How To Build A Predictable ABM Engine

Josh Hill Author of Marketing

Rockstar Guides @jdavidhill

Presented by:

Charlie Liang Marketing Director

Engagio @CharlieCLiang

Tony Yang VP 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  different  RelaConship  

Leader  

ABM  Marketer   ABM  SDR   ABM  Closer   ABM  Content  

Creator  Technical  Sales  

Customer  Success  

•  Overall  messaging  

•  Events  

•  QualificaCon  •  Manual  

matching  •  Play  

deployment  

•  Coordinate  personas  

•  Close  •  Lead  

people  to  Insight  

•  New  messaging  

•  Persona  messaging  

•  Nurturing  •  Play  

copywriCng  

•  Trusted  consultant  and  expert  (could  merge  with  Closer)  

•  Onboarding  •  Ongoing  key  

relaConship  •  But  ideally  Closer  

sCll  involved  •  Requests  upsell  

content  

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

Stage  0:  MarkeCng  TransformaCon  

Stage  1:  AutomaCon  

Stage  2:  Lead  Quality  Management  

0   Month  12   Month  18   Month  24   Month  36  

Martech Maturity Model™ - 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  implementaCons”  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:  AdribuCon  and  AllocaCon    

Source:  Marke,ngRockstarGuides.com,  Ascend2  Marke,ng  Technology  Survey  Aug  2015  

Stage  6:  PredicCve  Tools  

Stage  2:  Lead  Quality  Management  

Stage  0:  MarkeCng  TransformaCon  

Stage  1:  AutomaCon  

Stage  3:  Nurturing  and  Sales  Context  

Stage  4:  Funnel  Visibility  

Stage  5:  AdribuCon  and  AllocaCon    

0   Month  12   Month  18   Month  24   Month  36  

Stage  6:  PredicCve  Tools  

What about ABM?

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

Add  Plays  and  build  up  data  set  for  PredicCve  

ABM  range  

Depends  on  Dataset  and  OrganizaConal  capability.  

Lead  people  to  the  Commercial  Insight  

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

ConCnuous  pracCce  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  Assignments  

Permission   Recency  

Prepared  DB  

hdp://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:  Sonware  &  Manufacturing  

• MarkeCng  Tools:  Marine  Sonware,  Ensighten,  BazaarVoice  

•  CX:  ForeSee,  OpinionLab  

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

Account  Persona  

Purchase  Stage  

Now you have to do Lead to Account Matching

Enrichment  Process  

   

Enhancing context for Sales

•  Provide  Lead  to  Account  Matching  •  IdenCfying  the  lead  by  persona  and  Challenger  Type  •  Enriching  the  data  so  Sales  isn’t  wasCng  Cme  on  

research  (with  predicCve  or  3rd  party)  •  IdenCfy  propensity  to  buy  product  bundles/cross-­‐

sell  with  predicCve  •  Displaying  lead  behaviors,  highlighCng  most  

relevant  ones  •  Making  addiConal  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.  IdenCfy  personas  and  mobilizers.  Move  to  next  best  specific  Track.  

Goal:  reach  Mobilizers,  engage  in  CollecCve  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  CollecCve  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  OpCons  

NegoCaCon  

Sign  

MQL    

Goal  of  Play  

Email  every  X  days;  story  content  

Play  Cadence  

For  more  informaCon,  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  

MarkeCng/MAP  

MarkeCng  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  

IT  Sales  

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  MarkeCng”,  Cmestamped  

SFDC:    Leads  with  SRL  Approved  Status,  Cmestamped  

SFDC:    Leads  converted  to  Contacts  under  an  Opportunity  record  

SFDC:    OpportuniCes  with  Stage  as  Closed  Won  

MA:    Anonymous  

MA:    Leads  with  Lead  Status  =  “Passed  by  MarkeCng”,  Cmestamped  

MA:    Leads  with  SRL  Approved  Status,  Cmestamped  

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 Attribution

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  AnalyCcs  

•  Form  Fill  Outs  •  Program  Success  •  RCA  Reports  

Database Build Out

Accounts  People  

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  Emails  Date  of  AcCvity  

Use  your  ABM  segments  here  along  with  Was  Sent  Email  

Q&A

Thank You!

Josh Hill Author of Marketing

Rockstar Guides @jdavidhill

Charlie Liang Marketing Director

Engagio @CharlieCLiang

Tony Yang VP Demand Gen

Mintigo @tones810