1 The Secret Sauce for Account Based Marketing Jon Miller CEO Engagio @jonmiller
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1
The Secret Sauce for
Account Based Marketing
Jon Miller
CEO
Engagio
@jonmiller
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3
@jonmiller
Inbound vs Outbound
Nets Spears
4
@jonmiller
ABM is Hot
Google Trends for “Account
Based Marketing”
Engagio founded
Google Trends for “Account Based”
2.0x
4.8x
@jonmiller
Measure
Engagement
Create Engagement
Establish Foundation
1 2 3
bit.ly/B2BABM
5
Copyright ©2017, Engagio Inc.
Establish Foundation
@jonmiller
Building Your ABM Foundation
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Entitlements
• Styles and Tiers
Organize Data
• Unify Account Data
• Lead to Account Matching
Select Accounts
• Fit
• Engagement
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@jonmiller
Style 4
Inbound
5-50 accounts (“tens”) Engagio: up to 2 per AE $250K – $1B+
5-50 accounts (“tens”) Engagio: 5 per AE $100K – 250K
50-1,000 accounts (“hundreds”) Engagio: 93 per AE $50K – $100K
Style 1a
Lighthouse
1,000+ accounts (“thousands”) Engagio: About 2,000 $25K - $50K
Style 1b
Strategic
Style 3
Programmatic
Style 2
Scale
@jonmiller
Style 3 Accounts (~2000)
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Ongoing Programs • Demand Gen • Inbound
Ad Hoc Direct Mail
¢
Limited Account Ads
Some Data
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@jonmiller
Style 2 Entitlements (370 accounts)
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More Data Direct Mail
$ Ongoing Programs
Experiences $
Targeted Ads
@jonmiller
Style 1b Entitlements (~20 accounts)
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Lite Account
Plan
More Data
Direct Mail $$
Personalized Communications
(PlayMaker)
Ongoing Programs
Targeted Ads Experiences
$$
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@jonmiller
Style 1a Entitlements (approx 10 accounts)
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Personalized Content Hub +
Customized Guides
Full Account
Plan + QBR
More Data More Often
Direct Mail $$$
Personalized Communications
(PlayMaker)
Executive Workshop
Ongoing Programs
Named Executive
Personalized Ads
Experiences $$$
@jonmiller
Challenge: Account Data Spread Across Systems
• Challenging measurement
• Bad routing
• Poor coordination
• Limited marketing & sales alignment
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Marketing Automatio
n
Corporate Email
Web Visits
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@jonmiller
Answer: Start with an Account Foundation
Lead to Account Matching
(L2A) Algorithm Presentation
Marketing Automation
Corporate
Web Visits
Engagement Minutes
Model
@jonmiller 18
Lead to Account Matching
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@jonmiller
Account Foundation Enables Engagement
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Engagement Minutes
@jonmiller 20 Note: List turnover limited to 25% per quarter
Target Account Selection: Marketing Driven, Sales Owned
Reps choose ~100 total from scored list of 300-350 in their territory
Data quality matters! Technographics Score = Fit + Engagement
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@jonmiller
Create Engagement
@jonmiller 22
Most Effective Tactics for ABM
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36
38
40
0 10 20 30 40 50 60
Executive engagement Innovation days
Custom thought leadership One-on-one meetings
Str
ate
gic
21
23
47
49
0 10 20 30 40 50 60
Custom collateral Executive engagement
E-mail marketing One-on-one meetings
Sc
ale
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30
30 60
0 10 20 30 40 50 60
Direct mail Account advertising
One-on-one meetings E-mail marketing
Pro
gra
ma
ttic
One-on-one
meetings
and email
dominate
Source: ITSMA,
Account Based
Marketing
Benchmarking
Survey, March 2016
What specific tactics are most effective for ABM? Choose up to three.
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@jonmiller 23
Not Engaging
@jonmiller
Not Engaging
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@jonmiller
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
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@jonmiller
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
“75% of executives will read unsolicited
marketing materials that contain ideas
that might be relevant to their business.” 75%
25%
Yes
No
@jonmiller 28
75%
Engaging
Integrated
Non-Scalable
Relevant
Engaging
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@jonmiller
Integrated
ABM
Deal
Nurturing
Expansion
& Success
Plays for Every Stage of the Journey
@jonmiller
Engagio Integrated ABM Play (Scale)
• Pre: Ads for Awareness (50% A/B test)
• Day 0: Package sent + Email
• Day 2: Package delivered + Custom Email
• Day 4: Phone call
• Day 6: Phone call
• Day 7: Phone call + LVM + Email
• Day 10: Email from Jon cc’ing play
• Day 11: LinkedIn InMail from Jon
• Day 13: Email
• Day 15+ FU’s to other personas
Goal: get an
introductory 1:1 meeting
with target account
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@jonmiller
From me
Personalized by an SDR
Leveraging account and person insights
@jonmiller 32
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@jonmiller
Integrated ABM: Results to Date
350 276 74 34 1 Mtgs Opps Deal (so far)
Aware Pkgs
21%
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
25.0x pipeline to spend
@jonmiller
Personalized Plays vs Automated Campaigns
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Event Executive Breakfast Manager Lunch
Invites Personalized via Playmaker
96 Plays Launched
Broad Marketing Automation
652 Emails Sent X 2
From Step 1 from Account Owner
Step 2 from Executive (reply)
Step 3 from AO to Executive
Assistant
Blast 1 = From
Blast 2 = From
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
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@jonmiller
Marketing Automation Marketing Orchestration
Automated Some automation, some human
Scalable but impersonal Personalized but still scalable
Handoffs Collaboration
Lead-based Account-based
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@jonmiller
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”
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@jonmiller
Customer / Expansion Plays
• User Onboarding
• 90 Days From Renewal
• Declined Use
• Net Promoter Follow-up
• New Executive
• Executive Alignment
@jonmiller engagio.com/orchestration
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@jonmiller
Measure Engagement
@jonmiller
2002 2017
Account Based Metrics are Different
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Time is
Money
@jonmiller
Engagement: Target Accounts = 10X Increase
42
1,600 minutes 17,000+ minutes
989 Target Accounts, June 2016 to May 2017
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@jonmiller
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”
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@jonmiller
Focus
44
How efficiently do
your programs
reach target
accounts?
Low Focus = Nets
High Focus = Spears
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@jonmiller
Account Based Attribution
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Use the entire Account:
Leads and Contacts
Include Sales activities,
not just Marketing
Account Based Attribution
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@jonmiller
engagio.com/Guide Get your free copy today!
The Clear and Complete Guide to
Account Based
Marketing
@jonmiller
• Start your ABM journey by building a strong foundation of unified account data
• Create engagement with relevant, human interactions over email 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
@jonmiller
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@jonmiller
Ask me anything at the Post-Presentation Huddle!
Jon Miller
@jonmiller
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