LEVERAGING ACCOUNT-BASED MARKETING AND ACCOUNT-BAS

LEVERAGING ACCOUNT-
BASED MARKETING AND
ACCOUNT-BASED SALES
IN THE ENTERPRISE
Featuring: Jon Miller, Founder and
CEO of Engagio
Ken Krogue, Founder and
Chief Evangelist of InsideSales.com
Special Guest: Rich Neal, Founder
and CEO of mPathDiscovery
and author of 'Expanding Sentience'

How this will work
• This webinar will last about 45 mins + Q&A
• Type in your questions in the Q&A box as you think of them
• Join the conversation using #InsideSalesWebinar
• This is being recorded… I’ll tell you how to access the
recording at the end

Sales Acceleration Podcast
Gabe Larsen Steve Eror

Today’s Speakers
Jon Miller
Founder & CEO
at Engagio
LinkedIn.com/in/JonMiller2
@JonMiller
Ken Krogue
Founder and Chief Evangelist
at InsideSales.com
LinkedIn.com/in/KenKrogue
@KenKrogue
Rich Neal
Founder and CEO
at mPathDiscovery
LinkedIn.com/in/RRneal

Copyright ©2016,Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
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 Pipeline
KPI Averages
Large:
Strategic Enterprise
Named/Territory
Small/Midsize
and Non-Named
Influenced: 60-75%
Sourced: 15-25%
Influenced: >75%
Sourced: <10%
Influenced: 50-60%
Sourced: 25-45%

Nets versus Spears
Demand
Generation Account Based

The Next Big Thing?
Google Trends for Account
Based Marketing
Engagio founded

But Marketing Isn’t Sufficient
10
ABM 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
Marketing
Account Based
Sales Development
Account Based
Sales
Account Based
Customer
Success

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)
DemandGen
AccountBased
Everything

How many decision
makers?
5.4 (CEB)
7 (IDC)

ANUM is the New BANT
B = Budget
A = Authority
N = Need
T = Timing
A = Authority
N = Need
U = Urgency
M = Money
Old New

Authority is more important than
ever!
B = Budget
A = Authority
N = Need
T = Timing
A = Authority
N = Need
U = Urgency
M = Money
Old New

Company data points
1. Pre-existing technology = Need*
2. # of Employees = Need*
3. # of Sales Reps = Need*
4. Industry = Need*
5. Inside Sales Structure = Need
6. Business Type = Need *
7. Buying Mode = Need
8. Defined Timeline = Urgency
9. Funding Capability = Money*
10. Budgeted Funding = Money
*Indicates
data that we
could append
to the lead
before we
called.

Contact data points
1. Title Level = Authority*
2. Title Function = Authority*
3. Degree of Influence = Authority
4. Management Directed = Authority
5. Easy to Reach = Authority
6. Decision Making Role = Authority
7. Content Offer Type Category = Need*
8. Content Lead Source Category = Need*
9. Urgency of Perceived Need = Urgency
10. Compelling Event Defined = Urgency
*Indicates
data that we
could append
to the lead
before we
called.

1. Ideal CustomerProfile 2. Ideal Buyer Personas
• Firmographics
• Technographics
• Geography
• Behaviors
• Intent
• Predictive
For each member of buying
committee
• Buyer
• Influencer
• User
• Gatekeeper

Styles ofABE
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 relevantto their business.”75%
25%
Yes
No

• Market
• Company
• People
• Relationships
• History
• Connections
• Door Openers
What To Research

WHAT THE BUSINESS ECOSYSTEM IS
THINKING IN TERMS OF THE BIGGEST
CHALLENGES/OBSTACLES
- AS IDENTIFIED BY ROLE

Artifacts used in this study: 623,000,000
Age Range of Harvest: Approx. 3 years
GeoPolitical Parameters: United States
Language(s): English (U.S.)
ANALYTICAL CORPUS

RESEARCH FOCUS:
WHAT MATTERS MOST
TO THESE BUSINESS
PERSONAE?
TITLE
FUNCTION GENERIC FINANCE TECH
TITLE
LEVELS
CEO CFO CTO/CIOC
Suite
Improve
on
Market
share Quality
Assurance Funding
and
Budgets
EVP
Increases
in
Shareholder

Value
Align
w
Regulatory

Factors IT-‐Business
alignment
VP Lower
Costs
Align
with

Regulatory
Factors Lower
Costs
DIRECTOR Lower
Costs
Align
with

Regulatory
Factors
Improving
Personnel

Retention
MANAGER Teamwork
Optimization
Teamwork

Optimization
Optimizing
Project

Planning/Deliverables
SUPPORT
STAFF Echoing
Mission
Statement
Echoing
Mission

Statement
Echoing
Mission

Statement
SALES Increase
$/sale N/A Increase
$/sale

TITLE
FUNCTION SALES
OPS/ENABLEMENT INSIDE
SALES SALES
TITLE
LEVELS
CRO CSOC
Suite
Knowledge
Management Increase
$/sale Increase
$/sales
EVP Shorten
Sales
Cycle Increase
$/sales Increase
$/sales
VP Optimize
Sales
Process
Expansion
within

Existing
Accounts Increase
$/sales
DIRECTOR Optimize
Sales
Process
Improve
Personnel

Retention
Improve
Personnel

Retention
MANAGER
Improve
Sales
Ops

approach/Planning
Teamwork

Optimization
Teamwork

Optimization
SUPPORT
STAFF Echoing
Mission
Statement
Echoing
Mission

Statement
Echoing
Mission

Statement
SALES N/A Increase
$/sale Increase
$/sale
RESEARCH FOCUS:
WHAT MATTERS MOST
TO THESE BUSINESS
PERSONAE?

TITLE
FUNCTION Client
Services MARKETING BIZ
DEV
TITLE
LEVELS
CCO CMOC
Suite
Lower
Costs Customer
Intel Increase
$/sales
EVP N/A Customer
Intel Shorten
Sales
Cycle
VP Knowledge
Management Customer
Intel Increase
$/sales
DIRECTOR Knowledge
Management Prioritizing
Data Increase
$/sales
MANAGER Teamwork
Optimization
Teamwork

Optimization
Teamwork

Optimization
SUPPORT
STAFF Echoing
Mission
Statement
Echoing
Mission

Statement
Echoing
Mission

Statement
SALES N/A N/A Increase
$/sale
RESEARCH FOCUS:
WHAT MATTERS MOST
TO THESE BUSINESS
PERSONAE?

mPathDiscovery’s Analytic and Reporting
Systems offer data-driven, behavioral science-
derived insight into the thoughts and actions of
market participants involved in dynamic issues
that affect you.
www.mpathdiscovery.com

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 information
1 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 + voicemail
10,11 13 Last Chance Last chance email + voicemail
Ongoing Ongoing Human Nurture Share relevant insights ever 3-4 weeks
Multi-‐step and Multi-‐Channel
TOPO

Account
Executive
Marketing OpsSDR
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 AccountMatching
Leads
Account
Fuzzy logicmatch on name, company,
IP, geography=
• Account-levelvisibility
• Better routing

Marketing Qualified
Accounts (MQAs) not
MQLs
49
Breadth
Depth

Account Based Metrics Are Different
Demand Generation Account Based Marketing
Leads Accounts
Quantity Quality
Days and Weeks Months and Years
Create Pipeline Influence Pipeline
New Business Land and Expand
Inbound Outbound
Measurement

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:

Data Vendors Predictive
Who: Selection What: Insight
Account Insight
Where: Interaction
Ads
Infrastructure
Lead to Account match (L2a);
Routing; ABM Analytics
Web
Orchestration
Synchronize
Interactions into
coordinated Plays
Direct /
Physical
Events
Human Email Phone Social
Complementary
Other
Intent &
Technologies
Attribution
Person Insight
Advocacy
CRM`Account
Planning

• 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 TweetableTakeaways
@jonmiller

engagio.com/Guide
Get your free copy
today!
The Clear and
Complete Guide to
Account Based
Marketing

Webinar Recording &
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• Take advantage of the resources available for download

How to Create a Winning Sales Cadence and Improve Contact Rates
Cadence is a sales industry buzzword
many use but few understand.
Whether or not you completely grasp the concept, it’s
essential in helping organizations break through the
clutter and capture the attention of today’s savvy buyers.
This webinar will help sales leaders learn the best
practices around creating a winning sales cadence and
how to improve contact and conversion rates.
In this webinar you’ll learn:
• The true definition of cadence and a number of
examples you can apply to your own sales process
• Tried and tested persona-‐based cadence best
practices
• Which modern technologies and methodologies will
help you build the right cadence
WATCH NOW link in the free resources window

Q&A
Jon Miller
Founder & CEO
at Engagio
LinkedIn.com/in/JonMiller2 @JonMiller
Ken Krogue
Founder and Chief Evangelist
at InsideSales.com
LinkedIn.com/in/KenKrogue
@KenKrogue
Rich Neal
Founder and CEO
at mPathDiscovery
LinkedIn.com/in/RRneal

In this ebook, we invite you to tour a day in the life
of a top performing rep to see how your team can:
• Leverage data science to increase revenue by as
much as 30% in 90 days
• Increase cold calling and sales prospecting dials,
contacts and conversions
• Stay focused on the right leads, opportunities
and activities for maximum success
DOWNLOAD NOW in the free resources window
CSO Insights reports that the average sales rep
only spends two days a week effectively selling
Cold Calling and Sales Prospecting:
A Day in the Life of a Top-Performing Sales Rep

The Ultimate Sales Development Technology Guide
Find out what you should look for when
selecting sales development technologies
In this eBook, you will receive:
• The crucial steps in the sales process and
the technologies that support them
• A checklist of important features to
consider before you buy
• Examples of leading vendors in each
category
DOWNLOAD NOW in the free resources
window

LEVERAGING ACCOUNT-BASED MARKETING AND ACCOUNT-BAS

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