Outbound vs. Account Based Marketing - Friend or Foe?

Copyright ©2016, Engagio Inc. All rights reserved.

Presented by

Outbound vs. Account Based Marketing: Friend or Foe?

Jon MillerCEO & Co-Founder,

Engagio

Anna-Maria Kröner Marketing Manager,

Perkuto

Kristen MalkovichSolutions Architect & Marketo Champion,

Perkuto


Agenda

How to Do Account Based

Everything

Hello, Account Based

Everything 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

Be ALLbound

Not Your Father’s Outbound

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

Challenger

Offers unique perspectiveTwo-way communication skills

Knows customer value driversCan ID economic drivers

Comfortable discussing moneyCan pressure the customer Asserts Control

Tailors

Teaches


Summary

19

Old OutboundBuy lists of leads

Cold callQuantity and volume

Success = Reps with Rolodexes

New OutboundAccount-based

Understand and teachQuality and buyer-centric

Success = Data and process

Hello, Account Based Everything

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

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

Multi-ThreadingAny one person can say no Two “no” rule


ABM Is the Hottest Thing in B2B Marketing

The Next Big Thing?

Google Trends for Account Based Marketing

Engagio founded


Account Based Marketing

Account Based Sales Development

Account Based Sales


Hello, Account Based EverythingMessaging

Engagio Orchestration

Platform

Account Based Marketing


Account Based Sales

Account Based Customer Success

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

ABE targets specific (usually large) accounts


a way of doing business, not a campaign or tacticalways on for the account until removed


treat each account individuallyfocus = more insights = more relevance


coordinates experiences across departments and channels



Everything Rolls to an Account

LeadsAccount

Fuzzy logic match: Better routingAccount-level visibilityMQAs not MQLs


Qualification

TOPO


Land and Expand

Demand Generation

Account Based Everything

Zero waste strategy!

ABE Impacts Critical Revenue Objectives(TOPO, 2016)

The more practical payoff(2014 Demandbase results)

Dea

l Siz

e

26%

Clo

se R

ate

75%

Velo

city

7%

© April 14, 2016 Engagio, Inc. All rights reserved.

New Customer AcquisitionMulti-touch “open the door” plays

Pipeline VelocitySurround existing opportunities

Account ExpansionExpand initial use to new buying centers

How to DoAccount 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?

(content)

Where should we say it?

(channels)

Where should we say it?

(channels)

DEM

AND

GEN

ABE


ACCOUNTS

CONTACTS

INSIGHTS

CONTENTINTERACTIONS

ORCHESTRATION

MEASUREMENT

Seven ABEProcesses

WHO

WHATWHERE


ACCOUNTS

CONTACTS

INSIGHTS

CONTENTINTERACTIONS

ORCHESTRATION

MEASUREMENT

Seven ABE

Processes

WHO


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

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


Manual

Build and Maintain Your Database With the Right Contacts for Each Persona

Purchase Predictive

Representative companies; not exhaustive


ACCOUNTS

CONTACTS

INSIGHTS

CONTENTINTERACTIONS

ORCHESTRATION

MEASUREMENT

Seven ABE

Processes

WHAT

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

– Abraham Lincoln


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

What To Research


Content Personalization Spectrum

Account-Based EverythingPersonalization at Scale

Demand GenerationNon-Personalized

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

Good Email Example


ACCOUNTS

CONTACTS

INSIGHTS

CONTENTINTERACTIONS

ORCHESTRATION

MEASUREMENT

Seven ABE

Processes

WHERE


Channels for Outbound Account Based Everything

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

Sales / Sales Development• Human Email• Phone• Social

Channels



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

Tip: measure quality of interactions, not just quantity

Copyright ©2016, Engagio Inc. All rights reserved. 51

Sample Play Flow

TOPO


Open the Door• Get

relationship with cold account

Accelerator• 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


ACCOUNTS

CONTACTS

INSIGHTS

CONTENTINTERACTIONS

ORCHESTRATION

MEASUREMENT

Seven ABE

Processes


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


Don’t count the people you reach;

reach the people that count.

– David Ogilvy


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)

OrchestrationSynchronize

interactions into coordinated plays that align to account plans

and goals

InfrastructureMap leads to accounts, identify hot accounts (MQAs), show impact

of 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

May2016

Oct 2015

EOY 2016

Attr

ibut

ion

Ana

lytic

s

Dia

ling

engagio.com/Guide

Get 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

• 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


Questions & Answers

Jon MillerCEO & Co-Founder

[email protected]@JonMiller

Kristen MalkovichSolutions Architect & Marketo Champion

[email protected]@Kristen_Malk

Anna-Maria Kröner Marketing Manager

[email protected]@Annariak

>> hello.perkuto.com/martech-bob

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Outbound vs. Account Based Marketing: Friend or Foe? Presented by