You’ve heard the hype — Account Based Marketing is rapidly becoming the next big thing in B2B marketing. Now it’s time to move beyond the hype to learn HOW innovators are practicing ABM, as well as what works and what doesn’t. In this session, Heidi Bullock, CMO of Engagio, reveals actual examples of how they use proven ABM techniques to exceed revenue goals. Join us to learn how the experts orchestrate their programs across departments and channels for personalized, relevant touches that get results. 3 simple steps to get up and running with ABM in under 30 days How to tier your target accounts to execute personalization at scale 5 metrics to show impact and prove the impact of your ABM program How to orchestrate ABM plays that leverage multi-channel engagement through account-based advertising, social, direct mail, email, phone and video

1. @CharmBianchini @Engagio
Exceed Your Revenue Goals
with Account Based Marketing
Charm Bianchini
Head of Global Demand Generation

2. @CharmBianchini @Engagio
About Me:
Charm Bianchini
Head of Global Demand
Generation
Engagio
@CharmBianchini
Agenda
1. Why ABM
2. How to Get Started
3. Quick Wins

3. @CharmBianchini @Engagio
Challenges Marketers Face Today
Not enough
of the right
types of
leads
Poor quality
– 80% never
convert to
Sales
Sales and marketing
not aligned
Issues with
churn and
retention
Missed
Revenu
e

4. @CharmBianchini @Engagio
Account-Based Marketing:
A strategic approach that coordinates
personalized marketing and sales
efforts to land and expand high-value
accounts
“ABM delivers the highest ROI of any B2B marketing strategy or tactic.”
(ITSMA)
Exceed Revenue Goals with ABM

5. @CharmBianchini @Engagio
Don’t count the
people you reach;
reach the
people that count.
– David Ogilvy

6. @CharmBianchini @Engagio
ABM Unites Sales and Marketing
Marketing is a player that passes a
MQL or account related activity to
Sales and then involvement is
limited.
Marketing is the coach. Customer facing
teams work together in a coordinated
way for success.
Old: The Hand-Off ABM: Marketing and Sales Orchestration

7. @CharmBianchini @Engagio
ABM Helps Here
Higher
Value
Accounts
Longer
Sales
Cycles
Land and
Expand
Strategy
Selling to
a Buying
Center

8. @CharmBianchini @Engagio
MQA
Aware
NoEngagement
Opp
Customer
Renewal
Use ABM Throughout the Sales Funnel
Integrated
ABM
Deal
Nurturing
Expansion
& Success

9. @CharmBianchini @Engagio
Nurture Deals with ABM
Engagio Deal Nurture Tracks
• Need access to decision maker
• Need to make a key hire
• No budget
• “Not a priority” / early
• "Gone dark”

10. @CharmBianchini @Engagio
ABM for Customer / Expansion
•User Onboarding
•90 Days From Renewal
•Decrease in Usage
•Declined Use
•Net Promoter Follow-up
•New Executive
•Executive Alignment

11. @CharmBianchini @Engagio
Measure
Engagement
Create
Engagement
Establish
Foundation
1 2 3
OK, so how do I actually DO ABM?

12. @CharmBianchini @Engagio
1 - Establish Foundation

13. @CharmBianchini @Engagio
Create Internal Alignment
üIdentify key stakeholders and get buy-in
üPosition ABM as a strategic initiative
üEstablish goals and metrics
üDevelop a plan
üAgree on resources committed and SLAs
üCommunicate frequently
üAlign incentives
üReport on success

14. @CharmBianchini @Engagio
Unify Your Data
• Invest and cleanse
your data
• Look at all data
sources not just sales
and marketing
• Give sales and
marketing visibility
• Align internally on
single point of truth
Marketing
Automation
Corporate Email
Web Visits
CRM

15. @CharmBianchini @Engagio
Build an Account Foundation
Match Leads to Accounts
(L2A)
Presentation
Marketing
Automation
Corporate
Email
Web Visits
CRM

16. @CharmBianchini @Engagio
• You don’t need
technology for
everything
• Enables the marketer to
scale and be efficient
• Can help define ICP
• Use to pick target
accounts
• Engage across channels
• Measure success
Leverage Technology When Possible

17. @CharmBianchini @Engagio
2 - Create Engagement

18. @CharmBianchini @Engagio
Use engagement as a leading indicator to revenue
• Track behaviors and non-behaviors
• Develop the right content for each audience
• Test various channels
ITSMA
“75% of executives will read unsolicited
marketing materials that contain ideas
that might be relevant to their business.”75%
25%
Yes
No
Understand Your Buyers

19. @CharmBianchini @Engagio
Run Integrated ABM Plays
• Pre: Ads for Awareness (50% A/B test)
• 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+ F/Us to other personas
Goal: get an
introductory 1:1 meeting
with target account

20. @CharmBianchini @Engagio
3 - Measure
Engagement

21. @CharmBianchini @Engagio
ABM Metrics Are Different
• Focus on quality not quantity
• Team effort
• Track accounts not leads (MQAs
not MQLs)
• Time spent (engagement minutes)
• Track impact and influence more
than try to apportion ‘credit’

22. @CharmBianchini @Engagio
Type Metric Description
Accounts Engagement
Am I creating and deepening
relationships with my target
accounts?
Journeys Outcomes
How do accounts move
through their buying journeys
towards the outcomes
(pipeline, revenue) we care
about?
Programs ROI
What is the marketing return
on investment on my programs
(multi-touch attribution)?
Types of ABM Metrics

23. Time
Is
Money

24. @CharmBianchini @Engagio
Marketing Qualified Accounts (MQAs)
•Move from MQLs
to MQAs
•Depth and
breadth of
engagement

25. @CharmBianchini @Engagio
Account Journey Tracking
• Define the Account Funnel
• Track movement
• Measure the key metrics
•Flow
•Balance
•Conversion
•Velocity
A quantifiable way of showing results through a
potentially long sales process

26. @CharmBianchini @Engagio
• First Touch
• Last Touch
• Equal Weight
• Position Based
• Time DecayUse the entire
Account: Leads
and Contacts
Include ALL activities, not
just Marketing Campaigns
Account Based Attribution

27. @CharmBianchini @Engagio
Take a Baseline for Engagement
1,600 minutes 17,000+ minutes
989 Target Accounts over one year period – 10X increase

28. @CharmBianchini @Engagio
Quick Wins

29. @CharmBianchini @Engagio
#1 – Pilot Program for ABM
• Examine current acquisition strategy
• Redeploy some money that isn’t getting the right ROI
• Create a hypothesis and test
• Use existing team

30. @CharmBianchini @Engagio
Existing Team Example
ABM Task Existing Staff
Determine ideal customer profile Product Marketing
Build account data foundation Marketing Operations
Research accounts Sales Development
Design and execute orchestrated plays Demand Generation/ Field Marketing
Coordinate with Sales Demand Generation/Field Marketing
Measure results Marketing Operations

31. @CharmBianchini @Engagio
• Give reps a weekly view of their accounts
• Prioritize activities
#2 – Arm Reps with Account Insights

32. @CharmBianchini @Engagio
Account Insights Example

33. @CharmBianchini @Engagio
#3 – Test Personalized Outreach
Event Executive Breakfast Manager Lunch
Invites Personalized via Playmaker
96 Plays Launched
Broad Marketing Automation
652 Emails Sent X 2
From Step 1 from Account Owner
Step 2 from Executive (reply)
Step 3 from AO to Executive
Assistant
Blast 1 = From
events@engagio.com
Blast 2 = From
sandra@engagio.com
Response 10 Replied Yes, I’ll Attend
33 Replied No (starts conversation)!
Response Rate: 43%
21 Registered
No declines - just crickets!
Response Rate: 3%
Attends 9 CMOs and VPs 12 Managers and Directors

34. @CharmBianchini @Engagio
Personalization Example
10x – 43% response
rate
3% response rate

35. @CharmBianchini @Engagio
• Determine if ABM is right for you
• Start your ABM journey by building a
strong foundation of unified account data
• Create engagement with relevant, human
interactions over email and in-person
• Use engagement as a leading indicator to
revenue
Key Takeaways
@CharmBianchini

36. Thank You!
Charm Bianchini
Engagio
@CharmBianchini