How To Build A Predictable ABM Engine

Josh HillAuthor of Marketing

Rockstar Guides@jdavidhill

Presented by:

Charlie LiangMarketing Director

Engagio@CharlieCLiang

Tony YangVP Demand Gen

Mintigo@tones810

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Who should use ABM?

Strategy

You only care about Enterprise Account

penetration.

Customer Development for Product-Market-Fit

Tactic

High volume SaaS firm

Only one small group handles the top tier Enterprise Accounts

THIS ISN’T YESTERDAY’S SALES-MARKETING ALIGNMENT

Adjusting to an ABM lifestyle

Demand Gen SDRs Account Execs Customer Success

Typical workflow and division of labor

ABM is differentRelationship

Leader

ABM Marketer ABM SDR ABM Closer ABM Content

CreatorTechnical

SalesCustomer Success

• Overall messaging

• Events

• Qualification• Manual

matching• Play

deployment

• Coordinate personas

• Close• Lead

people to Insight

• New messaging

• Persona messaging

• Nurturing• Play

copywriting

• Trusted consultant and expert (could merge with Closer)

• Onboarding• Ongoing key

relationship• But ideally Closer

still involved• Requests upsell

content

BUILDING A MARTECH STACK FOR ABMDo you have the right pieces in place?

Stage 0: Marketing Transformation

Stage 1: Automation

Stage 2: Lead Quality Management

0 Month 12 Month 18 Month 24 Month 36

Building capability is hard work

Moving from Stage 0 to 1 and 2 offer the largest obvious ROI.

Most firms are stuck here. This is where those 55% of marketers say they are “improving marginally”

Mostly vendors are here. This is where you want to be. Only 9-16% of “successful implementations” are likely here.

Noble goal, will you have enough data to do this earlier? Will your team be ready to use it?

Stage 3: Nurturing and Sales Context

Stage 4: Funnel Visibility

Stage 5: Attribution and Allocation

Source: Ascend2 Marketing Technology Survey Aug 2015

Stage 6: Predictive Tools

Stage 2: Lead Quality Management

Stage 0: Marketing Transformation

Stage 1: Automation

Stage 3: Nurturing and Sales Context

Stage 4: Funnel Visibility

Stage 5: Attribution and Allocation

0 Month 12 Month 18 Month 24 Month 36

Stage 6: Predictive Tools

What about ABM?

ABM and Predictive cannot help here since the Team isn’t ready (nor the systems)

Add Plays and build up data set for Predictive

ABM range

Depends on Dataset and Organizational capability.

Lead people to the Commercial Insight

Improve visibility of what Story works and where it is working.

Continuous practice and alignment – ABM will require TRULY TIGHT alignment

You are already doing the basics…

…with the tools you may already have.

Are your systems ABM-ready?

Demographics Contact Info Territory Assignment

s

Permission Recency

Prepared DB

http://www.engagio.com/account-based-everything-market-map

The Account Based Everything Market Map

1 0 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 0 1 1 0 1 0 1 0 1 1 1 1 0 0 1 0 1 1 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 1 0 0 1 0 0 1 0 1 1 1 0 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0 0 1 1 1 0 0 1 0 1 1 0 1 1 0

Ideal Customer Profile(aka “CustomerDNA™”)

Customers(“Positives”

List)

Prospects

Predictive Models/Machine Learning

Signals From The Web(i.e., tech, org/hiring, financials, intent, etc.)

Start With Identifying Your ICP with Predictive

Ideal Customer Profile(aka “CustomerDNA™”)

Selecting Target Accounts via Predictive Account Scoring

• Revenue: Above $1B• Industry: Software &

Manufacturing• Marketing Tools:

Marine Software, Ensighten, BazaarVoice

• CX: ForeSee, OpinionLab

• PPC Spend: Above $5K• Alexa Rank: < 100K• CDN: Akamai• Analytics: Adobe

Omniture• Hires Demand Gen

roles …

Initech Corp.

Aviato Inc.

Cyberdyne Systems

Predictive Score 75 or

Rank B

Predictive Score 54 or

Rank C

Predictive Score 92 or

Rank A

Segment before bringing in additional toolsAccount Persona (Segmentation) Buyer Persona 1 (Segment) Buyer Persona 2 (Segment)

Technology SaaS Startup Marketing Manager Marketing Director

Insights from predictive data Marketing Operations BU Level Marketing Director

#ABMMatrix

Buyer P

ersona

Account Persona

Purchase Stage

Now you have to do Lead to Account Matching

Enrichment Process

Enhancing context for Sales

• Provide Lead to Account Matching• Identifying the lead by persona and Challenger Type• Enriching the data so Sales isn’t wasting time on

research (with predictive or 3rd party)• Identify propensity to buy product bundles/cross-

sell with predictive• Displaying lead behaviors, highlighting most relevant

ones• Making additional research easy with Social, Maps,

People Displays• Providing Talk Tracks based on data provided.

Use the Nurture Waterfall to tell a story to the Account Buying Team

Goal: obtain enough data to select more specific track. Identify personas and mobilizers. Move to next best specific Track.

Goal: reach Mobilizers, engage in Collective Learning, ensure Account is MQL

Goal: get to Account Track or MQL

Goal: confirm persona and ABM info.

Using the Play Waterfall

Goal: get in touch with a key Persona at the Account

Goal: reach Mobilizers, engage in Collective Learning with Buying Group

Goal: find the next Persona or agree to next steps

Goal: confirm this person will help you.

A play is a sequence of touches with a specific goal for that Persona and Buying Stage

Learn

Define Needs

Assess Options

Negotiation

Sign

MQL

Goal of Play

Email every X days; story content

Play Cadence

For more information, see TOPO.com or Engagio.com

SAL Day 0: Call Day 1: send email: Day 4: send email 2 Day 5: call, vm

SQL Day 0: call; Day 3: send content X: Day 5: AE mgr email; etc..

Opp Day 0: group call invite; Day 3; call; Day 4: email case study, etc..

Won Day 0: welcome email & call; Day 1, Day 2, Day 5….

Owner

Marketing/MAP

Marketing or SDR

AE/Sales

AE/Sales

AE/Customer Success

Stage

Implications for marketing operations

Funnel Management

• Scoring is about the Customer and

Buying Team

• Time spent is a better indicator of

interest

• Predictive tools should take

behaviors and time into their model.

Nurturing

• Use The Nurture Waterfall and ABM to

identify Mobilizers, Talkers, and Blockers

• Organize around storytelling

• Goal of nurturing tracks is to • Skew content nurturing to engaging and equipping

Mobilizers

• Framebreak to reach MQL and SQL

• Address Blockers’ needs ahead of time.

STRUCTURING THE RIGHT ABM PROGRAMSWhat may work?

Anatomy of an ABM Campaign

Who are you going to say it to?

What are you going to say?

How are you going to say it?

Tiers of Accounts

The Who

T1

T2

T3

All Other Accounts

ITSales

The What

Customize

The How

ABM is NOT cold crappy robospam email…

It is Orchestrated Human Interactions

Identifying Target Account Leads/Contacts in MA

Prospects

MQL

SQL

Opps

Won

SFDC: No lead or contact record, only target accounts if applicable

SFDC: Leads with Lead Status = “Passed by Marketing”, timestamped

SFDC: Leads with SRL Approved Status, timestamped

SFDC: Leads converted to Contacts under an Opportunity record

SFDC: Opportunities with Stage as Closed Won

MA: Anonymous

MA: Leads with Lead Status = “Passed by Marketing”, timestamped

MA: Leads with SRL Approved Status, timestamped

MA: Contacts that has Opportunity Stage field as Stage 1 and beyond

MA: Contacts that has Opportunity Stage field as Closed Won

Map Funnel Stages To Your Lead Management Workflow

Marketing Attributio

n Tool

Direct Mail

Mintigo MarTech Stack

Timely & Personalized Messages Are Driven By Having Predictive Data In Other Marketing Systems

Timely & Personalized Messages Are Driven By Having Predictive Data In Other Marketing Systems

NEW ABM ANALYTICSA shift in perception

Understanding target account data

Coverage Are they aware? Do they engage?

• Smart Lists• Lead Perf+Smart List• Smart List Columns• SFDC Dashboards

• Visits+Smart List• Web Analytics

• Form Fill Outs• Program Success• RCA Reports

Database Build Out

AccountsPeople

Account-Level Engagement

MQAs & The ABM Funnel

How to Show ABM Impact

• Accounts• People

Coverage: Lead Performance & Smart ListsChoose Group By and Lead Created Range

Get sub-counts by ABM Persona

Custom Columns are your friend.

Awareness: Company Web ReportChoose the date Range

Known Leads (Smart Lists)Anonymous Non ISPs – get an idea of how many people visit from Company A

Constrain by Page and/or Persona

Engagement: Email performance, etc.

Engagement by Persona? Totally possible.

Choose the Range of EmailsDate of Activity

Use your ABM segments here along with Was Sent Email

Q&A

Thank You!

Josh HillAuthor of Marketing

Rockstar Guides@jdavidhill

Charlie LiangMarketing Director

Engagio@CharlieCLiang

Tony YangVP Demand Gen

Mintigo@tones810