Marketing Automation

Getting started with ABM using Core Marketo

We’ve all been exposed to the ABM hype. We’ve attended the Marketo summit sessions and the webinars covering strategy and tools but the truth of the matter is, we don’t all have the resources or budget to invest in it right now.

If that’s you, then read on…

Here are 4 easy steps to help you get started with ABM using your core Marketo instance:

Step 1 – Segmentation

Within your lead database, create a Segmentation for each target account using the Company name and email domain. Activate the segmentation to determine the number of leads currently in your database for each tracked account.

Step 2 – Lead Scoring

Update your lead scoring program to increase the demographic score for each lead within a targeted account.

Step 3 – Create a Shared Program

Create a program in Marketo that both marketing and sales can leverage to send targeted communications to leads within target accounts. Ensure the emails are available in Marketo Sales Insights so sales can leverage them as well.

Step 4 – Share

Share what you’ve setup in Marketo with your sales team to leverage.

These simple steps will enable you to use your core Marketo instance to market to your targeted accounts and track their activity. If you have any questions, don’t hesitate to drop me a line.

Kris Latulippe

Director, Marketing Technology Practice

As a Marketo Certified Expert, Kris brings a unique mix of marketing automation and operations expertise to every client engagement.

You can share this article on:

Share on linkedin
Share on twitter
Share on facebook
Share on email


Marketing Talent Development

Happy International Day of Yoga from Demand Spring!

In celebration of International Day of Yoga, here is a look into how two B2B Marketers got into Yoga and why it has become such an integral part of their lives.
Demand Generation

How to create an amazing hybrid event

Learn how you can get the most out of your company’s hybrid events.

Good CMOs play the long game

Here are 3 techniques CMOs can leverage to remove themselves from day-to-day tactics to enable them to focus on strategic, long-term customer success.
Content Marketing

Marketing Unplugged Season 2 | Lessons Learned

How season 2 of Marketing Unplugged has helped us stand taller.
Marketing Leadership

Why brands should be social activists

Brands have the power to do more than simply sell their product; they can also change the world.

Add our Insights to your Inbox

We’ll send you one email a week with content you actually want to read, curated by the Demand Spring team.


You might also enjoy

4 things B2B marketing executives should do in 2018|4 things every marketing executive should do in 2018
Content Marketing

4 Things B2B Marketing Executives Should Do in 2018

Marketing Automation in Healthcare
Marketing Automation

Marketing Automation in Healthcare: A Prescription for Patient Communication

interesting-moment-marketo|interesting moments|
Marketing Technology

Marketo Tip: Using Interesting Moments – Best Practices