growth with account-based marketing:the story of schooldude
TRANSCRIPT
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Growth with Account-Based Marketing:The Story of SchoolDude
Mike Telem VP Product MarketingMarketo
Nick MirisisSr. Director MarketingDude Solutions
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Page 2Marketo 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
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What is ABM?
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Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Account-Based Marketing (ABM)
“Focus on those accounts most likely to generate revenue.”
Target prospects based on Industry,
Revenue and Named Accounts.
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Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Should you engage them all?
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Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
What is Account-Based Marketing?
In one word… It’s
FOCUS
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Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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)
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Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
3 Steps to Account-Based Marketing1. Identify high value accounts
2. Map content and execute targeted campaigns
3. Measure and optimize
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Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
#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
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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
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Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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.
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Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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
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Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Tufin (Finance Vertical)Tufin is the market leader of Security Policy Orchestration and automates and accelerates network configuration changes while maintaining security and compliance.
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Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Tufin (Finance Vertical)
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Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Tufin (Finance Vertical)
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Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Tufin (Finance Vertical)
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Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Tufin (Finance Vertical)
Identified over 70% of key targeted accounts50% engagement rates in a single day
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Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
#3 Analyze and Optimize
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Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
3 Steps to Account-Based Marketing1. Identify high value accounts
2. Map content and execute targeted campaigns
3. Measure and optimize
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ABM Case Study: Dude SolutionsNick Mirisis
Sr. Director Revenue Marketing@nicholasmirisis
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Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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
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Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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
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Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Location
• Webinar• Over 150 clicks to register
• Summits• Over 400 clicks to register
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Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Behavioral• Based on visitor on specific page visit
• A / B tested between 2 non-branded video banners
7% CTR3% CTR
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+ 100,000Education Institutes in Named Account Lists
Account-Based Marketing
30Named Account List
• Private / Public / College / K-12• Prospect / Customer• Location• Top accounts
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Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Account-BasedAll Visitors Existing Customers
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Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Account-BasedSmall Schools Higher Education
Over 4K avg. views per month Over 1K avg. views per month
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Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Personalization ResultsWeb visitors engaging with personalized content:
• 394% increase in avg. session duration
• 405% increase in avg. pages per session
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Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
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
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What ABM Looks like in Marketo RTP
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Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Upload your Target Accounts
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Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Execute Campaigns
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Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Execute Campaigns
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Q&A
Thank youOptimize Your Funnel with Account-Based Marketing
For more info: www.marketo.com/personalizationCase Study: www.marketo.com/customers/schooldude/
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Thank You.