The Secret Sauce for ABM: Maximizing New Business & Lifetime Value | Engagio
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The Secret Sauce for Account Based Marketing [email protected], @jonmiller Jon Miller, Founder and CEO of Engagio [email protected], @kirkcren Kirk Crenshaw, CMO of Traackr
Transcript of The Secret Sauce for ABM: Maximizing New Business & Lifetime Value | Engagio
The Secret Sauce forAccount Based Marketing
[email protected], @jonmiller
Jon Miller, Founder and CEO of Engagio
[email protected], @kirkcren
Kirk Crenshaw, CMO of Traackr
Nets Spears
Google Trends for “Account
Based Marketing”
Engagio founded
Google Trends for “Account Based”
2.0x
4.8x
ABM is Hot
Establish Foundation
Create Engagement
Measure Engagement
Establish Foundation
Building Your ABM Foundation
Entitlements
• Styles and Tiers
Organize Data
• Unify Account Data
• Lead to Account Matching
Select Accounts
• Fit
• Engagement
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5-50 accounts (“tens”)Engagio: up to 2 per AE$250K – $1B+
5-50 accounts (“tens”)Engagio: 5 per AE$100K – 250K
50-1,000 accounts (“hundreds”)Engagio: 93 per AE $50K – $100K
Style 1a
Lighthouse
1,000+ accounts (“thousands”)Engagio: About 2,000$25K - $50K
Style 1b
Strategic
Style 3
Programmatic
Style 2
Scale
Style 3 Accounts (~2000)
Ongoing Programs• Demand Gen• Inbound
Ad Hoc Direct Mail
¢
Limited Account Ads
Some Data
Style 2 Entitlements (370 accounts)
More DataDirectMail
$OngoingPrograms
Experiences$
Targeted Ads
Style 1b Entitlements (~20 accounts)
LiteAccount
Plan
More Data
DirectMail$$
PersonalizedCommunications
(PlayMaker)
OngoingPrograms
Targeted Ads
Experiences$$
Style 1a Entitlements (approx 10 accounts)
Personalized Content Hub +
Customized Guides
FullAccount
Plan + QBR
More DataMore Often
DirectMail$$$
PersonalizedCommunications
(PlayMaker)
Executive Workshop
OngoingPrograms
NamedExecutive
Personalized Ads
Experiences$$$
Go Deep, Not Broad
Build from Previous Success
Start in a Place You Know
1 2 3
Traackr’s Selection Process
5-50 accounts (“tens”)High Potential / Key Verticals
5-50 accounts (“tens”)High Visibility / Key Verticals
50-1,000 accounts (“hundreds”)Key Verticals
Style 1a
Lighthouse
1,000+ accounts (“thousands”)Key Verticals / Peripheral
Style 1b
Strategic
Style 3
Programmatic
Style 2
Scale
Create Engagement
Engagement <> Email Blasts
Why would I answer these?
Deliver Something of Value and Be Human
Traackr Example Play - Event
Pre Event: Research Attendees/Targets + Influencers
Pre Event: Send researched & relevant emails w/ “SOMA” Invite
At Event: Chair drops offering AIM Course
At Event: Special “SOMA” Event w/ Key Influencers
Post Day 2: Reinforced offer for AIM Course
Post Day 4: Offer SOE / SOI Report Focused on Vertical and Targeted Ad Air Cover
Post Day 5: Phone Call
Post Day 8: Email invite from Traackr Exec Inviting to Vertical Focused Webinar
w/ Key Influencer (s)
Post Day 9: Phone Call
Post Day 15: Expanded Persona Follow-ups
What specific tactics are most effective for ABM? Choose up to three
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38
40
0 10 20 30 40 50 60
Executive engagement
Innovation days
Custom thought leadership
One-on-one meetingsMost Effective Tactics for ABM
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Str
ate
gic
21
23
47
49
0 10 20 30 40 50 60
Custom collateralExecutive engagement
E-mail marketingOne-on-one meetings
Sca
le
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30
30 60
0 10 20 30 40 50 60
Direct mailAccount advertising
One-on-one meetingsE-mail marketing
Pro
gra
ma
ttic
One-on-one
meetings
and email
dominate
Source: ITSMA,
Account Based
Marketing
Benchmarking
Survey, March 2016
Personalized Emails vs Automated Campaigns
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Event Executive Breakfast Manager Lunch
Invites Personalized via Playmaker
96 Plays Launched
Broad Marketing Automation
652 Emails Sent X 2
From Step 1 from Account Owner
Step 2 from Executive (reply)
Step 3 from AO to Executive
Assistant
Blast 1 = From
Blast 2 = From
Response 10 Replied Yes, I’ll Attend
33 Replied No (starts conversation)!
Response Rate: 43%
21 Registered
No declines - just crickets!
Response Rate: 3%
Attends 9 CMOs and VPs 12 Managers and Directors
From me
Personalized by an AE
Leveraging account and person insights
Integrated
ABM
Deal
Nurturing
Expansion
& Success
Plays for Every Stage of the Journey
Deal Nurturing
Engagio Deal Nurture Tracks
• Need access to decision maker
• Need to make a key hire
• No budget
• “Not a priority” / early
• ”Gone dark”
Customer / Expansion Plays
User Onboarding
90 Days From Renewal
Declined Use
Net Promoter Follow-up
New Executive
Executive Alignment
engagio.com/orchestration
Measure Engagement
Tracking Account Engagement
Account
focused insights
help you and
your sales team
understand
where you need
to focus on
follow and
where you need
to expand
effort.
Lead to Account Matching / Heat Maps
Deep account
focus creates
360 degree
view of
account
activity and
ensures all
decision points
are covered.
EngagioEngagement
Everstring FitPardot Activity
1 2 3
Roll Account Engagement Into Lead Scoring
You can’t wait a year to see results [in ABM].
– Megan Heuer, SiriusDecisions
82% of B2Bs named revenue as one metric that was shared between marketing and sales.
– Harvard Business Revenue
Leading Indicators to Revenue
ToFrom
Account Based Metrics are Different
Marketing Qualified Accounts (MQAs)
30 mins of engagement from Marketing (at least 2 people), or
15 mins of engagement from Marketing Executives, or
“Act Nows”
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• First Touch• Last Touch• Equal Weight• Position Based• Time DecayUse the entire
Account: Leads
and Contacts
Include Sales activities,
not just Marketing
Account Based Attribution
engagio.com/Guide
The Clear and Complete Guide toAccount Based
Marketing
Get your free copy today!
Tweetable Takeaways
Start your ABM journey by building a strong foundation of unified account data
Start with what you know. Aspirational accounts should be attacked only after you’ve nailed the process.
Create engagement with relevant, human interactions over email and in-person
ABM success depends on sales and marketing alignment
Implement deal nurturing to accelerate stuck opportunities –but don’t blindly automate
ABM measurement is about quality, not quantity; use engagement as a leading indicator to revenue
@jonmiller@kirkcren
