Personalizing your site for new accounts
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Personalizing your site for new accounts. Get a deep-dive into the strategy for targeting accounts at the top of the funnel with relevant content.
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Personalizing your site for new accounts
- 1. Personalizing Your Site for New Accounts David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 Agenda • The What & Why of Account-Based Marketing (ABM) • 3 Essentials of ABM • Web Personalization and ABM • Ad Targeting and ABM
- 3. The What & Why of ABM
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 Account-Based Marketing (ABM) “Focus on those accounts that matter most.”
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 ABM Flips the Marketing Funnel “Who’s interested in my products?” “Who do I want to sell my products to?”
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 Advantages of ABM “97% of marketers achieved higher ROI with ABM then with any other marketing initiative” – Allterra Improve marketing ROI Drive more revenue (ASP’s, Wins) Generate the right leads and opportunities Align sales and marketing
- 7. 3 Essential ABM Capabilities
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 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
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 1. Target Financial Services Healthcare Education Vertical Insurance Companies Public Hospitals Universities Sub-vertical Category Mid-West Target Accounts Top 50 Retail Accounts Key Enterprise Accounts Existing Customers Prospects using Specific Tech Named Accounts Lists
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 2. Engage Engage target accounts with personalized campaigns across inbound and outbound channels, such as: ADS WEBEMAIL
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 3. Measure Measure the impact of ABM efforts on named accounts using metrics that map to buying stages, such as engagement, pipeline and revenue.
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 Right account Right peopleADS WEBEMAIL
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 Benefits of ABM “97% of marketers achieved higher ROI with ABM then with any other marketing initiative – Allterra…” • If you are targeting only accounts likely to purchase, you’re more likely to win those deals • By not wasting time and money on accounts not likely to purchase, you’ll increase your sales and marketing ROI
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 Web Personalization “Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them” (Microsoft Research) Speed “82% of prospects value content targeted to their specific industry” (MarketingSherpa) Relevancy Personalizing your prospects experience while they are engaged and attentive in real-time
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 Extending your ABM Reach Email << Known >> << Anonymous >> Reach (Number of engaged key accounts) -----------------------------------------
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 Extending your ABM Reach Email Website Ads << Known >> << Anonymous >> Reach (Number of engaged key accounts) “Engage with 10x more of your targeted accounts” -----------------------------------------
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 Web Personalization & ABM • Mid-West Target Accounts • Top 50 Retail Accounts • Key Enterprise Accounts Named Account Lists
- 21. 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
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 3 W’s to Web Personalization & ABM Who Organization Named Account List + Role, Location, Behavior What Content Case Studies Videos White paper Where Website Ads
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 Web Nurturing & ABM Buyer’s Journey Target Segments Awareness Interest Decision Top 50 Finance Accounts State of the Economy Infographic Bank of America OR Wells Fargo Case Study Advanced Solutions User Group New Healthcare Accounts New Product for Healthcare specialists Product Video Top Hospital Customer Testimonial Annual Executive Summit Conference
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 Web Ad Retargeting + ABM • Personalize Remarketing for Named Account Lists • Optimize Cost Per Conversions Named Account Named Account Visitor Returns to your site Visits Your Site Named Account is Tracked Visitor from Named Account Leaves Your Ad on Other Sites
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 Target Account Display Advertising
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 10/28/2016 Summary • Flip your marketing funnel & target the accounts that matter • Target > Engage > Measure - across channels • Web Personalization is key to extending your reach into more target accounts at the top of the funnel
- 27. Thank you.
Editor's Notes
- ABM is an approach that focuses your efforts on accounts that close faster, generate bigger deals/revenue or accounts that have other strategic significance
- In a traditional marketing funnel, you start by casting a wide net to find leads interested in your products And then decide who to market to based on who has expressed interest The challenge with this approach is you might spend a lot of time marketing and selling to companies you won’t win… Or that you do win, but don’t provide optimal revenue for the time and resources it took to acquire them ABM flips the traditional marketing funnel and starts by asking “who do I want to sell my products to?” Then you build demand within those organizations By starting with a focused set of key accounts, you maximize the impact of your resources
- ABM works and provides a number of advantages You improve marketing ROI by focusing your efforts on the most important accounts and also measuring impact through an account lens, which gives you the insight you need to optimize ABM success It helps attribute marketing success much easier since your going after these accounts from the get go – when they become opportunities its very clear what drove them in. You generate more qualified leads for the sales organization because you’re only targeting qualified accounts And its brings sales and marketing teams closer, jointly focusing on winning key accounts or cross-selling to existing customers
- Let’s take a closer look at how Marketo ABM provides the 3 essential ABM capabilities: Target, Engage, Measure. [walk through features] Now I’ll show you some examples of each of these Marketo ABM capabilities
- Let’s start with Targeting strategies. With ABM, you can target accounts that belong to a specific industry, are of a specific size or use a specific type of technology that makes them more relevant for you. Or you can simply target named accounts that are either strategic to you or follow your sales team’s targets per territory. Whether you target a few very large accounts or use many lists of hundreds of target accounts – ABM helps you target the accounts that matter
- ENGAGE Use account list and named account filters and triggers to orchestrate personalized, cross-channel campaigns Including ads, email, web and more
- Then, you need to be able to measure the impact of your ABM efforts If you can answer these 5 key questions, you’ll be able to optimize your ABM success This requires a variety of campaign and account analytics that combine behavior measures, like an account score… With opportunity data, like pipeline and revenue.
- Measure See the impact of your ABM campaigns on pipeline and revenue Use Marketo’s account score to understand whether key accounts are engaged Use these insights to focus your efforts and resources
- TARGET Manage your account lists, accounts and leads in one place
- ABM works and provides a number of advantages You improve marketing ROI by focusing your efforts on the most important accounts and also measuring impact through an account lens, which gives you the insight you need to optimize ABM success It helps attribute marketing success much easier since your going after these accounts from the get go – when they become opportunities its very clear what drove them in. You generate more qualified leads for the sales organization because you’re only targeting qualified accounts And its brings sales and marketing teams closer, jointly focusing on winning key accounts or cross-selling to existing customers