ABM is hot, but there's a lot of noise right now. How do you break through to really understand what ABM is all about, and get started?
Join Heidi Bullock, CMO of Engagio, in this webinar to understand:
–What works (and doesn't) in ABM
–The new metrics to use in an ABM strategy
–The first things you need to do to get started
You'll walk away with the information you need to support your game plan to launch your Account Based Marketing successfully.
Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
2. @HeidiBullock @Engagio
Why ABM?
2
Not enough
of the right
types of
leads
Poor quality –
80% never
convert to
Sales
Sales alignment
- Poor efficiency
Issues with
churn and
retention
Missed
Targets
7. @HeidiBullock @Engagio
Building Your ABM Foundation
7
1-Entitlements
• Styles and Tiers
2-Organize Data
• Unify Account Data
• Lead to Account
Matching
3-Select
Accounts
• Fit
• Engagement
8. @HeidiBullock @Engagio
5-50 accounts (“tens”)
Engagio: up to 2 per AE
$250K – $1B+
5-50 accounts (“tens”)
Engagio: 5 per AE
$100K – 250K
50-1,000 accounts (“hundreds”)
Engagio: 93 per AE
$50K – $100K
Style 1a
Lighthouse
1,000+ accounts (“thousands”)
Engagio: About 2,000
$25K - $50K
Style 1b
Strategic
Style 3
Programmatic
Style 2
Scale
9. @HeidiBullock @Engagio
Program Entitlements for Target Accounts
Type of Program Accounts
Tier 1 –Style 1 Strategy Tier 2 –Style 2 Strategy Tier 3 - Style 3 Strategy
Direct Mail High value Post card – lower value Post-card lower value
Engagio analytics for reps Yes Yes Yes
Field Events Lunch and learn + dinners + onsites Lunch and learn Lunch and learn
Tradeshows Special dinner
Playmaker sends Yes Yes Yes
Database sends In some cases OK Yes Yes
Digital Yes + tailored content Yes + industry Yes – generic?
Content Syndication Yes – verticals and key companies Yes – verticals Yes -verticals
Sales outreach Yes (calling campaigns, drive
attendance)
Yes (calling campaigns, drive
attendance)
No
Appt Setting Yes Yes No
Intent data for outbound with
personalized plays
Yes Yes Yes
Contact Discovery Yes Yes No
Customer content
Custom streams
Yes (tier 1 and 2) Limited No
10. @HeidiBullock @Engagio
Organizing Data – Historically really hard to do
• Challenging
measurement
• Bad routing
• Poor coordination
• Limited marketing
& sales alignment
10
Marketing
Automatio
n
Corporate Email
Web Visits
11. @HeidiBullock @Engagio
Answer: Start with an Account Foundation
Lead to Account Matching
(L2A) Algorithm
Presentation
Marketing
Automation
Corporate
Email
Web Visits
Engagement Minutes
Model
14. @HeidiBullock @Engagio 14
Note: List turnover limited to 25% per quarter
Target Account Selection:
Marketing Driven, Sales Owned
Reps choose ~100 total from scored list of 300-350 in their territory
Data quality matters!
Technographics
Score = Fit + Engagement
16. @HeidiBullock @Engagio 16
Most Effective Tactics for ABM
34
36
38
40
0 10 20 30 40 50 60
Executive engagement
Custom thought leadership
Strategic
21
23
47
49
0 10 20 30 40 50 60
Custom collateral
Executive engagement
E-mail marketing
One-on-one meetings
Scale
23
30
30 60
0 10 20 30 40 50 60
Direct mail
Account advertising
One-on-one meetings
E-mail marketing
Programattic
One-on-one
meetings and
email
dominate
Source: ITSMA,
Account Based
Marketing
Benchmarking
Survey, March 2016
What specific tactics are most effective for ABM? Choose up to three.
17. @HeidiBullock @Engagio
Three most important factors in enterprise decision:
• Knowledge and understanding of my industry
• Knowledge & understanding of my unique business issues
• 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
18. @HeidiBullock @Engagio
ABM Plays Require a Different Process
18
Marketing is a player that passes a MQL to Sales and then involvement
is limited.
Marketing is the coach. Customer facing teams work together in a coordinated
and ongoing way for success in an account.
Old: The Hand-Off New: Marketing Orchestration
19. @HeidiBullock @Engagio
Example: Engagio Integrated ABM Play (Scale)
• Pre: Ads for Awareness (50% A/B test)
• Day 0: Package sent + Email
• Day 2: Package delivered + Custom Email
• Day 4: Phone call
• Day 6: Phone call
• Day 7: Phone call + LVM + Email
• Day 10: Email from Jon cc’ing play
• Day 11: LinkedIn InMail from Jon
• Day 13: Email
• Day 15+ FU’s to other personas
Goal: get an
introductory 1:1 meeting
with target account
22. @HeidiBullock @Engagio
Integrated ABM: Results to Date
350 276 74 34 1
Mtgs Opps Deal(so far)
AwarePkgs
21%
Meeting Rates
Books only: 34%
Ads and Kindle: 21%
Ads and Books: 20%
Kindle only: 18%
Not significant
Web Traffic Visitors
Ads +43% +47%
No Ads +22% +8%
Directionally meaningful but not significant
25.0x pipeline to spend
23. @HeidiBullock @Engagio
Personalized Plays vs Automated Campaigns
23
Event Executive Breakfast Manager Lunch
Invites Personalized via Playmaker
96 Plays Launched
Broad Marketing Automation
652 Emails Sent X 2
From Step 1 from Account Owner
Step 2 from Executive (reply)
Step 3 from AO to Executive
Assistant
Blast 1 = From
events@engagio.com
Blast 2 = From
sandra@engagio.com
Response 10 Replied Yes, I’ll Attend
33 Replied No (starts conversation)!
Response Rate: 43%
21 Registered
No declines - just crickets!
Response Rate: 3%
Attends 9 CMOs and VPs 12 Managers and Directors
31. @HeidiBullock @Engagio
Account Journey Tracking
• Define the Account Funnel
• Track movement
• Measure the key metrics
•Flow
•Balance
•Conversion
•Velocity
A quantifiable ways of showing results through a
potentially long sales process
33. @HeidiBullock @Engagio
• First Touch
• Last Touch
• Equal Weight
• Position Based
• Time DecayUse the entire
Account: Leads
and Contacts
Include ALL activities,
not just Marketing
Campaigns
Account Based Attribution
34. @HeidiBullock @Engagio
Type Metric Description
Accounts Engagement
Am I creating and
deepening relationships with
my target accounts?
Journeys Outcomes
How do accounts move
through their buying
journeys towards the
outcomes (pipeline,
revenue) we care about?
Programs ROI
What is the marketing return
on investment on my
programs (multi-touch
attribution)?
ABM Metrics Summary
36. @HeidiBullock @Engagio
ABM Maturity
CATEGORY CURRENT ABM MATURITY WHAT TO DO NEXT
Beginner
You may not even have
defined target accounts yet.
• Start with the basic account foundation — L2A
matching and engagement scoring
• Pick accounts (can start small)
• Run a starter play: SDR + marketing air cover
• Set a baseline for measurement
Intermediate
With your accounts in place,
you’re ready to run and
measure integrated plays.
• Implement additional styles of ABM
• Evolve all your metrics to be account-based
• Measure – optimize – refine
Advanced
You run more sophisticated
plays — customized with
deeper account insights.
• Use ABM for all phases of the customer journey
• Compare program ROI via multiple attribution models
Pilots are great ways to show short-term successes and get the entire company to buy into
ABM’s benefits.
37. @HeidiBullock @Engagio
Planning for ABM versus Demand Gen
Most ABM programs start by layering on top of current
demand gen processes:
• Pilot: test ABM for a few accounts
• Segment: Implement ABM for one or more segments (e.g.
Enterprise accounts or Healthcare vertical)
• Focus: Target existing programs (e.g. outbound sales
development) on specific accounts
• Transfer: Move budget from poorly performing programs to
fund ABM
37
38. @HeidiBullock @Engagio
2018: Create your Plan
38
$$$ Revenue Goals
Pipeline Required
(sources can vary marketing, sales, partner)
How can we bring in the BEST quality pipeline most efficiently?
ENT Segment – Need Z%
POR GOAL
Mid-Market Segment –
Need Y%
POR GOAL
Small-Business
Segment –
Need X%
POR GOAL
Example: inbound
marketing model
Example: Programmatic
ABM
Example: ABM
What is our optimal strategy to get there (mix of DG /ABM- programs, tactics)
This
breakdown
should be
the optimal
mix to most
effectively
hit revenue
targets
39. @HeidiBullock @Engagio
Checklist for Building Alignment
DO know why you’re doing ABM
DO position it as a strategic initiative
DON’T describe ABM as ‘the next big marketing campaign’.
DO sell it to Sales
DON’T tell Sales which accounts to go after. (They don’t want to be
told who to sell to)
DO agree on resources committed to each style of ABM accounts
DON’T expect results overnight; big wins in ABM can take a while
DO over-communicate to let everyone know what’s happening
39
40. @HeidiBullock @Engagio
People
40
ABM Task Existing Staff
Determine ideal customer profile Product Marketing
Build account data foundation Marketing Operations
Research accounts Sales Development
Design and execute orchestrated plays Revenue Marketing / Field Marketing
Coordinate with Sales Field Marketing
Measure results Marketing Operations
41. @HeidiBullock @Engagio
Evolving the team over time
41
Pilot –% of team for
discreet time
Goal – Showcase early wins, prove
hypothesis
Dedicated % of
team for ongoing
time
Goal – Scaling success for key
segments
Dedicated people
or ABM demand
center
Goal – Larger roll outs (global)
Time
Results
example
42. @HeidiBullock @Engagio
• Start your ABM journey by building a strong foundation of
unified account data
• Create engagement with relevant, human interactions over
email and in-person
• Implement deal nurturing to accelerate stuck opportunities –
but don’t blindly automate
• ABM measurement is about quality, not quantity; use
engagement as a leading indicator to revenue
• Account based attribution lets you connect the dots between
account engagement and revenue
• Pilots are a great way to get started and build alignment
Tweetable Takeaways
@heidibullock
Three top challenges to ABM
ABM fundamentals for getting started
The best ways to measure ABM
High value accounts - >$20K deals
Longer sales cycles - months
Land and expand – when renewal, upsell, cross-sell into diff depts matters
Buying centers – when user and buyer are not the same
evolve from a Lead-centric mindset to an Account-centric one
Entitlement
1 – Data is spread across disparate systems.
It is difficult to start on this journey when people, accounts, and activity data are reside in different places.
Leads – which are historically owned by marketing – do not roll up to Accounts (at least in Salesforce.com). This divide is also reflected in the current marketing automation systems.
It means you could have thousands of people in your database who work at your target accounts and customers, but have no way of tying them to the right company. You could be generating dozens of leads a week at target accounts, but the account owner might not even be aware of them! It is especially a problem with new leads, including website visitors and other marketing programs.
Once we have combined all of your data, Engagio will match all of the right people and activities to your accounts, making you look like a superhero.
At Engagio, we covert Leads to Contacts for Accounts
“You’re going to have to spend some money to be really good at account based marketing. But it’s OK because it’s the accounts that will make you the most money.”
“Automate what you can, orchestrate human interaction where you can’t.”
An account based strategy doesn’t just live inside your CRM or marketing automation software. It’s not just a targeting strategy for your ad channels or a more deliberate approach to field marketing. An account based strategy is a multi-department effort to identify, sell, and keep the right customers. It’s a team effort.
Account-centric
Team based
Personal
Full life-cycle
So what is a play? Imagine a football play. There are 11 people on our side and 11 people on their side. Each person has a responsibility in the play.
Most tools out there now focus on one lead or contact at a time… “Single Player”.
Engagio plays are “Multi-Player” and work with multiple people on your team and the account.
<CLICK>
Conversion rates…
Engaged = >5 minutes of engagement since play start
Pre-designed Plays are a way to ensure that all reps follow best practices throughout their account development work – from the first touch to the last –
Quantifying Account activity can be difficult which is why Engagio uses TIME as the metric to help you understand Account engagement.
The more time an Account spends researching your products and services, the more likely they are to become a customer or grow as an existing customer.
So using TIME as a way to measure activity is how Engagio helps marketing measure Account quality.
Many companies that deploy ABM successfully start their journey with pilots. The benefits are clear:
Learn how ABM works for specific accounts types
Lower the risk of early efforts
Iron out issues before you scale
Earn stronger executive and stakeholder support
Lessen change management challenges
Find a sales person or group that is willing to work with you. Many pilot structures are effective, including:
One sales rep and one marketer target five accounts
Three reps and a marketer target one industry sector
A full ABM commitment in one territory or region
A full ABM program for one product line
Know why you’re doing it
Be clear why you’re adopting an account-centric approach in the first place. Hint: it should be to solve business challenges (more pipeline, improved alignment, better deals, more customer expansion, etc.). Don’t adopt ABM just because it’s the new trend. You probably can’t achieve your goals simply by doing more of what you have been doing.
Scale – How many accounts will be in your program? How big are the deals? What resources are available?
Scope – Will this be an intensive, high-touch approach for a few big accounts or a more scalable effort targeting more companies?
Strategy – Is ABM’s goal to grow existing accounts, win new logos, or both?
Position it as a strategic initiative
Create buy-in with executives by positioning ABM as a business-led initiative, not a marketing-led one. Test other terminology: Try calling it an “account-centric approach,” “Account Based Sales and Marketing” or even “Account Based Everything”. Don’t let ABM be seen as simple “sales support”.
Sell it to Sales
Even if you have senior executive support, you still need buy-in from individual reps and others on the ground.
Bring Sales on board by showing how ABM meets their needs (what’s in it for them):
Less time wasted on unqualified buyers
Larger deals
Shorter sales cycles
Easier to work with Marketing