[sneak peek] the clear & complete guide to abm analytics

@jonmillerCopyright ©2018 Engagio, Inc.

The Clear & Complete Guide to ABM AnalyticsSneak Peak Webinar

Jon MillerCEO and Founder


Great Marketing Requires Great Analytics

• Prove Marketing’s value

• Improve Marketing decisions– faster and better

• Defend (and expand) Marketing budget

• Align Sales & Marketing

3


Nets(Demand Gen)

Spears(Account Based

Marketing)


Why Now

•Reaching high into larger accounts drives better dealsEconomics

•Declining returns from inbound / volume channelsSaturation

•Technology is now available to deliver ABM at scaleScalability

“ABM delivers the highest ROI of any B2B marketing strategy or tactic.” (ITSMA)


How else is ABM different

from demand generation?


ABM is Account Based

Up to 17 people influence enterprise

purchases (up from 10 in 2011)*

*2014 IDG Enterprise Role & Influence of the Technology Decision-Maker survey

“Person-

centric”

“Account-centric”

• Decision maker

• End users

• Influencer

Demand Gen Account Based Marketing


MQ

A

Aw

are

No E

ngagem

ent

Opp

Customer Renewal

ABM is for All Stages of the Funnel

ABM Can Take a Long Time to Show Results

ABM Pro Tip: Don’t run into the metrics buzzsaw.

@jonmiller

Leading indicators to revenue

are critical to ABM

Copyright ©2017, Engagio Inc.

Your ABM Analytics

Foundation


Challenge: Account Data Spread Across Systems

• Challenging measurement

• Bad routing

• Poor coordination

• Limited marketing & sales alignment

11

Marketing Automatio

n

Corporate Email

Web Visits


Answer: Start with an Account Foundation

Lead to Account Matching

(L2A) AlgorithmPresentation

Marketing Automation

Corporate

Email

Web Visits

Engagement Minutes

Model

@jonmillerCopyright ©2018 Engagio, Inc. 13

Lead to Account Matching


Account Foundation Enables Engagement

14

Engagement Minutes

@jonmillerCopyright ©2018 Engagio, Inc. 15Note: List turnover limited to 25% per quarter

Target Account Selection: Marketing Driven, Sales Owned

Reps choose ~100 total from scored list of 300-350 in their territory

Data quality matters!TechnographicsScore = Fit + Engagement


Track Programs and Campaigns

ABM analytics depend heavily on quality data about programs and campaigns:

• Channels

• Program details / metadata

• Membership tracking / program statuses

• Investment data

• Naming conventions

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Advanced: Hierarchies and Demand Units

17Source: John Common, Intelligent Demand


Three Types of

ABM Analytics


The Framework for ABM Analytics

Fundamentally, three questions arise in ABM:

• Am I creating and deepening relationships with target accounts?

• How do accounts move through buying journeys to desired outcomes (e.g. pipeline and revenue)?

• What is the return on investment of my marketing programs’?

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Type Metric Description

Accounts EngagementAm I creating and deepening

relationships with my target

accounts?

Journeys Outcomes

How do accounts move

through their buying journeys

towards the outcomes

(pipeline, revenue) we care

about?

Programs ROI

What is the marketing return

on investment on my

programs (multi-touch

attribution)?

The Framework for ABM Analytics


Account AnalyticsEngagement: Am I creating and deepening

relationships with my target accounts?


Coverage

Do you have sufficient data, opt-in contacts, and account plans for each target account?


Coverage: Newly Added vs Newly Engaged

23

19

9 N

ew

ly

En

ga

ge

d

40

5 N

ew

ly

Ad

de

d

Target Accounts, June 2017

Timeis

Money


Awareness: Target Accounts (>10 Min)

25

From 260 accounts (of 1,000)… …to 435 accounts

989 Target Accounts, June 2016 to May 2017


Awareness: Web Traffic

26989 Target Accounts, June 2016 to May 2017


Engagement

Are the right people at the account spending time with your company, is that engagement going up over time?


Engagement Data for Sales

Sales and SDRs love engagement data as

much as Marketing. They use it to:

• Identify engaged accounts

• Find the best people to contact next

• Understand how effectively Marketing is supporting their efforts

• Prepare QBRs and other account reviews

Sales should access Engagement data wherever they already work –

in CRM, in email, in LinkedIn – not just the analytics tool


Journey AnalyticsOutcomes: How do accounts move through

their buying journeys towards the outcomes

(pipeline, revenue) we care about?


Why Account Journeys

31

Sales never talks about how many leads they

close, they talk about accounts they close.


MQ

A

Aw

are

No E

ngagem

ent

Opp

Customer Renewal

Many Journeys for Many Outcomes


Mapping The New Business Journey

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• Coverage Account

• Sales Accepted Account

(Meeting)

• Deal Nurture Account

• Disqualified Account

• Recycled Account

• Lost Account

More Advanced StagesBasic Stages


Marketing Qualified Accounts (MQAs)

• Depth

• Breadth

• Timeframe

• Advanced:

– Company

– Persona

– Activity Type

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SiriusDecisions Demand Unit Waterfall

35


The TOPO Account Based Funnel

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Account Journey MetricsJourney KPI’s Example Metric Questions It Will Answer

Volume

# of Accounts that move into a stage

$ Value of Accounts that move into a stage

How many MQAs did we create this month?

How many Opportunities did we create over time?

What is the value of sales pipeline generated?

How much do we invest for each Opportunity?

Balance# of Accounts in each stage

$ Value of Accounts in each stage

How many Target Accounts are Engaged?

How many open Opportunities are there?

Are these trending up or down?

Conversion Rate

% of Accounts that move from one stage to another

What percentage of target accounts become

Opportunities?

What percentage of MQAs become Customers?

What type of Accounts convert the best?

VelocityAverage # of days between any two stages

How long does it take to move an Account from MQA to

Opportunity?

Do certain types of Accounts move through the funnel

faster than others?

What is the average time spent in each stage?


Bringing it Together

38

Drill into

differences by

account type –

segment, source,

industry, geo, etc.


Program AnalyticsROI: What is the marketing return on

investment on my programs (multi-touch

attribution)?


Sophistication of Measurement

Campaign Influence

Single Touch (First / Last)

Multi-Touch Attribution

40


First Touch


Last Touch


Last Touch Is Very Useful for Specific Stages

43


Equal Touch


Position-Based (U-Shaped)


Time Decay


Minute-Weighted

Minute-

weighed lets

you bring in

ALL activity,

not just

marketing

campaigns


Account Based Attribution

Use all activities (sales and

marketing) – not just campaigns

Use all people that touch the

buying center – leads and

contacts


Models Compared


Dashboards


Sample Dashboards


Target Account Scorecard

Awareness ADR Touches Engagement Sales Appt Pipeline Opportunity

Size

98%

Of Target

Accounts are

‘Aware’

Tier 1 100%

Tier 2 100%

Tier 3 98% - 6

accounts at “No

Engagement”

5X to 8X

IncreaseIn ADR activity on

Target Accounts

ADR Touches

Increased by

Tier 1 by 8X

Tier 2 by 4X

Tier 3 by 5X

ADR status changed

on 86% of TAs

48% MQA

or Oppty(late stage status)

110 New MQAs

31% Increase in #

Engaged People at TA

6% Increase in Ave

Engagement Minutes per

TA

21%

of meetings

are from TAs

Lower volume

of meetings

due to refresh

of target

accounts (29

meetings out of

350 vs 45 out

1000 in prior

two months)

36%

of pipeline comes

from TAs

Pipeline since

Oct 1st

25 TA Opptys at

$950K

20%

ACV is 20% higher

for TAs then funnel

2 and 3

(previous was 14%)

Time frame = Oct + Nov 2017


Getting Started


Don’t Get Overwhelmed

• Crawl, walk, run – you don’t need to do everything at once

• Add more metrics, models, charts, dashboards, etc. over time

Start With These (short-term) Add These Over Time (longer-term)

Coverage Pipeline and Revenue - Influence

Awareness Pipeline and Revenue - Attribution

Engagement Journey Conversion Rate, Velocity

Basic Volume: MQAs and Meetings Post-Sale Customer Expansion


People

56

ABM Task Existing Staff

Determine ideal customer profile Product Marketing

Build account data foundation Marketing Operations

Research accounts Sales Development

Design and execute orchestrated plays Revenue Marketing / Field Marketing

Coordinate with Sales Field Marketing

Measure results Marketing Operations


ABM MaturityCATEGORY CURRENT ABM MATURITY WHAT TO DO NEXT

BeginnerYou may not even have defined target accounts yet.

• Start with the basic account foundation — L2A matching and engagement scoring

• Pick accounts (can start small)

• Run a starter play: SDR + marketing air cover

• Set a baseline for measurement

IntermediateWith your accounts in place, you’re ready to run and measure integrated plays.

• Implement additional styles of ABM

• Evolve all your metrics to be account-based

• Measure – optimize – refine

AdvancedYou run more sophisticated plays — customized with deeper account insights.

• Use ABM for all phases of the customer journey

• Compare program ROI via multiple attribution models

Pilots are great ways to show short-term successes and get the entire company to buy into ABM’s benefits.


Checklist for Building Alignment

DO know why you’re doing ABM

DO position it as a strategic initiative

DON’T describe ABM as ‘the next big marketing campaign’.

DO sell it to Sales

DON’T tell Sales which accounts to go after. (They don’t want to be told who to sell to)

DO agree on resources committed to each style of ABM accounts

DON’T expect results overnight; big wins in ABM can take a while

DO over-communicate to let everyone know what’s happening

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Summary

Capability Questions

Account Analytics (Engagement)

• Do I have the right contacts?

• Are my target accounts aware?

• Are my target accounts engaged?

Journey Analytics (Outcomes)

• Are my accounts moving towards outcomes (pipeline, revenue) I care about?

• How long is the target account journey?

• Do we have enough to make our goals?

Program Analytics(ROI)

• What combination of channels, programs, and content is most effective?

• What cross-sell opportunities are strongest, and why?

• What moves accounts through the journey faster?


Coming January 25!

The Clear and Complete Guide to

ABM Analytics


• The Clear & Complete Guide to ABM Analytics with Jon Miller of Engagio

• Succeeding with ABM – Targeting and Reaching the Right Accounts and

Contacts with Shari Johnston of Radius

• The Essential Foundation for ABM Success – Align Sales & Marketing on

Account Selection and Measurement with Tracy Eiler of InsideView

• Honesty – Laying the Foundation of ABM Through Benchmarking with

Justin Gray of LeadMD

• Up Your Game – Activating Your ABM Content to Measure Account

Engagement with Elle Woulfe of LookBookHQ

• ABM Performance – Measuring the Things That Matter with Peter Isaacson

of Demandbase

engagio.com/super-bowl

Your All-Star Lineup


• Traditional demand generation is like fishing with a net, when quantity is more important than quality. Because ABM is like fishing with a spear, ABM metrics measure quality.

• With ABM, lead quantity will go down as quality goes up. Revenue results will take time! Set expectations properly.

• Build your ABM analytics foundation by unifying systems, matching leads-to-accounts, selecting accounts, and tracking programs and campaigns.

• Engagement is the most fundamental ABM metric since it answers the key question: Do the right people from the right accounts spend time with our company?

• Journey analytics define stages of customer journeys, track progress toward intended outcomes, and measure key metrics including balance, flow, conversion, and velocity.

• Multi-touch attribution seeks to understand how each interaction contributes to the value of outcomes you care about (often pipeline and revenue).

• Don’t tackle everything at once. ABM is a long-term effort. Start with a few metrics and add over time as the business requires.

Tweetable Takeaways

@jonmiller