This document provides an overview of account engagement essentials and how to create and measure engagement at target accounts. It discusses building an account foundation through lead-to-account matching and integrating data systems. It also covers quantifying engagement by measuring metrics like awareness, reach, engagement, impact and coverage. Finally, it discusses acting on insights through account scoring, funnels, entitlements, plans and orchestrated plays to improve sales outcomes. The goal is to evolve from lead-centric thinking to account-centric engagement and measurement.

1. Account Engagement
Essentials
How to create and measure engagement at target accounts

2. Your lecturer for today’s class
Bogdan Zlatkov
Content Marketing Manager
Brandon Redlinger
Director of Growth

3. Today’s Agenda
3 Acting on the insights
1 Building your account foundation
2 Quantifying engagement
4 Q&A

4. Build Your Account Foundation

5. Building your account foundation

6. Lead-to-Account Matching (L2A)

7. 3 Options for L2A
2
Basic
domain
matching
3
Sophisticated
L2A
technology
Manual
1

8. Lead-to-Account Matching (L2A)
Route leads
Map leads to
their respective accounts
Augment data

9. Integrating your data and systems
Connect your systems
Import custom data
Measure engagement

10. The fundamental idea behind ABM is that
it’s time for marketing to evolve from a
Lead-centric mindset to an Account-centric
one. L2A makes that possible.
Jon Miller,
CEO at Engagio

11. Poll: What kind of L2A are you doing?
A – We’re not doing L2A just yet
B – Manual
C – Basic matching on domain
D – L2A technology vendor

12. Measure Engagement

13. For ABM success, answer 2 fundamental questions:
1) “Are the right people at accounts
spending time with our company?”
2) “Is that engagement going up over time?”

14. The New Metrics for ABM
how are the ABM activities improving sales
outcomes?
Impact
are the right people at the account spending time
with your company?
Engagement
are marketing programs reaching the target account,
and are they having a long-term effect?
Reach
are the target accounts aware of your company and
its solutions?
Awareness
do you have sufficient data, contacts, and
account plans for each target account?
Coverage

15. Engagement is the first indication that an organization’s
efforts have created a change in the behavior of a target
account. While metrics like ‘data coverage’ are useful
indicators of preparation for account-based programs,
engagement is the first sign that investment is driving results.
– TOPO

16. Create engagement with orchestration

17. Account Scoring
The MQL is no longer enough.
We must measure and score on accounts.

18. Marketing Qualified Account (MQA) defined
“A target account (or discrete buying center)
that has reached a sufficient level of
engagement to indicate possible sales
readiness.”
Example: 2 key personas spend 30 minutes of
engagement with us in the last 30 da7s.

19. The New Account Funnel

20. The New Account Journey

21. Stage Definitions

22. The Double-Funnel

23. Tiered Approach to ABM
Tier 3:
“Programmatic ABM”
3
Tier 1:
“Strategic ABM”
1
Tier 2:
“Scale ABM”
2

24. Top metrics for “Strategic ABM”

25. Top metrics for “Scale ABM”

26. Top metrics for “Programmatic ABM”

27. Content download
webinar
Content download
Direct Mail
Content download
Contact Us
Op Op
Opp: Databank,
$41,500
Awareness CustomerMQA
Opp: Databank IMX,
$25,000
10 Campaign Touches across 5 People
17 Activities prior to Opp
83 Activities prior to Win
Meetings...

28. 28
webinar
Content
download
OpAwareness MQA
Linkedin
Blog Subscription
content
content
content
webinar
PPC
content
content
content
Twitter
Webinar
demo requested
content
content
Total: 29 Campaign Touches across 11 People
60 Activities prior to Opp
content

29. Measuring Engagement

30. Quiz: How should I replace my lead
funnel with the new account funnel?
A – Start with a pilot and prove it first
B – Gradually replace over time
C – All at once
D – Don’t replace it, add to it

31. Act with Insights

32. Integrate on Everything!Activate on:
● Engagement
● Activities
● Insights
How are you aligned today?
Alignment is just the first step in your ABM team’s evolution:
IntegrationAligned Activation
Aligned on:
● Accounts
● Goals
● Metrics
● Language

33. The Secret Weapon for ABM
Introducing the
Sales and Marketing ABM Stand-up

34. The ABM Stand Up
What impediments stand in your way?03
What will you do before the next stand-up?02
What did you get done since the last stand-up?01

35. Answers the question:
“What is the right amount of time, money
and resources dedicated to each tier of
target accounts?”
Account Entitlements

36. Account Entitlements example engagio.com/entitlements
Type of Program Accounts
Tier 1 – Strategic ABM Tier 2 –Scale ABM Tier 3 - Programmatic ABM
Direct Mail $500/account $50/account $10/account
Sponsorship Exec. level Dir. level limited
Field Events Lunch and learn + dinners +
onsites
Lunch and learn Lunch and learn
Tradeshows Special dinner + events parties No special treatment
Sales emails Yes Yes limited
Marketing email sends No Yes Yes
Digital Ads Yes + tailored content Yes + industry Generic
Content Syndication Yes – verticals + intent Yes – verticals Y
Sales outreach Yes + call campaigns Yes No
Appt Setting programs Yes Yes No
Custom content hubs Yes Limited No

37. Answers the question:
“What’s my strategy to close this
account?
What’s my action plan to execute that
strategy?”
Account Plans

38. Account planning template
Executive Summary:
● Background
● Current Status
● Forecast
● Key Value Proposition specific to that account
Deal Summary
General Overview
Financial Snapshot
Customer Value Scorecard
Embedded Information Technology Architectures
Current and Planned Projects
Sales Opportunity Pipeline and Forecast
Contract Information
Relevant Account Insights
Org Map and Relationship Map
Whitespace
Voice of the Customer
Strategic Relationship Assessment
Partner Analysis
Deal Status and Close Plan

39. Effective tactics for “Strategic ABM”

40. Effective tactics for “Scale ABM”

41. Effective tactics for “Programmatic ABM”

42. Advanced Engagement Analytics
Surface data about existing rep
activity and effectiveness.

43. Weekly Engagement Snapshots
Highlights with most engaged people and accounts
Most engaged accounts
Most engaged accounts with no sales activity
Newly engaged people
Newly engaged executives
Marketing qualified accounts
Open opportunity engagement
Engagement trends

44. Executing an Orchestrated Play

45. Build out your playbook
45
Marketing / Field
Marketing
Demand Gen / Prospecting Sales Cycle Customer Success
Coverage Account Opt-In Play Executive Alignment Play New Rep / Handoff Play Customer Onboarding
Play
Awareness
Event / Tradeshow Play
Micro Event Play
High Impact Outreach Play Account Expansion Play Account Expansion Play
Engagement
Marketing Qualified
Account Play
Marketing Qualified Account
Play
Deal Nurturing Play
(Tier 1-3)
NPS Play
Reach
Integrated Marketing (ABM)
Play
Integrated Marketing (ABM)
Play
Shake the Tree Play Renewal Play
Influence
Customer Advocate Play Inbound / Outbound Account
Foundation Play
Ad-Hoc Email w/
Follow-Up Play
Referral Play

46. Overview:
• Manually launched
• 12 steps
Players:
• Our Team
– ADR
– Marketing
– CEO
• Their Team
– Head of Marketing
– Head of Sales
– Head of Sales Dev.
Engagio Core Prospecting Play

47. Awareness ads
entire account
Email
T: Head of Sales
F: ADR
Direct Mail
Key
personas
Email
T: Head of
Marketing
F: ADR
Checklist
Package received?
Phone
T: Head of Sales
F: ADR
Engagio Core Prospecting Play

48. LinkedIn View
T: Key persona
F: CEO
Phone
T: Head of Marketing
F: ADR
Email
T: Head of Sales
F: VP of Sales
Email
T: Head of Marketing
F: VP of Marketing
Phone
T: Head of Sales
F: ADR
Engagio Core Prospecting Play

49. Checklist
Social touch
Email Reply
T: Head of Marketing
F: ADR
Phone
T: Head of Marketing
F: ADR
Checklist
Launch to other
contacts
Engagio Core Prospecting Play

50. 205 193 113 45 24 2Mtgs Opps Deal
(so far)
EngdPkgs Resp
22%
Web Traffic Visitors
Ads +43% +47%
No Ads +22% +8%
34.2x pipeline to spend
Play results

51. There is no easy button for ABM orchestration. Put
in the work, personalize ABM plays, and
coordinate as a team. That’s how you succeed.
Justin Gray,
CEO at LeadMD

52. Question: What insights would be most
valuable to your reps?
A – Most engaged accounts
B – Most engaged accounts with no sales activity
C – Newly engaged people
D – Marketing qualified accounts

53. Q&A