Marketo User Groups: Account-Based Marketing
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View our slides to increase engagement levels across your strategic accounts and learn how to: -Target the RIGHT accounts -Engage key decision-makers across channels -Measure with an account-lens so you can optimize your programs -See our Web Personalization and ABM tools in action!
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Marketo User Groups: Account-Based Marketing
- 1. Marketo Account-Based Marketing All the ABM essentials in a single platform
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017 Agenda • The What & Why of ABM • 5 Steps to Account-Based Marketing • Marketo ABM
- 3. The What & Why of ABM
- 4. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017 Account-Based Marketing (ABM) “Focus on those accounts that matter most.”
- 5. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017 ABM Flips the Marketing Funnel “Who’s interested in my products?” “Which companies are best suited to buy?
- 6. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017 Advantages of ABM “97% of marketers achieved higher ROI with ABM then with any other marketing initiative – Allterra…” Improve marketing ROI Drive more revenue (ASP’s, Wins) Generate the right leads and opportunities Align sales and marketing
- 7. 5 Steps to Account-Based Marketing
- 8. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017 Five Steps to Account-Based Marketing Identify Accounts 1 2 3 4 Profile Accounts Launch Campaigns Measure & Analyze 5 Create Content
- 9. 1. Identify High-Value Accounts
- 11. Leverage Account Identification Tools Account Data: Niche Solution: Ex. Competitive Data: Account Scoring: etc.etc.etc.
- 12. 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
- 13. 2. Account Profiling and Mapping
- 14. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017 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
- 15. Account Profiling and Mapping Example
- 16. 3. Create Compelling Content
- 17. 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
- 18. 4. Develop Targeted & Personalized Campaigns
- 19. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017 Multi-Channel Approach • Use the channels that work for the objective • Take a systematic approach • Coordinate your story across channels
- 21. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017 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
- 22. 5. Measure and Analyze
- 23. Example: Target Accounts Goal = Create pipeline and revenue within 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 Metrics: Engagement Score Number of Meetings Pipe & coverage in TAs
- 24. ABM Campaigns Report Source: Marketo Advanced Report Builder (sample data)
- 25. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017 Key Takeaways • Its all about FOCUS • Just follow 5 key steps • ABM more scalable/cost effective
- 26. Marketo Account-Based Marketing All the ABM essentials in a single platform
- 27. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017 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
- 28. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017
- 29. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017 Right account Right peopleADS WEBEMAIL
- 31. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017 • 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 Target Engage Measure
- 32. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017 What Makes Marketo ABM Different? Target Engage Measure Accounts We combine all the essential components of ABM CFO CMO VP Sales Leads Plus powerful lead management capabilities In ONE platform
- 33. How Does This Compare to Competition? Marketing Automation ABM Analytics ABM Engage (Web) ABM Engage (Ads) ABM Targeting THEMUS One Platform
- 34. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017 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
- 35. Complete Ecosystem of ABM Partners • 250+ integrated applications across 20+ categories • Provides choice as your needs grow • Enables greater segmentation, personalization and engagement
- 36. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017 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
- 37. Thank You!
- 38. APPENDIX
- 39. 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.
- 40. 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
- 41. 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
- 43. ENT messaging & case studies
- 44. Visitors from UPS Visitors from Barclays Using Web Personalization - increased opportunity stream from key accounts Apprenda Personalizes Website by Account
- 45. These Ads drove 2x more lead conversions 117% increase yr./yr. in qualified leads Retargeting/Remarketing
- 47. Page 49Marketo Proprietary and Confidential | © Marketo, Inc. 2/23/2017 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
- 48. • 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
- 50. ABM Onsites/Emails Emails: -25% open rate -Highlights Marketo MSI ease of use
Hinweis der Redaktion
- 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
- 1 – sales/mktg alignment 2 – know the divisions and the decision makers and influencers of each 3 – need personalized content (MA technology helps) 4 – multi-channel, combine digital and offline 5 – combination of metrics across the sales/mktg funnel
- 1 – profitable, need to understand attributes (not always biggest accounts) 2 – business pain your product solves 3 – if good win rate, target competitor accounts 4 – new territory, lighthouse account, etc. (e.g. McDonalds)
- 1 – firmographic data 2 – predictive (what you ask is extremely impt) 3 – tell what which companies are using competitor solutions
- 3 tiers of target accounts = 3 levels of marketing resources/investment Use combo of predictive + rep knowledge 1 – sales leadership 2 – filter out industries where we KNOW we’re not successful or are not profitable today 3 – selected accounts from across sales
- All about building a plan to focus on right part of org How do you fit into their current context? Needs to be an ongoing process
- Information on marketing technologies in use Marketing decision makers and influencers
- Personalize based on buyer stage Then by role – end user, influencer (e.g. CMO, Dir. Demand Gen, IT)
- 1 – don’t Call to create awareness, be mindful of costs 2 – be purposeful, don’t have a series of one-offs 3 – more touches leads to more mindshare or action (inconsistency can do harm)
- Top 20 – do everything Tier 1 – no WP for indv. Accounts / only low value DM Tier 3 – no free tradeshow passes / no appointment setting
- #1, ABM is all about focus. It’s about taking an account-centric view of your marketing and sales effort and focusing on the high-value accounts in your market. There are 5 critical steps to ABM – Identifying your target accounts mapping those accounts to understand who to target and what their needs are creating content for the different personas you’re targeting Launching cross-channel campaigns targeting those people and leveraging the personalized content you have And then measuring the results of your campaigns so you can be sure to know what’s working and what needs additional attention And most importantly, all of this can be done at much greater scale than ever before and at lower cost than ever before if you leverage the marketing technologies and ABM vendors that are now available to all of us. Thanks so much for all of your time. Greatly appreciate you joining Heidi and I on this webinar.
- Let’s take a closer look at how Marketo ABM provides the 3 essential ABM capabilities: Target, Engage, Measure. [walk through features] Now I’ll show you some examples of each of these Marketo ABM capabilities
- TARGET Manage your account lists, accounts and leads in one place
- Measure See the impact of your ABM campaigns on pipeline and revenue Use Marketo’s account score to understand whether key accounts are engaged Use these insights to focus your efforts and resources
- Let’s take a closer look at how Marketo ABM provides the 3 essential ABM capabilities: Target, Engage, Measure. [walk through features] Now I’ll show you some examples of each of these Marketo ABM capabilities
- And when you’re ready to expand your ABM program Marketo’s open platform is supported by a complete ecosystem of ABM partners Including 250 integrated applications across 20 categories
- 1. Because Marketo provides all of the essential ABM capabilities, you save time and reduce complexity by eliminating the need to manage multiple ABM systems, integrations and data sets 2. Marketo unifies ABM and lead management in one solution making it easy for marketers to execute personalized campaigns for both accounts and leads in a single motion… you benefit from reaching key decision makers and deal influencers 3. Marketo provides you with a powerful ABM “hub” along with a complete ecosystem of partners to extend capabilities as you grow Think of Marketo as the anchor to your overall ABM strategy Implement Marketo first and expand from there
- 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 UPS and Barclays Bank.
- Targeting known account contacts Retargeting website visitors
- Drive to web site, have web site personalization campaigns set up Ensure connected with digital strategy
- Set goals – 2 opps per lunch