Moneyball: Using Advanced Account Insights for Effective ABM Activation
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A winning marketing team does its research and crafts a compelling gameplan to maximize at bats with their most important accounts. Figure out how your team can get the inside scoop within accounts so you can hit it out of the park with your ABM efforts. Join TechTarget, Engagio and special guest Beth McCullough from WhiteHat Security on 8/10 as we share how to develop & activate account insights to drive deep digital consideration and sales enablement. You’ll discover: How to drive net new revenue streams with effective insights to target the right accounts and prospects How to design your batting order: The most valuable insights for prioritizing account engagement strategy How to read the right signals: Optimize efforts by monitoring and leveraging behavioral & intent insight Examples of how to execute full-funnel account-based marketing from data to activation to account engagement And more
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Moneyball: Using Advanced Account Insights for Effective ABM Activation
- 5. Copyright ©2017, Engagio & TechTarget #ABMGrandSlam – Slam 3 @Engagio @TechTarget What is Moneyball? 5 Moneyball
- 6. Copyright ©2017, Engagio & TechTarget #ABMGrandSlam – Slam 3 @Engagio @TechTarget How does Moneyball relate to ABM? 6 Spins of a Roulette Wheel
- 7. ©TechTarget 7 • Quick overview of the data landscape • How this “broadband” purchase intent insight is made • Using real purchase intent insight: ⎻ To understand who’s active in your ABM TAM and prioritize ⎻ For segment-based plays ⎻ To understand competition and validate or refine positioning ⎻ To adjust messaging ⎻ To diagnose and optimize your approaches across the buyer’s journey An introduction to the usefulness of real purchase intent insight
- 8. ©TechTarget 8 MONEYBALL requires GOOD data… to understand: • What demand you’re missing • When an account is (really) in market • Who on the buying team is (really) involved When you know this, you can… • React faster than your competition • React better with personalized content, messaging and motivation Account-Based Marketing: Tighter rules, better tools
- 9. ©TechTarget 9 Data categories: Focusing on real purchase intent insight SiriusDecisions, KCunningham
- 10. ©TechTarget 10 Tap into real B2B purchase intent data Recent, buyer-direct, project-specific Requirements for success in ABM Get practical outputs Ranked in-market accounts, named prospects from the buying team Activate within your marketing and sales systems Diverse programs, automated workflows
- 11. ©TechTarget 11 Real purchase intent insight comes from accounts & named buyers in your market so you can execute effectively Full-funnel marketing services Branding Syndication Leads Nurture QSOs Automated integration Activate Campaigns 200M+ organic Search visitors Ranked Accounts Named Active Prospects Behavioral Insights1M+ daily on- network buyer interactions across 140+ sites and 10K IT Topics Tap into Real B2B Purchase Intent Get Practical Outputs
- 12. ©TechTarget 12 At start: Enrich your account list and evolve your strategy Named accounts with Server Virtualization activity in the last 90 days Immediate Possibilities 65% 35% Currently active on TechTarget Not currently active on TechTarget Demand at risk: 33% Month over month churn of active accounts Engagement options: 15,000+ Active prospects on named account list in the last 90 days Targeting options: 1,950+ Active accounts on named account list in the last 90 days Content inputs: 11,000+ Activities from named accounts in last 90 days 3,000+ ABM accounts
- 13. ©TechTarget 13 Upcoming, confirmed private cloud and virtualized systems management project at this account Project details: Orlando, FL within next 12 months Core topics of research: • Server virtualization • Virtual machines • Storage virtual networks • Virtual appliance • Virtual server security 2x active prospects researching Server Virtualization Establish overall approach: Go vertical or horizontal, new or existing; consider hybrid but try to stay simple Top Vendor: Cohesity Top Vendor: Citrix Systems, Inc. Top Vendor: Veeam Software Upcoming, confirmed private cloud and virtualized systems management project at this account Project details: Issaquah, WA within next 12 months Core topics of research: • Containers • OS-level virtualization • Virtual machines • Multi-Hypervisor management • Storage backup 3x active prospects researching Server Virtualization Upcoming, confirmed private cloud and virtualized systems management project at this account Project details: Newark, NJ within next 12 months Core topics of research: • Server virtualization • Containers • OS-level virtualization • VM sprawl • Data backup appliances 5x active prospects researching Server Virtualization
- 14. ©TechTarget 14 Validate current strategy elements: Understand who’s winning and what really interests your active audience Segment: Server Virtualization Core Topics of Research Most Influential Vendors 11% of accounts researching Server Virtualization are being influenced by YOU • Server virtualization • Virtual machines • Hypervisors • Storage backup • Containers • OS-level virtualization • Storage virtual networks • VMware • Veeam Software • Cohesity • Embotics • Citrix Systems, Inc. • Microsoft
- 15. ©TechTarget 15 6% 7% 9% 9% 10% 10% 12% 16% 19% 38% 51% 54% Cisco Systems HPE Splunk IBM OpenStacck SolarWinds Citrix Dell EMC VMware vRealize VMware Microsoft VMware vCenter Breakthrough better by further refining messaging & positioning Top vendors being considered for purchase IT Deal Alert™ Qualified Sales Opportunities™ Data – North America Top Purchase Drivers Top Features 31% Improve application performance 33% Systems and security management 26% Increase IT agility 26% Private cloud management 25% Expand virtualization deployment without increasing staff 22% Storage or backup management 20% Reduce capital/operational expenses 21% Server availability monitoring 20% Better server availability monitoring and metrics 20% Capacity planning and monitoring What buyers care about for their next private cloud and virtualized systems management purchase
- 16. ©TechTarget 16 Hot Account: #5 on top 200 list of most active accounts researching Server Virtualization this week Vendors Actively Influencing This Deal: • Citrix Systems, Inc. • Cohesity • Veeam Software Core Topics of Research: • Server virtualization • Virtual machines • VDI Intermediate: Study what’s going on and further prioritize next steps Account has confirmed private cloud and virtualized systems management project in University Park, PA within next 12 months (Content Marketing) High Activity Ranking Intent-Powered Deal Verification (Priority Engine) High-Quality Engagement Tactics (Qualified Sales Opportunities) Technology Architect Asset Downloaded: • OpenStack: Everything You Need to Know Senior IT Manager Assets Downloaded: • Capacity Planning Fundamentals • Maximizing the Benefits of the Virtual Classroom Penn State engaging with your campaign content; highly active server virtualization account with upcoming project
- 17. ©TechTarget 17 Advanced: Document & analyze your buyer journeys, both won & lost, to optimize both marketing and sales actions going forward #87 most active account researching Server Virtualization Private cloud and virtualized systems managementproject confirmed #57 most active account researching Server Virtualization SeniorConsultant delivered via demandgen Your Target Account CompetitorActivity EditorialActivity You Priority Engine QualifiedSales Opportunity #19 most active account researching Server Virtualization #2 most active account researching Server Virtualization Audit Manager delivered via demandgen
- 18. ©TechTarget 18 Summing up: How real purchase intent is built and used Directly engage key buyers Qualified Sales Ops Identify in market accounts Priority Engine Influence the buying team Content Marketing Targeted Display Who we capture • Accounts • Buying Teams • Unique Prospects What we capture • Technographics • Firmographics • Purchase intent How we use it
- 19. ©TechTarget 19 Customer deployments • 250+ customers subscribed to over 100 granular tech market segments • Successes with: ⎻ 50+ Business Applications customers ⎻ 40+ Data Center customers ⎻ 40+ Security customers ⎻ 40+ Storage customers ⎻ 30+ Network Infrastructure customers ABM programs • Supporting 300+ ABM actions/month • 220% increase in e-mail performance vs. industry averages • Among clients providing pipeline visibility… • Averaging 12+ pipeline net-new opportunities <90 days • Averaging 10X ROI and over $1M in pipeline Summing up: Actively learning with 250+ clients on this
- 20. ©TechTarget 20 Recent success MONEYBALL: Fueling pipeline results Increase appointments, grow pipeline and convert opportunities to sales through deep project intelligence reports and contactable insiders 80:1 ROI $3.16M in pipeline converted 20% to pipeline scheduled 21 appointments out of 25 verified alerts $3M in pipe from 35 alerts in 3 weeks; closed $100K in business 16 opportunities in 3 months
- 21. Copyright ©2017, Engagio & TechTarget #ABMGrandSlam – Slam 3 @Engagio @TechTarget Monitor all the things 21 Keep an ear out for mentions! Using:
- 22. Copyright ©2017, Engagio & TechTarget #ABMGrandSlam – Slam 3 @Engagio @TechTarget Need insights? Just ask. 22 Easier than you think Our sales team loves this.
- 23. Copyright ©2017, Engagio & TechTarget #ABMGrandSlam – Slam 3 @Engagio @TechTarget Know the players 23 Who’s who? Decision Maker Influencers Executive Sponsor
- 24. Copyright ©2017, Engagio & TechTarget #ABMGrandSlam – Slam 3 @Engagio @TechTarget Is this company engaging with you? 24 Engagement Insights
- 25. Copyright ©2017, Engagio & TechTarget #ABMGrandSlam – Slam 3 @Engagio @TechTarget Surface insights to your sales team 25 Easier than you think Reps only care about their own accounts. Surface sponsor & decision maker interactions.
- 26. Copyright ©2017, Engagio & TechTarget #ABMGrandSlam – Slam 3 @Engagio @TechTarget What are they thinking about? 26 What’s on their mind? Latest social shares Company updates
- 27. Copyright ©2017, Engagio & TechTarget #ABMGrandSlam – Slam 3 @Engagio @TechTarget What’s the best approach? 27 Best path forward Good to know: 1. Is someone already engaging this account? 2. Can someone help make an intro? 3. Are there any meetings happening?
- 28. Copyright ©2017, Engagio & TechTarget #ABMGrandSlam – Slam 3 @Engagio @TechTarget 16 Top Sales-Approved Outbound Triggers 28 Trigger happy 1. New funding round 2. Exhibiting at an upcoming tradeshow / doing own event 3. Customers 4. Hiring for ABM/Enterprise Marketing 5. 3rd Party ”Intent” 6. SKO 7. QBR 8. Investors 9. Product/Service Announcement 10. Existing Install 11. Awards 12. Analyst Report 13. LinkedIn Connections 14. Competitors 15. If bad news...empathize 16. Promotions
- 29. Copyright ©2017, Engagio & TechTarget #ABMGrandSlam – Slam 3 @Engagio @TechTarget 2-step to Account Based Success 29 Snoop & ABE? The Account-Based 2-Step: 1.Get Insights 2.Craft messaging
- 30. Copyright ©2017, Engagio & TechTarget #ABMGrandSlam – Slam 3 @Engagio @TechTarget Example #1: Simple but effective 30 Using insights: Example #1 People like to be congratulated. Articulates benefit with a stat to support. Keeps it short & sweet.
- 31. Copyright ©2017, Engagio & TechTarget #ABMGrandSlam – Slam 3 @Engagio @TechTarget Example #2: Coffee? 31 Using insights: Example #2 Shows they did research. Positions benefit of their company.Makes it convenient to say yes!
- 32. Copyright ©2017, Engagio & TechTarget #ABMGrandSlam – Slam 3 @Engagio @TechTarget Example #3: ”Best prospecting email ever” 32 Using insights: Example #3 Understands our company. Has done their research. Clearly shows how they can help. Strong, non-pushy close.
- 33. Who is WhiteHat Security? 33 800+ Active Customers Founded 2001 320+ Employees 50,000+ Applications 92 Million+ Attack Vectors Detected 150+ Security Experts
- 34. WhiteHat Security: Why should we play the ABM game? • Learned that we sell to specific accounts better than others • Have solid demand gen in place, but can only scale to a point • To better organize our Sales and Marketing gaps • Shift to digital transformation from a cost perspective 34
- 35. Spring Training Spring 2016 WhiteHat had its ABM team “train up” on what ABM entailed and how we could get in the game.
- 36. Early Strikeouts • Accounts Selected the “old way” • Start playing before the field is ready • Creating the lineup takes more time than expected
- 37. Determining WhiteHat’s Batting Order • Start small with the first vertical • Marketing air cover • SDR follow-up • Tried different plays to see what might work
- 38. ABM Journey – User Experience
- 39. Reading the Right Signals Who knows us? Who doesn’t, but should? What do we know about this account?
- 40. Snapshot of additional buying teams exported Priority Engine provides insight into highly active buy teams, allowing for strong penetration at key accounts Clinical Application Analyst Not yet engaged with WhiteHat content Senior IT Internal Audit Cybersecurity & Privacy Not yet engaged with WhiteHat content Priority Engine Prospect Priority Engine Prospect Priority Engine Prospect Senior Application Systems Analyst Not yet engaged with WhiteHat content Total of 6x active prospects exported, including: Community Health Systems is a WhiteHat target account! WhiteHat target account! WhiteHat target account!
- 41. Plays on and off the field 41
- 42. Maximizing at Bats • Momentum with multiple industries • Leveraging MarTech • Strong Sales and Marketing alignment • Ongoing Communication and refinement • Practice, Practice, Practice
- 43. Q&A
- 44. Don’t Miss Grand Slam 4: TUNE IN AUG 24 ENGAGIO.COM/ABM-GRAND-SLAM
Editor's Notes
- What I want to do today is come at ABM from the data angle. I want to share how new sources of data can help you better understand your target audience and enable you to go after it in a way that’s both effective and sustainable because it’s easy to prioritize your plays. You’ll know who exactly to focus on at any particular time, and what you need to do to make progress with them. So I’ll be showing you what purchase intent insight is, how to target based on activity, how you can focus on a particular vertical, how to adjust based on competition and audience interests, and how to build a buyer’s journey map you can use to optimize performance going forward.
- The first thing to realize is that to really juice performance, you need the right data sources. ROI accelerates when you have access to all three critical variables – Who matters, What they care about, and When they’re actually in market With those elements, you have exactly what you need to orchestrate aggressive actions – marketing and sales together -- when they are really warranted. That’s the critical piece for ABM to pay out – knowing when to apply extra focus to an account.
- While everybody understands, philosophically, that they need to know who, what and when, this chart, that I’ve borrowed from a presentation I did with SiriusDecions, outlines the different types of information you’ll want to have in the ABM toolkit, and what each brings to that equation. It shows you what you can get from each. I’ll be focusing all the way over on the right, in the purchase intent space, where, depending on the provider, you actually get all the important stuff from the left in one place.
- Now to be successful in ABM, it’s important to note these three pieces of the Marketer’s puzzle: You need access to the right data sources. You need to get the data you need in way that you can easily take action on it. And either inside your company or with some key partners, you need to have the ability to orchestrate the types of plays that will make a difference.
- So how do we make this work in practice? First, where does real purchase intent insight come from? The answer is that it’s not simply found somewhere on the internet. The best data is actually made, by providing the right content to the right audiences. What’s in real purchase intent insight? Well, in the middle here, I’m showing that our Priority Engine portal provides accounts ranked by their demand intensity, the active people within those accounts, and insight into exactly what content they are consuming. And finally on the right, I’m showing that that data can be automatically ingested into your stack for you to use, and that we can execute for you many of the right tactics for much of what you need to do, all off the same data set that you use to tune and propel your ABM activities.
- So let’s dive into it this data source to understand what you get. When you access this information, the first thing you can do is compare your ABM account list to the active accounts and prospects in your market. Here, you can see for this clients list of 3000 accounts, currently we see 65% of them showing active demand . On the right, we see an overview of some critical high-level information. There are 1,950 accounts showing rich buying signal and 15,000 prospects exhibiting 11,000 content consumption behaviors. Given the size of this activity, you’re going to probably orchestrate marketing plays on all of them and sales plays on a subset. The last point, on the lower right, explains just how important it is to keep your ABM capability “Always On”. If you go dark against these accounts for a month, you will miss 33% of the real demand, because they will go out of market.
- Let’s think about how you might choose to focus maximum resource on a subset of your total list: You can do that by planning a set of activities that you choose only to do against particular verticals for example. You could concentrate on Gov-Ed. Or Retail Distribution Or Financial Services Or something else where you already do quite well and think you could do even better or somewhere where you’ve just begun to try to improve your penetration.
- To execute a more robust set of plays, you’ll want to take a closer look at how well what you are saying in the market reflects what the market is actually interested in right now. You do this by looking at what content is popular, what competition is attracting readers, and how your content is performing relative to the market and to others in it. The third box shows, in this case, that you may want to adjust your overall program to make sure you influence your audience more. By that I mean actual hit the account and the active individuals with target messages, which you can only do by using exactly the same data source to target your outbound activity.
- For the right audiences, you can go even deeper to understand what the actual drivers of purchase are and what the top features must be in order to gain share. If you can build the right team – product marketers and field together – you can do this in content. Even if you can’t do that – and I would urge you to try – you can still advise your inside sales and field sales colleagues of what the market realities truly are. They are often skilled enough to adjust on the fly.
- Lets just quickly go over this – with this data source in place, at any point, you are in a position to orchestrate well-informed plays. This is because you’ll know the right accounts to go after and exactly what you’re up against. You’ll know what you need to do depending on the situation. When it’s early in the buyer’s journey, as shown in the middle, you can use marketing tactics, to target and nurture the key players as a deal takes shape Or, as on the right, when there’s a verified deal in progress, you probably want to bring Sales into the play immediately. This dynamic playmaking is part of how to make ABM pay off.
- The bottom line reality is that ABM is truly about iterative learning so that you get better and better and covering your critical accounts. The more you dig in, the more it’s going to pay off for you. As you advance, you’re probably going to want to take the time to create a buyer’s journey map like this. It shows you the key elements that have impacted a prospect account along the path to an actual deal. By studying what has been happening in your business, you can understand and then make the adjustments needed to the elements you are orchestrating as part of your ABM program.
- So to sum it up, all of this ABM process thinking and capability comes from accessing a new type of information source we call real purchase intent insight. In this data, you get access to the accounts, the buying teams and the individuals necessary to activate ABM effectively. Likewise, you get the firmographics and technographics necessary to prioritize accounts according to your historical strengths or your new growth strategies. This enables you to identify the accounts that are in market, target exactly the right people And engage them in the right ways by orchestrating the plays your self and with your key partners.
- At TechTarget, we’ve got a large number of customers doing this right now, pretty you’ll be hearing from one of them. Now ABM is a very diverse space. No single ABM implementation is exactly like another. But there are some core learnings that we’re finding everyone who is successful tends to end up focusing a lot of energy on. Better sources of insight is one of those areas, so that’s what I’ve talked about today.
- The reason we called today’s session MONEYBALL, is that when you can set your sights on working hard at this stuff, assuming you get the right basics in place, there ‘s no doubt that you can achieve remarkable results pretty quickly. Here are 6 examples of clients who are very much succeeding at ABM right now. Thank you everyone, I hope you found that useful, and now I’m going to hand it off to Charlie Liang from Engagio who’s been waiting patiently in the on-deck circle.
- Evaluated our business end to end and determined our Ideal Customer Profile (ICP) would benefit from an ABM strategy: Top Industries Key Personas Key Geographies Where were we before ABM
- What did Spring Training entail? Several Marketing Conferences Dozens of Demos from MarTech Intensive data analysis Checking references Webinars and Reading on the Subject Learning from others just ahead of us …and just getting started to learn from there
- Similar to the old way that Charlie discussed in Slam #1 selecting by territory, but also by our top 3 industries For some there were too many accounts Moved ahead with vertical based (started looking at existing database and marketing using targeted content by vertical, but not specifically to selected accounts) SDRs were onboard, but still needed to get the structure in place Visualization between Marketing and Sales – Engagio More data
- Started with our Healthcare vertical Some Marketing air cover emails and online ads Follow up by SDRs Hitting the ball over to Sales
- Beth to show by build with first ABM Healthcare campaign how the integrated campaigns started. Herman for this slide I would like to use these plus some images in a build and they can layover each other in a form of collage. When I say “Tag” I mean I need text added to image to explain what it is. Terminus Ad Image with ABM Ad Targeting Tag 2016 Stats Report – Web Personalization Tag Marketo Email Image with Marketing Email Tag SDR Cadence Email Tag (getting image from Bilha) Healthcare Folloze Board with Content Board Tag Need image showing an SDR follow –up Call with SDR Calls Tag – Add icon of person with headset or phone
- Who knows us? Those in our database who are active Marketo + SFDC – internal webinars, emails External contacts from Third Party Webinars, Tradeshows Who doesn’t, but should: TechTarget Priority Engine, Predictive What do we know about this account? Engagio
- Gather new insight from contacts from TechTarget, as well as engagement shown on Engagio as an SDR or Sales goes to follow up.
- Typical plays we do Next Steps: Adding retail, vertical approach to expansion Product and content insights ABM like guardrails – inside those guard rails there are accounts we want to spend more energy and investment with Where are going to invest more? Better content, orchestrating inside sales activity, putting our reputation on the line by asking them to call on specifics accounts What insights can you share Engagio to act on