Marketo Unveils Account Based Marketing Features

Account Based Marketing (ABM) is the new acronym on the block – Marketo just made sure of it. The world renowned marketing automation software has fully embraced ABM, which essentially allows marketers to target specific accounts, and specific decision makers within those accounts. It's basically personalization, except better.Here's how it works:Marketo ABM: A Summary Marketo ABM empowers marketing and sales teams with the right tools to target and engage specific accounts in more relevant and personalized ways. More specifically, it allows marketing teams to:Target the accounts that matter: By leveraging account and lead-level scoring, marketers can easily target the right accounts and the right people within those accounts with personalized campaigns.Deeply engage accounts and key decision-makers across channels: This includes working through channels likes email, web, ads, events, social, and mobile; use rich customer behaviors captured in Marketo's Audience Hub to deliver highly personalized messages at exactly the right time.Utilize powerful account-based analytics: Marketo's stats 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: The products offered by Marketo's LaunchPoint® ecosystem partners, including predictive scoring and account enrichment to expand the capabilities of Marketo ABM. Essentially, the new features allow marketers to target specific accounts and customers in a personalized way – across all major channels. Plus, revenue-based account analytics and lead management functionality all comes bundled in Marketo's unified platform.