This document discusses account-based marketing (ABM) strategies and how Marketo's platform supports ABM. It describes how ABM flips the traditional marketing funnel to focus on specific accounts of interest rather than leads. Marketo provides the essential ABM capabilities like account discovery, matching leads to accounts, named account lists, and account-based personalization and cross-channel engagement in a single, unified platform. The platform also offers an ecosystem of over 250 integrated applications and partners to support ABM activities from targeting to measuring outcomes.

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Account-Based Marketing (ABM)
“Focus on those accounts that
matter most.”

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Typical Account Targeting Strategies
Vertical Sub-vertical Category Named Accounts lists
Financial Services
Healthcare
Education
Insurance Companies
Public Hospitals
Universities
• Mid-West Target Accounts
• Top 50 Retail Accounts
• Key Enterprise Accounts
• Existing Customers
• Prospects using Specific Technology

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ABM Flips the Marketing Funnel
“Who’s interested in
my products?”
“Who do I want to sell
my products to?”

7. 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

8. Complete Ecosystem of ABM Partners
• 250+ integrated applications
across 20+ categories
• Provides choice as your needs
grow
• Enables greater segmentation,
personalization and engagement

9. ABM Partner Ecosystem

10. Essential ABM Capabilities

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• Account Discovery
• Lead-to-Account Matching
• Named Account Lists
• Account-based Personalization
• Cross-Channel Engagement
• Account-specific Workflows
• Account and List-level Insights
• Account Engagement Score
• Pipeline & Revenue Impact
Marketo ABM = Essential ABM Capabilities
Target Engage Measure

12. Platform Demonstration

13. Target: Focus on the Accounts that Matter

14. Engage: ABM Cross-Channel Approach
ABM

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Measure: Key Questions to Answer
1. Are my target accounts engaged?
2. How effective are my ABM programs?
3. What are my best bets within an
account list?
4. Where are key decision makers in the
buyer journey?
5. How do I optimize my ABM success?

16. Thank You!