When Inbound Isn't Enough with Heidi Bullock, CMO of Engagio

Copyright ©2018, Engagio Inc. All rights reserved. @heidibullock
When Inbound Isn’t Enough
Heidi Bullock, CMO, Engagio
@heidibullock

Today
3
Not enough
of the right
types of
leads
Poor quality
– 80% never
convert to
Sales
Sales alignment
- Poor efficiency
Issues with
churn and
retention
Missed
Targets

Examine your current acquisition strategy-
How well is it working?
4
Broad-based
Lead-centric
Goal is volume

Large #’s of Leads Feel Good in the Moment…
I literally have… NOTHING left.

Are you overly focused on acquisition?
6
This needs attention as well!

Important to think about CLV

Focus on the right type of customer
8
What is our ideal customer profile (ICP)?
Example: Higher ACV
compared to non-ICP, better
retention, cross-sell
opportunities

Rethink your mindset…
9
It’s about the right accounts.It’s not about more…

• Marketing Strategies
AND
Fishing with nets. You don’t care which fish you
catch as long as you catch enough fish. The
fish always swim towards you.
Demand Generation
Fishing with spears. You care deeply
about which fish you catch, and you’re
going to proactively go pursue those fish.
Account Based Marketing
Need a different strategy - ABM

ABM is useful here
Higher
Value
Accounts
Longer
Sales
Cycles
Land and
Expand
Strategy
Selling to
a Buying
Center

FUNDAMENTALS
Set this up to work!

Create your plan
13
$$$ Revenue Goals
Pipeline Required
(sources can vary marketing, sales, partner)
How can we bring in the BEST quality pipeline most efficiently?
ENT Segment – Need Z%
POR GOAL
Mid-Market Segment –
Need Y%
POR GOAL
Small-Business
Segment –
Need X%
POR GOAL
Example: inbound
marketing model
Example: Programmatic
ABM
Example: ABM – need for the higher value
accounts
What is our optimal strategy to get there (mix of DG /ABM- programs, tactics)
This
breakdown
should be the
optimal mix to
most
effectively hit
revenue
targets

Set goals - Be clear what you are moving towards
Have a hypothesis – We think this set of accounts in the
health care vertical makes sense for us to pursue.
–Higher ASP
–Faster sales cycle
–More cross-sell, up-sell potential
14

Example scorecard
Engagement Sales Appt Pipeline Opportunity
Size
Win Rate
>80%
of target accounts.
>30%
tier 1 prospects
40%
of enterprise initial
Pipeline from
Targets
45%
increase in Opp
Size
50%
higher for target
accounts
Time frame = Year One
Should HELP get to your revenue goals more efficiently

But Marketing Can’t do it Alone…
16
ABM Not Enough
Source: TOPO
15% Penetration into target accounts

It’s a Team Effort
Orchestration
Account
Based
Marketing
Account Based
Sales
Development
Account
Based
Sales
Account
Based
Customer
Success

Define Clear Plan for Teams
• Plan of Record (POR)
– Marketing contributes x% to pipeline
– Partner or Channel contributes y% to pipeline
– Sales contributes z% to pipeline
• Create Revenue Model with definitions and SLAs
– Outbound is defined zero minutes in the last 7 days with no IB activity
(example)
– Outbound ADRs and Inbound ADRs
– Comp people for behavior you want to drive

What do we
want to say?
(offers)
Who should
we say it to?
(segments)
Who are
we trying to
reach?
(accounts)
What
should we
say?
(message)
Where should
we say it?
(channels)
Where
should we
say it?
(channels)
INBOUNDOUTBOUND
The mindshift

Step 1: WHO
Understand your best customers

Do you know what type of customer or
segment is ideal for your business?
21
Segment Customer Churn Rate Revenue Churn Rate
<50 42.3% 43.54%
Small 23.3% 23.54%
Medium 11% 11.4%
Enterprise 5% 5.7%
Look at your key segments. Do you know which is the most profitable for the
business? Is your current strategy optimized for that?
Example:

Define your ICP
22
1
Identify your ICP – Ideal Customer Profile
• Historical data – (where have you had success?)
• Key vertical (ex: healthcare, entertainment, construction)
• Firmographics – (size of company, revenue, geography)
• Other signals – intent data, hiring patterns, etc.
2
3
Figure out the TAM – Total Addressable Market
• How many accounts in my database fit that profile?
• How many in GEOs we support (location)?
• What is the white space?
Prioritize Accounts
• Can use predictive scoring (account scoring) + intent data
• Sales input
• Historical data (closed won analysis)

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

Step 2: WHAT
Develop meaningful messages

Outbound Does Not Mean Interruption
Apply the best concepts from demand generation to
outbound:
• Content driven
• Helpful and valuable
• Focused on the buyer, not your company
• Personalized and relevant
• Human

• Spam – guessing emails
• Vague, irrelevant messaging
• Attempt at "personalization" with totally wrong data [bold]
• Focused on their needs rather than value to the customer
• Typos

“Template emails
are roulette
wheels. If you
only get 100 rolls
of the roulette
wheel, then you
need to increase
your odds.”
– Craig Rosenberg

Make it Personalized to Drive Results
28

Three most important factors in enterprise decision:
• Knowledge and understanding of my unique business issues
• Knowledge and understanding of my industry
• 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

Challenger Sale
Challenger
Offers unique perspective
Two-way communication skills
Knows customer value drivers
Can ID economic drivers
Comfortable discussing money
Can pressure the customer Asserts Control
Tailors
Teaches

• Market
• Company
• People
• Relationships
• History
• Connections
• Door Openers
What To Research

Content for different tiers
• Messaging for key buyer(s)
• Content for different stages – can be simple!
32

Content examples
33
Targeted Ads Personalized eBook Personalized Video

Step 3: WHERE
Reach buyers where they are

If you remember one thing today
35
Random acts of kindness = good Random acts of marketing = bad

Anatomy of a program
36
Goal: Awareness
Is the company aware of
your products / services?
Goal: Engagement
Are the right people
engaged and interested?
Goal: Action
Do they have what is
required to make a decision?
Ask: What set of tactics make sense for these objectives?
Note – It’s never just ONE activity.

Where do you have coverage?
Do you have sufficient data, opt-in contacts, and account
plans for each target account?

Where do you need to drive awareness?
Which target accounts have any awareness of us? Are they
visiting the website?

Program Entitlements for Target Accounts
Type of Program Accounts
Tier 1 –Style 1 Strategy Tier 2 –Style 2 Strategy Tier 3 - Style 3 Strategy
Direct Mail High value Post card – lower value Post-card lower value
Engagio analytics for reps Yes Yes Yes
Field Events Lunch and learn + dinners + onsites Lunch and learn Lunch and learn
Tradeshows Special dinner
Playmaker sends Yes Yes Yes
Database sends In some cases OK Yes Yes
Digital Yes + tailored content Yes + industry Yes – generic?
Content Syndication Yes – verticals and key companies Yes – verticals Yes -verticals
Sales outreach Yes (calling campaigns, drive
attendance)
Yes (calling campaigns, drive
attendance)
No
Appt Setting Yes Yes No
Intent data for outbound with
personalized plays
Yes Yes Yes
Contact Discovery Yes Yes No
Customer content
Custom streams
Yes (tier 1 and 2) Limited No

ABM Program Example
(base on entitlements)
Targeted ads
entire account
Email
T: Head of Sales
F: ADR
Direct Mail
Key
personas
Email
T: Head of Marketing
F: ADR
Checklist
Package received?
Phone
T: Head of Sales
F: ADR

ABM is Account Based
Up to 17 people influence enterprise
purchases (up from 10 in 2011)*
*2014 IDG Enterprise Role & Influence of the Technology Decision-Maker survey
“Person-centric” “Account-centric”
• Decision maker
• End users
• Influencer
Demand Gen Account Based Marketing

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

Different Questions for Each Stage
45
1. We just launched the
pilot/initiative – are we
engaging people at
our target accounts?
2. What % of our
accounts are we
progressing to the next
stage? – ex: meetings,
pipeline, cross-sell?
3. We ran 4 types of
program initiatives –
which worked best?

Engagement: Target Accounts = 10X Increase
46
1,600 minutes 17,000+ minutes
989 Target Accounts, June 2016 to May 2017

Awareness: Web Traffic
47
989 Target Accounts, June 2016 to May 2017

Digital Signals
Sales
engagement
Content
syndication
& downloads
Website
visits & requests
Software
downloads
Events
webinars

Engagement
Are the right people at the account spending time with your
company, is that engagement going up over time?

Where should you spend your time?
• Right person (or set of people)
• Right activities
• Right company profile
• Right person (or set of people)
• Right activities

Marketing Qualified
Accounts (MQAs) not
MQLs
51
Breadth
Depth

1. Outbound can be easier to scale and driver better
quality deals than inbound
2. Marketing isn’t sufficient for comprehensive account-
based outreach
3. Outbound does not need to mean interruption; use
account-specific research to maximize relevance
4. Coordinate account-based plays across channels and
players for maximum impact
5. Lead to Account Matching is the foundation of
account-centric success
6. How you measure needs to change – it’s not about
volume
Tweetable Takeaways
@heidibullock

When Inbound Isn't Enough with Heidi Bullock, CMO of Engagio

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