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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The New Marketing Champ: 5 Steps to Real-
time Account-Based Marketing
#LaunchPoint
Udi Ledergor, Panaya
Mike Telem, Insightera
Mike Tomita, Marketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Mike Tomita
Senior Web
Marketing Manager
Marketo
Mike Telem
VP, Business
Development
Insightera
Udi Ledergor
VP, Marketing
Panaya
Page 3
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any
questions
• There will be time for a Q&A at the end
• We will be recording the webinar for
future viewing
• All attendees will receive a copy of the
slides/recording
• Twitter hashtag: #LaunchPoint
Page 4
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
ABUNDANCE
INFORMATION
Page 5
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
+ +
Right Message, Right Person, Right Time
The New Marketing Champ: 5 Steps to Real-Time Account-Based Marketing
Leveraging Real-time
Account-Based Marketing
Udi Ledergor, VP Marketing,
Mike Telem, Co-founder,
What is Account Based Marketing
“Focusing marketing and sales on
the accounts most likely to
generate revenue or meet other
strategic goals”
Account Based Marketing
• 84% of marketers say ABM provides significant benefits
to expanding customer relationships
– 82% of prospects value content targeted to their specific industry
– 75% of executives will read unsolicited marketing materials that
contain ideas that might be relevant to their business
– 60% of marketers say personalizing messages based on
customer behavior is their top challenge
Who is ?
• SaaS for testing and change impact analysis for business
applications
• Panaya cut costs, risk and effort of a typical business application
project (e.g., upgrade, support pack or roll-out) by up to 70%
• Founded in 2006. Offices in the US, Germany, Japan and Israel
• 900+ customers:
• 800+ SAP
• 100+ Oracle
Marketing Challenge:
Expand to a New Market
It happens in every (good) company…
• A new market presents a strategic opportunity
• Marketing tasked with generating demand
• Need new marketing campaigns & content without
jeopardizing the company's already established market
• Should engage prospects across the funnel
Panaya's Full-Funnel Marketing
Software Mix
Targeting Multiple Audiences
• Panaya has dozens of SAP content assets with a clear path for
users to discover
• The site is very SAP-oriented
• Just a few Oracle-related case studies, buried deep inside the site
• Needed to identify Oracle users and highlight relevant
content, without distracting from SAP offering
The Solution:
A Real-time, Full-Funnel
Account-Based Marketing
Program
Panaya’s Account-Based
Marketing Program
• Identify key accounts
• Named lists from CRM
• Target behaviors and personas
• Fortune 1000
• Discover relevant content
• Case studies, videos, landing pages
• Define Top and Mid-funnel campaigns
• Run bi-monthly analysis with sales
The Personalization Strategy
with Insightera & Marketo
• Define target segments for top funnel account discovery:
• 215 accounts discovered in 1st month
• Real-time personalized campaigns on-site (Top-Funnel) and via
email nurturing (Mid-Funnel) display targeted content to relevant
inbound prospects: Oracle users, Fortune 1000
• Real-time campaign feedback sent from Insightera to Marketo
• Content engagement up by avg. 113%
• A/B testing and auto-tune set up for optimization
• Identified most converting content
Marketo Campaigns - SAP Users
Marketo Campaign - Oracle Users
Insightera Campaign - Fortune 1000
Marketo Campaign - Fortune 1000
Results
• In the first month, 215 inbound prospects identified as Oracle
accounts by Insightera
• Content engagement increased an average of 113% with
personalization
• Content path onsite was optimized creating a tailored online
experience for Oracle/SAP users addressing their needs
• Sales and Marketing alignment improved
Next Steps
• Extend ABM program to target content according to
industry (Automotive, Pharma, etc.)
• Create Persona-based programs (CTO, CFO, Etc.)
• Identify 3 main buying stages and appropriate
content/CTA’s
• Targeted sales-oriented calls-to-action
Key Takeaways
• ABM focuses your efforts and provides more results in terms of
revenue and strategic goals
• The 5 steps for an ABM program
• Identify and discover target accounts
• Define personalized messaging
• Determine optimized channels
• Engage with Real-time full funnel campaigns
• Analyze and optimize
• A full funnel program is fundamental
The New Marketing Champ: 5 Steps to Real-Time Account-Based Marketing
Page 25
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Q&A
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!

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The New Marketing Champ: 5 Steps to Real-Time Account-Based Marketing

  • 1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential The New Marketing Champ: 5 Steps to Real- time Account-Based Marketing #LaunchPoint Udi Ledergor, Panaya Mike Telem, Insightera Mike Tomita, Marketo
  • 2. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Your Speakers Mike Tomita Senior Web Marketing Manager Marketo Mike Telem VP, Business Development Insightera Udi Ledergor VP, Marketing Panaya
  • 3. Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Quick Housekeeping • Chat box is available if you have any questions • There will be time for a Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #LaunchPoint
  • 4. Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential ABUNDANCE INFORMATION
  • 5. Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential + + Right Message, Right Person, Right Time
  • 7. Leveraging Real-time Account-Based Marketing Udi Ledergor, VP Marketing, Mike Telem, Co-founder,
  • 8. What is Account Based Marketing “Focusing marketing and sales on the accounts most likely to generate revenue or meet other strategic goals”
  • 9. Account Based Marketing • 84% of marketers say ABM provides significant benefits to expanding customer relationships – 82% of prospects value content targeted to their specific industry – 75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business – 60% of marketers say personalizing messages based on customer behavior is their top challenge
  • 10. Who is ? • SaaS for testing and change impact analysis for business applications • Panaya cut costs, risk and effort of a typical business application project (e.g., upgrade, support pack or roll-out) by up to 70% • Founded in 2006. Offices in the US, Germany, Japan and Israel • 900+ customers: • 800+ SAP • 100+ Oracle
  • 11. Marketing Challenge: Expand to a New Market It happens in every (good) company… • A new market presents a strategic opportunity • Marketing tasked with generating demand • Need new marketing campaigns & content without jeopardizing the company's already established market • Should engage prospects across the funnel
  • 13. Targeting Multiple Audiences • Panaya has dozens of SAP content assets with a clear path for users to discover • The site is very SAP-oriented • Just a few Oracle-related case studies, buried deep inside the site • Needed to identify Oracle users and highlight relevant content, without distracting from SAP offering
  • 14. The Solution: A Real-time, Full-Funnel Account-Based Marketing Program
  • 15. Panaya’s Account-Based Marketing Program • Identify key accounts • Named lists from CRM • Target behaviors and personas • Fortune 1000 • Discover relevant content • Case studies, videos, landing pages • Define Top and Mid-funnel campaigns • Run bi-monthly analysis with sales
  • 16. The Personalization Strategy with Insightera & Marketo • Define target segments for top funnel account discovery: • 215 accounts discovered in 1st month • Real-time personalized campaigns on-site (Top-Funnel) and via email nurturing (Mid-Funnel) display targeted content to relevant inbound prospects: Oracle users, Fortune 1000 • Real-time campaign feedback sent from Insightera to Marketo • Content engagement up by avg. 113% • A/B testing and auto-tune set up for optimization • Identified most converting content
  • 17. Marketo Campaigns - SAP Users
  • 18. Marketo Campaign - Oracle Users
  • 19. Insightera Campaign - Fortune 1000
  • 20. Marketo Campaign - Fortune 1000
  • 21. Results • In the first month, 215 inbound prospects identified as Oracle accounts by Insightera • Content engagement increased an average of 113% with personalization • Content path onsite was optimized creating a tailored online experience for Oracle/SAP users addressing their needs • Sales and Marketing alignment improved
  • 22. Next Steps • Extend ABM program to target content according to industry (Automotive, Pharma, etc.) • Create Persona-based programs (CTO, CFO, Etc.) • Identify 3 main buying stages and appropriate content/CTA’s • Targeted sales-oriented calls-to-action
  • 23. Key Takeaways • ABM focuses your efforts and provides more results in terms of revenue and strategic goals • The 5 steps for an ABM program • Identify and discover target accounts • Define personalized messaging • Determine optimized channels • Engage with Real-time full funnel campaigns • Analyze and optimize • A full funnel program is fundamental
  • 25. Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Q&A
  • 26. © 2013 Marketo, Inc. Marketo Proprietary and Confidential Thank you!