The Secret Sauce for Account Based Marketing
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This document discusses account-based marketing (ABM) strategies and Engagio's approach. It covers: 1. Engagio's process for selecting target accounts, which involves building an account foundation with unified data, creating ideal customer profiles, and identifying key contacts and insights. 2. Challenges of coordinating ABM across different systems and the need for account data integration and lead-to-account matching. 3. Engagio's approach to creating engagement through relevant personalized communications across channels in an integrated way, rather than one-off sales spam. 4. The importance of orchestrating ABM interactions across departments and measuring engagement metrics like account coverage, awareness, and qualified marketing
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The Secret Sauce for Account Based Marketing
- 1. The Secret Sauce for Account Based Marketing Jon Miller, CEO and Founder
- 6. Copyright ©2017, Engagio Inc. Inbound vs Outbound Nets Spears
- 7. Copyright ©2017, Engagio Inc. ABM is Hot Google Trends for Account Based Marketing Engagio founded
- 9. Copyright ©2017, Engagio Inc. Measure Engagement Create Engagement Pick Targets 1 2 3
- 10. Copyright ©2017, Engagio Inc. Pick Targets
- 11. Copyright ©2017, Engagio Inc. Engagio’s Account Selection Process 11 Foundation • Unify account- level data Ideal Customer Profile • Firmographics • Technographics • Engagement Contacts • Key buying personas Insights • Research and relevance
- 12. Copyright ©2017, Engagio Inc. Challenge: Account Data Spread Across Systems • Challenging measurement • Bad routing • Poor coordination • Limited marketing & sales alignment 12 Marketing Automatio n Corporate Email Web Visits
- 13. Copyright ©2017, Engagio Inc. Account Account Account Account Lead to Account Matching (L2A) Algorithm Calendar Events Answer: Start with an Account Foundation Marketin g Automati on
- 14. Copyright ©2017, Engagio Inc. 14 Lead to Account Matching
- 15. Copyright ©2017, Engagio Inc. Account Foundation Enables Engagement 15
- 16. Copyright ©2017, Engagio Inc. Target Account Selection • Ideal Customer Profile (aka Project Blackjack ) – Firmographics (e.g. Software 1.6x*) – Technographics (e.g. Data.com 9.0x*) • Engagement • Other Factors – Key titles (ABM) – Triggers (awards, new hires) – Intent – AE or exec prior relationship 16 *Indicates how many more times a Blackjack account is likely to be this attribute.
- 17. Copyright ©2017, Engagio Inc. How Many Accounts? 5-50 accounts (“tens”) Engagio: 2 per AE 50-1,000 accounts (“hundreds”) Engagio: 25 per AE 1,000+ accounts (“thousands”) Engagio: 9,500 named 500 prioritized at any given time Tier 3 Programmatic Tier 2 Scale Tier 1 Strategic
- 18. Copyright ©2017, Engagio Inc. Build Out Key Contacts 18
- 19. • Account build out for key personas – Enriching data, accuracy • Account hierarchies (parent-child relationships) • Ongoing maintenance 19 Data Management
- 20. Copyright ©2017, Engagio Inc. Create Engagement
- 21. Copyright ©2017, Engagio Inc. 21 Not Engaging
- 22. Copyright ©2017, Engagio Inc. Not Engaging
- 23. Copyright ©2017, Engagio Inc. Sales Spam = Opt out, tune out, toss out
- 24. Copyright ©2017, Engagio Inc. 24 Not Engaging
- 25. Copyright ©2017, Engagio Inc. So What is Engaging? • Relevant (Personalized) – “75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.” (ITSMA) • Non-Scalable – Direct mail – High-touch events – Human emails • Integrated 25
- 26. Copyright ©2017, Engagio Inc. Engagio Integrated ABM Play • Pre: Ads for Awareness • Day 0: Package sent + Email • Day 2: Package delivered + Email • Day 4: Phone call • Day 6: Phone call • Day 7: Phone call + LVM + Email • Day 10: Email from Jon cc’ing play • Day 11: LinkedIn InMail from Jon • Day 13: Email • Day 15+ FU’s to other personas Goal: get an introductory meeting with target account
- 27. Integrated ABM: Results to Date 350 276 74 34 1Mtgs Opps Deal (so far) AwarePkgs 21% Meeting Rates Books only: 34% Ads and Kindle: 21% Ads and Books: 20% Kindle only: 18% Not significant Web Traffic Visitors Ads +43% +47% No Ads +22% +8% Directionally meaningful but not significant 25.0x pipeline to spend
- 28. Copyright ©2017, Engagio Inc. Integrated Plays are Manual and Hard to Coordinate 28 Did Sales approve the list? Did the right out reach happen from Sales? Did SDRs make the phone calls? Did Sales follow-up to non-responders? Is any of this trackable?
- 29. Copyright ©2017, Engagio Inc. Orchestration: Coordinating relevant interactions across departments and channels
- 30. Copyright ©2017, Engagio Inc. 30 Marketing Automation Marketing Orchestration Automated Some automation, some human Scalable but impersonal Personalized but still scalable Handoffs Collaboration Lead-based Account-based
- 31. MQA Aware No Engagement Opp Customer ValueRealization Adoption Upsell/Cross-sell Opp CMQA Plays for Every Stage of the Journey
- 32. MQA Aware No Engagement Opp Custo mer Value Realization Adoption Upsell/Cross- sellopp CMQA Integrated ABM Deal Nurturing Account Expansion Plays for Every Stage of the Journey
- 33. Stage Play Needs Early Opt-In Get permission for automated email marketing Early New Rep Intro Introduce a new rep to their territory Early Human Nurturing Keep in touch with the most valuable contacts and accounts Mid Integrated ABM Open doors at target accounts Mid-Late Executive Event Invite Get the right execs to show up at an event Late Deal Nurturing Accelerate existing opportunities / improve win rates Post Account Expansion Account expansion (upsell/ x-sell) / Renewal play Post Advocacy Customer advocacy Post Customer Success Onboarding, renewal, usage Plays for Every Stage of the Journey
- 35. Copyright ©2017, Engagio Inc. 35 Launching Plays Automated (Triggered or Batch) Manual (Batch or Single)
- 36. From me Personalized by an SDR Leveraging account and person insights
- 37. 37
- 38. Copyright ©2017, Engagio Inc. Measure Engagement
- 39. Copyright ©2017, Engagio Inc. Account Based Metrics are Different • They track accounts not leads (MQAs not MQLs) • They focus on quality not quantity • They track impact and influence more than try to apportion ‘credit’ (team effort) 39
- 40. Time is Money
- 41. Copyright ©2017, Engagio Inc. Coverage: Newly Added vs Newly Engaged 41 199Newly Engaged 405Newly Added Target Accounts, June 2017
- 42. Copyright ©2017, Engagio Inc. Awareness: Target Accounts (>10 Min) 42 260 accounts (of 989) 435 accounts 989 Target Accounts, June 2016 to May 2017
- 43. Copyright ©2017, Engagio Inc. Engagement: Target Accounts - 10X Increase 43 1,600 minutes 17,000+ minutes 989 Target Accounts, June 2016 to May 2017
- 44. Copyright ©2017, Engagio Inc. Marketing Qualified Accounts (MQAs) • 30 mins of engagement from Marketing (at least 2 people) • 15 mins of engagement from Marketing Executives • “Act Nows” 44
- 45. Copyright ©2017, Engagio Inc. Revenue Impact 45 All Accounts, July 2016 to June 2017 Efficiency of reaching targets New pipeline created - influence Existing pipeline moved - influence Bookings - influence
- 46. Copyright ©2017, Engagio Inc. Funnel Reporting Tier 1 Tier 2 Tier 3 Inbound Names Added Newly Engaged MQAs (actual) MQAs (goal) MQAs (% of goal) Opps (actual) Opps (goal) Opps (% of goal) 46
- 47. Copyright ©2017, Engagio Inc. Getting Started
- 48. Copyright ©2017, Engagio Inc. 1. Build your account foundation (lead to account matching) 2. Establish your baseline (buy a scale) 3. Launch a simple integrated play (buy a treadmill) 48 Getting Started - FAST “Keep orchestration simple by starting with SDR- marketing collaboration. This is the fastest path to both orchestration and recognizable lift…. SDR teams supported by marketing orchestration are seeing higher connect rates and SQL rates.”
- 49. engagio.com/Guide Get your free copy today! The Clear and Complete Guide to Account Based Marketing
Editor's Notes
- May 17, 2013 Almost exactly 6 years from PPC launch
- Inbound can only get you so far (or so fast)
- Why now? What about mobile, social, cloud, etc. makes this inevitable? Harder than ever to reach decision makers with traditional tactics New ways to reach buyers (individually-addressable touch-points, real-time ad buying) Shift from campaign-marketing to “always on” mindset requires integration Big data / predictive analytics allow marketers to understand the complexity of relationships and buyer context, and match personalized content accordingly Buyers delaying engagement with sales ; harder to reach CXOs {happened in velocity, needs to happen in XYZ} Decomposition of the nice/clean customer funnel… no longer just awareness, familiarity, consideration, etc. Useful model, but. Really a set of nodes, interactions (through a connected device) New ways to reach buyers Proliferation of “connected customers” and customer data -- smart phones, smart devices (50B connected devices) behind every device is a customer → data proliferation From campaigns to “always on” Big data / predictive (understand the complexity of the relationships, context) Needs new ways to measure
- No logo permission- Logi Analytics, Dell Boomi, IBM, SunPower, GE, Docker, Google, Adroll REDS for June- cloudlock, Bullhorn, Go gaurdian, Action IQ, socrata
- 1 – Data is spread across disparate systems. It is difficult to start on this journey when people, accounts, and activity data are reside in different places.
- Once we have combined all of your data, Engagio will match all of the right people and activities to your accounts, making you look like a superhero.
- Need to LISTEN
- Conversion rates… Engaged = >5 minutes of engagement since play start
- Control is limited
- Marketo success with InMail re: Innovate program from Jim Drake - 35% open rate, 13 responses. ($25K) (CB) Social networking can be following someone, retweeting, etc. Can also be seeing who they know…
- So what is a play? Imagine a football play. There are 11 people on our side and 11 people on their side. Each person has a responsibility in the play. Most tools out there now focus on one lead or contact at a time… “Single Player”. Engagio plays are “Multi-Player” and work with multiple people on your team and the account. <CLICK>
- Quantifying Account activity can be difficult which is why Engagio uses TIME as the metric to help you understand Account engagement. The more time an Account spends researching your products and services, the more likely they are to become a customer or grow as an existing customer. So using TIME as a way to measure activity is how Engagio helps marketing measure Account quality.