y g o l o chn I e t V t r M a B P A Interactions A few key points: Orchestration These are specific channels used to create 1:1 • There’s no required channel for ABM: you may ABM Automation / Sales Activation Account Planning (supporting) account-based interactions. skip any of these and still have an effective ABM Advertising Web and Content ABM strategy. • Technology is not specifically required for most of these channels: for example, you can These capabilities enable multi-channel account- hold events and send direct mail without based plays across multiple personas and specific investments. departments. • Advertising is not synonymous with doing Direct Mail ABM. The reality is that ads are just one easy ABM is not about any one channel — it’s about Content Syndication thing and that satisfaction is relatively low coordinating interactions across multiple channels, (34%, according to TOPO). Having an ABM and it’s doing so in harmony with each other, at Events Other ads platform doesn’t mean you’re executing scale. The fastest path to success is when teams SDR / Sales an effective ABM strategy. collaborate and are aligned on strategy. Why is this so powerful? At Engagio, we’ve The core channels used to create engagement with achieved meeting rates of 20% to as high as 85% target accounts include ABM advertising, content using orchestrated plays. How? By leveraging the syndication, sales and SDR outreach, web and benefits of automation to scale our efforts and the content personalization, direct mail, and events. power of personalization to add a human touch. That’s marketing orchestration. While Orchestration is optional, the most advanced ABM companies are using it to execute and scale effective ABM. Note: Account planning is an adjacent technology category; this piece isn’t required, but it can be very helpful. 161