Account Based Marketing + Account Based Sales Development = Account Based Everything
-
Upload
jon-miller -
Category
Business
-
view
648 -
download
6
Transcript of Account Based Marketing + Account Based Sales Development = Account Based Everything
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Account Based Marketing and Sales Development - Aligned
Jon Miller, Founder and CEO
@jonmiller
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Agenda
Hacks for ABE
3 Step Process
Why Account Based
Everything?
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Why Account Based Everything
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Nets versus Spears
DemandGeneration Account Based
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
The Next Big Thing?
Google Trends for Account Based
Marketing
Engagio founded
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE 6
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
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Account Based Marketing
Account Based Sales
Development
Account Based Sales
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Hello, Account Based Everything
Orchestration
Account Based
MarketingAccount Based
Sales Development
Account BasedSales
Account Based
Customer Success
3 Step Process for Account Based
Everything
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
#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)
Dem
and
Gen
Acco
unt
Base
d Ev
eryt
hing
Who
1. Ideal Customer Profile 2. Ideal Buyer Personas
• Firmographics• Technographics• Geography• Behaviors• Intent• Predictive
For each member of buying committee• Buyer• Influencer• User• Gatekeeper
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Styles of ABE
5-50 accounts (“tens”)
50-1,000 accounts (“hundreds”)
1,000+ accounts (“thousands”)
Hybrid
Lite
Classic
What
With #ABE you need to knock on people’s doors.
– @jonmiller
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
• Broken personalization – my name is Jon!!
• Typos• Focused on their needs rather
than value to the customer
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
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
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
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
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Challenger Sale
ChallengerOffers unique perspective
Two-way communication skills
Knows customer value driversCan ID economic drivers
Comfortable discussing moneyCan pressure the customer Asserts
Control
Tailors
Teaches
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
• Market• Company• People• Relationships• History• Connections• Door Openers
What To Research
Where
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Marketing• Events• Direct mail• Online advertising• Social ads• Web personalization
Channels
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Marketing• Events• Direct mail• Online advertising• Social ads• Web personalization
Sales / Sales Development• Human Email• Phone• Social
Channels
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
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 1 Triple Touch Human email + voicemail + social (InMail)4,5 1 Double Touch Human email + voicemail6,7 3 Double Touch Human email + voicemail8,9 7 Double Touch Human email + voicemail
10,11 13 Last Chance Last chance email + voicemailOngoin
gOngoin
g Human Nurture Share relevant insights ever 3-4 weeks
Multi-step and Multi-Channel
TOPO
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Account Executive
Marketing Ops
SDR Manager
Roles
Account Management
Account Executive
Sales Development
Rep
CEO
Sales Ops
Coach Quarterback
Players
VP, SalesDemand Gen
Hacks for Account Based
Everything
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Lead to Account Matching
LeadsAccount
Fuzzy logic match on name, company, IP, geography =• Account-level visibility• Better routing
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Marketing Qualified Accounts (MQAs) not MQLs
32
Breadth
Dep
th
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
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
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
CoverageDo you have sufficient data, opt-in contacts, and account plans for each target account?
“Big 5” ABM Metrics (1a)
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Awareness“Big 5” ABM Metrics (2)
Which target accounts have any awareness of us?Are they visiting the website?
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Engagement“Big 5” ABM Metrics (3)
Are the right people at the account spending time with your company? Is that engagement going up over time?
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Don’t count the people you reach;
reach the people that count.
– David Ogilvy
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Program Reach“Big 5” ABM Metrics (4)
COVERAGE% target accounts with a success
FOCU
S%
of
succ
esse
s fr
om t
arge
t ac
coun
ts
Are marketing programs reaching the target accounts? How much waste is there?
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Program Impact“Big 5” ABM Metrics (5)
• “Top 25% engagement = 18% faster sales cycles.”
• “Accounts with >three engaged contacts = 15% higher contract values.”
• “Accounts that attended that dinner = 16% more movement to next opp stage.”
How are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and net promoter scores?
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
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:
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
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
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
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
Oth
er
Dat
a So
urce
sWho What Where
engagio.com/GuideGet your free copy today!
The Clear and Complete Guide to
Account Based
Marketing
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
• Marketing isn’t sufficient for comprehensive account-based outreach
• Account based marketing and account based sales development perpetuate silos – need Account Based Everything
• 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
Top Tweetable Takeaways
@jonmiller
46