Account-Based Analytics Framework

Copyright ©2018 Engagio, Inc.
Account-Based Analytics:
A Foundation for Success
Charm Bianchini
Head of Global Demand
@CharmBianchini

New Strategies Require New Measurement
• Need to move from lead-based reporting to account-
based metrics
• Defend (and expand)
Marketing budget
• Align Sales &
Marketing
• Improve Marketing decisions
– faster and better
2

How is ABM different from
demand generation?

Leads vs. Accounts
Fishing with nets. You don’t care which fish
you catch as long as you catch enough fish.
Very lead-centric.
Demand Generation
Fishing with spears. You care deeply
about which fish you catch, and you’re
going to proactively go pursue those fish.
Account Based Marketing

ABM Metrics Are Different
• Focus on quality not quantity
• Team effort
• Track accounts not leads (MQAs not
MQLs)
• Time spent (engagement minutes)
• Track impact and influence more
than try to apportion ‘credit’

Different Questions for Each Stage
6
1. We just launched the
pilot/initiative – are we
engaging people at our
target accounts?
2. What % of our
accounts are we
progressing to the next
stage? – ex: meetings,
pipeline, cross-sell?
3. We ran 4 types of
program initiatives –
which worked best?

Measure All Key Stages of Your ABM Initiatives
Engagement Journey Analytics Program ROI

Build an Account Foundation
Account Intelligence
● Unify account data to
power accurate account
intelligence
● Make your marketing
operations account-
centric
● Move away from lead-
based to account-centric
systems

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)?
The Framework for ABM Analytics

1- Account Analytics
Engagement: Am I creating and deepening
relationships with my target accounts?

Coverage
Do you have sufficient data, opt-in contacts, and account
plans for each target account?

Engagement
Prioritization
● Track actual, real
engagement as intent
● Measure at the account level
● Easy to understand by sales
○ Time someone spends
with you
Time is MONEY

Engagement
Prioritization
Capture meaningful sales
and marketing activities of
every person at a target
account
Look at:
● CRM
● Email
● Calendar Meetings
● Website Visits
● Marketing Campaigns

Take a Baseline for Engagement
1,600 minutes 17,000+ minutes
989 Target Accounts over one year period – 10X increase

Engagement Data Uses
Prioritization
• Account Prioritization
• Account scoring
• Identification of engaged accounts
• Sales/marketing activities views
• Account reviews or other meetings like
QBRs

Example - Weekly Email
Prioritization
● Marketing and AEs review
weekly account level
engagement for prioritization
● Focus on accounts that
matter
● Assign responsibility

Example – Account Report
Are the right people at the account spending time with your
company?

MQAs

Marketing Qualified Account:
A target account (or discrete buying
center) that has reached a
sufficient level of engagement
to indicate possible sales readiness
What Is an MQA?

The Account Funnel and MQAs
• MQA is an important
milestone in an account’s
journey to becoming a
customer
Shows:
• Depth and breadth of
engagement
• Timeframe
• Advanced:
– Company
– Persona
– Activity Type 2
0

MQLs vs. MQAs
● Decide what marketing
strategy you have – DG vs
ABM
● Use both if you have a
hybrid approach
● Transition to MQAs if/when
you are ready

Meet with Sales Early and Often
● Understand the definition and
importance of an MQA
● Involve in the weighting of
engagement minutes
● Ask for feedback
● Report on success
● Agree on SLAs
● Adjust and tune

Assign Engagement Minutes

Define Thresholds

Prioritization
● Prioritize accounts that
matter for follow up
● Understand account level
activity
● Create SLAs for proper
outreach
Make MQAs Actionable

2- Journey Analytics
Outcomes: How do accounts move through their
buying journeys towards the outcomes (pipeline,
revenue) we care about?

Why Account Journeys
27
Sales never talks about how many leads they
close, they talk about accounts they close

MQA
Aware
No
Engagement
Opp
Customer
Advocacy
Renewal
Upsell / Cross-sell
Many Journeys for Many Outcomes

Mapping The New Business Journey
29
• Coverage Account
• Sales Accepted Account
(Meeting)
• Deal Nurture Account
• Disqualified Account
• Recycled Account
• Lost Account
More Advanced StagesBasic Stages

Account Journey Metrics
Journey KPI’s Example Metric Questions It Will Answer
Volume
# of Accounts that move into a
stage
$ Value of Accounts that move into
a stage
How many MQAs did we create this month?
How many Opportunities did we create over time?
What is the value of sales pipeline generated?
How much do we invest for each Opportunity?
Balance
# of Accounts in each stage
$ Value of Accounts in each stage
How many Target Accounts are Engaged?
How many open Opportunities are there?
Are these trending up or down?
Conversion
Rate
% of Accounts that move from one
stage to another
What percentage of target accounts become
Opportunities?
What percentage of MQAs become Customers?
What type of Accounts convert the best?
Velocity
Average # of days between any
two stages
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?

Bringing It
Together
31
Drill into
differences by
account type –
segment, source,
industry, geo, etc.

3- Program Analytics
ROI: What is the marketing return on investment
on my programs (multi-touch attribution)?

Start with Your Questions Before “Data Diving”
Examples:
• What types of activities are best for
acquisition?
• What types of activities are good for
executive engagement?
• What types of activities help deal
acceleration?
• Is program A or B more effective for pipeline?
33

Return on Investment
Helps us understand WHERE we should
be investing. Want the best return
possible.
Program Investment Pipeline
Created
Return
Event A $10,000 $50K 5x
Event B $20,000 $200K 10x

Attribution Models
What is effective for acquisition / early
stage engagement versus acceleration?
Program First Touch Multi-Touch
Content
Asset
$100K $5K
Field Dinner $10K $300K

Sophistication of Measurement
Campaign
Influence
Single
Touch
(First /
Last)
Equal-
Touch
Attribution
36

Last Touch

Equal Touch

Account-Based
Account-
based lets
you bring in
ALL activity,
not just
marketing
campaigns

Example: First Touch By Campaigns

Example: Equal Touch By Channels

Example: Account-Based Attribution

• Determine if ABM is right for you
• Move from lead-based reporting to
account-based metrics
• Start your ABM journey by building a
strong account foundation
• Measure engagement, account journeys,
and program ROI to understand if your
ABM programs are working
Key Takeaways
@CharmBianchini

Need to Measure and Prove ABM Program
Impact?
DOWNLOAD the
Clear and Complete Guide to
ABM Analytics today!
Get the guide at engagio.com/analytics-guide

Stop By Our Booth to Learn More!
Engagio helps:
• Establish an ABM
foundation
• Run personalized Plays
• Measure engagement
& prove impact
46
www.engagio.com

Thank You!
Charm Bianchini
Engagio
@CharmBianchini

Account-Based Analytics Framework

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