Optimize Your Asset Management Marketing Performance and Increase Client Acqu...Marketo
The “Battle for the Investor” has increased in complexity and investments organizations are trying harder than ever to differentiate themselves. The “winners” right now are defining strategies that address the current trends, but maintain the standards and philosophies that they are based on. The investor is becoming more sophisticated due to increased financial press coverage and easy access to less expensive investment information.
Is your organization attracting the right clients and meeting those expectations? Join this webinar to hear Joe Paone, Sr. Marketing Manager at Marketo and John Kariotis, President, AmberLeaf Partners, discuss the landscape and strategies for asset managers to succeed.
Bravo, you just got a new customer! Marketing is done, right? Wrong! In the final presentation of our Marketing How-To Series, find out why you need to continue marketing to your current customers to keep them coming back for more.
Key topics include:
How to increase your customer lifetime value
Make your customers do the marketing for you by creating advocates
Best practices in rewarding your loyal customers
McGraw-Hill Education: Building a Scalable Nurture Program Marketo
One of the keys to engagement marketing success is understanding the customer journey. To remain competitive in today’s market, marketers need to build sophisticated, agile programs to nurture customers based on their behavior. Join this webinar to hear how McGraw-Hill Education is building an enterprise marketing automation program and positively transforming their customer interactions.
Join McGraw-Hill and Marketo as they discuss how to:
- Align marketing and sales practices
- Develop integrated cross-channel marketing programs
- Target content based on user behavior and activity
- Add visibility/accountability to campaign metrics
A multitude of new technologies and touchpoints has created a sea of change in how and when people interact with each other and with brands.
Your customer is more informed, more particular, and more connected than ever before, ushering in a new normal – the Engagement Economy – where companies survive and thrive by delivering meaningful personal experiences.
How can marketing lead the way forward, fundamentally shifting the way the brand (and the organization!) interacts with customers?
Join Marketo’s Matt Zilli, VP of Product and Segment Marketing, and Forrester’s Shar VanBoskirk, VP and Principal Analyst, to learn:
• How businesses can transform themselves into customer-obsessed enterprises
• What you need to be a successful business leader, now and beyond 2017
• How an engagement platform can help you fully tap the engagement economy
Optimize Your Asset Management Marketing Performance and Increase Client Acqu...Marketo
The “Battle for the Investor” has increased in complexity and investments organizations are trying harder than ever to differentiate themselves. The “winners” right now are defining strategies that address the current trends, but maintain the standards and philosophies that they are based on. The investor is becoming more sophisticated due to increased financial press coverage and easy access to less expensive investment information.
Is your organization attracting the right clients and meeting those expectations? Join this webinar to hear Joe Paone, Sr. Marketing Manager at Marketo and John Kariotis, President, AmberLeaf Partners, discuss the landscape and strategies for asset managers to succeed.
Bravo, you just got a new customer! Marketing is done, right? Wrong! In the final presentation of our Marketing How-To Series, find out why you need to continue marketing to your current customers to keep them coming back for more.
Key topics include:
How to increase your customer lifetime value
Make your customers do the marketing for you by creating advocates
Best practices in rewarding your loyal customers
McGraw-Hill Education: Building a Scalable Nurture Program Marketo
One of the keys to engagement marketing success is understanding the customer journey. To remain competitive in today’s market, marketers need to build sophisticated, agile programs to nurture customers based on their behavior. Join this webinar to hear how McGraw-Hill Education is building an enterprise marketing automation program and positively transforming their customer interactions.
Join McGraw-Hill and Marketo as they discuss how to:
- Align marketing and sales practices
- Develop integrated cross-channel marketing programs
- Target content based on user behavior and activity
- Add visibility/accountability to campaign metrics
A multitude of new technologies and touchpoints has created a sea of change in how and when people interact with each other and with brands.
Your customer is more informed, more particular, and more connected than ever before, ushering in a new normal – the Engagement Economy – where companies survive and thrive by delivering meaningful personal experiences.
How can marketing lead the way forward, fundamentally shifting the way the brand (and the organization!) interacts with customers?
Join Marketo’s Matt Zilli, VP of Product and Segment Marketing, and Forrester’s Shar VanBoskirk, VP and Principal Analyst, to learn:
• How businesses can transform themselves into customer-obsessed enterprises
• What you need to be a successful business leader, now and beyond 2017
• How an engagement platform can help you fully tap the engagement economy
Social Intelligence: How to Make Your Digital Campaigns SmarterMarketo
Check out this presentation featuring expert marketing experts from Marketo and Synthesio! You'll discover how today’s top brands are using social intelligence to listen to customers across social channels, better understand their needs and build smarter and more engaging marketing campaigns.
Engage and convert - The New Rules for Success in Digital Advertising finalMarketo
Hear Ray Coppinger, Senior Digital Marketing Manager at Marketo, and Adam Levinson, Customer Success Manager at Optimizely, as they explore the state of digital advertising, identify the building blocks of a successful strategy, and outline how a culture of optimisation is critical to digital advertising success.
Success with Personalized Ad Retargeting: How Sisense Increased Conversions b...Marketo
Today’s buyer journey is almost entirely self-directed, and customization is the key to conversion. As Tomorrow’s Marketer, how will you gather the insights you need into your web visitors to keep the conversation going throughout their lifecycle? Check out this slide deck to see how Sisense, a leader in business analytics software and Marketo customer, walk through their success with online ads through personalized retargeting.
8 Biggest Mistakes Account-Based Marketers Make and How to Avoid ThemMarketo
Whether you’re new to account-based marketing (ABM) or a seasoned professional, there are a few big mistakes that you have probably made in the past, might be making now, and could make in the future. Join Joe Paone, Sr. SMB Marketing Manager and Vyoma Kapur, Sr. Enterprise Marketing Manager at Marketo, for this webinar as they discuss the top eight account-based marketing mistakes—from account selection, to setting a strategy, to measurement—and how you can avoid them.
You’ll learn:
How to select the right accounts
Why a cross-channel strategy can’t be ignored
What metrics are true indicators of success for your stakeholders
Become a More Nimble Marketing Team with Interactive ContentMarketo
Want to discover how to educate and engage your audience with interactive content? Check out this presentation to learn how Cisco was able to deploy a diverse array of content types to appeal to audiences across channels and programs. Plus, find out how adding SnapApp to your marketing programs can make content creation and distribution easier than ever so you can reach your prospects and your goals.
IT Best Practices: Finding the Right Marketing TechnologyMarketo
Ever rolled out a marketing solution that no one used? Understanding your marketing team’s objectives and use cases will help you map their needs to feature and functionality requirements.
Check out this webinar for some best practices you can put in place to ensure success and prevent your next implementation from becoming “shelfware”.
Attend to learn how to:
- Find the right platform that marketers will love
- Assess marketing’s needs and map them against vendor technologies
- Support marketing through all 5 stages of a winning deployment to ensure user adoption
Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...Marketo
Nobody wants to be a target in your database, and nobody wants to be sold. Today’s buyers want to be heard and helped, on their terms, not yours. Check out the slides from Jill Rowley, Marketo’s own Chief Growth Advisor and social selling evangelist on how marketing and sales teams can work together to transform your company’s digital sales strategy.
Grow Revenue with the Right Marketing StrategyMarketo
Today, mobile, social and cloud technologies are transforming the customer experience and putting customers in control. In this digital age, marketers must always be improving marketing execution with an eye toward growing revenue.
Listen in to our webinar with guest Laura Ramos, Vice President and Principal Analyst at Forrester Research, and Matt Zilli, Senior Director of Product Marketing at Marketo, to discover why the next wave of competitive advantage will favor firms that obsess over their customers’ experiences and deliver what buyers want before competitors do. Learn how marketing strategies that leverage automation can transform the customer experience and grow revenue in the digital age.
Summer Camp(aigns) Part 2: Email and Nurture Tips and TechniquesMarketo
In this Digital Marketing Bootcamp session, you’ll learn email tips and techniques that will help you build engaging, long-lasting relationships with your prospects and customers.
The change in the buyer’s journey has dramatically shifted the way marketers work. With marketers taking increasing ownership over pipeline, there is unprecedented pressure for marketers to target more effectively and to create more meaningful campaign touches.
But how do you know who to target and what kind of interaction is most meaningful for them? Most importantly, how can you maximize the impact of each interaction? With data. Join EverString and Lionbridge for a live discussion on how to uncover hidden pipeline by leveraging data and predictive modeling.
As the pace of innovation and customer expectation continues to accelerate, the role of every marketer is becoming exponentially more challenging. The key to success for marketers in this rapidly evolving digital world is one thing: engagement.
Join our guest Lori Wizdo, Principal Analyst with Forrester Research, and Hally Pinaud, Sr. Manager, Product Marketing at Marketo, for a webinar on the key principles of engagement marketing and how marketers are leveraging them to create meaningful interactions with people continuously over time.
5 Marketing Strategies for Customer EngagementMarketo
Marketers have to adopt new strategies in 2017 to win in the engagement economy. Join Neha Shah, Principal Product Marketing Manager at Marketo, and Kyra Johanson, Associate Product Marketing Manager at Marketo, as they share the results of our first-ever Marketing Benchmark Survey, highlighting what the most savvy marketers are doing to engage their customers in valuable, long-term relationships. You’ll walk away with 5 guiding insights into how to set your strategy for the year ahead.
You’ll learn:
- What strategies marketers adopt to engage customers in 2017
- How Marketo empowers Marketers to build these authentic relationships
B2B LEAD GENERATION BY ENHANCING BRAND EXPERIENCE Interics Digital
Interics In-Digital is a full services digital marketing company with special experience working for B2B clients. Uses a customised combination of strategies and tailors AI-enabled digital marketing solutions for powerful digital brand experience and high-quality lead generation.
Curious to understand how the Marketo marketing team creates tight alignment with sales? Join Hally Pinaud, Principle Product Marketing Manager at Marketo for our webinar, Marketo's Secrets to Sales Partnership! You'll learn what types of content work best to engage sales, how to develop a shared strategy for reaching the right customers and exactly how to create and effective ongoing line of communication between Marketing and Sales leadership.
Web Personalization - A Must for Your 2017 Marketing PlansMarketo
Marketers have already learned personalized content is essential to increasing engagement levels across key accounts. As you finalize 2017 planning, how will you successfully deliver the right message to the right buyer? Learn how Marketo Web Personalization can optimize marketing efforts, and maximize website and content ROI in the New Year.
Predictive Content Across Channels: Boost Email and Web Program ROI with Zero...Marketo
You work hard to create great content and drive thousands of visitors to your website. How do you drive the right asset to the right buyer? Maximize the value of your content with virtually no effort.
View our webinar to discover a simple, scalable way to present the right content to the right person in real-time with predictive content.
Social Intelligence: How to Make Your Digital Campaigns SmarterMarketo
Check out this presentation featuring expert marketing experts from Marketo and Synthesio! You'll discover how today’s top brands are using social intelligence to listen to customers across social channels, better understand their needs and build smarter and more engaging marketing campaigns.
Engage and convert - The New Rules for Success in Digital Advertising finalMarketo
Hear Ray Coppinger, Senior Digital Marketing Manager at Marketo, and Adam Levinson, Customer Success Manager at Optimizely, as they explore the state of digital advertising, identify the building blocks of a successful strategy, and outline how a culture of optimisation is critical to digital advertising success.
Success with Personalized Ad Retargeting: How Sisense Increased Conversions b...Marketo
Today’s buyer journey is almost entirely self-directed, and customization is the key to conversion. As Tomorrow’s Marketer, how will you gather the insights you need into your web visitors to keep the conversation going throughout their lifecycle? Check out this slide deck to see how Sisense, a leader in business analytics software and Marketo customer, walk through their success with online ads through personalized retargeting.
8 Biggest Mistakes Account-Based Marketers Make and How to Avoid ThemMarketo
Whether you’re new to account-based marketing (ABM) or a seasoned professional, there are a few big mistakes that you have probably made in the past, might be making now, and could make in the future. Join Joe Paone, Sr. SMB Marketing Manager and Vyoma Kapur, Sr. Enterprise Marketing Manager at Marketo, for this webinar as they discuss the top eight account-based marketing mistakes—from account selection, to setting a strategy, to measurement—and how you can avoid them.
You’ll learn:
How to select the right accounts
Why a cross-channel strategy can’t be ignored
What metrics are true indicators of success for your stakeholders
Become a More Nimble Marketing Team with Interactive ContentMarketo
Want to discover how to educate and engage your audience with interactive content? Check out this presentation to learn how Cisco was able to deploy a diverse array of content types to appeal to audiences across channels and programs. Plus, find out how adding SnapApp to your marketing programs can make content creation and distribution easier than ever so you can reach your prospects and your goals.
IT Best Practices: Finding the Right Marketing TechnologyMarketo
Ever rolled out a marketing solution that no one used? Understanding your marketing team’s objectives and use cases will help you map their needs to feature and functionality requirements.
Check out this webinar for some best practices you can put in place to ensure success and prevent your next implementation from becoming “shelfware”.
Attend to learn how to:
- Find the right platform that marketers will love
- Assess marketing’s needs and map them against vendor technologies
- Support marketing through all 5 stages of a winning deployment to ensure user adoption
Know More, Care More, Do More: How to Listen, Learn, Engage with the Modern B...Marketo
Nobody wants to be a target in your database, and nobody wants to be sold. Today’s buyers want to be heard and helped, on their terms, not yours. Check out the slides from Jill Rowley, Marketo’s own Chief Growth Advisor and social selling evangelist on how marketing and sales teams can work together to transform your company’s digital sales strategy.
Grow Revenue with the Right Marketing StrategyMarketo
Today, mobile, social and cloud technologies are transforming the customer experience and putting customers in control. In this digital age, marketers must always be improving marketing execution with an eye toward growing revenue.
Listen in to our webinar with guest Laura Ramos, Vice President and Principal Analyst at Forrester Research, and Matt Zilli, Senior Director of Product Marketing at Marketo, to discover why the next wave of competitive advantage will favor firms that obsess over their customers’ experiences and deliver what buyers want before competitors do. Learn how marketing strategies that leverage automation can transform the customer experience and grow revenue in the digital age.
Summer Camp(aigns) Part 2: Email and Nurture Tips and TechniquesMarketo
In this Digital Marketing Bootcamp session, you’ll learn email tips and techniques that will help you build engaging, long-lasting relationships with your prospects and customers.
The change in the buyer’s journey has dramatically shifted the way marketers work. With marketers taking increasing ownership over pipeline, there is unprecedented pressure for marketers to target more effectively and to create more meaningful campaign touches.
But how do you know who to target and what kind of interaction is most meaningful for them? Most importantly, how can you maximize the impact of each interaction? With data. Join EverString and Lionbridge for a live discussion on how to uncover hidden pipeline by leveraging data and predictive modeling.
As the pace of innovation and customer expectation continues to accelerate, the role of every marketer is becoming exponentially more challenging. The key to success for marketers in this rapidly evolving digital world is one thing: engagement.
Join our guest Lori Wizdo, Principal Analyst with Forrester Research, and Hally Pinaud, Sr. Manager, Product Marketing at Marketo, for a webinar on the key principles of engagement marketing and how marketers are leveraging them to create meaningful interactions with people continuously over time.
5 Marketing Strategies for Customer EngagementMarketo
Marketers have to adopt new strategies in 2017 to win in the engagement economy. Join Neha Shah, Principal Product Marketing Manager at Marketo, and Kyra Johanson, Associate Product Marketing Manager at Marketo, as they share the results of our first-ever Marketing Benchmark Survey, highlighting what the most savvy marketers are doing to engage their customers in valuable, long-term relationships. You’ll walk away with 5 guiding insights into how to set your strategy for the year ahead.
You’ll learn:
- What strategies marketers adopt to engage customers in 2017
- How Marketo empowers Marketers to build these authentic relationships
B2B LEAD GENERATION BY ENHANCING BRAND EXPERIENCE Interics Digital
Interics In-Digital is a full services digital marketing company with special experience working for B2B clients. Uses a customised combination of strategies and tailors AI-enabled digital marketing solutions for powerful digital brand experience and high-quality lead generation.
Curious to understand how the Marketo marketing team creates tight alignment with sales? Join Hally Pinaud, Principle Product Marketing Manager at Marketo for our webinar, Marketo's Secrets to Sales Partnership! You'll learn what types of content work best to engage sales, how to develop a shared strategy for reaching the right customers and exactly how to create and effective ongoing line of communication between Marketing and Sales leadership.
Web Personalization - A Must for Your 2017 Marketing PlansMarketo
Marketers have already learned personalized content is essential to increasing engagement levels across key accounts. As you finalize 2017 planning, how will you successfully deliver the right message to the right buyer? Learn how Marketo Web Personalization can optimize marketing efforts, and maximize website and content ROI in the New Year.
Predictive Content Across Channels: Boost Email and Web Program ROI with Zero...Marketo
You work hard to create great content and drive thousands of visitors to your website. How do you drive the right asset to the right buyer? Maximize the value of your content with virtually no effort.
View our webinar to discover a simple, scalable way to present the right content to the right person in real-time with predictive content.
Your website is one of the most effective channels for acquiring and engaging prospective and existing customers today. But do you have the right tools to maximize revenue by engaging your website visitors in personalized conversations? Join our Web personalization experts as they share best practices for delivering relevant messaging to every site visitor – even anonymous ones!
Predictive Content: Engineer Higher Conversions with Machine LearningMarketo
In tomorrow’s marketing world, websites will automatically discover all of your content assets and use machine learning algorithms to recommend the right content to the right person in real-time. Guess what? Tomorrow is here.
Attract, Engage and Retain Your Clients to Grow AUMMarketo
Increasing competition, market volatility and growing client expectations have only made it more important for asset managers to re-evaluate their client acquisition and retention strategies. Watch our webinar, Attract, Engage and Retain Your Clients to Grow AUM, to learn how asset management firms such as Charles Schwab and Jupiter are leveraging marketing automation to drive more targeted and real-time communications with their clients at scale.
Want to learn how to unlock the full potential of your marketing automation technology with Salesforce data?
Listen in to our on-demand webinar with Marketo's Adrienne Whitten and Bluewolf's Mark Townsend to learn:
• Why integration is essential for customer journey design
• What marketers really need from their data
• Four barriers to high performance campaigns
• How to design and build programs that scale
Behold, Magical Conversions with Predictive ContentMarketo
Yes, magic is real. How else does one explain it when you can readily recall behavioral patterns and automatically provide the right piece of content for each of your different audiences? Watch this recording to discover the power of predictive content and the magic you can do with it!
3 Powerful Marketing and Sales Alignment Strategies for Successful Business O...Marketo
Feel like you know Marketing and Sales alignment is important, but your organization just isn't quite nailing it yet? Join Heidi Bullock, GVP of Global Marketing at Marketo, to learn proven, practical tips for how to make it work and make it last. We will cover how you can leverage technology (like marketing automation), vetted processes, and other tips to help your teams work together more effectively and efficiently.
Optimize Your Funnel with Account-Based MarketingMarketo
What's proven to improve ROI and successfully convert high-profile accounts? Account-Based Marketing! View these slides to learn how Web Account Targeting can optimize your funnel and help you go after the deals you want.
2017 Planning: Using Attention-Based Marketing to Boost ConversionMarketo
For modern marketers, attention is everything. Cat videos and Kim and Kanye are stealing it and, as a marketer, you need to earn it back and retain it. Join this webinar to learn how RES, a Gartner “Cool Vendor” for 2015, is meeting their goal of growing Sales Accepted Leads by making a simple change to how they serve up their content—without spending more on creating or promoting it. RES fights hard for the attention of their prospects, but they wanted to empower buyers to consume as much content as possible to make them more sales-ready faster. Hear how RES upgraded their nurture, content syndication, and welcome programs to deliver all the content an engaged prospect might want in a single session.
Account-Based Marketing - Your Perfect Match Across ChannelsMarketo
Account-Based Marketing (ABM) is about focusing marketing efforts on high-yield, strategic accounts. How do you reach these accounts – on what channels and with what strategy? View these slides for tips on implementing multi-channel ABM, and listening, responding and engaging with key accounts wherever they are, with authenticity.
Join Marketo’s lead nurturing experts, Mike Telem and David Myers, to discover how you can leverage lead nurturing concepts online to nurture your top funnel website visitors and turn them into qualified leads!
A proven way to drive optimal value from your digital ad spend is making sure they are displayed only to relevant, high-yield accounts. This assures your ad budget is spent on the accounts that matter and the ads that they see are more personalized and convert more of these key accounts into qualified leads.
In this presentation, Marketo's targeting titans, Mike Telem and David Myers, will review how to:
- Identify key accounts for top funnel targeting
- Manage named account lists and analyze your top funnel engagement with them
- Target ads at specific accounts and personalize the ads they see
- Boost ad budget ROI and generate highly qualified leads
Real-Time Personalization: Optimize Ad Spend with Personalized Targeting and ...Marketo
In this presention, you'll learn how to get the most out of your content by optimizing your campaigns and landing pages. See how you can take online advertising one step further and personalize your outbound digital ads with personalized retargeting.
Targeting Your Social Ads: Facebook Remarketing and Marketo PersonalizationMarketo
If you're looking to double your click-thru rate and simultaneously lower ad spend, look no further! Marketo has joined forces with Facebook to give you the ability to append Marketo firmographic and persona data to your Custom Audiences to execute relevant remarketing efforts!
Marketo Ad Bridge: The Future of Ad Retargeting is HereMarketo
Do you realize that, on average, almost a quarter of digital marketing budgets is spent on ads? Unfortunately, more than 95% of visitors that are paid to come to your site from ads, may never convert.
To enable marketers to get more out of their ad budgets, Marketo came up with Marketo Ad Bridge. This new tool helps you target the right audience with your ads and make them personalized per audience. In this webinar we will focus on personalized retargeting ads with both Google and Facebook. You'll learn:
- How personalized retargeting ads work
- The ROI you can expect to see - hint: a very good one :-)
- Great use cases and examples
- How you can get started, fast
Full Funnel Account-Based Marketing: Engaging Key Targeted Accounts EverywhereMarketo
With laser-focused accuracy, Account-Based Marketing drives key accounts through the sales funnel at full-throttle, and helps close deals lickety-split. Join Marketo’s resident ABM experts, Mike Telem and David Myers, to find out how to implement ABM strategy and technology to engage key targeted accounts across all marketing touch points and boost your marketing ROI!
Increase AUM with Marketing Automation: Acquire Clients during Volatile TimesMarketo
U.S. equities have recently entered into positive territory for the year after months of heightened volatility. While this is good news for investors, it may mean that clients will suffer from “breakeven-itis” and look to find a new asset manager. Do you have an acquisition strategy to take advantage of clients actively or passively looking for new management? Review this webinar to see financial services marketing experts Joe Paone and Mike Madden review how leveraging marketing automation can help you acquire more clients during periods of market uncertainty.
Feeding Hungry Reps: Scaling Inbound Lead Flow to Satisfy SalesMarketo
Where does one begin when the company grows and scaling marketing programs becomes a necessary task? Hear how Marketo Customer, Hortonworks, started at the top and worked their way down to scale inbound marketing programs.
Don't Let the Wrong Marketing Automation Solution Stunt Your GrowthMarketo
Marketing is changing at an extraordinary pace. And you have to keep up! Choosing a marketing automation solution that won't grow with you can do more harm than good. Check out this presentation to learn what to look for when evaluating marketing automation solutions that will keep up with the continuous changing directions of marketing.
Marketo User Groups: Account-Based MarketingMarketo
View our slides to increase engagement levels across your strategic accounts and learn how to:
-Target the RIGHT accounts
-Engage key decision-makers across channels
-Measure with an account-lens so you can optimize your programs
-See our Web Personalization and ABM tools in action!
Account-Based Marketing: Scaling B2B’s New Strategy with Marketo & LatticeMarketo
In this presentation deck, you'll learn how your organization can:
- Accelerate sales with deep insights using account-based marketing
- Launch a strategy targeting high-value accounts to scale
- Leverage data to personalize web content for anonymous visitors
- Gather best practices from a customer case study on how to increase conversions and accelerate deals with the Lattice Predictive Marketing Platform and Marketo
Why Web Personalization is Essential for ABMMarketo
According to Infosys, 74% of customers feel frustrated when website content is not personalized. How many of those web visitors are in your target accounts? View these slides for best practices and success stories in boosting engagement across strategic accounts and marketing ROI with Web Personalization.
Why Web Personalisation - Web personalisation workshop taniaMarketo
It's where your customers find you
81% of B2B purchase cycles start with web search, and 90% of buyers say when they are ready to buy, “they’ll find you.”
89% of consumers begin their buying process with a search engine
*The CMO’s Guide to Modern SEO, Propecta 2016
Account-Based Marketing: Target Key Accounts and Drive RevenueMarketo
What if you could replicate the success of your revenue generating accounts? What if you could ten identify similar accounts that will out-perform the rest? That's the power of account-based marketing. Join this webinar to discover how to boost marketing ROI by identifying and engaging target accounts with personalized content, messaging, and calls to action across web, mobile, and display advertising.
Mike Telem and David Myers will help you:
- Identify and target revenue-generating accounts based on verticals, company size, and named account lists
- Engage target accounts with personalized content to accelerate them through the funnel
- Analyze how effectively your marketing programs (paid, social, email, content) are driving engagement with target accounts
- Align sales and marketing to drive deals everyone will be talking about
Improve Sales and Marketing Collaboration with ABMMarketo
As 97% of marketers achieved higher ROI with account-based marketing than with any other marketing initiatives,* ABM is no longer a nice-to-have, but a critical component of every marketer’s toolbox. By leveraging the latest ABM technologies marketers can help grow revenue, strengthen connections between marketing and sales, and enhance interactions with customers and prospects.
Join our guest Mary Shea, Principal Analyst at Forrester Research, and Marketo’s Mike Telem, VP of Product Marketing, to discover what ABM techniques companies are leveraging to improve sales/marketing alignment—and boost revenue.
5 biggest mistakes account based marketers make and how to avoid themAnastasia Pavlova
Account-based marketing (ABM) has gained tremendous momentum in B2B marketing. Practitioners, analysts, and experts all report that the focused approach of an ABM strategy results in higher win rates, greater deal sizes, shorter sales cycles and higher ROI. In this session, full of practical advice, tips and actionable insights, Anastasia Pavlova, Sr. Director of Marketing at Marketo, will share five of the most common mistakes account-based marketing practitioners make and how to avoid them by making ABM a company-wide initiative, using a solid methodology for target account selection, leveraging the right tools, and a lot more!
Discover the 10 Steps to capture your audience's attention! Provide them with the most relevant messages possible and watch this recording to learn how to effectively target and engage individual web visitors with relevant content.
Summer Camp(aigns) Part 1: Top 10 Reasons to Consider Marketing AutomationMarketo
This summer, are you wondering how your small team can turn up the heat and be more effective and efficient at every stage of the funnel? If so, join Marketo's Heidi Bullock, VP of Demand Generation, to discover key strategies and techniques for B2B demand generation marketers.
3 Strategies That Kick-Start your ABM using AIMarketo
Account-based marketing (ABM) has proven itself to be an effective strategy, but it’s not easy to start.
Check out the on demand webinar where two of our fearless Marketo Marketers share three strategies that will help Sales and Marketing kick-start their ABM for the first time using AI.
A new era has dawned—the Engagement Economy. Everyone and everything is connected, and organizations must listen to and engage with people in a multitude of ways and places.
Flip through these slides to discover how to transform your techniques, teams and talent, and technology to deliver exceptional customer experiences at every touchpoint.
The Spring Q2 ’17 Release is packed with new and enhanced features that bring innovation to your Marketo Engagement platform. In this webinar, our product managers will cover:
-LinkedIn Lead Gen Integration
-Expire MSI Templates
-Bulk Extract APIs
-ABM Enhancements
-Web Personalization Enhancements
Marketo@Marketo: How We Do What We Do (Part II)Marketo
Discover how the Marketo's Marketing First Marketing Team leverages its own digital engagement platform to personalize experiences and align with sales.
Similar to Personalizing your site for new accounts (20)
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business.
You'll learn:
-Why attribution is essential to modern marketing teams
-How to establish marketing KPIs that align with business objectives
-How to think like the C-suite in your marketing strategy and reporting
Prove and Improve Your Marketing Impact in 2021Marketo
Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path.
Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
What's in Store for Marketing Operations in 2021Marketo
As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing.
Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021.
In this webinar, you'll learn:
-Tips and best practices on how to integrate new technologies into your mix
-Predictions about what's yet to come in marketing operations this year
-How to prioritize and structure your team for success
How to Bring Sales and Marketing Together in 2021Marketo
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together.
Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021.
In this webinar, you'll learn:
• How to create your all-star team
• Tips to drive better results for your business in 2021
• How to bring sales and marketing together in the new year
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
So, what happens in 2021? And how can we prepare?
In this webinar, you'll learn:
• How to achieve growth with limited resources
• Why and how intent data can be a core part of your strategy
• Simple tactics and optimization techniques to move the needle
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
Field marketers have been forced to think outside the box this year as events moved from in-person to digital.
So, what happens in 2021? And how can we prepare?
Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021.
In this webinar, you'll learn:
• How event marketing has changed drastically over the past year
• The silver lining to the sudden chaos
• How to start planning for your virtual events in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change.
But as adaptable as you may be, it never hurts to get ahead!
Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021.
In this webinar, you'll learn:
• Predictions on what's to come in the digital marketing space in 2021
• Tips and advice on how you can prepare and plan campaigns for the new year
• Which digital trends to keep your eyes on
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.
We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021.
In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward
• Essential planning tools for the new year
• Tips on how you can prepare to be successful in 2021
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.
Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business.
You'll learn:
-How to partner with the right stakeholders to make decisions that are aligned across the business
-Lessons the Marketo Engage operations team has learned so you don't make the same mistakes
-How to plan for a scoring model that will scale
Um die digitalen Erlebnisse zu ermöglichen, die den immer komplexeren Bedürfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende Lösungen. Hört von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch über all die aufregenden neuen Produktfunktionen, die jetzt verfügbar sind, sowie die, die später in diesem Jahr auf euch zukommen.
Lerne mehr über die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time?
Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel.
You'll learn:
-What mix of channels will help you see the most results
-How marketing automation helps small teams scale
-How to structure small teams in order to get the most done
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
The Total Economic Impact of Marketo EngageMarketo
In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts.
Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy.
Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
21. Web Personalization
Personalizing web experiences can lead to:
• Average time on site up 193% for visitors who engaged
with personalized content
• Up to a 270% increase in content consumption
• 30% increase in conversion rates
ABM is an approach that focuses your efforts on accounts that close faster, generate bigger deals/revenue or accounts that have other strategic significance
In a traditional marketing funnel, you start by casting a wide net to find leads interested in your products
And then decide who to market to based on who has expressed interest
The challenge with this approach is you might spend a lot of time marketing and selling to companies you won’t win…
Or that you do win, but don’t provide optimal revenue for the time and resources it took to acquire them
ABM flips the traditional marketing funnel and starts by asking “who do I want to sell my products to?”
Then you build demand within those organizations
By starting with a focused set of key accounts, you maximize the impact of your resources
ABM works and provides a number of advantages
You improve marketing ROI by focusing your efforts on the most important accounts and also measuring impact through an account lens, which gives you the insight you need to optimize ABM success
It helps attribute marketing success much easier since your going after these accounts from the get go – when they become opportunities its very clear what drove them in.
You generate more qualified leads for the sales organization because you’re only targeting qualified accounts
And its brings sales and marketing teams closer, jointly focusing on winning key accounts or cross-selling to existing customers
Let’s take a closer look at how Marketo ABM provides the 3 essential ABM capabilities: Target, Engage, Measure.
[walk through features]
Now I’ll show you some examples of each of these Marketo ABM capabilities
Let’s start with Targeting strategies.
With ABM, you can target accounts that belong to a specific industry, are of a specific size or use a specific type of technology that makes them more relevant for you.
Or you can simply target named accounts that are either strategic to you or follow your sales team’s targets per territory.
Whether you target a few very large accounts or use many lists of hundreds of target accounts – ABM helps you target the accounts that matter
ENGAGE
Use account list and named account filters and triggers to orchestrate personalized, cross-channel campaigns
Including ads, email, web and more
Then, you need to be able to measure the impact of your ABM efforts
If you can answer these 5 key questions, you’ll be able to optimize your ABM success
This requires a variety of campaign and account analytics that combine behavior measures, like an account score…
With opportunity data, like pipeline and revenue.
Measure
See the impact of your ABM campaigns on pipeline and revenue
Use Marketo’s account score to understand whether key accounts are engaged
Use these insights to focus your efforts and resources
TARGET
Manage your account lists, accounts and leads in one place
ABM works and provides a number of advantages
You improve marketing ROI by focusing your efforts on the most important accounts and also measuring impact through an account lens, which gives you the insight you need to optimize ABM success
It helps attribute marketing success much easier since your going after these accounts from the get go – when they become opportunities its very clear what drove them in.
You generate more qualified leads for the sales organization because you’re only targeting qualified accounts
And its brings sales and marketing teams closer, jointly focusing on winning key accounts or cross-selling to existing customers