Fishing With Spears: All About Account-Based Marketing #ABM Jon Miller, Founder and CEO @jonmiller.
Account-Based Marketing: All the ABM Essentials in a Single Platform
Transcript of Account-Based Marketing: All the ABM Essentials in a Single Platform
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Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 4/20/2017
Account-Based Marketing (ABM)
“Focus on those accounts that
matter most.”
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Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 4/20/2017
Typical Account Targeting Strategies
Vertical Sub-vertical Category Named Accounts lists
Financial Services
Healthcare
Education
Insurance Companies
Public Hospitals
Universities
• Mid-West Target Accounts
• Top 50 Retail Accounts
• Key Enterprise Accounts
• Existing Customers
• Prospects using Specific Technology
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ABM Flips the Marketing Funnel
“Who’s interested in my products?”
“Who do I want to sell my products to?”
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Single, Unified Platform
ABM + lead management in one place
“Accounts” natively built into data model and surfaced across platform
Proven marketing automation capabilities
Consistent, easy-to-use interface for your ABM activities
You benefit from a shorter learning curve, faster time to value and stronger marketing ROI
Marketo
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Complete Ecosystem of ABM Partners
• 250+ integrated applications across 20+ categories
• Provides choice as your needs grow
• Enables greater segmentation, personalization and engagement
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ABM Partner Ecosystem
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Essential ABM Capabilities
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• Account Discovery
• Lead-to-Account Matching
• Named Account Lists
• Account-based Personalization
• Cross-Channel Engagement
• Account-specific Workflows
• Account and List-level Insights
• Account Engagement Score
• Pipeline & Revenue Impact
Marketo ABM = Essential ABM Capabilities
Target Engage Measure
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Platform Demonstration
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Target: Focus on the Accounts that Matter
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Engage: ABM Cross-Channel Approach
ABM
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Measure: Key Questions to Answer
1. Are my target accounts engaged?
2. How effective are my ABM programs?
3. What are my best bets within an account list?
4. Where are key decision makers in the buyer journey?
5. How do I optimize my ABM success?
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Thank You!