ABM - The Essentials of Account Based Marketing
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Mike Telem, VP Product Marketing, Marketo | TFM 2016
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ABM - The Essentials of Account Based Marketing
- 1. Mike Telem VP Product Marketing Marketo
- 12. ABM Essentials
- 17. Financial Services Healthcare Education Vertical Insurance Companies Public Hospitals Universities Sub-vertical Category Mid-West Target Accounts Top 50 Retail Accounts Key Enterprise Accounts Existing Customers Prospects using Specific Tech Named Accounts Lists
- 18. ABM Examples Early Stage Programs
- 19. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 9/25/2016 Awareness
- 20. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 9/25/2016 Website Personalization Targeted offer for healthcare
- 21. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 9/25/2016 Target Account Display Advertising
- 22. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 9/25/2016 Engagement
- 23. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 9/25/2016 Engagement Luncheon Overview • Title: Executive Luncheon: Master Engagement Marketing • Presenters: • Lori Wizdo, Principal Analyst, Forrester Research • Shyna Zhang, Sr. Product Marketing Manager • Audience: Director and above marketing titles in the respective geographies • Goals: Create 2 new opportunities per event; accelerate open deals • Description: Join Marketo for an executive luncheon featuring Lori Wizdo, Principal Analyst with Forrester Research, Inc. and Shyna Zhang, Sr. Product Marketing Manager with Marketo, to learn how best-in-breed marketers are mastering the art and science of digital marketing by leveraging five key tenets of engagement marketing and engaging their audience.
- 24. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 9/25/2016 Engagement Luncheon Goals • Goal: Set up meetings with account x, y, z • Metric: C- level attendance, opps, 10x pipeline • Timing: month one, three months out, 1 year • Questions: • Did we create C-level engagement? • Did we get meetings in our key accounts? • How did the program do overall wrt to pipeline?
- 30. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 9/25/2016
- 31. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 9/25/2016
- 32. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 9/25/2016
Editor's Notes
- They say… ABM will drive more revenue… ABM will have amazing ROI…
- They say that ABM will help align sales and marketing….
- They say ABM will bring world peace!! getting carried away. so much hype…. exagarated? ABM is very effective
- 84% of marketers say ABM strategies outperform other marketing investments – ITSMA
- 92% of marketers say ABM is a must have strategy for the current B2B marketplace – Sirius Decisions
- 97% of marketers achieved higher ROI with ABM then with any other marketing initiative – Allterra ABM is real. but, what is ABM exactly?
- ABM is all about focus the accounts most likely to generate revenue close faster, generate bigger deals have strategic significance.
- focusing on the accounts that matter. what drove this ABM trend? ABM sounds pretty simple?... yes, and no. concept is simple, BUT, The technology wasn’t there
- -the evolution of B2B marketing. -good with digital marketing + scale scoring, nurturing, engaging, pers -but its a broad approach -better at analytics, not all is effective -Now, getting focused - fine tuning > drive rev & improve ROI
- -from casting wide digital nets to more focused and targeted marketing that scale & target more then just a few accounts. harpoons? …. scalable? what if I miss? Will the whale come after me?
- in this digital era, ABM is marketing with laser guns – highly targeted, laser-focused & scalable. So, how did we take this concept of targeted, laser-focused account-based marketing and built a product for ABM? Let me share a little bit about the process we went thru
- noticed the need and potential started research spoke with analysts and consultants spoke to our own marketing team spoke with you, our customers, studied your goals and your challenges. found 3 facts about ABM and the technology you need to support it. 1. there are 3 essential components you must have : targeting, eng, mesure 2. You need them in one place 3. must be able to extend
- Target – identify, target and manage accounts and account lists
- Engage – orchestrate personalized, cross-channel campaigns over email, web, ads, mobile, social
- Measure – evaluate revenue impact and optimize your ABM success with account analytics And all of this needs to be done in collaboration with sales
- Now let’s go through each of these tactics mapped to where someone is in their journey. So in many cases, you will be targeting an account that has no idea who you are as a company. So what do you do in that case? Here is where I think things have become very exciting. Unlike, several years ago where you had to depend on just dialing into accounts you can now build some brand awareness and brand preference with digital tactics like website personalization and personal retargeting.
- Here I want to walk through one example of what we have done at Marketo. One of our target verticals is healthcare. When key companies from the healthcare vertical visit our site, we can present them with a specific healthcare offer. This is going to feel a lot more relevant – than if we presented these companies with our standard offer. Think about it this way – you would not send one generic email to your entire database – so similarly it doesn’t make sense to do that on your website. Econsultancy in association with Monetate also recently have shown that marketers see an average increase of 20% in sales when using personalized web experiences. Now you can do this for anonymous or known visitors – so this is a great way to initially engage people from target accounts who may be checking out your website.
- Now here is a personalized remarketing ad we used. This was for marketing managers in healthcare.
- Micro events are great for the engagement phase of the customer journey. Here I am showing an example we did at Cannes and it was an invitation to a Linkedin and Marketo cocktail reception. So in some cases you can leverage larger events by holding more exclusive dinners – and leverage the fact the key people you want to target are there.
- Now I will go through an exclusive lunch series we did at Marketo so you can see this type of program in more detail. We worked with sales to identify key territories we wanted to host these luncheons. We worked with a thought leader Lori Wizdo who is a Principal Analyst with Forrester Audience: Director and above marketing titles in the respective geographies Goals: Create 2 new opportunities per event; accelerate open deals
- Here is an example of the brief we create. We do this because it is critical to set goals upfront and agree on metrics. Then everyone is aligned with the outcomes.
- We also found that it is very important to have these 3 capabilities in one place – early adopters of ABM found that they needed to sync lists between systems, They tried to stich several engagement apps to orchestrate cross-channel engagements, one for email, another for web, ads… thats very hard, and most of them couldnt do it. And reporting on success was very hard to since there was no central place for account analytics
- 3 essential components in one place -no need to sync lists across systems -One place to orchestrate campaigns presenting the right message provide adaptive engagements -One place to gather the data and provide detailed account analytics and program performance Its your ABM HUB – your central system of records
- #3 So, 3 essential in one place only way to start and scale ABM -But you may also need extend abm. -many flavors of ABM after essentials, may need additional new biz> data, ads cross-sell>predictive -So, 3 essentials, in one + extensable That was the base of our development process
- 1. Because Marketo provides all of the essential ABM capabilities, you save time and reduce complexity by eliminating the need to manage multiple ABM systems, integrations and data sets 2. Marketo unifies ABM and lead management in one solution making it easy for marketers to execute personalized campaigns for both accounts and leads in a single motion… you benefit from reaching key decision makers and deal influencers 3. Marketo provides you with a powerful ABM “hub” along with a complete ecosystem of partners to extend capabilities as you grow
- Think of Marketo as the anchor to your overall ABM strategy Implement Marketo first and expand from there
- 1. Because Marketo provides all of the essential ABM capabilities, you save time and reduce complexity by eliminating the need to manage multiple ABM systems, integrations and data sets 2. Marketo unifies ABM and lead management in one solution making it easy for marketers to execute personalized campaigns for both accounts and leads in a single motion… you benefit from reaching key decision makers and deal influencers 3. Marketo provides you with a powerful ABM “hub” along with a complete ecosystem of partners to extend capabilities as you grow Think of Marketo as the anchor to your overall ABM strategy Implement Marketo first and expand from there