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Account Based Marketing and Sales Development - Aligned
Jon Miller, Founder and CEO
@jonmiller
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Agenda
3 Step ProcessOutbound =
ABM + ABSD
When Inbound Isn’t
Enough
When Inbound Isn’t Enough
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Remember this?
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Scaling Inbound
What if you are here?
Inbound
“Relying solely on inbound marketing is like hanging out with the same kids from high school your whole life.”
– Jason Miller
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Scaling Inbound versus Outbound
Inbound
Outbound
What if you are here?
• Quick wins• No waste• Easier to double• Bigger deals
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Preso in a Nutshell
Inbound Outbound
Outbound = ABM + ABSD
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ABM Is the Hottest Thing in B2B Marketing
The Next Big Thing?
Google Trends for Account Based
Marketing
Engagio founded
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But Marketing Isn’t Sufficient for Outbound
ABM Not Enough
Source: TOPO
15%
Penetration into target accounts
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Account Based Sales Development
• Account-centric• Personalized• Multi-channel
“Today’s most effective Account-Based tactic.”
– TOPO
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Account Based Marketing
Account Based Sales
Development
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Hello, Account Based EverythingMessaging
Engagio Orchestration
Platform
Account Based
MarketingAccount Based
Sales Development
Account BasedSales
Account Based
Customer Success
The Three Step Process for
Outbound ABM + ABSD
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#FlipMyFunnel
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)
INBO
UND
OUTB
OUND
Who
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Styles of ABE
5-50 accounts (“tens”)
50-1,000 accounts (“hundreds”)
1,000+ accounts (“thousands”)
Hybrid
Lite
Classic
What
With #Outbound 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
• 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
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Opt out, tune out, toss out
“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
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Challenger Sale
ChallengerOffers unique perspective
Two-way communication skills
Knows customer value driversCan ID economic drivers
Comfortable discussing moneyCan pressure the customer Asserts
Control
Tailors
Teaches
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• Market• Company• People• Relationships• History• Connections• Door Openers
What To Research
Where
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Channels for Account Based Everything
Marketing• Events• Direct mail• Online advertising• Web personalization
Channels
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Channels for Outbound Account Based Everything
Marketing• Events• Direct mail• Online advertising• Web personalization
Sales / Sales Development• Human Email• Phone• Social
Channels
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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
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Account Executive
Marketing Ops
SDR Manager
Roles
Account Management
Account Executive
Sales Development
Rep
CEO
Sales Ops
Coach Quarterback
Players
VP, SalesDemand Gen
Other Implications of ABM + ABSD
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Lead to Account Matching
LeadsAccount
Fuzzy logic match: Better routingAccount-level visibility
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Marketing Qualified Accounts (MQAs) not MQLs
40
Breadth
Dep
th
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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
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• Account-centric metrics• Quality, not quantity• Long development
cycles• Influence
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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
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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)
Orchestration
Synchronize interactions into
coordinated plays that align to
account plans and goals
Analytics & Infrastructur
eMap leads to
accounts, identify hot accounts
(MQAs), measure ABM efforts
ContentCreate account-specific content and messaging
that reflects insights
Ads
Hum
an E
mai
lEv
ents
Dire
ct
Com
plem
enta
ry
Web
Pred
ictiv
e
Attr
ibut
ion
Ana
lytic
s
Dia
ling
Insight Sources
Aggregation
engagio.com/GuideGet your free copy today!
The Clear and Complete Guide to
Account Based
Marketing
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
@jonmiller
49
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Engagio PlayMaker
Challenge We Solve Multi-step
Multi-channel
Multi-player
Human Touch
Cloud Connected
Engagio PlayMaker orchestrates multi-threaded interactions across departments and channels to engage accounts with the human touch.
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Touch Day Step(s) Description
0 Pre Research Find out 3 pieces of relevant information1 Pre ABM Ads Build awareness with targeted ads
2 Pre Dimensional Mail
Package / postcards to decision maker + influencers
3 1 Triple Touch Human email + voicemail + social (InMail)4,5 1 Double Touch Human email + voicemail6,7 3 Double Touch Human email + voicemail8,9 7 Double Touch Human email + voicemail
10,11 13 Last Chance Last chance email + voicemailOngoin
gOngoin
g Human Nurture Share relevant insights ever 3-4 weeks
Multi-step and Multi-Channel
TOPO
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Account Based Sales Development
• Multi-channel• Multi-step• Multi-player• Research oriented• Human
Tip: measure quality of interactions, not just quantity
Multi-Player Prospecting
Any one person can say no
Two “no” rule