Fishing With SpearsAll About Account Based Marketing
and Advocacy
From Lead-Centric to Account-Centric Marketing
Nets versus Spears
©2016 Engagio, Inc. All rights reserved.
Demand Generation Account Based Marketing
How Do You DO ABM?
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
ABMMarket Map
WHO
WHATWHERE
Tier Number of Accounts
Insights Tactics
Tier 1 5 to 50[Tens]
Full profiles Quarterly
updates
Bespoke 1:1 Campaigns
Tier 2 ~200[Hundreds]
Basic account profiles
Annual updates
1:Few Campaigns
Tier 3 1000s[Thousands]
Industry or segment
Traditional Marketing with Account Targeting
Styles of ABM
With #ABM you need to knock on people’s doors.
– @jonmiller
©2016 Engagio, Inc. All rights reserved.
Opt out, tune out, toss out
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• Advocate driven
No Cold Calls
©2016 Engagio, Inc. All rights reserved.
Account Based Marketing Channels• Events (Owned and 3rd Party)• Direct mail• Account development / SDR• Online advertising• Web personalization
Advocacy and ABM
©2016 Engagio, Inc. All rights reserved.
Advocates influence
ABM targets
ABM programs
drive Advocacy
©2016 Engagio, Inc. All rights reserved.
• Account-centric metrics
• Quality, not quantity
• Long development cycles
• Influence
Lead to Account Matching
©2016 Engagio, Inc. All rights reserved.
Concept 2
Leads
Leads in SFDC are not connected to the Account
object
Account
• Routing problems• Can’t tie activity to the right
account• Hurts campaign attribution
Lead to Account Matching
©2016 Engagio, Inc. All rights reserved.
Concept 2
Leads Account
• Fuzzy logic• Powered by Leadspace
• Coverage: do you have sufficient data, contacts, and account plans for each target account?
• Awareness: are the target accounts aware of your company?
• Engagement: are the right people at the account spending time with your company, and is that engagement going up over time?
• Reach: are marketing programs reaching target accounts?
• Impact: are ABM activities improving key sales outcomes?
• Impact: are ABM activities improving key sales outcomes?
• Coverage: do you have sufficient data, contacts, and account plans for each target account?
• Awareness: are the target accounts aware of your company?
• Reach: are marketing programs reaching target accounts?• Engagement: are the right people at the account
spending time with your company, and is that engagement going up over time?
ABM Market Map
May16
Oct 15
EOY 16
engagio.com/Guide
Get your free copy today!
The Clear and Complete Guide to
Account Based
Marketing
• Account based marketing coordinates personalized marketing and sales efforts to land and expand named accounts
• ABM delivers the highest ROI of any B2B marketing strategy or tactic
• Outbound does not necessarily mean interruption; use account-specific content to reach out
• There is no magic campaign; success comes from a mix of integrated tactics
• Leads are insufficient to measure account-based marketing; measure via coverage, awareness, engagement, reach & impact
Tweetable Takeaways
@jonmiller