2017 was a banner year for ABM, and its rise in popularity shows no sign of slowing down as we rapidly approach 2018. A new ABM Benchmark Survey, published by DemandGen Report, found 47% of surveyed marketers have an ABM strategy in place, with 33% planning to implement ABM in the coming year. But will they be ready for the shifts to come? Join us for a live webinar featuring Justin Gray, CEO of LeadMD; Jon Miller, CEO of Engagio, and Todd McCormick, CRO of Terminus, as we explore the ABM trends that defined 2017, and predict what exactly is on the horizon for 2018. After this webinar you'll walk away with: -An understanding of the state of ABM and how it's matured over the last year -Crucial benchmarking data to integrate into your ABM plan -Actionable tactics you can implement immediately to prepare for the upcoming trends in this popular personalization strategy -The Monsters of Funnel eBook and complementary ABM framework - everything you need to develop your strategy and begin your successful shift to ABM Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide Learn more about Engagio at Engagio.com Twitter.com/Engagio Linkedin.com/Company/Engagio Facebook.com/Engagio

1. Brought to you by:

2. Meet Justin Gray
CEO & Co-Founder of LeadMD
@ J gr aymatter

3. 2017 Trend #1
General Confusion Over How to Implement ABM
# M O N S T E R Y E A R

4. # M O N S T E R Y E A R

5. # M O N S T E R Y E A R

6. # M O N S T E R Y E A R
Purchase Process
DATABASE
Target Market Research
Data Sources
INSIGHTS
Account Intelligence
CONTENT
ABM Content
Technology
EXECUTION MEASUREMENT
CRM
MARKETING AUTOMATION
ORCHESTRATION
Targeted Ads
PR & Thought
Leadership
Personalization
Playbooks
Coverage
Intelligent Routing
LeadMD Account Based Model
Account Profiles Messaging
Buyer Personas
Account Plans
Standardization &
Hygiene
Nurture
Buyer Journey Mapping
Engagement
Penetration
Target Account Pipeline
Target Account ValueRevenue Modeling
Offers

7. # M O N S T E R Y E A R

8. Step 1: Start Simple by
Getting to Know Your
Accounts

9. Elements of Target Accounts

10. # M O N S T E R Y E A R
Keep it Simple

11. Step 2: Gather
Insights & Planning

12. # M O N S T E R Y E A R
Use a Repeatable Framework

13. Step 3: Create a
Compelling Sales
Offer

14. High-Value, First-Meeting Plays
With a limited number of accounts,
sales needs first-meeting plays that
allow them to:
1. Capture enough interest to
encourage a meeting
2. Drive enough value so the
prospect wants to learn more

15. Sales Offer
www.leadmd.com/marketing-maturity-inspection

16. Step 4: Execute Through
Orchestrated Playbooks

17. THE W’s

18. Map the Account Teams
WHO

19. Conduct Research & Value Mining
WHAT

20. Distribute the Messaging
WHEN /
WHERE

21. Create Threaded Alignment
WHAMMY!

22. Step 5: Measure Results
That Matter

23. Key ABM Metrics
 Account Penetration
 Results in 2 to 6 Months Depending on Cycle

24. Meet Jon Miller
C E O & C o - F o u n d e r a t E n g a g i o
@ jonmiller

25. 2017 Trend #2
Sales & Marketing Alignment and
Proving ROI In ABM
# M O N S T E R Y E A R

26. # M O N S T E R Y E A R
Don’t count the
people you
reach
reach the people
that count.
-David Ogilvy

27. # M O N S T E R Y E A R
Time is
Money.

28. # M O N S T E R Y E A R
Account Based Metrics are Account Based
2002 2017

29. # M O N S T E R Y E A R
Marketing Qualified Accounts (MQAs)
• 30 mins of engagement
from Marketing (at least 2
people), OR..
• 15 mins of engagement
from Marketing
Executives, or
• “Act Nows”

30. # M O N S T E R Y E A R
Leading Indicators to Revenue
You can’t wait a year to see
results [in ABM].
– Megan Heuer, SiriusDecisions
82% of B2Bs named
revenue as one metric
that was shared between
marketing and sales.
– Harvard Business Revenue

31. # M O N S T E R Y E A R
Account Journey Tracking
• Define the Account Funnel
• Track Movement
• Measure the 4 V’s
• Volume
• Conversion
• Velocity
• Value
Quantifiable ways of showing results
through a potentially long sales process.

32. # M O N S T E R Y E A R
ROI at All Stages of the Funnel
MQA
Aware
NoEngagement
Opp
Customer Renewal

33. # M O N S T E R Y E A R
Perhaps the most common question
marketers ask is,
“Did this program deliver results?”

34. # M O N S T E R Y E A R
Account Based Attribution
• First Touch
• Last Touch
• Equal Weight
• Position Based
• Time Decay

35. # M O N S T E R Y E A R
Type Metric Description
Accounts Relationship Am I creating and
deepening relationships
with my target
accounts?
Journeys Outcomes How do accounts move
through their buying
journeys towards the
outcomes (pipeline,
revenue) we care
about?
Programs ROI What is the marketing
return on investment
(ROI) on my programs?
ABM Metrics Summary

36. Meet Todd McCormick
C h i e f R e v e n u e O f f i c e r a t T e r m i n u s
@ TMc C ormic k2011

37. # M O N S T E R Y E A R
2017 Trend #3
Increased push for quality over quantity
# M O N S T E R Y E A R

38. # M O N S T E R Y E A R
Target best-
fit accounts
Engage more
stakeholders
Accelerate
marketing &
sales pipeline
Easiest & Fastest
way to do ABM at
scale

39. # M O N S T E R Y E A R
81% of B2B Marketers are currently practicing
ABM.

40. # M O N S T E R Y E A R
ABM engages entire Buying Center

41. # M O N S T E R Y E A R
The point of ABM for B2B
marketing is to get laser-
focused on best-fit accounts
#FlipMyFunnel model
for ABM

42. # M O N S T E R Y E A R
QUALITY
QUANTITY
To do ABM the r ight w ay, les s is mor e.

43. # M O N S T E R Y E A R
FIT
INTENT
ENGAGEMENT
The Formula for Data-
Driven ABM Success

44. # M O N S T E R Y E A R
Execute:
Fit + Intent
+
Engagemen
t FIT
INTENT
ENGAGEMENT

45. # M O N S T E R Y E A R
Account Name ICP Fit Score Intent Score Engagement Target Tier
Company name 99 95 HIGH 1
Company name 90 70 MEDIUM 1
Company name 90 95 LOW 2
Company name 85 100 NONE 2
Company name 25 0 HIGH —
S I Z E T E R R I T O RY / G E OA C C O U N T F O R :
Target Account Selection

46. # M O N S T E R Y E A R
1. Intent 2. Engagement 3. Fit
Net New Existing
AlertAssign
Net New Existing
AlertAssign
FIT FIT
Net New Existing
AlertAssign
We Let Data Drive What We Work On

47. # M O N S T E R Y E A R
Area of Focus Improvement
Demo to Interest Conversion Rate +84%
Interest to Win Ratio +62%
Average Deal Size +20%
Sales Cycle -33%
Accounts / SDR 500 → 125
Improvement with ABM 2.0

48. # M O N S T E R Y E A R
Tweet the Monsters:
@Terminus @LeadMD @Engagio
Terminus will send you a copy of
Account-Based Marketing for
Dummies

49. # M O N S T E R Y E A R
Final Predictions
• Increased ABM adoption will cause a re-alignment of talent forming small
multidisciplinary teams who are laser focused on target customer lifecycles.
• In 2018 the MQA will replace the MQL.
• Quality > Quantity
• Engagement is the new form fill

50. Brought to you by:
You’ve been awesome!!