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[Best Practices Webinar] The NEW Clear and Complete Guide to Account Based Marketing (Second Edition)

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Have your ABM strategies evolved since you first put them into action?

In this presentation with Engagio & Demand Gen Report, Jon Miller, CEO and Co-Founder of Engagio, shares the evolution of ABM and recommends new best practices to ensure success.

In this presentation you'll discover how to:

- Get awesome tips for every ABM stage to help Sales act on account insights
- Use account data to analyze Sales and Marketing effectiveness by region
- Allocate the proper budget, time and resources to ABM with account entitlements
- Access new vetted criteria and recommendations for selecting an ABM Platform

Download the NEW Clear and Complete Guide to Account Based Marketing (Second Edition) here: https://info.engagio.com/clear-and-complete-guide-to-account-based-marketing.html

Published in: Marketing
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[Best Practices Webinar] The NEW Clear and Complete Guide to Account Based Marketing (Second Edition)

  1. 1. SPONSORED BY ABM Learnings and Best Practices: The NEW Clear and Complete Guide to Account Based Marketing (Second Edition)
  2. 2. About Demand Gen Report @DG_Report http://linkd.in/DG_Specialists • Tracking strategies and solutions in lead generation and marketing automation technology since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches more than 45,000 readers • Additional resources: DemandGenReport.com
  3. 3. Q&A / Panelists Jon Miller CEO & Co-Founder Engagio @Engagio @Jonmiller Moderator: Andrew Gaffney Editorial Director Demand Gen Report @DG_Report @Agaffney
  4. 4. @jonmillerCopyright ©2019 Engagio Inc. The Clear and Complete Guide to Account Based Marketing Jon Miller CEO and Founder
  5. 5. @jonmillerCopyright ©2019 Engagio Inc. Nets Spears
  6. 6. Account-Based Marketing: A go-to-market strategy that coordinates personalized marketing and sales efforts to land and expand high-value accounts. – @jonmiller
  7. 7. @jonmillerCopyright ©2019 Engagio Inc. Measure Engagement Create Engagement Select Accounts 1 2 3 OK, so how do I actually DO ABM? …plus tips on getting starting and technology
  8. 8. @jonmillerCopyright ©2019 Engagio Inc. Select Accounts
  9. 9. When it comes to selecting ABM accounts, one size does NOT fit all. – @jonmiller
  10. 10. @jonmillerCopyright ©2019 Engagio Inc. Handful (“few”) – median 14 One : One $1M-$1B+ Strategic Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, 2017 & 2018 • Deep dive account research • Highly-customized programs for each account • Median investment per account: $36,000 - $50,000 • 84% accounts are current customers, 16% new
  11. 11. @jonmillerCopyright ©2019 Engagio Inc. Handful (“few”) – median 14 One : One $1M-$1B+ Focused (“dozens”) – median 80 One : Few $100K – $1M Strategic Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, 2017 & 2018 Scale • Micro-clusters of ~20 accounts focused on similar issues • Deep cluster research • Highly-focused programs, moderate personalization • Median investment per cluster: $55,000 ($2,750/account) • 49% accounts are current customers, 51% new
  12. 12. @jonmillerCopyright ©2019 Engagio Inc. Handful (“few”) – median 14 One : One $1M-$1B+ Focused (“dozens”) – median 80 One : Few $100K – $1M More (“hundreds”) – median 725 One : Many $50K – $100K Strategic Programmatic Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, 2017 & 2018 Scale • Broad programs, light personalization, more technology • Program investment < $1,000 per account • 72% accounts are NEW customers, 28% current
  13. 13. @jonmillerCopyright ©2019 Engagio Inc. Handful (“few”) – median 14 One : One $1M-$100M++ Focused (“dozens”) – median 80 One : Few $100K – $1M More (“hundreds”) – median 725 One : Many $50K – $100K Strategic Targeted Demand Gen Programmatic Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, 2017 & 2018 Scale Many (“thousands”) Mass Marketing <$50K
  14. 14. @jonmillerCopyright ©2019 Engagio Inc. Entitlements 15 Channels Tier 1 Tier 2 Tier 3 Direct Mail Highly Personalized $$$ Highly Personalized $$ Standard $ CMO Welcome Kits Yes $$$ Yes $$ No Workshops Yes No No Ads Yes Yes Yes Data Monthly Quarterly Quarterly
  15. 15. @jonmillerCopyright ©2019 Engagio Inc. Don’t Need to Focus on All Accounts at Once Target Market Target Accounts Focus Accou nts Source: TOPO “Spotlight” Rotation Plan
  16. 16. @jonmillerCopyright ©2019 Engagio Inc. 17 Note: List turnover limited to 25% per quarter Target Account Selection: FIT & ENGAGEMENT Marketing Driven, Sales Owned Reps choose ~100 total from scored list of 300-350 in their territory Data quality matters!Technographics Score = Fit + Engagement
  17. 17. @jonmillerCopyright ©2019 Engagio Inc. Create Engagement
  18. 18. @jonmillerCopyright ©2019 Engagio Inc. 20 ABM is about standing out by focusing more resources on higher-value accounts
  19. 19. @jonmillerCopyright ©2019 Engagio Inc. 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
  20. 20. @jonmillerCopyright ©2019 Engagio Inc. StrategicScaleProgrammatic Source: ITSMA, Account Based Marketing Benchmarking Survey, March 2016 What specific tactics are most effective for ABM? Choose up to three: only 34% respondents satisfied with Account-Based Advertising TOPO 2018 Account- Based Technology Report
  21. 21. @jonmillerCopyright ©2019 Engagio Inc. Orchestration Coordinating relevant interactions with multiple stakeholders across departments and channels
  22. 22. @jonmillerCopyright ©2019 Engagio Inc. ABM Requires Alignment Old: The Hand-Off New: Orchestration “It’s easier to work in silos. You just don’t make as much money.” — Peter Herbert, CMO, FullStory
  23. 23. @jonmillerCopyright ©2019 Engagio Inc.Copyright ©2018, Engagio Inc. Alignment is a good start but… … what Marketing wants is Sales Activation We agree we want to climb the hill. Let’s make it EASIER to climb the hill.
  24. 24. @jonmillerCopyright ©2018, Engagio Inc. ABM Stand Ups The Secret Weapon for ABM Alignment 26
  25. 25. @jonmillerCopyright ©2019 Engagio Inc. Example: Marketing Team is Researching ABM • Tier 2 • High Engagement • Bombora Surging • VP of Marketing is non responsive to efforts, what can we do?
  26. 26. @jonmillerCopyright ©2019 Engagio Inc. 1:1 Hyper Personalized Play Step 1: Uncover VP likes Philadelphia Eagles Step 2: Send Hyper Personalized Package with note “It’s that time of year again – ready for football and Dreamforce? Let’s connect” Step 3: Follow up and Scheduled Meeting! 80% Meeting
  27. 27. @jonmillerCopyright ©2019 Engagio Inc. 29 ABM Automation Examples If this… …then that Engagement from key personas but no sales touch in the last 7 days Create task for SDR follow-up Accounts that meet criteria for personal invite to upcoming roadshow Launch event invitation cadence in SalesLoft Open opportunities that have a new key persona show up and engage Trigger direct mail “welcome” package Accounts with lost opportunities with executives who are now re-engaging Alert Sales Account reaches critical threshold of engagement Change Account Status to “marketing qualified” and launch Outreach Sequence Accounts with no activity in 30 days Launch account ads campaign in LinkedIn
  28. 28. @jonmillerCopyright ©2019 Engagio Inc. Measure Engagement
  29. 29. @jonmillerCopyright ©2019 Engagio Inc. ABM Metrics Are Different Demand Generation Account Based Marketing Leads Accounts Quantity Quality Days and Weeks Months and Years Marketing-Sourced Pipeline Everyone-Sourced Pipeline New Business New Pipeline, Accelerate Pipeline, and Expansion
  30. 30. Don’t count the people you reach; reach the people that count. – David Ogilvy
  31. 31. @jonmillerCopyright ©2019 Engagio Inc. Three Core Questions for ABM Analytics • Am I creating and deepening relationships with target accounts (engagement)? • How are accounts moving through buying journeys to desired outcomes (e.g. MQA, pipeline, and revenue)? • What is the return on investment of my marketing programs?
  32. 32. @jonmillerCopyright ©2019 Engagio Inc. Don’t measure engagement using only web data
  33. 33. @jonmillerCopyright ©2019 Engagio Inc. Marketing Automation Programs Activities Leads Accounts Contacts Leads Corporate Email Web Visits Engagement comes from many channels… • Content downloads • Booth scans • Email opens • Meetings • Webinar attendance • Web visits • Dinners • … and much more
  34. 34. @jonmillerCopyright ©2019 Engagio Inc. Marketing Automation Programs Activities Leads Accounts Contacts Leads Corporate Email Web Visits …but existing systems are not account centric Can’t roll-up activities at the account level Plus: • Bad routing • Poor coordination • Limited marketing & sales alignment
  35. 35. @jonmillerCopyright ©2019 Engagio Inc. Answer: Start with an Account Foundation Lead to Account Matching (L2A) Algorithm Marketing Automation Programs Activities Leads Accounts Contacts Leads Corporate Email Web Visits Engagement Minute Scoring Account Foundation
  36. 36. Time is Money
  37. 37. @jonmillerCopyright ©2019 Engagio Inc. Core Engagement Metrics Coverage Awareness Time Are we engaging the right people? Do we know the right people? Do they know who we are? Pro Tip: Look at this by sales rep or territory
  38. 38. @jonmillerCopyright ©2019 Engagio Inc. 360° Account View
  39. 39. @jonmillerCopyright ©2019 Engagio Inc. Territory Snapshot
  40. 40. @jonmillerCopyright ©2019 Engagio Inc. Account Alerts
  41. 41. @jonmillerCopyright ©2019 Engagio Inc. 2002 2017 Account Journeys not Lead Journeys
  42. 42. @jonmillerCopyright ©2019 Engagio Inc.
  43. 43. @jonmillerCopyright ©2019 Engagio Inc. Account-Based Attribution • First Touch • Last Touch • Equal Weight • Position Based • Time Decay • Minutes Weighted
  44. 44. @jonmillerCopyright ©2019 Engagio Inc.
  45. 45. @jonmillerCopyright ©2019 Engagio Inc. Getting Started & Technology
  46. 46. @jonmillerCopyright ©2019 Engagio Inc. Get Started Fast • Map leads to accounts: L2A is the foundation of any ABM initiative. • Launch a simple, orchestrated play: TOPO recommends combining SDR outreach with marketing “air cover” like direct mail to generate meetings. • Implement Stand-Ups: Meet regularly to review account engagement and discuss tactics. 48 PRO TIP: Don’t wait to “perfectly” clean your database or define your Ideal Customer Profile. Start by picking companies similar to your current best ones.
  47. 47. @jonmillerCopyright ©2019 Engagio Inc. Technology •ABM is a business strategy, not a technology category •ABM “leaders” spend 46% more on ABM technology than “laggards”* *TOPO 2018 Account-Based Technology Report
  48. 48. @jonmillerCopyright ©2019 Engagio Inc. Data and Insights Select target accounts, fill contact whitespace, identify insights Account Data Contact Data Data Platforms 3rd Party Intent Orchestration Manage multi-channel account-based plays across multiple personas and departments Lead-to-Account ABM Automation Account Planning (supporting) Measurement Track engagement, score and prioritize accounts, and measure the impact of your ABM programs Engagement & Sales Insight Journeys & Multi-Touch Attribution Interactions Specific channels to create 1:1 account-based interactions Foundation The core essentials MAP CRM Insights ABM Advertising Other Web and Content Content Syndication SDR / Sales Direct Mail Events
  49. 49. @jonmillerCopyright ©2019 Engagio Inc. Top Categories for ABM: • Account Data • Measurement • Contact Data • Lead Matching TOPO 2018 Account-Based Technology Report
  50. 50. @jonmillerCopyright ©2019 Engagio Inc. engagio.com/Guide Get your free copy today! The Clear and Complete Guide to Account Based Marketing
  51. 51. @jonmillerCopyright ©2019 Engagio Inc. • ABM is a go-to-market strategy – not a technology – that coordinates personalized marketing and sales efforts to land and expand high-value accounts • Define your Styles of ABM and entitlements, which will tell you how many target accounts you can support. • ABM stand-ups are your secret weapon for Sales & Marketing alignment • ABM measurement is about quality, not quantity; track account journeys as a leading indicator to revenue • Start your ABM journey by building a strong foundation of unified account data, providing account intelligence to sales, and running simple SDR + Marketing plays Tweetable Takeaways @jonmiller
  52. 52. Q&A / Panelists Jon Miller CEO & Co-Founder Engagio @Engagio @Jonmiller Moderator: Andrew Gaffney Editorial Director Demand Gen Report @DG_Report @Agaffney

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