© 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
