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Marketo Account-Based Marketing
The document discusses Marketo's account-based marketing (ABM) capabilities. It defines ABM as focusing marketing efforts on key accounts. The key aspects of ABM include identifying target accounts, engaging them through personalized cross-channel campaigns, and measuring the impact on revenue. Marketo provides these essential ABM capabilities in a single platform, including tools for account targeting, campaign orchestration across channels, and consolidated analytics. It also discusses Marketo's ABM implementation services which help customers set up target account lists, build account-centric campaigns, and track results.
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Marketo Account-Based Marketing
- 1. Marketo Account-Based Marketing Allthe ABM essentials in a single platform Mike Telem VP Product Marketing Account Based Marketing
- 2. Page 2Marketo Proprietaryand Confidential | © Marketo, Inc. 9/13/2016 Agenda • The What & Why of ABM • Essential ABM Capabilities • Marketo Account-Based Marketing
- 3. The What &Why of ABM
- 4. Page 4Marketo Proprietaryand Confidential | © Marketo, Inc. 9/13/2016 Account-Based Marketing (ABM) “Focus on those accounts that matter most.”
- 5. Page 5Marketo Proprietaryand Confidential | © Marketo, Inc. 9/13/2016 ABM Flips the Marketing Funnel “Who’s interested in my products?” “Who do I want to sell my products to?”
- 6. Page 6Marketo Proprietaryand Confidential | © Marketo, Inc. 9/13/2016 Advantages of ABM “97% of marketers achieved higher ROI with ABM then with any other marketing initiative – Allterra…” Improve marketing ROI Drive attributed revenue Generate more qualified leads and opportunities Align sales and marketing
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- 8. Page 8Marketo Proprietaryand Confidential | © Marketo, Inc. 9/13/2016 Essential ABM Capabilities 1. Target – identify accounts and manage account lists 2. Engage – orchestrate personalized, cross-channel campaigns 3. Measure – evaluate revenue impact and optimize your ABM success
- 9. Page 9Marketo Proprietaryand Confidential | © Marketo, Inc. 9/13/2016 Target: Typical Account Targeting Strategies Vertical Sub-vertical Category Named Accounts lists Financial Services Healthcare Education Insurance Companies Public Hospitals Universities • Mid-West Target Accounts • Top 50 Retail Accounts • Key Enterprise Accounts • Existing Customers • Prospects using Specific Technology
- 10. Engage: ABM Cross-ChannelApproach ABM
- 11. Page 11Marketo Proprietaryand Confidential | © Marketo, Inc. 9/13/2016 Measure: Key Questions to Answer 1. Are my target accounts engaged? 2. How effective are my ABM programs? 3. What are my best bets within an account list? 4. Where are key decision makers in the buyer journey? 5. How do I optimize my ABM success?
- 12. Marketo Account-Based Marketing Allthe ABM essentials in a single platform
- 13. Page 13Marketo Proprietaryand Confidential | © Marketo, Inc. 9/13/2016 • Account Discovery • Lead-to-Account Matching • Named Account Lists • Account-based Personalization • Cross-Channel Engagement • Account-specific Workflows • Account and List-level Insights • Account Engagement Score • Pipeline & Revenue Impact Marketo ABM = Essential ABM Capabilities Target Engage Measure
- 14. Page 14Marketo Proprietaryand Confidential | © Marketo, Inc. 9/13/2016
- 15. Page 15Marketo Proprietaryand Confidential | © Marketo, Inc. 9/13/2016 ADS WEBEMAIL
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- 18. Marketo Solves theABM Dilemma Error-prone account list syncingCentral account targeting & management Different apps for each ABM channelCross-channel campaign orchestration Data stitched together across systemsConsolidated ABM analytics Multiple Point SolutionsMarketo: ABM Essentials, Single Platform vs.
- 19. Single, Unified Platform ABM+ lead management in one place “Accounts” natively built into data model and surfaced across platform Proven marketing automation capabilities Consistent, easy-to-use interface for your ABM activities You benefit from a shorter learning curve, faster time to value and stronger marketing ROI Marketo
- 20. Complete Ecosystem ofABM Partners • 250+ integrated applications across 20+ categories • Provides choice as your needs grow • Enables greater segmentation, personalization and engagement
- 21. Page 21Marketo Proprietaryand Confidential | © Marketo, Inc. 9/13/2016 Why Marketo ABM • All of the essential ABM capabilities • Target: Central account targeting and management • Engage: Cross-channel campaign orchestration • Measure: Consolidated ABM analytics • A single, unified platform for ABM & Lead Management • Reach key decision makers and deal influencers • Complete set of ABM partners
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- 24. Marketo ABM ImplementationServices Presenter Name here Presenter Title Month Day, Year
- 25. Page 25Marketo Proprietaryand Confidential | © Marketo, Inc. 9/13/2016 Let our Experts help you develop and load your target account lists, build account-centric cross- channel engagement programs and measure the results of your account-based marketing activities.
- 26. Marketo can helpyou to select your target accounts, build account-centric cross-channel engagement programs and measure the results of your account-based marketing activities ABM Launch Pack Ideal for small to mid-sized companies, our ABM Launch Pack includes one- on-one coaching to setup Marketo ABM and help you build and report on your initial campaigns. ABM Custom Implementation For larger organizations or Enterprise-level instances of Marketo, our team will develop a custom ABM implementation program perfectly aligned to your marketing and business objectives.
- 27. Professional Services Introduce ABM& use cases ● Establish your ABM goals ● Account discovery ● Lead mapping ● Review account-level analytics to set benchmarks ● Target account selection ● Setup target account lists in Marketo Develop your account-centric campaign plan ● Build journey matrix mapping channels and content to funnel stages ● Implement account segmentation and scoring models ● Build and launch campaigns including channels like email, events, direct, web, ads – with coordinated account-centric messaging ● Setup sales alerts and notifications based on account activity Introduce ABM dashboards to track account level KPIs ● Build account-level reports using ABM-centric filters in Marketo ● Review your initial results against goals ● provide recommendations for optimization Marketo Experts can help you to set your target accounts list, plan and build account-centric cross-channel engagement programs and measure the results of your account-based marketing activities. Marketo will scope a custom ABM implementation plan to fit your ABM skill-level and objectives TARGET ENGAGE MEASURE
- 28. Marketo ABM LaunchPack Marketo Account-Based Marketing Launch Pack The Marketo ABM Launch Pack includes up to 16 hours of time with a Marketo Consultant to help you set your target accounts list, build account-centric cross-channel engagement programs and measure the results of your account-based marketing activities. Introduce ABM & use cases ● Establish your ABM goals ● Account discovery ● Lead mapping ● Review account-level analytics to set benchmarks ● Target account selection ● Setup target account lists in Marketo Develop your account-centric campaign plan ● Build journey matrix mapping channels and content to funnel stages ● Implement account segmentation and scoring models ● Build and launch 1-2 campaigns including channels like email, events, direct, web, ads – with coordinated account-centric messaging ● Setup sales alerts and notifications based on account activity Introduce ABM dashboards to track account level KPIs ● Build account-level reports using ABM-centric filters in Marketo ● Review your initial results against goals ● provide recommendations for optimization Marketo Enablement Consultants will guide you through the key steps to ABM success: TARGET ENGAGE MEASURE