Account Based Marketing + Account Based Sales Development = Account Based Everything
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The document discusses account-based everything (ABE), which is a strategic approach that orchestrates personalized marketing, sales, and customer success efforts to drive engagement and conversion at named accounts. It outlines a three-step process for ABE: 1) develop an ideal customer/buyer profile for accounts, 2) create account-specific messaging and content, 3) coordinate experiences across channels. Key aspects of ABE include treating each account individually to increase relevance, coordinating efforts across departments, and measuring engagement and impact on sales outcomes over time at accounts.
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Account Based Marketing + Account Based Sales Development = Account Based Everything
- 1. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Account Based Marketing + Account Based Sales Development = Account Based Everything
- 2. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Agenda Hacks for ABE 3 Step Process Why Account Based Everything?
- 3. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Why Account Based Everything
- 4. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Different Demand Types SiriusDecisions Account Based Demand Generation (Lead Based) Account Type Pipeline KPI Averages Large: Strategic Enterprise Named/Territory Small/Midsize and Non-Named Influenced: 60-75% Sourced: 15-25% Influenced: >75% Sourced: <10% Influenced: 50-60% Sourced: 25-45%
- 5. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Nets versus Spears Demand Generation Account Based
- 6. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE The Next Big Thing? Google Trends for Account Based Marketing Engagio founded
- 7. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE But Marketing Isn’t Sufficient 7 ABM Not Enough Source: TOPO 15% Penetration into target accounts
- 8. Rise of Sales Development “[Account Based Sales Development is] today’s most effective Account- Based tactic.” – TOPO
- 9. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Account Based Marketing Account Based Sales Development Account Based Sales
- 10. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Hello, Account Based Everything Orchestration Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
- 11. Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts.
- 12. ABE targets specific (usually large) accounts Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts.
- 13. a way of doing business, not a campaign or tactic always on for the account until removed Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts.
- 14. treat each account individually focus = more insights = more relevance Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts.
- 15. coordinates experiences across departments and channels Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to drive engagement and conversion at named accounts.
- 16. 3 Step Process for Account Based Everything
- 17. 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) DemandGen AccountBased Everything
- 18. Who
- 19. 1. Ideal Customer Profile 2. Ideal Buyer Personas • Firmographics • Technographics • Geography • Behaviors • Intent • Predictive For each member of buying committee • Buyer • Influencer • User • Gatekeeper
- 20. Level 1: Reps Self-Select Level 2: Basic Data Level 3: Advanced Level 4: Predictive Analytics Sophisticated predictive scoring and modeling Advanced ICP data (technographics, intent, engagement) Simple definition of Ideal Company Profile (ICP) Based on intuition and experience
- 21. 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
- 22. What
- 23. With #ABE you need to knock on people’s doors. – @jonmiller
- 24. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
- 25. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Opt out, tune out, toss out
- 26. “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
- 27. 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
- 28. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Challenger Sale Challenger Offers unique perspective Two-way communication skills Knows customer value drivers Can ID economic drivers Comfortable discussing money Can pressure the customer Asserts Control Tailors Teaches
- 29. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE • Market • Company • People • Relationships • History • Connections • Door Openers What To Research
- 30. Where
- 31. Events Are a Big Part of ABM Tip: executive invites come from someone with an equal or higher title • Owned events • Meetings at 3rd party events
- 32. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Direct Mail Offers sent by mail are perceived as 24% more valuable than offers viewed only on a screen. And mail boosted ROI by 20% when used as part of an integrated campaign. U.K. Royal Mail, February 2015
- 33. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Display Advertising • IP-Based • Proactive Retargeting • LinkedIn • Facebook • … more Example: Custom Content + Facebook
- 34. 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
- 35. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
- 36. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Touch Day Step(s) Description 0 Pre Research Find out 3 pieces of relevant information 1 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 + voicemail 6,7 3 Double Touch Human email + voicemail 8,9 7 Double Touch Human email + voicemail 10,11 13 Last Chance Last chance email + voicemail Ongoing Ongoing Human Nurture Share relevant insights ever 3-4 weeks Multi-step and Multi-Channel TOPO
- 37. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Account Executive Marketing OpsSDR Manager Roles Account Management Account Executive Sales Development Rep CEO Sales Ops Coach Quarterback Players VP, SalesDemand Gen
- 38. Hacks for Account Based Everything
- 39. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Lead to Account Matching Leads Account Fuzzy logic match on name, company, IP, geography = • Account-level visibility • Better routing
- 40. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Marketing Qualified Accounts (MQAs) not MQLs 40 Breadth Depth
- 41. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Account Based Metrics Are Different Demand Generation Account Based Marketing Leads Accounts Quantity Quality Days and Weeks Months and Years Create Pipeline Influence Pipeline New Business Land and Expand Inbound Outbound Measurement
- 42. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Coverage Do you have sufficient data, opt-in contacts, and account plans for each target account? “Big 5” ABM Metrics (1a)
- 43. 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?
- 44. 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?
- 45. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Don’t count the people you reach; reach the people that count. – David Ogilvy
- 46. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Program Reach “Big 5” ABM Metrics (4) FOCUS %ofsuccessesfromtarget accounts COVERAGE % target accounts with a success Are marketing programs reaching the target accounts? How much waste is there?
- 47. 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?
- 48. 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:
- 49. 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:
- 50. ABE Market Map
- 51. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Data Vendors Predictive Who: Selection What: Insight Account Insight Where: Interaction Ads Infrastructure Lead to Account match (L2a); Routing; ABM Analytics Web Orchestration Synchronize Interactions into coordinated Plays Direct / Physical Events Human Email Phone Social Complementary Other Intent & Technologies Attribution Person Insight Advocacy CRM`Account Planning
- 52. engagio.com/Guide Get your free copy today! The Clear and Complete Guide to Account Based Marketing
- 53. 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
- 54. 54
Notas del editor
- ABM is an investment in time and resources so you MUST focus on accounts with highest ROI
- Why now? What about mobile, social, cloud, etc. makes this inevitable? Harder than ever to reach decision makers with traditional tactics New ways to reach buyers (individually-addressable touch-points, real-time ad buying) Shift from campaign-marketing to “always on” mindset requires integration Big data / predictive analytics allow marketers to understand the complexity of relationships and buyer context, and match personalized content accordingly Buyers delaying engagement with sales ; harder to reach CXOs {happened in velocity, needs to happen in XYZ} Decomposition of the nice/clean customer funnel… no longer just awareness, familiarity, consideration, etc. Useful model, but. Really a set of nodes, interactions (through a connected device) New ways to reach buyers Proliferation of “connected customers” and customer data -- smart phones, smart devices (50B connected devices) behind every device is a customer → data proliferation From campaigns to “always on” Big data / predictive (understand the complexity of the relationships, context) Needs new ways to measure
- Any one person can be sick, ignore, PTO, promote, transfer, fire Do you have major accounts that hinge on one or two personal relationships in the purchasing enterprise? If your answer is “yes,” then it’s important for you to realize that this represents enormous risk to your organization -- risk you need to act on now to minimize… those one or two key contacts can very easily be promoted, transferred or fired, and suddenly you may find that the relationship between your businesses is actually quite shallow. MQA good b/c multithread in account – any one person can ignore you or be on PTO or get sick or leave, but touching multiple people in account gives higher chances Even individuals who possess significant authority still have to build consensus within their company to get approval to move ahead with a purchase. A member of the sales team at New Relic, a SaaS vendor of performance management software and analytics, was close to closing a deal with the CTO at a Fortune 15 consumer products company. But then the deal hit a snag. “My sales rep emailed me that the CTO was going to be out until the end of the quarter,” said John Gilman, VP of Worldwide Commercial Sales for the vendor. “That meant that the deal was not going to happen in that quarter, and the sales rep was going to miss his numbers. If we had a few other relationships at the company, someone else may have been able to step in and move the ball forward.” Gilman pointed out that a multi-threading approach is helpful to avoid similar situations. “For deals over a certain threshold, it is unacceptable to come to the table with one person at the target company,” Gilman said. “You need to know who their manager is, who can say yes, and who can say no. Also, you need to know who can help make the deal bigger.” An examination of successful deals shows that the approach works, according to Gilman. “Most of our successful deals have taken a multi-threading approach that relied on multiple relationships with influencers in an organization.”
- Account centric good! But, if Sales and Marketing are both taking an account-based approach but don’t know what the other is doing, that’s a recipe for trouble. One part of the group in isolation makes this decision (e.g. do ABM), and that doesn’t work. If Sales and Marketing are both taking an account-based approach but don’t know what the other is doing, that’s a recipe for trouble. [Requires SFDC tracked properly.] One part of the group in isolation makes this decision (e.g. do ABM), and that doesn’t work. Marketers are currently only getting 15-20% penetration into target accounts [TOPO] ABM does not work in isolation – ABE is the mandate
- Wrong: what we want to say, how we want to say it target the right people RIGHT: who we want to target what and how to say it
- Something about Ideal Company Profile
- Something about Ideal Company Profile
- Need to LISTEN
- “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.”
- To move to the enterprise, MuleSoft moved to “Sales Development Consultants” not SDRs They’re the quarterback; the don’t OWN the account, but they LEAD the effort SDRs know more about what’s happening at the account than AE, so have SDRs do territory reviews with Sales before their territory review
- Many of the best high-level executive events include unique, ‘money can’t buy’ experiences. Earn the list of attendees For marketing invites, list should be 4-5x desired attendance
- Offer charitable donation, or ipad, or airline voucher in exchange for a meeting Don’t ignore the team
- More = Google PPC targeting now, future Uber cars
- TOPO: In traditional outreach, SDRs send large volumes of emails to multiple accounts, make calls to a subset of contacts, and hope that enough buyers will respond. Because account-based SDRs focus on a fixed number of accounts, they maximize their reach using all channels at their disposal.
- 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>