data secrets to great account based marketing - engagio and reachforce

CONFIDENTIAL

Data Secrets to Great Account Based Marketing

CONFIDENTIAL

Agenda

• Ensure your CRM and marketing database stays current

• Get accurate data without losing prospects on the form

• Practice cutting-edge strategies once you have accurate and reliable data

• Q & A

Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE

The ABM Framework1st Half: Preparation

@CharlieCLiang @Engagio

Table of Contents from Jon Miller’s (Engagio CEO & Marketo Co-Founder) Clear & Complete Guide to ABM

→ engagio.com/guide


Funnel Trifecta – Target Accounts in Context

Engagio’s Funnels

Funnel 1Target

Accounts

Funnel 2Qualified, Non-Target

Funnel 3Non-Qualified,

Non-Target

ICP



Who Selects Target Accounts?Target Account Committee

Execs

Sales Marketing

Predictive Analytics Vendors



Find the people that matter

Know your key personas

Head of Sales

Head of Marketing Head of Marketing Ops

Head of Demand Gen

Head of Sales Ops

Head of Sales Dev



Strike when the iron’s hot

Know who’s engaging

Head of Marketing Ops

Ask them on a form

Or enrich your database afterwards



Keep Pace with Change

It’s important to have up-to-date dataOn companies

And people…

Millenial



Engagement & MQAs

So you can identify key engagement & actWhich accounts are engaging?



Engagement & MQAs

Identify Marketing Qualified Accounts (MQAs)

Which target accounts are hot to trot?



Steps 4-6: Getting Engagement2nd Half: Getting Engagement


Table of Contents from Jon Miller’s (Engagio CEO & Marketo Co-Founder) Clear & Complete Guide to ABM

→ engagio.com/guide


Start with a Strategy & PlaybookHow to get

engagement

Craft the play Do your

researchFormulate messagingDeplo

y

Check for responses & follow-up until engaged!Be human. Don’t spam – people will sniff out.



Team Marketing and Selling = WINNING

Key to winning: Team

Selling



Be Everywhere and Play Your Cards Right

Top 5 ABE Channels

Engagio’s Top 5 Account Based Everything “Hands”:#1#2#3#4#5

Human Email

Live & Virtual EventsDirect MailAds



ABM vs. Demand Gen ContentDifference between DG & ABM

Demand Gen Content ABM Content


CONFIDENTIAL

Benefits of capturing high value lead data at point of entry in real-time

CONFIDENTIAL

Trisha Randolph

_Re-opened_Yes, we have a case study with all of this information.

Trisha Randolph

_Marked as resolved_

Anna-Maria Kröner

[email protected] Just to confirm: Is it okay for us to show Hortonworks on the webinar?

CONFIDENTIAL

CONFIDENTIAL

Gain Inbound Data Insight Quickly

CONFIDENTIAL

Customer Adoption of ReachForce SmartForms

CONFIDENTIAL

The Case(Courtesy of Marketo)

CONFIDENTIAL

ReachForce Success Metrics

43%Increase in lead routing accuracy

47%Conversion rate for our top

targeted campaign

CONFIDENTIAL

Q&A