The Secret Sauce for ABM: Maximizing New Business & Lifetime Value | Engagio
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This document provides guidance on account based marketing (ABM) best practices. It recommends establishing a strong foundation with unified account data. It also suggests starting ABM efforts in familiar industries or markets before expanding. The document emphasizes creating engagement through relevant, personalized interactions over automated campaigns. It stresses measuring engagement as a leading indicator for revenue through tools that integrate marketing and sales data. The key takeaways are to build a solid data foundation, focus initial efforts in familiar areas, prioritize quality engagements, and align sales and marketing measurement.
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The Secret Sauce for ABM: Maximizing New Business & Lifetime Value | Engagio
- 1. The Secret Sauce for Account Based Marketing jon@engagio.com, @jonmiller Jon Miller, Founder and CEO of Engagio kcrenshaw@traackr.com, @kirkcren Kirk Crenshaw, CMO of Traackr
- 2. Nets Spears
- 3. Google Trends for “Account Based Marketing” Engagio founded Google Trends for “Account Based” 2.0x 4.8x ABM is Hot
- 6. Building Your ABM Foundation Entitlements • Styles and Tiers Organize Data • Unify Account Data • Lead to Account Matching Select Accounts • Fit • Engagement 6
- 7. 5-50 accounts (“tens”) Engagio: up to 2 per AE $250K – $1B+ 5-50 accounts (“tens”) Engagio: 5 per AE $100K – 250K 50-1,000 accounts (“hundreds”) Engagio: 93 per AE $50K – $100K Style 1a Lighthouse 1,000+ accounts (“thousands”) Engagio: About 2,000 $25K - $50K Style 1b Strategic Style 3 Programmatic Style 2 Scale
- 8. Style 3 Accounts (~2000) Ongoing Programs • Demand Gen • Inbound Ad Hoc Direct Mail ¢ Limited Account Ads Some Data
- 9. Style 2 Entitlements (370 accounts) More DataDirect Mail $ Ongoing Programs Experiences $ Targeted Ads
- 10. Style 1b Entitlements (~20 accounts) Lite Account Plan More Data Direct Mail $$ Personalized Communications (PlayMaker) Ongoing Programs Targeted Ads Experiences $$
- 11. Style 1a Entitlements (approx 10 accounts) Personalized Content Hub + Customized Guides Full Account Plan + QBR More Data More Often Direct Mail $$$ Personalized Communications (PlayMaker) Executive Workshop Ongoing Programs Named Executive Personalized Ads Experiences $$$
- 12. Go Deep, Not Broad Build from Previous Success Start in a Place You Know 1 2 3 Traackr’s Selection Process
- 13. 5-50 accounts (“tens”) High Potential / Key Verticals 5-50 accounts (“tens”) High Visibility / Key Verticals 50-1,000 accounts (“hundreds”) Key Verticals Style 1a Lighthouse 1,000+ accounts (“thousands”) Key Verticals / Peripheral Style 1b Strategic Style 3 Programmatic Style 2 Scale
- 15. Engagement <> Email Blasts Why would I answer these?
- 16. Deliver Something of Value and Be Human
- 17. Traackr Example Play - Event Pre Event: Research Attendees/Targets + Influencers Pre Event: Send researched & relevant emails w/ “SOMA” Invite At Event: Chair drops offering AIM Course At Event: Special “SOMA” Event w/ Key Influencers Post Day 2: Reinforced offer for AIM Course Post Day 4: Offer SOE / SOI Report Focused on Vertical and Targeted Ad Air Cover Post Day 5: Phone Call Post Day 8: Email invite from Traackr Exec Inviting to Vertical Focused Webinar w/ Key Influencer (s) Post Day 9: Phone Call Post Day 15: Expanded Persona Follow-ups
- 18. What specific tactics are most effective for ABM? Choose up to three 34 36 38 40 0 10 20 30 40 50 60 Executive engagement Innovation days Custom thought leadership One-on-one meetings Most Effective Tactics for ABM 18 Strategic 21 23 47 49 0 10 20 30 40 50 60 Custom collateral Executive engagement E-mail marketing One-on-one meetings Scale 23 30 30 60 0 10 20 30 40 50 60 Direct mail Account advertising One-on-one meetings E-mail marketing Programattic One-on-one meetings and email dominate Source: ITSMA, Account Based Marketing Benchmarking Survey, March 2016
- 19. Personalized Emails vs Automated Campaigns 19 Event Executive Breakfast Manager Lunch Invites Personalized via Playmaker 96 Plays Launched Broad Marketing Automation 652 Emails Sent X 2 From Step 1 from Account Owner Step 2 from Executive (reply) Step 3 from AO to Executive Assistant Blast 1 = From events@engagio.com Blast 2 = From sandra@engagio.com Response 10 Replied Yes, I’ll Attend 33 Replied No (starts conversation)! Response Rate: 43% 21 Registered No declines - just crickets! Response Rate: 3% Attends 9 CMOs and VPs 12 Managers and Directors
- 20. From me Personalized by an AE Leveraging account and person insights
- 22. Integrated ABM Deal Nurturing Expansion & Success Plays for Every Stage of the Journey
- 23. Deal Nurturing Engagio Deal Nurture Tracks • Need access to decision maker • Need to make a key hire • No budget • “Not a priority” / early • ”Gone dark”
- 24. Customer / Expansion Plays User Onboarding 90 Days From Renewal Declined Use Net Promoter Follow-up New Executive Executive Alignment
- 27. Tracking Account Engagement Account focused insights help you and your sales team understand where you need to focus on follow and where you need to expand
- 28. Lead to Account Matching / Heat Maps Deep account focus creates 360 degree view of account activity and ensures all decision points are covered.
- 29. Engagio Engagement Everstring FitPardot Activity 1 2 3 Roll Account Engagement Into Lead Scoring
- 30. 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 Leading Indicators to Revenue
- 31. ToFrom Account Based Metrics are Different
- 32. 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” 32
- 33. • First Touch • Last Touch • Equal Weight • Position Based • Time DecayUse the entire Account: Leads and Contacts Include Sales activities, not just Marketing Account Based Attribution
- 34. engagio.com/Guide The Clear and Complete Guide to Account Based Marketing Get your free copy today!
- 35. Tweetable Takeaways Start your ABM journey by building a strong foundation of unified account data Start with what you know. Aspirational accounts should be attacked only after you’ve nailed the process. Create engagement with relevant, human interactions over email and in-person ABM success depends on sales and marketing alignment Implement deal nurturing to accelerate stuck opportunities – but don’t blindly automate ABM measurement is about quality, not quantity; use engagement as a leading indicator to revenue @jonmiller @kirkcren