RTP - Account Based Marketing...How to use it? | Community
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A
Anonymous
May 29, 2015
Question

RTP - Account Based Marketing...How to use it?

  • May 29, 2015
  • 3 replies
  • 2350 views

Hi all,

We are in the process of purchasing RTP and are debating whether or not we need ABM. How exactly does ABM work and why is it needed if we can still target certain companies with the regular RTP tool?

Thank you!

Mandy

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3 replies

John_M
Adobe Employee
John_MAdobe Employee
Adobe Employee
May 29, 2015

Hi Mandy

You can absolutely still target companies with a segment in RTP. Account Based Marketing allows you to group up your highest priority "Target" companies to easily add them to a segment. It really simplifies targeting them.. especially if the list is long.. imagine adding 400 companies individually. Yuck.

John

A
Anonymous
December 9, 2015

As John said, using ABM in RTP simplifies the process. After you have defined you set of target accounts, you upload this list into RTP as a CSV file with the account name and domain, make a target segment and then create the target visual in the campaign. Another helpful tool is that you can perform A/B testing with each campaign to see which visuals your target accounts are reacting to better.

    Ayan_Talukder
    Ayan_Talukder
    Level 4
    December 21, 2015

    Does anyone have an example on how they have executed RTP and ABM together? I watched a webinar hosted by Marketo a few days ago, definitely informative but want to see how to add RTP to our website as well.

    A
    Anonymous
    March 27, 2016

    This case study is one example of a customer using Marketo Web Personalization for ABM.

    Case Study - SchoolDude - Marketo

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