The document discusses account based marketing strategies using Marketo. It begins with an agenda for a Marketo user group meeting covering recent product updates, account based marketing, and solving business problems. Next, it outlines Marketo's Q4 feature releases including smart list subscriptions, custom objects, and mobile enhancements. Two sections then provide more details on implementing account based marketing within Marketo, including building account and buyer personas, data cleaning, and setting up a multi-level nurturing system. An example use case is also presented covering identifying target accounts, engaging them through campaigns, and measuring analytics.

1. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Dec 4, 2015
Los Angeles
Q4 New Release and Account Based
Marketo!
#ABM

2. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Madhu Gulati
President
ShowMeLeads
Marketo Partner
About Us
Los Angeles Marketo User Group Leaders
Josh Hill
Marketing
Technology
Consultant
Prash Shenoy
Sr. Director,
Marketing
Apigee

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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?

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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.

5. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Q4 Feature Releases
What they mean for you?
Madhu Gulati

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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.

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Updated: Real Time Personalization
• Clone Campaigns
• Content Analytics and
Recommendations

11. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Account Based Marketing and Account
Based Marketo
Josh Hill

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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!

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What you need to pull together first
Component Criteria Considerations
Named Account List Names, variations
Domains
IS 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?

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Build the dynamic content matrix to drive
the system
Account Persona Buyer Persona 1 Buyer Person 2
Tech Startup Marketing Manager Marketing Director
Multinational 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.

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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.

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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.

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
More #ABM Resources
• ABM Operations
• Engagio.com
• Marketo RTP

20. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Account Based Marketing - Use Case
Prash Shenoy

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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)

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Marketing technology Stack

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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 1
Owner A1
ADR X1
Target Account =Yes
Territory : North East Americas
Lead 1
Tagged Owner: A1
Tagged Adr: X1
Target Account: Yes
Tagged Territory :
North East Americas
Lead 2
Tagged Owner: A1
Tagged Adr: X1
Target Account: Yes
Tagged Territory :
North East Americas
MARKETO
Lean Data
SFDC

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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)

26. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Ready for more?
Questions and Comments:
Madhu@ShowMeLeads.com
josh@marketingrockstarguides.com