Uploaded byMarketo
Account-Based Marketing: Target Key Accounts and Drive Revenue
The document outlines the essentials of account-based marketing (ABM), emphasizing the importance of targeting high-revenue accounts and utilizing real-time personalization to enhance customer engagement. It details the 3 W's of ABM: identifying target accounts, discovering and mapping relevant content, and the channels for outreach. Additionally, it provides a case study demonstrating significant increases in engagement and click-through rates through effective ABM strategies.
More Related Content
![[CXL Live 16] Growth Hacking BS: Fixing Marketing One Truth at a Time by Morg...](https://cdn.slidesharecdn.com/ss_thumbnails/xfwvgymotos2fajqo19v-signature-42db88fde2139044dd6963018b134da7e709739587431e34ce8d4285185c8547-poli-160403200010-thumbnail.jpg?width=640&height=640&fit=bounds)
![[Webinar] Master the Art of Social Selling - APAC](https://cdn.slidesharecdn.com/ss_thumbnails/mastertheartofsocialselling-final-140619043943-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
![[#GHConf17] How 50 Dollars in Facebook Ads Can Drive Enormous Traffic to Your...](https://cdn.slidesharecdn.com/ss_thumbnails/larrykim-final-170601235301-thumbnail.jpg?width=640&height=640&fit=bounds)
![[#GHConf17] PPC Growth — 7 Hacks You Need to Test](https://cdn.slidesharecdn.com/ss_thumbnails/johnathandanefinal-170602224843-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to Account-Based Marketing: Target Key Accounts and Drive Revenue
Account-Based Marketing: Target Key Accounts and Drive Revenue
- 1. © 2013 Marketo,Inc. Marketo Proprietary and Confidential Account-Based Marketing (ABM) How to Target your Key Accounts and Drive Revenue David Myers Product Expert Mike Telem VP Product Marketing Ex. Insightera Co-founder
- 2. Page 2 © 2013Marketo, Inc. Marketo Proprietary and Confidential Insightera, a Marketo Company • Real-time targeting and personalization platform • Leveraging big data and predictive analytics to interact with prospects throughout the customer lifecycle
- 3. Page 3 © 2013Marketo, Inc. Marketo Proprietary and Confidential Overview • Defining Account-Based Marketing (ABM) • What is real-time personalization • The 3 W’s for ABM • Successful ABM use case • How to get started with your own ABM campaigns
- 4. Page 4 © 2013Marketo, Inc. Marketo Proprietary and Confidential Account-Based Marketing (ABM) “Focus on those accounts most likely to generate revenue.” Target prospects based on Industry, Revenue and Named Accounts.
- 5. Page 5 © 2013Marketo, Inc. Marketo Proprietary and Confidential What is Real-time Personalization? Speed “Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them” (Microsoft Research) Relevancy “82% of prospects value content targeted to their specific industry” (MarketingSherpa) Personalizing your prospects experience while they are engaged and attentive
- 6. Page 6 © 2013Marketo, Inc. Marketo Proprietary and Confidential 3 W’s of Account-Based Marketing Who Identify Target Accounts > Named Lists > Verticals > Size/Revenue What Discover & Map Content > White Papers > Case Studies > Videos, Posts Where Channels > Website, Mobile > Email > Advertising
- 7. Page 7 © 2013Marketo, Inc. Marketo Proprietary and Confidential Who - Identify your Target Accounts • Named account lists • Determine account profiles • Industry, location, revenue, technology • Behavior, customer journey and target personas • Correlate with strategic goals • Regional expansion, market share growth, big brands, competitors’ customers
- 8. Page 8 © 2013Marketo, Inc. Marketo Proprietary and Confidential Financial Telecom Healthcare Your Customized Named Account List • Mid-West Target Accounts • Top 50 Retail Accounts • Key Enterprise Accounts • Existing customers Who - Identify your Target Accounts
- 9. Page 9 © 2013Marketo, Inc. Marketo Proprietary and Confidential What - Discover and Map Effective Content • 82% of prospects value content targeted to their specific industry • 75% of executives will read unsolicited materials that contain ideas that might be relevant to their business • 67% find content targeted to their job function valuable (Marketing Sherpa) • 84% of marketing executives say they plan on developing a process to map rich media content assets to buyer journey stage (Aberdeen) • Average number of content pieces on company websites: SMB - 290, Ent. - 2,430.
- 10. Page 10 © 2013Marketo, Inc. Marketo Proprietary and Confidential What - Discover and Map Effective Content • Discover and map content assets • Analyze content consumption • Basis for content automation & content recommendation Automatic Content Discovery
- 11. Page 11 © 2013Marketo, Inc. Marketo Proprietary and Confidential What - Discover and Map Effective Content Target Segments Awareness Interest Evaluation Commitment Fortune 500 Companies Why enterprises need cyber security Infographic GE Case Study Tech-S product Datasheet Fortune 500 Product User Group Financial Industry Customer Service in Finance Sector Blog Post 10 Tips Banking and Technology Video Tech-S White Paper Tech-S Customer Event/ Conference Named Account Lists Learn how Tech-S leverages site security Overview Video Optimize your web security Webinar Security Expert Offer Free consultation Join the top security executives Breakfast meeting • Mapping content with a Content Matrix
- 12. Page 12 © 2013Marketo, Inc. Marketo Proprietary and Confidential Where - Channels Web Mobile Email Advertising
- 13. Page 13 © 2013Marketo, Inc. Marketo Proprietary and Confidential How - Real-time Personalization Campaigns • Segments inbound prospects in real-time based on: • Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
- 14. Page 14 © 2013Marketo, Inc. Marketo Proprietary and Confidential Measure, Optimize and Learn • A/B testing different CTA’s per targeted segment • Auto-Tune > Automatically accelerate most effective CTA • Analytics based on firmographics, verticals, named
- 15. © 2013 Marketo,Inc. Marketo Proprietary and Confidential Use Case
- 16. Page 16 © 2013Marketo, Inc. Marketo Proprietary and Confidential Use Case • Panaya is a software vendor that helps companies reduce ERP upgrade time and costs
- 17. Page 17 © 2013Marketo, Inc. Marketo Proprietary and Confidential Use Case • New Target Market: Oracle ERP users Who Oracle Users Account-Based Lists Digital Behavior What Case Studies Banners / Logos Videos Where Website Mobile Emails
- 18. Page 18 © 2013Marketo, Inc. Marketo Proprietary and Confidential Real-time Personalization (Account-based)
- 19. Page 19 © 2013Marketo, Inc. Marketo Proprietary and Confidential Real-time Personalization (Account-based) Customers:
- 20. Page 20 © 2013Marketo, Inc. Marketo Proprietary and Confidential Real-time Personalization (Account-based) Customers:
- 21. Page 21 © 2013Marketo, Inc. Marketo Proprietary and Confidential Real-time Personalization (Account-based) 25% CTR
- 22. Page 22 © 2013Marketo, Inc. Marketo Proprietary and Confidential Optimization and Auto-Tune A
- 23. Page 23 © 2013Marketo, Inc. Marketo Proprietary and Confidential Optimization and Auto-Tune B
- 24. Page 24 © 2013Marketo, Inc. Marketo Proprietary and Confidential Optimization and Auto-Tune C
- 25. Page 25 © 2013Marketo, Inc. Marketo Proprietary and Confidential Use Case Results • Over 200 targeted accounts identified in 1st month • 25% click through rate on personalized content • 113% increase in content engagement • Identified most converting content with A/B testing & Auto-tune
- 26. Page 26 © 2013Marketo, Inc. Marketo Proprietary and Confidential Getting Started Where to start? Identify high yield targets Map effective content Execute campaigns and analyze Measure and analyze results
- 27. Page 27 © 2013Marketo, Inc. Marketo Proprietary and Confidential Key Takeaways • Real-time personalization is about speed and relevancy • The 3 W's model for ABM: who, what, where • Focusing on your key revenue generating accounts • Getting started is easier than you think
- 28. © 2013 Marketo,Inc. Marketo Proprietary and Confidential Thank you! Any Questions? Ebook: Why your Demand Gen Plans Needs Account-Based Marketing Contact us: [email protected] / [email protected] For more info: www.marketo.com/personalization
Editor's Notes
- #5 Show SegmentationsCampaigns
- #6 Speed Stat: Microsoft Research“the average page visit lasts less than a minute” “people only have time to read a quarter of the text on the pages that they visit”. (NN Group)Relevancy Marketing Sherpa
- #7 Show SegmentationsCampaigns
- #8 Show SegmentationsCampaigns
- #9 Show SegmentationsCampaigns
- #10 Show SegmentationsCampaigns
- #11 Show SegmentationsCampaigns
- #12 Show SegmentationsCampaigns
- #22 Update the 25% CTR