account based marketing: marketo vs act-on

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.

1.

3.

2.

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

1.

The Two Most Common Forms of ABM

REACTIVE TARGETING

2.

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

.

2.Easily Create Account-Based Campaigns to Improve Nurturing + Engagement

Four Use Cases for Marketing Automation + ABM

3.

4.

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 Priddykpriddy@brainsell.net

(978) 887-3870 ext 205

Gal Josefsberg,VP of Product Management at Act-On

Kate Priddy,Marketing Manager at BrainSell