Account Based Marketing for CMOs: The Need for Change

Account Based Marketing for CMOs:
The Need for Change
Heidi Bullock, CMO, Engagio
Radius B2B Champions Lounge, September 2018

Copyright ©2018, Engagio Inc. @HeidiBullockCopyright ©2018, Engagio Inc.
About Engagio
Our Investors 200+ Customers Recognition
• Founded in 2015; HQ in San Mateo, CA
• Founded by Jon Miller (Co-founder/CMO of Marketo) to help drive the 1:1 future
• ABM Platform
• Helps marketers understand, act, and measure account-based initiatives.
Jon Miller, CEO

Copyright ©2018, Engagio Inc. @HeidiBullock
What You’ll Learn
1
2
3
4
5
Why ABM is an important strategy
How ABM helps with growth
How ABM can help the customer experience
How ABM supports working with Sales
How best to showcasing success
3

Current state
4
Your bookings and
pipeline goals.
Your budget for people
and programs.

ABM
Enter the Savior…
I am ABM
and I can
save you
from ALL of
it!!
Sales will love you!
You’ll get promoted!
Strangers will hug
you at your desk!

But then these things happen…
Execs – Didn’t Susie try
this last year and it
failed?
Sales – I thought ABM
was supposed to get
me more pipeline now!
Your Team – So yah, I
have a day job already.

Probably the worst one of all
7
Why are the
MQLs going
down? Fix it!
CEO

Then you feel …ugh
8

Reminder - Why CMOs Should Care

70% CMOs believe
they should be
leading revenue
growth. – CMO Council

1: Growth - We all need to drive it
11
You need:
• Attention on more
than acquisition
• Focus on an ICP to
ensure you
balancing investment
to win and keep the
best accounts.

Inbound is good – but may not be enough
Point of Diminishing Returns
12
> Can’t control quality
> Hard to keep conversion up
> Issues with retention, churn
> Doesn’t help with deal
expansionWasted
dollarsMany
still
churn!

Do not only focus on acquisition
13
Invest here too

ABM helps you focus on the right type of
customer
14
What is our ideal customer profile (ICP)?
Example: Higher ACV compared to
non-ICP, better retention, cross-sell
opportunities – best fit for your product.

ABM is effective when you need to drive
ongoing value
15

85% of marketers say they
will own the end-to-end
customer experience by
2020. – The Economist

2: Customer journey –ABM can help with
visibility and coordination
17
You need:
• Better visibility
• An ability to act faster
• A shared understanding
of customers
• ABM helps with
technology and process

ICP and focus on accounts helps all teams
have a shared view on customers
• Marketing, Sales, and CS should
be clear on ICP and tiers.
• Socialize ICP and customer
profiles often so teams have a
clearer picture customer pains,
etc.
• Map out what is needed from
which teams and when.
18

ABM technologies can provide visibility at the
account level
19
High level Snapshot of chosen account
list (one account or many)
○ WHO has engaged recently
(and with what)?
○ Is there engagement at these
accounts (and what does that
trend look like over time)
○ Which accounts are most
engaged (is their engagement
consistent)?

Large- 5-50 accounts (“tens”)
Rich account plans; Every touch personalized
$100K – $1B+
Named -50-1,000 accounts (“hundreds”)
Light research + data build out
Personalized touches to key personas
$50k – $100k
Industry - 1,000+ accounts (“thousands”)
Automated touches OK
Industry and persona customization
$25k – $50k
Style 3
Programmatic
Style 2
Scale
Style 1
Strategic
InvestmentandROI

Type of
Program
Program Accounts
Tier 1 Tier 2 Tier 3
Direct Mail – new product ‘x’
announcement
High value Post card – lower value Post-card lower value
Field Events – showcasing
new product ‘x’
Lunch and learn + dinners +
onsites
Lunch and learn Lunch and learn
Tradeshows Special customer dinner No No
Personalized email sends Yes Yes Yes (depending on #)
Database sends In some cases OK Yes Yes
Targeted Ads - new product Yes + tailored content + logo Yes + industry Yes – industry
Content Syndication – new
product
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
Customer content
Custom streams
Yes Yes No
Customer Program Entitlements
Can add technical support levels here too

The average revenue
increase attributed to
presenting the brand
consistently is 23%. – LucidPress

3: Brand Experience – needs to be consistent
23
You need:
• To cultivate trust for
all stages of the
journey.
• Teams outside of
marketing to use
consistent
messaging and
brand assets.
brand

Want to avoid this
• Personalized great experience until they get an email
from a SDR
24

Use ABM to ensure more consistent
experience through out journey
25
Goal Penetrate new
account
Drive product usage Cross-sell product ‘x’
Message We say this: xxx We say this: xxx We say this: xxx
Asset Ebook 1. Datasheet 1 and Amazon
case study.
Analyst report and datasheet
4.
Play 1. Ad play
2. Direct mail
3. Sales follow-up
4. Marketing
nurture
1. In app tips
2. Email with use case
3. CS call
1. Email from CS –
personalized.
2. Direct mail
3. Email 2 from marketing
4. Event invite for product
demo
Have message and story assets ready to go.

B2B orgs with tightly aligned
sales and marketing achieved
24% faster growth and 27% faster
profit growth over a three year
period. – SiriusDecisions

4: Strong Revenue Team Coordination
You need:
• A shared goal.
• A joint process that
is ongoing.
27

Define co-created revenue strategy
• Plan of Record (POR)
– Define for upsell/cross-sell
– Marketing contributes x% to pipeline
– Partner or Channel contributes y% to pipeline
– Sales contributes z% to pipeline
• Create Revenue Model with definitions and SLAs
– Outbound is defined zero minutes in the last 7 days with no IB activity
(example)
– Outbound ADRs and Inbound ADRs
– Comp people for behavior you want to drive

Stand Ups for ongoing coordination
• Regular meetings to review
progress
– Where should sales focus
– How can marketing help
• Becomes a real joint effort
• QBRs, etc. less painful

The hard things
1
2
3
4
5
Hybrid of Truth - Mix of DG and ABM
Internal buy-in
Collaboration with Sales
Scaling personalization
Measurement that doesn’t require a PhD
31

Tip 1: Setting up a mix of DG +
ABM

1: How do I figure out the mix?
33
Demand Gen
ABM

Create your plan
34
$$$ 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 – need for the higher value
accounts
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

Marketing Programs – High-Level
May
1:1 ABM
1: few ABM
1: many ABM
Demand Gen
June July
Top Target
Account – Tier 1 –
perfect ICP fit
Target Accounts –
Tier 2
Target Accounts –
Tier 3
Good accounts
that fit broad ICP
year spend result return % pipe

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 (or identify what can
programs can benefit – ex: field marketing)
36

Leverage your Current Team
37
Ideal Customer Profile
Identified – applies to
customers too!
Have an account
foundation/reporting
1.
Understand
account behavior
2.
Now decide
on tactics
3.
Run personal
plays
4. 5.
Measure results
Marketing
Operations
Product
Marketing
Revenue
Marketing
with Sales
Field
Marketing
/ Partner
Field
Marketing
/ Partner
Revenue
Marketing
with Sales
Revenue
Marketing
with Sales
Revenue
Marketing
Example if you do not have dedicated headcount
Revenue marketing =
current marketing role like
demand gen
Marketing
Operations

Alignment is a good start but…
Sales Activation
We agree we want to climb the hill.
Let’s make it EASIER to climb the hill.

Engagement Data for Sales
Sales and SDRs love engagement data as
much as Marketing. They use it to:
• Identify engaged accounts
• Find the best people to contact next
• Understand how effectively Marketing is
supporting their efforts
• Prepare QBRs and other account reviews
Sales should access Engagement data wherever they already work –
in CRM, in email, in LinkedIn – not just the analytics tool

Shared View of Accounts and Activity
41

Stand Ups - AE + ADR + ABM Marketer
Review for
Number of
Sales Touches
Review
Engagement
Minutes
Review
Bombora
for Intent
Signals

Tip 3: Scaling Personalized
Campaigns

To be successful you need to
be…
Personal Timely Relevant

Create defined ‘go to’ orchestrated plays for
your business
• Don’t recreate the wheel each time!
45
Goal Penetrate new
account
Drive product usage Cross-sell product ‘x’
Message We say this: xxx We say this: xxx We say this: xxx
Asset Ebook 1. Datasheet 1 and Amazon
case study.
Analyst report and datasheet
4.
Play 1. Ad play
2. Direct mail
3. Sales follow-up
4. Marketing
nurture
1. In app tips
2. Email with use case
3. CS call
1. Email from CS –
personalized.
2. Direct mail
3. Email 2 from marketing
4. Event invite for product
demo

Personalization Comparison
Play Type Conversion Cost Per Oppty
1:1 Hyper Personalized Packages 100% Response
85% Meeting
$105K pipe for $700 cost
150X
1:Few Offer - Meeting Incentive (Airpod) 38% Meeting $62,500 pipe for $2K cost
31X
1:Few Offer - Executive Meetings at Events 31% Meeting $25K pipe for $5K cost
5X - expect to increase
opptys over time after event
1:Many Let’s Get Your ABM Poppin 20% Meeting $63K pipe for $1,125 cost
56X
$250K pipe for $9K cost
or 27X

ABM metrics are different
Can Take a Long Time to
Show Results
LEADING INDICATORS are
critical
Quantity Based Metrics
Will Go Down
Focus on QUALITY, not
quantity

49
Early Stage Metrics Later Stage Metrics
1
• Coverage
2
• Awareness
3
• Engagement with key programs
4
• Meetings
1
• Customer MQAs
2
• Opportunities
3
• Pipeline
4
• Impact/ ROI
Tip 1: Measure at different points in time

Tip 2: Show Engagement Shifts (early)
50
1,600 minutes 17,000+ minutes
989 Target Accounts

An Option – if you need a hybrid
• Ideally you want the
right people in the
right accounts
• MQA represents this
the best
• MQL-A is a good
interim step – still
reflects a single
person
51
MM
MQA
MQL-A
MQL

• Metrics
Tip 3: Target Account Scorecard (later)
Awareness ADR Touches Engagement Sales Appt Pipeline Deal Size
80%
Of Target
Accounts are
‘Aware’
(including just
added TAs)
13 touches /Acct
In ADR activity on
Target Accounts
55% MQA or Oppty
Late stage status
(including just
added TAs)
31%
of meetings
are from
TAs
37%
of pipeline
comes from
TAs
$65K
1 target account
deal this period
Time frame = April + May 2018
Engagement - May 2017-2018

Account Based Marketing for CMOs: The Need for Change

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