rev summit new plays in abm and sales - miller march 2017

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

bit.ly/engagionewplays@jonmiller

The Rise of Account Based

Everything

Inbound vs Outbound

Nets Spears

ABM is Hot

Google Trends for Account Based

Marketing

Engagio founded

But Marketing Isn’t Sufficient

ABM Not Enough

Source: TOPO

Penetration into target accounts

Rise of Account Based Sales

Development (ADRs)

“[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO

Account Based Marketing

Account Based Sales

Development

Account Based Sales

Hello, Account Based Everything

OrchestratedPlays

Account Based

MarketingAccount Based

Sales Development

Account BasedSales

Account Based

Customer Success

Plays for Sales and Marketing

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

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

Their Team Our Team

Operations

Account Development

MarketingVP, Sales

Account Executive

UserInfluencer

Decision Maker

Initiator

Gatekeeper

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

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%

Content Personalization Spectrum

Style 1Strategic

Style 2Scale

Style 3Programmatic

Inbound

Spears Nets

Where and How(Play Design)

Diversification

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

15 1Mtgs Opps Deal

(so far)EngdPkgs Resp

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

Metrics and Technology

Lead to Account Matching

LeadsAccount

Lead to Account Matching

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)

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:

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:

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

Intent & Technographic

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

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