Getting started with account-based marketing (ABM) has never been easier, but how do you effectively adopt it across all aspects of your demand generation? Join us to learn how the Marketo marketing team uses ABM across the entire funnel, from initial intent to customer expansion, resulting in a repeatable, scalable and measurable revenue machine. Whether you're just getting started with ABM or a pro, you'll find value in the technologies, models, channels and tactics we use to win, including digital ads, direct mail and field marketing. You'll go home with: A breakdown of how Marketo does ABM at each stage of the funnel A sneak peek at the Marketo ABM tech stack Insights into how Marketo reports on ABM internally Full Details

1. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Diving down the funnel with account-based marketing
Melanie Gipp | Senior Marketing Manager, Marketo, an Adobe company | @MGipp

2. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
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4. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Diving down the funnel with account-based marketing
Melanie Gipp | Senior Marketing Manager, Marketo, an Adobe company | @MGipp

5. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
“I haven’t failed,
I’ve found 10,000
ways that don’t work”
- Thomas Edison
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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/
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7. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
ABM Strategy Recipe
Shared Goals
& Accounts
+ Data
Insights
Focused
Engagement
+
#AdobeSummit @MGipp

8. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
ABM Strategy Recipe
Shared Goals
& Accounts
+ Data
Insights
Focused
Engagement
+
#AdobeSummit @MGipp

9. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Alignment
GOALS:
– Bookings
– Deal Size
– Win Rates
Shared Goal & Accounts
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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
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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
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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
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13. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
ABM strategy recipe
Shared Goals
& Accounts
+ Data
Insights
Focused
Engagement
+
#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
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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 )

16. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
ABM tiered programs
Focused Engagement
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17. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Treating “Prospects” like humans, not opportunities
Focused Engagement
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18. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Taking content to executives
25 x ROI
80% conversion from
conversation to
opportunity
Focused Engagement
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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
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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
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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

22. © 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

23. © 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

24. © 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

25. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
ABM strategy recipe
Shared Goal
& Accounts
+ Data
Insights
Focused
Engagement
+
#AdobeSummit @MGipp

26. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Some technology we are using…
#AdobeSummit @MGipp

27. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
Bizible
Data Insights
#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
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33. © 2019 Adobe. All Rights Reserved. Adobe Confidential.
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