engagio - how content marketing fuels account based everything
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Copyright ©2016, Engagio Inc. @jonmiller @engagio
How Content Marketing Fuels Account Based Everything
Jon Miller, CEO and Founder
Copyright ©2016, Engagio Inc. @jonmiller @engagio
Copyright ©2016, Engagio Inc. @jonmiller @engagio
Agenda
Hacks for ABE
3 Step Process
(including Content)
What is Account Based
Everything?
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What is Account Based Everything
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Nets versus Spears
DemandGeneration Account Based
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The Next Big Thing?
Google Trends for Account Based
Marketing
Engagio founded
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Marketing Isn’t SufficientBut ABM Alone is Not Enough
Source: TOPO
15%
Penetration into target accounts
Rise of Sales Development
“[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO
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Account Based Marketing
Account Based Sales
Development
Account Based Sales
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Hello, Account Based Everything
Orchestration
Account Based
MarketingAccount Based
Sales Development
Account BasedSales
Account Based
Customer Success
Account Based EverythingA strategic GTM approach thatorchestrates personalizedmarketing, sales, and successefforts to drive engagement andconversion at named accounts.
3 Step Process for Account Based
Everything
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#FlipMyFunnel
What do we want to say?(offers)
Who should we say it to?(segments)
Who are we trying to reach?(accounts)
What should we say?(message)
Where should we say it?(channels)
Where should we say it? (channels)
Dem
and
Gen
Acco
unt
Base
d Ev
eryt
hin
g
Who
Copyright ©2016, Engagio Inc. @jonmiller @engagio
Styles of ABE
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
Tier 3Hybrid
Tier 2Lite
Tier 1Classic
What
With #ABE you need to knock on people’s doors.
– @jonmiller
Copyright ©2016, Engagio Inc. @jonmiller @engagio
Copyright ©2016, Engagio Inc. @jonmiller @engagio
Sales Spam = 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
Copyright ©2016, Engagio Inc. @jonmiller @engagio
Three most important factors in enterprise decision: • Knowledge and understanding of my industry • Knowledge and 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
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• Market• Company• People• Relationships• History• Connections• Door Openers
What To Research
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Content Personalization Spectrum
Tier 1Classic
Tier 2Lite
Tier 3Hybrid Inbound
Spears Nets
Where
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Marketing• Events• Direct mail• Online advertising• Social ads• Web personalization
Sales / Sales Development• Human Email• Phone• Social
Channels
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Copyright ©2016, Engagio Inc. @jonmiller @engagio
Account Executive
Marketing Ops
SDR Manager
Team Selling
Account Management
CoachQuarterback
Sales /AE
SDR / ADR
Executive
Sales Ops
Players
VP, Sales
Demand Gen
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From me
Personalized by an SDR
Automatically launched from PlayBook
Additional steps can include phone, social checklist, direct mail, etc.
Copyright ©2016, Engagio Inc. @jonmiller @engagio
Day Step(s) DescriptionPre Research Find out 3 pieces of relevant informationPre ABM Ads Build awareness with targeted ads
Pre Dimensional Mail Package / postcards to decision maker + influencers
1 Triple Touches Human email (SDR) + voicemail + social (InMail)(multiple personas) – mail follow-up
4 Double Touches Human email (AE) + voicemail – case study
7 Double Touches Human email (SDR) + voicemail – relevant content
15 Double Touches Human email (exec) + voicemail – exec alignment21 Last Chance Last chance email (SDR) + voicemail
Ongoing Human Nurture Share relevant insights (curated content) every 3-4 weeks
Sample Play
TOPO
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Hacks for Account Based Everything
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Lead to Account Matching
LeadsAccount
Fuzzy logic match on name, company, IP, geography =• Account-level visibility• Better routing
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Marketing Qualified Accounts (MQAs) not MQLs
35
Breadth
Dep
th
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Account Based Metrics Are DifferentDemand Generation Account Based MarketingLeads AccountsQuantity QualityDays and Weeks Months and YearsCreate Pipeline Influence PipelineNew Business Land and ExpandInbound Outbound
Measurement
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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:
Copyright ©2016, Engagio Inc. @jonmiller @engagio
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:
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ABEMarket Map
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Data Vendors Predictive
Who: Selection What: InsightAccount Insight
Where: InteractionAds
Infrastructure Lead to Account match
(L2a);Routing; ABM Analytics
Website
Orchestration
Direct / Physical
Events
Human Email Phone / Dialer Social
Other
Intent & Technographic
s
Attribution
Person Insight
CRM`Account Plannin
g
Synchronize Interactions into coordinated Plays
Complementary
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• Marketing isn’t sufficient for comprehensive account-based outreach
• Account based marketing and account based sales development perpetuate silos – need Account Based Everything
• Outbound does not need to mean interruption; use account-specific research to maximize relevance
• Customize content for account-based success
• Coordinate account-based plays across channels and players for maximum impact
Top Tweetable Takeaways
@jonmiller
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