Email is still a very effective marketing channel to create engagement and reach your buyers. Join Engagio in this webinar to learn how to combine email marketing with an account-based strategy to increase results and accelerate the buyer’s journey. We’ll share top tips to penetrate and expand into accounts to generate revenue. Key Takeaways: - Email marketing tips for connecting with buyers within target accounts - How to prepare your data for effective campaigns - Proven follow up strategies including timing and data mining

1. @engagio @charmbianchini

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Topics to Be Covered
• Why Account Based Marketing
• State of Email Marketing
• Data Management
• Best Practices
• Closing The Loop
About Me:
Charm Bianchini
Head of Global Demand
Engagio
@CharmBianchini

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Account Based
Marketing

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ABM Helps You Focus on the Right Type of
Customer
What is our ideal customer profile (ICP)?
Example: Higher ACV compared to
non-ICP, better retention, cross-sell
opportunities – best fit for your product.

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Use ABM to Drive Ongoing Value

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ABM Works Best with a Multi-channel
Approach

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Email Marketing

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Why Email Marketing
One of the highest performing
channels
• Drive conversations with
prospects and customers
• Increase brand awareness
• Generate revenue
• Encourage customer loyalty

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Email Marketing Importance
Demand Metric Report 2019

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Email Marketing Critical Challenges
10

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Email Marketing Effectiveness
11

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Data Management

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Create a Solid Data Strategy
• Cleanse data often
–Email addresses
–Opt-ins
–Content type and frequency – subscription centers
• Create proper segmentations
–Department or level
–Technographic
–Behavioral
• Use technology

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Integrate Your Data for ABM Email Marketing

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Programs
Activities
Leads
Accounts
Contacts
Leads
Marketing
Automation
Corporate Email
Web Visits
Developing the Right List Is Key
• Unify your data
• Invest and cleanse
your data
• Integrate multiple
data sources not just
sales and marketing
sources
CRM

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Email Marketing
Best Practices

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Tip 1 - Great ABM Emails Require Personalization
Personal Timely Relevant

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• Targeting execs
- Like to feel important, special, understood (are also
inundated!)
• Going after cold accounts
- Companies don’t know you
- Need to break through noise and create an impression
• Wanting AWESOME results
- Use email personalization
- Average open rate of 16% or higher
- Average click rate of 9% or higher
WHY? For ABM, You Are Often…

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“75% of executives will read unsolicited
marketing materials that contain ideas
that might be RELEVANT to their
business.”75%
25%
Yes
No
Content Matters

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Develop Appropriate Content

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Example: Personalized Video Invitation
75%
Results:
Click to
Open rates
doubled!

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Tip 2 - Leverage Target Account Engagement
Data
• Understand target account
engagement
• Segment your lists
• Send trigger emails
• Monitor competitor campaigns
• Re-engage your audience
campaigns
• Manage replies and good list
management

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Example: Sales and Marketing Engagement
75%

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Example: Marketing Engagement Segmentation
75%

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Tip 3 – Use Email in Integrated Campaigns
• Day 1: Package sent + Email
• Day 2: Package delivered + Email
• Day 4: Phone call + LVM
• Day 6: Phone call
• Day 7: Phone call + LVM + Email
• Day 10: Email from Executive
• Day 11: LinkedIn InMail from Executive
• Day 13: Final Email to recipient
• Day 15+: Emails to other personas or levels
Goal: meeting with
target account

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Tip 4 - Always Be Testing
Conduct tests on regular basis to optimize
• Subject lines
• Video vs. no video
• Day of week/time of day
• Sender name vs company
• Amount of personalization for ABM
• HTML vs. text
• Etc.

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Personalized Invites Work Best
10x – 43% response
rate
3% response rate

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Example: Create Engaging Emails
Email Annotations for Gmail
Promotions Tab:
• Groups/highlights email
promotions that people are most
likely to be interested in
• Highlights key information
• Adding images to your annotations
help bring your promotions to life
and make them more discoverable
and inspiring

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Close the Loop

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Follow Up Timing Matters
75%
“The difference between lettuce and compost is timing.”

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Know What Works for Sales
31
Part one: Know your
best time and day of
week
Part two: Know how fast
follow-up should be

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• Utilize email marketing for penetrating target
accounts
• Implement solid data management strategy for
database health and segmentation
• Use engagement data, personalization and
regular testing for better results
• Ensure proper Sales follow up with solid
messaging and timely execution
Key Takeaways

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About Engagio
The #1 ABM automation platform :
• Understand target account
engagement
• Act through campaigns
• Measure program effectiveness
For more information, visit
www.engagio.com

34. Thank You!