data secrets to great account based marketing - engagio and reachforce
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CONFIDENTIAL
Data Secrets to Great Account Based Marketing
CONFIDENTIAL
Agenda
• Ensure your CRM and marketing database stays current
• Get accurate data without losing prospects on the form
• Practice cutting-edge strategies once you have accurate and reliable data
• Q & A
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
The ABM Framework1st Half: Preparation
@CharlieCLiang @Engagio
Table of Contents from Jon Miller’s (Engagio CEO & Marketo Co-Founder) Clear & Complete Guide to ABM
→ engagio.com/guide
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Funnel Trifecta – Target Accounts in Context
Engagio’s Funnels
Funnel 1Target
Accounts
Funnel 2Qualified, Non-Target
Funnel 3Non-Qualified,
Non-Target
ICP
@CharlieCLiang @Engagio
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Who Selects Target Accounts?Target Account Committee
Execs
Sales Marketing
Predictive Analytics Vendors
@CharlieCLiang @Engagio
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Find the people that matter
Know your key personas
Head of Sales
Head of Marketing Head of Marketing Ops
Head of Demand Gen
Head of Sales Ops
Head of Sales Dev
@CharlieCLiang @Engagio
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Strike when the iron’s hot
Know who’s engaging
Head of Marketing Ops
Ask them on a form
Or enrich your database afterwards
@CharlieCLiang @Engagio
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Keep Pace with Change
It’s important to have up-to-date dataOn companies
And people…
Millenial
@CharlieCLiang @Engagio
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Engagement & MQAs
So you can identify key engagement & actWhich accounts are engaging?
@CharlieCLiang @Engagio
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Engagement & MQAs
Identify Marketing Qualified Accounts (MQAs)
Which target accounts are hot to trot?
@CharlieCLiang @Engagio
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Steps 4-6: Getting Engagement2nd Half: Getting Engagement
@CharlieCLiang @Engagio
Table of Contents from Jon Miller’s (Engagio CEO & Marketo Co-Founder) Clear & Complete Guide to ABM
→ engagio.com/guide
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Start with a Strategy & PlaybookHow to get
engagement
Craft the play Do your
researchFormulate messagingDeplo
y
Check for responses & follow-up until engaged!Be human. Don’t spam – people will sniff out.
@CharlieCLiang @Engagio
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Team Marketing and Selling = WINNING
Key to winning: Team
Selling
@CharlieCLiang @Engagio
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Be Everywhere and Play Your Cards Right
Top 5 ABE Channels
Engagio’s Top 5 Account Based Everything “Hands”:#1#2#3#4#5
Human Email
Live & Virtual EventsDirect MailAds
@CharlieCLiang @Engagio
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
ABM vs. Demand Gen ContentDifference between DG & ABM
Demand Gen Content ABM Content
@CharlieCLiang @Engagio
CONFIDENTIAL
Benefits of capturing high value lead data at point of entry in real-time
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Gain Inbound Data Insight Quickly
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Customer Adoption of ReachForce SmartForms
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The Case(Courtesy of Marketo)
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ReachForce Success Metrics
43%Increase in lead routing accuracy
47%Conversion rate for our top
targeted campaign
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Q&A
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