Engagio - How Content Marketing Fuels Account Based Everything
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The document discusses account-based everything (ABE), which is a strategic approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts. It advocates for coordinating account-based plays across channels and functions like marketing, sales, and customer success. The document also emphasizes the importance of using account-specific research to customize content and maximize relevance in outbound outreach, rather than treating it as interruption. It argues that account-based marketing and sales development alone are not enough and that a holistic ABE approach is needed.
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Engagio - How Content Marketing Fuels Account Based Everything
- 1. Copyright ©2016, Engagio Inc. @jonmiller @engagio How Content Marketing Fuels Account Based Everything Jon Miller, CEO and Founder
- 2. Copyright ©2016, Engagio Inc. @jonmiller @engagio
- 6. Copyright ©2016, Engagio Inc. @jonmiller @engagio Agenda Hacks for ABE 3 Step Process (including Content) What is Account Based Everything?
- 7. Copyright ©2016, Engagio Inc. @jonmiller @engagio What is Account Based Everything
- 8. Copyright ©2016, Engagio Inc. @jonmiller @engagio Nets versus Spears Demand Generation Account Based
- 9. Copyright ©2016, Engagio Inc. @jonmiller @engagio The Next Big Thing? Google Trends for Account Based Marketing Engagio founded
- 10. Copyright ©2016, Engagio Inc. @jonmiller @engagio Marketing Isn’t Sufficient 10 But ABM Alone is Not Enough Source: TOPO 15% Penetration into target accounts
- 11. Rise of Sales Development “[Account Based Sales Development is] today’s most effective Account- Based tactic.” – TOPO
- 12. Copyright ©2016, Engagio Inc. @jonmiller @engagio Account Based Marketing Account Based Sales Development Account Based Sales
- 13. Copyright ©2016, Engagio Inc. @jonmiller @engagio Hello, Account Based Everything Orchestration Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
- 14. Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts.
- 15. 3 Step Process for Account Based Everything
- 16. Copyright ©2016, Engagio Inc. @jonmiller @engagio #FlipMyFunnel What do we want to say? (offers) Who should we say it to? (segments) Who are we trying to reach? (accounts) What should we say? (message) Where should we say it? (channels) Where should we say it? (channels) DemandGen Account Based Everything
- 17. Who
- 18. Copyright ©2016, Engagio Inc. @jonmiller @engagio Styles of ABE 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 Hybrid Tier 2 Lite Tier 1 Classic
- 19. What
- 20. With #ABE you need to knock on people’s doors. – @jonmiller
- 21. Copyright ©2016, Engagio Inc. @jonmiller @engagio
- 22. Copyright ©2016, Engagio Inc. @jonmiller @engagio Sales Spam = Opt out, tune out, toss out
- 23. “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
- 24. Copyright ©2016, Engagio Inc. @jonmiller @engagio 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
- 25. Copyright ©2016, Engagio Inc. @jonmiller @engagio • Market • Company • People • Relationships • History • Connections • Door Openers What To Research
- 26. Copyright ©2016, Engagio Inc. @jonmiller @engagio 26 Content Personalization Spectrum Tier 1 Classic Tier 2 Lite Tier 3 Hybrid Inbound Spears Nets
- 27. Where
- 28. Copyright ©2016, Engagio Inc. @jonmiller @engagio Marketing • Events • Direct mail • Online advertising • Social ads • Web personalization Sales / Sales Development • Human Email • Phone • Social Channels
- 29. Copyright ©2016, Engagio Inc. @jonmiller @engagio
- 30. Copyright ©2016, Engagio Inc. @jonmiller @engagio Account Executive Marketing OpsSDR Manager Team Selling Account Management CoachQuarterback Sales /AE SDR / ADR Executive Sales Ops Players VP, Sales Demand Gen
- 31. Copyright ©2016, Engagio Inc. @jonmiller @engagio From me Personalized by an SDR Automatically launched from PlayBook Additional steps can include phone, social checklist, direct mail, etc.
- 32. Copyright ©2016, Engagio Inc. @jonmiller @engagio Day Step(s) Description Pre Research Find out 3 pieces of relevant information Pre ABM Ads Build awareness with targeted ads Pre Dimensional Mail Package / postcards to decision maker + influencers 1 Triple Touches Human email (SDR) + voicemail + social (InMail) (multiple personas) – mail follow-up 4 Double Touches Human email (AE) + voicemail – case study 7 Double Touches Human email (SDR) + voicemail – relevant content 15 Double Touches Human email (exec) + voicemail – exec alignment 21 Last Chance Last chance email (SDR) + voicemail Ongoing Human Nurture Share relevant insights (curated content) every 3-4 weeks Sample Play TOPO
- 33. Copyright ©2016, Engagio Inc. @jonmiller @engagio Hacks for Account Based Everything
- 34. Copyright ©2016, Engagio Inc. @jonmiller @engagio Lead to Account Matching Leads Account Fuzzy logic match on name, company, IP, geography = • Account-level visibility • Better routing
- 35. Copyright ©2016, Engagio Inc. @jonmiller @engagio Marketing Qualified Accounts (MQAs) not MQLs 35 Breadth Depth
- 36. Copyright ©2016, Engagio Inc. @jonmiller @engagio Account Based Metrics Are Different Demand Generation Account Based Marketing Leads Accounts Quantity Quality Days and Weeks Months and Years Create Pipeline Influence Pipeline New Business Land and Expand Inbound Outbound Measurement
- 37. Copyright ©2016, Engagio Inc. @jonmiller @engagio 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:
- 38. Copyright ©2016, Engagio Inc. @jonmiller @engagio 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:
- 39. Copyright ©2016, Engagio Inc. @jonmiller @engagio ABE Market Map
- 40. Copyright ©2016, Engagio Inc. @jonmiller @engagio Data Vendors Predictive Who: Selection What: Insight Account 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 Person Insight CRM`Account Planning Synchronize Interactions into coordinated Plays Complementary
- 41. Copyright ©2016, Engagio Inc. @jonmiller @engagio • Marketing isn’t sufficient for comprehensive account-based outreach • Account based marketing and account based sales development perpetuate silos – need Account Based Everything • Outbound does not need to mean interruption; use account-specific research to maximize relevance • Customize content for account-based success • Coordinate account-based plays across channels and players for maximum impact Top Tweetable Takeaways @jonmiller
- 42. 42
Editor's Notes
- May 17, 2013 Almost exactly 6 years from PPC launch
- ABM is an investment in time and resources so you MUST focus on accounts with highest ROI
- 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
- Any one person can be sick, ignore, PTO, promote, transfer, fire Do you have major accounts that hinge on one or two personal relationships in the purchasing enterprise? If your answer is “yes,” then it’s important for you to realize that this represents enormous risk to your organization -- risk you need to act on now to minimize… those one or two key contacts can very easily be promoted, transferred or fired, and suddenly you may find that the relationship between your businesses is actually quite shallow. MQA good b/c multithread in account – any one person can ignore you or be on PTO or get sick or leave, but touching multiple people in account gives higher chances Even individuals who possess significant authority still have to build consensus within their company to get approval to move ahead with a purchase. A member of the sales team at New Relic, a SaaS vendor of performance management software and analytics, was close to closing a deal with the CTO at a Fortune 15 consumer products company. But then the deal hit a snag. “My sales rep emailed me that the CTO was going to be out until the end of the quarter,” said John Gilman, VP of Worldwide Commercial Sales for the vendor. “That meant that the deal was not going to happen in that quarter, and the sales rep was going to miss his numbers. If we had a few other relationships at the company, someone else may have been able to step in and move the ball forward.” Gilman pointed out that a multi-threading approach is helpful to avoid similar situations. “For deals over a certain threshold, it is unacceptable to come to the table with one person at the target company,” Gilman said. “You need to know who their manager is, who can say yes, and who can say no. Also, you need to know who can help make the deal bigger.” An examination of successful deals shows that the approach works, according to Gilman. “Most of our successful deals have taken a multi-threading approach that relied on multiple relationships with influencers in an organization.”
- 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
- Wrong: what we want to say, how we want to say it target the right people RIGHT: who we want to target what and how to say it
- Need to LISTEN
- “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.”
- 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.
- A Play is a series of steps that orchestrates interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts. 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 – and that these touches are coordinated with Marketing and Account Execs. A well-designed Play looks at: Channel diversification – the optimum combination of voice, email and social media touches plus coordination with marketing and other parts of the company (including the executive team where appropriate). Number of touches – Three touches for Persona A. Twenty for Persona B, etc. Duration – All touches in 3 weeks? Thirty weeks? Roles – Who does what? Assign tasks to team members, including sales, SDRs, marketing senior execs. You don’t need every email and every call to come from just one SDR. ---- 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>
- 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>
- But remember: Plays are like diets – they work if you stick to them.