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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