account-based marketing: scaling b2b’s new strategy with marketo & lattice

ABM: Scaling B2B’s New Strategy with Marketo+Lattice

Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Contents• ABM Overview

• ABM and Predictive

• Concepts

• Success Stories

• Marketo’s new ABM Product


Account-Based Marketing (ABM)

“Focus on those accounts most likely to generate revenue.”

Target prospects based on Industry,

Revenue or Named Accounts.


Challenges• Identifying and then focusing your efforts on the accounts that really

matter > to optimize marketing ROI

• Engaging decision makers from these target accounts across channels

with relevant and personalized interactions

• Analyzing and optimizing account-based programs

• Generating true Sales and Marketing alignment and collaboration


Core ABM Capabilities• Identify and Manage Named Account Lists

• Engage with cross-channel, personalized campaigns

• Measure and optimize your ABM success

• Align and collaborate with sales


Typical ABM TargetsVertical Sub-vertical Category Named Accounts

lists

Financial Services

Healthcare

Education

Government

Insurance Companies

Public Hospitals

Universities

Municipalities

• Mid-West Target Accounts

• Top 50 Retail Accounts

• Key Enterprise Accounts

• Existing Customers

• Prospects using Specific Technology

Marketo ABM


• 1st Class Account Object

• Account Discovery

• Lead-to-Account matching

• Account Filters and Triggers• ABM Cross-Channel Engagement

• Account-level Insights & Rollup

• Account Score

• Sales & Marketing Collaboration

• Email • Ads

• Web • Events

• Mobile • Direct


Example: SchoolDude Targeting SchoolsWEBPersonalized for Members of the NCA

WEBPersonalized for existing customers

EMAILLocal District Case Study Email


Example: MarketoTargeting Ent Accounts, Personalization on DG2WP Page

Default pageCopy generic to all business segments

Personalized to Enterprise Accounts in NoAmCopy personalized, logos added

Conversion rates (3/15-3/24): Default: 25%; Personalized: 44%

The Role of Predictive in ABM


Two Great Tastesthat

Taste Great Together

Predictive Analytics + ABM


Enterprises Disruptors

Global Companies Achieve Value With Predictive-Powered ABM


The relationship is so obvious that it seems unnecessary to lay it out: predictive vendors help marketers find accounts to target; ABM helps marketers reach target accounts.

We believe predictive analytics are one of the key building blocks to delivering efficient and scalable account-based marketing.Meg Heuer, Group Director, ABM Practice

David Raab, Principal

Scaling ABM Requires Predictive Analytics


Three Steps to Scaling ABM with Predictive

1) Identify and prioritize high-value targets

2) Run hyper-personalized campaigns in Marketo

3) Add context to sales conversations


1) Identify and Prioritize High-Value TargetsStart with your target market assumptions

Typically will be based on:

• Industry = High Tech, Distributors, etc.

• Employees >500• Revenue > $150M• Geo = North America, Europe


1) Identify and Prioritize High-Value TargetsPredictive Analytics will add external B2B account

attributes

GROWTH

FIRMOGRAPHICS

TECHNOGRAPHICS

BEHAVIOR & INTENT

+


1) Identify and Prioritize High-Value TargetsPredictive Analytics will add external B2B account

attributes


1) Identify and Prioritize High-Value TargetsWith machine learning predictive analytics identifies which

accounts look most like your customers

The closer the match, the higher the score


10x

30%Higher Pipeline

Greater velocity

We wanted sales to work the most enterprise-ready accounts. Lattice was able to surface accounts with high likelihood of conversion and accelerating them in the pipeline.”

“Shantel ShaveDirector, Demand Gen

Accelerating the Enterprise Business


2) Run Hyper-personalized CampaignsLattice passes the scores and data to Marketo for execution.


Tailor nurture based on growth trends and technographics

Example:Talent

Management Software Provider


Security Software Provider:Run competitive take-out campaigns

26%Higher Win Rate


Top LinkedIn Post on Tuesday, 10/27/15

50%Lower cost per

opportunity

Direct Mail for High-Value, High Engagement Targets


3) Add Context to Sales Conversations

Lattice passes the scores and data to CRM for tailored sales conversations.


20%Higher call to win

rates on target account outbound

efforts

VP/GM of Distribution

We understand a good customer when it sees one, but with a small sales team, it would be impossible to visit millions of websites to find the ideal prospects. With Lattice, we can identify the right revenue opportunities for new business, cross-sell and upsell.”

“Increasing Penetration into

SMB

$1B+ Financial Payments Processor


Three Steps to Scaling ABM with Predictive

1) Identify and prioritize high-value targets

2) Run hyper-personalized campaigns in Marketo

3) Add context to sales conversations

Sneak Peak to Marketo ABM


Target

Engage


Marketo ABM + Lattice Predictive Built on the best Marketing Automation Platform

1st Class Account Object and Account Segment

Cross-Channel Engagement

Predictive Account Targeting and Identification

Account Data Enrichment

Account-Centric Analytics and Rollups

Sales & Marketing Collaboration

Questions?