Contenu connexe Similaire à Webinar - Marketing Metrics Madness in an Account Based World (20) Webinar - Marketing Metrics Madness in an Account Based World3. What are we talking about?
• New Account Metrics in a Account Based World
• Lead to Account Matching
• What are engagement minutes?
• How to measure campaign success & A/B test
• Analyze target accounts, campaign & analysis
• Understanding channel influence
• The different types of content that work (measured & proven!)
• Q&A
4. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel
3 Types of Metrics
Funnel ProgrammaticAccount Trending
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Account Trends to Watch
• Account based web traffic
– Measure both cookied & anonymous
• Number of & newly engaged people
• Account insights & key triggers
• Sales prospecting activity
6. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel
Key Account Funnel Statuses
Break out awareness by account funnel.
See MQAs by week.
Known
Aware – New
Aware – Recycled
MQA
Meeting
Opp
Customer
Engagio Dashboard
Engagio Dashboard
7. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel
Engagio’s Own Account KPIs
Meeting -> Opp Opp -> CustomerMQA -> Meeting
20% 65% 30%
3.9% MQA -> Customer
8. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel
Programmatic Metrics to Measure
• Account penetration
• People focus
• By account status, persona,
industry, content type,
geography, etc.
10. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel
Challenges Faced
Leads
Contacts Accounts
Opportunities Campaigns Activities
Offline
Marketing
Automation
Sales Rep
Activity
Anonymous
Web
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The Solution: Lead to Account Matching
Engagio Salesforce Screenshot
Leads & Contacts in one place!
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Lead-Centric vs. Account-Centric
A is for Account
Old School (Lead Gen)
• Leads
• MQLs
• Lead Score
New School (Account Based)
• Accounts
• MQAs
• Engagement Minutes
Star of the show:
14. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel
Get Account-Level Communication Visibility
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All the way back to Salesforce
VMware Account in SFDC
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And see touch statuses of leads & contacts
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New World Order = New Currency
Engagement
Minutes
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What is an Engagement Minute?
5 minutes
30 minutes
An Engagement Minute is how much time a prospect or customer spends interacting
with your brand.
19. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel
Why are EMs Important?
Account
Lead
Contact
Lead
1. Account Based 2. Sales Understands
20. Launch Account Based Ads
Package send + Email
Package delivered + Email
Phone call
Phone call
Phone call
Phone call + LVM
Email from Jon cc’ing ADR
LinkedIn view from Jon
Email
FU to other 5 personas
TAP Play
21. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel
Results To Date
136 120 36 26 15 1Mtgs Opps Deal
(so far)
EngdPkgs Resp
19%
Meeting Rates
Ads and Kindle: 20.0%
Books only: 18.8%
Kindle only: 17.2%
Ads and Books: 8.3%
Not significant
Web Traffic Visitors
Ads +43% +47%
No Ads +22% +8%
Directionally meaningful but not significant
11.2x pipeline to spend
22. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel
Measuring Account Based Ads
Reverse IP
Lookup
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A/B Testing, Account Based Style
Pro tip: Tag
accounts to A/B
test campaigns.
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How to Measure ABE Campaigns
6 KPIs for ABE Campaigns
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Account-Based Full Database Measurement
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How Should You Segment for More Data?
• Segment your account-
based measurement by:
– Target Account Tier—
what target accounts are
engaged?
– SDR Owner—how are
your SDRs engaged their
assigned target accounts?
– Company Size—does
engagement vary with
companies of different
sizes or industries?
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Look at Cohorted Target Account Funnel Velocity and Conversion
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Target Account Engagement Overview Metrics
• Overall account
engagement
metrics:
– Total engagement
– Total marketing
engagement
– Total sales activity
– Total web activity
30. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel
Target Account Campaign Analysis
• What marketing
programs has
your target
account been
engaging with?
• Who in your
target account
has been
engaging with
your marketing
programs?
31. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel
Target Account Sales Activity Analysis
• What does the rep
activity look like at
your target
account?
• What rep is
engaging with
what contact at
each target
account?
• What is the
frequency of
engagement?
32. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel
How is Your Target Account Finding You?
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Marketing Engagement Over Time
• How engaged
is the account?
• What are the
peaks of
account
engagement?
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What Channels Source Contacts From Target Accounts?
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What Channels Influence Target Accounts?
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Look at These Metrics on a Campaign Level
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What Content Works Best for Target Accounts?
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ABM vs. Demand Gen Content
Difference between DG & ABM
Demand Gen Content ABM Content
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Content in an Account Based Everything world
Evolution of Content in an ABM World
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Be Everywhere, But Don’t be Overbearing
Top 5 ABM Channels
Engagio’s Top 5 Account Based Everything Channels:
#1
#2
#3
#4
#5
Human Email
Live & Virtual Events
Direct Mail
Ads
41. THANK YOU!
Charlie Liang
Director of Marketing
Engagio
@CharlieCLiang
Dayna Rothman
VP Marketing
BrightFunnel
@dayroth
Learn More
Tools of the Trade:
engagio.com/map
Everything ABM & ABSD:
engagio.com/guide
Notes de l'éditeur +Goal was to get awareness into previously unengaged Target Accounts+Solution: Multi-channel, multi-player outbound prospecting play
+A/B test of Amazon Kindle/Books & Account Based ads/no ads (4 cohorts) Conversion rates…
Engaged = >5 minutes of engagement since play start