What is Account-Based Marketing and Where Does Content Fit In?

@uberﬂip#uberwebinar
Jon Miller
CEO and Co-Founder, Engagio
@jonmiller
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
What is Account-Based Marketing
And Where Does Content Fit In?!

WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

So What Is Account-Based
Marketing?

Different Deal Types Require
Different Types of Marketing Support
Different Demand Types
©2015 Engagio, Inc. All rights reserved. !
Account-
Based
Marketing
Demand
Generation

“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. !

“Person-centric”
“Account-centric”
•  Decision maker
•  End users
•  Influencers
Different Model
Up to 17 people influence enterprise purchases
(up from 10 in 2011)*
!
Going After Target Accounts
Requires an Account-Centric Focus
*2014 IDG Enterprise Role & Inﬂuence of the Technology Decision-Maker survey

You Need Targeted Tactics to Reach
Specific People at Specific Accounts
Inbound vs Outbound
Different Tactics

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

“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

ABM Today is Like Like Lead Nurturing in 2008
The Next Big Thing?
Google Trends
“Your timing is very good, based
on what we see happening at
Sirius. We launched an ABM
practice in response to a
groundswell.”
“Account based marketing is
red hot...several attendees
named account based
marketing as their top
priority right now”
“…it’s clear that we’ve passed
the fad phase of ABM’s most
recent comeback. Now, we’re
solidly in the trend phase.”
Marketers know they need to do it, and are trying to ﬁgure out how
“Sales has been doing account selling for years; marketing is now
sophisticated enough to do some of the same tactics at scale.”
!

Account-Based Marketing
Best Practices

ABM Planning Starts With The Account,
Not the Offer
#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)
DEMAND
GEN
ABM

Account-Based
Marketing
Who
What
Where

Pick Target Accounts
Tip: Limit list turnover (e.g. 25% per quarter)
Level 1: Reps Self-Select
Level 2: Basic Data
Level 3: Advanced Data
Level 4: Predictive Analytics

Build Your Database With the Right Contacts
for Each Persona at Target Accounts
Identify Contacts
Manual
Purchase
Predictive
Representative companies; not exhaustive

What Does Sales Want From Marketing?
What
“A meaningful and real relationship with the decision-makers + relationship with all significant
decision influencers + understanding of the dynamics of the specific customers' business.”
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
!

Opt out,
tune out,
toss out
!

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

Content is King
!

Internet Person!
Awareness! Implement!Purchase!Short List!Solution!Problem!
Marketing Qualiﬁed Lead! Sales Follow Up!
Top
of the
funnel
Middle
of the
funnel
Bottom
of the
funnel

Marketing Qualiﬁed Lead! Sales Follow Up!
Top
of the
funnel
Middle
of the
funnel
Bottom
of the
funnel
Big black void where
bad things happen.
Internet Person!

Marketing & Sales Lead Qualiﬁcation!
Content Marketing & Sales Enablement Content!
I think I have a problem,
but I can’t quite put my
ﬁnger on it.
So many solutions!
I’ll evaluate the top
three.
Got it! Now I need
to research my
options.
Did I make the right
choice? How do I get
more value?
Internet Person!

Align content creation with insight from sales. !
Address (and reinforce) common pain points. !
Create content that manages objections. !
Customize content that proves to be effective. !
Figure out what kind of content they need.

ü  Customize whitepaper to target speciﬁc
accounts
ü  Personalize videos with customized intro /
outro and calls-to-action
ü  Revamp case studies to align with account
targeting
ü  Create a content library of relvant blog posts
that can be tailored to speciﬁc accounts or
“account (audience) segments”

Questions to Ask
ü  What are the objections of each decision
maker in the buying process?
ü  What are the main drivers for each decision
maker?
ü  What conversations are the decision maker’s
having during the evaluation process?
ü  What insights can we glean from current
customers?

Commonly Used ABM Tactics
Events
Outbound
Digital
• Owned events
• Partner events
• Third-party events
• Prospecting (SDR)
• Email
• Phone
• Social
• Direct mail /
dimensional mailer
• Ads
•  IP-based ads
•  Retargeting
(persona-based ads)
•  Facebook / Twitter ads
•  LinkedIn ads
• Web personalization
• Paid lead gen
Channels

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

Open the Door
• Get relationship
with cold
account
Accel-erator
• 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 ABM Plays
•  63% connect rate, 5% opportunity rate
•  $13,000 investment, $200,000+ revenue

TAILOR THE
CONTENT
EXPERIENCE

Your
Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
By Topic By Type By Vertical By Persona By Segment By Account
Content must organized so that
buyers and your sales team to
ﬁnd. Spoon feed if necessary.

Generic
L

Tailored
J

Personalized message
Relavent
content &
CTAs

Metrics for ABM

It’s called
“business to business”,
not “business to lead”
@jonmiller
Waterfall is Insufficient

Don’t count the
people you reach;
reach the people
that count.
– David Ogilvy
“

Coverage
Do you have sufﬁcient data, opt-in contacts, and account
plans for each target account?
“Big 5” ABM Metrics (1)

Awareness
Which target accounts have any awareness of us? Are they visiting the website?

Engagement
Are the right people at the account spending time with your company,
is that engagement going up over time?
“Big 5” ABM Metrics (3a)

Engagement
Are the right people at the account spending time with your company,
is that engagement going up over time?
“Big 5” ABM Metrics (3b)
Marketing Qualiﬁed Account (MQA):
An account (or discrete buying center) that
has reached enough aggregate
engagement.

Program Impact
Are marketing programs reaching the target accounts? How much waste is there?
FOCUS
%ofsuccessesfromtargetaccounts
COVERAGE
% target accounts with a success

Influence
How are the ABM activities improving sales outcomes such as deal velocity,win rates,
average contract values, retention, and net promoter scores
•  “Top 25% engagement = 18% faster sales cycles.”
•  “Accounts with >three engaged contacts = 15%
higher contract values.”
•  “Accounts that attended that dinner = 16% more
movement to next opp stage.”

ABM Market Map
Selection
Insights
Content
Interactions
Orchestration
Measurement
Identify target
accounts and
contacts
Understand what
is relevant and
resonant at
account (triggers,
priorities, etc.)
Create account-
specific content
and messaging 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,
awareness,
engagement,
impact, influence
Complementary
WebAds
DataPredictive
Paid
InsightsSales
SDR
Direct

Download slides and get bonus ABM eBook at: engagio.com/slides
!

•  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 via coverage, awareness, engagement, impact &
influence
Tweetable Takeaways
@jonmiller

QUESTION TIME!
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
hub.uberﬂip.com
Jon Miller
CEO and Co-Founder, Engagio
@jonmiller

What is Account-Based Marketing and Where Does Content Fit In?

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