Calling New Plays In Sales And Marketing

Calling New Plays In Sales And Marketing

Jon Miller, CEO and Founder

Agenda

Metrics and Technology

Plays for Sales and Marketing

Rise of Account Based

Everything

For a deeper dive get The Engagio’s Playbook at engagio.com/ABE-Playbook

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Copyright ©2017, Engagio Inc.

The Rise of Account Based

Everything


Inbound vs Outbound

Nets Spears

Salespeople never talk abouthow many leads they’ve closed.

They talk about how many accounts they’ve closed.


ABM is Hot

Google Trends for Account Based

Marketing

Engagio founded


But Marketing Isn’t Sufficient

13

ABM Not Enough

Source: TOPO

15%

Penetration into target accounts

Rise of Account Based Sales

Development (ADRs)

“[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

OrchestratedPlays

Account Based

MarketingAccount Based

Sales Development

Account BasedSales

Account Based

Customer Success


Plays for Sales and Marketing

Evolution of Account Orchestration

Orchestrate a series of

interactions across

channels from

multiple people, to

multiple people at the

account

Level 5Full Plays

Send a series of touches across

channels to one person

Level 3Channels

Send an series of emails to

one person

Level 2Time

Send an email to

one person

Level 1Basic

Send a series of touches across

channels to

multiple people at

the account

Level 4Account

A series of orchestrated interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts

Key Elements of a Playbook

• Who• What• Where / How

Who


Styles of ABSD

5-50 accounts (“tens”)Rich account plansEvery touch personalized

50-1,000 accounts (“hundreds”)Light research + data build outPersonalized touches to key personas1,000+ accounts (“thousands”)Automated touches OKIndustry and persona customization

Tier 3Programmatic

Tier 2Scale

Tier 1Strategic


Team Selling

Marketing Ops

Sales /AE

SDR / ADR

Executive Sales Ops

Our Team

VP, SalesDemand Gen

SDR Manager

InitiatorDecision MakerBuyerInfluencerUserGatekeeper

Their Team

What




Sales Spam = Opt out, tune out, toss out


“Sales Spam

Sucks” – @jonmiller

engagio.com/crappy-email-ebook

“Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.”

– Craig Rosenberg


Three most important factors in enterprise decision: • Knowledge and understanding of my industry • Knowledge and understanding of my unique business

issues • 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

Copyright ©2017, Engagio Inc. 34

Content Personalization Spectrum

Tier 1Strategic

Tier 2Scale

Tier 3Programmatic

Inbound

Spears Nets

Where and How(Play Design)

Channel Diversification

75%

Rep A• Touch 1• Touch 2• Touch 3• Touch 4

Rep B• Touch 0• Touch 1• Touch 2• Touch 3• Touch 4• Touch 5

++++

+

+

Timing“The difference between lettuce and garbage is timing.”

Structure of the Play

Number of Touches“The average number of emails it takes to get a reply is…” – some so-called expert

Don’t strive for mediocrity.

Plays are like diets. They work as long as you stick with them.

Engagio Core Prospecting Play

Overview: • Manually launched• 12 steps

Players: • Our Team– ADR – Marketing – CEO

• Their Team– Head of Marketing– Head of Sales– Head of Sales Dev.

Core Prospecting Play



Sales & Sales Development Plays

• Core Prospecting• Marketing Qualified

Account• Trigger Event• Deal Acceleration• Executive Alignment• “Shake the Tree”• Handoff

Marketing Plays

• Live Event Invite• Upsell/Cross-Sell• “Human” Nurture• Customer Advocacy

From me

Personalized by an SDR

Additional steps can include phone, social checklist, direct mail, etc.

Customer Success Plays

• User Onboarding

• 90 Days From Renewal

• Declined Use• Net Promoter

Follow-up


Metrics and Technology


Lead to Account Matching

LeadsAccount


Lead to Account Matching


Marketing Qualified Accounts (MQAs) not MQLs

50

Breadth

Dep

th


Account Based Metrics are Different• They track accounts not leads

(MQAs not MQLs) • They focus on quality not

quantity • They track impact and

influence more than try to apportion ‘credit’ (team effort)

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Copyright ©2016, Engagio Inc. @jonmiller #mpb2b

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:

Copyright ©2016, Engagio Inc. @jonmiller #mpb2b

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:


Engagement Minutes


Data Vendors Predictive

Who: Selection What: PersonalizationInsight

Where: InteractionAds

Infrastructure Lead to Account match

(L2a);Routing; ABM Analytics

Website

Orchestration

Direct / Physical

Events

Human Email Phone / Dialer Social

Other

Intent & Technographic

s

AttributionCRMAccount

Planning

Synchronize Interactions into coordinated Plays

Complementary

Content Customization

Get Engagio’s Playbook

engagio.com/ABE-Playbook

engagio.com/Guide Get your free copies

today!

The Clear and Complete Guides toAccount Based

Marketingand

Account Based Sales

Development

• Account Based Marketing isn’t sufficient for comprehensive account-based outreach

• Account Based Everything is a team sport: orchestrates Plays across channels and players for maximum impact

• Sales spam sucks; we need to increase our odds of reaching the right people at the right accounts

• Lead to Account Matching is the foundation of account-centric success

• Measure engagement to show Account Based Marketing success

Top Tweetable Takeaways

@jonmiller

#B2BMX