Top 5 Quick Wins for B2B Marketing Leaders in Q1 2020

Agenda
2
Our Big B2B
Opportunity
in 2020
Top 5
Quick Wins
Questions

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

Copyright ©2020, Engagio Inc. 4
How Do We Adopt Healthy Habits?
PsychologyToday says
we need to do a few
things differently…
1. Identify the habits you want to change.
2. Look at what you are getting out of it.
3. Honor your own wisdom
4. Choose something to replace the
unhealthy habit
5. Remove triggers
6. Visualize yourself changing.
7. Monitor your negative self-talk
8. Take baby steps, if necessary
9. Expect that you will sometimes falter
10.Know it takes time

Identifyhabits tochange!
5

We found that marketing and sales teams that take an ABM
approach together — and spend time maturing their
processes and practices around it — can be as many as 6
percentage points more likely to exceed their revenue
goals than teams less ABM-advanced.
Sixty-two percent say they can measure a positive impact
since adopting ABM.
Marketers strongly agree that personalized content (56%)
and advanced data management (43%) are keys to ABM
success.
Tighter alignment between marketing and sales is the No.
1 value that marketers can demonstrate from ABM today.
What Did We Learn About What Works in B2B?
Source: Forrester Blog, Does ABM Help Produce Better Revenue Results? Laura Ramos, Forrester Blog, September 2019
---Forrester
Which investments
paid off in 2019?
- ABM
- Alignment
- Content
- Data Management

• There is no longer a great divide between
marketing and sales where technology is
concerned, and it is more apparent in the tech
stack than ever before
• This is yet another external force that drives
marketing and sales alignment
• The marketing organization increasingly supports
multiple go-to-market strategies and
technology is a key component of measuring this
effectively.
• Adoption of an account-based go-to-market has
changed the way marketing organizations think
about measuring their entire operation.
Source: TOPO blog “Market Trends Guide Marketing Technology Investments, January 2020
---Eric Wittlake, TOPO
What tech worked
well in 2019?
- ABM
- Alignment (CRM)
- Content
- Data
Technology Company Impact and Satisfaction

80 percent of B2B buyers rate customer
experience with the brand – either their
own or that reported by peers – as the most
significant driver of the purchase decision.
When b-to-b companies align their revenue
engine – the sales, product and marketing
functions – they grow 12 to 15 times faster
than their peers and are 34 percent more
profitable.
8
Visitors
Leads
Opportunities
Sales
Customers
Satisfaction
Retention
Upsell
Evangelize
Sources: MarTechSeries, Key Takeaways from SiriusDecisions Summit 2018 , Change Is Coming: The Revenue Operations
Charter Is Born, SiriusDecisions Blog, April 2019
What do b2b customers continue to want?
- Aligned experiences, pre- and post-sale
- Aligned operations
- Proof from peers

1. It’s about the customer
2. Alignment is not optional
3. CX is the real buyer’s journey
4. Success is measured in new ways
5. Technology makes it easier
9
So What’s The Big Opportunity for 2020?

What Five New Habits Help Us Win In 2020?
There are quick-
win opportunities
that set
marketing
leaders up to
succeed…
1. Identify the habits you want to change (in
b2b).
2. Look at what you are getting out of it
(with intent data).
3. Honor your own wisdom (about content)
4. Choose something to replace the
unhealthy habit AND
5. Remove triggers (with sales)
6. Visualize yourself changing (your events)
7. Monitor your negative self-talk AND
8. Take baby steps, if necessary (with
measurement)

Quick Win #1:
Replace unhealthy
habits and remove
triggers [with sales]
11

Old Habit New Habit
Replace Unhealthy Habits and Remove Triggers [With Sales]
12
Give to Get
Get sales on your side with a “give to
get” approach to insight sharing and
marketing partnership
Help sales leaders make the most of
one-on-one and team (or “pod”)
meetings
Provide a menu of ways to act on what
they see, especially for unengaged
target accounts and buying groups
Blame Game
I’m stuck marketing to a list of
accounts I didn’t choose
Sales doesn’t share account
plans so I have no idea what
they want to do and what they
know already.
We invest in qualifying
accounts, but I don’t see the
follow up from sales. Don’t
they trust us?

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
What Are The Three Levels of Marketing and Sales Alignment?
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
31 2 3
19%
Start with insights for a “give to get” approach

Scoring Heatmap Time
Is engagement going up
or down over time? Who
has stopped engaging?
Which accounts are
most engaged?
Which people are
most active?
Where does
engagement
come from?
What Are Some Core Engagement Metrics Sales Can Use?

Copyright ©2019 / Engagio Inc.
Account Executives Sales Dev Reps Customer
Success
Marketing
• Most Engaged
Executives
• Master AE replied
prospects
• Open Opportunity Report
• Warm Opportunity
Report
• Cold Opportunity Report
• Closed Lost Opportunity
Engagement
• Account List Snapshot
• Master Outbound
Engaged Targets
to Work
• Master Outbound
Overdue Targets
• Content
Syndication last 7
days
• Account List
snapshot
• Customers
with
Salesforce out
of sync
• Increase in
weekly
average users
(WAU)
• Drop in WAU
• Renewal next
90 days
• Master Inbound
Engaged Targets to
Work
• Master Inbound
Overdue
• Master Outbound
Engaged Targets to
Work
• Master Outbound
Overdue
• Cold Opportunity
Report
What Kinds of Audience Insights Could You Provide?
Checklistof Reports By Team Type

Old Habit New Habit
Customer Example: Smarsh’s “Your Call-Now List” Plus Menu
16
Reps received insights about
accounts from marketing but
weren’t sure what to do with them
Marketing didn’t receive
information about already-
engaged contacts or account
insights to better target marketing
outreach
Uneven sales quota attainment
and underleveraged marketing
“Our reps have to do the first two on
the list, then it’s ‘choose your own
adventure’ based on what is the best
fit for the accounts”
--Katie Findling, Marketing Programs
Manager – Enterprise ABM, Smarsh

“There will be times when I am talking with a rep and can tell them about a new activity with other buyers
on a different product than what we’ve been previously targeting,” said Silk. “They’ll say, ‘Oh, I had no
idea.’ We’re now able to really work as a team.”
---Rachel Silk, Senior ABM Specialist at Imprivata
Snowflake shares intelligence across the entire revenue team for a common perspective on how an
account is performing. This helped the team warm up new territories when the revenue team identifies
trending engagement. By accelerating ramp-up of new sales hires and new territories, Snowflake
successfully expanded their global sales team by 4X with fast and efficient ramp periods.
Today, with visibility on current engagement levels and account progression, Snowflake’s target accounts
are demonstrating more than 15 engaged people across the business.
---Engagio Case Study, Snowflake Computing
17
Examples
How Better Insights Change The Conversation With Sales

Quick Win #2:
Honor your own
wisdom [about
content]
18

Old Habit New Habit
Honor Your Own Wisdom [About Content]
19
Targeted Delivery, Creative Re-Use
Take a fresh look at what prospects and
customers consume to maximize ROI on
content investment and ad spend
Use insights to refine existing content to
match market, account and contact interest
Plan outreach at different buyers journey
stages, using what you have now, to
ensure content gets deployed and
consumed consistently
Content Frustration
I keep hearing most b2b
content gets wasted, but I
think we do pretty well at
creating useful information.
What will it take to make sure
our content gets used, and we
get it in front of the right
people in the right 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

• Use a simple spreadsheet to organize your content by asset type, journey
stage, target persona, industry, solution, business need or others that make
it easy to see what you have
21
Example
How We Do It: Start With A Simple Content Audit
Pro tip: This
helps if you’re
moving to a
new system or
naming
convention for
reporting

What Can Automated Orchestration Look Like?
22
No Engagement
Aware
MQA
Meeting
Opp
Won
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
SequenceMQA Enter
Automation
MQA
Audience
MQA Exit
Automation
Exp.
Target
Exp.
Opp
Exp.
Won
Sales Engagement
Direct Mail
Personalization
Ad Platforms
CRM
Marketing Automation
1
2
3
Engagement Strategy BoardAccount Journey Actions

Quick Win #3:
Look at what you
are getting out of
it [intent data]
23

Intent data is information collected about web
users’ content consumption or ‘observed behavior’
that can provide insight about their interests and
from this indicate potential ‘intent’ to take an action.

Old Habit New Habit
Look At What You Are Getting Out of [Intent Data]
25
Consistency and Clarity
Show sellers who is truly in the market, then
execute actions to ensure no account is left
behind.
Provide sales with suggestions for who to
call and what to cover, and encourage reps
and managers to use intent data in 1:1s to
focus on the most active accounts
Uncertainty
I’d love to rely on inbound
marketing, but we have a pretty
new solution and we’re not
reaching all our target accounts
We’ve invested in intent data, but
I’m not sure when or how to take
action on it, and neither is sales

“Relying solely on
inbound
marketing is like
hanging out with
the same kids
from high school
your whole life.”
– Jason Miller
26

Checklist For Getting More From Intent Data: Marketing Actions
27
• Explain where intent data comes
from and what it means so
everything is transparent
• Look at topics your ideal
customers are interested in and
create content and campaigns
that are tailored to their interests
• Add people to specific ad
audiences based on what kind of
content they’re consuming
• Raise awareness of churn risk, by
seeing which customers are
looking into competitors
• Track how long it takes an
account to go from showing
intent to becoming engaged
Intent can
be its own
journey
stage!
Define and
automate actions
based on intent
surges

Checklist For Getting More From Intent Data: Sales Support
28
• Assign engagement minutes
or other scoring to accounts
based on what topics they’re
looking at.
• Put people in nurture
streams to engage with
them through a third-party
program
• Assign tasks to Sales reps
based on which people are
engaging
• Cross-sell to existing
accounts when they show
interest in additional
products
Make intent a
transparent part of
account and
contact scoring
Don’t forget to
include existing
customers in intent
tracking for sales

Example
Pro Tip: Selling to Sales at a Sales Kick Off

Quick Win #4:
Visualize change
[in your events]
30

Old Habit New Habit
Visualize Change [In Your Events]
31
Team Effort, Bigger ROI
Deploy events for both prospect and
customer engagement opportunities and
never miss a chance to follow up with with
both sales and marketing outreach
For each type of event, build a playbook or
checklist and work with sales to maximize
impact before and after events
Don’t forget webcasts as a great tool for
engaging buyers on a low budget
Big Spend, Little Proof
So much budget goes to events,
and I know they help, but we
can’t prove it based on how we
measure today
It’s harder and harder to stand
out in the crowd. I never know if
we reach the people who matter
most, and I wish sales would
help more

Your Own Events
Key metrics: How many of right people from right accounts attend, role of event in account progression,
deal velocity when events are deployed
Spend wisely: Dinner, roundtable or roadshow may be more valuable than big shows
Stay home: Inviting key leaders or entire teams to your in-house briefing center for a day can be an ideal
experience and build relationships around cultural fit
Be creative with big shots: Best executive events include unique, ‘money can’t buy’ experiences.
Best ABM events have these things in common:
• Timely, relevant topic – on specific pain point or trend.
• Balanced content mix–not just product talk (panels, cases, chalk-talks... and fun)
• Third-party participation – customers, experts, analysts, partners, etc.
• Curated audience – people who will learn from each other
• A softer sell–not pushing sales decks to a captive audience
Checklist For Optimizing Events in ABM

Others’ Events (Partner, Industry, Etc.)
Have a pre-event meeting plan with sales: Setting up meetings in advance near the event requires a
lot of close work with sales but it pays off – handholding the process, giving them a list of people you
know will be at the event, sending phone and text reminders, etc.
Curate the event: Invite contacts to specific content, down to the detail of speaking slot, demo room or
on-stand activity. Create your own VIP Track The entire event may not be yours, but this part is.
Throw the better party: Run a side event within or around the event (with the organizer’s permission)
such as a roundtable, dinner or customer event. Hold your customer advisory board at the event.
It’s all in the follow up: Create packages and automated post-event follow up sequences to ensure
sales makes the most of who they met. Provide an event summary for those who couldn’t go. Add an
invitation to your own dinner, roadshow or sales meeting.
Checklist For Optimizing Events in ABM

Old Habit New Habit
Pro Tip: Who Should Do The Inviting?
34
Many People, Few Meetings
We send invitations to everyone
in our target accounts, but we
don’t always get the contacts we
want most to attend, especially
executives
We don’t always fill up on-site
meeting slots because we can’t
engage the right people with only
marketing outreach
Make events a team sport
• Make sure sales or others with direct
customer relationships identify who to invite
• Provide tools to make it easy (or automated)
• Combine social, ads, content and personal
outreach to build up big events
• Consider a contest to drive event support
Do some matchmaking
• Invitation should come from whoever is best-
placed to get a yes
• When relationship is already there, it will be
sales
• When not, marketing or ask an executive at
the same or higher level of seniority
• Use intent and engagement data to prioritize

Quick Win #5:
Monitor negative
self-talk and take
baby steps [with
measurement]
35

Old Habit New Habit
Monitor Negative Self-Talk and Take Baby Steps [With Measurement]
36
Renegotiate marketing’s deal
Start to re-set expectations for
marketing results by showing the math
of your total addressable market (TAM)
Begin by walking through the basic
math of where growth comes from and
then talk about how marketing supports
that growth
Prove how marketing helps by
showcasing marketing’s role in deals
Lead-based metrics in an
account-based world
We moved to an account-based
model, but lead volume is down. It’s
for a good reason- we’re not
wasting time on the wrong people—
but how do I explain that?
We’re playing a bigger role at all
stages of the customer lifecycle, but
my goals only reflect net-new leads.

53% of respondents reveal they
haven’t started to measure ROI
What is your current ROI with ABM?
ABM Investments and Resources +
Getting started
requires knowing
how, and
believing your
results will show
marketing’s value
to the business

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 +
We must change the
conversation about where
growth comes from and
marketing’s role in it to
deliver more relevant
measurement while
maintaining credibility

NoEngagement
Intent
Recycle
Aware
Engaged
MQA
Meeting Stage 0 Opportunity Customer
Recycle
Target
Expansion
Expansion
Opportunity
Expansion
Won
Engagio Account Journey
In the true b2b journey,
marketing and sales
are partners at all
stages
The journey must be
supported long past the
initial sale to maximize
lifetime value (LTV) and
keep customer acquisition
cost (CAC) down

Copyright ©2020, Engagio Inc.Copyright ©2018, Engagio Inc.
Decision Maker / Primary Contact
Lead vs. Account Attribution: It’s Never Just One Person in B2B
No
Engagement
Aware MQA Opp Customer
Engagio MQA Journey
Attribution is typically done at just the individual level, which means you’re not giving
credit to most of the demand marketing has generated across the account

Copyright ©2020, Engagio Inc.Copyright ©2018, Engagio Inc.
Researcher
User
Decision Maker
Technical Approver
Lead vs. Account Attribution: Full Picture Is Essential
No
Engagement
Aware MQA Opp Customer
Engagio MQA Journey
It’s essential to look at more than just activity of a “primary contact.” Attribute all
touches and activity from contacts and matched leads at the account level

Track The Four Vs: Value, Volume, ConVersion, Velocity

Understand how all marketing and sales activity impacts each stage of the customer lifecycle
Example Dashboard: The Four Vs Including Sales and Marketing
Pull attribution for all activities, not just Marketing activities or activities that fall into a
salesforce campaign (e.g. sales touches, web visits)

Example
How We Do It Example: Tell the Deal Story!
When we have a
win at Engagio,
marketing posts the
deal story in Slack,
so everyone can
see what happened
on the way to the
win

What about the last
two on the list?
- Expect you will
falter
- Know it takes time
45

Are You Ready For An Outstanding 2020?
46
Sometimes, quick
wins get you air
cover to invest in
the longer-term,
more complex
change
Pro Tip: Start 2020
with a siding
project, then tackle
the plumbing
project. It’ll be
more fun, anyway.

Thank You
47

Questions?
Feedback?
1. Team: Spear Fishing
2. DM me @megan heuer
Email me: megan@engagio.comMegan Heuer
megan@engagio.com

Top 5 Quick Wins for B2B Marketing Leaders in Q1 2020

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