account based marketing: marketo vs act-on
TRANSCRIPT
Account Based Marketing:
Act-On vs Marketo
PresentersGal Josefsberg,VP of Product Management at Act-On
Kate Priddy,Marketing Manager at BrainSell
About BrainSell • Trusted technology advisor based in Boston, MA
• Non-biased consultant representing a variety of CRM, ERP, and marketing platforms
• 21 years of successful implementations
• Core focus on consulting before software
AgendaAbout
• Automated Account Views• Account Profiles & Activity Roll-up• Target Account Groups• Account Scoring• Nurture the entire account buying team
DemoPricing/Comparison QA
Account-Based Marketing: B2B Gets Its Hot New Thing
B2C and B2B are not converging; marketing to
businesses remains a unique discipline with its own language, goals,
and tactics.
The Facts Behind The Hype
97% of marketers that try ABM report higher ROI with ABM than with any other marketing tactic.
Contract value for ABM-targeted accounts increases an average of 40% for mid –market accounts and 35% for enterprise.
ABM is linked to improvements in close rates approaching 300%, according to one study.
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3.
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Real Account-Based Marketing Insights
31% of organizations are currently practicing account-based marketing.
43% of organizations will allocate marketing resources to account-based marketing activities in 2016. Source: Act-On Account-Based Marketing Survey 2016
Real Account-Based Marketing Insights
3% of respondents think that ABM is “all hype”; 25% believe it’s a real solution. But almost 42% say they “have no idea” whether it is a clear solution or just hype. Source: Act-On Account-Based Marketing Survey 2016
Real Account-Based Marketing Insights
Despite the fact that 31% of respondents say that their company is practicing ABM, only 20% say they have a clear understanding of what it is. Source: Act-On Account-Based Marketing Survey 2016
Real Account-Based Marketing Insights
Almost 43% of polled
marketers say that they
don’t have a clear definition of what
ABM is. Source: Act-On Account-Based Marketing Survey 2016
Understanding ABM: What You Need to Know in a Nutshell
The Two Most Common Forms of ABM
PROACTIVE TARGETING
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The Two Most Common Forms of ABM
REACTIVE TARGETING
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Marketing Automation & ABM:
A Flexible Way to Scale and Succeed
Four Use Cases for Marketing Automation + ABM
Link Buyer Behaviors + Data Across a Single Account View 1
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2.Easily Create Account-Based Campaigns to Improve Nurturing + Engagement
Four Use Cases for Marketing Automation + ABM
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Automatically Score Accounts and Trigger Campaigns + Workflows
Precisely Target all Decision Makers Within an Account + Deliver a Unified Experience Across the Organization
Demo
Version 10K Active Contacts
10K Active Contacts
Professional $1,150 per month $1,795 per month
Pricing
Act-On vs
Marketo on G2 Crowd
Q&A
Thank You!Follow up questions can be directed to:
Kate [email protected]
(978) 887-3870 ext 205
Gal Josefsberg,VP of Product Management at Act-On
Kate Priddy,Marketing Manager at BrainSell