It’s happened to all of us—you think you have everything you need to make that great entrée for your dinner party to only realize halfway through you are missing some essential ingredients. Sound familiar? Now apply that to your ABM and sales strategy at work—do you have everything you need to ensure a great result? Marketo brought together three Partners that will help you create the perfect recipe for your ABM and sales strategy.

1. The MarTech Recipe For a
Well Done ABM and Sales Strategy
presented by Marketo and featuring
Folloze, metadata.io, and PFL

2. Carlyn Manly
Head of Marketing, Folloze
Gil Allouche
Founder and CEO, metadata.io
Daniel Gaugler
CMO, PFL
Presenters

3. Why delivering personalized content-based journeys is
key when selling to large enterprise
Carlyn Manly
Head of Marketing

4. Page 4© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
Customer Lifetime Value Reigns
Supreme
• The infinity loop and treating a customer like a
potential buyer.
• 70% of organizational revenue will primarily come
from post-initial sale
• Ultimate goals - secure a lifetime client and
obtain new customers by word of mouth.
• Deliver at scale

5. Sale
s
Customer SuccessMarketin
g

6. Powering the Entire Account Buying Journey
Intelligent Inbound
Marketing
Website resource
center
Marketing
Orchestrated
Campaigns
Marketing + Sales/CS
Sales Engagement
1:1
Sales/CS
Allbound
Explore Engag
e
ConsiderConsume

7. ABM Journey Example
Prospect/Customer
Auto-Personalized
Content Journey
Sales & Marketing
Real-Time Insights with Alerts
Marketing
Orchestrated Campaigns
Single or Multitouch
Sales
Conversion to
opportunities
Sales
Campaign Review,
Approval and
Outreach

8. Success by the Numbers

9. Powering ABM with AI
Gil Allouche
Founder & CEO, Metadata.io

10. The ABM conundrum: too many siloes
• ABM pipeline generation by marketing is neither predictable nor
scalable
• Marketing technology full of point solutions - no integration or
automation
• Marketing team spends too much time on manual, repetitive
operations
http://blogs.gartner.com/jake-sorofman/yes-cmos-will-likely-spend-more-on-technology-than-cios-by-2017/
https://martechseries.com/mts-insights/guest-authors/cmos-need-know-stack-fallacy/

11. AI in ABM
• Evolution of machine learning
• Account-focused data normalization
• Restful API’s
• Growth of agile marketing
A/B testing is dead –
ABM requires rapid experimentation, rapid results

12. ABM Blueprint

13. ABM Blueprint
• Analyze
• Review Accounts, Opportunities, Contacts
• Target
• Create Ideal Customer Profile (ICP)
• Engage
• Enrich audiences and target with campaigns
• Optimize
• Learn which combinations of offers, creative and channel convert the best
• Shift spend to those combos
• Rinse/repeat!

14. ▪ What worked before
▪ Who to target
▪ Where to target
▪ What to target
▪ When to target
Thousands of targeted
campaigns (experiments)
deployed
OUTPUT:
100’s or 1,000’s of
marketing technologies
CONNECT & OPERATE: A.I. DETERMINES:
AI & Machine Learning: Powering ABM

15. Results/ROI
• Greater Engagement with
Target Accounts
• Increased Lead-to-Opportunity
Ratio
• Reduced Manual Effort
30% target account penetration in
3 months, +75% conversions rates
ROICOMPANY
85% lead-to-MQL rate, -44%
cost-per-lead
50% increased lead -> opportunity
ratio, +66% MQLs
200% Lead -> opportunity ratio,
436% increased volume

16. With Every New Campaign, the AI Improves
(Faster ROI)
NO. OF CAMPAIGNS

17. PFL
Daniel Gaugler
CMO

20. Build Interest Across
the Account
Target Multiple Personas
Build trust with influencers and
champions
Expand coverage across the account

22. Create Loyal
Customers
Keep Your Customers Excited
Expand Coverage
Don’t Forget the Users
Make them Advocates

23. Cross-sell / Upsell
Leverage Champions
Make Heroes

24. Questions?