View
37
Download
2
Category
Preview:
Citation preview
The New Plays for Account Based Marketing and Sales
Jon Miller, CEO and Founder
Agenda
Metrics and Technology
Plays for Sales and Marketing
Rise of Account Based
Everything1 2 3
7
bit.ly/engagionewplays@jonmiller
Copyright ©2017, Engagio Inc.
The Rise of Account Based
Everything
Copyright ©2017, Engagio Inc.
Inbound vs Outbound
Nets Spears
Copyright ©2017, Engagio Inc.
ABM is Hot
Google Trends for Account Based
Marketing
Engagio founded
Copyright ©2017, Engagio Inc.
But Marketing Isn’t Sufficient
11
ABM Not Enough
Source: TOPO
15%
Penetration into target accounts
Rise of Account Based Sales
Development (ADRs)
“[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO
Copyright ©2017, Engagio Inc.
Account Based Marketing
Account Based Sales
Development
Account Based Sales
Copyright ©2017, Engagio Inc.
Hello, Account Based Everything
OrchestratedPlays
Account Based
MarketingAccount Based
Sales Development
Account BasedSales
Account Based
Customer Success
Copyright ©2017, Engagio Inc.
Plays for Sales and Marketing
Copyright ©2017, Engagio Inc.
Evolution of Account Orchestration
Orchestrate a series of
interactions across
channels from multiple
people, to multiple people at
the account
Level 5Full Plays
Send a series of touches across
channels to one person
Level 3Channels
Send a series of emails to
one person
Level 2Time
Send an email to
one person
Level 1Basic
Send a series of touches across
channels from
multiple people
and teams
Level 4Team
A series of orchestrated interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts
Key Elements of a Playbook
• Who• What• Where / How
Who
Copyright ©2017, Engagio Inc.
Styles of ABSD
5-50 accounts (“tens”)Rich account plansEvery touch personalized
50-1,000 accounts (“hundreds”)Light research + data build outPersonalized touches to key personas1,000+ accounts (“thousands”)Automated touches OKIndustry and persona customization
Style 3Programmatic
Style 2Scale
Style 1Strategic
Copyright ©2017, Engagio Inc.
Their Team Our Team
CEO
Operations
Account Development
MarketingVP, Sales
Account Executive
UserInfluencer
Decision Maker
Initiator
Gatekeeper
Buyer
What
Copyright ©2017, Engagio Inc.
Copyright ©2017, Engagio Inc.
Sales Spam = Opt out, tune out, toss out
engagio.com/crappy-email-ebook
“Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.”
– Craig Rosenberg
Copyright ©2017, Engagio Inc.
Three most important factors in enterprise decision: • Knowledge and understanding of my industry • Knowledge & understanding of my unique business
issues • Fresh ideas to advance my business ITSMA
“75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.”75%
25%
Yes
No
Copyright ©2017, Engagio Inc. 28
Content Personalization Spectrum
Style 1Strategic
Style 2Scale
Style 3Programmatic
Inbound
Spears Nets
Where and How(Play Design)
Diversification
75%
Play A• Touch 1• Touch 2• Touch 3• Touch 4
Play B• Touch 0• Touch 1• Touch 2• Touch 3• Touch 4• Touch 5
++++
+
+
From Exec
From Marketing
Timing“The difference between lettuce and garbage is timing.”
Structure of the Play
Number of Touches“The average number of emails it takes to get a reply is…” – some so-called expert
Don’t strive for mediocrity.
Plays are like diets. They work as long as you stick with them.
Engagio Core Prospecting Play
Overview: • Manually launched• 12 steps
Players: • Our Team– ADR – Marketing – CEO
• Their Team– Head of Marketing– Head of Sales– Head of Sales Dev.
Core Prospecting Play
Awareness adsentire account
EmailT: Head of SalesF: ADR
Direct MailKey personas
EmailT: Head of MarketingF: ADR
ChecklistPackage received?
PhoneT: Head of SalesF: ADR
Core Prospecting PlayLinkedIn ViewT: Key personaF: CEO
PhoneT: Head of MarketingF: ADR
EmailT: Head of SalesF: VP of Sales
EmailT: Head of MarketingF: VP of Marketing
PhoneT: Head of SalesF: ADR
Core Prospecting Play
ChecklistSocial touch
Email ReplyT: Head of MarketingF: ADR
PhoneT: Head of MarketingF: ADR
ChecklistLaunch to other contacts
Core Prospecting: Results To Date
136
120
36
26
15 1Mtgs Opps Deal
(so far)EngdPkgs Resp
19%
Meeting RatesAds and Kindle: 20.0%Books only: 18.8%Kindle only: 17.2%Ads and Books: 8.3%Not significant
No Ads Ads
Web Traffic +18% +47%Visitors +4% +18%
Comparing Jul 16 to Oct 16 vs. Nov 16 to Feb 17Directionally meaningful but NOT
significant
11.2x pipeline to spend
Sales & Sales Development Plays• Core Prospecting• Marketing Qualified
Account• Trigger Event• Deal Acceleration• Executive Alignment• “Shake the Tree”• Handoff
Marketing Plays
• “Human” Nurture• Live Event Invite• Upsell/Cross-Sell• Customer
Advocacy
From me
Personalized by an SDR
Additional steps can include phone, social checklist, direct mail, etc.
Customer Success Plays
• User Onboarding
• 90 Days From Renewal
• Declined Use• Net Promoter
Follow-up
Copyright ©2017, Engagio Inc.
Metrics and Technology
Copyright ©2017, Engagio Inc.
Lead to Account Matching
LeadsAccount
Copyright ©2017, Engagio Inc. 43
Lead to Account Matching
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)
44
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
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:
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
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:
Copyright ©2017, Engagio Inc.
Data Vendors Predictive
Who: Selection What: PersonalizationInsight
Where: InteractionAds
Infrastructure Lead to Account match
(L2a);Routing; ABM Analytics
Website
Orchestration
Direct / Physical
Events
Human Email Phone / Dialer Social
Other
Intent & Technographic
s
AttributionCRMAccount
Planning
Synchronize Interactions into coordinated Plays
Complementary
Content Customization
Get Engagio’s Playbook
engagio.com/playbook
engagio.com/Guide Get your free copies
today!
The Clear and Complete Guides toAccount Based
Marketingand
Account Based Sales
Development
• Account Based Marketing isn’t sufficient for comprehensive account-based outreach
• Account Based Everything is a team sport: that orchestrates Plays across channels and players for maximum impact
• Sales spam sucks; we need to increase our odds of reaching the right people at the right accounts
• Lead to Account Matching is the foundation of account-centric success
• Measure engagement to show Account Based Marketing success
Top Tweetable Takeaways
@jonmiller
Recommended