Account-based Marketing & Personalization

Strategic-IC

What makes it so different from B2B Marketing? One thing that makes ABM such a compelling go-to-market strategy. It’s all about treating an account as a market of one. Knowing that account better than the account knows itself. Accounts selected and tiered ?.

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.

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5 Lead Management Best Practices That Build Account-Based Marketing Success

Oracle

Brands are embracing account-based marketing (ABM) strategies , which revolve around engaging the right buyers, not just generating thousands of unqualified leads. Named accounts : “A moderate or larger number of defined existing or targeted accounts.”

Account-Based Marketing in Salesforce

LeanData

Developing your best marketing strategy is a challenge. Markets change almost continuously, driven by the changing behaviors of buyers in both B2C and B2B markets. You’re either considering ABM strategies or looking to refine your existing ABM go-to-market (GTM) motions.

3 Mistakes Organizations Make While Developing ABM Programs

While B2B research suggests organizations are thriving through successful ABM programs, getting just one campaign off the ground is more difficult than it seems. From building an account universe to understanding to orchestrating sales and marketing alignment around touchpoint and messaging, there are a number of variables to consider before launching a program.

Introducing the Advanced Marketer's Guide to Measuring Account-Based Marketing

bizible

There’s a lot of content on why account-based marketing is a no-brainer for B2B marketers. Now there’s content emerging on measuring the ROI of account-based marketing (ABM). That’s why we created an all-in-one ebook on how to measure the ROI of all your account-based marketing activities. It’s all part of the process of using data to tell the story of how marketing is driving growth. account based marketing

How Bizible Uses Bizible To Measure Account-Based Marketing

bizible

I have yet to meet a company only doing account-based marketing (ABM). That’s one reason I coined the term account-based demand. Because we now do both ABM and demand generation, we think of about measurement of the two holistically: company growth is always the eventual goal of our marketing and the best way to measure that is with revenue. Before we get too deep in the measurement of our marketing, let’s first look at how we do marketing.

How To Launch An Account-Based Marketing Program From Scratch

bizible

Launching an account-based marketing (ABM) program can be a daunting task, especially if you’re building a new ABM program from scratch. At LeadMD we’ve found the majority of B2B marketers are early in their ABM implementation. Most are currently researching its viability as a marketing strategy and trying to determine if it’s even a good fit for their business. 1) Understand Target Accounts And Addressable Market. 2) Gather Account Insights.

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

bizible

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.

22 Potential Touchpoints for Your Next ABM Sales Play

The Point

When designing sales plays as part of your Account-Based Marketing (ABM) strategy, it pays to start with a few key questions: 1. Ex: cold outreach, warm outreach, account penetration, customer retention, cross-sell/upsell …). Answers to these questions will help define message, tone, offers/content/calls to action, and the type, sequence, and cadence of communication channels or touchpoints that make up a play.

Here's The Account-Based Marketing Metrics Cheat Sheet

bizible

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.

How to Implement an Account-Based Marketing Program in Your Firm

NuSpark

For many years now, B2B marketers have spent time and effort carefully crafting buyer personas based on demographic profiles, needs analyses and former sales results, among other criteria. The burgeoning trend towards account-based marketing (ABM) takes that a step further, by customizing activities to enable a laser-sharp focus on each specific target account. Successful marketing isn’t about selling, it’s about serving.

3 Tech Trends Shaping the Future of Account-Based Marketing (ABM)

Marketo

It’s easy to see why the technology-fueled resurgence of account-based marketing (ABM) is taking hold. B2B marketers are: Driving bigger deals, higher close rates, and more revenue. Winning strategic accounts in specific industries or regions, or with other significance. Getting higher ROI vs. other marketing strategies. 92% see a higher percentage of closed deals from qualified opportunities for ABM accounts vs. non-ABM accounts.

Your Three-Step Approach to Account-Based Marketing Success

BenchmarkONE

Marketers have long believed that consumers and business buyers’ paths to purchase are inherently different. Their path to purchase looks less like a straight line and more like a circular pattern of touchpoints. For marketers, that means a clear shift in strategy. Enter account-based marketing (ABM), which narrows your marketing funnel and allows you to specifically target high-value accounts’ prospects in a way that appeals to the consumer within them.

The Value of Account-based Marketing for B2B Demand Generation

QuanticMind

Content marketing is one of the most common strategies B2B marketers use for demand generation. The best way B2B businesses address this issue is with an account-based marketing (ABM) approach. What is Account-Based Marketing?

Everything You Want to Know About Account-Based Marketing

ANNUITAS

It’s not often that a piece of marketing content prompts me to talk about it aside from the occasional tweet or share…however, the new Clear and Complete Guide to Account-Based Marketing from Jon Miller and Engagio is really impressive. If you have the least bit of interest in adopting or learning more about this growing B2B marketing trend, you should definitely go and get this 124 page eBook, available (free) for a limited time by clicking here.

What We Learned From Our Latest Account-Based Marketing Campaign, CMO Box [Data]

bizible

As our marketing team here at Bizible has transitioned to a more ABM-centric marketing strategy, we’ve been experimenting with various ABM tactics , including changing our LinkedIn ad strategy to an ABM-focused one. This past month, we continued to experiment with different ABM campaigns by launching our first account-based mailer campaign. We sought to reach marketing executives at target companies by sending special boxes full of goodies straight to their desk.

Account-Based Marketers Achieve Higher ROI + More Stats [2016 State of Pipeline Marketing Data]

bizible

Account-based marketing (ABM) has been the topic of webinars, new martech, blogs, conferences and countless B2B conversations over the last year. For this reason, we included ABM in the research for the 2016 State of Pipeline Marketing Report. According to the responses of over 350 marketers who took the survey, 67% are doing some form of account-based marketing. Sales and Marketing Alignment. So, which do marketers prioritize?

Why Account-Based Marketing for Enterprise Clients Works

Televerde

Imagine a world where your sales and marketing teams work in perfect harmony. You won’t waste any resources marketing or calling unqualified leads who have no intention of purchasing your products. Account-based marketing (ABM) makes this possible. B2B Marketing

The Importance of Account Based Marketing

Albacross

Marketing without creativity is like driving with your eyes closed. New innovations and new developments are part of the evolution of marketing. In recent times, there has been a lot of developments in the B2B marketing landscape. Account Based Marketing (ABM) has been one of the most bounced-around concepts, gaining a lot of popularity at the organizational level. The concept of Account Based Marketing.

9 Waste-Free Tools to Ace Your Account-Based Marketing Strategy

Televerde

You can’t read anything about B2B marketing trends or strategies these days without seeing something about account-based marketing. 92% of B2B marketers say they have an ABM strategy in place, with most launched in only the last five years. Marketing Technology

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

bizible

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.

Is Account-Based Marketing the Death of Inbound?

bizible

Most B2B businesses prescribe to the waterfall approach of marketing. According to Forrester , the waterfall marketing funnel looks like this for the average company: And this works to a degree, especially for smaller deal sizes. However, another way to think about this approach is that the 99% of marketing effort and spend is wasted since only 1 out of 100 leads convert to a customer. The problem with inbound marketing is you can’t control for who.

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

Engagio

In 2015, a CMO.com 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. Blend marketing strategies.

Account Based Marketing Examples That Took the World by Storm

Engagio

The notion of Account Based Marketing—targeting specific accounts with tailored strategies—is nothing new. Marketing companies have been engaged in this practice for decades. The channels that have allowed inbound marketing to grow and thrive in recent years, like search, content and social media, now provide the framework for supercharged ABM programs. Obviously, striving towards a common goal can land some big accounts. Account Based Marketing

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.

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.

Marketing Agencies Should Offer Account-Based Marketing (ABM)

ActiveDEMAND

Most marketing agencies offer up a variety of services from creative to technical, media buying to content development. But one service that I think more agencies should be offering is Account-Based Marketing or ABM for short. Email campaigns customized to the accounts.

Account-Based Marketing: Is it Worth the Hassle?

PureB2B

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. In its purest form, account-based marketing has been around forever. Account-based marketing is simply instead of fishing with nets, we’re fishing with spears.

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

bizible

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

bizible

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?

Account-Based Marketing Insights: Operationalizing Intelligence Gathering for ABM Success

The Mx Group

Click here for the post on account identification. Gathering account insights for account-based marketing is a critical factor for success, but it can feel pretty overwhelming. A large part of ABM success rests on creating relevant and resonant messages and experiences for the critical contacts in your key accounts. But it’s difficult, if not impossible, to get ABM content and touchpoints right if you don’t first understand your accounts and contacts.

Beginner’s Guide: 7 Steps to Successful Account-Based Marketing

Albacross

So you’re thinking about launching an account-based marketing programme? Many businesses have achieved an ROI (return on investment) from their ABM efforts that has outpaced other types of marketing. Every stage of the ABM process, from identifying and profiling accounts through to launching and measuring your first campaign, needs to have clear objectives and timeframes attached. Specifically, you need to focus on input-based metrics.

5 Account-Based Marketing Challenges (and How to Solve Them)

Strategic-IC

We explore common account-based marketing challenges and look at how to solve them. Account-Based Marketing (ABM) is an increasingly considered B2B tactic; designed to drive growth and awareness with specific high-value, high-propensity accounts. Many marketers are already using ABM to some success - yet still face a few challenges. Related: Common Account-Based Marketing Challenges and How To Solve Them.

How to Uplevel Your Account-Based Marketing and Sales Alignment

Rollworks

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. Market-Leading.

5 Tactics To Test Today For Better Account-Based Marketing

Directive Agency

Are you struggling with obtaining marketing-qualified leads? What is account-based marketing? Account-based marketing or ABM is a B2B strategy where marketers target specific accounts within an industry using personalized campaigns that resonate with each target account. Now that I have your attention, let’s make you an account-based marketing champion.