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The Secret Sauce for

Account Based Marketing

Jon Miller

CEO

Engagio

@jonmiller

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@jonmiller

Inbound vs Outbound

Nets Spears

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@jonmiller

ABM is Hot

Google Trends for “Account

Based Marketing”

Engagio founded

Google Trends for “Account Based”

2.0x

4.8x

@jonmiller

Measure

Engagement

Create Engagement

Establish Foundation

1 2 3

bit.ly/B2BABM

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Copyright ©2017, Engagio Inc.

Establish Foundation

@jonmiller

Building Your ABM Foundation

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Entitlements

• Styles and Tiers

Organize Data

• Unify Account Data

• Lead to Account Matching

Select Accounts

• Fit

• Engagement

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@jonmiller

Style 4

Inbound

5-50 accounts (“tens”) Engagio: up to 2 per AE $250K – $1B+

5-50 accounts (“tens”) Engagio: 5 per AE $100K – 250K

50-1,000 accounts (“hundreds”) Engagio: 93 per AE $50K – $100K

Style 1a

Lighthouse

1,000+ accounts (“thousands”) Engagio: About 2,000 $25K - $50K

Style 1b

Strategic

Style 3

Programmatic

Style 2

Scale

@jonmiller

Style 3 Accounts (~2000)

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Ongoing Programs • Demand Gen • Inbound

Ad Hoc Direct Mail

¢

Limited Account Ads

Some Data

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@jonmiller

Style 2 Entitlements (370 accounts)

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More Data Direct Mail

$ Ongoing Programs

Experiences $

Targeted Ads

@jonmiller

Style 1b Entitlements (~20 accounts)

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Lite Account

Plan

More Data

Direct Mail $$

Personalized Communications

(PlayMaker)

Ongoing Programs

Targeted Ads Experiences

$$

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@jonmiller

Style 1a Entitlements (approx 10 accounts)

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Personalized Content Hub +

Customized Guides

Full Account

Plan + QBR

More Data More Often

Direct Mail $$$

Personalized Communications

(PlayMaker)

Executive Workshop

Ongoing Programs

Named Executive

Personalized Ads

Experiences $$$

@jonmiller

Challenge: Account Data Spread Across Systems

• Challenging measurement

• Bad routing

• Poor coordination

• Limited marketing & sales alignment

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Marketing Automatio

n

Corporate Email

Web Visits

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@jonmiller

Answer: Start with an Account Foundation

Lead to Account Matching

(L2A) Algorithm Presentation

Marketing Automation

Corporate

Email

Web Visits

Engagement Minutes

Model

@jonmiller 18

Lead to Account Matching

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@jonmiller

Account Foundation Enables Engagement

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Engagement Minutes

@jonmiller 20 Note: List turnover limited to 25% per quarter

Target Account Selection: Marketing Driven, Sales Owned

Reps choose ~100 total from scored list of 300-350 in their territory

Data quality matters! Technographics Score = Fit + Engagement

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@jonmiller

Create Engagement

@jonmiller 22

Most Effective Tactics for ABM

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36

38

40

0 10 20 30 40 50 60

Executive engagement Innovation days

Custom thought leadership One-on-one meetings

Str

ate

gic

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47

49

0 10 20 30 40 50 60

Custom collateral Executive engagement

E-mail marketing One-on-one meetings

Sc

ale

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30

30 60

0 10 20 30 40 50 60

Direct mail Account advertising

One-on-one meetings E-mail marketing

Pro

gra

ma

ttic

One-on-one

meetings

and email

dominate

Source: ITSMA,

Account Based

Marketing

Benchmarking

Survey, March 2016

What specific tactics are most effective for ABM? Choose up to three.

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@jonmiller 23

Not Engaging

@jonmiller

Not Engaging

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@jonmiller

Opt out, tune

out, toss out

“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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@jonmiller

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

@jonmiller 28

75%

Engaging

Integrated

Non-Scalable

Relevant

Engaging

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@jonmiller

Integrated

ABM

Deal

Nurturing

Expansion

& Success

Plays for Every Stage of the Journey

@jonmiller

Engagio Integrated ABM Play (Scale)

• Pre: Ads for Awareness (50% A/B test)

• Day 0: Package sent + Email

• Day 2: Package delivered + Custom Email

• Day 4: Phone call

• Day 6: Phone call

• Day 7: Phone call + LVM + Email

• Day 10: Email from Jon cc’ing play

• Day 11: LinkedIn InMail from Jon

• Day 13: Email

• Day 15+ FU’s to other personas

Goal: get an

introductory 1:1 meeting

with target account

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@jonmiller

From me

Personalized by an SDR

Leveraging account and person insights

@jonmiller 32

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@jonmiller

Integrated ABM: Results to Date

350 276 74 34 1 Mtgs Opps Deal (so far)

Aware Pkgs

21%

Meeting Rates

Books only: 34%

Ads and Kindle: 21%

Ads and Books: 20%

Kindle only: 18%

Not significant

Web Traffic Visitors

Ads +43% +47%

No Ads +22% +8%

Directionally meaningful but not significant

25.0x pipeline to spend

@jonmiller

Personalized Plays vs Automated Campaigns

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Event Executive Breakfast Manager Lunch

Invites Personalized via Playmaker

96 Plays Launched

Broad Marketing Automation

652 Emails Sent X 2

From Step 1 from Account Owner

Step 2 from Executive (reply)

Step 3 from AO to Executive

Assistant

Blast 1 = From

events@engagio.com

Blast 2 = From

sandra@engagio.com

Response 10 Replied Yes, I’ll Attend

33 Replied No (starts conversation)!

Response Rate: 43%

21 Registered

No declines - just crickets!

Response Rate: 3%

Attends 9 CMOs and VPs 12 Managers and Directors

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@jonmiller

Marketing Automation Marketing Orchestration

Automated Some automation, some human

Scalable but impersonal Personalized but still scalable

Handoffs Collaboration

Lead-based Account-based

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@jonmiller

Deal Nurturing

Engagio Deal Nurture Tracks

• Need access to decision maker

• Need to make a key hire

• No budget

• “Not a priority” / early

• ”Gone dark”

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@jonmiller

Customer / Expansion Plays

• User Onboarding

• 90 Days From Renewal

• Declined Use

• Net Promoter Follow-up

• New Executive

• Executive Alignment

@jonmiller engagio.com/orchestration

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@jonmiller

Measure Engagement

@jonmiller

2002 2017

Account Based Metrics are Different

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Time is

Money

@jonmiller

Engagement: Target Accounts = 10X Increase

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1,600 minutes 17,000+ minutes

989 Target Accounts, June 2016 to May 2017

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@jonmiller

Marketing Qualified Accounts (MQAs)

• 30 mins of engagement from Marketing (at least 2 people), or

• 15 mins of engagement from Marketing Executives, or

• “Act Nows”

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@jonmiller

Focus

44

How efficiently do

your programs

reach target

accounts?

Low Focus = Nets

High Focus = Spears

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@jonmiller

Account Based Attribution

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Use the entire Account:

Leads and Contacts

Include Sales activities,

not just Marketing

Account Based Attribution

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@jonmiller

engagio.com/Guide Get your free copy today!

The Clear and Complete Guide to

Account Based

Marketing

@jonmiller

• Start your ABM journey by building a strong foundation of unified account data

• Create engagement with relevant, human interactions over email and in-person

• Marketing automation is to demand gen as marketing orchestration is to ABM

• Implement deal nurturing to accelerate stuck opportunities – but don’t blindly automate

• ABM measurement is about quality, not quantity; use engagement as a leading indicator to revenue

• Account based attribution lets you connect the dots between account engagement and revenue

Tweetable Takeaways

@jonmiller

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@jonmiller

Ask me anything at the Post-Presentation Huddle!

Jon Miller

@jonmiller