Executive Webinar: Betting on ABM

Betting on Account Based Marketing:
The Need for Change for CMOs
Heidi Bullock, CMO, Engagio

Copyright ©2018, Engagio Inc. @HeidiBullock
Current state
2
Your bookings and
pipeline goals.
Your budget for people
and programs.

ABM
Enter the Savior…
I am ABM
and I can
save you
from ALL of
it!!
Sales will love you!
You’ll get promoted!
Strangers will hug
you at your desk!

You do this
• Read great literature ITSMA, TOPO, Sirius, Forrester,
Gartner – and Jon Miller – and feel all in!
4

Copyright ©2018, Engagio Inc. @HeidiBullockCopyright ©2018, Engagio Inc.
But then these things happen…
Execs – Didn’t Susie try
this last year and it
failed?
Sales – I thought ABM
was supposed to get
me more pipeline now!
Your Team – So yah, I
have a day job already.

Probably the worst one of all
6
Why are the
MQLs going
down? Fix it!
CEO

Then you feel …ugh
7

Reminder - Why CMOs Should Care

70% CMOs believe
they should be
leading revenue
growth. – CMO Council

1: Growth - We all need to drive it
10
You need:
• Attention on more
than acquisition
• Focus on an ICP to
ensure you
balancing investment
to win and keep the
best accounts.

Inbound is good – but may not be enough
Point of Diminishing Returns
11
> Can’t control quality
> Hard to keep conversion up
> Issues with retention, churn
> Doesn’t help with deal
expansionWasted
dollarsMany
still
churn!

Do not only focus on acquisition
12
Invest here too

ABM helps you focus on the right type of
customer
13
What is our ideal customer profile (ICP)?
Example: Higher ACV compared to
non-ICP, better retention, cross-sell
opportunities – best fit for your product.

ABM is effective when you need to drive
ongoing value
14

85% of marketers say they
will own the end-to-end
customer experience by
2020. – The Economist

2: Customer journey –ABM can help with
visibility and coordination
16
You need:
• Better visibility
• An ability to act faster
• A shared understanding
of customers
• ABM helps with
technology and process

ICP and focus on accounts helps ALL teams
have a shared view on customers
• Marketing, Sales, and CS should
be clear on ICP and tiers.
• Socialize ICP and customer
profiles often so teams have a
clearer picture customer pains,
etc.
• Map out what is needed from
which teams and when.
17

ABM technologies can provide visibility at the
account level
18
High level Snapshot of chosen account
list (one account or many)
○ WHO has engaged recently
(and with what)?
○ Is there engagement at these
accounts (and what does that
trend look like over time)
○ Which accounts are most
engaged (is their engagement
consistent)?

Large- 5-50 accounts (“tens”)
Rich account plans; Every touch personalized
$100K – $1B+
Named -50-1,000 accounts (“hundreds”)
Light research + data build out
Personalized touches to key personas
$50k – $100k
Industry - 1,000+ accounts (“thousands”)
Automated touches OK
Industry and persona customization
$25k – $50k
Style 3
Programmatic
Style 2
Scale
Style 1
Strategic
InvestmentandROI
Creating tiers provides clarity around effort

Type of
Program
Program Accounts
Tier 1 Tier 2 Tier 3
Direct Mail – new product ‘x’
announcement
High value Post card – lower value Post-card lower value
Field Events – showcasing
new product ‘x’
Lunch and learn + dinners +
onsites
Lunch and learn Lunch and learn
Tradeshows Special customer dinner No No
Personalized email sends Yes Yes Yes (depending on #)
Database sends In some cases OK Yes Yes
Targeted Ads - new product Yes + tailored content + logo Yes + industry Yes – industry
Content Syndication – new
product
Yes – verticals and key
companies
Yes – verticals Yes -verticals
Sales outreach Yes (calling campaigns, drive
attendance)
Yes (calling campaigns, drive
attendance)
No
Appt Setting Yes Yes No
Customer content
Custom streams
Yes Yes No
Customer Program Entitlements - process
Can add technical support levels here too

The average revenue
increase attributed to
presenting the brand
consistently is 23%. – LucidPress

3: Brand Experience – needs to be consistent
22
You need:
• To cultivate trust for
all stages of the
journey.
• Teams outside of
marketing to use
consistent
messaging and
brand assets.
brand

Want to avoid this
• Personalized great experience until they get an email
from a SDR
23

Use ABM to ensure more consistent
experience through out journey
24
Goal Penetrate new
account
Drive product usage Cross-sell product ‘x’
Message We say this: xxx We say this: xxx We say this: xxx
Asset Ebook 1. Datasheet 1 and Amazon
case study.
Analyst report and datasheet
4.
Play 1. Ad play
2. Direct mail
3. Sales follow-up
4. Marketing
nurture
1. In app tips
2. Email with use case
3. CS call
1. Email from CS –
personalized.
2. Direct mail
3. Email 2 from marketing
4. Event invite for product
demo
Have message and story assets ready to go.

B2B orgs with tightly aligned
sales and marketing achieved
24% faster growth and 27% faster
profit growth over a three year
period. – SiriusDecisions

4: Strong Revenue Team Coordination
You need:
• A shared goal.
• A joint process that
is ongoing.
26

ABM: TOGETHER we will focus on a set of
accounts
• Account identification
• Regular meetings to review
progress on programs
– Where should sales focus
– How can marketing help
• Look at the same version of the
truth

The hard things
1
2
3
4
5
Hybrid of Truth - Mix of DG and ABM
Internal buy-in
Collaboration with Sales
Scaling personalization
Measurement that doesn’t require a PhD
29

Tip 1: Setting up a mix of DG +
ABM

1: How do I figure out the mix?
31
Demand Gen
ABM

Create your plan
32
$$$ Revenue Goals
Pipeline Required
(sources can vary marketing, sales, partner)
How can we bring in the BEST quality pipeline most efficiently?
ENT Segment – Need Z%
POR GOAL
Mid-Market Segment –
Need Y%
POR GOAL
Small-Business
Segment –
Need X%
POR GOAL
Example: inbound
marketing model
Example: Programmatic
ABM
Example: ABM – need for the higher value
accounts
What is our optimal strategy to get there (mix of DG /ABM- programs, tactics)
This
breakdown
should be
the optimal
mix to most
effectively hit
revenue
targets

Marketing Programs – High-Level
May
1:1 ABM
1: few ABM
1: many ABM
Demand Gen
June July
Top Target
Account – Tier 1 –
perfect ICP fit
Target Accounts –
Tier 2
Target Accounts –
Tier 3
Good accounts
that fit broad ICP
year spend result return % pipe

Planning for ABM versus Demand Gen
Most ABM programs start by layering on top of
current demand gen processes:
• Pilot: test ABM for a few accounts
• Segment: Implement ABM for one or more
segments (e.g. Enterprise accounts or
Healthcare vertical)
• Focus: Target existing programs (e.g. outbound
sales development) on specific accounts
• Transfer: Move budget from poorly performing
programs to fund ABM (or identify what can
programs can benefit – ex: field marketing)
34

Leverage your Current Team
35
Ideal Customer Profile
Identified – applies to
customers too!
Have an account
foundation/reporting
1.
Understand
account behavior
2.
Now decide
on tactics
3.
Run personal
plays
4. 5.
Measure results
Marketing
Operations
Product
Marketing
Revenue
Marketing
with Sales
Field
Marketing
/ Partner
Field
Marketing
/ Partner
Revenue
Marketing
with Sales
Revenue
Marketing
with Sales
Revenue
Marketing
Example if you do not have dedicated headcount
Revenue marketing =
current marketing role like
demand gen
Marketing
Operations

Alignment is a good start but…
Sales Activation
We agree we want to climb the hill.
Let’s make it EASIER to climb the hill.

Engagement Data for Sales
Sales and SDRs love engagement data as
much as Marketing. They use it to:
• Identify engaged accounts
• Find the best people to contact next
• Understand how effectively Marketing is
supporting their efforts
• Prepare QBRs and other account reviews
Sales should access Engagement data wherever they already work –
in CRM, in email, in LinkedIn – not just the analytics tool

Shared View of Accounts and Activity
39

Stand Ups
• Cadence: Every Other Week
• ABM Team: AE + ADR + ABM Marketer +
CS
• Review Top Accounts
– Engagement
– Number of Sales Touches (custom
Engagio field)
– Key Insights (Example: Bombora, LinkedIn
Job Alerts)
• Identify 2 key accounts
• Notes in ABM Team Slack Channel
• Plus Program Launch Meetings
• Use as Educational Touch = 7 Times 7
Ways
40

Drill into Account Drivers
Review for
Number of
Sales
Touches
Review
Bombora
for Intent
Signals
Account
Status
# of Sales
Touches Industry
Employees Billing
State
Number
Of Engaged
People
Engagement
Minutes
Engagement
Minutes
Intent
Signals
Team
Engaged?
Our
Sales
Touches

Tip 3: Scaling Personalized
Campaigns

To be successful you need to
be…
Personal Timely Relevant

1:1 - Devise Hyper Personalized Package &
Play
Step 1: Uncover VP likes Prosecco
and Cadbury.
Step 2: Send Hyper Personalized
Package with note “Cadbury and
wine for 5 minutes of your time?”
Step 3: Follow up and Schedule
Meeting!

1:Few Example - Meeting Incentive
Offer: Get Airpods AFTER you take a meeting
Eligibility: Target Account, Some engagement and
Insights Interested in ABM, Director and above
Subject: What do ABM and Airpods Have in Common?

1:Many Example
● Package: Gourmet popcorn + ABM Analytics
Guide + personalized postcard
● Step 2: Email follow up: “Lets Get Your
ABM Poppin!’
● Step 3: Reply Over and Call
● Results: 20% Conversion - 46 plays resulting
in 9 meetings and multiple opportunities

Personalization Comparison
Play Type Conversion Cost Per Oppty
1:1 Hyper Personalized Packages 100% Response
85% Meeting
$105K pipe for $700 cost
150X
1:Few Offer - Meeting Incentive (Airpod) 38% Meeting $62,500 pipe for $2K cost
31X
1:Few Offer - Executive Meetings at Events 31% Meeting $25K pipe for $5K cost
5X - expect to increase
opptys over time after event
1:Many Let’s Get Your ABM Poppin 20% Meeting $63K pipe for $1,125 cost
56X
$250K pipe for $9K cost
or 27X

ABM metrics are different
Can Take a Long Time to
Show Results
LEADING INDICATORS are
critical
Quantity Based Metrics
Will Go Down
Focus on QUALITY, not
quantity

50
Early Stage Metrics Later Stage Metrics
1
• Coverage
2
• Awareness
3
• Engagement with key programs
4
• Meetings
1
• Customer MQAs
2
• Opportunities
3
• Pipeline
4
• Impact/ ROI
Tip 1: Measure at different points in time

Tip 2: Take a baseline
51

Tip 3: For a set of accounts, trend engagementTarget Account Engagement – 10X increase over last year

Tip 4: Adopt a Lean 4-Stage ABM Funnel
No Engagement
(Prospects)
MQAs
Awareness
Opportunities
Shift your mindset to an
simplified, Account-Based
Funnel, with 4 keys stages.

Tip 5: Introduce Account-Based KPIs
Here are 3 To Consider:
Reach
Engaged People
Per Account
Engaged
Accounts
(MQAs)

An Option – if you need a hybrid
• MQA= Ideally you want
to track the right people
in the right accounts
that have engaged.
• MQL-A= is a good
interim step – still
reflects a single person
but at the right type of
account, engaged.
• MQLs miss the concept
of ‘right company’
55
MM
MQA
MQL-A
MQL

• Metrics
Target Account Scorecard
Awareness ADR Touches Engagement Sales Appt Pipeline Deal Size
80%
Of Target
Accounts are
‘Aware’
(including just
added TAs)
13 touches /Acct
In ADR activity on
Target Accounts
55% MQA or Oppty
Late stage status
(including just
added TAs)
31%
of meetings
are from
TAs
37%
of pipeline
comes from
TAs
$65K
1 target account
deal this period
Time frame = April + May 2018
Engagement - May 2017-2018

Example ABM Scorecard – Team, Executive,
Board
Tier
# of
Accounts
Awarene
ss
MQA
Sales
Appt
Opps
Pipeline
ACV
Conversion
to Opp
C/W
Deals
C/W
ACV
Conversion
to C/W
Tier 1 # # # # # $ % # $ %
Tier 2 # # # # # $ % # $ %
Tier 3 # # # # # $ % # $ %

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