#FlipMyFunnel Atlanta 2016 - Jon Miller - Account Based Marketing + Account Based Sales Development = Account Based Everything
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Jon Miller presented "Account Based Marketing + Account Based Sales Development = Account Based Everything" at the #FlipMyFunnel Atlanta 2016 conference
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#FlipMyFunnel Atlanta 2016 - Jon Miller - Account Based Marketing + Account Based Sales Development = Account Based Everything
- 1. #FlipMyFunnel Atlanta: Account Based Marketing + Account Based Sales Development = Account Based Everything
- 6. #FlipMyFunnel #ABM@jonmiller Agenda Hacks for ABE3 Step Process Why Account Based Everything?
- 9. #FlipMyFunnel #ABM@jonmiller Google Trends for Account Based Marketing Engagio founded
- 10. #FlipMyFunnel #ABM@jonmiller But Marketing Isn’t Sufficient 10 Source: TOPO 15% Penetration into target accounts
- 11. Rise of Account Based Sales Development “[Account Based Sales Development is] today’s most effective Account- Based tactic.” – TOPO
- 12. Account Based Marketing Account Based Sales Development Account Based Sales
- 13. Hello, Account Based Everything Orchestration Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
- 14. 3 Step Process for Account Based Everything
- 15. #FlipMyFunnel #ABM@jonmiller 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
- 16. Who
- 17. #FlipMyFunnel #ABM@jonmiller 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 Hybrid Lite Classic
- 18. What
- 19. #FlipMyFunnel #ABM@jonmiller With #ABE you need to knock on people’s doors. – @jonmiller
- 21. Sales Spam = Opt out, tune out, toss out
- 23. #FlipMyFunnel #ABM@jonmiller “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. #FlipMyFunnel #ABM@jonmiller 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 “75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.” 75% 25% Yes No ITSMA
- 25. #FlipMyFunnel #ABM@jonmiller What to Research The Market Industry Dynamics Key Trends Competitors Growth Drivers & Inhibitors Relationships & Connections Key Contact Profiles Relationships to Each other Relationships to Your Company Attitudes, Preferences & Biases The Company Financial Health Growth Areas vs “Cash Cows” Renewal Risk SWOT Initiatives & Organizational Priorities Triggers (Funding, Acquisitions, Personnel change, etc.) The Buying Centers Org. Chart Key Buying Centers Whitespace & Buying Center Analysis
- 26. Where
- 27. #FlipMyFunnel #ABM@jonmiller Channels for Outbound Account Based Everything Marketing • Events • Direct mail • Online advertising • Social ads • Web personalization Sales / Sales Development • Human Email • Phone • Social Channels
- 28. 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
- 29. #FlipMyFunnel #ABM@jonmiller Marketing Ops SDR Manager Coaches Sales /AE SDR / ADR Executive Sales Ops Players VP, SalesDemand Gen
- 30. From me Personalized by an SDR Additional steps can include phone, social checklist, direct mail, etc.
- 31. #FlipMyFunnel #ABM@jonmiller 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 TOPO
- 32. Hacks for Account Based Everything
- 35. Marketing Qualified Accounts (MQAs) not MQLs 35 Breadth Depth
- 36. #FlipMyFunnel #ABM@jonmiller Account Based Metrics Are Different Demand Generation Account Based Quantity Quality Days and Weeks Months and Years Create Pipeline Influence Pipeline New Business Land and Expand
- 37. 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. 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. ABE Market Map
- 40. 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 CRMAccount Planning Synchronize Interactions into coordinated Plays Complementary
- 41. engagio.com/Guide Get your free copies today! The Clear and Complete Guides to Account Based Marketing and Account Based Sales Development
- 42. #FlipMyFunnel #ABM@jonmiller • Marketing isn’t sufficient for comprehensive account-based outreach – need ABSD • Account Based Everything is a strategy that orchestrates account-based Plays across channels and players for maximum impact • ABE process: Who are we trying to reach? What should we say? Where should we say it? • Outbound does not need to mean interruption; use account-specific research to maximize relevance • Lead to Account Matching is the foundation of account-centric success @jonmiller
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
- 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.
- 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.