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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.

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