Engagio - Account Based Marketing & Sales Development - Aligned

Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller

Account Based Marketing and Sales Development - Aligned

Jon Miller, Founder and CEO

@jonmiller


Agenda

3 Step ProcessOutbound =

ABM + ABSD

When Inbound Isn’t

Enough

When Inbound Isn’t Enough


Remember this?


Scaling Inbound

What if you are here?

Inbound

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

– Jason Miller


Scaling Inbound versus Outbound

Inbound

Outbound

What if you are here?

• Quick wins• No waste• Easier to double• Bigger deals


Preso in a Nutshell

Inbound Outbound

Outbound = ABM + ABSD


ABM Is the Hottest Thing in B2B Marketing

The Next Big Thing?

Google Trends for Account Based

Marketing

Engagio founded

Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller 14

But Marketing Isn’t Sufficient for Outbound

ABM Not Enough

Source: TOPO

15%

Penetration into target accounts


Account Based Sales Development

• Account-centric• Personalized• Multi-channel

“Today’s most effective Account-Based tactic.”

– TOPO


Account Based Marketing

Account Based Sales

Development


Hello, Account Based EverythingMessaging

Engagio Orchestration

Platform

Account Based

MarketingAccount Based

Sales Development

Account BasedSales

Account Based

Customer Success

The Three Step Process for

Outbound ABM + ABSD


#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?(message)

Where should we say it?(channels)

Where should we say it? (channels)

INBO

UND

OUTB

OUND

Who


Styles of ABE

5-50 accounts (“tens”)

50-1,000 accounts (“hundreds”)

1,000+ accounts (“thousands”)

Hybrid

Lite

Classic

What

With #Outbound you need to knock on people’s doors.

– @jonmiller



• 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


Opt out, tune out, toss out

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

– Craig Rosenberg


Outbound Does Not Mean InterruptionApply 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


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


Challenger Sale

ChallengerOffers unique perspective

Two-way communication skills

Knows customer value driversCan ID economic drivers

Comfortable discussing moneyCan pressure the customer Asserts

Control

Tailors

Teaches


• Market• Company• People• Relationships• History• Connections• Door Openers

What To Research

Where


Channels for Account Based Everything

Marketing• Events• Direct mail• Online advertising• Web personalization

Channels


Channels for Outbound Account Based Everything

Marketing• Events• Direct mail• Online advertising• Web personalization

Sales / Sales Development• Human Email• Phone• Social

Channels



Kermit, you email the CEO

Bert, you email the Director of Marketing and followup with a phone call

Fozzie, you send a bottle of wine to the CEO

Start the Play


Account Executive

Marketing Ops

SDR Manager

Roles

Account Management

Account Executive

Sales Development

Rep

CEO

Sales Ops

Coach Quarterback

Players

VP, SalesDemand Gen

Other Implications of ABM + ABSD


Lead to Account Matching

LeadsAccount

Fuzzy logic match: Better routingAccount-level visibility


Marketing Qualified Accounts (MQAs) not MQLs

40

Breadth

Dep

th


BANT• Budget• Authority• Need• Timing

Qualification

AN

• Authority• Need

There’s a project in the next six months (Opportunity)

A Meeting with the right person at the right

company


• Account-centric metrics• Quality, not quantity• Long development

cycles• Influence


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:


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:

ABE Market Map


SelectionIdentify and

prioritize target

accounts, align on

resources by Tier 1, 2, and

3

ContactsDiscover

contacts and map to your

accounts, ensure quality

data

InsightsUnderstand what is relevant and

resonant at accounts (triggers,

priorities, etc.)

InteractionsManage 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

Analytics & Infrastructur

eMap leads to

accounts, identify hot accounts

(MQAs), measure ABM efforts

ContentCreate account-specific content and messaging

that reflects insights

Ads

Hum

an E

mai

lEv

ents

Dire

ct

Com

plem

enta

ry

Web

Pred

ictiv

e

Attr

ibut

ion

Ana

lytic

s

Dia

ling

Insight Sources

Aggregation

engagio.com/GuideGet your free copy today!

The Clear and Complete Guide to

Account Based

Marketing


• Outbound can be easier to scale and driver larger deals than inbound

• Marketing isn’t sufficient for comprehensive account-based outreach

• Outbound does not need to mean interruption; use account-specific research to maximize relevance

• Coordinate account-based plays across channels and players for maximum impact

• Lead to Account Matching is the foundation of account-centric success

Tweetable Takeaways

@jonmiller

49


Engagio PlayMaker

Challenge We Solve Multi-step

Multi-channel

Multi-player

Human Touch

Cloud Connected

Engagio PlayMaker orchestrates multi-threaded interactions across departments and channels to engage accounts with the human touch.


Touch Day Step(s) Description

0 Pre Research Find out 3 pieces of relevant information1 Pre ABM Ads Build awareness with targeted ads

2 Pre Dimensional Mail

Package / postcards to decision maker + influencers

3 1 Triple Touch Human email + voicemail + social (InMail)4,5 1 Double Touch Human email + voicemail6,7 3 Double Touch Human email + voicemail8,9 7 Double Touch Human email + voicemail

10,11 13 Last Chance Last chance email + voicemailOngoin

gOngoin

g Human Nurture Share relevant insights ever 3-4 weeks

Multi-step and Multi-Channel

TOPO


Account Based Sales Development

• Multi-channel• Multi-step• Multi-player• Research oriented• Human

Tip: measure quality of interactions, not just quantity

Multi-Player Prospecting

Any one person can say no

Two “no” rule

Business

Engagio - Account Based Marketing & Sales Development - Aligned