#flipmyfunnel atlanta 2016 - jon miller - account based marketing + account based sales development...

#FlipMyFunnel Atlanta: Account Based Marketing + Account Based Sales Development = Account Based Everything

#FlipMyFunnel #ABM@jonmiller

#FlipMyFunnel #ABM@jonmiller

#FlipMyFunnel #ABM@jonmiller

#FlipMyFunnel #ABM@jonmiller

#FlipMyFunnel #ABM@jonmiller

Agenda

Hacks for ABE

3 Step Process

Why Account Based

Everything?

Why Account Based Everything

#FlipMyFunnel #ABM@jonmiller

Nets versus Spears

DemandGeneration Account Based

#FlipMyFunnel #ABM@jonmiller

ABM is Hot

Google Trends for Account Based Marketing

Engagio founded

#FlipMyFunnel #ABM@jonmiller

But Marketing Isn’t Sufficient

10

ABM Not Enough

Source: TOPO

15% Penetration into target accounts

Rise of Account Based Sales

Development

“[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO

Account Based Marketing

Account Based Sales Development

Account Based Sales

Hello, Account Based Everything

Orchestration

Account Based

Marketing

Account BasedSales Development

Account BasedSales

Account Based

Customer Success

3 Step Process for Account Based Everything

#FlipMyFunnel #ABM@jonmiller

#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?(message)

Where should we say it?(channels)

Where should we say it? (channels)

Dem

and

Gen

Acco

unt

Base

d Ev

eryt

hin

g

Who

#FlipMyFunnel #ABM@jonmiller

Styles of ABE

5-50 accounts (“tens”)Rich account plansEvery touch personalized

50-1,000 accounts (“hundreds”)Light research + data build outPersonalized touches to key personas

1,000+ accounts (“thousands”)Automated touches OKIndustry and persona customization

Hybrid

Lite

Classic

What

#FlipMyFunnel #ABM@jonmiller

With #ABE you need to knock on people’s doors.

– @jonmiller

Sales Spam = Opt out, tune out, toss out

“Sales Spam Sucks”

– @jonmiller

#FlipMyFunnel #ABM@jonmiller

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

– Craig Rosenberg

#FlipMyFunnel #ABM@jonmiller

Three most important factors in enterprise decision: • Knowledge and understanding of my industry • Knowledge and understanding of my unique business

issues • Fresh ideas to advance my business

“75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.”

75%

25%

Yes

No

ITSMA

#FlipMyFunnel #ABM@jonmiller

What to ResearchThe Market Industry Dynamics Key Trends Competitors Growth Drivers & Inhibitors

Relationships & Connections Key Contact Profiles Relationships to Each other Relationships to Your Company Attitudes, Preferences & Biases

The Company Financial Health Growth Areas vs “Cash Cows” Renewal Risk SWOT Initiatives & Organizational Priorities Triggers (Funding, Acquisitions, Personnel change,

etc.)

The Buying Centers Org. Chart Key Buying Centers Whitespace & Buying Center Analysis

Where

#FlipMyFunnel #ABM@jonmiller

Channels for Outbound Account Based EverythingMarketing• Events• Direct mail• Online advertising• Social ads• Web personalization

Sales / Sales Development• Human Email• Phone• Social

Channels

A series of steps that orchestrates interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts

#FlipMyFunnel #ABM@jonmiller

Team Selling

Marketing Ops

SDR Manager

Coaches

Sales /AE

SDR / ADR

Executive Sales Ops

Players

VP, SalesDemand Gen

From me

Personalized by an SDR

Additional steps can include phone, social checklist, direct mail, etc.

#FlipMyFunnel #ABM@jonmiller

Day Step(s) Description

Pre Research Find out 3 pieces of relevant information

Pre ABM Ads Build awareness with targeted ads

Pre Dimensional Mail Package / postcards to decision maker + influencers

1 Triple Touches Human email (SDR) + voicemail + social (InMail)(multiple personas) – mail follow-up

4 Double Touches Human email (AE) + voicemail – case study

7 Double Touches Human email (SDR) + voicemail – relevant content

15 Double Touches Human email (exec) + voicemail – exec alignment

21 Last Chance Last chance email (SDR) + voicemail

Ongoing Human Nurture Share relevant insights (curated content) every 3-4 weeks

Sample Play

TOPO

Hacks for Account Based Everything

#FlipMyFunnel #ABM@jonmiller

Lead to Account Matching

LeadsAccount

#FlipMyFunnel #ABM@jonmiller 34

Lead to Account Matching

Marketing Qualified Accounts (MQAs)

not MQLs

35

Breadth

Dep

th

#FlipMyFunnel #ABM@jonmiller

Account Based Metrics Are DifferentDemand Generation Account Based

Quantity Quality

Days and Weeks Months and Years

Create Pipeline Influence Pipeline

New Business Land and Expand

Measurement

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

Data Vendors Predictive

Who: Selection What: InsightAccount Insight

Where: InteractionAds

Infrastructure Lead to Account match

(L2a);Routing; ABM Analytics

Website

Orchestration

Direct / Physical

Events

Human Email Phone / Dialer Social

Other

Intent & Technographi

cs

Attribution

Person Insight

CRMAccount

Planning

Synchronize Interactions into coordinated Plays

Complementary

engagio.com/Guide Get your free copies

today!

The Clear and Complete Guides toAccount Based

Marketingand

Account Based Sales

Development

#FlipMyFunnel #ABM@jonmiller

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

• Account Based Everything is a strategy that orchestrates account-based Plays across channels and players for maximum impact

• ABE process: Who are we trying to reach? What should we say? Where should we say it?

• Outbound does not need to mean interruption; use account-specific research to maximize relevance

• Lead to Account Matching is the foundation of account-centric success

Tweetable Takeaways

@jonmiller

#FlipMyFunnel #ABM@jonmiller