Opstars Keynote- The Future of Account Based Marketing

Jon Miller, CEO Engagio
The Future of Account Based Marketing

Copyright ©2019 / Engagio Inc.
Traditional demand
generation has
shipwrecked
T H E E N D O F A N E R A
New sales engagement tools change top-of-funnel

Traditional demand
generation has
shipwrecked
Larger buying committees transform bottom of funnel

Traditional demand
generation has
shipwrecked
Non-linear buying processes further break the
traditional “baton” handoff model

Traditional demand
generation has
shipwrecked
Recurring revenue models and
increased focus on expansion revenue

Traditional demand
generation has
shipwrecked
Limitations of leads-based approaches =
rise of Account Based Marketing

Traditional demand
generation has
shipwrecked
Digital noise makes it harder
than ever to reach targets

Traditional demand
generation has
shipwrecked
Poor marketing
&
sales alignment
Difficulty
moving
upmarket
Slugging
expansion
revenue
Wasted time,
complexity
Missed
pipeline
goals

Work as a
team, not a
baton handoff
1
Winners will redefine how Marketing &
Sales teams work together
T H E P R O M I S E D L A N D

74%
say sales’ awareness of marketing
campaigns is important to win their
business1
of B2B sales reps who receive alerts to key
actions required on opportunities say these
alerts help them do their job better1
When Sales and Marketing teams are aligned,
companies see an average of 19% faster
revenue growth and 15% higher profitability2
Help Marketing and Sales Work as a Team
S O U R C E : 1 . S A L E S F O R C E , S T A T E O F T H E C O N N E C T E D C U S T O M E R 2 . S I R I U S D E C I S I O N S , K E Y N O T E A T S I R I U S D E C I S I O N S S U M M I T 2 0 1 9
85%
Share insightsAlign data Coordinate interactions at scale
31 2 3
19%

Critical Data Are Scattered
M A R K E T I N GS A L E S
W E B E M A I L
A L I G N D A T A

CRM
Intent
API
Marketing
Automation
Corporate Email
Anonymous
Web Tracking
Lead to Account Matching
(L2A)
Engagement Minutes Scoring
Segmentation
Account Journey
Create a Data Foundation:
People AND Accounts

Align Data

2. Share Insights via Customized Alerts
15

Custom Reports by Team
Account Executives Sales Dev Reps Customer Marketing
• Most Engaged
• Master AE replied
prospects
• Open Opportunity Report
• Warm Opportunity Report
• Cold Opportunity Report
• Closed Lost Opportunity
Engagement
• Account List Snapshot
• Master Outbound
Engaged Targets
Work
• Master Outbound
Overdue Targets
• Content
Syndication last 7
days
• Account List
snapshot
• Customers
Salesforce out
of sync
Increase in
• Drop in WAU
• Renewal next
90 days
• Master Inbound
Targets to Work
• Master Inbound
• Master Outbound
Engaged Targets to
• Master Outbound
Overdue
• Cold Opportunity

17

Work as a
team, not a
baton handoff
1
Focus on the
entire
account
journey
2

B2B Marketers are Overly Focused
on Leads and New Business Pipeline
Five most important B2B
marketing metrics
• Lead-to-Close Conversion Rate
(CVR)
• Initial Customer Acquisition Cost
(CAC)
• Marketing Percentage of your
CAC
• Marketing Originated Customers
• Marketing Influenced Customers
Source: ZoomInfo 2019

Marketers Should Also Focus on
Deal Acceleration
Source: Marketo

New Business Is a Fraction of Revenue
Renewals: 65%
New Bookings:
22%
Expansion: 12%
CAC: $1.34
CAC: $o.50

2019 ABM Trends Report
Original market research on the current state of Account Based
Marketing from Engagio and Salesforce Pardot
+

More Bookings Are Predicted from Existing
Customers in 2019
What percent of your company bookings in 2019 will
come from new business?
ABM Tactics and Details +

NoEngagement
Intent
Recycle
Aware
Engaged
MQA
Meeting Stage 0 Opportunity Customer
Recycle
Target
Expansion
Expansion
Opportunity
Expansion
Won
Engagio Account Journey

Yardlines for a non-
linear process

NoEngagement
Intent
Recycle
Aware
Engaged
MQA
Recycle
Target
Expansion
Expansion
Opportunity
Expansion
Won
No Engagement, no intent =
cold account.

NoEngagement
Intent
Recycle
Aware
Engaged
MQA
Recycle
Target
Expansion
Expansion
Opportunity
Expansion
Won
3rd party intent surge is active

NoEngagement
Intent
Recycle
Aware
Engaged
MQA
Recycle
Target
Expansion
Expansion
Opportunity
Expansion
Won
>5 Minutes Marketing last 3 months
Engagement from Marketing ICP

NoEngagement
Intent
Recycle
Aware
Engaged
MQA
Recycle
Target
Expansion
Expansion
Opportunity
Expansion
Won
1 or more “Engaged Target(s)” (Marketing ICP +
Program Success + Site-Specific Engagement)

NoEngagement
Intent
Recycle
Aware
Engaged
MQA
Recycle
Target
Expansion
Expansion
Opportunity
Expansion
Won
>100 Minutes Marketing Engagement from
Marketing ICP last 3 months
and
>10 Marketing Min from VP+ Marketing ICP

NoEngagement
Intent
Recycle
Aware
Engaged
MQA
Recycle
Target
Expansion
Expansion
Opportunity
Expansion
Won
Closed Lost Opp in past 3 months

NoEngagement
Intent
Recycle
Aware
Engaged
MQA
Recycle
Target
Expansion
Expansion
Opportunity
Expansion
Won
Meeting scheduled or occurred recently

NoEngagement
Intent
Recycle
Aware
Engaged
MQA
Recycle
Target
Expansion
Expansion
Opportunity
Expansion
Won
Qualified company and buyer,
no active deal right now

NoEngagement
Intent
Recycle
Aware
Engaged
MQA
Recycle
Target
Expansion
Expansion
Opportunity
Expansion
Won
Open Opportunity Exists to buy in
next 6 months

NoEngagement
Intent
Recycle
Aware
Engaged
MQA
Recycle
Target
Expansion
Expansion
Opportunity
Expansion
Won
Opportunity Closed Won
Type = New Business

NoEngagement
Intent
Recycle
Aware
Engaged
MQA
Recycle
Target
Expansion
Expansion
Opportunity
Expansion
Won
Additional stages for
post-sale expansion

What B2B Marketers Need To Change
Expand demand gen to include acceleration and
expansion
Change measurement and compensation
Help drive adoption and value
Build brand affiliation

Work as a
team, not a
baton handoff
1
Focus on the
entire account
journey
2
Market to
accounts
and people
3

@jonmillerCopyright ©2019 Engagio Inc.
Broad
Low
Easy
Land
TARGET MARKET
DEAL SIZE
COMPLEXITY
FOCUS
Narrow
High
Hard
Land &
Expand
Demand Gen Account Based
Source:TOPO

When it comes to defining
your Go-To-Market, one
size does NOT
fit all.
– @jonmiller

Handful (“few”) – median 14
One : One
$1M-$1B+
Strategic
ABM
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

One : One
$1M-$1B+
Focused (“dozens”) – median 80
One : Few
$100K – $1M
Strategic
ABM
Scale
ABM
• 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

One : One
$1M-$1B+
One : Few
$100K – $1M
More (“hundreds”) – median 725
One : Many
$50K – $100K
Strategic
ABM
Programmatic
ABM
Scale
ABM
• Broad programs, light personalization, more technology
• Program investment < $1,000 per account
• 72% accounts are NEW customers, 28% current

One : One
$1M-$100M++
One : Few
$100K – $1M
More (“hundreds”) – median 725
One : Many
$50K – $100K
Strategic
ABM
Targeted Demand Gen
Programmatic
ABM
Scale
ABM
Many (“thousands”)
Mass Marketing
<$50K

The majority of companies either have
between 101-500 accounts, or over
1,000 target accounts
How many total target accounts
do you currently have?

Sample Mix Model
Account Based Marketing Demand Generation
Annual Contract Value (ACV) $ 40,000 Annual Contract Value (ACV) $ 22,000
Target Accounts 1,000 Target Accounts 16,000
Engaged Accounts 42% 420 Engaged Accounts 61% 9,800
Marketing Qualified Accounts (MQA) 72% 302 Marketing Qualified Accounts (MQA) 50% 4,900
Opportunities 69% 208 Opportunities 37% 1,800
Pipeline $ 8,335,200 Pipeline $ 39,600,000
Closed-Won 53% 111 Closed-Won 18% 315
Bookings $ 4,440,000 Bookings $ 6,930,000
Source: TOPO

Work as a
team, not a
baton handoff
1
Focus on the
entire account
journey
2
Market to
accounts and
people
3
Orchestrate
plays across
channels and
departments
4

49
ABM is about standing out by
focusing more resources on
higher-value accounts

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

51
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

O R C H E S T R A T I O N
Orchestrate Across Channels for
Maximum Effectiveness
Source: InfoTrends

No Engagement
Example: Take Action on Intent
Account Journey
Aware
MQA
Meeting
Opportunity
Won
Expansion Target
Expansion Opportunity
Expansion Won
Intent Top of funnel Ad Campaign
Sales Engagement
Direct Mail
Personalization
Ad Platforms
CRM
Marketing Automation
Engagement Strategy Board Actions

Update Account to “Working”
Mid-funnel Ad Campaign
Sales Report
Stamp Account Engage Min.
O N E N T E R
O N E X I T
W H I L E I N S T A G E
MQA Exec Sequence
MQA Enter Automation
MQA Audience
MQA Exit Automation
No Engagement
Example: Take Action on MQAs
Account Journey
Aware
MQA
Meeting
Opportunity
Won
Expansion Target
Expansion Opportunity
Expansion Won
Intent
Sales Engagement
Direct Mail
Personalization
Ad Platforms
CRM
Marketing Automation
Engagement Strategy Board Actions
1
2
3

O R C H E S T R A T I O N U S E C A S E S
55
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
Target account visits the website or responds to a
campaign
Retarget with LinkedIn ad campaign
Account shows engagement for product they don’t own
Trigger an email campaign to key
personas in Marketing Automation

Work as a
team, not a
baton handoff
1
Focus on the
entire account
journey
2
Market to
accounts and
people
3
Orchestrate
plays across
channels and
departments
4
Measure
quality not
just quantity,
look at
impact of
marketing
and sales
5

53% of respondents reveal they haven’t
started to measure ROI
What is your current ROI with ABM?
ABM Investments and Resources +

The top 3 most common ABM metrics tracked
are Pipeline Created, Revenue Generated and
Account Engagement
What ABM metrics do you track?

Measure Marketing and Sales Impact
On Long Revenue Cycles
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
Deals, and Expansion

Don’t count the people
you reach; reach the
people that count.
– David Ogilvy

Don’t measure engagement using only web data

Core Engagement Metrics
Scoring Heatmap Time
Is engagement going
up or down over time?
Which accounts are
most engaged?
Where does it
come from?
Pro Tip: Look at this by sales rep or territory

2002 2017
Account Journeys not Lead Journeys

• Value
• Volume
• ConVersion
• Velocity

Think about Attribution Differently
R O I M E A S U R E M E N T
1. Include non-campaign touches. Traditional multi-touch attribution looks
only at campaign successes to show ROI, but that misses the impact of
everything else: web visits, email opens, clicks, and more. Consider the
impact every touch has on the customer journey to truly understand what
works and what doesn’t.
2. Focus on Marketing and Sales touches. A non-digital phone call from
Sales may impact pipeline just as much as a campaign response from
Marketing. Given the team-based nature of modern B2B sales and
marketing, ROI attribution requires you to include Sales and SDR interactions
as much as marketing touches. Perhaps the best way to drive more pipeline
is to do fewer marketing campaigns and hire another SDR!

CRM is the most frequently used tool to
measure ABM
What are you currently using for the
measurement of your ABM efforts?

CRM, Marketing Automation, and LinkedIn
are the 3 most essential ABM tools
What are the essential tools you
can’t do ABM without?

Engagio #1 ABM Platform
A B O U T E N G A G I O
Only platform that is both people-
and account-based
The leader in helping Marketing
and Sales work as a team
Research In Action Report
Based on Customer & Analyst Rankings

@jonmillerCopyright ©2019 Engagio Inc.
engagio.com/Guide
Get your free copy today!
The Clear and
Complete
Guide to
Account
Based
Marketing

• The way companies buy B2B products has changed a lot in the last 10
years, yet the way companies operate hasn’t evolved to keep up
• Winners will redefine how Marketing & Sales teams work together by
(1) looking at the same data, (2) sharing information, and (3)
coordinating interactions
• B2B marketers must focus on the entire account journey: pipeline
creation, deal acceleration, and account expansion
• It’s not enough to market to either leads or accounts: B2B marketing
requires both
• Break through the noise by orchestrating plays across channels that
combine both digital and non-digital tactics in a seamless way
• ABM measurement is about quality, not quantity; track account journeys
as a leading indicator to revenue and measure all touches across
marketing AND sales
T W E E T A B L E T A K E A W A Y S
@jonmiller

Opstars Keynote- The Future of Account Based Marketing

Opstars Keynote- The Future of Account Based Marketing

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