Account-Based Marketing (ABM) is about focusing marketing efforts on high-yield, strategic accounts. How do you reach these accounts – on what channels and with what strategy? View these slides for tips on implementing multi-channel ABM, and listening, responding and engaging with key accounts wherever they are, with authenticity.

1. Account-Based Marketing
Your Perfect Match Across Channels
David Myers
Sr. Product Manager, Marketo
Mike Telem
VP Product Marketing, Marketo

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Housekeeping

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Agenda
• Account-Based Marketing (ABM) Refresher
• 3 Essential Capabilities of ABM
• Engaging Key Accounts across Channels - Email, Web, Ads, Events
• Cross Channel Success Stories

4. ABM Refresher

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Account-Based Marketing (ABM)
“Focus on those accounts
that matter most.”

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Advantages of ABM
“97% of marketers achieved higher ROI with ABM than with any other marketing initiative” – Alterra Group
Improve marketing ROI
Drive more revenue (ASP’s, wins)
Generate the right leads and opportunities
Align sales and marketing

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The Right Accounts & People Cross-Channel with
Personalized Campaigns
Impact on account engagement,
pipeline & revenue
Marketo ABM = The 3 Essential ABM Capabilities
Target Engage Measure

8. Cross Channel ABM

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Channels
Ads
Web
Email
Mobile
Offline / Events

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Extending your ABM Reach
Email
(5K)
<< Known >> << Anonymous >>
Reach (Number of engaged key accounts)
------------------------------------------------

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Extending your ABM Reach
Email
(5K)
Website (50K)
<< Known >> << Anonymous >>
Reach (Number of engaged key accounts)
------------------------------------------------

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Extending your ABM Reach
Email
(5K)
Website (50K)
Ads (500K)
<< Known >> << Anonymous >>
Reach (Number of engaged key accounts)
------------------------------------------------
“Engage with 10x more of your targeted accounts”

13. Cross Channel Engagement for ABM

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Full Funnel Flow
Key Accounts

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Potential ABM Prospects everyday on
your Website

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Targeting Stakeholders in ABM Accounts
ABM
+ Stakeholders
President
CFO CIO
Bus. Dev.
Known

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Cross Channel ABM
• Many stakeholders involved in the buying decision remain
unknown
• Web & Ads channel provides the best opportunities to
engage with the whole Account
• Engage with 10x more of your targeted Accounts

18. Cross Channel ABM Examples

19. ABM for Email

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ABM for Email: SchoolDude
Local District Case Study Email

21. ABM for Web

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Web Personalization & ABM

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Web Personalization & ABM

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• Top 50 Telecom Operators
Named Account Lists
Web Personalization & ABM

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Web Personalization & ABM

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Web Personalization & ABM

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Top 200 Accounts
Named Account Lists
Web Personalization & ABM

28. Web Personalization
Personalizing web experiences can lead to:
• Average time on site up 193% for visitors who engaged
with personalized content
• Up to a 270% increase in content consumption
• 30% increase in conversion rates

29. ABM for Ads

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Ad Retargeting
• Retargeting Ads to Customers Using Competitors
• Retargeting Ads to Key Government Accounts

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Ad Retargeting
*illustration mockup

32. Ad Retargeting
Personalizing Ad Retargeting can lead to:
• Conversion rate goals boosted by 13x
• Leads in the early stage of the nurturing funnel show a
conversion rate as high as 40%
• Cost per conversion decreased 10x

33. ABM for Events

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ABM for Events

35. Summary

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Summary
• Flip your marketing funnel & target the accounts that matter
• Target > Engage > Measure
• Web + Ads are untapped potential for anonymous ABM
• Extend your ABM across all marketing channels
• Have a single, unified platform to manage your ABM

37. Thank you
Account-Based Marketing
Your Perfect Match Across Channels