How to Automate and Scale Account Based Marketing

How many times have you tried to activate direct mail, sales, advertising or other campaigns for people at accounts when certain criteria at the account level is met, but you can’t because you use a traditional lead/contact based platform?

That’s where Engagio Orchestrate comes in, allowing marketers to bring their account-based strategies to life by streamlining and automating their marketing efforts that are manual today or just simply not possible.

What is Engagio Orchestrate?

Orchestrate is a new Engagio Product that empowers revenue teams to design and automate high-impact account-based plays across channels such as, advertising, sales engagement, marketing automation, direct mail, and CRM. Orchestrate leverages two major feature areas: Audience Management and Automations.

Engagio Foundation already acts as a central hub, with tons of data from sales, web, email, ad, and other engagement data. The next step is taking this data and making it actionable. That’s where Orchestrate comes in, giving you the ability to automate coordinated account-based plays.

Let’s look into how someone could automate various real life examples like audience expansion, nurture, and upsell or cross-sell.

automate coordinated plays

Audience Expansion

Audience Expansion is a top-of-funnel use case. We all want to grow, and in order to grow you have two options: sell more into your install base or acquire new logos. In an audience expansion strategy, we will be trying to find more accounts.

So where should you begin?

Most businesses are able to tell you who their best customers are and can explain why. Finding more of these accounts, who are similar to your best customers is a great place to start. So, how do you find these accounts? Start with defining the attributes of your best customers. In other words, create an ideal customer profile.

Put together a list of traits of what potential fit looks like. Some questions to ask yourself are:

  • Where have we sold most effectively in the past?
  • Which types of accounts have proven to be most profitable over time?
  • What traits should rule out an account?
  • What accounts deliver the most value?
  • What accounts do you typically retain?

Most of these things are recorded and tracked in your CRM, which makes it immediately available to Engagio and can be used when defining your target audiences is Orchestrate. Couple that with some additional things you track like WAU (Weekly Active Users), NPS (Net Promoter Score), and Engagement based on your Engagement Minute model and there you have it! These are your best customers.

A very basic version that looks at WAU, NPS, Engagement, and Total Pipeline Value will look something like this:

audience expansion

Of course, you can include other things, but you get the idea.

Once you have identified and used this criteria to build an account list in Orchestrate, you can push the target account list directly to LinkedIn® Campaign Manager via a new Matched Audiences API integration. LinkedIn will then match that list of accounts with accounts that they have profiles for on their platform:look-a-like-audience

Using LinkedIn’s Lookalike Audiences in Campaign Manager, you can identify companies with similar firmographic traits to your ideal account list and target them with ads to engage and introduce them to your brand. What better way to find, target, and engage new accounts that you otherwise may not have been able to get in front of!

Nurture

There are many components to nurture: which channels you should use, when you should start delivering content, how frequently you should be delivering content, what content you should deliver, etc. The list goes on.

Being able to look across engagement at an entire account and where an account is in its journey with you is a critical step to deciding when to enter specific people at the account into a nurture track.

Let’s look at an example use case of adding people from an account into an early stage nurture track in your marketing automation platform, while at the same time adding these people to an early stage audience on LinkedIn so they have a consistent content experience.

Engagio delivers demand unit waterfall

In the example above, based on the account entering the Active Demand stage of the configured journey in Engagio, Orchestrate has enabled marketing to:

  1. Add key persona’s from these accounts to an early stage nurture trackadd to nurture
  2. Add these accounts to a targeted ad campaign on LinkedIn with content catered to accounts in this stage of the funnel

add to LinkedIn

As these accounts move to later stages in the funnel or no longer meet other qualification criteria that has been set, Orchestrate will remove these accounts from the targeted ad campaign automatically, ensuring you aren’t targeting these accounts with irrelevant ads, and getting the most from your ad spend.

Let’s look into how you can continue to layer in other channels into your nurture strategy after people are already in the campaign.

Traditional nurture is a drum beat of email distribution. Of course there is typically rules to prevent duplicate content from being sent and there may be other business logic baked in, but using multiple channels at this level is highly manual which often results in missed opportunities because companies do not have the bandwidth.

Think about how much better someone’s experience in one of your nurture programs would be if you were able to create a consistent content experience across more than just email.

Below is a basic email nurture cadence.

basic email nuture

Every week, someone in this nurture track gets the next email in the sequence that is part of that nurture track. The problem people don’t live solely in their inbox. What happens if they go to LinkedIn and see something completely unrelated to where they are in your nurture? This can result in confusion, or sometimes even cause the person to opt out. If you are blasting someone with radically different messages, it just becomes noise.

Orchestrate can automate this process, ensuring that the content someone sees on LinkedIn is in line with the content they receive in their inbox. This is done by layering in various audiences for ad campaigns at each stage of the nurture.

You can even take it a step further and incorporate people’s engagement with specific ads or emails to push them through your nurture faster.

For instance, if someone is in this nurture and engages with the first email, rather than showing them the first ad in that sequence, you can begin showing them an ad that aligns with the next email in the sequence.

Then if they engage in the second ad that compliments the second email in the sequence, you can skip the second email and go straight to the third email in the sequence.

automated email example

Not only does this approach create a more cohesive experience for someone wherever they are, you have the potential to accelerate their velocity though your nurture program, and ultimately through the entire funnel. If someone engages with a piece of content on one channel, you can change what they see next to keep them intrigued and prevent them from losing interest.

Coordinated Sales and Marketing Play

Let’s say we want to add executives with high engagement at accounts that reach the marketing qualified account (MQA) status to Outreach or Salesloft so that our ADR team can start working those accounts.

To do this we are going to do a handful of things:

  • Find all of the engaged executives at MQA Accounts, using Engagio Selectors
  • Add the C-Level and VP Executives to a targeted Outreach Sequence, using Engagio Orchestrate
  • Add the Directors to a different targeted Outreach Sequence
  • Change the status of the account to Working in our CRM
  • Record on the account the date that it entered the Working Status
  • Suspend marketing to this account while the executives are in Outreach

Marketing can accomplish this by building out an Automation in Orchestrate that first finds this group of people. The fact that Engagio is acting as a central source of truth for all of your data (e.g., Demographic, Firmographic, and Activity data coming from your MAP, CRM, Sales Team’s mailboxes and calendars, etc.) makes finding these people a breeze. The next step is defining the action sequence. In this case we are adding these people to an Outreach Sequence and assigning them to our ADR owners, as well as modifying some account details (e.g., Account Status, Account Working Date, and Marketing Suspension in our CRM). The last step is to activate this to run on a regular cadence so that anytime an executive at an account meets this criteria, this will continue to automatically happen, keeping the ADR team queue constantly full. What better way to keep your sales team focusing on the right people from the right accounts on a regular basis!

Marketing can accomplish this by building out an Automation in Orchestrate that first finds this group of people. The fact that Engagio is acting as a central source of truth for all of your data (e.g., Demographic, Firmographic, and Activity data coming from your MAP, CRM, Sales Team’s mailboxes and calendars, etc.) makes finding these people a breeze. 

The next step is defining the action sequence. In this case we are adding these people to an Outreach Sequence and assigning them to our ADR owners, as well as modifying some account details (e.g., Account Status, Account Working Date, and Marketing Suspension in our CRM). 

The last step is to activate this to run on a regular cadence so that anytime an executive at an account meets this criteria, this will continue to automatically happen, keeping the ADR team queue constantly full.

What better way to keep your sales team focusing on the right people from the right accounts on a regular basis!

Upsell

There are so many times when I have been targeted with an ad for a product after I already purchased the product.

How many times have you purchased something on Amazon, to be targeted on Facebook later that week by the same item you already purchased instead of something that compliments what you have already purchased. At the very least, they should remove you from that ad campaign so you don’t continue to see the same ad.

This experience happens just as frequently in B2B, and it’s not the fault of these companies. This wasn’t previously possible with the products in the market.

LinkedIn has a great feature called “Matched Audiences” which allows you to upload a list of accounts or people to be targeted with ads. This is incredibly powerful in that you can literally export a list of people who visited a specific webpage, taken a meeting with sales, attended a webinar, etc. to target them with ads for the same products they saw when they visited that page, took that meeting, or attended that event. That is incredible compared to broad-based, traditional advertising filtering capabilities.

Combining LinkedIn Matched Audiences with Engagio Orchestrate takes the possibilities to the next level by helping marketers manage their targeting lists more efficiently.

Engagio Orchestrate allows you to create very granular audiences based on activity, behavioral, demographic, or firmographic data, and then sync them to LinkedIn. Orchestrate will automatically remove accounts or people who no longer fall into your audience parameters. So in our upsell cross sell example, as soon as they become a customer, we will remove them for you automatically.

We will also automatically remove accounts or people who no longer qualify for your particular audience. So in our upsell cross sell example, as soon as they become a customer, we will remove them for you automatically.

We will also automatically remove accounts or people who no longer qualify for your particular audience. So in our upsell cross sell example, as soon as they become a customer, we will remove them for you automatically.

There are numerous benefits to this approach:

  • Massive time savings
  • Scale highly targeted account based advertising campaigns
  • Enables near real time updates to ad audiences
  • Creates the best possible experience for your customers and prospects
  • Even if you are not using Orchestrate for upsell campaigns, you can simply use it to no longer show someone an ad for a product that they have already purchased.

Implementing this type of strategy should enable you to either spend the same amount on ads and see an increase in quality conversions. Or enable you to reduce your ad spend while seeing the same number of conversions.

These are only a few of the things that a powerful engagement platform, like Engagio, can help you do. If you would like to learn more about Engagio Orchestrate, you can request a demo today.

Frank Passantino
Frank Passantino

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