Engagio Secret Sauce for ABM - 2017

The Secret Sauce for
Account Based Marketing
Jon Miller, CEO and Founder

Copyright ©2017, Engagio Inc.
Inbound vs Outbound
Nets Spears

ABM is Hot
Google Trends for Account
Based Marketing
Engagio founded

Measure
Engagement
Create
Engagement
Pick
Targets
1 2 3

Pick Targets

Engagio’s Account Selection Process
10
Foundation
• Unify account-level
data
Ideal Customer
Profile
• Firmographics
• Technographics
• Engagement
Contacts
• Key buying personas
Insights
• Research and
relevance

Challenge: Account Data Spread Across Systems
• Challenging
measurement
• Bad routing
• Poor
coordination
• Limited
marketing &
sales alignment
11
Marketing
Automatio
n
Corporate Email
Web Visits

Answer: Start with an Account Foundation
Lead to Account Matching
(L2A) Algorithm
Presentation
Layer
Marketing
Automation
Corporate
Email
Web Visits
Engagement Minutes
Model

Account Foundation Enables Engagement
14

Target Account Selection
• Ideal Customer Profile (aka Project Blackjack )
– Firmographics (e.g. Software 1.6x*)
– Technographics (e.g. Data.com 9.0x*)
• Engagement
• Other Factors
– Key titles (ABM)
– Triggers (awards, new hires)
– Intent
– AE or exec prior relationship
15
*Indicates how many more times a Blackjack account is likely to be this attribute.

How Many Accounts?
5-50 accounts (“tens”)
Engagio: 2 per AE
50-1,000 accounts (“hundreds”)
Engagio: 25 per AE
1,000+ accounts (“thousands”)
Engagio: 9,500 named
500 prioritized at any given time
Tier 3
Programmatic
Tier 2
Scale
Tier 1
Strategic

Build Out Key Contacts
17

• Account build out for key personas
– Enriching data, accuracy
• Account hierarchies (parent-child relationships)
• Ongoing maintenance
18
Data Management

Create Engagement

Copyright ©2017, Engagio Inc. 20
Not Engaging

Not Engaging

Opt out, tune
out, toss out

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

So What is Engaging?
• Relevant
• Non-Scalable
– Direct mail
– High-touch events
– Human emails
• Integrated
25
“75% of executives will read unsolicited
marketing materials that contain ideas that
might be relevant to their business.”
75%
25%
Yes
No
ITSMA
• Knowledge and understanding of my industry
• Knowledge & understanding of my unique business
• Fresh ideas to advance my business

Engagio Integrated ABM Play
• Pre: Ads for Awareness
• Day 0: Package sent + Email
• Day 2: Package delivered + Custom Email
• Day 4: Phone call
• Day 6: Phone call
• Day 7: Phone call + LVM + Email
• Day 10: Email from Jon cc’ing play
• Day 11: LinkedIn InMail from Jon
• Day 13: Email
• Day 15+ FU’s to other personas
Goal: get an
introductory meeting
with target account

From me
Personalized
by an SDR
Leveraging account
and person insights

Integrated ABM: Results to Date
350 276 74 34 1Mtgs Opps Deal(so far)
AwarePkgs
21%
Meeting Rates
Books only: 34%
Ads and Kindle: 21%
Ads and Books: 20%
Kindle only: 18%
Not significant
Web Traffic Visitors
Ads +43% +47%
No Ads +22% +8%
Directionally meaningful but not significant
25.0x pipeline to spend

Integrated Plays are Manual and Hard to Coordinate
30
Did Sales approve the list?
Did the right out reach happen from Sales?
Did SDRs make the phone calls?
Did Sales follow-up to non-responders?
Is any of this trackable?

Orchestration:
Coordinating relevant
interactions across
departments and
channels

Marketing Automation Marketing Orchestration
Automated Some automation, some human
Scalable but impersonal Personalized but still scalable
Handoffs Collaboration
Lead-based Account-based

MQA
Aware
No
Engagement
Opp
Customer Renewal
Plays for Every Stage of the Journey

Integrated
ABM
Deal
Nurturing
Account
Expansion

Stage Play Needs
Early Opt-In Get permission for automated email marketing
Early New Rep Intro Introduce a new rep to their territory
Early Human Nurturing Keep in touch with the most valuable contacts and accounts
Mid Integrated ABM Open doors at target accounts
Mid-Late Executive Event Invite Get the right execs to show up at an event
Late Deal Nurturing Accelerate existing opportunities / improve win rates
Post Account Expansion Account expansion (upsell/ x-sell) / Renewal play
Post Advocacy Customer advocacy
Post Customer Success Onboarding, renewal, usage

Launching Plays
Automated
(Triggered or Batch)
Manual
(Batch or
Single)

Measure Engagement

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)
39

Coverage: Newly Added vs Newly Engaged
41
199Newly
Engaged
405Newly
Added
Target Accounts, June 2017

Awareness: Target Accounts (>10 Min)
42
260 accounts (of 989) 435 accounts
989 Target Accounts, June 2016 to May 2017

Engagement: Target Accounts = 10X Increase
43
1,600 minutes 17,000+ minutes
989 Target Accounts, June 2016 to May 2017

Revenue Impact
44
All Accounts, July 2016 to June 2017
Efficiency
of reaching
targets
New
pipeline
created -
influence
Existing
pipeline
moved -
influence
Bookings -
influence

Marketing Qualified Accounts (MQAs)
• 30 mins of
engagement from
Marketing (at least 2
people)
• 15 mins of
engagement from
Marketing Executives
• “Act Nows”
45

Funnel Reporting
Tier 1 Tier 2 Tier 3 Inbound
Names Added
Newly Engaged
MQAs (actual)
MQAs (goal)
MQAs (% of goal)
Opps (actual)
Opps (goal)
Opps (% of goal)
46

1. Build your account foundation (lead to account matching)
2. Establish your baseline (buy a scale)
3. Launch a simple integrated play (buy a treadmill)
47
Getting Started - FAST
“Keep orchestration simple by starting with
SDR-marketing collaboration. This is the
fastest path to both orchestration and
recognizable lift…. SDR teams supported by
marketing orchestration are seeing higher
connect rates and SQL rates.”

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

Engagio Secret Sauce for ABM - 2017

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