rev summit new plays in abm and sales - miller march 2017
TRANSCRIPT
The New Plays for Account Based Marketing and Sales
Jon Miller, CEO and Founder
Agenda
Metrics and Technology
Plays for Sales and Marketing
Rise of Account Based
Everything1 2 3
7
bit.ly/engagionewplays@jonmiller
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The Rise of Account Based
Everything
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Inbound vs Outbound
Nets Spears
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ABM is Hot
Google Trends for Account Based
Marketing
Engagio founded
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But Marketing Isn’t Sufficient
11
ABM Not Enough
Source: TOPO
15%
Penetration into target accounts
Rise of Account Based Sales
Development (ADRs)
“[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO
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Account Based Marketing
Account Based Sales
Development
Account Based Sales
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Hello, Account Based Everything
OrchestratedPlays
Account Based
MarketingAccount Based
Sales Development
Account BasedSales
Account Based
Customer Success
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Plays for Sales and Marketing
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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 from
multiple people
and teams
Level 4Team
A series of orchestrated interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts
Key Elements of a Playbook
• Who• What• Where / How
Who
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Styles of ABSD
5-50 accounts (“tens”)Rich account plansEvery touch personalized
50-1,000 accounts (“hundreds”)Light research + data build outPersonalized touches to key personas1,000+ accounts (“thousands”)Automated touches OKIndustry and persona customization
Style 3Programmatic
Style 2Scale
Style 1Strategic
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Their Team Our Team
CEO
Operations
Account Development
MarketingVP, Sales
Account Executive
UserInfluencer
Decision Maker
Initiator
Gatekeeper
Buyer
What
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Sales Spam = Opt out, tune out, toss out
engagio.com/crappy-email-ebook
“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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Three most important factors in enterprise decision: • Knowledge and understanding of my industry • Knowledge & understanding of my unique business
issues • Fresh ideas to advance my business ITSMA
“75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.”75%
25%
Yes
No
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Content Personalization Spectrum
Style 1Strategic
Style 2Scale
Style 3Programmatic
Inbound
Spears Nets
Where and How(Play Design)
Diversification
75%
Play A• Touch 1• Touch 2• Touch 3• Touch 4
Play B• Touch 0• Touch 1• Touch 2• Touch 3• Touch 4• Touch 5
++++
+
+
From Exec
From Marketing
Timing“The difference between lettuce and garbage is timing.”
Structure of the Play
Number of Touches“The average number of emails it takes to get a reply is…” – some so-called expert
Don’t strive for mediocrity.
Plays are like diets. They work as long as you stick with them.
Engagio Core Prospecting Play
Overview: • Manually launched• 12 steps
Players: • Our Team– ADR – Marketing – CEO
• Their Team– Head of Marketing– Head of Sales– Head of Sales Dev.
Core Prospecting Play
Awareness adsentire account
EmailT: Head of SalesF: ADR
Direct MailKey personas
EmailT: Head of MarketingF: ADR
ChecklistPackage received?
PhoneT: Head of SalesF: ADR
Core Prospecting PlayLinkedIn ViewT: Key personaF: CEO
PhoneT: Head of MarketingF: ADR
EmailT: Head of SalesF: VP of Sales
EmailT: Head of MarketingF: VP of Marketing
PhoneT: Head of SalesF: ADR
Core Prospecting Play
ChecklistSocial touch
Email ReplyT: Head of MarketingF: ADR
PhoneT: Head of MarketingF: ADR
ChecklistLaunch to other contacts
Core Prospecting: Results To Date
136
120
36
26
15 1Mtgs Opps Deal
(so far)EngdPkgs Resp
19%
Meeting RatesAds and Kindle: 20.0%Books only: 18.8%Kindle only: 17.2%Ads and Books: 8.3%Not significant
No Ads Ads
Web Traffic +18% +47%Visitors +4% +18%
Comparing Jul 16 to Oct 16 vs. Nov 16 to Feb 17Directionally meaningful but NOT
significant
11.2x pipeline to spend
Sales & Sales Development Plays• Core Prospecting• Marketing Qualified
Account• Trigger Event• Deal Acceleration• Executive Alignment• “Shake the Tree”• Handoff
Marketing Plays
• “Human” Nurture• Live Event Invite• Upsell/Cross-Sell• Customer
Advocacy
From me
Personalized by an SDR
Additional steps can include phone, social checklist, direct mail, etc.
Customer Success Plays
• User Onboarding
• 90 Days From Renewal
• Declined Use• Net Promoter
Follow-up
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Metrics and Technology
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Lead to Account Matching
LeadsAccount
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Lead to Account Matching
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Account Based Metrics are Different• They track accounts not leads
(MQAs not MQLs) • They focus on quality not
quantity • They track impact and
influence more than try to apportion ‘credit’ (team effort)
44
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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:
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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:
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Data Vendors Predictive
Who: Selection What: PersonalizationInsight
Where: InteractionAds
Infrastructure Lead to Account match
(L2a);Routing; ABM Analytics
Website
Orchestration
Direct / Physical
Events
Human Email Phone / Dialer Social
Other
Intent & Technographic
s
AttributionCRMAccount
Planning
Synchronize Interactions into coordinated Plays
Complementary
Content Customization
Get Engagio’s Playbook
engagio.com/playbook
engagio.com/Guide Get your free copies
today!
The Clear and Complete Guides toAccount Based
Marketingand
Account Based Sales
Development
• Account Based Marketing isn’t sufficient for comprehensive account-based outreach
• Account Based Everything is a team sport: that orchestrates Plays across channels and players for maximum impact
• Sales spam sucks; we need to increase our odds of reaching the right people at the right accounts
• Lead to Account Matching is the foundation of account-centric success
• Measure engagement to show Account Based Marketing success
Top Tweetable Takeaways
@jonmiller