advocamp: jon miller

Fishing With SpearsAll About Account Based Marketing

and Advocacy

From Lead-Centric to Account-Centric Marketing

Nets versus Spears

©2016 Engagio, Inc. All rights reserved.

Demand Generation Account Based Marketing

How Do You DO ABM?

ACCOUNTS

CONTACTS

INSIGHTS

CONTENTINTERACTIONS

ORCHESTRATION

MEASUREMENT

ABMMarket Map

WHO

WHATWHERE

Tier Number of Accounts

Insights Tactics

Tier 1 5 to 50[Tens]

Full profiles Quarterly

updates

Bespoke 1:1 Campaigns

Tier 2 ~200[Hundreds]

Basic account profiles

Annual updates

1:Few Campaigns

Tier 3 1000s[Thousands]

Industry or segment

Traditional Marketing with Account Targeting

Styles of ABM

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

– @jonmiller


Opt out, tune out, toss out

Outbound Does Not Mean Interruption

Account-based marketing applies best concepts from demand generation to outbound prospecting:• Content driven• Helpful and valuable• Focused on the buyer, not the company• Advocate driven

No Cold Calls


Account Based Marketing Channels• Events (Owned and 3rd Party)• Direct mail• Account development / SDR• Online advertising• Web personalization

Advocacy and ABM


Advocates influence

ABM targets

ABM programs

drive Advocacy


• Account-centric metrics

• Quality, not quantity

• Long development cycles

• Influence

Lead to Account Matching


Concept 2

Leads

Leads in SFDC are not connected to the Account

object

Account

• Routing problems• Can’t tie activity to the right

account• Hurts campaign attribution

Lead to Account Matching


Concept 2

Leads Account

• Fuzzy logic• Powered by Leadspace

• Coverage: do you have sufficient data, contacts, and account plans for each target account?

• Awareness: are the target accounts aware of your company?

• Engagement: are the right people at the account spending time with your company, and is that engagement going up over time?

• Reach: are marketing programs reaching target accounts?

• Impact: are ABM activities improving key sales outcomes?

• Impact: are ABM activities improving key sales outcomes?

• Coverage: do you have sufficient data, contacts, and account plans for each target account?

• Awareness: are the target accounts aware of your company?

• Reach: are marketing programs reaching target accounts?• Engagement: are the right people at the account

spending time with your company, and is that engagement going up over time?

ABM Market Map

May16

Oct 15

EOY 16

engagio.com/Guide

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The Clear and Complete Guide to

Account Based

Marketing

• Account based marketing coordinates personalized marketing and sales efforts to land and expand named accounts

• ABM delivers the highest ROI of any B2B marketing strategy or tactic

• Outbound does not necessarily mean interruption; use account-specific content to reach out

• There is no magic campaign; success comes from a mix of integrated tactics

• Leads are insufficient to measure account-based marketing; measure via coverage, awareness, engagement, reach & impact

Tweetable Takeaways

@jonmiller