Jon Miller discusses account-based marketing (ABM). He defines ABM as a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts. Miller outlines a 3 step ABM model including selecting target accounts, developing account-specific content and messaging, and orchestrating interactions across channels. He stresses that the success of ABM comes from integrating different tactics, not any single campaign, and that the "Big 5" metrics for ABM are coverage, awareness, engagement, reach, and impact on sales outcomes.

1. Fishing With Spears:
All About Account-Based
Marketing #ABM
Jon Miller, Founder and CEO
@jonmiller

5. Topics for Today
• What is Account-Based
Marketing
• 3 Step Model for
Account-Based
Marketing
• Metrics for ABM

6. Download slides and get
bonus ABM eBook at:
engagio.com/slides

7. So What Is Account-Based
Marketing?

8. Different Deal Types Require Different
Types of Marketing Support
Different Demand
Types
Account-
Based
Marketing
Demand
Generation
©2015 Engagio, Inc. All rights reserved.

9. Account-Based Marketing:
A strategic approach that
coordinates personalized
marketing and sales efforts to
open doors and deepen
engagement at specific accounts
– @jonmiller
©2015 Engagio, Inc. All rights reserved.

10. Different Model
Up to 17 people influence enterprise purchases
(up from 10 in 2011)*
*2014 IDG Enterprise Role & Influence of the Technology Decision-Maker survey
“Person-centric” “Account-centric”
• Decision maker
• End users
• Influencers
Going After Target Accounts Requires an
Account-Centric Focus
©2015 Engagio, Inc. All rights reserved.

11. Different Tactics
You Need Targeted Tactics to Reach
Specific People at Specific Accounts
©2015 Engagio, Inc. All rights reserved.
Inbound vs. Outbound

12. Land and Expand
Often, The Best Account-Based Marketing
Opportunities Are At Current Customers

13. “ABM Delivers The Highest ROI Of Any B2B
Marketing Strategy Or Tactic” (ITSMA)
About the same
Somewhat higher
Significantly higher
16%
42%
42%
ROI of ABM
How does ABM return on investment (ROI)
compare to other marketing initiatives?
% of Respondents (N=38)
ITSMA Account Based Marketing Survey, October 2013
• Focuses time and
resources on accounts
most likely to drive
revenue (“zero waste”)
• Improves marketing-
sales alignment
• Creates a better, more
coordinated customer
experience
©2015 Engagio, Inc. All rights reserved.

14. ABM Today is Like Like Lead Nurturing in 2008
The Next Big Thing?
Google Trends
“Sales has been doing account selling
for years; marketing is now
sophisticated enough to do some of
the same tactics at scale.”
“Your timing is very good,
based on what we see
happening at Sirius. We
launched an ABM practice in
response to a groundswell.”
“Account based marketing
is red hot...several
attendees named account
based marketing as their
top priority right now”
“…it’s clear that we’ve
passed the fad phase of
ABM’s most recent
comeback. Now, we’re
solidly in the trend phase.”
Marketers know they need to do it, and are trying to figure out how

15. Account-Based Marketing
Best Practices

16. ABM Planning Starts With The Account,
Not the Offer
©2015 Engagio, Inc. All rights reserved.
#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?
(content)
Where
should we
say it?
(channels)
Where
should we
say it?
(channels)
DEMANDGENABM

17. Account-
Based
Marketing
Who
WhatWhere

18. Pick Target Accounts
Tip: Limit list turnover (e.g. 25% per quarter)
©2015 Engagio, Inc. All rights reserved.
Level 1: Reps Self-Select
Level 2: Basic Data
Level 3: Advanced Data
Level 4: Predictive Analytics

19. Build Your Database With the Right Contacts for
Each Persona at Target Accounts
©2015 Engagio, Inc. All rights reserved.
Identify Contacts
Manual Purchase Predictive
Representative companies; not exhaustive

20. Account-
Based
Marketing
Who
WhatWhere

21. What Does Sales Want From Marketing?
©2015 Engagio, Inc. All rights reserved.
Smarketing
Alignment
“A meaningful and real relationship with the decision-makers +
relationship with all significant decision influencers + understanding of the
dynamics of the specific customers' business.”
Insights:
• Org chart
• Budget
• Initiatives
• Priorities
New relationships:
• Accurate and clean contacts
• Air cover
• Access
• Meetings

22. With #ABM you
need to knock
on people’s
doors.
– @jonmiller
©2015 Engagio, Inc. All rights reserved.

24. Opt out, tune
out, toss out

25. Outbound Does Not Mean Interruption
Account-based marketing applies best concepts
from demand generation to outbound
prospecting:
• Content driven
• Helpful and valuable
• Focused on the buyer, not the company
• Personalized and relevant
No Cold Calls
©2015 Engagio, Inc. All rights reserved.

26. Great ABM Requires Great Customer Knowledge
“A structured
approach to
developing and
implementing
highly-customized
marketing
campaigns to
markets of one.”
– ITSMA
©2015 Engagio, Inc. All rights reserved.
“75% of executives will read unsolicited marketing materials that
contain ideas that might be relevant to their business.” – ITSMA

27. Send Emails Like
This
…share some ideas I had on how Starbucks could leverage <Company>:
• Mobile app distribution - reduce friction by allowing your website
visitors to download your mobile app by texting the download link to
their phone. We intelligently detect whether a phone is on iOS or
Android OS and sends them to the right app store.
• Picture message a coupon to your customers on their birthday. Why
tell them how good a frap will be when you can show them the gooey
ribbons of caramel?
• New VIP service: text your order in to your local Starbucks. Get your
favorite thirst quencher sooner.
• Picture message Starbucks coupons w/QR codes to your friends on
special occasions.
• Leverage geo-location services to MMS special deals to customers
when they are in close vicinity to a Starbucks.
…
Be bold –
share some
amazing
ideas; they
will respect
even if you
are wrong.

28. Account-
Based
Marketing
Who
WhatWhere

29. Events Are a Big Part of ABM
Tip: executive invites come from someone with an equal or higher title
©2015 Engagio, Inc. All rights reserved.
• Owned events
• Meetings at 3rd
party events

30. ABM Sales Development
©2015 Engagio, Inc. All rights reserved.
Tip: measure quality of interactions, not just quantity

31. Direct Mail
©2015 Engagio, Inc. All rights reserved.

32. ©2015 Engagio, Inc. All rights reserved.
Display
Advertising
• IP-Based
• Proactive
Retargeting
• LinkedIn
• Facebook
• … more
Example: Custom Content
+ Facebook

33. Orchestration
:
It’s not about
any one tactic;
it’s the MIX of
touches that
drives success.

34. Open the
Door
• Get
relationship
with cold
account
Accel-
erator
• Increase
deal
velocity and
win rate
Human
Nurture
• Stay in
touch with
helpful
touches
Meetings
Creator
• Schedule
meetings at
an event
Account
Qualifier
• Follow-up
on inbound
interest
Example ABM Plays
• 63% connect rate
• 5% opportunity
rate
• $13,000 investment
• $200,000+ revenue
Tip: Consider asking for email opt-in instead of a meeting

35. Open the
Door
• Get
relationship
with cold
account
Accel-
erator
• Increase
deal
velocity and
win rate
Human
Nurture
• Stay in
touch with
helpful
touches
Meetings
Creator
• Schedule
meetings at
an event
Account
Qualifier
• Follow-up
on inbound
interest
Example ABM Plays

36. Open the
Door
• Get
relationship
with cold
account
Accel-
erator
• Increase
deal
velocity and
win rate
Human
Nurture
• Stay in
touch with
helpful
touches
Meetings
Creator
• Schedule
meetings at
an event
Account
Qualifier
• Follow-up
on inbound
interest
Example ABM Plays

37. Open the
Door
• Get
relationship
with cold
account
Accel-
erator
• Increase
deal
velocity and
win rate
Human
Nurture
• Stay in
touch with
helpful
touches
Meetings
Creator
• Schedule
meetings at
an event
Account
Qualifier
• Follow-up
on inbound
interest
Example ABM Plays

38. Open the
Door
• Get
relationship
with cold
account
Accel-
erator
• Increase
deal
velocity and
win rate
Human
Nurture
• Stay in
touch with
helpful
touches
Meetings
Creator
• Schedule
meetings at
an event
Account
Qualifier
• Follow-up
on inbound
interest
Example ABM Plays

39. Metrics for ABM

40. It’s called
“business to
business”, not
“business to
lead”
– @jonmiller
©2015 Engagio, Inc. All rights reserved.
Waterfall is
Insufficient

41. Don’t count the
people you
reach; reach the
people that
count.
– David Ogilvy

42. Coverage
Do you have sufficient data, opt-in contacts, and
account plans for each target account?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (1)

43. Awareness
Which target accounts have any awareness of us?
Are they visiting the website?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (2)

44. Engagement
Are the right people at the account spending time with
your company, is that engagement going up over time?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics
(3a)

45. Engagement
Are the right people at the account spending time with
your company, is that engagement going up over time?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (3b)
Marketing Qualified Account (MQA):
An account (or discrete buying center) that
has reached enough aggregate
engagement.

46. Program Reach
Are marketing programs reaching the target
accounts? How much waste is there?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (4)
FOCUS
%ofsuccessesfrom
targetaccounts
COVERAGE
% target accounts with a success

47. Program Impact
How are the ABM activities improving sales outcomes
such as deal velocity, win rates, average contract values,
retention, and net promoter scores
©2015 Engagio, Inc. All rights reserved.
“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.”

48. ABM Market Map
Selection Insights Content Interactions Orchestration Measurement
Identify target
accounts and
contacts
Understand
what is relevant
and resonant at
account
(triggers,
priorities, etc.)
Create
account-
specific
content and
messaging to
use in
outreach
Manage 1:1
account-specific
interactions in
channel –
Events, Outbound,
Digital (ads, web)
Orchestrate
intelligent
account plans
across teams
and channels
Show impact of
ABM efforts:
coverage,
awareness,
engagement,
reach, impact
Complementary
WebAds
DataPredictive
Paid
Insights
Sales
SDR
Direct

49. Download slides and get
bonus ABM eBook at:
engagio.com/slides

50. • Account-based marketing coordinates
personalized marketing and sales efforts to
land and expand named accounts
• ABM delivers the highest ROI of any B2B
marketing strategy or tactic
• Outbound does not necessarily mean
interruption; use account-specific content to
reach out
• There is no magic campaign; success
comes from a mix of integrated tactics
• Leads are insufficient to measure account-
based marketing; measure via coverage,
awareness, engagement, reach & impact
Tweetable Takeaways
@jonmiller
©2015 Engagio, Inc. All rights reserved.

51. Jon Miller
@jonmiller
www.engagio.com