Similar to a game of pool, account-based marketing (ABM), is about technique, strategy, and sinking the targets you're after. Watch this on-demand webinar to discover how ABM can help you target key accounts and get the desired results with the right technique.
Vector Search -An Introduction in Oracle Database 23ai.pptx
Pocket Your Key Targets with Account Based Marketing
1. Pocket your Key Targets with
Account-Based Marketing
Mahesh Jeswani
Sr. Product Manager, Marketo
Mike Telem
VP Product Marketing, Marketo
2. • What is ABM
• Core Capabilities and Advantages
• Success Stories
• Marketo ABM, Today and Tomorrow
Agenda
3. “Focus on the accounts most likely to generate revenue.”
Target prospects based on Industry,
Revenue and Named Accounts.
Account-Based Marketing (ABM)
13. Aligning sales and marketing
Generating more conversions and qualified leads
Advancing prospects and customers thru the funnel
Driving attributed revenue
Advantages of ABM
15. SchoolDude (Colleges and Schools)
WEB
Personalized for Members of the NCA
WEB
Personalized for existing customers
EMAIL
Local District Case Study Email
16. 30% of Webinar registrations attributed to ABM
400+ Summit registrations attributed to geo
targeting/personalization
100,000+ named accounts tracked for personalization
SchoolDude Success
20. Targeted Campaign Samples (Ads)
Higher
Ed
B2B:
Enterprise
B2C:
Consumer
Marketing
Competitor
Customers
Lead MGMT for Enterprise
Generate New Customers.
Step-by-Step Guide to Nurture Leads
Marketo.com
Marketing For High Ed
Increase Enrollment & Engagement.
Download Free Report to Learn More.
Marketo.com/Higher-Education
21. Personalization on DG2WP Page
Default page
Copy generic to all business segments
Personalized to Enterprise Accounts in NoAm
Copy personalized, logos added
Conversion rates (3/15-3/24): Default: 25%; Personalized: 44%
23. Manage Named Account Lists
Easily upload list of named accounts, monitor
engagements and leverage for targeting and
personalization
24. Sample Named Account Lists
Vertical Sub-vertical Category Named Accounts
lists
Financial Services
Healthcare
Education
Government
Insurance Companies
Public Hospitals
Universities
Municipalities
• Mid-West Target Accounts
• Top 50 Retail Accounts
• Key Enterprise Accounts
• Existing Customers
• Prospects using Specific Technology
25. Execute Targeted Campaigns
• Create named accounts target segments
• Potentially add behavioral targeting or lead data attributes (title,
role, score) per named account segment
• create personalized content campaigns across channels to engage,
nurture and convert prospects from high value accounts
26. Measure & Optimize
• Monitor engagements of specific
accounts lists vs. overall averages
• Integrate with Omniture and Google
Analytics for additional reporting
• Provide sales with direct account alerts
and email reports
27. Measure & Optimize
• Monitor engagements of specific
accounts lists vs. overall averages
• Integrate with Omniture and Google
Analytics for additional reporting
• Provide sales with direct account
alerts and email reports
37. 1st Class Account Object and Account Segment
Cross-Channel Engagement
Account Scoring
Automatic Lead-to-Account matching
Account-Centric Analytics and Rollups
Sales & Marketing Collaboration
Summary – Key Capabilities
38. Thank you
Ebook: Why your Demand Gen Plans Needs
Account-Based Marketing
Contact us: mtelem@marketo.com / dmyers@marketo.com
For more info: www.marketo.com/personalization
Notas del editor
Focus on companies that are likely customers
Personalize on site
Retarget through display (google + FB)
Targeted advertising (IP list targeting) (Kwanzoo)
Track key account through the funnel + engagement levels
Show analytics of key account / behavior / metric / segment CEO from microsoft
SchoolDude is the nation's leading provider of on-demand operations management solutions for educational professionals. In the campaign example, they defined named accounts belonging to the North Central Association of Colleges and School (NCA) and invited them to participate in their leadership summit. They also defined an account-based list for existing customers with a promotion for new features and tools for up-sell opportunities.
SchoolDude is the nation's leading provider of on-demand operations management solutions for educational professionals. In the campaign example, they defined named accounts belonging to the North Central Association of Colleges and School (NCA) and invited them to participate in their leadership summit. They also defined an account-based list for existing customers with a promotion for new features and tools for up-sell opportunities.
Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds. Their key prospects are enterprise organizations with high revenues and employee size. They know who their key accounts are and target them using named account lists. In this example, Apprenda created special landing pages for key enterprise accounts like the Bank of America and Barclays Bank.
These Ads drove 2x more lead conversions
117% increase yr./yr. in qualified leads
Some samples of types of lists marketers use, from the broadest industry based targeting to specific named accounts
With Marketo ABM, marketers and sales teams can –
Manage the the accounts they have identified has target accounts
Engage the right people from those accounts with personalized content across different channels
And Measure their progress and bottom-line impact at an account-level
In Manage, Highlight
We are introducing a new 1st class account object that will allow marketers to work in an account-centric environment
Engage, Highlight
ABM will leverage the power of existing Marketo platform to create personalized campaigns that engages right people from right accounts at every stage of the customer lifecycle across different channels.
Measure, Highlight
Will support Account-centric dashboards, account score and account-level rollups which help sales & marketing to closely align on high-value accounts.
An effective Account Based Marketing process starts with identifying the right named accounts and the right people from those accounts.
Your potential named accounts can be your existing CRM accounts or companies that are engaging with you from your inbound channels. Wherever your potential accounts may be, Marketo ABM will make it easy for you to discover those accounts.
Marketo allows 3 ways to discover named accounts -
From your CRM system – Based on the firmographics, buying stage or pipeline data
From your Marketo database – Based on lead attributes
Using Import via Excel – Based on the list that your sales team already prepared
ABM requires an account-centric environment, therefore we are building a dedicated space for you to see all your named accounts and their relevant details at one place for e.g. You can quickly see the people that you know from accounts, firmographics & opportunity data or account score linked with your named accounts all at one place.
Named accounts in Marketo will be hierarchical in nature which means you can easily structure big organizations with many divisions e.g. GE with it’s divisions like GE Healthcare and GE Energy
Once you add named accounts in Marketo, you can use various account level attributes like revenue, industry, current pipeline, account score or account owner details to build your target account lists.
Account list is a collection of your named accounts that share similar characteristics e.g. List may be a collection of accounts from same industry or have similar challenges & pain points.
After you have identified your named accounts, divisions or account lists, you can use the power of Marketo’s smart lists, smart campaigns and web personalization engine to engage key people from those accounts.
Only with Marketo, you can create personalized campaigns tailored for each account or division or account list at every stage of the customer lifecycle: whether it’s prospects, current customers or churned accounts.
We are introducing new account-centric filters and triggers
Let me summarize again the key capabilities that you expect from new Marketo ABM to automate your sales & marketing's end-to-end account based marketing efforts.