Improve Sales and Marketing Collaboration with ABM

Improve Sales & Marketing Collaboration with ABM

Mary SheaPrincipal AnalystForrester Research, Inc.

Mike TelemVP, Product MarketingMarketo



3© 2016 Forrester Research, Inc. Reproduction Prohibited

Why account-based marketing and why now?


Image credit: NASA/Ames/JPL-Caltech

Embrace ABM to:- drive growth- enhance customer experience- increase marketing and sales collaboration

© 2016 Forrester Research, Inc. Reproduction Prohibited


“What's the value of an engaged, global client? Priceless.”— Holly Sandoval, SAP

© 2016 Forrester Research, Inc. Reproduction Prohibited 6

B2B Marketers Find ABM Falls Short

Source: “Retro Yet Revolutionary: Demystifying Account-Based Marketing” Forrester Research, Inc., September 19, 2016


Marketers See ABM As Sales Enablement



Misconceptions Around ABM


Account Selection› Dependent on firm’s strategy, accounts are selected based on:

• Fit• Intent• Combination of both, using predictive solutions



Operationalizing ABM Collaboration

Source: “Account-Based Marketing Brings Sales And Marketing Into The Same Orbit” Forrester Research, Inc., September 21, 2016


Joint Planning and Other Activities

Source: “Account-Based Marketing Brings Sales And Marketing Into The Same Orbit” Forrester Research, Inc., September 21, 2016


Companies Implementing ABM Programs

ABM gives a deeper engagement level between the account team and customer. Customers will say, “stop sending me so many messages.” ABM shuts this down since they only get focused messages - SAP

"You have to reach those prospects that matter, even when they are not coming through your standard channels. ABM helps us to catch their attention when they are in a passive decision-making process — to see us as a trusted advisor early on, not just as trying to sell them something.” – Virgin Pulse



Companies Implementing ABM ProgramsABM allows alignment in our marketing activity with sales teams’ priorities. There is common language and metrics. Before ABM, marketers talked about leads, and sales about accounts, now we talk about accounts and revenue. – Mongo DB

Marketing multiple products on a very large scale propelled them to focus their efforts and be more contextual with clients. – Dell




ABM Essentials

Financial Services

Healthcare

Education

Vertical

Insurance Companies

Public Hospitals

Universities

Sub-vertical Category

Mid-West Target AccountsTop 50 Retail Accounts

Key Enterprise AccountsExisting Customers

Prospects using Specific Tech

Named Accounts Lists

ABM ExamplesEarly Stage Programs

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AwarenessTARGETED DISPLAY

RETARGETING

WEB PERSONALIZATION

SOCIAL

LINKEDIN


Website Personalization

Targeted offer for healthcare


Target Account Display Advertising


Engagement Executive dinners/lunches

Onsite seminars

Exclusive sporting events

Partner Events


Engagement Luncheon OverviewTitle: Executive Luncheon: Master Engagement Marketing Presenters: ▪Lori Wizdo, Principal Analyst, Forrester Research▪Shyna Zhang, Sr. Product Marketing Manager

Audience: Director and above marketing titles in the respective geographiesGoals: Create 2 new opportunities per event; accelerate open dealsDescription: Join Marketo for an executive luncheon featuring Lori Wizdo, Principal Analyst with Forrester Research, Inc. and Shyna Zhang, Sr. Product Marketing Manager with Marketo, to learn how best-in-breed marketers are mastering the art and science of digital marketing by leveraging five key tenets of engagement marketing and engaging their audience.


Engagement Luncheon GoalsGoal: Set up meetings with account x, y, zMetric: C- level attendance, opps, 10x pipelineTiming: month one, three months out, 1 yearQuestions: ▪Did we create C-level engagement?▪Did we get meetings in our key accounts?

▪How did the program do overall wrt to pipeline?

ABM Tech Stack Insights




Marketo’s ABM Approach

What Makes Marketo ABM Different?

Target Engage Measure

Accounts

Combining all the essential components of ABM

CFO CMO VP Sales

Leads

Plus powerful lead management capabilities

In ONE platform

Once source of truth for account list, named account, opportunity and lead relationships

Much easier to orchestrate engagement with leads AND accounts across all channels

Fewer integrations to build/maintain

One common user interface to learn

Benefits to One Platform:

Marketo

Complete Ecosystem of ABM Partners

• 250+ integrated applications across 20+ categories

• Provides choice as your needs grow

• Enables greater segmentation, personalization and engagement

Marketo’s ABM Roadmap


Marketo ABM – 1 Year RoadmapV1 V2 V3 V4

Summer’16 (End of Sep’16)

Essentials of ABM

• New Account Object

• Account Lists

• Account Scoring

• Lead-to-Account Matching

• Account-level campaigns using ABM-centric Filters & Triggers

• Integrated Cross-channel engagement (Email, Web, Ad, Social, Mobile, Direct etc.) with

• Built-in Account-level Analytics, trends, KPI’s, activities and RCE integration.

Sales Enablement

• Named Account API’s

• Sales Team Integration into ABM (Auto CRM Sync of Sales Users)

• Account-Owner based Account Lists

• Built-in Personalized ABM reports for Sales Team

Advanced ABM

• Account List API’s

• Browser Plugin to access ABM insights

• Account Hierarchy (Parent/Child Relationship)

• Advance Account Scoring

• Account-List Lifecycle (e.g. add accounts to list on pre-set rules)

Account Intelligence

• Enhanced Lead-to-Account Matching

• Account Import Using Excel

• Advance ABM Analytics -

• Benchmarking Accounts

• Account-List level analytics (e.g. Lifetime value from fortune 500 accounts)

Thank You!



Technology

Improve Sales and Marketing Collaboration with ABM