How to Build an Account-Based Marketing Strategy Using
Predictive
Adam von ReynVP of Growth Marketing,
InsightSquared@adamvonreyn
Sean ZinsmeisterSr. Director of Product Marketing,
Infer@SZinsmeister
Gabe PaleySr. Manager, ABM and
Demand Gen, InsightSquared
@gabepaley
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What is Predictive?
Actionable Intelligence for Sales & Marketing
Machine Learning Thousands of external data points
Keywords: ● Machine Learning ● Data Science ● Predictive Analytics● AI
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Predictive Sales & Marketing is Heating Up
79%
High-performers use predictive intelligence
Salesforce State of Marketing 2016
83%
B2B Orgs using PLS are $250M and Below
SiriusDecisions
73% / 2X
Lift in Sales / Marketing Effectiveness
Aberdeen
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Predictive Sales & Marketing is Heating Up
2.3x
Increase in Average Deal Size
3.3x
Increase in Conversion Rates
1.5B+
Account, Contact, and Lead Scores / year
Infer R&D
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Early 2015…
Leads (dramatically large top of funnel)
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Early 2016
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BDR Team Overwhelmed by Lead Flow
Significant cost and effort qualifying lead pool
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Initial Focus on BDR Productivity
~80% of bookings in top ~15% of leads
~40% of lead flow suppressed for continued nurture
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Run Smarter Campaigns
Leads Cost $ / Lead
Campaign 1 140 $5,000 $35.71Campaign 2 110 $5,000 $45.45
Campaign 1 appears best under CPL metrics
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Run Smarter Campaigns
Leads Opportunities Lead to Opp
A 3,000 500 16.7%B 5,000 325 6.5%
C 7,000 125 1.8%
A leads worth almost 3X B leads
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Run Smarter Campaigns
Campaign 1
Leads Cost $ / Lead Fcast Opps Forecast $ / Opp
A 10 1.7
B 30 2.0
C 100 1.8
140 $5,000 $35.71 5.4 $926
Campaign 2
A 35 5.8
B 30 2.0
C 45 0.8
110 $5,000 $45.45 8.6 $582
Campaign 2 wins on quality weighted cost
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Building Blocks for Success
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Transparency Drives Adoption
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Why Account-Based Marketing?
✓ Focus where we win
✓ Drive engagement across the account
✓ Closer alignment with Sales
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One problem…
Leads Suck.
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Lead/Account Matching Data Quality Account-Scoring
ModelAccount Selection
MQA Infrastructure /
Engagio
Shifting to an Account-Based Workflow
*10-week move from Eloqua to Marketo, including multi-channel attribution, 6 persona-based lead nurtures, progressive profiling, mobile responsive forms and more
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What is a Marketing Qualified Account?
An MQA is an Account that meets two criteria:1. Looks like a buyer (Fit Score) 2. Acts like a buyer (Engagement Score – “Minutes”)
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The MQA Secret Sauce• Engagement thresholds vary by Fit Score• The more you look like a customer, the less you have to do to prove that you are qualified for sales follow-up:
Fit Score Minutes ThresholdA 50B 75C 100D 125
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Examples of MQAs
• Rated “A” by Infer• 2 eBook downloads in last month from
sales ops, 5 email opens from CEO (50 minutes)
• Rated a “C” by Infer• 15 pageviews over 2 weeks from 3
stakeholders, Free Trial request (100 minutes)
CloudDog Adam’s Manufacturing, Inc.
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Cold-to-Close ABM Plays: Targeting
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Cold-to-Close ABM Plays: Execution
Weeks
1 2 3 4 5 6 7 8
Sales
Direct Mail
Ads
Events
Social
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ABM Analytics: MQA Conversion Rates
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ABM Analytics: Pipeline Performance14.5%
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4 Key Points
✓Early results are very encouraging – ABM works
✓Alignment, alignment, alignment
✓ Get the infrastructure, process and metrics right
✓ New territory – accelerate your feedback loops
Thank You!