Modern marketers are expected to generate revenue and help organizations meet strategic goals. Account-Based Marketing enables marketers to create a broader reach and more marketing-sourced deals within your company's most critical accounts.
When Panaya faced the challenge of generating more revenue from Fortune 1000 organizations, they leveraged Insightera and Marketo to create a real-time Account-Based Marketing program. With these solutions, Panaya created a full-funnel content stream to attract, engage, and convert key accounts.
In this live webinar, an all-star line-up will help you discover:
-What Account-Based Marketing is
-How you can target desired accounts onsite in real-time
-Best practices for expanding content reach for a new market
-Steps to creating an Account-Based Marketing program
-How to extend your top-of-funnel reach to accelerate customer acquisition
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
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
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