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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Account Based Marketing and
Sales Development - Aligned
Jon ...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Agenda
3 Step ProcessOutbound =
ABM + ABSD
When Inbound
Isn’...
When Inbound Isn’t Enough
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Remember this?
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Scaling Inbound
What if you are here?
Inbound
“Relying solely on
inbound marketing
is like hanging out
with the same
kids from high
school your whole
life.”
– Jason Mil...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Scaling Inbound versus Outbound
Inbound
Outbound
What if you...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Preso in a Nutshell
Inbound Outbound
Outbound = ABM + ABSD
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
ABM Is the Hottest Thing in B2B Marketing
The Next Big Thing...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
But Marketing Isn’t Sufficient for Outbound
14
ABM Not Enoug...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Account Based Sales Development
• Account-centric
• Personal...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Account Based
Marketing
Account Based
Sales Development
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Hello, Account Based Everything
Messaging
Engagio
Orchestrat...
The Three Step
Process for Outbound
ABM + ABSD
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
#FlipMyFunnel
What do we
want to say?
(offers)
Who should
we...
Who
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Styles of ABE
5-50 account (“tens”)
50-1,000 accounts (“hund...
What
With #Outbound
you need to
knock on
people’s doors.
– @jonmiller
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Spam – guessing emails
• Vague, irrelevant messaging
• Att...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Opt out, tune
out, toss out
“Template emails
are roulette
wheels. If you only
get 100 rolls of the
roulette wheel,
then you need to
increase your
odds...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Outbound Does Not Mean Interruption
Apply the best concepts ...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Three most important factors in enterprise decision:
• Knowl...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Challenger Sale
Challenger
Offers unique perspective
Two-way...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Market
• Company
• People
• Relationships
• History
• Conn...
Where
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Channels for Account Based Everything
Marketing
• Events
• D...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Channels for Outbound Account Based Everything
Marketing
• E...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Kermit, you
email the CEO
Bert, you email the
Director of Ma...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Account
Executive
Marketing OpsSDR
Manager
Roles
Account
Man...
Other Implications of
ABM + ABSD
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Lead to Account Matching
Leads
Account
Fuzzy logic match:
Be...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Marketing Qualified
Accounts (MQAs) not
MQLs
40
Breadth
Depth
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
BANT
• Budget
• Authority
• Need
• Timing
Qualification
AN
•...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Account-centric metrics
• Quality, not quantity
• Long dev...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Impact: Are ABM activities improving key sales outcomes?
Do ...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Impact: Are ABM activities improving key sales outcomes?
Do ...
ABE Market Map
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Selection
Identify and
prioritize target
accounts, align
on ...
engagio.com/Guide
Get your free
copy today!
The Clear and
Complete Guide to
Account Based
Marketing
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Outbound can be easier to scale and driver
larger deals th...
49
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Engagio PlayMaker
Challenge We Solve
Multi-step
Multi-channe...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Touch Day Step(s) Description
0 Pre Research Find out 3 piec...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Account Based Sales Development
• Multi-channel
• Multi-step...
Multi-Player
Prospecting
Any one person
can say no
Two “no” rule
#FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned
#FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned
#FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned
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Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 11 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 12 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 13 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 14 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 15 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 16 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 17 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 18 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 19 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 20 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 21 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 22 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 23 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 24 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 25 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 26 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 27 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 28 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 29 #FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned Slide 30 #FlipMyFunnel Austin - 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Jon Miller, Founder and CEO of Engagio, recently presented “Account Based Marketing and
Sales Development - Aligned” at the #FlipMyFunnel Austin.

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#FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Development - Aligned

  1. 1. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Account Based Marketing and Sales Development - Aligned Jon Miller, Founder and CEO @jonmiller
  2. 2. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Agenda 3 Step ProcessOutbound = ABM + ABSD When Inbound Isn’t Enough
  3. 3. When Inbound Isn’t Enough
  4. 4. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Remember this?
  5. 5. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Scaling Inbound What if you are here? Inbound
  6. 6. “Relying solely on inbound marketing is like hanging out with the same kids from high school your whole life.” – Jason Miller
  7. 7. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Scaling Inbound versus Outbound Inbound Outbound What if you are here? • Quick wins • No waste • Easier to double • Bigger deals
  8. 8. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Preso in a Nutshell Inbound Outbound
  9. 9. Outbound = ABM + ABSD
  10. 10. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller ABM Is the Hottest Thing in B2B Marketing The Next Big Thing? Google Trends for Account Based Marketing Engagio founded
  11. 11. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller But Marketing Isn’t Sufficient for Outbound 14 ABM Not Enough Source: TOPO 15% Penetration into target accounts
  12. 12. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Account Based Sales Development • Account-centric • Personalized • Multi-channel “Today’s most effective Account-Based tactic.” – TOPO
  13. 13. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Account Based Marketing Account Based Sales Development
  14. 14. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Hello, Account Based Everything Messaging Engagio Orchestration Platform Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
  15. 15. The Three Step Process for Outbound ABM + ABSD
  16. 16. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller #FlipMyFunnel What do we want to say? (offers) Who should we say it to? (segments) Who are we trying to reach? (accounts) What should we say? (message) Where should we say it? (channels) Where should we say it? (channels) INBOUNDOUTBOUND
  17. 17. Who
  18. 18. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Styles of ABE 5-50 account (“tens”) 50-1,000 accounts (“hundreds”) 1,000+ accounts (“thousands”)Hybrid Lite Classic
  19. 19. What
  20. 20. With #Outbound you need to knock on people’s doors. – @jonmiller
  21. 21. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
  22. 22. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller • Spam – guessing emails • Vague, irrelevant messaging • Attempt at "personalization" with totally wrong data [bold] • Focused on their needs rather than value to the customer • Typos
  23. 23. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Opt out, tune out, toss out
  24. 24. “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
  25. 25. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Outbound Does Not Mean Interruption Apply the best concepts from demand generation to outbound: • Content driven • Helpful and valuable • Focused on the buyer, not your company • Personalized and relevant • Human No Cold Calls
  26. 26. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Three most important factors in enterprise decision: • Knowledge and understanding of my unique business issues • Knowledge and understanding of my industry • 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
  27. 27. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Challenger Sale Challenger Offers unique perspective Two-way communication skills Knows customer value drivers Can ID economic drivers Comfortable discussing money Can pressure the customer Asserts Control Tailors Teaches
  28. 28. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller • Market • Company • People • Relationships • History • Connections • Door Openers What To Research
  29. 29. Where
  30. 30. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Channels for Account Based Everything Marketing • Events • Direct mail • Online advertising • Web personalization Channels
  31. 31. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Channels for Outbound Account Based Everything Marketing • Events • Direct mail • Online advertising • Web personalization Sales / Sales Development • Human Email • Phone • Social Channels
  32. 32. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
  33. 33. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Kermit, you email the CEO Bert, you email the Director of Marketing and followup with a phone call Fozzie, you send a bottle of wine to the CEO Start the Play
  34. 34. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Account Executive Marketing OpsSDR Manager Roles Account Management Account Executive Sales Development Rep CEO Sales Ops Coach Quarterback Players VP, SalesDemand Gen
  35. 35. Other Implications of ABM + ABSD
  36. 36. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Lead to Account Matching Leads Account Fuzzy logic match: Better routing Account-level visibility
  37. 37. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Marketing Qualified Accounts (MQAs) not MQLs 40 Breadth Depth
  38. 38. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller BANT • Budget • Authority • Need • Timing Qualification AN • Authority • Need There’s a project in the next six months (Opportunity) A Meeting with the right person at the right company
  39. 39. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller • Account-centric metrics • Quality, not quantity • Long development cycles • Influence
  40. 40. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Impact: Are ABM activities improving key sales outcomes? Do you have sufficient data, contacts, and account plans for each target account? Coverage: Are the target accounts aware of your company?Awareness: Are marketing programs reaching target accounts?Reach: Are the right people at the account spending time with your company? Is that engagement going up over time?Engagement:
  41. 41. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Impact: Are ABM activities improving key sales outcomes? Do you have sufficient data, contacts, and account plans for each target account? Coverage: Are the target accounts aware of your company?Awareness: Are marketing programs reaching target accounts?Reach: Are the right people at the account spending time with your company? Is that engagement going up over time?Engagement:
  42. 42. ABE Market Map
  43. 43. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Selection Identify and prioritize target accounts, align on resources by Tier 1, 2, and 3 Contacts Discover contacts and map to your accounts, ensure quality data Insights Understand what is relevant and resonant at accounts (triggers, priorities, etc.) Interactions Manage 1:1 account-based interactions in channel – events, outbound, digital (ads, web) Orchestration Synchronize interactions into coordinated plays that align to account plans and goals Analytics & Infrastructure Map leads to accounts, identify hot accounts (MQAs), measure ABM efforts Content Create account- specific content and messaging that reflects insights Ads HumanEmailEventsDirect Complementary Web Predictive AttributionAnalytics Dialing Insight Sources Aggregation
  44. 44. engagio.com/Guide Get your free copy today! The Clear and Complete Guide to Account Based Marketing
  45. 45. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller • Outbound can be easier to scale and driver larger deals than inbound • Marketing isn’t sufficient for comprehensive account-based outreach • Outbound does not need to mean interruption; use account-specific research to maximize relevance • Coordinate account-based plays across channels and players for maximum impact • Lead to Account Matching is the foundation of account-centric success Tweetable Takeaways @jonmiller
  46. 46. 49
  47. 47. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Engagio PlayMaker Challenge We Solve Multi-step Multi-channel Multi-player Human Touch Cloud Connected Engagio PlayMaker orchestrates multi-threaded interactions across departments and channels to engage accounts with the human touch.
  48. 48. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Touch Day Step(s) Description 0 Pre Research Find out 3 pieces of relevant information 1 Pre ABM Ads Build awareness with targeted ads 2 Pre Dimensional Mail Package / postcards to decision maker + influencers 3 1 Triple Touch Human email + voicemail + social (InMail) 4,5 1 Double Touch Human email + voicemail 6,7 3 Double Touch Human email + voicemail 8,9 7 Double Touch Human email + voicemail 10,11 13 Last Chance Last chance email + voicemail Ongoing Ongoing Human Nurture Share relevant insights ever 3-4 weeks Multi-step and Multi-Channel TOPO
  49. 49. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Account Based Sales Development • Multi-channel • Multi-step • Multi-player • Research oriented • Human Tip: measure quality of interactions, not just quantity
  50. 50. Multi-Player Prospecting Any one person can say no Two “no” rule
  • ParinShah30

    Mar. 9, 2020

Jon Miller, Founder and CEO of Engagio, recently presented “Account Based Marketing and Sales Development - Aligned” at the #FlipMyFunnel Austin.

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