In this presentation deck, you'll learn how your organization can:
- Accelerate sales with deep insights using account-based marketing
- Launch a strategy targeting high-value accounts to scale
- Leverage data to personalize web content for anonymous visitors
- Gather best practices from a customer case study on how to increase conversions and accelerate deals with the Lattice Predictive Marketing Platform and Marketo
To optimize marketing ROI, marketers need to focus their efforts on the accounts that really matter.
Instead of casting wide nets, marketers should target key accounts that are most likely to generate revenue or hold other strategic significance
Marketers need a means to engage decision makers from target accounts across channels such as email, web, mobile and ads.
Sales and Marketing collaboration is key to ABM success
Focus on accounts that close faster, generate bigger deals or accounts that have other strategic significance
To optimize marketing ROI, marketers need to focus their efforts on the accounts that really matter.
Instead of casting wide nets, marketers should target key accounts that are most likely to generate revenue or hold other strategic significance
Marketers need a means to engage decision makers from target accounts across channels such as email, web, mobile and ads.
Sales and Marketing collaboration is key to ABM success
Some samples of types of lists marketers use, from the broadest industry based targeting to specific named accounts
SchoolDude is the nation's leading provider of on-demand operations management solutions for educational professionals. In the campaign example, they defined named accounts belonging to the North Central Association of Colleges and School (NCA) and invited them to participate in their leadership summit. They also defined an account-based list for existing customers with a promotion for new features and tools for up-sell opportunities.
Identify and prioritize targets
Account-awareness campaigns
Account-based Nurturing
Event Planning
Account-based sales development
"We want to have the SDRs work on the most 'enterprise-ready' leads and that meant fast-tracking those that had a high score at the account-level," said Shantel Shave, director of demand generation strategy at Hootsuite. "Our return on investment has been very quick, especially as a result of surfacing accounts with a high likelihood of conversion through predictive lead scoring, and accelerating them in the pipeline.”
Identify and prioritize targets
Account-awareness campaigns
Account-based Nurturing
Event Planning
Account-based sales development
Align with sales
Here we can see the sales dashboard allowing every sales person to get all the relevant data on their key accounts
Let me summarize again the key capabilities that you expect from new Marketo ABM to automate your sales & marketing's end-to-end account based marketing efforts.