engagio - norwest webinar - ken rutsky's slides: what do we say
TRANSCRIPT
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
What Do We Say?Finding Magic in Your Accounts’ Hero’s Journeys
Crowded, Noisy, Colorful Markets
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
Crowded Confusing Markets
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
Go Ask Dad
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
57%!!!Ken Rutsky Twitter: @ken_rutsky
A Little Bit About Me•B2B Go to Market Consultant•20+ yr Marketing Exec with
Sales and Engineering background
•7 years in Consulting Practice•Author, Launching to Leading
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
#FlipMyFunnelWhat 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
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Base
d Ev
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hin
g
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
Why This Matters So Much!
Automation + Channels = Efficiency
Targeting and Messaging =
Relevance and EffectivenessKen Rutsky Twitter: @ken_rutsky
Take Your Account on a Hero’s Journey
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
Modeling the Hero’s Journey
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
Trendspotting
“Winning in the Subscription Economy”
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
All Pain No Gain
“Modern Malware Exposed!”
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
A Better Mousetrap
“It's Time to Fix the Firewall”
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
A Brave New World
“Making Flying Fun Again”
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
Build And Scale Your ABE Messaging
4 Acts x 4 Industries x 6 Personas
= 96 Possible MessagesBefore you customize per account!
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
What’s It Worth?
• Foundational content for Account Based Everything•Consistency of Message Across the Buying Cycle and In the
Account•Dramatically Improved Sales Engagement and Conversion (10x in
10 Months)
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
http://eepurl.com/b36Ep5
Free Book Offer for Attendees
In Closing
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com