Engagio - How Content Marketing Fuels Account Based Everything

Copyright ©2016, Engagio Inc. @jonmiller @engagio

How Content Marketing Fuels Account Based Everything

Jon Miller, CEO and Founder



Agenda

Hacks for ABE

3 Step Process

(including Content)

What is Account Based

Everything?


What is Account Based Everything


Nets versus Spears

DemandGeneration Account Based


The Next Big Thing?

Google Trends for Account Based

Marketing

Engagio founded

Copyright ©2016, Engagio Inc. @jonmiller @engagio 10

Marketing Isn’t SufficientBut ABM Alone is Not Enough

Source: TOPO

15%

Penetration into target accounts

Rise of Sales Development

“[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO


Account Based Marketing

Account Based Sales

Development

Account Based Sales


Hello, Account Based Everything

Orchestration

Account Based

MarketingAccount Based

Sales Development

Account BasedSales

Account Based

Customer Success

Account Based EverythingA strategic GTM approach thatorchestrates personalizedmarketing, sales, and successefforts to drive engagement andconversion at named accounts.

3 Step Process for Account Based

Everything


#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)

Dem

and

Gen

Acco

unt

Base

d Ev

eryt

hin

g

Who


Styles of ABE

5-50 accounts (“tens”)Rich account plansEvery touch personalized

50-1,000 accounts (“hundreds”)Light research + data build outPersonalized touches to key personas1,000+ accounts (“thousands”)Automated touches OKIndustry and persona customization

Tier 3Hybrid

Tier 2Lite

Tier 1Classic

What

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

– @jonmiller



Sales Spam = 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


Three most important factors in enterprise decision: • Knowledge and understanding of my industry • Knowledge and understanding of my unique business

issues • 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


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

What To Research

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Content Personalization Spectrum

Tier 1Classic

Tier 2Lite

Tier 3Hybrid Inbound

Spears Nets

Where


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

Sales / Sales Development• Human Email• Phone• Social

Channels



Account Executive

Marketing Ops

SDR Manager

Team Selling

Account Management

CoachQuarterback

Sales /AE

SDR / ADR

Executive

Sales Ops

Players

VP, Sales

Demand Gen


From me

Personalized by an SDR

Automatically launched from PlayBook

Additional steps can include phone, social checklist, direct mail, etc.


Day Step(s) DescriptionPre Research Find out 3 pieces of relevant informationPre ABM Ads Build awareness with targeted ads

Pre Dimensional Mail Package / postcards to decision maker + influencers

1 Triple Touches Human email (SDR) + voicemail + social (InMail)(multiple personas) – mail follow-up

4 Double Touches Human email (AE) + voicemail – case study

7 Double Touches Human email (SDR) + voicemail – relevant content

15 Double Touches Human email (exec) + voicemail – exec alignment21 Last Chance Last chance email (SDR) + voicemail

Ongoing Human Nurture Share relevant insights (curated content) every 3-4 weeks

Sample Play

TOPO


Hacks for Account Based Everything


Lead to Account Matching

LeadsAccount

Fuzzy logic match on name, company, IP, geography =• Account-level visibility• Better routing


Marketing Qualified Accounts (MQAs) not MQLs

35

Breadth

Dep

th


Account Based Metrics Are DifferentDemand Generation Account Based MarketingLeads AccountsQuantity QualityDays and Weeks Months and YearsCreate Pipeline Influence PipelineNew Business Land and ExpandInbound Outbound

Measurement


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:


ABEMarket Map


Data Vendors Predictive

Who: Selection What: InsightAccount Insight

Where: InteractionAds

Infrastructure Lead to Account match

(L2a);Routing; ABM Analytics

Website

Orchestration

Direct / Physical

Events

Human Email Phone / Dialer Social

Other

Intent & Technographic

s

Attribution

Person Insight

CRM`Account Plannin

g

Synchronize Interactions into coordinated Plays

Complementary


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

• Account based marketing and account based sales development perpetuate silos – need Account Based Everything

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

• Customize content for account-based success

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

Top Tweetable Takeaways

@jonmiller

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