stage Cannot deliver customized value
Drives awareness / web traffic Don’t drive real engagement

@jonmiller 30
ABM has become over-identified with
advertising, and that’s a real disservice.
Advertising can play a role in ABM, but it
is far from sufficient by itself.

@jonmiller 31
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
A series of orchestrated
interactions (human and
automated) across
departments and channels

@jonmiller
ABM Plays Require a Different Process
33
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
Marketing
Automation
Human Touch plus…

@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
39
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
No
Engagement
Opp
Customer Renewal
ABM is for All Stages of the Funnel
Integrated
ABM
Deal
Nurturing
Expansion
& Success

@jonmiller
engagio.com/orchestration

Can Take a Long
Time to Show
Results
Leading indicators to
revenue are critical
Quantity Based
Metrics Will Go
Down
Focus on quality, not
quantity

@jonmiller
Engagement: Target Accounts = 10X Increase
45
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
47

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

@jonmiller
Checklist for Building Alignment
ü DO know why you’re doing ABM
ü DO position it as a strategic initiative
ü DON’T describe ABM as ‘the next big marketing campaign’.
ü DO sell it to Sales
ü DON’T tell Sales which accounts to go after. (They don’t want to be
told who to sell to)
ü DO agree on resources committed to each style of ABM accounts
ü DON’T expect results overnight; big wins in ABM can take a while
ü DO over-communicate to let everyone know what’s happening
51

@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
53

@jonmiller
People
54
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
55
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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