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Calling New Plays in Sales and Marketing - Engagio

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As much as people are talking about and embracing the idea of account-based marketing and sales there’s a lot of waiting around to see what this actually looks like.

These slides answer:
What does it mean to be account based?
What does a coordinated play really look like?
Who needs to get involved and what actions does each team member take?
What are the key metrics for account-based success?
What were the lessons learned from building the account-based revenue engine at Engagio?

Publicado en: Marketing
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Calling New Plays in Sales and Marketing - Engagio

  1. 1. Calling New Plays In Sales And Marketing Jon Miller, CEO and Founder
  2. 2. Agenda Metrics and Technology Plays for Sales and Marketing Rise of Account Based Everything For a deeper dive get The Engagio’s Playbook at engagio.com/ABE-Playbook 1 2 3
  3. 3. Copyright ©2017, Engagio Inc. The Rise of Account Based Everything
  4. 4. Copyright ©2017, Engagio Inc. Inbound vs Outbound Nets Spears
  5. 5. Salespeople never talk about how many leads they’ve closed. They talk about how many accounts they’ve closed.
  6. 6. Copyright ©2017, Engagio Inc. 6 Account Centric Thinking
  7. 7. Copyright ©2017, Engagio Inc. ABM is Hot Google Trends for Account Based Marketing Engagio founded
  8. 8. Copyright ©2017, Engagio Inc. But Marketing Isn’t Sufficient 8 ABM Not Enough Source: TOPO 15% Penetration into target accounts
  9. 9. Rise of Account Based Sales Development (ADRs) “[Account Based Sales Development is] today’s most effective Account- Based tactic.” – TOPO
  10. 10. Copyright ©2017, Engagio Inc. Account Based Marketing Account Based Sales Development Account Based Sales
  11. 11. Copyright ©2017, Engagio Inc. Hello, Account Based Everything Orchestrated Plays Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
  12. 12. Copyright ©2017, Engagio Inc. Plays for Sales and Marketing
  13. 13. Evolution of Account Orchestration Orchestrate a series of interactions across channels from multiple people, to multiple people at the account Level 5 Full Plays Send a series of touches across channels to one person Level 3 Channels Send an series of emails to one person Level 2 Time Send an email to one person Level 1 Basic Send a series of touches across channels to multiple people at the account Level 4 Account
  14. 14. A series of orchestrated interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts
  15. 15. Key Elements of a Playbook • Who • What • Where / How
  16. 16. Who
  17. 17. Copyright ©2017, Engagio Inc. Styles of ABSD 5-50 accounts (“tens”) Rich account plans Every touch personalized 50-1,000 accounts (“hundreds”) Light research + data build out Personalized touches to key personas 1,000+ accounts (“thousands”) Automated touches OK Industry and persona customization Style 3 Programmatic Style 2 Scale Style 1 Strategic
  18. 18. Copyright ©2017, Engagio Inc. Team Selling Marketing Ops Sales /AE SDR / ADR Executive Sales Ops Our Team VP, SalesDemand Gen SDR Manager Initiator Decision Maker Buyer Influencer User Gatekeeper Their Team
  19. 19. What
  20. 20. Copyright ©2017, Engagio Inc.
  21. 21. Copyright ©2017, Engagio Inc.
  22. 22. Copyright ©2017, Engagio Inc. Sales Spam = Opt out, tune out, toss out
  23. 23. Copyright ©2017, Engagio Inc. “Sales Spam Sucks” – @jonmiller engagio.com/crappy-email-ebook
  24. 24. “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
  25. 25. Copyright ©2017, Engagio Inc. Three most important factors in enterprise decision: • Knowledge and understanding of my industry • Knowledge and 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
  26. 26. Copyright ©2017, Engagio Inc. What to Research The Market  Industry Dynamics  Key Trends  Competitors  Growth Drivers & Inhibitors Relationships & Connections  Key Contact Profiles  Relationships to Each other  Relationships to Your Company  Attitudes, Preferences & Biases The Company  Financial Health  Growth Areas vs “Cash Cows”  Renewal Risk  SWOT  Initiatives & Organizational Priorities  Triggers (Funding, Acquisitions, Personnel change, etc.) The Buying Centers  Org. Chart  Key Buying Centers  Whitespace & Buying Center Analysis
  27. 27. Copyright ©2017, Engagio Inc. 27 Content Personalization Spectrum Tier 1 Strategic Tier 2 Scale Tier 3 Programmatic Inbound Spears Nets
  28. 28. Where and How (Play Design)
  29. 29. Copyright ©2017, Engagio Inc. Channels for Outbound Account Based Everything Marketing • Events • Direct mail • Online advertising • Social ads • Web personalization Sales / Sales Development • Human Email • Phone • Social
  30. 30. Channel Diversification 75% Rep A • Touch 1 • Touch 2 • Touch 3 • Touch 4 Rep B • Touch 0 • Touch 1 • Touch 2 • Touch 3 • Touch 4 • Touch 5 + + + + + +
  31. 31. Timing “The difference between lettuce and garbage is timing.” Structure of the Play Number of Touches “The average number of emails it takes to get a reply is…” – some so-called expert Don’t strive for mediocrity. Plays are like diets. They work as long as you stick with them.
  32. 32. Engagio Core Prospecting Play Overview: • Manually launched • 12 steps Players: • Our Team – ADR – Marketing – CEO • Their Team – Head of Marketing – Head of Sales – Head of Sales Dev.
  33. 33. Core Prospecting Play Awareness ads entire account Email T: Head of Sales F: ADR Direct Mail Key personas Email T: Head of Marketing F: ADR Checklist Package received? Phone T: Head of Sales F: ADR
  34. 34. Core Prospecting Play LinkedIn View T: Key persona F: CEO Phone T: Head of Marketing F: ADR Email T: Head of Sales F: VP of Sales Email T: Head of Marketing F: VP of Marketing Phone T: Head of Sales F: ADR
  35. 35. Core Prospecting Play Checklist Social touch Email Reply T: Head of Marketing F: ADR Phone T: Head of Marketing F: ADR Checklist Launch to other contacts
  36. 36. Sales & Sales Development Plays • Core Prospecting • Marketing Qualified Account • Trigger Event • Deal Acceleration • Executive Alignment • “Shake the Tree” • Handoff
  37. 37. Marketing Plays • Live Event Invite • Upsell/Cross-Sell • “Human” Nurture • Customer Advocacy
  38. 38. From me Personalized by an SDR Additional steps can include phone, social checklist, direct mail, etc.
  39. 39. Customer Success Plays • User Onboarding • 90 Days From Renewal • Declined Use • Net Promoter Follow-up
  40. 40. Copyright ©2017, Engagio Inc. Metrics and Technology
  41. 41. Copyright ©2017, Engagio Inc. Lead to Account Matching Leads Account
  42. 42. Copyright ©2017, Engagio Inc. 42 Lead to Account Matching
  43. 43. Copyright ©2017, Engagio Inc. Marketing Qualified Accounts (MQAs) not MQLs 43 Breadth Depth
  44. 44. Copyright ©2017, Engagio Inc. Account Based Metrics are Different • They track accounts not leads (MQAs not MQLs) • They focus on quality not quantity • They track impact and influence more than try to apportion ‘credit’ (team effort) 44
  45. 45. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b 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:
  46. 46. Copyright ©2016, Engagio Inc. @jonmiller #mpb2b 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:
  47. 47. Copyright ©2017, Engagio Inc. Data Vendors Predictive Who: Selection What: Personalization Insight Where: Interaction Ads Infrastructure Lead to Account match (L2a); Routing; ABM Analytics Website Orchestration Direct / Physical Events Human Email Phone / Dialer Social Other Intent & Technographics Attribution CRMAccount Planning Synchronize Interactions into coordinated Plays Complementary Content Customization
  48. 48. Get Engagio’s Playbook engagio.com/playbook
  49. 49. engagio.com/Guide Get your free copies today! The Clear and Complete Guides to Account Based Marketing and Account Based Sales Development
  50. 50. • Account Based Marketing isn’t sufficient for comprehensive account-based outreach • Account Based Everything is a team sport: that orchestrates Plays across channels and players for maximum impact • Sales spam sucks; we need to increase our odds of reaching the right people at the right accounts • Lead to Account Matching is the foundation of account-centric success • Measure engagement to show Account Based Marketing success TopTweetableTakeaways @jonmiller

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