ABM is currently the hottest marketing trend, but how does it work with demand generation? Do you have to pick just one? And what happens if you do both? With 85% of organizations now using both ABM and demand gen to turbocharge their marketing, many are still struggling to integrate the two approaches. In this webinar, we’ll show you how to strike the perfect balance to ensure that your company is getting the best out of both worlds. In this webinar, you’ll learn: -How to turn insights into action and enable sales to double target account engagement; -The secrets to automating ABM programs and scaling your marketing efforts; and -3 steps to moving from a lead-centric funnel to an account-based funnel and measuring success. There’s no better person to help you navigate the journey than Jon Miller. He was at the forefront of demand gen when he built Marketo, and now he’s at the forefront of ABM building Engagio.

1. Copyright ©2019 / Engagio Inc.
Work Smarter, Not Harder In 2020:
How To Integrate ABM & Demand Generation To Turbocharge Your Pipeline
Copyright ©2019 / Engagio Inc.

2. @jonmillerCopyright ©2019 Engagio Inc.
Topics forToday
• State of B2B Marketing
• B2B Marketing is DemandGen AND
Account-Based Marketing
• Imperative 2020: Redefine How Marketing
and SalesWorkTogether
• SmarterWork Cycle: Target > Align >
Orchestrate > Measure

3. Copyright ©2019 / Engagio Inc.
The B2B Marketing
that you know
has shipwrecked
T H E E N D O F A N E R A
Copyright ©2019 / Engagio Inc.
• Non-linear buying processes
• New sales engagement tools
• Recurring revenue models and increased focus on expansion revenue
• Limitations of leads-based approaches = rise of Account Based Marketing
Poor marketing &
sales alignment
Difficulty moving
upmarket
Slugging expansion
revenue
Wasted time,
complexity
Missed pipeline
goals

4. Copyright ©2019 / Engagio Inc.
Copyright ©2019 / Engagio Inc.
Work as a team,
not a baton
handoff
1
Focus on the
entire account
journey
2
Market to
accounts and
people
3
Winners will redefine how Marketing &
Sales teams work together
Orchestrate plays
across channels
and departments
4
T H E P R O M I S E D L A N D
Measure quality
not just quantity,
look at impact of
marketing and
sales
5

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

6. Copyright ©2019 / Engagio Inc.
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

7. Copyright ©2019 / Engagio Inc.
Handful (“few”) – median 14
One : One
$1M-$1B+
Focused (“dozens”) – median 80
One : Few
$100K – $1M
Strategic
ABM
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, 2017 & 2018
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

8. Copyright ©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
ABM
Programmatic
ABM
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, 2017 & 2018
Scale
ABM
• Broad programs, light personalization, more technology
• Program investment < $1,000 per account
• 72% accounts are NEW customers, 28% current

9. Copyright ©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
ABM
Targeted Demand Gen
Programmatic
ABM
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, 2017 & 2018
Scale
ABM
Many (“thousands”)
Mass Marketing
<$50K

10. @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

11. Copyright ©2019 / Engagio Inc.
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

12. @jonmillerCopyright ©2019 Engagio Inc.
Work Smarter,
Not Harder

13. Copyright ©2019 / Engagio Inc.
people, accounts, and
buying groups
Marketing and Sales
into a tight team
multi-channel, cross-department
plays at scale
what’s working and prove
impact and ROI
Target Align Orchestrate Measure
Work Smarter, Not Harder

14. Copyright ©2019 / Engagio Inc.
Critical Data Are Scattered
1 . T A R G E T
M A R K E T I N GS A L E S
Copyright ©2019 / Engagio Inc.
W E B E M A I L

15. Copyright ©2019 / Engagio Inc.
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

16. Copyright ©2019 / Engagio Inc.
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
2 . A L I G N
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%

17. Copyright ©2019 / Engagio Inc.
Align Data

18. Copyright ©2019 / Engagio Inc.
Share Insights via Customized Alerts
18

19. Copyright ©2019 / Engagio Inc.
19

20. Copyright ©2019 / Engagio Inc.
"In my 15 years doing marketing I never seen something this
powerful that can give both sales and marketing the
visualization to know what the right hand is doing and what
the left hand is doing.“
M A R K E T I N G & S A L E S A L I G N M E N T
Venus Wills
D I R E C T O R
D E M A N D G E N

21. Copyright ©2019 / Engagio Inc.
Design and automate high-impact plays
across advertising, sales engagement,
marketing automation, direct mail, and
CRM to drive more meaningful interactions
at scale
3 . O R C H E S T R A T E

22. Copyright ©2019 / Engagio Inc.
Use Cases
22
Audience Expansion Nurture Upsell & X-Sell
Retargeting Reactivation Sales Handoff

23. Copyright ©2019 / Engagio Inc.
Push to
LinkedIn
Activate Intent

24. Copyright ©2019 / Engagio Inc.
Orchestrate ABM With Automated Plays
Add to “Executive“
Sequence
Target Demand
Campaign
Remove from
Advertising
Change “Status”
to “Working”
Add to “Nurture”
Configurable
Journey
c
c
Orchestrate
c
c

25. Copyright ©2019 / Engagio Inc.
What’s Working, Prove Impact & ROI
Measure how accounts move through
buying journeys to desired outcomes
(MQA, pipeline, etc.)
Track how well you are creating and
deepening relationships with target
accounts and buying groups
Understand the ROI of marketing and
sales activities to make better decisions
about how to allocate budget
Journey analyticsEngagement analytics Attribution analytics
4 . M E A S U R E

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

27. Time
is Money

28. Copyright ©2019 / Engagio Inc.
Don’t measure engagement
using only web data

29. Copyright ©2019 / Engagio Inc.
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

30. Copyright ©2019 / Engagio Inc.
2002 2017
Account Journeys not Lead Journeys

31. Copyright ©2019 / Engagio Inc.
Engagio Account JourneyNoEngagement
Intent
Recycle
Aware
Engaged
MQA
Meeting Stage 0 Opportunity Customer
Recycle

32. Copyright ©2019 / Engagio Inc.
• Value
• Volume
• ConVersion
• Velocity

33. Copyright ©2019 / Engagio Inc.

34. Copyright ©2019 / Engagio Inc.
”””By everyone looking at the same data we are
responding faster, improving customer
experience and closing new business
faster than ever before.”
Beki Scarborough
V P M A R K E T I N G
M E A S U R E

35. Copyright ©2019 / Engagio Inc.
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

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

37. Copyright ©2019 / Engagio Inc.
• 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
• Demand Gen and ABM are two ends of a continuous
spectrum
• Build your foundation by unifying account and people data
• Help marketing and sales work as a team
• Orchestrate multi-channel, cross-department
plays at scale
• Measure to see what’s working, prove impact & ROI
T W E E T A B L E T A K E A W A Y S
@jonmiller