The Boston User Group meeting on March 20, 2017, focused on Account Based Marketing (ABM), led by Paul Green. Key presentations included the state of the ABM market, deep dives into tools and strategies, and insights on the maturity and adoption of ABM in organizations. Marvel Marketers, the event sponsor, emphasized the balance between acquisition and customer marketing strategies tailored to specific accounts.

1. Boston User Group
Monday, March 20, 2017
Meeting Lead: Paul Green
Topic: Account Based Marketing
#BMUG
Thanks to our Sponsor

2. Page 2
Today’s Agenda
• 4:00–4:15 Welcome & Announcements
• 4:15–4:45 The ABM Marketspace:
Maneeza Aminy, Marvel Marketers
• 4:45–5:15 Marketo ABM Deep Dive:
Mike Fazio, Marketo
• 5:15–5:45 ABM Essentials:
Amanda Thall, Marvel Marketers
• 6:00–7:00 Reception & Networking
#BMUG

3. Marvel Marketers
All things ABM
BMUG
Maneeza Aminy - CEO - Maneeza@marvelmarketers.com
Amanda Thall - ABM Practice Lead - Amanda@marvelmarketers.com

4. @MarvelMarkters
#ABM
Intro to MM1
State of the Industry2
Where are you?/ What
can you actually do?
3
Deep Dive4
Tools of the Trade5
4 Thank you/ Questions!6

5. Position Image completely over this grey box.
Use guides to ensure this box is covered.
DEFINED:
Account Based….
Account Based Marketing (ABM):
Balancing your overall acquisition
and customer marketing strategy
to be Account-Centric
Account Based Everything (ABE):
The acknowledgement and
strategy of comprehensive account
engagement throughout all touch
points of both companies

6. About Marvel Marketers
Founded July 2013
Grown
800% , 450%, 250% YOY
Growth
Boast
100% Referral Based Company
50 FTE
Marketo GOLD Partner
Experience
Worked with 2,500+ Clients,
“Best Kept Secret”
Global Digital Marketing
Consultancy Serving Marketo
and Engagio Enterprise and
SMB clients.
Core Competency - Marketing
Automation, and ABM
© 2017 Marvel Marketers | Confidential

7. 2017 Marketing Benchmark report

8. 50 Shades of ABM . . . Well 5 Shades
The Account Lens
HAS no value, or
Value not Prioritized
“No Touch Revenue”
“Mid Transformation”
“Buzz Paralysis”
Customers
AB
Marketing
1.0
Partners
AB
Marketing
2.0
Usage
AB
Nothing PeopleABE
The Account Lens
Has Always been
Important, Just
never Orchestrated
ABM was always a
Sales driven Strategy
Marketing Plugged
Into and Supports
Sales
The Account Lens is
Important Enough
to Warrant
Investment in Tools
Clients are Relieved
that they FINALLY
get data and
technology to put
their ABM strategy
into Full Gear
The Account Lens is
a No Brainer, Early
Adopters
Finding Success in
SDR, Customer
Success
The Goal
I have yet to see it -
Like “Revenue
Performance
Management”
Marketing
AB
Marketing +
Sales +
Success

9. State of the ABM Industry - Maturity and Adoption
The Account Lens
HAS no value, or
Value not Prioritized
“No Touch Revenue”
“Mid Transformation”
“Buzz Paralysis”
Customers
AB
Marketing
1.0
Partners
AB
Marketing
2.0
Usage
AB
Nothing PeopleABE
The Account Lens
Has Always been
Important, Just
never Orchestrated
ABM was always a
Sales driven Strategy
Marketing Plugged
Into and Supports
Sales
The Account Lens is
Important Enough
to Warrant
Investment in Tools
Clients are Relieved
that they FINALLY
get data and
technology to put
their ABM strategy
into Full Gear
The Account Lens is
a No Brainer, Early
Adopters
Finding Success in
SDR, Customer
Success
The Goal
I have yet to see it -
Like “Revenue
Performance
Management”
Marketing
AB
Marketing +
Sales +
Success

10. ABA ---> Account Based Anything
• Acquisition
• Retention
• Renewals
• Onboarding
• Success
*** This is where
clients get
confused and
miss the mark****
• Past Success
• Future Want
• Fancy Data -
Predictive
**** This is where
clients Stall****
EXAMPLE
• How well you
are doing
against the
“Who”
• Account Based
Scoring/
Engagement
• Penetration into
Target Accounts
• You can’t
orchestrate, if
you don’t see the
full picture
EXAMPLE
• You have a lot
more than you
think
• Relationships
• Offering Fit
• Content
• Digital
Footprint
***New for the
Marketer***
EXAMPLE
• Just Get Going
• Use all the cool
tools to measure
Who Inventory
What can
Data Tell
me?
What do I
want it to
Do?
Act and
Measure

11. How Many Answers?
How Many Views?

12. ABA ---> Account Based Anything
• Acquisition
• Retention
• Renewals
• Onboarding
• Success
*** This is where
clients get
confused and
miss the mark****
• Past Success
• Future Want
• Fancy Data -
Predictive
**** This is where
clients Stall****
EXAMPLE
• How well you
are doing
against the
“Who”
• Account Based
Scoring/
Engagement
• Penetration into
Target Accounts
• You can’t
orchestrate, if
you don’t see the
full picture
EXAMPLE
• You have a lot
more than you
think
• Relationships
• Offering Fit
• Content
• Digital
Footprint
***New for the
Marketer***
EXAMPLE
• Just Get Going
• Use all the cool
tools to measure
Who Inventory
What can
Data Tell
me?
What do I
want it to
Do?
Act and
Measure

15. ABA ---> Account Based Anything
• Acquisition
• Retention
• Renewals
• Onboarding
• Success
*** This is where
clients get
confused and
miss the mark****
• Past Success
• Future Want
• Fancy Data -
Predictive
**** This is where
clients Stall****
EXAMPLE
• How well you
are doing
against the
“Who”
• Account Based
Scoring/
Engagement
• Penetration into
Target Accounts
• You can’t
orchestrate, if
you don’t see the
full picture
EXAMPLE
• You have a lot
more than you
think
• Relationships
• Offering Fit
• Content
• Digital
Footprint
***New for the
Marketer***
EXAMPLE
• Just Get Going
• Use all the cool
tools to measure
Who Inventory
What can
Data Tell
me?
What do I
want it to
Do?
Act and
Measure

16. 2016 2017

17. 1. Decide the Role of ABM/ ABE/ ABA in your Organization.
○ Investment of Time
○ Investment of Resources
○ Investment of Budget - - - > Some Budget confusion in Industry
2. If you want the quick and cheap Version ½ .. Fill out this table:
3 ABM-Y things you can do immediately
3. Carve out dedicated time/ investment . . .
3.5 Consider Customer Success
MA Activity Candidate for ABM? What would it take? Prioritize?
I.e Scoring Yeah! Account Level Formula Field in SFDC,
Maybe Buy ABM
As long as I know the
answer to # 1
Marketing/Sales
Alignment
...

19. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 3/21/2017
Account-Based Marketing (ABM)
“Focus on those accounts
that matter most.”

20. Marketo Solves the ABM Dilemma
Error-prone account list syncingCentral account targeting & management
Different apps for each ABM channelCross-channel campaign orchestration
Data stitched together across systemsConsolidated ABM analytics
Multiple Point SolutionsMarketo: ABM Essentials,
Single Platform
vs.

21. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 3/21/2017
ABM Flips the Marketing Funnel
“Who’s interested
in my products?”
“Who do I want to sell
my products to?”

22. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 3/21/2017
Typical Account Targeting Strategies
Vertical Sub-vertical Category Named Accounts lists
Financial Services
Healthcare
Education
Insurance Companies
Public Hospitals
Universities
• Mid-West Target Accounts
• Top 50 Retail Accounts
• Key Enterprise Accounts
• Existing Customers
• Prospects using Specific Technology

23. Single, Unified Platform
ABM + lead management in one place
“Accounts” natively built into data model and
surfaced across platform
Proven marketing automation capabilities
Consistent, easy-to-use interface for your
ABM activities
You benefit from a shorter learning curve, faster
time to value and stronger marketing ROI
Marketo

24. Complete Ecosystem of ABM Partners
• 250+ integrated applications
across 20+ categories
• Provides choice as your needs
grow
• Enables greater segmentation,
personalization and engagement

25. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 3/21/2017
• Account Discovery
• Lead-to-Account Matching
• Named Account Lists
• Account-based Personalization
• Cross-Channel Engagement
• Account-specific Workflows
• Account and List-level Insights
• Account Engagement Score
• Pipeline & Revenue Impact
Marketo ABM = Essential ABM Capabilities
Target Engage Measure

26. Marvel Marketers
All things ABM
BMUG
Maneeza Aminy - CEO - Maneeza@marvelmarketers.com
Amanda Thall - ABM Practice Lead - Amanda@marvelmarketers.com

27. Inside ABM

28. Transition in Thought: From Leads to Accounts
Lead-Based Everything Account-Based Everything
Activity Activity Activity
Lead Score Lead Score Lead Score
Account
Account Activity
Account Scores
Activity Activity Activity
Sales Rep
Determine Target Account
Lists

29. Attract Educate Engage Acquire
Win
On Board Grow
Thought
leadership &
infographics
Data Sheets &
Product Info
Case Studies Testimonials Customer
appreciation &
reinforcement
Purchase
reinforcement
& up spell
The New Funnel
The historic sales funnel has now been expanded to focus on customer experiences and deepening relationships past
the win of the closed deal.
Event Invite
Play
Nurture
Handoff
Introduction
Play
Keep it
Warm...
New
Customer
Onboarding
Stay in the
loop...
MARKETING/
NURTURE
PLAY/ABM
PROGRAM

30. Deep Dives….

31. Deep Dive:
Target Account Lists

32. Creating the Elusive Target Account List
Start with Sales Check Out
Current Customers
Get Help
Who is Sales
targeting?
Who are their
Strategic Accounts?
How do they spend
their time?
What characteristics
are similar?
(Industry, tools used,
location)
What types of
customers do you like
(or are “ideal”)?*
Find the right partner:
Datanyze
Everstring
Lattice
More later..

33. Sirius Decisions | Target Account Selection Criterion
Opportunity Index:
Potential growth in an
account
Opportunity
Index
Achievability
Index
Cooperation
Index
Cooperation Index:
1- Willingness of either a
customer or prospect to
collaborate with the seller,
2- If sales and marketing can
work together on that account
Achievability Index:
How hard or easy it may
be to win that growth
Tie Breakers: Near- to mid-term revenue opportunity

34. Deep Dive:
Content & Personalization
Programs & Plays

35. Position Image completely over this grey box.
Use guides to ensure this box is covered.
Content & Personalization
Content:
Everyone has it. If you didn’t have
content, you’d have nothing to say.
Check out this blog post for more.
Personalization:
Less is a more. Don’t be creepy.
Think beyond email...and Web.
Could you tie in your Social
activities?

36. E x t e n d
Your Reach

37. Position Image completely over this grey box.
Use guides to ensure this box is covered.
Programs & Plays
Programs:
New with Marketo ABM:
a way to create ACCOUNT driven
programs using the tools you know
with new Account Based fields.
Plays:
Highly coordinated, multi-touch,
multi-person engagement
between two companies

38. Introduction Handoff Program / Play Framework
Players: Home Team
Introducer (SDR)
Introduced (AE)
Marketing
Away Team
Primary
Contact (PC)
Coach /
MKTG
Get
program
ready
SDR:
Intro
from
SDR to
PC & AE
AE:
Reply
from AE
to PC
bcc SDR
SDR:
Schedule
Meeting
to PC
AE:
Call PC
AE:
Follow
Up &
Next
Step
Email
CONFIDENTIAL
SAMPLE

39. White Glove Event Invite Program / Play
Framework
Players: Home Team Away Team
SDR
AE
VP/Exec
Marketing
Primary Contact
(PC)
Account Influencers
(AI)
Coach /
MKTG
Get
program
ready
VP:
Note to
PC
AE:
Invite to
AI
AE:
Reply to
Invite
PC
SAMPLE
VP:
Note to
AI
SDR:
Update
names &
activate
SDR:
Invite
PC
AE:
Follow
Up Call
AE:
Reply to
VP note
to PC &
AI
MKTG:
Move to
Event
Follow
Up

40. Deep Dive:
Reporting

41. Position Image completely over this grey box.
Use guides to ensure this box is covered.
THE GREAT DEBATE
What to Measure
Without any tools, you can start here:
Do we know the right people and
are they taking advantage of
things we’re putting in front of
them?
Remember Your CAEP!

42. Coverage & Enrichment
How complete is your database?
Where are your holes?
Where do you need to add, append, update, purchase…?

43. Awareness of Your Funnel
How are your Target Accounts distributed?
Do you need to shift your approach to intentionally create Awareness? Engagement?
Bonus: This works for Sales Prioritization also!

44. Engagement
Are the right people engaging with your content? With your Brand?
Do you need to focus, refocus, or modify your approach?

45. Program Impact
Are your campaigns and marketing initiatives focused where they will have the greatest impact?

46. Tools of the Trade….

47. Tools of the Trade: Technology LandscapeDATA
APPEND
EVENTS
WEB
X X X X X
X X X X
X X X X
X X X
Specialties
SOCIALDATA
REPORTING
PREDICTIVE
ADS
Data
Enrichm
entAccountSelection
PersonalizationAds
/Social
Orchestration
Analytics
&
Reporting
Predictive
Accounts
MULTIPLECAPABILITIES

48. Thank you
MarvelMarketers.com
maneeza@marvelmarketers.com
amanda@marvelmarketers.com

49. Questions and Next Steps . . .
Recording - Just ping us

50. About Marvel Marketers
Partner
Marketo asked us to be a Gold Partner
Strategic - ABM Partnerships across the industry
Training
Delivered >700 Training and Enablements for Marketo Clients
Run Marvel Marketers Academy and industry’s only Marketo
Level II training
Quality
Multi-year clients, and long term employees
95% of Clients would give us a reference
Team
Former Marketo Employees, Marketo Clients, Marketo Champions, Marketo
Senior and Principal Consultants
© 2017 Marvel Marketers | Confidential

51. Industry has been a huge supporter
© 2017 Marvel Marketers | Confidential

52. “Best Kept Secret”
© 2017 Marvel Marketers | Confidential