Get an inside look at SiriusDecisions’ ABM Program of the Year winner. Join Peter Herbert, VP Marketing at VersionOne, and Jon Miller, CEO & Cofounder of Engagio, as they reveal what it takes to orchestrate a winning program. Download the Clear and Complete Guide to Account Based Marketing at Engagio.com/abm-guide Learn more about Engagio at Engagio.com Twitter.com/Engagio Linkedin.com/Company/Engagio

1. ABM Lunch N Learn
featuring the
ABM Program of the Year

2. ABM Plays and
Technology
ABM Program of
the Year
Intro: Key ABM
Challenges
1 2 3
Jon Miller
CEO and Co-Founder
Engagio
Peter Herbert
VP Marketing, “ABM Nerd”
VersionOne

3. Copyright ©2017, Engagio Inc.
ABM is Hot
Google Trends for
Account Based Marketing
Engagio
founded

4. Managing
Plays is
Too Manual
Metrics are
Different
Data are
Spread
Across
Systems
Three Challenges to Great ABM

5. Data are Spread Across Systems
Marketing
Automatio
n
Corporate Email
Web Visits
• Challenging
measurement
• Bad routing
• Poor coordination
• Limited sales &
sales alignment

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

7. It’s Hard to Run
Account-Based Plays
• Consistency - Poor
• Coordination - Hard
• Control - Limited

8. 7 Keys to an ABM Program
of the Year

9. • Global, enterprise market
• Compete with BIG companies
• Reliant on inbound
• Shift from transactional to enterprise sale
• With a lean team, targeting with ABM was
our best chance
• Focus on the accounts most likely to buy,
and buy more
Leader in unified Agile and
DevOps software solutions
Why Account-Based?

10. Tier 1: Top 100 Target Accounts
Tier 2: 500 Target Accounts
Tier 3: Target Market - SW, Fin Services, Gov
VersionOne ABM
2015: Skunkworks
ABM (with a capital M):
Engagio early adopter
Q1 2016: Launched account-based program
Q3 2016: Data-driven account selection
2017: Optimize human
orchestration,
ABM+ABSD

12. Account-Based Is Awesome. Let’s Do
More.
Source: VersionOne and ABM in Action Newsletter

13. Target Account Results in Year 1

14. #1.
Lead the go-to-market team,
changing mindset is the hardest
part.

16. #2.
Measure from day one: You're
going to need it.

17. ABM Scorecard – Team, Executive, Board
Tier
# of
Accounts
Awareness MQA
Sales
Appt
Opps
Pipeline
ACV
Conversion
to Opp
C/W Deals
C/W
ACV
Conversion
to C/W
Tier 1 # # # # # $ % # $ %
Tier 2 # # # # # $ % # $ %
Tier 3 # # # # # $ % # $ %

18. Target Segment Awareness

19. Target Account Web Traffic

20. MQA SFDC Dashboard

21. #3.
Own data-driven target account
selection in Marketing.

22. Marketing Drives Selection with Data

23. Target Account Model
Fit + Intent
(+ Engagement)

24. #4.
Align SDRs & Marketing on an
ALLBOUND strategy, or find
something else to do with your life.

25. One “Value Stream”
ABM + ABSD = One Targeted Effort
Select
Accounts
Promote
MQAs
Check SFDC &
Engagio
Expand to 10+ More
Contacts as Needed to
Set Appt
Gather Account
InsightCreate Content
Personalized
Phone+Social+Email
Marketing
Account-Based
Awareness,
Engagement
Sales Dev
Account-Based
Human
Engagement
& Appointment
Setting
Build Target
Contacts

26. #5.
Create an SDR account insights
machine.

27. SDR Insights Machine

28. SDR Insights Machine

29. SDR Insights Machine

30. SDR Insights Machine
Greatest
Hits!

31. SDR Insights Machine

32. #6.
Attack tailored and personalized
content & campaigns head on.

33. Financial Services Segment Campaign
33
Target display ads
Industry specific
landing page
Customized Content
Retargeting ads to
landing page visitors

34. Top 100 Campaign with Personalization
Personalized Direct
Mail
SDR Cadence
PURL with Custom
Landing Page
Retargeted Ads to
Visitors
• Email + VM +
Social
• Email + VM
• Email + VM
• Email + VM
• Last chance +
VM
• Nurture, social

35. Surging Account Campaign
35
Surging
Accounts
Suring Keyword
Specific Ads
Suring Keyword
Specific Landing
Page
Engagement

36. #7.
Attack ABM in sprints. Just because it’s
a transformation, doesn’t mean you
can’t get started or get better
tomorrow.
(ABM is not a technology, a campaign, or a marketing approach –
it’s a go-to-market team transformation)

37. Plan, Execute, Experiment, Learn….
Sprint 5Sprint 4Sprint 3Sprint 2Sprint 1
….and Keep Going

38. 7 Things We Learned About Account-
Based
1. Lead the go-to-market team, changing mindset is the hardest part.
2. Measure from day one: You're going to need it.
3. Own data-driven target account selection in Marketing.
4. Align SDRs & Marketing on an ALLBOUND strategy, or find
something else to do with your life.
5. Create an SDR account insights machine.
6. Attack tailored and personalized content & campaigns head on.
7. Attack ABM in sprints.

39. Copyright ©2017, Engagio Inc.
ABM Plays and Technology

40. Copyright ©2017, Engagio Inc.
Evolution of Account Orchestration
Orchestrate a
series of
interactions
across
channels from
multiple people,
to multiple
people at the
account
Level 5
Accounts
Send a
series of
touches
across
channels
to one
person
Level 3
Channels
Send a
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
from
multiple
people and
teams
Level 4
Team

41. A series of orchestrated
interactions across departments
and channels to achieve a
business purpose for one or more
buying centers at target accounts

42. Example Marketing Plays
• Multi-Channel Prospecting
• MQA Follow-Up
• Human Nurture
• Live Event Invite
• Upsell/Cross-Sell
• Customer Advocacy

43. Engagio 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.

44. 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

45. 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

46. 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

47. Core Prospecting: Results to Date
205 193 113 45 24 1Mtgs Opps Deal
(so far)
EngdPkgs Resp
22%
Meeting Rates
Books only: 25%
Kindle only: 21%
Ads and Kindle: 21%
Ads and Books: 13%
Not significant
Web Traffic Visitors
Ads +43% +47%
No Ads +22% +8%
Directionally meaningful but not significant
34.2x pipeline to spend

48. From me
PlayBook
with best
practices
Personalized
by an SDR
Additional steps can
include phone, social
checklist, direct mail, etc.
111 Summit Plays Run
49 Meetings Scheduled

49. 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

50. Copyright ©2017, Engagio Inc.
Engagio: The ABM Innovator & Leader
Marketing Orchestration Platform:
Data and Operations, Analytics & Insights, Account-Based Plays
• For marketers, by marketers you trust
– First ABM analytics tool, first account-based orchestration platform
• 120+ customers including multiple Marketo Champions
– Box, VMware, Domo, Mulesoft, Apttus, BounceExchange,
InsightSquared, Allocadia…
• Works everywhere you and your teams work
– Customer-facing teams work in the tools they use everyday including
Salesforce, Gmail, LinkedIn, and marketing automation
50

51.  Ask the experts: Peter, Jon, Heidi, and
more!
 Get a demo of Engagio’s Marketing
Orchestration Platform
 Download a Guide at
engagio.com/guide
Learn More!

52. Thank You!
52
Jon Miller
CEO and Co-Founder
Engagio
Peter Herbert
VP Marketing, “ABM Nerd”
VersionOne