Between the need to launch and scale your ABM programs to managing your current demand generation efforts, it’s easy to feel overwhelmed and drop the ball on one or the other. Brandi Smith, VP, Demand Generation Marketing at Uberflip and Charm Bianchini, Head of Global Demand at Engagio, explore how their teams make both strategies work in tandem and create harmony in their marketing departments.

1. Creating Harmony
Between Demand
Generation and ABM

2. @uberflip | @engagio
Head of Global Demand,
Engagio
The Speakers
Brandi SmithCharm Bianchini
VP of Demand
Generation, Uberflip

3. @uberflip | @engagio
ABM, Demand Generation,
or both?

4. Kickoff
WHAT’S THE
DIFFERENCE?
DEMAND
GEN VS.
ABM
Demand Gen ABM
Focus: Markets/Industries Accounts
Measure of Success:
Quantity of Leads Quality of Target
Accounts
Objective: New Business Land & Expand
Research Tool: Buyer Persona Ideal Customer Profile
4
@uberflip | @engagio

5. Kickoff
Demand Gen vs. ABM
What do we
say?
Where should we
say it?
Who should we say
it to?
Offers Channels Segments
Who are we
trying to reach?
What should we
say?
Where should we
say it?
Accounts Content Channels
DEMAND
GEN
ABM
5
@uberflip | @engagio

6. Kickoff
CREATING
HARMONY
Attract people to your site & get
them to fill out a form
Nurture them with
automated emails
Identify
target
companies
Engage them with
personalized campaigns
Build lasting relationships
that lead to new opportunities
Inbound
Marketing
Account Based
Marketing
• Demand Gen can
feed into ABM Funnel
• If inbound leads are in
target account, ABM
can pick up where
inbound leaves off
• Inbound leads can
support ABM when
accounts look
promising
6
@uberflip | @engagio

7. Kickoff
What DOES it
mean to be
ABM-Centric?
Focus more budget and
resources on ABM strategies
and execution
Blended ABM approaches
combined with traditional
inbound
Integrated marketing
support for territories and
top accounts - net new and
expansion
7
@uberflip | @engagio

8. @uberflip
What DOESN’T
it mean to be
ABM-Centric?
To build awareness and thought
leadership as we continue to establish
and define the Content Experience
category
We NEED these programs
The programs continue to
support net new lead gen for
nurture and MQL volume to
feed the BDR sales team
Continued revenue support
8
@uberflip | @engagio
Traditional demand generation
programs will not be
eliminated, just focused on
with a different budget and
resource allocation.
Here’s why:

9. Kickoff
One-to-Many
ABM
Types of Approaches
One-to-Many ABM (1,000s of Accounts)
● Focus on new accounts
● Targeted with light personalization
● Lead-focused
Low
Investment&ROIperaccount
High
Marketing
(Demand Gen/Inbound)
Inbound/Demand Generation Marketing
● Attracts accounts from entire addressable
market
● No real personalization
● Lead-focused
One-to-Few
ABM
One-to-Few ABM (BDR Top 10 and 100, Industry)
● Focus on new and existing key accounts with
similar issues/business imperatives
● Customized with some personalization
● Engagement and lead-focused
One-to-
One ABM
One-to-One ABM (5-50 Accounts)
● Focus on new enterprise and existing key accounts
● Highly customized/personalized for each account
● Engagement and relationship-focused
9
@uberflip | @engagio

10. 2: Figure out
the mix of DG + ABM
@uberflip | @engagio

11. @uberflip | #conex
11
@uberflip | @engagio
Many Revenue Teams Depend on the
Classic Demand Gen Model
Broad-based
Lead-centric
Goal is volume
Quality can be poor

12. @uberflip | #conex
Demand Gen is good – but usually
not enough
12
@uberflip | @engagio

13. Copyright ©2018, Engagio Inc. @charmbianchini
Focus on the right type of customer
13
What is our ideal customer profile (ICP)?
Example: Higher ACV compared to
non-ICP. Better retention, cross-sell
opportunities – best fit for your product
13
@uberflip | @engagio

14. Copyright ©2018, Engagio Inc. @charmbianchini
Create your plan
14
$$$ Revenue Goals
Pipeline Required
(sources can vary marketing, sales, partner)
How can we bring in the BEST quality pipeline most efficiently?
ENT Segment – Need Z%
POR GOAL
Mid-Market Segment –
Need Y%
POR GOAL
Small-Business
Segment –
Need X%
POR GOAL
Example: Inbound
marketing model
Example: Programmatic
ABM
Example: ABM – need for the higher value
accounts
What is our optimal strategy to get there (mix of DG /ABM- programs, tactics)
This
breakdown
should be
the optimal
mix to most
effectively
hit revenue
targets
14
@uberflip | @engagio

15. @uberflip | #conex
Establish a Plan of Record (POR)
1. Sales – contributes x%
2. Marketing – contributes y%
3. Partner / or Business Development – contributes z%
15
Total Pipeline Required for World
Domination
15
@uberflip | @engagio

16. Copyright ©2018, Engagio Inc. @charmbianchini
Program Strategy Goals
May
1:1 ABM
1: Few ABM
1: Many ABM
Demand Gen
June July
Top Target
Account – Tier
1 – perfect ICP
fit
Target
Accounts – Tier
2
Target
Accounts – Tier
3
Good accounts
that fit broad
ICP
$300K
$360K
$480K
$1.8M
spend result return % pipe
$4M
$3.5M
$2.1M
$4.2M
13x
10x
4x
2x
30%
25%
15%
30%
16
@uberflip | @engagio

17. Copyright ©2018, Engagio Inc. @charmbianchini
Planning for ABM and Demand Gen
Most ABM programs start by layering on top of current demand
gen processes:
• Pilot: Test ABM for a few accounts
• Segment: Implement ABM for one or more segments (e.g.
Enterprise accounts or Healthcare vertical)
• Focus: Target existing programs (e.g. outbound sales
development) on specific accounts
• Transfer: Move budget from poorly performing programs to
fund ABM (or identify what can programs can benefit – ex: field
marketing)
1717
@uberflip | @engagio

18. Copyright ©2018, Engagio Inc. @charmbianchini
Leverage Current Team
18
Have an account
foundation/reporting
1.
Understand
account behavior
2.
Now decide on
tactics
3.
Run personal
plays
4. 5.
Measure results
Marketing
Operations
Product
Marketing
Revenue
Marketing
with Sales
Field
Marketing /
Partner
Field
Marketing /
Partner
Revenue
Marketing
with Sales
Revenue
Marketing
with Sales
Revenue
Marketing
Example if you do not have dedicated headcount
Revenue marketing =
current marketing role like
demand gen
Marketing
Operations
18
@uberflip | @engagio

19. Copyright ©2018, Engagio Inc. @charmbianchini
Type of Program DG Programs ABM Programs
Broad DG Tier 1 Tier 2 Tier 3
Direct Mail – new product ‘x’
announcement
No High value Postcard – lower value Postcard lower value
Field Events – showcasing new
product ‘x’
Yes Lunch and learn +
dinners + onsites
Lunch and learn Lunch and learn
Tradeshows Yes Special customer dinner No No
Personalized email sends No Yes Yes Yes (depending on #)
Database sends Yes In some cases OK Yes Yes
Targeted Ads - new product No Yes + tailored content +
logo
Yes + industry Yes – industry
Content Syndication – new
product
Yes Yes – verticals and key
companies
Yes – verticals Yes -verticals
Sales outreach No Yes (calling campaigns,
drive attendance)
Yes (calling campaigns,
drive attendance)
No
Appt Setting No Yes Yes No
Customer content
Custom streams
No Yes Yes No
Run both DG and ABM Programs
19
@uberflip | @engagio

20. 2: Content experience must be
considered across all
marketing programs.
@uberflip | @engagio

21. @uberflip | #conex
Personalized content
experiences lead to:
more engagement,
better conversations,
more quality leads,
and ultimately…
more customers.
Demand
Generation
ABM Sales Enablement
Inbound
Driven By Content
21
@uberflip | @engagio

22. @uberflip | #conex
Conversions on
Gated Content
Evidence that
experience matters
7x 8x
Increase in
Engagement
60%
Your Content
Reach
22
@uberflip | @engagio

23. @uberflip | #conex
Content Experience Framework
23
@uberflip | @engagio

24. @uberflip | #conex
Content Experience Framework
Aggregate your content
Own the experience
Control the environment
and structure
24
@uberflip | @engagio

25. @uberflip | #conex
Content Experience Framework
25
@uberflip | @engagio

26. @uberflip | #conex
Content Experience Framework
Plan end-to-end experience
Define intended user behavior
Categorize for discoverability
26
@uberflip | @engagio

27. @uberflip | #conex
Content Experience Framework
You don’t
get this.
Without
doing this.
27
@uberflip | @engagio

28. @uberflip | #conex
Content Experience Framework
Build experiences to power
your campaigns
Personalize experiences based
on segmentation
Create path to purchase
28
@uberflip | @engagio

29. @uberflip | #conex
Content Experience Framework
Inbound
29
@uberflip | @engagio

30. @uberflip | #conex
Content Experience Framework
Demand
Generation
30
@uberflip | @engagio

31. @uberflip | #conex
Content Experience Framework
ABM
31
@uberflip | @engagio

32. @uberflip | #conex
Content Experience Framework
Integrate marketing
campaigns
Map experiences to buyer journey
Distribute experiences across
all channels
32
@uberflip | @engagio

33. @uberflip | #conex
Content Experience Framework
33
@uberflip | @engagio

34. @uberflip | #conex
Content Experience Framework
Convert quality leads
Score leads based on
engagement
Leverage marketing
automation and analytics
34
@uberflip | @engagio

35. @uberflip | #conex
100%
Increase in monthly
leads generated.
Content Experience Framework
35
@uberflip | @engagio

36. @uberflip | #conex
Content Experience Framework
36
@uberflip | @engagio

37. 3: Activating Sales
@uberflip | @engagio

38. @uberflip | #conex
Marketing Programs Require Ongoing
Action!
Old: The Hand-Off New: Orchestration
“It’s easier to work in silos. You just don’t make as much money.”
— Peter Herbert, CMO, FullStory
38
@uberflip | @engagio

39. @uberflip | #conex
1: Use Technology to Get the Right
Intelligence
39
Shared view of accounts and activity
39
@uberflip | @engagio

40. @uberflip | #conex
2: Sales and Marketing Take Action (stand
ups)
40
@uberflip | @engagio

41. @uberflip | #conex
3: Ongoing Optimizations
(Territory Health Check)
41
@uberflip | @engagio

42. @uberflip | #conex
4: Measure and Prove
Impact

43. Copyright ©2018, Engagio Inc. @charmbianchiniCopyright ©2018, Engagio Inc.
@uberflip | #conex
ABM metrics are different from DG
metrics
Can Take a Long Time to
Show Results
LEADING INDICATORS are
critical
Quantity Based Metrics
Will Go Down with ABM
Focus on QUALITY, not
quantity
43
@uberflip | @engagio

44. Copyright ©2018, Engagio Inc. @charmbianchini
44
Early Stage Metrics Later Stage Metrics
1
• Coverage
2
• Awareness
3
• Engagement with key programs
4
• Meetings
1
• MQAs or MQLs
2
• Opportunities
3
• Pipeline
4
• Impact/ ROI
Measure at different points in time
44
@uberflip | @engagio

45. Copyright ©2018, Engagio Inc. @charmbianchini
An Option – if you need a hybrid
• Ideally you want the right
people in the right
accounts
• MQA represents this the
best
• MQL-A is a good interim
step – still reflects a
single person
45
MM
MQA
MQL-A
MQL
45
@uberflip | @engagio

46. @uberflip | #conex
Funnel Metrics
46
@uberflip | @engagio

47. @uberflip | #conex
Attribution—Know What Works!
• Use all activities
(sales and
marketing) – not
just campaigns
• Use all people that
touch the buying
center – leads and
contacts
47
@uberflip | @engagio

48. @uberflip | #conex
• Demand Generation and ABM can work in
harmony
• Content Experience matters for all programs
• ABM addresses real business pains
• Create engagement with relevant, human
interactions over email and in-person
• ABM naturally supports marketing-sales
coordination
• ABM measurement is about quality, not
quantity; use engagement as a leading
indicator to revenue
Takeaways
48
@uberflip | @engagio

50. @uberflip | @engagio
The Content Experience Framework
Download Now:
uberflip.com/content-experience
Brandi Smith
VP, Demand Generation, Marketing
Uberflip
linkedin.com/in/brandismith1
Charm Bianchini
Head of Global Demand
Engagio
@twitter.com/charmbianchini
linkedin.com/in/charmh/
Download Now: engagio.com/guide
@brandismith01