FlipMyFunnel - The Big 5 Metrics for Account Based Marketing

•Descargar como PPTX, PDF•

12 recomendaciones•11,816 vistas

The document discusses key metrics for measuring account-based marketing (ABM) programs. It outlines five main ABM metrics: 1) Coverage - how much data and contacts do you have for each target account? 2) Awareness - are target accounts aware of your company? 3) Engagement - are the right people at the account interacting with your company and is engagement increasing over time? 4) Reach - are marketing programs reaching target accounts? 5) Impact - are ABM activities improving sales outcomes like deal velocity, win rates, and contract values? The document emphasizes that ABM metrics focus on quality engagement with target accounts, rather than just quantity of leads.

Marketing

bit.ly/Big5ABM
Get The Slides!
Big 5
Metrics for
ABM

Topics for Today
• Why Are ABM Metrics Different?
• How To Measure ABM
• The ABM Market Map

It’s called “business to business”, not “business to lead”
@jonmiller
©2016 Engagio, Inc. All rights reserved.
“Account-
centric”
“Person-
centric”

ABM Is About Quality, Not Quantity
©2016 Engagio, Inc. All rights reserved.
Quality
Millions of candy bars One Golden Ticket

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

Account Based
Marketing is a Marathon
• Average days to Opp: 327
days (Marketo)
• Prospected accounts take
1.7x longer to convert
than average (Implisit, 2014)
• 7 to 13+ touches to
deliver a qualified sales
lead (Online Marketing Institute)
“You can’t wait a year to see
results [in ABM]”
- Megan Heuer, SiriusDecisions

Influence
©2016 Engagio, Inc. All rights reserved.
SiriusDecisions

Outbound
Nets vs. Spears
©2016 Engagio, Inc. All rights reserved.

ABM 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
©2016 Engagio, Inc. All rights reserved.
Summar y

Lead to Account Matching
©2016 Engagio, Inc. All rights reserved.
Concept 2
Leads
Leads in SFDC are not connected to the Account object
Account
• Routing problems
• Can’t tie activity to the right account
• Hurts campaign attribution

Lead to Account Matching
©2016 Engagio, Inc. All rights reserved.
Concept 2
Leads Account
• Fuzzy logic
• Powered by
Leadspace

Coverage
Do you have sufficient data, opt-in contacts, and
account plans for each target account?
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (1a)

Coverage
How well are you adding new / engaged people to
the database? Director-level and above?
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (1b)

Awareness
Which target accounts have any awareness of us?
Are they visiting the website?
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (2)

Engagement
Are the right people at the account spending time with
your company, is that engagement going up over time?
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (3a)

Program Reach
Are marketing programs reaching the target
accounts? How much waste is there?
©2016 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (4)
FOCUS
%ofsuccessesfrom
targetaccounts
COVERAGE
% target accounts with a success

Program Impact
How are the ABM activities improving sales outcomes
such as deal velocity, win rates, average contract values,
retention, and net promoter scores
©2016 Engagio, Inc. All rights reserved.
“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.”

• Coverage: do you have sufficient data, contacts,
and account plans for each target account?
• Awareness: are the target accounts aware of your
company?
• Engagement: are the right people at the account
spending time with your company, and is that
engagement going up over time?
• Reach: are marketing programs reaching target
accounts?
• Impact: are ABM activities improving key sales
outcomes?

• Impact: are ABM activities improving
key sales outcomes?
• Coverage: do you have sufficient data, contacts, and
account plans for each target account?
• Awareness: are the target accounts aware of your
company?
• Reach: are marketing programs reaching target
accounts?
• Engagement: are the right people at the account
spending time with your company, and is that
engagement going up over time?

ABM Market Map
May
2016
Oct
2015
EOY
2016

gum.co/ABMGuide
Use code
FlipMyFunnel
to download for free!
The Clear and
Complete Guide to
Account Based
Marketing

Más contenido relacionado

La actualidad más candente

What Is Account Based Marketing?

Drift

Account Planning Template for Account-Based Marketing

Chris Louie

Lead generation stragety ppt

nehaanandjha

Digital marketing plan

Vanessa Baires

Account-Based Marketing has become an important part of the marketing efforts of many Fortune 500 companies as well as mid-size to small firms. This ABM slideshow takes you through what ABM is, why it is important, as well as how to do it effectively. It also provides some examples of successful ABM projects that any company in the B2B space could leverage in their business. For further information or to get consulting in this area, please contact me. See my contact information on the last slide. To watch video presentation of this slide show go to https://youtu.be/19JKRU9fAsw

Account based marketing in B2B space

Mark Sekula

Lead generation

Kumar Subrat

Account Based Marketing Overview

Ron Corbisier

This era is a complete digital era. Our way of living has drastically changed ever since technology and digitalization stepped into our lives. Almost 80% of the world's total population uses the internet. So, if you are a businessman and if your business doesn't exist in the online world, chances are you are losing most of your customers. In order to sustain in this competitive world, every company needs a social media presence. Companies that have time constraints approach the marketing agencies for social media services. And that's when your role comes into play. Address the needs of your customers and offer your expert services by incorporating our Digital Media Consulting Proposal PowerPoint Presentation Slides. With the help of our aesthetically-designed cover letter, introduce your proposal citing the importance of a social media presence. Accurately mention the table of contents like project goals, process, investment, company overview, past experience, statement of work, and contract. Begin by explaining your project goals and showcase the primary focus areas of your strategy with the assistance of our content-ready social media PowerPoint theme. Clearly explain your plan of action that is kick-off meeting, social media optimization, plan development, channel plan, content calendar, and engagement plan. Employ our topic-specific web media PowerPoint template to depict the scope of services like research, posting schedule, content calendar, planning, customer engagement, and channel selection. Utilize our visually-engaging PPT graphic to allot the time duration to each stage with the help of this attractive graphic design. Depict the cost estimation scheduled for each activity in a tabular format. Exhibit the types of packages created by you to meet all the customer needs. Showcase company details and list your past achievements to build credibility by leveraging our Internet media PPT slideshow. Make a mark by downloading our powerful proposal template. https://bit.ly/31UovVU

Digital Media Consulting Proposal Powerpoint Presentation Slides

SlideTeam

B2B Lead Gen and Brand Building - B2B Product Marketing Series

Michael Fertman

The blending of ABM, revenue team alignment and customer experience (CX) has created a new model called Account-Based Experience (ABX). This go-to-market (GTM) strategy brings together data and insights to develop relevant and authentic marketing and sales plays throughout the B2B lifecycle. Are you ready to take on ABX in 2022? During this session, Tracy Kraft, VP of Revenue Marketing at Demandbase, will focus on how to develop your 2022 strategy and plans for optimal business outcomes. Join her crash course to learn how to: Focus on your best opportunities; Take a journey stage approach; Personalize brand experiences on digital; Lean in on sales enablement; and Measure what matters.

Drive Growth With An ABX GTM Strategy

Demandbase

Sales plan template

Maja Seeberg

This Master Class will take a deep dive into ABM engagement challenges, strategies, quick wins, and best practices. We’ll also take a look at how VMware leverages ABM engagement to woo, wow, and WIN their target accounts with website personalization and increased engagement across key audiences and segments. View on demand so that you can get the practical knowledge and actionable insights you need in order to: - Build meaningful audiences and segments - Create targeted, relevant digital experiences - Measure engagement success - Iterate and optimize your ABM strategy to drive continuous improvement

ABM Master Class: Engagement

Demandbase

Marketing Your SaaS Product

Intelligent_ly

How to Build an Outbound Sales Strategy in 60 Days - Bastiaan Janmaat, CEO & ...

SaaStock

Digital Marketing For Small Businesses

The Farnham Hub

Go-To-Market Strategy & Sales Enablement Framework

Link Cheng

General digital marketing consulting proposal

Shashikant Kashodhan

B2B Marketing has changed. 89% of B2B buyers use the internet during their B2B research process, according to a joint study by Google and Millward Brown Digital. Direct sales are still critical, but strategic digital marketing will fuel the sustainable growth of the company, through generating demand, and empowering sales. I just published a B2B Marketing Guide that shows B2B marketers how to build a robust B2B technology brand, using all forms of digital marketing tools.

Definitive Guide to B2B Marketing in the Digital Age

Carolyn Bao

Founded in 2012, Social Beat is India's fastest growing independent digital marketing solutions company, enabling businesses to build their brands and achieve business results via the digital medium. They manage 2% of digital media investments that happen in India. Social Beat is a Premier Google Partner, recommended Facebook agency and a member of Facebook India SME Council and a trusted online expert with offices in Bangalore, Chennai, Mumbai and Delhi. Our expertise with video content, as well as platforms such as Influencer and 22 Languages makes us the ideal digital marketing solutions partner for brands and businesses as they seek to engage with audiences in both urban and rural markets The 170-plus member team of digital experts offers integrated digital marketing solutions including brand strategy, social media marketing, digital media planning, content marketing, video production, Search Engine Optimisation, influencer marketing, UX, technology services and impactful language content. With focus verticals of retail, fmcg, consumer apps, real estate, BFSI, ecommerce and healthcare, Social Beat has 50+ marquee clients including Malabar Gold, Himalaya Pharma, Jaquar, Khata Book, Kangaroo Kids, Khadims, mFine, Swiggy, Klay Schools, Shop101, Chumbak, Assetz Property, Sundaram Mutual, Wonderchef, Forum Mall, Rummy Culture, Casagrand, Bewakoof.com, Neuberg Diagnostics, Tata Mutual and Boat Headphones amongst others. For two years in a row, in 2017 & 2018, Social Beat was recognised by Google for innovation in Display & Mobile Marketing. It won Agency of Year by Maverick awards 2018 and won Silver at Agency of the Year 2019 for Performance Marketing & Influencer Marketing at AgencyCon by Social Samosa. It has bagged numerous awards from Advertising Club of Madras, Advertising Club of Bangalore, Paul Writer and others. Website: https://www.socialbeat.in/

Social Beat - India's fastest growing independent digital marketing agency

Social Beat

In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.

The 2017 Content Marketing Framework

Content Marketing Institute

La actualidad más candente (20)

What Is Account Based Marketing?

Account Planning Template for Account-Based Marketing

Lead generation stragety ppt

Digital marketing plan

Account based marketing in B2B space

Lead generation

Account Based Marketing Overview

Digital Media Consulting Proposal Powerpoint Presentation Slides

B2B Lead Gen and Brand Building - B2B Product Marketing Series

Drive Growth With An ABX GTM Strategy

Sales plan template

ABM Master Class: Engagement

Marketing Your SaaS Product

How to Build an Outbound Sales Strategy in 60 Days - Bastiaan Janmaat, CEO & ...

Digital Marketing For Small Businesses

Go-To-Market Strategy & Sales Enablement Framework

General digital marketing consulting proposal

Definitive Guide to B2B Marketing in the Digital Age

Social Beat - India's fastest growing independent digital marketing agency

The 2017 Content Marketing Framework

Similar a FlipMyFunnel - The Big 5 Metrics for Account Based Marketing

The Account-Based Marketing (ABM) movement is in full force — and for good reason. Marketers are seeing the value in becoming more targeted, more personal and better aligned with sales. The momentum in the category is real, but many organizations are still just getting started with ABM. To create a high performing Account-Based Marketing organization, marketers must first build a strong foundation. They must start with planning, investment choices and impact measurements — and they must understand how these categories change as their organization moves to ABM. In this webinar, Engagio’s Jon Miller and Allocadia’s Sam Melnick will discuss why marketers must start with these core elements of an ABM strategy or otherwise risk failure. Some key questions that will be answered: - How can I incorporate ABM into my strategic marketing plan? - What changes do I need to make to my marketing mix when I invest in ABM? - How do I prove the impact of ABM on Marketing Performance? This webinar should be attended by marketers who are already utilizing, in the midst of planning for, or just starting to consider Account-Based Marketing. Join us in the third webinar in our “Run Marketing” Series, designed to enable marketers to Run Marketing with confidence and drive business impact.

Allocadia Webinar - Creating the Foundation for ABM (feat. Engagio)

Allocadia Software

Account-based marketing (ABM) is quickly becoming the next big thing in B2B marketing. In fact, the ITSMA says that “ABM delivers the highest Return on Investment of any B2B marketing strategy or tactic. Period.” If you support sales teams selling six- and seven-figure deals, then this is the presentation for you! Download this presentation to see why ABM is generating so much buzz, and to get practical tips for launching or scaling your ABM programs. 1. How ABM is different from traditional demand generation (fishing with nets) 2. Best practices for understanding target accounts, orchestrating integrated account plans, and measuring the impact of your ABM efforts 3. The right ways to market to current customers for cross-sell and retention Key takeaways include: Account-based marketing coordinates personalized marketing and sales efforts to land and expand specific accounts ABM = focus = zero waste, better results ABM delivers the highest ROI of any B2B marketing strategy or tactic Great ABM requires great account knowledge Create content that the right people in your target companies actually like to read and share There is no magic campaign; success comes from a mix of integrated tactics The “law of large numbers” breaks down in account-based marketing; measure ABM success via engagement and lift

Fishing With Spears: All About Account-Based Marketing

Engagio

Account-based marketing (ABM) is quickly becoming the next big thing in B2B marketing. In this presentation, you'll see why ABM is generating buzz, and get practical tips for launching and scaling your programs. You'll learn how ABM is different from traditional demand generation (fishing with nets), how to market to current customers for account expansion, and how to measure and prove the impact of your account-based marketing tactics. Jon is a marketing entrepreneur, thought leader, and CEO and co-founder of Engagio, a platform for account-based marketing. Previously, he co-founded and was the Marketing Vice President at Marketo. Jon holds a bachelor’s degree in physics from Harvard College and has an MBA from the Stanford Graduate School of Business.

Fishing with Spears: All about Account-Based Marketing - Jon Miller, Godfrey ...

Godfrey

Account Based Marketing + Account Based Sales Development = Account Based E...

Engagio

Account Based Marketing + Account Based Sales Development = Account Based Eve...

Jon Miller

Measurement and metrics are critical in any facet of marketing, and Account Based Marketing is no different. However, traditional demand generation metrics aren’t enough. The rise of Account Based Marketing demands new ways of measuring and analyzing your marketing programs. While leads-based are important metrics, they are not sufficient to measure account-based strategies. In this webinar with Heidi Bullock, CMO of Engagio, we’re breaking down the new metrics. You’ll discover: –3 new metrics for Account Based Marketing –The steps to measuring the engagement of your high-value accounts –How to analyze data and deliver actionable account insights to your sales team Download Engagio's new Clear and Complete Guide to ABM Analytics at engagio.com/analytics-guide Learn more about Engagio at Engagio.com Twitter.com/Engagio Linkedin.com/Company/Engagio Facebook.com/Engagio

ABM Analytics Breakdown Session #1: AMB Measurement: The New Metrics for Acco...

Engagio

The secret sauce

Vasil Azarov

Sometimes, you can't wait around for the right people from the right accounts to swim into your demand generation net – you need to reach out to these "big fish" directly. When you need more than Inbound, learn the new secret sauce for combining account based marketing and sales development to build pipeline at target accounts, expand existing relationships, and connect with more decision makers.

Engagio - How Content Marketing Fuels Account Based Everything

Engagio

Wondering why Account Based Marketing continues to be rapidly adopted? Join Engagio in this webinar with MarketingProfs featuring Jon Miller, CEO and co-founder of Engagio, for a glimpse into the current account-based attitudes and maturity of over 500 organizations across North America. We'll dive into recent market research on the current state of Account-Based Marketing and highlight what's working and what's not. You'll learn: - How you stack up against hundreds of your industry peers - Habits of organizations who are seeing a positive ROI from ABM - How to create your own path to ABM success

[Webinar] 2019 Trends in Account Based Marketing

Engagio

#RevenueSummit San Francisco 2017 - Jon Miller - The New Plays for Account Ba...

#FlipMyFunnel

Have your ABM strategies evolved since you first put them into action? In this presentation with Engagio & Demand Gen Report, Jon Miller, CEO and Co-Founder of Engagio, shares the evolution of ABM and recommends new best practices to ensure success. In this presentation you'll discover how to: - Get awesome tips for every ABM stage to help Sales act on account insights - Use account data to analyze Sales and Marketing effectiveness by region - Allocate the proper budget, time and resources to ABM with account entitlements - Access new vetted criteria and recommendations for selecting an ABM Platform Download the NEW Clear and Complete Guide to Account Based Marketing (Second Edition) here: https://info.engagio.com/clear-and-complete-guide-to-account-based-marketing.html

[Best Practices Webinar] The NEW Clear and Complete Guide to Account Based Ma...

Engagio

Engagio @ InsideView Open Lounge 2016 - ABM + ABSD = ABE

Engagio

Account Based Marketing for CMOs: The Need for Change

Engagio

Advocamp: Jon Miller

Influitive

Sponsor Lightning Round - Engagio

InsideView

#FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Develop...

#FlipMyFunnel

#FlipMyFunnel Boston 2016 Keynote - Jon Miller - Account-Based Marketing and ...

#FlipMyFunnel

You’ve heard the hype — Account Based Marketing is rapidly becoming the next big thing in B2B marketing. Now it’s time to move beyond the hype to learn HOW innovators are practicing ABM, as well as what works and what doesn’t. In this session, Heidi Bullock, CMO of Engagio, reveals actual examples of how they use proven ABM techniques to exceed revenue goals. Join us to learn how the experts orchestrate their programs across departments and channels for personalized, relevant touches that get results. –3 simple steps to get up and running with ABM in under 30 days –How to tier your target accounts to execute personalization at scale –5 metrics to show impact and prove the impact of your ABM program –How to orchestrate ABM plays that leverage multi-channel engagement through account-based advertising, social, direct mail, email, phone and video Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide Learn more about Engagio at Engagio.com Twitter.com/Engagio Linkedin.com/Company/Engagio Facebook.com/Engagio

How to use Account Based Marketing to Exceed Your Revenue Goals in 2018

Engagio

Despite the hype around ABM, some executives are still unsure that Account Based Marketing is their best bet. In this webinar presentation, Heidi Bullock, CMO of Engagio, covers how ABM (when done right) will grow revenue, improve your brand, align your entire organization, and ultimately deliver a better customer experience. In this presentation you'll learn: - Why marketing executives should bet on ABM - How to manage change when making the transition - How ABM can help meet company-wide goals - Ways to showcase success

Executive Webinar: Betting on ABM

Engagio

Modern B2B marketing is evolving – do you have the right technology to keep up? In this webinar you'll learn how Engagio’s revenue team leverages its own product to crush its number. It will be a lively discussion from marketing (Heidi Bullock, CMO), sales (Stephen Frapart, Account Executive), and sales development (Danilo Nikolich, Head of Sales Development) on how Engagio’s Account Based Marketing platform helps align strategy, scale personalized outreach, and exceed quota. We'll show you how to use Engagio to: –Drive engagement at your target accounts –Orchestrate an integrated ABM play across marketing, sales, and sales development –Activate sales through account insights See how Engagio can help you crush your number at Engagio.com/demo Learn more about Engagio at Engagio.com Twitter.com/Engagio Linkedin.com/Company/Engagio Facebook.com/Engagio

The Secrets To Crushing Your Number: How Engagio’s Revenue Team Uses Engagio

Engagio

Similar a FlipMyFunnel - The Big 5 Metrics for Account Based Marketing (20)

Allocadia Webinar - Creating the Foundation for ABM (feat. Engagio)

Fishing With Spears: All About Account-Based Marketing

Fishing with Spears: All about Account-Based Marketing - Jon Miller, Godfrey ...

Account Based Marketing + Account Based Sales Development = Account Based E...

Account Based Marketing + Account Based Sales Development = Account Based Eve...

ABM Analytics Breakdown Session #1: AMB Measurement: The New Metrics for Acco...

The secret sauce

Engagio - How Content Marketing Fuels Account Based Everything

[Webinar] 2019 Trends in Account Based Marketing

#RevenueSummit San Francisco 2017 - Jon Miller - The New Plays for Account Ba...

[Best Practices Webinar] The NEW Clear and Complete Guide to Account Based Ma...

Engagio @ InsideView Open Lounge 2016 - ABM + ABSD = ABE

Account Based Marketing for CMOs: The Need for Change

Advocamp: Jon Miller

Sponsor Lightning Round - Engagio

#FlipMyFunnel Austin - Jon Miller - Account Based Marketing and Sales Develop...

#FlipMyFunnel Boston 2016 Keynote - Jon Miller - Account-Based Marketing and ...

How to use Account Based Marketing to Exceed Your Revenue Goals in 2018

Executive Webinar: Betting on ABM

The Secrets To Crushing Your Number: How Engagio’s Revenue Team Uses Engagio

Más de Engagio

Marketing Operations professionals are the unsung heroes of the Revenue Team, working hard behind the scenes to make sure that everything runs smoothly. But Marketing deserves recognition, and we want to help you get it! Check out the slides for this webinar with Tom Keefe, Engagio’s Head of Marketing Operations, to learn how to… - Find Sales new Opportunities through Intent - Identify open Opportunities that are flirting with Competitors - Give Sales full visibility to every activity in their Accounts - Build out your Account ICP via data from Form Submissions ...and score that invitation to Revenue Club!

How MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite Marketer

Engagio

Put the promise of intent data into action now! When you combine 1st party engagement data from Engagio with 3rd party intent insights from Bombora, your sales team can prioritize accounts more effectively, reach out with relevant insights, and close more deals, faster. To find out how to take advantage of buying signals for your business, join Joe Perry, Product Adoption Manager at Engagio, and Nirosha Methananda, VP of Marketing at Bombora, on this webinar to learn how to: - Predict when your accounts are ready to buy with intent data - Immediately take action on a surging accounts - Use Engagio and Bombora to drive post-sale expansion revenue

How To Make Intent Data Actionable Webinar Slides

Engagio

We are excited to share with you an Engagio integration with Bombora. This integration will allow our customers to immediately take action on your intent data in the Engagio platform. Now, you will be able to combine first-party engagement data and third-party intent insights to measure active demand for accounts, help prioritize which accounts need action from Sales, and orchestrate the right plays across human and automated channels. Join Joe Perry, Product Adoption Manager at Engagio, and Nirosha Methananda, VP of Marketing at Bombora, on this webinar for Engagio customers only, you'll learn how to: - Predict when your accounts are ready to buy with intent data - Immediately take action on a surging accounts -Use Engagio and Bombora to drive post-sale expansion revenue

How To Make Intent Data Actionable - Bombora + Engagio Integration Slides

Engagio

Opstars Keynote- The Future of Account Based Marketing

Engagio

ABM is currently the hottest marketing trend, but how does it work with demand generation? Do you have to pick just one? And what happens if you do both? With 85% of organizations now using both ABM and demand gen to turbocharge their marketing, many are still struggling to integrate the two approaches. In this webinar, we’ll show you how to strike the perfect balance to ensure that your company is getting the best out of both worlds. In this webinar, you’ll learn: -How to turn insights into action and enable sales to double target account engagement; -The secrets to automating ABM programs and scaling your marketing efforts; and -3 steps to moving from a lead-centric funnel to an account-based funnel and measuring success. There’s no better person to help you navigate the journey than Jon Miller. He was at the forefront of demand gen when he built Marketo, and now he’s at the forefront of ABM building Engagio.

Work Smarter, Not Harder in 2020 Webinar Slides

Engagio

What if you could easily see all your account data from disparate systems together in one place, then use that data to target specific people and accounts throughout the account journey? Sound too good to be true? The next generation of Sales and Marketing technology is here! Now, leads and accounts can live in the same world. With the rise of ABM and the increasing importance of Sales and Marketing alignment, organizations must learn to coordinate actions and automate high-impact plays across channels. Join us on Oct. 24th at 10am PT as we reveal Engagio Orchestrate, a new product that’s the first of its kind to combine the automation power of demand gen with the precision of ABM. In this presentation, you’ll discover: – How to create and scale ABM initiatives across channels that engage your target accounts in a personalized way – The secret to targeting an audience with relevant ads based on funnel stage or activity, or behavioral, demographic and firmographic data – How to distribute the right content, across the right channel, at the right time – 3 real-life examples of how Engagio orchestrates Sales and Marketing activities

How to Orchestrate ABM with Automated Multi-Channel Plays

Engagio

As the B2B buying process becomes more complex, it’s never been more necessary to align sales and marketing teams to ensure a great customer experience. To help meet this demand, a surplus of ABM vendors and technologies have entered the market – and the organizations that are embracing this new technology are reaping the rewards. However, many companies are still struggling to make sense of the ABM technology landscape. How should you evaluate new technology? How can you make sure it fits into your go-to-market strategy? And How can you tell the difference between imposters and the real ABM platforms? Jon Miller, CEO of Engagio, hosts Peter O’Neill, Lead Analyst at Research in Action for a lively discussion on evaluating ABM technology. In this presentation, you’ll find out: – The current industry trends driving sales and marketing alignment, and the biggest mistakes to avoid – What technology other successful organizations are using for ABM – How to avoid getting burned with the wrong ABM vendor Plus, Peter reveals new data on Account-Based Marketing SaaS and Software: The Top 20 Global Vendors 2019.

How to make sense of the abm technology landscape

Engagio

The Evolution of ROI: How to Bring Return on Engagement (ROE) Into Your Company

Engagio

True detective: Identify your unknown buyers using account insights

Engagio

In today’s complex B2B environments, the lead funnel is no longer enough – you must take into account the entire buying unit as a whole. But how do we go from a lead-centric world to an account-based world? What metrics matter most? How do you measure them? We’ll answer these questions and more in this webinar. In this presentation, learn: – A proven framework for mapping account-based journeys – 4 key KPIs that you can use to track account journeys – How to measure engagement, score accounts, and use MQAs – Real-life customer examples of custom journeys – The biggest mistake that marketers make when building their account funnel, and how to avoid it

Funnels, Journeys & Account Lifecycle Models in ABM

Engagio

SiriusDecisions reports that nearly 60% of marketers consider the overall health of their data unreliable. Your data is never going to be perfect. However, there are best practices and top tips to improve your data strategy for ABM. In this presentation you'll learn proven strategies and specific steps to help you on your ABM Data Journey. In this presentation you'll learn: - Tips for establishing goals of an ABM data strategy - How to create dynamic segments - Best practices to enrich and clean - How Marketing can help Sales prioritize and take action on the right accounts

[Webinar] Your Data Strategy for ABM Success

Engagio

What are the secrets of the world’s most successful teams? Shane Snow, entrepreneur, award-winning journalist and Bestselling author of Dream Teams, will change the way we think about people, progress, and collaboration among teams. This presentation is for anyone who aspires to be a leader, build a team or change history. Shane’s book is not a boring business book or case study about team-building exercises. If you enjoy writers like Malcolm Gladwell, Daniel Pink, Ryan Holiday or Simon Sinek, you’ll love Dream Teams. In this webinar, you’ll learn: – The surprising factor behind most failed mergers and marriages – How a certain method of fighting is more useful than brainstorming – How leveraging “cognitive diversity” helps teams outmatch competitors – The science of becoming open-minded—and the outsize effect it has on group success – The counterintuitive truths about becoming better team players Learn more about Engagio and follow us on social: https://www.engagio.com/ https://twitter.com/engagio https://www.linkedin.com/company/engagio https://www.facebook.com/engagio/

Summer Series Session 3: Dream Teams with Shane Snow | Slides

Engagio

If there was one golden rule for any revenue team to follow it would be this: silos don’t work. They lead to inefficiencies, broken systems and problems at every level. It’s time to break down the barriers and align as one revenue team to focus on the right accounts. In this session, Sandra Freeman, Head of Strategic Marketing at Engagio, will discuss strategies and tactics to: - Get buy-in from the entire revenue team; - Work with sales to drive action today; - Use technology to streamline manual activities; and - Real-world examples and results.

The Must Have Blueprint for Sales Activation

Engagio

We have been spoon-fed the notion that creativity is the province of genius -- of those brilliant few whose moments of insight arrive in flashes of divine inspiration. Either we have that gift, or we don’t. Allen Gannett shows that simply isn’t true. He dispels the myths around creative genius and reveals the science behind achieving breakout success in any field in his book The Creative Curve: How to Develop the Right Idea at the Right Time. Recent research has shown that there is a predictable science behind achieving success in any creative endeavor. In this presentation, you’ll discover: –The neurological and psychological mechanisms behind flashes of genius – How you can learn to have more of these so-called aha moments through the mass consumption of content – How famous creators engage in a strategy called “the 20% principle” that is accessible for anyone

Summer Series Session 2: The Creative Curve with Allen Gannett

Engagio

Imagine a workplace where everyone engages and contributes their full intellectual capacity, a place where people are healthier and happier because they have more control over their work, a place where everyone is a leader. Join David Marquet, Retired US Nuclear Submarine Captain, and author of Turn The Ship Around, in this presentation as he reveals his battle-tested plan for empowering people, creating technical competence, and gaining organizational clarity. In this presentation, you’ll learn: – How to create an environment where people are happier and healthier because they have more control over their work – The steps to start the process of investing in people so that real change happens – How to talk with your co-workers in an empowering way so that you create leaders at every level of the organization – How to voice your opinions or disagree with colleagues but still feel safe and trusted

Summer Series Session 1: Turn The Ship Around with David Marquet

Engagio

While closed business is the desired outcome for growth, engagement data is an early hallmark of success. Join us for a webinar with Demand Gen Report featuring Sandra Freeman, Head of Strategic Marketing at Engagio, to learn three ways to use engagement data to generate more business. We will review how engagement data is a critical early indicator of success, a strong buying signal and insight that marketing and sales should understand and bring into line. In this presentation you'll learn: - What engagement data is and how to use it as a key buying signal - How engagement data can align Sales and Marketing teams to close more deals - Various ways to use engagement data throughout the funnel

[Webinar] Three Ways to Use Engagement Data to Close More Business

Engagio

ABM Revealed: Alerts to Activate!

Engagio

Creating pipeline and growing a business is dependent on building relationships with key executives. But how do you do that effectively and stand out from the noise? In this presentation, you'll learn: – 3 creative ways to crack the code to establishing long-lasting relationships with executives: – Get creative and show up like no one else – Create personalized and relevant content that resonates with executives – Quickly establish yourself as a thought-leader to capture the minds of your buyers – Gain the trust of the C-Suite so that selling is easy

3 Ways to Build Relationships with Executives | Engagio

Engagio

Email is still a very effective marketing channel to create engagement and reach your buyers. Join Engagio in this webinar to learn how to combine email marketing with an account-based strategy to increase results and accelerate the buyer’s journey. We’ll share top tips to penetrate and expand into accounts to generate revenue. Key Takeaways: - Email marketing tips for connecting with buyers within target accounts - How to prepare your data for effective campaigns - Proven follow up strategies including timing and data mining

[Webinar] Top Tips: Using Email Marketing to Penetrate Target Accounts

Engagio

Account-based marketing (ABM) programs are on the rise, and for good reason. When executed well, ABM improves collaboration with sales, grows deal size, and helps focus marketing efforts where they can have the largest impact. In this webinar with MarketingProfs, we'll explore the role personalization plays in mastering ABM outreach for maximum impact. You'll learn how to: - Identify which communications must be personalized - Consider which triggers should be used to automate personalization prompt - Leverage your outbound calling engine to drive up conversions

[Webinar] Three Ways to Scale ABM Success with Personalization

Engagio

Más de Engagio (20)

How MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite Marketer

How To Make Intent Data Actionable Webinar Slides

How To Make Intent Data Actionable - Bombora + Engagio Integration Slides

Opstars Keynote- The Future of Account Based Marketing

Work Smarter, Not Harder in 2020 Webinar Slides

How to Orchestrate ABM with Automated Multi-Channel Plays

How to make sense of the abm technology landscape

The Evolution of ROI: How to Bring Return on Engagement (ROE) Into Your Company

True detective: Identify your unknown buyers using account insights

Funnels, Journeys & Account Lifecycle Models in ABM

[Webinar] Your Data Strategy for ABM Success

Summer Series Session 3: Dream Teams with Shane Snow | Slides

The Must Have Blueprint for Sales Activation

Summer Series Session 2: The Creative Curve with Allen Gannett

Summer Series Session 1: Turn The Ship Around with David Marquet

[Webinar] Three Ways to Use Engagement Data to Close More Business

ABM Revealed: Alerts to Activate!

3 Ways to Build Relationships with Executives | Engagio

[Webinar] Top Tips: Using Email Marketing to Penetrate Target Accounts

[Webinar] Three Ways to Scale ABM Success with Personalization

Último

2024 Social Trends Report V4 from Later.com

nmislamchannal

Social Media Marketing Portfolio - Maharsh Benday

MaharshBenday

Resumé Karina Perez | Digital Strategist

Karina Perez

The Art of sales from fictional characters.

Bharathi sakthi

Crypto Quantum Leap - Digital - membership area

jaynee G

The 9th May Incident in Pakistan A Turning Point in History.pptx

elizabethella096

Aligarh Hire 💕 8250092165 Young and Hot Call Girls Service Agency Escorts

meghakumariji156

How consumers use technology and the impacts on their lives

Mathuraa

The Impact Of Social Media Advertising.pdf

ishikajaiswal116

Best 5 Graphics Designing Course In Chandigarh

hamitthakurdma01

HOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATION

pratheeshraj987

personal branding kit for music business

brjohnson6

Email marketing is a low-cost and effective marketing strategy. It is an excellent way to generate leads, convert visitors to customers, and build engagement. However, you could miss many opportunities to turn profits without exploring the best email marketing practices. Whether you’re a beginner, intermediate, or expert email marketer, everyone wants the same – a high open and click-through rate. We want to see subscribers engaging with our email campaigns, open, and take action on the CTA. https://cybernaira.com/email-marketing-best-practices/

10 Email Marketing Best Practices to Increase Engagements, CTR, And ROI

Shamsudeen Adeshokan

Distribution Ad Platform_ The Role of Distribution Ad Network.pdf

Transports Advertising

SP Search Term Data Optimization Template.pdf

PauleneNicoleLapira

In the realm of archaeology and linguistics, few artifacts hold the mystique and historical significance of the Rosetta stone. This unassuming slab of black basalt, discovered in 1799 by French soldiers during Napoleon’s campaign in Egypt, has since become synonymous with deciphering ancient mysteries. The Rosetta Stone, named after the town near where it was found, stands as a remarkable testament to human ingenuity and the relentless pursuit of understanding.

Unveiling the Legacy of the Rosetta stone A Key to Ancient Knowledge.pptx

elizabethella096

It’s never been easier to get your Google Shopping Ads campaigns up and running…but there’s also never been this much competition. So how can you ensure you’re maximizing ROI on your ad spend? Let us help. Watch this panel discussion tailored for retailers and brands eager to elevate their ecommerce strategy through Google Shopping Ads. You’ll hear the ways to craft compelling product listings using Google Merchant Center Next, strategically bid on keywords, and leverage audience targeting to reach the right customers at the right time. We’ll show you: - How to reduce costs while maximizing ROI using the entire Google Ads ecosystem. - The ways to target new shoppers with keyword bidding while maintaining engagement with your current audience. - How to set up Google Shopping feeds flawlessly with Google Merchant Center Next. In this engaging session, Bryan Butler, Joshua Young, and Ben Riggle will unpack the ways to create powerful product listings and measure your success using best-in-class metrics. If you’re an ecommerce brand or retailer using Google Shopping Ads, you won’t want to miss this discussion.

[Expert Panel] New Google Shopping Ads Strategies Uncovered

Search Engine Journal

Optimizing Your Marketing with AI-Powered Prompts

Vbout.com

VIP Call Girls Dongri WhatsApp +91-9833363713, Full Night Service

meghakumariji156

Aiizennxqc Digital Marketing | SEO & SMM

aiizennxqc

FlipMyFunnel - The Big 5 Metrics for Account Based Marketing

1. The Big 5 Metrics for Account-Based Marketing

2. bit.ly/Big5ABM Get The Slides! Big 5 Metrics for ABM

6. Topics for Today • Why Are ABM Metrics Different? • How To Measure ABM • The ABM Market Map

7. Why Are ABM Metrics Different?

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

11. Account Based Marketing is a Marathon • Average days to Opp: 327 days (Marketo) • Prospected accounts take 1.7x longer to convert than average (Implisit, 2014) • 7 to 13+ touches to deliver a qualified sales lead (Online Marketing Institute) “You can’t wait a year to see results [in ABM]” - Megan Heuer, SiriusDecisions

13. Land and Expand

15. ABM 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 ©2016 Engagio, Inc. All rights reserved. Summar y

16. OK Jon, How Should We Measure ABM?

17. Engagement • Higher engagement means deeper commitment • It’s about time: use the number of minutes that someone spends with your brand • Track everything, online and offline ©2016 Engagio, Inc. All rights reserved. Concept 1

18. Lead to Account Matching ©2016 Engagio, Inc. All rights reserved. Concept 2 Leads Leads in SFDC are not connected to the Account object Account • Routing problems • Can’t tie activity to the right account • Hurts campaign attribution

25. Engagement Are the right people at the account spending time with your company, is that engagement going up over time? ©2016 Engagio, Inc. All rights reserved. “Big 5” ABM Metrics (3c) Marketing Qualified Account (MQA): An account (or discrete buying center) that has reached enough aggregate engagement.

26. Program Reach Are marketing programs reaching the target accounts? How much waste is there? ©2016 Engagio, Inc. All rights reserved. “Big 5” ABM Metrics (4) FOCUS %ofsuccessesfrom targetaccounts COVERAGE % target accounts with a success

27. Program Impact How are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and net promoter scores ©2016 Engagio, Inc. All rights reserved. “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.”

28. • Coverage: do you have sufficient data, contacts, and account plans for each target account? • Awareness: are the target accounts aware of your company? • Engagement: are the right people at the account spending time with your company, and is that engagement going up over time? • Reach: are marketing programs reaching target accounts? • Impact: are ABM activities improving key sales outcomes?

29. • Impact: are ABM activities improving key sales outcomes? • Coverage: do you have sufficient data, contacts, and account plans for each target account? • Awareness: are the target accounts aware of your company? • Reach: are marketing programs reaching target accounts? • Engagement: are the right people at the account spending time with your company, and is that engagement going up over time?

30. The ABM Market Map

31. ABM Market Map May 2016 Oct 2015 EOY 2016

32. gum.co/ABMGuide Use code FlipMyFunnel to download for free! The Clear and Complete Guide to Account Based Marketing

33. Jon Miller @jonmiller www.engagio.com

Notas del editor

If you are a sales rep with only 20 accounts, you are thinking about those 20 accounts all day long. not a lot of room for marketing to deliver value by generating a lot of new leads. What’s more, at any given time it’s not very likely that any of those 20 accounts are looking to buy “right now” Which would the sales rep value more — 20 low-level professionals downloading your whitepaper, or one meaningful conversation with a decision maker at one of her target accounts ? This image is particularly hard to see, the circle needs to be thinner volumes in ABM are too low for traditional funnel metrics such as conversion rates. A sales rep with 20 accounts can’t accept a 5% conversion rate One of the biggest changes happens on the marketing side, where a department used to being measured by number of leads generated is now measured by quality of engagement with targeted accounts. “Management often has a difficult time justifying a full-time marketer focused on 3-5 ABM accounts that might help generate 20 new contacts and 5 opportunities when a junior marketer may create 500 new contacts and 100 opportunities. Of course, the value between those scenarios is vast, but the change in mindset is significant.” - Kathy Macchi, Inverta Don’t underestimate this change. And don’t expect it to happen simply because you announced the new goals and metrics.
Funding – how will you know it’s working? You need to get proper funding for a program that won’t deliver clear revenue immediately – possibly for a long time. If you hide this fact when you make your business case, you’re putting a time bomb inside your ABM program. Instead, make sure executives all understand the timescales and the metrics you’ll be using to ensure you’re making progress towards revenue. The companies who stay with their ABM strategies and track the right metrics invariably show significant return on their investment. But success is not measured in weeks (or even months in many cases).
ABM is an investment in time and resources so you MUST focus on accounts with highest ROI
ABM is an investment in time and resources so you MUST focus on accounts with highest ROI
Including MEETINGS

FlipMyFunnel - The Big 5 Metrics for Account Based Marketing

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a FlipMyFunnel - The Big 5 Metrics for Account Based Marketing

Similar a FlipMyFunnel - The Big 5 Metrics for Account Based Marketing (20)

Más de Engagio

Más de Engagio (20)

Último

Último (20)

FlipMyFunnel - The Big 5 Metrics for Account Based Marketing

Notas del editor