What if you could replicate the success of your revenue generating accounts? What if you could ten identify similar accounts that will out-perform the rest? That's the power of account-based marketing. Join this webinar to discover how to boost marketing ROI by identifying and engaging target accounts with personalized content, messaging, and calls to action across web, mobile, and display advertising. Mike Telem and David Myers will help you: - Identify and target revenue-generating accounts based on verticals, company size, and named account lists - Engage target accounts with personalized content to accelerate them through the funnel - Analyze how effectively your marketing programs (paid, social, email, content) are driving engagement with target accounts - Align sales and marketing to drive deals everyone will be talking about

1. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Account-Based Marketing (ABM)
How to Target your Key Accounts and
Drive Revenue
David Myers
Product Expert
Mike Telem
VP Product Marketing
Ex. Insightera Co-founder

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Insightera, a Marketo Company
• Real-time targeting and personalization platform
• Leveraging big data and predictive analytics to
interact with prospects throughout the customer
lifecycle

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Overview
• Defining Account-Based Marketing (ABM)
• What is real-time personalization
• The 3 W’s for ABM
• Successful ABM use case
• How to get started with your own ABM campaigns

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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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What is Real-time Personalization?
Speed
“Within the first 10 seconds of your visitor’s website experience, you
must explain what you can do for them” (Microsoft Research)
Relevancy
“82% of prospects value content targeted to their specific industry”
(MarketingSherpa)
Personalizing your prospects experience while they are
engaged and attentive

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3 W’s of Account-Based Marketing
Who
Identify Target Accounts
> Named Lists
> Verticals
> Size/Revenue
What
Discover & Map Content
> White Papers
> Case Studies
> Videos, Posts
Where
Channels
> Website, Mobile
> Email
> Advertising

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Who - Identify your Target Accounts
• Named account lists
• Determine account profiles
• Industry, location, revenue, technology
• Behavior, customer journey and target personas
• Correlate with strategic goals
• Regional expansion, market share growth, big brands, competitors’
customers

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Financial Telecom Healthcare Your Customized
Named Account List
• Mid-West Target Accounts
• Top 50 Retail Accounts
• Key Enterprise Accounts
• Existing customers
Who - Identify your Target Accounts

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What - Discover and Map Effective Content
• 82% of prospects value content targeted to their specific industry
• 75% of executives will read unsolicited materials that contain ideas that
might be relevant to their business
• 67% find content targeted to their job function valuable
(Marketing Sherpa)
• 84% of marketing executives say they plan on developing a process to map rich media
content assets to buyer journey stage
(Aberdeen)
• Average number of content pieces on company websites: SMB - 290, Ent. - 2,430.

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What - Discover and Map Effective Content
• Discover and map content assets
• Analyze content consumption
• Basis for content automation & content recommendation
Automatic Content Discovery

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What - Discover and Map Effective Content
Target Segments Awareness Interest Evaluation Commitment
Fortune 500
Companies
Why enterprises
need cyber security
Infographic
GE
Case Study
Tech-S product
Datasheet
Fortune 500 Product
User Group
Financial Industry
Customer Service in
Finance Sector
Blog Post
10 Tips Banking and
Technology
Video
Tech-S
White Paper
Tech-S
Customer
Event/ Conference
Named Account Lists
Learn how Tech-S
leverages site
security
Overview Video
Optimize your web
security
Webinar
Security Expert
Offer
Free consultation
Join the top
security executives
Breakfast meeting
• Mapping content with a Content Matrix

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Where - Channels
Web
Mobile
Email
Advertising

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How - Real-time Personalization Campaigns
• Segments inbound prospects in real-time based on:
• Auto-engages segmented prospects with
personalized content or calls-to-action while on site
and in context, even if they are anonymous

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Measure, Optimize and Learn
• A/B testing different CTA’s per targeted segment
• Auto-Tune > Automatically accelerate most
effective CTA
• Analytics based on firmographics, verticals, named

15. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Use Case

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Use Case
• Panaya is a software vendor that helps companies
reduce ERP upgrade time and costs

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Use Case
• New Target Market: Oracle ERP users
Who
Oracle Users
Account-Based Lists
Digital Behavior
What
Case Studies
Banners / Logos
Videos
Where
Website
Mobile
Emails

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Real-time Personalization (Account-based)

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Real-time Personalization (Account-based)
Customers:

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Real-time Personalization (Account-based)
Customers:

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Real-time Personalization (Account-based)
25%
CTR

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Optimization and Auto-Tune
A

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Optimization and Auto-Tune
B

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Optimization and Auto-Tune
C

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Use Case Results
• Over 200 targeted accounts identified in 1st month
• 25% click through rate on personalized content
• 113% increase in content engagement
• Identified most converting content with A/B testing &
Auto-tune

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Getting Started
Where to start?
Identify high yield targets
Map effective content
Execute campaigns and analyze
Measure and analyze results

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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Key Takeaways
• Real-time personalization is about speed and relevancy
• The 3 W's model for ABM: who, what, where
• Focusing on your key revenue generating accounts
• Getting started is easier than you think

28. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!
Any Questions?
Ebook: Why your Demand Gen Plans Needs
Account-Based Marketing
Contact us: mtelem@marketo.com / dmyers@marketo.com
For more info: www.marketo.com/personalization