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Marketo Account Based Marketing OverviewRob AlfieriPrincipal Enterprise [email protected]
Safe Harbor Statement
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.
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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
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Account-Based Marketing (ABM)
“Focus on the accounts that matter the most…”
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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.
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ABM Business Flow
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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
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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
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Current Marketo Data Model
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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
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Named Account
Lead
Contact
C1
GE
C2
L1
L1
Account List
Strategic Accounts
Hi-Tech Accounts
GE
IBM
SAP
(1:M)
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
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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
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Manual Creation of Named Account
• Use “Create Named Account” action to manually create Named account in Marketo ABM
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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
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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
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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
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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.
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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.
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Identify to Named Accounts Manually
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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
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Integrated with platform at no charge to the customer
Add People to Named Accounts Automatically (2/3)
• 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
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Add People to Named Accounts Automatically (3/3)
• 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
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Add People to Accounts Automatically
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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
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Manage Named Accounts Within Account List
• Lists details of all named account within an Account List
• Up to 500 Named Accounts per Account List
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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)
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Cross-Channel Engagement
Account-level Campaigns
New ABM Filters and Triggers
Close Integration with Web
Personalization (aka RTP)
Engage
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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
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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
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Account-Level Smart Campaign
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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
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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
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Cross-Channel Engagement & Targeting
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ADS WEBEMAIL
Account-Level Dashboards
Lead-To-Account Rollups
New Account-level Dimension in RCE
Measure
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Account-Level Opportunities
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Account-Level Web/Email Activity Report
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New Account Dimension in RCE
RCE Reports will have Named Account dimension
• Email Analysis
• Lead Analysis
• Opportunity Analysis
• Program Membership Analysis
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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
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Complete Ecosystem of ABM Partners
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• 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
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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
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