4 steps to abm success with predictive analytics
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ABM & Predictive
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Charlie LiangDirector of Marketing
Engagio
Sean ZinsmeisterSenior Director of
MarketingInfer
MEET THE PRESENTERS:
ACCOUNT SELECTION
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Funnel Trifecta – Target Accounts in Context
Engagio’s Funnels
Funnel 1Target
Accounts
Funnel 2Qualified,
Non-Target
Funnel 3Non-Qualified,
Non-Target
ICP@CharlieCLiang @Engagio
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Further break out Target Accounts into Tiers
Tiers of Target Accounts
Funnel 1Target
Accounts
@CharlieCLiang @Engagio
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Why Tiers?
The Importance of Tiers
• Breaking out account tiers is not only important for determining effort levelspent on tiers, but it allows you to gain valuable insight into the effectivenessof 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
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
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 Account 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
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
TERRITORY PLANNING
FINDING NEW ACCOUNTS
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
ENGAGEMENT & CAMPAIGN EXECUTION
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
What to do after choosing accounts?
After Target Account Selection
@CharlieCLiang @Engagio
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
Start with a Strategy & Playbook
Run a play!
Craft the play
Do your researchFormulate messaging
Deploy
Check for responses & follow-up until engaged!
Be human. Don’t spam –people will sniff out.
@CharlieCLiang @Engagio
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
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 EventsDirect Mail
Ads
@CharlieCLiang @Engagio
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
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
MEASUREMENT
Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE
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
Star 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
APPENDIX
Outbound / ABM Nurture
Zoom Info
Data.com
Inside View
Net-New Accounts
Net-New Contacts
Good
Prospects
Engagio
Sales Automation
AdRoll
DemandBase
PFL
MailLift
Evenly DistributedNet-New Good Leads
SEQUENCES/PLAYS
CUSTOMAUDIENCES
Sales
Queue
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
Sales
Queue
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
PFL
MailLift
Evenly DistributedNet-New Good LeadsCUSTOM
AUDIENCES
Sales
Queue
DIRECTMAIL
AdRoll
Outbound / ABM Nurture
Zoom Info
Data.com
Inside View
Net-New Accounts
Net-New Contacts
Good
Prospects
Engagio
Sales Automation
AdRoll
DemandBase
PFL
MailLift
Evenly DistributedNet-New Good Leads
SEQUENCES/CADENCES
CUSTOMAUDIENCES
Sales
Queue
DIRECTMAIL
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