Engagio and Norwest Partners: Account Based Everything, Nov 2016

Editor's Notes

1. May 17, 2013 Almost exactly 6 years from PPC launch
2. ABM is an investment in time and resources so you MUST focus on accounts with highest ROI
3. Why now? What about mobile, social, cloud, etc. makes this inevitable? Harder than ever to reach decision makers with traditional tactics New ways to reach buyers (individually-addressable touch-points, real-time ad buying) Shift from campaign-marketing to “always on” mindset requires integration Big data / predictive analytics allow marketers to understand the complexity of relationships and buyer context, and match personalized content accordingly Buyers delaying engagement with sales ; harder to reach CXOs {happened in velocity, needs to happen in XYZ} Decomposition of the nice/clean customer funnel… no longer just awareness, familiarity, consideration, etc. Useful model, but. Really a set of nodes, interactions (through a connected device) New ways to reach buyers Proliferation of “connected customers” and customer data -- smart phones, smart devices (50B connected devices) behind every device is a customer → data proliferation From campaigns to “always on” Big data / predictive (understand the complexity of the relationships, context) Needs new ways to measure
4. Account centric good! But, if Sales and Marketing are both taking an account-based approach but don’t know what the other is doing, that’s a recipe for trouble. One part of the group in isolation makes this decision (e.g. do ABM), and that doesn’t work. If Sales and Marketing are both taking an account-based approach but don’t know what the other is doing, that’s a recipe for trouble. [Requires SFDC tracked properly.] One part of the group in isolation makes this decision (e.g. do ABM), and that doesn’t work. Marketers are currently only getting 15-20% penetration into target accounts [TOPO] ABM does not work in isolation – ABE is the mandate
5. Wrong: what we want to say, how we want to say it  target the right people RIGHT: who we want to target  what and how to say it
6. Need to LISTEN
7. “You’re going to have to spend some money to be really good at account based marketing. But it’s OK because it’s the accounts that will make you the most money.”
8. TOPO: In traditional outreach, SDRs send large volumes of emails to multiple accounts, make calls to a subset of contacts, and hope that enough buyers will respond. Because account-based SDRs focus on a fixed number of accounts, they maximize their reach using all channels at their disposal.
9. So what is a play? Imagine a football play. There are 11 people on our side and 11 people on their side. Each person has a responsibility in the play. Most tools out there now focus on one lead or contact at a time… “Single Player”. Engagio plays are “Multi-Player” and work with multiple people on your team and the account. <CLICK>
10. So what is a play? Imagine a football play. There are 11 people on our side and 11 people on their side. Each person has a responsibility in the play. Most tools out there now focus on one lead or contact at a time… “Single Player”. Engagio plays are “Multi-Player” and work with multiple people on your team and the account. <CLICK>
11. But remember: Plays are like diets – they work if you stick to them.