Traditional vs ABM – not an either or!

Engagio’s Clear and Concise Guide to ABM (2016)

https://drive.google.com/file/d/1mImDMPGDWlo6LB4j15mxXZUdoDW7rWWM/view?usp=sharing

ABM “Flips the Funnel” and is a TEAM sport!

Client Snapshot

Our Clients at a Glance: % of Customers by Employee Size

are High Tech Average Full

Year ROI

Programs via

TEAM Framework

1K+

5 of the 10 largest software

companies in the US

22X 95% 45% 2,500 to 9,999

30% <2,500

25% 10,000+

Today’s Customer Experience

B2C B2B

VS.

What 2,000 B2B Buyers Have to Say

Don’t waste my time! Engage me on

my terms.

Entertain me. Get to know me.

And most importantly, treat me like a real person, not a “high target lead”!

Make sure your solution

is a good fit for me.

When, where and how

I want to engage.

I like Netflix,

not forms.

If I choose to engage,

remember me and be

consistent.

Deliver an End-to-End Personalized Experience

Account and Contact Data /

Predictive Sales Intelligence Content and Creative

Emails Sent on Behalf

of Sellers

Program Management

& Reporting

Digital Ads

Chatbot -

Survey-based

Lead Generation

Direct Mail / Gifting

Orchestrated Sales Campaigns

Included

Email Campaigns

Included

How RingCentral gives their

buyers an amazing experience!

RingCentral’s first ABM Pilot

Lifecycle ABM for RingCentral

ACQUIRE ACCELERATE

The Lifecycle Approach to Account-Based Marketing

EXPAND

Create TOF

Engagement

Set New Demos Accelerate Deals in

Pipe

Revive Stalled

Opportunities

Retain More

Customers

Land & Expand

Cross-Sell New

Products

Stage

Strategy

Experience

Results

After 12 months

92% Engaged

40% Opportunities

After 3 months

50% Engaged

25% Opportunities

Channels

Significant reduction

In time to opportunity

And deal closure

Personalized account experiences

Sales Rep

Engagement

Owned Social

Targeted Ads

Exec LinkedIn

Outreach

Physical Mail Adam Romanowski

Entertain: Account Level Personalization

If three or more assets are consumed,

57% conversion to a call with your seller

New Logo Acquisition

Account Level Personalization

Expansion

Industry Level Personalization

Expansion

Light Personalization

based on Industry

Hyper Personalized Content at Scale

https://experience.ringcentral.com/public/prism/102028/i

tem/330922?token=5a214c618a

https://experience.ringcentral.com/public/prism/102028/item/330922?token=5a214c618a https://experience.ringcentral.com/public/prism/102028/item/330922?token=5a214c618a

Direct Mail

Engage: Digital + Physical Surround

Sales Outreach

Email Ads Chatbots (Phase II)

Delivering Results

• Best in-class companies are using all marketing and sales channels

• Multi-channel outreach drives

better response, better action

1%

6% 7.6%

8.7%

20%

Email only Direct mail only

Multi-channel marketing Direct mail and email Orchestrated

Campaign Matrix

ABM Now! Pilot

Included Details

Outbound Campaigns Channels:

• 5 Touch Emails (on behalf of)

• 2 Social media ads (owned and paid)

• Seller Scripts (Video, phone and email)

• Physical/Direct mail

Buyer Experience Microsite • Turn-key development

• Co-branded

• Lead seller highlighted

Best Practices • TEAM framework

• Program reviews & reporting

Data (contacts and accounts) • 1,000 records (Zoominfo)

Accounts and Industries • 75 (25 Bespoke and 50 Grouped)

Duration • 90 Days post launch

Investment • $50,000

Annual Programs

# of Accounts / # Campaigns Pricing

Year 1

• Pilot • Full-Year Extension* Total

75 / 1 Campaign

100 / 3 Campaigns

• $50,000 • $45,000 • $95,000

Year 2 +* 100 / 4 Campaigns • $80,000

Element Description

Outbound Campaign Turn key development of emails, social media assets, scripts gifting creative and

seller enablement/training

Microsites Turn key development of personalized microsites lightly personalize with your

brand and that of your buyer

Data 1,000 contacts per campaign

TEAM Framework Our methodology to launch you within 30 days of account selection deployed

1,000+ times

* Full year program inclusions

Average program results across programs

Metric Average Result

Account Engagement (Targeted contact from the account engaged with their

Content Experience microsite).

20 to 45% of targeted accounts engaged

Conversion to Seller Conversations* (Targeted buyer agrees to a call with a seller).

15 to 25% of engaged accounts

Average time spent on the Content

Experience by Known User (Total minutes spent by a buyer on the experience).

2:15

Average number of assets consumed (Average number of assets consumed once a buyer engages

on a content experience).

1.75

ROI (Return based upon opportunity creation for annual

programs).

22X

* Metrics are derived from the ABM Now! pilot program. Results increase dramatically as

programs run post the 90 day pilot.

Your resources to drive success

Partner Resource Activities Month 1 Month 2 Month 3 Month 4

Marketing ● Weekly campaign update and reporting meetings

● Select accounts with Sales

● Support and review content

5 hours 4 hours 4 hours

4 hours

Seller* ● Select accounts with Marketing

● Outbound sales activities including LinkedIn and calling

2 hours 16 hours 16 hours 16 hours

Executive ● Monthly executive check-ins

● Drive C-Level buy-in

1 hour 1 hour 1 hour 1 hour

*Ideal Seller Profile

• 2+ years in related sales

• Understanding of the solution we are proposing

• If we are targeting existing accounts in which we want to expand, understanding of the account (what they’ve already purchased and why

they’d be interested in purchasing another solution).

• Willingness to record a brief intro video welcoming the account and explaining how we feel they’ll benefit from the joint solution

Thank you!

Building Smarter Pipeline