Account-Based Marketing: All the ABM Essentials in a Single Platform

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This document discusses account-based marketing (ABM) strategies and how Marketo's platform supports ABM. It describes how ABM flips the traditional marketing funnel to focus on specific accounts of interest rather than leads. Marketo provides the essential ABM capabilities like account discovery, matching leads to accounts, named account lists, and account-based personalization and cross-channel engagement in a single, unified platform. The platform also offers an ecosystem of over 250 integrated applications and partners to support ABM activities from targeting to measuring outcomes.

Marketing

Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 4/20/2017
Account-Based Marketing (ABM)
“Focus on those accounts that
matter most.”

Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 4/20/2017
Typical Account Targeting Strategies
Vertical 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

Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 4/20/2017
ABM Flips the Marketing Funnel
“Who’s interested in
my products?”
“Who do I want to sell
my products to?”

Single, Unified Platform
ABM + lead management in one place
“Accounts” natively built into data model and
surfaced across platform
Proven marketing automation capabilities
Consistent, easy-to-use interface for your ABM
activities
You 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

Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 4/20/2017
• 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

Target: Focus on the Accounts that Matter

Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 4/20/2017
Measure: Key Questions to Answer
1. 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?

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4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 4/20/2017 Account-Based Marketing (ABM) “Focus on those accounts that matter most.”

5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 4/20/2017 Typical Account Targeting Strategies Vertical 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

6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 4/20/2017 ABM Flips the Marketing Funnel “Who’s interested in my products?” “Who do I want to sell my products to?”

7. Single, Unified Platform ABM + lead management in one place “Accounts” natively built into data model and surfaced across platform Proven marketing automation capabilities Consistent, easy-to-use interface for your ABM activities You benefit from a shorter learning curve, faster time to value and stronger marketing ROI Marketo

8. Complete Ecosystem of ABM Partners • 250+ integrated applications across 20+ categories • Provides choice as your needs grow • Enables greater segmentation, personalization and engagement

9. ABM Partner Ecosystem

10. Essential ABM Capabilities

11. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 4/20/2017 • 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

12. Platform Demonstration

13. Target: Focus on the Accounts that Matter

14. Engage: ABM Cross-Channel Approach ABM

15. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 4/20/2017 Measure: Key Questions to Answer 1. 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?

16. Thank You!

Account-Based Marketing: All the ABM Essentials in a Single Platform

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