Today, Marketo announced the launch of their Account Based Marketing (ABM) product, which will enable account teams to target, engage, and measure accounts–and the decision makers within them–through a single platform, helping companies get closer to their high-value targeted accounts and significantly increase their bottom-line. Bluewolf is the only consulting partner included in the launch.

“We are thrilled to have Bluewolf as one of our select Marketo ABM launch partners,” said Robin Ritenour, SVP of Business Development, Marketo. “Bluewolf has a proven track record of success around sales and marketing alignment at scale, and their role in the Marketo LaunchPoint® ecosystem means they are immediately available to enhance our customers’ first-class, account-centric experience.”

We know that the best marketers are aligned with sales. Why? Because the current landscape of B2B marketing demands that companies provide personalized, multi-channel engagement, which means top sales and marketing teams are partners across the entire customer lifecycle.

To achieve this vital alignment, marketers are turning to account based marketing (ABM). Aligned through an ABM strategy, sales and marketing teams can work together to identify a list of Tier 1 key accounts and use machine learning to build a list of Tier 2 “look-alike” accounts. Once the buyer personas are agreed upon Marketing can then create highly customized engagement programs to turn prospects into opportunities.

For example, with an ABM strategy, when key account contacts visit a company's website, their personalized, digital experiences can be based on industry, role and even opportunity stage data; however, their digital activity will impact the account-level engagement score rather than contribute to a single lead-based score. 

Accelerate Sales Cycles, Powered by ABM 

Individuals download assets, companies buy things. Sales cycles in B2B marketing often require the navigation of complex, layered relationships, and an ABM strategy allows for a holistic view of account engagement. With an account-based marketing strategy, the focus is on scoring the aggregated engagement activity across the entire account - not the individual contact. This enables sales teams to prioritize and engage with the right account, and the right person, at the right time. 

Prove Marketing Influence with ABM 

Marketers, empowered by marketing automation technology and deep CRM integrations, are now leading full-funnel, data-driven customer engagement programs. Instead of fighting for a seat at the table, armed only with siloed technology and explicit campaign associations, marketers are now partnering with sales to implement an ABM strategy. By focusing on aggregating account level data to support and drive customer engagement, marketing and sales are finally speaking the same language. 

Now marketers can say: “Marketing programs influence this account, drive engagement activity across this account, and are sharing this engagement activity data between Marketo and Salesforce.”   

4 Ways ABM Strategy Will Impact B2B Marketing 

1. Full- Funnel Engagement: Marketing and sales teams can leverage the same data to focus on personalized account-level engagement across the entire customer lifecycle
2. Do More With Fewer Tools: ABM is powered by deep integrations between your marketing automation platform and Salesforce; consolidate your marketing technology stack to focus on engagement instead of managing siloed technology and data
3. Prioritize Sales Activity In Real Time: Implement predictive scoring models to prioritize accounts and make real-time decisions; track campaign ROI and program influence much faster by identifying the best leads to pursue quickly
4. Deeper Insight Into Key Accounts: augment data with social and/or firmographic data to gain deeper insight into key accounts

To Do Now: Personalize, Engage, Sell 

As a leading marketing automation platform, Marketo recognized that companies need a single, scalable tool that both enables ABM strategy and automates engagement programs. In response to market demand, Marketo will release their new ABM alongside the release of Orion this October.

"The ability to provide marketers insight and quickly automate at the account level is revolutionary," said Corinne Sklar, global chief marketing officer, for Bluewolf. "The combination of Marketo ABM and its best-of-breed partner ecosystem enables marketers to implement deeply personal customer programs that have never been holistically available before."

Bluewolf, as an exclusive ​launch ​partner of Marketo’s ABM, offers an ABM services accelerator to help companies innovate, get closer to their key accounts, and achieve maximum ROI as quickly as possible. Bluewolf’s Marketo ABM services accelerator provides clients–who are looking to leverage ABM and integrate a deeper level of engagement between marketing and leading CRM platforms–a suite of solutions and proven strategies to implement, standardize, and innovate processes quickly to get to their future now. Interested in launching Marketo’s ABM in your organization? Talk to our experts.