Account Based Marketing: How Marketo runs their ABM strategy at each stage of the funnel
If you ever visited the Marketo Summit in the United States, you’ll know how popular the sessions are in which Marketo unveils how they do their marketing with Marketo. There are sessions on advertising, organizational design, campaigning, events, and more. Lately Marketo is also sharing how they execute their account based marketing initiatives. Max Biedermann will run you through their ABM strategy and execution. Which criteria do they use to segment accounts? Which marketing tactics and campaigns do they apply on each account segment. Which KPI’s do they use? And how do they report on results?