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Pocket Your Key Targets with Account Based Marketing
The document discusses account-based marketing (ABM) as a focused strategy to target high-value prospects and improve resource utilization for better results. It outlines core capabilities, advantages, and success stories of ABM, highlighting the alignment of sales and marketing to drive qualified leads and revenue. Additionally, it provides insights into how Marketo implements ABM today and future enhancements planned for their ABM offerings.
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Pocket Your Key Targets with Account Based Marketing
- 1. Pocket your KeyTargets with Account-Based Marketing Mahesh Jeswani Sr. Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
- 2. • What isABM • Core Capabilities and Advantages • Success Stories • Marketo ABM, Today and Tomorrow Agenda
- 3. “Focus on theaccounts most likely to generate revenue.” Target prospects based on Industry, Revenue and Named Accounts. Account-Based Marketing (ABM)
- 4. Should you engagethem all?
- 5. In one word…It’s FOCUS What is Account-Based Marketing?
- 6. The Evolution ofDigital Marketing?
- 7. The Evolution ofDigital Marketing?
- 8. The Evolution ofDigital Marketing?
- 9. The Evolution ofDigital Marketing? DIGITAL ABM
- 10. ABM = Focus= Better Resource Utilization = Results • Identifying high value, target accounts • Engaging them in every channel • Analyzing results and optimizing engagements Generating more qualified leads Driving attributed revenue Account-Based Marketing (ABM)
- 11. © 2014 Marketo,Inc. Marketo Proprietary and Confidential Core ABM Capabilities and Advantages
- 12. Account Discovery Account Management PersonalizedCross-Channel Engagement Web, Email, Ad, Mobile, Events, Direct Account Insights, Score Account-level Rollup Sales Alignment Core ABM Capabilities
- 13. Aligning sales andmarketing Generating more conversions and qualified leads Advancing prospects and customers thru the funnel Driving attributed revenue Advantages of ABM
- 14. © 2014 Marketo,Inc. Marketo Proprietary and Confidential ABM Success Stories Schooldude, Apprenda, Marketo
- 15. SchoolDude (Colleges andSchools) WEB Personalized for Members of the NCA WEB Personalized for existing customers EMAIL Local District Case Study Email
- 16. 30% of Webinarregistrations attributed to ABM 400+ Summit registrations attributed to geo targeting/personalization 100,000+ named accounts tracked for personalization SchoolDude Success
- 17. Apprenda (Individual Banks) Visitorsfrom Barclays Visitors from UPS Up to 50% click-through rates
- 18. Marketo Campaign Samples(Ads) 2x more lead conversions, 117% increase yr./yr. in qualified leads
- 19. Marketo Named AccountsSample
- 20. Targeted Campaign Samples(Ads) Higher Ed B2B: Enterprise B2C: Consumer Marketing Competitor Customers Lead MGMT for Enterprise Generate New Customers. Step-by-Step Guide to Nurture Leads Marketo.com Marketing For High Ed Increase Enrollment & Engagement. Download Free Report to Learn More. Marketo.com/Higher-Education
- 21. Personalization on DG2WPPage Default page Copy generic to all business segments Personalized to Enterprise Accounts in NoAm Copy personalized, logos added Conversion rates (3/15-3/24): Default: 25%; Personalized: 44%
- 22. © 2014 Marketo,Inc. Marketo Proprietary and Confidential Marketo ABM - Today Targeting named accounts across web and ads
- 23. Manage Named AccountLists Easily upload list of named accounts, monitor engagements and leverage for targeting and personalization
- 24. Sample Named AccountLists Vertical Sub-vertical Category Named Accounts lists Financial Services Healthcare Education Government Insurance Companies Public Hospitals Universities Municipalities • Mid-West Target Accounts • Top 50 Retail Accounts • Key Enterprise Accounts • Existing Customers • Prospects using Specific Technology
- 25. Execute Targeted Campaigns •Create named accounts target segments • Potentially add behavioral targeting or lead data attributes (title, role, score) per named account segment • create personalized content campaigns across channels to engage, nurture and convert prospects from high value accounts
- 26. Measure & Optimize •Monitor engagements of specific accounts lists vs. overall averages • Integrate with Omniture and Google Analytics for additional reporting • Provide sales with direct account alerts and email reports
- 27. Measure & Optimize •Monitor engagements of specific accounts lists vs. overall averages • Integrate with Omniture and Google Analytics for additional reporting • Provide sales with direct account alerts and email reports
- 28. © 2014 Marketo,Inc. Marketo Proprietary and Confidential Marketo ABM - Tomorrow A sneak peak…
- 29. • Account Management •Account Discovery • Lead-to-Account Matching • ABM Cross-Channel Engagement • Web • Email • Ad • Mobile • Event • Direct • Account-level Analytics & Rollups • Account Score • Sales & Marketing Alignment
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- 37. 1st Class AccountObject and Account Segment Cross-Channel Engagement Account Scoring Automatic Lead-to-Account matching Account-Centric Analytics and Rollups Sales & Marketing Collaboration Summary – Key Capabilities
- 38. Thank you Ebook: Whyyour Demand Gen Plans Needs Account-Based Marketing Contact us: mtelem@marketo.com / dmyers@marketo.com For more info: www.marketo.com/personalization
Editor's Notes
- #4 Focus on companies that are likely customers Personalize on site Retarget through display (google + FB) Targeted advertising (IP list targeting) (Kwanzoo) Track key account through the funnel + engagement levels Show analytics of key account / behavior / metric / segment CEO from microsoft
- #16 SchoolDude is the nation's leading provider of on-demand operations management solutions for educational professionals. In the campaign example, they defined named accounts belonging to the North Central Association of Colleges and School (NCA) and invited them to participate in their leadership summit. They also defined an account-based list for existing customers with a promotion for new features and tools for up-sell opportunities.
- #17 SchoolDude is the nation's leading provider of on-demand operations management solutions for educational professionals. In the campaign example, they defined named accounts belonging to the North Central Association of Colleges and School (NCA) and invited them to participate in their leadership summit. They also defined an account-based list for existing customers with a promotion for new features and tools for up-sell opportunities.
- #18 Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds. Their key prospects are enterprise organizations with high revenues and employee size. They know who their key accounts are and target them using named account lists. In this example, Apprenda created special landing pages for key enterprise accounts like the Bank of America and Barclays Bank.
- #19 These Ads drove 2x more lead conversions 117% increase yr./yr. in qualified leads
- #25 Some samples of types of lists marketers use, from the broadest industry based targeting to specific named accounts
- #30 With Marketo ABM, marketers and sales teams can – Manage the the accounts they have identified has target accounts Engage the right people from those accounts with personalized content across different channels And Measure their progress and bottom-line impact at an account-level In Manage, Highlight We are introducing a new 1st class account object that will allow marketers to work in an account-centric environment Engage, Highlight ABM will leverage the power of existing Marketo platform to create personalized campaigns that engages right people from right accounts at every stage of the customer lifecycle across different channels. Measure, Highlight Will support Account-centric dashboards, account score and account-level rollups which help sales & marketing to closely align on high-value accounts.
- #31 An effective Account Based Marketing process starts with identifying the right named accounts and the right people from those accounts. Your potential named accounts can be your existing CRM accounts or companies that are engaging with you from your inbound channels. Wherever your potential accounts may be, Marketo ABM will make it easy for you to discover those accounts. Marketo allows 3 ways to discover named accounts - From your CRM system – Based on the firmographics, buying stage or pipeline data From your Marketo database – Based on lead attributes Using Import via Excel – Based on the list that your sales team already prepared
- #32 ABM requires an account-centric environment, therefore we are building a dedicated space for you to see all your named accounts and their relevant details at one place for e.g. You can quickly see the people that you know from accounts, firmographics & opportunity data or account score linked with your named accounts all at one place. Named accounts in Marketo will be hierarchical in nature which means you can easily structure big organizations with many divisions e.g. GE with it’s divisions like GE Healthcare and GE Energy
- #33 Once you add named accounts in Marketo, you can use various account level attributes like revenue, industry, current pipeline, account score or account owner details to build your target account lists. Account list is a collection of your named accounts that share similar characteristics e.g. List may be a collection of accounts from same industry or have similar challenges & pain points.
- #34 After you have identified your named accounts, divisions or account lists, you can use the power of Marketo’s smart lists, smart campaigns and web personalization engine to engage key people from those accounts. Only with Marketo, you can create personalized campaigns tailored for each account or division or account list at every stage of the customer lifecycle: whether it’s prospects, current customers or churned accounts. We are introducing new account-centric filters and triggers
- #38 Let me summarize again the key capabilities that you expect from new Marketo ABM to automate your sales & marketing's end-to-end account based marketing efforts.