Adobe Experience Cloud Blog

MARCH 22, 2017

At its core, account-based marketing (ABM) is a targeted strategy that focuses on delivering personalized programs, messages, and content to select companies, and the leads within them, in an effort to engage them and move them towards a goal—whether that’s an initial sale, cross-sell or upsell, contract renewal, or even advocacy.

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Account Based Marketing Work Management Planning Marketing Management 128

Leadspace

APRIL 19, 2023

In our last blog , we discussed using Fit (propensity) models to determine the companies within your TAM who need your product, and how to determine which of those companies are actually ready to buy with Intent scores. Now you need to figure out who are the right people to pursue within those companies.

Lead Ranking 62

Lead Ranking Lead Scoring Ideal Customer Profiles Segmentation 62

KoMarketing Associates

APRIL 25, 2013

Lead generation is at the top of almost every B2B marketer’s responsibility list. Generate more leads, generate better leads, and improve the rate to which lead opportunities turn into closed wins for the sales teams. Marketo is considered a leader in the lead management / marketing automation industry.

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Search Engine Marketing Marketing Automation Services Search Marketing Marketing Automation 120

Vidyard

SEPTEMBER 14, 2021

From customer service to new client contracts, everything is going digital—even selling. But in a market that’s been heavily reliant on in-person interactions to drive new business, making connections and nurturing clients can be hard in a virtual selling world. What’s the Secret to Virtual Selling for Financial Services?

Enterprise Management 139

Enterprise Management Work Management Marketing Management Sales Management 139

SalesIntel

MARCH 22, 2023

However, one of the top concerns of B2B companies is identifying and profiling the characteristics and behaviors of consumers through the process of data segmentation. Firmographic data: Firmographic data provides information about the companies or organizations that make up your target market.

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Segmentation Ideal Customer Profiles Enterprise Management Marketing Automation Services 52

Adobe Experience Cloud Blog

NOVEMBER 19, 2018

Leading solutions deliver unique capabilities to marketers that assist with this visualization. They also make it possible to outline the specific steps within one or multiple buyer journeys to visualize audience progress towards a deeper brand relationship. Each company has a unique approach to building relationships with audiences.

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Top of Funnel Lead Ranking Ad Frequency Marketing Proposals 134

Influitive

OCTOBER 30, 2015

In this video interview with Chandar Pattabhiram , Group VP of Product and Corporate Marketing at Marketo, you’ll find out how the next generation of CMOs can leverage marketing technology to move away from mass marketing techniques and get back to building 1:1 relationships—in a way that is measurable and scalable.

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Ad Building Video Marketing Cross-Selling CMO 100

Adobe Experience Cloud Blog

JUNE 12, 2019

The more customers have excellent experiences in their interactions with B2C organizations, the more they expect the same standard when working with B2B companies. Maximize your revenue potential by unifying your ABM approach with your existing lead-based omnichannel marketing strategy. So, what exactly is ABM?

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Account Based Marketing ABM Ideal Customer Profiles B2B 133

Marketing Interactions

SEPTEMBER 20, 2018

For SaaS and subscription companies, winning a customer is only the first step of the journey to customer lifetime value (LTV). This may seem doable when a company is small, but as customer volume grows, so do those requirements just to maintain a consistency in monthly recurring revenues (MRR). Expand Customer Relationships.

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Marketing Funnels Top of Funnel B2B Marketing Work Management 87

Influitive

OCTOBER 21, 2015

That’s what Forrester Vice President and Principal Analyst Laura Ramos has found in a new report, Advocate Marketing Creates B2B Customer Relationships That Last A Lifetime. . In the report, Laura discusses why advocate marketing is critical to the success of B2B companies. Stronger personal relationships.

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Forrester Marketing Management B2B Marketing Word of Mouth 100

Adobe Experience Cloud Blog

JULY 6, 2017

Buyers today expect engaging and personal brand experiences throughout their relationship with a company. Consistently engaging leads and customers to stay relevant and build interest is critical, but having one-on-one conversations with every member of your audience is very difficult to scale. What is Drip Marketing?

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Top of Funnel Campaigns Buyer's Journey Lead Scoring 134

Valasys

JULY 1, 2021

According to EmailMonday, 51% of companies are currently using marketing automation, and more than half of B2B companies are planning to B2B marketing automation solutions. One can choose many goals such as: Generating more leads by increasing traffic to the website. m) Lead and customer lifecycle management.

Enterprise Management 52

Enterprise Management Marketing Management Marketing Automation Services Marketing Automation 52

Adobe Experience Cloud Blog

JANUARY 26, 2017

Author: Rick Siegfried Customer churn, or churn rate, refers to the pace at which customers leave your company in a given period. Any company that is losing customers is also losing out on valuable cross-sell and upsell opportunities—it is essentially hemorrhaging revenue. The ideal churn rate would obviously be 0% (i.e.

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Lead Ranking Churn Rate Sales Qualified Leads Cross-Selling 48

SalesIntel

AUGUST 21, 2023

For instance, you can pull together all the emails of cold leads who haven’t interacted with you for a while and send an engaging offer to restart a conversation with them. If your company doesn’t have a personalized B2B campaign in place, you’ll need to invest significantly into implementing one.

Enterprise Management 40

Enterprise Management Marketing Budget Work Management Marketing Management 40

Unbound B2B

FEBRUARY 6, 2023

It is important to identify the decision makers of your targeted companies and find ways to engage them. As a business owner, you are always looking for ways to generate demand for your products and services, drive qualified leads , and boost sales. Content syndication that applies ABM can see a revenue growth of 200% and ROI of 300%.

Account Based Marketing 52

Account Based Marketing Work Management Marketing Management ABM 52

Martech Advisor

JANUARY 8, 2020

Alison Bensch provides behind-the-scenes best practices about the planning, process and KPIs that go into an event that actually drives sales for the company. Great events are a group effort, and events marketing must act as the leading role in a production that includes sales, demand generation, social marketing and leadership.

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Marketing Attribution Lead Ranking Thought Leadership Top of Funnel 76

Adobe Experience Cloud Blog

JULY 30, 2013

Author: Dayna Rothman Effective lead nurturing today depends on making sure your message gets absorbed by buyers as they are considering their options. And that means you need to develop a direct relationship with each individual. Effective lead nurturing incorporates 4 key elements: 1. Go beyond email.

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Lead Scoring Lead Ranking Lead Nurturing Blast Campaigns 48

Adobe Experience Cloud Blog

JULY 11, 2016

Add this to the fact that it costs at least 10 times more to acquire new customers than to sell to the ones you already have, according to eMarketer, and you’ve got a strong business case to invest in your customer base. Upsell is defined as selling more of the same product or an upgrade. Customer Base Marketing is a Win-Win Situation.

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Cross-Selling B2B Thought Leadership Customer Satisfaction Lead Scoring 48

Content4Demand

APRIL 10, 2019

Adobe has shown that it is positioning itself as the cross-practice cloud ecosystem, especially with the acquisitions of Marketo and Magento, to drive digital transformation that meets buyer expectations of a frictionless, memorable experience. And Nvidia, they do gaming and sell to computer manufacturers.

Positioning 40

Positioning B2B Marketing Digital Transformation Work Management 40

Adobe Experience Cloud Blog

JUNE 22, 2016

I know, I know–I lead a glamorous life. There were buyers, store, regional managers…and Blake Nordstrom, whose great-grandfather John started the company over a century ago. It meant the absolute world to me to be recognized, less than a year out of college, by the president of the company.

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Business Thought Leadership Work Management Marketo 91

Adobe Experience Cloud Blog

JUNE 6, 2016

Some companies have already started doing this. For example, on my team at Marketo, we use the Marketo Marketing Automation Platform not only for acquisition marketing, but also for retention, cross-sell, and advocacy marketing. Right now, companies are approaching it piece by piece.

Account Based Marketing 48

Account Based Marketing Lead Ranking Marketo Thought Leadership 48

chiefmartech

APRIL 12, 2017

During the last few years, many vendors and companies had published their marketing technology stacks in the chiefmartec.com contest. In order to use marketing and customer engagement stack, you need to think about the customer relationship cycle: acquire, maintain, upsell/cross-sell, loyalty and retention.

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Work Management Enterprise Management Process Marketing Management 49

The Point

MAY 14, 2012

A new report from Forrester Consulting, commissioned by marketing automation provider Silverpop , offers little in the way of groundbreaking insights, but does provide plenty of data confirming what most already know: that many companies are failing to realize the true potential from their investments in marketing automation.

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Marketing Automation Services Marketing Automation Marketing Report Automation 100

Pam Didner

JULY 5, 2020

Traditional lead-based marketing focuses on generating as many leads as possible. Unfortunately, this strategy does not always provide high quality leads to sales. Sales and marketing teams collaborate to identify target accounts (customers) who will benefit the company the most. Marketing’s nurturing is long-term.

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Account Based Marketing Sales Management Paid Content ABM 86

Adobe Experience Cloud Blog

JUNE 12, 2019

The more customers have excellent experiences in their interactions with B2C organizations, the more they expect the same standard when working with B2B companies. Maximize your revenue potential by unifying your ABM approach with your existing lead-based omnichannel marketing strategy. So, what exactly is ABM?

Account Based Marketing 58

Account Based Marketing ABM Ideal Customer Profiles B2B 58

Adobe Experience Cloud Blog

AUGUST 1, 2013

Savvy interactions can deepen customer relationships, inspire new ones, nurture and convert leads, and strengthen brand awareness. By delivering compelling messages tailored to specific customer triggers, marketers can take leads from engagement to purchase. Creating a Seamless Cross-Channel Experience.

Email Marketing 48

Email Marketing Planning Cross-Selling Marketing Automation Services 48

Adobe Experience Cloud Blog

JANUARY 15, 2015

Author: David Cain As marketing professionals we’re often at the center of a variety of critical cross-functional initiatives, which gives us the rewarding opportunity to work with nearly every department in an organization. We work with IT on the selection and implementation of mission-critical software platforms (think “Marketo”).

Work Management 48

Work Management Marketing Management Advertising Agencies Budget Programs 48

Adobe Experience Cloud Blog

DECEMBER 20, 2010

by Katie Byrnes In a recent webinar, Mac McIntosh, Founding Partner of AcquireB2B, and Jep Castelein, Founder of LeadSloth (and new Principal Consultant at Marketo!) Nurture your leads to get 3 out of 4 sales opportunities that come from prospects with longer-term needs. Focus on qualified leads. Increase sales productivity.

Marketing Automation Services 48

Marketing Automation Services Ideal Customer Profiles Marketing Automation Automation 48

Adobe Experience Cloud Blog

JANUARY 28, 2014

Implementing lead tracking. A marketing automation platform is the key technology behind marketing practices like lead generation, segmentation, lead nurturing and scoring, relationship marketing, cross-sell and upsell, retention, and marketing metrics. Recommended Solution: Marketo. Did You Know?

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CMO InsideView Lead Ranking Top of Funnel 48

Ambal's Amusings

DECEMBER 17, 2009

Brian Carroll's blog B2B Lead Generation Blog. Mac McIntosh's Sales Lead Insights: A B2B marketing Blog. Marketo's Modern B2B Marketing. Brian Carroll's book Lead Generation for the Complex Sale. B2B Lead Generation Benchmark Study 2009. Sales Lead Expert’s Learning Center. Tom Pick's blog Webbiquity.

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Marketing Automation Services Work Management Marketing Management B2B Thought Leadership 100

Adobe Experience Cloud Blog

NOVEMBER 2, 2015

Existing customers who are up-sell and cross-sell targets: Holiday marketing should focus on making them feel valued and appreciated. Partners you want to build stronger relationships with: The holidays are a great time to recognize and reward partners for being on your team. Make charitable donations of their choice.

Top of Funnel 48

Top of Funnel Tips Planning Advertising Agencies 48

Customer Experience Matrix

MARCH 23, 2011

As if to drive the point home, the company was also previewing early designs for its next release, which will apparently center on a visual flow chart to build campaign diagrams: Dude, welcome to 2003! More important, the significance of Infusionsoft’s new features isn’t that they’re playing catch-up with systems built for larger companies.

Work Management 120

Work Management Marketing Automation Services Marketing Management Marketing & Strategy 120

Adobe Experience Cloud Blog

FEBRUARY 2, 2017

For example, some organizations may target companies that are using a solution that complements their own, while others may target key verticals or accounts that meet other specific criteria. For example, winning a big logo in a new territory or vertical to help your company enter those new markets.

Account Based Marketing 48

Account Based Marketing Sales Management Top of Funnel ABM 48

Zoominfo

MAY 21, 2020

Check Out ZoomInfo’s Tips for Outreach Texting How To Write A BASHO Cold Email (With Examples) Like many B2B companies, ZoomInfo has such a wide total addressable market. It’s important to really understand specific pain points of each company type, asking questions that uncover those pain points, and provide a relevant solution.

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Outreach Examples Ideal Customer Profiles Top of Funnel 113

Adobe Experience Cloud Blog

FEBRUARY 19, 2013

You’re able to nurture relationships with customers who are not ready to buy. Typically, only one-fifth of your leads are ready to make a purchase the first time they come in. Nurturing those who are not ready to buy on the first go-round can increase your sales leads by 50%.

Marketing Automation Services 48

Marketing Automation Services Resource Management Marketing Automation Work Management 48

Adobe Experience Cloud Blog

JANUARY 20, 2015

Author: Sanjay Dholakia How different would our world be if we judged brands the same way we judged our healthy personal relationships? Let’s say you compare your relationship with a brand to your relationship with a dear friend—would you look forward to seeing them? Would you care about what they had to say?

CMO 48

CMO Skype Paid Search Agency Advertising Agencies 48

Adobe Experience Cloud Blog

APRIL 12, 2011

by Phil Fernandez From the beginning, a founding principle of Marketo was to build a “high velocity business”. We booked our first real revenue just 3 months after starting the company. Companies are starting to leverage powerful new technologies to accelerate and strengthen the sales and marketing processes.

Business 48

Business Marketo Top of Funnel Urgency Marketing 48