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ABM Essentials
July 19, 2016
Heidi Bullock
VP, Demand Generation
Marketo
Mike Telem
VP, Product Marketing
Marketo
Page 2 #MKTGNATION
Agenda
1. ABM Essentials Overview
2. Target Account Identification
3. Campaigns
4. Measurement
5. Sales Collaboration
6. Marketo’s Solution
Page 3 #MKTGNATION
Coordinate and Collaborate
ABM Essentials
Page 4 #MKTGNATION
Five Steps to Account-Based Marketing
Identify
Accounts
1 2 3 4
Profile
Accounts
Launch
Campaigns
Measure &
Analyze
5
Create
Content
1. Identify High-Value Accounts
Account Identification Considerations
High
Yield
Product
Fit
Strategic
Importance
Competitors’
Customers
Leverage Account Identification Tools
Account 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 Process
Top 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
Page 11 #MKTGNATION
Account Profiling and Mapping
Build 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 Industries
In-depth Company Report
August 2015
Account Profiling and Mapping Example
3. Create Compelling Content
Know your Buyer: What and When
Buying Stage Early
Pre-purchase
Middle
Commit 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
Page 15 #MKTGNATION
Map Content to Stages
End User
4. Develop Targeted &
Personalized Campaigns
Page 17 #MKTGNATION
Multi-Channel Approach
• Use the channels that work for the objective
• Take a systematic approach
• Coordinate your story across channels
• Work closely with Sales
Page 18 #MKTGNATION
Campaign Flow Example
Goal: Identify
Decision Maker
Email Program
for Opt-ins
3. Connect: Follow-
up w/
calls
1. Drive Awareness: LinkedIn,
Facebook Targeting, Website
Personalization
2. Engage: Field
Events – Upcoming
Goal: Identify
Influencers
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
Page 20 #MKTGNATION
ABM Funnel Tactical Approach
• Web personalization
• SDRs
• Tradeshows
• Low value direct mail/survey
• Opt-in
• Paid programs
• Social
• Block parties
• Email
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
Page 22 #MKTGNATION
Visitors from UPS Visitors from Barclays
Using Web Personalization - increased opportunity stream from key accounts
1. Web Personalization
These Ads drove 2x more lead conversions
117% increase yr./yr. in qualified leads
2. Digital Advertising
Mid Stage Campaigns
Page 25 #MKTGNATION
ABM Direct Mail
Direct 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 activity
Tracking:
• Number of unique visits
• Pages visited
• Other engagement metrics
ABM Web Activity Report
5. Measure and Analyze
Example: Target Accounts
Goal = Create pipeline and revenue within target accounts
Metrics = 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 Telem
VP, Product Marketing
Marketo
Page 33 #MKTGNATION
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
Page 34 #MKTGNATION
Coordinate and Collaborate
Marketo ABM Overview
Page 35 #MKTGNATION
 NEW ‘Account’ Object
 Account Segmentation
 Account Discovery
 Account Score
 Lead-to-Account Matching
Page 36 #MKTGNATION
Launch ABM
Page 37 #MKTGNATION
New On-Boarding Experience
Page 38 #MKTGNATION
Contoso Bank
Globex Corporation
Hooli
Initiech
ACME Corp
ACME Health
ACME Energy
MKTO Systems
SES Exports
Identify Target Accounts from CRM
Page 39 #MKTGNATION
Identify Target Accounts from CRM
Is Target
Page 40 #MKTGNATION
Identify Target Accounts from Lead DB
Page 41 #MKTGNATION
Identify Target Accounts from Lead DB
Page 42 #MKTGNATION
Named Accounts Grid
Page 43 #MKTGNATION
Named Accounts Grid - Filters
Page 44 #MKTGNATION
Account List Grid
Page 45 #MKTGNATION
Named Accounts within Account List
Page 46 #MKTGNATION
Configure Account Score
Page 47 #MKTGNATION
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’
Page 48 #MKTGNATION
Lead-to-Account Matching - Manual
Page 49 #MKTGNATION
 Cross-Channel Engagement
 Account-level Campaigns
 New ABM Filters and Triggers
 Close Integration with Web
Personalization (aka RTP)
Page 50 #MKTGNATION
New ABM-centric Smart List Filters
Page 51 #MKTGNATION
Named Account Filter and Properties
Page 52 #MKTGNATION
Account-level Smart Campaign
Page 53 #MKTGNATION
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
Page 54 #MKTGNATION
Account-Level Ad Campaign
Page 55 #MKTGNATION
AD WEB EM AIL
NURTURE EVENT
Cross-Channel Engagement & Targeting
Page 56 #MKTGNATION
 Account-Level Dashboards
 Lead-To-Account Rollups
 New Account-level Dimension in RCE
Page 57 #MKTGNATION
ABM Summary Dashboard
Page 58 #MKTGNATION
Account List Level Dashboard
Page 59 #MKTGNATION
Account-Level Dashboard
Page 60 #MKTGNATION
Opportunities Potential People 4Dashboard
Opportunity Name Amount Contact Account OwnerExpected Revenue
Stop
Acme-Renewal-2016
Stage
Negotiation $410,300 $300,000 Joy Luck Gavin Bates
Expected Close Date
Oct 9, 2016
Acme-New-Product Cross-sell $229,100 $205,000 Katie Stokes Beatrice Santos August 9, 2016
Acme-Infrastructure Negotiation $110,200 $101,000 Justin Tran Leona Knight Sept 10, 2016
Acme-Increase-Seats Upsell $102,100 $96,000 Norman Paul Ian Davis August 3, 2016
Acme-Consulting Upsell $95,000 $91,000 Sophia Summers Elijah Abbott October 5, 2016
Acme-Upgrade-Package Upsell $87,000 $70,000 Zachary Kelly Stanley Patton November 3, 2016
Quick Find...
Viewing: Past 1 Year
Activity
REVEN UE
IN DUSTRY
EM PLOYEE COUN T
SIC CODE
COUN TRY
STATE
CITY
DOM AIN
$120,000,000
20,000
Manufacturing
2030
United States
California
San Ramon
acme.com
View More Details
Acme Corp
Marketo Account Based Marketing Joe
6
Named Account Actions
Account Team 5
Account-Level Opportunities
Page 61 #MKTGNATION
Potential People
Page 62 #MKTGNATION
Account-Level Web/Email Activity Report
Page 63 #MKTGNATION
New Account Dimension in RCE
Page 64 #MKTGNATION
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)
Page 65 #MKTGNATION
Page 66 #MKTGNATION
Page 67 #MKTGNATION
Page 68 #MKTGNATION
Page 69 #MKTGNATION
Thank You!
Page 71 #MKTGNATION
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

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The Essentials of Account-Based Marketing

  • 1. ABM Essentials July 19, 2016 Heidi Bullock VP, Demand Generation Marketo Mike Telem VP, Product Marketing Marketo
  • 2. Page 2 #MKTGNATION Agenda 1. ABM Essentials Overview 2. Target Account Identification 3. Campaigns 4. Measurement 5. Sales Collaboration 6. Marketo’s Solution
  • 3. Page 3 #MKTGNATION Coordinate and Collaborate ABM Essentials
  • 4. Page 4 #MKTGNATION Five Steps to Account-Based Marketing Identify Accounts 1 2 3 4 Profile Accounts Launch Campaigns Measure & Analyze 5 Create Content
  • 7. Leverage Account Identification Tools Account Data: Niche Solution: Ex. Competitive Data: Account Scoring: etc.etc.etc.
  • 8. 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.
  • 9. Account Selection Process Top 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
  • 10. 2. Account Profiling and Mapping
  • 11. Page 11 #MKTGNATION Account Profiling and Mapping Build 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 Industries In-depth Company Report August 2015
  • 12. Account Profiling and Mapping Example
  • 14. Know your Buyer: What and When Buying Stage Early Pre-purchase Middle Commit 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
  • 15. Page 15 #MKTGNATION Map Content to Stages End User
  • 16. 4. Develop Targeted & Personalized Campaigns
  • 17. Page 17 #MKTGNATION Multi-Channel Approach • Use the channels that work for the objective • Take a systematic approach • Coordinate your story across channels • Work closely with Sales
  • 18. Page 18 #MKTGNATION Campaign Flow Example Goal: Identify Decision Maker Email Program for Opt-ins 3. Connect: Follow- up w/ calls 1. Drive Awareness: LinkedIn, Facebook Targeting, Website Personalization 2. Engage: Field Events – Upcoming Goal: Identify Influencers Ongoing Email Campaigns 3. Connect: Follow-up w/ those who engage 1. Drive Awareness: Targeted Display 2. Engage: Direct Mail Campaigns Decision maker: Influencers:
  • 20. Page 20 #MKTGNATION ABM Funnel Tactical Approach • Web personalization • SDRs • Tradeshows • Low value direct mail/survey • Opt-in • Paid programs • Social • Block parties • Email 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
  • 22. Page 22 #MKTGNATION Visitors from UPS Visitors from Barclays Using Web Personalization - increased opportunity stream from key accounts 1. Web Personalization
  • 23. These Ads drove 2x more lead conversions 117% increase yr./yr. in qualified leads 2. Digital Advertising
  • 25. Page 25 #MKTGNATION ABM Direct Mail Direct 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
  • 26. • 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
  • 28. ABM Onsites/Emails Emails: -25% open rate -Highlights Marketo MSI ease of use
  • 29. Customized, automated weekly report sent to reps on target account activity Tracking: • Number of unique visits • Pages visited • Other engagement metrics ABM Web Activity Report
  • 30. 5. Measure and Analyze
  • 31. Example: Target Accounts Goal = Create pipeline and revenue within target accounts Metrics = 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
  • 32. Marketo’s Solution Mike Telem VP, Product Marketing Marketo
  • 33. Page 33 #MKTGNATION 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
  • 34. Page 34 #MKTGNATION Coordinate and Collaborate Marketo ABM Overview
  • 35. Page 35 #MKTGNATION  NEW ‘Account’ Object  Account Segmentation  Account Discovery  Account Score  Lead-to-Account Matching
  • 37. Page 37 #MKTGNATION New On-Boarding Experience
  • 38. Page 38 #MKTGNATION Contoso Bank Globex Corporation Hooli Initiech ACME Corp ACME Health ACME Energy MKTO Systems SES Exports Identify Target Accounts from CRM
  • 39. Page 39 #MKTGNATION Identify Target Accounts from CRM Is Target
  • 40. Page 40 #MKTGNATION Identify Target Accounts from Lead DB
  • 41. Page 41 #MKTGNATION Identify Target Accounts from Lead DB
  • 42. Page 42 #MKTGNATION Named Accounts Grid
  • 43. Page 43 #MKTGNATION Named Accounts Grid - Filters
  • 45. Page 45 #MKTGNATION Named Accounts within Account List
  • 47. Page 47 #MKTGNATION 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’
  • 49. Page 49 #MKTGNATION  Cross-Channel Engagement  Account-level Campaigns  New ABM Filters and Triggers  Close Integration with Web Personalization (aka RTP)
  • 50. Page 50 #MKTGNATION New ABM-centric Smart List Filters
  • 51. Page 51 #MKTGNATION Named Account Filter and Properties
  • 53. Page 53 #MKTGNATION 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
  • 55. Page 55 #MKTGNATION AD WEB EM AIL NURTURE EVENT Cross-Channel Engagement & Targeting
  • 56. Page 56 #MKTGNATION  Account-Level Dashboards  Lead-To-Account Rollups  New Account-level Dimension in RCE
  • 57. Page 57 #MKTGNATION ABM Summary Dashboard
  • 58. Page 58 #MKTGNATION Account List Level Dashboard
  • 60. Page 60 #MKTGNATION Opportunities Potential People 4Dashboard Opportunity Name Amount Contact Account OwnerExpected Revenue Stop Acme-Renewal-2016 Stage Negotiation $410,300 $300,000 Joy Luck Gavin Bates Expected Close Date Oct 9, 2016 Acme-New-Product Cross-sell $229,100 $205,000 Katie Stokes Beatrice Santos August 9, 2016 Acme-Infrastructure Negotiation $110,200 $101,000 Justin Tran Leona Knight Sept 10, 2016 Acme-Increase-Seats Upsell $102,100 $96,000 Norman Paul Ian Davis August 3, 2016 Acme-Consulting Upsell $95,000 $91,000 Sophia Summers Elijah Abbott October 5, 2016 Acme-Upgrade-Package Upsell $87,000 $70,000 Zachary Kelly Stanley Patton November 3, 2016 Quick Find... Viewing: Past 1 Year Activity REVEN UE IN DUSTRY EM PLOYEE COUN T SIC CODE COUN TRY STATE CITY DOM AIN $120,000,000 20,000 Manufacturing 2030 United States California San Ramon acme.com View More Details Acme Corp Marketo Account Based Marketing Joe 6 Named Account Actions Account Team 5 Account-Level Opportunities
  • 62. Page 62 #MKTGNATION Account-Level Web/Email Activity Report
  • 63. Page 63 #MKTGNATION New Account Dimension in RCE
  • 64. Page 64 #MKTGNATION 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)
  • 71. Page 71 #MKTGNATION 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