account based marketing + account based sales development = account based everything

Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE

Account Based Marketing + Account Based Sales

Development = Account Based Everything


Agenda

Hacks for ABE

3 Step Process

Why Account Based

Everything?


Why Account Based Everything


Different Demand Types

SiriusDecisions

Account Based

Demand Generation (Lead Based)

Account Type PipelineKPI Averages

Large: Strategic Enterprise

Named/Territory

Small/Midsizeand Non-Named

Influenced: 60-75%Sourced: 15-25%

Influenced: >75%Sourced: <10%

Influenced: 50-60%Sourced: 25-45%


Nets versus Spears

DemandGeneration Account Based


The Next Big Thing?

Google Trends for Account Based

Marketing

Engagio founded

Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE 7

But Marketing Isn’t SufficientABM Not Enough

Source: TOPO

15%

Penetration into target accounts

Rise of Sales Development

“[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO


Account Based Marketing

Account Based Sales

Development

Account Based Sales


Hello, Account Based Everything

Orchestration

Account Based

MarketingAccount Based

Sales Development

Account BasedSales

Account Based

Customer Success

Account Based EverythingA strategic GTM approach thatorchestrates personalizedmarketing, sales, and successefforts to drive engagement andconversion at named accounts.

ABE targets specific (usually large) accounts


a way of doing business, not a campaign or tacticalways on for the account until removed


treat each account individuallyfocus = more insights = more relevance


coordinates experiences across departments and channels


3 Step Process for Account Based

Everything


#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)

Dem

and

Gen

Acco

unt

Base

d Ev

eryt

hing

1. Ideal Customer Profile 2. Ideal Buyer Personas

• Firmographics• Technographics• Geography• Behaviors• Intent• Predictive

For each member of buying committee• Buyer• Influencer• User• Gatekeeper

Level 1: Reps Self-Select

Level 2: Basic Data

Level 3: Advanced

Level 4: Predictive Analytics Sophisticated predictive scoring and modeling

Advanced ICP data (technographics, intent, engagement)

Simple definition of Ideal Company Profile (ICP)

Based on intuition and experience


Styles of ABE

5-50 accounts (“tens”)

50-1,000 accounts (“hundreds”)

1,000+ accounts (“thousands”)

Hybrid

Lite

Classic

With #ABE you need to knock on people’s doors.

– @jonmiller


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


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

ChallengerOffers unique perspective

Two-way communication skills

Knows customer value driversCan ID economic drivers

Comfortable discussing moneyCan pressure the customer Asserts

Control

Tailors

Teaches


• Market• Company• People• Relationships• History• Connections• Door Openers

What To Research

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


Direct Mail Offers 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


DisplayAdvertising

• IP-Based• Proactive

Retargeting• LinkedIn• Facebook• … more

Example: Custom Content + Facebook


Marketing• Events• Direct mail• Online advertising• Social ads• Web personalization

Sales / Sales Development• Human Email• Phone• Social

Channels


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


Account Executive

Marketing Ops

SDR Manager

Roles

Account Management

Account Executive

Sales Development

Rep

CEO

Sales Ops

Coach Quarterback

Players

VP, SalesDemand Gen

Hacks for Account Based

Everything


Lead to Account Matching

LeadsAccount

Fuzzy logic match on name, company, IP, geography =• Account-level visibility• Better routing


Marketing Qualified Accounts (MQAs) not MQLs

40

Breadth

Dep

th


Account Based Metrics Are DifferentDemand Generation Account Based MarketingLeads AccountsQuantity QualityDays and Weeks Months and YearsCreate Pipeline Influence PipelineNew Business Land and ExpandInbound Outbound

Measurement


CoverageDo you have sufficient data, opt-in contacts, and account plans for each target account?

“Big 5” ABM Metrics (1a)


Awareness“Big 5” ABM Metrics (2)

Which target accounts have any awareness of us?Are they visiting the website?


Engagement“Big 5” ABM Metrics (3)

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


Don’t count the people you reach;

reach the people that count.

– David Ogilvy


Program Reach“Big 5” ABM Metrics (4)

COVERAGE% target accounts with a success

FOCU

S%

of

succ

esse

s fr

om t

arge

t ac

coun

ts

Are marketing programs reaching the target accounts? How much waste is there?


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?


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


Data Vendors Predictive

Who: Selection What: InsightAccount Insight

Where: InteractionAds

Infrastructure Lead to Account match

(L2a);Routing; ABM Analytics

Web

Orchestration

Synchronize Interactions into

coordinated Plays

Direct / Physical

Events

Human Email

Phone Social

Com

plementary

Other

Intent & Technologies

Attribution

Person Insight

Advocacy

CRM`Account Plannin

g

engagio.com/GuideGet your free copy today!

The Clear and Complete Guide to

Account Based

Marketing


• Marketing isn’t sufficient for comprehensive account-based outreach

• Account based marketing and account based sales development perpetuate silos – need Account Based Everything

• 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

Top Tweetable Takeaways

@jonmiller