Account-Based Marketing: Scaling B2B’s New Strategy with Marketo & Lattice

ABM: Scaling B2B’s New Strategy with Marketo+Lattice

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Contents• ABM Overview

• ABM and Predictive

• Concepts

• Success Stories

• Marketo’s new ABM Product

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Account-Based Marketing (ABM)

“Focus on those accounts most likely to generate revenue.”

Target prospects based on Industry,

Revenue or Named Accounts.

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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

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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

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Typical ABM TargetsVertical 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

Marketo ABM

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• 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

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Example: SchoolDude Targeting SchoolsWEBPersonalized for Members of the NCA

WEBPersonalized for existing customers

EMAILLocal District Case Study Email

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Example: MarketoTargeting Ent Accounts, Personalization on DG2WP Page

Default pageCopy generic to all business segments

Personalized to Enterprise Accounts in NoAmCopy personalized, logos added

Conversion rates (3/15-3/24): Default: 25%; Personalized: 44%

The Role of Predictive in ABM

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Two Great Tastesthat

Taste Great Together

Predictive Analytics + ABM

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Enterprises Disruptors

Global Companies Achieve Value With Predictive-Powered ABM

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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

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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

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1) Identify and Prioritize High-Value TargetsStart with your target market assumptions

Typically will be based on:

• Industry = High Tech, Distributors, etc.

• Employees >500• Revenue > $150M• Geo = North America, Europe

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1) Identify and Prioritize High-Value TargetsPredictive Analytics will add external B2B account

attributes

GROWTH

FIRMOGRAPHICS

TECHNOGRAPHICS

BEHAVIOR & INTENT

+

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1) Identify and Prioritize High-Value TargetsPredictive Analytics will add external B2B account

attributes

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1) Identify and Prioritize High-Value TargetsWith machine learning predictive analytics identifies which

accounts look most like your customers

The closer the match, the higher the score

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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 ShaveDirector, Demand Gen

Accelerating the Enterprise Business

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2) Run Hyper-personalized CampaignsLattice passes the scores and data to Marketo for execution.

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Tailor nurture based on growth trends and technographics

Example:Talent

Management Software Provider

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Security Software Provider:Run competitive take-out campaigns

26%Higher Win Rate

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Top LinkedIn Post on Tuesday, 10/27/15

50%Lower cost per

opportunity

Direct Mail for High-Value, High Engagement Targets

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3) Add Context to Sales Conversations

Lattice passes the scores and data to CRM for tailored sales conversations.

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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

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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

Sneak Peak to Marketo ABM

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Target

Engage

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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

Questions?