Learn how to: Build a tiered ABM program with the right level of personalization for each type of account Implement a multi-channel prospecting play that orchestrates account-based advertising, social, direct mail, email, phone, and more Understand ABM benchmarks and measure the right success metrics

1. The Secret Sauce for
Account Based Marketing
Jon Miller
CEO
Engagio
@jonmiller

6. @jonmiller
Inbound vs Outbound
Nets Spears

7. @jonmiller
ABM is Hot
Google Trends for “Account
Based Marketing”
Engagio founded
Google Trends for “Account Based”
2.0x
4.8x

8. @jonmiller
Measure
Engagement
Create
Engagement
Establish
Foundation
1 2 3

9. Copyright ©2017, Engagio Inc.
Establish Foundation

10. @jonmiller
Building Your ABM Foundation
10
Entitlements
• Styles and Tiers
Organize Data
• Unify Account Data
• Lead to Account Matching
Select Accounts
• Fit
• Engagement

11. @jonmiller
5-50 accounts (“tens”)
Engagio: up to 2 per AE
$250K – $1B+
5-50 accounts (“tens”)
Engagio: 5 per AE
$100K – 250K
50-1,000 accounts (“hundreds”)
Engagio: 93 per AE
$50K – $100K
Style 1a
Lighthouse
1,000+ accounts (“thousands”)
Engagio: About 2,000
$25K - $50K
Style 1b
Strategic
Style 3
Programmatic
Style 2
Scale

12. @jonmiller
Style 3 Accounts (~2000)
12
Ongoing Programs
• Demand Gen
• Inbound
Ad Hoc
Direct Mail
¢
Limited Account
Ads
Some Data

13. @jonmiller
Style 2 Entitlements (370 accounts)
13
More DataDirect
Mail
$ Ongoing
Programs
Experiences
$
Targeted Ads

14. @jonmiller
Style 1b Entitlements (~20 accounts)
14
Lite
Account
Plan
More Data
Direct
Mail
$$
Personalized
Communications
(PlayMaker)
Ongoing
Programs
Targeted Ads
Experiences
$$

15. @jonmiller
Style 1a Entitlements (approx 10 accounts)
15
Personalized
Content Hub +
Customized
Guides
Full
Account
Plan + QBR
More Data
More Often
Direct
Mail
$$$
Personalized
Communications
(PlayMaker)
Executive
Workshop
Ongoing
Programs
Named
Executive
Personalized
Ads
Experiences
$$$

16. @jonmiller
Challenge: Account Data Spread Across Systems
• Challenging
measurement
• Bad routing
• Poor
coordination
• Limited
marketing &
sales alignment
16
Marketing
Automatio
n
Corporate Email
Web Visits

17. @jonmiller
Answer: Start with an Account Foundation
Lead to Account Matching
(L2A) Algorithm
Presentation
Marketing
Automation
Corporate
Email
Web Visits
Engagement Minutes
Model

18. @jonmiller 18
Lead to Account Matching

19. @jonmiller
Account Foundation Enables Engagement
19
Engagement Minutes

20. @jonmiller 20Note: List turnover limited to 25% per quarter
Target Account Selection:
Marketing Driven, Sales Owned
Reps choose ~100 total from scored list of 300-350 in their territory
Data quality matters!Technographics
Score = Fit + Engagement

21. @jonmiller
Create Engagement

22. @jonmiller 22
Most Effective Tactics for ABM
34
36
38
40
0 10 20 30 40 50 60
Executive engagement
Innovation days
Custom thought leadership
One-on-one meetings
Strategic
21
23
47
49
0 10 20 30 40 50 60
Custom collateral
Executive engagement
E-mail marketing
One-on-one meetings
Scale
23
30
30 60
0 10 20 30 40 50 60
Direct mail
Account advertising
One-on-one meetings
E-mail marketing
Programattic
One-on-one
meetings
and email
dominate
Source: ITSMA,
Account Based
Marketing
Benchmarking
Survey, March 2016
What specific tactics are most effective for ABM? Choose up to three.

23. @jonmiller 23
Not Engaging

24. @jonmiller
Not Engaging

25. @jonmiller
Opt out, tune
out, toss out

26. “Template emails
are roulette
wheels. If you
only get 100 rolls
of the roulette
wheel, then you
need to increase
your odds.”
– Craig Rosenberg

27. @jonmiller
Three most important factors in enterprise decision:
• Knowledge and understanding of my industry
• Knowledge & 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

28. @jonmiller 28
75%
Engaging
Integrated
Non-
Scalable
Relevant
Engaging

29. @jonmiller
Integrated
ABM
Deal
Nurturing
Expansion
& Success
Plays for Every Stage of the Journey

30. @jonmiller
Engagio Integrated ABM Play (Scale)
• Pre: Ads for Awareness (50% A/B test)
• Day 0: Package sent + Email
• Day 2: Package delivered + Custom Email
• Day 4: Phone call
• Day 6: Phone call
• Day 7: Phone call + LVM + Email
• Day 10: Email from Jon cc’ing play
• Day 11: LinkedIn InMail from Jon
• Day 13: Email
• Day 15+ FU’s to other personas
Goal: get an
introductory 1:1 meeting
with target account

31. @jonmiller
From me
Personalized
by an SDR
Leveraging account
and person insights

32. @jonmiller 32

33. @jonmiller
Integrated ABM: Results to Date
350 276 74 34 1Mtgs Opps Deal(so far)
AwarePkgs
21%
Meeting Rates
Books only: 34%
Ads and Kindle: 21%
Ads and Books: 20%
Kindle only: 18%
Not significant
Web Traffic Visitors
Ads +43% +47%
No Ads +22% +8%
Directionally meaningful but not significant
25.0x pipeline to spend

34. @jonmiller
Personalized Plays vs Automated Campaigns
34
Event Executive Breakfast Manager Lunch
Invites Personalized via Playmaker
96 Plays Launched
Broad Marketing Automation
652 Emails Sent X 2
From Step 1 from Account Owner
Step 2 from Executive (reply)
Step 3 from AO to Executive
Assistant
Blast 1 = From
events@engagio.com
Blast 2 = From
sandra@engagio.com
Response 10 Replied Yes, I’ll Attend
33 Replied No (starts conversation)!
Response Rate: 43%
21 Registered
No declines - just crickets!
Response Rate: 3%
Attends 9 CMOs and VPs 12 Managers and Directors

35. @jonmiller
Marketing Automation Marketing Orchestration
Automated Some automation, some human
Scalable but impersonal Personalized but still scalable
Handoffs Collaboration
Lead-based Account-based
35

36. @jonmiller
Deal Nurturing
Engagio Deal Nurture Tracks
• Need access to decision maker
• Need to make a key hire
• No budget
• “Not a priority” / early
• ”Gone dark”

37. @jonmiller
Customer / Expansion Plays
• User Onboarding
• 90 Days From Renewal
• Declined Use
• Net Promoter Follow-up
• New Executive
• Executive Alignment

38. @jonmiller
engagio.com/orchestration

39. @jonmiller
Measure Engagement

40. @jonmiller
2002 2017
Account Based Metrics are Different

41. Time
is
Money

42. @jonmiller
Engagement: Target Accounts = 10X Increase
42
1,600 minutes 17,000+ minutes
989 Target Accounts, June 2016 to May 2017

43. @jonmiller
Marketing Qualified Accounts (MQAs)
• 30 mins of
engagement from
Marketing (at least 2
people), or
• 15 mins of
engagement from
Marketing Executives,
or
• “Act Nows”
43

44. @jonmiller
Focus
44
How efficiently do
your programs
reach target
accounts?
Low Focus = Nets
High Focus = Spears

45. @jonmiller
Account Based Attribution
45
Use the entire Account:
Leads and Contacts
Include Sales activities,
not just Marketing

46. Account Based Attribution

47. @jonmiller
engagio.com/Guide
Get your free copy today!
The Clear and
Complete
Guide to
Account
Based
Marketing

48. @jonmiller
• Start your ABM journey by building a strong foundation
of unified account data
• Create engagement with relevant, human interactions
over email and in-person
• Marketing automation is to demand gen
as marketing orchestration is to ABM
• Implement deal nurturing to accelerate stuck
opportunities – but don’t blindly automate
• ABM measurement is about quality, not quantity; use
engagement as a leading indicator to revenue
• Account based attribution lets you connect the dots
between account engagement and revenue
Tweetable Takeaways
@jonmiller

49. @jonmiller
Ask me anything at the Post-Presentation Huddle!
Jon Miller
@jonmiller