Optimize Your Funnel with Account-Based Marketing
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The document discusses account-based marketing (ABM) and provides guidance on how to implement an ABM strategy. It defines ABM as focusing marketing efforts on key accounts that are most likely to generate revenue. The key aspects of ABM covered include identifying target accounts, executing targeted multi-channel campaigns across the sales funnel, and measuring results to optimize engagement. Examples of ABM campaigns from companies like Apprenda, Tufin and Marketo are also examined.
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Optimize Your Funnel with Account-Based Marketing
- 1. Optimize Your Funnel with Account-Based Marketing David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Overview • Defining Account-Based Marketing (ABM) • 3 Steps to ABM • Real-Life Examples • Full Funnel Account-Based Marketing • Advanced Topics • How to Get Started
- 3. What is ABM?
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Account-Based Marketing (ABM) “Focus on those accounts most likely to generate revenue.” Target prospects based on Industry, Revenue and Named Accounts.
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Should you engage them all?
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 What is Account-Based Marketing? In one word… It’s FOCUS
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 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)
- 8. 3 Steps to Account-Based Marketing
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Account-Based “Focus on those accounts most likely to generate revenue.” Target prospects based on Industry, Revenue and Named Accounts
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 3 Steps to Account-Based Marketing 1. Identify high value accounts 2. Execute targeted campaigns 3. Measure and optimize
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Account-Based Vertical Sub-Industry Category Named Accounts Financial Services Healthcare Education Government Insurance Companies Public Hospitals Universities Municipalities • Mid-West Target Accounts • Top 50 Retail Accounts • Key Enterprise Accounts • Existing Customers • Prospects using Specific Technology
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 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.
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 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
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Tufin (Finance Vertical) Tufin is the market leader of Security Policy Orchestration and automates and accelerates network configuration changes while maintaining security and compliance.
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Tufin (Finance Vertical)
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Tufin (Finance Vertical)
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Tufin (Finance Vertical)
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Tufin (Finance Vertical) Identified over 70% of key targeted accounts 50% engagement rates in a single day
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Marketo (Ads)
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Marketo (Ads)
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Marketo (Ads) These Ads drove 2x more lead conversions 117% increase yr./yr. in qualified leads
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 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
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 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.
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 SchoolDude (Email) Local District Case Study Email
- 26. ABM Analytics
- 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Measure, Learn & Optimize
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 For Sales - Measure, Learn & Optimize
- 29. Full Funnel ABM
- 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 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
- 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Full Funnel Account-Based Marketing
- 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Full Funnel Account-Based Marketing Ads Web Email Mobile Offline
- 33. How it Looks
- 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Upload your Target Accounts
- 35. Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Execute Campaigns
- 36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Execute Campaigns
- 38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 ABM + Stakeholders
- 39. Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 ABM + Stakeholders
- 40. Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Targeting Stakeholders in Key Accounts ABM + stakeholders President CFO CIO Bus. Dev.
- 41. Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 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
- 42. Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 1:1 ABM Personalization
- 43. Page 43Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Key Takeaways • FOCUS on your key accounts • Full Funnel Account-Based Marketing • Identify Accounts > Execute Campaigns > Optimize
- 44. Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2015 Getting Started Where to start? Identify high yield targets Execute campaigns Measure and Optimize
- 45. Thank you Optimize Your Funnel with Account-Based Marketing Contact us: mtelem@marketo.com / dmyers@marketo.com For more info: www.marketo.com/personalization
Notes de l'éditeur
- Top use cases for web personalization in 2016 We have seen how personalized content increases web engagement and generate more qualified leads. How can we improve and do this better? Taking the best learnings/use cases of the last year of customers' leveraging web engagement and planning ahead, this webinar will reveal our top use cases we see marketers adopting in 2016. A taste of these future predictions include: Powerful vertical campaigns, the right industry case study to the right visitor Engaging key specific accounts with Account-Based Marketing Knowing the Customer Journey and planning progressive personalized campaigns Leveraging known lead data, data you have on your prospects to personalize 1:1 A few more secrets and surprises… Join us to find out.
- Insight Direct (6 campaigns) - Use company level MLM fields to to kind of “backup” the RTP identification in Industry based segments (known and industry = Finance) CA (5 campaigns) - are using custom field that shows to which events the known visitor registered for, and inviting him to the next relevant one Rapid7 (5 campaigns) - Use account level fields and targeting based on subscription types and subscription expiration date. Canonical (5 campaigns) - Tageting based on lead level fields (is a decision maker YES/NO, opportunity role etc.)
- Insight Direct (6 campaigns) - Use company level MLM fields to to kind of “backup” the RTP identification in Industry based segments (known and industry = Finance) CA (5 campaigns) - are using custom field that shows to which events the known visitor registered for, and inviting him to the next relevant one Rapid7 (5 campaigns) - Use account level fields and targeting based on subscription types and subscription expiration date. Canonical (5 campaigns) - Tageting based on lead level fields (is a decision maker YES/NO, opportunity role etc.)