Executive Insights: Account-Based Marketing (ABM) with Eric Martin of SAP Marketing

Marketing Insider Group

When I recently interviewed Kathleen Schaub about the changes in marketing over her long tenure as both a CMO and the lead of IDC’s CMO Advisory Practice, she commented on what had changed most for marketing professionals. The concept of one-to-one or one-to-few marketing is hardly new.

The Path To Account-Based Marketing (ABM) Success

Unbound B2B

Over the last few years, I’ve been keeping a close eye on account-based marketing (ABM) — waiting for the hype to become reality. We’re now seeing a ‘return on marketing investment’ (ROMI) for our ABM efforts. Trap 3: Random Acts of Marketing.

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Account-Based Analytics: 8 Ways to Report Account-Based Marketing (ABM)

Valasys

The criticality of Account-Based Marketing for B2B businesses is immense; it involves customer acquisition & retention, engaging them through omnichannel marketing & generating sales conversions & afterwards delighting them for future prospecting & positive word-of-mouth. According to SiriusDecisions, 92% of B2B marketers, globally, consider ABM extremely or very important to their overall marketing efforts. Account Based Marketing

Engagio Tops the List of Account-Based Marketing Vendors

Valasys

Engagio has grabbed the number one position among the top 20 Account-Based Marketing vendors deduced from 1,500 manager surveys, analyst opinions & vendor evaluations. The research was conducted by Research In Action GmbH & evaluated the Account-Based Marketing vendor metrics for the participants, before assigning them the ranks. He further added that the participants were examined based on several factors.

How to use Account-Based Marketing to Acquire High-Value Customers

Valasys

Prologue: Account-Based Marketing is an approach wherein the B2B companies, particularly those seeking to reach the key decision-makers of specific accounts, prioritize and customize their marketing approaches for converting the most promising potential customers. Account-based marketing (ABM), also known as key account marketing, is a highly orchestrated approach to business marketing. Account Based Marketing

The Most Important B2B Marketing Metrics for CEOs

Markempa

Do you know what CEOs want most from B2B marketers? They want clarity about marketing results. CEOs often complain, “Why can’t I see clear measures and ROI from our marketing?” ” They expect their marketing leaders to provide clear metrics and be accountable for meeting their numbers just like their sales leaders. Ardath said: They [marketers] have a hard time proving value, as they cannot tie to revenue.

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KickFire’s all-new IP-to-company API Aims at Optimizing B2B Firmographic Data

Valasys

This provides the B2B marketers an excellent opportunity to leverage the company’s name to create hyper-targeted campaigns to attract, engage & convert the prospects from multi-channel marketing endeavors (regardless of DBA or the discrepancies about common names). This will allow the B2B marketers to streamline the criteria for market segmentation, based on diverse industries.

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5 Advantages of Market Basket Analysis in B2B Marketing

Valasys

There are numerous advantages of incorporating Market basket analysis in B2B Marketing. The term ‘Market Basket’ arose from the shopping cart supermarket shoppers that fill up during a shopping trip. The recommended audit can be based on methods such as P.E.S.T.L.E

How to Optimize the Cost of B2B Marketing

Valasys

Capturing & relying upon the intent signaling of the prospects, the B2B marketers are now in a position to run better-targeted campaigns than ever before, to attract, engage & convert the prospects – leveraging omnichannel marketing. A new study from marketing research firm Gartner revealed that despite the proliferation of digitization, 77% of B2B buyers still are under an impression that making a purchase is time-consuming & even painful. B2B Marketing

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B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #4: How Much Should Leads Cost?

Pointclear

Here are a few examples that will help you understand your cost per lead: Example #1 We once worked with the marketing director at a division of one of the world’s largest software companies. I was having breakfast the SVP of sales one day and he told me that they received no leads from marketing. Despite our findings, marketing said that “this was an important source of leads, we just can’t afford to have you qualify them so we will continue to send them directly to sales.”.

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What Percent of Leads Should Sales Close?

Pointclear

The five main factors in lead close rate are: Market definition. Market definition : We once did work for a company that had two different views of the market. Marketing focused on $10,000 deals in small-to-medium sized companies. The fact that one competitor with a book value of $10 billion sold “point solutions” that ranged from $10,000 to $50,000 strongly indicated that the market was open to smaller point solutions and not elephant-hunter deals.

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Top 10 Data Analysis Tools for B2B Marketing

Oktopost

It’s safe to say that 2020 has become the year of data-driven marketing with 83% of B2B marketers focusing more on data analytics this year. 89% of B2B marketers agreed that data quality is becoming increasingly critical for marketing and sales success. B2B Marketing

How to Incorporate Geofencing in B2B Content Strategy

Valasys

The technology operates on a geographical radii-based targeting, wherein any mobile user, who has opted-in & provided his content to be targeted for marketing, can be tracked, & based on their interest areas personalized ad-campaigns can be used to target them. According to a study by Mobile Marketer, Geofencing is capable of generating twice as many Click-Through Rates (CTR) than normal mobile advertising. Targeting specific niche-based audiences is easier.

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How to Define & Measure Social Media KPIs – Part VII

Valasys

Social media channels are among the primary marketing channels as they are used by billions of people worldwide for entertainment, socialization & consumption of pieces of information including brands’ news & product launches. Therefore, marketers must consider defining the social media KPIs for Reddit or the Reddit KPIs. Marketers can optimize their Social Media KPIs once they define & quantify them aptly to conclude the data points measured. Prologue.

How B2B Brands can benefit from Programmatic Marketing

Valasys

Programmatic advertising is the use of automated tools & technologies based on the principles of artificial intelligence (AI) and machine learning (ML) for media buying. Thus, programmatic media buying combines creativity & powerful technology to deliver personalized experience s to the customers across multiple screens & is an essentiality for B2B marketers as they continue to compete fiercely to optimize the experiences of their end-users. B2B MarketingPrologue.

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8 Reasons to Attend “CMO & Future of Marketing Middle East”: A Marketing Summit Sponsored by Valasys Media

Valasys

Sep 2019, will mark the opening of one of the grandest marketing events in the Middle East which will help the marketers delve deeper into the concepts such as the modern scenario of digitized audience experiences & indulgence, intelligent & predictive content strategies & assimilation of data-driven insights into the critical business decisions of the brands. B2B events marketing is a central theme to B2B marketing. B2B Marketing

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Top 3 Excuses from ABM Naysayers

DemandBase

At this stage in my annual marketing planning, everyone is lucky I’m not signing off my emails with “Happy New Year!” As a B2B marketer at a high-growth company, my outlook is typically 3 – 6 months ahead, so I’m searching for cozy winter holiday venues in the height of summer or selecting bright cheery images for spring’s email drips, while sipping pumpkin spice lattes. But what happens if you’re committed to Account-Based Marketing and stakeholders haven’t seen the light?

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Top 5 Creative Marketing Ideas to Revitalize a Tired B2B Strategy

Valasys

B2B marketing can be a bit boring if you have been doing it the same way for quite some while now. To revitalize a tired B2B Strategy, creative ideas are required or B2B marketing can lose its original essence & can become a bit lackluster if the strategies aren’t split-tested for a while. Marketing strategies may seem to look uninspiring & stagnate fatigued by the same old stuff. Ways to revamp your B2B Marketing Strategy. B2B Marketing

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How to Scale Up Personalization to Streamline B2B Sales Cycle

Valasys

The modern – age B2B marketing is majorly about prioritizing the preferences of the customers. Using personalization, to streamline sales cycle isn’t something new in a data-driven marketing world. Read more on How to Build Customer Loyalty with Content Marketing.

The Ultimate List of B2B Marketing Software for Ambitious Brands

Valasys

So, we have compiled the ultimate list of B2B marketing software for ambitious brands, intending to help you optimize your marketing endeavors for a better Return on Marketing Investment (ROMI). This ultimate list of B2B marketing software for ambitious brands has been articulated to help marketers become more efficient & to enable them to execute deliverables, meet deadlines, develop strategy & measure & optimize the results of their marketing endeavors.

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Creative B2B Marketing Ideas for Small Business Success

Valasys

Democratizing creative B2B marketing ideas for small business success is a daunting, yet essential task. When the budget is limited & the marketers have lots of plans on their platter, they need to develop small business marketing plans that will not only set them apart from other businesses but will also help them develop a competitive benchmarking strategy, strong enough to thrive & stand out in the marketplace. Modern-day marketing isn’t cheap.

Perfect time to make a Sales Call in 2020

Valasys

With 2020 right around the corner, the most obvious question in the minds of the B2B marketers remains what is the perfect time of the day to make a sales call in 2020? Besides, giving marketers a perfect insight into the best time & best days to make a sales call, leveraging T.O.P.

Benefits of Content Personalization for B2B Marketers

Valasys

Benefits of Content personalization for B2B marketers are innumerable as it is the future-proof way for the marketers to attract, engage, convert as well as retain the customers in an era of digitization of everything. Furthermore, Gartner’s research shows that spending on ad & marketing technology is at the highest, amounting to a stunning 29% of the total marketing budget, thus, making it the single largest area of investment. B2B MarketingPrologue.

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How to Define & Measure Social KPIs – Part 4

Valasys

For the B2B brands quantifying the endeavors of their social media marketing endeavors ha always been an important pre-requisite to optimize their marketing endeavors. To analyze whether social media efforts have the right impact on the target market, marketers need to define the vital Social Media KPIs & align it with the short & long-term business objectives of their brands. Source: Sophisticated Marketer’s Guide to LinkedIn). Social Media Marketing

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Top 10 Email Marketing Tools & Why You Need Them

Valasys

Email Marketing always has been the most effective means of communication for businesses. To aid the effectiveness of email marketing & maximize the ROI from the email marketing endeavors, several email marketing tools came into being & eventually evolved to simplify the vital tasks related to email marketing such as personalization, context & timely delivery. Undoubtedly email marketing is one of the best marketing options available.

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How Omnichannel Reputation Management Assists in B2B Branding

Valasys

With the popularity of the internet & social media arose the multi-channel & omnichannel marketing tactics which ultimately obliged & gave birth to the strategies for omnichannel reputation management, together with approaches for managing public relations as an essential part. Before the concept of online omnichannel reputation management picked up, companies used to rely exclusively upon offline word-of-mouth-marketing (WOMM). B2B MarketingPrologue.

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10 Advantages of Outsourcing B2B Sales Appointment Setting Services

Valasys

With the fierce increase competition in the B2B dominion, synchronization between the B2B marketing strategy & sales endeavors is an important pre-requisite to optimize the sales’ conversions. On the flip side, a study from Marketing Sherpa shows that only 56% of the marketers check for the validity of their leads before passing them on to their sales teams. B2B Marketing

How Virtual Event Marketing Benefits B2B Businesses

Valasys

As B2B marketers you need to be the flag bearers of innovation to sustain in a tech-savvy and ever-evolving realm. The idea of virtual event marketing was popularized by corporate giants such as IBM and Microsoft to help the idea of real-time customization. Ranging from cost-cutting to ease of participation and from attending live to attending just a recorded version, virtual event marketing has innumerable benefits. B2B Marketing

How Many Blog Posts Should a B2B Company Publish Per Week?

Valasys

Well, the answer varies as per the different schools of thought and as per your operative niche, company size, industry & sales & marketing strategies. According to a study by the Content Marketing Institute, about 91% of the marketers are doing content marketing.

10 Benefits of Employing a Powerful Content Syndication Strategy

Valasys

It’s too often that marketers are worried about increasing SEO or driving traffic that they don’t pay attention to finding sites that match their brand’s messaging and positioning.”. Cost syndication is a cost-effective approach to trigger your content marketing strategies to go further. Syndication is about accentuating your content marketing strategies. Marketers can benefit from both free as well as paid content syndication. Content MarketingPrologue.

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How to Define & Measure Social Media KPIs Part V

Valasys

Having omnipresence in an era of multi-channel marketing is essential for marketers to target the right set of audiences with the right pieces of information to streamline the sales’ conversion cycles. When it comes to social media marketing, marketers need to define social media KPIs to quantify their marketing endeavors. How to define social media KPIs is a question on the mind of every marketer today. Social Media MarketingPrologue.

10 tips to Architect Prevalent B2B Marketing Strategies for Optimized Sales Conversions in 2019

Valasys

Prelude: B2B marketing is an ever-evolving field. Marketers need to constantly upgrade their marketing strategies & can’t really settle for stagnant ones. As soon as, the marketing teams find themselves mastering one particular technic, they might feel overwhelmed to know that the expectations of the buyer personas have evolved. Isn’t B2B marketing tough? Using brand segmentation, brands get more specific about their target market.

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How B2B Marketers can Attract Gen Z to Improve Their Brand Value

Valasys

For a major part of the last decade, the marketers invested numerous time & effort to attract the most inscrutable generation that ruled at our times – the Millennials. Millennials redefined the businesses & marketing technics in all spheres & were on the key focus radar of the marketers from all the sectors including the B2B industry. Methods to Draw Gen Z to B2B marketing Endeavors. B2B MarketingPrologue.

21 Steps to be Successful in B2B eCommerce

Valasys

To be successful in B2B eCommerce marketers need to run a B2B eCommerce channel which is inherently complicated as compared to B2C and involves the following challenges: Payment methods are vast including PO., Making the site launch and ongoing marketing a success. Time to market).

How to Define & Measure Social KPIs – Part – 2

Valasys

For B2B marketers the social KPIs are paramount to measuring the successes of their social media advertising campaigns. According to Hootsuite, 75% of the B2B businesses market on Twitter. Twitter is one of the most vibrant channels for marketers to run their ad campaigns & for promoting their brands. To turn the brand followers into customers & further into brand advocates, the marketers need to analyze the type of engagement of the audiences on Twitter.

5 Reasons to use Emotional Analytics in B2B Marketing

Valasys

The perpetual brand proposition of a product or service that the existing & potential customers might have in their minds helps create hyper-personalized targeting strategies, to optimize the experiences of the prospects through omnichannel marketing endeavors. We breathe in an era where optimizing customers’ experiences are an indispensable element of B2B marketing endeavors & eventually paves the way for Conversion Rate Optimization (CRO). B2B Marketing

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How B2B marketers can strategize LinkedIn Advertisement in 2019

Valasys

Whether they be demand generation marketers focused on lead generation, B2B marketers looking to build brand resonance or marketers striving for both the aforementioned purposes, LinkedIn is the social networking platform having a goldmine of a diverse suite of marketing solutions for all of them. Marketers can set-up their budgets, choose clicks or impressions & can even cease ads being run anytime with the help of campaign manager. Social Media Marketing