Eight keys for Integrating ABM with your sales team’s existing Target Account programs
ABM - The Essentials of Account Based Marketing
Transcript of ABM - The Essentials of Account Based Marketing
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Mike TelemVP Product MarketingMarketo
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ABM Essentials
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Financial Services
Healthcare
Education
Vertical
Insurance Companies
Public Hospitals
Universities
Sub-vertical Category
Mid-West Target AccountsTop 50 Retail Accounts
Key Enterprise AccountsExisting Customers
Prospects using Specific Tech
Named Accounts Lists
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ABM ExamplesEarly Stage Programs
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Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
AwarenessTARGETED DISPLAY
RETARGETING
WEB PERSONALIZATION
SOCIAL
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Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Website Personalization
Targeted offer for healthcare
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Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Target Account Display Advertising
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Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
EngagementExecutive
dinners/lunches
Onsite seminars
Exclusive sporting events
Partner Events
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Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Engagement Luncheon Overview• Title: Executive Luncheon: Master Engagement
Marketing • Presenters:
• Lori Wizdo, Principal Analyst, Forrester Research• Shyna Zhang, Sr. Product Marketing Manager
• Audience: Director and above marketing titles in the respective geographies
• Goals: Create 2 new opportunities per event; accelerate open deals
• Description: Join Marketo for an executive luncheon featuring Lori Wizdo, Principal Analyst with Forrester Research, Inc. and Shyna Zhang, Sr. Product Marketing Manager with Marketo, to learn how best-in-breed marketers are mastering the art and science of digital marketing by leveraging five key tenets of engagement marketing and engaging their audience.
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Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Engagement Luncheon Goals• Goal: Set up meetings with account x, y, z
• Metric: C- level attendance, opps, 10x pipeline
• Timing: month one, three months out, 1 year
• Questions: • Did we create C-level engagement?• Did we get meetings in our key
accounts?• How did the program do overall wrt to
pipeline?
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ABM Tech Stack Insights
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Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
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Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
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