Scalable ABM for SMBA Marketo Case Study

Anastasia PavlovaSr. Director of Marketing, Marketo

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Agenda

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• Does an ABM Strategy Work for SMBs?• Framework: 5 Steps to ABM• Marketo Case Study: How to Target & Engage SMB Accounts

to Drive Higher Revenue & ROI

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Does an ABM Strategy Work for SMBs?

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60% of SMBs Are Not Using an ABM Strategy

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Top ABM Challenges for SMBs

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Source: Marketo’s The State of ABM survey, North America, September 2016

1. Understanding the Basics & Benefits of ABM

2. Content Development and Content Strategies

3. Launching Integrated Multi-channel Campaigns

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Account-Based Marketing (ABM)

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Marketing efforts focused exclusively on those

accounts that matter most.

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Key Benefits of ABM: The ROI is Very High

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- Altera Group

“ABM had a somewhat higher or much higher ROI”

97% 70%

“ABM was one of the most important revenue generating strategies”

- Account-Based Marketing Consortium and Demand Metric.

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Framework: 5 Steps to Account-Based Marketing

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5 Steps to Account-Based Marketing

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Marketo Case Study:How to Target & Engage SMB Accounts to Drive Higher Revenue &

ROI

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Goals and Strategy

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Goal: • For SMB, drive higher value deals

Strategy: • Leverage ABM to market and sell to higher value

accounts – use vertical messaging and content

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1. Identify and Profile Accounts

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Typical Account Identification Considerations

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Account Profiling And Mapping

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Build a plan to focus on the right part of the organization:

Gather research:

• Financial health

• Business initiatives

• Personnel developments

• Technologies

• Org structure

• SWOT analysis

• Industry analysis

Acme IndustriesIn-depth Company ReportAugust 2015

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Leverage Tools

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Use Predictive Account Scoring

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Historical Data- Win rate- Deal Size- Etc.

Firmographic Data- Annual Revenue- Employee Size- Etc.

4K+ Signals- Social Media Activity- Funding- Etc.

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Account Selection & Enrichment Process

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Top 100 Tier 1 Tier 2

Selection criteria

• Strategic accounts selected by Sales

• Existing accounts in CRM with Account Score = 100

• “Look alike” accounts with Account Score = 100 that we purchased

Enrichment• Convert all leads to contacts• Purchase new names• Opt-in contacts

Use predictive account scoring AND rep knowledge to select accounts

• Implement tiers

• Maintain consistency for at least 6 months!

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2. Create Compelling Content

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Great Content = Relevant Content

+ Right Time + Personal

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It’s Not Just Ebooks

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• Industry reports• Webinars• SlideShare Presentations • Videos• Blog posts• Podcasts• Infographics• Activity Books/Worksheets • Case Studies

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Know Your Buyer

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Exec. Sponsor Decision Maker Influencer

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Map Content To Buying Stages

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End User

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How to Scale With Content: 4Rs

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3. Launch Cross-Channel Campaigns

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Think Multi-Channel

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• Test new channels

• Use the channels that work for the objective

• Coordinate your message across channels

• Leverage Marketing Automation

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Take a Tiered Programs Approach

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Top 100 Tier 1 Tier 2

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Personalized Campaign Examples

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Web Personalization

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148% more conversions

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Retargeting

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These ads drive TWICE as many conversions

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Direct Mail

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Trigger-based, automated program to drive meetings with executives in Top 100 Target Accounts

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Personalized Video

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2X open rate; 80 registrations

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Financial Services Webinar Series

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11 attendees, 3 opps

9 attendees, 3 opps

21 attendees, 2 opps

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4. Align Sales & Marketing

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• Joint Account Selection & Planning• Transparency & Frequent

Communication• Goals & Incentives Alignment• Prioritization & Efficiencies• Sales Enablement and Training• Data Quality Investments

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How

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Sales Enablement: Create a Playbook• Segmentation by vertical

+ prioritization• Use predictive scoring • Messaging + proof points

for personas• Calling scripts & lists• Sales nurture emails• Special SFDC views

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5. Measure & Analyze

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Know What to Measure When

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Goal = Create pipeline and revenue within target accounts

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ABM Dashboards & Reports Provide Visibility

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Results

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37% higher win rate 66% higher ASP

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Results

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11% QoQ growth in Opportunities Created

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Key Takeaways

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• Determine if ABM works for you• Collaborate tightly with your Sales team• Use rep knowledge & predictive scoring for account

selection• Create personalized, targeted messaging and content• Coordinate your multi-channel strategy• Measure and improve

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Thank you!

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