Account-based marketing is a B2B marketing strategy that is focused on creating marketing campaigns for certain target accounts within the audience segment. With account-based marketing, marketers can concentrate both marketing and sales efforts on target accounts, by creating personalized marketing campaigns for each, which will generate maximum positive results.
Marketo account-based marketing provides a unified solution to combine your account-based marketing and lead management activities. Marketo uses AI-based target account lists to help you streamline your marketing efforts to achieve maximum positive results. Marketo ABM consists of three components:
1.Target – The 1st component in Marketo ABM is targeting. Under this, there are three parts – account discovery, lead-to-account matching and named account lists. Connecting Marketo ABM with your CRM will show you all the relevant CRM accounts and information. Based on this, you can identify your named accounts. The information provided by Marketo ABM can help you discover accounts that are the perfect fit for your requirements and marketing strategy. The lead-to-account matching feature is in-built in Marketo. This feature automatically matches relevant leads to the named accounts in real-time. The third part is creating named account lists. A named account list is a collection of named accounts that can be targeted together. The objective of creating named account lists is to help you concentrate and customize your marketing efforts, such that they yield maximum results.
2.Engage – Once you have created your named accounts, it’s time to engage with your accounts. Marketo helps you in your account-based marketing efforts by building highly personalized, cross-channel marketing campaigns that can effectively engage with your target accounts. Using Marketo Account Filters, you can create marketing campaigns that are engaging and targeted. In addition to this, you can also use Marketo Account Triggers to trigger and run personalized marketing campaigns as and when a new lead is added to the Marketo database.
3.Measure – Once you have set up your accounts and started your campaigns, the next step is to measure and analyse the performance of your campaigns. Marketo ABM helps you measure the success of your marketing activities at the account level. With Marketo account-based marketing, you can analyse how your marketing activities are affecting your pipeline, sales cycle, revenue and engagement. This is done through the following – ABM dashboard, ABM sales report, account list insights, named account dimension in RCA and named account insights. The ABM dashboard allows you to receive an in-depth summary of your account-based marketing activities. The ABM sales report, as the name suggests, is simply a weekly report that provides information like top engaged people, key trends etc. The account list insights dashboard will help you get an idea about the aggregated insights and performance of all your named accounts. The named account dimension in RCA is an important feature of Marketo as it helps you create reports which are revenue-based, thus assisting you in measuring your account-based marketing activities based on revenue. Finally, the named account insights dashboard provides a 360-degree view of a particular target account, including the running campaigns, the performance, success metrics, improvement areas and more.
Marketo ABM incorporates AI to optimize your account-based marketing efforts holistically. With Marketo, you can ensure that you are providing a seamless customer experience across all your channels. Read on to know 5 features of Marketo that will make you a pro at marketing automation!