Account Based Marketing 101: How to Get Started & Succeed with Heidi Bullock

@HeidiBullock @Engagio

Account Based Marketing 101: How to Get Started & Succeed

Heidi Bullock, CMO


Why ABM?

2

Not enough

of the right

types of

leads

Poor quality –

80% never

convert to

Sales

Sales alignment

- Poor efficiency

Issues with

churn and

retention

Missed

Targets

Copyright ©2016, Engagio Inc.

Marketing Strategies

AND

Fishing with nets. You don’t care which fish you

catch as long as you catch enough fish. The fish

always swim towards you.

Demand GenerationFishing with spears. You care deeply about

which fish you catch, and you’re going to

proactively go pursue those fish.

Account Based Everything


ABM Helps Here

Higher Value

Accounts

Longer Sales Cycles

Land and Expand Strategy

Selling to a Buying Center


Measure Engagement

Create Engagement

Establish Foundation

1 2 3

OK, so how do I actually DO ABM?


1 - Establish Foundation


Building Your ABM Foundation

7

1-Entitlements

• Styles and Tiers

2-Organize Data

• Unify Account Data

• Lead to Account Matching

3-Select Accounts

• Fit

• Engagement


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


Program Entitlements for Target AccountsType of Program Accounts

Tier 1 –Style 1 Strategy Tier 2 –Style 2 Strategy Tier 3 - Style 3 Strategy

Direct Mail High value Post card – lower value Post-card lower value

Engagio analytics for reps Yes Yes Yes

Field Events Lunch and learn + dinners + onsites Lunch and learn Lunch and learn

Tradeshows Special dinner

Playmaker sends Yes Yes Yes

Database sends In some cases OK Yes Yes

Digital Yes + tailored content Yes + industry Yes – generic?

Content Syndication Yes – verticals and key companies Yes – verticals Yes -verticals

Sales outreach Yes (calling campaigns, drive

attendance)

Yes (calling campaigns, drive

attendance)

No

Appt Setting Yes Yes No

Intent data for outbound with

personalized plays

Yes Yes Yes

Contact Discovery Yes Yes No

Customer content

Custom streams

Yes (tier 1 and 2) Limited No


Organizing Data – Historically really hard to do

• Challenging measurement

• Bad routing

• Poor coordination

• Limited marketing & sales alignment

10

Marketing Automatio

n

Corporate Email

Web Visits


Answer: Start with an Account Foundation

Lead to Account Matching

(L2A) AlgorithmPresentation

Marketing Automation

Corporate

Email

Web Visits

Engagement Minutes

Model

@HeidiBullock @Engagio 12

•Lead to Account Matching


Account Foundation Enables Engagement

13

Engagement Minutes


Note: List turnover limited to 25% per quarter

Target Account Selection: Marketing Driven, Sales Owned

Reps choose ~100 total from scored list of 300-350 in their territory

Data quality matters!Technographics

Score = Fit + Engagement


2 - Create Engagement


Most Effective Tactics for ABM

34

36

38

40

0 10 20 30 40 50 60

Executive engagement

Custom thought leadership

Str

ate

gic

21

23

47

49

0 10 20 30 40 50 60

Custom collateralExecutive engagement

E-mail marketingOne-on-one meetings

Sc

ale

23

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

What specific tactics are most effective for ABM? Choose up to three.


Three most important factors in enterprise decision:

• Knowledge and understanding of my industry

• Knowledge & 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


ABM Plays Require a Different Process

18

Marketing is a player that passes a MQL to Sales and then involvement

is limited.

Marketing is the coach. Customer facing teams work together in a coordinated

and ongoing way for success in an account.

Old: The Hand-Off New: Marketing Orchestration


Example: Engagio Integrated ABM Play (Scale)

• Pre: Ads for Awareness (50% A/B test)

• Day 0: Package sent + Email

• Day 2: Package delivered + Custom Email

• Day 4: Phone call

• Day 6: Phone call

• Day 7: Phone call + LVM + Email

• Day 10: Email from Jon cc’ing play

• Day 11: LinkedIn InMail from Jon

• Day 13: Email

• Day 15+ FU’s to other personas

Goal: get an

introductory 1:1 meeting

with target account


From CEO

Personalized by an SDR

Leveraging account and person insights


Execs Can Approve from Anywhere!


Integrated ABM: Results to Date

350 276 74 34 1Mtgs Opps Deal(so far)

AwarePkgs

21%

Meeting Rates

Books only: 34%

Ads and Kindle: 21%

Ads and Books: 20%

Kindle only: 18%

Not significant

Web Traffic Visitors

Ads +43% +47%

No Ads +22% +8%

Directionally meaningful but not significant

25.0x pipeline to spend


Personalized Plays vs Automated Campaigns

23

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

[email protected]

Blast 2 = From

[email protected]

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


MQ

A

Aw

are

No

En

ga

ge

me

nt

Op

p CustomerRenewal

ABM is for All Stages of the Funnel

Integrated

ABM

Deal

Nurturing

Expansion

& Success


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

@HeidiBullock @Engagioengagio.com/orchestration


3 - Measure Engagement

Timeis Money


Engagement: Target Accounts = 10X Increase

30

1,600 minutes 17,000+ minutes

989 Target Accounts, June 2016 to May 2017


Account Journey Tracking

• Define the Account Funnel

• Track movement

• Measure the key metrics•Flow

•Balance

•Conversion

•Velocity

A quantifiable ways of showing results through a

potentially long sales process


Marketing Qualified Accounts (MQAs)

•Depth and breadth of engagement

32


• First Touch• Last Touch• Equal Weight• Position Based• Time DecayUse the entire

Account: Leads

and Contacts

Include ALL activities,

not just Marketing

Campaigns

Account Based Attribution


Type Metric Description

Accounts EngagementAm I creating and

deepening relationships with

my target accounts?

Journeys Outcomes

How do accounts move

through their buying

journeys towards the

outcomes (pipeline,

revenue) we care about?

Programs ROI

What is the marketing return

on investment on my

programs (multi-touch

attribution)?

ABM Metrics Summary


4 - Final Thoughts


ABM Maturity

CATEGORY CURRENT ABM MATURITY WHAT TO DO NEXT

BeginnerYou may not even have defined target accounts yet.

• Start with the basic account foundation — L2A matching and engagement scoring

• Pick accounts (can start small)

• Run a starter play: SDR + marketing air cover

• Set a baseline for measurement

IntermediateWith your accounts in place, you’re ready to run and measure integrated plays.

• Implement additional styles of ABM

• Evolve all your metrics to be account-based

• Measure – optimize – refine

AdvancedYou run more sophisticated plays — customized with deeper account insights.

• Use ABM for all phases of the customer journey

• Compare program ROI via multiple attribution models

Pilots are great ways to show short-term successes and get the entire company to buy into ABM’s benefits.


Planning for ABM versus Demand Gen

Most ABM programs start by layering on top of current demand gen processes:

• Pilot: test ABM for a few accounts

• Segment: Implement ABM for one or more segments (e.g. Enterprise accounts or Healthcare vertical)

• Focus: Target existing programs (e.g. outbound sales development) on specific accounts

• Transfer: Move budget from poorly performing programs to fund ABM

37


2018: Create your Plan

38

$$$ Revenue Goals

Pipeline Required (sources can vary marketing, sales, partner)

How can we bring in the BEST quality pipeline most efficiently?

ENT Segment – Need Z%

POR GOAL

Mid-Market Segment –

Need Y%

POR GOAL

Small-Business

Segment –

Need X%

POR GOAL

Example: inbound

marketing modelExample: Programmatic

ABMExample: ABM

What is our optimal strategy to get there (mix of DG /ABM- programs, tactics)

This

breakdown

should be

the optimal

mix to most

effectively

hit revenue

targets


Checklist for Building Alignment

DO know why you’re doing ABM

DO position it as a strategic initiative

DON’T describe ABM as ‘the next big marketing campaign’.

DO sell it to Sales

DON’T tell Sales which accounts to go after. (They don’t want to be told who to sell to)

DO agree on resources committed to each style of ABM accounts

DON’T expect results overnight; big wins in ABM can take a while

DO over-communicate to let everyone know what’s happening

39


People

40

ABM Task Existing Staff

Determine ideal customer profile Product Marketing

Build account data foundation Marketing Operations

Research accounts Sales Development

Design and execute orchestrated plays Revenue Marketing / Field Marketing

Coordinate with Sales Field Marketing

Measure results Marketing Operations


Evolving the team over time

41

Pilot –% of team for

discreet timeGoal – Showcase early wins, prove

hypothesis

Dedicated % of

team for ongoing

timeGoal – Scaling success for key

segments

Dedicated people

or ABM demand

centerGoal – Larger roll outs (global)

Time

Re

su

lts

example


• Start your ABM journey by building a strong foundation of unified account data

• Create engagement with relevant, human interactions over email and in-person

• 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

• Account based attribution lets you connect the dots between account engagement and revenue

• Pilots are a great way to get started and build alignment

Tweetable Takeaways

@heidibullock


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