4 Steps to ABM Success with Predictive Analytics
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The document outlines four steps to achieve success in account-based marketing (ABM) using predictive analytics, emphasizing the importance of account selection and tiering to optimize marketing efforts. It discusses strategies for prioritizing target accounts through firmographics, intent signals, and engagement, while providing insights into measurement and campaign effectiveness. Lastly, it highlights key tactics for aligning sales and marketing teams and executing personalized outreach to improve conversion rates.
4 Steps to ABM Success with Predictive Analytics
- 1. 4 Steps to ABM Success Using Predictive Analytics
- 2. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Charlie Liang Director of Marketing Engagio Sean Zinsmeister Senior Director of Marketing Infer MEET THE PRESENTERS:
- 5. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Funnel Trifecta – Target Accounts in Context Engagio’s Funnels Funnel 1 Target Accounts Funnel 2 Qualified, Non-Target Funnel 3 Non-Qualified, Non-Target ICP @CharlieCLiang @Engagio
- 6. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Further break out Target Accounts into Tiers Tiers of Target Accounts Funnel 1 Target Accounts @CharlieCLiang @Engagio
- 7. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Why Tiers? The Importance of Tiers • Breaking out account tiers is not only important for determining effort level spent on tiers, but it allows you to gain valuable insight into the effectiveness of your strategies and conversion down the account funnel. Marketing Qualified Accounts (MQAs) on Tier 1 accounts as exhibited on an Engagio account dashboard. @CharlieCLiang @Engagio
- 8. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE How many accounts go in each Tier? How many in each tier? 1,500 Hours per rep per year. = ? @CharlieCLiang @Engagio
- 9. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Who Selects Target Accounts? Target Account Committee Execs Sales Marketing Predictive @CharlieCLiang @Engagio
- 10. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE What do they consider? • Firmographics • Technographics • Intent Signals • Engagement • Company Connections • Predictive Analytics Points of Consideration @CharlieCLiang @Engagio
- 11. What is Predictive Analytics? Actionable Intelligence for Sales & Marketing Machine Learning Thousands of external data points Keywords: ● Machine Learning ● Data Science ● Predictive Analytics● AI
- 12. Predictive is the Line Judge Send to Sales Do Not Work
- 14. PRIORITIZATION
- 15. Sales Prioritization Effort Spent on Bad Accounts Before Predictive Effort per Account Return on Effort
- 16. Sales Prioritization Effort per Account Return on Effort Shift Wasted Energy Into More Profitable Endeavors
- 17. Aligning Account Effort with Impact Omri Erel Head of Advertising & Performance Marketing SDRs avoid wasted efforts and improved conversion rates Strengthened sales & marketing alignment Boosted ratio of revenue generation to marketing spend Improved campaign performance and lead quality
- 18. +50% total opportunities YoY 2x increase in meetings scheduled +11% increase in average lead quality
- 19. Social Tables ABM Stack
- 20. Hyper-Segmentation for ABM Plays Ray Miller Launched high-value outreach with personalized nurture Identified 900+ high-potential prospects for sales Hyper-segmented current and past trialers into ICPs Prioritized A & B-Leads for accelerated sales follow-up Senior Marketing Operations Manager
- 21. AT A GLANCE +7% boosted overall revenue +10% increased average deal size +$500k/mo grew opportunity pipeline +35% increased trial signups +25% Expanded MQL volume
- 26. TAM Analysis SOM good fit accounts in CRM SAM net-new accounts not in CRM TAM total addressable market
- 27. A-Accounts Open Architecture for Net-New
- 28. Mike Leyden VP of Global Inside Sales Enterprise consolidation - converting trials and online purchases to volume license deals Identify and Prioritize target accounts Profiled high-value Trialers for aggressive sales follow-up Uses Account models to understand opportunity in different U.S. states Expansion and opportunity sizing Territory planning - evenly distribute good accounts to reps Marc Brancaccio Director of Sales Development Expansion Strategies
- 29. Expanding Your Footprint in an SMB Market Lauren Licata Predictive lead-gen to new brick and mortar shops Email A Leads within 5 min and call within 1 hour vs. 8 hours it takes Increased effort spent on A- Leads by 3x & decreased effort spent on D-Leads by 1.5x Result: Increased sales by 30% VP of Marketing
- 30. +30% increase in sales- qualified leads +30% lift in sales ~3x increase in the effort spent on A- Leads 1.5x decrease in the effort spent on D- Leads 2x lead to demo conversion
- 32. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE What to do after choosing accounts? After Target Account Selection @CharlieCLiang @Engagio
- 33. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Start with a Strategy & Playbook Run a play! Craft the play Do your researchFormulate messaging Deploy Check for responses & follow-up until engaged! Be human. Don’t spam – people will sniff out. @CharlieCLiang @Engagio
- 34. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Team Marketing and Selling = WINNING Key to winning: Team Selling @CharlieCLiang @Engagio
- 35. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Be Everywhere, But Don’t be Overbearing Top 5 ABM Channels Engagio’s Top 5 Account Based Everything Channels: #1 #2 #3 #4 #5 Human Email Live & Virtual Events Direct Mail Ads @CharlieCLiang @Engagio
- 36. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Content in a Account Based Everything world Evolution of Content in an ABM World @CharlieCLiang @Engagio
- 37. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE ABM vs. Demand Gen Content Difference between DG & ABM Demand Gen Content ABM Content @CharlieCLiang @Engagio
- 38. Account Profiling & Field Marketing Elena Rowell Technographic segmentation for expansion strategies Profiling to drive targeted prospects to local events Personalized outreach campaign increased top prospect attendance by 20% for regional events Field Marketing Manager
- 39. ABM Retargeting Campaigns Retargeting A and B-Accounts Strengthened sales & marketing alignment Focused and optimized advertising spend on account strategy Chris Turley Head of Revenue Ops
- 40. Outbound / ABM Nurture Zoom Info Data.com Inside View Net-New Accounts Net-New Contacts Good Prospects Engagio Sales Automation AdRoll DemandBase Google Twitter PFL MailLift Facebook Evenly Distributed Net-New Good Leads SEQUENCES/ PLAYS CUSTOM AUDIENCES Sales Queue DIRECT MAIL
- 41. Outbound / ABM Nurture Zoom Info Data.com Inside View Net-New Accounts Net-New Contacts Good Prospects ABM Air Cover Account-Based Sales Development Conversions
- 42. Outbound / ABM Nurture Account-Based Sales Development Good Prospects Engagio Sales Automation SEQUENCES/ PLAYS Sales Queue
- 43. Outbound / ABM Nurture CMO Welcome “Problem Statement” Exec Track 02 Exec Track 03 MKT OPs Welcome “Problem Statement” MOPS Track 02 MOPS Track 03 Sales Ops Welcome “Problem Statement” SOPS Track 02 SOPS Track 03 MKT Analyst Welcome “Problem Statement” Analyst Product Education Analyst Customer Credibility Analyst “Contact Me” Recycle Program
- 44. Outbound / ABM Nurture ABM Air Cover Good Prospects DemandBase Google Twitter PFL MailLift Facebook Evenly Distributed Net-New Good LeadsCUSTOM AUDIENCES Sales Queue DIRECT MAIL AdRoll
- 45. Outbound / ABM Nurture Zoom Info Data.com Inside View Net-New Accounts Net-New Contacts Good Prospects Engagio Sales Automation AdRoll DemandBase Google Twitter PFL MailLift Facebook Evenly Distributed Net-New Good Leads SEQUENCES/ PLAYS CUSTOM AUDIENCES Sales Queue DIRECT MAIL
- 46. MEASUREMENT
- 47. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Lead-Centric vs. Account-Centric A is for Account Old School (Lead Gen) • Leads • MQLs • Lead Score New School (Account Based) • Accounts • MQAs • Engagement Minutes Star of the show: @CharlieCLiang @Engagio
- 48. Copyright ©2016, Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE How to Measure ABM Campaigns 6 KPIs for ABM Campaigns @CharlieCLiang @Engagio
- 49. Analyze Sales Development Outreach
- 50. Stay on Top of Active & Inactive Sales Opportunities
- 51. FIT BEHAVIOR Do you LOOK like a buyer? Do you ACT like a buyer?
- 52. Fit vs Behavior Window 1 Window 2 Window 3 Window 4 Fit Behavior Time 0 A 3 A 3 A 2 A 1
- 56. Measuring ABM Program Effectiveness
- 57. Sales & Marketing Alignment Demand Gen compensation plan built on Infer Uses Infer to negotiate w/ partners and Lead providers Leverages Infer to overcome the Sales and Marketing divide to define MQL Nick Ezzo VP Demand Gen
- 58. ABM - New Business Model Caren Cioffi 77% of total New Business revenue resulted from the top 26% of Accounts (A & B’s) Filtered bottom 44% of Accounts which resulted in a 6% of total revenue SVP & GM of Digital Marketing Business
- 59. ABM - Upsell and Expansion Caren Cioffi 80% of Upsell revenue resulted from top 14% of Accounts (A's) 100% of Upsell Revenue resulted from A/B Accounts. SVP & GM of Digital Marketing Business
- 60. Q&A