Webinar: Leveraging Account-Based Marketing and Account-Based Sales in the Enterprise

LEVERAGING ACCOUNT-BASED MARKETING AND ACCOUNT-BASED SALES

IN THE ENTERPRISEFeaturing: 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'

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

Sales Acceleration Podcast

Gabe Larsen Steve Eror

Today’s Speakers

Jon Miller Founder & CEO

at Engagio

LinkedIn.com/in/JonMiller2 @JonMiller

Ken KrogueFounder and Chief Evangelist

at InsideSales.com

LinkedIn.com/in/KenKrogue@KenKrogue

Rich NealFounder and CEO at mPathDiscovery

LinkedIn.com/in/RRneal

Copyright ©2016, Engagio Inc.

Agenda

Hacks for ABE

3 Step Process

Why Account Based

Everything?


Why Account Based Everything


Different Demand Types

SiriusDecisions

Account Based

Demand Generation (Lead Based)

Account Type PipelineKPI Averages

Large: Strategic Enterprise

Named/Territory

Small/Midsizeand Non-Named

Influenced: 60-75%Sourced: 15-25%

Influenced: >75%Sourced: <10%

Influenced: 50-60%Sourced: 25-45%


Nets versus Spears

DemandGeneration Account Based


The Next Big Thing?

Google Trends for Account Based

Marketing

Engagio founded

Copyright ©2016, Engagio Inc. 10

But Marketing Isn’t SufficientABM Not Enough

Source: TOPO

15%

Penetration into target accounts

Rise of 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

MarketingAccount Based

Sales Development

Account BasedSales

Account Based

Customer Success

3 Step Process for Account Based

Everything


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

hing

How many decision makers?

5.4 (CEB)7 (IDC)

ANUM is the New BANTB = BudgetA = AuthorityN = NeedT = Timing

A = AuthorityN = NeedU = UrgencyM = Money

Old New

Authority is more important than ever!B = BudgetA = AuthorityN = NeedT = Timing

A = AuthorityN = NeedU = UrgencyM = Money

Old New

The Circle of Influence

The Path to Power

Company data points1. Pre-existing technology = Need*2. # of Employees = Need*3. # of Sales Reps = Need*4. Industry = Need*5. Inside Sales Structure = Need6. Business Type = Need *7. Buying Mode = Need8. Defined Timeline = Urgency9. Funding Capability = Money*10. Budgeted Funding = Money

*Indicates data that we could append to the lead before we called.

Contact data points1. Title Level = Authority* 2. Title Function = Authority*3. Degree of Influence = Authority4. Management Directed = Authority5. Easy to Reach = Authority6. Decision Making Role = Authority7. Content Offer Type Category = Need*8. Content Lead Source Category = Need*9. Urgency of Perceived Need = Urgency10. Compelling Event Defined = Urgency

*Indicates data that we could append to the lead before we called.

Manualytics

NEURALYTICS

32

1. Ideal Customer Profile 2. Ideal Buyer Personas

• Firmographics• Technographics• Geography• Behaviors• Intent• Predictive

For each member of buying committee• Buyer• Influencer• User• Gatekeeper


Styles of ABE

5-50 accounts (“tens”)

50-1,000 accounts (“hundreds”)

1,000+ accounts (“thousands”)

Hybrid

Lite

Classic

With #ABE you need to knock on people’s doors.

– @jonmiller


Opt out, tune out, toss out

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

– Craig Rosenberg


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


• Market• Company• People• Relationships• History• Connections• Door Openers

What To Research

WHAT THE BUSINESS ECOSYSTEM IS THINKING IN TERMS OF THE BIGGEST

CHALLENGES/OBSTACLES - AS IDENTIFIED BY ROLE

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

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

EVPIncreases in Shareholder Value

Align w Regulatory Factors IT-Business alignment

VP Lower CostsAlign with Regulatory Factors Lower Costs

DIRECTOR Lower CostsAlign with Regulatory Factors

Improving Personnel Retention

MANAGER Teamwork OptimizationTeamwork Optimization

Optimizing Project Planning/Deliverables

SUPPORT STAFF Echoing Mission StatementEchoing Mission Statement

Echoing Mission Statement

SALES Increase $/sale N/A Increase $/sale

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 ProcessExpansion within Existing Accounts Increase $/sales

DIRECTOR Optimize Sales ProcessImprove Personnel Retention

Improve Personnel Retention

MANAGERImprove Sales Ops approach/Planning

Teamwork Optimization




SALES N/A Increase $/sale Increase $/sale


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 OptimizationTeamwork Optimization




SALES N/A N/A Increase $/sale


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


Marketing• Events• Direct mail• Online advertising• Social ads• Web personalization

Sales / Sales Development• Human Email• Phone• Social

Channels


Touch Day Step(s) Description

0 Pre Research Find out 3 pieces of relevant information1 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 + voicemail6,7 3 Double Touch Human email + voicemail8,9 7 Double Touch Human email + voicemail

10,11 13 Last Chance Last chance email + voicemailOngoin

gOngoin

g Human Nurture Share relevant insights ever 3-4 weeks

Multi-step and Multi-Channel

TOPO


Account Executive

Marketing Ops

SDR Manager

Roles

Account Management

Account Executive

Sales Development

Rep

CEO

Sales Ops

Coach Quarterback

Players

VP, SalesDemand Gen

Hacks for Account Based

Everything


Lead to Account Matching

LeadsAccount

Fuzzy logic match on name, company, IP, geography =• Account-level visibility• Better routing


Marketing Qualified Accounts (MQAs) not MQLs

49

Breadth

Dep

th


Account Based Metrics Are DifferentDemand Generation Account Based MarketingLeads AccountsQuantity QualityDays and Weeks Months and YearsCreate Pipeline Influence PipelineNew Business Land and ExpandInbound Outbound

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:

ABE Market Map


Data Vendors Predictive

Who: Selection What: InsightAccount Insight

Where: InteractionAds

Infrastructure Lead to Account match

(L2a);Routing; ABM Analytics

Web

Orchestration

Synchronize Interactions into

coordinated Plays

Direct / Physical

Events

Human Email

Phone Social

Com

plementary

Other

Intent & Technologies

Attribution

Person Insight

Advocacy

CRM`Account Plannin

g


• 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 Tweetable Takeaways

@jonmiller

engagio.com/GuideGet your free copy today!

The Clear and Complete Guide to

Account Based

Marketing

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

How to Create a Winning Sales Cadence and Improve Contact Rates

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WATCH NOW link in the free resources window

Q&A

Jon Miller Founder & CEO

at Engagio

LinkedIn.com/in/JonMiller2 @JonMiller

Ken KrogueFounder and Chief Evangelist

at InsideSales.com

LinkedIn.com/in/KenKrogue@KenKrogue

Rich NealFounder and CEO at mPathDiscovery

LinkedIn.com/in/RRneal

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

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

Webinar: Leveraging Account-Based Marketing and Account-Based Sales in the Enterprise

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Transcript of Webinar: Leveraging Account-Based Marketing and Account-Based Sales in the Enterprise