[CHIMUG] Account-Based Marketing Presentation

2017 Marketo Certification
Updates

Marketo Proprietary and Confidential | © Marketo, Inc. 4/12/2017
New Marketo
Certification Credential
Marketo
Certified Expert
Marketo Specialist
Customer/Partners

Benefits of Marketo
Certification
Marketo Specialization
Marketo
Certified
Expert
Marketo
Specializations
 Industry recognition
 Great opportunity for career
advancement
 Credibility amongst your peers
 Recognition as a marketing automation
and operations leader
 Differentiates from your professional
competition
 Raises earning potential
Benefits
Marketo Certified Expert (MCE):
Earning a Marketo Certification is a significant way to validate your
Marketo skills. When you become certified, you join an elite group of
marketing professionals who find that certification boosts their
careers as demand for Marketo experts continues to grow.
Differentiate yourself and showcase your advanced skills. Available
exclusively to Marketo Certified Experts, Specializations demonstrate
your proficiency with key functional areas of Marketo.

Marketo Certification Program 2017
• Programs & Campaign
Specialization
• Nurture & Engagement
Specialization
• Creative Assets Specialization
• Analytics Specialization
• Advanced Analytics
Specialization
• Events & Webinars
Specialization
Marketo Specializations (Unproctored)
Add-on specialization badges to extend your
Marketo Certified Expert credential
• Web Personalization
Specialization
• Marketo Admin Specialization
• Email Deliverability
Specialization
• Mobile Marketing Specialization
• Social Marketing Specialization
NewMCEExam2/17DISCONTINUED
DEC31,2016
COMINGIN2017
(Proctored)

Marketo Specialization Exams
Now you can differentiate yourself and showcase your advanced skills. Available exclusively to Marketo Certified
Experts, Specializations demonstrate your proficiency with key functional areas of Marketo.
Available Specializations
• Programs & Campaigns Specialist: Validate your skills to automate programs, clone them, use tokens and report
on important program data such as ROI and acquisition.
• Nurture & Engagement Specialist: Demonstrate your knowledge to get an engagement program up and running,
including creating the program, adding content, building streams, adding people, and reporting on success.
• Email Deliverability Specialist: Prove your skills to measure and optimize email deliverability, including designing
emails for optimal performance, configuring key technical settings to authenticate your emails, and setting up your
Marketo instance to ensure that people receive only the communications they want.
• Creative Assets Specialist: Prove your proficiency to create and customize design assets using HTML and CSS,
including customizing colors, buttons, styles, landing pages, emails and more, to align with your visual brand
identity.
• Analytics Attribution Specialist: Validate your knowledge to set up your programs to track and measure first-touch
and multi-touch attribution, as well as how to use Marketo’s advanced reporting to build insightful ad-hoc reports.

The MCE Exam has CHANGED
• New exam objectives
• Program Fundamentals
• Targeting and Personalization
• Analytics and Reporting
• Lead Management
• Implementation and Operations
• New questions
• Scenario-based questions that test “why” not “how”
• Focuses on Marketo best practices
• New MCE Prep Course

Marketo Certified Expert (MCE)
The purpose of the Marketo
Certified Expert certification exam is
to validate competency, expertise,
and operational knowledge in the
broad use of Marketo.

Recommended Prerequisites
Intended for Marketing Operation and Marketing Automation
professionals, and Marketing Practitioners.
Prerequisites:
• 1-2 years general marketing experience
• Foundational marketing automation knowledge
• 1+ years (800 – 1000+ hours) hands on experience using Marketo
Lead Management (marketing activities, database, design studio
and analytics)
• Conceptual knowledge and the business context of using
Marketing Automation

Exam Topic Areas
The Marketo Certified Expert Exam measures the candidates knowledge and skills
related to the content areas listed below. A candidate should have hands-on
experience as a Marketo practitioner and have the ability to perform the tasks
listed as exam objectives within each content area.
Exam Objectives Exam Breakdown
Program Fundamentals 30%
Targeting and Personalization 16%
Analytics and Reporting 16%
Lead Management 20%
Implementation and Operations 18%
Total 100%

MCE Exam Format
• Approximately 75-80 multiple choice items
• 90 minutes allotted to complete the exam
• Regular registration fee of USD $225.00
• Overall passing score: 70%
• Before taking the exam, candidates must read and accept an Honor Code and a
legal agreement, which includes an agreement that the candidate will not
share or expose the content of the exam.
• Candidates are not allowed any assistance from another individual, or printed
or electronic media while taking the exam. Marketo takes the security of exam
content very seriously.

Specialization Exam Format
• Approximately 25 multiple choice items
• 60 minutes allotted to complete the exam
• Regular registration fee of USD $25.00
• Overall passing score: 75%
• Exams are not proctored
• To register : www.webassessor.com/marketo
• Find our more about our Specialization Exams

Marketo Certified Expert Prep Course
Overview
Are you thinking of taking the MCE exam to earn your Marketo Certified Expert credential, but want to optimize your
chances for success, or unsure if you’re ready to take the exam? In the MCE exam Prep, you’ll review the MCE exam
blueprint and Marketo topic areas, with a focus on key elements of marketing automation, lead management,
segmentation, implementation and operations, and analytics. Our experts will review industry best practices and walk
through sample questions designed to help you determine where to focus your preparation efforts in advance of the
exam.
Course Duration: 3 hours
Ways to attend : Instructor-led virtual, On-Demand
• The MCE exam Prep is best for any marketing professional who wants to earn their Marketo Certified Expert
credential and who has:
• 1-2 years general marketing experience
• 1 or more years hands-on, practical experience with Marketo in the areas of database marketing, lead database management,
marketing programs, design studio, and analytics

Marketo Certified Expert Prep Course
Learning Objectives
• What is covered in the MCE exam
• How the sections of the exam are weighted
• Marketo topics that are likely to appear on the MCE exam
• Industry best practices that are likely to appear in the MCE exam
• Sample question types
• Study tips from Marketo experts
• Areas to focus your exam prep
MCE Prep Course is FREE prior to Summit!
Register NOW!

Register for the MCE Prep Course
• Register for the MCE Prep
Course, space is limited.
• Use the REGISRATION LINK to
register for the online course.
• The course will also be
recorded and available On-
Demand.

Register for the MCE Exam
Two Testing Models
1. Online Proctored—exam at home or work
2. Onsite Proctored—traditional exam center
• For both, go to: www.webassessor.com/marketo
Registration Assistance: certification@marketo.com

Certify at Summit
• Register for the MCE Exam Prep Course
• Course is FREE prior to Summit
• Register NOW, Space is limited!
• Take the on demand course
• Certify at Summit!
• Only MCE exam is available at Summit
• San Francisco, Moscone West Convention Center
• Exam Lab is Open Sunday-Wednesday
• 8am-5pm (Sunday-Tuesday)
• 8am-12pm (Wednesday)
• Register @ Summit 2017 Certification
• Exam Prep Webinar March 29th
• Ask the Experts Exam Cram Webinar! (April 2017)

Exam Preparation Resources
• Marketo University Learning Portal
• MCE Exam Prep Course Schedule
• Learning Passport
• MCE Exam Blueprint
• Marketo Docs
• Sample Questions

More Questions?
Email: certification@marketo.com
Email: anickerson@marketo.com
Web site: marketo.com/certification

Marketo Account-Based Marketing
All the ABM essentials in a single platform
Greg Ryan
Senior Solution Consultant
April 11, 2017

Agenda
• The What & Why of ABM
• 5 Steps to Account-Based Marketing
• Marketo 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 ROI
Drive more revenue (ASP’s, Wins)
Generate the right leads and opportunities
Align sales and marketing

5 Steps to Account-Based Marketing

Five Steps to Account-Based Marketing
Identify
Accounts
1 2 3 4
Profile
Accounts
Launch
Campaigns
Measure &
Analyze
5
Create
Content

1. Identify High-Value Accounts

Account Identification Considerations
High
Yield
Product
Fit
Strategic
Importance
Competitors’
Customers

Leverage Account Identification Tools
Account Data: Niche Solution:
Ex. Competitive Data:
Account Scoring:
etc.etc.etc.

Account Selection Process
Top 20 Tier 1 Tier 2
Number of accounts 20 ~1,000 ~1,000
Selection criteria • Sales leadership to provide
• Account score = 100
• Filtered out some
industries: e.g. Real
Estate, Non-profit, etc.
• Accounts from Sales to be
added to this tier
• Each rep to pick 20 accounts
Use predictive account score AND
rep knowledge to select accounts
• Tiers for target accounts
• Accounts will be locked for 6
months

2. Account Profiling and Mapping

Account Profiling and Mapping
Build a plan to focus on the right part of the organization:
Gather research:
• Financial health
• Business initiatives
• Personnel developments
• Technologies
• Org structure
• SWOT analysis
• Industry analysis
Acme Industries
In-depth Company Report
August 2015

Account Profiling and Mapping Example

Know your Buyer: What and When
Buying Stage Early
Pre-purchase
Middle
Commit to Change
Late
Evaluation
Marketing Goals Build awareness address
pain points
Help buyers find you
when they are looking for
solutions -
Company-specific
information to help
evaluate and reaffirm
selection
Content Types Blog, ebook, research
data infographic,
webinar, video
Buying guide, RFP
templates, ROI calculator,
analyst reports
Pricing, demos, services
info, 3rd party reviews,
customer case studies
Persona #1 – End User
Persona #2 - Influencer

4. Develop Targeted &
Personalized Campaigns

Multi-Channel Approach
• Use the channels that work for the objective
• Take a systematic approach
• Coordinate your story across channels

ABM Funnel Tactical Approach
• Web personalization
• SDRs
• Tradeshows
• Low value direct mail/survey
• Opt-in
• Paid programs
• Social
• Block parties
• Email
Awareness
Engaged
MQL
• High Value Direct
Mail
• Webinars
• SDRs
• Training
• Onsites
• Field Events
• Exec Outreach
• Roadshows• Retargeting
Leverage different marketing tactics utilizing personalized, consistent messaging
TOFU
MOFU
BOFU
• Seminars/on-sites/lunch and learns
• Website personalization
Sales Support: MSI
• Appt Setting

Example: Target Accounts
Goal = Create pipeline and revenue within target accounts
Metrics = early: engagement score, mid: number of meetings, late: pipeline and pipe coverage
in target accounts
1
•Lift in website traffic – target accounts
visiting site
2
•New names in target account (building
out white space)
3
•Target accounts visiting dedicated
account pages, converting
4
•Engagement score for set of programs
per month
1
•Program success with a target account
2
•Call connects (target accounts)
3
•# of meetings w/in target account
4
•Marketing qualified leads (MQLs) in
target account
1
• # of opportunities in
target accounts
2
• First Touch Ratio
3
• Multi Touch Ratio
4 • Pipeline in target accounts
Early Mid Late
Look at Metrics at Distinct Time Points

ABM Campaigns Report
Source: Marketo Advanced Report

Key Takeaways
• Its all about FOCUS
• Just follow 5 key steps
• ABM more scalable/cost effective

Marketo Account-Based Marketing
All the ABM essentials in a single platform

The Right Accounts & People Cross-Channel with
Personalized Campaigns
Impact on account engagement,
pipeline & revenue
Marketo ABM = The 3 Essential ABM Capabilities
Target Engage Measure

Right
account
Right peopleADS WEBEMAIL

• Account Discovery
• Lead-to-Account Matching
• Named Account Lists
• Account-level Personalization
• Cross-Channel Orchestration
• Account-specific Workflows
• Multiple Account Scores
• Account-level Buyer Insights
• Pipeline & Revenue Impact
Marketo ABM Key Features

What Makes Marketo ABM Different?
Accounts
We combine all the
essential components of
ABM
CFO CMO VP Sales
Leads
Plus powerful lead
management capabilities
In ONE platform

How Does This Compare to Competition?
Marketing
Automation
ABM
Analytics
ABM
Engage
(Web)
ABM
Engage
(Ads)
ABM
Targeting
THEMUS
One Platform

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

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

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
activities
ABM Launch Pack
Ideal 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 Implementation
For 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 activity
Introduce 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 Pack
Marketo 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 activity
Introduce 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

Visitors from UPS Visitors from Barclays
Using Web Personalization - increased opportunity stream from key accounts
Apprenda Personalizes Website by Account

These Ads drove 2x more lead conversions
117% increase yr./yr. in qualified leads
Retargeting/Remarketing

ABM Direct Mail
Direct Mail program for
Higher Education target
accounts to drive pipeline
• 95 recipients (multiple
recipients at institutions – 33
unique accounts)
• 76% successfully delivered
• 4 meetings
• 3 ENT opps created

• Goal: Drive Target Account attendance
• Metrics: C- level attendance, 4 ENT opps,
10x pipeline, Target account reg (50%)
• Timing: month one, three months out, 1
year
• Questions:
• What percentage of target accounts did
sales drive?
• Did we create C-level engagement?
• Did we get meetings in our key
accounts?
• How did the program do overall?
Engagement Marketing Luncheons

ABM Onsites/Emails
Emails:
-25% open rate
-Highlights Marketo MSI ease of use

[CHIMUG] Account-Based Marketing Presentation

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