An Inside Sales Team webinar with Jon Miller and Craig Rosenberg. Jon, Founder and CEO of Engagio, and Craig, Chief Analyst and Co-Founder of Topo, discussed how to successfully plan and implement an Account-Based Marketing program. During this webinar Miller and Rosenberg covered the following topics: * What is Account-Based Marketing (ABM) * 3 Step Model of ABM * Metrics for ABM

1. The Framework of
Account-Based Marketing
AN INSIDE SALES TEAM WEBINAR WITH:
JON MILLER & CRAIG ROSENBERG

2. Jon Miller
• Founder and Chief Operating Officer at Engagio
• Co-Founder and Previous Chief Marketing Officer at Marketo
• @JonMiller
• www.engagio.com

3. Craig Rosenberg
• Co-Founder and Chief Analyst at Topo
• Editor, Funnelholic
• @funnelholic
• www.topohq.com
The funnelholic

4. Topics for Today
• What is Account-Based Marketing
• 3 Step Model for Account-Based Marketing
• Metrics for Account-Based Marketing

5. So, What is Account-
Based Marketing?

6. Different Deal Types Require Different Types of Marketing Support
Different Demand Types
ABM
Demand
Generation

7. Account-Based Marketing:
A strategic approach that coordinates
personalized marketing and sales
efforts to open doors and deepen
engagement at specific accounts
– @jonmiller

8. Different Model
Up to 17 people influence enterprise purchases
(up from 10 in 2011)*
*2014 IDG Enterprise Role & Influence of the Technology Decision-Maker survey
“Person-centric” “Account-centric”
• Decision maker
• End users
• Influencers
Going After Target Accounts Requires an Account-Centric Focus

9. Different Tactics
Inbound vs. Outbound
You Need Targeted Tactics to Reach Specific People at Specific
Accounts

10. Land and Expand
Often, The Best Account-Based Marketing Opportunities
Are At Current Customers

11. ABM Today is Like Like Lead Nurturing in 2008
The Next Big Thing?
Google Trends
“Sales has been doing account selling for
years; marketing is now sophisticated enough
to do some of the same tactics at scale.”
“Your timing is very good,
based on what we see
happening at Sirius. We
launched an ABM practice in
response to a groundswell.”
“Account based marketing
is red hot...several
attendees named account
based marketing as their
top priority right now”
“…it’s clear that we’ve
passed the fad phase of
ABM’s most recent
comeback. Now, we’re
solidly in the trend phase.”
Marketers know they need to do it, and are trying to figure out how

12. Account-Based
Marketing –
Best Practices

13. ABM Planning Starts With The Account, Not the Offer
#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?
(content)
Where should
we say it?
(channels)
Where should
we say it?
(channels)
DEMANDGENABM

14. Account-
Based
Marketing
Who
WhatWhere

15. Pick Target Accounts
Tip: Limit list turnover (e.g. 25% per quarter)
Level 1: Reps Self-Select
Level 2: Basic Data
Level 3: Advanced Data
Level 4: Predictive Analytics

16. Build Your Database With the Right Contacts for Each
Persona at Target Accounts
Identify Contacts
Manual Purchase Predictive
Representative companies; not exhaustive

17. Account-
Based
Marketing
Who
WhatWhere

18. What Does Sales Want From Marketing?
What
“A meaningful and real relationship with the decision-makers + relationship with
all significant decision influencers + understanding of the dynamics of the specific
customers' business.”
New relationships:
• Accurate and clean contacts
• Air cover (awareness)
• Access and coverage (e.g. engagement
heat map)
• Meetings (where person knows why they
are meeting)
Insights:
• Research: org chart, budget, initiatives, priorities
• Timeline: what’s gone to each customer, their
status, etc.
• Reasons to call
• Account specific content

19. With #ABM you
need to knock on
people’s doors.
– @jonmiller

21. Opt out, tune out, toss out

22. Lead with Insights and Ideas
After sending my last email, I got really excited and wanted to share some ideas I had on
how Starbucks could leverage <Company Name>:
• Mobile app distribution - reduce friction by allowing your website visitors to download
your mobile app by texting the download link to their phone. We intelligently detect
whether a phone is on iOS or Android OS and sends them to the right app store.
• Picture message a coupon to your customers on their birthday. Why tell them how
good a frap will be when you can show them the gooey ribbons of caramel?
• New VIP service: text your order in to your local Starbucks. Get your favorite thirst
quencher sooner.
• Picture message Starbucks coupons w/QR codes to your friends on special
occasions.
• Leverage geo-location services to MMS special deals to customers when they are in
close vicinity to a Starbucks.
The possibilities are really endless.
I'd love to chat with you further about how other companies are using us, as well as chat
more about how we can help foster Starbucks' future innovative ventures.
Be bold – share some
amazing ideas; they will
respect even if you are
wrong.

23. Great ABM Requires Great Customer Knowledge
“A structured
approach to
developing and
implementing
highly-customized
marketing
campaigns to
markets of one.”
– ITSMA

24. Use Custom Content to Get Into Accounts
Custom Content
“Stories that the right people in your targeted companies would actually like
to read and share.” – Freya News
“75% of executives will read unsolicited marketing materials that contain
ideas that might be relevant to their business.” – ITSMA

25. Account-
Based
Marketing
Who
WhatWhere

26. Commonly Used ABM Tactics
Events Outbound Digital
• Owned events
• Partner events
• Third-party events
• Prospecting (SDR)
• Email
• Phone
• Social
• Direct mail /
dimensional mailer
• Ads
• IP-based ads
• Retargeting (persona-
based ads)
• Facebook / Twitter ads
• LinkedIn ads
• Web personalization
• Paid lead gen
Channels

27. Outbound Does Not Mean Interruption
Account-based marketing applies best concepts from
demand generation to outbound prospecting:
• Content driven
• Helpful and valuable
• Focused on the buyer, not the company
• Personalized and relevant
• Highly measurable
• Continuously improving
• Deep sales and marketing alignment
Not Interruption Marketing

28. Orchestration:
It’s not about any
one tactic; it’s the
MIX of touches that
drives success.

29. Open the
Door
• Get
relationship
with cold
account
Accelerator
• Increase
deal
velocity and
win rate
Human
Nurture
• Stay in
touch with
helpful
touches
Meetings
Creator
• Schedule
meetings at
an event
Account
Qualifier
• Follow-up
on inbound
interest
Example ABM Plays
• 63% connect rate, 5% opportunity rate
• $13,000 investment, $200,000+ revenue

30. Metrics for ABM

31. It’s called “business to
business”, not
“business to lead”
@jonmiller
Waterfall is Insufficient

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

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

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

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

36. Engagement
Are the right people at the account spending time with
your company, is that engagement going up over time?
“Big 5” ABM Metrics (3b)
Marketing Qualified Account (MQA):
An account (or discrete buying center) that
has reached enough aggregate engagement.

37. Program Impact
Are marketing programs reaching the target accounts?
How much waste is there?
“Big 5” ABM Metrics (4)
FOCUS
%ofsuccessesfrom
targetaccounts
COVERAGE…

38. Influence
How are the ABM activities improving sales outcomes such as
deal velocity, win rates, average contract values, retention, and
net promoter scores
“Big 5” ABM Metrics (5)
• “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.”

39. ABM Market Map
Selection Insights Content Interactions Orchestration Measurement
Identify target
accounts and
contacts
Understand
what is relevant
and resonant at
account
(triggers,
priorities, etc.)
Create
account-
specific
content and
messaging to
use in
outreach
Manage 1:1
account-specific
interactions in
channel –
Events, Outbound,
Digital (ads, web)
Orchestrate
intelligent
account plans
across teams
and channels
Show impact of
ABM efforts:
coverage,
awareness,
engagement,
impact,
influence
Complementary
WebAds
DataPredictive
Paid
Insights
Sales
SDR
Direct

40. • Account-based marketing coordinates
personalized marketing and sales efforts to land
and expand named accounts
• ABM delivers the highest ROI of any B2B
marketing strategy or tactic
• Outbound does not necessarily mean
interruption; use account-specific content to reach
out
• There is no magic campaign; success comes
from a mix of integrated tactics
• Leads are insufficient to measure account-based
marketing; measure via coverage, awareness,
engagement, impact & influence
Tweetable Takeaways
@jonmiller
@funnelholic

41. Jon Miller
@JonMiller
Engagio.com
ABM Platform
THANK YOU!
Craig Rosenberg
@Funnelholic
Topohq.com
ABM Consulting
Inside Sales Team
@InsideSalesTeam
InsideSalesTeam.com
ABM Agency
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