© 2019 eMarketer Inc.

Account-Based Marketing: From

Epic Experiences to Revenue

Recognition

Dave Rigotti

Head of ABM, North America

Marketo

Douglas Clark

Global Director, Public Relations

eMarketer

Presented by

MODERATOR

August 20, 2019

Tech-Talk Webinar

PRESENTER

Account-Based Marketing: From Epic Experiences to Revenue Recognition

Proprietary and Confidential | © Adobe, Inc. 3

https://bit.ly/2nKqkTaor marketo.com/resources

Believe the hype

Proven strategy to maximize revenue

Becoming table stakes 59%INCREASING

SPEND

*Source: #FlipMyFunnel and Heinz Marketing, “2018 State of Account-Based Marketing” in partnership with Terminus, PFL, Marketo and LinkedIn

53% REVENUE GEN

IS GOAL

61% USE ABM IN

2019

Proprietary and Confidential | © Marketo, Inc. 5

Plan(Align)

Engage(Focused)

Measure(Companies)

Proprietary and Confidential | © Marketo, Inc. 6

Aligning on Goals

Goal = BookingsCompensation = Bookings

Proprietary and Confidential | © Marketo, Inc. 7

Aligning on Accounts

Proprietary and Confidential | © Marketo, Inc. 8

Plan(Align)

Engage(Focused)

Measure(Companies)

Proprietary and Confidential | © Marketo, Inc. 9

Full-Funnel ABM Approach

Contact Generation Demand Capture Pipeline AccelerationWe acquire new names for our

database, deliver nurture programs,

and accelerate their progression.

Content Syndication

Sponsored Emails

We find existing demand for our

solutions via a combo of intent data and

lower funnel content and campaigns.

Paid Search and Social

Direct Mail

BDR Enablement

Webinar

We will help close more deals by

accelerating pipeline touchpoints that

progress opps, not simply touch them.

Field Marketing

Display Advertising

Direct Mail

Proprietary and Confidential | © Marketo, Inc. 10

Personalized Direct Mail

Proprietary and Confidential | © Marketo, Inc. 11

Omni-Channel Campaign: Fast CMO

Direct mail, microsite, digital ads, outbound calls/emails

25X ROI; 80% conversion rate

Proprietary and Confidential | © Marketo, Inc. 12

1M Impressions750 Clicks

Influencing Pipeline

Proprietary and Confidential | © Marketo, Inc. 13

Plan(Align)

Engage(Focused)

Measure(Companies)

Proprietary and Confidential | © Marketo, Inc. 14

Marketing Data Silo’d in Channels

MEASURE PLAN

Optimize Optimize OptimizeOptimize Optimize

WEB PAIDMEDIA

EVENTS EMAIL SALESDEV

REVENUEBadge scans /

registrations

Open rate,

click rate

CPM, CPC,

CPL

Pageviews,

bounce rateCalls, emails

sent

Proprietary and Confidential | © Marketo, Inc. 15

Aligned Marketing Data

MEASURE PLAN

Optimize Optimize OptimizeOptimize Optimize

WEB PAIDMEDIA

EVENTS EMAIL SALESDEV

REVENUE

Proprietary and Confidential | © Marketo, Inc. 16

Key ABM Reports

Contact CoverageMQCs/MQAsOpportunities/PipelineWin Rates, Deal SizesRevenue by Channel, Content, and Campaigns

Proprietary and Confidential | © Marketo, Inc. 17

Plan(Align)

Engage(Focused)

Measure(Companies)

© 2019 eMarketer Inc.

Q&A: Account-Based Marketing—From Epic

Experiences to Revenue Recognition

Please submit any question you have and we’ll do our best to address them.

You will be receiving an email with a link to view the on-demand webinar materials.

Dave Rigotti

Head of ABM, North America

Marketo

Douglas Clark

Global Director, Public Relations

eMarketer

Presented by

MODERATOR

August 20, 2019

Tech-Talk WebinarQ&A Session

PRESENTER