the secret to abm success
TRANSCRIPT
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@EverString #BMB
The Secret to ABM SucccessCharlie Liang, Director of Marketing, EngagioOctober 27, 2016
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@EverString #BMB
The Rise of ABM
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3@EverString #BMB
• “84% of marketing organizations have had higher ROI with ABM than traditional tactics.” - ITSMA
Why ABM?
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4@EverString #BMB
ABM Reason #2• Speak the same language
as sales.• What does sales celebrate
when they ring the gong (or hit the high striker)?
Engagio’s sales team celebrates closing accounts by hitting the high striker.
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5@EverString #BMB
ABM is On Fire
Engagio Founded
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@EverString #BMB
How to Do Great ABM
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6 Steps to ABM SuccessTable of Contents from Engagio’s Clear & Complete Guide to ABM
engagio.com/guide
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8@EverString #BMB
Preparation = Winning
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Strategy ≠ Tools Alone
One cannot be the fastest person in the world by simply buying nice shoes.
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@EverString #BMB
The Secret to ABM Success
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11@EverString #BMB
• “Once sales has worked to identify target accounts, it’s marketing’s job to take that list of accounts and engage with them. This is where account-based marketing comes into play.” – Craig Rosenberg, TOPO
Who Selects Target Accounts?
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Target Account Selection in ABM World
Execs
Sales Marketing
Predictive
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13@EverString #BMB
• What goes into the ICP?• Firmographics• Technographics• Engagement• Intent
• Other inputs• Personal connections• Predictive analytics
Start with an Ideal Customer Profile (ICP)
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Then Create Account Funnels
Funnel 1Target Accounts
Funnel 2Qualified, Non-Target
Funnel 3Non-Qualified, Non-Target
ICP
Engagio’s Funnels:
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Target Account Thresholds & MQAs
Set thresholds for accounts by target/non-target & company size as demonstrated in this Engagio config.
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Break Target Accounts Into Tiers
Funnel 1Target Accounts
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17@EverString #BMB
• Breaking out account tiers is not only important for determining effort level spent on tiers, but it allows you to gain valuable insight into the effectiveness of your strategies and conversion down the account funnel.
The Importance of Tiers
Marketing Qualified Accounts (MQAs) on Tier 1 accounts as exhibited on an Engagio account dashboard.
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• Tier 1 accounts are most often selected by senior sales reps and/or executive staff. These accounts strongly identify with the chosen ICP and typically exhibit all of the following attributes:• Lighthouse accounts – Companies follow the buying patterns of
this account because they have a strong brand and/or their respective department is a thought leader.• Large enterprises – More people, complex installations, bigger use
cases generally translate to mega deals and revenue• Personal/VC connections – there are high-level connections to this
enterprise, which generally translates favorably and lower barriers to entry/sign
Tier 1 – 10’s of Accounts
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19@EverString #BMB
• Tier 2 accounts are still a great fit within the ICP, but they are smaller than Tier 1s or missing one or more of the components that categorize Tier 1 accounts. • They can be selected by AEs or predictive algorithms
depending on the size of your tiers and organization preference. • These accounts make up the brunt of your Core Target
Account list (Tier 1 & Tier 2).
Tier 2 – 100’s of Accounts
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• Tier 3 accounts are generally accounts that have lower potential value and/or those that are on the outskirts of your ICP.• These can be large accounts without a pain point, SMBs, or
accounts that require a feature in your immediate roadmap.• Tier 3 accounts can be selected by AEs, marketing, or predictive algorithms depending on the number of accounts – the larger the number, the more likely to be chosen by predictive and/or marketing versus sales.
Tier 3 – 1000’s of Accounts
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How Many Accounts is Right for You?
1,500 Hours per rep per year.
= ?
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Account Selection Pyramid
One way to divide target account selection duties.
Credit Amelia Ibarra of Everstring, as presented during FlipMyFunnel Boston 2016.
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Go to
1. Run customer or ideal target accounts against Everstring’s database
2. Have their proprietary algorithm pick up signals or attributes with the highest likelihood of conversion
3. Run those signals against their global account database4. Create a set of new & existing target accounts right for your
business5. Acquire the entire universe of target accounts
Using Predictive in Target Account Selection
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What’s Next – Strategies for Tiers
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25@EverString #BMB
Marketing• Events• Direct mail• Online advertising• Social ads• Web personalization
But ABM alone isn’t enough
Sales• Human email• Phone• Social
+
ABM works best when aligned with sales.The two in conjunction = Account Based Everything.
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26@EverString #BMB
TOPO Account Based Everything Example
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27@EverString #BMB
Tools for Account Based Everything
See high-res copy:engagio.com/map
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@EverString #BMB
• Follow us on Twitter for the latest ABM news & best practices• @CharlieCLiang• @Engagio
• Download Clear & Complete Guides to:• ABM – goo.gl/Ameb9f• ABSD – goo.gl/NGsoRV
• Other Resources:• Engagio Blog:
engagio.com/blog• ABE Market Map:
engagio.com/map• See How Engagio works:
engagio.com/demo
Thank You!