Join Jon Miller, CEO of Engagio, and Beki Scarbrough, ForgeRock VP of Marketing, for some ABM insights as we discuss what is in store to make the 1:1 future a reality. Learn more about Engagio at Engagio.com Twitter.com/Engagio Linkedin.com/Company/Engagio Facebook.com/Engagio

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

4. Copyright ©2018, Engagio Inc.
Today
Search Volume: “Account Based Marketing”
Engagio Founded
3.14.15

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

6. Copyright ©2018, Engagio Inc. 6
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

7. Copyright ©2018, Engagio Inc. 7
“Check the
Box” ABM

8. Copyright ©2018, Engagio Inc.
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

9. Copyright ©2018, Engagio Inc.
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

10. Copyright ©2018, Engagio Inc.
Account Entitlements
10
Search for
ABM
entitlements

11. Copyright ©2018, Engagio Inc. 11
ABM Done Wrong:
When marketers use lead-
based demand gen tactics,
but just happen to send
them to target accounts
“Demand generation in disguise”

12. Copyright ©2018, Engagio Inc.
Delight,
Educate,
Add Value

13. Copyright ©2018, Engagio Inc. 13
ABM is about standing out
by focusing more resources
on higher-value accounts

14. Copyright ©2018, Engagio Inc.
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

16. Copyright ©2018, Engagio Inc.
Ads in Account Based Advertising
16
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

17. Copyright ©2018, Engagio Inc. 17
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

19. Copyright ©2018, Engagio Inc.
A series of orchestrated
interactions (human and
automated) across
departments and channels

20. Copyright ©2018, Engagio Inc.
Marketing
Automation
Human Touch plus…

21. Copyright ©2018, Engagio Inc.
Getting
Started

22. Copyright ©2018, Engagio Inc.
Challenge: Account Data Spread Across Systems
• Challenging
measurement
• Bad routing
• Poor
coordination
• Limited
marketing &
sales alignment
22
Marketing
Automation
Corporate Email
Web Visits

23. Copyright ©2018, Engagio Inc.
Answer: Start with an Account Foundation
Lead to Account Matching
(L2A) Algorithm
Presentation
Marketing
Automation
Corporate
Email
Web Visits
Engagement
Minutes Model

24. Copyright ©2018, Engagio Inc.
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

26. Copyright ©2018, Engagio Inc.
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)?

27. Copyright ©2018, Engagio Inc.
• 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. I need more leads,
and other lies.
BEKI SCARBROUGH
VICE PRESIDENT, MARKETING

29. @BekiScar
VP Marketing at ForgeRock
Previously: VP Marketing,
CA Technologies, Infor, McAfee
• Demand Gen Strategy
• Sales Development
• Revenue Analytics &
Forecasting
• MarTech
• Texan!
• First (ahem only)
woman named
Marketing Executive of
the Year by Marketo
• 3X Revvie Winner
• Top 20 Women to
Watch – SLMA
• Top 30 MarTech
Leaders
• B2B Game Changers
• Astros Fan before 2017

30. ENOUGH
WITH THE
FUNNEL
ALREADY

31. 2.3x 23154%
DATA-DRIVEN TARGET ACCOUNTS
Target Account deals
are more than twice
the size of all others
of wins are in target
accounts, making up
70% of bookings
10
Engaged people per
target account at
various stages
Days to close – 25%
better than similar
size deals a year ago

33. GDPR + ABM
MAKES US DO GOOD THINGS

34. SEGMENT TARGETS BY
ENGAGIO STATUS
SALES IDENTIFIES
TARGET ACCOUNTS
BASED ON ACCOUNT &
PERSONA DETAILS
ABM PROSPECTING
BASED ON DOMAIN
RETARGETING
RIGHT ACCOUNTS, RIGHT PEOPLE

35. ANONYMOUS
KNOWN
SEARCH:
CUSTOMER IDENITY
NO
ENGAGEMENT
AWARE MQA
OPEN
OPPORTUNITY
START

36. NO ONE EVER WENT
TO SALES CLUB FOR
GETTING THE MOST
QUOTA IMPRESSIONS

37. IT IS TIME WE
FINALLY GET
RID OF VANITY
METRICS

38. • IMPRESSIONS
• WEBSITE VISITORS
• FUNNEL STAGES
• OPEN RATES
• FORM FILLS
• MARKETING QUALIFIED LEADS
• LEAD CONVERSION
• CUSTOMER MARKETING
WINNING
• CONVERSATIONS
• RIGHT VISITORS RETURN
• % ACCOUNTS ENGAGED
• OPEN OPS
• REQUESTS FOR INFO
• MOST QUALIFIED ACCOUNTS
• CONVERTS TO CUSTOMER
• CUSTOMER EXPERIENCE
PARTICIPATION

39. ARE YOU WILLING TO CHANGE YOUR
BUSINESS MODEL?