Marketo invests more deeply into ABM, pushes alliance

Marketo has revealed details of its next generation account-based marketing (ABM) solution including Account Insight, which is designed to strengthen sales and marketing alignment.

There are are enhancements to help drive customer engagement at scale across all channels and touchpoints.

The announcement was one of the main news pieces to emerge from the Marketo conference in San Francisco, along with its Engagement Platform.

According to Cheryl Chavez, group VP, product management, user experience, Marketo,“With the new Marketo ABM, both marketing and sales have the engagement tools they need to deliver seamless experiences that grow revenue and build lasting relationships.”

Account Insight sales executives receive; 

  • An account list, prioritized by enhanced account scoring, so that sellers focus their time on the accounts that are ready to engage – and identify those who need more personalized nurturing.
  • Real-time visibility into account and contact activity, such as event registrations, whitepaper downloads, and more, to engage target accounts in a personalized way and at the right moment, leading to accelerated sales cycles. 

In a statement accompanying the announcement, Marketo said companies have quickly discovered that powering account-based strategies at scale requires comprehensive and accurate account data. 

“The enhanced capabilities unveiled today will enable sales and marketing teams to work together to build a comprehensive, accurate, real-time view of each target account for reaching them in a personalized way.”

The capabilities include account hierarchies, custom fields and a CRM account synch list Marketo Account lists in sync with changes in CRM systems, ensuring account segmentation and targeting is always up-to-date.

The company also announced the creation of the Alliance for ABM Success (Alliance), a consortium of experienced account-based marketing (ABM) leaders who have come together to help companies adopt, implement, and succeed with ABM. 

Founding members include DigitalPi, Elixiter, LeadMD, Fathom, and Perkuto in addition to Marketo.

 The Alliance was established to study, formulate, and share ABM best practices to advance the market’s understanding of ABM technologies, and to serve as an open platform for discussion and collaboration about ABM success and its influences on revenue teams (sales, marketing, and customer success) globally.

The Alliance will draw upon the combined experiences of its members and the projects they have led.

“Companies are eager to implement ABM technologies to drive greater collaboration between sales and marketing and a more focused approach for engaging accounts, but ABM isn’t a one-size-fits-all approach,” said Mike Telem, VP, product marketing, Marketo.

“We created the Alliance for ABM Success to bring together experts in the field to share their experiences and lessons learned from ABM implementations, and to ultimately enable others to succeed.”    

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