Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Summit 2019 - Marketo

3. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Log in to your account using the details sent to you when you registered Enable social and select the room for your session Ask questions and answer polls Interact with Summit 2019 using the event app Don’t forget to tweet using #AdobeSummit

6. © 2019 Adobe. All Rights Reserved. Adobe Confidential. What you’ll walk away with How we do ABM Resources you’ll walk away with:  Model: Marketo’s Reference Model for Lead Management  Template: New ABM Program Launch w/Nurture, Microsite & Chatbot  Definitive Guide to Account-Based Marketing: https://www.marketo.com/definitive- guides/the-definitive-guide-to- account-based-marketing/ #AdobeSummit @MGipp

9. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Alignment GOALS: – Bookings – Deal Size – Win Rates Shared Goal & Accounts #AdobeSummit @MGipp LEADING INDICATOR: – Pipeline – SQLs – MQLs – AQLs

10. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Demand to revenue operating model 2019 CapDB Marketable Database Inquiry Program Successes AQL Automated Qualified Leads TAL Tele Accepted Leads MQL Marketing Qualified Lead (STAGE 0 OPPTY) SQL Sales Qualified Lead (STAGE 1 OPPTY) Anyone in the customer and prospect database Names acquired via digital/inbound campaigns Form fills, content downloads, webinar attendance, etc. Inquiries that meet a certain threshold based on Marketo’s scoring model Priority 1: Act now 1. These are individuals who indicate that they would like to speak with a Marketo representative Priority 2: Engaged These are individuals who have reached a product interest score of X for products they don’t currently own AQL Priority 3: Call Now These are individuals who have a lower propensity to buy but are still in need of a follow up An AQL that is accepted by the CSM or BDR team to begin qualification ENT SLAs for acceptance / follow up: Priority 1: XXX Priority 2: XXX Priority 3: XXX COMM - Handoff to CSM ENT – Handoff to ENT BDR ENT - Warm Handoff to Sales SLA for qualification: Must qualify the AQL by assessing that the customer: 1. Hasn’t purchased the product the customer is a lead for People (Leads + Contacts) Opportunities A fully qualified TAL that meets the following criteria: (3/4) of this criteria: Budget, business need, timeline and knowledge of who the general buying committee is Opportunities should be created from the TAL Opportunity type set to cross-sell for these products: _______________ _______________ ________________ ENT SLA: XXX An MQL that CSM converts to an SQL with following criteria: • Available budget • Right contacts • Actively engaged COMM SLAs for acceptance / follow up: Priority 1: XXX Priority 2: XXX Priority 3: XXX Shared Goal & Accounts #AdobeSummit @MGipp

11. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Account alignment Shared Goal & Accounts Key considerations 1.High yield 2.Product fit 3.Competitor solution 4.Strategic importance #AdobeSummit @MGipp

12. © 2019 Adobe. All Rights Reserved. Adobe Confidential. ABM execution framework Contact Engagement AccountScore High Low High Call First Direct Mail High Ad Bids Call Second Direct Mail Medium Ad Bids Low Call Third Digital Only Call Last Inbound Only Shared Goal & Accounts #AdobeSummit @MGipp

14. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Who to engage with - Outbound Shared Goal & Accounts  Account Profiling  Org Structure  Contact Discovery Acme Industries In-depth Company Report August 2017 #AdobeSummit @MGipp

15. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Who to engage with - Inbound • Does not have Product “X” • Is identified as a fit for Product “X” using Account Profiling models • Engagement with Marketo Programs that increase Product Interest Score to Med-High • Customer account shows surge on keywords/categories related to topic they do not currently own Shared Goal & Accounts #AdobeSummit @MGipp AQL = Target Account + ( Marketo Activity + Bombora Intent )

19. © 2019 Adobe. All Rights Reserved. Adobe Confidential. We don’t stop at pipeline creation Field Marketing 1 million impressions 750 clicks Display Advertising Focused Engagement #AdobeSummit @MGipp

20. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Sample Campaign AQL: #515 | Revenue: $XXM MESSAGEBUYERSEGMENTPRODUCT SALES AND MARKETING PARTNERSHIP The need to seamlessly manage, qualify and deliver incoming leads to the Sales Team through a process that drives accountability and productivity and more revenue. Predictive Cross-sell Model NOAM EMEA ANZ AQL: #800 | Revenue: $XXM ABM GOALS COMM ENT Focused Engagement #AdobeSummit @MGipp

21. © 2019 Adobe. All Rights Reserved. Adobe Confidential. ABM programs and channels Prove & Improve Marketing’s Impact NURTURE Product Interest Adoption PAID MEDIA Account-Based WEBINARS Account-Based CHATBOT Drift Chatbot G2CROWD Intent Churn Risk DIRECT MAIL Alyce EVENTS Bizible Roadshow SALES Sales Connect Vidyard DATA ENRICHMENT Bombora Mintigo MOBILE Push & SMS DEMOS Interactive WEB PERSONAL- ISATION MICROSITE Folloze Focused Engagement #AdobeSummit @MGipp

28. © 2019 Adobe. All Rights Reserved. Adobe Confidential. What to measure and when Data Insights 1 • New Names 2 • New Targets 3 • Opt ins Early 1 • Call connects 2 • # of meetings 3 • Marketing qualified leads (MQLs) Mid 1 • # of opportunities 2 • Pipeline & ARR 3 • Revenue won Late #AdobeSummit @MGipp

29. Customer

30. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Key takeaways Marketo designs an ABM strategy that focuses around the customer  Shared goals and accounts with Sales  Focused companywide engagement  Data and insights at both the lead and account level #AdobeSummit @MGipp

31. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Submit your questions using the Summit App Your question, or one similar, may already be in the queue #AdobeSummit @twitterhandle Melanie Gipp Email: mgipp@adobe.com LinkedIn: www.linkedin.com/in/melagipp Twitter: @mgipp

32. © 2019 Adobe. All Rights Reserved. Adobe Confidential. B2B8 From 10 to 100 million – how you scale your marketing smarter Marketo Engage Case Study B2B9 Time, love and intent data - a killer recipe for demand generation Marketo Engage Thought Leadership Tips & Tricks B2B10 Deliver measurable and scalable campaigns in Marketo Marketo Engage Tips & Tricks B2B2 Creating epic customer experiences Marketo Engage Thought Leadership 12:00 - 12:45 13:00 - 13:45 14:00 - 14:45 15:00 - 15:45 Next Sessions #AdobeSummit @MGipp

33. © 2019 Adobe. All Rights Reserved. Adobe Confidential. Log in to your account using the details sent to you when you registered Enable social, search the schedule and favourite the session Complete the survey Interact with Summit 2019 using the event app Don’t forget to tweet using #AdobeSummit

34. Complete the Survey to WIN! Log in to your account Enable social Download the App 1 Complete at least 9 surveys to enter the prize draw 4 One chance to win per session Please favourite the session Survey available as the session starts Win an Adobe Creative Cloud 1 Year License 3 2 Win a Surface Go The hybrid PC dream made real

Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Summit 2019 - Marketo

Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Summit 2019 - Marketo

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Diving down the funnel with account-based marketing - Melanie Gipp - Adobe Summit 2019 - Marketo