Bringing ABM to the 21st Century: JDA unlocks the power of ABM at scale

Bringing ABM to the 21st Century
JDA unlocks the power of ABM at scale
Sirius Decisions Summit
May 8th, 2018

Copyright © 2018, Engagio Inc. @HeidiBullock @JDASoftware @Engagio #SDSummitCristan Hutto LinkedIn
Heidi Bullock
CMO
Engagio
Cristan Hutto
JDA
Director Marketing Operations
What You’ll Learn
• ABM fundamentals to get started
and drive success
• Best practices for an enterprise
ABM roll out
• Business metrics to track
• Tips for driving sales-marketing
coordination
• The best ways to measure ABM

Engagio: The ABM Innovator & Leader
Marketing Orchestration Platform
• For marketers, by marketers
–First ABM analytics tool, first account-based orchestration platform
• Works everywhere you and your teams work
–Customer-facing teams work in the tools they use everyday including Salesforce, Gmail,
LinkedIn, and marketing automation
4
180+ Customers Recognition

Today in Marketing
5
Not enough
of the right
types of
leads
Poor quality
– 80% never
convert to
Sales
Sales alignment
- Poor efficiency
Issues with churn and
retention effective cross-
sell/up-sell
Missed
Targets

AND
Fishing with nets. You don’t care which fish you
catch as long as you catch enough fish. The
fish always swim towards you.
Demand Generation
Fishing with spears. You care deeply
about which fish you catch, and you’re
going to proactively go pursue those fish.
Account Based Everything

Why now?
•Reaching high into larger accounts
drives better dealsEconomics
•Declining returns from inbound /
volume channelsSaturation
•Technology is now available to
deliver ABM at scaleScalability
“ABM delivers the highest ROI of any B2B marketing strategy or tactic.” (ITSMA)

#1 - 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

#2 - Define Clear Plan for Teams
• Plan of Record (POR)
–Define for upsell/cross-sell
–Marketing contributes x% to pipeline
–Partner or Channel contributes y% to pipeline
–Sales contributes z% to pipeline
• Create Revenue Model with definitions and SLAs
–Outbound is defined zero minutes in the last 7 days with no IB activity
(example)
–Outbound ADRs and Inbound ADRs
–Comp people for behavior you want to drive

#3 - Technology
• Revenue Operations
– Involves sales, marketing, customer success
– Clear owners of technology (CRM, marketing
automation)
– Data reporting
– Processes to know data is ‘accurate’
– Single source of truth to know:
•What does the customer already own
•How happy are they?
•What communications do they receive?
11

#4 - Planning for ABM versus Demand Gen
Most ABM programs start by layering on top of
current demand gen processes:
• Pilot: test ABM for a few accounts
• Segment: Implement ABM for one or more
segments (e.g. Enterprise accounts or
Healthcare vertical)
• Focus: Target existing programs (e.g. outbound
sales development) on specific accounts
• Transfer: Move budget from poorly performing
programs to fund ABM (or identify what can
programs can benefit – ex: field marketing)
12

#5 - Evolving the team over time
13
Pilot –% of team
for discreet time
Goal – Showcase early wins,
prove hypothesis
Dedicated % of
team for ongoing
time
Goal – Scaling success for key
segments
Dedicated people
or ABM demand
center
Goal – Larger roll outs (global)
Time
Results
example

Copyright © 2018, Engagio Inc. @HeidiBullock @JDASoftware @Engagio #SDSummitCristan Hutto LinkedIn 15
North America Revenue Team
58 Sales/Customer Executives
19 Business Development
resources
14 Demand Gen resources aligned
across both North America and
Latin America
7 major divisions/industry verticalsThe leading supply chain provider for digital transformation

A new era for JDA
Breaking down silos
Customers first

Accounts with specific challenges
ü Drawn out pipeline or long sales
cycle
ü Managing large opportunities
ü Challenge to infiltrate key
contacts
ü Net new prospect – no responses
to previous marketing or sales
efforts
ü Client is being acquired and need
to build relationships with new
stakeholders
ü Complexity of navigating large
accounts with many divisions
Two Regions. Focused Pilot. Accounts with Known Pain.

19
Realign Demand
Gen
No dedicated
ABM resource

Each region and division were assigned dedicated
resources.
North America Retail
North America
Manufacturing
North America 3rd Party
Logistics
Latin America

Bringing Marketing back
to ABM

Changing the Sales Mindset
After – collaborative

Before rolling out ABM, each CE
documented account goals to share with
the rest of the revenue team
The teams come up with an initial
targeted engagement strategy
A B
Document Goals. Share Across Teams. Start Simple.

ü Joint QBRs
ü Marketing joins the
weekly account calls
ü Demand Gen teams
send weekly program
updates to sales
ü Marketing identifies
special account
opportunities such as
award nominations and
speaking at
conferences

Understanding Business
Metrics

Track immediate wins. Drive revenue growth.
Impact
Output
Activity
Readiness
ShortTermMediumTermLongTerm
Opportunities
& Revenue
Engagement &
Meetings
Content &
Campaigns
Contacts & Account
Records

Account Mapping
“A”
VP Retail
Industry Lead
“B”
?
“C”
Supplier Lead
“D”
VP
Manufacturing
Distribution
Lead
…. ü Detailed contact analysis by
account
ü Cleaned up 400+ accounts –
verified, added or removed
ü Created org charts flagging
relationship quality and
coverage gaps
Readiness

Marketing delivers personalized ABM programs and
campaigns
Personal video invites for
the JDA innovation lab
Custom
Solutions Guide
based on onsite
meeting
Company
specific
webinars
Activity

Weekly Reports Drive Focused
Outbound Interactions
29
“The weekly reports provide actionable insight into my
accounts. It’s a great benefit that shows engagement that is
easy to miss with our other marketing tools and eliminates a
lot of guess work. It provides a sharply focused view on who
is browsing our website and what they are looking at.”
Chelsea V., North America BD
ACME
Road
Runner
Road
Runner
Coyote
Anvil
XYZ
123
ABC
ACME
ACME
Road
Runner
ACME
ACME
Road
Runner
XYZ
Output

Sales Prioritizes Next Steps
Track account
level metrics, such
as coverage and
spikes in
engagement, from
within Salesforce
Assess deeper
views such as
territory
coverage to
drive
Output

ABM is proving that opps can close faster and at a
higher amount.
• 69 contact details purged
385 contact details added
• 12 ABM Marketing plans
developed
• 3 accounts surveyed in Voice
of the Customer
• 4 org charts completed
• 12 buying centers mapped
• 2 industry POV plan
developed
• 1 case study in process
• 1 Solution Guide developed
• 1 ABM webinar
• 1 ABM Onsite Lunch & Learn
• 13 exec meetings
• 5 speaking ops
• 30+ attendees to JDA events
• 120K impressions served
• 9 ops created
• 5 ops accelerated
• 8 ops influencedImpact
Output
Activity
Readiness
Opportunities
& Revenue
Engagement
& Meetings
Content &
Campaigns
Contacts &
Account
Records
Pilot Results in less than 6 months

#1 - Know your focus and strategy

#2 – Get your systems set up for accounts
Lead to Account Matching
(L2A) Algorithm
Presentation
Marketing
Automation
Corporate
Email
Web Visits
Engagement Minutes
Model

#3 - 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 Post card – lower value Post-card 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

#4- What are you really trying to solve for?
Which target accounts have any awareness of us? Are they visiting the
website?

#5 - Make it Personalized to Drive Results
37

#6- Activate Sales
Help them:
• Identify engaged accounts
• Find the best people to contact next
• Understand how effectively Marketing is
supporting their efforts
• 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

ABM is Account Based
Up to 17 people influence enterprise
purchases (up from 10 in 2011)*
*2014 IDG Enterprise Role & Influence of the Technology Decision-Maker survey
“Person-centric” “Account-centric”
• Decision maker
• End users
• Influencer
Demand Gen Account Based Marketing

# 7 – Ask the right question for the stage
40
1. We just launched the
pilot/initiative – are we
engaging people at
our target accounts?
2. What % of our
accounts are we
progressing to the next
stage? – ex: meetings,
pipeline, cross-sell?
3. We ran 4 types of
program initiatives –
which worked best?

Measure all key stages of your ABM initiatives.
Engagio helps you understand the impact of your early stage
initiatives, journey metrics, and program ROI.
Engagement Journey Analytics Program ROI

Checklist for Building Alignment
üDO know why you’re doing ABM
üDO position it as a strategic initiative
üDON’T describe ABM as ‘the next big marketing campaign’.
üDO sell it to Sales
üDON’T tell Sales which accounts to go after. (They don’t want to be
told who to sell to)
üDO agree on resources committed to each style of ABM accounts
üDON’T expect results overnight; big wins in ABM can take a while
üDO over-communicate to let everyone know what’s happening
42

ABM Maturity
CATEGORY CURRENT ABM MATURITY WHAT TO DO NEXT
Beginner
You may not even have
defined target accounts
yet.
• Start with the basic account foundation — L2A
matching and engagement scoring
• Pick accounts (can start small)
• Run a starter play: SDR + marketing air cover
• Set a baseline for measurement
Intermediate
With your accounts in place,
you’re ready to run and
measure integrated plays.
• Implement additional styles of ABM
• Evolve all your metrics to be account-based
• Measure – optimize – refine
Advanced
You run more sophisticated
plays — customized with
deeper account insights.
• Use ABM for all phases of the customer journey
• Compare program ROI via multiple attribution
models
Pilots are great ways to show short-term successes and get the entire company to buy
into ABM’s benefits.

Bringing ABM to the 21st Century: JDA unlocks the power of ABM at scale

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Bringing ABM to the 21st Century: JDA unlocks the power of ABM at scale