Fishing With Spears: All About Account-Based Marketing #ABM Jon Miller, Founder and

Topics for Today What is Account-Based Marketing 3 Step Model for Account-Based Marketing Metrics for ABM

Different Deal Types Require Different Types of Marketing Support Different Demand Types Account- Based Marketing Demand Generation ©2015 Engagio, Inc. All rights reserved.

So What Is Account-Based Marketing?

Account-Based Marketing: A strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts ©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 ©2015 Engagio, Inc. All rights reserved.

Different Tactics Inbound vs. Outbound You Need Targeted Tactics to Reach Specific People at Specific Accounts ©2015 Engagio, Inc. All rights reserved.

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) 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 ©2015 Engagio, Inc. All rights reserved. Companies typically invest 1 to 3% of deal value on ABM for each account.

3 Step Model for Account- Based Marketing

ABM Planning Starts With The Account, Not the Offer ©2015 Engagio, Inc. All rights reserved. Account-Centric Planning 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) DEMAND GEN ABM

Pick Target Accounts Augment account info with firmographics, technographics, and engagement data Limit list turnover (e.g. 25% per quarter) Use predictive scoring where appropriate ©2015 Engagio, Inc. All rights reserved.

Build Your Database With the Right Contacts for Each Persona at Target Accounts ©2015 Engagio, Inc. All rights reserved. Identify Contacts ManualPurchasePredictive Representative companies; not exhaustive

What Does Sales Want From Marketing? ©2015 Engagio, Inc. All rights reserved. What “Marketing must be engaged as early as possible in the sales account planning process in order to produce insights, content, programs and initiatives with precision.” (SiriusDecisions, Matt Senatore) 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. ©2015 Engagio, Inc. All rights reserved.

Today’s Tactics are Stuck in 1990s Cold Calls and Steak Dinners ©2015 Engagio, Inc. All rights reserved.

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 Interruption Marketing ©2015 Engagio, Inc. All rights reserved.

Great ABM Requires Great Customer Knowledge “A structured approach to developing and implementing highly-customized marketing campaigns to markets of one.” – ITSMA ©2015 Engagio, Inc. All rights reserved.

Initiatives and buying centers Whitespace analysis Relationships and influencers (individual and organizational) Industry trends, organizational priorities, trigger events Account Insights ©2015 Engagio, Inc. All rights reserved. “A structured approach to developing and implementing highly-customized marketing campaigns to markets of one.” – ITSMA

Use Custom Content to Get Into Accounts Custom Content “Stories that the right people in your targeted companies would actually like to read and share.” – Freya News “75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.” – ITSMA

Commonly Used ABM Tactics EventsOutboundDigital Owned events Partner events Third-party events Phone Social Direct mail / dimensional mailer Insource / outsource IP-based ads Retargeting (persona- based) Social ads LinkedIn Web personalization Channels ©2015 Engagio, Inc. All rights reserved.

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 ©2015 Engagio, Inc. All rights reserved.

Metrics for ABM

Waterfall is Insufficient ©2015 Engagio, Inc. All rights reserved.

Don’t count the people you reach; reach the people that count. – David Ogilvy

AwarenessCoverageEngagement ABM Metrics (1 of 2) Who are the most engaged accounts? # minutes ( , web, webinar, meeting, dinner) High engagement = MQA Which target accounts are visiting the site? Traffic from target accounts Top web pages visited by target accounts ITFinanceMktgSalesPurchase CXO VP Director Manager Do we know the right people? List building / sources, whitespace, penetration

InfluencePenetrationROI ABM Metrics (2 of 2) ITFinanceMarketingSalesPurchase CXO VP Director Manager Are we engaging the right people? Account heatmap Identify gaps in access How are we influencing the account? Timeline with programs, calls, meetings, milestones Which programs touched our target accounts? Program success to target accounts Coverage Focus (waste) Focused Good BadMass Marketing So what? “Top quartile of engaged accounts have 18% faster sales cycles” “Accounts that got ads had 5% higher ASPs than those that didn’t”

ABM Market Map ABM Consulting SelectionInsightsContentInteractionsOrchestrationMeasurement Identify target accounts and contacts (data, predictive) Understand what is relevant and resonant at account (triggers, priorities, etc.) Create account- specific content 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, engagement, productivity, influence Complementary Web Ads Data Predictive Partner SDR Paid

Deep integration with Marketo and Salesforce Initial solution focused on account-centric Engagement Analytics – Account-centric reporting and analysis – Lead to account mapping – Insight into middle-of-funnel engagement Full platform coming Q What is Engagio? ©2015 Engagio, Inc. All rights reserved.

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 ABM success via influence, engagement and enablement Engagio Analytics GA expected ~Oct 2015 Tweetable ©2015 Engagio, Inc. All rights reserved.

Jon