Full Funnel Account-Based Marketing: Engaging Key Targeted Accounts Everywhere
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With laser-focused accuracy, Account-Based Marketing drives key accounts through the sales funnel at full-throttle, and helps close deals lickety-split. Join Marketo’s resident ABM experts, Mike Telem and David Myers, to find out how to implement ABM strategy and technology to engage key targeted accounts across all marketing touch points and boost your marketing ROI!
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Full Funnel Account-Based Marketing: Engaging Key Targeted Accounts Everywhere
- 1. Page 1Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Full Funnel Account-Based Marketing
- 2. Full Funnel Account-Based Marketing David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo Engaging key targeted accounts everywhere
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Overview • Defining Account-Based Marketing (ABM) • 3 Steps to ABM • Real-Life Examples • Full Funnel Account-Based Marketing • Advanced Topics • How to Get Started
- 4. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Poll What stage are you at with Account-Based Marketing? • Just interested in the topic • Looking to start • Have a plan but not yet executing • Up and running, looking for the next step
- 5. © 2014 Marketo, Inc. Marketo Proprietary and Confidential What is ABM
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Account-Based Marketing (ABM) “Focus on those accounts most likely to generate revenue.” Target prospects based on Industry, Revenue and Named Accounts.
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Should you engage them all?
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 What is Account-Based Marketing? In one word… It’s FOCUS
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 ABM = Focus = Better Resource Utilization = Results • Identifying high value, target accounts • Engaging them in every channel • Analyzing results and optimizing engagements Generating more qualified leads Driving attributed revenue Account-Based Marketing (ABM)
- 10. © 2014 Marketo, Inc. Marketo Proprietary and Confidential 3 Steps to Account-Based Marketing
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 3 Steps to Account-Based Marketing 1. Identify high value accounts 2. Execute targeted campaigns 3. Measure and optimize
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Financial SAP Users High Schools Your Customized Named Account List • Mid-West Target Accounts • Top 50 Retail Accounts • Key Enterprise Accounts • Existing Customers • Prospects using Specific Technology Identify your Target Accounts
- 13. © 2014 Marketo, Inc. Marketo Proprietary and Confidential ABM Campaign Examples
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Apprenda (Individual Banks) Visitors from Barclays Visitors from UPS Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds.
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Apprenda (Individual Banks) Visitors from Barclays Visitors from UPS Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds. Up to 50% click-through rates
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Tufin (Finance Vertical) Tufin is the market leader of Security Policy Orchestration and automates and accelerates network configuration changes while maintaining security and compliance.
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Tufin (Finance Vertical)
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Tufin (Finance Vertical)
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Tufin (Finance Vertical)
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Identified over 70% of key targeted accounts 50% engagement rates in a single day Tufin (Finance Vertical)
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Marketo (Ads)
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Marketo (Ads)
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Marketo (Ads) These Ads drove 2x more lead conversions 117% increase yr./yr. in qualified leads
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Marketo (Ads) Higher Ed B2B: Enterprise B2C: Consumer Marketing Competitor Customers Lead MGMT for Enterprise Generate New Customers. Step-by-Step Guide to Nurture Leads Marketo.com Marketing For High Ed Increase Enrollment & Engagement. Download Free Report to Learn More. Marketo.com/Higher-Education
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 SchoolDude (Colleges and Schools) Personalized for Members of the NCA Personalized for existing customers SchoolDude is the nation's leading provider of on-demand operations management solutions for educational professionals.
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 SchoolDude (Email Targeted Schools per District) Local District Case Study Email
- 27. © 2014 Marketo, Inc. Marketo Proprietary and Confidential ABM Analytics
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Measure, Learn & Optimize
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 For Sales - Measure, Learn & Optimize
- 30. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Poll What is your best channel for Account-Based Marketing? • Email • Social • Web • Advertising
- 31. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Full Funnel ABM
- 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Your target accounts are at different stages & channels in the funnel • Sales Cycle Stage • Anonymous >> Known >> Opportunity >> Customer • Channels • Ads | Email | Web | Mobile | Social Full Funnel Account-Based Marketing
- 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Full Funnel Account-Based Marketing
- 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Full Funnel Account-Based Marketing Ads Web Email Mobile Offline
- 35. © 2014 Marketo, Inc. Marketo Proprietary and Confidential How it looks?
- 36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Upload your Target Accounts
- 37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Execute Campaigns
- 38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Execute Campaigns
- 39. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Advanced ABM Strategies
- 40. Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 ABM + Stakeholders
- 41. Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 ABM + Stakeholders
- 42. Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Targeting Stakeholders in Key Accounts ABM + stakeholders President CFO CIO Bus. Dev.
- 43. Page 43Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Targeting Stakeholders in Key Accounts StageStakeholderOrganization George Washington University ESSEC Bus. School Harvard Business School St. Edward’s University CFO Early Advanced IT Manager Early Advanced Education Case Study
- 44. Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 1:1 ABM Personalization
- 45. Page 45Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Key Takeaways • FOCUS • Full Funnel Account-Based Marketing • Identify Accounts > Execute Campaigns > Optimize
- 46. Page 46Marketo Proprietary and Confidential | © Marketo, Inc. 2/12/2015 Getting Started Where to start? Identify high yield targets Execute campaigns Measure and Optimize
- 47. Thank you Ebook: Why your Demand Gen Plans Needs Account-Based Marketing Contact us: mtelem@marketo.com / dmyers@marketo.com For more info: www.marketo.com/personalization
Notes de l'éditeur
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- Focus on companies that are likely customers Personalize on site Retarget through display (google + FB) Targeted advertising (IP list targeting) (Kwanzoo) Track key account through the funnel + engagement levels Show analytics of key account / behavior / metric / segment CEO from microsoft
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- Show Segmentations Campaigns
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds. Their key prospects are enterprise organizations with high revenues and employee size. They know who their key accounts are and target them using named account lists. In this example, Apprenda created special landing pages for key enterprise accounts like the Bank of America and Barclays Bank.
- Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds. Their key prospects are enterprise organizations with high revenues and employee size. They know who their key accounts are and target them using named account lists. In this example, Apprenda created special landing pages for key enterprise accounts like the Bank of America and Barclays Bank.
- SchoolDude is the nation's leading provider of on-demand operations management solutions for educational professionals. In the campaign example, they defined named accounts belonging to the North Central Association of Colleges and School (NCA) and invited them to participate in their leadership summit. They also defined an account-based list for existing customers with a promotion for new features and tools for up-sell opportunities.
- SchoolDude is the nation's leading provider of on-demand operations management solutions for educational professionals. In the campaign example, they defined named accounts belonging to the North Central Association of Colleges and School (NCA) and invited them to participate in their leadership summit. They also defined an account-based list for existing customers with a promotion for new features and tools for up-sell opportunities.
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- Show Segmentations Campaigns
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.