Fishing With Spears: All About Account-Based Marketing #ABM Jon Miller, Founder and CEO @jonmiller

Fishing With Spears:All About Account-Based Marketing #ABM

Jon Miller, Founder and CEO@jonmiller

Topics for Today• What is Account-

Based Marketing• 3 Step Model for

Account-Based Marketing• Metrics for ABM

Different Deal Types Require Different Types of Marketing Support

Diff erent Demand Types

Account-Based Marketing

Demand Generation

©2015 Engagio, Inc. All rights reserved.

So What Is Account-Based Marketing?

“Account-Based Marketing:A strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts

– @jonmiller©2015 Engagio, Inc. All rights reserved.

Diff erent Model

Up to 17 people influence enterprise purchases (up from 10 in 2011)*

*2014 IDG Enterprise Role & Influence of the Technology Decision-Maker survey

“Person-centric” “Account-centric” • Decision maker• End users• Influencers

Going After Target Accounts Requires an Account-Centric Focus


Diff erent Tactics

Inbound vs. Outbound

You Need Targeted Tactics to Reach Specific People at Specific Accounts


Land and Expand

Often, The Best Account-Based Marketing Opportunities Are At Current Customers

“ABM Delivers The Highest ROI Of Any B2B Marketing Strategy Or Tactic” (ITSMA)

About the same

Somewhat higher

Significantly higher

16%

42%

42%

ROI of ABM

How does ABM return on investment (ROI) compare to other marketing initiatives?% of Respondents (N=38)

ITSMA Account Based Marketing Survey, October 2013

• Focuses time and resources on accounts most likely to drive revenue (“zero waste”)

• Improves marketing-sales alignment

• Creates a better, more coordinated customer experience


3 Step Model for Account-Based Marketing

Account-Based

Marketing

Who

WhatWhere

ABM Planning Starts With The Account, Not the Offer


Account-Centric Planning

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)

DEM

AN

D G

EN

AB

M

Account-Based

Marketing

Who

WhatWhere

Pick Target Accounts

• Augment account info with firmographics, technographics, and engagement data

• Limit list turnover (e.g. 25% per quarter)• Use predictive scoring where appropriate


Build Your Database With the Right Contacts for Each Persona at Target Accounts


Identify Contacts

Manual Purchase Predictive

Representative companies; not exhaustive

Account-Based

Marketing

Who

WhatWhere

What Does Sales Want From Marketing?


What

“Marketing must be engaged as early as possible in the sales account planning process in order to produce insights, content, programs and initiatives with precision.” (SiriusDecisions, Matt Senatore)

New relationships:• Accurate and clean contacts

• Air cover (awareness)

• Access and coverage (e.g. engagement heat map)

• Meetings (where person knows why they are meeting)

Insights:• Research: org chart, budget,

initiatives, priorities

• Timeline: what’s gone to each customer, their status, etc.

• Reasons to call

• Account specific content

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

– @jonmiller


Today’s Tactics are Stuck in 1990s

Cold Cal ls and Steak Dinners


Outbound Does Not Mean Interruption

Account-based marketing applies best concepts from demand generation to outbound prospecting:

• Content driven

• Helpful and valuable

• Focused on the buyer, not the company

• Personalized and relevant

• Highly measurable

• Continuously improving

• Deep sales and marketing alignment

Not Interruption Marketing


Great ABM Requires Great Customer Knowledge

“A structured approach to developing and implementing highly-customized marketing campaigns to markets of one.” – ITSMA


Use Custom Content to Get Into Accounts

Custom Content

“Stories that the right people in your targeted companies would actually like to read and share.” – Freya News

“75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.” – ITSMA

Account-Based

Marketing

Who

WhatWhere

Commonly Used ABM Tactics

Events Outbound Digital

• Owned events• Partner events• Third-party events

• Email• Phone• Social• Direct mail /

dimensional mailer• Insource / outsource

• IP-based ads• Retargeting (persona-

based)• Social ads• LinkedIn• Web personalization

Channels


Orchestration:It’s not about any one tactic; it’s the MIX of touches that drives success.

Example: Marketo Fortune Cookie Campaign

• Targeted high value but inactive contacts

• 63% connect rate, 5% opportunity rate

• $13,000 investment

• $200,000+ revenue

Integrated Tactics


Metrics for ABM

Waterfall is Insuffi cient


Don’t count the people you reach; reach the people that count.

– David Ogilvy

Awareness Coverage Engagement

ABM Metrics (1 of 2)

Who are the most engaged accounts?• # minutes (email,

web, webinar, meeting, dinner)

• High engagement = MQA

Which target accounts are visiting the site?• Traffic from target

accounts

• Top web pages visited by target accounts

IT Finance Mktg Sales Purchase

CXO

VP

Director

Manager

Do we know the right people?• List building / sources,

whitespace, penetration

Influence Penetration ROI

ABM Metrics (2 of 2)

IT Finance Marketing

Sales Purchase

CXO

VP

Director

Manager

Are we engaging the right people?• Account heatmap

• Identify gaps in access

How are we influencing the account?• Timeline with programs,

calls, meetings, milestones

ASP

So what?• “Top quartile of

engaged accounts have 18% faster sales cycles”

• “Accounts that got ads had 5% higher ASPs than those that didn’t”

ABM Market Map

Selection Insights Content Interactions Orchestration

Measurement

Identify target accounts and contacts (data, predictive)

Understand what is relevant and resonant at account (triggers, priorities, etc.)

Create account-specific content to use in outreach

Manage 1:1 account-specific interactions in channel – Events, Outbound, Digital (ads, web)

Orchestrate intelligent account plans across teams and channels

Show impact of ABM efforts: coverage, engagement, productivity, influence

Com

ple

menta

ry

Web

Ads

Data

Pre

dic

tive

Part

ner

Part

ner

SD

RPaid

• Account-based marketing coordinates personalized marketing and sales efforts to land and expand named accounts

• ABM delivers the highest ROI of any B2B marketing strategy or tactic

• Outbound does not necessarily mean interruption; use account-specific content to reach out

• There is no magic campaign; success comes from a mix of integrated tactics

• Leads are insufficient to measure account-based marketing; measure ABM success via influence, engagement and enablement

• Engagio Analytics GA expected ~Oct 2015

Tweetable Takeaways

@jonmiller


Jon Miller@jonmiller

www.engagio.com

Documents

Fishing With Spears: All About Account-Based Marketing #ABM Jon Miller, Founder and CEO @jonmiller