Unwrapping Engagio's First Account Based Marketing & Sales Campaign

A few weeks ago, our friends at Response Capture posted a good article on how to run a successful Account Based Marketing campaign from start to finish. They were fortunate to have set 10 meetings with Fortune 500 companies at around a 25% success rate – not bad!

But before you go out into the field and start running campaigns, let’s walk through another example of a successful account based everything campaign we’ve run right here at Engagio. We call this a Target Account Prospecting (TAP) campaign, but don’t let the name fool you – this is a multi-channel, complex account based everything bonanza.

What’s your objective?

I’ve seen many companies launch brilliant campaigns without any idea of what defines success or what they were measuring. Without measurement, you don’t know if you’ve hit the target and it’s hard to iterate because you don’t know what worked well and what didn’t.

So before we started this campaign, we met and agreed on objectives we want to hit. Common KPIs are Awareness, Human Responses, MQAs, Meetings, and Opportunity Pipeline created and that’s exactly what we use. We targeted about 300 accounts and aimed for a 65% MQA/engagement rate and 30% meeting rate with the goal of 20% of accounts turning into opportunities.

Also, we designated an owner for each KPI. Because successful strategies involve both marketing and sales, we make sure everyone knows which objectives they own. For example, both marketing and sales agree on the MQA definition beforehand, and marketing will own the initial setup and execution of the campaign, resulting in a MQA deliverable, while sales owns the follow-up to any responses and MQAs and converts engagement into opportunities. 

Did we reach our goals? Read the rest of the article on the Engagio blog.