Need a blueprint for successful ABM programs? In this presentation we'll cover how to fire up your ABM programs. We'll review three essential tips to ensure ABM success and effective collaboration between Sales, Marketing and Customer Success teams. You'll also get an inside look at real-world ABM programs and meeting-to-conversion rates. In this presentation you'll learn how to: - Align Sales and Marketing teams using a simple checklist - Penetrate target accounts with personalized Plays - Report on ABM success with the right metrics

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. Measure and
Prove Impact
Align and
Take Action
Establish a
Foundation
Agenda

4. Establish an Account
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 No 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!
Communication is key!
üEnsure Multi-Channel
Direct mail, email, phone, social, video, content

8. Align and Take Action

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
Scheduled Meeting!
80% Burning Hot!

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 Hot!

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% Hot!

16. Personalization Comparison
Play Type Conversion Cost to Oppty
1:1 Hyper Personalized Packages 80% Meeting 100X
1:Few Offer - Meeting Incentive
(Airpod)
40% Meeting 31X
1:Many Let’s Get Your ABM Poppin 20% Meeting 56X

17. Measure and Prove
Impact

18. Measure All Key Stages
Engagement Journey Analytics Program ROI

19. Target Account Engagement – 10X increase over last year

20. ABM Funnel Metrics

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
• More Effective and Efficient Programs:
– Hot: 20% - 1:Many
– Extra Hot: 40% - 1:Few Meeting Incentives
– Burning Hot: 80% - 1:1 Personalized
• More Target Account:
– Engagement, Higher % Revenue, Higher ASP

24. Thank You!
Sandra Freeman
Head of Strategic Marketing
Engagio
sandra@engagio.com
@sandrakfreeman