Marketo User Groups: Account-Based Marketing

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

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

The What & Why of ABM

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Account-Based Marketing (ABM)

“Focus on those accounts that matter most.”

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ABM Flips the Marketing Funnel

“Who’s interested in my products?”

“Which companies are best suited to buy?

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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

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Five Steps to Account-Based Marketing

Identify Accounts

1 2 3 4

Profile Accounts

LaunchCampaigns

Measure & Analyze

5

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

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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

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Multi-Channel Approach

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

ABM Tiered Programs

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ABM Funnel Tactical Approach

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

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

• Email

Awareness

Engaged

MQL

• High Value Direct Mail

• Webinars

• SDRs• Training

• Onsites• Field Events• Exec Outreach

• Roadshows• Retargeting

Leverage different marketing tactics utilizing personalized, consistent messaging

TOFU

MOFU

BOFU

• 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 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

Metrics: Engagement Score Number of Meetings Pipe & coverage in TAs

ABM Campaigns Report

Source: Marketo Advanced Report Builder (sample data)

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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

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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

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Right account

Right peopleADS WEBEMAIL

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• 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

Target Engage Measure

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What Makes Marketo ABM Different?

Target Engage Measure

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

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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

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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

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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