What if you could easily see all your account data from disparate systems together in one place, then use that data to target specific people and accounts throughout the account journey? Sound too good to be true? The next generation of Sales and Marketing technology is here! Now, leads and accounts can live in the same world. With the rise of ABM and the increasing importance of Sales and Marketing alignment, organizations must learn to coordinate actions and automate high-impact plays across channels. Join us on Oct. 24th at 10am PT as we reveal Engagio Orchestrate, a new product that’s the first of its kind to combine the automation power of demand gen with the precision of ABM. In this presentation, you’ll discover: – How to create and scale ABM initiatives across channels that engage your target accounts in a personalized way – The secret to targeting an audience with relevant ads based on funnel stage or activity, or behavioral, demographic and firmographic data – How to distribute the right content, across the right channel, at the right time – 3 real-life examples of how Engagio orchestrates Sales and Marketing activities

1. Copyright ©2019, Engagio Inc.

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Agenda
2
Evolution of
Marketing
Orchestration Examples

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Housekeeping
Yes, this webinar
is being recorded
Put your questions
in the chat box

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The Evolution of Marketing

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Between 2000 - 2015, marketing
departments became a strategic
part of the revenue engine.
B2B Marketing Emerges from the Stone Age

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Over the last few years, we’ve
seen new trends that are forcing a
fundamental rethink about our
core B2B Marketing beliefs.
Marketing 2.0

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1. The funnel is changing
2. Rise of ABM
3. Multi-channel orchestration.
7
3 Trends Shaping the Future of B2B Marketing

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How you evolve to work with
sellers is the most important
factor in your success.
“
Jon Miller,
CEO & Cofounder
Engagio

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Help Sales Own the Top of the Funnel
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The New Role of Marketers
Aware
MQA
Meeting
Open Opportunity
Customer
No Engagement
Marketing
+
Sales
Marketing
OLD WAY NEW WAY
Sales

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More Integrated, More Orchestrated with Sales
10
The New Role of Marketers

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Focus Marketing Beyond New Business (Post-Sale)
11
The New Role of Marketers
Visitors
Leads
Opportunities
Sales
Customers
Satisfaction
Retention
Upsell
Evangelize

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Market to Accounts and People
12
The New Role of Marketers
Mike B.
Account Executive
Maria J.
VP Marketing
Laura L.
Demand Gen

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Orchestrate Plays Across Channels
13
The New Role of Marketers
Your
Team
Marketing
Target
Account

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Orchestration is
a proactive and coordinated series
of personalized interactions, some
automated and some human, that
span the entire customer journey.
14
Orchestration Defined

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Introducing Orchestrate

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What are Automations?
16
Marketing can leverage Automations to scale their account
based marketing activities.
Use Cases
• Add CXOs and VPs who have
been visiting your site to an early
stage nurture in your MAP to
keep executives engaged.
• Keep deal momentum by
adding key people from target
accounts to Outreach and
Salesloft campaigns.
• Operationalize time consuming,
manual activities.

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What is Audience Management?
17
Marketers can leverage Audiences to scale a targeted
approach to Account Based Advertising.
Use Cases
• Create a consistent content experience across channels by keeping audiences
in sync across platforms.
• Keep deal momentum by targeting key people from high value accounts to
targeted ad campaigns.

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Audience Expansion Nurture Upsell & X-sell
Retargeting Reactivation
Use Cases
Sales Handoff

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Audience Expansion Nurture Upsell & X-sell
Retargeting Reactivation
Use Cases
Sales Handoff

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Audience Management
Audience Expansion

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Audience Management
Audience Expansion
Engagio Audience Similar Audience

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Audience Management
Audience Expansion
Engagio Audience Similar Audience

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Audience Management
Audience Expansion
Engagio Audience Similar Audience

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Audience Management
Audience Expansion
Engagio Audience Similar Audience

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Audience Expansion Nurture Upsell & X-sell
Retargeting Reactivation
Use Cases
Sales Handoff

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Demand Unit Waterfall
27
Nurture
Add to “Executive“
Sequence
Target Demand
Campaign
Remove from
Advertising
Change “Status”
to “Working”
Add to “Nurture”
Configurable
Journey
c
c
Orchestrate
c
c

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Automations
2828
Stage:
Engaged Demand
Title:
Director
Title:
VP
CXO
Marketo
Director Level Early Stage Nurture
Marketo
Executive Level Early Stage Nurture

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Nurture
Nurture

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Audience Expansion Nurture Upsell & X-sell
Retargeting Reactivation
Use Cases
Sales Handoff

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Up Sell Use Case
Up Sell Existing
Customers on Dash
Accounts
High NPS
High Engagement
High WAUs
NO Dash Product
Customer = YES

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Upsell & X-Sell
Upsell & X-sell

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Audience Expansion Nurture Upsell & X-sell
Retargeting Reactivation
Use Cases
Sales Handoff

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Retargeting
Retargeting

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Retargeting
Retargeting

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Audience Expansion Nurture Upsell & X-sell
Retargeting Reactivation
Use Cases
Sales Handoff

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Reactivation
Reactivation

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Reactivation
Reactivation
We haven't seen you in awhile and to be
honest, we miss you…
LOGIN
Subject: We Miss You….

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Reqactivation
Reactivation

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Audience Expansion Nurture Upsell & X-sell
Retargeting Reactivation
Use Cases
Sales Handoff

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Upsell & X-Sell
Sales Handoff
Title:
VP
Engagement:
>50

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Demand Unit Waterfall
42
Audience Management Overview
Add to “Executive“
Sequence
Target Demand
Campaign
Remove from
Advertising
Change “Status”
to “Working”
Add to “Nurture”
Configurable
Journey
c
c
Orchestrate
c
c

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Automations
4343
Working
Stage:
Qualified Demand
Title:
Director
Title:
VP
CXO
Working Date
Suspend
Director Level Sequence
Executive Sequence
Working
Working Date
Suspend
Qualified Demand

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In Practice…

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Concept

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Concept

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Audience Management
Campaign
Ad
Groups
Ad
Ad Ad
Campaign
Ad Ad
Ad Ad
Campaign
Ad
Groups
Ad
Ad Ad
Campaign
Ad Ad
Ad Ad
Campaign
Ad
Groups
Ad
Ad Ad
Campaign
Ad Ad
Ad Ad

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DEMO
SNEAK PEAK

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Thank You
49

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Questions?
Feedback?
1. Team: Spear Fishing
2. DM us @frankpassantino and
@brandon
Email us: frank@engagio.com and
brandon@engagio.com
Frank Passantino
frank@engagio.com
Brandon Redlinger
brandon@engagio.com