Account-Based Marketing Hacks 2016: Engagio for Account-Based Everything

@uberflip#ABMHacks @engagio
Jon Miller
CEO, Engagio
@jonmiller
ACCOUNT-BASED
MARKETING HACKS:
ENGAGIO FOR ACCOUNT BASED EVERYTHING
Hana Abaza
VP Marketing, Uberflip
@hanaabaza

JOIN IN ON
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

STICK AROUND FOR
A DEMO

Meet the Expert
• Co-founder and CEO of Engagio
• Co-founder and CMO of Marketo
• Author, Engagio’s Clear and
Complete Guide to Account Based
Marketing
• Author, Marketo’s Definitive Guide
to Marketing Automation
Jon Miller
Engagio

Let’s get hacking!

Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Agenda
More ABE
Hacks
7 Step ABE
Process +
Hacks
Hello, Account
Based
Everything

Hello, Account Based
Everything

ABM Is the Hottest Thing in B2B Marketing
The Next Big Thing?
Google Trends for
Account Based
Marketing
Engagio
founded

But Marketing Isn’t Sufficient for Outbound
9
ABM Not Enough
Source: TOPO
15% Penetration into target accounts

Sales Development
Source: Bridge Group , Sales Development 2016
Metrics & Compensation Research report

Account Centric
Any one person can
say no
“[Account Based Sales
Development is] today’s
most effective Account-
Based tactic.” – TOPO

Account Based
Marketing
Account Based
Sales
Development
Account Based
Sales

Hello, Account Based Everything
Orchestration
Account
Based
Marketing
Account Based
Sales Development
Account
Based
Sales
Account
Based
Customer
Success

#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)
INBOUNDOUTBOUND

ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABE
Processes
WHO
WHATWHERE

ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABE
Processes
WHO

Styles of ABE
5-50 accounts (“tens”)
50-1,000 accounts
(“hundreds”)
1,000+ accounts (“thousands”)Hybrid
Lite
Classic

Level 1: Reps Self-Select
Level 2: Basic Data
Level 3: Advanced
Level 4: Predictive Analytics
Sophisticated predictive scoring
and modeling
Advanced ICP data (technographics, intent,
engagement)
Simple definition of Ideal Company Profile
(ICP)
Based on intuition and experience

Manual
Build and Maintain Your Database With the Right
Contacts for Each Persona
Purchase Predictive
Representativecompanies;not exhaustive

ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABE
Processes
WHAT

With #Account
Based
Everything, you
need to knock
on people’s
doors.
– @jonmiller

• Broken personalization – my name is Jon!!
• Focused on their needs rather than value to
the customer
• Typos

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

Outbound Does Not Mean Interruption
Apply the best concepts from demand generation to
outbound:
• Content driven
• Helpful and valuable
• Focused on the buyer, not your company
• Personalized and relevant
• Human
No Cold Calls

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 executiveswill read unsolicited
marketing materialsthat contain ideas
that might be relevant to their business.”75%
25%
Yes
No

Challenger Sale
Challenger
Offers unique perspective
Two-way communication skills
Knows customer value drivers
Can ID economic drivers
Comfortable discussing money
Can pressure the customer Asserts Control
Tailors
Teaches

• Market
• Company
• People
• Relationships
• History
• Connections
• Door Openers
What To Research

ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABE
Processes
WHERE

Events Are a Big Part of ABM
Tip: executive invites come from someone with an equal or higher title
• Owned events
• Meetings at 3rd party events

Direct Mail
Offers sent by mail are perceived as
24% more valuable than offers viewed
only on a screen. And mail boosted
ROI by 20% when used as part of an
integrated campaign.
U.K. Royal Mail, February 2015

Display
Advertising
• IP-Based
• Proactive Retargeting
• LinkedIn
• Facebook
• … more
Example:
Custom Content + Facebook

Channels for Outbound Account Based Everything
Marketing
• Events
• Direct mail
• Online advertising
• Web personalization
Sales / Sales
Development
• Human Email
• Phone
• Social
Channels

Kermit, you email
the CEO
Bert, you email the Director
of Marketing and followup
with a phone call
Fozzie, you send a
bottle of wine to the
CEO
Start the Play

Account
Executive
Marketing
Ops
SDR
Manager
Roles
Account
Management
Account
Executive
Sales
Development Rep
CEO
SalesOps
Coach Quarterback Players
VP, SalesDemand Gen

More Account Based
Everything Hacks

Lead to Account Matching
Leads
Account
Fuzzy logic match:
Better routing
Account-levelvisibility

Marketing Qualified
Accounts (MQAs) not
MQLs
42
Breadth
Depth

BANT
• Budget
• Authority
• Need
• Timing
Qualification
AN
• Authority
• Need
There’s a project in the next six
months (Opportunity)
A Meeting with the right person at the
right company

• Account-centricmetrics
• Quality,not quantity
• Longdevelopment cycles
• Influence

Coverage
Do you have sufficient data, opt-in contacts, and account
plans for each target account?
“Big 5” ABM Metrics (1a)

Coverage
How well are you adding new / engaged people to the database?
Director-level and above?
“Big 5” ABM Metrics (1b)

Awareness
“Big 5” ABM Metrics (2)
Which target accounts have any awareness of us?
Are they visiting the website?

Engagement
“Big 5” ABM Metrics (3a)
Are the right people at the account spending time with
your company? Is that engagement going up over time?

Engagement
“Big 5” ABM Metrics (3b)
Is that engagement going up over time?

Engagement
“Big 5” ABM Metrics (3c)
Which accounts are engaging the most?
Marketing
Qualified
Account
(MQA):

An
account
(or
discrete
buying
center)

that
has
reached
enough
aggregate

engagement.

Don’t count the
people you reach;
reach the
people that count.
– David Ogilvy

Program Reach
FOCUS
%ofsuccessesfrom
targetaccounts
COVERAGE…
Are marketing programs reaching the target accounts?
How much waste is there?

Program Impact
• “Top 25% engagement = 18% faster sales cycles.”
• “Accounts with >three engaged contacts = 15%
higher contract values.”
• “Accounts that attended that dinner = 16% more
movement to next opp stage.”
How are the ABM activities improving sales outcomes
such as deal velocity, win rates, average contract values,
retention, and net promoter scores?

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 yourcompany?Awareness:
Are marketing programs reaching target accounts?Reach:
Are the right people at the account spending time with
yourcompany? Is that engagement going up over time?Engagement:

Selection
Identify and
prioritize target
accounts, align
on resources by
Tier 1, 2, and 3
Contacts
Discover contacts
and map to your
accounts, ensure
quality data
Insights
Understand what is
relevant and
resonant at
accounts (triggers,
priorities, etc.)
Interactions
Manage 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 &
Infrastructure
Map leads to
accounts, identify hot
accounts (MQAs),
measure ABM efforts
Content
Create account-
specific content
and messaging that
reflects insights
Ads
Human EmailEventsDirect
Complementary
Web
Predictive
Attribution Analytics
Dialing
Insight
Sources
Aggregation

• 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 + Hacks
@jonmiller

Clear and Complete Guideto AccountBased Everything
engagio.com/guide
Resources

QUESTION TIME!
Jon Miller
CEO, Engagio
@jonmiller
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com resources.engagio.com

Account-Based Marketing Hacks 2016: Engagio for Account-Based Everything

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