Austin Marketo User Group Meeting
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Marketo’s Account-Based Marketing MUG in Austin, Texas.
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Austin Marketo User Group Meeting
- 1. Marketo Account-Based Marketing All the ABM essentials in a single platform
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 1/11/2017 Agenda • The What & Why of ABM • 3 Essential ABM Capabilities • Marketo Account-Based Marketing (ABM)
- 3. The What & Why of ABM
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 1/11/2017 Account-Based Marketing (ABM) “Focus on those accounts that matter most.”
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 1/11/2017 ABM Flips the Marketing Funnel “Who’s interested in my products?” “Who do I want to sell my products to?”
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 1/11/2017 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
- 7. 3 Essential ABM Capabilities
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 1/11/2017 1. Target Verticals Company Size Named Accounts Insurance Companies Public Hospitals Universities • Mid-West Target Accounts • Top 50 Retail Accounts • Key Enterprise Accounts • Etc. Named Account Lists • Identify the right accounts and people within them. Here are some examples:
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 1/11/2017 2. Engage Engage target accounts with personalized campaigns across inbound and outbound channels, such as: ADS WEBEMAIL
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 1/11/2017 3. Measure Measure the impact of ABM efforts on named accounts using metrics that map to buying stages, such as engagement, pipeline and revenue.
- 11. Marketo Account-Based Marketing All the ABM essentials in a single platform
- 12. How Does This Compare to Competition? Marketing Automation ABM Analytics ABM Engage (Web) ABM Engage (Ads) ABM Targeting THEMUS One Platform
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 1/11/2017 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
Notas del editor
- ABM is an approach that focuses your efforts on accounts that close faster, generate bigger deals/revenue or accounts that have other strategic significance
- In a traditional marketing funnel, you start by casting a wide net to find leads interested in your products And then decide who to market to based on who has expressed interest The challenge with this approach is you might spend a lot of time marketing and selling to companies you won’t win… Or that you do win, but don’t provide optimal revenue for the time and resources it took to acquire them ABM flips the traditional marketing funnel and starts by asking “who do I want to sell my products to?” Then you build demand within those organizations By starting with a focused set of key accounts, you maximize the impact of your resources
- ABM works and provides a number of advantages You improve marketing ROI by focusing your efforts on the most important accounts and also measuring impact through an account lens, which gives you the insight you need to optimize ABM success It helps attribute marketing success much easier since your going after these accounts from the get go – when they become opportunities its very clear what drove them in. You generate more qualified leads for the sales organization because you’re only targeting qualified accounts And its brings sales and marketing teams closer, jointly focusing on winning key accounts or cross-selling to existing customers
- Let’s start with Targeting strategies. With ABM, you can target accounts that belong to a specific industry, are of a specific size or use a specific type of technology that makes them more relevant for you. Or you can simply target named accounts that are either strategic to you or follow your sales team’s targets per territory. Whether you target a few very large accounts or use many lists of hundreds of target accounts – ABM helps you target the accounts that matter
- ENGAGE Use account list and named account filters and triggers to orchestrate personalized, cross-channel campaigns Including ads, email, web and more
- Then, you need to be able to measure the impact of your ABM efforts This requires a variety of campaign and account analytics that combine behavior measures, like an account score… With opportunity data, like pipeline and revenue.