Account Based Marketing + Account Based Sales = Account Based Everything

Copyright ©2016, Engagio Inc.

Account Based Marketing + Account

Based Sales = Account Based Everything


Agenda

Tips for Aligning

around ABE3 Step ABE

ProcessWhy Account

Based Everything?


Why Account Based Everything


Nets versus Spears

DemandGeneration Account Based

Salespeople never talk abouthow many leads they’ve closed.

They talk about how many accounts they’ve closed.


ABM Is the Hottest Thing in B2B Marketing

The Next Big Thing?

Google Trends for Account Based

Marketing

Engagio founded

Copyright ©2016, Engagio Inc. 11

But Marketing Isn’t SufficientABM Not Enough

Source: TOPO

15%

Penetration into target accounts

Rise of Sales Development

“[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO


Account Based Marketing

Account Based Sales

Development

Account Based Sales


Hello, Account Based Everything

Orchestration

Account Based

MarketingAccount Based

Sales Development

Account BasedSales

Account Based

Customer Success

3 Step ABE Process


#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)

INBO

UND

OUTB

OUND


Styles of ABE

5-50 accounts (“tens”)

50-1,000 accounts (“hundreds”)

1,000+ accounts (“thousands”)

Hybrid

Lite

Classic


Manual

Build and Maintain Your Database With the Right Contacts for Each Persona

Purchase Predictive

Representative companies; not exhaustive

With #ABE you need to knock on people’s doors.

– @jonmiller


• Broken personalization – my name is Jon!!

• Typos• Focused on their needs rather

than value to the customer


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.”

– Craig Rosenberg


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


• Market• Company• People• Relationships• History• Connections• Door Openers

What To Research


Channels for Account Based Everything

Marketing• Events• Direct mail• Online advertising• Web personalization

Channels


Channels for Outbound Account Based Everything

Marketing• Events• Direct mail• Online advertising• Social ads• Web personalization

Sales / Sales Development• Human Email• Phone• Social

Channels


Touch Day Step(s) Description

0 Pre Research Find out 3 pieces of relevant information1 Pre ABM Ads Build awareness with targeted ads

2 Pre Dimensional Mail

Package / postcards to decision maker + influencers

3,4,5 1 Triple Touch Human email + voicemail + social (InMail)6,7 1 Double Touch Human email + voicemail8,9 3 Double Touch Human email + voicemail

10,11 7 Double Touch Human email + voicemail12,13 13 Last Chance Last chance email + voicemail

Ongoing

Ongoing Human Nurture Share relevant insights ever 3-4 weeks

Multi-step and Multi-Channel

TOPO


Account Executive

Marketing Ops

SDR Manager

Roles

Account Management

Account Executive

Sales Development

Rep

CEO

Sales Ops

Coach Quarterback

Players

VP, SalesDemand Gen

Implications of Account Based

Everything


Lead to Account Matching

LeadsAccount

Fuzzy logic match on name, company, IP, geography =• Account-level visibility• Better routing


Marketing Qualified Accounts (MQAs) not MQLs

36

Breadth

Dep

th


Account Based Metrics Are DifferentDemand Generation Account Based MarketingLeads AccountsQuantity QualityDays and Weeks Months and YearsCreate Pipeline Influence PipelineNew Business Land and ExpandInbound Outbound

Measurement


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:

ABE Market Map


SelectionIdentify and

prioritize target

accounts, align on

resources by Tier 1, 2, and

3

ContactsDiscover

contacts and map to your

accounts, ensure quality

data

InsightsUnderstand what is relevant and

resonant at accounts (triggers,

priorities, etc.)

InteractionsManage 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 & Infrastructur

eMap leads to

accounts, identify hot accounts

(MQAs), measure ABM efforts

Personalization

Create account-specific content and

messaging that reflects insights

Ads

Hum

an E

mai

lEv

ents

Dire

ct

Com

plem

enta

ry

Web

Pred

ictiv

e

Attr

ibut

ion

Ana

lytic

s

Dia

ling

Insight Sources

Aggregation

engagio.com/GuideGet your free copy today!

The Clear and Complete Guide to

Account Based

Marketing


• 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

Account Based Marketing + Account Based Sales = Account Based Everything

Marketing

Transcript of Account Based Marketing + Account Based Sales = Account Based Everything