How to use predictive marketing analytics together to reach ABM Success. Presented during Everstring's Boss Marketers Bootcamp (BMB) on October 17, 2016.

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The Secret to ABM
Succcess
Charlie Liang, Director of Marketing, Engagio
October 27, 2016

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The Rise of ABM

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• “84% of marketing organizations have had higher ROI with ABM than
traditional tactics.” - ITSMA
Why ABM?

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ABM Reason #2
• Speak the same language as sales.
• What does sales celebrate when
they ring the gong (or hit the high
striker)?
Engagio’s sales team celebrates closing
accounts by hitting the high striker.

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ABM is On Fire
Engagio Founded

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How to Do Great
ABM

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6 Steps to ABM Success
Table of Contents from Engagio’s Clear &
Complete Guide to ABM
 engagio.com/guide

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Preparation = Winning

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Strategy ≠ Tools Alone
One cannot be the fastest person in the
world by simply buying nice shoes.

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The Secret to ABM
Success

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• “Once sales has worked to identify target accounts, it’s marketing’s job to
take that list of accounts and engage with them. This is where account-
based marketing comes into play.” – Craig Rosenberg, TOPO
Who Selects Target Accounts?

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Target Account Selection in ABM World
Execs
Sales Marketing
Predictive

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• What goes into the ICP?
• Firmographics
• Technographics
• Engagement
• Intent
• Other inputs
• Personal connections
• Predictive analytics
Start with an Ideal Customer Profile (ICP)

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Then Create Account Funnels
Funnel 1
Target Accounts
Funnel 2
Qualified, Non-Target
Funnel 3
Non-Qualified, Non-Target
ICP
Engagio’s Funnels:

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Target Account Thresholds & MQAs
Set thresholds for accounts by target/non-target & company size as demonstrated in this Engagio config.

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Break Target Accounts Into Tiers
Funnel 1
Target Accounts

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• Breaking out account tiers is not only important for determining effort
level spent on tiers, but it allows you to gain valuable insight into the
effectiveness of your strategies and conversion down the account funnel.
The Importance of Tiers
Marketing Qualified Accounts (MQAs) on Tier 1 accounts as exhibited on an Engagio account dashboard.

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• Tier 1 accounts are most often selected by senior sales reps and/or
executive staff. These accounts strongly identify with the chosen ICP and
typically exhibit all of the following attributes:
• Lighthouse accounts – Companies follow the buying patterns of this account
because they have a strong brand and/or their respective department is a thought
leader.
• Large enterprises – More people, complex installations, bigger use cases generally
translate to mega deals and revenue
• Personal/VC connections – there are high-level connections to this enterprise,
which generally translates favorably and lower barriers to entry/sign
Tier 1 – 10’s of Accounts

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• Tier 2 accounts are still a great fit within the ICP, but they are smaller than
Tier 1s or missing one or more of the components that categorize Tier 1
accounts.
• They can be selected by AEs or predictive algorithms depending on the
size of your tiers and organization preference.
• These accounts make up the brunt of your Core Target Account list (Tier 1
& Tier 2).
Tier 2 – 100’s of Accounts

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• Tier 3 accounts are generally accounts that have lower potential value
and/or those that are on the outskirts of your ICP.
• These can be large accounts without a pain point, SMBs, or accounts that
require a feature in your immediate roadmap.
• Tier 3 accounts can be selected by AEs, marketing, or predictive algorithms
depending on the number of accounts – the larger the number, the more
likely to be chosen by predictive and/or marketing versus sales.
Tier 3 – 1000’s of Accounts

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How Many Accounts is Right for You?
1,500 Hours per rep per year.
= ?

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Account Selection Pyramid
One way to divide target account
selection duties.
Credit Amelia Ibarra of Everstring, as presented during FlipMyFunnel Boston 2016.

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Go to
1. Run customer or ideal target accounts against Everstring’s database
2. Have their proprietary algorithm pick up signals or attributes with the highest
likelihood of conversion
3. Run those signals against their global account database
4. Create a set of new & existing target accounts right for your business
5. Acquire the entire universe of target accounts
Using Predictive in Target Account Selection

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What’s Next – Strategies for Tiers

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Marketing
• Events
• Direct mail
• Online advertising
• Social ads
• Web personalization
But ABM alone isn’t enough
Sales
• Human email
• Phone
• Social
+
ABM works best when aligned with sales.
The two in conjunction = Account Based Everything.

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TOPO Account Based Everything Example

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Tools for Account Based Everything
 See high-res copy:
engagio.com/map

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• Follow us on Twitter for the latest
ABM news & best practices
• @CharlieCLiang
• @Engagio
• Download Clear & Complete
Guides to:
• ABM – goo.gl/Ameb9f
• ABSD – goo.gl/NGsoRV
• Other Resources:
• Engagio Blog: engagio.com/blog
• ABE Market Map: engagio.com/map
• See How Engagio works:
engagio.com/demo
Thank You!