The document discusses account-based marketing (ABM), emphasizing its transition from lead-centric to account-centric strategies, and how advocacy plays a crucial role in ABM success. It outlines various tiers of account targeting, metrics for measuring ABM effectiveness, and the importance of tailored content for engagement with target accounts. Overall, ABM is presented as a highly effective B2B marketing approach that focuses on personalized efforts for named accounts.

2. Fishing With Spears
All About Account Based Marketing
and Advocacy

6. From Lead-Centric to
Account-Centric Marketing

8. Nets versus Spears
©2016 Engagio, Inc. All rights reserved.
Demand
Generation
Account Based
Marketing

9. How Do You DO ABM?

10. ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
ABM
Market Map
WHO
WHAT
WHERE

11. Tier Number of
Accounts
Insights Tactics
Tier 1 5 to 50
[Tens]
 Full profiles
 Quarterly updates
 Bespoke 1:1 Campaigns
Tier 2 ~200
[Hundreds]
 Basic account
profiles
 Annual updates
 1:Few Campaigns
Tier 3 1000s
[Thousands]
 Industry or segment  Traditional Marketing with
Account Targeting
Styles of ABM

12. With #ABM you
need to knock
on people’s
doors.
– @jonmiller
©2016 Engagio, Inc. All rights reserved.

14. Opt out, tune
out, toss out

15. Outbound Does Not Mean Interruption
Account-based marketing applies best concepts
from demand generation to outbound
prospecting:
• Content driven
• Helpful and valuable
• Focused on the buyer, not the company
• Advocate driven
No Cold Calls
©2016 Engagio, Inc. All rights reserved.

16. Account Based Marketing Channels
• Events (Owned and 3rd Party)
• Direct mail
• Account development / SDR
• Online advertising
• Web personalization

17. Advocacy and ABM
©2016 Engagio, Inc. All rights reserved.
Advocates
influence ABM
targets
ABM programs
drive
Advocacy

18. ©2016 Engagio, Inc. All rights reserved.
• Account-centric
metrics
• Quality, not
quantity
• Long
development
cycles
• Influence

19. Lead to Account Matching
©2016 Engagio, Inc. All rights reserved.
Concept 2
Leads
Leads in SFDC are not connected
to the Account object
Account
• Routing problems
• Can’t tie activity to the right account
• Hurts campaign attribution

20. Lead to Account Matching
©2016 Engagio, Inc. All rights reserved.
Concept 2
Leads Account
• Fuzzy logic
• Powered by Leadspace

21. • Coverage: do you have sufficient data, contacts,
and account plans for each target account?
• Awareness: are the target accounts aware of your
company?
• Engagement: are the right people at the account
spending time with your company, and is that
engagement going up over time?
• Reach: are marketing programs reaching target
accounts?
• Impact: are ABM activities improving key sales
outcomes?

22. • Impact: are ABM activities improving key sales
outcomes?
• Coverage: do you have sufficient data, contacts, and
account plans for each target account?
• Awareness: are the target accounts aware of your
company?
• Reach: are marketing programs reaching target
accounts?
• Engagement: are the right people at the account
spending time with your company, and is that
engagement going up over time?

23. ABM Market Map
May
16
Oct
15
EOY
16

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

25. • Account based marketing coordinates
personalized marketing and sales efforts to land
and expand named accounts
• ABM delivers the highest ROI of any B2B
marketing strategy or tactic
• Outbound does not necessarily mean
interruption; use account-specific content to
reach out
• There is no magic campaign; success comes
from a mix of integrated tactics
• Leads are insufficient to measure account-
based marketing; measure via coverage,
awareness, engagement, reach & impact
Tweetable Takeaways
@jonmiller