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5KeystoOrchestratingABMPlaystoConnectwithYourKeyBuyers
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PanelistsMODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport
BrandonRedlingerDirectorofGrowthEngagio
@Brandon_Lee_09
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Brandon Redlinger, Director of Growth
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Agenda
Engagio’s Playbook
5 Elements of Play
Why ABM?
1 2 3
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Why ABM?
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vsDemand Gen ABM
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It’s targeted It’s personalizedIt’s researched It’s multi-channelIt’s integratedIt’s patient
Introducing Account Based Marketing
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FromOldSchool,LeadBasedtoAccount-BasedAficionado
Old School Sales Account Based AficionadoViews Profiles Monitors Company Pages
Sends out generic messages Builds Relationships
Follows Buyers Creates lists of influencers
Sends DMs Engages in conversations
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Higher Value Accounts
Longer Sales Cycles
Land and Expand Strategy
Selling to a Buying Center
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Plays are Manual & Hard to Coordinate
15
Did Sales approve the list?
Did the right out reach happen from Sales?
Did SDRs make the phone calls?
Did Sales follow-up to non-responders?
Is any of this trackable?
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Sales Spam = Opt out, tune out, toss out
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The 5 Elements ABM of Plays
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Evolution of Account Orchestration
Orchestrate a series of
interactions across channels from multiple
people, to multiple people at the account
Level 5Full Plays
Send a series of touches across
channels to one person
Level 3Channels
Send a series of emails to
one person
Level 2Time
Send an email to
one person
Level 1Basic
Send a series of touches
across channels to
multiple people at the
account
Level 4Account
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“Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.”
– Craig Rosenberg
Key Elements of a Playbook• Players• Touches• Channels• Timing• Content
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Getyourteaminvolved!Ittakesavillage.
#1 - The Players
Sales
Sales Dev.
MarketingCustomer Success
Exec. Mgmt.
Solutions Eng.
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Findandmaptheimportantrolesinsideeverytargetaccount’sbuyingteam.Itcouldlooksomethinglikethis:• Initiator• DecisionMaker• Buyer• Influencer• User• Gatekeeper
Mapping Your Target’s Org
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#2 – The Number
75%
TheExpertsAreWrong!It’sTimetoStopPromotingMediocrity!
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“Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.”
– Craig Rosenberg
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Not All Touches Are Created Equal
75%
RepA• Day1
• Day2
• Day4
• Day7
RepB
• Day0
• Day1
• Day2
• Day4
• Day6
• Day7
++++
+
+
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#3 – The Channels
75%
TheTripleThreat• Email• Call• Social
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Channels Diversity
75%
• CoffeeSender• PFL• Social• Textmessages• Personalvideo• GoogleHangout• Doortodoor
• Freestandinginsertsinnewspapers
• Personalwebsite• AngelList profile• Slideshare• Fax• Ads
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#4 – The Timing
75%
“Thedifferencebetweenlettuceandgarbageistiming.”
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75%
• Persona• Timeofday• Dayofweek
Know Thy Buyer
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Content Personalization Spectrum
75%
#5 – The Content
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75%
“Thephrases‘Touchingbase’and‘checkingin’aretwoofthemostmeaninglessphrasesinsales.Itmeans
there’snoreasonforyourcall,sothereforethere’snoreasonformetotalktoyou”
-John Barrows
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Avoidatallcosts!
Instead:• Re-emphasizebusinessvalue• Offerinsight• Educate• Sharenews
The “Touching Base” Email
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Engagio.com/crappy-email-ebook
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Example Plays
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Plays for Every Stage of the Journey
MQ
A
Awar
e
No
Enga
gem
ent
Opp Custom
er
Value R
ealization
Adoption
Upsell/C
ross-sell opp
CM
QAIntegrated
ABM Deal Nurturing AccountExpansion
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Sales & Sales Development Plays
• CoreProspectingPlays• DoorOpenerPlays• TriggerEventPlays• DealAccelerationPlays• ExecutiveAlignmentPlays• “ShaketheTree”Play• HandoffPlays
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Marketing Plays
• EventPlays• Upsell/Cross-SellPlays• CustomerAdvocacy/Marketing• SurpriseandDelightPlays
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Customer Success Plays
• UserOnboardingPlays• 90DaysFromRenewalPlay• DecliningUsagePlays
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Core Prospecting Plays
• CoreprospectingPlay• Truemulti-channel,multi-playerPlay• Creativityisaplus
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Core Prospecting Play
Overview:• Manuallylaunched• 12steps
Players:• OurTeam
– Marketing– CEO– ADR
• TheirTeam– HeadofMarketing– HeadofSales– HeadofSalesDev.
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Core Prospecting Play
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Core Prospecting Play
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Core Prospecting Play
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Core Prospecting Play
To: Head of MarketingFrom: CEO
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Marketing Qualified Account Play
• WhatisanMQA?• Salesandmarketingalignmentiscrucial
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Marketing Qualified Account (MQA) Play
Overview:• Autotriggered• 12steps
Players:• OurTeam
– ADR– VPofSales– CEO
• TheirTeam– HeadofSales– HeadofDemandGen
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MQA Play
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MQA Play
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MQA Play
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MQA Play
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Get The Engagio Playbook
Engagio.com/playbook
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Q&A/PanelistsMODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport
BrandonRedlingerDirectorofGrowthEngagio
@Brandon_Lee_09
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