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Calling New Plays In Sales And Marketing
This document summarizes a presentation about account-based marketing strategies. It discusses: 1) Account-based everything is an approach that orchestrates marketing, sales development, and sales interactions across channels and teams. 2) Successful account outreach requires avoiding "sales spam" and instead using personalized content and plays to engage the right people at target accounts. 3) Key metrics for account-based strategies focus on quality over quantity and measure awareness, reach, engagement, and impact on sales outcomes within target accounts.
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Calling New Plays In Sales And Marketing
- 1. Calling New PlaysIn Sales And Marketing Jon Miller, CEO and Founder
- 6. Agenda Metrics and Technology Plays forSales and Marketing Rise of Account Based Everything For a deeper dive get The Engagio’s Playbook at engagio.com/ABE-Playbook 1 2 3
- 7. • GETTHE SLIDES •@jonmiller 7
- 8. Copyright ©2017, EngagioInc. The Rise of Account Based Everything
- 9. Copyright ©2017, EngagioInc. Inbound vs Outbound Nets Spears
- 10. Salespeople never talkabout how many leads they’ve closed. They talk about how many accounts they’ve closed.
- 11. Copyright ©2017, EngagioInc. ABM is Hot Google Trends for Account Based Marketing Engagio founded
- 12. Copyright ©2017, EngagioInc. But Marketing Isn’t Sufficient 13 ABM Not Enough Source: TOPO 15% Penetration into target accounts
- 13. Rise of Account BasedSales Development (ADRs) “[Account Based Sales Development is] today’s most effective Account- Based tactic.” – TOPO
- 14. Copyright ©2017, EngagioInc. Account Based Marketing Account Based Sales Development Account Based Sales
- 15. Copyright ©2017, EngagioInc. Hello, Account Based Everything Orchestrated Plays Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
- 16. Copyright ©2017, EngagioInc. Plays for Sales and Marketing
- 17. Evolution of AccountOrchestration Orchestrate a series of interactions across channels from multiple people, to multiple people at the account Level 5 Full Plays Send a series of touches across channels to one person Level 3 Channels Send an series of emails to one person Level 2 Time Send an email to one person Level 1 Basic Send a series of touches across channels to multiple people at the account Level 4 Account
- 18. A series oforchestrated interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts
- 19. Key Elements of aPlaybook • Who • What • Where / How
- 20.
- 21. Copyright ©2017, EngagioInc. Styles of ABSD 5-50 accounts (“tens”) Rich account plans Every touch personalized 50-1,000 accounts (“hundreds”) Light research + data build out Personalized touches to key personas 1,000+ accounts (“thousands”) Automated touches OK Industry and persona customization Tier 3 Programmatic Tier 2 Scale Tier 1 Strategic
- 22. Copyright ©2017, EngagioInc. Team Selling Marketing Ops Sales /AE SDR / ADR Executive Sales Ops Our Team VP, SalesDemand Gen SDR Manager Initiator Decision Maker Buyer Influencer User Gatekeeper Their Team
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- 26. Copyright ©2017, EngagioInc. Sales Spam = Opt out, tune out, toss out
- 27. Copyright ©2017, EngagioInc. “Sales Spam Sucks” – @jonmiller engagio.com/crappy-email-ebook
- 28. “Template emails are roulette wheels.If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
- 29. Copyright ©2017, EngagioInc. Three most important factors in enterprise decision: • Knowledge and understanding of my industry • Knowledge and 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
- 30. Copyright ©2017, EngagioInc. 34 Content Personalization Spectrum Tier 1 Strategic Tier 2 Scale Tier 3 Programmatic Inbound Spears Nets
- 31. Where and How (PlayDesign)
- 32. Channel Diversification 75% Rep A •Touch 1 • Touch 2 • Touch 3 • Touch 4 Rep B • Touch 0 • Touch 1 • Touch 2 • Touch 3 • Touch 4 • Touch 5 + + + + + +
- 33. Timing “The difference between lettuceand garbage is timing.” Structure of the Play Number of Touches “The average number of emails it takes to get a reply is…” – some so-called expert Don’t strive for mediocrity. Plays are like diets. They work as long as you stick with them.
- 34. Engagio Core ProspectingPlay Overview: • Manually launched • 12 steps Players: • Our Team – ADR – Marketing – CEO • Their Team – Head of Marketing – Head of Sales – Head of Sales Dev.
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- 38. Sales & SalesDevelopment Plays • Core Prospecting • Marketing Qualified Account • Trigger Event • Deal Acceleration • Executive Alignment • “Shake the Tree” • Handoff
- 39. Marketing Plays • LiveEvent Invite • Upsell/Cross-Sell • “Human” Nurture • Customer Advocacy
- 40. From me Personalized by anSDR Additional steps can include phone, social checklist, direct mail, etc.
- 41. Customer Success Plays •User Onboarding • 90 Days From Renewal • Declined Use • Net Promoter Follow-up
- 42. Copyright ©2017, EngagioInc. Metrics and Technology
- 43. Copyright ©2017, EngagioInc. Lead to Account Matching Leads Account
- 44. Copyright ©2017, EngagioInc. 49 Lead to Account Matching
- 45. Copyright ©2017, EngagioInc. Marketing Qualified Accounts (MQAs) not MQLs 50 Breadth Depth
- 46. Copyright ©2017, EngagioInc. Account Based Metrics are Different • They track accounts not leads (MQAs not MQLs) • They focus on quality not quantity • They track impact and influence more than try to apportion ‘credit’ (team effort) 51
- 47. Copyright ©2016, EngagioInc. @jonmiller #mpb2b 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:
- 48. Copyright ©2016, EngagioInc. @jonmiller #mpb2b 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:
- 49. Copyright ©2017, EngagioInc. 54 Engagement Minutes
- 50. Copyright ©2017, EngagioInc. Data Vendors Predictive Who: Selection What: Personalization Insight Where: Interaction Ads Infrastructure Lead to Account match (L2a); Routing; ABM Analytics Website Orchestration Direct / Physical Events Human Email Phone / Dialer Social Other Intent & Technographics Attribution CRMAccount Planning Synchronize Interactions into coordinated Plays Complementary Content Customization
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- 52. engagio.com/Guide Get your freecopies today! The Clear and Complete Guides to Account Based Marketing and Account Based Sales Development
- 53. • Account BasedMarketing isn’t sufficient for comprehensive account-based outreach • Account Based Everything is a team sport: orchestrates Plays across channels and players for maximum impact • Sales spam sucks; we need to increase our odds of reaching the right people at the right accounts • Lead to Account Matching is the foundation of account-centric success • Measure engagement to show Account Based Marketing success TopTweetableTakeaways @jonmiller
- 54.
Editor's Notes
- #3 May 17, 2013 Almost exactly 6 years from PPC launch
- #10 Inbound can only get you so far (or so fast)
- #12 Buying teams are getting bigger Any one person can say no [inbound and outbound] Inbound only gets you so far; big deals build big businesses
- #13 Why now? What about mobile, social, cloud, etc. makes this inevitable? Harder than ever to reach decision makers with traditional tactics New ways to reach buyers (individually-addressable touch-points, real-time ad buying) Shift from campaign-marketing to “always on” mindset requires integration Big data / predictive analytics allow marketers to understand the complexity of relationships and buyer context, and match personalized content accordingly Buyers delaying engagement with sales ; harder to reach CXOs {happened in velocity, needs to happen in XYZ} Decomposition of the nice/clean customer funnel… no longer just awareness, familiarity, consideration, etc. Useful model, but. Really a set of nodes, interactions (through a connected device) New ways to reach buyers Proliferation of “connected customers” and customer data -- smart phones, smart devices (50B connected devices) behind every device is a customer → data proliferation From campaigns to “always on” Big data / predictive (understand the complexity of the relationships, context) Needs new ways to measure
- #16 Account centric good! But, if Sales and Marketing are both taking an account-based approach but don’t know what the other is doing, that’s a recipe for trouble. One part of the group in isolation makes this decision (e.g. do ABM), and that doesn’t work. If Sales and Marketing are both taking an account-based approach but don’t know what the other is doing, that’s a recipe for trouble. [Requires SFDC tracked properly.] One part of the group in isolation makes this decision (e.g. do ABM), and that doesn’t work. Marketers are currently only getting 15-20% penetration into target accounts [TOPO] ABM does not work in isolation – ABE is the mandate
- #20 So what is a play? Imagine a football play. There are 11 people on our side and 11 people on their side. Each person has a responsibility in the play. Most tools out there now focus on one lead or contact at a time… “Single Player”. Engagio plays are “Multi-Player” and work with multiple people on your team and the account. <CLICK>
- #21 (Brandon) Players - who should you involve? Touches - how many? Channels - which ones? Timing - what’s the right flow? Content - what should you say?
- #22 (Brandon) Players - who should you involve? Touches - how many? Channels - which ones? Timing - what’s the right flow? Content - what should you say?
- #30 Need to LISTEN
- #33 “You’re going to have to spend some money to be really good at account based marketing. But it’s OK because it’s the accounts that will make you the most money.”
- #37 TOPO: In traditional outreach, SDRs send large volumes of emails to multiple accounts, make calls to a subset of contacts, and hope that enough buyers will respond. Because account-based SDRs focus on a fixed number of accounts, they maximize their reach using all channels at their disposal.
- #38 Keep in mind that not all touches are created equal. We’ll talk about channel diversification in a little bit, but to illustrate the point, let’s take two scenarios. Rep A is running a 4x7 play that sends four emails and makes four phone calls over a one week period. Reps B sis also running a 4x7 play, but there are only 2 emails, and 2 calls while the other four touches are from brand-awareness ads running in the background, visit to their LinkedIn profile, likes and shares their tweet, and finally make a smart comment on a blog post they wrote. Next Brandon will delve into The Channels.
- #39 There have been studies and posts about the best day of the week or best time of the day to send emails or make calls. Personally, I think the results depend on a lot of other factors over which you have no control, which is why the studies always conflict with each other. Also, once a report comes out saying that 10am on a Tuesday is the best time to send emails, guess when everyone starts sending emails? Guess what becomes the worst time to send emails? [You should think about the time zone where your target account is located. If you’re in the Pacific zone and your account is in the Eastern zone, you probably want to ensure that an email is sent before the early afternoon your time, or the recipient’s won’t see it until the next day. Be careful about sending automated sales emails outside of normal business hours as that can result in the recipient realizing it’s automated and deleting it.] So how long should you wait between each communication in a play? ---- Right answer: Persona Time of day Day of week TEST! Put yourself in the shoes of the intended recipient, ask someone on the recipient’s team for input - maybe their Wednesdays are loaded with meetings. Or ask your colleagues what their experience has been with those types of contacts. Are two emails in a day too fast or is once a week too slow? It can depend on where your target account is in their buyer’s journey. If they are in their research phase, you probably don’t want to have too fast a pace for your direct communications, unless they show indications of being in a hurry. If your play is about an upcoming event, your pace may be faster. For example, It’s not unusual to make a call and immediately follow up with an email if you weren’t able to connect. But if the sales email send is automated, be sure you have a brief delay between the call and sending the email. I’ve let phone calls ring through to voicemail and then almost instantaneously received a lengthy email – not a good potential customer experience One savvy SDR Director has a tactic when calling busy senior managers and executives to call and not leave a voicemail, but instead immediately call again. The recipient frequently lets curiosity take over and answers the second call. Now Brandon will tell us about The Content you should be sending.
- #40 Note that these are our key personas, which may not be yours. So, if you’re selling into the recruiting space and targeting Head of HR, replace head of marketing with head of HR.
- #44 (Brandon) These are current plays in our Engagio instance. We’re constantly testing, tweaking and refining our approach, but this gives you a glimpse into what we’re doing.
- #46 So what is a play? Imagine a football play. There are 11 people on our side and 11 people on their side. Each person has a responsibility in the play. Most tools out there now focus on one lead or contact at a time… “Single Player”. Engagio plays are “Multi-Player” and work with multiple people on your team and the account. <CLICK>
- #47 Pre-designed Plays are a way to ensure that all reps follow best practices throughout their account development work – from the first touch to the last –