Marketo Engage: Mastering Target Account Management

When implementing a successful Account-Based Marketing (ABM) strategy, having the right tools and technologies in place is crucial.

This slide deck explores the critical features of Marketo's Target Account Management tool and why having a well-defined strategy is essential for effective ABM campaigns.

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Uncovering Marketo’s
Target Account
Management
PHX MUG –April 2024

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Marketo Target Account Management is a tool that you
can use in Marketo to help identify, manage, engage,
and measure your target accounts.
What is Target Account
Management? (TAM)

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•Improved Focus: Identifying and prioritizing the most valuable accounts
allowing teams to focus
•Increased Alignment: Part of a good ABM strategy is to get buy-in across the
organization and align on your methodology for managing accounts.
•Enhanced Personalization: Sending the right message to the right audience
in a more impactful and meaningful way
•Increased ROI: With focus on high-value target accounts your business can
achieve higher conversion rates
•Improved Account Insights: Robust analytics and reporting features that
provide valuable insights
•Expanded Scalability: Designed to scale with the needs of growing
businesses
Why use Target
Account Management?

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The Importance of ABM Strategy
It’s important to call out that while Marketo Target Account
Management is useful, it is NOT a strategy.

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The Importance of
ABM Strategy
These are some important steps to develop
an impactful ABM Strategy:
● Organization Alignment & Buy-In
● Identify your Ideal Customer Profile
● Target Account Research
● GTM Through Buyer’s Journey
● Personalize Content & Messaging
● Measure & Optimize Performance

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Important Marketo Admin Configurations
Four major components to work through:
Account Scoring Account Personas
Account Teams Account Reports & Sales
Supports these strategies: Organizational Buy-In & Alignment, Identify Ideal Customer Profile, GTM Through Buyer’s Journey, Measure & Optimize Performance

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Identification of Target Accounts
Rank, identify, and find new accounts with the Target Account Management Tool.
Named Accounts
Account Profiling
Account Profiling
Account Discovery
Supports these strategies:
Organizational Buy-In & Alignment,
Identify Ideal Customer Profile,
Target Account Research

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Targeting & Segmentation for Personalization
Target Account Management allows you to target and segment with the following:
Account Lists
Account Profiling
Dynamic Account Lists
Segmentations
Supports these strategies:
Target Account Research
GTM Through Buyer’s Journey
Personalize Content & Messaging

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Data Management
& Reporting
It’s important to keep your accounts
organized in Marketo to get the best
output of reports:
● Lead to Account Matching
● Target Account Data Management
● Target Account Dashboard
● Account Dashboards
● Sales Insights/Account Insights
Supports these strategies: Measure & Optimize Performance

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Target Account Management
Best Practices
•Identify your strategic plan for ABM before implementing TAM.
•Clearly define your goals and objectives with TAM.
•Admin configurations need to be setup by an Admin. There are many
strategic decisions to be made before those settings can be implemented.
•Use the Discover CRM Accounts is the best option for bringing in Named
Accounts.
•Limit the number of accounts you create data management campaigns
for. (Do this for meaningful accounts that will make an impact. The other
accounts you may want to update manually as needed.)
•To add in an additional layer of intent data, Marketo TAM can work well
with other platforms such as 6sense.

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