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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?”

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

Complete Ecosystem of ABM Partners

• 250+ integrated applications across 20+ categories

• Provides choice as your needs grow

• Enables greater segmentation, personalization and engagement

ABM Partner Ecosystem

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

Platform Demonstration

Target: Focus on the Accounts that Matter

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?

Thank You!