This document provides guidance on account based marketing (ABM) best practices. It recommends establishing a strong foundation with unified account data. It also suggests starting ABM efforts in familiar industries or markets before expanding. The document emphasizes creating engagement through relevant, personalized interactions over automated campaigns. It stresses measuring engagement as a leading indicator for revenue through tools that integrate marketing and sales data. The key takeaways are to build a solid data foundation, focus initial efforts in familiar areas, prioritize quality engagements, and align sales and marketing measurement.

1. The Secret Sauce for
Account Based Marketing
jon@engagio.com, @jonmiller
Jon Miller, Founder and CEO of Engagio
kcrenshaw@traackr.com, @kirkcren
Kirk Crenshaw, CMO of Traackr

2. Nets Spears

3. Google Trends for “Account
Based Marketing”
Engagio founded
Google Trends for “Account Based”
2.0x
4.8x
ABM is Hot

4. Establish
Foundation
Create
Engagement
Measure
Engagement

5. Establish Foundation

6. Building Your ABM Foundation
Entitlements
• Styles and Tiers
Organize Data
• Unify Account Data
• Lead to Account
Matching
Select
Accounts
• Fit
• Engagement
6

7. 5-50 accounts (“tens”)
Engagio: up to 2 per AE
$250K – $1B+
5-50 accounts (“tens”)
Engagio: 5 per AE
$100K – 250K
50-1,000 accounts (“hundreds”)
Engagio: 93 per AE
$50K – $100K
Style 1a
Lighthouse
1,000+ accounts (“thousands”)
Engagio: About 2,000
$25K - $50K
Style 1b
Strategic
Style 3
Programmatic
Style 2
Scale

8. Style 3 Accounts (~2000)
Ongoing Programs
• Demand Gen
• Inbound
Ad Hoc
Direct Mail
¢
Limited Account
Ads
Some Data

9. Style 2 Entitlements (370 accounts)
More DataDirect
Mail
$
Ongoing
Programs
Experiences
$
Targeted Ads

10. Style 1b Entitlements (~20 accounts)
Lite
Account
Plan
More Data
Direct
Mail
$$
Personalized
Communications
(PlayMaker)
Ongoing
Programs
Targeted Ads
Experiences
$$

11. Style 1a Entitlements (approx 10 accounts)
Personalized
Content Hub +
Customized
Guides
Full
Account
Plan + QBR
More Data
More Often
Direct
Mail
$$$
Personalized
Communications
(PlayMaker)
Executive
Workshop
Ongoing
Programs
Named
Executive
Personalized
Ads
Experiences
$$$

12. Go Deep, Not
Broad
Build from
Previous Success
Start in a Place
You Know
1 2 3
Traackr’s Selection Process

13. 5-50 accounts (“tens”)
High Potential / Key Verticals
5-50 accounts (“tens”)
High Visibility / Key Verticals
50-1,000 accounts (“hundreds”)
Key Verticals
Style 1a
Lighthouse
1,000+ accounts (“thousands”)
Key Verticals / Peripheral
Style 1b
Strategic
Style 3
Programmatic
Style 2
Scale

14. Create Engagement

15. Engagement <> Email Blasts
Why would I answer these?

16. Deliver Something of Value and Be Human

17. Traackr Example Play - Event
Pre Event: Research Attendees/Targets + Influencers
Pre Event: Send researched & relevant emails w/ “SOMA” Invite
At Event: Chair drops offering AIM Course
At Event: Special “SOMA” Event w/ Key Influencers
Post Day 2: Reinforced offer for AIM Course
Post Day 4: Offer SOE / SOI Report Focused on Vertical and Targeted Ad Air Cover
Post Day 5: Phone Call
Post Day 8: Email invite from Traackr Exec Inviting to Vertical Focused Webinar
w/ Key Influencer (s)
Post Day 9: Phone Call
Post Day 15: Expanded Persona Follow-ups

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

19. Personalized Emails vs Automated Campaigns
19
Event Executive Breakfast Manager Lunch
Invites Personalized via Playmaker
96 Plays Launched
Broad Marketing Automation
652 Emails Sent X 2
From Step 1 from Account Owner
Step 2 from Executive (reply)
Step 3 from AO to Executive
Assistant
Blast 1 = From
events@engagio.com
Blast 2 = From
sandra@engagio.com
Response 10 Replied Yes, I’ll Attend
33 Replied No (starts conversation)!
Response Rate: 43%
21 Registered
No declines - just crickets!
Response Rate: 3%
Attends 9 CMOs and VPs 12 Managers and Directors

20. From me
Personalized by an AE
Leveraging account
and person insights

22. Integrated
ABM
Deal
Nurturing
Expansion
& Success
Plays for Every Stage of the Journey

23. Deal Nurturing
Engagio Deal Nurture Tracks
• Need access to decision maker
• Need to make a key hire
• No budget
• “Not a priority” / early
• ”Gone dark”

24. Customer / Expansion Plays
User Onboarding
90 Days From Renewal
Declined Use
Net Promoter Follow-up
New Executive
Executive Alignment

25. engagio.com/orchestration

26. Measure Engagement

27. Tracking Account Engagement
Account
focused insights
help you and
your sales team
understand
where you need
to focus on
follow and
where you need
to expand

28. Lead to Account Matching / Heat Maps
Deep account
focus creates
360 degree
view of
account
activity and
ensures all
decision points
are covered.

29. Engagio
Engagement
Everstring FitPardot Activity
1 2 3
Roll Account Engagement Into Lead Scoring

30. You can’t wait a year to
see results [in ABM].
– Megan Heuer, SiriusDecisions
82% of B2Bs named revenue
as one metric that was shared
between marketing and sales.
– Harvard Business Revenue
Leading Indicators to Revenue

31. ToFrom
Account Based Metrics are Different

32. Marketing Qualified Accounts (MQAs)
30 mins of engagement from
Marketing (at least 2 people),
or
15 mins of engagement from
Marketing Executives, or
“Act Nows”
32

33. • First Touch
• Last Touch
• Equal Weight
• Position Based
• Time DecayUse the entire
Account: Leads
and Contacts
Include Sales activities,
not just Marketing
Account Based Attribution

34. engagio.com/Guide
The Clear and
Complete
Guide to
Account
Based
Marketing
Get your free copy today!

35. Tweetable Takeaways
Start your ABM journey by building a strong foundation of
unified account data
Start with what you know. Aspirational accounts should be
attacked only after you’ve nailed the process.
Create engagement with relevant, human interactions over
email and in-person
ABM success depends on sales and marketing alignment
Implement deal nurturing to accelerate stuck opportunities –
but don’t blindly automate
ABM measurement is about quality, not quantity; use
engagement as a leading indicator to revenue
@jonmiller
@kirkcren