The document discusses account-based marketing (ABM) and how it differs from traditional marketing approaches. ABM focuses on identifying specific accounts that are most likely to purchase a company's products, and then marketing directly to those accounts. However, ABM alone is not sufficient and must be combined with account-based sales approaches to have maximum impact. The document argues that both marketing and sales need to work together and coordinate their outreach at the account level across different channels to successfully sell to targeted accounts.

1. ACCOUNT-BASED
MARKETING
MEETS ACCOUNT-
BASED SALES
Peter Isaacson
CMO, Demandbase
Jon Miller
CEO, Engagio

2. 2
The sales and marketing divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

3. 3
The sales and marketing divide
MARKETING SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

4. 4
What’s Broken in B2B?
Sales & Marketing
Alignment
The Waterfall BANT Metrics/Attribution

5. 5
Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

6. 6
Account-Based Marketing
Identify the companies
most likely to buy, and
then market to them

7. 7
“Account-Based Marketing” search
interest!

8. 8
Tiers of Account-Based Marketing
5-50 accounts
10000+ accounts
§ Broad lead gen
§ Focus on volume and qualification
§ Minimal personalization
ABM
Traditional
Demand Gen

9. 9
Tiers of Account-Based Marketing
5-50 accounts
10,000+ accounts
ABM
Traditional
Demand Gen

10. 10
Tiers of Account-Based Marketing
5-50 accounts
50-5,000 accounts
10,000+ accounts
ABM
ABM at
Scale
Traditional
Demand Gen

11. ABM at Scale
Account
Identification
Awareness
Generation
Website
Engagement
Opportunity
Conversion
Insights

12. 12
Attract Engage Convert Measure
Traditional B2B Marketing

13. 13
Traditional B2B Marketing
Attract Engage Convert Measure

14. 14
Demandbase Funnel Metrics
MQL SAL PIPELINE CLOSE
91%
47%
32%
97%
60%
39%
!7%
!25%
!24%

15. 15
Demandbase Business Metrics
Sales Team Close Rate ACV Funnel Velocity
Enterprise +217% +69% +35%
Mid Market +136% +23% +24%
Advertising +47% +12% +6%

16. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Hello, Account Based Everything

17. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
ABM Is the Hottest Thing in B2B Marketing
The Next Big Thing?
Google Trends for
Account Based Marketing
Engagio
founded

18. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
But Marketing Isn’t Sufficient for Outbound
18
ABM Not Enough
Source: TOPO
15% Penetration into target accounts

19. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Account Based Sales Development
• Account-centric
• Personalized
• Multi-channel
“Today’s most effective Account-Based tactic.”
– TOPO

20. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Account Based
Marketing
Account Based
Sales Development

21. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Hello, Account Based Everything
Messaging
Engagio
Orchestration
Platform
Account Based
Marketing
Account Based
Sales Development
Account Based
Sales
Account Based
Customer
Success

22. How to Embrace
Account Based
Everything

23. With Account
Based
Everything, you
need to knock
on people’s
doors.
– @jonmiller

24. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller

25. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Broken personalization – my name is Jon!!
• Focused on their needs rather than value to
the customer
• Typos

26. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Opt out,
tune out,
toss out

27. “Template emails
are roulette
wheels. If you only
get 100 rolls of the
roulette wheel,
then you need to
increase your
odds.”
– Craig Rosenberg

28. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Three most important factors in enterprise decision:
• Knowledge and understanding of my unique business issues
• Knowledge and understanding of my industry
• 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

29. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Market
• Company
• People
• Relationships
• History
• Connections
• Door Openers
What To Research

30. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Channels for Account Based Everything
Marketing
• Events
• Direct mail
• Online advertising
• Web personalization
Channels

31. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Channels for Outbound Account Based Everything
Marketing
• Events
• Direct mail
• Online advertising
• Web personalization
Sales / Sales Development
• Human Email
• Phone
• Social
Channels

32. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller

33. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Kermit, you email
the CEO
Bert, you email the Director of
Marketing and followup with a
phone call
Fozzie, you send a
bottle of wine to the
CEO
Start the Play

34. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Account
Executive
Marketing OpsSDR
Manager
Roles
Account
Management
Account
Executive
Sales
Development Rep
CEO
Sales Ops
Coach Quarterback Players
VP, SalesDemand Gen

35. Other Implications of
Account Based
Everything

36. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Lead to Account Matching
Leads
Account
Fuzzy logic match:
Better routing
Account-level visibility

37. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Marketing Qualified
Accounts (MQAs) not
MQLs
37
Breadth
Depth

38. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Account-centric metrics
• Quality, not quantity
• Long development cycles
• Influence

39. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Impact: Are ABM activities improving key sales outcomes?
Do you have sufficient data, contacts, and account plans for
each target account?
Coverage:
Are the target accounts aware of your company?Awareness:
Are marketing programs reaching target accounts?Reach:
Are the right people at the account spending time with your
company? Is that engagement going up over time?Engagement:

40. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Impact: Are ABM activities improving key sales outcomes?
Do you have sufficient data, contacts, and account plans for
each target account?
Coverage:
Are the target accounts aware of your company?Awareness:
Are marketing programs reaching target accounts?Reach:
Are the right people at the account spending time with your
company? Is that engagement going up over time?Engagement:

41. ABE Market Map

42. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Selection
Identify and
prioritize target
accounts, align
on resources by
Tier 1, 2, and 3
Contacts
Discover contacts
and map to your
accounts, ensure
quality data
Insights
Understand what is
relevant and
resonant at
accounts (triggers,
priorities, etc.)
Interactions
Manage 1:1 account-based interactions in
channel – events, outbound, digital (ads, web)
Orchestration
Synchronize
interactions into
coordinated plays
that align to account
plans and goals
Analytics &
Infrastructure
Map leads to
accounts, identify hot
accounts (MQAs),
measure ABM efforts
Content
Create account-
specific content and
messaging that
reflects insights
Ads
HumanEmailEventsDirect
Complementary
Web
Predictive
AttributionAnalytics
Dialing
Insight
Sources
Aggregation

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

44. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Marketing isn’t sufficient for comprehensive
account-based outreach
• Outbound does not need to mean
interruption; use account-specific research
to maximize relevance
• Coordinate account-based plays across
channels and players for maximum impact
• Lead to Account Matching is the foundation
of account-centric success
Tweetable Takeaways
@jonmiller