Lunch N Learn Featuring the ABM Program of the Year

If you want to follow along by the way with today's presentation, we loaded up all the slides for you. You can go to go.engajo.com slash Gillian's. That's a great place to see both coming, get a closer look at the slides in case you can't see the screen as well. And also you can share that out over the social channel of your choice. So that's go.engajo.com slash Gillian's. Next slide please. Okay, so to introduce myself in case I haven't had the opportunity to meet you before. My name is John Miller. I am the CEO and co-founder here at Engajo. And hopefully you'll you know where you will learn. Engajo is a marketing orchestration platform that helps with account based everything. You know previously where you may have met me is I was the co-founder and CMO of a company called Marchetta. I will note that I've been successful with Engajo when I no longer have to introduce myself as the co-founder of Marchetta. To have people know who I am. But anyway, I left Marchetta just about a little over two years ago. We've had a great track run with Engajo. So I'm going to kick things off briefly today, talk about some AVM challenges. The star of the show is going to be Peter Herber. Who is the vice president of marketing at an agile company called Version One. A company for making software for agile development. They are one of our earlier customers at Engajo. But what's really exciting is that Version One was recently selected and having AVM program of the year by Serious Decisions. So of all the AVM programs, this is the one to look at. So he's going to talk about their tricks, their secrets and how they really were so successful. So that's the star of the show. And then I will wrap things up a little bit talking about some account based marketing plays. Including some that we run ourselves at Engajo. And then account based marketing technology. The whole thing should wrap up around 1.15 and trying to get you back to your, any other sessions you want to go to. And I would just ask everybody to, if you're in this room, keep your attention focused on the presentation. Not have any kind of side conversations to distract from the core presentation. So Bill, let me get into the introduction. Next slide please. So I'm proud to say that this idea of account based marketing is pretty hot. Obviously it's a pretty big trend. You're all here to learn about it. This is the Google Insights volume of people searching for the word account based marketing. And you can see when Engajo got started back in March of 2015. Fun fact, we actually started on Pi name. So 31415 was our inception. But I think you can see Engajo has I think done a lot to really help create and catalyze the account based marketing category. We were one of the first companies talking about it. We published our clear and complete guide to account based marketing in 2015. And I'm really excited to see how much it's taken off. So when I was first getting up and running with Engajo after I left Marketo. I did about 50 interviews with marketers who were either doing account based marketing or were trying to do account based marketing. And I consistently ended up hearing three major challenges. Three pains or problems they want to solve in order to do ADM. Next slide please. So those three challenges are number one, the data that they wanted to, their account data spread across systems. Number two, the way that they were trying to measure success was different. And then number three, it was just too damn hard to actually coordinate the business account based plays. So let me just touch on those briefly. Next slide. So in terms of your data being spread across systems, you know, you've got account data that lives in Marketo. And most of the time, you know, Marketo is a lead metric system. And so that data doesn't roll up to the accounts. You've got data in Salesforce. And as many of you know, leads in Salesforce don't tie to accounts, which causes all sorts of challenges. You know, you've got your website and people visiting your website known or not in the state. And then lastly, a lot of people don't think about this, but your email, your corporate email, whether it's Exchange or Gmail, that's, you know, a sales and marketing system. And that doesn't roll up to the account level. And so you've got all this important information that doesn't connect to the account level and makes it harder to measure what's going on. It makes it hard to route a lead. Because you don't know if this lead is for an existing opportunity or not. It makes it hard to coordinate. Your salespeople don't know who else has already been emailing that company. And fundamentally, when sales doesn't know what marketing is doing at the target accounts, it hurts sales and marketing alignment. So that was the first problem. It's just the data spread across systems. Second is that the metrics are different. And I love this quote from David Ogilvie because it really synthesizes how the metrics are different. In AVM, don't count the people you reach. Work to reach the people that count. AVM is not about quantity. It's about quality. It's not about, you know, did I generate lots of leads? It's not even about how many people showed up at my lunch. It's about, you know, creating engagement and relationships with the right people from the right accounts. And that requires a different mindset for measurement. That's a key topic Peter's going to talk about. And then third, next slide, key challenge, is that it's really hard to run account-based plays. When you think about, you know, what a good account-based play does, is it's connecting maybe advertising with dimensional mail, with emails from your salespeople, emails from your SDRs, phone calls, executive touches. All the different ways you want to reach out to your target accounts. If you're a marketer trying to design these plays, you don't know if the salespeople are following up, you don't know if the emails are going out, you don't know if they're writing their own crap emails. You know, it's really, it's a challenge. It's called inconsistent experiences, hard to coordinate, and, you know, as a marketer you don't really have control what's going on. So those were the three challenges I set out to solve with Engage.io. Kind of so far so good. But I really doubt that you can hear more about it from one of our customers, and that's why, again, I'm so excited to have Peter here, next slide please, to really talk about how they drove an ABM program of the year. So with that, I give you Peter. Hey guys. So this is so exciting. There's no place that I'd rather be than ABM Central, right? I've been working on an account-based approach for almost two years, really. So this is the spot to be. This is great. Thank you all for coming to hear my presentation. So I'm going to do two things today. We're going to walk you through kind of how we got started with account-based, and what our program looks like for about five or ten minutes, and what our results have been. And then I'm going to dig into the seven things that we learned along the way about running an account-based program and that we practice that are critical to our success. Before I dive into that, I just want to say, you know, I think it's important that everyone have a secret weapon when they're doing something big or kind of transforming things, and mine is my team. So I've got a couple people from my team here. Kristen Wendell is the Director of Marketing Operations. Much of what I'm showing you today comes from Kristen and I sitting in a room, you know, looking at a whiteboard and kind of mapping out how we were going to attack this problem and or slacking or IMing each other 20 hours a day about it, right? And Sarah Parnell is here. She's taking her Marquetto certification for the first time ever, and she's going to ace it. No pressure. Anyway, next slide. So why account-based? Version one provides a platform for agile software development and DevOps. To kind of simplify that, we help companies build better software faster. So we can potentially market and sell to any company in the world, right? But we don't want to. That's too much. It's too broad. But our market is very big, global market. We compete against very large companies. There is a depiction of a magic quadrant up here. We're in the upper, we're in the leader quadrant. And the companies that are there with version one are Microsoft, CA, and Atlassian, right? So I've got big competitors. We've got to figure out a way to go up against them. I don't have the same marketing budget that they have, believe it or not. The company was historically reliant on inbound. It was sort of like running your business and running your funnel off of inbound web form fills. We were missing out on evaluations, and our database did not represent our total addressable market. So we knew we had to change that dynamic. We were also shifting from a transactional model to an enterprise sale. And I have a lean team. So my team is seven people. Seven hardworking people. It's a pretty lean, lean, mean machine. So I didn't have a huge team to go off and do all of this. But we figured with this market and our competitors and the position we were in, we thought back in 2015 that an account-based approach would be our biggest chance of success in terms of reaching the accounts that were most likely to buy from us. So next slide, please. So in 2017, we got the ball rolling. I call this Skunk Works ABM with a capital M. So Skunk Works is a secret project. One of the keys to our success is we really just got going and learned a lot and talked with some great people early on about how could we develop an account-based program and succeed with it. John was a great help at that time, and we were an Engagio early adopter. So we started actually trying to figure out the account-based problem before we brought it to the rest of the go-to-market team. By Q4 of 2015, we had gained alignment with sales. They were excited about it, and they were working on some things that lined up pretty well. And in Q1 of 2016, we launched our account-based program. A couple other milestones and kind of where we are today. By Q3, we had really moved, and I'm going to talk about this more later, to a data-driven account selection process. And where we are now, I think that implementing the technology and taking some of those early steps, while it seemed hard at the time, is maybe relatively easy compared to the change that has to happen in the human dynamics on the go-to-market team. So orchestrating all those people and keeping everybody on the same page. So we're working on optimizing human orchestration now. So that's account-based marketing, account-based sales development, and so on. To give you an idea roughly of what our program looked like, we developed, so we tier. And tiers 1 and 2 are really my target accounts. So we have a top 100 tier 1, about 500 accounts underneath that. And then tier 3 is sort of my qualified market that I can go after. So we actually run, we track and monitor two different funnels. One is our target accounts, and one is another segment of the market where we're happy. We're not spending as much money. We're not as focused on it. But if we're getting sort of organic companies that are coming in and want to buy our product, we'd be happy to do business with them. Okay, next slide. This is our tech stack. So I'll give you a minute to absorb that. But I'll mention three companies that have been particularly helpful to us and have really been ABM partners along the way. So number one, of course, is Engagio. We were an early adopter. We've been working with Engagio since the middle of 2015. We use Engagio for analytics. So we measure our account-based program through Engagio. And Engagio has become my operating system, right? So the software that I log into every day to see how we're doing and how we're making progress in our target accounts is Engagio. It's the first thing that I do, and that's where I do a lot of my work. We also use Engagio to provide insights to the sales development organization. We also use it as part of our account selection model. We bring an engagement to that. And we run Playmaker within the marketing team right now. So we feel like Playmaker is a great way for us to orchestrate plays, to get our target contacts engaged and drive them to, for example, an executive event or a webinar where we're working on that. We've had other tools that we've used, but the marketing team, that's really good at account-based and is taking a smart approach to this, is currently using Engagio Playmaker as well. Additionally, Everstring has been kind of the backbone of our target account selection. We get fit from that. And then I'd say Terminus we've also been working with since 2015 for our targeted display. Next slide, please. So what happened when we started doing account-based? Engagement and web traffic immediately went up. So we were coordinating activity between the marketing team and sales development and doing more targeted types of campaigning through display and so on. We immediately saw a huge lift in the level of engagement that we had with our target account list. But it wasn't just engagement, right? That's the first step. I think the thing that really surprised me is we saw within the first 30 days that sales appointments were being set and opportunities were opening. And I ought to tell you, our initial goal for engagement with our target accounts was about we wanted to achieve 20% in the first quarter, and we immediately were up to 60% and beyond. So we were surprised, actually, how effective this approach was in getting engagement in our target accounts. So next slide, please. And this is what our first year looks like. All the accounts that we targeted, we achieved 88% engagement. Sales appointments were, those companies were more than twice as likely to be converted to a sales appointment, and we had converted 31% of our tier one. Go ahead and jump back one slide. Yep. So there were better conversion to sales appointments. Then if you look at pipeline, they were more than twice as likely to convert from a sales appointment to an open opportunity than non-target accounts. The opportunity size for the year was 45% larger, and it added up to be 40% of our total enterprise pipeline that we created for that year. We also have, you know, other teams are contributing to that pipeline. We were really satisfied with that in the first year. And then within that account-based context, overall we had, we exceeded our opportunity creation ACV goal by 36%, and by the end of the year, we have a six to nine month sales cycle, but by the end of the year, the target accounts accounted for 23% of our enterprise bookings. So there's still pipeline open that we created in 2016, but a lot of progress, and I think that this was one of the highlights of our business, was our ability to engage and convert throughout the funnel our target accounts because of this approach. So next slide. So now let me kind of dig into seven things that were key to our program. So first of all, it was really important that marketing led the go-to-market team. And I found that, you know, changing the mindset can be difficult. Go ahead to the next slide. So I'm from Atlanta, and I don't know if you guys have been watching the news. So we sort of, we had an accident. Our highway fell down. Somebody started a fire. The inside joke is that I live on the south side of that. Our office is on the north side, and the rest of the go-to-market team lives on the north side. But this is how I felt a lot of the time. It's like we started this account-based program, and we were really excited about it. We saw early results, but it's not always a piece of cake to get the rest of the go-to-market team to go along. Sales starts asking. We need more leads. Sales development needs more leads. It's a little bit easier, or I should say it's harder to do outbound and all-bound. It's harder to work together to orchestrate plays for large enterprise accounts. It's just the bottom line. So it's easier to work in silos. The problem with working in silos is that you just don't make as much money, right? We don't convert as much. So other things that we had to deal with in addition to the go-to-market team alignment were additional investment in our tech stack. But we found that we were able to reduce other programs and things that were not really helping us target. And our overall marketing budget has not gone up since we implemented account-based. And then lastly, your metrics and your attribution change significantly. We've all felt the pressure in management team meetings or board meetings to kind of compare year over year. And then you're all of a sudden in a position of comparing apples to oranges. It's like, why are your leads going down? That's what everyone wants to know. And you're trying to explain this new model. It takes a little bit of work, and you have to be a leader and say, this is how I've measured it. I can prove the ROI. I can see the success. And this program is working for us. And I think attribution as well. So we all face sourced and influenced. For my investment in marketing, how much am I getting back? How much of my pipeline is marketing sourcing? But look, in the account-based world, if we're engaging 10 people on an account, and then an SDR works their way up and gets a sales appointment with somebody else in that organization, who really gets credit for that? How do you account that? All-Bound is a better way to look at that. But we have to kind of change minds along the way. We've found out a good system for doing that. So go ahead to the next slide. So a key to launching or optimizing an account-based program is measure from day one. And I say you're going to need it because every time you do a transformation, you find some headwind. You have to prove a great marketing organization is going to prove the ROI of what they're working on. So let me show you how we do it. Go ahead, next slide. So this is our account-based scorecard that we use within the team, within the management team, and this is the primary scorecard that I now use with my board of directors. So we're measuring through each tier in our account-based system how much of that has progressed throughout the funnel. So from the number of accounts, what we've achieved in terms of awareness, how many have converted to marketing-qualified account, MQA replaces the MQL, sales appointment ops, we're measuring ACV pipeline and conversion to close one deals. And we do it by tier. And this all grows out of the premise that ideally you want a list of all your target accounts and you want an understanding of how far they've progressed along in the funnel and how deep you've gotten in that account. We just kind of roll it up and give people visibility. And this has allowed me to persist and continue and show success in our account-based program. Let me show you a few more things that I measure. Next slide. So I told you Engage.io is my ABM analytics operating system. It's what I use to understand how well we are doing. So awareness is key. For example, in this slide, I am looking at how my awareness has grown in a particular segment of target accounts over time. And I can see that we have absolutely increased engagement. It's gone up over the period of a year, and we're succeeding in that particular segment. I can create as many lists as I want in Engage.io so I can slice and dice this data the way that I want to see it. So we have a roll-up of target accounts, and we segment it out by tier one, tier two, different reps, or really anything that I want to look at. And it's really quite easy. Next slide. The next is web traffic. So we're measuring, in this slide, for example, how our Q1 target accounts have improved in terms of their traffic to our website over Q4. And I can see that we have improved. Go ahead to the next slide. And then what we do is we push Engage.io status into Salesforce. So we actually have a Salesforce dashboard that will show us in our different funnels what the status of our accounts is. So we can see whether they're not engaged. It's a little bit hard to see up there, but you can look at the slides later. So we've got blue is engaged, green is aware, orange is MQA, and then purple is in opportunity. And I can also look, for example, that's a list of our SDRs and how many MQAs they have received in their name. So we've really moved from MQL to MQA, and there's a different approach. Instead of just following up with one person, which is an MQL, we're attacking the account, we're going around whatever came inbound, and we're going after target contacts. Next slide. Number three, and this has been a huge one for us, is marketing should own the data-driven target account selection. So go ahead to the next slide. So this is a view of before and after. So if you look on the left, the first time that we met with the sales team to select target accounts, it was a manual and arduous process. We were taking Global 2000, Fortune whatever, Mattermark, mashing all these things together, and they were primarily looking at revenue and location. And then once in a while sort of covering their eyes and pointing. Yeah, Starbucks, Apple, those sound like good accounts. But there's some field intelligence there, right, but it's not data-driven. The fact of the matter is we actually did a pretty good job with that, but you know how long it took? It took four weeks, right? How many opportunities do you have to take your sales team for four weeks and pick hundreds of target accounts? So we implemented some technology. I'll show you my model in a minute. And the picture on the right kind of indicates that we use Everstring, artificial intelligence, and a combination of other technologies to actually give us an account score, and we can target our accounts based on data versus a list in Excel sheet. And we have gotten that process down from four weeks to one day. So go ahead, next slide. This is our model. So once we had implemented Everstring, we quickly moved on. It's like, great, now we have FIT. We can understand which accounts match our ICP and our current successful customers. We found Bumbora quickly after, so we're pulling in intent data. So think of it as I have a FIT score and then I have an intent score, so I actually see Surge coming from accounts. And then we realize we have a lot of engagement in our target market, so let's put engagement minutes on top. So I put that in parentheses for a reason, and that is because you don't always select target accounts based on the fact that they're already engaged. You are actually selecting accounts that you want to engage. But the data is helpful to look at accounts that have FIT intent and a lot of engagement. If they haven't converted yet, of course we want to target them. So this has been a huge improvement to our program. Next slide. Great. Okay, number four, align your SDRs and marketing on an all-mountain strategy, and I say, or find something else to do with your life. If you're doing account-based, if this isn't happening, just move to the mountains. You have to. It's the only way to do it. There's no better leverage point in your organization than the human beings in your SDR team. You can create all this automation and do all these great things in marketing, but it's very important when you're tacking big accounts to have people going after those accounts. So I'm going to go ahead and move to the next slide. So this is a simplified model of how we do it, and you can study it in detail later, but it's basically marketing's job, select the accounts, build target contacts, create content, promote, and create marketing-qualified accounts, and then the SDR team takes over. We use data in Salesforce and Engage.io and other platforms to gain account insight, and then they launch personalized phone, social, and email campaigns. If the inbound leads and the target contacts don't lead to a sales appointment, then they move on, go after 10 or 20 more contacts. Go ahead to the next slide. Five, it's really important to create an SDR account insights machine. And by this, I mean we have some incredible data in our organization, and we can make it easier for the SDRs to reach out in a personalized, relevant way. So next slide. So I'm going to walk you through kind of our account view that we use at version one, and you can see how we're delivering all this intelligence to the SDRs so that they can reach out in the right way. So an SDR receives an alert that there's an MQA. They click a link, and they go into Salesforce, and you're in an account record here. So Engage.io has a great Chrome plug-in, and it overlays data into the account record, so they can see engagement, they can see a heat map of how engaged that account is, and then they can launch an app called Scout on the side that gives you more information, including news and social posts from that account. So it's kind of many of the things that an SDR needs in one view. Next slide. And then if you move down the account record, this is very difficult to show on slides, but I think you guys have an idea, we are exposing ever string data, so they get a fit score for that account, so they can see how close of a fit they are, how high of a score they are, and then we train them to go to the signals and insights part of the audience platform, and one of the coolest things that we've been able to expose are competitive and complementary technologies that that account is using. So we don't have to send an email that says, hey, do you have an Agile initiative? We're actually able to reach out with them, and we understand they're using competitive products, and we can send them the right message. Then the last object you see down there is intent data coming from Bumbora. So as they move down the account record, they're kind of looking at all this intelligence, and they can see the keywords that that account is surging off of, and then if you aggregate that all together, you'll have a really robust view of engagement in that account. Next slide. We also train them to go into Engagio, so everyone in our sales organization has a login to the analytics platform. They can deep dive into the engagement. Go ahead, next slide. They can look up greatest hits, such as the top interesting moments, emails, and pages visited. I like this one because it shows us that this account is not responding to our emails, but they are sort of independently going out and looking at product pages and competitive pages. So that's an account that is obviously looking to evaluate a product. Next slide. And they can dig into detail in the heat map. So this is great. An SDR or anybody in the marketing organization can sort by title, engagement minutes, any field that we have in Salesforce, including whether contacts have been on an appointment before, and so on and so forth, and they can get a really deep research into the account and the contacts that are in that account. Next slide. So number six is attack, tailored, and personalized content and campaigns head on. This was one of the hardest things for us to get our heads around, and I should say, first of all, that there is no better way to personalize messages than to put that in the hands of a human being. So again, SDRs are a huge leverage point in account-based, and they need the tools and the training in order to create relevant personalized messages. You can also go wrong there. For example, last year, one of the hazards that we face or risks we face is that our SDRs were using more of a high-velocity tool to do their outbound, and they actually developed something for our target accounts called a high-velocity cadence. Just the name alone is enough to scare you off, right? So what happened? They all came out of Nurture. They went into the high-velocity cadence that a 22-year-old designed, and our product engagement plummeted for a month, right, until we figured it out. And we're like, listen, we're doing account-based now. You need to think about this differently. Let's all get back on the plan. And we shut down the high-velocity cadences and got that product engagement back up. Next slide. So a few of the kinds of campaigns that we've run, financial services. So this is an example where we're tailoring our content. So we're taking a piece of content, and then we're maybe changing 20% of it to be specific to a segment or a vertical. We created customized landing pages. The team went off, understood the message for that segment, created specific ads, and we saw a 55% increase in our web traffic from those accounts because we were speaking to them in their language. Next slide. This is a campaign that you'll see a lot of. Like on LinkedIn, people post this one. It's sort of a classic. So we've used it to reach out to our top 100. We take an asset, we do a direct mail, we create a personalized note, SDRs are running a campaign at the same time. We're orchestrating a campaign between the two groups. We have personalized URLs and custom landing pages and then retargeted those people. And as I said, our top 100 accounts converted 31% to sales appointment, so it worked out well for us. Next slide. And this is my favorite. So we took intent data from Bambora, and we actually created, we gathered content and created landing pages and ads that were specific to the intent data and ran a campaign in Terminus to engage those accounts. So we gave them the content that they wanted to read. And that was our top performing campaign with Terminus over the last year. Next slide. So my last point is, you know, I always say ABM or account-based, it's not a technology, it's not a campaign, it's not a marketing approach. It's really a go-to-market team transformation, and you have to look at it like that. But it doesn't mean that you have to plan for a year in order to do it. The reason why we have been successful is that we just went. I was telling some people earlier, I was telling the story. It's just you've got to decide to do something, experiment, learn rapidly. Go ahead to the next slide. And just keep going. So every month we decide what we're going to do. We do a number of new things, and the whole point is learning, getting feedback, getting better at what you do. We started with Engage.io, okay, and we learn from there. So final word, where do you start? So first of all, you have to be able to gain visibility and measure in an account-based way and create marketing-qualified status for your accounts, okay? So the analytics part, for me, implementing Engage.io was like the account-based lights coming on. I did not have that visibility. I could not understand my progress or even the level of engagement I had with accounts that I thought were important. When we implemented that, everything changed. Second of all, you have to be able to orchestrate a human outreach to these large accounts, okay? So that's been important. You can implement the technology. You can do all the automation you want, and that's great if you can create all of that engagement. We've done it at version one, but it comes down to setting appointments, working with greater numbers of people in that account to convert them, move them into pipeline, and close one. So that's my story. I hope it helps you guys, and I will be around. I'll be happy to talk. Kristen and Sarah will be around, too, and thank you so much for listening to me. Thank you, Peter. Could we go to two slides ahead, please? All right, so I'm just going to wrap up and talking about a little bit. I want to share some plays that we've run at Engage.io and how they work, and then we'll get you all back to your regular sessions. So next slide. So when we talk about account-based plays, I really do think it's important to talk about the different levels of maturity in an account-based play. So to me, the most basic thing you're ever going to do is send an email to somebody at the account, right? So I send you an email. That's level one. And you can do that with old tools like Marketo Sales Insight, for example. Level two is where you can put together a series of emails. So if you don't respond to the first email I send, I can send another one and another one. And you can do that with tools like CountApps, which Marketo recently acquired, for example. Level three is where you bring a multi-channel view to the whole world. So now my play is not just sending a series of emails, but a series of emails and phone calls and social touches. I can throw a direct mail package in. And that's very effective. And that's more of a multi-channel thing, but it's all still very much one person for one person. Level four is when you realize you've got a whole team available to you. So instead of just emails coming from me, right, I can have emails that come from my sales development rep. Or I can have my sales development rep personalize it and then I approve it. And then I can have emails coming from salespeople, right? You can begin big marketing ends, provide air cover and so on. And then the highest level is when you recognize that there's a whole target account you're going after. So I'm not just going after one person. If I want to sell to person one, I can go after Peter and Kristen and everybody else. And a true account-based play, if you go to the next slide, please, is really about mapping up everybody from my organization to everybody from the target organization and marketing doing the job of playing a football coach and saying who's going to do what when, right? And that's true account-based orchestration. So let me give you a couple of examples. Next slide. You know, so I think a lot of people like to talk about multichannel prospecting. Peter shared some examples of that one. I'm going to share an example of that in a minute. But you can also do MQA follow-up. So Peter mentioned MQA, by the way. This is a new word. We're talking about marketing-qualified accounts, not marketing-qualified leads. If you're going to be an account-based world that don't have leads, add marketing-qualified accounts. What happens when an account becomes an MQA, it becomes qualified? Well, it should follow up, right? But instead of doing that through an automated nurture, you can do that in a more human way. You can have a little bit... Yeah, stand up for a second. Live event invitation. So how do we get people to come to an event like this? That's a play. Upsell cross-up plays, advocacy plays, and so on. Next slide. You can see just an example of the kind of play that we run at Engage.io. This is when we have a targeted account we want to prospect to. Who gets involved? Well, the sales development rep, or we call them account development reps, ADRs. The marketing department, and me as the CEO get involved. Next slide. If you look at the play here, it starts with some ads. We then send a direct mail piece to have some copies of my books and some cool Engage.io socks. And then, as you see, there's a series of emails from the ADR, so on, so on. Next slide, please. What I really want to focus on is the ones that are out. Some stuff is happening not just from the SDR, but some stuff is happening from the CEO, from the head of marketing. Next slide. And again, this is all assuming the person doesn't respond. Remember, in an account-based play, you're not trying to get a click. You're not trying to get an open or a conversion. You're trying to get a human response. As soon as a human response happens, this thing should stop. It runs through the rest of the play. So, if you... with more time than the details, if you go to the next slide, are the results. So, today, we've run this play 205 times. The part I'm most excited about is 113 human responses. So, we've created an engagement at almost every single account we target, which means that they've done something. But more than half the time, a human response. Even if they're saying, I'm not interested, just showing that we're making a human connection to me really is the first step here. And then just under a quarter of all the companies we targeted with this program have generated into a meeting. And it's a little early to have it run all the way through into deals yet. But already, you can see a 34x ratio of pipeline to spit, which is pretty darn good. Now, we did four versions of this play, different tests. Sometimes we sent printed copies of both, sometimes we sent digital copies on a Kindle. And then on a cross of that, some companies we bought display ads for and other companies we didn't. On the results, if you look at the likelihood of getting a meeting, nothing significant. So, showing ads or not showing ads has not had any impact on our ability to get a meeting with that targeted account. But, you can see, it has had an impact on increasing web traffic. And so, to me, that's just kind of an issue against that. A lot of people are asking, does account-based advertising work? Well, what I can tell you is it works to drive web traffic. I can't tell you yet if it works to drive names. Next slide, please. So, this is just an example of what's actually going on. To get people here today, we ran a lot of plays. And the key point I want to point out is that email from me gets a much better response rate than an email from a random SDR. But I don't want to send generic crap emails. We want to send personal emails. I don't have time to send 200 personalized emails myself. So, again, we use the technology to let other people do the research to customize for me. Then all I have to do is approve. And for the 111 plays that we ran, we ended up getting 49 meetings scheduled. So, again, I think that worked really well. Next, and I think last slide, please. Alright, so this works better as a middleman. By the way, I apologize. It looks like apparently the link I shared earlier isn't working. So, we'll make sure to get the slides sent out to everybody so you can get a better, easier to read version of this. The main point to me on this slide is account-based marketing technology is complicated. And there are hundreds of vendors saying that they do AVM. So, what I've tried to do is just map everybody into the category so you see where different players are. Because as Peter just talked about, you can have terminus and engage you. We both say we're account-based marketing solutions, but we work perfectly well together. So, there are vendors to help you pick the target accounts. There are vendors to help you understand the accounts. There are vendors to help you actually interact with the accounts and run plays. There are vendors to help with analytics and measurement. And the key is just you're ultimately going to need to fill all those buckets to do AVM well. And it's just assembling the right stack that works, that makes it work. You can kind of see where engage you is. So, to wrap, next slide please. I do want to just mention, okay, so for those of you who aren't as familiar with engage you, I think the part that I'm sort of most proud of with engage you is that we are a company for marketers, my marketers. You may have heard Marketo in the past talk about that. For marketers, by marketers. And I really think that that innovation, that idea of innovating for the marketer, I feel like that has come over to engage you along with a lot of the best people from Marketo as well. And so, I'm proud of that for us. We're really driving the AVM category. We've had a lot of success with over 120 customers using it. Talk to the Marketo champions, not just them, but what AVM product they like. You know, you've got big companies like Fox and VMware and GoGo using us. Nielsen and Aptis, two of the top IPO candidates, Nielsen and CardingWin, you know, are using engage you. Bounce Exchange is the number seven fastest growing company on the E-5000 list. They're using engage you. And actually, if you look at the speakers across the street at the AVM sessions, turns out most of them you'll see are engage you customers. And then lastly, we work for your salespeople work. You know, engage you works inside Salesforce, inside LinkedIn, inside your mail client. And we think that's really important because that's where your salespeople are. So give them the insights where they are, give them the data where they are. That's the key part of what we're doing. Okay, last slide please. So, do you want to learn more? We're here, we're available to you. Ask the experts, I'm around, Peter's around asking questions. Heidi Bullock, our Chief Marketing Officer. She's the one who will manage our marketo. She's around and we're going to talk to you about how different technologies. We're giving demos and a platform. And you can get copies of my book about how to make marketing at engage you.com slash guide. I guarantee you that would work. Last slide. This one really is the last slide. So with that, I thank you very much for your time and attention. And enjoy the rest of the conference. Cheers. Applause