How To Build A Predictable ABM Engine
Josh HillAuthor of Marketing
Rockstar Guides@jdavidhill
Presented by:
Charlie LiangMarketing Director
Engagio@CharlieCLiang
Tony YangVP 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 differentRelationship
Leader
ABM Marketer ABM SDR ABM Closer ABM Content
CreatorTechnical
SalesCustomer Success
• Overall messaging
• Events
• Qualification• Manual
matching• Play
deployment
• Coordinate personas
• Close• Lead
people to Insight
• New messaging
• Persona messaging
• Nurturing• Play
copywriting
• Trusted consultant and expert (could merge with Closer)
• Onboarding• Ongoing key
relationship• But ideally Closer
still involved• Requests upsell
content
BUILDING A MARTECH STACK FOR ABMDo you have the right pieces in place?
Stage 0: Marketing Transformation
Stage 1: Automation
Stage 2: Lead Quality Management
0 Month 12 Month 18 Month 24 Month 36
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 implementations” 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: Attribution and Allocation
Source: Ascend2 Marketing Technology Survey Aug 2015
Stage 6: Predictive Tools
Stage 2: Lead Quality Management
Stage 0: Marketing Transformation
Stage 1: Automation
Stage 3: Nurturing and Sales Context
Stage 4: Funnel Visibility
Stage 5: Attribution and Allocation
0 Month 12 Month 18 Month 24 Month 36
Stage 6: Predictive Tools
What about ABM?
ABM and Predictive cannot help here since the Team isn’t ready (nor the systems)
Add Plays and build up data set for Predictive
ABM range
Depends on Dataset and Organizational capability.
Lead people to the Commercial Insight
Improve visibility of what Story works and where it is working.
Continuous practice 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 Assignment
s
Permission Recency
Prepared DB
http://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: Software &
Manufacturing• Marketing Tools:
Marine Software, Ensighten, BazaarVoice
• CX: ForeSee, OpinionLab
• PPC Spend: Above $5K• Alexa Rank: < 100K• CDN: Akamai• Analytics: 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
Buyer P
ersona
Account Persona
Purchase Stage
Now you have to do Lead to Account Matching
Enrichment Process
Enhancing context for Sales
• Provide Lead to Account Matching• Identifying the lead by persona and Challenger Type• Enriching the data so Sales isn’t wasting time on
research (with predictive or 3rd party)• Identify propensity to buy product bundles/cross-
sell with predictive• Displaying lead behaviors, highlighting most relevant
ones• Making additional 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. Identify personas and mobilizers. Move to next best specific Track.
Goal: reach Mobilizers, engage in Collective 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 Collective 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 Options
Negotiation
Sign
MQL
Goal of Play
Email every X days; story content
Play Cadence
For more information, 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
Marketing/MAP
Marketing 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
ITSales
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 Marketing”, timestamped
SFDC: Leads with SRL Approved Status, timestamped
SFDC: Leads converted to Contacts under an Opportunity record
SFDC: Opportunities with Stage as Closed Won
MA: Anonymous
MA: Leads with Lead Status = “Passed by Marketing”, timestamped
MA: Leads with SRL Approved Status, timestamped
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 Attributio
n 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 Analytics
• Form Fill Outs• Program Success• RCA Reports
Database Build Out
AccountsPeople
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 EmailsDate of Activity
Use your ABM segments here along with Was Sent Email
Q&A
Thank You!
Josh HillAuthor of Marketing
Rockstar Guides@jdavidhill
Charlie LiangMarketing Director
Engagio@CharlieCLiang
Tony YangVP Demand Gen
Mintigo@tones810