Marketo Launches New ABM Product

Marketo has launched a new account-based marketing product this week. Marketo ABM brings together sales and marketing teams to develop key accounts in a collaborative process.  In conjunction with the launch, the company also announced 12 partners for Marketo ABM and complementary solutions.

The core capabilities of the system are being complemented by integrated functions offered in a new Marketo ABM partner network. The initial partners include AdRoll, Bluewolf, Digital Pi, Dun & Bradstreet, Elixiter, EverString, Fathom, InsideView, LeadMD, Owler, Perkuto and PFL.

Earlier in May this year, Marketo CEO and Chairman Phil Fernandez had revealed details of a major upgrade to its platform called Project Orion, and also outlined significant investments in account-based marketing (ABM), predictive content and analytics.

He had noted that the industry has evolved significantly in the 10 years since the company's founding. “Yesterday’s marketer was a cost center," he said. Today's marketer is "already data-driven” — and "tomorrow’s marketer never leaves the side of the customer.”

According to the press-release last week at the time of the launch of the product, Marketo ABM is built to help account teams:
• 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 customerbehaviors 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'sLaunchPoint® ecosystem partners such as predictive scoring and account enrichment to expand the capabilities of Marketo ABM.

Some interesting features of this new product include:
• New ABM native capabilities that are built from the ground up
• New functions including targeting and messaging by account, engaging decision makers across channels, and measuring impact by account.
• Cross-channel campaigns for accounts by linking a person to an account via domain names, IP matching, location and other attributes.
• Defining accounts as objects in the system so an account can be scored similar to a lead, based on engagement, profile and other factors. Predictive scoring can now be added via integration with a third-party provider.

With the launch of Marketo ABM, ChandarPattabhiram, CMO, Marketo commented  “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.”  The company further said that the new account-oriented offerings are the most complete native functions by any major marketing platform.