2. 8:30 Mingle and find a seat
8:55 Introductions
9:00 Eric Wittlake, TOPO
9:45 Engagio’s Journey
10:00 RollWorks’ Journey
10:15 Questions
10:30 Wrap
AGENDA
3. A Breakfast Made for Account Based MarketersA Breakfast Made for Account Based Marketers
Your Speakers
Jennifer Toton
VP Marketing
RollWorks
Eric Wittlake
Senior Analyst
TOPO
Jon Miller
CEO and Founder
Engagio
26. 26
Join 2,000+ sales and marketing leaders
responsible for $100B in revenue and learn how
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topohq.com/summit | #toposummit
Use code Roadshow for $100 off
April 17-18, 2019 – San Francisco
67. ● Industry: B2B (use Clearbit to match to certain B2B industries)
● Verticals: SaaS, Internet software & services, others
● Employee count: >50 for total marketplace
● Region: United States only (currently)
● Pixel data:
a. P1: Marketo, Google Remarketing, LinkedIn, Competitors, AdRoll, QuantCast,
DoubleClick
b. P2: Hubspot, LiveRamp, Drift, Eloqua, Intercom, Pardot, MediaMath
c. P3: Everything without the above pixels (Facebook Custom Audiences, Twitter Ads)
Defining our Ideal Customer Profile (ICP)
68. Tiered ICP
Tier Name
# of
Employees
Rationale
T1 “Enterprise” > 5,000 Cherry pick those adapting to digital
T2 “Strategic” 1,000 - 4,999 “Digitally forward” brands w/ high potential
T3 “Mid-Market” 250 - 999 Sweet spot
T4 “Growth” 50 - 249 Agile & ABM demand is growing
T5 “Emerging” 0 - 49 Cherry pick - can grow quickly w/ funding
69. Tiered Target Account List
P2, P3
Lite ABM
Owned accounts
Scaled ABM + Inbound
~ 250 Account
Light research + data build out
$$
Automation with personalization woven throughout
~ 4000 Accounts
Automated touches OK
$
Industry and persona customization
~ 30 Accounts
Account plans
$$$
Every touch is personalized
P1
Classic ABM
NAL
74. Mapping the Buyer’s Journey
What is ABM
Advertising?
How does
RollWorks
Work?
What if I don’t
have a target
account list?
Am I activating
my key
accounts with
RollWorks?
Why do I need
to pay a
platform fee?
Can I just use
Google/FB or
Terminus to
do this?
What is the
difference
between RT
and Lead
Locator?
How do I
engage my key
accounts?
Do I have
budget to do
this?
Does RollWorks
drive quality
leads?
Let’s Test
RollWorks!
ConsiderationAttract LiveOnboardingProposal
75. Mapping Content to the Journey
What is ABM
Advertising?
How does
RollWorks
Work?
What if I don’t
have a target
account list?
Am I activating
my key
accounts with
RollWorks?
Why do I need
to pay a
platform fee?
Can I just use
Google/FB or
Terminus to
do this?
What is the
difference
between RT
and Lead
Locator?
How do I
engage my key
accounts?
Do I have
budget to do
this?
Does RollWorks
drive quality
leads?
Let’s Test
RollWorks!
ConsiderationAttract LiveOnboardingProposal
What are Digital Ads
for ABM?
What is targeted
advertising?
Demonstrate Value
QBR Decks
Platform Fee Validation
Case Studies
How RollWorks Works
Easy steps to ABM
Onboarding Decks
78. SDR
Qualification
CLOSED/ WON
Inbound
Account-based
Accts. that match ICP
4,000 Owned
New Business
Sales
● Digital: RollWorks, SEM/
AdWords, Content Syndication
● Conferences
● Content + Partner Marketing:
Blogs, Webinars, Whitepapers
● SEO
● Organic Social
Lead Generation
● Digital: RollWorks
● Direct Mail
● Field Events
● Personalized Content via Email
and Personal Social
● Sales Calls & In-person
Meetings
Account-based
Running Lead Gen AND ABM Programs to Drive Revenue
85. Campaign Level Results
CMO Persona
Prospects who received our door
opener kit were 3x more likely to
book an appointment
CPL down 42% vs generic ad
92. A Breakfast Made for Account Based MarketersA Breakfast Made for Account Based Marketers
In Summary, Key Themes Emerging around ABM
1. Master the account
selection process
2. Adopt the account based
measurement model
3. Begin with the strategy,
using technology to execute
and scale
1. Develop an ABM
Strategy
2. Align on Data
3. Run Plays
4. Measure ROI
Take the lead.
1. Build your target account list
2. Create coordinated sales plays
3. Assist with technical readiness
4. Measure pipeline & revenue
impact
Strategy + Account Selection + Data + Plays + Connected Systems + Measure