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Personalizing Your Site for New Accounts
David MyersProduct Manager, Marketo
Mike Telem VP Product Marketing, Marketo
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Agenda
• The What & Why of Account-Based Marketing (ABM)
• 3 Essentials of ABM
• Web Personalization and ABM
• Ad Targeting and 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?”
“Who do I want to sell my products to?”
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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
3 Essential ABM Capabilities
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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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1. Target
Financial Services
Healthcare
Education
Vertical
Insurance Companies
Public Hospitals
Universities
Sub-vertical Category
Mid-West Target AccountsTop 50 Retail Accounts
Key Enterprise AccountsExisting Customers
Prospects using Specific Tech
Named Accounts Lists
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2. EngageEngage target accounts with personalized campaignsacross inbound and outbound channels, such as:
ADS WEBEMAIL
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3. MeasureMeasure the impact of ABM efforts on named accounts using metrics that map to buying stages, such as engagement, pipeline and revenue.
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Right account
Right peopleADS WEBEMAIL
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Benefits of ABM
“97% of marketers achieved higher ROI with ABM then with any other marketing initiative – Allterra…”
• If you are targeting only accounts likely to purchase, you’re more likely to win those deals
• By not wasting time and money on accounts not likely to purchase, you’ll increase your sales and marketing ROI
Web Personalization
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Web Personalization
“Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them”
(Microsoft Research)
Speed
“82% of prospects value content targetedto their specific industry” (MarketingSherpa)
Relevancy
Personalizing your prospects experience while they are engaged and attentive in real-time
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Extending your ABM Reach
<< Known >> << Anonymous >>
Reach (Number of engaged key accounts)
-----------------------------------------
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Extending your ABM Reach
Website
Ads
<< Known >> << Anonymous >>
Reach (Number of engaged key accounts)
“Engage with 10x more of your targeted accounts”
-----------------------------------------
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Web Personalization & ABM
• Mid-West Target Accounts• Top 50 Retail Accounts• Key Enterprise Accounts
Named Account Lists
Web PersonalizationPersonalizing web experiences can lead to:
• Average time on site up 193% for visitors who engaged with personalized content
• Up to a 270% increase in content consumption• 30% increase in conversion rates
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3 W’s to Web Personalization & ABM
WhoOrganization
Named Account List+
Role, Location, Behavior
WhatContent
Case StudiesVideos
White paper
WhereWebsite
Ads
Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Web Nurturing & ABMBuyer’s Journey
Target Segments Awareness Interest Decision
Top 50 Finance Accounts
State of the Economy
Infographic
Bank of America OR Wells Fargo
Case Study
Advanced Solutions
User Group
New Healthcare Accounts
New Product for Healthcare specialists
Product Video
Top Hospital Customer
Testimonial
Annual Executive Summit
Conference
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Web Ad Retargeting + ABM• Personalize Remarketing for Named Account Lists• Optimize Cost Per Conversions
Named Account
Named Account Visitor Returns to your site
Visits Your Site Named Account isTracked
Visitor from Named AccountLeaves
Your Ad onOther Sites
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Target Account Display Advertising
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Summary• Flip your marketing funnel & target the accounts that matter
• Target > Engage > Measure - across channels
• Web Personalization is key to extending your reach into more
target accounts at the top of the funnel
Thank you.
