5 Keys To Orchestrating ABM Plays To Connect With Your Key Buyers
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Watch this #Bii17 webinar on demand here: http://dg-r.co/2ui1KII As Account Based Marketing gets talked about more and more, it’s easy to get caught up in the hype.
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5 Keys To Orchestrating ABM Plays To Connect With Your Key Buyers
- 3. #Bii17 Register & Attend To Win A Ticket To B2BMX • Earn 1 automatic entry when you register. • And a second entry when you attend live. • Register & tune-in to all #Bii17 live sessions for the best chance to win. • Winners announced each day of the series. Register For & Attend #Bii17 Webinars For More Chances To Win Free Entry to #B2BMX
- 4. #Bii17 • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 45,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists About Demand Gen Report
- 8. Brandon Redlinger, Director of Growth
- 9. Agenda Engagio’s Playbook 5 Elements of Play Why ABM? 1 2 3
- 10. Why ABM?
- 11. vsDemand Gen ABM
- 12. It’s targeted It’s personalized It’s researched It’s multi-channel It’s integrated It’s patient Introducing Account Based Marketing
- 13. From Old School, Lead Based to Account-Based Aficionado Old School Sales Account Based Aficionado Views Profiles Monitors Company Pages Sends out generic messages Builds Relationships Follows Buyers Creates lists of influencers Sends DMs Engages in conversations
- 14. Higher Value Accounts Longer Sales Cycles Land and Expand Strategy Selling to a Buying Cent
- 15. Plays are Manual & Hard to Coordinate 15 Did Sales approve the list? Did the right out reach happen from Sales? Did SDRs make the phone calls? Did Sales follow-up to non-responders? Is any of this trackable?
- 16. Sales Spam = Opt out, tune out, toss out
- 17. The 5 Elements ABM of Plays
- 18. Evolution of Account Orchestration Orchestrate a series of interactions across channels from multiple people, to multiple people at the account Level 5 Full Plays 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 to multiple people at the account Level 4 Account
- 19. Key Elements of a Playbook • Players • Touches • Channels • Timing • Content
- 20. Get your team involved! It takes a village. #1 - The Players Sales Sales Dev. Marketing Customer Success Exec. Mgmt. Solutions Eng.
- 21. Find and map the important roles inside every target account’s buying team. It could look something like this: • Initiator • Decision Maker • Buyer • Influencer • User • Gatekeeper Mapping Your Target’s Org
- 22. #2 – The Number 75% The Experts Are Wrong! It’s Time to Stop Promoting Mediocrity!
- 23. “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
- 24. Not All Touches Are Created Equal 75% Rep A • Day 1 • Day 2 • Day 4 • Day 7 Rep B • Day 0 • Day 1 • Day 2 • Day 4 • Day 6 • Day 7 + + + + + +
- 25. #3 – The Channels 75% The Triple Threat • Email • Call • Social
- 26. Channels Diversity 75% • CoffeeSender • PFL • Social • Text messages • Personal video • Google Hangout • Door to door • Free standing inserts in newspapers • Personal website • AngelList profile • Slideshare • Fax • Ads
- 27. #4 – The Timing 75% “The difference between lettuce and garbage is timing.”
- 28. 75% • Persona • Time of day • Day of week Know Thy Buyer
- 29. Content Personalization Spectrum 75% #5 – The Content
- 31. Avoid at all costs! Instead: • Re-emphasize business value • Offer insight • Educate • Share news The “Touching Base” Email
- 33. Example Plays
- 34. Plays for Every Stage of the Journey MQA Aware No Engagement Opp Custom er Value Realization Adoption Upsell/Cross-sell opp CMQ A Integrated ABM Deal Nurturing Account Expansion
- 35. Sales & Sales Development Plays • Core Prospecting Plays • Door Opener Plays • Trigger Event Plays • Deal Acceleration Plays • Executive Alignment Plays • “Shake the Tree” Play • Handoff Plays
- 36. Marketing Plays • Event Plays • Upsell/Cross-Sell Plays • Customer Advocacy/Marketing • Surprise and Delight Plays
- 37. Customer Success Plays • User Onboarding Plays • 90 Days From Renewal Play • Declining Usage Plays
- 38. Core Prospecting Plays • Core prospecting Play • True multi-channel, multi-player Play • Creativity is a plus
- 39. Core Prospecting Play Overview: • Manually launched • 12 steps Players: • Our Team – Marketing – CEO – ADR • Their Team – Head of Marketing – Head of Sales – Head of Sales Dev.
- 43. Core Prospecting Play To: Head of Marketing From: CEO
- 44. Marketing Qualified Account Play • What is an MQA? • Sales and marketing alignment is crucial
- 45. Marketing Qualified Account (MQA) Play Overview: • Auto triggered • 12 steps Players: • Our Team – ADR – VP of Sales – CEO • Their Team – Head of Sales – Head of Demand Gen
- 46. MQA Play
- 47. MQA Play
- 48. MQA Play
- 49. MQA Play
- 50. Get The Engagio Playbook Engagio.com/playbook