Engagio - Account Based Marketing & Sales Development - Aligned
Transcript of Engagio - Account Based Marketing & Sales Development - Aligned
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Account Based Marketing and Sales Development - Aligned
Jon Miller, Founder and CEO
@jonmiller
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Agenda
3 Step ProcessOutbound =
ABM + ABSD
When Inbound Isn’t
Enough
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When Inbound Isn’t Enough
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Remember this?
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Scaling Inbound
What if you are here?
Inbound
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“Relying solely on inbound marketing is like hanging out with the same kids from high school your whole life.”
– Jason Miller
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Scaling Inbound versus Outbound
Inbound
Outbound
What if you are here?
• Quick wins• No waste• Easier to double• Bigger deals
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Preso in a Nutshell
Inbound Outbound
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Outbound = ABM + ABSD
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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
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But Marketing Isn’t Sufficient for Outbound
ABM Not Enough
Source: TOPO
15%
Penetration into target accounts
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Account Based Sales Development
• Account-centric• Personalized• Multi-channel
“Today’s most effective Account-Based tactic.”
– TOPO
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Account Based Marketing
Account Based Sales
Development
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Hello, Account Based EverythingMessaging
Engagio Orchestration
Platform
Account Based
MarketingAccount Based
Sales Development
Account BasedSales
Account Based
Customer Success
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The Three Step Process for
Outbound ABM + ABSD
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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)
INBO
UND
OUTB
OUND
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Who
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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
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What
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With #Outbound you need to knock on people’s doors.
– @jonmiller
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Spam – guessing emails• Vague, irrelevant messaging• Attempt at "personalization" with totally wrong data
[bold]• Focused on their needs rather than value to the
customer• Typos
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Opt out, tune out, toss out
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“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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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Outbound Does Not Mean InterruptionApply 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
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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 executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.”75%
25%
Yes
No
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Challenger Sale
ChallengerOffers unique perspective
Two-way communication skills
Knows customer value driversCan ID economic drivers
Comfortable discussing moneyCan pressure the customer Asserts
Control
Tailors
Teaches
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Market• Company• People• Relationships• History• Connections• Door Openers
What To Research
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Where
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Channels for Account Based Everything
Marketing• Events• Direct mail• Online advertising• Web personalization
Channels
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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
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
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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
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Account Executive
Marketing Ops
SDR Manager
Roles
Account Management
Account Executive
Sales Development
Rep
CEO
Sales Ops
Coach Quarterback
Players
VP, SalesDemand Gen
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Other Implications of ABM + ABSD
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Lead to Account Matching
LeadsAccount
Fuzzy logic match: Better routingAccount-level visibility
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Marketing Qualified Accounts (MQAs) not MQLs
40
Breadth
Dep
th
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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
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
• Account-centric metrics• Quality, not quantity• Long development
cycles• Influence
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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 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:
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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 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:
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ABE Market Map
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
SelectionIdentify and
prioritize target
accounts, align on
resources by Tier 1, 2, and
3
ContactsDiscover
contacts and map to your
accounts, ensure quality
data
InsightsUnderstand what is relevant and
resonant at accounts (triggers,
priorities, etc.)
InteractionsManage 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 & Infrastructur
eMap leads to
accounts, identify hot accounts
(MQAs), measure ABM efforts
ContentCreate account-specific content and messaging
that reflects insights
Ads
Hum
an E
mai
lEv
ents
Dire
ct
Com
plem
enta
ry
Web
Pred
ictiv
e
Attr
ibut
ion
Ana
lytic
s
Dia
ling
Insight Sources
Aggregation
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engagio.com/GuideGet your free copy today!
The Clear and Complete Guide to
Account Based
Marketing
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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
@jonmiller
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49
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Engagio PlayMaker
Challenge We Solve Multi-step
Multi-channel
Multi-player
Human Touch
Cloud Connected
Engagio PlayMaker orchestrates multi-threaded interactions across departments and channels to engage accounts with the human touch.
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Touch Day Step(s) Description
0 Pre Research Find out 3 pieces of relevant information1 Pre ABM Ads Build awareness with targeted ads
2 Pre Dimensional Mail
Package / postcards to decision maker + influencers
3 1 Triple Touch Human email + voicemail + social (InMail)4,5 1 Double Touch Human email + voicemail6,7 3 Double Touch Human email + voicemail8,9 7 Double Touch Human email + voicemail
10,11 13 Last Chance Last chance email + voicemailOngoin
gOngoin
g Human Nurture Share relevant insights ever 3-4 weeks
Multi-step and Multi-Channel
TOPO
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Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller
Account Based Sales Development
• Multi-channel• Multi-step• Multi-player• Research oriented• Human
Tip: measure quality of interactions, not just quantity
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Multi-Player Prospecting
Any one person can say no
Two “no” rule