Account-based marketing (ABM) has proven itself to be an effective strategy, but it’s not easy to start. Check out the on demand webinar where two of our fearless Marketo Marketers share three strategies that will help Sales and Marketing kick-start their ABM for the first time using AI.

2. 3 Strategies that Kick-start your ABM
2019 ABM Webinar Series | February 6, 2019
Mitch Folks
Sr. Product Marketing Manager
Dave Rigotti
Head of Enterprise DG & ABM

3. AGENDA
01 Marketo’s Perspective
02 ABM’s Most Popular
Challenges
03 3 ABM Kickstart
Strategies
04 Starter ABM Experiences
05 Takeaways
3 ABM strategies that will help you get
started with ABM and help sales and
marketing partner sooner!

4. Marketo’s Perspective

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Account-based MarketingWho’s interested in my products?
Who should we sell to?
Leads Accounts
Reactive Proactive
Individuals Buying Groups

6. Account-based strategies
are now table stakes.
ABM is:
● Becoming the modern marketing standard
● Part of a bigger B2B CXM responsibility
● Blending with marketing and Sales
automation
Opportunities Alignment Revenue
93B2B organizations say ABM
is extremely important
for success
*Sirius Decisions, 2018
%

7. ABM’s Most Popular Challenges

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ENGAGE MEASUREPLAN
View & Optimize
Campaign Results
5
Provide Sales
Qualified MQAs
4
Engage
New Accounts
Engage
Known Accounts
3
Define Target
Account Lists
1
Track ABM Funnel
(MQA / Opptys)
Clean, Enrich &
Prioritize Accounts
2
Challenge 1: Creating a shared, data-driven strategy w/ Sales
Sales & Marketing Partnership

9. {Define Target
Account Lists
PLAN
1
No agreement
Lengthy Planning Process
(Avg. 6-9 Months)
Limited Data on
Accounts +
Manual Process
Wrong account list
Opinions
(Instead of Data)
Sales MKTG
=
Challenge 2: Building the right target account list to support
your ABM strategy

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● Start with low hanging fruit → your known account database
● Use AI to help build your target account list, fill data gaps, scale your process and partner with Sales
● Practice lean, agile ABM Approach → Specific goal → Narrow and deep vs. Wide and Shallow
Partner with Sales sooner by starting small: Focus on your
known account database and using AI
Shared Goal
(Alignment w/ Sales)
ABM Strategy Recipe
+ Data Insights Target Acct. Lists
+

11. 3 ABM Kickstarter Strategies

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Expand business
opportunities with existing
customer accounts
3 ABM kickstarter strategies
Get More From
Existing Customers
1 | Win More New
Business
Get Back On Track
Existing customer accounts
that are ready for upsell /
cross-sell, for example usage
Known target accounts
that look like ideal
customer profile (ICP),
e.g. firmographics, etc
Known target accounts with
that are most likely to close
the quickest
2 | 3 |
Increase more qualified
opportunities based on my
previous closed/won accounts
Close quicker based on my
previous high velocity
closed / won accounts
Predictive Upsell
/ Cross-sell List
Predictive Best-fit List Predictive Quick
Win List
Shared Goal
Target Account List
Data Insights
Strategy

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Let data insights help achieve your strategy and get buy-in
from Sales
Upload a list
to train your
AI model
Select which
accounts you
want to analyze
View model
results, scores
and fit indicators
Confirm
your target
account list
Create ABM
campaigns
inside Marketo

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[Enter Screen Shot of AccountAI
Results]
Lowest Potential with
No / Minimal Investment
and Priority
Use AI to help you achieve your strategies
A
D
Best Potential with Highest
Investments and Priority

15. Starter ABM Experiences

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ABM experience for each strategy should be influenced
and personalized based on Fit & Intent data

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Starter ABM Experiences - Direct Mail
Expand business opportunities with
existing customer accounts
Existing customer accounts that are
ready for upsell / cross-sell, for
example usage
Predictive Upsell / Cross-sell List
Get More From
Existing Customers
1 |
Shared Goal
Data Insights
Target
Account List

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Starter ABM Experiences - Digital/Paid Media
Known target accounts that look like
ideal customer profile (ICP), e.g.
firmographics, etc
Increase more qualified opportunities
based on my previous closed/won
accounts
Predictive Best-fit List
Win More
New Business
2 |
Shared Goal
Data Insights
Target
Account List

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Get Back On Track3 |
Known target accounts with that are
most likely to close the quickest
Close quicker based on my previous high
velocity closed/won accounts
Predictive Quick Win List
Starter ABM Experiences - Events/Webinar
Insert VIP screenshot of Private invite
Shared Goal
Data Insights
Target
Account List

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Target ABM nurture programs based on
target account lists created by AccounAI
and personalize the content for each step
in the journey based on their fit indicators
Nurture Automation
Send ABM emails to high ranking target
account lists created by AccountAI
and
personalize the messaging based on
specific AI-driven fit indicators
Email Marketing
Personalize your web and mobile web and
email content based AI-driven fit indicators
for high ranking target accounts
Web Personalization
Optimize your paid media campaigns,
spend and personalization by targeting
ads based on the high ranking, best-fit
target accounts and their fit indicators
Paid Media
Notify sales of “Call nows” based on which of your
best-fit target accounts are currently expressing
intent across the web to buy your products
Sales Alerts/Outbound
(Intent Data)
Optimize your ABM Event and Webinar
experiences, spend and personalization by
targeting personas and buyer groups tied to
high ranking, best-fit target accounts
Events & Webinars
ABM Experiences

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ABM is not a product, it’s
a strategy!
Shared Goal + Data Insights +
Target Account List
ABM is a holistic experience,
not a single campaign
Recap

22. Thank You
Learn more at Marketo.com

23. ARCHIVE

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Starter ABM Experiences - Digital Media
ICP Score
(AccountAI)
A C
Behavior Score
(Marketo ABM)
A
Demo Ads – High Bids
Call First
Demo Ads – Low Bids
C
Education Ads – High Bids Education Ads – Low Bids
Call Last

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Now What?
Map out Buyer
Groups & Personas
● Create Personas and
map to one or more
buying groups
● Multi-opportunity
account?
● Weighted Persona
scoring for account
qualification
Develop Personalized
Content
● Personalize content
based on the fit, intent
and engagement
attributes
● Content types/formats
depends on buyer
journey and funnel
stage
Design & Deploy your
Account Experience
● Which channels are
most relevant?
● Depends on persona
and channels you
currently support
Prove & Improve
Impact
● Holistic Account-level
reporting & Analytics
○ MQAs
○ Revenue
○ Opportunities

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Strategy 1: Marriott Wants To Buy More
Shared Goal
Expand business opportunities
with existing customer
accounts
Top 100 existing enterprise customers (“Marriotts”) that are most likely
to purchase Web Personalization (upsell / Add-on product) in the next
3 months
Data Insights
Marriotts = Existing customer
accounts that are ready for
upsell / cross-sell
Training Data
● Existing Customer
Accounts
● Enterprise Customers
● Made upsell Purchase
within last 3 months
Analyze Data
● Existing Customers
● Enterprise Customers
● No Web Personalization
Target Account List
Predictive Upsell / Cross-sell
List
● A & B ranked “Marriotts”
● High propensity attributes (Fit, Intent & Engagement)
○ Open demand gen position(s)
○ Has Marketo ABM Product
○ Expressing intent for ABM Platforms
○ Has interacted with a Marketo DG Campaign
ABM Experience Idea ABM Email Nurture + Sales Follow up
Refresh Frequency Quarterly
[Insert Image]

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Strategy 2: Lowe’s Is A Look-alike

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Strategy 3: Humana Is In A Hurry