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![âą Spam â guessing emails
âą Vague, irrelevant messaging
âą Attempt at "personalization" with totally wrong data [bold]
âą Focused on their needs rather than value to the customer
âą Typos](https://image.slidesharecdn.com/secretsauceoutboundmarketingmay11-160511163418/75/Secret-Sauce-for-Outbound-Marketing-and-Account-Based-Everything-13-2048.jpg)
![Tier # of Accounts Insights Tactics
âClassicâ
Tier 1
5 to 50
[Tens]
ï· Full profiles
ï· Quarterly updates
âą Bespoke 1:1 Campaigns
âLiteâ
Tier 2
~200
[Hundreds]
ï· Basic account profiles
ï· Annual updates
âą 1:Few Campaigns
âHybridâ
Tier 3
1000s
[Thousands]
ï· Industry or segment
âą Traditional Marketing with
Account Targeting
âą One OSDR: up to 500 accounts
âą MQAs](https://image.slidesharecdn.com/secretsauceoutboundmarketingmay11-160511163418/75/Secret-Sauce-for-Outbound-Marketing-and-Account-Based-Everything-35-2048.jpg)
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Secret Sauce for Outbound Marketing and Account Based Everything
The document discusses the importance of outbound marketing, particularly in the context of account-based strategies, as a complement to inbound marketing methods. It emphasizes using personalized and relevant content to engage specific accounts, moving away from traditional tactics of cold calling and spam. The guide highlights the need for tailored marketing efforts that focus on understanding customer needs and building long-term relationships with target accounts.
MarketingâŠ
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Secret Sauce for Outbound Marketing and Account Based Everything
- 1. THE SECRET SAUCEFOR OUTBOUND MARKETING Jon Miller CEO, Engagio
- 2. Page 2 #MKTGNATION Agenda Howto Do Outbound Do It Account Based When Inbound Isnât Enough
- 3. WHEN INBOUND ISNâTENOUGH
- 4.
- 5. What if youare here? Inbound
- 6. Page 6 #MKTGNATION âRelyingsolely on inbound marketing is like hanging out with the same kids from high school your whole life.â â Jason Miller
- 7. Inbound Outbound What if youare here? âą Quick wins âą No waste âą Easier to double âą Bigger deals
- 8.
- 9.
- 10. NOT YOUR FATHERâSOUTBOUND
- 11. Page 11 #MKTGNATION With#Outbound you need to knock on peopleâs doors. â @jonmiller
- 13. âą Spam âguessing emails âą Vague, irrelevant messaging âą Attempt at "personalization" with totally wrong data [bold] âą Focused on their needs rather than value to the customer âą Typos
- 14. Page 14 #MKTGNATION Optout, tune out, toss out
- 15. Page 15 #MKTGNATION âTemplateemails are roulette wheels. If you only get 100 rolls of the roulette wheel, then you need to increase your odds.â â Craig Rosenberg
- 16. Page 16 #MKTGNATION OutboundDoes Not Mean Interruption Apply the best concepts from demand generation to outbound: âą Content driven âą Helpful and valuable âą Focused on the buyer, not your company âą Personalized and relevant âą Human
- 17. Page 17 #MKTGNATION Threemost important factors in enterprise decision: âą Knowledge and understanding of my unique business issues âą Knowledge and understanding of my industry âą Fresh ideas to advance my business ITSMA â75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.â75% 25% Yes No
- 18. Page 18 #MKTGNATION ChallengerSale Offers unique perspective Two-way communication skills Knows customer value drivers Can ID economic drivers Comfortable discussing money Can pressure the customer Asserts Control Tailors Teaches
- 19. Summary Old Outbound Buy listsof leads Cold call Quantity and volume Success = Reps with Rolodexes New Outbound Account-based Understand and teach Quality and buyer-centric Success = Data and process
- 20. DO IT ACCOUNTBASED
- 21. Salespeople never talk abouthow many leads theyâve closed. They talk about how many accounts theyâve closed.
- 22. ABM Is theHottest Thing in B2B Marketing Google Trends for Account Based Marketing Engagio founded
- 23. Page 23 #MKTGNATION AccountBased Marketing Account Based Sales Development Account Based Sales
- 24. Hello, Account BasedEverything Engagio Orchestration Platform Account Based Marketing Account Based Sales Development Account Based Sales Account Based Customer Success
- 25. Account Based Everything Astrategic GTM approach that orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts.
- 26. ABE targets specific(usually large) accounts Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts.
- 27. a way ofdoing business, not a campaign or tactic always on for the account until removed Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts.
- 28. treat each accountindividually focus = more insights = more relevance Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts.
- 29. itâs a bowtie,not a funnel Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts.
- 30. coordinates experiences across departmentsand channels Account Based Everything A strategic GTM approach that orchestrates personalized marketing, sales, and success efforts to land and expand at named accounts.
- 31.
- 32. Page 32 #MKTGNATION Whatdo 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) DEMANDGENABE
- 33.
- 34.
- 35. Tier # ofAccounts Insights Tactics âClassicâ Tier 1 5 to 50 [Tens] ï· Full profiles ï· Quarterly updates âą Bespoke 1:1 Campaigns âLiteâ Tier 2 ~200 [Hundreds] ï· Basic account profiles ï· Annual updates âą 1:Few Campaigns âHybridâ Tier 3 1000s [Thousands] ï· Industry or segment âą Traditional Marketing with Account Targeting âą One OSDR: up to 500 accounts âą MQAs
- 36. Page 36 #MKTGNATION Level1: 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
- 37. Page 37 #MKTGNATION Manual Buildand Maintain Your Database With the Right Contacts for Each Persona Purchase Predictive Representative companies; not exhaustive
- 38.
- 39. Page 39 #MKTGNATION âGiveme six hours to chop down a tree and I will spend the first four sharpening the axe.â â Abraham Lincoln
- 40. âą Market âą Company âąPeople âą Relationships âą History âą Connections âą Door Openers
- 41.
- 42. Page 42 #MKTGNATION Channelsfor Outbound Account Based Everything Marketing âą Events âą Direct mail âą Online advertising âą Web personalization
- 43. Tip: executive invitescome from someone with an equal or higher title Events Are a Big Part of ABM âą Owned events âą Meetings at 3rd party events
- 44. Page 44 #MKTGNATION DirectMail Offers sent by mail are perceived as 24% more valuable than offers viewed only on a screen. And mail boosted ROI by 20% when used as part of an integrated campaign. U.K. Royal Mail, February 2015
- 45. Page 45 #MKTGNATION Display Advertising âąIP-Based âą Proactive Retargeting âą LinkedIn âą Facebook ⹠⊠more Example: Custom Content + Facebook
- 46. Page 46 #MKTGNATION Channelsfor Outbound Account Based Everything Marketing âą Events âą Direct mail âą Online advertising âą Web personalization Sales / Sales Development âą Human Email âą Phone âą Social
- 47. Account Based SalesDevelopment âą Multi-channel âą Multi-step âą Multi-threaded âą Research oriented âą Human Cloudera (TOPO) 60% open rate, 31% response rate, and massive increases in both net- new opportunities and add-on business from current customers
- 48. Page 48 #MKTGNATION Multi-Threading Anyone person can say no Two ânoâ rule
- 49. Page 49 #MKTGNATION Leadto Account Matching Leads Account Fuzzy logic match Better routing Account-level visibility Implication: MQAs not MQLs
- 50. Touch Day Step(s)Description 0 Pre Research Find out 3 pieces of relevant information 1 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 + voicemail 6,7 3 Double Touch Human email + voicemail 8,9 7 Double Touch Human email + voicemail 10,11 13 Last Chance Last chance email + voicemail Ongoing Ongoing Human Nurture Share relevant insights ever 3-4 weeks Multi-step and Multi-Channel TOPO
- 51. Page 51 #MKTGNATION Qualification BANT âąBudget âą Authority âą Need âą Timing AN âą Authority âą Need Thereâs a project in the next six months (Opportunity) A Meeting with the right person at the right company
- 52.
- 53. âą Account-centric metrics âą Quality,not quantity âą Long development cycles âą Influence
- 54. Page 54 #MKTGNATION Donâtcount the people you reach; reach the people that count. â David Ogilvy
- 55. Page 55 #MKTGNATION 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:
- 56. Page 56 #MKTGNATION 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:
- 57.
- 58. Selection Identify and prioritize target accounts,align on resources by Tier 1, 2, and 3 Contacts Discover contacts and map to your accounts, ensure quality data Insights Understand what is relevant and resonant at accounts (triggers, priorities, etc.) Interactions Manage 1:1 account-based interactions in channel â events, outbound, digital (ads, web) Orchestration Synchronize interactions into coordinated plays that align to account plans and goals Infrastructure Map leads to accounts, identify hot accounts (MQAs), show impact of ABM efforts Content Create account- specific content and messaging that reflects insights Ads HumanEmailEventsDirect Complementary Web Predictive May 2016 Oct 2015 EOY 2016 AttributionAnalytics Dialing
- 59. Page 59 #MKTGNATION engagio.com/Guide Getyour free copy today! The Clear and Complete Guide to Account Based Marketing
- 60. Page 60 #MKTGNATION TweetableTakeaways âą Outbound can be easier to scale and drive larger deals than inbound âą Outbound does not necessarily mean interruption; use account- specific content to reach out âą Account Based Everything is a strategy that orchestrates personalized marketing, sales, and success efforts at named accounts âą Human email is by far the most important channel for account based everything âą Donât measure measure account-based everything with quantity; measure via coverage, awareness, engagement, reach & impact @jonmiller
- 61.
Editor's Notes
- #2Â Update with new cover from visual brand deck.
- #6Â Long time to scale Canât easily double Inbound saturation âColumn Bâ syndrome âInbound dependencyâ Indirect learning Hard to tie activity to impact
- #9Â ABM is an investment in time and resources so you MUST focus on accounts with highest ROI
- #10Â Itâs not just outbound, not just inbound Be ALL-bound âAn optimized balance of inbound and outbound marketing techniques, i.e. âallbound marketingâ, consistently generates high quality leads that ultimately produce revenue.ââ Dan McDade
- #14Â Not HUMAN
- #15Â Need to LISTEN
- #16Â Donât F-it up with your most valuable prospects CEO Lattice â 3 templates in one AM
- #19Â To move to the enterprise, MuleSoft moved to âSales Development Consultantsâ not SDRs Theyâre the quarterback; the donât OWN the account, but they LEAD the effort SDRs know more about whatâs happening at the account than AE, so have SDRs do territory reviews with Sales before their territory review
- #20Â Not lists and volume â relevant, human outreach not to one individual but to the account
- #24Â Account centric good! But, if Sales and Marketing are both taking an account-based approach but donât know what the other is doing, thatâs a recipe for trouble. One part of the group in isolation makes this decision (e.g. do ABM), and that doesnât work. Marketers are currently only getting 15-20% penetration into target accounts [TOPO] ABM does not work in isolation â ABE is the mandate
- #33Â Wrong: what we want to say, how we want to say it ï target the right people RIGHT: who we want to target ï what and how to say it
- #34Â ----- Meeting Notes (8/4/15 13:26) ----- account-based on Sales and Success; not marketing open to influence as a metric demandbase: vertical audiences T1: 300 top accounts (whales) T2: 300 next
- #35Â ----- Meeting Notes (8/4/15 13:26) ----- account-based on Sales and Success; not marketing open to influence as a metric demandbase: vertical audiences T1: 300 top accounts (whales) T2: 300 next
- #37Â Something about Ideal Company Profile
- #39Â ----- Meeting Notes (8/4/15 13:26) ----- account-based on Sales and Success; not marketing open to influence as a metric demandbase: vertical audiences T1: 300 top accounts (whales) T2: 300 next
- #40Â Research: Donât skip this step.
- #42Â ----- Meeting Notes (8/4/15 13:26) ----- account-based on Sales and Success; not marketing open to influence as a metric demandbase: vertical audiences T1: 300 top accounts (whales) T2: 300 next
- #44Â Many of the best high-level executive events include unique, âmoney canât buyâ experiences. Earn the list of attendees For marketing invites, list should be 4-5x desired attendance
- #45Â Offer charitable donation, or ipad, or airline voucher in exchange for a meeting Donât ignore the team
- #46Â More = Google PPC targeting now, future Uber cars
- #48Â Targeting outreach campaigns by account enables Cloudera SDRs to research individual accounts and buyers and speak to their exact pain points. As a result, these campaigns produce a 60% open rate, 31% response rate, and massive increases in both net-new opportunities and add-on business from current customers.â TOPO: Cloudera Case Report, September, 2015 Sales Development â or Prospecting â is the heart of every ABM program. It combines email, phone calls and the personalized end of social media interactions into a coordinated series of engagements that develop and deepen relationships. use all the account insight youâve generated to prove to the prospect that you understand their challenges and have a unique approach to solving them
- #49 Any one person can be sick, ignore, PTO, promote, transfer, fire Do you have major accounts that hinge on one or two personal relationships in the purchasing enterprise? If your answer is âyes,â then itâs important for you to realize that this represents enormous risk to your organization -- risk you need to act on now to minimize⊠those one or two key contacts can very easily be promoted, transferred or fired, and suddenly you may find that the relationship between your businesses is actually quite shallow. MQA good b/c multithread in account â any one person can ignore you or be on PTO or get sick or leave, but touching multiple people in account gives higher chances Even individuals who possess significant authority still have to build consensus within their company to get approval to move ahead with a purchase. A member of the sales team at New Relic, a SaaS vendor of performance management software and analytics, was close to closing a deal with the CTO at a Fortune 15 consumer products company. But then the deal hit a snag. âMy sales rep emailed me that the CTO was going to be out until the end of the quarter,â said John Gilman, VP of Worldwide Commercial Sales for the vendor. âThat meant that the deal was not going to happen in that quarter, and the sales rep was going to miss his numbers. If we had a few other relationships at the company, someone else may have been able to step in and move the ball forward.â Gilman pointed out that a multi-threading approach is helpful to avoid similar situations. âFor deals over a certain threshold, it is unacceptable to come to the table with one person at the target company,â Gilman said. âYou need to know who their manager is, who can say yes, and who can say no. Also, you need to know who can help make the deal bigger.â An examination of successful deals shows that the approach works, according to Gilman. âMost of our successful deals have taken a multi-threading approach that relied on multiple relationships with influencers in an organization.â
- #52Â Meetings not Opps A = Authority. When you are talking to the decision maker, make sure to make note of what their title and function is so you can align their needs with your product. This will go a long way when you pitch to them! Hitting what matters to them shows you know what their pain points are. N = Need. Make sure to find lists of companies in the target industry youâre seeking and their size. U = Urgency. Keep up with companies and their latest news releases. If a sales rep is sensitive to the urgencies of companies it can seriously help the sales process. If a company has announced they are expanding their inside sales team or have a new vice president of sales, this could be a cue to contact them. M = Money. Know where the money is. If a company is growing, recently announced a round of funding, or are older, more established companies then they have the funds. In an ABM (Account-Based Marketing) world, Sales has to be willing to have a discussion with someone, no matter where they are in the buying journey. The most important factors: is it the right company, and the right person? Looser qualified lead definitions prevail - BANT is on life support Sales must now early in the buying cycle or before a buying cycle even begins (no BANT) ANUM is new! [see TOPO] Example: Netsuite, SDRs pass a lead as soon as they convince the right person in a target account to agree to a meeting
- #53Â ----- Meeting Notes (8/4/15 13:26) ----- account-based on Sales and Success; not marketing open to influence as a metric demandbase: vertical audiences T1: 300 top accounts (whales) T2: 300 next
- #54Â The âlaw of large numbersâ breaks down in narrow funnel -- canât use vanity metrics, canât count on volumes Only need one deal to make a program ROI look good â noisy data
- #62Â Update with new cover from visual brand deck.