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Marketo Account-Based MarketingAll the ABM essentials in a single platform
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Agenda• The What & Why of ABM• 3 Essential ABM Capabilities• Marketo Account-Based Marketing (ABM)
The What & Why of ABM
Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
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
Generate the right leads and opportunities
Align sales and marketing
3 Essential ABM Capabilities
Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
1. Target
VerticalsCompany
SizeNamed
Accounts
Insurance Companies
Public Hospitals
Universities
• Mid-West Target Accounts• Top 50 Retail Accounts• Key Enterprise Accounts• Etc.
NamedAccount Lists
• Identify the right accounts and people within them. Here are some examples:
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2. EngageEngage target accounts with personalized campaignsacross inbound and outbound channels, such as:
ADS WEBEMAIL
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
3. MeasureMeasure the impact of ABM efforts on named accounts using metrics that map to buying stages, such as engagement, pipeline and revenue.
Marketo Account-Based MarketingAll the ABM essentials in a single platform
How Does This Compare to Competition?
Marketing Automation
ABMAnalytics
ABM Engage(Web)
ABM Engage(Ads)
ABMTargeting
THEMUS
One Platform
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
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
