Featuring speakers from Engagio Jon Miller, CEO and Co-Founder, Engagio Account based marketing (ABM) is quickly becoming the next big thing in B2B marketing. In fact, the ITSMA says that “ABM delivers the highest Return on Investment of any B2B marketing strategy or tactic. Period.” In this fast-paced talk, you'll see why ABM is generating so much buzz, and get practical tips for launching and scaling your ABM programs. You'll learn how ABM is different from traditional demand generation (fishing with nets), the best practices for understanding target accounts, how to orchestrate integrated account plans and measure the impact, how to market to current customers for cross-sell and retention, and how you can implement account-based marketing tactics integrated with Optimizely. If you support sales teams selling six- and seven-figure deals, then this is the session for you!

1. #opticon2015
Fishing With Spears
All About #ABM
Esben Rasmussen
CEO, Engagio
jon@engagio.com
@jonmiller

2. Different Deal Types Require Different Types of
Marketing Support
Different Demand Types
Account-
Based
Marketing
Demand
Generation
©2015 Engagio, Inc. #opticon2015 @jonmiller

3. So What Is Account-Based
Marketing?

4. Account-Based Marketing:
A strategic approach that
coordinates personalized
marketing and sales efforts
to open doors and deepen
engagement at specific
accounts
– @jonmiller

5. Different Model
Up to 17 people influence enterprise purchases
(up from 10 in 2011)*
*2014 IDG Enterprise Role & Influence of the Technology Decision-Maker survey
“Person-centric” “Account-centric”
• Decision maker
• End users
• Influencers
Going After Target Accounts Requires an
Account-Centric Focus
©2015 Engagio, Inc. #opticon2015 @jonmiller

6. Different Tactics
Inbound vs. Outbound
You Need Targeted Tactics to Reach Specific
People at Specific Accounts
©2015 Engagio, Inc. #opticon2015 @jonmiller

7. Land and Expand
It’s about customers, not just new business.
Often, The Best Account-Based Marketing
Opportunities Are At Current Customers
©2015 Engagio, Inc. #opticon2015 @jonmiller

8. “ABM Delivers The Highest ROI Of Any B2B
Marketing Strategy Or Tactic” (ITSMA)
About the same
Somewhat higher
Significantly higher
16%
42%
42%
ROI of ABM
How does ABM return on investment (ROI)
compare to other marketing initiatives?
% of Respondents (N=38)
ITSMA Account Based Marketing Survey, October 2013
• Focuses time and
resources on accounts
most likely to drive
revenue (“zero waste”)
• Improves marketing-
sales alignment
• Creates a better, more
coordinated customer
experience
©2015 Engagio, Inc. #opticon2015 @jonmiller

9. 3 Step Model for Account-
Based Marketing
Account-
Based
Marketing
Who
WhatWhere

10. ABM Planning Starts With The Account, Not
the Offer
Account-Centric Planning
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?
(content)
Where
should we
say it?
(channels)
Where
should we
say it?
(channels)
DEMANDGENABM
©2015 Engagio, Inc. #opticon2015 @jonmiller

11. Account-
Based
Marketing
Who
WhatWhere
©2015 Engagio, Inc. #opticon2015 @jonmiller

12. Pick Target Accounts
• Augment account info with firmographics, technographics, and engagement data
• Limit list turnover (e.g. 25% per quarter)
• Use predictive scoring where appropriate
©2015 Engagio, Inc. #opticon2015 @jonmiller

13. Build Your Database With the Right Contacts
for Each Persona at Target Accounts
Identify Contacts
Manual Purchase Predictive
Representative companies; not exhaustive
©2015 Engagio, Inc. #opticon2015 @jonmiller

14. Account-
Based
Marketing
Who
WhatWhere
©2015 Engagio, Inc. #opticon2015 @jonmiller

15. With #ABM
you need to
knock on
people’s doors.
– @jonmiller

16. Outbound Does Not Mean Interruption
Account-based marketing applies best concepts
from demand generation to outbound prospecting:
• Content driven
• Helpful and valuable
• Focused on the buyer, not the company
• Personalized and relevant
• Highly measurable
• Continuously improving
• Deep sales and marketing alignment
Not Interruption Marketing
©2015 Engagio, Inc. #opticon2015 @jonmiller

17. Great ABM Requires Great Customer Knowledge
“A structured
approach to
developing and
implementing
highly-customized
marketing
campaigns to
markets of one.”
– ITSMA
©2015 Engagio, Inc. #opticon2015 @jonmiller

18. • Initiatives and buying
centers
• Whitespace analysis
• Relationships and
influencers (individual
and organizational)
• Industry trends,
organizational priorities,
trigger events
Account Research
©2015 Engagio, Inc. #opticon2015 @jonmiller

19. Use Account Knowledge To Create Custom
Account Offers
Custom Content
“Stories that the right people in your targeted companies would
actually like to read and share.” – Freya News
“75% of executives will read unsolicited marketing materials that
contain ideas that might be relevant to their business.” – ITSMA
©2015 Engagio, Inc. #opticon2015 @jonmiller

20. Account-
Based
Marketing
Who
WhatWhere
©2015 Engagio, Inc. #opticon2015 @jonmiller

21. Today’s Tactics are Stuck in 1990s
Cold Calls and Steak Dinners
©2015 Engagio, Inc. #opticon2015 @jonmiller

22. Commonly Used ABM Tactics
Events Outbound Digital
• Owned events
• Partner events
• Third-party events
• Email
• Phone
• Social
• Direct mail /
dimensional mailer
• Insource / outsource
• IP-based ads
• Retargeting (persona-
based)
• Social ads
• LinkedIn
• Web personalization
Channels
©2015 Engagio, Inc. #opticon2015 @jonmiller

23. Web Personalization
©2015 Engagio, Inc. #opticon2015 @jonmiller

24. Orchestration:
It’s not about
any one tactic;
it’s the MIX of
touches that
drives success.

25. Example: Marketo Fortune Cookie Campaign
• Targeted high value but inactive contacts
• 63% connect rate, 5% opportunity rate
• $13,000 investment
• $200,000+ revenue
Integrated Tactics
©2015 Engagio, Inc. #opticon2015 @jonmiller

26. Metrics for ABM

27. Waterfall is Insufficient
©2015 Engagio, Inc. #opticon2015 @jonmiller

28. Don’t count the
people you reach;
reach the people
that count.
– David Ogilvy

29. Show How Marketing Is Influencing Accounts
Visualize Impact
Example: Marketo Revenue Cycle Analytics
©2015 Engagio, Inc. #opticon2015 @jonmiller

30. Coverage Engagement Productivity
Coverage
• # Contacts at Account
• # Executive Contacts
• # Accounts with Profiles
Penetration
• Potential Contacts at
Account
• Contact Whitespace
• % of Potential Contacts
Account Touches
• Sales, Marketing, SDR,
Account Mgmt, etc.
Engagement (minutes +
CXO “conversations”)
• Web Traffic (Visits and
Time, Content)
• Attendance at Events
• Successful Meetings
• Etc.
Aggregate Engagement
(Change) for Account
Qualitative
• Tactical deals vs.
Strategic deals
• “Depth” of relationship
Quantitative
• Pipeline from Targets
(New and Cross-Sell)
• Accelerated Sales Cycle
• Larger Deal Size
• Retention
• Satisfaction / NPS
ABM Metrics
Measure outcomes with control-group testing or over time
©2015 Engagio, Inc. #opticon2015 @jonmiller

31. • Understands individuals
and accounts, relationships
• Shows impact of account
based marketing efforts:
coverage, engagement,
productivity
• Orchestrates intelligent
account plans across
channels (events,
advertising, website, social,
prospecting)
• Engages sales intelligently
• Creates relevant content
automatically
“ABM Stack”
©2015 Engagio, Inc. #opticon2015 @jonmiller

32. • Account-based marketing coordinates personalized
marketing and sales efforts to land and expand
specific accounts
• ABM = focus = zero waste, better results
• ABM delivers the highest ROI of any B2B
marketing strategy or tactic
• Great ABM requires great account knowledge
• Create content that the right people in your target
companies actually like to read and share
• There is no magic campaign; success comes from a
mix of integrated tactics
• The “law of large numbers” breaks down in
account-based marketing; measure ABM success
via engagement and lift
Tweetable Takeaways
@jonmiller
©2015 Engagio, Inc. #opticon2015 @jonmiller

33. #opticon2015
Fishing With Spears
All About #ABM
Esben Rasmussen
CEO, Engagio
jon@engagio.com
@jonmiller