5 Keys To Orchestrating ABM Plays To Connect With Your Key Buyers
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Transcript of 5 Keys To Orchestrating ABM Plays To Connect With Your Key Buyers
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5KeystoOrchestratingABMPlaystoConnectwithYourKeyBuyers
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AndrewGaffney:@agaffneyEngagio:@engagio
BrandonRedlinger:@Brandon_Lee_09
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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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HowAreWeDoing?
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Q&A/PanelistsMODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport
BrandonRedlingerDirectorofGrowthEngagio
@Brandon_Lee_09
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