#FlipMyFunnel Atlanta 2016 - Jon Miller - Account Based Marketing + Account Based Sales Development...
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#FlipMyFunnel Atlanta: Account Based Marketing + Account Based Sales Development = Account Based Everything
#FlipMyFunnel #ABM@jonmiller
#FlipMyFunnel #ABM@jonmiller
#FlipMyFunnel #ABM@jonmiller
#FlipMyFunnel #ABM@jonmiller
#FlipMyFunnel #ABM@jonmiller
Agenda
Hacks for ABE
3 Step Process
Why Account Based
Everything?
Why Account Based Everything
#FlipMyFunnel #ABM@jonmiller
Nets versus Spears
DemandGeneration Account Based
#FlipMyFunnel #ABM@jonmiller
ABM is Hot
Google Trends for Account Based Marketing
Engagio founded
#FlipMyFunnel #ABM@jonmiller
But Marketing Isn’t Sufficient
10
ABM Not Enough
Source: TOPO
15% Penetration into target accounts
Rise of Account Based Sales
Development
“[Account Based Sales Development is] today’s most effective Account-Based tactic.” – TOPO
Account Based Marketing
Account Based Sales Development
Account Based Sales
Hello, Account Based Everything
Orchestration
Account Based
Marketing
Account BasedSales Development
Account BasedSales
Account Based
Customer Success
3 Step Process for Account Based Everything
#FlipMyFunnel #ABM@jonmiller
#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)
Dem
and
Gen
Acco
unt
Base
d Ev
eryt
hin
g
Who
#FlipMyFunnel #ABM@jonmiller
Styles of ABE
5-50 accounts (“tens”)Rich account plansEvery touch personalized
50-1,000 accounts (“hundreds”)Light research + data build outPersonalized touches to key personas
1,000+ accounts (“thousands”)Automated touches OKIndustry and persona customization
Hybrid
Lite
Classic
What
#FlipMyFunnel #ABM@jonmiller
With #ABE you need to knock on people’s doors.
– @jonmiller
Sales Spam = Opt out, tune out, toss out
“Sales Spam Sucks”
– @jonmiller
#FlipMyFunnel #ABM@jonmiller
“Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.”
– Craig Rosenberg
#FlipMyFunnel #ABM@jonmiller
Three most important factors in enterprise decision: • Knowledge and understanding of my industry • Knowledge and understanding of my unique business
issues • Fresh ideas to advance my business
“75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.”
75%
25%
Yes
No
ITSMA
#FlipMyFunnel #ABM@jonmiller
What to ResearchThe Market Industry Dynamics Key Trends Competitors Growth Drivers & Inhibitors
Relationships & Connections Key Contact Profiles Relationships to Each other Relationships to Your Company Attitudes, Preferences & Biases
The Company Financial Health Growth Areas vs “Cash Cows” Renewal Risk SWOT Initiatives & Organizational Priorities Triggers (Funding, Acquisitions, Personnel change,
etc.)
The Buying Centers Org. Chart Key Buying Centers Whitespace & Buying Center Analysis
Where
#FlipMyFunnel #ABM@jonmiller
Channels for Outbound Account Based EverythingMarketing• Events• Direct mail• Online advertising• Social ads• Web personalization
Sales / Sales Development• Human Email• Phone• Social
Channels
A series of steps that orchestrates interactions across departments and channels to achieve a business purpose for one or more buying centers at target accounts
#FlipMyFunnel #ABM@jonmiller
Team Selling
Marketing Ops
SDR Manager
Coaches
Sales /AE
SDR / ADR
Executive Sales Ops
Players
VP, SalesDemand Gen
From me
Personalized by an SDR
Additional steps can include phone, social checklist, direct mail, etc.
#FlipMyFunnel #ABM@jonmiller
Day Step(s) Description
Pre Research Find out 3 pieces of relevant information
Pre ABM Ads Build awareness with targeted ads
Pre Dimensional Mail Package / postcards to decision maker + influencers
1 Triple Touches Human email (SDR) + voicemail + social (InMail)(multiple personas) – mail follow-up
4 Double Touches Human email (AE) + voicemail – case study
7 Double Touches Human email (SDR) + voicemail – relevant content
15 Double Touches Human email (exec) + voicemail – exec alignment
21 Last Chance Last chance email (SDR) + voicemail
Ongoing Human Nurture Share relevant insights (curated content) every 3-4 weeks
Sample Play
TOPO
Hacks for Account Based Everything
#FlipMyFunnel #ABM@jonmiller
Lead to Account Matching
LeadsAccount
#FlipMyFunnel #ABM@jonmiller 34
Lead to Account Matching
Marketing Qualified Accounts (MQAs)
not MQLs
35
Breadth
Dep
th
#FlipMyFunnel #ABM@jonmiller
Account Based Metrics Are DifferentDemand Generation Account Based
Quantity Quality
Days and Weeks Months and Years
Create Pipeline Influence Pipeline
New Business Land and Expand
Measurement
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:
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:
ABE Market Map
Data Vendors Predictive
Who: Selection What: InsightAccount Insight
Where: InteractionAds
Infrastructure Lead to Account match
(L2a);Routing; ABM Analytics
Website
Orchestration
Direct / Physical
Events
Human Email Phone / Dialer Social
Other
Intent & Technographi
cs
Attribution
Person Insight
CRMAccount
Planning
Synchronize Interactions into coordinated Plays
Complementary
engagio.com/Guide Get your free copies
today!
The Clear and Complete Guides toAccount Based
Marketingand
Account Based Sales
Development
#FlipMyFunnel #ABM@jonmiller
• Marketing isn’t sufficient for comprehensive account-based outreach – need ABSD
• Account Based Everything is a strategy that orchestrates account-based Plays across channels and players for maximum impact
• ABE process: Who are we trying to reach? What should we say? Where should we say it?
• Outbound does not need to mean interruption; use account-specific research to maximize relevance
• Lead to Account Matching is the foundation of account-centric success
Tweetable Takeaways
@jonmiller
#FlipMyFunnel #ABM@jonmiller