account-based marketing hacks 2016: engagio for account-based everything

@uberflip#ABMHacks @engagio

Jon MillerCEO, Engagio@jonmiller

ACCOUNT-BASEDMARKETING HACKS:

ENGAGIO FOR ACCOUNT BASED EVERYTHING

Hana AbazaVP Marketing, Uberflip@hanaabaza


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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


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


ABM Is the Hottest Thing in B2B Marketing

The Next Big Thing?

Google Trends for Account Based

Marketing

Engagio founded


But Marketing Isn’t Sufficient for Outbound

9

ABM Not Enough

Source: TOPO

15% Penetration into target accounts


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


Account Based Marketing

Account Based Sales

Development

Account Based Sales


Hello, Account Based Everything

Orchestration

Account Based

Marketing

Account BasedSales Development

Account BasedSales

Account Based

Customer Success

7 Step ABE Process + Hacks


#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


ACCOUNTS

CONTACTS

INSIGHTS

CONTENTINTERACTIONS

ORCHESTRATION

MEASUREMENT

Seven ABEProcesses

WHO

WHATWHERE


ACCOUNTS

CONTACTS

INSIGHTS

CONTENTINTERACTIONS

ORCHESTRATION

MEASUREMENT

Seven ABEProcesses

WHO


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


Manual

Build and Maintain Your Database With the Right Contacts for Each Persona

Purchase Predictive

Representative companies; not exhaustive


ACCOUNTS

CONTACTS

INSIGHTS

CONTENTINTERACTIONS

ORCHESTRATION

MEASUREMENT

Seven ABEProcesses

WHAT

With #Account Based

Everything, you need to knock

on people’s doors.

– @jonmiller


• Broken personalization – my name is Jon!!

• Focused on their needs rather than value to

the customer

• Typos


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


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


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 perspectiveTwo-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


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


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


DisplayAdvertising

• IP-Based

• Proactive Retargeting

• LinkedIn

• Facebook

• … more

Example: Custom Content + Facebook


Channels for Outbound Account Based Everything

Marketing

• Events

• Direct mail

• Online advertising

• Web personalization

Sales / Sales Development

• Human Email

• Phone

• Social

Channels


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


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


Lead to Account Matching

Leads

Account

Fuzzy logic match:

Better routing

Account-level visibility


Marketing Qualified Accounts (MQAs) not

MQLs

42

Breadth

De

pth


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


• Account-centric metrics• Quality, not quantity• Long development cycles• Influence


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

“Big 5” ABM Metrics (1a)


Coverage

How well are you adding new / engaged people to the database? Director-level and above?

“Big 5” ABM Metrics (1b)


Awareness

“Big 5” ABM Metrics (2)

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


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?


Engagement

“Big 5” ABM Metrics (3b)

Is that engagement going up over time?


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.


Don’t count the people you reach;

reach the people that count.

– David Ogilvy


Program Reach


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?


Program Impact


• “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


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


• 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


Clear and Complete Guide to Account Based Everything

engagio.com/guide

Resources


QUESTION TIME!

Jon MillerCEO, Engagio@jonmiller

Hana AbazaVP Marketing, Uberflip

@hanaabaza

hub.uberflip.com resources.engagio.com