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Account-Based Marketing: Scaling B2B’s New Strategy with Marketo & Lattice
The document outlines Marketo's new Account-Based Marketing (ABM) strategy that focuses on targeting high-value accounts to optimize marketing ROI through personalized interactions. It emphasizes the importance of predictive analytics in identifying and prioritizing target accounts, running tailored campaigns, and enhancing sales conversations. Core capabilities include account management, cross-channel engagement, and collaboration between sales and marketing teams.
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Account-Based Marketing: Scaling B2B’s New Strategy with Marketo & Lattice
- 1. ABM: Scaling B2B’sNew Strategy with Marketo+Lattice
- 2. Page 2Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Contents • ABM Overview • ABM and Predictive • Concepts • Success Stories • Marketo’s new ABM Product
- 3. Page 3Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Account-Based Marketing (ABM) “Focus on those accounts most likely to generate revenue.” Target prospects based on Industry, Revenue or Named Accounts.
- 4. Page 4Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Challenges • Identifying and then focusing your efforts on the accounts that really matter > to optimize marketing ROI • Engaging decision makers from these target accounts across channels with relevant and personalized interactions • Analyzing and optimizing account-based programs • Generating true Sales and Marketing alignment and collaboration
- 5. Page 5Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Core ABM Capabilities • Identify and Manage Named Account Lists • Engage with cross-channel, personalized campaigns • Measure and optimize your ABM success • Align and collaborate with sales
- 6. Page 6Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Typical ABM Targets 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
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- 8. Page 8Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 • 1st Class Account Object • Account Discovery • Lead-to-Account matching • Account Filters and Triggers • ABM Cross-Channel Engagement • Account-level Insights & Rollup • Account Score • Sales & Marketing Collaboration • Email • Ads • Web • Events • Mobile • Direct
- 9. Page 9Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Example: SchoolDude Targeting Schools WEB Personalized for Members of the NCA WEB Personalized for existing customers EMAIL Local District Case Study Email
- 10. Page 10Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Example: Marketo Targeting Ent Accounts, Personalization on DG2WP Page 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%
- 11. The Role ofPredictive in ABM
- 12. Page 12Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Two Great Tastes that Taste Great Together Predictive Analytics + ABM
- 13. Page 13Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Enterprises Disruptors Global Companies Achieve Value With Predictive- Powered ABM
- 14. Page 14Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 The relationship is so obvious that it seems unnecessary to lay it out: predictive vendors help marketers find accounts to target; ABM helps marketers reach target accounts. We believe predictive analytics are one of the key building blocks to delivering efficient and scalable account-based marketing. Meg Heuer, Group Director, ABM Practice David Raab, Principal Scaling ABM Requires Predictive Analytics
- 15. Page 15Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Three Steps to Scaling ABM with Predictive 1) Identify and prioritize high-value targets 2) Run hyper-personalized campaigns in Marketo 3) Add context to sales conversations
- 16. Page 16Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 1) Identify and Prioritize High-Value Targets Start with your target market assumptions Typically will be based on: • Industry = High Tech, Distributors, etc. • Employees >500 • Revenue > $150M • Geo = North America, Europe
- 17. Page 17Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 1) Identify and Prioritize High-Value Targets Predictive Analytics will add external B2B account attributes GROWTH FIRMOGRAPHICS TECHNOGRAPHICS BEHAVIOR & INTENT +
- 18. Page 18Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 1) Identify and Prioritize High-Value Targets Predictive Analytics will add external B2B account attributes
- 19. Page 19Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 1) Identify and Prioritize High-Value Targets With machine learning predictive analytics identifies which accounts look most like your customers The closer the match, the higher the score
- 20. Page 20Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 10x 30% Higher Pipeline Greater velocity We wanted sales to work the most enterprise-ready accounts. Lattice was able to surface accounts with high likelihood of conversion and accelerating them in the pipeline.” “ Shantel Shave Director, Demand Gen Accelerating the Enterprise Business
- 21. Page 21Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 2) Run Hyper-personalized Campaigns Lattice passes the scores and data to Marketo for execution.
- 22. Page 22Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Tailor nurture based on growth trends and technographics Example: Talent Management Software Provider
- 23. Page 23Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Security Software Provider: Run competitive take-out campaigns 26%Higher Win Rate
- 24. Page 24Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Top LinkedIn Post on Tuesday, 10/27/15 50% Lower cost per opportunity Direct Mail for High-Value, High Engagement Targets
- 25. Page 25Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 3) Add Context to Sales Conversations Lattice passes the scores and data to CRM for tailored sales conversations.
- 26. Page 26Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 20%Higher call to win rates on target account outbound efforts VP/GM of Distribution We understand a good customer when it sees one, but with a small sales team, it would be impossible to visit millions of websites to find the ideal prospects. With Lattice, we can identify the right revenue opportunities for new business, cross-sell and upsell.” “ Increasing Penetration into SMB $1B+ Financial Payments Processor
- 27. Page 27Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Three Steps to Scaling ABM with Predictive 1) Identify and prioritize high-value targets 2) Run hyper-personalized campaigns in Marketo 3) Add context to sales conversations
- 28. Sneak Peak toMarketo ABM
- 29. Page 29Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016
- 30. Page 30Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016
- 31. Page 31Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016
- 32. Page 32Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016
- 33. Page 33Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016
- 34. Page 34Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016
- 35. Page 35Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016
- 36. Page 36Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Target Engage
- 37. Page 37Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016
- 38. Page 38Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016
- 39. Page 39Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Opportunities Potential People 4Dashboard Opportunity Name Amount Contact Account OwnerExpected Revenue Stop Acme-Renewal-2016 Stage Negotiation $410,300 $300,000 Joy Luck Gavin Bates Expected Close Date Oct 9, 2016 Acme-New-Product Cross-sell $229,100 $205,000 Katie Stokes Beatrice Santos August 9, 2016 Acme-Infrastructure Negotiation $110,200 $101,000 Justin Tran Leona Knight Sept 10, 2016 Acme-Increase-Seats Upsell $102,100 $96,000 Norman Paul Ian Davis August 3, 2016 Acme-Consulting Upsell $95,000 $91,000 Sophia Summers Elijah Abbott October 5, 2016 Acme-Upgrade-Package Upsell $87,000 $70,000 Zachary Kelly Stanley Patton November 3, 2016 Quick Find... Viewing: Past 1 Year Activity REVEN UE IN DUSTRY EM PLOYEE COUN T SIC CODE COUN TRY STATE CITY DOM AIN $120,000,000 20,000 Manufacturing 2030 United States California San Ramon Acme Corp Marketo Account Based Marketing Joe 6 Named Account Actions Account Team 5
- 40. Page 40Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Opportunities ActivityActivity Potential People 4 Account Team 5Dashboard Account Team Member Title Stop Sales Manager Account Executive Field Sales Operation Sales Development Representiative Marketing Manager Email [email protected] [email protected] mark@marketocom [email protected] [email protected] Quick Find...Page 1 of 1 Christine Grant Bessie Carson Mark Terry Sophie Cummings Invite People Alma Sullivan REVEN UE IN DUSTRY EM PLOYEE COUN T SIC CODE COUN TRY STATE CITY DOM AIN $120,000,000 20,000 Manufacturing 2030 United States California San Ramon Acme Corp Marketo Account Based Marketing Joe 6 Named Account Actions
- 41. Page 41Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016
- 42. Page 42Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016
- 43. Page 43Marketo Proprietaryand Confidential | © Marketo, Inc. 6/2/2016 Marketo ABM + Lattice Predictive Built on the best Marketing Automation Platform 1st Class Account Object and Account Segment Cross-Channel Engagement Predictive Account Targeting and Identification Account Data Enrichment Account-Centric Analytics and Rollups Sales & Marketing Collaboration
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Editor's Notes
- #3 To optimize marketing ROI, marketers need to focus their efforts on the accounts that really matter. Instead of casting wide nets, marketers should target key accounts that are most likely to generate revenue or hold other strategic significance Marketers need a means to engage decision makers from target accounts across channels such as email, web, mobile and ads. Sales and Marketing collaboration is key to ABM success
- #4 Focus on accounts that close faster, generate bigger deals or accounts that have other strategic significance
- #5 To optimize marketing ROI, marketers need to focus their efforts on the accounts that really matter. Instead of casting wide nets, marketers should target key accounts that are most likely to generate revenue or hold other strategic significance Marketers need a means to engage decision makers from target accounts across channels such as email, web, mobile and ads. Sales and Marketing collaboration is key to ABM success
- #7 Some samples of types of lists marketers use, from the broadest industry based targeting to specific named accounts
- #10 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.
- #16 Identify and prioritize targets Account-awareness campaigns Account-based Nurturing Event Planning Account-based sales development
- #21 "We want to have the SDRs work on the most 'enterprise-ready' leads and that meant fast-tracking those that had a high score at the account-level," said Shantel Shave, director of demand generation strategy at Hootsuite. "Our return on investment has been very quick, especially as a result of surfacing accounts with a high likelihood of conversion through predictive lead scoring, and accelerating them in the pipeline.”
- #28 Identify and prioritize targets Account-awareness campaigns Account-based Nurturing Event Planning Account-based sales development
- #43 Align with sales Here we can see the sales dashboard allowing every sales person to get all the relevant data on their key accounts
- #44 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.