Webinar - Marketing Metrics Madness in an Account Based World

MARKETING METRICS MADNESSIN AN ACCOUNT BASED WORLD

March 16, 2017Engagio & BrightFunnel

Charlie LiangDirector of Marketing

Engagio

Dayna RothmanVP MarketingBrightFunnel

MEET THE PRESENTERS:

What are we talking about?

• New Account Metrics in a Account Based World• Lead to Account Matching• What are engagement minutes?• How to measure campaign success & A/B test• Analyze target accounts, campaign & analysis• Understanding channel influence• The different types of content that work (measured &

proven!)• Q&A

Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio | @dayroth @BrightFunnel

3 Types of Metrics

Funnel ProgrammaticAccount Trending


Account Trends to Watch• Account based web traffic

– Measure both cookied & anonymous• Number of & newly engaged people• Account insights & key triggers• Sales prospecting activity


Key Account Funnel Statuses

Break out awareness by account funnel.

See MQAs by week.

Known

Aware – New

Aware – Recycled

MQA

Meeting

OppCustomer

Engagio Dashboard

Engagio Dashboard


Engagio’s Own Account KPIs

Meeting -> Opp Opp -> CustomerMQA -> Meeting

20%

65%

30%

3.9% MQA -> Customer


Programmatic Metrics to Measure• Account penetration• People focus• By account status, persona,

industry, content type, geography, etc.


1

2

3

4


Challenges Faced

Leads Contacts Accounts Opportunities Campaigns Activities

Offline

Marketing Automatio

n

Sales Rep Activity

Anonymous Web


The Solution: Lead to Account Matching

L2A

Engagio Salesforce Screenshot

Leads & Contacts in one place!


How Lead to Account Matching works


Lead-Centric vs. Account-CentricA is for Account

Old School (Lead Gen)

• Leads• MQLs• Lead Score

New School (Account Based)

• Accounts• MQAs• Engagement Minutes

L2AStar of the show:


Get Account-Level Communication Visibility


All the way back to SalesforceVMware Account in SFDC


And see touch statuses of leads & contacts


New World Order = New Currency

Engagement Minutes


What is an Engagement Minute?5 minutes

30 minutes

An Engagement Minute is how much time a prospect or customer spends interacting with your brand.


Why are EMs Important?

Account

Lead

Contact

Lead

1. Account Based 2. Sales Understands

Launch Account Based AdsPackage send + EmailPackage delivered + EmailPhone callPhone callPhone callPhone call + LVMEmail from Jon cc’ing ADRLinkedIn view from JonEmailFU to other 5 personas

TAP Play


Results To Date

136

120

36

26

15 1Mtgs Opps Deal

(so far)EngdPkgs Resp

19%

Meeting RatesAds and Kindle: 20.0%Books only: 18.8%Kindle only: 17.2%Ads and Books: 8.3%Not significant

Web Traffic

Visitors

Ads +43% +47%No Ads +22% +8%

Directionally meaningful but not significant

11.2x pipeline to spend


Measuring Account Based Ads

Reverse IPLookup


A/B Testing, Account Based Style

Pro tip: Tag accounts to A/B test campaigns.


How to Measure ABE Campaigns6 KPIs for ABE Campaigns


Account-Based Full Database Measurement


How Should You Segment for More Data?

• Segment your account-based measurement by:– Target Account Tier—

what target accounts are engaged?

– SDR Owner—how are your SDRs engaged their assigned target accounts?

– Company Size—does engagement vary with companies of different sizes or industries?


Look at Cohorted Target Account Funnel Velocity and Conversion


Target Account Engagement Overview Metrics

• Overall account engagement metrics:– Total

engagement – Total marketing

engagement– Total sales

activity– Total web activity


Target Account Engagement Analysis


Target Account Campaign Analysis• What marketing

programs has your target account been engaging with?

• Who in your target account has been engaging with your marketing programs?


Target Account Sales Activity Analysis• What does the rep

activity look like at your target account?

• What rep is engaging with what contact at each target account?

• What is the frequency of engagement?


How is Your Target Account Finding You?


Marketing Engagement Over Time

• How engaged is the account?

• What are the peaks of account engagement?


What Channels Source Contacts From Target Accounts?


What Channels Influence Target Accounts?


Look at These Metrics on a Campaign Level


What Content Works Best for Target Accounts?


ABM vs. Demand Gen ContentDifference between DG & ABM

Demand Gen Content ABM Content


Content in an Account Based Everything world

Evolution of Content in an ABM World


Be Everywhere, But Don’t be Overbearing

Top 5 ABM Channels

Engagio’s Top 5 Account Based Everything Channels:

#1

#2

#3

#4

#5

Human Email

Live & Virtual Events

Direct Mail

Ads

THANK YOU!

Charlie LiangDirector of Marketing

Engagio@CharlieCLiang

Dayna RothmanVP MarketingBrightFunnel

@dayroth

Learn More

Tools of the Trade: engagio.com/map

Everything ABM & ABSD: engagio.com/guide

Webinar - Marketing Metrics Madness in an Account Based World

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