Boston User Group

Monday, March 20, 2017

Meeting Lead: Paul Green

Topic: Account Based Marketing

#BMUG

Thanks to our Sponsor

Page 2

Today’s Agenda

• 4:00–4:15 Welcome & Announcements

• 4:15–4:45 The ABM Marketspace:Maneeza Aminy, Marvel Marketers

• 4:45–5:15 Marketo ABM Deep Dive:Mike Fazio, Marketo

• 5:15–5:45 ABM Essentials:Amanda Thall, Marvel Marketers

• 6:00–7:00 Reception & Networking

#BMUG

Marvel MarketersAll things ABMBMUG

Maneeza Aminy - CEO - Maneeza@marvelmarketers.comAmanda Thall - ABM Practice Lead - Amanda@marvelmarketers.com

@MarvelMarkters#ABM

Intro to MM1

State of the Industry2

Where are you?/ What can you actually do?

3

Deep Dive4

Tools of the Trade5

4 Thank you/ Questions!6

Position Image completely over this grey box. Use guides to ensure this box is covered.

DEFINED:

Account Based….

Account Based Marketing (ABM): Balancing your overall acquisition and customer marketing strategy to be Account-Centric

Account Based Everything (ABE): The acknowledgement and strategy of comprehensive account engagement throughout all touch points of both companies

About Marvel Marketers

Founded July 2013

Grown 800% , 450%, 250% YOY Growth

Boast

100% Referral Based Company50 FTEMarketo GOLD Partner

ExperienceWorked with 2,500+ Clients, “Best Kept Secret”

Global Digital Marketing Consultancy Serving Marketo and Engagio Enterprise and SMB clients.

Core Competency - Marketing Automation, and ABM

© 2017 Marvel Marketers | Confidential

2017 Marketing Benchmark report

50 Shades of ABM . . . Well 5 Shades

The Account Lens HAS no value, or

Value not Prioritized

“No Touch Revenue”

“Mid Transformation”

“Buzz Paralysis”

CustomersAB

Marketing1.0

PartnersAB

Marketing2.0

UsageAB

Nothing PeopleABE

The Account Lens Has Always been Important, Just

never Orchestrated

ABM was always a Sales driven Strategy

Marketing Plugged Into and Supports

Sales

The Account Lens is Important Enough

to Warrant Investment in Tools

Clients are Relieved that they FINALLY

get data and technology to put their ABM strategy

into Full Gear

The Account Lens is a No Brainer, Early

Adopters

Finding Success in SDR, Customer

Success

The Goal

I have yet to see it - Like “Revenue Performance Management”

Marketing

ABMarketing +

Sales + Success

State of the ABM Industry - Maturity and Adoption

The Account Lens HAS no value, or

Value not Prioritized

“No Touch Revenue”

“Mid Transformation”

“Buzz Paralysis”

CustomersAB

Marketing1.0

PartnersAB

Marketing2.0

UsageAB

Nothing PeopleABE

The Account Lens Has Always been Important, Just

never Orchestrated

ABM was always a Sales driven Strategy

Marketing Plugged Into and Supports

Sales

The Account Lens is Important Enough

to Warrant Investment in Tools

Clients are Relieved that they FINALLY

get data and technology to put their ABM strategy

into Full Gear

The Account Lens is a No Brainer, Early

Adopters

Finding Success in SDR, Customer

Success

The Goal

I have yet to see it - Like “Revenue Performance Management”

Marketing

ABMarketing +

Sales + Success

ABA ---> Account Based Anything

• Acquisition

• Retention

• Renewals

• Onboarding

• Success

*** This is where clients get confused and miss the mark****

• Past Success

• Future Want

• Fancy Data - Predictive

**** This is where clients Stall****

EXAMPLE

• How well you are doing against the “Who”

• Account Based Scoring/ Engagement

• Penetration into Target Accounts

• You can’t orchestrate, if you don’t see the full picture

EXAMPLE

• You have a lot more than you think

• Relationships

• Offering Fit

• Content

• Digital Footprint

***New for the Marketer***

EXAMPLE

• Just Get Going

• Use all the cool tools to measure

Who InventoryWhat can Data Tell

me?

What do I want it to

Do?

Act and Measure

How Many Answers?How Many Views?

ABA ---> Account Based Anything

• Acquisition

• Retention

• Renewals

• Onboarding

• Success

*** This is where clients get confused and miss the mark****

• Past Success

• Future Want

• Fancy Data - Predictive

**** This is where clients Stall****

EXAMPLE

• How well you are doing against the “Who”

• Account Based Scoring/ Engagement

• Penetration into Target Accounts

• You can’t orchestrate, if you don’t see the full picture

EXAMPLE

• You have a lot more than you think

• Relationships

• Offering Fit

• Content

• Digital Footprint

***New for the Marketer***

EXAMPLE

• Just Get Going

• Use all the cool tools to measure

Who InventoryWhat can Data Tell

me?

What do I want it to

Do?

Act and Measure

ABA ---> Account Based Anything

• Acquisition

• Retention

• Renewals

• Onboarding

• Success

*** This is where clients get confused and miss the mark****

• Past Success

• Future Want

• Fancy Data - Predictive

**** This is where clients Stall****

EXAMPLE

• How well you are doing against the “Who”

• Account Based Scoring/ Engagement

• Penetration into Target Accounts

• You can’t orchestrate, if you don’t see the full picture

EXAMPLE

• You have a lot more than you think

• Relationships

• Offering Fit

• Content

• Digital Footprint

***New for the Marketer***

EXAMPLE

• Just Get Going

• Use all the cool tools to measure

Who InventoryWhat can Data Tell

me?

What do I want it to

Do?

Act and Measure

2016 2017

1. Decide the Role of ABM/ ABE/ ABA in your Organization. ○ Investment of Time○ Investment of Resources○ Investment of Budget - - - > Some Budget confusion in Industry

2. If you want the quick and cheap Version ½ .. Fill out this table:

3 ABM-Y things you can do immediately

3. Carve out dedicated time/ investment . . . 3.5 Consider Customer Success

MA Activity Candidate for ABM? What would it take? Prioritize?

I.e Scoring Yeah! Account Level Formula Field in SFDC, Maybe Buy ABM

As long as I know the answer to # 1

Marketing/Sales Alignment

...

Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 3/21/2017

Account-Based Marketing (ABM)

“Focus on those accounts

that matter most.”

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.

Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 3/21/2017

ABM Flips the Marketing Funnel

“Who’s interested

in my products?”

“Who do I want to sell

my products to?”

Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 3/21/2017

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

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

Complete Ecosystem of ABM Partners

• 250+ integrated applications across 20+ categories

• Provides choice as your needs grow

• Enables greater segmentation, personalization and engagement

Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 3/21/2017

• 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

Marvel MarketersAll things ABMBMUG

Maneeza Aminy - CEO - Maneeza@marvelmarketers.comAmanda Thall - ABM Practice Lead - Amanda@marvelmarketers.com

Inside ABM

Transition in Thought: From Leads to Accounts

Lead-Based Everything Account-Based Everything

Activity Activity Activity

Lead Score Lead Score Lead Score

Account

Account Activity

Account Scores

Activity Activity Activity

Sales Rep

Determine Target Account Lists

Attract Educate Engage AcquireWin

On Board Grow

Thought leadership & infographics

Data Sheets & Product Info

Case Studies Testimonials Customer appreciation & reinforcement

Purchase reinforcement & up spell

The New FunnelThe historic sales funnel has now been expanded to focus on customer experiences and deepening relationships past the win of the closed deal.

Event Invite Play

Nurture Handoff

Introduction Play

Keep it Warm...

New Customer Onboarding

Stay in the loop...

MA

RKET

ING

/ N

URTU

RE

PLA

Y /

ABM

PR

OG

RAM

Deep Dives….

Deep Dive: Target Account Lists

Creating the Elusive Target Account List

Start with Sales Check Out Current Customers

Get Help

Who is Sales targeting?

Who are their Strategic Accounts?

How do they spend their time?

What characteristics are similar?

(Industry, tools used, location)

What types of customers do you like

(or are “ideal”)?*

Find the right partner:

Datanyze

Everstring

Lattice

More later..

Sirius Decisions | Target Account Selection Criterion

Opportunity Index:Potential growth in an account

Opportunity Index

Achievability Index

Cooperation Index

Cooperation Index:1- Willingness of either a customer or prospect to collaborate with the seller,

2- If sales and marketing can work together on that account

Achievability Index: How hard or easy it may be to win that growth

Tie Breakers: Near- to mid-term revenue opportunity

Deep Dive: Content & Personalization Programs & Plays

Position Image completely over this grey box. Use guides to ensure this box is covered.

Content & Personalization

Content: Everyone has it. If you didn’t have content, you’d have nothing to say.

Check out this blog post for more.

Personalization: Less is a more. Don’t be creepy.

Think beyond email...and Web. Could you tie in your Social activities?

E x t e n d Your Reach

Position Image completely over this grey box. Use guides to ensure this box is covered.

Programs & Plays

Programs: New with Marketo ABM:a way to create ACCOUNT driven programs using the tools you know with new Account Based fields.

Plays: Highly coordinated, multi-touch, multi-person engagement between two companies

Introduction Handoff Program / Play Framework

Players: Home TeamIntroducer (SDR)Introduced (AE) Marketing

Away TeamPrimary Contact (PC)

Coach / MKTG

Get program

ready

SDR:Intro from

SDR to PC & AE

AE:Reply

from AE to PC

bcc SDR

SDR:Schedule Meeting

to PC

AE:Call PC

AE:Follow Up & Next Step Email

CONFIDENTIAL

SAMPLE

White Glove Event Invite Program / Play Framework

Players: Home Team Away Team

SDR AEVP/ExecMarketing

Primary Contact (PC)Account Influencers (AI)

Coach / MKTG

Get program

ready

VP:Note to

PC

AE:Invite to

AI

AE:Reply to

Invite PC

SAMPLE

VP:Note to

AI

SDR:Update

names & activate

SDR:Invite

PC

AE:Follow Up Call

AE:Reply to VP note to PC &

AI

MKTG:Move to

Event Follow

Up

Deep Dive: Reporting

Position Image completely over this grey box. Use guides to ensure this box is covered.

THE GREAT DEBATE

What to Measure

Without any tools, you can start here:

Do we know the right people and are they taking advantage of things we’re putting in front of them?

Remember Your CAEP!

Coverage & EnrichmentHow complete is your database? Where are your holes? Where do you need to add, append, update, purchase…?

Awareness of Your FunnelHow are your Target Accounts distributed?Do you need to shift your approach to intentionally create Awareness? Engagement?

Bonus: This works for Sales Prioritization also!

EngagementAre the right people engaging with your content? With your Brand? Do you need to focus, refocus, or modify your approach?

Program ImpactAre your campaigns and marketing initiatives focused where they will have the greatest impact?

Tools of the Trade….

Tools of the Trade: Technology LandscapeD

ATA

A

PPEN

D

EVEN

TS

WEB

X X X X X

X X X X

X X X X

X X X

Specialties

SOC

IAL

DA

TA

REP

OR

TIN

G

PRED

ICTI

VE

AD

S

Data Enrichment

Account S

election

Personaliz

ation

Ads / Socia

l

Orchestr

ation

Analytics

& Reporting

Predictive

Accounts

MUL

TIPL

E CA

PABI

LITI

ES

Thank youMarvelMarketers.commaneeza@marvelmarketers.comamanda@marvelmarketers.com

Questions and Next Steps . . .Recording - Just ping us

About Marvel Marketers

PartnerMarketo asked us to be a Gold Partner Strategic - ABM Partnerships across the industry

Training

Delivered >700 Training and Enablements for Marketo Clients

Run Marvel Marketers Academy and industry’s only Marketo Level II training

QualityMulti-year clients, and long term employees95% of Clients would give us a reference

TeamFormer Marketo Employees, Marketo Clients, Marketo Champions, Marketo Senior and Principal Consultants

© 2017 Marvel Marketers | Confidential

Industry has been a huge supporter

© 2017 Marvel Marketers | Confidential

“Best Kept Secret”

© 2017 Marvel Marketers | Confidential