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3 Strategies that Kick-start your ABM
2019 ABM Webinar Series | February 6, 2019
Mitch Folks
Sr. Product Marketing Manager
Dave Rigotti
Head of Enterprise DG & ABM
AGENDA
01 Marketo’s Perspective
02 ABM’s Most Popular
Challenges
03 3 ABM Kickstart
Strategies
04 Starter ABM Experiences
05 Takeaways
3 ABM strategies that will help you get
started with ABM and help sales and
marketing partner sooner!
Marketo’s Perspective
Page 5Proprietary and Confidential | © Marketo, Inc.
Account-based MarketingWho’s interested in my products?
Who should we sell to?
Leads Accounts
Reactive Proactive
Individuals Buying Groups
Account-based strategies
are now table stakes.
ABM is:
● Becoming the modern marketing standard
● Part of a bigger B2B CXM responsibility
● Blending with marketing and Sales
automation
Opportunities Alignment Revenue
93B2B organizations say ABM
is extremely important
for success
*Sirius Decisions, 2018
%
ABM’s Most Popular Challenges
Page 8Proprietary and Confidential | © Marketo, Inc.
ENGAGE MEASUREPLAN
View & Optimize
Campaign Results
5
Provide Sales
Qualified MQAs
4
Engage
New Accounts
Engage
Known Accounts
3
Define Target
Account Lists
1
Track ABM Funnel
(MQA / Opptys)
Clean, Enrich &
Prioritize Accounts
2
Challenge 1: Creating a shared, data-driven strategy w/ Sales
Sales & Marketing Partnership
{Define Target
Account Lists
PLAN
1
No agreement
Lengthy Planning Process
(Avg. 6-9 Months)
Limited Data on
Accounts +
Manual Process
Wrong account list
Opinions
(Instead of Data)
Sales MKTG
=
Challenge 2: Building the right target account list to support
your ABM strategy
Page 10Proprietary and Confidential | © Marketo, Inc.
● Start with low hanging fruit → your known account database
● Use AI to help build your target account list, fill data gaps, scale your process and partner with Sales
● Practice lean, agile ABM Approach → Specific goal → Narrow and deep vs. Wide and Shallow
Partner with Sales sooner by starting small: Focus on your
known account database and using AI
Shared Goal
(Alignment w/ Sales)
ABM Strategy Recipe
+ Data Insights Target Acct. Lists
+
3 ABM Kickstarter Strategies
Page 12Proprietary and Confidential | © Marketo, Inc.
Expand business
opportunities with existing
customer accounts
3 ABM kickstarter strategies
Get More From
Existing Customers
1 | Win More New
Business
Get Back On Track
Existing customer accounts
that are ready for upsell /
cross-sell, for example usage
Known target accounts
that look like ideal
customer profile (ICP),
e.g. firmographics, etc
Known target accounts with
that are most likely to close
the quickest
2 | 3 |
Increase more qualified
opportunities based on my
previous closed/won accounts
Close quicker based on my
previous high velocity
closed / won accounts
Predictive Upsell
/ Cross-sell List
Predictive Best-fit List Predictive Quick
Win List
Shared Goal
Target Account List
Data Insights
Strategy
Page 13Proprietary and Confidential | © Marketo, Inc.
Let data insights help achieve your strategy and get buy-in
from Sales
Upload a list
to train your
AI model
Select which
accounts you
want to analyze
View model
results, scores
and fit indicators
Confirm
your target
account list
Create ABM
campaigns
inside Marketo
Page 14Proprietary and Confidential | © Marketo, Inc.
[Enter Screen Shot of AccountAI
Results]
Lowest Potential with
No / Minimal Investment
and Priority
Use AI to help you achieve your strategies
A
D
Best Potential with Highest
Investments and Priority
Starter ABM Experiences
Page 16Proprietary and Confidential | © Marketo, Inc.
ABM experience for each strategy should be influenced
and personalized based on Fit & Intent data
Page 17Proprietary and Confidential | © Marketo, Inc.
Starter ABM Experiences - Direct Mail
Expand business opportunities with
existing customer accounts
Existing customer accounts that are
ready for upsell / cross-sell, for
example usage
Predictive Upsell / Cross-sell List
Get More From
Existing Customers
1 |
Shared Goal
Data Insights
Target
Account List
Page 18Proprietary and Confidential | © Marketo, Inc.
Starter ABM Experiences - Digital/Paid Media
Known target accounts that look like
ideal customer profile (ICP), e.g.
firmographics, etc
Increase more qualified opportunities
based on my previous closed/won
accounts
Predictive Best-fit List
Win More
New Business
2 |
Shared Goal
Data Insights
Target
Account List
Page 19Proprietary and Confidential | © Marketo, Inc.
Get Back On Track3 |
Known target accounts with that are
most likely to close the quickest
Close quicker based on my previous high
velocity closed/won accounts
Predictive Quick Win List
Starter ABM Experiences - Events/Webinar
Insert VIP screenshot of Private invite
Shared Goal
Data Insights
Target
Account List
Page 20Proprietary and Confidential | © Marketo, Inc.
Target ABM nurture programs based on
target account lists created by AccounAI
and personalize the content for each step
in the journey based on their fit indicators
Nurture Automation
Send ABM emails to high ranking target
account lists created by AccountAI
and
personalize the messaging based on
specific AI-driven fit indicators
Email Marketing
Personalize your web and mobile web and
email content based AI-driven fit indicators
for high ranking target accounts
Web Personalization
Optimize your paid media campaigns,
spend and personalization by targeting
ads based on the high ranking, best-fit
target accounts and their fit indicators
Paid Media
Notify sales of “Call nows” based on which of your
best-fit target accounts are currently expressing
intent across the web to buy your products
Sales Alerts/Outbound
(Intent Data)
Optimize your ABM Event and Webinar
experiences, spend and personalization by
targeting personas and buyer groups tied to
high ranking, best-fit target accounts
Events & Webinars
ABM Experiences
Page 21Proprietary and Confidential | © Marketo, Inc.
ABM is not a product, it’s
a strategy!
Shared Goal + Data Insights +
Target Account List
ABM is a holistic experience,
not a single campaign
Recap
Thank You
Learn more at Marketo.com
ARCHIVE
Page 24Proprietary and Confidential | © Marketo, Inc.
Starter ABM Experiences - Digital Media
ICP Score
(AccountAI)
A C
Behavior Score
(Marketo ABM)
A
Demo Ads – High Bids
Call First
Demo Ads – Low Bids
C
Education Ads – High Bids Education Ads – Low Bids
Call Last
Page 25Proprietary and Confidential | © Marketo, Inc.
Now What?
Map out Buyer
Groups & Personas
● Create Personas and
map to one or more
buying groups
● Multi-opportunity
account?
● Weighted Persona
scoring for account
qualification
Develop Personalized
Content
● Personalize content
based on the fit, intent
and engagement
attributes
● Content types/formats
depends on buyer
journey and funnel
stage
Design & Deploy your
Account Experience
● Which channels are
most relevant?
● Depends on persona
and channels you
currently support
Prove & Improve
Impact
● Holistic Account-level
reporting & Analytics
○ MQAs
○ Revenue
○ Opportunities
Page 26Proprietary and Confidential | © Marketo, Inc.
Strategy 1: Marriott Wants To Buy More
Shared Goal
Expand business opportunities
with existing customer
accounts
Top 100 existing enterprise customers (“Marriotts”) that are most likely
to purchase Web Personalization (upsell / Add-on product) in the next
3 months
Data Insights
Marriotts = Existing customer
accounts that are ready for
upsell / cross-sell
Training Data
● Existing Customer
Accounts
● Enterprise Customers
● Made upsell Purchase
within last 3 months
Analyze Data
● Existing Customers
● Enterprise Customers
● No Web Personalization
Target Account List
Predictive Upsell / Cross-sell
List
● A & B ranked “Marriotts”
● High propensity attributes (Fit, Intent & Engagement)
○ Open demand gen position(s)
○ Has Marketo ABM Product
○ Expressing intent for ABM Platforms
○ Has interacted with a Marketo DG Campaign
ABM Experience Idea ABM Email Nurture + Sales Follow up
Refresh Frequency Quarterly
[Insert Image]
Page 27Proprietary and Confidential | © Marketo, Inc.
Strategy 2: Lowe’s Is A Look-alike
Page 28Proprietary and Confidential | © Marketo, Inc.
Strategy 3: Humana Is In A Hurry

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3 Strategies That Kick-Start your ABM using AI

  • 1.
  • 2. 3 Strategies that Kick-start your ABM 2019 ABM Webinar Series | February 6, 2019 Mitch Folks Sr. Product Marketing Manager Dave Rigotti Head of Enterprise DG & ABM
  • 3. AGENDA 01 Marketo’s Perspective 02 ABM’s Most Popular Challenges 03 3 ABM Kickstart Strategies 04 Starter ABM Experiences 05 Takeaways 3 ABM strategies that will help you get started with ABM and help sales and marketing partner sooner!
  • 5. Page 5Proprietary and Confidential | © Marketo, Inc. Account-based MarketingWho’s interested in my products? Who should we sell to? Leads Accounts Reactive Proactive Individuals Buying Groups
  • 6. Account-based strategies are now table stakes. ABM is: ● Becoming the modern marketing standard ● Part of a bigger B2B CXM responsibility ● Blending with marketing and Sales automation Opportunities Alignment Revenue 93B2B organizations say ABM is extremely important for success *Sirius Decisions, 2018 %
  • 7. ABM’s Most Popular Challenges
  • 8. Page 8Proprietary and Confidential | © Marketo, Inc. ENGAGE MEASUREPLAN View & Optimize Campaign Results 5 Provide Sales Qualified MQAs 4 Engage New Accounts Engage Known Accounts 3 Define Target Account Lists 1 Track ABM Funnel (MQA / Opptys) Clean, Enrich & Prioritize Accounts 2 Challenge 1: Creating a shared, data-driven strategy w/ Sales Sales & Marketing Partnership
  • 9. {Define Target Account Lists PLAN 1 No agreement Lengthy Planning Process (Avg. 6-9 Months) Limited Data on Accounts + Manual Process Wrong account list Opinions (Instead of Data) Sales MKTG = Challenge 2: Building the right target account list to support your ABM strategy
  • 10. Page 10Proprietary and Confidential | © Marketo, Inc. ● Start with low hanging fruit → your known account database ● Use AI to help build your target account list, fill data gaps, scale your process and partner with Sales ● Practice lean, agile ABM Approach → Specific goal → Narrow and deep vs. Wide and Shallow Partner with Sales sooner by starting small: Focus on your known account database and using AI Shared Goal (Alignment w/ Sales) ABM Strategy Recipe + Data Insights Target Acct. Lists +
  • 11. 3 ABM Kickstarter Strategies
  • 12. Page 12Proprietary and Confidential | © Marketo, Inc. Expand business opportunities with existing customer accounts 3 ABM kickstarter strategies Get More From Existing Customers 1 | Win More New Business Get Back On Track Existing customer accounts that are ready for upsell / cross-sell, for example usage Known target accounts that look like ideal customer profile (ICP), e.g. firmographics, etc Known target accounts with that are most likely to close the quickest 2 | 3 | Increase more qualified opportunities based on my previous closed/won accounts Close quicker based on my previous high velocity closed / won accounts Predictive Upsell / Cross-sell List Predictive Best-fit List Predictive Quick Win List Shared Goal Target Account List Data Insights Strategy
  • 13. Page 13Proprietary and Confidential | © Marketo, Inc. Let data insights help achieve your strategy and get buy-in from Sales Upload a list to train your AI model Select which accounts you want to analyze View model results, scores and fit indicators Confirm your target account list Create ABM campaigns inside Marketo
  • 14. Page 14Proprietary and Confidential | © Marketo, Inc. [Enter Screen Shot of AccountAI Results] Lowest Potential with No / Minimal Investment and Priority Use AI to help you achieve your strategies A D Best Potential with Highest Investments and Priority
  • 16. Page 16Proprietary and Confidential | © Marketo, Inc. ABM experience for each strategy should be influenced and personalized based on Fit & Intent data
  • 17. Page 17Proprietary and Confidential | © Marketo, Inc. Starter ABM Experiences - Direct Mail Expand business opportunities with existing customer accounts Existing customer accounts that are ready for upsell / cross-sell, for example usage Predictive Upsell / Cross-sell List Get More From Existing Customers 1 | Shared Goal Data Insights Target Account List
  • 18. Page 18Proprietary and Confidential | © Marketo, Inc. Starter ABM Experiences - Digital/Paid Media Known target accounts that look like ideal customer profile (ICP), e.g. firmographics, etc Increase more qualified opportunities based on my previous closed/won accounts Predictive Best-fit List Win More New Business 2 | Shared Goal Data Insights Target Account List
  • 19. Page 19Proprietary and Confidential | © Marketo, Inc. Get Back On Track3 | Known target accounts with that are most likely to close the quickest Close quicker based on my previous high velocity closed/won accounts Predictive Quick Win List Starter ABM Experiences - Events/Webinar Insert VIP screenshot of Private invite Shared Goal Data Insights Target Account List
  • 20. Page 20Proprietary and Confidential | © Marketo, Inc. Target ABM nurture programs based on target account lists created by AccounAI and personalize the content for each step in the journey based on their fit indicators Nurture Automation Send ABM emails to high ranking target account lists created by AccountAI and personalize the messaging based on specific AI-driven fit indicators Email Marketing Personalize your web and mobile web and email content based AI-driven fit indicators for high ranking target accounts Web Personalization Optimize your paid media campaigns, spend and personalization by targeting ads based on the high ranking, best-fit target accounts and their fit indicators Paid Media Notify sales of “Call nows” based on which of your best-fit target accounts are currently expressing intent across the web to buy your products Sales Alerts/Outbound (Intent Data) Optimize your ABM Event and Webinar experiences, spend and personalization by targeting personas and buyer groups tied to high ranking, best-fit target accounts Events & Webinars ABM Experiences
  • 21. Page 21Proprietary and Confidential | © Marketo, Inc. ABM is not a product, it’s a strategy! Shared Goal + Data Insights + Target Account List ABM is a holistic experience, not a single campaign Recap
  • 22. Thank You Learn more at Marketo.com
  • 24. Page 24Proprietary and Confidential | © Marketo, Inc. Starter ABM Experiences - Digital Media ICP Score (AccountAI) A C Behavior Score (Marketo ABM) A Demo Ads – High Bids Call First Demo Ads – Low Bids C Education Ads – High Bids Education Ads – Low Bids Call Last
  • 25. Page 25Proprietary and Confidential | © Marketo, Inc. Now What? Map out Buyer Groups & Personas ● Create Personas and map to one or more buying groups ● Multi-opportunity account? ● Weighted Persona scoring for account qualification Develop Personalized Content ● Personalize content based on the fit, intent and engagement attributes ● Content types/formats depends on buyer journey and funnel stage Design & Deploy your Account Experience ● Which channels are most relevant? ● Depends on persona and channels you currently support Prove & Improve Impact ● Holistic Account-level reporting & Analytics ○ MQAs ○ Revenue ○ Opportunities
  • 26. Page 26Proprietary and Confidential | © Marketo, Inc. Strategy 1: Marriott Wants To Buy More Shared Goal Expand business opportunities with existing customer accounts Top 100 existing enterprise customers (“Marriotts”) that are most likely to purchase Web Personalization (upsell / Add-on product) in the next 3 months Data Insights Marriotts = Existing customer accounts that are ready for upsell / cross-sell Training Data ● Existing Customer Accounts ● Enterprise Customers ● Made upsell Purchase within last 3 months Analyze Data ● Existing Customers ● Enterprise Customers ● No Web Personalization Target Account List Predictive Upsell / Cross-sell List ● A & B ranked “Marriotts” ● High propensity attributes (Fit, Intent & Engagement) ○ Open demand gen position(s) ○ Has Marketo ABM Product ○ Expressing intent for ABM Platforms ○ Has interacted with a Marketo DG Campaign ABM Experience Idea ABM Email Nurture + Sales Follow up Refresh Frequency Quarterly [Insert Image]
  • 27. Page 27Proprietary and Confidential | © Marketo, Inc. Strategy 2: Lowe’s Is A Look-alike
  • 28. Page 28Proprietary and Confidential | © Marketo, Inc. Strategy 3: Humana Is In A Hurry