The Secret Sauce for Account Based Marketing Jon Miller

Transcription

1 The Secret Sauce for Account Based Marketing Jon Miller CEO Engagio 1

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3 Inbound vs Outbound Nets Spears 3

4 ABM is Hot Google Trends for Account Based Engagio founded 2.0x 4.8x Google Trends for Account Based Marketing Establish Foundation Create Engagement Measure Engagement bit.ly/b2babm 4

5 Establish Foundation Copyright 2017, Engagio Inc. Building Your ABM Foundation Entitlements Styles and Tiers Organize Data Unify Account Data Lead to Account Matching Select Accounts Fit Engagement 10 5

6 Style 1a Lighthouse Style 1b Strategic Style 2 Scale Style 3 Programmatic 5-50 accounts ( tens ) Engagio: up to 2 per AE $250K $1B accounts ( tens ) Engagio: 5 per AE $100K 250K 50-1,000 accounts ( hundreds ) Engagio: 93 per AE $50K $100K 1,000+ accounts ( thousands ) Engagio: About 2,000 $25K - $50K Style 3 Accounts (~2000) Ad Hoc Direct Mail Ongoing Programs Demand Gen Inbound Some Data Limited Account Ads 12 6

7 Style 2 Entitlements (370 accounts) Experiences $ Direct Mail $ Ongoing Programs More Data Targeted Ads 13 Style 1b Entitlements (~20 accounts) Experiences $$ Personalized Communications (PlayMaker) Direct Mail $$ Ongoing Programs Lite Account Plan More Data Targeted Ads 14 7

8 Style 1a Entitlements (approx 10 accounts) Named Executive Executive Workshop Personalized Content Hub + Customized Guides Personalized Ads Personalized Communications (PlayMaker) Full Account Plan + QBR Experiences $$$ Direct Mail $$$ Ongoing Programs More Data More Often 15 Challenge: Account Data Spread Across Systems Marketing Automatio n Corporate Web Visits Challenging measurement Bad routing Poor coordination Limited marketing & sales alignment 16 8

9 Answer: Start with an Account Foundation Lead to Account Matching (L2A) Algorithm Presentation Corporate Marketing Automation Web Visits Engagement Minutes Model Lead to Account Matching 18 9

10 Account Foundation Enables Engagement Engagement Minutes 19 Target Account Selection: Marketing Driven, Sales Owned Technographics Data quality matters! Score = Fit + Engagement Reps choose ~100 total from scored list of in their territory Note: List turnover limited to 25% per quarter 20 10

11 Programattic Scale Strategic Create Engagement What specific tactics are most effective for ABM? Choose up to three. One-on-one meetings Custom thought leadership Innovation days Executive engagement One-on-one meetings marketing Executive engagement Custom collateral Most Effective Tactics for ABM One-on-one meetings and dominate marketing One-on-one meetings Account advertising Direct mail Source: ITSMA, Account Based Marketing Benchmarking Survey, March

12 Not Engaging 23 Not Engaging 12

13 Opt out, tune out, toss out Template s are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds. Craig Rosenberg 13

14 No 25% 75% Yes 75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business. Three most important factors in enterprise decision: Knowledge and understanding of my industry Knowledge & understanding of my unique business issues Fresh ideas to advance my business ITSMA Non- Scalable Relevant 75% Integrated Engaging Engaging 28 14

15 Plays for Every Stage of the Journey Integrated ABM Deal Nurturing Expansion & Success Engagio Integrated ABM Play (Scale) Pre: Ads for Awareness (50% A/B test) Day 0: Package sent + Day 2: Package delivered + Custom Day 4: Phone call Day 6: Phone call Day 7: Phone call + LVM + Day 10: from Jon cc ing play Day 11: LinkedIn InMail from Jon Day 13: Day 15+ FU s to other personas Goal: get an introductory 1:1 meeting with target account 15

16 Personalized by an SDR From me Leveraging account and person insights 32 16

17 Integrated ABM: Results to Date 21% 350 Pkgs 276 Aware 74 Mtgs 34 Opps 1 Deal (so far) 25.0x pipeline to spend Meeting Rates Books only: 34% Ads and Kindle: 21% Ads and Books: 20% Kindle only: 18% Not significant Web Traffic Visitors Ads +43% +47% No Ads +22% +8% Directionally meaningful but not significant Personalized Plays vs Automated Campaigns Event Executive Breakfast Manager Lunch Invites From Personalized via Playmaker 96 Plays Launched Step 1 from Account Owner Step 2 from Executive (reply) Step 3 from AO to Executive Assistant Broad Marketing Automation 652 s Sent X 2 Blast 1 = From events@engagio.com Blast 2 = From sandra@engagio.com Response 10 Replied Yes, I ll Attend 33 Replied No (starts conversation)! Response Rate: 43% 21 Registered No declines - just crickets! Response Rate: 3% Attends 9 CMOs and VPs 12 Managers and Directors 34 17

18 Marketing Automation Automated Scalable but impersonal Handoffs Lead-based Marketing Orchestration Some automation, some human Personalized but still scalable Collaboration Account-based 35 Deal Nurturing Engagio Deal Nurture Tracks Need access to decision maker Need to make a key hire No budget Not a priority / early Gone dark 18

19 Customer / Expansion Plays User Onboarding 90 Days From Renewal Declined Use Net Promoter Follow-up New Executive Executive Alignment engagio.com/orchestration 19

20 Measure Engagement Account Based Metrics are Different

21 Time is Money Engagement: Target Accounts = 10X Increase 1,600 minutes 17,000+ minutes 989 Target Accounts, June 2016 to May

22 Marketing Qualified Accounts (MQAs) 30 mins of engagement from Marketing (at least 2 people), or 15 mins of engagement from Marketing Executives, or Act Nows 43 Focus How efficiently do your programs reach target accounts? Low Focus = Nets High Focus = Spears 44 22

23 Account Based Attribution Include Sales activities, not just Marketing Use the entire Account: Leads and Contacts 45 Account Based Attribution 23

24 The Clear and Complete Guide to Account Based Marketing engagio.com/guide Get your free copy today! Start your ABM journey by building a strong foundation of unified account data Create engagement with relevant, human interactions over and in-person Marketing automation is to demand gen as marketing orchestration is to ABM Implement deal nurturing to accelerate stuck opportunities but don t blindly automate ABM measurement is about quality, not quantity; use engagement as a leading indicator to revenue Account based attribution lets you connect the dots between account engagement and revenue Tweetable Takeaways 24

25 Ask me anything at the Post-Presentation Huddle! Jon Miller 25