Scalable ABM for SMBA Marketo Case Study

AnastasiaPavlovaSr.DirectorofMarketing,Marketo

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Agenda

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• DoesanABMStrategyWorkforSMBs?• Framework:5StepstoABM• MarketoCaseStudy:HowtoTarget&EngageSMBAccountstoDriveHigherRevenue&ROI

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Does an ABM Strategy Work for SMBs?

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60% of SMBs Are Not Using an ABM Strategy

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Top ABM Challenges for SMBs

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Source:Marketo’s TheStateofABMsurvey,NorthAmerica,September2016

1. UnderstandingtheBasics&BenefitsofABM

2. ContentDevelopmentandContentStrategies

3. LaunchingIntegratedMulti-channelCampaigns

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Account-Based Marketing (ABM)

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Marketingeffortsfocusedexclusivelyonthose

accountsthatmattermost.

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Key Benefits of ABM: The ROI is Very High

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- AlteraGroup

“ABMhadasomewhathigherormuchhigherROI”

97% 70%

“ABMwasoneof themostimportantrevenuegeneratingstrategies”

- Account-BasedMarketingConsortiumandDemandMetric.

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Framework: 5 Steps to Account-Based Marketing

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5 Steps to Account-Based Marketing

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Marketo Case Study:

How to Target & Engage SMB Accounts to Drive Higher Revenue & ROI

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Goals and Strategy

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Goal:• ForSMB,drivehighervaluedeals

Strategy:• LeverageABMtomarketandselltohighervalue

accounts– useverticalmessagingandcontent

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1. Identify and Profile Accounts

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Typical Account Identification Considerations

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Account Profiling And Mapping

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Buildaplantofocusontherightpartoftheorganization:Gatherresearch:• Financialhealth• Businessinitiatives• Personneldevelopments• Technologies• Orgstructure• SWOTanalysis• Industryanalysis

AcmeIndustriesIn-depthCompanyReportAugust2015

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Leverage Tools

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Use Predictive Account Scoring

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HistoricalData- Winrate- DealSize- Etc.

FirmographicData- AnnualRevenue- EmployeeSize- Etc.

4K+Signals- SocialMediaActivity- Funding- Etc.

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Account Selection & Enrichment Process

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Top100 Tier1 Tier 2

Selectioncriteria

• StrategicaccountsselectedbySales

• ExistingaccountsinCRMwithAccountScore=100

• “Lookalike”accountswithAccountScore=100thatwepurchased

Enrichment• Convert allleadstocontacts• Purchase newnames• Opt-in contacts

UsepredictiveaccountscoringANDrepknowledgetoselectaccounts• Implementtiers• Maintainconsistencyforatleast6months!

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2. Create Compelling Content

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Great Content = Relevant Content

+ Right Time+ Personal

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It’s Not Just Ebooks

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• Industryreports• Webinars• SlideSharePresentations• Videos• Blogposts• Podcasts• Infographics• ActivityBooks/Worksheets• CaseStudies

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Know Your Buyer

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Exec.Sponsor DecisionMaker Influencer

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Map Content To Buying Stages

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EndUser

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How to Scale With Content: 4Rs

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3. Launch Cross-Channel Campaigns

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Think Multi-Channel

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• Testnewchannels• Usethechannelsthatworkfortheobjective• Coordinateyourmessageacrosschannels• LeverageMarketingAutomation

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Take a Tiered Programs Approach

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Top100Tier1Tier2

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Personalized Campaign Examples

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Web Personalization

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148%moreconversions

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Retargeting

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TheseadsdriveTWICEasmanyconversions

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Direct Mail

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Trigger-based,automatedprogramtodrivemeetingswithexecutivesinTop100TargetAccounts

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Personalized Video

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2Xopenrate;80registrations

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Financial Services Webinar Series

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11attendees,3opps

9attendees,3opps

21attendees,2opps

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4. Align Sales & Marketing

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• JointAccountSelection&Planning• Transparency&FrequentCommunication

• Goals&IncentivesAlignment• Prioritization&Efficiencies• SalesEnablementandTraining• DataQualityInvestments

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How

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Sales Enablement: Create a Playbook

• Segmentationbyvertical+prioritization

• Usepredictivescoring• Messaging+proofpointsforpersonas

• Callingscripts&lists• Salesnurtureemails• SpecialSFDCviews

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5. Measure & Analyze

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Know What to Measure When

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Goal =Createpipelineandrevenuewithintargetaccounts

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ABM Dashboards & Reports Provide Visibility

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Results

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37%higherwinrate 66%higherASP

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Results

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11%QoQ growthinOpportunitiesCreated

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Key Takeaways

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• DetermineifABMworksforyou• CollaboratetightlywithyourSalesteam• Userepknowledge&predictivescoringforaccountselection

• Createpersonalized,targetedmessagingandcontent• Coordinateyourmulti-channelstrategy• Measureandimprove

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Thankyou!

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