From Leads to Accounts: The ABM Story with Jon Miller [PPT]

From Leads to Accounts: The ABM StoryA Virtual Fireside Chat

Speakers: Mani Iyer – CEO, Kwanzoo Inc.& Jon Miller – CEO, Engagio

Thursday Feb 18, 2016 – 10 AM PT

Submit your questions via Twitter: @iyermani or @jonmiller #ABMCHAT

Today’s Speakers

Mani Iyer – Kwanzoo CEO Jon Miller – Engagio CEO

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Jon’s Journey

Why ABM? Why Now?

What Are the 6 Key ABM Processes?

The 6 ABM Processes

1. Select accounts Align sales and marketing around a list of target accounts and existing customers that are most likely to deliver revenue.

2. Discover contacts and map to your accounts

Fill out these accounts and buying centers with specific contacts based on your ideal buyer

profiles.

3. Develop account insights Learn as much as you can about each account so that your interactions are

always relevant and resonant.

4. Generate account-relevant messages and content

Create or adapt content and messaging that reflects your account insight and is targeted specifically at the buying teams in each account.

5. Deliver account-specific interactions

Manage targeted interactions that are personalized for each account.

6. Orchestrate account-focused plays Synchronize interactions into coordinated plays that align to account plans and goals.

What Are Metrics to Measure ABM?

Metrics to Measure ABM

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?

What is the ABM Market Map Today?

The ABM Market Map identifies vendors for seven distinct ABM activities:

What Will It Take to Succeed with ABM?

ABM Critical Success Factors

Strong and visible executive sponsorship

Tight alignment between sales and marketing

360° agreement on goals for the ABM program

Robust account selection process Careful ABM team selection

Clear and agreed metrics with consistent reporting

Clarity of roles and responsibilities A regular collaboration cadence Patience!

As with any change in any company, implementing ABM is a challenge. But if you

take the time to get the critical pieces in place – and actively manage the change –

success will follow.

ABM Resources

13 Keys to Success: The Ultimate ABM Checklisthttp://cms.kwanzoo.com/blog/13-keys-to-success-the-ultimate-abm-checklist.shtml

5 Tips for Choosing an Account-Based Marketing Solution

https://www.linkedin.com/pulse/5-tips-choosing-account-based-marketing-solution-mani-iyer

The Clear and Complete Guide to Account Based Marketing

http://www.engagio.com/guide

The Big 5 Metrics for Account-Based Marketing

http://www.engagio.com/heres-how-should-you-measure-account-based-marketing-the-big-5-

abm-metrics/

YOUR QUESTIONS?

It’s time for YOUR questions. Please submit them in one of the following ways: Submit your question(s) via Twitter by tweeting them to

@iyermani or @jonmiller with the hashtag #ABMCHAT Submit your question(s) directly via the Questions

window via GotoWebinar

Thank You!

For more information, contact Kwanzoo via: Phone: +1.408.216.7025 Email: [email protected] Website: www.kwanzoo.com Social Media:

Twitter: @kwanzoo and @iyermani LinkedIn:

https://www.linkedin.com/in/iyermani

For more information, contact Engagio via: Phone: +1.650.487.2050 Email: [email protected] Website: www.engagio.com Social Media:

Twitter: @engagio and @jonmiller LinkedIn:

https://www.linkedin.com/in/jonmiller2

Thank you for your time!