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PanelistsMODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport

BrandonRedlingerDirectorofGrowthEngagio

@Brandon_Lee_09

Brandon Redlinger, Director of Growth

Agenda

Engagio’s Playbook

5 Elements of Play

Why ABM?

1 2 3

Why ABM?

vsDemand Gen ABM

It’s targeted It’s personalizedIt’s researched It’s multi-channelIt’s integratedIt’s patient

Introducing Account Based Marketing

FromOldSchool,LeadBasedtoAccount-BasedAficionado

Old School Sales Account Based AficionadoViews Profiles Monitors Company Pages

Sends out generic messages Builds Relationships

Follows Buyers Creates lists of influencers

Sends DMs Engages in conversations

Higher Value Accounts

Longer Sales Cycles

Land and Expand Strategy

Selling to a Buying Center

Plays are Manual & Hard to Coordinate

15

Did Sales approve the list?

Did the right out reach happen from Sales?

Did SDRs make the phone calls?

Did Sales follow-up to non-responders?

Is any of this trackable?

Sales Spam = Opt out, tune out, toss out

The 5 Elements ABM of Plays

Evolution of Account Orchestration

Orchestrate a series of

interactions across channels from multiple

people, to multiple people at the account

Level 5Full Plays

Send a series of touches across

channels to one person

Level 3Channels

Send a series of emails to

one person

Level 2Time

Send an email to

one person

Level 1Basic

Send a series of touches

across channels to

multiple people at the

account

Level 4Account

“Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.”

– Craig Rosenberg

Key Elements of a Playbook• Players• Touches• Channels• Timing• Content

Getyourteaminvolved!Ittakesavillage.

#1 - The Players

Sales

Sales Dev.

MarketingCustomer Success

Exec. Mgmt.

Solutions Eng.

Findandmaptheimportantrolesinsideeverytargetaccount’sbuyingteam.Itcouldlooksomethinglikethis:• Initiator• DecisionMaker• Buyer• Influencer• User• Gatekeeper

Mapping Your Target’s Org

#2 – The Number

75%

TheExpertsAreWrong!It’sTimetoStopPromotingMediocrity!

“Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.”

– Craig Rosenberg

Not All Touches Are Created Equal

75%

RepA• Day1

• Day2

• Day4

• Day7

RepB

• Day0

• Day1

• Day2

• Day4

• Day6

• Day7

++++

+

+

#3 – The Channels

75%

TheTripleThreat• Email• Call• Social

Channels Diversity

75%

• CoffeeSender• PFL• Social• Textmessages• Personalvideo• GoogleHangout• Doortodoor

• Freestandinginsertsinnewspapers

• Personalwebsite• AngelList profile• Slideshare• Fax• Ads

#4 – The Timing

75%

“Thedifferencebetweenlettuceandgarbageistiming.”

75%

• Persona• Timeofday• Dayofweek

Know Thy Buyer

Content Personalization Spectrum

75%

#5 – The Content

75%

“Thephrases‘Touchingbase’and‘checkingin’aretwoofthemostmeaninglessphrasesinsales.Itmeans

there’snoreasonforyourcall,sothereforethere’snoreasonformetotalktoyou”

-John Barrows

Avoidatallcosts!

Instead:• Re-emphasizebusinessvalue• Offerinsight• Educate• Sharenews

The “Touching Base” Email

Engagio.com/crappy-email-ebook

Example Plays

Plays for Every Stage of the Journey

MQ

A

Awar

e

No

Enga

gem

ent

Opp Custom

er

Value R

ealization

Adoption

Upsell/C

ross-sell opp

CM

QAIntegrated

ABM Deal Nurturing AccountExpansion

Sales & Sales Development Plays

• CoreProspectingPlays• DoorOpenerPlays• TriggerEventPlays• DealAccelerationPlays• ExecutiveAlignmentPlays• “ShaketheTree”Play• HandoffPlays

Marketing Plays

• EventPlays• Upsell/Cross-SellPlays• CustomerAdvocacy/Marketing• SurpriseandDelightPlays

Customer Success Plays

• UserOnboardingPlays• 90DaysFromRenewalPlay• DecliningUsagePlays

Core Prospecting Plays

• CoreprospectingPlay• Truemulti-channel,multi-playerPlay• Creativityisaplus

Core Prospecting Play

Overview:• Manuallylaunched• 12steps

Players:• OurTeam

– Marketing– CEO– ADR

• TheirTeam– HeadofMarketing– HeadofSales– HeadofSalesDev.

Core Prospecting Play

Core Prospecting Play

Core Prospecting Play

Core Prospecting Play

To: Head of MarketingFrom: CEO

Marketing Qualified Account Play

• WhatisanMQA?• Salesandmarketingalignmentiscrucial

Marketing Qualified Account (MQA) Play

Overview:• Autotriggered• 12steps

Players:• OurTeam

– ADR– VPofSales– CEO

• TheirTeam– HeadofSales– HeadofDemandGen

MQA Play

MQA Play

MQA Play

MQA Play

Get The Engagio Playbook

Engagio.com/playbook

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Q&A/PanelistsMODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport

BrandonRedlingerDirectorofGrowthEngagio

@Brandon_Lee_09

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