the new marketing champ: 5 steps to real-time account-based marketing
TRANSCRIPT
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
The New Marketing Champ: 5 Steps to Real-time Account-Based Marketing
#LaunchPoint
Udi Ledergor, PanayaMike Telem, InsighteraMike Tomita, Marketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Mike TomitaSenior Web Marketing ManagerMarketo
Mike TelemVP, Business DevelopmentInsightera
Udi LedergorVP, MarketingPanaya
Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end • We will be recording the webinar for
future viewing• All attendees will receive a copy of the
slides/recording • Twitter hashtag: #LaunchPoint
Page 4© 2013 Marketo, Inc. Marketo Proprietary and Confidential
ABUNDANCEINFORMATION
Page 5© 2013 Marketo, Inc. Marketo Proprietary and Confidential
+ +
Right Message, Right Person, Right Time
Leveraging Real-time Account-Based Marketing
Udi Ledergor, VP Marketing,
Mike Telem, Co-founder,
What is Account Based Marketing
“Focusing marketing and sales on the accounts most likely to generate revenue or meet other strategic goals”
Account Based Marketing
• 84% of marketers say ABM provides significant benefits
to expanding customer relationships
– 82% of prospects value content targeted to their specific
industry
– 75% of executives will read unsolicited marketing materials that
contain ideas that might be relevant to their business
– 60% of marketers say personalizing messages based on
customer behavior is their top challenge
Who is ?
• SaaS for testing and change impact analysis for business
applications
• Panaya cut costs, risk and effort of a typical business application
project (e.g., upgrade, support pack or roll-out) by up to 70%
• Founded in 2006. Offices in the US, Germany, Japan and Israel
• 900+ customers:
• 800+ SAP
• 100+ Oracle
Marketing Challenge: Expand to a New Market
It happens in every (good) company…
• A new market presents a strategic opportunity
• Marketing tasked with generating demand
• Need new marketing campaigns & content without
jeopardizing the company's already established market
• Should engage prospects across the funnel
Panaya's Full-Funnel Marketing Software Mix
Targeting Multiple Audiences
• Panaya has dozens of SAP content assets with a clear path for users to discover
• The site is very SAP-oriented
• Just a few Oracle-related case studies, buried deep inside the site
• Needed to identify Oracle users and highlight relevant content, without distracting from SAP offering
The Solution:
A Real-time, Full-Funnel Account-Based Marketing
Program
Panaya’s Account-Based Marketing Program
• Identify key accounts
• Named lists from CRM
• Target behaviors and personas
• Fortune 1000
• Discover relevant content
• Case studies, videos, landing pages
• Define Top and Mid-funnel campaigns
• Run bi-monthly analysis with sales
The Personalization Strategy with Insightera & Marketo
• Define target segments for top funnel account discovery:
• 215 accounts discovered in 1st month
• Real-time personalized campaigns on-site (Top-Funnel) and via
email nurturing (Mid-Funnel) display targeted content to relevant
inbound prospects: Oracle users, Fortune 1000
• Real-time campaign feedback sent from Insightera to Marketo
• Content engagement up by avg. 113%
• A/B testing and auto-tune set up for optimization
• Identified most converting content
Marketo Campaigns - SAP Users
Marketo Campaign - Oracle Users
Insightera Campaign - Fortune 1000
Marketo Campaign - Fortune 1000
Results
• In the first month, 215 inbound prospects identified as Oracle
accounts by Insightera
• Content engagement increased an average of 113% with
personalization
• Content path onsite was optimized creating a tailored online
experience for Oracle/SAP users addressing their needs
• Sales and Marketing alignment improved
Next Steps
• Extend ABM program to target content according to
industry (Automotive, Pharma, etc.)
• Create Persona-based programs (CTO, CFO, Etc.)
• Identify 3 main buying stages and appropriate
content/CTA’s
• Targeted sales-oriented calls-to-action
Key Takeaways
• ABM focuses your efforts and provides more results in terms of
revenue and strategic goals
• The 5 steps for an ABM program
• Identify and discover target accounts
• Define personalized messaging
• Determine optimized channels
• Engage with Real-time full funnel campaigns
• Analyze and optimize
• A full funnel program is fundamental
Page 25© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Q&A
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!