From Strategies to Tactics: How to Exceed Your Revenue Goals

@CharmBianchini @Engagio
From Strategies to Tactics:
How to Exceed Your Revenue Goals
Charm Bianchini
Head of Global Demand

About Me:
Charm Bianchini
Head of Global Demand
Engagio
@CharmBianchini
Agenda
• ABM fundamentals to get started
and drive success
• What works and doesn’t work
• Tips for driving sales and marketing
orchestration
• Quick wins

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
Revenue

ABM Helps Here
Higher
Value
Accounts
Longer
Sales
Cycles
Land and
Expand
Strategy
Selling to
a Buying
Center

Why Now?
Reaching high into larger accounts
drives better dealsEconomics
Declining returns from inbound /
volume channelsSaturation
Technology is now available to deliver
ABM at scaleScalability
“ABM delivers the highest ROI of any B2B marketing strategy or tactic.” (ITSMA)

MQA
Aware
NoEngagement
Opp
Customer
Advocacy
Renewal
Upsell / Cross-sell
Use ABM throughout the Funnel
Integrated
ABM
Deal
Nurturing
Expansion
& Success

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

ABM for Customer / Expansion
• User Onboarding
• 90 Days from Renewal
• Decrease in Usage
• Declined Use
• Net Promoter Follow-up
• New Executive
• Executive Alignment

Orchestrate
Establish a
Foundation
Form a Team
1 2 3
Tactics for Actually Doing ABM

1. Form a Dream Team

ABM Is a Team Effort
Orchestration
Account
Based
Marketing
Account Based
Sales
Development
Account
Based
Sales
Account
Based
Customer
Success

Create Internal Alignment
• Identify key stakeholders and get buy-in
• Position ABM as a strategic initiative
• Establish goals and metrics
• Create a plan
• Agree on resources committed and SLAs
• Communicate frequently
• Align incentives
• Report on success

Develop a Joint Plan
13
• Company targets established
• Shared and clear pipeline/revenue
goals (POR)
• Meet and figure out gaps
• For gaps establish a territory plan

Define What Winning Looks Like
Engagement Sales
Meetings
Pipeline Opportunity
Size
Win Rate
>80%
Of target accounts
>40%
In cross-sell with
Tier One accounts
40%
Of enterprise initial
pipeline from
target accounts
45%
Increase in opp
size with product
line ‘A’
50%
Higher for product
line ‘A’ in target
accounts
Time frame = Year One

2. Establish an Account
Foundation

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
Programs
Activities
Leads
Accounts
Contacts
Leads
Marketing
Automation
Corporate Email
Web Visits
CRM

Build an Account Foundation
Match Leads to Accounts
(L2A)
Presentation
Marketing
Automation
Programs
Activities
Leads
Accounts
Contacts
Leads
Corporate
Email
Web Visits
CRM

Account Intelligence
Example: Call Lists (The Good)

Example: Call Lists (The bad)

Example: Call Lists (The Holy Grail)

3. Orchestration

Unite 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
fashion for success.
Old: The Hand-Off New: Marketing and Sales Orchestration

Create Service Level Agreements (SLAs)
• A basic contract that details the nature, quality, and
scope of the service to be provided
• Work together on:
–Definitions
–Rules of engagement
–Expectations
–Timeframe
–Etc.

Example SLA: MQA Follow Up
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives

• Goal: Drive target account attendance
• Metrics: Exec level attendance, 4
opps, 5x pipeline
• SLA: Sales responsible for target
account registrations (50%)
• Questions to ask:
– What percentage of target accounts did
sales drive?
– Did we create a better experience at the
event?
– Did we get meetings in our key accounts?
– How did the program do overall?
Example SLA: Field Marketing Programs
Example: Field Marketing
Luncheons

Example SLA: Tradeshows
SLA:
• Sales is responsible for going through conference sessions and identifying which
ones are their target accounts
• Schedule 3-5 meetings with target accounts per day
• Attend sessions where your target accounts are speaking

Messaging & Enablement
• Create plays
• Include industry and role
customization
• Personalize
• Build call scripts,
templates, lists, etc.
• Establish timeline and
goals
Coordinate Plays

Example: Integrated ABM Play
• 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 CMO cc’ing play
• Day 11: LinkedIn InMail from CMO
• Day 13: Email
• Day 15+ F/Us to other personas
Goal: get an
introductory 1:1 meeting
with target account

Example: Personalized Outreach
10x – 43% response
rate
3% response rate

ABM Plays

Quick Wins

#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

Existing Team
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

• Give reps a weekly view of
their accounts
• Prioritize activities
• Align teams
#2 – Arm Sales with Account Insights
Engagement

Account Insights Uses
Prioritization
• Account prioritization
• Account scoring
• Identification of engaged
accounts
• Sales/marketing activities views
• Account reviews or other
meetings like QBRs

• Determine if ABM is right for you
• Form a dream team with sales and
marketing
• Start your ABM journey by building a
strong account foundation
• Orchestrate engagement with relevant,
human interactions over email and in-
person
Key Takeaways
@CharmBianchini

Stop By Our Booth to Learn More!
Engagio helps:
• Establish an ABM
foundation
• Run personalized plays
• Measure engagement
& prove impact
37
www.engagio.com

Thank You!
Charm Bianchini
Engagio
@CharmBianchini

From Strategies to Tactics: How to Exceed Your Revenue Goals

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