If you are one of the 60% of marketers exploring how to deploy Account-Based Marketing, then you may be wondering where and how to start. Which tactics work and how can your MarTech stack and marketing database support your ambitious ABM efforts?
In this session, you will hear from ABM practitioners Josh Hill (author of MarketingRockstarGuides.com), Tony Yang (VP of Marketing at Mintigo), and Charlie Liang (Director of Marketing at Engagio) discuss the steps they took to build a MarTech stack and infrastructure that’s optimized for an ABM strategy. This hands-on session will cover:
-How predictive marketing enables ABM
-Building a martech infrastructure for ABM
-How to structure the right ABM programs
-Understanding how analytics change with ABM
-Achieving marketing and sales alignment
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How to Build a Predictable ABM Engine
1. How To Build A
Predictable ABM Engine
Josh Hill
Author of Marketing
Rockstar Guides
@jdavidhill
Presented by:
Charlie Liang
Marketing Director
Engagio
@CharlieCLiang
Tony Yang
VP Demand Gen
Mintigo
@tones810
2. House Keeping
Audio Check
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3. Who should use ABM?
Strategy
You only care about Enterprise
Account penetration.
Customer Development for
Product-Market-Fit
Tactic
High volume SaaS firm
Only one small group handles
the top tier Enterprise Accounts
5. Adjusting to an ABM lifestyle
Demand Gen SDRs
Account
Execs
Customer
Success
Typical
workflow and
division of labor
ABM is different
Relationship
Leader
ABM
Marketer
ABM SDR ABM Closer
ABM Content
Creator
Technical
Sales
Customer
Success
• Overall
messaging
• Events
• Qualification
• Manual
matching
• Play
deployment
• Coordinate
personas
• Close
• Lead
people to
Insight
• New
messaging
• Persona
messaging
• Nurturing
• Play
copywriting
• Trusted
consultant
and expert
(could
merge with
Closer)
• Onboarding
• Ongoing key
relationship
• But ideally Closer
still involved
• Requests upsell
content
7. Stage 0: Marketing Transformation
Stage 1: Automation
Stage 2: Lead Quality Management
0 Month 12 Month 18 Month 24 Month 36
Building capability is hard work
Moving from Stage 0
to 1 and 2 offer the
largest obvious ROI.
Most firms are stuck here. This is
where those 55% of marketers say
they are “improving marginally”
Mostly vendors are here. This is where you
want to be. Only 9-16% of “successful
implementations” are likely here.
Noble goal, will you have enough data to do
this earlier? Will your team be ready to use it?
Stage 3: Nurturing and Sales
Context
Stage 4: Funnel Visibility
Stage 5: Attribution and Allocation
Source: Ascend2 Marketing Technology Survey Aug 2015
Stage 6:
Predictive Tools
8. Stage 2: Lead Quality Management
Stage 0: Marketing Transformation
Stage 1: Automation
Stage 3: Nurturing and Sales
Context
Stage 4: Funnel Visibility
Stage 5: Attribution and Allocation
0 Month 12 Month 18 Month 24 Month 36
Stage 6:
Predictive Tools
What about ABM?
ABM and Predictive cannot
help here since the Team isn’t
ready (nor the systems)
Add Plays and build up
data set for Predictive
ABM
range
Depends on Dataset and
Organizational capability.
Lead people to the
Commercial Insight
Improve visibility of what Story
works and where it is working.
Continuous practice and
alignment – ABM will require
TRULY TIGHT alignment
14. Ideal Customer Profile
(aka “CustomerDNA™”)
Selecting Target Accounts via Predictive Account Scoring
• Revenue: Above $1B
• Industry: Software &
Manufacturing
• Marketing Tools:
Marine Software,
Ensighten, BazaarVoice
• CX: ForeSee,
OpinionLab
• PPC Spend: Above $5K
• Alexa Rank: < 100K
• CDN: Akamai
• Analytics: Adobe
Omniture
• Hires Demand Gen
roles
…
Initech Corp.
Aviato Inc.
Cyberdyne
Systems
Predictive
Score 75 or Rank B
Predictive
Score 54 or Rank C
Predictive
Score 92 or Rank A
15. Segment before bringing in additional tools
Account Persona (Segmentation) Buyer Persona 1 (Segment) Buyer Persona 2 (Segment)
Technology SaaS Startup Marketing Manager Marketing Director
Insights from predictive data Marketing Operations BU Level Marketing Director
#ABM
Matrix AccountPersona
Purchase Stage
16. Now you have to do Lead to Account Matching
Enrichment
Process
17. Enhancing context for Sales
• Provide Lead to Account Matching
• Identifying the lead by persona and Challenger Type
• Enriching the data so Sales isn’t wasting time on
research (with predictive or 3rd party)
• Identify propensity to buy product bundles/cross-
sell with predictive
• Displaying lead behaviors, highlighting most
relevant ones
• Making additional research easy with Social, Maps,
People Displays
• Providing Talk Tracks based on data provided.
18. Use the Nurture Waterfall to tell a story to the
Account Buying Team
Goal: obtain enough data to select more specific
track. Identify personas and mobilizers. Move to
next best specific Track.
Goal: reach Mobilizers, engage in
Collective Learning, ensure Account is
MQL
Goal: get to Account
Track or MQL
Goal: confirm persona and
ABM info.
19. Using the Play Waterfall
Goal: get in touch with a key Persona at
the Account
Goal: reach Mobilizers, engage in
Collective Learning with Buying Group
Goal: find the next
Persona or agree to
next steps
Goal: confirm this person
will help you.
20. A play is a sequence of touches with a specific goal for
that Persona and Buying Stage
Learn
Define Needs
Assess Options
Negotiation
Sign
MQL
Goal of Play
Email every X days; story content
Play Cadence
For more information, see TOPO.com or Engagio.com
SAL Day 0: Call Day 1: send email: Day 4: send email 2 Day 5: call, vm
SQL Day 0: call; Day 3: send content X: Day 5: AE mgr email; etc..
Opp Day 0: group call invite; Day 3; call; Day 4: email case study, etc..
Won Day 0: welcome email & call; Day 1, Day 2, Day 5….
Owner
Marketing/MAP
Marketing or SDR
AE/Sales
AE/Sales
AE/Customer Success
Stage
21. Implications for marketing operations
Funnel Management
• Scoring is about the Customer and
Buying Team
• Time spent is a better indicator of
interest
• Predictive tools should take
behaviors and time into their model.
Nurturing
• Use The Nurture Waterfall and ABM to
identify Mobilizers, Talkers, and Blockers
• Organize around storytelling
• Goal of nurturing tracks is to
• Skew content nurturing to engaging and equipping
Mobilizers
• Framebreak to reach MQL and SQL
• Address Blockers’ needs ahead of time.
31. Prospects
MQL
SQL
Opps
Won
SFDC:
No lead or contact record, only target
accounts if applicable
SFDC:
Leads with Lead Status = “Passed by
Marketing”, timestamped
SFDC:
Leads with SRL Approved Status,
timestamped
SFDC:
Leads converted to Contacts under an
Opportunity record
SFDC:
Opportunities with Stage as Closed Won
MA:
Anonymous
MA:
Leads with Lead Status = “Passed by
Marketing”, timestamped
MA:
Leads with SRL Approved Status,
timestamped
MA:
Contacts that has Opportunity Stage
field as Stage 1 and beyond
MA:
Contacts that has Opportunity Stage
field as Closed Won
Map Funnel Stages To Your Lead Management Workflow
36. Understanding target account data
Coverage Are they aware? Do they engage?
• Smart Lists
• Lead Perf+Smart List
• Smart List Columns
• SFDC Dashboards
• Visits+Smart List
• Web Analytics
• Form Fill Outs
• Program Success
• RCA Reports
41. Coverage: Lead Performance & Smart Lists
Choose Group By and Lead
Created Range
Get sub-counts by ABM
Persona
Custom Columns
are your friend.
42. Awareness: Company Web Report
Choose the date Range
Known Leads (Smart Lists)
Anonymous Non ISPs – get an idea
of how many people visit from
Company A
Constrain by Page
and/or Persona
43. Engagement: Email performance, etc.
Engagement by
Persona? Totally
possible.
Choose the Range of
Emails
Date of Activity
Use your ABM segments here
along with Was Sent Email
45. Thank You!
Josh Hill
Author of Marketing
Rockstar Guides
@jdavidhill
Charlie Liang
Marketing Director
Engagio
@CharlieCLiang
Tony Yang
VP Demand Gen
Mintigo
@tones810
Notas del editor
Tony
Tony
Now before we get started, we’ve got a few housekeeping items to address. The first item is more for the benefit of those logged in but can’t hear audio…so obviously if you can hear me then you’re all set. Second, this session is being recorded, so be on the lookout for an email from Mintigo within a day or two if you’re interested in getting access to the slides and the on-demand recording. Third, we’ll be reserving some time at the end of today’s session for some Q&A, so please type in any questions you may have into the chat window at any time during the course of the presentation.
Josh
josh
Josh
The enteprise or ABM account team is together, with ONE coach monitoring the end to end process. It can look different, but the alignment is complete here because it is one team.
Since ABM arrived (again), I've advocated assigning an ABM manager to sit with the ABM SDR and AE team. They should act as a key coach on messaging and building out journeys or "plays". Sales often has great ideas, but needs the discipline to refine the steps and operationalize it. A very tight understanding is needed with sales managers. The most successful are likely marketers who were former salespeople. If you have loads of budget, hire a special direct response copywriter.
Again, this is about Strategy. There needs to be a total shift in mindset that ABM is a long term game for most B2B companies. This isn't about transactional prospecting SDR emails that everyone makes fun of, but still do. This is about solving real problems at companies and doing the dance to prove you are the right choice for each other. The strategy has to recognize that automated lead nurturing goes to a point - usually MQL or until Contact is made. Then ABM plays take over. There isn't just one play, there are dozens for each stage of the lifecycle, including Won/Customer.
What are some challenges with ABM that marketers are facing today?
The need for sales-marketing alignment is not the same as it was 6 or 7 years ago. Marketers are struggling to understand the systems and strategies actually require a change to workflow and team organization. I would argue most firms that sell to "Target Accounts" need a special ABM team that's less about the lead funnel and more about the skills.
Josh
Data quality matters even more
Email reputation is key
Marketable – can you segment them? Have contact info?
Permission - can you email them?
Do you have the right people or do you need to find them?
Lead Ownership and Territory Management must be pristine
The Content – Segment Matrix
https://www.iconfinder.com/icons/670399/call_chat_mobile_phone_talk_telephone_viber_icon#size=128
https://www.iconfinder.com/icons/370079/data_info_information_icon#size=128
https://www.iconfinder.com/icons/309041/group_people_users_icon#size=128 Ivan Boyko
https://www.iconfinder.com/icons/299096/calendar_clock_icon#size=128
Charlie
Tony
Tony
Josh (with Tony comment)
Josh
Josh with Tony comment
Josh
You could structure this content to run pre MQL or during MQL. If you prefer the MAP to stop and let Plays take over, make this hand off well defined. You may want to even shift MQLs or SQLs to a once a month cadence that operates in the background. You can also adapt this to the Play Waterfall
Josh
You could structure this content to run pre MQL or during MQL. If you prefer the MAP to stop and let Plays take over, make this hand off well defined. You may want to even shift MQLs or SQLs to a once a month cadence that operates in the background. You can also adapt this to the Play Waterfall
Josh
Use an existing set of plays that top sales people at your firm use; if you’ve developed an SDR or BDR track, break them up into specific plays aimed at buying stage and persona.
Josh
Charlie
Charlie to discuss survey and segmentation for Drones.
Charlie
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Charlie
Too many high volume SDR/BDR outbound teams think they should do this sort of cold calling. Remember your lessons from Dale Carnegie and other top networkers – you must add value first and you must make your introduction about the other person. Everyone, including you, cares about themselves first. I have almost never seen a cold email that was about me and my needs.
Charlie
Tony
Tony
Tony
Tony
Tony
Tony
Josh
Charlie
Charlie
Charlie
Charlie
Josh
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Josh
Potential Questions:
- Who should be the one that drives ABM? Someone in marketing? In sales?
- What kind of skill sets, and perhaps team members, do you need to implement a successful ABM strategy?
- What workflow and process changes need to take place when shifting from a traditional lead generation/funnel approach to ABM?