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Marketo Account Based Marketing OverviewRob AlfieriPrincipal Enterprise [email protected]

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Any discussions or statements regarding Marketo’s product roadmap and product features and functionality are for informational purposes only. Such information may not be current. Product plans are constantly evolving and thus subject to change. The actual product release content and schedule may differ materially from what is in this presentation. Any purchasing or other business decisions should not be based on the delivery of any future functionality or features discussed or otherwise presented.

10/31/2016Marketo Proprietary and Confidential | © Marketo, Inc.

What is Marketo Account Based Marketing?

• Marketo Account Based Marketing (ABM) is a marketing practice that enables marketers to focus on a finite set of high value accounts

• Instead of a marketing approach that attempts to reach and engage everyone (mass marketing), marketers can pinpoint their content strategy, resources, budget and time to engage with those high yield target accounts with a high level of personalization across channels resulting in increased revenue and sales productivity


Account-Based Marketing (ABM)

“Focus on the accounts that matter the most…”


Why Marketo ABM?

• Single Unified Platform: Marketo ABM is the only solution to combine three essential capabilities in a single, unified platform

Target: Account Targeting & Management

Engage: Cross-channel, Personalized Engagement

Measure: Revenue-based Account Analytics

• Plays Well With Others

Works seamlessly with many complementary solutions offered by Marketo LaunchPoint® partners to expand the capabilities of Marketo ABM.

• Reduces Complexity and Increases ROI

Eliminate Marketo integration with 3rd party vendors for core account-centric capabilities. Leverage your existing investments with marketo to kickstart your ABM.


ABM Business Flow


Identify Target Accounts

Identify People within Target

Accounts

Build Personalized Messaging &

Content

Select & Customize Channels

Target Accounts using Account-

Level Campaigns

AnalyzeResults at

Account-Level & Optimize

Marketing

Sales

1 2 3

6 5 4

Essential ABM Capabilities


Target

Identify Accounts And Manage Account Lists

Engage

Orchestrate Personalized, Cross-channel Campaigns

Measure

Evaluate Revenue Impact And Optimize Your Success

NEW “Named Account” Object

Account Segmentation

Account Discovery

Account Score

Lead-to-Account Matching

Target


Current Marketo Data Model


C1

GE C2

C3

L1GE

Org

Lead

Contact

Org-To-Contact Relationship (1:N)

Org-To-Lead Relationship (1:1)

New Marketo Data Model with ABM


Named Account

Lead

Contact

C1

GE

C2

L1

L1

Account List

Strategic Accounts

Hi-Tech Accounts

GE

IBM

SAP

(1:M)

Launch ABM – New ABM Tile


Identify Accounts – 2 Sources

• CRM Account

List of all the CRM Accounts

• Marketo Companies

List of all the companies in the Marketo lead database including CRM Account


Named Account Creation

• There are 2 different ways in which Named Accounts can be created

1. Manual Creation

2. Discover From CRM System

List of all CRM accounts available for named account identification and creation

From Marketo Lead Database

List of all companies within the People database available for named account identification and creation


Manual Creation of Named Account

• Use “Create Named Account” action to manually create Named account in Marketo ABM


Discover Accounts from CRM System• See which accounts

have been selected by Sales Team in CRM using a custom Boolean field

• People column is combination of Leads & Contacts

• Select multiple CRM accounts from which to create Named Accounts


Discover Accounts from People Database (1/2)• Provides a list of all the

potential accounts that are engaging via inbound channels

• Enriches company information provided by Full Contact (Marketo Partner) based on domain to company matching

• Enables selection of multiple Marketo companies to create Named Accounts


Discover Accounts from People Database (2/2)

• Resolve different variations of company names e.g. IBM, International Business Machines

• System creates a Rule every time a company is linked to a named account, enabling automated lead-to-account matching


Enriching Named Accounts with MetadataMarketo will update Named Account attributes using information provided by CRM, value-added information provided by FullContact, or customer entered values.


ACME

Account Name – ACME Inc.

Domain Name – acme.com

Industry – Retail

Size (# of employees) – 5,000

Annual Revenue - $500M

Address – 920 1st Street, San Jose, CA, 95148

Account ID State

Account Name (Required) Logo

Domain Name (Required) Account Score (Up to 5)

Industry Created Date

Employee Count

Annual Revenue

SIC Code

Country

City

Integrated with platform at no charge to the customer

Manage Named Accounts – New Grid

• Named account grid shows list of account that customer has created either manually of via discovery

• Marketo adds account scores, pipeline, opportunities count, and people information to known firmographics information, such as industry, revenue, etc.


Identify to Named Accounts Manually


List Import

Menu Actions Flow Actions

Add People to Named Accounts Automatically (1/3)

• Marketo ABM follows 4 steps to support automatic Lead-To-Account matching

• Step 1 – Convert 3 people attributes below for every person in Marketo database to propose company names

1. Email Domain Name → Convert to company name (FullContact)

2. IP Address → Convert to company name (MaxMind)

3. Company Name → Keep it as is

CRM Account Name or Marketo Company Name


Integrated with platform at no charge to the customer


• Step 2 – Normalize “proposed company names” by following rules Merge companies if same name found (case insensitive) Delete suffixes such inc, ltd, co, corp etc. before matching company names

and merge if same name found Remove ISP’s and public domains (e.g. Gmail, Yahoo, etc.)

• Step 3 – Find people matching proposed company names and categorize them into 2 categories

1. Strong Match (People) CRM contacts are by default strong matches Lead is strong match if all available attributes are matching (1/1, 2/2, 3/3) or 2/3

times the available attributes are matching

2. Weak Match (Potential People) Lead is weak match if only 1/3 attributes are matching



• Step 4 – Display normalized proposed company names with “People” and “Potential People” in discovery grids

1. Discover CRM – Only show proposed company names that are derived from CRM account names

2. Discover Marketo Companies – Show all proposed company names including CRM account names


Add People to Accounts Automatically


Example: Assume ABM already converted domain & IP to company names for leads

People Company Name Domain to Company IP to Company

Lead 1 Acme Acme Acme

Lead 2 Acme Acme N/A

Lead 3 Acme N/A N/A

Lead 4 Acme Acme Chemicals N/A

Lead 5 Acme Acme Chemicals Acme

Lead 6 ACME Furniture Acme Acme Chemicals

Lead 7 Acme Gmail ATT ISP

CRM Contact 1 Acme Acme Corp. N/A

CRM Contact 2 Acme ACME Furniture Acme Chemicals

Proposed Company Names

Is CRM Account

People PotentialPeople

Acme Yes 7 2

Acme Chemicals No 4

Acme Furniture No 2

People Database ABM Discovery

StrongMatch

WeakMatch

Manage Named Account List – New Grid

• Account List is a collection of Named Accounts

• Account list can be targeted together using new smart list filters and triggers

• There can be up to 1000 Account Lists per Marketo subscription


Manage Named Accounts Within Account List

• Lists details of all named account within an Account List

• Up to 500 Named Accounts per Account List


Configure Account Score• Account Score is aggregation of Lead

Scores

• Define up to 5 Account Scores and assign different lead scores to each.

• Examples:

Account Engagement Level = Sum (All of the People Engaged from that Account)

Product Interest from Account = Sum (All of the People showed interest from that Account)

Web Engagement from Account = Sum (All of the people visited from that Account)


Cross-Channel Engagement

Account-level Campaigns

New ABM Filters and Triggers

Close Integration with Web

Personalization (aka RTP)

Engage


New ABM-centric Smart List Filters

• New ABM-centric filters

1. Named Account

2. Account List

• ABM-centric filters can be combined with any person-centric filters to engage a group of people within targeted accounts


Named Account Filter and Constraints

• All account attributes are available as constraints within named account filter to further narrow down the list of target accounts

• New triggers are available for named account (NA)

1. Added to NA2. Removed from NA

• Activity filters are available when a lead gets added or removed from NA


Account-Level Smart Campaign


Account-Level Web Campaign

• Automatic Sync of Account Lists from ABM to Web Personalization (aka RTP)

• Customer needs both Marketo ABM and Web Personalization solution to target accounts on Web


Account-Level Ad Campaign

• Display Ads to target accounts using Marketo Ad Bridge solution

• Quickly define group of people that needs to be displayed ad’s using new account-centric filters


Cross-Channel Engagement & Targeting


ADS WEBEMAIL

Account-Level Dashboards

Lead-To-Account Rollups

New Account-level Dimension in RCE

Measure


Main Dashboard


Named Account Dashboard


Account Lists Dashboard


Account-Level Dashboard


Account-Level Opportunities


Account-Level Web/Email Activity Report


New Account Dimension in RCE

RCE Reports will have Named Account dimension

• Email Analysis

• Lead Analysis

• Opportunity Analysis

• Program Membership Analysis


Summary

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


Complete Ecosystem of ABM Partners


• 250+ integrated applications across 20+ categories

• Provides choice as your needs grow

• Enables greater segmentation, personalization and engagement

Why Marketo ABM?

• All of the essential ABM capabilities Target: Central account targeting and management

Engage: Cross-channel campaign orchestration

Measure: Consolidated ABM analytics

• A single, unified platform for ABM & Lead Management Reach key decision makers and deal influencers

• Complete set of ABM partners


V4

Summer 2016 (End Sept 2016)

Essentials of ABM Sales Enablement Advance ABM Team Collaboration

• New Account Object

• Account Lists

• Account Scoring

• Lead-to-Account Matching

• Account-level campaigns using ABM-centric Filters & Triggers

• Cross-channel engagement (Email, Web, Ad, Social, Mobile, Direct etc.)

• Built-in Account-level Analytics, trends, KPI’s, activities etc.

• Browser Plugin for sharing ABM Insights with Sales

• Advance Account Scoring

• Campaign/Channel Effectiveness Measurement

• Named Account API

Partner integration for look alike accounts, account enrichment, predictive scoring, intent data etc.)

• Account Hierarchy (Parent/Child Relationship)

Org Charts/People Relationships

• Account Import

• Account-List Lifecycle (e.g. add accounts to list on pre-set rules)

• Account-List level analytics (e.g. Lifetime value from fortune 500 accounts)

• Enhanced L2A Matching

• Account Segment API

Partner integration for custom Account List creation

• Sales/SDR/Marketing /Customer success Collaboration on ABM account selection, content, campaigns etc.

• Closed feedback loop between account teams

• Additional ways to access ABM insights from outside of Marketo

Marketo ABM – 1 Year Roadmap

V3V2V1


marketo tech overview - mapdfw.files.wordpress.com · what is marketo account based marketing?...

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