Webinar: Leveraging Account-Based Marketing and Account-Based Sales in the Enterprise
Transcript of Webinar: Leveraging Account-Based Marketing and Account-Based Sales in the Enterprise
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LEVERAGING ACCOUNT-BASED MARKETING AND ACCOUNT-BASED SALES
IN THE ENTERPRISEFeaturing: Jon Miller, Founder and
CEO of Engagio
Ken Krogue, Founder and Chief Evangelist of InsideSales.com
Special Guest: Rich Neal, Founder and CEO of mPathDiscovery
and author of 'Expanding Sentience'
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How this will work• This webinar will last about 45 mins + Q&A
• Type in your questions in the Q&A box as you think of them
• Join the conversation using #InsideSalesWebinar
• This is being recorded… I’ll tell you how to access the recording at the end
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Sales Acceleration Podcast
Gabe Larsen Steve Eror
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Today’s Speakers
Jon Miller Founder & CEO
at Engagio
LinkedIn.com/in/JonMiller2 @JonMiller
Ken KrogueFounder and Chief Evangelist
at InsideSales.com
LinkedIn.com/in/KenKrogue@KenKrogue
Rich NealFounder and CEO at mPathDiscovery
LinkedIn.com/in/RRneal
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Copyright ©2016, Engagio Inc.
Agenda
Hacks for ABE
3 Step Process
Why Account Based
Everything?
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Copyright ©2016, Engagio Inc.
Why Account Based Everything
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Copyright ©2016, Engagio Inc.
Different Demand Types
SiriusDecisions
Account Based
Demand Generation (Lead Based)
Account Type PipelineKPI Averages
Large: Strategic Enterprise
Named/Territory
Small/Midsizeand Non-Named
Influenced: 60-75%Sourced: 15-25%
Influenced: >75%Sourced: <10%
Influenced: 50-60%Sourced: 25-45%
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Copyright ©2016, Engagio Inc.
Nets versus Spears
DemandGeneration Account Based
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Copyright ©2016, Engagio Inc.
The Next Big Thing?
Google Trends for Account Based
Marketing
Engagio founded
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Copyright ©2016, Engagio Inc. 10
But Marketing Isn’t SufficientABM Not Enough
Source: TOPO
15%
Penetration into target accounts
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Rise of Sales Development
“[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO
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Copyright ©2016, Engagio Inc.
Account Based Marketing
Account Based Sales
Development
Account Based Sales
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Copyright ©2016, Engagio Inc.
Hello, Account Based Everything
Orchestration
Account Based
MarketingAccount Based
Sales Development
Account BasedSales
Account Based
Customer Success
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3 Step Process for Account Based
Everything
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Copyright ©2016, Engagio Inc.
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
hing
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Who
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How many decision makers?
5.4 (CEB)7 (IDC)
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ANUM is the New BANTB = BudgetA = AuthorityN = NeedT = Timing
A = AuthorityN = NeedU = UrgencyM = Money
Old New
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Authority is more important than ever!B = BudgetA = AuthorityN = NeedT = Timing
A = AuthorityN = NeedU = UrgencyM = Money
Old New
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The Circle of Influence
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The Path to Power
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Company data points1. Pre-existing technology = Need*2. # of Employees = Need*3. # of Sales Reps = Need*4. Industry = Need*5. Inside Sales Structure = Need6. Business Type = Need *7. Buying Mode = Need8. Defined Timeline = Urgency9. Funding Capability = Money*10. Budgeted Funding = Money
*Indicates data that we could append to the lead before we called.
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Contact data points1. Title Level = Authority* 2. Title Function = Authority*3. Degree of Influence = Authority4. Management Directed = Authority5. Easy to Reach = Authority6. Decision Making Role = Authority7. Content Offer Type Category = Need*8. Content Lead Source Category = Need*9. Urgency of Perceived Need = Urgency10. Compelling Event Defined = Urgency
*Indicates data that we could append to the lead before we called.
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Manualytics
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NEURALYTICS
32
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1. Ideal Customer Profile 2. Ideal Buyer Personas
• Firmographics• Technographics• Geography• Behaviors• Intent• Predictive
For each member of buying committee• Buyer• Influencer• User• Gatekeeper
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Copyright ©2016, Engagio Inc.
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 #ABE you need to knock on people’s doors.
– @jonmiller
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Copyright ©2016, Engagio Inc.
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Copyright ©2016, Engagio Inc.
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.
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.
• Market• Company• People• Relationships• History• Connections• Door Openers
What To Research
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WHAT THE BUSINESS ECOSYSTEM IS THINKING IN TERMS OF THE BIGGEST
CHALLENGES/OBSTACLES - AS IDENTIFIED BY ROLE
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Artifacts used in this study: 623,000,000
Age Range of Harvest: Approx. 3 years
GeoPolitical Parameters: United States
Language(s): English (U.S.)
ANALYTICAL CORPUS
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RESEARCH FOCUS: WHAT MATTERS MOST TO THESE BUSINESS PERSONAE?
TITLE FUNCTION GENERIC FINANCE TECH
TITLE LEVELS
CEO CFO CTO/CIOC Suite
Improve on Market share Quality Assurance Funding and Budgets
EVPIncreases in Shareholder Value
Align w Regulatory Factors IT-Business alignment
VP Lower CostsAlign with Regulatory Factors Lower Costs
DIRECTOR Lower CostsAlign with Regulatory Factors
Improving Personnel Retention
MANAGER Teamwork OptimizationTeamwork Optimization
Optimizing Project Planning/Deliverables
SUPPORT STAFF Echoing Mission StatementEchoing Mission Statement
Echoing Mission Statement
SALES Increase $/sale N/A Increase $/sale
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TITLE FUNCTION SALES OPS/ENABLEMENT INSIDE SALES SALES
TITLE LEVELS
CRO CSOC Suite
Knowledge Management Increase $/sale Increase $/sales
EVP Shorten Sales Cycle Increase $/sales Increase $/sales
VP Optimize Sales ProcessExpansion within Existing Accounts Increase $/sales
DIRECTOR Optimize Sales ProcessImprove Personnel Retention
Improve Personnel Retention
MANAGERImprove Sales Ops approach/Planning
Teamwork Optimization
Teamwork Optimization
SUPPORT STAFF Echoing Mission StatementEchoing Mission Statement
Echoing Mission Statement
SALES N/A Increase $/sale Increase $/sale
RESEARCH FOCUS: WHAT MATTERS MOST TO THESE BUSINESS PERSONAE?
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TITLE FUNCTION Client Services MARKETING BIZ DEV
TITLE LEVELS
CCO CMOC Suite
Lower Costs Customer Intel Increase $/sales
EVP N/A Customer Intel Shorten Sales Cycle
VP Knowledge Management Customer Intel Increase $/sales
DIRECTOR Knowledge Management Prioritizing Data Increase $/sales
MANAGER Teamwork OptimizationTeamwork Optimization
Teamwork Optimization
SUPPORT STAFF Echoing Mission StatementEchoing Mission Statement
Echoing Mission Statement
SALES N/A N/A Increase $/sale
RESEARCH FOCUS: WHAT MATTERS MOST TO THESE BUSINESS PERSONAE?
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mPathDiscovery’s Analytic and Reporting Systems offer data-driven, behavioral science-derived insight into the thoughts and actions of market participants involved in dynamic issues that affect you.
www.mpathdiscovery.com
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Where
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Copyright ©2016, Engagio Inc.
Marketing• Events• Direct mail• Online advertising• Social ads• Web personalization
Sales / Sales Development• Human Email• Phone• Social
Channels
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Copyright ©2016, Engagio Inc.
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Copyright ©2016, Engagio Inc.
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.
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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Hacks for Account Based
Everything
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Copyright ©2016, Engagio Inc.
Lead to Account Matching
LeadsAccount
Fuzzy logic match on name, company, IP, geography =• Account-level visibility• Better routing
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Copyright ©2016, Engagio Inc.
Marketing Qualified Accounts (MQAs) not MQLs
49
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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Copyright ©2016, Engagio Inc.
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.
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.
Data Vendors Predictive
Who: Selection What: InsightAccount Insight
Where: InteractionAds
Infrastructure Lead to Account match
(L2a);Routing; ABM Analytics
Web
Orchestration
Synchronize Interactions into
coordinated Plays
Direct / Physical
Events
Human Email
Phone Social
Com
plementary
Other
Intent & Technologies
Attribution
Person Insight
Advocacy
CRM`Account Plannin
g
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Copyright ©2016, Engagio Inc.
• Marketing isn’t sufficient for comprehensive account-based outreach
• Account based marketing and account based sales development perpetuate silos – need Account Based Everything
• 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
Top Tweetable Takeaways
@jonmiller
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engagio.com/GuideGet your free copy today!
The Clear and Complete Guide to
Account Based
Marketing
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Webinar Recording & Free Resources• Tomorrow we will email you a link to today’s recorded
webinar, feel free to share it with your colleagues• Take advantage of the resources available for download
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How to Create a Winning Sales Cadence and Improve Contact Rates
Cadence is a sales industry buzzword many use but few understand.Whether or not you completely grasp the concept, it’s essential in helping organizations break through the clutter and capture the attention of today’s savvy buyers.This webinar will help sales leaders learn the best practices around creating a winning sales cadence and how to improve contact and conversion rates.
In this webinar you’ll learn:
• The true definition of cadence and a number of examples you can apply to your own sales process
• Tried and tested persona-based cadence best practices
• Which modern technologies and methodologies will help you build the right cadence
WATCH NOW link in the free resources window
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Q&A
Jon Miller Founder & CEO
at Engagio
LinkedIn.com/in/JonMiller2 @JonMiller
Ken KrogueFounder and Chief Evangelist
at InsideSales.com
LinkedIn.com/in/KenKrogue@KenKrogue
Rich NealFounder and CEO at mPathDiscovery
LinkedIn.com/in/RRneal
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In this ebook, we invite you to tour a day in the life of a top performing rep to see how your team can:
• Leverage data science to increase revenue by as much as 30% in 90 days
• Increase cold calling and sales prospecting dials, contacts and conversions
• Stay focused on the right leads, opportunities and activities for maximum success
DOWNLOAD NOW in the free resources window
CSO Insights reports that the average sales rep only spends two days a week effectively selling
Cold Calling and Sales Prospecting: A Day in the Life of a Top-Performing Sales Rep
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The Ultimate Sales Development Technology Guide
Find out what you should look for when selecting sales development technologies
In this eBook, you will receive:
• The crucial steps in the sales process and the technologies that support them
• A checklist of important features to consider before you buy
• Examples of leading vendors in each category
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