The rising importance of data-driven marketing, marketing automation, and customer experience have made account-based marketing inevitable. If you're in B2B marketing, you're going to use an ABM approach sooner or later. Experts from DXC Technology, Engagio, and LinkedIn will discuss: • Why Account-Based Marketing has become essential if you're in B2B marketing and sales • How you can get started with Account- Based Marketing today (it's easier than you think) • A step-by-step blueprint for running the best Account-Based Marketing plays

1. Why Account-Based Marketing is Inevitable
How to Take Advantage of the Trends that Make ABM a Successful
Strategy for B2B Marketers
Sean Callahan
LinkedIn Sales and Marketing
Solutions
Dorothea Gosling
DXC Technology
Jon Miller
Engagio

2. 2
4 Trends Making Account-Based Marketing
Inevitable

3. Trend No. 1:
The Rise of Data- Driven Marketing

4. Trend No. 2:
The Customer Is In Control

5. Trend No. 3:
The Relevance Imperative
in Content Marketing

6. Trend No. 4:
The Reality of Sales-Marketing Alignment

7. Of B2B Marketers have Implemented
Elements of an ABM approach
71%

8. Copyright ©2017, Engagio Inc.
Three Styles of ABM
1 to 1
5-50 accounts (“tens”)
1 to Few
50-1,000 accounts (“hundreds”)
1 to Many
1,000+ accounts (“thousands”)
Tier 3
Programmatic
Tier 2
Scale
Tier 1
Strategic

9. Copyright ©2017, Engagio Inc.
Challenge: Account Data Spread Across Systems
• Challenging
measurement
• Bad routing
• Poor
coordination
• Limited
marketing &
sales alignment
9
Marketing
Automatio
n
Corporate Email
Web Visits

10. Copyright ©2017, Engagio Inc.
Answer: Start with an Account Foundation
Lead to
Account
Matching
(L2A)
Presentation
Layer
Marketing
Automation
Corporate
Email
Web Visits

11. Copyright ©2017, Engagio Inc.
Engagio Integrated ABM Play
• Pre: Ads for Awareness
• 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 Jon cc’ing play
• Day 11: LinkedIn InMail from Jon
• Day 13: Email
• Day 15+ FU’s to other personas
Goal: get an
introductory meeting
with target account

12. Integrated ABM: Results to Date
350 276 74 34 1Mtgs Opps Deal(so far)
AwarePkgs
21%
Meeting Rates
Books only: 34%
Ads and Kindle: 21%
Ads and Books: 20%
Kindle only: 18%
Not significant
Web Traffic Visitors
Ads +43% +47%
No Ads +22% +8%
Directionally meaningful but not significant
25.0x pipeline to spend

13. Copyright ©2017, Engagio Inc.
Integrated Plays are Manual and Hard to Coordinate
13
Did Sales approve the list?
Did the right out reach happen from Sales?
Did SDRs make the phone calls?
Did Sales follow-up to non-responders?
Is any of this trackable?

14. Copyright ©2017, Engagio Inc.
Orchestration:
Coordinating
relevant interactions
across departments
and channels

15. Copyright ©2017, Engagio Inc. 15
Marketing Automation Marketing Orchestration
Automated Some automation, some human
Scalable but impersonal Personalized but still scalable
Handoffs Collaboration
Lead-based Account-based

16. Copyright ©2017, Engagio Inc.
From me
Personalized
by an SDR
Leveraging account
and person insights

17. Copyright ©2017, Engagio Inc. 17

18. Integrated
ABM
Deal
Nurturing
Account
Expansion
Plays for Every Stage of the Journey

19. Copyright ©2017, Engagio Inc.
2002 2017
Account Based Metrics are Different

20. Time
is
Money

21. Copyright ©2017, Engagio Inc.
Engagement: Target Accounts = 10X Increase
21
1,600 minutes 17,000+
minutes
989 Target Accounts, June 2016 to May 2017

22. Copyright ©2017, Engagio Inc.
Marketing Qualified Accounts (MQAs)
• 30 mins of
engagement from
Marketing (at least 2
people)
• 15 mins of
engagement from
Marketing Executives
• “Act Nows”
22

23. Copyright ©2017, Engagio Inc.
1. Build your account foundation (lead to account matching)
2. Establish your baseline (buy a scale)
3. Launch a simple integrated play (buy a treadmill)
23
Getting Started - FAST
“Keep orchestration simple by starting with
SDR-marketing collaboration. This is the
fastest path to both orchestration and
recognizable lift…. SDR teams supported by
marketing orchestration are seeing higher
connect rates and SQL rates.”

24. August 2, 2017 24August 2, 2017 24
Why focusing on Account-Based
Marketing is key
84%
Benefit from higher
returns using ABM
76%
View marketers as a
trusted partner/advisor
when using ABM
57%
Believe sales
uncover more new
sales opportunities
“Don’t count the people you reach; reach the people that count.”
DAVID OGILVY
80%
OF YOUR REVENUE COMES FROM
20% OF YOUR CUSTOMERS

25. August 2, 2017 25August 2, 2017 25
One-
to-One
One-to-few
One-to-
Many
Very few, large / strategic accounts & new labels, designated
marketing practitioner. Often around a specific pursuit.
Clusters of like accounts, often in the same region; Account plans
and commonalities drive marketing planning and execution.
Regional Marketing with Demand Center support.
Many accounts, marketing matched to sales’ go to market.
Identified by vertical as well as geography/region. Retargeting.
Demand Centre with input from regions.
ABM approaches, and where DXC plays
@DXC:
30+ large accounts & strategic pursuits at any one point in time
300+ named accounts > clustered by industry and region, receive a mix of digital, mass customised AND bespoke marketing

26. August 2, 2017 26August 2, 2017 26
Strategic program enabled and supported by a
layered ecosystem of capabilities and processes
4.CONTENT
3.CREATIVITY
1.TECHNOLOGY
2. PEOPLE &
PROCESS

27. August 2, 2017 27August 2, 2017 27
GET ON THE
RADAR
INGEST &
LEARN
GET
NOTICED
PURSUE WIN
ANATOMY OF
A WIN
Account
insight
DEVELOP
PLAN
SOCIAL SOFT
OUTREACH
PERSONALISED
E-TARGETING
HIGH-TOUCH
ENGAGEMENT
BID RESPONSE
CONTENT & POLISH
ORALS-DAY
SUPPORT
Example: Putting it all together around a pursuit

28. August 2, 2017 28August 2, 2017 28
“Where we work with
Marketing, we win more!”
VICE PRESIDENT
STRATEGIC GROWTHDEALS
Of targeted companies more
engaged
+67%
FY17 CAMPAIGN RESULTS
Specific results
ABM PROGRAM OFTHEYEAR, 2014
FINALIST, ROIAWARDS, 2015
WINNER, ROIAWARDS, 2017
Lift in page views by
individuals from
targeted companies
+168%
Win rates are up
NOT OPTIONAL
Marketing represented on all strategic
growth deals. Marketing support
requested on daily basis by Deal teams

29. August 2, 2017 29August 2, 2017 29
STAKEHOLDER
ENGAGEMENT
SALES AND
MARKETING
COLLABORATION
Key lessons learned
ABM NEEDS
EXECUTIVE
SPONSORSHIP
AND PEOPLE
CLEARLY
DEFINED
SLAs
AND
REPEATABLE
PROCESSES
THRIVE ON CHANGE!

30. Q&A
Want to learn more?
Check out “The Sophisticated Marketer’s
Crash Course in Account-Based
Marketing” in the resources section.
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