Applying ABM at Scale for Hypergrowth

Applying ABM at Scale for
Hypergrowth
OneLogin unlocks the power of ABM at scale
SiriusDecisions Summit
May 7th, 2019

Copyright © 2019, Engagio Inc. @HeidiBullock @digijinni #SDSummit
Heidi Bullock
CMO
Engagio
Anastasia Pavlova
VP Growth & Demand Generation
OneLogin
What You’ll Learn
•ABM fundamentals to get started and
drive success
•Tips to work successfully with Sales
•Measurement
•Winning strategies to predictable
revenue growth

About Engagio
Our Investors 200+ Customers Recognition
Led by the marketing automation experts that built Marketo
ABM Platform that helps marketers understand, act, and measure account-based initiatives
Unlike other tools, we grow with you as your strategy evolves
Jon Miller, CEO

Today in Marketing
5

Why now?
Reaching high into larger accounts
drives better deals1- Economics
Declining returns from inbound /
volume channels2 -Saturation
Technology is now available to
deliver ABM at scale3 - Scalability
“ABM delivers the highest ROI of any B2B marketing strategy or tactic.”
(ITSMA)

Salespeople never talk about
how many leads they’ve closed.
They talk about how many
accounts they’ve closed.
8

#1 – Get on the Same Page with Sales
Agree on:
– What winning looks like
– Target accounts
– Measurement and metrics
– Program Entitlements
– Cadence to meet and
track progress
– Intelligence and support
– Pipe contribution

Define What Winning Looks Like FIRST
Engagement Sales Appt Pipeline Opportunity
Size
Win Rate
>80%
Of target accounts.
>40%
In cross-sell with
Tier One accounts
40%
Of enterprise initial
pipeline from
target accounts
45%
Increase in Opp
size with product
line ‘A’
50%
Higher for product
line ‘A’ in target
accounts
Time frame = Year One

Map out a Target Account Selection Process

Program Entitlements for Target Accounts
Type of Program Accounts
Tier 1 –Style 1 Strategy Tier 2 –Style 2 Strategy Tier 3 - Style 3 Strategy
Direct Mail High value Postcard – lower value Postcard lower value
Engagio analytics for reps Yes Yes Yes
Field Events Lunch and learn + dinners + onsites Lunch and learn Lunch and learn
Tradeshows Special dinner with Executives
Playmaker sends Yes Yes Yes
Database sends In some cases OK Yes Yes
Digital Yes + tailored content Yes + industry Yes – standard
Content Syndication Yes – verticals and key companies Yes – verticals Yes -verticals
Sales outreach Yes (calling campaigns, drive
attendance)
Yes (calling campaigns, drive
attendance)
No
Appt Setting Yes Yes No
Intent data for outbound with
personalized plays
Yes Yes Yes
Contact Discovery Yes Yes No
Customer content Yes (tier 1 and 2) Limited No

#2- Ensure your Tech Supports Accounts
Lead to Account Matching (L2A)
Algorithm
Presentation
Marketing
Automation
Programs
Activities
Leads
Accounts
Contacts
Leads
Corporate
Email
Web Visits
Engagement
Minutes Model

#3 - Personalize the Message

Scale Content

#4 - Programs should be Orchestrated

#5 - Activate Sales
Provide them meaningful intelligence:
• Identify engaged accounts
• Find the best people to contact next
• See where deals are stalling
• Prepare QBRs and other account reviews
Sales should access Engagement data wherever they already work – in CRM, in email, in
LinkedIn – not just the analytics tool

Stand Ups
18

Account Based Analytics are Different
19

Account Based Metrics are Different
•Focus on quality not quantity
•Track accounts not leads (MQAs not MQLs)
•Time spent (engagement minutes)
•Track impact and influence more than try to
apportion ‘credit’ (team effort)
20

21
Early Stage Metrics Later Stage Metrics
1
• Coverage
2
• Awareness
3
• Engagement with key programs
4
• Meetings
1
• Customer MQAs
2
• Opportunities
3
• Pipeline
4
• Impact/ROI
#6 - Measure at Different Points in Time

Tip 1: Take a baseline
22

Tip 2: For a set of accounts, trend engagementTarget Account Engagement – 10X increase over last year

Tip 3: Adopt a Lean 4-Stage ABM Funnel
No Engagement
(Prospects)
MQAs
Awareness
Opportunities
Shift your mindset to an
simplified, Account-Based
Funnel, with 4 keys stages.

An Option – if you need a hybrid
•MQA= Ideally you want to
track the right people in the
right accounts that have
engaged.
•MQL-A= is a good interim
step – still reflects a single
person but at the right type
of account, engaged.
•MQLs miss the concept of
‘right company’
25
MM
MQA
MQL-A
MQL

• Metrics
Tip 4: Target Account Scorecard
Awareness ADR Touches Engagement Sales Appt Pipeline Deal Size
80%
Of Target
Accounts are
‘Aware’
(including just
added TAs)
13 touches /Acct
In ADR activity on
Target Accounts
55% MQA or Oppty
Late stage status
(including just
added TAs)
31%
of meetings
are from
TAs
37%
of pipeline
comes from
TAs
$65K
1 target account
deal this period

Example ABM Scorecard – Team, Executive,
Board
Tier
# of
Accounts
Awarene
ss
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 # # # # # $ % # $ %

29
Anastasia Pavlova | VP, Growth & Demand Gen

●Took its business upmarket
●Doubled YoY revenue
●Won Program of the Year Award
You Will Learn How OneLogin

Founded
2010
About OneLogin
Unified Access
Management
$20B
MARKET
Trusted by
Millions of Users at

MARKETING CHALLENGE
Elevate to the Enterprise

New, primary approach to marketing and selling
Prioritizes target account go-to-market activities &
Orchestration across marketing, sales, & partner
motions
Solution: The NorthStar Project

POR
(by segment, region, source)
Gross ARR
Pipeline ARR (5X)
Conversion Rate from Open Opp to Closed Won
Closed Won Deals
Average Deal Size (ARR)
Opportunities
Conversion Rate from SQLs to Opps
SQLs (meetings)
Conversion Rate from MQLs to SQLs
Step 1: Start With the Goals (POR)
2X YoY
increase
in net ARR
80% YoY
Increase
in gross
ARR
ENT Mktg.
Sourced
Pipeline
42%
In Target
Accounts

Step 2: Align on the strategy
TARGET ACCOUNT-BASED
Accounts
Quality
Outbound
Personalized content
For Upmarket
INBOUND DEMAND GEN
Leads
Quantity
Inbound
Broad content
For Downmarket

Step 3: Invest in the Right ABM TechStack
Advertising & Content Synd. Intent/Predictive & Data
MeasurementDirect Mail & Web Personalization
CRM & Marketing Automation
Selling Tools

Step 4. Develop Ideal Customer Profile

Step 5: Select and Prioritize Accounts
Total Available
Market
Named
Accounts
Target Accounts
Territory
Accounts (ICP)
All accounts within territory that “fit” ICP criteria
Layer in predictive, intent & engagement data
Strategic & the best “fit” accounts that are in market
and engaged
Picked by marketing and validated by Sales

Step 6: Develop Account Insights

Step 7. Create Messaging and Content
Persona Segment Industry

Sales & Partner Enablement Kit
Solution Datasheet Thought Leadership
Content
Blog Articles Case Studies
Sales Outreach
Email Sequence
Technical Brief
Customer Facing
Slides
Marketing Email

Step 8: Deliver a Consistent Message
Accounts
Messaging & Content
Demand Sales Partner
Targeted lists,
Programs, and
Content
SDR + AE Outreach
Disco. & Qual.
ROI + Proposal
Enablement
Account Engagement
Joint selling

WK 1 WK 2 WK 3 WK 4 WK 5
WEBINAR
INVITE 2
WK 6
ENABLEMENT
DEMAND
CHECK IN
TRAINING
Step 9. Orchestrate Plays Across Sales & Marketing
WEBINAR
INVITE 1
NURTURE
EMAIL 2
DIRECT
MAIL
WEBINAR
LIVE
SALES
NURTURE
EMAIL 1
DIGITAL SURROUND, PAID SEARCH, SOCIAL
CHECK IN CHECK IN CHECK IN CHECK IN
CALL:
DM is coming
CALL:
DM conf.
Email F/U LVM:
webinar
CALL:
webinar
Email CALL:
webinar F/U
TRAINING TRAINING

Step 10. Provide Daily and Weekly Reports

Targeted Programs Spanning the Entire Funnel
Warm-up Programs
● PR, blog, social, brand awareness
● Digital: Paid search/SEM, dislay
● Web personalization, SEO
● Tradeshows and 3rd party events
● Pay-per-lead programs: content
syndication, sponsored webinars,
Engagement Programs
● Database email and nurture
● Webinars
● Direct mail
● Sponsored and owned field events
● SDR call-downs
● Appointment setting
Opp Acceleration Programs
● Direct mail
● Demo webinars
● AE call-downs
ACCOUNT WARMUP
ACCOUNT
ENGAGEMENT
OPP
ACCELERATION

Account Warm-up: Brand Campaign
RESULTS
● Target account awareness in
test cities increased +20%
● 73% of target accounts in NA
ENT segment are aware
● +50% Web traffic YoY

Account Warm-Up: Web Personalization
Named account-based personalization
3x higher click rates
Industry-targeting: government
highest performing at 5.4% CTR

Integrated Security First Campaign
Digital Surround
Nurture
Webinar Series
Web Personalization
Multi-city Security
Dinners
Targeting CSOs
Direct Mail Incentives
Tradehows: RSA
Content Syndication

Results
+18%
ENT
Win Rate
2X
YoY Revenue
Growth
+30%
Deal Size
Sirius
Decisions
POY
Winner
+2.5X
ENT Marketing
Sourced
Pipeline
YoY
33%
ENT Pipeline
from TAs

● Hire “hunters” and winners
● Invest in data quality and
operational excellence
● Align incentives to desired
outcomes
● Be agile, measure and test
everything
● Orchestrate S&M plays
DO
● Use ABM for all segments
● Underestimate the importance
of outbounding
● Forget about brand
DON’T
Takeaways

Applying ABM at Scale for Hypergrowth

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