Marketo Account Based Marketing sounds great, and they’re pushing it hard. What is it exactly? Will it cost extra? RMS has made it easy for you below.
We at RMS love Account Based Marketing; it resonates well with our philosophy @ RMS because this is the stuff we actually have been doing with Marketo since we started back in 2010. Another very significant process automated [mostly]. Huzzah!
What is Marketo Account Based Marketing?
Marketo Account Based Marketing is a Marketo add-on product [think of it as a new tile in the home screen] allowing it to be sold at either an additional cost – or indeed standalone. As the name suggests, it basically allows you to group your leads by the Account they belong to.
View your TOFU named accounts on your dashboard and drill into things like opportunities, revenue, track their engagement through assigning lead scoring at the account level, and set up rules for Marketo to add prospective leads within accounts for you to approve and market to before they’re even known!
This allows you to streamline and track your collaborative approach across multiple channels, align different departments within your business with one strategy as well as be ahead of the curve by using personalised content to increase conversion rates and shorten buying cycles.
Put simply: Lead generation draws in the numbers and ABM qualifies and targets those leads before you market to them. You’re probably already doing it!
How much does it cost?
This is up to the discretion of your Marketo Account Manager. You will be issued a finite number of licensees with access to the Account Based Marketing tile in your Marketo instance, and permissions can be managed at the granular level within the dashboard additionally.
- You’ll need pricing (RMS can help)
- Issue your licences
- Define permissions at the granular level
- Configure CRM mapping
- Set up Account Scoring
- Account team setup – define roles, assign account owners and members
- ABM reporting setup
Here are the 6 main steps as listed in the Marketo ABM eBook:
- Zero-In On The Ideal Target
- Develop Content That Resonates
- Identify The Optimal Communication Channels
- Tailor The Experience With Real-Time Personalization
- Execute Targeted Campaigns That Identify Pain Points (throughout the customer journey)
- Measure and Review Performance
Call RMS to discuss its suitability for your business. Chances are, you’re doing some form of this yourself manually. Give your business the best chance to tailor journeys and use Marketo’s cutting edge tech – it might just be a worthwhile investment. You’ve already got Marketo, now use it to its full potential!