4 steps to abm success using predictive analytics

4 Steps to ABM SuccessUsing Predictive Analytics

Charlie LiangDirector of Marketing

Engagio

Sean ZinsmeisterSenior Director of

MarketingInfer

MEET THE PRESENTERS:

ACCOUNT SELECTION

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Funnel Trifecta – Target Accounts in Context

Engagio’s Funnels

Funnel 1Target

Accounts

Funnel 2Qualified,

Non-Target

Funnel 3Non-Qualified,

Non-Target

ICP@CharlieCLiang @Engagio

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Further break out Target Accounts into Tiers

Tiers of Target Accounts

Funnel 1Target

Accounts

@CharlieCLiang @Engagio

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Why Tiers?

The Importance of Tiers

• 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.

Marketing Qualified Accounts (MQAs) on Tier 1 accounts as exhibited on an Engagio account dashboard.

@CharlieCLiang @Engagio

Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE

How many accounts go in each Tier?

How many in each tier?

1,500 Hours per rep per year.

= ?

@CharlieCLiang @Engagio

Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE

Who Selects Target Accounts?

Target Account Committee

Execs

Sales Marketing

Predictive

@CharlieCLiang @Engagio

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What do they consider?

• Firmographics

• Technographics

• Intent Signals

• Engagement

• Company Connections

• Predictive Analytics

Points of Consideration

@CharlieCLiang @Engagio

What is Predictive Analytics?

Actionable Intelligence for Sales & Marketing

Machine Learning Thousands of external data points

Keywords: ● Machine Learning ● Data Science ● Predictive Analytics● AI

Predictive is the Line Judge

Send to Sales

Do Not Work

Account Scoring

Personas

Hyper- Segmentation

Behavior Scoring

PRIORITIZATION

Sales Prioritization

Effort Spent on Bad Accounts Before Predictive

Effort per Account Return on Effort

Sales Prioritization

Effort per Account Return on Effort

Shift Wasted Energy Into More Profitable Endeavors

Aligning Lead Effort with Impact

Omri Erel

Head of Advertising & Performance Marketing

SDRs avoid wasted efforts and improved conversion rates

Strengthened sales & marketing alignment

Boosted ratio of revenue generation to marketing spend

Improved campaign performance and lead quality

+50%total opportunities

YoY

2xincrease in meetings

scheduled

+11%increase in average

lead quality

Lead

M

anag

emen

tCollateral

AssignmentCapture/Nurture

General Analytics

>

>>

>>

>>

>

Social Tables ABM Stack

Hyper-Segmentation for ABM Plays

Ray Miller

Launched high-value outreach with personalized nurture

Identified 900+ high-potential prospects for sales

Hyper-segmented current and past trialers into ICPs

Prioritized A & B-Leads for accelerated sales follow-up

Senior Marketing Operations Manager

AT A GLANCE

+7%boosted overall revenue

+10%increased average deal size

+$500k/mo

grew opportunity pipeline

+35%increased trial signups

+25%Expanded MQL volume

TERRITORY PLANNING

FINDING NEW ACCOUNTS

SOM

TAM Analysis

SOMgood fit

accounts in CRM

SAMnet-new accounts

not in CRM

TAMtotal addressable

market

A-Accounts

Open Architecture for Net-New

Mike LeydenVP of Global Inside Sales

Enterprise consolidation - converting trials and online purchases to volume license deals

Identify and Prioritize target accounts

Profiled high-value Trialers for aggressive sales follow-up

Uses Account models to understand opportunity in different U.S. states

Expansion and opportunity sizing

Territory planning - evenly distribute good accounts to reps

Marc BrancaccioDirector of Sales Development

Expansion

Strategies

Expanding Your Footprint in an SMB Market

Lauren Licata

Predictive lead-gen to new brick and mortar shops

Email A Leads within 5 min and call within 1 hour vs. 8 hours it takes

Increased effort spent on A-Leads by 3x & decreased effort spent on D-Leads by 1.5x

Result: Increased sales by 30%

VP of Marketing

+30%increase in

sales-qualified leads

+30%lift in sales

~3xincrease in the effort spent on

A-Leads

1.5xdecrease in the effort spent on

D-Leads

2xlead to demo

conversion

ENGAGEMENT & CAMPAIGN EXECUTION

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What to do after choosing accounts?

After Target Account Selection

@CharlieCLiang @Engagio

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Start with a Strategy & Playbook

Run a play!

Craft the play

Do your research

Formulate messaging

Deploy

Check for responses & follow-up until engaged!

Be human. Don’t spam – people will sniff out.

@CharlieCLiang @Engagio

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Team Marketing and Selling = WINNING

Key to winning: Team Selling

@CharlieCLiang @Engagio

Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE

Be Everywhere, But Don’t be Overbearing

Top 5 ABM Channels

Engagio’s Top 5 Account Based Everything Channels:

#1

#2

#3

#4

#5

Human Email

Live & Virtual Events

Direct Mail

Ads

@CharlieCLiang @Engagio

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Content in a Account Based Everything world

Evolution of Content in an ABM World

@CharlieCLiang @Engagio

Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE

ABM vs. Demand Gen Content

Difference between DG & ABM

Demand Gen Content ABM Content

@CharlieCLiang @Engagio

Account Profiling & Field Marketing

Elena Rowell

Technographic segmentation for expansion strategies

Profiling to drive targeted prospects to local events

Personalized outreach campaign increased top prospect attendance by 20% for regional events

Field Marketing Manager

ABM Retargeting Campaigns

Retargeting A and B-Accounts

Strengthened sales & marketing alignment

Focused and optimized advertising spend on account strategy

Chris TurleyHead of Revenue Ops

Outbound / ABM Nurture

Zoom Info

Data.com

Inside View

Net-New Accounts

Net-New Contacts

Good Prospects

Engagio

Sales Automation

AdRoll

DemandBase

Google

Twitter

PFL

MailLift

Facebook

Evenly DistributedNet-New Good Leads

SEQUENCES/PLAYS

CUSTOMAUDIENCES

SalesQueue

Behavior Scoring

DIRECTMAIL

Outbound / ABM Nurture

Zoom Info

Data.com

Inside View

Net-New Accounts

Net-New Contacts

Good Prospects

ABM Air Cover Account-BasedSales Development

Conversions

Outbound / ABM Nurture

Account-BasedSales Development Good

Prospects

Engagio

Sales AutomationSEQUENCES/

PLAYS

SalesQueue

Outbound / ABM Nurture

CMO

Welcome“Problem Statement”

Exec Track 02

Exec Track 03

MKT OPs

Welcome“Problem Statement”

MOPS Track 02

MOPS Track 03

SalesOps

Welcome“Problem Statement”

SOPS Track 02

SOPS Track 03

MKT Analyst

Welcome“Problem Statement”

AnalystProduct Education

AnalystCustomer Credibility

Analyst“Contact Me”

Recycle Program

Outbound / ABM Nurture

ABM Air Cover Good Prospects

DemandBase

Google

Twitter

PFL

MailLift

Facebook

Evenly DistributedNet-New Good LeadsCUSTOM

AUDIENCES

SalesQueue

DIRECTMAIL

AdRoll

Outbound / ABM Nurture

Zoom Info

Data.com

Inside View

Net-New Accounts

Net-New Contacts

Good Prospects

Engagio

Sales Automation

AdRoll

DemandBase

Google

Twitter

PFL

MailLift

Facebook

Evenly DistributedNet-New Good Leads

SEQUENCES/PLAYS

CUSTOMAUDIENCES

SalesQueue

DIRECTMAIL

MEASUREMENT

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Lead-Centric vs. Account-Centric

A is for Account

Old School (Lead Gen)

• Leads• MQLs• Lead Score

New School (Account Based)

• Accounts• MQAs• Engagement Minutes

L2AStar of the show:

@CharlieCLiang @Engagio

Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE

How to Measure ABM Campaigns

6 KPIs for ABM Campaigns

@CharlieCLiang @Engagio

Analyze Sales Development Outreach

Stay on Top of Active & Inactive Sales Opportunities

FIT BEHAVIOR

Do you LOOK like a buyer? Do you ACT like a buyer?

Fit vs Behavior

Window 1 Window 2 Window 3 Window 4

Fit

Behavior

Time

0

A

3

A

3

A

2

A

1

Fit vs Behavior

Time0

ActivityA

3

A

3

A

2

A

1

CRMMarketing Automation

Measuring ABM Program Effectiveness

Sales & Marketing Alignment

Demand Gen compensation plan built on Infer

Uses Infer to negotiate w/ partners and Lead providers

Leverages Infer to overcome the Sales and Marketing divide to define MQL

Nick EzzoVP Demand Gen

ABM - New Business Model

Caren Cioffi

77% of total New Business revenue resulted from the top 26% of Accounts (A & B’s)

Filtered bottom 44% of Accounts which resulted in a 6% of total revenue

SVP & GM of Digital Marketing Business

ABM - Upsell and Expansion

Caren Cioffi

80% of Upsell revenue resulted from top 14% of Accounts (A's)

100% of Upsell Revenue resulted from A/B Accounts.

SVP & GM of Digital Marketing Business

Q&A