[CHIMUG] Account-Based Marketing Presentation

Chicago MUG

April 2017

2017 Marketo Certification Updates

Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

New Marketo Certification Credential

Marketo Certified Expert

Marketo Specialist

Customer/Partners

Benefits of Marketo Certification

Marketo Specialization

Marketo Certified Expert

Marketo Specializations

Industry recognition Great opportunity for career

advancement Credibility amongst your peers Recognition as a marketing

automation and operations leader Differentiates from your professional

competition Raises earning potential

Benefits

Marketo Certified Expert (MCE): Earning a Marketo Certification is a significant way to validate your Marketo skills. When you become certified, you join an elite group of marketing professionals who find that certification boosts their careers as demand for Marketo experts continues to grow.

Differentiate yourself and showcase your advanced skills. Available exclusively to Marketo Certified Experts, Specializations demonstrate your proficiency with key functional areas of Marketo.

Marketo Certification Program 2017

• Programs & Campaign Specialization

• Nurture & Engagement Specialization

• Creative Assets Specialization

• Analytics Specialization

• Advanced Analytics Specialization

• Events & Webinars Specialization

Marketo Specializations (Unproctored)Add-on specialization badges to extend your Marketo Certified Expert credential

• Web Personalization Specialization

• Marketo Admin Specialization

• Email Deliverability Specialization

• Mobile Marketing Specialization

• Social Marketing Specialization

xam 2/17

C 31, 2016

(Proctored)

Marketo Specialization Exams Now you can differentiate yourself and showcase your advanced skills. Available exclusively to Marketo Certified Experts, Specializations demonstrate your proficiency with key functional areas of Marketo.

Available Specializations

• Programs & Campaigns Specialist: Validate your skills to automate programs, clone them, use tokens and report on important program data such as ROI and acquisition.

• Nurture & Engagement Specialist: Demonstrate your knowledge to get an engagement program up and running, including creating the program, adding content, building streams, adding people, and reporting on success.

• Email Deliverability Specialist: Prove your skills to measure and optimize email deliverability, including designing emails for optimal performance, configuring key technical settings to authenticate your emails, and setting up your Marketo instance to ensure that people receive only the communications they want.

• Creative Assets Specialist: Prove your proficiency to create and customize design assets using HTML and CSS, including customizing colors, buttons, styles, landing pages, emails and more, to align with your visual brand identity.

• Analytics Attribution Specialist: Validate your knowledge to set up your programs to track and measure first-touch and multi-touch attribution, as well as how to use Marketo’s advanced reporting to build insightful ad-hoc reports.

The MCE Exam has CHANGED• New exam objectives

• Program Fundamentals• Targeting and Personalization• Analytics and Reporting • Lead Management • Implementation and Operations

• New questions • Scenario-based questions that test “why” not “how”• Focuses on Marketo best practices

• New MCE Prep Course

Marketo Certified Expert (MCE)The purpose of the Marketo Certified Expert certification exam is to validate competency, expertise, and operational knowledge in the broad use of Marketo.

Recommended PrerequisitesIntended for Marketing Operation and Marketing Automation professionals, and Marketing Practitioners. Prerequisites:• 1-2 years general marketing experience• Foundational marketing automation knowledge• 1+ years (800 – 1000+ hours) hands on experience using Marketo

Lead Management (marketing activities, database, design studio and analytics)

• Conceptual knowledge and the business context of using Marketing Automation

Exam Topic AreasThe Marketo Certified Expert Exam measures the candidates knowledge and skills related to the content areas listed below. A candidate should have hands-on experience as a Marketo practitioner and have the ability to perform the tasks listed as exam objectives within each content area.

Exam Objectives Exam BreakdownProgram Fundamentals 30%Targeting and Personalization 16%Analytics and Reporting 16%Lead Management 20%Implementation and Operations 18%

Total 100%

MCE Exam Format• Approximately 75-80 multiple choice items• 90 minutes allotted to complete the exam• Regular registration fee of USD $225.00• Overall passing score: 70%• Before taking the exam, candidates must read and accept an Honor Code and a

legal agreement, which includes an agreement that the candidate will not share or expose the content of the exam.

• Candidates are not allowed any assistance from another individual, or printed or electronic media while taking the exam. Marketo takes the security of exam content very seriously.

Specialization Exam Format• Approximately 25 multiple choice items• 60 minutes allotted to complete the exam• Regular registration fee of USD $25.00• Overall passing score: 75%• Exams are not proctored• To register : www.webassessor.com/marketo• Find our more about our Specialization Exams

Marketo Certified Expert Prep Course OverviewAre you thinking of taking the MCE exam to earn your Marketo Certified Expert credential, but want to optimize your chances for success, or unsure if you’re ready to take the exam? In the MCE exam Prep, you’ll review the MCE exam blueprint and Marketo topic areas, with a focus on key elements of marketing automation, lead management, segmentation, implementation and operations, and analytics. Our experts will review industry best practices and walk through sample questions designed to help you determine where to focus your preparation efforts in advance of the exam.

Course Duration: 3 hours

Ways to attend : Instructor-led virtual, On-Demand

• The MCE exam Prep is best for any marketing professional who wants to earn their Marketo Certified Expert credential and who has:

• 1-2 years general marketing experience• 1 or more years hands-on, practical experience with Marketo in the areas of database marketing, lead database management,

marketing programs, design studio, and analytics

Marketo Certified Expert Prep Course Learning Objectives

• What is covered in the MCE exam• How the sections of the exam are weighted• Marketo topics that are likely to appear on the MCE exam• Industry best practices that are likely to appear in the MCE exam• Sample question types• Study tips from Marketo experts• Areas to focus your exam prep

MCE Prep Course is FREE prior to Summit!Register NOW!

Register for the MCE Prep Course • Register for the MCE Prep

Course, space is limited. • Use the REGISRATION LINK to

register for the online course.

• The course will also be recorded and available On-Demand.

Register for the MCE ExamTwo Testing Models 1. Online Proctored—exam at home or work2. Onsite Proctored—traditional exam center• For both, go to: www.webassessor.com/marketo

Registration Assistance: certification@marketo.com

Certify at Summit• Register for the MCE Exam Prep Course

• Course is FREE prior to Summit• Register NOW, Space is limited!• Take the on demand course

• Certify at Summit!• Only MCE exam is available at Summit• San Francisco, Moscone West Convention Center• Exam Lab is Open Sunday-Wednesday

• 8am-5pm (Sunday-Tuesday)• 8am-12pm (Wednesday)

• Register @ Summit 2017 Certification • Exam Prep Webinar March 29th • Ask the Experts Exam Cram Webinar! (April 2017)

Exam Preparation Resources • Marketo University Learning Portal• MCE Exam Prep Course Schedule• Learning Passport

• MCE Exam Blueprint • Marketo Docs• Sample Questions

Ask Us About Certification!

More Questions? Email: certification@marketo.comEmail: anickerson@marketo.comWeb site: marketo.com/certification

Marketo Account-Based MarketingAll the ABM essentials in a single platform Greg RyanSenior Solution ConsultantApril 11, 2017

Agenda• The What & Why of ABM• 5 Steps to Account-Based Marketing• Marketo ABM

The What & Why of ABM

Account-Based Marketing (ABM)

“Focus on those accounts that matter most.”

ABM Flips the Marketing Funnel

“Who’s interested in my products?”

“Who do I want to sell my products to?”

Advantages of ABM

“97% of marketers achieved higher ROI with ABM

then with any other marketing initiative – Allterra…”

Improve marketing ROI

Drive more revenue (ASP’s, Wins)

Generate the right leads and opportunities

Align sales and marketing

5 Steps to Account-Based Marketing

Five Steps to Account-Based Marketing

Identify Accounts

1 2 3 4

Profile Accounts

LaunchCampaigns

Measure & Analyze

Create Content

1. Identify High-Value Accounts

Account Identification Considerations

HighYield

Product Fit

StrategicImportance

Competitors’Customers

Leverage Account Identification ToolsAccount Data: Niche Solution:

Ex. Competitive Data: Account Scoring:

etc.etc.etc.

Account Selection ProcessTop 20 Tier 1 Tier 2

Number of accounts 20 ~1,000 ~1,000

Selection criteria • Sales leadership to provide• Account score = 100• Filtered out some

industries: e.g. Real Estate, Non-profit, etc.

• Accounts from Sales to be added to this tier

• Each rep to pick 20 accounts

Use predictive account score AND rep knowledge to select accounts• Tiers for target accounts• Accounts will be locked for 6

months

2. Account Profiling and Mapping

Account Profiling and MappingBuild a plan to focus on the right part of the organization: Gather research:• Financial health• Business initiatives• Personnel developments• Technologies• Org structure• SWOT analysis• Industry analysis

Acme IndustriesIn-depth Company ReportAugust 2015

Account Profiling and Mapping Example

3. Create Compelling Content

Know your Buyer: What and WhenBuying Stage Early

Pre-purchaseMiddleCommit to Change

Late Evaluation

Marketing Goals Build awareness address pain points

Help buyers find you when they are looking for solutions -

Company-specific information to help evaluate and reaffirm selection

Content Types Blog, ebook, research data infographic, webinar, video

Buying guide, RFP templates, ROI calculator, analyst reports

Pricing, demos, services info, 3rd party reviews, customer case studies

Persona #1 – End User

Persona #2 - Influencer

4. Develop Targeted & Personalized Campaigns

Multi-Channel Approach

• Use the channels that work for the objective• Take a systematic approach• Coordinate your story across channels

ABM Tiered Programs

ABM Funnel Tactical Approach

• Web personalization• SDRs• Tradeshows• Low value direct mail/survey

• Opt-in• Paid programs • Social• Block parties

• Email

Awareness

Engaged

• High Value Direct Mail

• Webinars

• SDRs• Training

• Onsites• Field Events• Exec Outreach

• Roadshows• Retargeting

Leverage different marketing tactics utilizing personalized, consistent messaging

• Seminars/on-sites/lunch and learns • Website personalization

Sales Support: MSI

• Appt Setting

5. Measure and Analyze

Example: Target AccountsGoal = Create pipeline and revenue within target accountsMetrics = early: engagement score, mid: number of meetings, late: pipeline and pipe coverage in target accounts

1•Lift in website traffic – target accounts visiting site

2•New names in target account (building out white space)

3•Target accounts visiting dedicated account pages, converting

4•Engagement score for set of programs per month

1•Program success with a target account

2•Call connects (target accounts)

3•# of meetings w/in target account

4•Marketing qualified leads (MQLs) in target account

1 # of opportunities in target accounts

2• First Touch Ratio

3• Multi Touch Ratio

4 Pipeline in target accounts

Early Mid Late

Look at Metrics at Distinct Time Points

ABM Campaigns Report

Source: Marketo Advanced Report Builder (sample data)

Key Takeaways• Its all about FOCUS• Just follow 5 key steps

• ABM more scalable/cost effective

Marketo Account-Based MarketingAll the ABM essentials in a single platform

The Right Accounts & People Cross-Channel with

Personalized Campaigns

Impact on account engagement,

pipeline & revenue

Marketo ABM = The 3 Essential ABM Capabilities

Target Engage Measure

Right account

Right peopleADS WEBEMAIL

• Account Discovery

• Lead-to-Account Matching

• Named Account Lists

• Account-level Personalization

• Cross-Channel Orchestration

• Account-specific Workflows

• Multiple Account Scores

• Account-level Buyer Insights

• Pipeline & Revenue Impact

Marketo ABM Key Features

What Makes Marketo ABM Different?

AccountsWe combine all the essential components of ABM

CFO CMO VP Sales

LeadsPlus powerful lead management capabilities

In ONE platform

How Does This Compare to Competition?

Marketing Automation

ABMAnalytics

ABM Engage(Web)

ABM Engage(Ads)

ABMTargeting

THEMUS

One Platform

Benefits to One Platform:• Once source of truth for account list,

named account, opportunity and lead relationships

• Much easier to orchestrate engagement with leads AND accounts across all channels

• Fewer integrations to build/maintain

• One common user interface to learn

Marketo

Complete Ecosystem of ABM Partners

• 250+ integrated applications across 20+ categories

• Provides choice as your needs grow

• Enables greater segmentation, personalization and engagement

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

Thank You!

APPENDIX

Marketo can help you to select your target accounts, build account-centric cross-channel engagement programs and measure the results of your account-based marketing activities

ABM Launch PackIdeal 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 ImplementationFor 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.

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

Marketo ABM Launch Pack

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

Early Stage Campaigns

ENT messaging & case studies

Visitors from UPS Visitors from Barclays

Using Web Personalization - increased opportunity stream from key accounts

Apprenda Personalizes Website by Account

These Ads drove 2x more lead conversions117% increase yr./yr. in qualified leads

Retargeting/Remarketing

Mid Stage Campaigns

ABM Direct MailDirect Mail program for Higher Education target accounts to drive pipeline• 95 recipients (multiple

recipients at institutions – 33 unique accounts)

• 76% successfully delivered

• 4 meetings

• 3 ENT opps created

• Goal: Drive Target Account attendance

• Metrics: C- level attendance, 4 ENT opps, 10x pipeline, Target account reg (50%)

• Timing: month one, three months out, 1 year

• Questions: • What percentage of target accounts did

sales drive?• Did we create C-level engagement?• Did we get meetings in our key

accounts?• How did the program do overall?

Engagement Marketing Luncheons

Later Stage Campaigns

ABM Onsites/Emails

Emails:-25% open rate-Highlights Marketo MSI ease of use

[CHIMUG] Account-Based Marketing Presentation

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