Skip to main content
UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
Marketo, profile picture
Uploaded byMarketo
12,712 views

Account-Based Marketing: Target Key Accounts and Drive Revenue

The document outlines the essentials of account-based marketing (ABM), emphasizing the importance of targeting high-revenue accounts and utilizing real-time personalization to enhance customer engagement. It details the 3 W's of ABM: identifying target accounts, discovering and mapping relevant content, and the channels for outreach. Additionally, it provides a case study demonstrating significant increases in engagement and click-through rates through effective ABM strategies.

Technology◦
Related topics:
Marketing Automation•
© 2013 Marketo, Inc. Marketo Proprietary and Confidential Account-Based Marketing (ABM) How to Target your Key Accounts and Drive Revenue David Myers Product Expert Mike Telem VP Product Marketing Ex. Insightera Co-founder
Page 2 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Insightera, a Marketo Company • Real-time targeting and personalization platform • Leveraging big data and predictive analytics to interact with prospects throughout the customer lifecycle
Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Overview • Defining Account-Based Marketing (ABM) • What is real-time personalization • The 3 W’s for ABM • Successful ABM use case • How to get started with your own ABM campaigns
Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Account-Based Marketing (ABM) “Focus on those accounts most likely to generate revenue.” Target prospects based on Industry, Revenue and Named Accounts.
Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential What is Real-time Personalization? Speed “Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them” (Microsoft Research) Relevancy “82% of prospects value content targeted to their specific industry” (MarketingSherpa) Personalizing your prospects experience while they are engaged and attentive
Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential 3 W’s of Account-Based Marketing Who Identify Target Accounts > Named Lists > Verticals > Size/Revenue What Discover & Map Content > White Papers > Case Studies > Videos, Posts Where Channels > Website, Mobile > Email > Advertising
Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Who - Identify your Target Accounts • Named account lists • Determine account profiles • Industry, location, revenue, technology • Behavior, customer journey and target personas • Correlate with strategic goals • Regional expansion, market share growth, big brands, competitors’ customers
Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Financial Telecom Healthcare Your Customized Named Account List • Mid-West Target Accounts • Top 50 Retail Accounts • Key Enterprise Accounts • Existing customers Who - Identify your Target Accounts
Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential What - Discover and Map Effective Content • 82% of prospects value content targeted to their specific industry • 75% of executives will read unsolicited materials that contain ideas that might be relevant to their business • 67% find content targeted to their job function valuable (Marketing Sherpa) • 84% of marketing executives say they plan on developing a process to map rich media content assets to buyer journey stage (Aberdeen) • Average number of content pieces on company websites: SMB - 290, Ent. - 2,430.
Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential What - Discover and Map Effective Content • Discover and map content assets • Analyze content consumption • Basis for content automation & content recommendation Automatic Content Discovery
Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential What - Discover and Map Effective Content Target Segments Awareness Interest Evaluation Commitment Fortune 500 Companies Why enterprises need cyber security Infographic GE Case Study Tech-S product Datasheet Fortune 500 Product User Group Financial Industry Customer Service in Finance Sector Blog Post 10 Tips Banking and Technology Video Tech-S White Paper Tech-S Customer Event/ Conference Named Account Lists Learn how Tech-S leverages site security Overview Video Optimize your web security Webinar Security Expert Offer Free consultation Join the top security executives Breakfast meeting • Mapping content with a Content Matrix
Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Where - Channels Web Mobile Email Advertising
Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential How - Real-time Personalization Campaigns • Segments inbound prospects in real-time based on: • Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Measure, Optimize and Learn • A/B testing different CTA’s per targeted segment • Auto-Tune > Automatically accelerate most effective CTA • Analytics based on firmographics, verticals, named
© 2013 Marketo, Inc. Marketo Proprietary and Confidential Use Case
Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Use Case • Panaya is a software vendor that helps companies reduce ERP upgrade time and costs
Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Use Case • New Target Market: Oracle ERP users Who Oracle Users Account-Based Lists Digital Behavior What Case Studies Banners / Logos Videos Where Website Mobile Emails
Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Real-time Personalization (Account-based)
Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Real-time Personalization (Account-based) Customers:
Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Real-time Personalization (Account-based) Customers:
Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Real-time Personalization (Account-based) 25% CTR
Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Optimization and Auto-Tune A
Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Optimization and Auto-Tune B
Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Optimization and Auto-Tune C
Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Use Case Results • Over 200 targeted accounts identified in 1st month • 25% click through rate on personalized content • 113% increase in content engagement • Identified most converting content with A/B testing & Auto-tune
Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Getting Started Where to start? Identify high yield targets Map effective content Execute campaigns and analyze Measure and analyze results
Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Key Takeaways • Real-time personalization is about speed and relevancy • The 3 W's model for ABM: who, what, where • Focusing on your key revenue generating accounts • Getting started is easier than you think
© 2013 Marketo, Inc. Marketo Proprietary and Confidential Thank you! Any Questions? Ebook: Why your Demand Gen Plans Needs Account-Based Marketing Contact us: mtelem@marketo.com / dmyers@marketo.com For more info: www.marketo.com/personalization