Leading your organization takes vision, and having a vision means being on the cutting edge of the newest and hottest movements in B2B markets. It’s becoming more and more clear that Account Based strategies are the future. You must learn to orchestrate genius relevant, human connections if you want to win in today’s competitive environment. Inbound is no longer enough. “Robo-spam” is now detrimental to our outbound efforts. You must adopt the Account Based mindset and align your entire organization if you want to land bigger deals and expand existing relationships. Key Takeaways: -The most important piece of your ABM strategy -How to develop relevant, human interaction -The 5 levels of account orchestration maturity -How to built the right tech stack for ABM -The critical steps to aligning sales and marketing once and for all 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. How to Lead Your Organization
to Success with Account
Based Marketing

2. Jon Miller
CEO and Co-Founder
Engagio
@jonmiller
Maria Pergolino
SVP Marketing & Sales Development
Apttus
@inboundmarketer
What You’ll Learn
• Three top challenges to ABM
• How to unify your data to
understand accounts
• Best practices for orchestrating
account-based plays
• The best ways to measure ABM
• Building sales-marketing
alignment
• ABM tools and technology

3. This Presentation Was Made Here…
3

4. Inbound vs Outbound
Nets Spears

5. Copyright ©2017, Engagio Inc.
ABM is Hot
Google Trends for
Account Based Marketing
Engagio
founded

6. Managing
Plays is
Too Manual
Metrics are
Different
Data are
Spread
Across
Systems
Three Challenges to Great ABM

7. Data and Operations

8. Data are Spread Across Systems
Marketing
Automation
Corporate Email
Web Visits
• Challenging
measurement
• Bad routing
• Poor coordination
• Limited sales &
sales alignment

9. Benefits of Tiering Accounts
• Align focus of Sales Management, BDRs and Marketing
• Many downstream impacts predicated on account tiers:
– Influence BDR prospecting strategy and time allocation
– Increased Marketing support for higher tier accounts in CBU
• Standardize account ranking across all NA regions and
globally
• Better communication across Sales team
• Tune Leadership prioritization and future account scoring

10. Approach to Tiering Accounts
• Marketing/Operations will initially tier accounts
– AE/BDR teams to update tiers as they see fit
– Engagio “engagement score” aggregates activity and interest from leads
and contacts
– Everstring’s algorithm used in conjunction with Engagio score
– Initial tiering will leverage rich analytics from Everstring and Engagio
• Reduce number of lower tiers for EBU accounts given inherent quality
from being EBU accounts
• Increase number of tiers for CBU accounts to help segment the high
volume of accounts
• After initial tiering process, AE’s are responsible to update tiers as they
see fit

11. Approach to the EBU Account Tier Field
Tier 1
•Customers & active opportunities
•*1:1 messaging driven by AE
Tier 2
•Targeted pursuits with personalized
plays
•*1:1 messaging driven by AE and
BDR
Tier 3
•Accounts/Subsidiaries not being
actively targeted
•*1:few messaging driven by BDR
AE
Accoun
t Tier
Everstrin
g Score
Engagio
Engageme
nt
% of
territory
(suggestio
n)
Tier 1 Any Customer or Active
Opportunity
2%
Tier 2 A, B or
C
OR >50 40%
Tier 3 All remaining accounts 58%

12. Approach to the CBU Account Tier Field
Tier 1
•Customers & active opportunities
•*1:1 messaging driven by AE
Tier 2
•Targeted pursuits with personalized plays
•*1:1 messaging driven by AE
Tier 3
•Top priority accounts for BDR team
•*1:1 and 1:few messaging driven by BDR
Tier 4
•Marketing campaigns and BDR-led outreach
•*1:few and 1:many messaging driven by BDR
Bad Fit
•1:many messaging. Minimal focus until
engagement is seen
AE
Account
Tier
Everstring
Score
Engagio
Engagement
% of
territory
(suggestion)
Tier 1 Any Customer or Active
Opportunity
2%
Tier 2 A And >50 3%
Tier 3
A And <50
15%
B And >50
Tier 4
Any remaining account with
Everstring score or Engagio
engagement
25%
Bad Fit Any remaining account with
no Everstring score or
Engagio engagement
55%

13. • L2A exposes valuable account information to sellers when viewing leads
• MQL scoring heavily influenced by account information through L2A
• Scout enables sellers to quickly assess engagement by account and prospect
L2A & Scout

14. Orchestrated Plays

16. Opt out,
tune out,
toss out

17. “Template emails
are roulette
wheels. If you
only get 100 rolls
of the roulette
wheel, then you
need to increase
your odds.”
– Craig Rosenberg

18. Automation vs Orchestration
18
Automation Orchestration
Disparate teams Collaboration
One system Many systems “everywhere”
Robots Robots + people
Single-threaded Many to many

19. 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

20. A series of orchestrated
interactions across departments
and channels to achieve a
business purpose for one or more
buying centers at target accounts

21. • Multi-Channel Prospecting
• MQA Follow-Up
• Human Nurture
• Live Event Invite
• Field Marketing
• Upsell/Cross-Sell
• Customer Advocacy
Example Marketing Plays

22. 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

23. It’s Hard to Run
Account-Based Plays
• Consistency - Poor
• Coordination - Hard
• Control - Limited

24. ABM Example
• Mailed hard-copy of Forrester
Wave including a hand written
note to the prospect
• Custom tailored 1:1 messaging
sent to prospect before and after
delivery of report using Engagio to
properly time and easily tailor
messaging
• BDR has the option to include an
email from their Account Executive
in the play using Engagio

25. 25

33. Analytics and Insight

34. Account Based Metrics are Different
• They track accounts not leads
(MQAs not MQLs)
• They focus on quality not quantity
• They track impact and influence
more than try to apportion ‘credit’
(team effort)
34

35. Don’t count the
people you reach;
reach the
people that count.
– David Ogilvy

36. Impact: Are ABM activities improving key sales outcomes?
Do you have sufficient data, contacts, and account plans for
each target account?
Coverage:
Are the target accounts aware of your company?Awareness:
Are marketing programs reaching target accounts?Reach:
Are the right people at the account spending time with your
company? Is that engagement going up over time?Engagement:

37. Impact: Are ABM activities improving key sales outcomes?
Do you have sufficient data, contacts, and account plans for
each target account?
Coverage:
Are the target accounts aware of your company?Awareness:
Are marketing programs reaching target accounts?Reach:
Are the right people at the account spending time with your
company? Is that engagement going up over time?Engagement:

38. Copyright ©2017, Engagio Inc.
ABM Metrics Using Engagio
• Engagio reporting
revolutionized Apttus’ ABM
reporting
• Weekly review of MQAs,
engaged accounts and
engaged prospects
• Engagio provides ability to
export engagement data for
granular view of pipeline
attribution, engagement
analytics per account and
many other valuable insights

39. X Period Model Progression
Names Accts
Name:
XXX
(Total Current)
Engaged:
XXX
(Total Current)
Qualified:
XXX
(Total Current)
Opportunity:
XXX Opps QTD
($XXX)
Won:
XXX Opps QTD
($XXX)
Blacklist:
XXX
(Total Current)
Recycled:
XXX
(Total Current)
Lost:
XXX Opps QTD
($XXX)
Past
Customer:
XX Renewals QTD

40. FY’XX ABM Plan
Total
Accounts
Engaged
Accounts
MQAs People Open Pipeline
FY18
Goal
Current
FY18
Goal
Current
FY18
Goal
Current
Newly Added
FY18 Goal
Newly
Engaged
FY18 Goal
FY18
Goal
Current
Target Accounts
w/opps
w/o opps

41. X Period by Source – Target Accounts
Source New Names MQLs
Opps
Created
Pipeline
Influenced
Opps
Influenced
Pipeline
Influenced
Demand X X X $/% X $/%
Field & Events X X X $/% X $/%
Inbound X X X $/% X $/%
Database / Other
/ Prospecting
X X X $/% X $/%
Marketing Total X X X $/% X $/%
41

42. Follow Up by Team
Team MQLs last
90 Days
MQLs Last 90
Days without
follow up
All-Time MQLs
Past 21 Day
SLA (need
disposition)
MQLs
Last 2
Weeks
MQLs Last 2
weeks
without
follow up
MQLs Last 2
weeks
actively
being worked
MQLs Last 2
weeks
dispositioned
Non-Target US
Target CBU
Target EBU
Install
GAM
EMEA
APAC
Total

43. Performance by Area
Source New Names MQLs Created
Pipeline
Created Investment
Cost Per
MQL
(Investment
/MQL)
Pipeline
Return
(Pipe/Invest
ment)
Demand X,XXX X,XXX X,XXX $ $ $ $
Digital X,XXX X,XXX X,XXX $ $ $ $
Events X,XXX X,XXX X,XXX $ $ $ $
Database X,XXX X,XXX X,XXX $ $ $ $
Accelerate X,XXX X,XXX X,XXX $ $ $ $
Brand +
Advocacy +
Product
Mktg $
TOTAL X,XXX X,XXX X,XXX $ $ $113 $34

44. ABM Example – Unexpected Result
DreamforceMicrosoft Related Target Accounts

45. Copyright ©2017, Engagio Inc.
Leading the Organization

46. 46

47. Copyright ©2017, Engagio Inc.
Apttus Marketing
• Challenging Because:
– Multi-persona
– Multi-industry
– Multi-CRM & ERP (integrations)
– 10+ Products, 10+ Solutions
– Emerging Market
• Brand Completely Unknown 4 years ago
• BIG Deals – often 7 figure and beyond

48. Copyright ©2017, Engagio Inc.
Meet the Team
48
SVP, Global
Marketing & Sales
Development
Maria Pergolino
Brand
Jeff Cowan
Advocacy
Adina Crossley
Demand &
Sales Dev
Daniel Frohnen
Digital
Rao Adavikolanu
Product
Marketing
Wendy Close

49. Copyright ©2017, Engagio Inc.
Maria’s Goals
Goal Obstacles Metrics
Sales
Pipeline
Deal Acceleration
Upsell/Cross-sell
Competition
Clear brand and market message
Customers
Accelerate 2017
Community (online and offline)
Advocacy Program
Customer Survey, Win/Loss & SAT metric
Customer communications
Market Leadersip
Press
Analyst
Digital
Ecosystem
Thought Leadership
Sales Enalement
Scale
Leadership Succession
Operational Efficiency
Team
Internal Comms
Apttus voice, tone and design
Good ABM
Starts with Clear
Planning
Every Goal Should
Have Metrics
Teams Should be
Grouped by Outcome

50. Sales & Marketing Alignment
• Shared goals and compensation
• Know your key metrics & how to talk about them
• Repetition and transparency are paramount
• Don’t win when others aren’t
• Results are decided long before you show a report
• Tools don’t solve issues, create ABM success or improve
relationships
• More is not always better, especially with ABM

51. Copyright ©2017, Engagio Inc.
ABM Technology

52. 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

53. Copyright ©2017, Engagio Inc.
Apttus Marketing & Sales Dev Technology Stack
Advocacy
Creative & Development
Lead Generation Funnel Acceleration &
ABM
Brand & Content

54. Copyright ©2017, Engagio Inc.
engagio.com/Guide
Get your free copies today!
The Clear and Complete
Guides to
Account Based
Marketing
and
Account Based Sales
Development

55. Copyright ©2017, Engagio Inc.
• Account Based Marketing isn’t sufficient for
comprehensive account-based outreach
• Account Based Everything is a team sport:
that orchestrates Plays across channels and
players for maximum impact
• Sales spam sucks; we need to increase our
odds of reaching the right people at the right
accounts
• Lead to Account Matching is the foundation of
account-centric success
• Measure engagement to show Account Based
Marketing success
Top Tweetable Takeaways
@jonmiller
@inboundmarketer