The document outlines a webinar by Marketo discussing real-time account-based marketing (ABM) and its benefits for targeting key accounts to generate revenue. It emphasizes the importance of personalized messaging and full-funnel marketing strategies, highlighting Panaya's approach in expanding into a new market while integrating sales and marketing efforts. The key takeaways include the five essential steps for a successful ABM program and the need for continuous analysis and optimization.

1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
The New Marketing Champ: 5 Steps to Real-
time Account-Based Marketing
#LaunchPoint
Udi Ledergor, Panaya
Mike Telem, Insightera
Mike Tomita, Marketo

2. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Mike Tomita
Senior Web
Marketing Manager
Marketo
Mike Telem
VP, Business
Development
Insightera
Udi Ledergor
VP, Marketing
Panaya

3. Page 3
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any
questions
• There will be time for a Q&A at the end
• We will be recording the webinar for
future viewing
• All attendees will receive a copy of the
slides/recording
• Twitter hashtag: #LaunchPoint

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
ABUNDANCE
INFORMATION

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
+ +
Right Message, Right Person, Right Time

7. Leveraging Real-time
Account-Based Marketing
Udi Ledergor, VP Marketing,
Mike Telem, Co-founder,

8. What is Account Based Marketing
“Focusing marketing and sales on
the accounts most likely to
generate revenue or meet other
strategic goals”

9. Account Based Marketing
• 84% of marketers say ABM provides significant benefits
to expanding customer relationships
– 82% of prospects value content targeted to their specific industry
– 75% of executives will read unsolicited marketing materials that
contain ideas that might be relevant to their business
– 60% of marketers say personalizing messages based on
customer behavior is their top challenge

10. Who is ?
• SaaS for testing and change impact analysis for business
applications
• Panaya cut costs, risk and effort of a typical business application
project (e.g., upgrade, support pack or roll-out) by up to 70%
• Founded in 2006. Offices in the US, Germany, Japan and Israel
• 900+ customers:
• 800+ SAP
• 100+ Oracle

11. Marketing Challenge:
Expand to a New Market
It happens in every (good) company…
• A new market presents a strategic opportunity
• Marketing tasked with generating demand
• Need new marketing campaigns & content without
jeopardizing the company's already established market
• Should engage prospects across the funnel

12. Panaya's Full-Funnel Marketing
Software Mix

13. Targeting Multiple Audiences
• Panaya has dozens of SAP content assets with a clear path for
users to discover
• The site is very SAP-oriented
• Just a few Oracle-related case studies, buried deep inside the site
• Needed to identify Oracle users and highlight relevant
content, without distracting from SAP offering

14. The Solution:
A Real-time, Full-Funnel
Account-Based Marketing
Program

15. Panaya’s Account-Based
Marketing Program
• Identify key accounts
• Named lists from CRM
• Target behaviors and personas
• Fortune 1000
• Discover relevant content
• Case studies, videos, landing pages
• Define Top and Mid-funnel campaigns
• Run bi-monthly analysis with sales

16. The Personalization Strategy
with Insightera & Marketo
• Define target segments for top funnel account discovery:
• 215 accounts discovered in 1st month
• Real-time personalized campaigns on-site (Top-Funnel) and via
email nurturing (Mid-Funnel) display targeted content to relevant
inbound prospects: Oracle users, Fortune 1000
• Real-time campaign feedback sent from Insightera to Marketo
• Content engagement up by avg. 113%
• A/B testing and auto-tune set up for optimization
• Identified most converting content

17. Marketo Campaigns - SAP Users

18. Marketo Campaign - Oracle Users

19. Insightera Campaign - Fortune 1000

20. Marketo Campaign - Fortune 1000

21. Results
• In the first month, 215 inbound prospects identified as Oracle
accounts by Insightera
• Content engagement increased an average of 113% with
personalization
• Content path onsite was optimized creating a tailored online
experience for Oracle/SAP users addressing their needs
• Sales and Marketing alignment improved

22. Next Steps
• Extend ABM program to target content according to
industry (Automotive, Pharma, etc.)
• Create Persona-based programs (CTO, CFO, Etc.)
• Identify 3 main buying stages and appropriate
content/CTA’s
• Targeted sales-oriented calls-to-action

23. Key Takeaways
• ABM focuses your efforts and provides more results in terms of
revenue and strategic goals
• The 5 steps for an ABM program
• Identify and discover target accounts
• Define personalized messaging
• Determine optimized channels
• Engage with Real-time full funnel campaigns
• Analyze and optimize
• A full funnel program is fundamental

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Q&A

26. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!