How to Build a Predictable ABM Engine
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If you are one of the 60% of marketers exploring how to deploy Account-Based Marketing, then you may be wondering where and how to start. Which tactics work and how can your martech stack and marketing database support your ambitious ABM efforts? In this session, you will hear from ABM practitioners Josh Hill (author of MarketingRockstarGuides.com), Tony Yang (VP of Marketing at Mintigo), and Charlie Liang (Director of Marketing at Engagio) discuss the steps they took to build a martech stack and infrastructure that’s optimized for an ABM strategy. This hands-on session will cover: How predictive marketing enables ABM Building a martech infrastructure for ABM How to structure the right ABM programs Understanding how analytics change with ABM Achieving marketing and sales alignment
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How to Build a Predictable ABM Engine
- 1. How To Build A Predictable ABM Engine Josh Hill Author of Marketing Rockstar Guides @jdavidhill Presented by: Charlie Liang Marketing Director Engagio @CharlieCLiang Tony Yang VP Demand Gen Mintigo @tones810
- 2. House Keeping Audio Check Audio is delivered via your computer speakers Please let us know in the chat window if there are audio issues Webinar Replay Available We will send you a recording of today’s session afterwards Ask Questions In The Chat Window Ask questions at anytime & we will answer them during Q&A
- 3. Who should use ABM? Strategy You only care about Enterprise Account penetration. Customer Development for Product-Market-Fit Tactic High volume SaaS firm Only one small group handles the top tier Enterprise Accounts
- 4. THIS ISN’T YESTERDAY’S SALES-MARKETING ALIGNMENT
- 5. Adjusting to an ABM lifestyle Demand Gen SDRs Account Execs Customer Success Typical workflow and division of labor ABM is different Relationship Leader ABM Marketer ABM SDR ABM Closer ABM Content Creator Technical Sales Customer Success • Overall messaging • Events • Qualification • Manual matching • Play deployment • Coordinate personas • Close • Lead people to Insight • New messaging • Persona messaging • Nurturing • Play copywriting • Trusted consultant and expert (could merge with Closer) • Onboarding • Ongoing key relationship • But ideally Closer still involved • Requests upsell content
- 6. BUILDING A MARTECH STACK FOR ABM Do you have the right pieces in place?
- 7. Stage 0: Marketing Transformation Stage 1: Automation Stage 2: Lead Quality Management 0 Month 12 Month 18 Month 24 Month 36 Martech Maturity Model™ - Building capability is hard work Moving from Stage 0 to 1 and 2 offer the largest obvious ROI. Most firms are stuck here. This is where those 55% of marketers say they are “improving marginally” Mostly vendors are here. This is where you want to be. Only 9-16% of “successful implementations” are likely here. Noble goal, will you have enough data to do this earlier? Will your team be ready to use it? Stage 3: Nurturing and Sales Context Stage 4: Funnel Visibility Stage 5: Attribution and Allocation Source: MarketingRockstarGuides.com, Ascend2 Marketing Technology Survey Aug 2015 Stage 6: Predictive Tools
- 8. Stage 2: Lead Quality Management Stage 0: Marketing Transformation Stage 1: Automation Stage 3: Nurturing and Sales Context Stage 4: Funnel Visibility Stage 5: Attribution and Allocation 0 Month 12 Month 18 Month 24 Month 36 Stage 6: Predictive Tools What about ABM? ABM and Predictive cannot help here since the Team isn’t ready (nor the systems) Add Plays and build up data set for Predictive ABM range Depends on Dataset and Organizational capability. Lead people to the Commercial Insight Improve visibility of what Story works and where it is working. Continuous practice and alignment – ABM will require TRULY TIGHT alignment
- 9. You are already doing the basics…
- 10. …with the tools you may already have.
- 11. Are your systems ABM-ready? Demographics Contact Info Territory Assignments Permission Recency Prepared DB
- 12. http://www.engagio.com/account-based-everything-market-map The Account Based Everything Market Map
- 13. 1 0 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 0 1 1 0 1 0 1 0 1 1 1 1 0 0 1 0 1 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 0 1 0 1 1 1 0 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 Ideal Customer Profile (aka “CustomerDNA™”) Customers (“Positives” List) Prospects Predictive Models/ Machine Learning Signals From The Web (i.e., tech, org/hiring, financials, intent, etc.) Start With Identifying Your ICP with Predictive
- 14. Ideal Customer Profile (aka “CustomerDNA™”) Selecting Target Accounts via Predictive Account Scoring • Revenue: Above $1B • Industry: Software & Manufacturing • Marketing Tools: Marine Software, Ensighten, BazaarVoice • CX: ForeSee, OpinionLab • PPC Spend: Above $5K • Alexa Rank: < 100K • CDN: Akamai • Analytics: Adobe Omniture • Hires Demand Gen roles … Initech Corp. Aviato Inc. Cyberdyne Systems Predictive Score 75 or Rank B Predictive Score 54 or Rank C Predictive Score 92 or Rank A
- 15. Segment before bringing in additional tools Account Persona (Segmentation) Buyer Persona 1 (Segment) Buyer Persona 2 (Segment) Technology SaaS Startup Marketing Manager Marketing Director Insights from predictive data Marketing Operations BU Level Marketing Director #ABM Matrix AccountPersona Purchase Stage
- 16. Now you have to do Lead to Account Matching Enrichment Process
- 17. Enhancing context for Sales • Provide Lead to Account Matching • Identifying the lead by persona and Challenger Type • Enriching the data so Sales isn’t wasting time on research (with predictive or 3rd party) • Identify propensity to buy product bundles/cross- sell with predictive • Displaying lead behaviors, highlighting most relevant ones • Making additional research easy with Social, Maps, People Displays • Providing Talk Tracks based on data provided.
- 18. Use the Nurture Waterfall to tell a story to the Account Buying Team Goal: obtain enough data to select more specific track. Identify personas and mobilizers. Move to next best specific Track. Goal: reach Mobilizers, engage in Collective Learning, ensure Account is MQL Goal: get to Account Track or MQL Goal: confirm persona and ABM info.
- 19. Using the Play Waterfall Goal: get in touch with a key Persona at the Account Goal: reach Mobilizers, engage in Collective Learning with Buying Group Goal: find the next Persona or agree to next steps Goal: confirm this person will help you.
- 20. A play is a sequence of touches with a specific goal for that Persona and Buying Stage Learn Define Needs Assess Options Negotiation Sign MQL Goal of Play Email every X days; story content Play Cadence For more information, see TOPO.com or Engagio.com SAL Day 0: Call Day 1: send email: Day 4: send email 2 Day 5: call, vm SQL Day 0: call; Day 3: send content X: Day 5: AE mgr email; etc.. Opp Day 0: group call invite; Day 3; call; Day 4: email case study, etc.. Won Day 0: welcome email & call; Day 1, Day 2, Day 5…. Owner Marketing/MAP Marketing or SDR AE/Sales AE/Sales AE/Customer Success Stage
- 21. Implications for marketing operations Funnel Management • Scoring is about the Customer and Buying Team • Time spent is a better indicator of interest • Predictive tools should take behaviors and time into their model. Nurturing • Use The Nurture Waterfall and ABM to identify Mobilizers, Talkers, and Blockers • Organize around storytelling • Goal of nurturing tracks is to • Skew content nurturing to engaging and equipping Mobilizers • Framebreak to reach MQL and SQL • Address Blockers’ needs ahead of time.
- 22. STRUCTURING THE RIGHT ABM PROGRAMS What may work?
- 23. Anatomy of an ABM Campaign Who are you going to say it to? What are you going to say? How are you going to say it?
- 25. The Who T1 T2 T3 All Other Accounts ITSales
- 27. The How
- 28. ABM is NOT cold crappy robospam email…
- 29. It is Orchestrated Human Interactions
- 30. Identifying Target Account Leads/Contacts in MA
- 31. Prospects MQL SQL Opps Won SFDC: No lead or contact record, only target accounts if applicable SFDC: Leads with Lead Status = “Passed by Marketing”, timestamped SFDC: Leads with SRL Approved Status, timestamped SFDC: Leads converted to Contacts under an Opportunity record SFDC: Opportunities with Stage as Closed Won MA: Anonymous MA: Leads with Lead Status = “Passed by Marketing”, timestamped MA: Leads with SRL Approved Status, timestamped MA: Contacts that has Opportunity Stage field as Stage 1 and beyond MA: Contacts that has Opportunity Stage field as Closed Won Map Funnel Stages To Your Lead Management Workflow
- 33. Timely & Personalized Messages Are Driven By Having Predictive Data In Other Marketing Systems
- 34. Timely & Personalized Messages Are Driven By Having Predictive Data In Other Marketing Systems
- 35. NEW ABM ANALYTICS A shift in perception
- 36. Understanding target account data Coverage Are they aware? Do they engage? • Smart Lists • Lead Perf+Smart List • Smart List Columns • SFDC Dashboards • Visits+Smart List • Web Analytics • Form Fill Outs • Program Success • RCA Reports
- 39. MQAs & The ABM Funnel
- 40. How to Show ABM Impact • Accounts • People
- 41. Coverage: Lead Performance & Smart Lists Choose Group By and Lead Created Range Get sub-counts by ABM Persona Custom Columns are your friend.
- 42. Awareness: Company Web Report Choose the date Range Known Leads (Smart Lists) Anonymous Non ISPs – get an idea of how many people visit from Company A Constrain by Page and/or Persona
- 43. Engagement: Email performance, etc. Engagement by Persona? Totally possible. Choose the Range of Emails Date of Activity Use your ABM segments here along with Was Sent Email
- 44. Q&A
- 45. Thank You! Josh Hill Author of Marketing Rockstar Guides @jdavidhill Charlie Liang Marketing Director Engagio @CharlieCLiang Tony Yang VP Demand Gen Mintigo @tones810
Editor's Notes
- Tony
- Tony Now before we get started, we’ve got a few housekeeping items to address. The first item is more for the benefit of those logged in but can’t hear audio…so obviously if you can hear me then you’re all set. Second, this session is being recorded, so be on the lookout for an email from Mintigo within a day or two if you’re interested in getting access to the slides and the on-demand recording. Third, we’ll be reserving some time at the end of today’s session for some Q&A, so please type in any questions you may have into the chat window at any time during the course of the presentation.
- Josh
- josh
- Josh The enterprise or ABM account team is together, with ONE coach monitoring the end to end process. It can look different, but the alignment is complete here because it is one team. Since ABM arrived (again), I've advocated assigning an ABM manager to sit with the ABM SDR and AE team. They should act as a key coach on messaging and building out journeys or "plays". Sales often has great ideas, but needs the discipline to refine the steps and operationalize it. A very tight understanding is needed with sales managers. The most successful are likely marketers who were former salespeople. If you have loads of budget, hire a special direct response copywriter. Again, this is about Strategy. There needs to be a total shift in mindset that ABM is a long term game for most B2B companies. This isn't about transactional prospecting SDR emails that everyone makes fun of, but still do. This is about solving real problems at companies and doing the dance to prove you are the right choice for each other. The strategy has to recognize that automated lead nurturing goes to a point - usually MQL or until Contact is made. Then ABM plays take over. There isn't just one play, there are dozens for each stage of the lifecycle, including Won/Customer. What are some challenges with ABM that marketers are facing today? The need for sales-marketing alignment is not the same as it was 6 or 7 years ago. Marketers are struggling to understand the systems and strategies actually require a change to workflow and team organization. I would argue most firms that sell to "Target Accounts" need a special ABM team that's less about the lead funnel and more about the skills.
- Josh
- © 2015. Josh Hill.
- © 2015. Josh Hill.
- Josh
- Josh
- Josh Data quality matters even more Email reputation is key Marketable – can you segment them? Have contact info? Permission - can you email them? Do you have the right people or do you need to find them? Lead Ownership and Territory Management must be pristine The Content – Segment Matrix https://www.iconfinder.com/icons/670399/call_chat_mobile_phone_talk_telephone_viber_icon#size=128 https://www.iconfinder.com/icons/370079/data_info_information_icon#size=128 https://www.iconfinder.com/icons/309041/group_people_users_icon#size=128 Ivan Boyko https://www.iconfinder.com/icons/299096/calendar_clock_icon#size=128
- Charlie
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- Josh (with Tony comment)
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- Josh with Tony comment
- Josh You could structure this content to run pre MQL or during MQL. If you prefer the MAP to stop and let Plays take over, make this hand off well defined. You may want to even shift MQLs or SQLs to a once a month cadence that operates in the background. You can also adapt this to the Play Waterfall
- Josh You could structure this content to run pre MQL or during MQL. If you prefer the MAP to stop and let Plays take over, make this hand off well defined. You may want to even shift MQLs or SQLs to a once a month cadence that operates in the background. You can also adapt this to the Play Waterfall
- Josh Use an existing set of plays that top sales people at your firm use; if you’ve developed an SDR or BDR track, break them up into specific plays aimed at buying stage and persona.
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- Charlie
- Charlie to discuss survey and segmentation for Drones.
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- Charlie Too many high volume SDR/BDR outbound teams think they should do this sort of cold calling. Remember your lessons from Dale Carnegie and other top networkers – you must add value first and you must make your introduction about the other person. Everyone, including you, cares about themselves first. I have almost never seen a cold email that was about me and my needs.
- Charlie
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- Potential Questions: - Who should be the one that drives ABM? Someone in marketing? In sales? - What kind of skill sets, and perhaps team members, do you need to implement a successful ABM strategy? - What workflow and process changes need to take place when shifting from a traditional lead generation/funnel approach to ABM?