Full Funnel Account-Based Marketing презентация

Содержание

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

Слайд 1Full Funnel Account-Based Marketing


Слайд 2Full Funnel Account-Based Marketing


David Myers
Product Manager, Marketo



Mike Telem
VP Product Marketing,

Marketo

Engaging key targeted accounts everywhere


Слайд 3Overview
Defining Account-Based Marketing (ABM)
3 Steps to ABM
Real-Life Examples
Full Funnel Account-Based

Marketing
Advanced Topics
How to Get Started

Слайд 4What 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

Слайд 6Account-Based Marketing (ABM)
“Focus on those accounts most likely to generate revenue.”


Target prospects based on Industry,
Revenue and Named Accounts.


Слайд 7Should you engage them all?


Слайд 8What is Account-Based Marketing?
In one word… It’s

FOCUS


Слайд 9ABM = 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)


Слайд 113 Steps to Account-Based Marketing
Identify high value accounts
Execute targeted campaigns
Measure and

optimize

Слайд 12Financial
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


Слайд 14Apprenda (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.

Слайд 15Apprenda (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


Слайд 16
Tufin (Finance Vertical)
Tufin is the market leader of Security Policy Orchestration

and automates and accelerates network configuration changes while maintaining security and compliance.

Слайд 17
Tufin (Finance Vertical)


Слайд 18
Tufin (Finance Vertical)


Слайд 19
Tufin (Finance Vertical)


Слайд 20
Identified over 70% of key targeted accounts
50% engagement rates in a

single day

Tufin (Finance Vertical)


Слайд 21Marketo (Ads)


Слайд 22Marketo (Ads)


Слайд 23Marketo (Ads)
These Ads drove 2x more lead conversions
117% increase yr./yr. in

qualified leads

Слайд 24Marketo (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

Слайд 25SchoolDude (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.


Слайд 26SchoolDude (Email Targeted Schools per District)
Local District Case Study Email


Слайд 28
Measure, Learn & Optimize


Слайд 29For Sales - Measure, Learn & Optimize


Слайд 30What is your best channel for Account-Based Marketing?
Email
Social
Web
Advertising


Слайд 32Your 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


Слайд 33Full Funnel Account-Based Marketing


Слайд 34Full Funnel Account-Based Marketing
Ads
Web
Email
Mobile
Offline


Слайд 36Upload your Target Accounts


Слайд 37Execute Campaigns


Слайд 38Execute Campaigns


Слайд 40ABM + Stakeholders


Слайд 41ABM + Stakeholders


Слайд 42
Targeting Stakeholders in Key Accounts
ABM
+ stakeholders

President
CFO
CIO
Bus. Dev.


Слайд 43Targeting Stakeholders in Key Accounts


Слайд 441:1 ABM Personalization


Слайд 45Key Takeaways

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


Слайд 46Getting Started
Where to start?
Identify high yield targets
Execute campaigns
Measure and Optimize


Слайд 47Thank 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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