engagement minutes maximizing the value of your · 2020-04-20 · best practices for assigning...
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Copyright ©2020, Engagio Inc. 1
Maximizing the Value of YourEngagement Minutes
Copyright ©2020, Engagio Inc.
Maximizing the Value of YourEngagement Minutes
Tom KeefeHead of Marketing Ops
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Copyright ©2020, Engagio Inc.
• What are Engagement Minutes?
• Engagement Minutes and Lead Scoring
• Best Practices for Setting Up Engagement Minutes
• Refreshing Engagement Minute Assignments
• Custom Tracking of Engagement Minutes
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Maximizing Your Engagement Minutes
Agenda
Legend:
EngMins = Engagement Minutes
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What are Engagement Minutes
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• Engagement Minutes track how People and Accounts engage with your content and
company via Marketing Channels, Sales Communications, Web Visits, etc
• Engagement Minutes are a proxy for the time spent for each interaction or activity
• Minutes are assigned to actions taken by people and are aggregated at the Account
level
• High Engagement correlates to High Interest – Before a customer pays you money,
they pay you attention
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What are Engagement Minutes?
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Engagement is the foundation of Engagio’s Platform and it’s how we track interactions across
the Buying Committee. Engagement Minutes are built from activities which are classified into
three categories:
What are Engagement Minutes?
Marketing
● Program Activity● Form Submissions● Email Opens and Clicks● Known and Anonymous Web Activity
Intent
● Surges of intent for topics of your choice
Sales
● In/Outbound Emails● Meetings● Phone Calls● SFDC Events and Tasks
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Engagement Minutes are used for:
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What are Engagement Minutes?
Visibility and Insights
• Account Activity charts in Engagio and SFDC
• Create Account Journey Stages based on Account
Engagement (Ex - MQA)
• View Heatmaps of Engagement Minutes for People and
Accounts
• Daily Email Alerts to your Revenue Team showing People
and Accounts with high levels of engagement
• Build Quick Cards based on Engagement Minute criteria
• Customize the tracking of People/Account Engagement;
Mktg, Sales, Intent, Mktg Programs, Website, etc
Campaign Execution
• Build lists and filters by using Engagement Minute criteria
• Orchestrate multi-channel plays triggered from
Engagement thresholds
• Activate Audiences for advertising with Engagement from
People/Accounts
• Track Number of Engaged People within an Account
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What are Engagement Minutes?
Build an Account Stage of MQA based on the
level of Engagement from Key Personas within
an Account
Heatmaps allow you to view Engagement
across any two data points from People or
Accounts
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Engagement Minutes&
Lead Scoring
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• Aggregates scores from activities on the Person record
• Traditionally only focuses on Marketing Activity and Person Demographics
• To track different types of scores you would need multiple flow steps to set each score
• Requires lots of effort to score activities based on people, account or program data points
• Most organizations have decaying rules, if no activity in a time period, decrease score
• Unable to score Intent Surges since that is Account level data and not based on a person
• Unable to update retroactively if you change your model
• Unable to aggregate Lead Score to Account Score for Matched Leads, only Contacts
• No visualizations of Lead Score changes over time
• No ability to easily pull all the activities which have been scored for a person or account
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Engagement Minutes & Lead Scoring
Lead Scoring
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• Aggregate activity across each individual (using Matched Leads and Contacts) and view scores
from certain time periods on both the Person and Account level
• Easily track different activity types (Marketing, Sales, Intent, etc.) without needing to take
additional steps.
• Weigh all activity scores differently based on People and Account data with one setting
• No need to decay activity scores since we can look at score changes historically
• Engagement Minutes always retroactively update for any changes made to the model
• Visualize engagement from People or Accounts in Engagio or SFDC
• Easier for Sales to comprehend vs Lead Scoring
• Easily pull all scored activities for a Person or Account
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Engagement Minutes & Lead Scoring
Engagement Minutes
Engagement Minutes vs Lead Scoring Scenario:
1. Score a person who attended a tradeshow2. Assign 50% more points if person fits ICP
Persona
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Engagement Minutes & Lead Scoring
Lead Scoring ExampleSetup in MAP:
1. Create Scoring Tokens (see image) or input score assignments in Flow Step
a. ICP Token must be 50% higher than others
2. Build Smart Campaign to trigger from Program Status change
3. Use multiple If Choices to assign persona based scoring
Restrictions:
• Can only use one data point for segmented scoring unless building multiple
campaigns
• Scoring by persona flow logic must be in every Scoring Campaign Flow
• “Black Box” of scoring, no visibility to members of the Revenue Team
• Sales can only see Lead Scoring changes in Marketo Sales Insights
• All restrictions for scoring must be set in the trigger criteria and repeated for
every Scoring Campaign (Ex - Do not Score People with DQ status)
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Setup in Engagio:
• Assign Engagement Minutes to Tradeshow Activities with Attended Status
• Assign 50% Weighting to ICP Persona (Department Segment)
Benefits
• All Engagement Minutes assignments are on one screen, no need for multiple
campaigns/triggers
• Weighting applies to all activities and selected on one screen
• Able to combine People and Account criteria for weighting
• All Engagio Users can access the EngMins and Weighting screens
• Engagement Minutes Visualizations for People and Accounts in Engagio and SFDC
• Easily restrict engagement from being assigned by using a 0%14
Engagement Minutes & Lead Scoring
Engagement Minute Example
Engagement Minutes vs Lead Scoring Example:
Account Activity Overview
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Marketo Sales Insights
• Must manually create campaigns to create all desired Interesting Moments
• Only pulls in Activity from Contacts within the Account
• No indication of Most Engaged People, simply a list of activities sorted in chronological order
• No representation of Account Engagement over time
• Sales relies on Interesting Moment being created for all activities they wish to see
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Engagement Minutes & Lead Scoring
Account Activity with Lead Scoring
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Engagio in SFDC
• Powered by EngMin Assignment, no extra work to provide Account level Activity Insights
• Customizable trend chart showing all Account Activity over time, includes Contacts and Matched Leads
• Shows most recently engaged people, with their most recent activities
• Customizable list of all activities within the Account shown in chronological order
• Add Filters from Engagio to Account Trend Charts and Activities List
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Engagement Minutes & Lead Scoring
Account Activity with Engagement Minutes
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Best Practices for Setting Up Engagement Minutes
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Don’t worry you’re not starting from scratch!
• Utilize your current Lead Scoring architecture
• Quick win: use Weighting to increase Engagement Minutes for People who fits your ICP criteria
Cross-Functional Exercise
• Transparency builds trust, involve Sales and hear their input on what activities they value
• The entire Revenue Team should agree on time periods for viewing Engagement (1 week, 3 months, 1 year, etc)
• Should certain People or Account characteristics be valued higher than others?
Setting Up Engagement Minutes
Snowflake shares intelligence across the entire revenue team for a common perspective on how an account is performing. This helped the team warm up new territories when the revenue team identifies trending engagement. By accelerating ramp-up of new sales hires and new territories, Snowflake successfully expanded their global sales team by 4X with fast and efficient ramp periods.
Today, with visibility on current engagement levels and account progression, Snowflake’s target accounts are demonstrating more than 15 engaged people across the business.
---Engagio Case Study, Snowflake Computing
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Audit each of the three engagement categories to ensure you aren’t missing any activities
Marketing:
• “Do I know all my Marketing Programs? Are they all connected to SFDC Campaigns?”
– You choose between MAP Programs or SFDC Campaigns to track marketing program activity
– Program/Campaign name will be used to describe the activity, ensure you have a naming convention Sales, CS and Marketing can
comprehend
• “Do all my programs/campaigns have the correct channel/type associated?”
– EngMins can be assigned holistically to a channel, ensure all programs/campaigns are assigned the correct channel/type
• “Can I simplify my program/campaign statuses?”
– Overtime sometimes statuses can become cluttered
– Ex - Submitted Form vs Filled Out Form, standardize statuses to ensure ease of use
• “Do I know all the important web pages I want to score?”
– Not every web page needs to be assigned minutes, find high value pages to score specifically
Setting Up Engagement Minutes
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Audit each of the three engagement categories to ensure you aren’t missing any activities
Sales
• “How do I currently track In/Outbound Sales Emails?”
– If you wish to assign engagement to in/outbound emails understanding how and where they are logged is the first step
– Usually we seen this done on the person’s SFDC Activity record and that SFDC is used for assigning EngMins
– Typically tools such as Outreach/Salesloft will mark the SFDC Activity Subject with [Inbound] or [Outbound]
• “How do we currently track Meetings?”
– If you wish to score Meetings set up by your SDR Team, determine how and where they are tracked
– Two common tracking mechanisms are SFDC Events/Tasks and each can be used for assigning EngMins
• “How do we currently track calls? Are there specific dispositions?”
– If you wish to assign EngMins to phone calls, determine how and where they are tracked
– You may only want to assign EngMins to phone calls with positive dispositions
• “Do I want to track actual time spent on calendar meetings?”
– Engagio track the actual meeting time for prospects via your Sales Rep’s calendar events
Setting Up Engagement Minutes
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Audit each of the three engagement categories to ensure you aren’t missing any activities
Internet:
• “How do I currently track Account Intent?”
– Understand where you obtain your Intent data; Bombora, G2, TechTarget, etc
• “Do I have my Intent Terms separated into categories?”
– Recommend creating buckets of Intent Terms; Tier 1, Tier 2, Competitive, Product A, Product B, etc using Segments
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Setting Up Engagement Minutes
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Before we assign any Engagement Minutes we need to classify all our different Activity Types:
• In Segments, open the Sales Engagement vs Marketing Engagement segment and classify activities:
– Marketing
• Program/Campaign Responses, Known/Anon Web Visits, Form Submits, Click Email, Click Link,
Open Email
– Sales
• Tasks, Events, Meeting Attendance, Inbound Email, Open Sales Email, Click Sales Email
– Intent
• Intent Surges
Setting Up Engagement Minutes
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Setting Up Engagement Minutes
1.)
2.)
3.)
Use Segments to classify Engagement Categories
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Setting Up Engagement Minutes
Use Engagio to view Engagement
across groups of Accounts
In SFDC easily see Engagement over time
for each Account
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Setup Engagement Minutes for
Marketing Activities
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Best Practices for Assigning Engagement Minutes to Marketing Programs
• Assign Engagement based on MAP Programs or SFDC Campaigns
• Only use Filled Out Form for scoring if you have forms which are NOT connected to a
Program/Campaign – avoid double counting!
• Utilize your current Lead Scoring model to easily see high value marketing program activities
and translate their score into Engagement Minutes
– Demo Request is your highest Lead Score activity of 65pts
– Demo Request should be one of your highest Engagement Minute assignments
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Engagement Minutes & Marketing Activities
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Assigning Engagement Minutes to Marketing Programs
• Each Marketing Program has a specific action to be taken (Watch webinar, view ebook, etc)
• Actions are tracked with the Program/Campaign status
List out each Status for every Channel/Program
• Start assigning Engagement Minutes for each status based on the estimated time it takes to complete the
action
• 3rd Party Activities such as Content Syndication should be assigned less than their organic counterparts
such as website content downloads
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Engagement Minutes & Marketing Activities
Channel Program Success/Responded Status Estimated Time Spent
Tradeshow EvT-2020-Tradeshow-Name Low Engagement 10 minutes
Tradeshow EvT-2020-Tradeshow-Name High Engagement 45 minutes
Content Syndication CS-2020-Content-Vendor- Viewed Content 5 minutes
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Assigning Engagement Minutes to Marketing Programs
• Assign EngMins to any success/responded statuses within Program/Channel
– Any person with a success/responded status for Event - Tradeshow type programs will receive 45 Engagement
Minutes
• Assign EngMins to specific Program/Campaign statuses within a channel
– Any person with a specific status within an Event - Tradeshow type Program/Campaign will receive specific
EngMins correlated to the person’s program/campaign status
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Engagement Minutes & Marketing Activities
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Setup Engagement Minutes for
Website Activity
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Best Practice for assigning Engagement Minutes to Website Activity
• Assign minutes to high value or specific pages for both Known and Anonymous Views
• Score Known Visits higher than Anonymous Visits
• Be careful with Does Not Contain logic, it will score every visit that does not contain the criteria
listed
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Engagement Minutes & Web Activity
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Setup Engagement Minutes for
Email Activity
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Best Practices for assigning Engagement Minutes to Marketing Email Opens and
Clicks
• List all the header/footer links of your email such as the Unsubscribe link, social links, etc
• Use Does Not Contain logic to filter out clicks from the above links
• Assign a low level of Engagement Minutes, open/clicking emails are simple quick actions
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Engagement Minutes & Email Activity
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Best Practices for assigning Engagement Minutes to Sales Emails
• Do not assign Engagement Minutes to Outbound emails or score very minimally – no actual engagement
• Assign Engagement Minutes to Inbound Emails
• Determine if you track Inbound Emails with SFDC Activities
– If you do, you can assign Engagement to the Inbound Activity
– If not, you can use the Inbound Email activity which is based off the connection to your email provider
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Engagement Minutes & Email Activity
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Setup Engagement Minutes for
Sales Activities
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Best Practices for assigning Engagement Minutes to Sales Activities (Calls and
Meetings)
• Sales Activities captures all SFDC Activities by Type (Events and Tasks) and you can reference Activity Subject Line text
for specific criteria
• Ensure your calls are being tracked with SFDC Activities and tagged for positive dispositions, do not want to assign
Engagement to outbound calls with no positive outcome
• Track the actual time spent in Meetings with Sales, enabled by connecting your email provider to Engagio
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Engagement Minutes & Sales Activities
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Setup Engagement Minutes for
Intent Surges
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● Categorize all your Intent Terms into buckets; Tier 1,
Tier 2, Competitive
● Use minimal levels of EngMins, this is not a direct
interaction with your organization
● Competitive Term Surge should be assigned the
most Engagement, if prospects or customers are
surging on your competitors, chances are they will be
interested in what your organization offers as well
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Engagement Minutes & Intent
Best Practices for assigning Engagement Minutes to Intent Surges
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RefreshingEngagement Minutes
Assignments
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• Utilize Deal Story or Account Engagement views to
see all of the touches that led up to a signing a new
customer
• Find common activities across new deals
– Are some activities scored higher than others
but not seen across newly won customers?
– Are there activities assigned high engagement
which are not as common as previously
suspected?
• Missing Activities?
– Pull a list of Activities with 0 EngMins assigned,
are there any that should be scored?
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Refreshing Your Engagement Minutes
How to update Engagement Minutes based on results
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Create Custom SFDC Fieldsto Track Engagement
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Engagio allows you to creates custom fields for SFDC Accounts or People showing Total
Engagement Minutes for certain time periods for specific types of Engagement Activities
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Custom Fields for Engagement Minutes