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Copyright ©2016, Engagio Inc.
Account Based Marketing + Account
Based Sales = Account Based Everything
Copyright ©2016, Engagio Inc.
Copyright ©2016, Engagio Inc.
Agenda
Tips for Aligning
around ABE3 Step ABE
ProcessWhy Account
Based Everything?
Copyright ©2016, Engagio Inc.
Why Account Based Everything
Copyright ©2016, Engagio Inc.
Nets versus Spears
DemandGeneration Account Based
Salespeople never talk abouthow many leads they’ve closed.
They talk about how many accounts they’ve closed.
Copyright ©2016, Engagio Inc.
ABM Is the Hottest Thing in B2B Marketing
The Next Big Thing?
Google Trends for Account Based
Marketing
Engagio founded
Copyright ©2016, Engagio Inc. 11
But Marketing Isn’t SufficientABM 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
Copyright ©2016, Engagio Inc.
Account Based Marketing
Account Based Sales
Development
Account Based Sales
Copyright ©2016, Engagio Inc.
Hello, Account Based Everything
Orchestration
Account Based
MarketingAccount Based
Sales Development
Account BasedSales
Account Based
Customer Success
3 Step ABE Process
Copyright ©2016, Engagio Inc.
#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)
INBO
UND
OUTB
OUND
Who
Copyright ©2016, Engagio Inc.
Styles of ABE
5-50 accounts (“tens”)
50-1,000 accounts (“hundreds”)
1,000+ accounts (“thousands”)
Hybrid
Lite
Classic
Copyright ©2016, Engagio Inc.
Manual
Build and Maintain Your Database With the Right Contacts for Each Persona
Purchase Predictive
Representative companies; not exhaustive
What
With #ABE you need to knock on people’s doors.
– @jonmiller
Copyright ©2016, Engagio Inc.
Copyright ©2016, Engagio Inc.
• Broken personalization – my name is Jon!!
• Typos• Focused on their needs rather
than value to the customer
Copyright ©2016, Engagio Inc.
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
Copyright ©2016, Engagio Inc.
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 relevant to their business.”75%
25%
Yes
No
Copyright ©2016, Engagio Inc.
• Market• Company• People• Relationships• History• Connections• Door Openers
What To Research
Where
Copyright ©2016, Engagio Inc.
Channels for Account Based Everything
Marketing• Events• Direct mail• Online advertising• Web personalization
Channels
Copyright ©2016, Engagio Inc.
Channels for Outbound Account Based Everything
Marketing• Events• Direct mail• Online advertising• Social ads• Web personalization
Sales / Sales Development• Human Email• Phone• Social
Channels
Copyright ©2016, Engagio Inc.
Copyright ©2016, Engagio Inc.
Touch Day Step(s) Description
0 Pre Research Find out 3 pieces of relevant information1 Pre ABM Ads Build awareness with targeted ads
2 Pre Dimensional Mail
Package / postcards to decision maker + influencers
3,4,5 1 Triple Touch Human email + voicemail + social (InMail)6,7 1 Double Touch Human email + voicemail8,9 3 Double Touch Human email + voicemail
10,11 7 Double Touch Human email + voicemail12,13 13 Last Chance Last chance email + voicemail
Ongoing
Ongoing Human Nurture Share relevant insights ever 3-4 weeks
Multi-step and Multi-Channel
TOPO
Copyright ©2016, Engagio Inc.
Account Executive
Marketing Ops
SDR Manager
Roles
Account Management
Account Executive
Sales Development
Rep
CEO
Sales Ops
Coach Quarterback
Players
VP, SalesDemand Gen
Implications of Account Based
Everything
Copyright ©2016, Engagio Inc.
Lead to Account Matching
LeadsAccount
Fuzzy logic match on name, company, IP, geography =• Account-level visibility• Better routing
Copyright ©2016, Engagio Inc.
Marketing Qualified Accounts (MQAs) not MQLs
36
Breadth
Dep
th
Copyright ©2016, Engagio Inc.
Account Based Metrics Are DifferentDemand Generation Account Based MarketingLeads AccountsQuantity QualityDays and Weeks Months and YearsCreate Pipeline Influence PipelineNew Business Land and ExpandInbound Outbound
Measurement
Copyright ©2016, Engagio Inc.
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.
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:
ABE Market Map
Copyright ©2016, Engagio Inc.
SelectionIdentify and
prioritize target
accounts, align on
resources by Tier 1, 2, and
3
ContactsDiscover
contacts and map to your
accounts, ensure quality
data
InsightsUnderstand what is relevant and
resonant at accounts (triggers,
priorities, etc.)
InteractionsManage 1:1 account-based
interactions in channel – events, outbound, digital (ads, web)
Orchestration
Synchronize interactions into
coordinated plays that align to
account plans and goals
Analytics & Infrastructur
eMap leads to
accounts, identify hot accounts
(MQAs), measure ABM efforts
Personalization
Create account-specific content and
messaging that reflects insights
Ads
Hum
an E
mai
lEv
ents
Dire
ct
Com
plem
enta
ry
Web
Pred
ictiv
e
Attr
ibut
ion
Ana
lytic
s
Dia
ling
Insight Sources
Aggregation
engagio.com/GuideGet your free copy today!
The Clear and Complete Guide to
Account Based
Marketing
Copyright ©2016, Engagio Inc.
• Outbound can be easier to scale and driver larger deals than inbound
• Marketing isn’t sufficient for comprehensive account-based outreach
• 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
Tweetable Takeaways
@jonmiller
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