Secret Sauce for Outbound Marketing and Account Based Everything
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Sometimes, you can't wait around for the right people from the right accounts to swim into your demand generation net – you need to reach out to these "big fish" directly. When you need more than Inbound, learn the new secret sauce for combining outbound account based marketing ABM (actually account based everything) and sales development to build pipeline at target accounts, expand existing relationships, and connect with more decision makers.
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Secret Sauce for Outbound Marketing and Account Based Everything
- 1. THE SECRET SAUCE FOR OUTBOUND MARKETING Jon Miller CEO, Engagio
- 2. Page 2 #MKTGNATION Agenda How to Do Outbound Do It Account Based When Inbound Isn’t Enough
- 3. WHEN INBOUND ISN’T ENOUGH
- 4. Page 4 #MKTGNATION Remember this?
- 5. What if you are here? Inbound
- 6. Page 6 #MKTGNATION “Relying solely on inbound marketing is like hanging out with the same kids from high school your whole life.” – Jason Miller
- 7. Inbound Outbound What if you are here? • Quick wins • No waste • Easier to double • Bigger deals
- 10. NOT YOUR FATHER’S OUTBOUND
- 11. Page 11 #MKTGNATION With #Outbound you need to knock on people’s doors. – @jonmiller
- 13. • 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
- 14. Page 14 #MKTGNATION Opt out, tune out, toss out
- 15. Page 15 #MKTGNATION “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
- 16. Page 16 #MKTGNATION Outbound Does Not Mean Interruption Apply the best concepts from demand generation to outbound: • Content driven • Helpful and valuable • Focused on the buyer, not your company • Personalized and relevant • Human
- 17. Page 17 #MKTGNATION 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
- 18. Page 18 #MKTGNATION Challenger Sale Offers unique perspective Two-way communication skills Knows customer value drivers Can ID economic drivers Comfortable discussing money Can pressure the customer Asserts Control Tailors Teaches
- 19. Summary Old Outbound Buy lists of leads Cold call Quantity and volume Success = Reps with Rolodexes New Outbound Account-based Understand and teach Quality and buyer-centric Success = Data and process
- 20. DO IT ACCOUNT BASED
- 21. Salespeople never talk about how many leads they’ve closed. They talk about how many accounts they’ve closed.
- 22. ABM Is the Hottest Thing in B2B Marketing Google Trends for Account Based Marketing Engagio founded
- 23. Page 23 #MKTGNATION Account Based Marketing Account Based Sales Development Account Based Sales
- 24. Hello, Account Based Everything Engagio Orchestration Platform Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
- 25. Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts.
- 26. ABE targets specific (usually large) accounts Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts.
- 27. a way of doing business, not a campaign or tactic always on for the account until removed Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts.
- 28. treat each account individually focus = more insights = more relevance Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts.
- 29. it’s a bowtie, not a funnel Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts.
- 30. coordinates experiences across departments and channels Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts.
- 32. Page 32 #MKTGNATION 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) DEMANDGENABE
- 34. ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATIO N MEASUREMENT Seven ABE Processes WHO
- 35. 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
- 36. Page 36 #MKTGNATION 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
- 37. Page 37 #MKTGNATION Manual Build and Maintain Your Database With the Right Contacts for Each Persona Purchase Predictive Representative companies; not exhaustive
- 38. ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATIO N MEASUREMENT Seven ABE Processes WHAT
- 39. Page 39 #MKTGNATION “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” – Abraham Lincoln
- 40. • Market • Company • People • Relationships • History • Connections • Door Openers
- 41. ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATIO N MEASUREMENT Seven ABE Processes WHERE
- 42. Page 42 #MKTGNATION Channels for Outbound Account Based Everything Marketing • Events • Direct mail • Online advertising • Web personalization
- 43. Tip: executive invites come from someone with an equal or higher title Events Are a Big Part of ABM • Owned events • Meetings at 3rd party events
- 44. Page 44 #MKTGNATION Direct Mail Offers sent by mail are perceived as 24% more valuable than offers viewed only on a screen. And mail boosted ROI by 20% when used as part of an integrated campaign. U.K. Royal Mail, February 2015
- 45. Page 45 #MKTGNATION Display Advertising • IP-Based • Proactive Retargeting • LinkedIn • Facebook • … more Example: Custom Content + Facebook
- 46. Page 46 #MKTGNATION Channels for Outbound Account Based Everything Marketing • Events • Direct mail • Online advertising • Web personalization Sales / Sales Development • Human Email • Phone • Social
- 47. Account Based Sales Development • Multi-channel • Multi-step • Multi-threaded • Research oriented • Human Cloudera (TOPO) 60% open rate, 31% response rate, and massive increases in both net- new opportunities and add-on business from current customers
- 48. Page 48 #MKTGNATION Multi-Threading Any one person can say no Two “no” rule
- 49. Page 49 #MKTGNATION Lead to Account Matching Leads Account Fuzzy logic match Better routing Account-level visibility Implication: MQAs not MQLs
- 50. Touch Day Step(s) Description 0 Pre Research Find out 3 pieces of relevant information 1 Pre ABM Ads Build awareness with targeted ads 2 Pre Dimensional Mail Package / postcards to decision maker + influencers 3 1 Triple Touch Human email + voicemail + social (InMail) 4,5 1 Double Touch Human email + voicemail 6,7 3 Double Touch Human email + voicemail 8,9 7 Double Touch Human email + voicemail 10,11 13 Last Chance Last chance email + voicemail Ongoing Ongoing Human Nurture Share relevant insights ever 3-4 weeks Multi-step and Multi-Channel TOPO
- 51. Page 51 #MKTGNATION Qualification BANT • Budget • Authority • Need • Timing AN • Authority • Need There’s a project in the next six months (Opportunity) A Meeting with the right person at the right company
- 53. • Account-centric metrics • Quality, not quantity • Long development cycles • Influence
- 54. Page 54 #MKTGNATION Don’t count the people you reach; reach the people that count. – David Ogilvy
- 55. Page 55 #MKTGNATION 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:
- 56. Page 56 #MKTGNATION 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:
- 57. ABE MARKET MAP
- 58. Selection Identify and prioritize target accounts, align on resources by Tier 1, 2, and 3 Contacts Discover contacts and map to your accounts, ensure quality data Insights Understand what is relevant and resonant at accounts (triggers, priorities, etc.) Interactions Manage 1:1 account-based interactions in channel – events, outbound, digital (ads, web) Orchestration Synchronize interactions into coordinated plays that align to account plans and goals Infrastructure Map leads to accounts, identify hot accounts (MQAs), show impact of ABM efforts Content Create account- specific content and messaging that reflects insights Ads HumanEmailEventsDirect Complementary Web Predictive May 2016 Oct 2015 EOY 2016 AttributionAnalytics Dialing
- 59. Page 59 #MKTGNATION engagio.com/Guide Get your free copy today! The Clear and Complete Guide to Account Based Marketing
- 60. Page 60 #MKTGNATION Tweetable Takeaways • Outbound can be easier to scale and drive 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 @jonmiller
- 61. Thank You!
Hinweis der Redaktion
- Update with new cover from visual brand deck.
- Long time to scale Can’t easily double Inbound saturation “Column B” syndrome “Inbound dependency” Indirect learning Hard to tie activity to impact
- ABM is an investment in time and resources so you MUST focus on accounts with highest ROI
- It’s not just outbound, not just inbound Be ALL-bound “An optimized balance of inbound and outbound marketing techniques, i.e. “allbound marketing”, consistently generates high quality leads that ultimately produce revenue.”– Dan McDade
- Not HUMAN
- Need to LISTEN
- Don’t F-it up with your most valuable prospects CEO Lattice – 3 templates in one AM
- To move to the enterprise, MuleSoft moved to “Sales Development Consultants” not SDRs They’re the quarterback; the don’t OWN the account, but they LEAD the effort SDRs know more about what’s happening at the account than AE, so have SDRs do territory reviews with Sales before their territory review
- Not lists and volume – relevant, human outreach not to one individual but to the account
- Account centric good! But, if Sales and Marketing are both taking an account-based approach but don’t know what the other is doing, that’s a recipe for trouble. One part of the group in isolation makes this decision (e.g. do ABM), and that doesn’t work. Marketers are currently only getting 15-20% penetration into target accounts [TOPO] ABM does not work in isolation – ABE is the mandate
- Wrong: what we want to say, how we want to say it target the right people RIGHT: who we want to target what and how to say it
- ----- Meeting Notes (8/4/15 13:26) ----- account-based on Sales and Success; not marketing open to influence as a metric demandbase: vertical audiences T1: 300 top accounts (whales) T2: 300 next
- ----- Meeting Notes (8/4/15 13:26) ----- account-based on Sales and Success; not marketing open to influence as a metric demandbase: vertical audiences T1: 300 top accounts (whales) T2: 300 next
- Something about Ideal Company Profile
- ----- Meeting Notes (8/4/15 13:26) ----- account-based on Sales and Success; not marketing open to influence as a metric demandbase: vertical audiences T1: 300 top accounts (whales) T2: 300 next
- Research: Don’t skip this step.
- ----- Meeting Notes (8/4/15 13:26) ----- account-based on Sales and Success; not marketing open to influence as a metric demandbase: vertical audiences T1: 300 top accounts (whales) T2: 300 next
- Many of the best high-level executive events include unique, ‘money can’t buy’ experiences. Earn the list of attendees For marketing invites, list should be 4-5x desired attendance
- Offer charitable donation, or ipad, or airline voucher in exchange for a meeting Don’t ignore the team
- More = Google PPC targeting now, future Uber cars
- Targeting outreach campaigns by account enables Cloudera SDRs to research individual accounts and buyers and speak to their exact pain points. As a result, these campaigns produce a 60% open rate, 31% response rate, and massive increases in both net-new opportunities and add-on business from current customers.” TOPO: Cloudera Case Report, September, 2015 Sales Development – or Prospecting – is the heart of every ABM program. It combines email, phone calls and the personalized end of social media interactions into a coordinated series of engagements that develop and deepen relationships. use all the account insight you’ve generated to prove to the prospect that you understand their challenges and have a unique approach to solving them
- Any one person can be sick, ignore, PTO, promote, transfer, fire Do you have major accounts that hinge on one or two personal relationships in the purchasing enterprise? If your answer is “yes,” then it’s important for you to realize that this represents enormous risk to your organization -- risk you need to act on now to minimize… those one or two key contacts can very easily be promoted, transferred or fired, and suddenly you may find that the relationship between your businesses is actually quite shallow. MQA good b/c multithread in account – any one person can ignore you or be on PTO or get sick or leave, but touching multiple people in account gives higher chances Even individuals who possess significant authority still have to build consensus within their company to get approval to move ahead with a purchase. A member of the sales team at New Relic, a SaaS vendor of performance management software and analytics, was close to closing a deal with the CTO at a Fortune 15 consumer products company. But then the deal hit a snag. “My sales rep emailed me that the CTO was going to be out until the end of the quarter,” said John Gilman, VP of Worldwide Commercial Sales for the vendor. “That meant that the deal was not going to happen in that quarter, and the sales rep was going to miss his numbers. If we had a few other relationships at the company, someone else may have been able to step in and move the ball forward.” Gilman pointed out that a multi-threading approach is helpful to avoid similar situations. “For deals over a certain threshold, it is unacceptable to come to the table with one person at the target company,” Gilman said. “You need to know who their manager is, who can say yes, and who can say no. Also, you need to know who can help make the deal bigger.” An examination of successful deals shows that the approach works, according to Gilman. “Most of our successful deals have taken a multi-threading approach that relied on multiple relationships with influencers in an organization.”
- Meetings not Opps A = Authority. When you are talking to the decision maker, make sure to make note of what their title and function is so you can align their needs with your product. This will go a long way when you pitch to them! Hitting what matters to them shows you know what their pain points are. N = Need. Make sure to find lists of companies in the target industry you’re seeking and their size. U = Urgency. Keep up with companies and their latest news releases. If a sales rep is sensitive to the urgencies of companies it can seriously help the sales process. If a company has announced they are expanding their inside sales team or have a new vice president of sales, this could be a cue to contact them. M = Money. Know where the money is. If a company is growing, recently announced a round of funding, or are older, more established companies then they have the funds. In an ABM (Account-Based Marketing) world, Sales has to be willing to have a discussion with someone, no matter where they are in the buying journey. The most important factors: is it the right company, and the right person? Looser qualified lead definitions prevail - BANT is on life support Sales must now early in the buying cycle or before a buying cycle even begins (no BANT) ANUM is new! [see TOPO] Example: Netsuite, SDRs pass a lead as soon as they convince the right person in a target account to agree to a meeting
- ----- Meeting Notes (8/4/15 13:26) ----- account-based on Sales and Success; not marketing open to influence as a metric demandbase: vertical audiences T1: 300 top accounts (whales) T2: 300 next
- The “law of large numbers” breaks down in narrow funnel -- can’t use vanity metrics, can’t count on volumes Only need one deal to make a program ROI look good – noisy data
- Update with new cover from visual brand deck.