@uberflip#ABMHacks @engagio
Jon MillerCEO, Engagio@jonmiller
ACCOUNT-BASEDMARKETING HACKS:
ENGAGIO FOR ACCOUNT BASED EVERYTHING
Hana AbazaVP Marketing, Uberflip@hanaabaza
@uberflip#ABMHacks @engagio
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Meet the Expert
• Co-founder and CEO of Engagio• Co-founder and CMO of Marketo• Author, Engagio’s Clear and Complete Guide to Account Based Marketing
• Author, Marketo’s Definitive Guide to Marketing Automation
Jon Miller
Engagio
@uberflip#ABMHacks @engagio
Let’s get hacking!
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Agenda
More ABE Hacks
7 Step ABE Process +
Hacks
Hello, Account Based
Everything
Hello, Account Based Everything
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
ABM Is the Hottest Thing in B2B Marketing
The Next Big Thing?
Google Trends for Account Based
Marketing
Engagio founded
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
But Marketing Isn’t Sufficient for Outbound
9
ABM Not Enough
Source: TOPO
15% Penetration into target accounts
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Sales Development
Source: Bridge Group , Sales Development 2016 Metrics & Compensation Research report
Account Centric
Any one person can say no
“[Account Based Sales Development is] today’s most effective Account-
Based tactic.” – TOPO
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Account Based Marketing
Account Based Sales
Development
Account Based Sales
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Hello, Account Based Everything
Orchestration
Account Based
Marketing
Account BasedSales Development
Account BasedSales
Account Based
Customer Success
7 Step ABE Process + Hacks
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
#FlipMyFunnel
What do we want to say?
(offers)
Who should we say it to?
(segments)
Who are we trying to reach?
(accounts)
Whatshould we
say?
(message)
Where should we say it?
(channels)
Whereshould we say
it?
(channels)
INB
OU
ND
OU
TB
OU
ND
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABEProcesses
WHO
WHATWHERE
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABEProcesses
WHO
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Styles of ABE
5-50 accounts (“tens”)
50-1,000 accounts (“hundreds”)
1,000+ accounts (“thousands”)Hybrid
Lite
Classic
Level 1: Reps Self-Select
Level 2: Basic Data
Level 3: Advanced
Level 4: Predictive AnalyticsSophisticated predictive scoring
and modeling
Advanced ICP data (technographics, intent, engagement)
Simple definition of Ideal Company Profile (ICP)
Based on intuition and experience
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Manual
Build and Maintain Your Database With the Right Contacts for Each Persona
Purchase Predictive
Representative companies; not exhaustive
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABEProcesses
WHAT
With #Account Based
Everything, you need to knock
on people’s doors.
– @jonmiller
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Broken personalization – my name is Jon!!
• Focused on their needs rather than value to
the customer
• Typos
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Opt out, tune out, toss out
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
“Template emails are roulette
wheels. If you only get 100 rolls
of the roulette wheel, then you
need to increase your odds.”
– Craig Rosenberg
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Outbound Does Not Mean InterruptionApply the best concepts from demand generation to outbound:
• Content driven
• Helpful and valuable
• Focused on the buyer, not your company
• Personalized and relevant
• Human
No Cold Calls
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
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
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Challenger Sale
Challenger
Offers unique perspectiveTwo-way communication skills
Knows customer value driversCan ID economic drivers
Comfortable discussing moneyCan pressure the customer Asserts Control
Tailors
Teaches
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Market
• Company
• People
• Relationships
• History
• Connections
• Door Openers
What To Research
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABEProcesses
WHERE
Events Are a Big Part of ABM
Tip: executive invites come from someone with an equal or higher title
• Owned events
• Meetings at 3rd party events
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Direct MailOffers sent by mail are perceived as
24% more valuable than offers viewed only on a screen. And mail boosted ROI by 20% when used as part of an
integrated campaign.
U.K. Royal Mail, February 2015
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
DisplayAdvertising
• IP-Based
• Proactive Retargeting
• … more
Example: Custom Content + Facebook
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Channels for Outbound Account Based Everything
Marketing
• Events
• Direct mail
• Online advertising
• Web personalization
Sales / Sales Development
• Human Email
• Phone
• Social
Channels
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Kermit, you email the CEO
Bert, you email the Director of Marketing and followup
with a phone call
Fozzie, you send a bottle of wine to the
CEO
Start the Play
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Account Executive
Marketing Ops
SDR Manager
Roles
Account Management
Account Executive
Sales Development Rep
CEO
Sales Ops
Coach Quarterback Players
VP, SalesDemand Gen
More Account Based Everything Hacks
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Lead to Account Matching
Leads
Account
Fuzzy logic match:
Better routing
Account-level visibility
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Marketing Qualified Accounts (MQAs) not
MQLs
42
Breadth
De
pth
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
BANT• Budget• Authority• Need• Timing
Qualification
AN
• Authority• Need
There’s a project in the next six months (Opportunity)
A Meeting with the right person at the right company
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Account-centric metrics• Quality, not quantity• Long development cycles• Influence
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
CoverageDo you have sufficient data, opt-in contacts, and account plans for each target account?
“Big 5” ABM Metrics (1a)
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Coverage
How well are you adding new / engaged people to the database? Director-level and above?
“Big 5” ABM Metrics (1b)
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Awareness
“Big 5” ABM Metrics (2)
Which target accounts have any awareness of us?Are they visiting the website?
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Engagement
“Big 5” ABM Metrics (3a)
Are the right people at the account spending time with your company? Is that engagement going up over time?
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Engagement
“Big 5” ABM Metrics (3b)
Is that engagement going up over time?
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Engagement
“Big 5” ABM Metrics (3c)
Which accounts are engaging the most?
Marketing Qualified Account (MQA): An account (or discrete buying center) that has reached enough aggregate
engagement.
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Don’t count the people you reach;
reach the people that count.
– David Ogilvy
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Program Reach
“Big 5” ABM Metrics (4)
FOCUS
% o
f suc
cess
es fr
om
targ
et ac
coun
ts
COVERAGE…
Are marketing programs reaching the target accounts? How much waste is there?
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Program Impact
“Big 5” ABM Metrics (5)
• “Top 25% engagement = 18% faster sales cycles.”
• “Accounts with >three engaged contacts = 15% higher contract values.”
• “Accounts that attended that dinner = 16% more movement to next opp stage.”
How are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and net promoter scores?
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Impact: Are ABM activities improving key sales outcomes?
Do you have sufficient data, contacts, and account plans for each target account?
Coverage:
Are the target accounts aware of your company?Awareness:
Are marketing programs reaching target accounts?Reach:
Are the right people at the account spending time with your company? Is that engagement going up over time?Engagement:
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Impact: Are ABM activities improving key sales outcomes?
Do you have sufficient data, contacts, and account plans for each target account?
Coverage:
Are the target accounts aware of your company?Awareness:
Are marketing programs reaching target accounts?Reach:
Are the right people at the account spending time with your company? Is that engagement going up over time?Engagement:
ABE Market Map
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
SelectionIdentify and prioritize target accounts, align on resources by Tier 1, 2, and 3
ContactsDiscover contacts and map to your accounts, ensure quality data
InsightsUnderstand what is
relevant and resonant at
accounts (triggers, priorities, etc.)
InteractionsManage 1:1 account-based interactions in
channel – events, outbound, digital (ads, web)
OrchestrationSynchronize interactions into coordinated plays that align to account plans and goals
Analytics & Infrastructure
Map leads to accounts, identify hot accounts (MQAs), measure ABM efforts
ContentCreate account-specific content
and messaging that reflects insights
Ads
Human Email
Events
Direct
Complementary
Web
Predictive
Attribution Analytics
Dialing
Insight Sources
Aggregation
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Outbound can be easier to scale and driver larger deals than inbound
• Marketing isn’t sufficient for comprehensive account-based outreach
• Outbound does not need to mean interruption; use account-specific research to maximize relevance
• Coordinate account-based plays across channels and players for maximum impact
• Lead to Account Matching is the foundation of account-centric success
Tweetable Takeaways + Hacks
@jonmiller
@uberflip#ABMHacks @engagio
Clear and Complete Guide to Account Based Everything
engagio.com/guide
Resources
@uberflip#ABMHacks @engagio
QUESTION TIME!
Jon MillerCEO, Engagio@jonmiller
Hana AbazaVP Marketing, Uberflip
@hanaabaza
hub.uberflip.com resources.engagio.com
@uberflip#ABMHacks @engagio
@uberflip#ABMHacks @engagio