Opticon 2015-Fishing with Spears: All About Account Based Marketing

#opticon2015

Fishing With Spears All About #ABM

Esben Rasmussen CEO, Engagio

[email protected]

@jonmiller

Different Deal Types Require Different Types of Marketing Support

Different Demand Types

Account-Based Marketing

Demand Generation

©2015 Engagio, Inc. #opticon2015 @jonmiller

So What Is Account-Based Marketing?

Account-Based Marketing:A strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts

– @jonmiller

Different Model

Up to 17 people influence enterprise purchases (up from 10 in 2011)*

*2014 IDG Enterprise Role & Influence of the Technology Decision-Maker survey

“Person-centric” “Account-centric” •  Decision maker•  End users•  Influencers

Going After Target Accounts Requires an Account-Centric Focus


Different Tactics

Inbound vs. Outbound

You Need Targeted Tactics to Reach Specific People at Specific Accounts


Land and Expand

It’s about customers, not just new business.

Often, The Best Account-Based Marketing Opportunities Are At Current Customers


“ABM Delivers The Highest ROI Of Any B2B Marketing Strategy Or Tactic” (ITSMA)

About the same

Somewhat higher

Significantly higher

16%

42%

42%

ROI of ABM

How does ABM return on investment (ROI) compare to other marketing initiatives? % of Respondents (N=38)

ITSMA Account Based Marketing Survey, October 2013

•  Focuses time and resources on accounts most likely to drive revenue (“zero waste”)

•  Improves marketing-sales alignment

•  Creates a better, more coordinated customer experience


3 Step Model for Account-Based Marketing

Account-Based

Marketing

Who

WhatWhere

ABM Planning Starts With The Account, Not the Offer

Account -Centr ic P lanning

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? (content)

Where should we say it? (channels)

Where should we say it? (channels)

DEM

AN

D G

ENA

BM


Account-Based

Marketing

Who

WhatWhere


Pick Target Accounts

•  Augment account info with firmographics, technographics, and engagement data •  Limit list turnover (e.g. 25% per quarter) •  Use predictive scoring where appropriate


Build Your Database With the Right Contacts for Each Persona at Target Accounts

Identify Contacts

Manual Purchase Predictive

Representative companies; not exhaustive ©2015 Engagio, Inc. #opticon2015 @jonmiller

Account-Based

Marketing

Who

WhatWhere


With #ABM you need to knock on people’s doors.

– @jonmiller

Outbound Does Not Mean InterruptionAccount-based marketing applies best concepts from demand generation to outbound prospecting: •  Content driven •  Helpful and valuable •  Focused on the buyer, not the company •  Personalized and relevant •  Highly measurable •  Continuously improving •  Deep sales and marketing alignment

Not In terrupt ion Market ing


Great ABM Requires Great Customer Knowledge

“A structured approach to developing and implementing highly-customized marketing campaigns to markets of one.” – ITSMA


•  Initiatives and buying centers

•  Whitespace analysis

•  Relationships and influencers (individual and organizational)

•  Industry trends, organizational priorities, trigger events

Account Research


Use Account Knowledge To Create Custom Account Offers

Custom Content

“Stories that the right people in your targeted companies would actually like to read and share.” – Freya News

“75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.” – ITSMA


Account-Based

Marketing

Who

WhatWhere


Today’s Tactics are Stuck in 1990sC o l d C a l l s a n d S t e a k D i n n e r s


Commonly Used ABM TacticsEvents Outbound Digital

•  Owned events •  Partner events •  Third-party events

•  Email •  Phone •  Social •  Direct mail /

dimensional mailer •  Insource / outsource

•  IP-based ads •  Retargeting (persona-

based) •  Social ads •  LinkedIn •  Web personalization

Channels


Web Personalization


Orchestration: It’s not about any one tactic; it’s the MIX of touches that drives success.

Example: Marketo Fortune Cookie Campaign

•  Targeted high value but inactive contacts •  63% connect rate, 5% opportunity rate •  $13,000 investment •  $200,000+ revenue

Integrated Tactics


Metrics for ABM

Waterfal l is Insuff icient


Don’t count the people you reach; reach the people that count.

– David Ogilvy

Show How Marketing Is Influencing AccountsVisualize Impact

Example: Marketo Revenue Cycle Analytics


Coverage Engagement ProductivityCoverage•  # Contacts at Account •  # Executive Contacts •  # Accounts with Profiles Penetration•  Potential Contacts at

Account •  Contact Whitespace •  % of Potential Contacts

Account Touches•  Sales, Marketing, SDR,

Account Mgmt, etc. Engagement (minutes + CXO “conversations”)•  Web Traffic (Visits and

Time, Content) •  Attendance at Events •  Successful Meetings •  Etc. Aggregate Engagement (Change) for Account

Qualitative•  Tactical deals vs.

Strategic deals •  “Depth” of relationship Quantitative•  Pipeline from Targets

(New and Cross-Sell) •  Accelerated Sales Cycle •  Larger Deal Size •  Retention •  Satisfaction / NPS

ABM Metrics

Measure outcomes with control-group testing or over time©2015 Engagio, Inc. #opticon2015 @jonmiller

•  Understands individuals and accounts, relationships

•  Shows impact of account based marketing efforts: coverage, engagement, productivity

•  Orchestrates intelligent account plans across channels (events, advertising, website, social, prospecting)

•  Engages sales intelligently

•  Creates relevant content automatically

“ABM Stack”


•  Account-based marketing coordinates personalized marketing and sales efforts to land and expand specific accounts

•  ABM = focus = zero waste, better results

•  ABM delivers the highest ROI of any B2B marketing strategy or tactic

•  Great ABM requires great account knowledge

•  Create content that the right people in your target companies actually like to read and share

•  There is no magic campaign; success comes from a mix of integrated tactics

•  The “law of large numbers” breaks down in account-based marketing; measure ABM success via engagement and lift

Tweetable Takeaways

@jonmiller


#opticon2015

Fishing With Spears All About #ABM

Esben Rasmussen CEO, Engagio

[email protected]

@jonmiller

Business

Opticon 2015-Fishing with Spears: All About Account Based Marketing