The MarTech Recipe For a Well Done ABM and Sales Strategy

•Download as PPTX, PDF•

2 likes•2,249 views

It’s happened to all of us—you think you have everything you need to make that great entrée for your dinner party to only realize halfway through you are missing some essential ingredients. Sound familiar? Now apply that to your ABM and sales strategy at work—do you have everything you need to ensure a great result? Marketo brought together three Partners that will help you create the perfect recipe for your ABM and sales strategy.

Marketing

The MarTech Recipe For a
Well Done ABM and Sales Strategy
presented by Marketo and featuring
Folloze, metadata.io, and PFL

Why delivering personalized content-based journeys is
key when selling to large enterprise
Carlyn Manly
Head of Marketing

Page 4© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Customer Lifetime Value Reigns
Supreme
• The infinity loop and treating a customer like a
potential buyer.
• 70% of organizational revenue will primarily come
from post-initial sale
• Ultimate goals - secure a lifetime client and
obtain new customers by word of mouth.
• Deliver at scale

Powering the Entire Account Buying Journey
Intelligent Inbound
Marketing
Website resource
center
Marketing
Orchestrated
Campaigns
Marketing + Sales/CS
Sales Engagement
1:1
Sales/CS
Allbound
Explore Engag
e
ConsiderConsume

ABM Journey Example
Prospect/Customer
Auto-Personalized
Content Journey
Sales & Marketing
Real-Time Insights with Alerts
Marketing
Orchestrated Campaigns
Single or Multitouch
Sales
Conversion to
opportunities
Sales
Campaign Review,
Approval and
Outreach

Powering ABM with AI
Gil Allouche
Founder & CEO, Metadata.io

The ABM conundrum: too many siloes
• ABM pipeline generation by marketing is neither predictable nor
scalable
• Marketing technology full of point solutions - no integration or
automation
• Marketing team spends too much time on manual, repetitive
operations
http://blogs.gartner.com/jake-sorofman/yes-cmos-will-likely-spend-more-on-technology-than-cios-by-2017/
https://martechseries.com/mts-insights/guest-authors/cmos-need-know-stack-fallacy/

AI in ABM
• Evolution of machine learning
• Account-focused data normalization
• Restful API’s
• Growth of agile marketing
A/B testing is dead –
ABM requires rapid experimentation, rapid results

▪ What worked before
▪ Who to target
▪ Where to target
▪ What to target
▪ When to target
Thousands of targeted
campaigns (experiments)
deployed
OUTPUT:
100’s or 1,000’s of
marketing technologies
CONNECT & OPERATE: A.I. DETERMINES:
AI & Machine Learning: Powering ABM

Results/ROI
• Greater Engagement with
Target Accounts
• Increased Lead-to-Opportunity
Ratio
• Reduced Manual Effort
30% target account penetration in
3 months, +75% conversions rates
ROICOMPANY
85% lead-to-MQL rate, -44%
cost-per-lead
50% increased lead -> opportunity
ratio, +66% MQLs
200% Lead -> opportunity ratio,
436% increased volume

With Every New Campaign, the AI Improves
(Faster ROI)
NO. OF CAMPAIGNS

Build Interest Across
the Account
Target Multiple Personas
Build trust with influencers and
champions
Expand coverage across the account

Create Loyal
Customers
Keep Your Customers Excited
Expand Coverage
Don’t Forget the Users
Make them Advocates

Cross-sell / Upsell
Leverage Champions
Make Heroes

Only 22% of companies work with truly aligned marketing and sales departments worldwide. But account-based marketing (ABM), and its success, is somewhat rooted in that very alignment between marketing and sales. And you will see high yielding results if you know where to begin.So, what are you waiting for? Check out this presentation to learn all that you need to implement a successful ABM program.

ABM Analytics Super Bowl 3: Align Sales & Marketing on Account Selection & Me...

Engagio

Do you have a rock-solid understanding of your Total Addressable Market (TAM)? How can you measure your ABM progress without it? During this session Tracy Eiler, CMO at InsideView, will discuss actionable and specific ways to set up your ABM program for success. Complete your TAM analysis, select the right accounts for your primary and “bench” account program, and learn how to align sales and marketing teams to drive toward the same success metrics. Attendees will be equipped to: Create a complete Total Addressable Market analysis and select your best accounts Identify account coverage gaps through whitespace analysis Measure ABM success through coverage-based metrics

4 Simple Must-Dos to Orchestrate Successful ABM

Engagio

Coming off of a big announcement that day (Radius and Leadspace Join Forces), John Hurley leveraged the momentum and presented the secret to successful ABM. Well, the secret is that there is no secret. Here’s the winning formula: start with quality data, add the right orchestration tools and finish off with sales and marketing alignment. Of course, knowing what it takes is one thing, putting it all together is another.

Account Based Marketing Web Campaigns

#FlipMyFunnel

This document discusses account-based marketing (ABM) tactics that can be implemented on websites to enhance lead generation. It recommends dynamically customizing call-to-action buttons by account type for unknown visitors and by funnel stage and company graphics for known contacts. It also suggests using dynamic messaging and calls-to-action to increase engagement and contacts. Sales should be alerted to visitor metrics grouped by account and content hubs can track account interest over time. Implementing these ABM tactics on websites can enhance lead generation for accounts in just days without requiring IT resources.

5 Critical Steps to Account-Based Marketing

Marketo

Check out our webinar as part of Uberflip’s ABM Hacks series, where Marketo’s Charm Bianchini, Senior Director of Enterprise Marketing, and Uberflip will share their secrets for improving the results from your account-based marketing efforts. Whether you're a seasoned ABM user or embarking on your first ABM campaign, you’ll learn the tips and tricks you need to improve the effectiveness of your ABM tactics.

Building Your Sales Pipeline For 2020

Televerde

This document provides an overview of Account-Based Marketing (ABM) strategies and tactics. It discusses how ABM has grown in popularity in recent years but also how marketers have struggled with implementation. The document then outlines different levels of ABM and factors to consider in deciding an ABM strategy. It also provides suggestions for tools and processes needed to execute an effective ABM approach, including segmentation, content creation, automation, and reporting. The goal is to help marketers achieve success with ABM programs.

Marketing Nation Summit - Marketo

Marketo

- Marketo held their annual Partner Summit EMEA where they discussed their LaunchPoint Partner Programme and upcoming product announcements and roadmap. - The key themes in Marketo's 2016 roadmap included enhancing analytics and insights, developing next generation account-based marketing capabilities, improving the enterprise experience, expanding mobile engagement options, and advancing predictive content personalization. - Specific upcoming product releases would focus on universal user ID, enhanced audit trails, extending the data model to include custom objects and activities, and innovations to the marketer experience like an improved email template editor.

Compelling B2B Audiences to Engage Through ABM

Uberflip

Demandbase Segmentation Strategies to Book a Meeting with Anybody

Demandbase

This document provides strategies for segmenting and prioritizing accounts to book meetings. It recommends tiering accounts based on factors like fit, intent, relationship and engagement. Higher tiers receive more personalized outreach across multiple channels like email, phone and LinkedIn. The prospecting checklist involves researching the person, business and CRM data. Personalized messaging sees higher open and reply rates than generic messages. Multi-channel outreach combining email, voicemail, direct mail and video is advocated to improve booking meetings with prospects.

Pocket Your Key Targets with Account Based Marketing

Marketo

Account-Based Marketing: How to Operationalize ABM and Win as One Revenue Team

Peter Herbert

When Account-Based Marketing programs falter, it’s usually for two reasons: 1). Operationalizing ABM through new systems, tech, processes, training, and metrics can be hard, 2). Alignment between sales, marketing, and the CEO can be elusive. In this session, two revenue teams will tell true tales of ABM transformation, results, and unity between sales and marketing that won over their CEOs and boards. ABM and Marketo champions Kristen Wendel and Peter Herbert will be joined by their revenue partners from sales to share their “One Team” results and explain how to: - Build the systems needed to create an account-based revenue machine - Create one ABM scorecard for sales and marketing - Identify and prioritize the accounts most likely to buy with Fit+Intent+Engagement - Train your teams to execute ABM - Clear the roadblocks that MUST be removed to succeed with One Team ABM - Unify sales and marketing with ABM, and get your CEO on board too!

Analog Strategies For ABM Success: Digital Channels And Integrated Programs

G3 Communications

View the full webcast on demand here: https://dg-r.co/2H99YKt Buying technology will not make you an account-based marketer. At its core, Account-Based Marketing (ABM) is the start of a conversation—one that extends across your entire marketing team—and ends with Sales. But which channels should that conversation include? Join John Dering, Director of ABM Technology and Strategy at Demandbase, for two case studies showcasing how marketing fundamentals can quickly increase the efficiency and performance of your campaigns. Gain insights in how to: • Align your Marketing team to create a truly integrated campaign • Apply analog strategies to digital channels like SEM • Measure the results that count

The Definitive ABM Success Guide from the Account-Based Marketing Consortium

Demandbase

Top ABM Thought Leaders & New Research You won't want to miss this live webinar! Join the "C" executives from: Engagio, Demandbase, Vendemore, Azalead, MRP and Freya News to learn the answers to key questions we all face: How can I maximize impact of my ABM program? What determines success? How can I benchmark my ABM program? How can I amp up my 2016 planning to build ABM momentum? Join us as we unpack the strategy for deploying high-performance ABM programs. Beyond the hype and hyperbole seen across the Web, we will engage top industry thought leaders to share insights gleaned from hundreds of real ABM deployments. From new research, to case study and best practice, we will identify precise moves for you to generate real revenue impact!

Beyond Mindshare: How Aon Used the Power of Content Experience to Drive Engag...

Uberflip

Getting people to know who you are is easy. Getting people to know how you can help them is much more difficult. In order to truly educate potential customers about their business, Aon used a Content Experience Platform (CEP) to elevate their content marketing efforts. In this session at Oracle MCX 2019, Danielle Ashbaugh, Marketing Manager at Aon, spoke about how what started as a content solution has now become a mainstay for account-based marketing and demand generation, as well as a tool multiple solution lines now use.

How to Unify Sales and Marketing as Revenue Rockstars

Demandbase

https://www.demandbase.com/webinar/topo-virtual-summit-ondemand/ Join Night Hawk (Brian Finnerty, VP of Growth Marketing) and Dragon (Jay Tuel, VP of Sales Development) to learn more about how to create open lines of communication to get Sales & Marketing teams on the same page and building repeatable workflows that enable SDRs to more effectively build pipeline. During this session, attendees will get actionable insights on how to: Get both teams in tune with sales and marketing motions that ladder up to the Account-Based Segmentation model. Communicate more effectively with both formal working groups and informal cross-team banter. Build personalized intent cadences into your SDR onboarding plan for higher engagement + intent, decreased ramp times, and more efficient prospecting. Generate predictable pipeline by leveraging playbooks that track buying signals for proactive, personalized outreach.

Account Based Marketing + Account Based Sales Development = Account Based E...

Engagio

The document discusses account-based everything (ABE), which is a strategic approach that orchestrates personalized marketing, sales, and customer success efforts to drive engagement and conversion at named accounts. It outlines a three-step process for ABE: 1) develop an ideal customer/buyer profile for accounts, 2) create account-specific messaging and content, 3) coordinate experiences across channels. Key aspects of ABE include treating each account individually to increase relevance, coordinating efforts across departments, and measuring engagement and impact on sales outcomes over time at accounts.

Your Roadmap to Success from the all new Clear and Complete Guide to Account-...

Demandbase

The document provides an overview of account-based experience (ABX) and a roadmap for success. It discusses building an account data foundation, finding the right accounts to target using different ABX styles, engaging accounts across channels aligned to their journey, closing deals through sales and marketing alignment, and measuring account progress. It emphasizes starting with pilots, evolving metrics to be account-based, and comparing program ROI as companies mature in their ABX approach.

[Webinar] Creating Harmony Between Demand Generation and ABM

Engagio

Between the need to launch and scale your ABM programs to managing your current demand generation efforts, it’s easy to feel overwhelmed and drop the ball on one or the other. Brandi Smith, VP, Demand Generation Marketing at Uberflip and Charm Bianchini, Head of Global Demand at Engagio, explore how their teams make both strategies work in tandem and create harmony in their marketing departments.

Account-Based Experience (ABX): 5 Steps to Find and Engage the Best Accounts

Demandbase

This document discusses account-based experience (ABX) and provides a 5-step framework for finding and engaging accounts: 1) Build your account data foundation; 2) Find the right accounts to target; 3) Engage accounts with personalized interactions; 4) Close deals by aligning marketing and sales; 5) Measure account progress. It describes how ABX combines the best of account-based marketing (ABM) and customer experience (CX) to orchestrate engagement based on each account's journey. The document also outlines technologies that support ABX and recommends starting with account-based advertising and linking leads to accounts.

Invoca's ABM Journey

Invoca

Invoca implemented an account-based marketing (ABM) strategy to more effectively generate leads and increase its pipeline without substantially growing its budget. It began by identifying target accounts, expanding contact lists within those accounts, and engaging contacts across multiple channels in a consistent messaging campaign. Initial ABM programs generated 1.8x more pipeline than previous campaigns and a 26x return on investment. Adding display advertising to ABM campaigns further increased opportunity creation rates by 50-200%.

Believe the Hype: How to Win with ABM

Demandbase

The document discusses key findings from the 2018 ABM Benchmark Study conducted by ITSMA and the ABM Leadership Alliance. Some of the main findings presented include: - ABM programs are delivering substantial impact and growth, with over a quarter of marketing budgets now allocated to ABM on average. - While ABM adoption is growing, most companies are still early in their ABM programs with less than three years of experience. - Marketers are implementing one-to-one, one-to-few, and one-to-many ABM to provide depth and breadth of account coverage. A blended strategy is becoming more common.

Building a Marketing Blueprint for Success

Yesler

Today’s empowered B2B buyers traffic in information and ideas, not products and solutions. Putting them at the center of your marketing efforts means building a deep understanding of their needs and providing them with the information they are looking for. It means being able to speak their language. And it means providing a consistent experience from first touch to final deal with integration between marketing and sales at every level. In short, it requires a new marketing blueprint. In this presentation, Yesler CMO Tyson Roberts covers the 6 essentials to laying a foundation for B2B marketing success. These slides are from a webinar, which is available on-demand at: http://resources.yesler.com/b2b-marketing-blueprint-webinar.html now. About Yesler: Yesler is a B2B marketing agency that helps technology companies deliver predictable revenues, sustainable growth, and measurable results. A Projectline agency, Yesler is built on more than a decade of experience working with some of the world’s largest and most innovative B2B technology companies.

Advancing ABM: Strategies and Tactics for Innovation and Growth

Demandbase

"Advanced ABM” moves beyond the basics of personalizing campaigns for priority accounts with an emphasis on continuous innovation and improvement. Today’s pioneers are tomorrow’s laggards if they’re not constantly testing the boundaries of what works and what’s next. So, what’s next for Advanced ABM? What’s working now for the most effective ABM programs, and how are they innovating to stay at the forefront of strategies and tactics amid constant market change? Join the ABM Leadership Alliance and ITSMA for a fast-paced discussion of the latest thinking and action for advancing ABM impact. Learn from our expert panel as they explore: How should you invest in new ABM approaches to accelerate the growth of your most important customers and prospects? What strategies and tactics might no longer work? What types of experiments might open entirely new ways to engage?

Is ABM Right For You?

DemandGen

This document discusses account-based marketing (ABM) and provides guidance on determining if ABM is right for a company and how to prepare for an ABM strategy. It defines ABM as a strategic approach that coordinates personalized marketing and sales efforts at specific accounts. It recommends evaluating if a company sells to businesses, larger organizations, or requires multiple stakeholders in the decision process. The document also provides a checklist for preparing for ABM, including developing a scoring model, identifying target accounts, creating an account marketing strategy, and establishing a sales routing process. It emphasizes that successful ABM requires investment in account-specific content and campaigns.

Use Predictive Marketing to Get a Competitive Edge in 2018

Marketo

Value of Marketing Automation

Bryan Ehrenfreund

Marketing automation allows companies to streamline, automate, and measure marketing tasks to increase efficiency and revenue. It helps nurture leads through content tailored to where prospects are in the buying process. This improves lead conversion rates and generates more sales-ready leads at a lower cost. Marketing automation also enhances sales effectiveness by prioritizing leads and providing activity history to reps. It provides metrics to demonstrate marketing's impact on revenue and turn it into a driver of business versus just a cost center.

What's hot

Moving to an ABM Approach: The Why and How of Creating Content for ABM

ScribbleLive

ABM Success Path - Infrastructure & Campaign Secrets Unveiled

Charlie Liang

Marketing Nation Summit - Marketo

Marketo

Compelling B2B Audiences to Engage Through ABM

Uberflip

Demandbase Segmentation Strategies to Book a Meeting with Anybody

Demandbase

Pocket Your Key Targets with Account Based Marketing

Marketo

Account-Based Marketing: How to Operationalize ABM and Win as One Revenue Team

Peter Herbert

Analog Strategies For ABM Success: Digital Channels And Integrated Programs

G3 Communications

The Definitive ABM Success Guide from the Account-Based Marketing Consortium

Demandbase

Beyond Mindshare: How Aon Used the Power of Content Experience to Drive Engag...

Uberflip

How to Unify Sales and Marketing as Revenue Rockstars

Demandbase

Account Based Marketing + Account Based Sales Development = Account Based E...

Engagio

Your Roadmap to Success from the all new Clear and Complete Guide to Account-...

Demandbase

[Webinar] Creating Harmony Between Demand Generation and ABM

Engagio

Account-Based Experience (ABX): 5 Steps to Find and Engage the Best Accounts

Demandbase

Invoca's ABM Journey

Invoca

Believe the Hype: How to Win with ABM

Demandbase

Building a Marketing Blueprint for Success

Yesler

Advancing ABM: Strategies and Tactics for Innovation and Growth

Demandbase

Is ABM Right For You?

DemandGen

What's hot (20)

Moving to an ABM Approach: The Why and How of Creating Content for ABM

ABM Success Path - Infrastructure & Campaign Secrets Unveiled

Marketing Nation Summit - Marketo

Compelling B2B Audiences to Engage Through ABM

Demandbase Segmentation Strategies to Book a Meeting with Anybody

Pocket Your Key Targets with Account Based Marketing

Account-Based Marketing: How to Operationalize ABM and Win as One Revenue Team

Analog Strategies For ABM Success: Digital Channels And Integrated Programs

The Definitive ABM Success Guide from the Account-Based Marketing Consortium

Beyond Mindshare: How Aon Used the Power of Content Experience to Drive Engag...

How to Unify Sales and Marketing as Revenue Rockstars

Account Based Marketing + Account Based Sales Development = Account Based E...

Your Roadmap to Success from the all new Clear and Complete Guide to Account-...

[Webinar] Creating Harmony Between Demand Generation and ABM

Account-Based Experience (ABX): 5 Steps to Find and Engage the Best Accounts

Invoca's ABM Journey

Believe the Hype: How to Win with ABM

Building a Marketing Blueprint for Success

Advancing ABM: Strategies and Tactics for Innovation and Growth

Is ABM Right For You?

Similar to The MarTech Recipe For a Well Done ABM and Sales Strategy

Use Predictive Marketing to Get a Competitive Edge in 2018

Marketo

Value of Marketing Automation

Bryan Ehrenfreund

Inbound Sales Enablement by Aviva Walsh

StrutoLtd

The New Normal: Account-Based Selling Meets Account-Based Marketing

G3 Communications

This document summarizes a webinar on account-based marketing. It discusses how account-based marketing focuses on identifying the companies most likely to buy and marketing directly to them. It outlines how account-based marketing has evolved from being limited in scale to now being fully scalable. It provides tips on getting started with account-based marketing, including aligning sales and marketing, identifying target accounts, developing an ABM marketing plan, and measuring results. One speaker discusses how their company saw increases in pipeline opportunities, close rates, and ACV from their account-based marketing approach.

Keep Your Customers Coming Back for More

Marketo

1) The document provides strategies for keeping customers coming back through cross-selling and upselling efforts. It discusses designing customer programs around goals, understanding customer personas, segmenting customers, mapping products to segments, developing content and programs, measuring results, and aligning marketing and sales teams. 2) A key point is that retaining and cross-selling existing customers is much more profitable than acquiring new customers. The document provides steps and examples for cross-sell email nurturing programs, retention programs, and multi-channel customer engagement. 3) Metrics for programs range from initial engagement metrics to later revenue metrics. Attribution models can help determine which touchpoints contribute to opportunities and sales. The final section stresses aligning marketing and sales

Marketing Automation: Integrating Technology To Create An Engaging Customer E...

Greg Beazley

360 Degree Sales & Marketing Tracking and enabler :- Marketing Automation

Upturn Consulting

This document provides an overview of marketing automation and lead management. It discusses how marketing automation can help address challenges like competitive markets, lack of marketing processes and data insights. Benefits of marketing automation include lower costs per lead, increased conversion rates, and improved marketing ROI. Key aspects covered include lead scoring, segmentation, nurturing campaigns, and closed-loop integration with CRM and sales. Implementing marketing automation can help generate more marketing-qualified leads, reduce lead leakage, and increase revenue by better engaging prospects throughout their buyer journey.

6 Steps to Building the Ultimate 2018 Marketing Plan

G3 Communications

View this #sps17 Webcast on-demand here: http://dg-r.co/2fXqvEW Join Paige Musto, Sr. Director, Corporate Marketing at Act-On Software as she walks you through six important steps that will help you jumpstart your 2018 marketing strategy and execution plan. Plus, learn the necessary tips to help you close out 2017 on a high note. Attendees will benefit by learning how to: ● Build effective campaign themes to support their marketing goals; ● Pull the levers needed to grow brand awareness and influence in the market; ● Identify the keys to successful reporting; ● Make an impact on the business by championing a big idea!

How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth

Marketo

The expectations for how Marketing contributes to a company has evolved over the years. No longer is it enough to run campaigns and uncover early-stage prospects and hand-raisers. Success is now measured across all levels of the revenue funnel. The goals for the Marketing team at LiveRamp extend beyond filling the top of the funnel with new leads. Their mission is to drive growth across the entire sales funnel and, in doing so, accelerate the acquisition of net-new customers and expand the company’s sales footprint within existing customers. Watch this Webinar featuring Ben Coffee, Head of Marketing Operations at LiveRamp as he reveals the 10-step approach that his team employed to produce 10X growth in annual revenue and a 25X increase in greater customer lifetime value over a 2-year period. The Marketing team’s successful execution of this strategy and the clear, measurable impact it had on the company’s growth helped cement their role as an important revenue center within the company.

SaaStrU 201: Revenue Marketing: Build for Scale with Podium's SVP, Revenue Ma...

saastr

Jess Weimer / Senior Vice President, Revenue Marketing / Podium Demand Generation is the staple function for any organization looking to increase “Demand”. Over the last decade, the function of Demand Generation gears to being a silo - where the function has its own KPIs, and often times vanity metrics, that cloud the picture. In this session, we will talk through the evolution of Demand Generation to Revenue Marketing, and how Revenue Marketing is critical to building for scale.

Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...

InsideView

Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...

InsideView

This document discusses using account-based strategies to unite sales and marketing. It begins by noting the long-standing challenges in aligning these teams. Account-based marketing (ABM) can act as a forcing function to drive alignment by focusing teams on specific accounts. Success is measured through metrics like opportunities, relationships, pipeline, and deals within targeted accounts. The document outlines various ABM models and provides examples of engagement strategies and activities across teams. It emphasizes the importance of data, defining customer profiles, and orchestrating a consistent plan with clear metrics to work towards alignment and dominance in the market.

A Breakfast for Account-Based Marketers: Account Based Measurement 101

RollWorks

The document outlines an agenda for an Account Based Marketing overview presentation taking place in New York City. The agenda includes introductions, an ABM overview presentation by Erez Suissa, a discussion on measurement and why it matters for ABM, and a question and answer session. The document then provides additional context on ABM, including definitions of ABM, the benefits of an account-based strategy, fundamentals of an ABM strategy, identifying key accounts, making collaboration between sales and marketing a priority, planning for revenue through the buying cycle, understanding appropriate account metrics, and wrapping up with key takeaways.

B2B Sales & Marketing Trends for the Modern Organization

SkaledConsultuing

Flipmyfunnel ABM Presentation - Jason Jue

Erin Pearson

1. The document discusses account-based marketing (ABM) tactics for web campaigns to enhance lead generation and account-based marketing, including dynamically customizing calls-to-action (CTAs) by account type and funnel stage. 2. It provides an example of a company, Savi Technology, that implemented an ABM campaign called "Estimated Time of Arrival as a Service" (ETAaaS) targeting accounts in manufacturing and logistics. 3. Tactics discussed include account selection methods, dynamic messaging and content to increase engagement by 250%, outbound lead campaigns, and sales support through account intelligence and content hubs.

ABM Grand Slam #5: How to Hit a Home Run with Account-Based Interactions

Engagio

This is the one we’ve all been waiting for. See how you can slug it out of the park by delivering account-specific interactions everywhere your accounts are. Join Terminus, special guest Julia Stead of Invoca, and Engagio on 9/7 for the latest strategies from three of ABM’s original pioneers. You’ll discover: -How to activate your ABM -Account Based Ads – when/where/how to use them -An omni-channel ABM approach & why it works -How to maximize your account development team -And more Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide Learn more about Engagio at Engagio.com Twitter.com/Engagio Linkedin.com/Company/Engagio Facebook.com/Engagio

ABM Grand Slam #5: How to Hit a Home Run with Account-Based Interactions

Engagio

This document provides an overview of an upcoming webinar on account-based marketing interactions. The webinar will cover why ABM is effective, how to activate an ABM strategy, using account-based ads, a multi-channel ABM approach, and real examples. It also shares tips on activating an ABM strategy including setting goals, identifying target accounts, and starting with simple programs. Finally, it provides two examples of ABM approaches - one for a quick win and one for long term growth.

Sapience Consultancy Joint Product - VerifyDigital

Hadi Jawad

Verified Lead Generation provides a full-service lead generation process with four key steps: 1. They understand the client's brand and target audience through research to develop messaging and campaigns tailored to audience behaviors and preferences. 2. They create marketing plans, landing pages, ads, and creative content to attract and engage the target audience across multiple digital channels. 3. Campaigns are executed and optimized based on performance metrics like lead volume and conversion rates. 4. All leads are verified by calling prospects to confirm identity and intent before being passed to clients, ensuring only qualified leads are delivered.

NYC HUG Q4 - 2019 Marketing and Sales Planning

New York City HubSpot User Group

Creating a Demand Generation Budget From Scratch

SaasMQL

In these slides you'll learn how to draft a demand generation budget starting from your revenue goals. These include funnel metrics, Customer Acquisition Costs (CAC), what line items should be considered when creating the budget, how to forecast your ROI, and what tools can help you in the process. AGENDA - "Introduction - Why you are not spending enough on customer acquisition" (Franco Caporale - Founder - SaasMQL) - "Accurately measuring ad spend ROI against actual revenue generation" (Sahil Jain - CEO & Co-Founder - AdStage) - "Leveraging your funnel metrics to build an effective demand gen plan" (Steve Arentzoff- VP of Demand Generation - Medallia) - "Building a demand generation budget from scratch" (Jack Foster - Sr. Director, Demand Generation - SurveyMonkey)

Similar to The MarTech Recipe For a Well Done ABM and Sales Strategy (20)

Use Predictive Marketing to Get a Competitive Edge in 2018

Value of Marketing Automation

Inbound Sales Enablement by Aviva Walsh

The New Normal: Account-Based Selling Meets Account-Based Marketing

Keep Your Customers Coming Back for More

Marketing Automation: Integrating Technology To Create An Engaging Customer E...

360 Degree Sales & Marketing Tracking and enabler :- Marketing Automation

6 Steps to Building the Ultimate 2018 Marketing Plan

How Marketing Becomes a Revenue Center: A 10-Step Approach to Full Funnel Growth

SaaStrU 201: Revenue Marketing: Build for Scale with Podium's SVP, Revenue Ma...

Beyond the Basics of ABM: Using Account-Based Strategies to Unite Sales & Mar...

A Breakfast for Account-Based Marketers: Account Based Measurement 101

B2B Sales & Marketing Trends for the Modern Organization

Flipmyfunnel ABM Presentation - Jason Jue

ABM Grand Slam #5: How to Hit a Home Run with Account-Based Interactions

Sapience Consultancy Joint Product - VerifyDigital

NYC HUG Q4 - 2019 Marketing and Sales Planning

Creating a Demand Generation Budget From Scratch

More from Marketo

Adobe marketo engage august 2021 release presentation slides

Marketo

7 Marketing Strategies for Business Growth

Marketo

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

Adobe Marketo Engage Q2 2021 Release Presentation

Marketo

Industry Success: Bring Your Content and Demand Generation Teams Together

Marketo

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 Strategy

Marketo

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 Attribution

Marketo

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 2021

Marketo

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 2021

Marketo

This document summarizes predictions for marketing operations in 2021 from Adobe's Head of Marketing Operations. Some key points include: - Technology will continue enabling productivity but also blocking it if experiences are bad, especially for younger workers. Attention will be harder to focus with more distractions. - Virtual experiences have clear benefits but replicating in-person dynamics is difficult without awareness to ensure engagement. - Newly formed or existing remote teams face challenges like limited physical connection and inertia, requiring creative solutions. - Predictions for 2021 include precedent from the pandemic year, more available talent, expanded data privacy laws, and rapid innovation.

How to Bring Sales and Marketing Together in 2021

Marketo

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

Marketo Engage January 2021 Product Release Presentation

Marketo

The document summarizes the January 2021 release of Marketo Engage. It includes: 1) Enhancements to audience sync with Adobe Experience Cloud applications and ad networks. 2) Improvements to the user experience including support for workspaces and partitions. 3) New capabilities for sales teams including Sales Insight for non-native Salesforce integrations and enhancements to Best Bets, email workflows, and account/opportunity panels. 4) Additional features like program member custom field tokens, Salesforce OAuth authentication, and a landing page preview API.

Demand Generation New Year Planning Session: How to Stand Out in 2021

Marketo

The document discusses planning for demand generation activities in 2021. It provides tips for budget planning, aligning activities with content, and ensuring consistency. It also discusses optimizing programs through A/B testing, evaluating results, and making data-driven decisions. Additionally, it covers using intent data to enhance account targeting and prioritize sales opportunities by surfacing accounts actively searching on relevant topics. The key takeaways are to plan strategically while allowing flexibility, capitalize on all engagements, optimize through testing, and leverage intent data when built and used correctly.

Field Marketing in the New Year: Preparing and Planning Events in 2021

Marketo

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 2021

Marketo

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 2021

Marketo

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 Scales

Marketo

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

Marketo Engage Innovationen in 2020

Marketo

The document provides an overview of Adobe's roadmap for Marketo Engage in fiscal year 2020. It discusses key themes and priorities for the roadmap including: 1. Foundation for growth through improved integrations with Adobe Experience Cloud and Adobe Experience Platform. 2. Powering sales experiences with new features for Sales Insight to provide reps with buyer insights and enhancements for mobile usage. 3. Connecting people and content through predictive audiences powered by artificial intelligence to help target the right customers, and new capabilities for attribution and measurement through Bizible. The roadmap highlights how these initiatives will help drive demand, empower marketing and sales teams, and deliver exceptional customer experiences across the journey

Marketing Through the Funnel: Tips for Small Yet Powerful Teams

Marketo

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 Cow

Marketo

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 Engage

Marketo

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.

More from Marketo (20)

Adobe marketo engage august 2021 release presentation slides

7 Marketing Strategies for Business Growth

Adobe Marketo Engage Q2 2021 Release Presentation

Industry Success: Bring Your Content and Demand Generation Teams Together

Customer-First: Embedding Experience Design in Your GTM Strategy

Prove Your Marketing Impact: The Fundamentals of Marketing Attribution

Prove and Improve Your Marketing Impact in 2021

What's in Store for Marketing Operations in 2021

How to Bring Sales and Marketing Together in 2021

Marketo Engage January 2021 Product Release Presentation

Demand Generation New Year Planning Session: How to Stand Out in 2021

Field Marketing in the New Year: Preparing and Planning Events in 2021

Scroll-Stopping Digital Ads: Planning for Success in 2021

The New Age of Marketing: Predicting, Planning and Prepping for 2021

Future Proof: How to Create a Lead Scoring Model That Scales

Marketo Engage Innovationen in 2020

Marketing Through the Funnel: Tips for Small Yet Powerful Teams

Marketing Attribution: The Journey from Cost Center to Cash Cow

The Total Economic Impact of Marketo Engage

Art Meets Science: How Marketers Can Transform Their Results With Predictive ...

Recently uploaded

How American Bath Group Leveraged Kontent

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.

Assignment 2 Task 1: Digital Marketing Course

klaudiadgmkt

Podcast, The New Marketing Currency - Ozeal Debastos

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Etsy Marketing Guide - Tips For Selling Digital Products

kcblog21

Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website. Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts! Key takeaways: 1. The growth potential of reaching customers in their native language 2. Tips to streamline translation with software and integrations to your tech stack 3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation

AI Driven Emotional Recognition in Digital Ads - Tarun Gupta

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.

Mastering Dynamic Web Designing A Comprehensive Guide.pdf

Ibrandizer

Yes, It's Your Fault Book Launch Webinar

Demandbase

From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth. Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.” They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all. In this webinar, you’ll discover: The underlying dynamics fueling sales and marketing misalignment How to implement practical solutions without disrupting day-to-day operations How to cultivate a culture of collaboration and unity for long-term success How to align on metrics that matter Why it’s essential to break down technology and data silos How ABM can be a powerful unifier

How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.

Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions. Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections. Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale. Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.

Google Ads Vs Social Media Ads-A comparative analysis

akashrawdot

Mastering SEO for Google in the AI Era - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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.

Pillar-Based Marketing - Ryan Brock, DemandJump

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually. In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with: • Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes • A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success • Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Pillar-Based Marketing Master Class - Ryan Brock

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually. In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with: • Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes • A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success • Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast

Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering The Best Restaurant Advertising Campaigns Detailed Guide

Kopa Global Technologies

QuickBooks Sync Manager Repair Tool- What You Need to Know

markmargaret23

Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from. Key Takeaways: - How NOT to shoot your digital program in the foot by using flashy but ineffective resources - The best ways to think about AI in connection with digital marketing - How to cut through self-serving marketing advice and engage in channels that truly grow your business

Recently uploaded (20)

How American Bath Group Leveraged Kontent

Assignment 2 Task 1: Digital Marketing Course

Podcast, The New Marketing Currency - Ozeal Debastos

Etsy Marketing Guide - Tips For Selling Digital Products

Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby

AI Driven Emotional Recognition in Digital Ads - Tarun Gupta

Mastering Dynamic Web Designing A Comprehensive Guide.pdf

Yes, It's Your Fault Book Launch Webinar

How to Use a Free Book Funnel to Drive Highly Qualified Buyers Into Your Busi...

Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...

Google Ads Vs Social Media Ads-A comparative analysis

Mastering SEO for Google in the AI Era - Dennis Yu

Pillar-Based Marketing - Ryan Brock, DemandJump

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...

Pillar-Based Marketing Master Class - Ryan Brock

Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...

Mastering The Best Restaurant Advertising Campaigns Detailed Guide

QuickBooks Sync Manager Repair Tool- What You Need to Know

Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...

The MarTech Recipe For a Well Done ABM and Sales Strategy

1. The MarTech Recipe For a Well Done ABM and Sales Strategy presented by Marketo and featuring Folloze, metadata.io, and PFL

2. Carlyn Manly Head of Marketing, Folloze Gil Allouche Founder and CEO, metadata.io Daniel Gaugler CMO, PFL Presenters

3. Why delivering personalized content-based journeys is key when selling to large enterprise Carlyn Manly Head of Marketing

4. Page 4© 2014 Marketo, Inc. Marketo Proprietary and Confidential Customer Lifetime Value Reigns Supreme • The infinity loop and treating a customer like a potential buyer. • 70% of organizational revenue will primarily come from post-initial sale • Ultimate goals - secure a lifetime client and obtain new customers by word of mouth. • Deliver at scale

5. Sale s Customer SuccessMarketin g

6. Powering the Entire Account Buying Journey Intelligent Inbound Marketing Website resource center Marketing Orchestrated Campaigns Marketing + Sales/CS Sales Engagement 1:1 Sales/CS Allbound Explore Engag e ConsiderConsume

7. ABM Journey Example Prospect/Customer Auto-Personalized Content Journey Sales & Marketing Real-Time Insights with Alerts Marketing Orchestrated Campaigns Single or Multitouch Sales Conversion to opportunities Sales Campaign Review, Approval and Outreach

8. Success by the Numbers

9. Powering ABM with AI Gil Allouche Founder & CEO, Metadata.io

10. The ABM conundrum: too many siloes • ABM pipeline generation by marketing is neither predictable nor scalable • Marketing technology full of point solutions - no integration or automation • Marketing team spends too much time on manual, repetitive operations http://blogs.gartner.com/jake-sorofman/yes-cmos-will-likely-spend-more-on-technology-than-cios-by-2017/ https://martechseries.com/mts-insights/guest-authors/cmos-need-know-stack-fallacy/

11. AI in ABM • Evolution of machine learning • Account-focused data normalization • Restful API’s • Growth of agile marketing A/B testing is dead – ABM requires rapid experimentation, rapid results

12. ABM Blueprint

13. ABM Blueprint • Analyze • Review Accounts, Opportunities, Contacts • Target • Create Ideal Customer Profile (ICP) • Engage • Enrich audiences and target with campaigns • Optimize • Learn which combinations of offers, creative and channel convert the best • Shift spend to those combos • Rinse/repeat!

14. ▪ What worked before ▪ Who to target ▪ Where to target ▪ What to target ▪ When to target Thousands of targeted campaigns (experiments) deployed OUTPUT: 100’s or 1,000’s of marketing technologies CONNECT & OPERATE: A.I. DETERMINES: AI & Machine Learning: Powering ABM

15. Results/ROI • Greater Engagement with Target Accounts • Increased Lead-to-Opportunity Ratio • Reduced Manual Effort 30% target account penetration in 3 months, +75% conversions rates ROICOMPANY 85% lead-to-MQL rate, -44% cost-per-lead 50% increased lead -> opportunity ratio, +66% MQLs 200% Lead -> opportunity ratio, 436% increased volume

16. With Every New Campaign, the AI Improves (Faster ROI) NO. OF CAMPAIGNS

17. PFL Daniel Gaugler CMO

18.

19.

20. Build Interest Across the Account Target Multiple Personas Build trust with influencers and champions Expand coverage across the account

21.

22. Create Loyal Customers Keep Your Customers Excited Expand Coverage Don’t Forget the Users Make them Advocates

23. Cross-sell / Upsell Leverage Champions Make Heroes

24. Questions?

The MarTech Recipe For a Well Done ABM and Sales Strategy

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to The MarTech Recipe For a Well Done ABM and Sales Strategy

Similar to The MarTech Recipe For a Well Done ABM and Sales Strategy (20)

More from Marketo

More from Marketo (20)

Recently uploaded

Recently uploaded (20)

The MarTech Recipe For a Well Done ABM and Sales Strategy