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The Secret to ABM SucccessCharlie Liang, Director of Marketing, Engagio

October 27, 2016

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The Rise of ABM

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• “84% of marketing organizations have had higher ROI with ABM than traditional tactics.” - ITSMA

Why ABM?

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ABM Reason #2

• Speak the same language as sales.

• What does sales celebrate when they ring the gong (or hit the high striker)?

Engagio’s sales team celebrates closing accounts by hitting the high striker.

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ABM is On Fire

Engagio Founded

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How to Do Great ABM

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6 Steps to ABM Success

Table of Contents from Engagio’s Clear & Complete Guide to ABM

engagio.com/guide

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Preparation = Winning

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Strategy ≠ Tools Alone

One cannot be the fastest person in the world by simply buying nice shoes.

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The Secret to ABM Success

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• “Once sales has worked to identify target accounts, it’s marketing’s job to take that list of accounts and engage with them. This is where account-based marketing comes into play.” – Craig Rosenberg, TOPO

Who Selects Target Accounts?

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Target Account Selection in ABM World

Execs

Sales Marketing

Predictive

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• What goes into the ICP?• Firmographics

• Technographics

• Engagement

• Intent

• Other inputs• Personal connections

• Predictive analytics

Start with an Ideal Customer Profile (ICP)

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Then Create Account Funnels

Funnel 1Target Accounts

Funnel 2Qualified, Non-Target

Funnel 3Non-Qualified, Non-Target

ICP

Engagio’s Funnels:

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Target Account Thresholds & MQAs

Set thresholds for accounts by target/non-target & company size as demonstrated in this Engagio config.

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Break Target Accounts Into Tiers

Funnel 1Target Accounts

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• Breaking out account tiers is not only important for determining effort level spent on tiers, but it allows you to gain valuable insight into the effectiveness of your strategies and conversion down the account funnel.

The Importance of Tiers

Marketing Qualified Accounts (MQAs) on Tier 1 accounts as exhibited on an Engagio account dashboard.

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• Tier 1 accounts are most often selected by senior sales reps and/or executive staff. These accounts strongly identify with the chosen ICP and typically exhibit all of the following attributes:• Lighthouse accounts – Companies follow the buying patterns of this account

because they have a strong brand and/or their respective department is a thought leader.

• Large enterprises – More people, complex installations, bigger use cases generally translate to mega deals and revenue

• Personal/VC connections – there are high-level connections to this enterprise, which generally translates favorably and lower barriers to entry/sign

Tier 1 – 10’s of Accounts

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• Tier 2 accounts are still a great fit within the ICP, but they are smaller than Tier 1s or missing one or more of the components that categorize Tier 1 accounts.

• They can be selected by AEs or predictive algorithms depending on the size of your tiers and organization preference.

• These accounts make up the brunt of your Core Target Account list (Tier 1 & Tier 2).

Tier 2 – 100’s of Accounts

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• Tier 3 accounts are generally accounts that have lower potential value and/or those that are on the outskirts of your ICP.

• These can be large accounts without a pain point, SMBs, or accounts that require a feature in your immediate roadmap.

• Tier 3 accounts can be selected by AEs, marketing, or predictive algorithms depending on the number of accounts – the larger the number, the more likely to be chosen by predictive and/or marketing versus sales.

Tier 3 – 1000’s of Accounts

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How Many Accounts is Right for You?

1,500 Hours per rep per year.

= ?

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Account Selection Pyramid

One way to divide target account selection duties.

Credit Amelia Ibarra of Everstring, as presented during FlipMyFunnel Boston 2016.

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Go to

1. Run customer or ideal target accounts against Everstring’s database

2. Have their proprietary algorithm pick up signals or attributes with the highest likelihood of conversion

3. Run those signals against their global account database

4. Create a set of new & existing target accounts right for your business

5. Acquire the entire universe of target accounts

Using Predictive in Target Account Selection

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What’s Next – Strategies for Tiers

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Marketing• Events• Direct mail• Online advertising• Social ads• Web personalization

But ABM alone isn’t enough

Sales• Human email• Phone• Social

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ABM works best when aligned with sales.The two in conjunction = Account Based Everything.

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TOPO Account Based Everything Example

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Tools for Account Based Everything

See high-res copy:engagio.com/map

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• Follow us on Twitter for the latest ABM news & best practices• @CharlieCLiang

• @Engagio

• Download Clear & Complete Guides to:• ABM – goo.gl/Ameb9f

• ABSD – goo.gl/NGsoRV

• Other Resources:• Engagio Blog: engagio.com/blog

• ABE Market Map: engagio.com/map

• See How Engagio works: engagio.com/demo

Thank You!