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