LEVERAGING ACCOUNT-BASED MARKETING AND ACCOUNT-BAS

1. LEVERAGING ACCOUNT- BASED MARKETING AND ACCOUNT-BASED SALES IN THE ENTERPRISE Featuring: Jon Miller, Founder and CEO of Engagio Ken Krogue, Founder and Chief Evangelist of InsideSales.com Special Guest: Rich Neal, Founder and CEO of mPathDiscovery and author of 'Expanding Sentience'

2. How this will work • This webinar will last about 45 mins + Q&A • Type in your questions in the Q&A box as you think of them • Join the conversation using #InsideSalesWebinar • This is being recorded… I’ll tell you how to access the recording at the end

3. Sales Acceleration Podcast Gabe Larsen Steve Eror

4. Today’s Speakers Jon Miller Founder & CEO at Engagio LinkedIn.com/in/JonMiller2 @JonMiller Ken Krogue Founder and Chief Evangelist at InsideSales.com LinkedIn.com/in/KenKrogue @KenKrogue Rich Neal Founder and CEO at mPathDiscovery LinkedIn.com/in/RRneal

7. Copyright ©2016,Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Different Demand Types SiriusDecisions Account Based Demand Generation (Lead Based) Account Type Pipeline KPI Averages Large: Strategic Enterprise Named/Territory Small/Midsize and Non-Named Influenced: 60-75% Sourced: 15-25% Influenced: >75% Sourced: <10% Influenced: 50-60% Sourced: 25-45%

11. Rise of Sales Development “[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO

13. Copyright ©2016,Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Hello, Account Based Everything Orchestration Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success

14. 3 Step Process for Account Based Everything

15. Copyright ©2016,Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE #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? (message) Where should we say it? (channels) Where should we say it? (channels) DemandGen AccountBased Everything

16. Who

17. How many decision makers? 5.4 (CEB) 7 (IDC)

18. ANUM is the New BANT B = Budget A = Authority N = Need T = Timing A = Authority N = Need U = Urgency M = Money Old New

19. Authority is more important than ever! B = Budget A = Authority N = Need T = Timing A = Authority N = Need U = Urgency M = Money Old New

20. The Circle of Influence

21. The Path to Power

22. Company data points 1. Pre-existing technology = Need* 2. # of Employees = Need* 3. # of Sales Reps = Need* 4. Industry = Need* 5. Inside Sales Structure = Need 6. Business Type = Need * 7. Buying Mode = Need 8. Defined Timeline = Urgency 9. Funding Capability = Money* 10. Budgeted Funding = Money *Indicates data that we could append to the lead before we called.

23. Contact data points 1. Title Level = Authority* 2. Title Function = Authority* 3. Degree of Influence = Authority 4. Management Directed = Authority 5. Easy to Reach = Authority 6. Decision Making Role = Authority 7. Content Offer Type Category = Need* 8. Content Lead Source Category = Need* 9. Urgency of Perceived Need = Urgency 10. Compelling Event Defined = Urgency *Indicates data that we could append to the lead before we called.

24. Manualytics

25. NEURALYTICS 3

26. 1. Ideal CustomerProfile 2. Ideal Buyer Personas • Firmographics • Technographics • Geography • Behaviors • Intent • Predictive For each member of buying committee • Buyer • Influencer • User • Gatekeeper

28. What

29. With #ABE you need to knock on people’s doors. – @jonmiller

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

33. Copyright ©2016,Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Three most important factors in enterprise decision: • Knowledge and understanding of my unique business issues • Knowledge and understanding of my industry • Fresh ideas to advance my business ITSMA “75%of executives will read unsolicited marketing materials that contain ideas that might be relevantto their business.”75% 25% Yes No

35. WHAT THE BUSINESS ECOSYSTEM IS THINKING IN TERMS OF THE BIGGEST CHALLENGES/OBSTACLES - AS IDENTIFIED BY ROLE

36. Artifacts used in this study: 623,000,000 Age Range of Harvest: Approx. 3 years GeoPolitical Parameters: United States Language(s): English (U.S.) ANALYTICAL CORPUS

37. RESEARCH FOCUS: WHAT MATTERS MOST TO THESE BUSINESS PERSONAE? TITLE FUNCTION GENERIC FINANCE TECH TITLE LEVELS CEO CFO CTO/CIOC Suite Improve on Market share Quality Assurance Funding and Budgets EVP Increases in Shareholder Value Align w Regulatory Factors IT-‐Business alignment VP Lower Costs Align with Regulatory Factors Lower Costs DIRECTOR Lower Costs Align with Regulatory Factors Improving Personnel Retention MANAGER Teamwork Optimization Teamwork Optimization Optimizing Project Planning/Deliverables SUPPORT STAFF Echoing Mission Statement Echoing Mission Statement Echoing Mission Statement SALES Increase $/sale N/A Increase $/sale

38. TITLE FUNCTION SALES OPS/ENABLEMENT INSIDE SALES SALES TITLE LEVELS CRO CSOC Suite Knowledge Management Increase $/sale Increase $/sales EVP Shorten Sales Cycle Increase $/sales Increase $/sales VP Optimize Sales Process Expansion within Existing Accounts Increase $/sales DIRECTOR Optimize Sales Process Improve Personnel Retention Improve Personnel Retention MANAGER Improve Sales Ops approach/Planning Teamwork Optimization Teamwork Optimization SUPPORT STAFF Echoing Mission Statement Echoing Mission Statement Echoing Mission Statement SALES N/A Increase $/sale Increase $/sale RESEARCH FOCUS: WHAT MATTERS MOST TO THESE BUSINESS PERSONAE?

39. TITLE FUNCTION Client Services MARKETING BIZ DEV TITLE LEVELS CCO CMOC Suite Lower Costs Customer Intel Increase $/sales EVP N/A Customer Intel Shorten Sales Cycle VP Knowledge Management Customer Intel Increase $/sales DIRECTOR Knowledge Management Prioritizing Data Increase $/sales MANAGER Teamwork Optimization Teamwork Optimization Teamwork Optimization SUPPORT STAFF Echoing Mission Statement Echoing Mission Statement Echoing Mission Statement SALES N/A N/A Increase $/sale RESEARCH FOCUS: WHAT MATTERS MOST TO THESE BUSINESS PERSONAE?

40. mPathDiscovery’s Analytic and Reporting Systems offer data-driven, behavioral science- derived insight into the thoughts and actions of market participants involved in dynamic issues that affect you. www.mpathdiscovery.com

41. Where

42. Copyright ©2016,Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Marketing • Events • Direct mail • Online advertising • Social ads • Web personalization Sales / Sales Development • Human Email • Phone • Social Channels

44. Copyright ©2016,Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Touch Day Step(s) Description 0 Pre Research Find out 3 pieces of relevant information 1 Pre ABM Ads Build awareness with targeted ads 2 Pre Dimensional Mail Package / postcards to decision maker + influencers 3 1 Triple Touch Human email + voicemail + social (InMail) 4,5 1 Double Touch Human email + voicemail 6,7 3 Double Touch Human email + voicemail 8,9 7 Double Touch Human email + voicemail 10,11 13 Last Chance Last chance email + voicemail Ongoing Ongoing Human Nurture Share relevant insights ever 3-4 weeks Multi-‐step and Multi-‐Channel TOPO

45. Copyright ©2016,Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Account Executive Marketing OpsSDR Manager Roles Account Management Account Executive Sales Development Rep CEO Sales Ops Coach Quarterback Players VP, SalesDemand Gen

46. Hacks for Account Based Everything

49. Copyright ©2016,Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Account Based Metrics Are Different Demand Generation Account Based Marketing Leads Accounts Quantity Quality Days and Weeks Months and Years Create Pipeline Influence Pipeline New Business Land and Expand Inbound Outbound Measurement

50. Copyright ©2016,Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE 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:

51. Copyright ©2016,Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE 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:

52. ABE Market Map

53. Copyright ©2016,Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE Data Vendors Predictive Who: Selection What: Insight Account Insight Where: Interaction Ads Infrastructure Lead to Account match (L2a); Routing; ABM Analytics Web Orchestration Synchronize Interactions into coordinated Plays Direct / Physical Events Human Email Phone Social Complementary Other Intent & Technologies Attribution Person Insight Advocacy CRM`Account Planning

54. Copyright ©2016,Engagio Inc. CONFIDENTIAL – DO NOT DISTRIBUTE • Marketing isn’t sufficient for comprehensive account-based outreach • Account based marketing and account based sales development perpetuate silos – need Account Based Everything • Outbound does not need to mean interruption; use account-specific research to maximize relevance • Coordinate account-based plays across channels and players for maximum impact • Lead to Account Matching is the foundation of account-centric success Top TweetableTakeaways @jonmiller

55. engagio.com/Guide Get your free copy today! The Clear and Complete Guide to Account Based Marketing

56. Webinar Recording & Free Resources • Tomorrow we will email you a link to today’s recorded webinar, feel free to share it with your colleagues • Take advantage of the resources available for download

57. How to Create a Winning Sales Cadence and Improve Contact Rates Cadence is a sales industry buzzword many use but few understand. Whether or not you completely grasp the concept, it’s essential in helping organizations break through the clutter and capture the attention of today’s savvy buyers. This webinar will help sales leaders learn the best practices around creating a winning sales cadence and how to improve contact and conversion rates. In this webinar you’ll learn: • The true definition of cadence and a number of examples you can apply to your own sales process • Tried and tested persona-‐based cadence best practices • Which modern technologies and methodologies will help you build the right cadence WATCH NOW link in the free resources window

58. Q&A Jon Miller Founder & CEO at Engagio LinkedIn.com/in/JonMiller2 @JonMiller Ken Krogue Founder and Chief Evangelist at InsideSales.com LinkedIn.com/in/KenKrogue @KenKrogue Rich Neal Founder and CEO at mPathDiscovery LinkedIn.com/in/RRneal

59. In this ebook, we invite you to tour a day in the life of a top performing rep to see how your team can: • Leverage data science to increase revenue by as much as 30% in 90 days • Increase cold calling and sales prospecting dials, contacts and conversions • Stay focused on the right leads, opportunities and activities for maximum success DOWNLOAD NOW in the free resources window CSO Insights reports that the average sales rep only spends two days a week effectively selling Cold Calling and Sales Prospecting: A Day in the Life of a Top-Performing Sales Rep

60. The Ultimate Sales Development Technology Guide Find out what you should look for when selecting sales development technologies In this eBook, you will receive: • The crucial steps in the sales process and the technologies that support them • A checklist of important features to consider before you buy • Examples of leading vendors in each category DOWNLOAD NOW in the free resources window

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