engagio and norwest partners: account based everything, nov 2016
TRANSCRIPT
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
The Account Based Everything Revolution
Jon Miller, CEO and Founder
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Agenda
Hacks for ABE
3 Step Process
Why Account Based
Everything?
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Why Account Based Everything
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Nets versus Spears
DemandGeneration Account Based
Salespeople never talk abouthow many leads they’ve closed.
They talk about how many accounts they’ve closed.
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ABM is Hot
Google Trends for Account Based
Marketing
Engagio founded
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But Marketing Isn’t SufficientABM Not Enough
Source: TOPO
15%
Penetration into target accounts
Rise of Account Based Sales
Development
“[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO
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Account Based Marketing
Account Based Sales
Development
Account Based Sales
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Hello, Account Based Everything
Orchestration
Account Based
MarketingAccount Based
Sales Development
Account BasedSales
Account Based
Customer Success
Account Based EverythingA strategic GTM approach thatorchestrates personalizedmarketing, sales, and successefforts to drive engagement andconversion at named accounts.
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3 Step Process for Account Based
Everything
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#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)
Dem
and
Gen
Acco
unt
Base
d Ev
eryt
hin
g
Who
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Styles of ABE
5-50 accounts (“tens”)Rich account plansEvery touch personalized
50-1,000 accounts (“hundreds”)Light research + data build outPersonalized touches to key personas1,000+ accounts (“thousands”)Automated touches OKIndustry and persona customization
Hybrid
Lite
Classic
What
With #ABE you need to knock on people’s doors.
– @jonmiller
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Sales Spam = Opt out, tune out, toss out
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“Sales Spam
Sucks” – @jonmiller
“Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.”
– Craig Rosenberg
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Three most important factors in enterprise decision: • Knowledge and understanding of my industry • Knowledge and understanding of my unique business
issues • 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
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What to Research
The Market Industry Dynamics Key Trends Competitors Growth Drivers & Inhibitors
Relationships & Connections Key Contact Profiles Relationships to Each other Relationships to Your Company Attitudes, Preferences & Biases
The Company Financial Health Growth Areas vs “Cash Cows” Renewal Risk SWOT Initiatives & Organizational Priorities Triggers (Funding, Acquisitions, Personnel change, etc.)
The Buying Centers Org. Chart Key Buying Centers Whitespace & Buying Center Analysis
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Content Personalization Spectrum
Tier 1Classic
Tier 2Lite
Tier 3Hybrid Inbound
Spears Nets
Where
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Channels for Outbound Account Based Everything
Marketing• Events• Direct mail• Online advertising• Social ads• Web personalization
Sales / Sales Development• Human Email• Phone• Social
Channels
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
Team Selling
Marketing Ops
SDR Manager
Coaches
Sales /AE
SDR / ADR
Executive Sales Ops
Players
VP, SalesDemand Gen
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From me
Personalized by an SDR
Automatically launched from PlayBook
Additional steps can include phone, social checklist, direct mail, etc.
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Day Step(s) DescriptionPre Research Find out 3 pieces of relevant informationPre ABM Ads Build awareness with targeted ads
Pre Dimensional Mail Package / postcards to decision maker + influencers
1 Triple Touches Human email (SDR) + voicemail + social (InMail)(multiple personas) – mail follow-up
4 Double Touches Human email (AE) + voicemail – case study
7 Double Touches Human email (SDR) + voicemail – relevant content
15 Double Touches Human email (exec) + voicemail – exec alignment21 Last Chance Last chance email (SDR) + voicemail
Ongoing Human Nurture Share relevant insights (curated content) every 3-4 weeks
Sample Play
TOPO
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Hacks for Account Based Everything
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Lead to Account Matching
LeadsAccount
Fuzzy logic match on name, company, IP, geography =• Account-level visibility• Better routing
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Marketing Qualified Accounts (MQAs) not MQLs
37
Breadth
Dep
th
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Account Based Metrics Are DifferentDemand Generation Account Based MarketingLeads AccountsQuantity QualityDays and Weeks Months and YearsCreate Pipeline Influence PipelineNew Business Land and ExpandInbound Outbound
Measurement
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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:
Copyright ©2016, Engagio Inc. @jonmiller #mpb2b
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:
ABE Market Map
Data Vendors Predictive
Who: Selection What: InsightAccount Insight
Where: InteractionAds
Infrastructure Lead to Account match
(L2a);Routing; ABM Analytics
Website
Orchestration
Direct / Physical
Events
Human Email Phone / Dialer Social
Other
Intent & Technographic
s
Attribution
Person Insight
CRMAccount Plannin
g
Synchronize Interactions into coordinated Plays
Complementary
engagio.com/GuideGet your free copy today!
The Clear and Complete Guide to
Account Based
Marketing
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• Marketing isn’t sufficient for comprehensive account-based outreach
• Account Based Everything is a strategy that orchestrates account-based Plays across channels and players for maximum impact
• ABE process: Who are we trying to reach? What should we say? Where should we say it?
• Outbound does not need to mean interruption; use account-specific research to maximize relevance
• Lead to Account Matching is the foundation of account-centric success
Tweetable Takeaways
@jonmiller