allocadia webinar - creating the foundation for abm (feat. engagio)

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Today’s Speakers

Sam MelnickDirector,

Customer & Marketing Insights

@SamMelnick

Jon MillerCEO & Co-Founder

@JonMiller

Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE3

Different Demand Types

SiriusDecisions

Account Based Marketing

Demand Generation

Account Type

PipelineKPI Averages

Large: Strategic Enterprise

Named/Territory

Small/Midsizeand Non-Named

Influenced: 60-75%Sourced: 15-25%

Influenced: >75%Sourced: <10%

Influenced: 50-60%Sourced: 25-45%

Salespeople never talk abouthow many leads they’ve closed.

They talk about how many accounts they’ve closed.


Nets versus Spears

DemandGeneration

Account Based Marketing


ABM Today is Like Lead Nurturing in 2008

• Returns on inbound flattening• Marketing and sales ready to work

together• Technology is emerging

The Next Big Thing?

Google Trends

Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE7 7

Shaky Foundation

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Today’s Marketers Have Two Jobs

Customer

Create Engaging Customer Experiences byOverseeing the Customer Lifecycle

Do MarketingAttract

Acquire

ConvertRetain

Advocate

CMO

Manage and Optimize the Business Of Marketing

Run MarketingPlan

Invest

MeasureAnalyze

OptimizeMust Coexist

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Do Marketing – Front Office of Marketing

Actions:• Drive Demand• Grow Market Share• Execute Campaigns Across the

Organization

Technologies:• Marketing Automation• Ad-Tech• Content Marketing

Customer

Create Engaging Customer Experiences byOverseeing the Customer Lifecycle

Do MarketingAttract

Acquire

ConvertRetain

Advocate

1010

Run Marketing – Back Office of Marketing

Actions:• Strategic Planning• Investment Planning & Budget

Management• Performance Measurements &

Optimization

Technologies:• Marketing Performance Management

Software• Excel• PowerPoint

CMO

Manage and Optimize the Business Of Marketing

Run MarketingPlan

Invest

MeasureAnalyze

Optimize

1111

Marketers Must Merge Both Jobs To Successfully Manage the New Customer Lifecycle

Plan

Invest

Attract

Acquire

Convert

Retain

Advoca

te

Measure

Analyze

Opt

imiz

e

Run Marketing(MPM)

Do Marketing(Execution)

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Defining Marketing Performance Management

Marketing Investments

Measurement & Insights

Marketing Planning

Marketing Performance Management

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Plan Invest Measure

Foundation of Account-Based Marketing

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Marketing Planning

• Includes: “what are we going to do” and “what is our excepted output”

• Iterative process – adjustments should be expected

• Must align with corporate objectives

Marketing

Investments

Marketing Planning

Measurements & Insights


• Scale – How many accounts will be in your program? How big are the deals? What resources are available?

• Scope – Will you start with a small pilot?Will this be an intensive, high-touch approach for a few big accounts or a more scalable effort targeting more companies? Will this replace or augment traditional demand generation?

• Strategy – Is this mostly about growing existing accounts, winning new logos or both?

Planning for ABM


• ABM demands a level of alignment that sales and marketing have rarely exhibited before

• Make sure the account execs, SDRs and marketers are 100% committed to this strategy. Anything less is a recipe for friction.

Planning for ABM


ABM campaign planning starts with the account, not the offer

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)

DEM

AN

D G

ENA

BM

Planning for ABM


ACCOUNTS

CONTACTS

INSIGHTS

CONTENTINTERACTIONS

ORCHESTRATION

MEASUREMENT

ABMMarket Map

WHO

WHATWHERE


Tier # of Accounts Insights Tactics

“Classic”

Tier 15 to 50[Tens]

Full profiles Quarterly updates • Bespoke 1:1 Campaigns

“Lite”Tier 2

~200[Hundreds]

Basic account profiles

Annual updates• 1:Few Campaigns

Tier 3 1000s[Thousands] Industry or segment

• Traditional Marketing with Account Targeting

• MQAs

Styles of ABM

Level 1: Reps Self-Select

Level 2: Basic Data

Level 3: Advanced

Level 4: Predictive Analytics Sophisticated predictive scoring and modeling.

Adding purchased data and more advanced scoring or modeling

Adding in manually collected data and simple scoring

Based on intuition and experience.

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Marketing Investments

• Without the “I” there is no ROI

• Think about investments in multiple dimensions

• You are what you invest in!

Marketing

Investments

Marketing Planning



Account Based Marketing is a Marathon• Average days to Opp: 327

days (Marketo)• Prospected accounts take

1.7x longer to convert than average (Implisit, 2014)

• 7 to 13+ touches to deliver a qualified sales lead (Online Marketing Institute)

“You can’t wait a year to see results [in ABM]” - Megan Heuer, SiriusDecisions


Questions on ABM Investments• Headcount vs programs• Is ABM all or nothing?• Spend categories: more SDRs, more outbound efforts, more

insight

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• Measurements must tie back to targets

• Different audiences will needed different measurements & insights

• Insights are the end goal – You want to make better decisions!

Marketing

Investments

Marketing Planning



• Account-centric metrics

• Quality, not quantity

• Need “top of funnel” metrics

• Influence


Engagement• Higher engagement means

deeper commitment• It’s about time: use the

number of minutes that someone spends with your brand

• Track everything, online and offline

Concept 1


Lead to Account MatchingConcept 2

Leads

Leads in SFDC are not connected to the Account object

Account

• Can’t tie activity to the right account

• Routing problems• Hurts campaign attribution


Lead to Account MatchingConcept 2

Leads Account

• Fuzzy logic


CoverageDo you have sufficient data, opt-in contacts, and account plans for each target account?

“Big 5” ABM Metrics (1a)


CoverageHow well are you adding new / engaged people to the database? Director-level and above?

“Big 5” ABM Metrics (1b)


Awareness“Big 5” ABM Metrics

(2)

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


Engagement“Big 5” ABM Metrics

(3a)

Are the right people at the account spending time with your company? Is that engagement going up over time?



(3b)

Is that engagement going up over time?



(3c)

Marketing Qualified Account (MQA): An account (or discrete buying center) that has reached enough aggregate engagement.

Which accounts are engaging the most?


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

– David Ogilvy


Program Reach“Big 5” ABM Metrics

(4)

COVERAGE% target accounts with a success

FOCU

S%

of

succ

esse

s fr

om

targ

et a

ccou

nts

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


Program Impact“Big 5” ABM Metrics

(5)

• “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.”

How are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and net promoter scores?


Coverage:

Awareness:

Engagement:

Reach:

Impact:

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, and is that engagement going up over time?Are marketing programs reaching target accounts?Are ABM activities improving key sales outcomes?


Impact:

Coverage:

Awareness:

Reach

Engagement:

Are ABM activities improving key sales outcomes?

Do you have sufficient data, contacts, and account plans for each target account?

Are the target accounts aware of your company?Are marketing programs reaching target accounts?Are the right people at the account spending time with your company, and is that engagement going up over time?


May2016

Oct 2015

EOY 2016

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3 Take-Aways on Building the Foundation of ABM

• Demand generation is fishing with nets; account based marketing is fishing with spears

• The key to ABM success is planning – picking the right accounts, in alignment with Sales

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

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Thank you!

Sam MelnickDirector,

Customer & Marketing Insights

@[email protected]

Jon MillerCEO & Co-Founder

@[email protected]