[webinar] the abcs of abm (account-based marketing)

The ABCs of Account-Based Marketing

Presented by:

Jon Miller Co-founder & CEO

Atul Kumar Chief Product Officer

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House Keeping

•  What is Account-Based Marketing

•  3 Step Model for Account-Based Marketing

•  Metrics for ABM

Topics for Today

So What Is Account-Based Marketing?

Different Deal Types Require Different Types of Marketing Support

Different Demand Types

Account-Based Marketing

Demand Generation

©2015 Engagio, Inc. All rights reserved.

Account-Based Marketing: A strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts

– @jonmiller ©2015 Engagio, Inc. All rights reserved.

Different Model

Up to 17 people influence enterprise purchases (up from 10 in 2011)*

*2014 IDG Enterprise Role & Influence of the Technology Decision-Maker survey

“Person-centric” “Account-centric” •  Decision maker •  End users •  Influencers

Going After Target Accounts Requires an Account-Centric Focus


Different Tactics

Inbound vs. Outbound

You Need Targeted Tactics to Reach Specific People at Specific Accounts


Land and Expand

Often, The Best Account-Based Marketing Opportunities Are At Current Customers

“ABM Delivers The Highest ROI Of Any B2B Marketing Strategy Or Tactic” (ITSMA)

About the same

Somewhat higher

Significantly higher

16%

42%

42%

ROI of ABM

How does ABM return on investment (ROI) compare to other marketing initiatives? % of Respondents (N=38)

ITSMA Account Based Marketing Survey, October 2013

•  Focuses time and resources on accounts most likely to drive revenue (“zero waste”)

•  Improves marketing-sales alignment

•  Creates a better, more coordinated customer experience


Companies typically invest 1 to 3% of deal value on ABM for each account.

ABM Today is Like Like Lead Nurturing in 2008

The Next Big Thing?

Google Trends

“Sales has been doing target account selling for years; marketing is now sophisticated enough to do some of the same tactics at scale.”

“Your timing is very good, based on what we see

happening at Sirius. We launched an ABM practice in response to a groundswell.”

“Account based marketing is red hot...several

attendees named account based marketing as their top priority right now”

“…it’s clear that we’ve passed the fad phase of ABM’s most recent comeback. Now, we’re

solidly in the trend phase.”

Marketers know they need to do it, and are trying to figure out how

3 Step Model for Account-Based Marketing

Account-Based

Marketing

Who

What Where

ABM Planning Starts With The Account, Not the Offer


#Fl ipMyFunnel

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? (content)

Where should we say it? (channels)

Where should we say it? (channels)

DEM

AN

D G

EN

ABM

Account-Based

Marketing

Who

What Where

B2B Buying Is A Team Sport

Stake Holder Security Officer

Economic Buyer

Project Lead Approver

User

Your Customer

©2015 Mintigo, Inc. All rights reserved.

= Above $1B in revenue HQ in North America Financial roles & ;tles

Company •  Revenue •  Number of Employees •  HQ Loca;on •  Industry •  Contact informa;on •  Behavioral data •  Product Usage / Ownership

10% to 20% of your top accounts don’t fit your defini;on!

Your Customer

Who Are Your Customers?


= Early adopters Compliance requirements High turnover in IT

Company •  Cloud Compu;ng: AWS •  Marke;ng Automa;on: Eloqua •  CRM: Salesforce.com •  Compliance requirements: PCI/DSS, HIPPA, Truste

•  Hiring employees: SEIM, cyber a[ack, cyber security, IT security, security cer;fied

You can’t target what you can’t see!

Your Customer

Who Are Your Customers?


Buyer Lifecycle Marketing

Fit Analysis -‐ Journey Relevance

Intent Analysis -‐ Journey Relevance

Behavior Analysis -‐ Journey Relevance

Acme Inc.


Get A Full Picture Of Your Customers

Marketing Indicators •  Hiring PR Positions •  Hiring Marketing Communications Positions •  Hiring Content Marketing Positions •  Hiring Promotions Positions •  Hiring Demand Gen Positions •  Hiring Digital Marketing Positions •  Social Network Advertising: Twitter •  Social Network Advertising: Facebook

Advertising Platforms •  Online Advertising Platform: AdRoll •  Advertising Platform Technology: FetchBack •  Website Technology: Ad Services •  Advertising Platform Technology: Atlas •  Advertising Technology: DoubleClick for Advertisers

Email Marketing Technology •  Email Marketing Technology: VerticalResponse •  Email Marketing Technology: MailChimp •  Email Marketing Technology: AWeber •  Email Marketing Technology: iContact •  Email Marketing Technology: Cheetahmail •  Email Marketing Technology: Constant Contact

Marketing Automation Software •  Marketing Automation Technology: Pardot •  Marketing Automation Technology: Act-On •  Marketing Automation Technology: Eloqua •  Marketing Automation Technology: Unica •  Marketing Automation Technology: Genius •  Marketing Automation Technology: Hubspot •  Marketing Automation Technology: Marketo •  Marketing Automation Technology: Silverpop

Digital Marketing Technology •  Digital Marketing Technology: Tealium •  Digital Marketing Technology: Ensighten •  Digital Marketing Technology: Optify •  Digital Marketing Technology: ExactTarget •  Digital Marketing Technology: LeadLander

Marketing Content on Website •  Website Content: Newsletter •  Website Content: Whitepapers •  Website Content: Webinar •  Website Content: Blog Contact Form in •  Website Infographics Technology: Visually •  Infographics Technology: Infogram

150M Contacts 10M Companies 2500+ MIs


Identify The Ideal Customer DNA

Ideal Prospect 150-‐250 MIs

Customers

Prospects

Predic;ve score & Insights

2,500+ MI’s 10 MM Companies 150 MM Contacts

Data as is . . . Enriched Validated Appended


Buyer Lifecycle Marketing – ABM Accounts

Account-Based

Marketing

Who

What Where

What Does Sales Want From Marketing?


What

“A meaningful and real relationship with the decision-makers + relationship with all significant decision influencers + understanding of the dynamics of the specific customers' business.”

New relationships: •  Accurate and clean contacts

•  Air cover (awareness) •  Access and coverage (e.g.

engagement heat map) •  Meetings (where person knows why

they are meeting)

Insights: •  Research: org chart, budget,

initiatives, priorities •  Timeline: what’s gone to each

customer, their status, etc. •  Reasons to call

•  Account specific content

With #ABM you need to knock on people’s doors.

– @jonmiller


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Opt out, tune out, toss out

Outbound Does Not Mean Interruption Account-based marketing applies best concepts from demand generation to outbound prospecting: •  Content driven •  Helpful and valuable •  Focused on the buyer, not the company •  Personalized and relevant •  Highly measurable •  Continuously improving •  Deep sales and marketing alignment

Not In terrupt ion Market ing


Great ABM Requires Great Customer Knowledge

“A structured approach to developing and implementing highly-customized marketing campaigns to markets of one.” – ITSMA


Buyer Lifecycle Marketing – ABM

Right Content – ABM

5X SiteProtect UltraDNS


Buyer Lifecycle Marketing – New Accounts & Leads

10,000 30,000

Focus On Your Customers

•  Understand the persona of your best customers

– help you create content and discover segments to target

•  Find the best accounts to target – build predictive models to identify best accounts who are likely to buy your product & services

•  Discover new accounts

– target accounts that are interested in your products but haven’t interacted with you directly

Your Customer


Account-Based

Marketing

Who

What Where

Commonly Used ABM Tactics Events Outbound Digital

•  Owned events •  Partner events •  Third-party events

•  Prospecting (SDR) •  Email •  Phone •  Social

•  Direct mail / dimensional mailer

•  Ads •  IP-based ads •  Retargeting (persona-

based ads) •  Facebook / Twitter ads •  LinkedIn ads

•  Web personalization •  Paid lead gen

Channels


Orchestration: It’s not about any one tactic; it’s the MIX of touches that drives success.

Example: Marketo Fortune Cookie Campaign

•  Targeted high value but inactive contacts •  63% connect rate, 5% opportunity rate •  $13,000 investment •  $200,000+ revenue

Integrated Tactics


Metrics for ABM

It’s called “business to business”, not “business to lead”

– @jonmiller


Waterfal l is Insuff icient

Don’t count the people you reach; reach the people that count.

– David Ogilvy

Coverage Do you have sufficient data, opt-in contacts, and account plans for each target account?


“Big 5” ABM Metrics (1)

Awareness Which target accounts have any awareness of us? Are they visiting the website?



Engagement Are the right people at the account spending time with your company, is that engagement going up over time?


“Big 5” ABM Metrics (3a)



“Big 5” ABM Metrics (3b)

Marketing Qualified Account (MQA): An account (or discrete buying center) that has reached enough aggregate engagement.



“Big 5” ABM Metrics (3c)

Program Impact Are marketing programs reaching the target accounts? How much waste is there?



FOCU

S %

of s

ucce

sses

from

ta

rget

acco

unts

COVERAGE

% target accounts with a success

Influence How are the ABM activities improving sales outcomes such as deal velocity, win rates, average contract values, retention, and net promoter scores



•  “Top 25% engagement = 18% faster sales cycles.”

•  “Accounts with >three engaged contacts = 15% higher contract values.”

•  “Accounts that attended that dinner = 16% more movement to next opp stage.”

ABM Market Map

ABM Consulting

Selection Insights Content Interactions Orchestration Measurement Identify target accounts and contacts

Understand what is relevant and resonant at account (triggers, priorities, etc.)

Create account-specific content and messaging to use in outreach

Manage 1:1 account-specific interactions in channel – Events, Outbound, Digital (ads, web)

Orchestrate intelligent account plans across teams and channels

Show impact of ABM efforts: coverage, awareness, engagement, impact, influence

Com

plem

enta

ry

Web

A

ds

Dat

a Pr

edic

tive

Paid

Insi

ghts

Sa

les

SDR Direct

•  Account-based marketing coordinates personalized marketing and sales efforts to land and expand named accounts

•  ABM delivers the highest ROI of any B2B marketing strategy or tactic

•  Outbound does not necessarily mean interruption; use account-specific content to reach out

•  There is no magic campaign; success comes from a mix of integrated tactics

•  Leads are insufficient to measure account-based marketing; measure via coverage, awareness, engagement, impact & influence

Tweetable Takeaways

@jonmiller @atkumar47


Jon Miller @jonmiller

www.engagio.com

Atul Kumar @atkumar47 www.mintigo.com

[webinar] the abcs of abm (account-based marketing)

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