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Webinar - Marketing Metrics Madness in an Account Based World

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Engagio
Engagio

Featuring speakers from Engagio and Brightfunnel, learn best practices for reporting and attribution on your Account Based Marketing and Sales programs.

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MARKETING METRICS MADNESS IN AN ACCOUNT BASED WORLD March 16, 2017 Engagio & BrightFunnel
Charlie Liang Director of Marketing Engagio Dayna Rothman VP Marketing BrightFunnel MEET THE PRESENTERS:
What are we talking about? • New Account Metrics in a Account Based World • Lead to Account Matching • What are engagement minutes? • How to measure campaign success & A/B test • Analyze target accounts, campaign & analysis • Understanding channel influence • The different types of content that work (measured & proven!) • Q&A
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel 3 Types of Metrics Funnel ProgrammaticAccount Trending
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Account Trends to Watch • Account based web traffic – Measure both cookied & anonymous • Number of & newly engaged people • Account insights & key triggers • Sales prospecting activity
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Key Account Funnel Statuses Break out awareness by account funnel. See MQAs by week. Known Aware – New Aware – Recycled MQA Meeting Opp Customer Engagio Dashboard Engagio Dashboard
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Engagio’s Own Account KPIs Meeting -> Opp Opp -> CustomerMQA -> Meeting 20% 65% 30% 3.9% MQA -> Customer
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Programmatic Metrics to Measure • Account penetration • People focus • By account status, persona, industry, content type, geography, etc.
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel 1 2 3 4
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Challenges Faced Leads Contacts Accounts Opportunities Campaigns Activities Offline Marketing Automation Sales Rep Activity Anonymous Web
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel The Solution: Lead to Account Matching Engagio Salesforce Screenshot Leads & Contacts in one place!
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel How Lead to Account Matching works
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Lead-Centric vs. Account-Centric A is for Account Old School (Lead Gen) • Leads • MQLs • Lead Score New School (Account Based) • Accounts • MQAs • Engagement Minutes Star of the show:
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Get Account-Level Communication Visibility
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel All the way back to Salesforce VMware Account in SFDC
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel And see touch statuses of leads & contacts
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel New World Order = New Currency Engagement Minutes
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel What is an Engagement Minute? 5 minutes 30 minutes An Engagement Minute is how much time a prospect or customer spends interacting with your brand.
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Why are EMs Important? Account Lead Contact Lead 1. Account Based 2. Sales Understands
Launch Account Based Ads Package send + Email Package delivered + Email Phone call Phone call Phone call Phone call + LVM Email from Jon cc’ing ADR LinkedIn view from Jon Email FU to other 5 personas TAP Play
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Results To Date 136 120 36 26 15 1Mtgs Opps Deal (so far) EngdPkgs Resp 19% Meeting Rates Ads and Kindle: 20.0% Books only: 18.8% Kindle only: 17.2% Ads and Books: 8.3% Not significant Web Traffic Visitors Ads +43% +47% No Ads +22% +8% Directionally meaningful but not significant 11.2x pipeline to spend
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Measuring Account Based Ads Reverse IP Lookup
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel A/B Testing, Account Based Style Pro tip: Tag accounts to A/B test campaigns.
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel How to Measure ABE Campaigns 6 KPIs for ABE Campaigns
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Account-Based Full Database Measurement
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel How Should You Segment for More Data? • Segment your account- based measurement by: – Target Account Tier— what target accounts are engaged? – SDR Owner—how are your SDRs engaged their assigned target accounts? – Company Size—does engagement vary with companies of different sizes or industries?
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Look at Cohorted Target Account Funnel Velocity and Conversion
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Target Account Engagement Overview Metrics • Overall account engagement metrics: – Total engagement – Total marketing engagement – Total sales activity – Total web activity
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Target Account Engagement Analysis
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Target Account Campaign Analysis • What marketing programs has your target account been engaging with? • Who in your target account has been engaging with your marketing programs?
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Target Account Sales Activity Analysis • What does the rep activity look like at your target account? • What rep is engaging with what contact at each target account? • What is the frequency of engagement?
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel How is Your Target Account Finding You?
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Marketing Engagement Over Time • How engaged is the account? • What are the peaks of account engagement?
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel What Channels Source Contacts From Target Accounts?
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel What Channels Influence Target Accounts?
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Look at These Metrics on a Campaign Level
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel What Content Works Best for Target Accounts?
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel ABM vs. Demand Gen Content Difference between DG & ABM Demand Gen Content ABM Content
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Content in an Account Based Everything world Evolution of Content in an ABM World
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Be Everywhere, But Don’t be Overbearing Top 5 ABM Channels Engagio’s Top 5 Account Based Everything Channels: #1 #2 #3 #4 #5 Human Email Live & Virtual Events Direct Mail Ads
THANK YOU! Charlie Liang Director of Marketing Engagio @CharlieCLiang Dayna Rothman VP Marketing BrightFunnel @dayroth Learn More Tools of the Trade: engagio.com/map Everything ABM & ABSD:  engagio.com/guide

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Webinar - Marketing Metrics Madness in an Account Based World

  • 1. MARKETING METRICS MADNESS IN AN ACCOUNT BASED WORLD March 16, 2017 Engagio & BrightFunnel
  • 2. Charlie Liang Director of Marketing Engagio Dayna Rothman VP Marketing BrightFunnel MEET THE PRESENTERS:
  • 3. What are we talking about? • New Account Metrics in a Account Based World • Lead to Account Matching • What are engagement minutes? • How to measure campaign success & A/B test • Analyze target accounts, campaign & analysis • Understanding channel influence • The different types of content that work (measured & proven!) • Q&A
  • 4. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel 3 Types of Metrics Funnel ProgrammaticAccount Trending
  • 5. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Account Trends to Watch • Account based web traffic – Measure both cookied & anonymous • Number of & newly engaged people • Account insights & key triggers • Sales prospecting activity
  • 6. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Key Account Funnel Statuses Break out awareness by account funnel. See MQAs by week. Known Aware – New Aware – Recycled MQA Meeting Opp Customer Engagio Dashboard Engagio Dashboard
  • 7. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Engagio’s Own Account KPIs Meeting -> Opp Opp -> CustomerMQA -> Meeting 20% 65% 30% 3.9% MQA -> Customer
  • 8. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Programmatic Metrics to Measure • Account penetration • People focus • By account status, persona, industry, content type, geography, etc.
  • 9. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel 1 2 3 4
  • 10. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Challenges Faced Leads Contacts Accounts Opportunities Campaigns Activities Offline Marketing Automation Sales Rep Activity Anonymous Web
  • 11. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel The Solution: Lead to Account Matching Engagio Salesforce Screenshot Leads & Contacts in one place!
  • 12. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel How Lead to Account Matching works
  • 13. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Lead-Centric vs. Account-Centric A is for Account Old School (Lead Gen) • Leads • MQLs • Lead Score New School (Account Based) • Accounts • MQAs • Engagement Minutes Star of the show:
  • 14. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Get Account-Level Communication Visibility
  • 15. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel All the way back to Salesforce VMware Account in SFDC
  • 16. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel And see touch statuses of leads & contacts
  • 17. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel New World Order = New Currency Engagement Minutes
  • 18. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel What is an Engagement Minute? 5 minutes 30 minutes An Engagement Minute is how much time a prospect or customer spends interacting with your brand.
  • 19. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Why are EMs Important? Account Lead Contact Lead 1. Account Based 2. Sales Understands
  • 20. Launch Account Based Ads Package send + Email Package delivered + Email Phone call Phone call Phone call Phone call + LVM Email from Jon cc’ing ADR LinkedIn view from Jon Email FU to other 5 personas TAP Play
  • 21. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Results To Date 136 120 36 26 15 1Mtgs Opps Deal (so far) EngdPkgs Resp 19% Meeting Rates Ads and Kindle: 20.0% Books only: 18.8% Kindle only: 17.2% Ads and Books: 8.3% Not significant Web Traffic Visitors Ads +43% +47% No Ads +22% +8% Directionally meaningful but not significant 11.2x pipeline to spend
  • 22. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Measuring Account Based Ads Reverse IP Lookup
  • 23. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel A/B Testing, Account Based Style Pro tip: Tag accounts to A/B test campaigns.
  • 24. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel How to Measure ABE Campaigns 6 KPIs for ABE Campaigns
  • 25. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Account-Based Full Database Measurement
  • 26. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel How Should You Segment for More Data? • Segment your account- based measurement by: – Target Account Tier— what target accounts are engaged? – SDR Owner—how are your SDRs engaged their assigned target accounts? – Company Size—does engagement vary with companies of different sizes or industries?
  • 27. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Look at Cohorted Target Account Funnel Velocity and Conversion
  • 28. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Target Account Engagement Overview Metrics • Overall account engagement metrics: – Total engagement – Total marketing engagement – Total sales activity – Total web activity
  • 29. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Target Account Engagement Analysis
  • 30. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Target Account Campaign Analysis • What marketing programs has your target account been engaging with? • Who in your target account has been engaging with your marketing programs?
  • 31. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Target Account Sales Activity Analysis • What does the rep activity look like at your target account? • What rep is engaging with what contact at each target account? • What is the frequency of engagement?
  • 32. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel How is Your Target Account Finding You?
  • 33. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Marketing Engagement Over Time • How engaged is the account? • What are the peaks of account engagement?
  • 34. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel What Channels Source Contacts From Target Accounts?
  • 35. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel What Channels Influence Target Accounts?
  • 36. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Look at These Metrics on a Campaign Level
  • 37. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel What Content Works Best for Target Accounts?
  • 38. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel ABM vs. Demand Gen Content Difference between DG & ABM Demand Gen Content ABM Content
  • 39. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Content in an Account Based Everything world Evolution of Content in an ABM World
  • 40. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel Be Everywhere, But Don’t be Overbearing Top 5 ABM Channels Engagio’s Top 5 Account Based Everything Channels: #1 #2 #3 #4 #5 Human Email Live & Virtual Events Direct Mail Ads
  • 41. THANK YOU! Charlie Liang Director of Marketing Engagio @CharlieCLiang Dayna Rothman VP Marketing BrightFunnel @dayroth Learn More Tools of the Trade: engagio.com/map Everything ABM & ABSD:  engagio.com/guide

Notas del editor

  1. +Goal was to get awareness into previously unengaged Target Accounts +Solution: Multi-channel, multi-player outbound prospecting play +A/B test of Amazon Kindle/Books & Account Based ads/no ads (4 cohorts)
  2. Conversion rates… Engaged = >5 minutes of engagement since play start