A proven way to drive optimal value from your digital ad spend is making sure they are displayed only to relevant, high-yield accounts. This assures your ad budget is spent on the accounts that matter and the ads that they see are more personalized and convert more of these key accounts into qualified leads. In this presentation, Marketo's targeting titans, Mike Telem and David Myers, will review how to: - Identify key accounts for top funnel targeting - Manage named account lists and analyze your top funnel engagement with them - Target ads at specific accounts and personalize the ads they see - Boost ad budget ROI and generate highly qualified leads

1. Page 1Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2015
Ad Targeting for your Key Accounts

2. Ad Targeting for your Key Accounts
David Myers
Product Manager, Marketo
Mike Telem
VP Product Marketing, Marketo
Hit your Revenue Generating Accounts with Laser Accuracy

3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2015
Overview
• Intro
• Account-Based Marketing (ABM)
• Targeted & Personalized Advertising
• Key Challenges
• 3 Steps to Target Ads to Key Accounts
• How it Looks
• How to Get Started

4. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Online Advertising Trends
• $133B spent on online advertising last year and will
grow by 16% this year
• 25% of digital marketing budget spent on online
advertising and paid search
• 2-5% of paid traffic on average will convert to lead

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Digital Marketing Budgets
5% 25% 44% 70%
of B2B companies
are “Fully Optimized”
of B2B companies will
increase display budgets
of the digital marketing
budget is on display
YoY Remarketing growth
because it delivers

6. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Account-Based Marketing
97%say ABM had higher ROI than
other marketing activities
84%Say ABM provided significant
benefits to retaining and
expanding customer relationships
Source: Alterra Group
65%Say ABM provided significant
benefits to attract new
customers

7. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
What is ABM?

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Account-Based Marketing (ABM)
“Focus on those accounts most likely to
generate revenue.”
Target prospects based on Industry,
Revenue and Named Accounts.

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ABM = Focus = Better Resource Utilization = Results
• Identifying high value, target accounts
• Engaging them in every channel
• Analyzing results and optimizing engagements
 Generating more qualified leads
 Driving attributed revenue
Account-Based Marketing

10. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
What is Ad Targeting?

11. Display ads appear next to
content on websites
Remarketing ads appear
across the Web after you visit
a specific website
Pay-per-click (PPC) ads
appear next to search results
3 Types of Online Advertising

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Display Ad Targeting
• Display ads: appear next to content on websites
• Remarketing ads: appear across the web after you visit a
specific website
Prospect Your Site Prospect is
Tracked
Prospect
Leaves
Your Ad on
Other Sites
Prospect Returns to your site

13. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Challenges

14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2015
Challenges
• Reaching out to key accounts
• Getting them to engage and re-engage with you
• Drive relevant, revenue generating prospects via ads
• Optimize ad spend

15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2015
Ad Targeting + ABM = $$
Increase lead
quality
Optimize ad spend Acquire the right
customers, faster

16. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
3 Steps to Target Ads to Key Accounts

17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2015
3 Steps to Target Ads to Key Accounts
1. Identify high value accounts
2. Execute targeted campaigns on ad networks
3. Measure engagements and optimize

18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2015
Financial SAP Users High Schools Your Customized
Named Account List
• Mid-West Target Accounts
• Top 50 Retail Accounts
• Key Enterprise Accounts
• Existing Customers
• Prospects using Specific
Technology
Identify your High Value Accounts

19. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Execute Campaigns

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Marketo (Ads)

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Marketo (Ads)

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Marketo (Ads)
These Ads drove 2x more lead conversions
117% increase yr./yr. in qualified leads

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Marketo (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

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Personalized Remarketing (General)

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Personalized Remarketing (Higher Education)

26. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Measure and Optimize

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Typical ABM Engagement Goals
• Generate awareness with targeted accounts
• Increase web engagement, educate
• Convert more qualified leads, generate revenue
• Optimize ad budget ROI
TIP: Take snapshot of visitation, duration stats pre and post campaigns.

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Measure, Learn & Optimize

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Measure, Learn & Optimize

30. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
How does it work?

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How does it work
1. Create and upload target named account lists
2. Define target account segments
3. Connect to relevant ad networks
4. Set up ad campaigns

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Create your Key Named Account Lists

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Define Segmentations

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Connect to Ad Networks

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Connect to Ad Networks

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Set Up Campaigns in Ad Networks

37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2015
Key Takeaways
• Identify and engage with the accounts that matter
• Optimize Ad spend
• Target high-yield accounts
• Display personalized ads per account group
• Drive quality, interested prospects back to your site
• Increase lead quality and reduce cost per lead

38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 4/7/2015
Getting Started
Identify high value accounts
Execute targeted campaigns on Ad Networks
Measure and optimize

39. • ABM: Engaging Target Verticals & Key Accounts with Real-
Time Personalization. Mike Telem, Marketo
• Better Together: Integrating Google Analytics for Smarter
Remarketing. Dan Stone, Google
• Top 5 Use Cases for Personalization. David Myers, Marketo
• Marketo RTP Meetup at Summit !!

40. Thank you
Upcoming Ebook: Lean Account-Based
Marketing
Contact us: mtelem@marketo.com / dmyers@marketo.com
For more info: www.marketo.com/personalization