The document discusses account-based marketing (ABM). It begins with definitions of ABM as a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts. It then covers a 3 step model for ABM - identifying target accounts (Who), creating customized content and messaging (What), and using various touchpoints and channels (Where). Finally it discusses metrics for measuring the success of ABM programs such as coverage, awareness, engagement, program impact, and influence on sales outcomes.

1. The ABCs of
Account-Based Marketing
Presented by:
Jon Miller
Co-founder & CEO
Atul Kumar
Chief Product Officer

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House Keeping

3. • What is Account-Based Marketing
• 3 Step Model for
Account-Based Marketing
• Metrics for ABM
Topics for Today

4. So What Is Account-Based
Marketing?

5. Different Deal Types Require Different Types of
Marketing Support
Different Demand Types
Account-
Based
Marketing
Demand
Generation
©2015 Engagio, Inc. All rights reserved.

6. Account-Based Marketing:
A strategic approach that
coordinates personalized
marketing and sales efforts
to open doors and deepen
engagement at specific
accounts
– @jonmiller
©2015 Engagio, Inc. All rights reserved.

7. Different Model
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
• Influencers
Going After Target Accounts Requires an
Account-Centric Focus
©2015 Engagio, Inc. All rights reserved.

8. Different Tactics
Inbound vs. Outbound
You Need Targeted Tactics to Reach Specific
People at Specific Accounts
©2015 Engagio, Inc. All rights reserved.

9. Land and Expand
Often, The Best Account-Based Marketing
Opportunities Are At Current Customers

10. “ABM Delivers The Highest ROI Of Any B2B
Marketing Strategy Or Tactic” (ITSMA)
About the same
Somewhat higher
Significantly higher
16%
42%
42%
ROI of ABM
How does ABM return on investment (ROI)
compare to other marketing initiatives?
% of Respondents (N=38)
ITSMA Account Based Marketing Survey, October 2013
• Focuses time and
resources on accounts
most likely to drive
revenue (“zero waste”)
• Improves marketing-
sales alignment
• Creates a better, more
coordinated customer
experience
©2015 Engagio, Inc. All rights reserved.

11. ABM Today is Like Like Lead Nurturing in 2008
The Next Big Thing?
Google Trends
“Sales has been doing target account
selling for years; marketing is now
sophisticated enough to do some of
the same tactics at scale.”
“Your timing is very good,
based on what we see
happening at Sirius. We
launched an ABM practice in
response to a groundswell.”
“Account based marketing
is red hot...several
attendees named account
based marketing as their
top priority right now”
“…it’s clear that we’ve passed
the fad phase of ABM’s most
recent comeback. Now, we’re
solidly in the trend phase.”
Marketers know they need to do it, and are trying to figure out how

12. 3 Step Model for Account-
Based Marketing
Account-
Based
Marketing
Who
What
Where

13. ABM Planning Starts With The Account, Not
the Offer
©2015 Engagio, Inc. All rights reserved.
#FlipMyFunnel
What do
we want
to say?
(offers)
Who
should we
say it to?
(segments)
Who are we
trying to
reach?
(accounts)
What
should we
say?
(content)
Where
should we
say it?
(channels)
Where
should we
say it?
(channels)
DEMANDGEN
ABM

14. Account-
Based
Marketing
Who
What
Where

15. B2B Buying Is A Team Sport
Stake Holder
Security Officer
Economic Buyer
Project Lead
Approver
User
Your
Customer
©2015 Mintigo, Inc. All rights reserved.

16.
=
Above
$1B
in
revenue
HQ
in
North
America
Financial
roles
&
;tles
Company
• Revenue
• Number
of
Employees
• HQ
Loca;on
• Industry
• Contact
informa;on
• Behavioral
data
• Product
Usage
/
Ownership
10%
to
20%
of
your
top
accounts
don’t
fit
your
defini;on!
Your
Customer
Who Are Your Customers?
©2015 Mintigo, Inc. All rights reserved.

17.
=
Early
adopters
Compliance
requirements
High
turnover
in
IT
Company
• Cloud
Compu;ng:
AWS
• Marke;ng
Automa;on:
Eloqua
• CRM:
Salesforce.com
• Compliance
requirements:
PCI/
DSS,
HIPPA,
Truste
• Hiring
employees:
SEIM,
cyber
a[ack,
cyber
security,
IT
security,
security
cer;fied
You
can’t
target
what
you
can’t
see!
Your
Customer
Who Are Your Customers?
©2015 Mintigo, Inc. All rights reserved.

18. Buyer Lifecycle Marketing
Fit
Analysis
-­‐
Journey
Relevance
Intent
Analysis
-­‐
Journey
Relevance
Behavior
Analysis
-­‐
Journey
Relevance
Acme
Inc.
©2015 Mintigo, Inc. All rights reserved.

19. Get A Full Picture Of Your Customers
Marketing Indicators
• Hiring PR Positions
• Hiring Marketing Communications Positions
• Hiring Content Marketing Positions
• Hiring Promotions Positions
• Hiring Demand Gen Positions
• Hiring Digital Marketing Positions
• Social Network Advertising: Twitter
• Social Network Advertising: Facebook
Advertising Platforms
• Online Advertising Platform: AdRoll
• Advertising Platform Technology: FetchBack
• Website Technology: Ad Services
• Advertising Platform Technology: Atlas
• Advertising Technology: DoubleClick for Advertisers
Email Marketing Technology
• Email Marketing Technology: VerticalResponse
• Email Marketing Technology: MailChimp
• Email Marketing Technology: AWeber
• Email Marketing Technology: iContact
• Email Marketing Technology: Cheetahmail
• Email Marketing Technology: Constant Contact
Marketing Automation Software
• Marketing Automation Technology: Pardot
• Marketing Automation Technology: Act-On
• Marketing Automation Technology: Eloqua
• Marketing Automation Technology: Unica
• Marketing Automation Technology: Genius
• Marketing Automation Technology: Hubspot
• Marketing Automation Technology: Marketo
• Marketing Automation Technology: Silverpop
Digital Marketing Technology
• Digital Marketing Technology: Tealium
• Digital Marketing Technology: Ensighten
• Digital Marketing Technology: Optify
• Digital Marketing Technology: ExactTarget
• Digital Marketing Technology: LeadLander
Marketing Content on Website
• Website Content: Newsletter
• Website Content: Whitepapers
• Website Content: Webinar
• Website Content: Blog Contact Form in
• Website Infographics Technology: Visually
• Infographics Technology: Infogram
150M Contacts10M Companies 2500+ MIs
©2015 Mintigo, Inc. All rights reserved.

20. Identify The Ideal Customer DNA
Ideal
Prospect
150-­‐250
MIs
Customers
Prospects
Predic;ve
score
&
Insights
2,500+
MI’s
10
MM
Companies
150
MM
Contacts
Data
as
is
.
.
.
Enriched
Validated
Appended
©2015 Mintigo, Inc. All rights reserved.

21. Buyer Lifecycle Marketing – ABM Accounts

22. Account-
Based
Marketing
Who
What
Where

23. What Does Sales Want From Marketing?
©2015 Engagio, Inc. All rights reserved.
What
“A meaningful and real relationship with the decision-makers +
relationship with all significant decision influencers + understanding of the
dynamics of the specific customers' business.”
New relationships:
• Accurate and clean contacts
• Air cover (awareness)
• Access and coverage (e.g.
engagement heat map)
• Meetings (where person knows why
they are meeting)
Insights:
• Research: org chart, budget,
initiatives, priorities
• Timeline: what’s gone to each
customer, their status, etc.
• Reasons to call
• Account specific content

24. With #ABM
you need to
knock on
people’s doors.
– @jonmiller
©2015 Engagio, Inc. All rights reserved.

26. e cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
Opt out, tune out, toss out

27. Outbound Does Not Mean Interruption
Account-based marketing applies best concepts
from demand generation to outbound prospecting:
• Content driven
• Helpful and valuable
• Focused on the buyer, not the company
• Personalized and relevant
• Highly measurable
• Continuously improving
• Deep sales and marketing alignment
Not Interruption Marketing
©2015 Engagio, Inc. All rights reserved.

28. Great ABM Requires Great Customer Knowledge
“A structured
approach to
developing and
implementing
highly-customized
marketing
campaigns to
markets of one.”
– ITSMA
©2015 Engagio, Inc. All rights reserved.

29. Buyer Lifecycle Marketing – ABM

30. Right Content – ABM
5X
SiteProtect UltraDNS
©2015 Mintigo, Inc. All rights reserved.

31. Buyer Lifecycle Marketing – New Accounts & Leads
10,000
30,000

32. Focus On Your Customers
• Understand the persona of your best
customers
– help you create content and discover
segments to target
• Find the best accounts to target
– build predictive models to identify best
accounts who are likely to buy your product &
services
• Discover new accounts
– target accounts that are interested in your
products but haven’t interacted with you directly
Your
Customer
©2015 Mintigo, Inc. All rights reserved.

33. Account-
Based
Marketing
Who
What
Where

34. Commonly Used ABM Tactics
Events
Outbound
Digital
• Owned events
• Partner events
• Third-party events
• Prospecting (SDR)
• Email
• Phone
• Social
• Direct mail /
dimensional mailer
• Ads
• IP-based ads
• Retargeting (persona-
based ads)
• Facebook / Twitter ads
• LinkedIn ads
• Web personalization
• Paid lead gen
Channels
©2015 Engagio, Inc. All rights reserved.

35. Orchestration:
It’s not about
any one tactic;
it’s the MIX of
touches that
drives success.

36. Example: Marketo Fortune Cookie Campaign
• Targeted high value but inactive contacts
• 63% connect rate, 5% opportunity rate
• $13,000 investment
• $200,000+ revenue
Integrated Tactics
©2015 Engagio, Inc. All rights reserved.

37. Metrics for ABM

38. It’s called
“business to
business”, not
“business to
lead”
– @jonmiller
©2015 Engagio, Inc. All rights reserved.
Waterfall is Insufficient

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

40. Coverage
Do you have sufficient data, opt-in contacts, and
account plans for each target account?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (1)

41. Awareness
Which target accounts have any awareness of us?
Are they visiting the website?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (2)

42. Engagement
Are the right people at the account spending time with
your company, is that engagement going up over time?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (3a)

43. Engagement
Are the right people at the account spending time with
your company, is that engagement going up over time?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (3b)
Marketing Qualified Account (MQA):
An account (or discrete buying center)
that has reached enough aggregate
engagement.

44. Engagement
Are the right people at the account spending time with
your company, is that engagement going up over time?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (3c)

45. Program Impact
Are marketing programs reaching the target
accounts? How much waste is there?
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (4)
FOCUS
%ofsuccessesfrom
targetaccounts
COVERAGE
% target accounts with a success

46. Influence
How are the ABM activities improving sales outcomes
such as deal velocity, win rates, average contract
values, retention, and net promoter scores
©2015 Engagio, Inc. All rights reserved.
“Big 5” ABM Metrics (5)
• “Top 25% engagement = 18% faster
sales cycles.”
• “Accounts with >three engaged contacts
= 15% higher contract values.”
• “Accounts that attended that dinner =
16% more movement to next opp stage.”

47. ABM Market Map
Selection
Insights
Content
Interactions
Orchestration
Measurement
Identify target
accounts and
contacts
Understand
what is relevant
and resonant at
account
(triggers,
priorities, etc.)
Create
account-
specific
content and
messaging to
use in
outreach
Manage 1:1
account-specific
interactions in
channel –
Events, Outbound,
Digital (ads, web)
Orchestrate
intelligent
account plans
across teams
and channels
Show impact of
ABM efforts:
coverage,
awareness,
engagement,
impact,
influence
Complementary
WebAds
DataPredictive
Paid
Insights
Sales
SDR
Direct

48. • Account-based marketing coordinates
personalized marketing and sales efforts
to land and expand named accounts
• ABM delivers the highest ROI of any
B2B marketing strategy or tactic
• Outbound does not necessarily mean
interruption; use account-specific content
to reach out
• There is no magic campaign; success
comes from a mix of integrated tactics
• Leads are insufficient to measure
account-based marketing; measure via
coverage, awareness, engagement,
impact & influence
Tweetable Takeaways
@jonmiller
@atkumar47
©2015 Engagio, Inc. All rights reserved.

49. Jon Miller
@jonmiller
www.engagio.com
Atul Kumar
@atkumar47
www.mintigo.com