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ABM EssentialsJuly 19, 2016
Heidi BullockVP, Demand GenerationMarketo
Mike TelemVP, Product MarketingMarketo
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Agenda1. ABM Essentials Overview2. Target Account Identification3. Campaigns4. Measurement5. Sales Collaboration6. Marketo’s Solution
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Coordinate and Collaborate
ABM Essentials
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Five Steps to Account-Based Marketing
Identify Accounts
1 2 3 4
Profile Accounts
LaunchCampaigns
Measure & Analyze
5
Create Content
1. Identify High-Value Accounts
Account Identification Considerations
HighYield
Product Fit
StrategicImportance
Competitors’Customers
Leverage Account Identification ToolsAccount Data: Niche Solution:
Ex. Competitive Data: Account Scoring:
etc.etc.etc.
ENT Account Scoring Model
Historical Data- Win rate- Deal Size- Etc.
Firmographic Data- Annual Revenue- Employee Size- Etc.
4K+ Signals- Social Media Activity- Funding- Etc.
Account Selection ProcessTop 20 Tier 1 Tier 2
Number of accounts 20 ~1,000 ~1,000
Selection criteria • Sales leadership to provide• Account score = 100• Filtered out some
industries: e.g. Real Estate, Non-profit, etc.
• Accounts from Sales to be added to this tier
• Each rep to pick 20 accounts
Use predictive account score AND rep knowledge to select accounts• Tiers for target accounts• Accounts will be locked for 6
months
2. Account Profiling and Mapping
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Account Profiling and MappingBuild a plan to focus on the right part of the organization: Gather research:• Financial health• Business initiatives• Personnel developments• Technologies• Org structure• SWOT analysis• Industry analysis
Acme IndustriesIn-depth Company ReportAugust 2015
Account Profiling and Mapping Example
3. Create Compelling Content
Know your Buyer: What and WhenBuying Stage Early
Pre-purchaseMiddleCommit to Change
Late Evaluation
Build awareness address pain points
Help buyers find you when they are looking for solutions -
Company-specific information to help evaluate and reaffirm selection
Content Types Blog, ebook, research data infographic, webinar, video
Buying guide, RFP templates, ROI calculator, analyst reports
Pricing, demos, services info, 3rd party reviews, customer case studies
Persona #1 – End User
Persona #2 - Influencer
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Map Content to Stages
End User
4. Develop Targeted & Personalized Campaigns
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Multi-Channel Approach
• Use the channels that work for the objective• Take a systematic approach• Coordinate your story across channels• Work closely with Sales
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Campaign Flow Example
Goal: IdentifyDecision Maker
Email Programfor Opt-ins
3. Connect: Follow-up w/calls
1. Drive Awareness: LinkedIn, Facebook Targeting, Website
Personalization
2. Engage: Field Events – Upcoming
Goal: IdentifyInfluencers
Ongoing Email Campaigns
3. Connect: Follow-up w/ those who
engage
1. Drive Awareness: Targeted Display
2. Engage: Direct Mail Campaigns
Decision maker:
Influencers:
ABM Tiered Programs
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ABM Funnel Tactical Approach
• Web personalization• SDRs• Tradeshows• Low value direct mail/survey
• Opt-in• Paid programs • Social• Block parties
Awareness
Engaged
MQL
• High Value Direct Mail• Webinars
• SDRs• Training
• Onsites• Field Events• Exec Outreach
• Roadshows• Retargeting
Leverage different marketing tactics utilizing personalized, consistent messaging
TOFU
MOFU
BOFU
• Seminars/on-sites/lunch and learns • Website personalization
Sales Support: MSI
• Appt Setting
Early Stage Campaigns
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Visitors from UPS Visitors from Barclays
Using Web Personalization - increased opportunity stream from key accounts
1. Web Personalization
These Ads drove 2x more lead conversions117% increase yr./yr. in qualified leads
2. Digital Advertising
Mid Stage Campaigns
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ABM Direct MailDirect Mail program for Higher Education target accounts to drive pipeline• 95 recipients (multiple
recipients at institutions – 33 unique accounts)
• 76% successfully delivered
• 4 meetings
• 3 ENT opps created
• Goal: Drive Target Account attendance
• Metrics: C- level attendance, 4 ENT opps, 10x pipeline, Target account reg (50%)
• Timing: month one, three months out, 1 year
• Questions: • What percentage of target accounts did
sales drive?• Did we create C-level engagement?• Did we get meetings in our key
accounts?• How did the program do overall?
Engagement Marketing Luncheons
Later Stage Campaigns
ABM Onsites/Emails
Emails:-25% open rate-Highlights Marketo MSI ease of use
Customized, automated weekly report sent to reps on target account activityTracking:• Number of unique visits
• Pages visited
• Other engagement metrics
ABM Web Activity Report
5. Measure and Analyze
Example: Target AccountsGoal = Create pipeline and revenue within target accountsMetrics = early: engagement score, mid: number of meetings, late: pipeline and pipe coverage in TAs
1• Lift in website traffic – target
accounts visiting site
2• New names in target account
(building out white space)
3• Target accounts visiting dedicated
account pages, converting
4• Engagement score for set of
programs per month
1• Program success with a target
account
2• Call connects (target accounts)
3• # of meetings w/in target account
4• Marketing qualified leads (MQLs) in
target account
1 # of opportunities in target accounts
2• First Touch Ratio
3• Multi Touch Ratio
4 Pipeline in target accounts
Early Mid Late
Look at Metrics at Distinct Time Points
Marketo’s Solution
Mike TelemVP, Product MarketingMarketo
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Marketo ABM – Key Facts• New Add-On Product• Version-1 > Summer Release• Strong Multi-Year Roadmap• Native component in MA platform• Provides all essential components for ABM
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Coordinate and Collaborate
Marketo ABM Overview
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NEW ‘Account’ Object
Account Segmentation
Account Discovery
Account Score
Lead-to-Account Matching
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Launch ABM
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New On-Boarding Experience
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Contoso Bank
Globex CorporationHooli
Initiech
ACME Corp
ACME Health
ACME EnergyMKTO Systems
SES Exports
Identify Target Accounts from CRM
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Identify Target Accounts from CRM
Is Target
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Identify Target Accounts from Lead DB
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Identify Target Accounts from Lead DB
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Named Accounts Grid
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Named Accounts Grid - Filters
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Account List Grid
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Named Accounts within Account List
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Configure Account Score
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Lead-to-Account Matching - Automatic
C1
C2
C3
L1
1:NNamed
Account
L2
CRM Contact
CRM Contact
CRM Contact
Lead Form Fill Out or Lead Import or Lead created via API
CRM Lead
• Lead-to-Account Match is determined by following attributes:
• Domain Name (Via email address)• IP Address• Inferred Information• Marketo Company Name• CRM Account Name
• Strong matches are automatically shown under ‘People’.
• Weak matches are placed under the ‘Potential People’
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Lead-to-Account Matching - Manual
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Cross-Channel Engagement
Account-level Campaigns
New ABM Filters and Triggers
Close Integration with Web Personalization (aka RTP)
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New ABM-centric Smart List Filters
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Named Account Filter and Properties
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Account-level Smart Campaign
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Account-level Web Campaign
Automatic Sync of Account Lists from ABM to Web Personalization (aka RTP)
Account list import not allowed in Web Personalization for customers using new ABM product
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Account-Level Ad Campaign
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Cross-Channel Engagement & Targeting
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Account-Level Dashboards
Lead-To-Account Rollups
New Account-level Dimension in RCE
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ABM Summary Dashboard
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Account List Level Dashboard
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Account-Level Dashboard
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Account-Level Opportunities
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Potential People
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Account-Level Web/Email Activity Report
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New Account Dimension in RCE
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ABM Version-2
• Advance Multi-Dimensional Account Scoring • Enhanced Dashboards Including -
• Trend based on Account Scores• Account-owner specific dashboard
• Chrome Plugin to access account-level metrics• Account-level Rest API’s• Account Enrichment (via Partner Integration)
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Thank You!
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Summary • New Add-on ABM Product
• Provides essential components - Manage, Engage and Measure
• Natively built on Marketo Engagement Marketing Platform
• Co-Exist with other Marketo Products
• Supports Cross-Channel Engagement
