[Best Practices Webinar] The NEW Clear and Complete Guide to Account Based Marketing (Second Edition)

SPONSORED BY
ABM Learnings and Best Practices: The
NEW Clear and Complete Guide to Account
Based Marketing (Second Edition)

About Demand Gen Report
@DG_Report
http://linkd.in/DG_Specialists
• Tracking strategies and solutions in lead generation
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Q&A / Panelists
Jon Miller
CEO & Co-Founder
Engagio
@Engagio
@Jonmiller
Moderator: Andrew Gaffney
Editorial Director
Demand Gen Report
@DG_Report
@Agaffney

@jonmillerCopyright ©2019 Engagio Inc.
The Clear and Complete Guide to
Account Based Marketing
Jon Miller
CEO and Founder

Nets Spears

Account-Based Marketing:
A go-to-market strategy that coordinates
personalized
marketing and sales efforts
to land and expand
high-value accounts.
– @jonmiller

Measure
Engagement
Create Engagement
Select
Accounts
1 2 3
OK, so how do I actually DO ABM?
…plus tips on getting starting and technology

Select Accounts

When it comes to
selecting ABM accounts,
one size does
NOT fit all.
– @jonmiller

Handful (“few”) – median 14
One : One
$1M-$1B+
Strategic
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, 2017 & 2018
• Deep dive account research
• Highly-customized programs for each account
• Median investment per account: $36,000 - $50,000
• 84% accounts are current customers, 16% new

One : One
$1M-$1B+
Focused (“dozens”) – median 80
One : Few
$100K – $1M
Strategic
Scale
• Micro-clusters of ~20 accounts focused on similar issues
• Deep cluster research
• Highly-focused programs, moderate personalization
• Median investment per cluster: $55,000 ($2,750/account)
• 49% accounts are current customers, 51% new

One : One
$1M-$1B+
One : Few
$100K – $1M
More (“hundreds”) – median 725
One : Many
$50K – $100K
Strategic
Programmatic
Scale
• Broad programs, light personalization, more technology
• Program investment < $1,000 per account
• 72% accounts are NEW customers, 28% current

One : One
$1M-$100M++
One : Few
$100K – $1M
More (“hundreds”) – median 725
One : Many
$50K – $100K
Strategic
Targeted Demand Gen
Programmatic
Scale
Many (“thousands”)
Mass Marketing
<$50K

Entitlements
15
Channels Tier 1 Tier 2 Tier 3
Direct Mail
Highly Personalized
$$$
Highly Personalized
$$
Standard $
CMO Welcome Kits Yes $$$ Yes $$ No
Workshops Yes No No
Ads Yes Yes Yes
Data Monthly Quarterly Quarterly

Don’t Need to Focus on All Accounts at Once
Target
Market
Target
Accounts
Focus
Accou
nts
Source: TOPO
“Spotlight” Rotation Plan

@jonmillerCopyright ©2019 Engagio Inc. 17
Note: List turnover limited to 25% per quarter
Target Account Selection: FIT & ENGAGEMENT
Marketing Driven, Sales Owned
Reps choose ~100 total from scored list of 300-350 in their territory
Data quality matters!Technographics
Score = Fit + Engagement

Create Engagement

ABM is about standing out by
focusing more resources on
higher-value accounts

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

StrategicScaleProgrammatic
Source: ITSMA, Account Based Marketing Benchmarking Survey, March 2016
What specific tactics are most effective for ABM?
Choose up to three:
only
34%
respondents
satisfied with
Account-Based
Advertising
TOPO 2018 Account-
Based Technology
Report

Orchestration
Coordinating relevant interactions with
multiple stakeholders across
departments and channels

ABM Requires Alignment
Old: The Hand-Off New: Orchestration
“It’s easier to work in silos. You just don’t make as much money.”
— Peter Herbert, CMO, FullStory

@jonmillerCopyright ©2019 Engagio Inc.Copyright ©2018, Engagio Inc.
Alignment is a good start but…
… what Marketing wants is Sales Activation
We agree we want to climb the hill.
Let’s make it EASIER to climb the hill.

@jonmillerCopyright ©2018, Engagio Inc.
ABM Stand Ups
The Secret Weapon for ABM Alignment
26

Example: Marketing Team is Researching ABM
• Tier 2
• High Engagement
• Bombora Surging
• VP of Marketing is
non responsive to
efforts, what can
we do?

1:1 Hyper Personalized Play
Step 1: Uncover VP likes
Philadelphia Eagles
Step 2: Send Hyper
Personalized Package with note
“It’s that time of year again –
ready for football and
Dreamforce? Let’s connect”
Step 3: Follow up and
Scheduled Meeting!
80% Meeting

ABM Automation Examples
If this… …then that
Engagement from key personas but no sales touch
in the last 7 days Create task for SDR follow-up
Accounts that meet criteria for personal invite to
upcoming roadshow
Launch event invitation cadence in
SalesLoft
Open opportunities that have a new key persona
show up and engage
Trigger direct mail “welcome”
package
Accounts with lost opportunities with executives
who are now re-engaging
Alert Sales
Account reaches critical threshold of engagement
Change Account Status to
“marketing qualified” and launch
Outreach Sequence
Accounts with no activity in 30 days
Launch account ads campaign in
LinkedIn

Measure Engagement

ABM Metrics Are Different
Demand Generation Account Based Marketing
Leads Accounts
Quantity Quality
Days and Weeks Months and Years
Marketing-Sourced Pipeline Everyone-Sourced Pipeline
New Business New Pipeline, Accelerate
Pipeline, and Expansion

Don’t count the people
you reach; reach the
people that count.
– David Ogilvy

Three Core Questions for ABM Analytics
• Am I creating and deepening relationships with target
accounts (engagement)?
• How are accounts moving through buying journeys to
desired outcomes (e.g. MQA, pipeline, and revenue)?
• What is the return on investment of my marketing
programs?

Don’t measure engagement using only web data

Marketing
Automation
Programs
Activities
Leads
Accounts
Contacts
Leads
Corporate
Email
Web Visits
Engagement comes from many channels…
• Content downloads
• Booth scans
• Email opens
• Meetings
• Webinar attendance
• Web visits
• Dinners
• … and much more

Marketing
Automation
Programs
Activities
Leads
Accounts
Contacts
Leads
Corporate
Email
Web Visits
…but existing systems are not account centric
Can’t roll-up activities at the
account level
Plus:
• Bad routing
• Poor coordination
• Limited marketing & sales
alignment

Answer: Start with an Account Foundation
Lead to Account Matching (L2A)
Algorithm
Marketing
Automation
Programs
Activities
Leads
Accounts
Contacts
Leads
Corporate
Email
Web Visits
Engagement Minute
Scoring
Account
Foundation

Core Engagement Metrics
Coverage Awareness Time
Are we engaging the right
people?
Do we know the right
people?
Do they know who we are?
Pro Tip: Look at this by sales rep or territory

360° Account View

Territory
Snapshot

Account
Alerts

2002 2017
Account Journeys not Lead Journeys

Account-Based
Attribution
• First Touch
• Last Touch
• Equal Weight
• Position Based
• Time Decay
• Minutes Weighted

Getting Started
&
Technology

Get Started Fast
• Map leads to accounts: L2A is the foundation of any ABM
initiative.
• Launch a simple, orchestrated play: TOPO recommends
combining SDR outreach with marketing “air cover” like direct
mail to generate meetings.
• Implement Stand-Ups: Meet regularly to review account
engagement and discuss tactics.
48
PRO TIP: Don’t wait to “perfectly” clean your database or define your Ideal Customer
Profile. Start by picking companies similar to your current best ones.

Technology
•ABM is a business strategy,
not a technology category
•ABM “leaders” spend 46%
more on ABM technology
than “laggards”*
*TOPO 2018 Account-Based Technology Report

Data and Insights
Select target accounts, fill contact whitespace, identify insights
Account Data
Contact Data
Data Platforms
3rd Party Intent
Orchestration
Manage multi-channel account-based plays across multiple personas and departments
Lead-to-Account
ABM Automation Account Planning (supporting)
Measurement
Track engagement, score and prioritize accounts, and measure the impact of your ABM programs
Engagement & Sales Insight Journeys & Multi-Touch Attribution
Interactions
Specific channels to create 1:1 account-based interactions
Foundation
The core essentials
MAP CRM
Insights
ABM Advertising
Other
Web and Content
Content Syndication
SDR / Sales
Direct Mail
Events

Top Categories for
ABM:
• Account Data
• Measurement
• Contact Data
• Lead Matching
TOPO 2018 Account-Based
Technology Report

engagio.com/Guide
Get your free copy today!
The Clear and
Complete Guide
to
Account
Based
Marketing

• ABM is a go-to-market strategy – not a technology – that
coordinates personalized marketing and sales efforts to
land and expand high-value accounts
• Define your Styles of ABM and entitlements, which will
tell you how many target accounts you can support.
• ABM stand-ups are your secret weapon for Sales &
Marketing alignment
• ABM measurement is about quality, not quantity; track
account journeys as a leading indicator to revenue
• Start your ABM journey by building a strong foundation of
unified account data, providing account intelligence to
sales, and running simple SDR + Marketing plays
Tweetable Takeaways
@jonmiller

[Best Practices Webinar] The NEW Clear and Complete Guide to Account Based Marketing (Second Edition)

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