Watch the webinar: http://goo.gl/0ch9AO Does your organization pursue large, complex deals? If so, you can't wait around for the right people from these large accounts to swim into your demand generation net. Instead, you need to reach out to these "big fish", opening doors and building relationships. Unfortunately, this kind of outbound marketing often ends up being little more than unsolicited email and cold calling. That won't cut it with today's buyer. Fortunately, there is a better way: an account-based approach, powered by insight to be relevant and resonant, that increases pipeline even as it reduces volume. Join us to learn the latest account based sales development tactics, including: - Multi-channel "open the door" plays - How to follow-up on Marketing Qualified Accounts (MQAs) - When SDRs should reach into accounts -- and when they should stay away

1. Copyright ©2016, Engagio Inc. All rights reserved.
Presented by
Outbound vs. Account Based Marketing: Friend or Foe?
Jon Miller
CEO & Co-Founder,
Engagio
Anna-Maria Kröner
Marketing Manager,
Perkuto
Kristen Malkovich
Solutions Architect &
Marketo Champion,
Perkuto

2. Copyright ©2016, Engagio Inc. All rights reserved.
Agenda
How to Do
Account Based
Everything
Hello,
Account Based
Everything
When Inbound
Isn’t Enough

3. When Inbound Isn’t Enough

4. Copyright ©2016, Engagio Inc. All rights reserved.
Remember this?

5. Copyright ©2016, Engagio Inc. All rights reserved.
Scaling Inbound
What if you are here?
Inbound

6. “Relying solely on
inbound marketing is
like hanging out with
the same kids from
high school your
whole life.”
– Jason Miller

7. Copyright ©2016, Engagio Inc. All rights reserved.
Scaling Inbound versus Outbound
Inbound
Outbound
What if you are here?
• Quick wins
• No waste
• Easier to double
• Bigger deals

8. Copyright ©2016, Engagio Inc. All rights reserved.
Preso in a Nutshell
Inbound Outbound

9. BeALLbound

10. Not Your Father’s Outbound

11. With #Outbound
you need to
knock on
people’s doors.
– @jonmiller

12. Copyright ©2016, Engagio Inc. All rights reserved.

13. Copyright ©2016, Engagio Inc. All rights reserved.
• Spam – guessing emails
• Vague, irrelevant messaging
• Attempt at "personalization" with totally wrong data [bold]
• Focused on their needs rather than value to the customer
• Typos

14. Copyright ©2016, Engagio Inc. All rights reserved.
Opt out, tune
out, toss out

15. “Template emails are
roulette wheels. If you
only get 100 rolls of
the roulette wheel,
then you need to
increase your odds.”
– Craig Rosenberg

16. Copyright ©2016, Engagio Inc. All rights reserved.
Outbound Does Not Mean Interruption
Apply the best concepts from demand generation to outbound:
• Content driven
• Helpful and valuable
• Focused on the buyer, not your company
• Personalized and relevant
• Human
No Cold Calls

17. Copyright ©2016, Engagio Inc. All rights reserved.
Three most important factors in enterprise decision:
• Knowledge and understanding of my unique business issues
• Knowledge and understanding of my industry
• Fresh ideas to advance my business
ITSMA
“75% of executives will read unsolicited
marketing materials that contain ideas that
might be relevant to their business.”75%
25%
Yes
No

18. Copyright ©2016, Engagio Inc. All rights reserved.
Challenger Sale
Challenger
Offers unique perspective
Two-way communication skills
Knows customer value drivers
Can ID economic drivers
Comfortable discussing money
Can pressure the customer
Asserts Control
Tailors
Teaches

19. Copyright ©2016, Engagio Inc. All rights reserved.
Summary
19
Old Outbound
Buy lists of leads
Cold call
Quantity and volume
Success = Reps with Rolodexes
New Outbound
Account-based
Understand and teach
Quality and buyer-centric
Success = Data and process

20. Hello,
Account Based Everything

21. Salespeople never talk about
how many leads they’ve closed.
They talk about how many
accounts they’ve closed.

22. Copyright ©2016, Engagio Inc. All rights reserved. 22

23. Multi-Threading
Any one person can
say no
Two “no” rule

24. Copyright ©2016, Engagio Inc. All rights reserved.
ABM Is the Hottest Thing in B2B Marketing
The Next Big Thing?
Google Trends for Account
Based Marketing
Engagio
founded

25. Copyright ©2016, Engagio Inc. All rights reserved.
Account Based
Marketing
Account Based
Sales Development
Account Based
Sales

26. Copyright ©2016, Engagio Inc. All rights reserved.
Hello, Account Based Everything
Messaging
Engagio
Orchestration
Platform
Account Based
Marketing
Account Based
Sales Development
Account Based
Sales
Account Based
Customer Success

27. Account Based Everything
A strategic GTM approach that
orchestrates personalized
marketing, sales, and success
efforts to drive engagement and
conversion at named accounts.

28. ABE targets specific (usually large) accounts
Account Based Everything
A strategic GTM approach that
orchestrates personalized
marketing, sales, and success
efforts to drive engagement and
conversion at named accounts.

29. a way of doing business, not a campaign or tactic
always on for the account until removed
Account Based Everything
A strategic GTM approach that
orchestrates personalized
marketing, sales, and success
efforts to drive engagement and
conversion at named accounts.

30. treat each account individually
focus = more insights = more relevance
Account Based Everything
A strategic GTM approach that
orchestrates personalized
marketing, sales, and success
efforts to drive engagement and
conversion at named accounts.

31. coordinates experiences across
departments and channels
Account Based Everything
A strategic GTM approach that
orchestrates personalized
marketing, sales, and success
efforts to drive engagement and
conversion at named accounts.

32. Copyright ©2016, Engagio Inc. All rights reserved.
Everything Rolls to an Account
Leads
Account
Fuzzy logic match:
Better routing
Account-level visibility
MQAs not MQLs

33. Copyright ©2016, Engagio Inc. All rights reserved.
Qualification
TOPO

34. Copyright ©2016, Engagio Inc. All rights reserved.
Land and Expand
Demand
Generation
Account Based
Everything

35. Zero waste
strategy!
ABE Impacts Critical Revenue Objectives
(TOPO, 2016)
The more practical payoff
(2014 Demandbase results)
DealSize
26%
CloseRate
75%
Velocity
7%
© April 14, 2016 Engagio, Inc. All rights reserved.
New Customer Acquisition
Multi-touch “open the door” plays
Pipeline Velocity
Surround existing opportunities
Account Expansion
Expand initial use to new buying centers

36. How to Do
Account Based Everything

37. Copyright ©2016, Engagio Inc. All rights reserved.
#FlipMyFunnel
What do we
want to say?
(offers)
Who should
we say it to?
(segments)
Who are we
trying to
reach?
(accounts)
What should
we say?
(content)
Where should
we say it?
(channels)
Where
should we
say it?
(channels)
DEMANDGENABE

38. Copyright ©2016, Engagio Inc. All rights reserved.
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABE
Processes
WHO
WHATWHERE

39. Copyright ©2016, Engagio Inc. All rights reserved.
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABE
Processes
WHO

40. Copyright ©2016, Engagio Inc. All rights reserved.
Tier # of Accounts Insights Tactics
“Classic”
Tier 1
5 to 50
[Tens]
• Full profiles
• Quarterly updates
• Bespoke 1:1 Campaigns
“Lite”
Tier 2
~200
[Hundreds]
• Basic account profiles
• Annual updates
• 1:Few Campaigns
“Hybrid”
Tier 3
1000s
[Thousands]
• Industry or segment
• Traditional Marketing with Account
Targeting
• One OSDR up to 500 accounts
• MQAs
Styles of ABE

41. Level 1: Reps Self-Select
Level 2: Basic Data
Level 3: Advanced
Level 4: Predictive Analytics
Sophisticated predictive
scoring and modeling
Advanced ICP data (technographics,
intent, engagement)
Simple definition of Ideal Company
Profile (ICP)
Based on intuition and experience

42. Copyright ©2016, Engagio Inc. All rights reserved.
Manual
Build and Maintain Your Database With the Right Contacts for Each Persona
Purchase Predictive
Representative companies; not exhaustive

43. Copyright ©2016, Engagio Inc. All rights reserved.
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABE
Processes
WHAT

44. “Give me six hours
to chop down a tree and I
will spend the first four
sharpening the axe.”
– Abraham Lincoln

45. Copyright ©2016, Engagio Inc. All rights reserved.
• Market
• Company
• People
• Relationships
• History
• Connections
• Door Openers
What To Research

46. Copyright ©2016, Engagio Inc. All rights reserved.
Content Personalization Spectrum
Account-Based Everything
Personalization at Scale
Demand Generation
Non-Personalized

47. Copyright ©2016, Engagio Inc. All rights reserved. 47LeadGenius
Good Email Example

48. Copyright ©2016, Engagio Inc. All rights reserved.
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABE
Processes
WHERE

49. Copyright ©2016, Engagio Inc. All rights reserved.
Channels for Outbound Account Based Everything
Marketing
• Events
• Direct mail
• Online advertising
• Web personalization
Sales / Sales Development
• Human Email
• Phone
• Social
Channels

50. Copyright ©2016, Engagio Inc. All rights reserved.
Account Based Sales Development
• Multi-channel
• Multi-step
• Multi-threaded
• Research oriented
• Human
Tip: measure quality of interactions, not just quantity

51. Copyright ©2016, Engagio Inc. All rights reserved. 51
Sample Play Flow
TOPO

52. Copyright ©2016, Engagio Inc. All rights reserved.
Open the
Door
• Get
relationshi
p with cold
account
Accelerato
r
• Increase
deal
velocity
and win
rate
Human
Nurture
• Stay in
touch with
helpful
touches
Meetings
Creator
• Schedule
meetings
at an event
Account
Qualifier
• Follow-up
on inbound
interest
Example ABE Plays
• 63% connect rate
• 5% opportunity rate
• $13,000 investment
• $200,000+ revenue

53. Copyright ©2016, Engagio Inc. All rights reserved.
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABE
Processes

54. Copyright ©2016, Engagio Inc. All rights reserved.
• Account-centric metrics
• Quality, not quantity
• Long development cycles
• Influence

55. Copyright ©2016, Engagio Inc. All rights reserved.
Don’t count the people
you reach;
reach the
people that count.
– David Ogilvy

56. Copyright ©2016, Engagio Inc. All rights reserved.
Impact: Are ABM activities improving key sales outcomes?
Do you have sufficient data, contacts, and account plans for
each target account?
Coverage:
Are the target accounts aware of your company?Awareness:
Are marketing programs reaching target accounts?Reach:
Are the right people at the account spending time with your
company? Is that engagement going up over time?Engagement:

57. Copyright ©2016, Engagio Inc. All rights reserved.
Impact: Are ABM activities improving key sales outcomes?
Do you have sufficient data, contacts, and account plans for
each target account?
Coverage:
Are the target accounts aware of your company?Awareness:
Are marketing programs reaching target accounts?Reach:
Are the right people at the account spending time with your
company? Is that engagement going up over time?
Engagement:

58. ABE Market Map

59. Copyright ©2016, Engagio Inc. All rights reserved.
Selection
Identify and
prioritize target
accounts, align on
resources by Tier
1, 2, and 3
Contacts
Discover contacts
and map to your
accounts, ensure
quality data
Insights
Understand what is
relevant and
resonant at accounts
(triggers, priorities,
etc.)
Interactions
Manage 1:1 account-based interactions in
channel – events, outbound, digital (ads, web)
Orchestration
Synchronize
interactions into
coordinated plays that
align to account plans
and goals
Infrastructure
Map leads to accounts,
identify hot accounts
(MQAs), show impact
of ABM efforts
Content
Create account-
specific content and
messaging that
reflects insights
Ads
HumanEmailEventsDirect
Complementary
Web
Predictive
May
2016
Oct
2015
EOY
2016
AttributionAnalytics
Dialing

60. engagio.com/Guide
Get your free copy
today!
The Clear and
Complete Guide to
Account Based
Marketing

61. Copyright ©2016, Engagio Inc. All rights reserved.
• Outbound can be easier to scale and driver larger deals
than inbound
• Outbound does not necessarily mean interruption; use
account-specific content to reach out
• Account Based Everything is a strategy that
orchestrates personalized marketing, sales, and
success efforts at named accounts
• Human email is by far the most important channel for
account based everything
• Don’t measure measure account-based everything with
quantity; measure via coverage, awareness,
engagement, reach & impact
Tweetable Takeaways
@jonmiller

62. Copyright ©2016, Engagio Inc. All rights reserved.
Questions & Answers
Jon Miller
CEO & Co-Founder
Jon@Engagio.com
@JonMiller
Kristen Malkovich
Solutions Architect &
Marketo Champion
Kristen@Perkuto.com
@Kristen_Malk
Anna-Maria Kröner
Marketing Manager
Anna@Perkuto.com
@Annariak

63. >> hello.perkuto.com/martech-bob
Inventions, Obsession, and B2B Marketing Attribution
Why Effective Marketing Automation Starts with Data Enriched
Inbound Leads
Your Lack of Creativity is Costing you the Gift of Attention and Sales
May 5, 2016
The Secret to Turning Your Blog Into an Email Marketing Machine
May 26, 2016
The Intersection of Predictive and Account-Based Marketing
June 16, 2016
Outbound vs. Account Based Marketing: Friend or Foe? Presented by