Outbound vs. Account Based Marketing - Friend or Foe?
Transcript of Outbound vs. Account Based Marketing - Friend or Foe?
Copyright ©2016, Engagio Inc. All rights reserved.
Presented by
Outbound vs. Account Based Marketing: Friend or Foe?
Jon MillerCEO & Co-Founder,
Engagio
Anna-Maria Kröner Marketing Manager,
Perkuto
Kristen MalkovichSolutions Architect & Marketo Champion,
Perkuto
Copyright ©2016, Engagio Inc. All rights reserved.
Agenda
How to Do Account Based
Everything
Hello, Account Based
Everything When Inbound Isn’t Enough
“Relying solely on inbound marketing is like hanging out with the same kids from high school your whole life.”
– Jason Miller
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Scaling Inbound versus Outbound
Inbound
Outbound
What if you are here?
• Quick wins• No waste• Easier to double• Bigger deals
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• Spam – guessing emails• Vague, irrelevant messaging• Attempt at "personalization" with totally wrong data [bold]• Focused on their needs rather than value to the customer• Typos
“Template emails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.”
– Craig Rosenberg
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Outbound Does Not Mean InterruptionApply the best concepts from demand generation to outbound:• Content driven• Helpful and valuable• Focused on the buyer, not your company• Personalized and relevant• Human
No Cold Calls
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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 relevant to their business.”75%
25%
Yes
No
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Challenger Sale
Challenger
Offers unique perspectiveTwo-way communication skills
Knows customer value driversCan ID economic drivers
Comfortable discussing moneyCan pressure the customer Asserts Control
Tailors
Teaches
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Summary
19
Old OutboundBuy lists of leads
Cold callQuantity and volume
Success = Reps with Rolodexes
New OutboundAccount-based
Understand and teachQuality and buyer-centric
Success = Data and process
Salespeople never talk abouthow many leads they’ve closed.They talk about how many accounts they’ve closed.
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ABM Is the Hottest Thing in B2B Marketing
The Next Big Thing?
Google Trends for Account Based Marketing
Engagio founded
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Account Based Marketing
Account Based Sales Development
Account Based Sales
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Hello, Account Based EverythingMessaging
Engagio Orchestration
Platform
Account Based Marketing
Account Based Sales Development
Account Based Sales
Account Based Customer Success
Account Based EverythingA strategic GTM approach thatorchestrates personalizedmarketing, sales, and success efforts to drive engagement andconversion at named accounts.
ABE targets specific (usually large) accounts
Account Based EverythingA strategic GTM approach thatorchestrates personalizedmarketing, sales, and success efforts to drive engagement andconversion at named accounts.
a way of doing business, not a campaign or tacticalways on for the account until removed
Account Based EverythingA strategic GTM approach thatorchestrates personalizedmarketing, sales, and success efforts to drive engagement andconversion at named accounts.
treat each account individuallyfocus = more insights = more relevance
Account Based EverythingA strategic GTM approach thatorchestrates personalizedmarketing, sales, and success efforts to drive engagement andconversion at named accounts.
coordinates experiences across departments and channels
Account Based EverythingA strategic GTM approach thatorchestrates personalizedmarketing, sales, and success efforts to drive engagement andconversion at named accounts.
Copyright ©2016, Engagio Inc. All rights reserved.
Everything Rolls to an Account
LeadsAccount
Fuzzy logic match: Better routingAccount-level visibilityMQAs not MQLs
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Land and Expand
Demand Generation
Account Based Everything
Zero waste strategy!
ABE Impacts Critical Revenue Objectives(TOPO, 2016)
The more practical payoff(2014 Demandbase results)
Dea
l Siz
e
26%
Clo
se R
ate
75%
Velo
city
7%
© April 14, 2016 Engagio, Inc. All rights reserved.
New Customer AcquisitionMulti-touch “open the door” plays
Pipeline VelocitySurround existing opportunities
Account ExpansionExpand initial use to new buying centers
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#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)
DEM
AND
GEN
ABE
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ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABEProcesses
WHO
WHATWHERE
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ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABE
Processes
WHO
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Tier # of Accounts Insights Tactics
“Classic”Tier 1
5 to 50[Tens]
• Full profiles• Quarterly updates • Bespoke 1:1 Campaigns
“Lite”Tier 2
~200[Hundreds]
• Basic account profiles• Annual updates • 1:Few Campaigns
“Hybrid”Tier 3
1000s[Thousands]
• Industry or segment• Traditional Marketing with Account
Targeting• One OSDR up to 500 accounts• MQAs
Styles of ABE
Level 1: Reps Self-Select
Level 2: Basic Data
Level 3: Advanced
Level 4: Predictive Analytics Sophisticated predictive scoring and modeling
Advanced ICP data (technographics, intent, engagement)
Simple definition of Ideal Company Profile (ICP)
Based on intuition and experience
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Manual
Build and Maintain Your Database With the Right Contacts for Each Persona
Purchase Predictive
Representative companies; not exhaustive
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ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABE
Processes
WHAT
“Give me six hours to chop down a tree and I will spend the first four sharpening the axe.”
– Abraham Lincoln
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• Market• Company• People• Relationships• History• Connections• Door Openers
What To Research
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Content Personalization Spectrum
Account-Based EverythingPersonalization at Scale
Demand GenerationNon-Personalized
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ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABE
Processes
WHERE
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Channels for Outbound Account Based Everything
Marketing• Events• Direct mail• Online advertising• Web personalization
Sales / Sales Development• Human Email• Phone• Social
Channels
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Account Based Sales Development
• Multi-channel• Multi-step• Multi-threaded• Research oriented• Human
Tip: measure quality of interactions, not just quantity
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Open the Door• Get
relationship with cold account
Accelerator• Increase
deal velocity and win rate
Human Nurture• Stay in
touch with helpful touches
Meetings Creator• Schedule
meetings at an event
Account Qualifier• Follow-up
on inbound interest
Example ABE Plays
• 63% connect rate• 5% opportunity rate• $13,000 investment• $200,000+ revenue
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ACCOUNTS
CONTACTS
INSIGHTS
CONTENTINTERACTIONS
ORCHESTRATION
MEASUREMENT
Seven ABE
Processes
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• Account-centric metrics• Quality, not quantity• Long development cycles• Influence
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Don’t count the people you reach;
reach the people that count.
– David Ogilvy
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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:
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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:
Copyright ©2016, Engagio Inc. All rights reserved.
SelectionIdentify and
prioritize target accounts, align on resources by Tier
1, 2, and 3
ContactsDiscover contacts and map to your accounts, ensure
quality data
InsightsUnderstand what is
relevant and resonant at accounts (triggers, priorities,
etc.)
InteractionsManage 1:1 account-based interactions in
channel – events, outbound, digital (ads, web)
OrchestrationSynchronize
interactions into coordinated plays that align to account plans
and goals
InfrastructureMap leads to accounts, identify hot accounts (MQAs), show impact
of ABM efforts
ContentCreate account-
specific content and messaging that reflects insights
Ads
Hum
an E
mai
lEv
ents
Dire
ct
Com
plem
enta
ry
Web
Pred
ictiv
e
May2016
Oct 2015
EOY 2016
Attr
ibut
ion
Ana
lytic
s
Dia
ling
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• Outbound can be easier to scale and driver larger deals than inbound
• Outbound does not necessarily mean interruption; use account-specific content to reach out
• Account Based Everything is a strategy that orchestrates personalized marketing, sales, and success efforts at named accounts
• Human email is by far the most important channel for account based everything
• Don’t measure measure account-based everything with quantity; measure via coverage, awareness, engagement, reach & impact
Tweetable Takeaways
@jonmiller
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Questions & Answers
Jon MillerCEO & Co-Founder
[email protected]@JonMiller
Kristen MalkovichSolutions Architect & Marketo Champion
[email protected]@Kristen_Malk
Anna-Maria Kröner Marketing Manager
[email protected]@Annariak
>> hello.perkuto.com/martech-bob
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Outbound vs. Account Based Marketing: Friend or Foe? Presented by