account-based marketing - your perfect match across channels
TRANSCRIPT
Account-Based MarketingYour Perfect Match Across Channels
David MyersSr. Product Manager, Marketo
Mike Telem VP Product Marketing, Marketo
• This webinar is being recorded!
• Slides and recording will be sent to you after the webinar
• Have a question? Use the Chat in the bottom left
• Posting to social? Use our hashtag - #mktgnation
Housekeeping
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Agenda
• Account-Based Marketing (ABM) Refresher
• 3 Essential Capabilities of ABM
• Engaging Key Accounts across Channels - Email, Web, Ads, Events
• Cross Channel Success Stories
ABM Refresher
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Account-Based Marketing (ABM)
“Focus on those accounts that matter most.”
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Advantages of ABM
“97% of marketers achieved higher ROI with ABM than with any other marketing initiative” – Alterra Group
Improve marketing ROI
Drive more revenue (ASP’s, wins)
Generate the right leads and opportunities
Align sales and marketing
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The Right Accounts & People Cross-Channel with
Personalized Campaigns
Impact on account engagement,
pipeline & revenue
Marketo ABM = The 3 Essential ABM Capabilities
Target Engage Measure
Cross Channel ABM
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ChannelsAds
Web
Mobile
Offline / Events
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Extending your ABM Reach
Email(5K)
<< Known >> << Anonymous >>
Reach (Number of engaged key accounts)
------------------------------------------------
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Extending your ABM Reach
Email(5K)
Website (50K)
<< Known >> << Anonymous >>
Reach (Number of engaged key accounts)
------------------------------------------------
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Extending your ABM Reach
Email(5K)
Website (50K)
Ads (500K)
<< Known >> << Anonymous >>
Reach (Number of engaged key accounts)
------------------------------------------------
“Engage with 10x more of your targeted accounts”
Cross Channel Engagement for ABM
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Full Funnel Flow
Key Accounts
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Potential ABM Prospects everyday on your Website
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Targeting Stakeholders in ABM Accounts
ABM+ Stakeholders
President
CFO CIO
Bus. Dev.
Known
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Cross Channel ABM• Many stakeholders involved in the buying decision remain
unknown
• Web & Ads channel provides the best opportunities to
engage with the whole Account
• Engage with 10x more of your targeted Accounts
Cross Channel ABM Examples
ABM for Email
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ABM for Email: SchoolDude Local District Case Study Email
ABM for Web
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Web Personalization & ABM
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Web Personalization & ABM
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• Top 50 Telecom Operators
Named Account Lists
Web Personalization & ABM
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Web Personalization & ABM
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Web Personalization & ABM
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Top 200 Accounts
Named Account Lists
Web Personalization & ABM
Web PersonalizationPersonalizing web experiences can lead to:
• Average time on site up 193% for visitors who engaged with personalized content
• Up to a 270% increase in content consumption• 30% increase in conversion rates
ABM for Ads
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Ad Retargeting• Retargeting Ads to Customers Using Competitors
• Retargeting Ads to Key Government Accounts
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Ad Retargeting
*illustration mockup
Ad RetargetingPersonalizing Ad Retargeting can lead to:
• Conversion rate goals boosted by 13x• Leads in the early stage of the nurturing funnel show a
conversion rate as high as 40% • Cost per conversion decreased 10x
ABM for Events
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ABM for Events
Summary
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Summary• Flip your marketing funnel & target the accounts that matter
• Target > Engage > Measure
• Web + Ads are untapped potential for anonymous ABM
• Extend your ABM across all marketing channels
• Have a single, unified platform to manage your ABM
Thank you
Account-Based MarketingYour Perfect Match Across Channels