Marketo Account-Based Marketing Unveiled


Marketo, Inc., the leading provider of engagement marketing software and solutions, today announced the availability of Marketo Account-Based Marketing (ABM) that brings together sales and marketing teams to target, engage, and measure key accounts in a highly coordinated fashion. Marketo ABM is the only solution that offers all the essentials for ABM success natively within a single, proven marketing automation platform.

“While marketing and sales teams have long been doing account targeting, the technology hasn’t been available to reach and engage accounts – and the decision makers within them – in a coordinated, scalable way from one place,” said Chandar Pattabhiram, CMO, Marketo (pictured top left). “Built natively within the Marketo platform, Marketo ABM provides account teams with all of the necessary tools to discover, manage, engage, and analyze the accounts with the most revenue potential, thus driving revenue from their most valuable accounts and delivering higher return on their sales and marketing investments.”

Marketo ABM empowers marketing and sales teams with the right tools to collaborate and target accounts in more relevant and personalized ways. More specifically, it allows account teams to:

· Target the accounts that matter the most in personalized ways; leverage account and lead-level scoring to easily target the right accounts and the right people within those accounts with personalized campaigns.

· Deeply engage accounts and key decision-makers across channels, including email, web, ads, events, social, and mobile; use rich customer behaviors captured in Marketo’s Audience Hub to deliver highly personalized messages at exactly the right time.

· Utilize powerful account-based analytics that help account teams measure the impact of – and further optimize the results of – their ABM efforts across key dimensions, including cross-channel engagement, pipeline, and revenue.

· Take advantage of complementary solutions offered by Marketo’s LaunchPoint® ecosystem partners such as predictive scoring and account enrichment to expand the capabilities of Marketo ABM.

The Powerhouse Team Behind the AMB Ecosystem

In conjunction with the launch of Marketo Account-Based Marketing, the company announced the assembly of a network of 12 digital services and technology partners that will enable marketing and sales teams to target, engage, and measure the accounts with the most revenue potential using Marketo ABM and complementary solutions.

“Our customers have been demanding an account-based marketing solution that will allow them to more closely align with sales to target accounts, and the decision makers within them, in a more coordinated way,” said Robin Ritenour, senior vice president, business development, Marketo. “We are thrilled to have these initial 12 partners supporting and enhancing this strategic product launch and the value of account-based marketing. Their experience with Marketo and ABM strategies will complement our solution and ensure our joint customers’ ABM success.”

The initial 12 members of the Marketo ABM ecosystem include: AdRoll; Bluewolf; Digital Pi; Dun & Bradstreet; Elixiter; EverString; Fathom; InsideView; LeadMD; Owler; Perkuto; PFL.

The digital services partners are fully trained on Marketo ABM and are able to provide immediate full-service implementation and deployment of the application on the Marketo platform. These partners will help companies implement their ABM strategies and get the most out of Marketo ABM to meet their goals. In addition, new digital service partners will be trained on the application and brought onboard throughout the year.

“As companies adopt account-based marketing and sales strategies, it is essential that their marketing platforms can support all of the activities required to engage multiple people within their target accounts,” said Sydney Sloan, CMO, Alfresco. “With this in mind, Marketo is innovating with its customers, finding new ways that we can use marketing technology to coordinate and drive the results that matter most.”

To learn more about Marketo Account-Based Marketing, click here.


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