Webinar - Marketing Metrics Madness in an Account Based World

MARKETING METRICS MADNESSIN AN ACCOUNT BASED WORLD

March 16, 2017Engagio & BrightFunnel

Charlie LiangDirector of Marketing

Engagio

Dayna RothmanVP MarketingBrightFunnel

MEET THE PRESENTERS:

What are we talking about?

• New Account Metrics in a Account Based World• Lead to Account Matching• What are engagement minutes?• How to measure campaign success & A/B test• Analyze target accounts, campaign & analysis• Understanding channel influence• The different types of content that work (measured &

proven!)• Q&A

3 Types of Metrics

Funnel ProgrammaticAccount Trending

Account Trends to Watch• Account based web traffic

– Measure both cookied & anonymous• Number of & newly engaged people• Account insights & key triggers• Sales prospecting activity

Key Account Funnel Statuses

Break out awareness by account funnel.

See MQAs by week.

Aware – New

Aware – Recycled

Meeting

OppCustomer

Engagio Dashboard

Engagio’s Own Account KPIs

Meeting -> Opp Opp -> CustomerMQA -> Meeting

3.9% MQA -> Customer

Programmatic Metrics to Measure• Account penetration• People focus• By account status, persona,

industry, content type, geography, etc.

Challenges Faced

Leads Contacts Accounts Opportunities Campaigns Activities

Offline

Marketing Automatio

Sales Rep Activity

Anonymous Web

The Solution: Lead to Account Matching

Engagio Salesforce Screenshot

Leads & Contacts in one place!

How Lead to Account Matching works

Lead-Centric vs. Account-CentricA is for Account

Old School (Lead Gen)

• Leads• MQLs• Lead Score

New School (Account Based)

• Accounts• MQAs• Engagement Minutes

L2AStar of the show:

Get Account-Level Communication Visibility

All the way back to SalesforceVMware Account in SFDC

And see touch statuses of leads & contacts

New World Order = New Currency

Engagement Minutes

What is an Engagement Minute?5 minutes

30 minutes

An Engagement Minute is how much time a prospect or customer spends interacting with your brand.

Why are EMs Important?

Account

Contact

1. Account Based 2. Sales Understands

Launch Account Based AdsPackage send + EmailPackage delivered + EmailPhone callPhone callPhone callPhone call + LVMEmail from Jon cc’ing ADRLinkedIn view from JonEmailFU to other 5 personas

TAP Play

Results To Date

15 1Mtgs Opps Deal

(so far)EngdPkgs Resp

Meeting RatesAds and Kindle: 20.0%Books only: 18.8%Kindle only: 17.2%Ads and Books: 8.3%Not significant

Web Traffic

Visitors

Ads +43% +47%No Ads +22% +8%

Directionally meaningful but not significant

11.2x pipeline to spend

Measuring Account Based Ads

Reverse IPLookup

A/B Testing, Account Based Style

Pro tip: Tag accounts to A/B test campaigns.

How to Measure ABE Campaigns6 KPIs for ABE Campaigns

Account-Based Full Database Measurement

How Should You Segment for More Data?

• Segment your account-based measurement by:– Target Account Tier—

what target accounts are engaged?

– SDR Owner—how are your SDRs engaged their assigned target accounts?

– Company Size—does engagement vary with companies of different sizes or industries?

Look at Cohorted Target Account Funnel Velocity and Conversion

Target Account Engagement Overview Metrics

• Overall account engagement metrics:– Total

engagement – Total marketing

engagement– Total sales

activity– Total web activity

Target Account Engagement Analysis

Target Account Campaign Analysis• What marketing

programs has your target account been engaging with?

• Who in your target account has been engaging with your marketing programs?

Target Account Sales Activity Analysis• What does the rep

activity look like at your target account?

• What rep is engaging with what contact at each target account?

• What is the frequency of engagement?

How is Your Target Account Finding You?

Marketing Engagement Over Time

• How engaged is the account?

• What are the peaks of account engagement?

What Channels Source Contacts From Target Accounts?

What Channels Influence Target Accounts?

Look at These Metrics on a Campaign Level

What Content Works Best for Target Accounts?

ABM vs. Demand Gen ContentDifference between DG & ABM

Demand Gen Content ABM Content

Content in an Account Based Everything world

Evolution of Content in an ABM World

Be Everywhere, But Don’t be Overbearing

Top 5 ABM Channels

Engagio’s Top 5 Account Based Everything Channels:

Human Email

Live & Virtual Events

Direct Mail

THANK YOU!

Charlie LiangDirector of Marketing

Engagio@CharlieCLiang

Dayna RothmanVP MarketingBrightFunnel

@dayroth

Learn More

Tools of the Trade: engagio.com/map

Everything ABM & ABSD: engagio.com/guide

Webinar - Marketing Metrics Madness in an Account Based World

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