Marketo Account-Based Marketing

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

Mike TelemVP Product MarketingAccount Based Marketing

Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016

Agenda• The What & Why of ABM• Essential ABM Capabilities• Marketo Account-Based Marketing

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 ROIDrive attributed revenueGenerate more qualified leads and opportunitiesAlign sales and marketing

Essential ABM Capabilities


Essential ABM Capabilities1. Target – identify accounts and manage account lists2. Engage – orchestrate personalized, cross-channel campaigns3. Measure – evaluate revenue impact and optimize your ABM success


Target: Typical Account Targeting StrategiesVertical Sub-vertical Category Named Accounts lists

Financial Services

Healthcare

Education

Insurance Companies

Public Hospitals

Universities

• Mid-West Target Accounts• Top 50 Retail Accounts• Key Enterprise Accounts • Existing Customers• Prospects using Specific Technology

Engage: ABM Cross-Channel Approach

ABM


Measure: Key Questions to Answer1. Are my target accounts engaged?2. How effective are my ABM programs?3. What are my best bets within an account list?4. Where are key decision makers in the buyer journey?5. How do I optimize my ABM success?

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


• Account Discovery • Lead-to-Account Matching• Named Account Lists

• Account-based Personalization• Cross-Channel Engagement• Account-specific Workflows

• Account and List-level Insights• Account Engagement Score• Pipeline & Revenue Impact

Marketo ABM = Essential ABM Capabilities

Target Engage Measure


ADS WEBEMAIL

Marketo Account-Based MarketingDifferentiators & Benefits

Marketo Solves the ABM Dilemma

Error-prone account list syncingCentral account targeting & management

Different apps for each ABM channelCross-channel campaign orchestration

Data stitched together across systemsConsolidated ABM analytics

Multiple Point SolutionsMarketo: ABM Essentials, Single Platform

vs.

Single, Unified PlatformABM + lead management in one place“Accounts” natively built into data model and surfaced across platformProven marketing automation capabilitiesConsistent, easy-to-use interface for your ABM activitiesYou benefit from a shorter learning curve, faster time to value and stronger marketing ROI

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

APPENDIX

Marketo ABM Implementation ServicesPresenter Name herePresenter Title

Month Day, Year


Let our Experts help you develop and load your target account lists, build account-centric cross-channel engagement programs and measure the results of your account-based marketing activities.

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 activitiesABM 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 activityIntroduce 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 PackMarketo 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 activityIntroduce 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

Marketo Account-Based Marketing

Marketing

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