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What is Account-Based Marketing? Everything You Need to Know


Account-based marketing is seemingly everywhere these days. If you’ve heard the term and wondered, what is account-based marketing and how do I execute it successfully ? Often referred to as fishing with spears instead of nets, account-based marketing is the strategy of selling and promoting to specific, named accounts. Is Account-Based Marketing Right For My Company? Sales and Marketing Alignment.

Here's The Account-Based Marketing Metrics Cheat Sheet


As much as marketing reports exist to add measurability to a bunch of actitivities, there’s nothing more gratifying than showing proof of success. For account-based marketing, the proof is in accelerated deal velocities and the rate of new deals. In this post we cover the tracking and metrics you need to understand what great account-based marketing looks like -- most importantly, what great ABM should look like at your company.


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How Companies With More Than 100 Employees Measure Account-Based Marketing [DATA]


Earlier this month we released the ABM Metrics Report , an analysis of how B2B marketers view their account-based marketing efforts -- the challenges, plans, and metrics they use to measure success. They report being aligned internally (sales and marketing teams), but not as extremely aligned as the average respondent - 42% reported being “Marginally aligned”. First, we will take a look at how much account-based marketing these companies are doing.

How to Run Account-Based Marketing in 2020

Inbox Insight

These days, we see more B2B businesses turning to account-based marketing (ABM) as their go-to strategy with 88% claiming to see an improvement in conversion rates. Instead, marketing leaders want quality over quantity, and favor holistic methods for winning over their customers.

The Adoption of Account Based Marketing in 2019 and Beyond


In 2015, a headline declared, “Days of ‘Spray and Pray’ Marketing Are Done.”. While we may not yet have heard the death rattle for marketing campaigns that blast out generic messages far and wide in the hopes that someone will notice, more than one nail is in the coffin. Since the 1990s, B2B marketers have recognized the potential for taking a more targeted, one-on-one approach that emphasized a personalized interaction with each customer. Long, complex sales cycles.

Account-Based Marketing: Is it Worth the Hassle?


Account-Based Marketing (ABM) is a strategic method where marketers communicate with a defined set of accounts as markets of one. It’s sometimes called “key account marketing” and is often used by enterprise-level sales teams. ABM can also cover support for the after-sales customer lifecycle to help improve the overall experience of the customer. In its purest form, account-based marketing has been around forever.

The 6 Steps of Account Based Marketing

The Lead Agency

So, you’ve heard of Account Based Marketing and want to know what all the fuss is about? In this article, we’re going to outline what Account Based Marketing is and how you can use it in your business. Account Based Marketing was initially developed to solve the B2B problem of multiple decision makers being involved in a purchase. Account Based Marketing can offer a lot to B2B enterprises looking to improve their ROI.

Why Full-Path Attribution Is the Holy Grail of Account-Based Marketing


Full-path marketing attribution is a relatively new concept. Multi-touch attribution tracks the first-touch, the lead-conversion, and the opportunity-creation touchpoints across a buyer’s marketing journey. The major marketing touchpoints (first, lead, opp) are each given 30% of the revenue credit for the sale. The remaining 10% is sprinkled evenly across all other touchpoints that helped the buyer along their way. How can it help marketing?

5 Steps to Build an Impressive B2B Account-Based Marketing Framework


As account-based marketing continues to gain traction, more and more B2B marketers are looking to create the perfect campaign. Although what constitutes “perfect” will be different for each company, there are general guidelines that one can follow to develop a reliable account-based marketing framework. To start, ABM will never work without strong Sales and Marketing alignment. What marketing channels are you going to use?

How to Uplevel Your Account-Based Marketing and Sales Alignment


Have you gotten ABM off the ground, but struggle to connect the dots between sales and marketing? Without a clear plan for running coordinated account-based sales and marketing plays, it's no surprise your programs may get stuck and muddled in confusion. Account-based strategies aren’t simply marketing initiatives—they cross multiple teams and tactics. Expand in an account. Retain an account.

Best Practices in B2B Account Based Marketing

KEO Marketing

Account based marketing is growing at a fast pace with companies in the business-to-business space. According to one ITSMA survey, account based marketing provides the highest ROI of any B2B marketing strategy. When done correctly, B2B account based marketing can result in more high-quality prospects, more closed leads and higher revenues for companies of any size. Collaborate with your sales team. Marketing Strategy

The Buck Stops at the CEO for Account-Based Marketing


When it comes to generating leads vs. account-based marketing, the buck stop at the CEO. Innovative B2B marketers and CMOs are rallying behind the idea of account-based marketing (ABM) because it’s a proven strategy to grow revenue. That’s why we’re in the midst of the account-based marketing revolution. In order to fully align your organization for account-based marketing, the CEO needs to be bought in.

The Key to ABM: Sales and Marketing Alignment


Going to market effectively – and efficiently – in the B2B space is a challenge that grows increasingly complex year-over-year. Marketers and sellers are simply getting fewer opportunities to engage with buyers. Are the buyers/accounts in-market and good for our company?

How ABM Can Fill Your Sales Pipeline Like Never Before

Unbound B2B

For B2B marketers looking to boost their sales and revenue, Account-Based Marketing (ABM) is one of the most popular trends out there. 93% of marketers say that ABM is very important for their organizational success. Ready to Leverage Account-Based Marketing?

How to Drive Successful ABM Campaigns Using Rewards Marketing

SmartBug Media

Guest author Kristy Hartman is a digital marketer and content creator at Rybbon. It’s no secret that running successful account-based marketing (ABM) campaigns can be a long and involved process, but the rewards are second to none.

Why Account-Based Reporting Is Essential To Successful B2B Marketing


Large deal sizes require a different marketing approach. And a different marketing approach requires a new way to do reporting. If you're targeting large accounts -- i.e. whales -- then you need the best approach to hunting them. Where account-based marketing (ABM) is the strategy for hunting whales, account-based reporting is knowing how many ships to send out. The Difference Between ABM and Account-Based Reporting.

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Using Engagement Analytics to Drive ABM Success


Over the past several years now, marketers and other go-to-market (GTM) professionals have suggested account-based marketing (ABM) motions will be the way of the future, simply because it makes too much sense to discount. Push the old marketing sales funnel aside.

What B2B Marketing Tactics are working right now during COVID-19?


In its wake, it leaves political unrest, economic downturns, and market instability. A company that was in the market for new software could now be merely trying to survive. How should B2B marketers be planning their programs and strategies for the rest of 2020 and beyond?

What B2B Marketing Tactics are working right now during COVID-19?


In its wake, it leaves political unrest, economic downturns, and market instability. A company that was in the market for new software could now be merely trying to survive. How should B2B marketers be planning their programs and strategies for the rest of 2020 and beyond?

Engagement-Based Attribution: The Most Accurate Way to Assign Value to ABM


The problem of Marketing Attribution has been challenging marketers ever since there’s been marketing. We want to be able to measure and evaluate the effectiveness of our marketing investments to business results – and get precise measures of ROI. Of course, we’re never going to have the same direct connection to business results that our colleagues on the sales team have. When you spend time and energy justifying marketing, you waste time and resources.

Designing and Managing ABM Campaigns with Mat Rider


This is Rod Fuentes from ListenLoop , and today we are here with Mat Rider, Global Director of Digital Marketing at MongoDB. I met Mat over at the ITSMA Conference on Account-Based Marketing, where he presented this awesome talk on Designing and Managing ABM Campaigns. I have been doing marketing along with digital marketing many, many years ago. Mat: I guess we will touch base with sales team first. Challenges in ABM Life Cycle.

ABM ROI Numbers for the CRO


This spans across all marketing, customer success, and sales teams, as you look to better integrate and align all revenue-related areas. As it turns out, account-based marketing fits perfectly with this “revenue architect” framework. Sales Velocity. Intro.

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5 Use Cases For Account-Based Chat


The main goal of ABM is to bring marketing and sales into better alignment and deliver personalized and engaging experiences. As a result, marketing and sales must adapt their processes to ensure they’re delivering a seamless and continuous buying experience.

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Terminus on Terminus: How Our Team Uses Terminus to Run ABM at Scale


As a SaaS company that markets to other SaaS companies, our marketing team is in a unique position: we’re a part of our own target market, which makes us the perfect guinea pig. We don’t release a feature to our customer base until our marketing team has tested and approved it.

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Must-Track Marketing KPIs for Account-Based Demand Generation


As a B2B marketer, you’re probably well-versed in the basics of demand generation and account-based marketing. But how familiar are you with account-based demand generation? This approach isn’t merely a blend of the two concepts; it’s a nuanced breed of marketing that requires precision and can yield powerful results. As with most types of marketing (and as Peter Drucker so famously said), you can’t manage and improve it if you don’t measure it.

How Masergy Built an Award-Winning ABM Strategy from the Ground Up


I was brought onto Masergy about four years ago to start diversifying our demand go-to-market strategy,” explains Malachi. The goal [of B2B marketing and sales] is to display the right message to the right person at the right stage of the buying process,” states Malachi. “No Let’s take a look at how Malachi and his team at Masergy built an award-winning account-based marketing strategy from the ground up, as detailed in a recent webinar.

How to Measure the Effectiveness of Account-Based Advertising


Digital Marketers Are Looking at Advertising Through an Account-Based Lens. Traditionally, B2B marketers have focused on direct response metrics like click-through rate, cost per thousand impressions, and cost per lead. That’s why savvy digital marketers are taking a different approach to advertising and measurement. Why Account-Based Advertising? Account-based advertising is unique because it’s highly targeted and it’s proactive.

Turn Your Data Points Into A Data Picture With Account Scorecard


The Need for Account-Centric Measurement. Whether it’s your CMO, your head of sales, your CEO, or just that curious little reporting angel on your shoulder – we all want proof that our marketing is having an impact. Here’s the problem – you know there are dozens of touch points between your marketing campaigns and every buying center that ultimately closes business with your company. And, no one beyond the digital marketing team really thinks they matter.)

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How LogMeIn Executed a Scalable Target Account Strategy


Account-Based Marketing ? Marketing to Accounts. As any company that’s seen success with ABM can tell you, there’s a difference between marketing to accounts and account-based marketing. You can market to specific accounts all you want, but if you’re not working with your sales team and using account-based KPIs, you’re not really doing ABM. both supervisors of corporate marketing at LogMeIn ?

Guide To Marketing Performance Measurement: Scaling and Reporting Paid Media Channels [Part 3]


Welcome back to our series on marketing performance management. In this series we present a comprehensive guide for managing marketing via reporting end-to-end performance in terms of opportunities and revenue. So far we've covered how to set up foundational reports needed to get the most relevant and accurate pulse on the revenue efforts of marketing. We've also outlined team reporting for managers running marketing programs and campaigns. Account Grades.

Multi-Touch Attribution, A Full User Debrief


It’s a sure-fire method used to prove the value of a B2B marketing strategy in the form of down-funnel metrics that matter to the business -- opportunities and revenue. Single-touch marketing attribution ascribes 100% of the revenue credit for a customer to a single marketing touchpoint, which in turn ascribes the full revenue amount to the responsible channel. Instead, linear attribution gives equal credit to each individual touchpoint along a buying journey.

Marketing Performance Management & Reporting Cookbook — Chapter 1: Foundational Reporting


Reporting is a critical step in the marketing process. It’s when you step back and account for your performance. To report on marketing’s impact on the state of the business, there are a few foundational reports that all marketers can use. Especially for organizations with long sales cycles (think: B2B), the metrics involved are top or mid-level indicators of the ultimate goal, which is revenue. Recipe Ingredients: Marketing Channel. Account Grade.

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The Complete Guide To Multi-Channel Attribution Models


Multi-channel attribution is a set of rules that assigns credit for sales and revenue to touchpoints across the customer journey. What’s a touchpoint? It’s a lot like point-of-sales information, which describes the who, what, when and where of a purchase. Attribution refers to the rules and methods used to assign value across multiple channels and touchpoints. Revenue amount is typically the value that is assigned to touchpoints. marketing attribution

3 Ways To Bring More Inbound Leads Into Your Pipeline


The ideal marketing strategy starts with finding where your target audience “lives” on the web. Changing buyer needs, evolving buyer behavior, and digital disruptions make it difficult for B2B marketers to track, reach, and engage with prospects. Generating Inbound Leads for Marketing.

How To Decide Whether Marketo RCA Is Right For You


The technology journey for B2B marketers includes the implementation of an advanced marketing automation system and a CRM. And at some point an advanced marketing attribution solution is also implemented. Advanced marketing automation systems like Marketo offer some form of attribution but it can be difficult to understand exactly how it compares to other attribution solutions like Bizible. What Is Revenue Cycle Analytics (i.e. Marketing Analytics marketo rca

8 Key Demand Generation Strategies to Capture & Convert High-Quality Leads

Single Grain

This marketing tactic is simply a way to find and connect with the right people at the right time to grow your customer pool. The problem is, sales funnels are often filled with poor-quality leads that you need to sift out, which can hinder efficiency. Shorten the sales cycle.

3 ABM tests to see if ABM is right for you


While it’s true that 80% of marketers said that ABM outperforms other marketing initiatives , that doesn’t mean it’s a one-size-fits-all solution. On average, B2B sales now require 5.4 Of course, it’s possible to close B2B deals using a traditional approach (most companies do), but it puts a much greater strain on your sales team and isn’t very efficient. ABM depends on the length of your sales cycle.