Sponsor Lightning Round - Engagio
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Account Based Everything Marcine Jansen, Director of Customer Success
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Sponsor Lightning Round - Engagio
- 2. Copyright ©2016, Engagio Inc. All rights reserved. Hello, Account Based Everything Marcine Jansen Director of Customer Success
- 3. Copyright ©2016, Engagio Inc. All rights reserved. Engagio: Account-Based Everything Platform Background Founders: Jon Miller / Brian Babcock Investors: Problem / Solution Problem: Existing marketing and sales tools do not support Marketers / SDRs / AEs who focus on accounts Solution: Platform for account based marketing and sales, complements existing SFDC / MA with account-centric capabilities 40+ Customers Engagio Fast Facts
- 4. Copyright ©2016, Engagio Inc. All rights reserved. Account Based: A Fishy Definition Demand Generation Account Based Everything Fishing with nets. You don’t care which fish you catch as long as you catch enough fish, and the fish swim to you. Fishing with spears. You care deeply about which fish you catch, and you’re going to proactively go after those fish.
- 5. Copyright ©2016, Engagio Inc. All rights reserved. ABM Is the Hottest Thing in B2B Marketing The Next Big Thing? Google Trends for Account Based Marketing Engagio founded
- 6. Copyright ©2016, Engagio Inc. All rights reserved. Account Based Marketing Account Based Sales Development Account Based Sales But it isn’t just Marketing Customer Success
- 7. Copyright ©2016, Engagio Inc. All rights reserved. Account Based Everything Account Based Everything is a strategy to orchestrate personalized marketing, sales, and success efforts to land and expand named accounts. Our DNA / Why We Exist
- 8. Copyright ©2016, Engagio Inc. All rights reserved. BloomReach Focus on Targets • Well-promoted and attended webinar only yielded ONE attendee from a target account • How to land and expand those target accounts? 8 BloomReach Example Jason Seeba Chief Marketing Technologist BloomReach
- 9. Copyright ©2016, Engagio Inc. All rights reserved. BloomReach Focus on Targets • Book Club with handwritten postcard • Opened the door at Home Depot 9 BloomReach Example Jason Seeba Chief Marketing Technologist BloomReach
- 10. Copyright ©2016, Engagio Inc. All rights reserved. ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATION MEASUREMENT Seven ABE Processes WHO WHATWHERE
- 11. Copyright ©2016, Engagio Inc. All rights reserved. ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATION MEASUREMENT Seven ABE Processes WHO
- 12. Copyright ©2016, Engagio Inc. All rights reserved. Tier # of Accounts Insights Tactics “Classic” Tier 1 5 to 50 [Tens] Full profiles Quarterly updates • Bespoke 1:1 Campaigns “Lite” Tier 2 ~200 [Hundreds] Basic account profiles Annual updates • 1:Few Campaigns “Hybrid” Tier 3 1000s [Thousands] Industry or segment • Traditional Marketing with Account Targeting • One OSDR up to 500 accounts • MQAs Styles of ABE
- 13. Copyright ©2016, Engagio Inc. All rights reserved. Everything Rolls to an Account Leads Account Fuzzy logic match Better routing Account-level visibility MQAs not MQLs
- 14. Copyright ©2016, Engagio Inc. All rights reserved. L2A Matching Leads Account Account Data ID: 123456 Owner: David Jones Status: prospect Open Oppty?: y Lead Data Account ID: ____________ Account Owner: ________ Account Status: ________ Open Oppty?: _ 123456 David Jones prospect y Contact
- 15. Copyright ©2016, Engagio Inc. All rights reserved. ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATION MEASUREMENT Seven ABE Processes WHAT
- 16. “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
- 17. Copyright ©2016, Engagio Inc. All rights reserved. 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
- 18. Copyright ©2016, Engagio Inc. All rights reserved. ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATION MEASUREMENT Seven ABE Processes WHERE
- 19. Copyright ©2016, Engagio Inc. All rights reserved. Channels for Outbound Account Based Everything Marketing • Events • Direct mail • Online advertising • Web personalization Sales / Sales Development • Human Email • Phone • Social Channels
- 20. Copyright ©2016, Engagio Inc. All rights reserved. Send an email to the CEO on my behalf I will email the Director of Marketing and follow-up with a phone call Account Executive CEO Start the Play I will send a bottle of wine to the CEO Marketing Ops Direct Mail with Executive Follow-Up
- 21. Copyright ©2016, Engagio Inc. All rights reserved. ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATION MEASUREMENT Seven ABE Processes
- 22. Copyright ©2016, Engagio Inc. All rights reserved. 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:
- 23. Copyright ©2016, Engagio Inc. All rights reserved. Marketing Qualified Accounts (MQAs) 23 Breadth Depth
- 24. ABE Market Map
- 25. Copyright ©2016, Engagio Inc. All rights reserved. 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 Infrastructure Map leads to accounts, identify hot accounts (MQAs), show impact of ABM efforts Content Create account- specific content and messaging that reflects insights Ads HumanEmailEventsDirect Complementary Web Predictive AttributionAnalytics Dialing
- 26. engagio.com/Guide Get your free copy today! The Clear and Complete Guide to Account Based Marketing
- 27. Copyright ©2016, Engagio Inc. All rights reserved. • Account Based Everything is a strategy for personalized Marketing, Sales Development, Sales, and Success efforts to land & expand named accounts. • The ability to engage multiple players across multiple channels is essential for implementing Account Based Everything strategy. • Don’t measure Account Based Everything by quantity; instead measure Impact, Coverage, Awareness, Reach, Engagement, and Impact. Takeaways
Notes de l'éditeur
- ABM is an investment in time and resources so you MUST focus on accounts with highest ROI
- Why now? What about mobile, social, cloud, etc. makes this inevitable? Harder than ever to reach decision makers with traditional tactics New ways to reach buyers (individually-addressable touch-points, real-time ad buying) Shift from campaign-marketing to “always on” mindset requires integration Big data / predictive analytics allow marketers to understand the complexity of relationships and buyer context, and match personalized content accordingly Buyers delaying engagement with sales ; harder to reach CXOs {happened in velocity, needs to happen in XYZ} Decomposition of the nice/clean customer funnel… no longer just awareness, familiarity, consideration, etc. Useful model, but. Really a set of nodes, interactions (through a connected device) New ways to reach buyers Proliferation of “connected customers” and customer data -- smart phones, smart devices (50B connected devices) behind every device is a customer → data proliferation From campaigns to “always on” Big data / predictive (understand the complexity of the relationships, context) Needs new ways to measure
- Account centric good! But, if Sales and Marketing are both taking an account-based approach but don’t know what the other is doing, that’s a recipe for trouble. One part of the group in isolation makes this decision (e.g. do ABM), and that doesn’t work. If Sales and Marketing are both taking an account-based approach but don’t know what the other is doing, that’s a recipe for trouble. [Requires SFDC tracked properly.] One part of the group in isolation makes this decision (e.g. do ABM), and that doesn’t work. Marketers are currently only getting 15-20% penetration into target accounts [TOPO] ABM does not work in isolation – ABE is the mandate
- Aspirational list of CMOs; they’re trying to open the door at these Enterprise target accounts
- “You’re going to have to spend some money to be really good at account based marketing. But it’s OK because it’s the accounts that will make you the most money.”