Calling New Plays In Sales And Marketing
Jon Miller, CEO and Founder
Agenda
Metrics and Technology
Plays for Sales and Marketing
Rise of Account Based
Everything
For a deeper dive get The Engagio’s Playbook at engagio.com/ABE-Playbook
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• GET THE SLIDES• @jonmiller
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The Rise of Account Based
Everything
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Inbound vs Outbound
Nets Spears
Salespeople never talk abouthow many leads they’ve closed.
They talk about how many accounts they’ve closed.
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ABM is Hot
Google Trends for Account Based
Marketing
Engagio founded
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But Marketing Isn’t Sufficient
13
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
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Account Based Marketing
Account Based Sales
Development
Account Based Sales
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Hello, Account Based Everything
OrchestratedPlays
Account Based
MarketingAccount Based
Sales Development
Account BasedSales
Account Based
Customer Success
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Plays for Sales and Marketing
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 an series of emails to
one person
Level 2Time
Send an email to
one person
Level 1Basic
Send a series of touches across
channels to
multiple people at
the account
Level 4Account
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
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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
Tier 3Programmatic
Tier 2Scale
Tier 1Strategic
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Team Selling
Marketing Ops
Sales /AE
SDR / ADR
Executive Sales Ops
Our Team
VP, SalesDemand Gen
SDR Manager
InitiatorDecision MakerBuyerInfluencerUserGatekeeper
Their Team
What
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Sales Spam = Opt out, tune out, toss out
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“Sales Spam
Sucks” – @jonmiller
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
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Three most important factors in enterprise decision: • Knowledge and understanding of my industry • Knowledge and 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
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Content Personalization Spectrum
Tier 1Strategic
Tier 2Scale
Tier 3Programmatic
Inbound
Spears Nets
Where and How(Play Design)
Channel Diversification
75%
Rep A• Touch 1• Touch 2• Touch 3• Touch 4
Rep B• Touch 0• Touch 1• Touch 2• Touch 3• Touch 4• Touch 5
++++
+
+
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
Core Prospecting Play
Core Prospecting Play
Sales & Sales Development Plays
• Core Prospecting• Marketing Qualified
Account• Trigger Event• Deal Acceleration• Executive Alignment• “Shake the Tree”• Handoff
Marketing Plays
• Live Event Invite• Upsell/Cross-Sell• “Human” Nurture• 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
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Metrics and Technology
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Lead to Account Matching
LeadsAccount
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Lead to Account Matching
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Marketing Qualified Accounts (MQAs) not MQLs
50
Breadth
Dep
th
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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)
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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:
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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:
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Engagement Minutes
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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/ABE-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: 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
#B2BMX