How to use Account Based Marketing to Exceed Your Revenue Goals in 2018

@HeidiBullock @Engagio
How to Use Account Based Marketing to
Exceed Your Revenue Goals in 2018
Heidi Bullock, CMO

Heidi Bullock
CMO
Engagio
@HeidiBullock
What You’ll Learn
1. Three top challenges to ABM
2. ABM fundamentals for getting
started
3. The best ways to measure ABM

61% of buyers do extensive
research before contacting the
seller
More than 50% of buyers
consulting third party sources such
as social channels and websites
before reaching out to you.
Generic, vague content doesn’t cut
it for the modern buyer. They want
hyper-personalized materials that
directly address pain points.
Your buyer is willing to pay 30%
more for a superior buying
experience

Today
4
Not enough
of the right
types of
leads
Poor quality –
80% never
convert to
Sales
Sales alignment
- Poor efficiency
Issues with
churn and
retention
Missed
Targets

To Keep Up, the Way You Market + Sell Needs to Change

Examine your current acquisition strategy- How well
is it working?
6
Broad-based
Mostly inbound
Lead-centric
Goal is volume

Copyright ©2016, Engagio Inc.
Marketing Strategies
AND
Fishing with nets. You don’t care which fish you
catch as long as you catch enough fish. The fish
always swim towards you.
Demand Generation
Fishing with spears. You care deeply about
which fish you catch, and you’re going to
proactively go pursue those fish.
Account Based Everything

ABM Helps Here

Challenges

Data is spread across systems.
11
Challenge #1
Marketing
Automatio
n
Corporate Email
Web Visits
• Challenging
measurement
• Bad routing
• Poor coordination
• Limited marketing
& sales alignment

The metrics for ABM are different.
12
Challenge 2

ABM historically is manual and hard to
coordinate.
13
Challenge # 3
Drive awareness
‘air cover’
• Brand
campaign
• Digital
advertising –
targeted
display,
website
personalization
Engage key
individuals
• Invite to a
dinner - Need
Sales to invite
the right people
from target
accounts
Set up meetings
• Plan to use
ADRs for this
but they have
other priorities
too. What if
there are
account
blockers?
Did the right out reach happen from Sales?
Did they follow-up? How can I track that?

What is marketing orchestration?
14
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 and ongoing way for
success in an account. Key for ABM.
Old: The Hand-Off New: Marketing Orchestration

ABM Fundamentals

#1 - Set goals
• Have a hypothesis – We think this set of accounts in the
health care vertical makes sense for us to pursue.
–Higher ASP
–Faster sales cycle
–More up-sell potential
16

Example scorecard
Engagement Sales Appt Pipeline Opportunity
Size
Win Rate
>80%
of target accounts.
>30%
tier 1 prospects
40%
of enterprise initial
Pipeline from
Targets
45%
increase in Opp
Size
50%
higher for target
accounts
Time frame = Year One
Should HELP get to your revenue goals more efficiently

• Better results – ex: higher ASPs
• Expand Deal Size
• Sales Cycle is Shortened
• Eliminate unqualified buyers right
away. Your focus will be on
accounts most likely to buy.
• EASIER to work with marketing!
Sales Buy- in: Why should I do this?
• Shared incentives/ compensation
• Run a pilot
• Identify your sales champion
Why? How?

#2 - Identify Target Accounts
– Key vertical (ex: healthcare, entertainment, construction)
– Historical data – (where have you had success?)
– Firmographics – (size of company, revenue, geography)
– Other signals – intent data, hiring patterns, etc.
19
Fundamentals

Define your Ideal Customer Profile (ICP)
20
Segment Customer Churn Rate Revenue Churn Rate
<50 42.3% 43.54%
Small 23.3% 23.54%
Medium 11% 11.4%
Enterprise 5% 5.7%
Look at your key segments. Do you know which is the most profitable for the
business? Is your current strategy optimized for that?
Example:

Example
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
Style 3
Programmatic
Style 2
Scale
Style 1
Strategic

Example of Target Account Tiers
22
Group A (Best – Strategic
Accounts) – 20 total
Group B (Great Accounts) -
100 total
Group C (Good Accounts) – 500 total
How these were
selected
These accounts are logos we
care a lot about – they are
large global fortune 500
companies.
These accounts are a
great fit with our product
and are in the top 3
verticals we care about.
We have seen success
here. Used data driven
approach to prioritize.
These accounts are in the next set of verticals
we care about. Each rep has a set of these.
Used data-driven approach to select accounts.
What we do These accounts get the white
glove treatment. Top
marketing programs.
These accounts get
vertical specific plays.
Includes key events,
detailed content, pitch
deck.
These accounts get our scalable ads, select
content assets, and reps can do one lunch and
learn program. Light vertical content.

@HeidiBullock @Engagio 23
Style 1
Strategic
Style 2
Scale
Style 3
Programmatic
Inbound
Spears Nets
#3 – The Content

#4 - Programs for Target Accounts
Type of Program Program Accounts
Tier 1 Tier 2 Tier 3
Direct Mail High value Post card – lower value Post-card lower value
Field Events Lunch and learn + dinners +
onsites
Lunch and learn Lunch and learn
Tradeshows Special dinner
Playmaker sends Yes Yes Yes
Database sends In some cases OK Yes Yes
Digital Yes + tailored content Yes + industry Yes – generic?
Content Syndication Yes – verticals and key
companies
Yes – verticals Yes -verticals
Sales outreach Yes (calling campaigns, drive
attendance)
Yes (calling campaigns, drive
attendance)
No
Appt Setting Yes Yes No
Contact Discovery Yes Yes No
Customer content
Custom streams
Yes (tier 1 and 2)

#5 - The Team
Role Sample Responsibilities
ABM Leads
(marketing/sales)
• Spearheads the initiative
• Develops playbooks and tech infrastructure for successful initiative
• Tracks the metrics and communicates the program’s successes
Field
Marketer/Marketing
Manager
• Works with the ABM marketers to execute plays at the local level
Marketing + (Sales
Development Reps)
• Helps research the account and build contacts
• Reaches out to the account to build relationships
• Crafts account-specific emails and messages
• Nurtures relationships over time
• Supports the Account Executive as needed
Strategic Account
Manager (AE)
• Drives the plan forward with the team and at the account
• Helps shape the ABE strategy and each account plan
Executive Sponsors
• Deal / customer support to drive engagement

Benchmarks
Tactics Challenges

Make it Personalized to Drive Results
27
10x – 43% response
rate
3% response rate

Test! Core Prospecting Play
205 193 113 45 24 1Mtgs Opps Deal
(so far)
EngdPkgs Resp
22%
Meeting Rates
Books only: 25%
Kindle only: 21%
Ads and Kindle: 21%
Ads and Books: 13%
Not significant
Web Traffic Visitors
Ads +43% +47%
No Ads +22% +8%
Directionally meaningful but not significant
34.2x pipeline to spend

Measurement

Don’t count the
people you reach;
reach the
people that count.
– David Ogilvy

ABM metrics are different
•Focus on quality not quantity
•Track accounts not leads (MQAs not
MQLs)
•Time spent (engagement minutes)
•Track impact and influence more
than try to apportion ‘credit’ (team
effort)
31

What to measure
32
Do you have
sufficient
data,
contacts, and
account
plans for
each target
account?
Are the target
accounts
aware of your
company?
Are the right
people at the
account
spending time
with your
company? Is
that
engagement
going up over
time?
Are
marketing
programs
reaching
target
accounts?
Are ABM
activities
improving
key sales
outcomes?
COVERAGE AWARENESS ENGAGEMENT REACH IMPACT

33
Early Stage Metrics Later Stage Metrics
1
• Coverage
2
• Awareness
3
• Engagement with key programs
4
• Meetings
1
• Customer MQAs
2
• Opportunities
3
• Pipeline
4
• Impact/ ROI
Tip 1- Measure at different points in time

Tip 2 -Take a baseline

Tip 3 - Test! Core Prospecting Play
205 193 113 45 24 1Mtgs Opps Deal
(so far)
EngdPkgs Resp
22%
Meeting Rates
Books only: 25%
Kindle only: 21%
Ads and Kindle: 21%
Ads and Books: 13%
Web Traffic Visitors
Ads +43% +47%
No Ads +22% +8%
34.2x pipeline to spend

Tip 4 – Have a dashboard to report on progress
Tier
# of
Accounts
Awareness MQA
Sales
Appt
Opps
Pipeline
ACV
Conversion
to Opp
C/W Deals
C/W
ACV
Conversion to
C/W
Tier 1 # # # # # $ % # $ %
Tier 2 # # # # # $ % # $ %
Tier 3 # # # # # $ % # $ %

Take-Aways
1. Be clear on goals and timing.
2. Have a diligent approach for account
selection and program entitlement.
3. Use orchestration not the ‘hand-off’.
4. Research, test, mini-pilots.
5. Measurement is different with ABM – think
about time spent and MQAs.
6. Think big but start small.
37
Summary
The secret to successful
account based marketing is…

How to use Account Based Marketing to Exceed Your Revenue Goals in 2018

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