Sriracha for ABM: 3 Ways to Spice Up Your ABM Initiatives & Skip the Heartburn
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In this presentation, you'll get an inside look at real-world ABM programs that have achieved from 20% to 80% meeting-to-conversion rates. We'll ease the pain of getting started by revealing a blueprint for effective collaboration between Sales, Marketing and Customer Success teams.
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Sriracha for ABM: 3 Ways to Spice Up Your ABM Initiatives & Skip the Heartburn
- 1. Sriracha for Your ABM 3 Ways to Spice Up Your ABM Programs and Avoid the Heartburn Sandra Freeman Head of Strategic Marketing, Engagio
- 2. Hello! • Sandra Freeman • Head of Strategic Marketing, Engagio • Current Focus – ABM Programs – Field Marketing & Events • Little Known Fact: I used to sing in a Country Band sandra@engagio.com @sandrakfreeman
- 3. 3 Essential Tactics Required for a Successful ABM Strategy Measure and Prove Impact Orchestrate and Engage Establish a Foundation
- 5. FIRE Methodology for Target Accounts F I R E FIT – know which accounts are a good fit for your product or service INTENT – see who’s doing heightened research, indicating an intent to buy RECENCY – how recently an account showed intent or engaged with your brand ENGAGEMENT – understand when and in what way an account has engaged with your brand Note: Engagio uses Everstring (FIRE Methodology) for Target Account Selection
- 6. Copyright ©2018, Engagio Inc. Prioritize your efforts by Tier 6 Channels Tier 1 Tier 2 Tier 3 Direct Mail Highly Personalized $$$ Highly Personalized $$ Standard $ CMO Welcome Kits Yes $$$ Yes $$ No Workshops Yes Yes No Ads Yes Yes Yes Data Monthly Quarterly Quarterly
- 7. Alignment Check List üDefine the Plays with Clear Roles & Timing Who, what, when, how ü7 Times and 7 Ways! The optimal number of times and ways to ensure your ABM success üEnsure Multi-Channel Direct mail, email, phone, social
- 9. Easy Access to Key Indicators
- 10. View those Key Account Indicators Together Review for Number of Sales Touches Review Engagement Minutes Review Bombora for Intent Signals Account Status # of Sales Touches Industry Employees Billing State Number Of Engaged People Engagement Minutes
- 11. Drill into Account Drivers Review for Number of Sales Touches Review Engagement Minutes Review Bombora for Intent Signals Account Status # of Sales Touches Industry Employees Billing State Number Of Engaged People Engagement Minutes
- 12. Example: Marketing Team is Researching ABM • Tier 2 • High Engagement • Bombora Surging • VP of Marketing is non responsive to efforts, what can we do?
- 13. 1:1 Hyper Personalized Play Step 1: Uncover VP likes Philadelphia Eagles Step 2: Send Hyper Personalized Package with note “It’s that time of year again – ready for football and Dreamforce? Let’s connect” Step 3: Follow up and Schedule Meeting! 80% Super Spicy!
- 14. 1:Few – Meeting Incentive • Offer: Get Airpods AFTER you take a meeting • Eligibility: Target Account, Some engagement and Insights Interested in ABM, Director and above • Subject: What do ABM and Airpods Have in Common? 40% Extra Spicy!
- 15. 1:Many – Door Opener Play ● Package: Gourmet popcorn + ABM Analytics Guide + personalized postcard ● Step 2: Email follow up: “Lets Get Your ABM Poppin!’ ● Step 3: Reply Over and Call ● Results: 20% Conversion 20% Spicy!
- 16. Personalization Comparison Play Type Conversion Cost to Oppty 1:1 Hyper Personalized Packages 80% Meeting 150X 1:Few Offer - Meeting Incentive (Airpod) 40% Meeting 31X 1:Many Let’s Get Your ABM Poppin 20% Meeting 56X
- 18. Measure All Key Stages Engagement Journey Analytics Program ROI
- 19. Target Account Engagement – 10X increase over last year
- 21. Target Account Improvement Over Last Year Engagement Revenue Deal Size 23% More of Total Revenue 2.5x Increase 10x Increase
- 22. Attribution - Know What Works! • Use all activities (sales and marketing) – not just campaigns • Use all people that touch the buying center – leads and contacts
- 23. Copyright ©2018 Engagio, Inc. Key Takeaways • Super Spicy: 80% - 1:1 Personalized • Extra Spicy: 40% - 1:Few Meeting Incentives • Spicy: 20% - 1:Many • Higher engagement, larger deal size, higher revenue
- 24. Copyright ©2018 Engagio, Inc. Visit Engagio in Pied Piper Lounge Learn how to: • Establish an ABM foundation • Run personalized Plays • Measure engagement & prove impact 24 www.engagio.com
- 25. Thank You! Sandra Freeman Head of Strategic Marketing Engagio sandra@engagio.com @sandrakfreeman