Engagio & VersionOne - ABM Program of the Year
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The document outlines the challenges and strategies related to account-based marketing (ABM), emphasizing the importance of data-driven account selection and alignment between sales and marketing teams. It discusses seven key takeaways for a successful ABM program, including measuring success from the beginning and creating tailored content and campaigns. The content highlights the significance of orchestrating interactions across multiple channels to achieve effective account engagement.
Engagio & VersionOne - ABM Program of the Year
- 1. ABM Lunch N Learn featuring the ABM Program of the Year
- 2. ABM Plays and Technology ABM Program of the Year Intro: Key ABM Challenges 1 2 3 Jon Miller CEO and Co-Founder Engagio Peter Herbert VP Marketing, “ABM Nerd” VersionOne
- 3. Copyright ©2017, Engagio Inc. ABM is Hot Google Trends for Account Based Marketing Engagio founded
- 4. Managing Plays is Too Manual Metrics are Different Data are Spread Across Systems Three Challenges to Great ABM
- 5. Data are Spread Across Systems Marketing Automatio n Corporate Email Web Visits • Challenging measurement • Bad routing • Poor coordination • Limited sales & sales alignment
- 6. Don’t count the people you reach; reach the people that count. – David Ogilvy
- 7. It’s Hard to Run Account-Based Plays • Consistency - Poor • Coordination - Hard • Control - Limited
- 8. 7 Keys to an ABM Program of the Year
- 9. • Global, enterprise market • Compete with BIG companies • Reliant on inbound • Shift from transactional to enterprise sale • With a lean team, targeting with ABM was our best chance • Focus on the accounts most likely to buy, and buy more Leader in unified Agile and DevOps software solutions Why Account-Based?
- 10. Tier 1: Top 100 Target Accounts Tier 2: 500 Target Accounts Tier 3: Target Market - SW, Fin Services, Gov VersionOne ABM 2015: Skunkworks ABM (with a capital M): Engagio early adopter Q1 2016: Launched account-based program Q3 2016: Data-driven account selection 2017: Optimize human orchestration, ABM+ABSD
- 12. Account-Based Is Awesome. Let’s Do More. Source: VersionOne and ABM in Action Newsletter
- 13. Target Account Results in Year 1
- 14. #1. Lead the go-to-market team, changing mindset is the hardest part.
- 16. #2. Measure from day one: You're going to need it.
- 17. ABM Scorecard – Team, Executive, Board Tier # of Accounts Awareness MQA Sales Appt Opps Pipeline ACV Conversion to Opp C/W Deals C/W ACV Conversion to C/W Tier 1 # # # # # $ % # $ % Tier 2 # # # # # $ % # $ % Tier 3 # # # # # $ % # $ %
- 19. Target Account Web Traffic
- 21. #3. Own data-driven target account selection in Marketing.
- 22. Marketing Drives Selection with Data
- 23. Target Account Model Fit + Intent (+ Engagement)
- 24. #4. Align SDRs & Marketing on an ALLBOUND strategy, or find something else to do with your life.
- 25. One “Value Stream” ABM + ABSD = One Targeted Effort Select Accounts Promote MQAs Check SFDC & Engagio Expand to 10+ More Contacts as Needed to Set Appt Gather Account InsightCreate Content Personalized Phone+Social+Email Marketing Account-Based Awareness, Engagement Sales Dev Account-Based Human Engagement & Appointment Setting Build Target Contacts
- 26. #5. Create an SDR account insights machine.
- 32. #6. Attack tailored and personalized content & campaigns head on.
- 33. Financial Services Segment Campaign 33 Target display ads Industry specific landing page Customized Content Retargeting ads to landing page visitors
- 34. Top 100 Campaign with Personalization Personalized Direct Mail SDR Cadence PURL with Custom Landing Page Retargeted Ads to Visitors • Email + VM + Social • Email + VM • Email + VM • Email + VM • Last chance + VM • Nurture, social
- 35. Surging Account Campaign 35 Surging Accounts Suring Keyword Specific Ads Suring Keyword Specific Landing Page Engagement
- 36. #7. Attack ABM in sprints. Just because it’s a transformation, doesn’t mean you can’t get started or get better tomorrow. (ABM is not a technology, a campaign, or a marketing approach – it’s a go-to-market team transformation)
- 37. Plan, Execute, Experiment, Learn…. Sprint 5Sprint 4Sprint 3Sprint 2Sprint 1 ….and Keep Going
- 38. 7 Things We Learned About Account- Based 1. Lead the go-to-market team, changing mindset is the hardest part. 2. Measure from day one: You're going to need it. 3. Own data-driven target account selection in Marketing. 4. Align SDRs & Marketing on an ALLBOUND strategy, or find something else to do with your life. 5. Create an SDR account insights machine. 6. Attack tailored and personalized content & campaigns head on. 7. Attack ABM in sprints.
- 39. Copyright ©2017, Engagio Inc. ABM Plays and Technology
- 40. Copyright ©2017, Engagio Inc. Evolution of Account Orchestration Orchestrate a series of interactions across channels from multiple people, to multiple people at the account Level 5 Accounts Send a series of touches across channels to one person Level 3 Channels Send a series of emails to one person Level 2 Time Send an email to one person Level 1 Basic Send a series of touches across channels from multiple people and teams Level 4 Team
- 41. A series of orchestrated interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts
- 42. Example Marketing Plays • Multi-Channel Prospecting • MQA Follow-Up • Human Nurture • Live Event Invite • Upsell/Cross-Sell • Customer Advocacy
- 43. Engagio Prospecting Play Overview: • Manually launched • 12 steps Players: • Our Team – ADR – Marketing – CEO • Their Team – Head of Marketing – Head of Sales – Head of Sales Dev.
- 44. Core Prospecting Play Awareness ads entire account Email T: Head of Sales F: ADR Direct Mail Key personas Email T: Head of Marketing F: ADR Checklist Package received? Phone T: Head of Sales F: ADR
- 45. Core Prospecting Play LinkedIn View T: Key persona F: CEO Phone T: Head of Marketing F: ADR Email T: Head of Sales F: VP of Sales Email T: Head of Marketing F: VP of Marketing Phone T: Head of Sales F: ADR
- 46. Core Prospecting Play Checklist Social touch Email Reply T: Head of Marketing F: ADR Phone T: Head of Marketing F: ADR Checklist Launch to other contacts
- 47. Core Prospecting: Results to Date 205 193 113 45 24 1Mtgs Opps Deal (so far) EngdPkgs Resp 22% Meeting Rates Books only: 25% Kindle only: 21% Ads and Kindle: 21% Ads and Books: 13% Not significant Web Traffic Visitors Ads +43% +47% No Ads +22% +8% Directionally meaningful but not significant 34.2x pipeline to spend
- 48. From me PlayBook with best practices Personalized by an SDR Additional steps can include phone, social checklist, direct mail, etc. 111 Summit Plays Run 49 Meetings Scheduled
- 49. Copyright ©2017, Engagio Inc. Data Vendors Predictive Who: Selection What: Personalization Insight Where: Interaction Ads Infrastructure Lead to Account match (L2a); Routing; ABM Analytics Website Orchestration Direct / Physical Events Human Email Phone / Dialer Social Other Intent & Technographics Attribution CRMAccount Planning Synchronize Interactions into coordinated Plays Complementary Content Customization
- 50. Copyright ©2017, Engagio Inc. Engagio: The ABM Innovator & Leader Marketing Orchestration Platform: Data and Operations, Analytics & Insights, Account-Based Plays • For marketers, by marketers you trust – First ABM analytics tool, first account-based orchestration platform • 120+ customers including multiple Marketo Champions – Box, VMware, Domo, Mulesoft, Apttus, BounceExchange, InsightSquared, Allocadia… • Works everywhere you and your teams work – Customer-facing teams work in the tools they use everyday including Salesforce, Gmail, LinkedIn, and marketing automation 50
- 51. Ask the experts: Peter, Jon, Heidi, and more! Get a demo of Engagio’s Marketing Orchestration Platform Download a Guide at engagio.com/guide Learn More!
- 52. Thank You! 52 Jon Miller CEO and Co-Founder Engagio Peter Herbert VP Marketing, “ABM Nerd” VersionOne