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Full Funnel Account-Based Marketing

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Full Funnel Account-Based Marketing


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Full Funnel Account-Based Marketing David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo Engaging key targeted accounts everywhere


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Overview Defining Account-Based Marketing (ABM) 3 Steps to ABM Real-Life Examples Full Funnel Account-Based Marketing Advanced Topics How to Get Started


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What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step


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Account-Based Marketing (ABM) “Focus on those accounts most likely to generate revenue.” Target prospects based on Industry, Revenue and Named Accounts.


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Should you engage them all?


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What is Account-Based Marketing? In one word… It’s FOCUS


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ABM = Focus = Better Resource Utilization = Results Identifying high value, target accounts Engaging them in every channel Analyzing results and optimizing engagements Generating more qualified leads Driving attributed revenue Account-Based Marketing (ABM)


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3 Steps to Account-Based Marketing Identify high value accounts Execute targeted campaigns Measure and optimize


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Financial SAP Users High Schools Your Customized Named Account List Mid-West Target Accounts Top 50 Retail Accounts Key Enterprise Accounts Existing Customers Prospects using Specific Technology Identify your Target Accounts


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Apprenda (Individual Banks) Visitors from Barclays Visitors from UPS Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds.


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Apprenda (Individual Banks) Visitors from Barclays Visitors from UPS Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds. Up to 50% click-through rates


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Tufin (Finance Vertical) Tufin is the market leader of Security Policy Orchestration and automates and accelerates network configuration changes while maintaining security and compliance.


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Tufin (Finance Vertical)


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Tufin (Finance Vertical)


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Tufin (Finance Vertical)


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Identified over 70% of key targeted accounts 50% engagement rates in a single day Tufin (Finance Vertical)


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Marketo (Ads)


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Marketo (Ads)


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Marketo (Ads) These Ads drove 2x more lead conversions 117% increase yr./yr. in qualified leads


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Marketo (Ads) Lead MGMT for Enterprise Generate New Customers. Step-by-Step Guide to Nurture Leads Marketo.com Marketing For High Ed Increase Enrollment & Engagement. Download Free Report to Learn More. Marketo.com/Higher-Education


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SchoolDude (Colleges and Schools) Personalized for Members of the NCA Personalized for existing customers SchoolDude is the nation's leading provider of on-demand operations management solutions for educational professionals.


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SchoolDude (Email Targeted Schools per District) Local District Case Study Email


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Measure, Learn & Optimize


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For Sales - Measure, Learn & Optimize


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What is your best channel for Account-Based Marketing? Email Social Web Advertising


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Your target accounts are at different stages & channels in the funnel Sales Cycle Stage Anonymous >> Known >> Opportunity >> Customer Channels Ads | Email | Web | Mobile | Social Full Funnel Account-Based Marketing


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Full Funnel Account-Based Marketing


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Full Funnel Account-Based Marketing Ads Web Email Mobile Offline


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Upload your Target Accounts


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Execute Campaigns


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Execute Campaigns


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ABM + Stakeholders


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ABM + Stakeholders


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Targeting Stakeholders in Key Accounts ABM + stakeholders President CFO CIO Bus. Dev.


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Targeting Stakeholders in Key Accounts


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1:1 ABM Personalization


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Key Takeaways FOCUS Full Funnel Account-Based Marketing Identify Accounts > Execute Campaigns > Optimize


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Getting Started Where to start? Identify high yield targets Execute campaigns Measure and Optimize


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Thank you Ebook: Why your Demand Gen Plans Needs Account-Based Marketing Contact us: mtelem@marketo.com / dmyers@marketo.com For more info: www.marketo.com/personalization


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