Account-Based Marketing Meets Account-Based Sales

ACCOUNT-BASED MARKETING

MEETS ACCOUNT-BASED SALES

Peter Isaacson CMO, Demandbase

Jon Miller CEO, Engagio

2

The sales and marketing divide

MARKETING SALES

Leads Personas Quantity

Individuals

Opportunities Buyers/Influencers

Quality Accounts

3

The sales and marketing divide

MARKETING SALES

Leads Personas Quantity

Individuals

Opportunities Buyers/Influencers

Quality Accounts

4

What’s Broken in B2B?

Sales & Marketing Alignment

The Waterfall BANT Metrics/Attribution

5

Account-Based Marketing

Identify the companies most likely to buy, and then market to them

6

Account-Based Marketing

Identify the companies most likely to buy, and then market to them

7

“Account-Based Marketing” search

interest!

8

Tiers of Account-Based Marketing

5-50 accounts

10000+ accounts §  Broad lead gen §  Focus on volume and qualification §  Minimal personalization

ABM

Traditional Demand Gen

9


5-50 accounts

10,000+ accounts

ABM


10


5-50 accounts

50-5,000 accounts

10,000+ accounts

ABM

ABM at Scale


ABM at Scale

•  Account Identification •  Awareness Generation •  Website Engagement •  Forms Conversion •  Insights

Account Identification

Awareness Generation

Website Engagement

Opportunity Conversion

Insights

12

Attract Engage Convert Measure

Traditional B2B Marketing

13

Close Grow Identify

Traditional B2B Marketing

Attract Engage Convert Measure

14

Demandbase Funnel Metrics

MQL SAL PIPELINE CLOSE

91%

47%

32%

97%

60%

39%

!7%

!25%

!24%

15

Demandbase Business Metrics

Sales Team Close Rate ACV Funnel Velocity

Enterprise +217% +69% +35%

Mid Market +136% +23% +24%

Advertising +47% +12% +6%

Copyright ©2016, Engagio Inc. All rights reserved. @jonmiller

Hello, Account Based Everything


ABM Is the Hottest Thing in B2B Marketing

The Next Big Thing?

Google Trends for Account Based Marketing

Engagio founded


But Marketing Isn’t Sufficient for Outbound

18

ABM Not Enough

Source: TOPO

15% Penetration into target accounts


Account Based Sales Development

•  Account-centric

•  Personalized

•  Multi-channel

“Today’s most effective Account-Based tactic.” – TOPO


Account Based Marketing



Hello, Account Based Everything Messaging

Engagio Orchestration

Platform

Account Based Marketing


Account Based Sales

Account Based Customer Success

How to Embrace Account Based

Everything

With Account Based Everything, you need to knock on people’s doors.

– @jonmiller



•  Broken personalization – my name is Jon!! •  Focused on their needs rather than value to

the customer •  Typos


Opt out, tune out, toss out

“Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.”

– Craig Rosenberg


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


•  Market •  Company •  People •  Relationships •  History •  Connections •  Door Openers

What To Research


Channels for Account Based Everything

Marketing •  Events

•  Direct mail

•  Online advertising

•  Web personalization

Channels


Channels for Outbound Account Based Everything

Marketing •  Events

•  Direct mail

•  Online advertising

•  Web personalization

Sales / Sales Development •  Human Email

•  Phone

•  Social

Channels



Kermit, you email the CEO

Bert, you email the Director of Marketing and followup with a phone call

Fozzie, you send a bottle of wine to the CEO

Account Management

VP, Sales Sales Ops Marketing Ops VP, Demand Gen CMO SDR Manager

Account Executive

Sales Development Rep

CEO

Start the Play


Account Executive

Marketing Ops SDR Manager

Roles

Account Management

Account Executive

Sales Development Rep

CEO

Sales Ops

Coach Quarterback Players

VP, Sales Demand Gen

Other Implications of Account Based

Everything


Lead to Account Matching

Leads Account

Fuzzy logic match: Better routing

Account-level visibility


Marketing Qualified Accounts (MQAs) not

MQLs

37

Breadth

Dep

th


•  Account-centric metrics •  Quality, not quantity •  Long development cycles •  Influence


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:


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:

ABE Market Map


Selection

Identify and prioritize target accounts, align on resources by Tier 1, 2, and 3

Contacts

Discover contacts and map to your accounts, ensure

quality data

Insights

Understand what is relevant and resonant at

accounts (triggers, priorities, etc.)

Interactions

Manage 1:1 account-based interactions in channel – events, outbound, digital (ads, web)

Orchestration

Synchronize interactions into

coordinated plays that align to account

plans and goals

Analytics & Infrastructure

Map leads to

accounts, identify hot accounts (MQAs),

measure ABM efforts

Content

Create account-specific content and

messaging that reflects insights

Ads

Hum

an E

mai

l Ev

ents

D

irect

Com

plem

enta

ry

Web

Pred

ictiv

e

Attr

ibut

ion

Ana

lytic

s

Dia

ling

Insight Sources

Aggregation

engagio.com/Guide

Get your free copy today!

The Clear and Complete Guide to Account Based

Marketing


•  Marketing isn’t sufficient for comprehensive account-based outreach

•  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

Tweetable Takeaways

@jonmiller