Account- Based Engagement

Overview

Scott, Account-Based Engagement pioneer, outlines the how and why of ABE strategy, resulting in 200%-300% lower cost of acquisition. He outlines how to align sales and marketing teams, how to look at customer acquisition cost, how to scale personalization, and actionable points on how to get implement this strategy right away. 

Speaker

Scott is a Digital Marketing Executive with 20+ years’ experience building and scaling marketing organizations. Strategic lead for Fortune 100 clients, road mapping business challenges and market opportunities to marketing strategies, technology, and creative solutions to produce measurable outcomes. Hands-on marketer with expertise in branding, data, analytics, CRM, demand generation, lead generation, nurture, sales enablement, conversion, loyalty and customer support. Proven senior leader managing P&L, utilization, budgeting, and department resource planning. Thought leader with a passion for building and mentoring high performing teams.

Quotes

“This isn’t a marketing problem. This isn’t a marketing challenge. This isn’t a marketing solution.” 

“Account-based marketing is a handshake between marketing and sales.”

Action Points

Lifetime Value/ Customer Acquisition Cost 

Not all of your customers are the same. If you know lifetime value in each tier, you can adjust your acquisition cost to align those and hit that magic number. 

Strategic ABE and Scaled ABE:

Strategic Account-Based Engagement 

• Top strategic accounts (10s of accounts) 
• Sales led, marketing supported 
• One-to-one engagement supported by personalized content and digital omnichannel journeys  
• Account goals and plans, targeting key decision makers and influencers 
• Balanced online and offline tactics 

Scaled Account-Based Engagement 

• Target accounts (100s or 1000s of accounts) 
• Marketing and sales drive, enabled via ABE technology and data 
• One-to-few or one-to-many engagement with named accounts to deliver sales opportunities 
• Personalization by segments, targeting identified accounts in segments and key personas 
• Mostly online with some offline tactics 

Traditional Lead Generation 

• All remaining prospects or accounts (1000s of accounts) 
• Focus on inbound marketing, leveraging automated marketing to deliver marketing-qualified leads to sales 
• Not targeting named accounts 
• Focus on segment-, product-, or profile-based personalization 
• Predominantly online, with limited offline tactics 

3 Core acceleration areas:  

1 Acquisition accelerator (identify, engage, and generate hand raisers) 

2 Conversion accelerator (drive high-value engagements, identify intent, score sales enablement, move through funnel) 

3 Extensions (renewals, cross-sells, upsells)