@jonmiller

Account Based Marketing 101How to Get Started & Succeed

@jonmiller

Nets Spears

Account-Based Marketing:

A strategic approach that coordinates personalized marketing and sales efforts to land and expand high-value accounts.

– @jonmiller

@jonmiller

Why Now

•Reaching high into larger accounts drives better dealsEconomics

•Declining returns from inbound / volume channelsSaturation

•Technology is now available to deliver ABM at scaleScalability

“ABM delivers the highest ROI of any B2B marketing strategy or tactic.” (ITSMA)

@jonmiller

ABM is Hot

Google Trends for “Account

Based Marketing”

Engagio founded

Google Trends for “Account Based”

2.0x

4.8x

@jonmiller

Measure Engagement

Create Engagement

Establish Foundation

1 2 3

OK, so how do I actually DO ABM?

Copyright ©2017, Engagio Inc.

Establish Foundation

@jonmiller

Building Your ABM Foundation

8

Entitlements

• Styles and Tiers

Organize Data

• Unify Account Data

• Lead to Account Matching

Select Accounts

• Fit

• Engagement

@jonmiller

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

@jonmiller

Style 3 Accounts (~2000)

10

Ongoing Programs• Demand Gen• Inbound

Ad Hoc Direct Mail

¢

Limited Account Ads

Some Data

Example

@jonmiller

Style 2 Entitlements (370 accounts)

11

More DataDirectMail

$ OngoingPrograms

Experiences$

Targeted Ads

Example

@jonmiller

Style 1b Entitlements (~20 accounts)

12

LiteAccount

Plan

More Data

DirectMail$$

PersonalizedCommunications

(PlayMaker)

OngoingPrograms

Targeted AdsExperiences

$$

Example

@jonmiller

Style 1a Entitlements (approx 10 accounts)

13

Personalized Content Hub +

Customized Guides

FullAccount

Plan + QBR

More DataMore Often

DirectMail$$$

PersonalizedCommunications

(PlayMaker)

Executive Workshop

OngoingPrograms

NamedExecutive

Personalized Ads

Experiences$$$

Example

@jonmiller

Challenge: Account Data Spread Across Systems

• Challenging measurement

• Bad routing

• Poor coordination

• Limited marketing & sales alignment

15

Marketing Automatio

n

Corporate Email

Web Visits

@jonmiller

Answer: Start with an Account Foundation

Lead to Account Matching

(L2A) AlgorithmPresentation

Marketing Automation

Corporate

Email

Web Visits

Engagement Minutes

Model

@jonmiller 17

Lead to Account Matching

@jonmiller

Account Foundation Enables Engagement

18

Engagement Minutes

@jonmiller

Level 1: Reps Self-Select

Level 2: Basic Data

Level 3: Advanced Data

Level 4: Predictive Analytics

Target Account Selection: Marketing Driven, Sales Owned

@jonmiller 20Note: 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!TechnographicsScore = Fit + Engagement

@jonmiller

Build Out Key Contacts

21

@jonmiller

Create Engagement

@jonmiller 23

Most Effective Tactics for ABM

34

36

38

40

0 10 20 30 40 50 60

Executive engagementInnovation days

Custom thought leadershipOne-on-one meetings

Str

ate

gic

21

23

47

49

0 10 20 30 40 50 60

Custom collateralExecutive engagement

E-mail marketingOne-on-one meetings

Scale

23

30

30 60

0 10 20 30 40 50 60

Direct mailAccount advertising

One-on-one meetingsE-mail marketing

Pro

gra

matt

ic

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.

@jonmiller

Not Engaging

@jonmiller 25

Not Engaging

@jonmiller

Opt out, tune

out, toss out

@jonmiller

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

@jonmiller

ABM Plays Require a Different Process

29

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

@jonmiller

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

@jonmiller

From me

Personalized by an SDR

Leveraging account and person insights

@jonmiller 32

@jonmiller

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

@jonmiller

Personalized Plays vs Automated Campaigns

34

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

events@engagio.com

Blast 2 = From

sandra@engagio.com

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

@jonmiller

MQ

A

Aw

are

No E

ngagem

ent

Opp

Customer Renewal

ABM is for All Stages of the Funnel

Integrated

ABM

Deal

Nurturing

Expansion

& Success

@jonmiller

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”

@jonmiller

Customer / Expansion Plays

• User Onboarding

• 90 Days From Renewal

• Declined Use

• Net Promoter Follow-up

• New Executive

• Executive Alignment

@jonmillerengagio.com/orchestration

@jonmiller

Measure Engagement

ABM Pro Tip:

Don’t run into the

metrics buzzsaw.

@jonmiller

@jonmiller

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

– David Ogilvy

@jonmiller

Account Based Metrics are Different

• They track accounts not leads (MQAs not MQLs)

• They focus on quality not quantity

• Revenue can take a long time so need results along the way

42

Timeis

Money

@jonmiller

Engagement: Target Accounts = 10X Increase

44

1,600 minutes 17,000+ minutes

989 Target Accounts, June 2016 to May 2017

@jonmiller

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

@jonmiller

Marketing Qualified Accounts (MQAs)

• Depth and breadth of engagement

46

@jonmiller

• 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

@jonmiller

What to measure

48

Do you have

sufficient

data,

contacts, and

account plans

for each

target

account?

Are the target

accounts

aware of your

company?

Are the right

people at the

account

spending time

with your

company? Is

that

engagement

going up over

time?

Are marketing

programs

reaching

target

accounts?

Are ABM

activities

improving key

sales

outcomes?

COVERAGE AWARENESS ENGAGEMENT REACH IMPACT

@jonmiller

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

@jonmiller

Final Thoughts

@jonmiller

ABM MaturityCATEGORY 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.

@jonmiller

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

52

@jonmiller

2018: Create your Plan

53

$$$ 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

@jonmiller

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

54

@jonmiller

People

55

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

@jonmiller

Evolving the team over time

56

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

Results

example

@jonmiller

engagio.com/GuideGet your free copy today!

The Clear and Complete Guide to

Account Based

Marketing

@jonmiller

• 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

@jonmiller