Marketo Pro Tips to Enhance Effectiveness of Your Marketing Campaigns.

1. Marketo Pro Tips to Help Take Your Marketing Ops to
the Next Level, June 29, 2017

2. Tips for Account-based Marketing Readiness (ABM)
Prash Shenoy
Chief Strategy Officer - Show Me Leads
Marketing Technologist and ABM Expert
ABM Speaker for today!
Source: Marketo

3. About ShowMeLeads

4. Who We Are
As a technology services partner, we consider any Marketo customer to be our potential customer.
Customizing and deploying the Marketo platform quickly and
effectively
Generating and nurturing quality leads
Ensuring long-term success in their lead qualification efforts
Crafting powerful marketing automation that grows revenues faster.

5. Problems We Solve
Extension of your
Marketing Team
Template design and
content creation
Difficulty managing
complex components of
existing marketing
automation programs
Health Check
/Optimization
Marketo Power User
Program
Migration and
Integration
Our selection of programs and services address a wide range of
problems clients experience so we can tailor a solution to their unique needs.

6. Agenda
ABOUT COMPANY TYPE
1. The buzzword ―ABM‖
2. Essentials of ABM
3. 5 Tips to effective ABM readiness

7. Agenda
ABOUT COMPANY TYPE
1. The buzzword ―ABM‖
2. Essentials of ABM
3. 5 Tips to effective ABM readiness

8. Is “ABM” a New Buzzword?

9. Account-Based Marketing (ABM)
“Focus on those accounts
that matter most”

10. ABM Flips the Marketing Funnel
―Who’s interested
in my products?‖
―Who do I want to sell my
products to?‖
Ref:Marketo ABM docs

11. Advantages of ABM
 Improve marketing ROI
 Drive attributed revenue
 Generate more qualified leads & opportunities
 Align sales and marketing
―97% of marketers achieved higher ROI with ABM then any other marketing activities‖ – Allterra..
Ref:Marketo ABM docs

12. Essential ABM Capabilities

13. Essential ABM Capabilities
Target — identify accounts and manage account lists
Engage — orchestrate personalized, cross-channel campaigns
Measure — evaluate revenue impact and optimize your ABM success
Ref:Marketo ABM docs

14. Five Tips To Account-Based Marketing
Identify
Accounts
Profile
Accounts
Create
Content
Launch
Campaigns
Measurement &
Analytics
1 2 3 4 5
Ref:Marketo ABM docs

15. Identify Target
Accounts
Identify People
within Target
Accounts
Build Personalized
Messaging &
Content
Select &
Customize
Channels
Target
Accounts Using
Account-Level
Campaigns
Analyze Results
at Account-Level
& Optimize
1 2 3
456
ABM Process Flow
Marketing
Sales
Ref:Marketo ABM docs

16. 1. Identify High-Value Accounts

17. Account Identification Considerations
High Yield Product Fit Competitor’s
Customers
Strategic
Importance
1 2 3 4
Ref:Marketo ABM docs

18. Leverage Account Identification Tools
Ref:Marketo ABM docs

19. Target Account Scoring Model
Historical Data
• Win rate
• Deal Size
• Etc.
Firmographic Data
• Annual Revenue
• Employee Size
• Etc.
4K+ Signals
• Social Media Activity
• Funding
• Etc.
Ref:Marketo ABM docs

20. Target: Typical Account Targeting Strategies
Vertical Sub-Vertical Category Named Account Lists
• Mid-West Target Accounts
• Top 50 Retail Accounts
• Key Enterprise Accounts
• Existing Customers
• Prospects using Specific Technology
Ref:Marketo ABM docs

21. 2. Account Profiling and Mapping

22. 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
Ref:Marketo ABM docs

23. Account Profiling and Mapping Example
Ref:Marketo ABM docs

24. 3. Create Compelling Content

25. Know your Buyer: What and When
Know your Buyer: What and When
Buying Stage
Early
Pre-purchase
Middle
Commit to Change
Late
Evaluation
Build awareness; address
pain points
Help buyers find you when
they are looking for solutions
Company-specific information
to help evaluate and re-affirm
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
Ref:Marketo ABM docs

26. 4. Develop Targeted & Personalized Campaigns

27. Multi-Channel Approach
• Use the channels that work for the objective
• Take a systematic approach
• Coordinate your story across channels
• Work closely with Sales
Ref:Marketo ABM docs

28. Decision Maker
Decision Maker LinkedIn, Facebook
Targeting, Website
Personalization
Field Events - Upcoming For Opt-ins Follow-up with Calls
Email
ProgramsGoal Identify
Drive
Awareness Engage Connect
Campaign Flow Example
Influencers Targeted Display Direct Email Campaigns Ongoing Email
Campaigns
Follow-up with those who
Engage
Email
ProgramsGoal Identify
Drive
Awareness Engage Connect
Influencers
Ref:Marketo ABM docs

29. ABM Funnel Tactical Approach
Leverage different marketing tactics utilizing personalized, consistent messaging
Ref:Marketo ABM docs

30. 5. Measure and Analyze

31. 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?
Ref:Marketo ABM docs

32. Look at Metrics at Distinct Time Points
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 TAs
Early
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
Mid
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
Late
Ref:Marketo ABM docs

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