Account-Based Marketing - Your Perfect Match Across Channels

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Account-Based Marketing (ABM) is about focusing marketing efforts on high-yield, strategic accounts. How do you reach these accounts – on what channels and with what strategy? View these slides for tips on implementing multi-channel ABM, and listening, responding and engaging with key accounts wherever they are, with authenticity.

Marketing

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Housekeeping

Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017
Agenda
• Account-Based Marketing (ABM) Refresher
• 3 Essential Capabilities of ABM
• Engaging Key Accounts across Channels - Email, Web, Ads, Events
• Cross Channel Success Stories

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

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Advantages of ABM
“97% of marketers achieved higher ROI with ABM than with any other marketing initiative” – Alterra Group
Improve marketing ROI
Drive more revenue (ASP’s, wins)
Generate the right leads and opportunities
Align sales and marketing

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The Right Accounts & People Cross-Channel with
Personalized Campaigns
Impact on account engagement,
pipeline & revenue
Marketo ABM = The 3 Essential ABM Capabilities
Target Engage Measure

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Channels
Ads
Web
Email
Mobile
Offline / Events

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Extending your ABM Reach
Email
(5K)
<< Known >> << Anonymous >>
Reach (Number of engaged key accounts)
------------------------------------------------

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Extending your ABM Reach
Email
(5K)
Website (50K)
<< Known >> << Anonymous >>
Reach (Number of engaged key accounts)
------------------------------------------------

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Extending your ABM Reach
Email
(5K)
Website (50K)
Ads (500K)
<< Known >> << Anonymous >>
Reach (Number of engaged key accounts)
------------------------------------------------
“Engage with 10x more of your targeted accounts”

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Full Funnel Flow
Key Accounts

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Potential ABM Prospects everyday on
your Website

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Targeting Stakeholders in ABM Accounts
ABM
+ Stakeholders
President
CFO CIO
Bus. Dev.
Known

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Cross Channel ABM
• Many stakeholders involved in the buying decision remain
unknown
• Web & Ads channel provides the best opportunities to
engage with the whole Account
• Engage with 10x more of your targeted Accounts

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ABM for Email: SchoolDude
Local District Case Study Email

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Web Personalization & ABM

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Web Personalization & ABM

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• Top 50 Telecom Operators
Named Account Lists
Web Personalization & ABM

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Web Personalization & ABM

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Web Personalization & ABM

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Top 200 Accounts
Named Account Lists
Web Personalization & ABM

Web Personalization
Personalizing web experiences can lead to:
• Average time on site up 193% for visitors who engaged
with personalized content
• Up to a 270% increase in content consumption
• 30% increase in conversion rates

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Ad Retargeting
• Retargeting Ads to Customers Using Competitors
• Retargeting Ads to Key Government Accounts

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Ad Retargeting
*illustration mockup

Ad Retargeting
Personalizing Ad Retargeting can lead to:
• Conversion rate goals boosted by 13x
• Leads in the early stage of the nurturing funnel show a
conversion rate as high as 40%
• Cost per conversion decreased 10x

Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017
ABM for Events

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Summary
• Flip your marketing funnel & target the accounts that matter
• Target > Engage > Measure
• Web + Ads are untapped potential for anonymous ABM
• Extend your ABM across all marketing channels
• Have a single, unified platform to manage your ABM

Thank you
Account-Based Marketing
Your Perfect Match Across Channels

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Account-Based Marketing - Your Perfect Match Across Channels

1. Account-Based Marketing Your Perfect Match Across Channels David Myers Sr. Product Manager, Marketo Mike Telem VP Product Marketing, Marketo

2. • This webinar is being recorded! • Slides and recording will be sent to you after the webinar • Have a question? Use the Chat in the bottom left • Posting to social? Use our hashtag - #mktgnation Housekeeping

3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017 Agenda • Account-Based Marketing (ABM) Refresher • 3 Essential Capabilities of ABM • Engaging Key Accounts across Channels - Email, Web, Ads, Events • Cross Channel Success Stories

4. ABM Refresher

5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017 Account-Based Marketing (ABM) “Focus on those accounts that matter most.”

6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017 Advantages of ABM “97% of marketers achieved higher ROI with ABM than with any other marketing initiative” – Alterra Group Improve marketing ROI Drive more revenue (ASP’s, wins) Generate the right leads and opportunities Align sales and marketing

7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017 The Right Accounts & People Cross-Channel with Personalized Campaigns Impact on account engagement, pipeline & revenue Marketo ABM = The 3 Essential ABM Capabilities Target Engage Measure

8. Cross Channel ABM

10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017 Extending your ABM Reach Email (5K) << Known >> << Anonymous >> Reach (Number of engaged key accounts) ------------------------------------------------

11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017 Extending your ABM Reach Email (5K) Website (50K) << Known >> << Anonymous >> Reach (Number of engaged key accounts) ------------------------------------------------

12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017 Extending your ABM Reach Email (5K) Website (50K) Ads (500K) << Known >> << Anonymous >> Reach (Number of engaged key accounts) ------------------------------------------------ “Engage with 10x more of your targeted accounts”

13. Cross Channel Engagement for ABM

15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017 Potential ABM Prospects everyday on your Website

16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017 Targeting Stakeholders in ABM Accounts ABM + Stakeholders President CFO CIO Bus. Dev. Known

17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017 Cross Channel ABM • Many stakeholders involved in the buying decision remain unknown • Web & Ads channel provides the best opportunities to engage with the whole Account • Engage with 10x more of your targeted Accounts

18. Cross Channel ABM Examples

19. ABM for Email

20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017 ABM for Email: SchoolDude Local District Case Study Email

21. ABM for Web

24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017 • Top 50 Telecom Operators Named Account Lists Web Personalization & ABM

27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017 Top 200 Accounts Named Account Lists Web Personalization & ABM

28. Web Personalization Personalizing web experiences can lead to: • Average time on site up 193% for visitors who engaged with personalized content • Up to a 270% increase in content consumption • 30% increase in conversion rates

29. ABM for Ads

30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017 Ad Retargeting • Retargeting Ads to Customers Using Competitors • Retargeting Ads to Key Government Accounts

32. Ad Retargeting Personalizing Ad Retargeting can lead to: • Conversion rate goals boosted by 13x • Leads in the early stage of the nurturing funnel show a conversion rate as high as 40% • Cost per conversion decreased 10x

33. ABM for Events

35. Summary

36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 2/27/2017 Summary • Flip your marketing funnel & target the accounts that matter • Target > Engage > Measure • Web + Ads are untapped potential for anonymous ABM • Extend your ABM across all marketing channels • Have a single, unified platform to manage your ABM

37. Thank you Account-Based Marketing Your Perfect Match Across Channels

Account-Based Marketing - Your Perfect Match Across Channels

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