How MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite Marketer

Copyright ©2019, Engagio Inc. 1
How MOPs Gets Invited to Revenue Club:
3 Ways to be Sales’ Favorite Marketer

Copyright ©2019, Engagio Inc.
Helping You On Your Journey to
Revenue Club
Tom Keefe
Sr. Marketing Ops Manager
2

Hello,
Account Based
Everything
Surfacing Intent
Data for your
Sales Team
Channel Activity
Digests
Enrich Accounts
with Form Data
Agenda
3

Becomes Sales’ Favorite Marketer
Work Smarter not Harder
Pareto Principle:
20% of your work should produce
80% of your results
4

Surfacing Intent Data
for Sales
5

• Provides buying indicators for specific topics that are not
available through traditional sales and marketing activities
• Engagio + Bombora Intent
– Categorize intent topics, score based on category, easily surface to Sales
– Create a customized Account Journey Intent Stage
– Look at Intent for Accounts in certain stages of their Account Journey
– Don’t get blindsided by competition talking to your Open Opportunities
6
Surfacing Intent for Sales
Why Intent is Important

• My Sales Team’s Favorite Intent Reports
– SDRs
• Surges in Pre-Meeting Accounts
• Accounts with No Engagement Surging on Competitors
– AEs
• Accounts with Open Opportunities Surging on Competitors
• Reports will show intent only for each Sales Rep’s
Accounts 7
Reports for Sales

• Prerequisites
– Setup Bombora Intent Topics
– Categorize Intent Topics with Segments
– Score Accounts based on Surging Intent Categories
– Setup your Account Journey (Possibly build Intent Stage!)
– Sales Rep (AE or SDR) Assigned to Account in SFDC
8
Getting Ready to Surface Intent

Setup Intent Terms

Scoring Accounts with Intent
Tier 1
Tier 2
Competitive
Tier 1
Tier 2
Competitive

Categorize Intent with Segments
1.)
2.)

Setup Account Journey

Account Journey Intent Stage

Assign Accounts to AEs, ADRs and CSMs

• Alert Sales to surging Accounts in Pre-Meeting stages
• How to build:
– Create a Filter capturing all Intent Surges over past week
– Create a Report, add in Pre-Meeting Stage criteria to selector
– Select fields to show in report
– Setup Personalized Subscription for AE and/or ADR
15
Surges in Pre-Meeting Accounts

Create Weekly Intent Surge Filter

Create Report with Pre-Meeting Criteria

Select Fields to Show in Report

Setup Personalized Subscriptions

Report Delivered in Daily Email

Report: Non-Engaged Accounts Surging on Competitors
2.)
1.)

Report: Open Opp Accounts Surging on Competitors
2.)
1.)

Channel Activity Digest:
No more SFDC Reports, Excel files or
Email Alerts
23

• Marketing runs LOTS of different programs
• Webinars, Content, Events and Content Syndication tend to be the most
plentiful in terms of individual campaigns
• Sales and Customer Success need to see these Activities to help them
effectively sell into and manage their Accounts
• Typical methods used to provide visibility are non-scalable, time
consuming, and not personalized to the Sales Rep or CSM
» SFDC Reports/Dashboards
» Email Alerts
» Excel Files
24
Channel Activity Digest
Marketing’s Reporting Dilema

• SFDC Reports/Dashboards
• Campaigns with Campaign Members
» Need to build out formula fields to reference Lead/Contact/Account data
within the report
• Campaigns with Leads or Campaigns with Contacts
» Both Lead and Contact reports strictly report on their own object, if you
have Leads and Contacts you need two reports for one Marketing Program
• Personalized Dashboards
» Requires Sales to keep/go to a specific link and click into each report to see
details
25
Marketing’s Reporting Dilema

Campaignswith CampaignMembers
26

SFDC Campaign Member Webinar Reports
Webina
r
SFDC Webinar
Campaign
Report for
SDRs
Report for
AEs
Report for
CSMs
All SDRs
All CSMs
All AEs
Automated
Process
Manual
Process

• Old Way just is not scalable
– 2 Webinars per Month * 12 months = 24 Webinars per Year
– 24 Webinars * 3 Reports = 72 Reports
– 72 Reports * 10mins to created/edit/share each report = 12 hrs every year
• Other Factors:
– One ADR/AE/CSM needs to keep track of 24 links just for webinars
– Sales/CS must go to Salesforce reports/folders
– Sales/CS must add a filter to the report OR sift through everyone else’s
data
– SFDC Dashboards become cluttered with information, which can be
overwhelming 28
No more wasting time

ChannelActivity
Digests
29

• What is a Digest?
– A Digest is an email sent to any Engagio user which consists of multiple reports
built within Engagio
• Engagio Reports
– Personalized to the Sales Rep or CSM
– Sent via Email and can be scheduled daily, weekly or monthly
– Contain links to both Engagio and SFDC People and Account records
– Include People, Account and Activity (Campaign) data
– Setup to look at a rolling time frame activity,
• One report can be used for an entire channel for forever! Set it and forget it!
30

Webinar Channel Activity Digest
Webina
r
SFDC Webinar
Campaign
Personalized
Channel
Report
Each
SDR
Each
CSM
Each
AE
Digest
Automated
Process
Manual
Process

• Prerequisites
– Create Channel Activity Filters
– Classification of SFDC Campaigns or MAP Programs by Type
– Sales/CSM Assigned to Account in SFDC
32
Getting Ready for Digests

• Alerts Sales or CSMs to activity from people in their
Accounts from the Webinar Channel
• How to Build:
– Create Webinar Channel Activity Filter
– Create a Report, add in any filters specific to ADR/AE/CSM
– Select Fields to show in report
– Setup Personalized Subscription to ADR/AE/CSM
33
Webinar Channel Activity Digest

Create Webinar Channel Activity Filter

Channel Activity Digests
Create Report to include in Daily Digest
1.)
2.)
3.)

Enrich Account Records
with Form data
36

• Not all Accounts are created equally
• Missing data when created
• Data enrichment platforms are unable to enrich everything
• Best Account data source are the employees
• Classify your Accounts as ICP or Non-ICP
– How do you know if they are a potential fit for your product?
• Let people employees start giving you all the info you need!
37
Enrich Accounts with Forms
Building out your Account ICP with Form Data

Person
Submits
Form
38
Current Form to Account Process
Manual data
manipulation
to append
person data to
Account
record
Upload to
SFDC
Account

New Form to Account Process
Engagio
Automation
pushes person
data from form
to Account
Person
Submits
Form
Engagio
updates SFDC
with new
Account data
in real-time

Automation for Pushing Form Data to Accounts
1.)
2.)

Questions?
Feel free to email,
tom@engagio.com
41

How MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite Marketer

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to How MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite Marketer

Similar to How MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite Marketer (20)

More from Engagio

More from Engagio (11)

Recently uploaded

Recently uploaded (20)

How MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite Marketer