The Big Dig: The Architecture of ABM Campaigns with Lindsy Lettre, Marketing Operations Manager at InsightSquared and Adam New-Waterson, CMO at LeanData
9. 9
InsightSquared’s MQA Process
• Known Target Account, Rated ‘A’ by Infer
• 2 eBook downloads in last month from sales
ops, 5 email opens from CEO (50 minutes)
• Known Salesforce user, Firmographic data
unknown, Rated a ‘C’ by Infer
• Free Trial request (100 minutes)
Company 1 Company 2
15. Scalable & Traditional
Targeted Marketing Tactics
Sales Trigger
High Value Offers &
Increased Effort
Email | Paid
Webinars | Blog
Organic | Events
Direct Mail
Dinners
What’s Next for InsightSquared?
16
22. We needed a new definition
Marketing wasn’t qualifying anything
23. 23
We chose Marketing Activated Accounts
Q3 Q4 Q1 Q2
• Stricter definitions of
engagement
• New values for how
we measure events
• Lots of analysis,
tweaking, and
rediscovery
24. We had an idea, but couldn’t execute
Turned to Development to Help us Innovate
25. What Is the Definition of an Activation?
Marketing Activated Active in Sales
26. 26
How Sales & Marketing Work Together
Marketing Activated
Active in Sales
28. Once we could measure, we found process problems
How do we handle non-targets?
29. Target Accounts
Account Executive – 100 accounts
Account Development Rep – 150 accounts
All other accounts are
owned by a single user
AE
ADR
Non-targeted
Account Pool
30. Some of our fastest velocity deals
come from the deep-end of the Account Pool
Who owns net new non-targeted leads?
Smart marketers get the value of Account-Based Marketing.
Perhaps this is because companies are 67% better at closing deals when sales and marketing teams are in sync (Marketo) …they also generate 208% more revenue for their marketing efforts. (MarketingProfs)
Maybe this is why 52% of companies say they currently have ABM pilot programs in place, though only 20% of businesses have had an ABM strategy in place for more than one year…and they’re already seeing the value. (SiriusDecisions)
But a fully developed account-based marketing strategy enables marketers to engage key personas at their target companies, which is why more than 80% say that ABM outperforms other marketing initiatives. (ITSMA)
Two Pronged Marketing
Too many leads, overwhelmed. Too much time on bad leads, decay of overall quality
Sales started ABS, Marketing ABM.
No switch to flip, many ops changes (Eloqua to Marketo // LBW to CBW)
Major tech changes, fully invested & structured for ABM.
Biggest tech change was lbw to cbw
Who knows the difference between a lead and a contact?
Leads Suck for everyone, you can’t do ABM with leads.
Leandata tech = cleaner DB
LBW to CBW was only step 1.
Two reps / Two contacts / 1 account without knowing it. Wasting time & embarrassing situations
Bigger pictures, see the entire engagement story. We sell to orgs, not individuals
Large tech stack. Must work in tandem.
Engagio / Marketo / Infer / SFDC Example
Terminus Grader Tool
Tools ensure reportable and repeatable process.
Complex system = time investment. Preschool teacher making systems play nice together.
Build for what you need and not what you want. Believe me.. We tripped ourselves up building for the ideal state and not the real state.
MQA is not an MQL with a new last name. It’s a different animal entirely.
MQA is a proxy for pipeline. Accounts more likely to become opps than any other account. With SLA
Explain examples
The more you look like you’re in our customer sweet spot, the less engagement you need to become an MQA
Dummy data – Hate to be that marketing team in July.
Basic measurement, # create versus MQA goal.
Ensures our systems/reporting is functioning properly and that we’re running marketing campaigns that are creating engaged accounts for sales team.
Ensures quality MQAS to sales. Quality and not just quantity.
Further down the sales funnel
MQAs are twice as likely to convert to deals, this is the true metric that shows how well marketing is doing.
Evaluate constantly & apply knowledge
Closed lost sneaker campaign – First picked accounts for sales team.
It was okay, wasn’t a home run. We then let sales team pick the accounts, this was a grand slam.
1 in 5 became revived opportunities
If we didn’t run multiple iterations we could have missed out on a killer campaign.
This wasn’t just sneakers, we saw this with energy drinks too (sales team involvement)
Energy drink story
If we sent energy drinks to an account, they were 40% more likely to buy our software.
Everything I’ve discussed so far is marketing for after the opportunity is created. Marketing has to also help creation quality opportunities.
Now I know this is a funnel, and I may get thrown off stage for throwing a funnel @ FMF… but
Were opening up the top of our funnel to get more accounts in it.
Sales Trigger occurs, and then the account receives high value offers.
Coming together of sales and marketing, not jsut throwing shit over the wall. Helping cold to close.
Jump in before you’ve perfected systems / reporting / plays
Run fast campaigns, w/ multiple iterations
No one is perfect. You’re going to stumble, chernov always said we may fall, but that we should always fall forward.