Great Account Based Marketing requires great technology. Today’s savvy marketers need sophisticated marketing solutions for efficiency and scale as well as to make data-driven decisions. With so many available choices, selecting the right technology can be difficult and overwhelming. In this presentation experts from DemandGen and Engagio share a strategic framework for deciding what systems you need for successful ABM. You'll learn: - What types of technologies should be used for ABM - How to build the right martech stack for today as well as for in the future - How to select the right marketing tools for easy integration and ROI Check out our webinar series space flight program! This webinar is Mission 2 of the Future of ABM 5-part webinar series where we discuss the new trends shaping the future of ABM! This series features thought leaders who will help you stay ahead of the ABM curve and give you tips to enable the 1:1 reality. Learn More: https://www.engagio.com/future

2. The Future of ABM Webinar Series
featuring Vidyard & Engagio
Turn Followers into Fans
with Personalization
featuring DemandGen & Engagio
Evolving Your Martech
Stack for Account Based
Marketing
Infusing the Human Touch
into ABM
featuring ReadyTalk, PFL & Engagio
featuring Influitive, G2 Crowd & Engagio
Customer-Powered ABM -
How to Use Advocacy in
Your ABM Campaign
featuring Everstring, RollWorks &
Engagio
Using Intent and Fit for
Full-Funnel ABM
TODAY Wednesday, August 8
Wednesday, August 22 Tuesday, September 11

3. Agenda
Jon Miller
The Framework for
ABM Technologies
David Lewis
Lessons Learned in
The Field

4. Jon Miller
The Framework for ABM
Technologies

5. “Account Based Marketing
Account Based Marketing is a
go-to-market strategy that
coordinates personalized
marketing and sales efforts
to land and expand target accounts
– @jonmiller
©2015 Engagio, Inc. All rights reserved.

6. ABM is a
strategy, not
a technology

7. Define Your ABM
Strategy First,
And Then
Choose A
Platform
– Steven Casey
Forrester

8. Categories of Technology
to Support ABM
8

9. Copyright ©2018, Engagio Inc.
Data and InsightsSelect target accounts, fill contact whitespace, identify insights
Account Data
Contact Data
Data Platforms
3rd
Party Intent
OrchestrationManage multi-channel account-based plays across multiple personas and departments
Lead-to-Account
ABM Automation / Sales Activation Account Planning
MeasurementTrack engagement, score and prioritize accounts, and measure the impact of your ABM programs
Engagement & Sales Insight Journeys & Multi-Touch Attribution
InteractionsSpecific channels to create 1:1 account-based interactions
FoundationThe core essentials
MAP CRM
Insights
ABM Advertising
Other
Web and Content
Content Syndication
SDR / Sales
Direct Mail
Events

10. Copyright ©2018, Engagio Inc.
Required
• Marketing automation platform
• CRM platform
• But… these technologies are
lead-based, and important
information about accounts is
spread across disparate systems
• Unify account data with
lead-to-account matching
– Single view of accounts → the
foundation of all your ABM efforts
“…it requires creative thinking to adapt
tools that were not necessarily
designed to support an account-based
view of the world.”
- ITSMA, Marketing Technology for ABM
Lead-to-Account
FoundationThe core essentials
MAP CRM

11. Copyright ©2018, Engagio Inc.
Data and InsightsSelect target accounts, fill contact whitespace, identify insights
Account Data
Contact Data
Data Platforms
3rd
Party Intent
Insights
Required
• Select target accounts
– Firmographics and technographics
(fit with ICP)
– Engagement (1st
party)
• Fill in your contact whitespace
Optional
• Intent (3rd
party)
• Predictive account selection
• Insights for relevance
• Integrated data platforms

12. Copyright ©2018, Engagio Inc.
InteractionsSpecific channels to create 1:1 account-based interactions
ABM Advertising
Other
Web and Content
Content Syndication
SDR / Sales
Direct Mail
Events
Optional
• There are no “required”
channels for ABM – it’s the
mix that matters the most
• Advertising is “easy” but
satisfaction is low (TOPO:
only 34%)
• Events and direct mail
work well, don’t require
tech until scale
• Careful with web
personalization – can
require lots of time

13. Copyright ©2018, Engagio Inc.
OrchestrationManage multi-channel account-based plays across multiple personas and departments
ABM Automation / Sales Activation Account Planning
Optional
• Multi-channel orchestration
helps scale proven interactions
– Automation and triggered plays
• Marketing / SDR alignment is a
fast-path to success
– 100% of organizations that meet
or exceed ABM objectives <1
year are leveraging sales
development (TOPO)
• Send on behalf of executives is
very powerful
– 20 to 85% meeting rates
(Engagio)
• Account Planning is Sales
focused but supports ABM

14. Copyright ©2018, Engagio Inc.
MeasurementTrack engagement, score and prioritize accounts, and measure the impact of your ABM programs
Engagement & Sales Insight Journeys & Multi-Touch Attribution
Required
• Engagement analytics
focus on quality, not
quantity
– Avoid the “ABM Buzzsaw”
– Multi-channel
engagement >> web only
Optional
• Sales insight and account
scoring (MQAs)
• Account journeys and
multi-touch attribution
help prove value and ROI

15. Copyright ©2018, Engagio Inc.
Data and InsightsSelect target accounts, fill contact whitespace, identify insights
Account Data
Contact Data
Data Platforms
3rd
Party Intent
OrchestrationManage multi-channel account-based plays across multiple personas and departments
Lead-to-Account
ABM Automation / Sales Activation Account Planning
MeasurementTrack engagement, score and prioritize accounts, and measure the impact of your ABM programs
Engagement & Sales Insight Journeys & Multi-Touch Attribution
InteractionsSpecific channels to create 1:1 account-based interactions
FoundationThe core essentials
MAP CRM
Insights
ABM Advertising
Other
Web and Content
Content Syndication
SDR / Sales
Direct Mail
Events

16. What about ABM
Platforms?
16

17. Copyright ©2018, Engagio Inc. 17
Question: Will all these disparate
categories coalesce into an “ABM
Platform” category?

18. Copyright ©2018, Engagio Inc. 18
“B2B marketers choosing an
ABM platform can avoid the
operational and technical
drag that comes from
purchasing and integrating
several individual products
and start generating results
from their ABM programs more
quickly."
The Forrester New WaveTM
:
ABM Platforms, Q2 2018
“Account-Based platforms will
be the single-most important
category in the stack in 2018
and beyond. These solutions
will bring together planning,
orchestration management and
measurement into a single
solution."
Account-Based Technology
Report, April 2018

19. Copyright ©2018, Engagio Inc. 19
ABM Platform Vision
Multiple
Data
Sources Account Contact Intent Insight 1st
Party
Account Foundation
Single View of Accounts, Lead-to-Account
Measurement
360° Engagement
Journeys
Attribution
Orchestration
Multi-Channel
Automated & Triggered
Sales Activation
ABM
Platform
Interaction
Channels
Ads Direct Mail Email Web Events Etc.

20. Getting Started
20

21. Copyright ©2018, Engagio Inc.
ABM Maturity
CATEGORY CURRENT ABM MATURITY WHAT TO DO NEXT
Beginner You may not even have
defined target accounts yet.
• Start with the basic account foundation — L2A matching
and engagement scoring
• Pick accounts (can start small)
• Run a starter play: SDR + marketing air cover
• Set a baseline for measurement
Intermediate
With your accounts in place,
you’re ready to run and
measure integrated plays.
• Implement additional styles of ABM
• Evolve all your metrics to be account-based
• Measure – optimize – refine
Advanced
You run more sophisticated
plays — customized with
deeper account insights.
• Use ABM for all phases of the customer journey
• Compare program ROI via multiple attribution models
Pilots are great ways to show short-term successes and
get the entire company to buy into ABM’s benefits.

22. Copyright ©2018, Engagio Inc.
Account-Based
Technology
Report, April 2018

23. Account-Based
Technology
Report, April 2018

24. Copyright ©2018, Engagio Inc.
• Pilots are a great way to get started and build alignment
• You can run a successful ABM pilot with very little additional
technology, but technology is hugely useful when you want
to scale your program beyond a few accounts
• ABM requirements include basic account and contact data,
lead-to-account matching, and engagement analytics
• Add technology to scale and automate programs that work;
refine account selection and relevance; and measure ROI
• ABM has become over-identified with advertising, and that’s a
real disservice; advertising can play a role in ABM, but it is far
from sufficient
• Emerging ABM Platforms avoid the operational and technical
drag that comes from purchasing and integrating several
individual products
Tweetable Takeaways
@jonmiller

25. David Lewis
Lessons Learned in the
Field

26. Copyright ©2018, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Four Key Areas ABM Tools
Solutions that help with:
• Assembling Target
Lists
• Account Targeting
• Targeting Campaigns
Solutions that help with:
• Lead to Account
Matching
• Data Enrichment
• Account Scoring
• Account Based Content
Solutions that:
• Track and report on
performance
Solutions that help with:
• Sales Enablement
• Customer Scoring
• Customer Engagement

27. Copyright ©2018, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
System Selection Considerations
• Which solution bucket does it align to? Is that kind of
solution needed based on the roadmap?
• Will the feature / functionality scale as you execute against
the roadmap?
• How does the solution integrate with your existing systems?
Out-of-the-box connector? Custom integration needed?
• What kind of resources are needed to implement and
maintain the solution?
• Does the vendor support a pilot?
• What type of resources are available?

28. Alignment, Alignment, Alignment
• Be an Agent of Change & Alignment Advocate
• Assemble your cross-functional ABM Team
• Demand Generation Stake Holder(s)
• Marketing & Sales Operations
• ABM Manager
• Target Account Champion
• Sales Development Team Leader

29. Copyright ©2018, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
ABM Workshop Agenda
ACME, Inc. ABM Kickoff
Time Session Details
00:00 – 00:00 Workshop Kick-off • Introductions
• Goals & Expectations
• Rules of Engagement
• Agenda Review
00:00 – 00:00 Target Identification • Who are our targets and why
• How are they identified
• What makes them qualified
00:00 – 00:00 Account Engagement • Engaging accounts vs. engaging leads
• What kinds of assets / activities
• Who, how, how often
00:00 – 00:00 Account Management Process • What are the stages of account lifecycle
• How is sales team aligned to target accounts
• When does marketing hand off leads to sales
00:00 – 00:00 ABM Roadmap • Major milestone roadmap
• Strategy, process, people, technology
00:00 – 00:00 Wrap-Up • Final Q&A
• Action Items and Owners
• Next Steps

30. You have:
● A strategy and resources
● Alignment across teams
● A list of target accounts for sales and marketing
● A way to collect and track account and contact engagement
● Content and campaigns to engage target accounts
● Sales reps assigned to target accounts with an engagement
plan and process
● The right MarTech stack deployed and tested
● Expectations and reporting plan
Are You Ready to Take the Plunge?

31. Phase 1 Phase 2 Phase 3
ABM Success is a Journey
• Target account list
• Automate lead to account
association
• Setup / update scoring
• Optimize sales routing and
prioritization
• Establish baseline reporting
• Targeted ads / offers based on
accounts
• Incorporate dynamic content
based on account profiles
• Optimize SDR and Sales
engagement
• Optimize systems
• Account specific marketing
campaigns
• Inbound programs
• Outbound programs
• Target Account Engagement
Nurtures
• Analytics & Reporting
Optimization

32. Thank You