In this presentation at SiriusDecisions Summit 2018, Jon Miller, CEO of Engagio, and Mark Erwich, VP of Marketing at Imprivata, talk about where we are in the ABM hype cycle, how to avoid the trough of disillusionment, and what you can do right now to fuel your ABM initiatives.

1. Copyright ©2018, Engagio Inc.
The Future of Account Based Marketing
Avoiding the ABM Trough of Disillusionment
Jon Miller, CEO and Founder

3. Copyright ©2018, Engagio Inc.
What is ABM?
Nets Spears

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Today
Search Volume: “Account Based Marketing”
Engagio Founded
3.14.15

5. Copyright ©2018, Engagio Inc. Source: @steve_watt1
Peak
Hype
Trough of
Disillusionment

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say ABM delivers higher ROI than
other types of marketing87%
Reputation
84%
Relationships
74%
Revenue
69%
% reporting improvement from ABM:
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017

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“Check the
Box” ABM

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Three most important factors in enterprise decision:
• Knowledge and understanding of my industry
• Knowledge & understanding of my unique business issues
• Fresh ideas to advance my business
ITSMA
“75% of executives will read unsolicited
marketing materials that contain ideas
that might be relevant to their business.”75%
25%
Yes
No

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Handful (“few”) – median 13
One : One
$1M++
Focused (“dozens”) – median 50
One : Few
$100K – $1M
Many (“hundreds”) – median 725
One : Many
$25K – $100K
Style 1
Strategic
Style 3
Programmatic
Style 2
Scale
Styles of ABM: Not “One Size Fits All”
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017

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Account Entitlements
10
Search for
ABM
entitlements

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ABM Done Wrong:
When marketers use lead-
based demand gen tactics,
but just happen to send
them to target accounts
“Demand generation in disguise”

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Delight,
Educate,
Add Value

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ABM is about standing out
by focusing more resources
on higher-value accounts

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Let’s Get Real About Ads
14Source: Niel Patel, Infolinks
14%
remember the
last ad they saw
2.8%
thought the ad
was relevant
8%
recall the
company or
product promoted

15. Copyright ©2018, Engagio Inc. 15Source: Nielsen

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Ads in Account Based Advertising
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PROS CONS
“Always on” Banner blindness; nobody clicks
People not in your database Low cookie match rates
Target by funnel stage Cannot deliver customized value
Drives awareness / web traffic Don’t drive real engagement

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ABM has become over-identified with
advertising, and that’s a real disservice.
Advertising can play a role in ABM, but it
is far from sufficient by itself.

18. 18
34
36
38
40
0 10 20 30 40 50 60
Executive engagement
Innovation days
Custom thought leadership
One-on-one meetings
Strategic
21
23
47
49
0 10 20 30 40 50 60
Custom collateral
Executive engagement
Personalized email
One-on-one meetings
Scale
23
30
30 60
0 10 20 30 40 50 60
Direct mail
Account advertising
One-on-one meetings
Personalized email
Programattic
Source: ITSMA,
Account Based
Marketing
Benchmarking
Survey, March 2016
What specific tactics are most effective for ABM? Choose up to three.
One-on-one
meetings
and email
dominate

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A series of orchestrated
interactions (human and
automated) across
departments and channels

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Marketing
Automation
Human Touch plus…

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Getting
Started

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Challenge: Account Data Spread Across Systems
• Challenging
measurement
• Bad routing
• Poor
coordination
• Limited
marketing &
sales alignment
22
Marketing
Automation
Corporate Email
Web Visits

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Answer: Start with an Account Foundation
Lead to Account Matching
(L2A) Algorithm
Presentation
Marketing
Automation
Corporate
Email
Web Visits
Engagement
Minutes Model

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Sales Insights
• Identify engaged accounts
• Find the right people to contact next
• See how Marketing supports their
efforts
• Prepare QBRs and other account
reviews
Sales Insights where you already work –
in CRM, in email, in LinkedIn

25. Can Take a Long
Time to Show
Results
Leading indicators to
revenue are critical
Quantity Based
Metrics Will Go
Down
Focus on quality, not
quantity

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

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• ABM works wonders, but there aren’t any
shortcuts – doing it right requires work (otherwise
it’s just targeted demand gen in disguise).
• Stand out from the noise by focusing more
resource on the best accounts to deliver
customized value.
• Complex B2B deals require the human touch at
every stage of the journey (not just Sales).
• ABM has become over-identified with advertising,
and that’s a real disservice. Advertising can play a
role in ABM, but it is far from sufficient.
• Get started by building your account-based
foundation: Lead to Account Matching,
consolidated account insights, account metrics.
Tweetable Takeaways
@jonmiller

28. Imprivata
Journey to ABM
Mark Erwich
VP Marketing
Imprivata
Journey to ABM
Mark Erwich
VP Marketing
Imprivata
Journey to ABM
Mark Erwich
VP Marketing
Imprivata
Journey to ABM
Mark Erwich
VP Marketing

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Before you start
• Alignment with Sales
Management
• Support from Executive team
• Ensure you have access to
enough resources
• Educate your team
• Is your company ready for
ABM
• Define responsibilities
• Evangelize, evangelize…

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How to prepare
• Alignment with Sales
Management
• Support SiriusDecisions
• Address misconceptions
• Get agreement on how we
will measure/report
• Define a blueprint (process,
ownership, measurement,
technology)
• Commitment from IT
• Commitment for a pilot
• Evangelize, evangelize…

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How to start
• Alignment with Sales
Management
• Capture baseline data
• Run a successful pilot
• Create advocates

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What to think about
• Continue alignment
• Segmentation: large,
medium, small accounts
• Set expectations by
segment
• Fly airplane while building
• Available esources
• Vendors
• SLAs with Sales/Tele

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Go live
• Training, sometimes
handholding
• Leverage advocates
• Hypercare during the first
two weeks
• Alignment with sales reps
• Share results