What is Account-Based Marketing and Where Does Content Fit In?

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Jon Miller CEO and Co-Founder, Engagio @jonmiller

Hana Abaza VP Marketing, Uberflip @hanaabaza

What is Account-Based Marketing And Where Does Content Fit In?!

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Questions? We’ve got answers!

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So What Is Account-Based Marketing?

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Different Deal Types Require Different Types of Marketing Support

Different Demand Types

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Account-Based

Marketing

Demand Generation

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

©2015 Engagio, Inc. All rights reserved. !

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

Different Model

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

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Going After Target Accounts Requires an Account-Centric Focus

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

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You Need Targeted Tactics to Reach Specific People at Specific Accounts

Inbound vs Outbound

Different Tactics

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

Land and Expand

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“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

Companies typically invest 1

to 3% of deal value on ABM

for each account.

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ABM Today is Like Like Lead Nurturing in 2008

The Next Big Thing?

Google Trends

“Your timing is very good, based on what we see happening at Sirius. We launched an ABM

practice in response to a groundswell.”

“Account based marketing is red hot...several attendees

named account based marketing as their top

priority right now”

“…it’s clear that we’ve passed the fad phase of ABM’s most

recent comeback. Now, we’re solidly in the trend phase.”

Marketers know they need to do it, and are trying to figure out how

“Sales has been doing account selling for years; marketing is now sophisticated enough to do some of the same tactics at scale.”

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Account-Based Marketing Best Practices

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ABM Planning Starts With The Account, Not the Offer

#FlipMyFunnel

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)

DE

MA

ND

G

EN

A

BM

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Account-Based Marketing

Who

What Where

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Pick Target Accounts

Tip: Limit list turnover (e.g. 25% per quarter)

Level 1: Reps Self-Select

Level 2: Basic Data

Level 3: Advanced Data

Level 4: Predictive Analytics

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

Identify Contacts

Manual Purchase Predictive

Representative companies; not exhaustive

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Who

What Where

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What Does Sales Want From Marketing?

What

“A meaningful and real relationship with the decision-makers + relationship with all significant decision influencers + understanding of the dynamics of the specific customers' business.”

New relationships:• Accurate and clean contacts• Air cover (awareness)• Access and coverage (e.g. engagement

heat map)• Meetings (where person knows why

they are meeting)

Insights:• Research: org chart, budget, initiatives,

priorities• Timeline: what’s gone to each customer,

their status, etc.• Reasons to call• Account specific content

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

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Opt out,tune out,toss out

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Outbound Does Not Mean Interruption

Account-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 Interruption Marketing

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Great ABM Requires Great Customer Knowledge

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

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Use Custom Content to Get Into Accounts

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

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Content is King !

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Internet Person!

Awareness! Implement!Purchase!Short List!Solution!Problem!

Marketing Qualified Lead! Sales Follow Up!

Top of the funnel

Middleof the funnel

Bottomof the funnel

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Marketing Qualified Lead! Sales Follow Up!

Top of the funnel

Middleof the funnel

Bottomof the funnel

Big black void where bad things happen.

Internet Person!

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Marketing & Sales Lead Qualification!

Content Marketing & Sales Enablement Content!

I think I have a problem, but I can’t quite put my

finger on it.

So many solutions! I’ll evaluate the top

three.

Got it! Now I need to research my

options.

Did I make the right choice? How do I get

more value?

Internet Person!

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Align content creation with insight from sales. !

Address (and reinforce) common pain points. !

Create content that manages objections. !

Customize content that proves to be effective. !

Figure out what kind of content they need.

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ü  Customize whitepaper to target specific

accounts

ü  Personalize videos with customized intro /

outro and calls-to-action

ü  Revamp case studies to align with account

targeting

ü  Create a content library of relvant blog posts

that can be tailored to specific accounts or

“account (audience) segments”

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Questions to Ask ü  What are the objections of each decision

maker in the buying process?

ü  What are the main drivers for each decision

maker?

ü  What conversations are the decision maker’s

having during the evaluation process?

ü  What insights can we glean from current

customers?

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Who

What Where

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Commonly Used ABM Tactics

Events Outbound Digital

• Owned events• Partner events• Third-party events

• Prospecting (SDR)• Email• Phone• Social

• Direct mail / dimensional mailer

• Ads•  IP-based ads• Retargeting

(persona-based ads)• Facebook / Twitter ads• LinkedIn ads

• Web personalization• Paid lead gen

Channels

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

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Open the Door

• Get relationship with cold account

Accel-erator

• Increase deal velocity and win rate

Human Nurture

• Stay in touch with helpful touches

Meetings Creator

• Schedule meetings at an event

Account Qualifier

• Follow-up on inbound interest

Example ABM Plays

•  63% connect rate, 5% opportunity rate•  $13,000 investment, $200,000+ revenue

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TAILOR THE CONTENT EXPERIENCE

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Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Topic By Type By Vertical By Persona By Segment By Account

Content must organized so that buyers and your sales team to find. Spoon feed if necessary.

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Generic

L

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Tailored

J

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Personalized message

Relavent content &

CTAs

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Metrics for ABM

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It’s called “business to business”, not “business to lead” @jonmiller

Waterfall is Insufficient

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Don’t count the people you reach; reach the people that count. – David Ogilvy

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Coverage Do you have sufficient data, opt-in contacts, and account

plans for each target account?

“Big 5” ABM Metrics (1)

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Awareness Which target accounts have any awareness of us? Are they visiting the website?


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Engagement Are the right people at the account spending time with your company,

is that engagement going up over time?

“Big 5” ABM Metrics (3a)

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Engagement Are the right people at the account spending time with your company,

is that engagement going up over time?

“Big 5” ABM Metrics (3b)

Marketing Qualified Account (MQA): An account (or discrete buying center) that

has reached enough aggregate engagement.

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Program Impact Are marketing programs reaching the target accounts? How much waste is there?


FOCU

S%

of s

ucce

sses

from

targ

et ac

coun

ts

COVERAGE% target accounts with a success

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Influence How are the ABM activities improving sales outcomes such as deal velocity,win rates,

average contract values, retention, and net promoter scores


•  “Top 25% engagement = 18% faster sales cycles.”

•  “Accounts with >three engaged contacts = 15% higher contract values.”

•  “Accounts that attended that dinner = 16% more movement to next opp stage.”

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ABM Market Map

ABM Consulting

Selection Insights Content Interactions Orchestration Measurement

Identify target accounts and

contacts

Understand what is relevant and

resonant at account (triggers,

priorities, etc.)

Create account-specific content

and messaging to use in outreach

Manage 1:1 account-specific

interactions in channel –

Events, Outbound, Digital (ads, web)

Orchestrate intelligent account plans across teams

and channels

Show impact of ABM efforts:

coverage, awareness,

engagement, impact, influence

Com

plem

enta

ry

Web

Ads

Dat

aPr

edic

tive

Paid

Insi

ghts

Sale

s

SDR

Direct

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Download slides and get bonus ABM eBook at: engagio.com/slides

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

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

•  Outbound does not necessarily mean interruption; use account-specific content to reach out

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

•  Leads are insufficient to measure account-based marketing; measure via coverage, awareness, engagement, impact & influence

Tweetable Takeaways

@jonmiller

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QUESTION TIME!

Hana Abaza VP Marketing, Uberflip

@hanaabaza

hub.uberflip.com

Jon Miller CEO and Co-Founder, Engagio

@jonmiller