Data Secrets to Great Account Based Marketing - Engagio and ReachForce
Engagio - Norwest Webinar - Ken Rutsky's Slides: What Do We Say
Transcript of Engagio - Norwest Webinar - Ken Rutsky's Slides: What Do We Say
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Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
What Do We Say?Finding Magic in Your Accounts’ Hero’s Journeys
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Crowded, Noisy, Colorful Markets
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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Crowded Confusing Markets
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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Go Ask Dad
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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57%!!!Ken Rutsky Twitter: @ken_rutsky
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A Little Bit About Me•B2B Go to Market Consultant•20+ yr Marketing Exec with
Sales and Engineering background
•7 years in Consulting Practice•Author, Launching to Leading
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
#FlipMyFunnelWhat 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
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Acco
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Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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Why This Matters So Much!
Automation + Channels = Efficiency
Targeting and Messaging =
Relevance and EffectivenessKen Rutsky Twitter: @ken_rutsky
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Take Your Account on a Hero’s Journey
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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Modeling the Hero’s Journey
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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Trendspotting
“Winning in the Subscription Economy”
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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All Pain No Gain
“Modern Malware Exposed!”
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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A Better Mousetrap
“It's Time to Fix the Firewall”
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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A Brave New World
“Making Flying Fun Again”
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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Build And Scale Your ABE Messaging
4 Acts x 4 Industries x 6 Personas
= 96 Possible MessagesBefore you customize per account!
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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What’s It Worth?
• Foundational content for Account Based Everything•Consistency of Message Across the Buying Cycle and In the
Account•Dramatically Improved Sales Engagement and Conversion (10x in
10 Months)
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com
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http://eepurl.com/b36Ep5
Free Book Offer for Attendees
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In Closing
Ken Rutsky Twitter: @ken_rutsky kenrutsky.com