Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
@uberflip#ABMHacks @engagio
Jon  Miller
CEO,  Engagio
@jonmiller
ACCOUNT-BASED
MARKETING HACKS:
ENGAGIO FOR ACCOUNT BASED ...
@uberflip#ABMHacks @engagio
JOIN IN ON
WE WILL SEND THE RECORDING.
Questions?  We’ve  got  answers!  
(At  the  end  of  t...
@uberflip#ABMHacks @engagio
STICK AROUND FOR
A DEMO
@uberflip#ABMHacks @engagio
Meet the Expert
• Co-­founder  and  CEO  of  Engagio
• Co-­founder  and  CMO  of  Marketo
• Au...
@uberflip#ABMHacks @engagio
Let’s get hacking!
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Agenda
More ABE
Hacks
7 Step ABE
Process +
Hacks
Hello, Acco...
Hello, Account Based
Everything
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
ABM Is the Hottest Thing in B2B Marketing
The Next Big Thing...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
But Marketing Isn’t Sufficient for Outbound
9
ABM Not Enough...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Sales Development
Source: Bridge Group , Sales Development 2...
Account Centric
Any one person can
say no
“[Account Based Sales
Development is] today’s
most effective Account-
Based tact...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Account Based
Marketing
Account Based
Sales
Development
Acco...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Hello, Account Based Everything
Orchestration
Account
Based
...
7 Step ABE Process +
Hacks
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
#FlipMyFunnel
What do we
want to say?
(offers)
Who should
we...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Styles of ABE
5-50 accounts (“tens”)
50-1,000 accounts
(“hun...
Level 1: Reps Self-Select
Level 2: Basic Data
Level 3: Advanced
Level 4: Predictive Analytics
Sophisticated predictive sco...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Manual
Build and Maintain Your Database With the Right
Conta...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION...
With #Account
Based
Everything, you
need to knock
on people’s
doors.
– @jonmiller
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Broken personalization – my name is Jon!!
• Focused on the...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Opt out,
tune out,
toss out
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
“Template emails
are roulette
wheels. If you
only get 100 rolls
of the roulette
wheel, then you
need to increase
your odds...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Outbound Does Not Mean Interruption
Apply the best concepts ...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Three most important factors in enterprise decision:
• Knowl...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Challenger Sale
Challenger
Offers unique perspective
Two-way...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Market
• Company
• People
• Relationships
• History
• Conn...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION...
Events Are a Big Part of ABM
Tip: executive invites come from someone with an equal or higher title
• Owned events
• Meeti...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Direct Mail
Offers sent by mail are perceived as
24% more va...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Display
Advertising
• IP-Based
• Proactive Retargeting
• Lin...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Channels for Outbound Account Based Everything
Marketing
• E...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Kermit, you email
the CEO
Bert, you email the Director
of Ma...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Account
Executive
Marketing
Ops
SDR
Manager
Roles
Account
Ma...
More Account Based
Everything Hacks
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Lead to Account Matching
Leads
Account
Fuzzy logic match:
Be...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Marketing Qualified
Accounts (MQAs) not
MQLs
42
Breadth
Depth
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
BANT
• Budget
• Authority
• Need
• Timing
Qualification
AN
•...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Account-centricmetrics
• Quality,not quantity
• Longdevelo...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Coverage
Do you have sufficient data, opt-in contacts, and a...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Coverage
How well are you adding new / engaged people to the...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Awareness
“Big 5” ABM Metrics (2)
Which target accounts have...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Engagement
“Big 5” ABM Metrics (3a)
Are the right people at ...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Engagement
“Big 5” ABM Metrics (3b)
Is that engagement going...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Engagement
“Big 5” ABM Metrics (3c)
Which accounts are engag...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Don’t count the
people you reach;
reach the
people that coun...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Program Reach
“Big 5” ABM Metrics (4)
FOCUS
%ofsuccessesfrom...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Program Impact
“Big 5” ABM Metrics (5)
• “Top 25% engagement...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Impact: Are ABM activities improving key sales outcomes?
Do ...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Impact: Are ABM activities improving key sales outcomes?
Do ...
ABE Market Map
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Selection
Identify   and  
prioritize  target  
accounts,   ...
Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Outbound can be easier to scale and
driver larger deals th...
@uberflip#ABMHacks @engagio
Clear and Complete Guideto AccountBased Everything
engagio.com/guide
Resources
@uberflip#ABMHacks @engagio
QUESTION TIME!
Jon  Miller
CEO,  Engagio
@jonmiller
Hana  Abaza
VP  Marketing,  Uberflip
@hana...
@uberflip#ABMHacks @engagio
@uberflip#ABMHacks @engagio
Nächste SlideShare
Wird geladen in …5
×

Account-Based Marketing Hacks 2016: Engagio for Account-Based Everything

Account Based Everything is a strategy that orchestrates personalized marketing, sales, and success efforts at named accounts. In this presentation, Jon Miller, CEO and Co-founder of Engagio, will reveal various hacks for taking your account-based marketing to the next level.

  • Als Erste(r) kommentieren

Account-Based Marketing Hacks 2016: Engagio for Account-Based Everything

  1. 1. @uberflip#ABMHacks @engagio Jon  Miller CEO,  Engagio @jonmiller ACCOUNT-BASED MARKETING HACKS: ENGAGIO FOR ACCOUNT BASED EVERYTHING Hana  Abaza VP  Marketing,  Uberflip @hanaabaza
  2. 2. @uberflip#ABMHacks @engagio JOIN IN ON WE WILL SEND THE RECORDING. Questions?  We’ve  got  answers!   (At  the  end  of  the  webinar  J)
  3. 3. @uberflip#ABMHacks @engagio STICK AROUND FOR A DEMO
  4. 4. @uberflip#ABMHacks @engagio Meet the Expert • Co-­founder  and  CEO  of  Engagio • Co-­founder  and  CMO  of  Marketo • Author,  Engagio’s Clear  and   Complete  Guide  to  Account  Based   Marketing • Author,  Marketo’s Definitive  Guide   to  Marketing  Automation Jon Miller Engagio
  5. 5. @uberflip#ABMHacks @engagio Let’s get hacking!
  6. 6. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Agenda More ABE Hacks 7 Step ABE Process + Hacks Hello, Account Based Everything
  7. 7. Hello, Account Based Everything
  8. 8. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller ABM Is the Hottest Thing in B2B Marketing The Next Big Thing? Google Trends for Account Based Marketing Engagio founded
  9. 9. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller But Marketing Isn’t Sufficient for Outbound 9 ABM Not Enough Source: TOPO 15% Penetration into target accounts
  10. 10. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Sales Development Source: Bridge Group , Sales Development 2016 Metrics & Compensation Research report
  11. 11. Account Centric Any one person can say no “[Account Based Sales Development is] today’s most effective Account- Based tactic.” – TOPO
  12. 12. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Account Based Marketing Account Based Sales Development Account Based Sales
  13. 13. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Hello, Account Based Everything Orchestration Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
  14. 14. 7 Step ABE Process + Hacks
  15. 15. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller #FlipMyFunnel 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? (message) Where should we say it? (channels) Where should we say it? (channels) INBOUNDOUTBOUND
  16. 16. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATION MEASUREMENT Seven ABE Processes WHO WHATWHERE
  17. 17. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATION MEASUREMENT Seven ABE Processes WHO
  18. 18. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Styles of ABE 5-50 accounts (“tens”) 50-1,000 accounts (“hundreds”) 1,000+ accounts (“thousands”)Hybrid Lite Classic
  19. 19. 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
  20. 20. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Manual Build and Maintain Your Database With the Right Contacts for Each Persona Purchase Predictive Representativecompanies;not exhaustive
  21. 21. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATION MEASUREMENT Seven ABE Processes WHAT
  22. 22. With #Account Based Everything, you need to knock on people’s doors. – @jonmiller
  23. 23. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
  24. 24. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller • Broken personalization – my name is Jon!! • Focused on their needs rather than value to the customer • Typos
  25. 25. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Opt out, tune out, toss out
  26. 26. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
  27. 27. “Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.” – Craig Rosenberg
  28. 28. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller 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 No Cold Calls
  29. 29. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller 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 executiveswill read unsolicited marketing materialsthat contain ideas that might be relevant to their business.”75% 25% Yes No
  30. 30. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Challenger Sale Challenger 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
  31. 31. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller • Market • Company • People • Relationships • History • Connections • Door Openers What To Research
  32. 32. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller ACCOUNTS CONTACTS INSIGHTS CONTENTINTERACTIONS ORCHESTRATION MEASUREMENT Seven ABE Processes WHERE
  33. 33. Events Are a Big Part of ABM Tip: executive invites come from someone with an equal or higher title • Owned events • Meetings at 3rd party events
  34. 34. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller 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
  35. 35. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Display Advertising • IP-Based • Proactive Retargeting • LinkedIn • Facebook • … more Example: Custom Content + Facebook
  36. 36. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Channels for Outbound Account Based Everything Marketing • Events • Direct mail • Online advertising • Web personalization Sales / Sales Development • Human Email • Phone • Social Channels
  37. 37. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
  38. 38. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Kermit, you email the CEO Bert, you email the Director of Marketing and followup with a phone call Fozzie, you send a bottle of wine to the CEO Start the Play
  39. 39. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Account Executive Marketing Ops SDR Manager Roles Account Management Account Executive Sales Development Rep CEO SalesOps Coach Quarterback Players VP, SalesDemand Gen
  40. 40. More Account Based Everything Hacks
  41. 41. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Lead to Account Matching Leads Account Fuzzy logic match: Better routing Account-levelvisibility
  42. 42. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Marketing Qualified Accounts (MQAs) not MQLs 42 Breadth Depth
  43. 43. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller BANT • Budget • Authority • Need • Timing Qualification AN • Authority • Need There’s a project in the next six months (Opportunity) A Meeting with the right person at the right company
  44. 44. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller • Account-centricmetrics • Quality,not quantity • Longdevelopment cycles • Influence
  45. 45. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Coverage Do you have sufficient data, opt-in contacts, and account plans for each target account? “Big 5” ABM Metrics (1a)
  46. 46. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Coverage How well are you adding new / engaged people to the database? Director-level and above? “Big 5” ABM Metrics (1b)
  47. 47. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Awareness “Big 5” ABM Metrics (2) Which target accounts have any awareness of us? Are they visiting the website?
  48. 48. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Engagement “Big 5” ABM Metrics (3a) Are the right people at the account spending time with your company? Is that engagement going up over time?
  49. 49. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Engagement “Big 5” ABM Metrics (3b) Is that engagement going up over time?
  50. 50. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Engagement “Big 5” ABM Metrics (3c) Which accounts are engaging the most? Marketing  Qualified  Account  (MQA):     An  account  (or  discrete  buying  center)   that  has  reached  enough  aggregate   engagement.
  51. 51. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Don’t count the people you reach; reach the people that count. – David Ogilvy
  52. 52. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Program Reach “Big 5” ABM Metrics (4) FOCUS %ofsuccessesfrom targetaccounts COVERAGE… Are marketing programs reaching the target accounts? How much waste is there?
  53. 53. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller Program Impact “Big 5” ABM Metrics (5) • “Top 25% engagement = 18% faster sales cycles.” • “Accounts with >three engaged contacts = 15% higher contract values.” • “Accounts that attended that dinner = 16% more movement to next opp stage.” How are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and net promoter scores?
  54. 54. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller 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 yourcompany?Awareness: Are marketing programs reaching target accounts?Reach: Are the right people at the account spending time with yourcompany? Is that engagement going up over time?Engagement:
  55. 55. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller 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 yourcompany?Awareness: Are marketing programs reaching target accounts?Reach: Are the right people at the account spending time with yourcompany? Is that engagement going up over time?Engagement:
  56. 56. ABE Market Map
  57. 57. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller 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 Analytics  &   Infrastructure Map  leads  to   accounts,   identify   hot   accounts   (MQAs),   measure   ABM  efforts Content Create  account-­ specific  content   and   messaging   that   reflects  insights Ads Human  EmailEventsDirect Complementary Web Predictive Attribution  Analytics Dialing Insight   Sources Aggregation
  58. 58. Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller • Outbound can be easier to scale and driver larger deals than inbound • Marketing isn’t sufficient for comprehensive account-based outreach • Outbound does not need to mean interruption; use account-specific research to maximize relevance • Coordinate account-based plays across channels and players for maximum impact • Lead to Account Matching is the foundation of account-centric success Tweetable Takeaways + Hacks @jonmiller
  59. 59. @uberflip#ABMHacks @engagio Clear and Complete Guideto AccountBased Everything engagio.com/guide Resources
  60. 60. @uberflip#ABMHacks @engagio QUESTION TIME! Jon  Miller CEO,  Engagio @jonmiller Hana  Abaza VP  Marketing,  Uberflip @hanaabaza hub.uberflip.com resources.engagio.com
  61. 61. @uberflip#ABMHacks @engagio
  62. 62. @uberflip#ABMHacks @engagio

×