account based marketing with marketo - la user group dec 4, 2015

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Dec 4, 2015

Los Angeles

Q4 New Release and Account Based Marketo!

#ABM


Madhu GulatiPresidentShowMeLeadsMarketo Partner

About UsLos Angeles Marketo User Group Leaders

Josh HillMarketing Technology Consultant

Prash ShenoySr. Director, MarketingApigee


About LA User Group Meetings

• Held once a month virtually.

• Would you like to share your Marketo journey. We are always looking for new speakers

• We’d like to have a live and in person session once a quarter at a great location that is central to everyone. Does anyone have space?


Today’s Agenda• Recent product updates and how you can use them• Going to the Summit? Make the most of it!• Account Based Marketing and Account Based

Marketo• ABM- Use Case• What is your business problem? Let’s try to solve it

right now during Q&A.


Q4 Feature Releases What they mean for you?

Madhu Gulati


October Release: user features galore

• Subscribe to Smart List (oh yes!)• 100 subs for up to 100k leads per sub across ALL workspaces.

• Marketo Custom Object• Updated Marketo Insights for Gmail/Chrome• Mobile Enhancement• Landing Page URL Search!• IE 9 is no longer supported • IE 11 is supported• RTP – Content recommendations and Cloning


Subscribe to Smart List (oh yes!)

• These smart list complement alerts by providing daily, weekly or monthly recap• Complement Alerts and Tasks in CRM• Event registrants• Event attendees• Snap shot of MQL• New Leads


Marketo Custom Objects and Marketo Insights for Gmail Chrome

Marketo Custom Objects

• Now we can create Marketo custom objects in the admin section. This allows company to create custom object in Marketo and connect it to a lead or account.

• As an additional feature, admins can add new fields to the custom object sync without disabling and enabling your entire custom object.

Marketo Insights for Gmail Chrome

• New release for the Gmail Marketo Sales Insight extension: Emails sent through Google Mail are logged in Marketo and tracked in real-time.


Marketo Mobile Enhancements and Landing Page URL

Marketo Mobile Enhancements • View statistics on emails sent through smart campaigns with your mobile

device.This enabled marketers to work from their smart devices

Landing Page URL Search• In the Design Studio now you can see a Landing page grid and search by page

URL to find your landing pages. This is also exportable too!

IE 11 is supported• IE 9 is no longer supported


Updated: Real Time Personalization• Clone Campaigns• Content Analytics and

Recommendations


Account Based Marketing and Account Based Marketo

Josh Hill


Is ABM a big change and investment, or can you get going right now?

Strategy• You are in customer dev

mode.• You only sell to F500 or so.

Tactical Nurturing• You have an Enterprise

Team• You want to try ABM

techniques and not buy a whole new system.

Good News – you can try ABM techniques today in Marketo!


Wait, doesn’t Marketo only handle leads?• Yes, Marketo itself thinks in terms of leads (SFDC

Leads and SFDC Contacts).• ABM tools already exist in Marketo

• Smart Lists• RCM’s Account Tracking Mode• Engagement Programs• RTP


What you need to pull together firstComponent Criteria ConsiderationsNamed Account List Names, variations

DomainsIS vs. CONTAINS (cisco vs. San Francisco)Actual fits, not just what Sales wants.

Account Personas Names, size, location, domains, industry

Define by industry and who will benefit most. What is the minimum # of Buyers to go to Account MQL?

Buyer Personas Titles, behaviors, interests, departments

Watch the filters here and be as detailed as possible when converting to smart lists.

Persona Solution Stories Your narrative matrix must be very crisp

Dynamic content will depend on this.

Data Cleaning + Appending Do you have automation for this already?Territory Management Are your routing rules and owners correct? Is the update

process done properly? How does sales want to be alerted for Account MQL?


Build the dynamic content matrix to drive the system

Account Persona Buyer Persona 1 Buyer Person 2Tech Startup Marketing Manager Marketing DirectorMultinational Industrial Manufacturer

Marketing Operations CRM Administrator

The goal of this exercise is to allow you to build a set of smart lists that match each cell so you can then target the Account and Buyer at the same time.

This can also form the basis for RTP campaigns and Segmentations.


The multi-level nurturing system• You may not be here yet, so take the time to setup each part. • You can do ABM nurturing without the more generic levels, but I recommend

getting the Generic right first.• This is ONE option. Generic Track

Solution Track

Account – Buyer 1

Account – Buyer 2

Buyer Persona Track

Account Buyer


Tactical and program thoughts

• Real Time Personalization• If you have this now, rebuild your campaigns to be Account

and Persona Based.• Leverage this information for any retargeting programs• Drive people to your ABM Nurturing Track sign ups.

• ABM Nurturing Bait• Use generic nurturing and RTP to collect more information to

route people to the nurturing tracks.• Use Appending to increase coverage and segmentation

ability.


How do I know where I am with ABM?• Reporting – Jon Miller’s view

• Coverage & Depth – you can do this with smart lists• Awareness – behavior based• Engagement – behavior based and Account Scoring• Program Impact – program success based• Influence – program success based

• Baseline• Try to run these lists now to see what your coverage rate is

and then you can decide how much to invest in increasing coverage.


More #ABM Resources

• ABM Operations• Engagio.com• Marketo RTP

http://www.marketingrockstarguides.com/account-based-marketing-operations-2072/


Account Based Marketing - Use Case

Prash Shenoy


ABM Use Case

What is needed:• Goal: Engage, & appointment with Sales ( MoF and BoF) Who is the target: • Target audience: Fortune 500 companies, Employee size >1000,

Annual Rev > 1 billion, Title: CXO, Digital/Enterprise Architect, VP Product development

What we have:• Technology: CRM (SFDC), MAP (Marketo), Data Enrichment

(Demand base, Discover Org, Lean Data), Sales enablement (Marketo Sales insight, Lean Data, Discover org, Google analytics, Demand base), Analytics ( Marketo RCA, Lean data, SFDC, Demand base, Google Analytics)


Marketing technology Stack


ABM Action Plan

1. Identify Accounts: Tag all target accounts in SFDC(CRM) Tag all contacts for same Tag ADR and Sales Rep for each account Tag LEADS with Accounts in SFDC? – Lean

Data Account level info on Leads in Marketo

Account 1Owner A1ADR X1 Target Account =YesTerritory : North East Americas

Lead 1Tagged Owner: A1Tagged Adr: X1Target Account: YesTagged Territory : North East Americas

Lead 2Tagged Owner: A1Tagged Adr: X1Target Account: YesTagged Territory : North East Americas

MARKETO

Lean Data

SFDC


ABM Action Plan

2. Engage - Campaigns: Nurture campaigns in Marketo ( Personalized by

ADR name) Nurture by Industry vertical Webinars by relevant topic – horizontal

ADR – Inside sales engagement Based on engagement score ( Account score

can help even more) ADR Leads View by target account,

industry, geo etc


ABM Action Plan

3. Measure – Analytics: Target account foot print – web

traffic, webinars attendees, no of meetings set.

Target accounts in pipeline Campaign performance – Verticals (

target accounts)


Ready for more?

Questions and Comments: [email protected]@marketingrockstarguides.com