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Data Secrets to Great Account Based Marketing - Engagio and ReachForce

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Charlie Liang, Director of Marketing at Engagio explained how data is one of the foundations of a successful Account Based Marketing and Sales strategy. He also discussed how unreliable data inhibits growth.

Learn how Reliable data is really within your grasp, and with limited resources. Get the slides, and get the secrets successful organizations have used to keep their data clean and how those tactics have led to profitable ABM.

Publicado en: Marketing
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Data Secrets to Great Account Based Marketing - Engagio and ReachForce

  1. 1. CONFIDENTIAL Data Secrets to Great Account Based Marketing
  2. 2. CONFIDENTIAL Agenda • Ensure your CRM and marketing database stays current • Get accurate data without losing prospects on the form • Practice cutting-edge strategies once you have accurate and reliable data • Q & A
  3. 3. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE The ABM Framework 1st Half: Preparation @CharlieCLiang @Engagio Table of Contents from Jon Miller’s (Engagio CEO & Marketo Co-Founder) Clear & Complete Guide to ABM → engagio.com/guide
  4. 4. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Funnel Trifecta – Target Accounts in Context Engagio’s Funnels Funnel 1 Target Accounts Funnel 2 Qualified, Non-Target Funnel 3 Non-Qualified, Non-Target ICP @CharlieCLiang @Engagio
  5. 5. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Who Selects Target Accounts? Target Account Committee Execs Sales Marketing Predictive Analytics Vendors @CharlieCLiang @Engagio
  6. 6. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Find the people that matter Know your key personas Head of SalesHead of Marketing Head of Marketing Ops Head of Demand GenHead of Sales Ops Head of Sales Dev @CharlieCLiang @Engagio
  7. 7. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Strike when the iron’s hot Know who’s engaging Head of Marketing Ops Ask them on a form Or enrich your database afterwards @CharlieCLiang @Engagio
  8. 8. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Keep Pace with Change It’s important to have up-to-date data On companies And people… Millenial @CharlieCLiang @Engagio
  9. 9. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Engagement & MQAs So you can identify key engagement & act Which accounts are engaging? @CharlieCLiang @Engagio
  10. 10. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Engagement & MQAs Identify Marketing Qualified Accounts (MQAs) Which target accounts are hot to trot? @CharlieCLiang @Engagio
  11. 11. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Steps 4-6: Getting Engagement 2nd Half: Getting Engagement @CharlieCLiang @Engagio Table of Contents from Jon Miller’s (Engagio CEO & Marketo Co-Founder) Clear & Complete Guide to ABM → engagio.com/guide
  12. 12. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Start with a Strategy & Playbook How to get engagement Craft the play Do your research Formulate messaging Deploy Check for responses & follow-up until engaged! Be human. Don’t spam – people will sniff out. @CharlieCLiang @Engagio
  13. 13. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Team Marketing and Selling = WINNING Key to winning: Team Selling @CharlieCLiang @Engagio
  14. 14. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Be Everywhere and Play Your Cards Right Top 5 ABE Channels Engagio’s Top 5 Account Based Everything “Hands”: #1 #2 #3 #4 #5 Human Email Live & Virtual Events Direct Mail Ads @CharlieCLiang @Engagio
  15. 15. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE ABM vs. Demand Gen Content Difference between DG & ABM Demand Gen Content ABM Content @CharlieCLiang @Engagio
  16. 16. CONFIDENTIAL Benefits of capturing high value lead data at point of entry in real-time
  17. 17. CONFIDENTIAL
  18. 18. CONFIDENTIAL
  19. 19. CONFIDENTIAL
  20. 20. CONFIDENTIAL Gain Inbound Data Insight Quickly
  21. 21. CONFIDENTIAL Customer Adoption of ReachForce SmartForms
  22. 22. CONFIDENTIAL The Case(Courtesy of Marketo)
  23. 23. CONFIDENTIAL ReachForce Success Metrics 43%Increase in lead routing accuracy 47%Conversion rate for our top targeted campaign
  24. 24. CONFIDENTIAL Q&A

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