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

1. Marketo Account-Based Marketing
All the ABM essentials in a single platform
Mike Telem
VP Product Marketing
Account Based Marketing

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Agenda
• The What & Why of ABM
• Essential ABM Capabilities
• Marketo Account-Based Marketing

3. The What & Why of ABM

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

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ABM Flips the Marketing Funnel
“Who’s interested
in my products?”
“Who do I want to sell
my products to?”

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Advantages of ABM
“97% of marketers achieved higher ROI with ABM
then with any other marketing initiative – Allterra…”
Improve marketing ROI
Drive attributed revenue
Generate more qualified leads and opportunities
Align sales and marketing

7. Essential ABM Capabilities

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Essential ABM Capabilities
1. Target – identify accounts and manage account lists
2. Engage – orchestrate personalized, cross-channel campaigns
3. Measure – evaluate revenue impact and optimize your ABM success

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Target: Typical Account Targeting Strategies
Vertical Sub-vertical Category Named Accounts lists
Financial Services
Healthcare
Education
Insurance Companies
Public Hospitals
Universities
• Mid-West Target Accounts
• Top 50 Retail Accounts
• Key Enterprise Accounts
• Existing Customers
• Prospects using Specific Technology

10. Engage: ABM Cross-Channel Approach
ABM

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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?

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

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• Account Discovery
• Lead-to-Account Matching
• Named Account Lists
• Account-based Personalization
• Cross-Channel Engagement
• Account-specific Workflows
• Account and List-level Insights
• Account Engagement Score
• Pipeline & Revenue Impact
Marketo ABM = Essential ABM Capabilities
Target Engage Measure

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ADS WEBEMAIL

17. Marketo Account-Based Marketing
Differentiators & Benefits

18. Marketo Solves the ABM Dilemma
Error-prone account list syncingCentral account targeting & management
Different apps for each ABM channelCross-channel campaign orchestration
Data stitched together across systemsConsolidated ABM analytics
Multiple Point SolutionsMarketo: ABM Essentials,
Single Platform
vs.

19. Single, Unified Platform
ABM + lead management in one place
“Accounts” natively built into data model and
surfaced across platform
Proven marketing automation capabilities
Consistent, easy-to-use interface for your
ABM activities
You benefit from a shorter learning curve, faster
time to value and stronger marketing ROI
Marketo

20. Complete Ecosystem of ABM Partners
• 250+ integrated applications
across 20+ categories
• Provides choice as your needs
grow
• Enables greater segmentation,
personalization and engagement

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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

23. APPENDIX

24. Marketo ABM Implementation Services
Presenter Name here
Presenter Title
Month Day, Year

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Let our Experts help you develop and load your target account lists, build account-centric cross-
channel engagement programs and measure the results of your account-based marketing activities.

26. 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.

27. 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

28. 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