Growth with Account-Based Marketing:The Story of SchoolDude

Growth with Account-Based Marketing:The Story of SchoolDude

Mike Telem VP Product MarketingMarketo

Nick MirisisSr. Director MarketingDude Solutions

Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Overview• Defining Account-Based Marketing (ABM)

• 3 Steps to ABM

• Real-Life Examples

• Full Funnel Account-Based Marketing

• Advanced Topics

• How to Get Started

What is ABM?


Account-Based Marketing (ABM)

“Focus on those accounts most likely to generate revenue.”

Target prospects based on Industry,

Revenue and Named Accounts.


Should you engage them all?


What is Account-Based Marketing?

In one word… It’s

FOCUS


ABM = Focus = Better Resource Utilization = Results

• Identifying high value, target accounts

• Engaging them in every channel

• Analyzing results and optimizing engagements

Generating more qualified leads

Driving attributed revenue

Account-Based Marketing (ABM)


3 Steps to Account-Based Marketing1. Identify high value accounts

2. Map content and execute targeted campaigns

3. Measure and optimize


#1 Identify High Value AccountsVertical Sub-Industry Category Named Accounts

Financial Services

Healthcare

Education

Government

Insurance Companies

Public Hospitals

Universities

Municipalities

• Mid-West Target Accounts

• Top 50 Retail Accounts

• Key Enterprise Accounts

• Existing Customers

• Prospects using Specific Technology

Campaign Program MatrixExample - Vertical Customer Journey

Segment / Asset Type

Awareness1-2nd visit

Interest3-5th Anonymous

EvaluationKnown , Score<50

Commitment

Fortune 500 Companies

State of the modern meeting

Infographic

Facebook / Microsoft

Case Study (A/B)

How Blue Jeans Helps You

Live Demo

Blue Jeans Advanced Solutions

User Group

Educational Accounts - LArge

Learning withBlue JeansUse Case

Wharton University

Testimonial

Cloud-based video conferencingWhite Paper

Blue Jeansvideo summit

Event/ Conference

Mid-west Named Account Lists

Blue Jeans Demo Center

Overview Video

Wharton Connects Students Videocast

Blue Jeans mandate and promise

Advanced ServicesJoin our top executives

Networking Meeting

#2 Map Content & Execute Campaigns


Apprenda (Individual Banks)

Visitors from Barclays Visitors from UPS

Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds.


Apprenda (Individual Banks)

Visitors from Barclays Visitors from UPS

Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds.

Up to 50% click-through rates


Tufin (Finance Vertical)Tufin is the market leader of Security Policy Orchestration and automates and accelerates network configuration changes while maintaining security and compliance.


Tufin (Finance Vertical)


Tufin (Finance Vertical)

Identified over 70% of key targeted accounts50% engagement rates in a single day


#3 Analyze and Optimize


3 Steps to Account-Based Marketing1. Identify high value accounts

2. Map content and execute targeted campaigns

3. Measure and optimize

ABM Case Study: Dude SolutionsNick Mirisis

Sr. Director Revenue Marketing@nicholasmirisis


Dude Solutions

• 10 years with Dude Solutions

• Board Director, National Business Officers Association (NBOA)

• Board Director, Consortium for School Networking (CoSN)

• Board Director, Public School Risk Institute

• Information Systems Committee, ASBO International


Why Personalization?• Digital is not a silo, it’s a pillar of Revenue Marketing

• Helps us employ one-to-many strategies• Allows integrated GTM marketing programs using all marketing channels

• Scales dynamic & personalized marketing• Content, user experience specific to audience

• Catalysts, pain

• Allows for better Lifecycle marketing


Location

• Webinar• Over 150 clicks to register

• Summits• Over 400 clicks to register


Behavioral• Based on visitor on specific page visit

• A / B tested between 2 non-branded video banners

7% CTR3% CTR

+ 100,000Education Institutes in Named Account Lists

Account-Based Marketing

30Named Account List

• Private / Public / College / K-12• Prospect / Customer• Location• Top accounts


Account-BasedAll Visitors Existing Customers


Account-BasedSmall Schools Higher Education

Over 4K avg. views per month Over 1K avg. views per month


Personalization ResultsWeb visitors engaging with personalized content:

• 394% increase in avg. session duration

• 405% increase in avg. pages per session


Takeaways• Continue the conversation across channels (Email, Web, Ads)

• ABM provides a deep dive into the educational vertical

• Experiment - Day of campaigns, new product releases

What’s Next• Persona Campaigns per Account Type, Title, Division

• Personalized Ad remarking based on ABM lists

What ABM Looks like in Marketo RTP


Upload your Target Accounts


Execute Campaigns

Q&A

Thank youOptimize Your Funnel with Account-Based Marketing

For more info: www.marketo.com/personalizationCase Study: www.marketo.com/customers/schooldude/

Thank You.

Growth with Account-Based Marketing:The Story of SchoolDude

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