You’ve heard the hype — Account Based Marketing (ABM) is rapidly becoming the next big thing in B2B marketing. Now it’s time to move beyond the hype to learn HOW innovators are practicing ABM as well as WHAT works, and doesn’t. In this presentation, Jon reveals live examples of how Engagio uses proven ABM techniques to quickly go from 0 to 36+% of pipeline and increase account engagement by 4X. In this presentation, you'll discover how to: — Build a tiered ABM program with the right level of personalization for each type of account — Implement a multi-channel prospecting play that orchestrates account-based advertising, social, direct mail, email, phone — Understand ABM benchmarks and measure the right success metrics – – – Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide Learn more about Engagio at Engagio.com Twitter.com/Engagio Linkedin.com/Company/Engagio Facebook.com/Engagio

1. @jonmillerCopyright ©2018, Engagio Inc.
Target Markets & Buyers:
Account-Based Marketing
Jon Miller
CEO and Founder

3. @jonmillerCopyright ©2018, Engagio Inc.
Nets Spears

4. Account-Based Marketing:
A go-to-market strategy that
coordinates personalized
marketing and sales efforts
to land and expand
high-value accounts.
– @jonmiller

5. @jonmillerCopyright ©2018, Engagio Inc.
Today
Search Volume: “Account Based Marketing”
Engagio Founded
3.14.15

6. @jonmillerCopyright ©2018, Engagio Inc.
Measure
Engagement
Create
Engagement
Establish
Foundation
1 2 3
OK, so how do I actually DO ABM?

7. @jonmillerCopyright ©2018, Engagio Inc.
Establish Foundation

8. @jonmillerCopyright ©2018, Engagio Inc.
Handful (“few”) – median 13
One : One
$1M++
Focused (“dozens”) – median 50
One : Few
$100K – $1M
More (“hundreds”) – median 725
One : Many
$50K – $100K
Style 1
Strategic
Style 4
Targeted Demand Gen
Style 3
Programmatic
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
Style 2
Scale
Many (“thousands”)
Mass Marketing
<$50K

9. @jonmillerCopyright ©2018, Engagio Inc.
Challenge: Account Data Spread Across Systems
• Challenging
measurement
• Bad routing
• Poor
coordination
• Limited
marketing &
sales alignment
9
Programs
Activities
Leads
Accounts
Contacts
Leads
Marketing
Automation
Corporate Email
Web Visits

10. @jonmillerCopyright ©2018, Engagio Inc.
Answer: Start with an Account Foundation
Lead to Account Matching
(L2A) Algorithm
Presentation
Marketing
Automation
Programs
Activities
Leads
Accounts
Contacts
Leads
Corporate
Email
Web Visits
Engagement

11. @jonmillerCopyright ©2018, Engagio Inc.
Foundation Enables Engagement Scoring
11
Engagement Minutes

12. @jonmillerCopyright ©2018, Engagio Inc. 12
Note: List turnover limited to 25% per quarter
Target Account Selection: FIT & ENGAGEMENT
Marketing Driven, Sales Owned
Reps choose ~100 total from scored list of 300-350 in their territory
Data quality matters!
Technographics
Score = Fit + Engagement

13. @jonmillerCopyright ©2018, Engagio Inc.
Create Engagement

14. Delight,
Educate,
Add Value

15. @jonmillerCopyright ©2018, Engagio Inc. 15
ABM is about standing out
by focusing more resources
on higher-value accounts

16. @jonmillerCopyright ©2018, Engagio Inc.
StrategicScaleProgrammatic
Source: ITSMA, Account Based Marketing Benchmarking Survey, March 2016
What specific tactics are most effective for ABM?
Choose up to three:
only
34%respondents
satisfied with
Account-Based
Advertising
TOPO 2018
Account-Based
Technology Report

17. @jonmillerCopyright ©2018, Engagio Inc.
Orchestration
Coordinating relevant interactions
with multiple stakeholders
across departments and
channels

18. @jonmillerCopyright ©2018, Engagio Inc.
ABM Requires Alignment
Old: The Hand-Off New: Orchestration
“It’s easier to work in silos. You just don’t make as much money.”
— Peter Herbert, CMO, FullStory

19. @jonmillerCopyright ©2018, Engagio Inc.
ABM Stand Ups
The Secret Weapon for ABM Alignment
19

20. @jonmillerCopyright ©2018, Engagio Inc.
ABM Stand Ups
The Secret Weapon for ABM Alignment
20
SalesLoft OutreachMarketing
Automation
LinkedIn
Ads
RollWorks Terminus
Add to
Campaign
Change
Account
Data
Create
Task
Send
Alert

21. @jonmillerCopyright ©2018, Engagio Inc. 21
ABM Automation Examples
If this… …then that
Engagement from key personas but no sales
touch in the last 7 days Create task for sales follow-up
Accounts that meet criteria for personal invite
to upcoming roadshow
Launch event invitation
sequence
Open opportunities that have a new key
persona show up
Send direct mail “welcome”
package
Accounts with lost opportunities that
executives who are now re-engaging
Alert Sales to follow-up
Account reaches critical threshold of
engagement
Change Account Status to
“marketing qualified”
Accounts with no activity in 30 days Launch ABM ads campaign

22. @jonmillerCopyright ©2018, Engagio Inc.
Example: Get Access to Power
a

23. @jonmillerCopyright ©2018, Engagio Inc.
Strategy: Personalized Package & Follow-Up
• Step 1: Uncover VP likes
Prosecco and Cadbury
• Step 2: Send Hyper
Personalized Package with
note “Cadbury and wine for 5
minutes of your time?”
• Step 3: Follow up rigorously
• Step 4: Schedule Meeting!
100% Response
85% Meeting

24. @jonmillerCopyright ©2018, Engagio Inc.
Strategy Results
Strategic - Personalized Outreach 100% Response
85% Meeting
Scale - Meeting Incentive 38% to Meeting
Programmatic - Simple Package, Light
Personalization
20% to Meeting
Scale - Personalized Event Invite 10% to Meeting
43% Reply
Demand Gen - Traditional Event Invite 3% to Meeting
0% Reply

25. @jonmillerCopyright ©2018, Engagio Inc.
MQA
Aware
NoEngagement
Opp
Customer
Advocacy
Renewal
Upsell / Cross-sell
ABM is for All Stages of the Funnel
Meeting
Creation
Deal
Nurturing
Expansion
& Success

26. @jonmillerCopyright ©2018, Engagio Inc.
Measure Engagement

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

28. @jonmillerCopyright ©2018, Engagio Inc.
2006 2017
Account Journey Tracking
Marketing
Qualified
Accounts
(MQAs)

29. @jonmillerCopyright ©2018, Engagio Inc.

30. @jonmillerCopyright ©2018, Engagio Inc.
ROI Attribution
• First Touch
• Last Touch
• Equal Weight
• Position Based
• Time Decay

31. @jonmillerCopyright ©2018, Engagio Inc.
Type Metric Description
Accounts Engagement
Am I creating and deepening
relationships with my target
accounts? (Coverage,
Awareness, Engagement…)
Journeys Outcomes
How do accounts move through
their buying journeys towards
the outcomes (MQAs, pipeline,
revenue) we care about?
Programs ROI
What is the marketing return on
investment on my programs
(multi-touch attribution)?

32. @jonmillerCopyright ©2018, Engagio Inc.
Getting Started &
Technology

33. @jonmillerCopyright ©2018, Engagio Inc.
Get Started Fast
• Map leads to accounts: L2A is the foundation of any
ABM initiative.
• Launch a simple, orchestrated play: TOPO
recommends combining SDR outreach with marketing
“air cover” like direct mail to generate meetings.
• Account scoring: Show the sales team which accounts
are engaging so they know where to invest their time and
energy.
33
PRO TIP: Don’t wait to “perfectly” clean your database or define your Ideal
Customer Profile. Start by picking companies similar to your current best ones..

34. @jonmillerCopyright ©2018, Engagio Inc.
Technology
•ABM is a business
strategy, not a
technology category
•ABM “leaders” spend
46% more on ABM
technology than
“laggards”*
*TOPO 2018 Account-Based Technology Report

35. @jonmillerCopyright ©2018, Engagio Inc.
Data and Insights
Select target accounts, fill contact whitespace, identify insights
Account Data
Contact Data
Data Platforms
3rd Party Intent
Orchestration
Manage multi-channel account-based plays across multiple personas and departments
Lead-to-Account
ABM Automation / Sales Activation Account Planning (supporting)
Measurement
Track engagement, score and prioritize accounts, and measure the impact of your ABM programs
Engagement & Sales Insight Journeys & Multi-Touch Attribution
Interactions
Specific channels to create 1:1 account-based interactions
Foundation
The core essentials
MAP CRM
Insights
ABM Advertising
Other
Web and Content
Content Syndication
SDR / Sales
Direct Mail
Events

36. @jonmillerCopyright ©2018, Engagio Inc.
Top Categories
for ABM:
• Account Data
• Measurement
• Contact Data
• Lead Matching
TOPO 2018 Account-Based
Technology Report

37. @jonmillerCopyright ©2018, Engagio Inc.
engagio.com/Guide
Get your free copy today!
The Clear and
Complete
Guide to
Account
Based
Marketing

38. @jonmillerCopyright ©2018, Engagio Inc.
• ABM is a go-to-market strategy (not a technology) that
coordinates personalized marketing and sales efforts to
land and expand high-value accounts.
• Define your Styles of ABM before picking your accounts.
• Use Orchestration to coordinate relevant interactions with
multiple stakeholders across departments and channels
• ABM stand-ups are your secret weapon for Sales &
Marketing alignment
• ABM measurement is about quality, not quantity; track
account journeys as a leading indicator to revenue
• Start your ABM journey by building a strong foundation of
unified account data, providing account intelligence to
sales, and running simple SDR + Marketing plays
Tweetable Takeaways
@jonmiller