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How to Create an Effective AI Marketing Strategy?

AI Marketing Strategy

Introduction

The application of AI marketing technology is picking up pace because of its many advantages. According to a 2020 Deloitte survey, 74% of AI adopters agree that AI will be a part of all their enterprise applications by 2023.

What does an AI-based marketing strategy look like, and how do you make the most of it? This article gets into the nitty-gritty of AI marketing technology and how to implement it in ABM so you can maximize your business performance and outputs.

AI’s Role in Marketing

Thanks to its accuracy, B2C businesses use AI marketing technology to target their customers with product or service recommendations. The following are some use cases of AI-based B2C marketing:

Personalization

AI helps businesses with their 1-to-1 marketing strategies by personalizing their content to cater to every segment.

Event Communication

Emails informing customers of upcoming sales, special access, or exciting offers are sent out via AI technology. Weekend offer emailers, special discount codes, and new product updates are a result of event communication automation so that customers can be informed before time about upcoming events.

Real-time Content

Trending topics, investments, event promotions, webinars, customer feedback, product availability, bestselling combo, weather reports, and new blog post updates are provided in real-time to maintain an active connection with customers.

Businesses do this by using the ‘open time content’ AI technology. Manually executing 1-to-1 marketing strategies is nearly impossible, impractical, and does not see much success. AI helps streamline these strategies and executes them effortlessly.

What Goes into Creating an Effective ABM Strategy?

For an ABM strategy to work, businesses need to follow these steps:

Preparing for the ABM Strategy

Organizational readiness is crucial for implementing ABM. Make sure you have a budget and an achievable timeline to execute the strategy, team members who can anchor it, and an understanding of ABM metrics so you can make the most of it.

Synergy Between Marketing and Sales Teams

Your sales and marketing teams should be in sync and not at loggerheads due to account-level communication issues. Discussing the benefits of ABM with both the teams beforehand and coming to a strategic agreement to implement ABM can help them align their goals while executing the ABM strategy.

Identifying Target Segments

Your ABM strategy can do wonders for your business only if you have a precise segmentation of data. Use dimensions like business size, annual revenue, current spending, projected spending, targeted products, geography, open opportunities, closed opportunities, etc., to identify your target segments.

Zeroing-in on a Priority

Having a clear priority helps you streamline your ABM strategy. It should either be acquisition (acquiring new accounts), retention (retaining existing accounts), or expansion (expanding the scope of accounts). Without a clear priority, any ABM strategy may not yield expected results because the efforts won’t be concentrated towards a single goal.

Leveraging AI in ABM Strategy

In an interview with Media 7, Daniel Englebretson, founder of Khronos, spoke about AI’s impact on the future of ABM.

“From my perspective, B2B marketers have faced countless challenges that have formed the basis of new technology – problem brings a solution. I expect AI will solve identity resolution, resolve data challenges, and enhance targeting. I expect AI will address 1:1 content at scale, unlocking the rapid deployment of 1:1 brand experiences.”

Introducing AI into your ABM strategy can help you in the following way:

Content Personalization

Once you know your customer’s pain points and interests, you can focus on providing them personalized solutions, products, or services they desire. Of course, personalizing content is complex, but AI makes it easier by offering the technological capacity to deliver what your customer wants.

Efficient Resource Management

Without customer profiling, an ABM strategy cannot achieve the expected output. AI can assist with data crawling the internet to find out important customer information. Also, it segments data acquired from CRM, which gives you more information about a customer than any other generic data. This data is helpful for lead qualification and creating heavily personalized content for a customer.

Since AI does all the heavy lifting, you can allocate your resources to building and nurturing a relationship with the customer.

Automation

AI-based marketing in ABM generates automated insights for lead generation. It also highlights campaign performance related to specific, high-value accounts and suggests steps to engage a prospect.

Digital marketing and automation are a dynamic duo where AI brings about intelligent marketing automation. Efficient email campaigns are run when executed by automation. Email marketing companies like MailChimp target customers based on insights to achieve more conversions. When AI and big data use CRM data, large chunks of user information can be collected from different platforms. This information can help with formulating a successful ABM strategy.

ABM Optimization and Predictive Insights

To analyze intent, AI processes data in real-time and gives predictive insights to help with ABM optimization. As a result, it is easier to merge data from different sources with AI-enabled tools, achieve predictive analysis, manage recommendations in real-time, and understand competitor strategies through social media. AI can also interpret images correctly.

Enhancing Communications

Use AI for building a strong relationship with your customer. Personalizing communication by using customer data can be easily achieved with AI.

What Is the Future of AI-enabled ABM Strategy?

ABM, with an AI marketing strategy, has a bright future ahead of it. Demandbase recently conducted a survey in which they found that 80% of marketers had plans to integrate AI into their ABM marketing strategy. Another survey conducted by MarketingProfs concluded that businesses that used AI in their ABM strategies had 59% higher closing rates as compared to others. They saw a 58% increase in their revenue and a 52% increase in their conversions.

Ways Salesforce's AI Einstein Aided U.S. Bank in Growing Revenue

The U.S. bank used Salesforce’s sales cloud AI, Einstein, to boost their revenue. Their lead conversion rate increased 2.35 times after implementing Einstein. They were able to create a model to predict lead conversion. They did this by using Einstein to search through customized historical lead data.

“We work to build high-quality, personalized relationships between our customers and their financial advisors or commercial bankers. There is nothing that replaces that person-to-person interaction. What AI allows us to do is augment that relationship. We can provide our teams with better data and smarter insights, which helps them establish stronger relationships.”

– Srini Nallasivan, Chief Analytics Officer, U.S. Bank

Summing It Up

AI-based marketing can enhance your ABM strategy only if qualitative data is available. Therefore, businesses will need to have clear marketing goals and turn data into an asset.

FAQs

What are the challenges in the AI-based ABM strategy?

Managing, protecting, and enriching data obtained from CRM and other customer support systems can be challenging.

How can AI help in strengthening your ABM strategy?

AI helps with personalizing content, automation, ABM optimization, and providing predictive insights for lead conversion.

What does a strong AI-based ABM strategy do for your business?

A strong AI-based ABM strategy helps with account profiling, analytics, reporting and hyper-individualized content, which leads to increased lead conversion.

Spotlight

Campaign Stars

Campaign Stars is a Customer Acquisition Platform that enables B2B brands to find, engage, and sell to more prospects to accelerate revenue growth. Our customizable platform drives the creation and cadence of your funnel, shortening sales cycles and growing deal size by improving account targeting and lead quality. This is a demand generation machine that you plug into instantly as a service. It is built on a 4-part integration of market intelligence data, messaging development, demand generation, and performance tracking.

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Building an Account-centric Organization Part II

Article | December 28, 2021

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How to Accelerate ABM Impact Within the Enterprise

Article | August 3, 2022

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This not only adds to the complexity but also undermines the outcomes it is intended to improve. Today’s B2B marketers face unprecedented challenges but the enterprise must approach ABM as a guiding strategy rather than a limited tactic. Synthesizing data across multiple sources, eliminating tech and people silos, and taking a collaborative approach to ABM can give marketers a deeper understanding of what target accounts need and where to deliver it. The right tech solutions can trigger omnichannel actions based on account insights, simplifying the complexity of ABM and executing mature, omnichannel orchestrations that have a measurable impact on revenue.

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Account-Based Marketing: How to Scale your Business in Digital-Only Marketplace

Article | December 18, 2021

There’s a new business world evolving—a digital-only marketplace driven by the recent global pandemic. It impacted every company, forced them to change the way they operate, market, and sell. Proven best marketing practices, such as Account-Based Marketing (ABM), are commonplace for B2B marketers. That said, the new reality and new normal is forcing companies to rethink how they can optimize their strategy to be more accurate and direct with a one-to-many engagement model. As COVID-19 continues to be spreading, B2b marketers (you) should take advantage of the downtime to assess and scale your business in the evolving digital-only marketplace. This is because once you exit from this crisis, businesses would be ordinary. So, one of the most effective ways to keep your marketing strategy dynamic is to look for fresh ideas, tactical approaches, get creative with adding personalization, and include some empathy in messages to help customers during this period of uncertainty. 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The easiest way to begin is by asking your sales team to pick accounts from the existing customer data. Finding companies matching your ideal target customer helps narrow down your focus for a longer period. Once you have a list of companies, use the same social media strategies to search their profile pages and find similar companies. But, sometimes, there might be some companies on social media that do not match your ideal customer profile. In such cases, you can research for each of the “similar” accounts you find. Want to know how to proceed? Read further. Research Each Account Unlike research for personas, ABM is not about targeting an individual. Instead, it requires proper account-based research! So, what information you need to get initially and collect to start your research? It’s recommended to start with the following: Market-wise: Includes industry, company size, and competitors Company-wise: Marketing share, revenue, and past revenue records Client/Audience wise: Buying power, designation, influencers, and management In most cases, this information will be visible on the company website, press releases, social media pages, or annual reports. One of the most critical aspects of the research phase is identifying and getting access to key decision-makers. The more you identify them, the more successful will be your ABM campaign. It is because, today, the number of people involved in decision-making is growing. According to Gartner, in a typical firm with 100-500 employees, approximately 7-8 people stay engaged in the buying decisions. But you need to convince. How? Good content plays a crucial role here. Content? How? Read the next point to understand. 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This way, you know accurately the type of content (a relevant one) that needs to be sent to a buyer based on the funnel stage. However, if you have no content that rings with your ideal customer, interview existing customers that match their profile to understand their top business challenges. This becomes extremely powerful and results in attracting more and more potential customers in the future. In this context, only 42% of marketers communicate with their customers as part of their content research phase. Without interviewing existing customers, the content created might not be relevant. Thus, it becomes one primary reason buyers don’t engage with brands. Use Personalized Content Today, content personalization is playing a pivotal role in the new digital marketing landscape. It is working on customizing the content-based interests of audiences and their challenges. It can help you target your specific market segments more accurately and enable more chances of conversion. Personalization of content aims to ultimately understand how the businesses will benefit from your products and services. To increase the size of your marketing net through ABM strategy, it is vital to be sure that your target accounts resonate with your content across the following touch-points: Use personalized content on social media platforms to gain maximum outreach Utilize advanced programmatic ads to communicate directly to your target accounts Develop landing pages precisely to one target account or multiple accounts that have similar needs within a similar industry Tell your Story to Connect If you want to stand out from the crowd, your ABM strategy must be unique instead of being cut and dry. Storytelling is a perfect opportunity to be creative in showcasing your business (brand). Such an approach gives a broad perspective to your audiences. Hence, they learn more about your brand, the solutions you provide, and the benefits they might gain from the collaboration. Storytelling in your content-based ABM strategy can take on many forms, such as: Combine product videos with case-studies related to the target account’s needs. In case-studies, use relevant success stories during targeting. Allow them to see themselves as the business in the case study. Highlight the past customer experience to the target account. Share your company culture and milestones. These points attribute holistically to create proper storytelling— one of the most critical aspects of content-based ABM strategy for marketing. Personalize Your Website Creating a dynamically personalized and highly relevant website is extremely important to target accounts. Based on their behavior, location, profile, and other attributes, a website provides a different experience to your targeted accounts. Imagine browsing a website and seeing your industry on its homepage—wouldn’t you be intrigued to browse further? This is how a part of personalization works. So, personalize your website by tailoring content, gathering events, webinars, discussion forums, and collaboration with your industry leaders. These attributes help personalization become more powerful, as you gain the ability to catch target account’s interest the moment they click on your website. To create a personalized website, remember these points: Diversify your content through blog posts, infographics, video or slide presentations, etc. Your website’s structural flow should accommodate a straightforward user experience. Easy navigation of the website to encourage leads Perform testing on keywords, pricing info, placement of CTAs, layout, images, landing pages, and contact forms. Boost the quality of your content for accuracy, coherence, and tone. Distribute Content to the Right Person The foremost goal of ABM strategy to scale your business is to reach the right person at the right account. It is necessary so that you can engage, nurture, and build a strong connection. What’s the most effective way to create content to reach the right person? It’s an Email. Emails still work efficiently than any other content form when it comes to campaigns. The content for it needs to be highly relevant to contact a single account or a group of accounts that match your ideal customer’s profile. E-mail is not just limited to marketers. Sales representatives can use email too! 92% of businesses pay attention to emails even if it’s sent from a company that they have never done business with. They read an email that contains ideas that might be relevant to their business. Also, 78% of decision-makers have taken appointments or attended an event inspired by cold emails. So, do not be mistaken with email marketing dead just yet! To understand it more, know-how a direct mail can be effective: 80% of mail gets attention and opened. 56% of buyers initiate contact with the help of direct mail. 59% of buyers enjoy receiving direct mail from brands they like. The average ROI for mail campaigns is between 18-20%. Therefore, with mails, you can target a particular account and tailor the content particularly for them. Also, you can tailor the content to include personal details such as company logo, names, and job titles. Because this helps clients remember your company details than of others on top of their minds. Explore Experimental Marketing Experiential marketing in ABM strategy can combine real-world and virtual touch-points to promote higher campaign engagement. Refining your ABM campaigns around the tenants of experiential marketing can increase the likelihood of a conversion and strengthen your brand loyalty with target accounts. To do experiential marketing in your ABM strategy program, keep the focus on the following tactics: Create new content messaging to connect to the new focused target audience. Create a client value proposition on an account-by-account, including content marketing tricks. Focusing on an emotional connection between the target account and your brand to give solutions is essential Apply your content marketing strategies to a digital and real-world customer experience framework. Include all of your standard digital marketing channels, in-person events, and one-on-one meetings Lastly, Re-think Everything While the COVID-19 pandemic has left a wake of loss and misfortune in the B2B business world, the new digital-only reality will accelerate digital transformation across every B2B enterprise. More importantly, this will catalyze to resolve puzzling technology, skills, and organizational challenges that have prevented marketing teams from fully delivering a rich customer experience through their ABM programs. So, you should re-think everything at this time, including your tech stack, to increase the number of marketing technology. Leveraging a one-size-fits-all approach to ABM does not work, especially in a COVID-19 affected world. Now, more than ever, you need to include and demonstrate empathy and engage target accounts with the right content and message in your ABM strategy. By this, marketing organizations can quickly understand which accounts are in a buy-cycle and contribute to the virility of your campaigns within your accounts to expand coverage and conversion results. Frequently Asked Questions How effective is ABM? ABM helps companies to align their sales and marketing functions with increasing revenue. 60% of them using ABM have increased revenue by 10% in a year. Also, other companies have seen a 30% and more increase in business revenue. Therefore, by implementing account-based marketing, B2B marketers will have a technology stack that can scale their new business. How does personalization help ABM strategy to scale? If you have included personalization, here are ways that help your ABM strategy to scale: Create a strategic design, including creating empathy maps for each target audience segment or customer personas. Create proprietary datasets according to patterns of customer profiles, get insight, and include personalization messages, content on social media platforms, blogs, websites, and more. Use Tech integrations such as voice recognition and augmented reality, which is mobile-friendly, to reduce the cost of managing millions of data points. Automate process: Campaign creation, content creation through emails, and more. How to prepare ABM strategies? Follow these steps to prepare ABM strategies: Build the sales bridge to establish alignment between sales and marketing leadership. Define your segments. Align marketing and sales processes. Empower sales and marketing, including technology stacks like artificial intelligence, machine learning, chatbots, VR, and AR. Host consistent planning sessions with territory-level managers. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How effective is ABM?", "acceptedAnswer": { "@type": "Answer", "text": "ABM helps companies to align their sales and marketing functions with increasing revenue. 60% of them using ABM have increased revenue by 10% in a year. Also, other companies have seen a 30% and more increase in business revenue. Therefore, by implementing account-based marketing, B2B marketers will have a technology stack that can scale their new business." } },{ "@type": "Question", "name": "How does personalization help ABM strategy to scale?", "acceptedAnswer": { "@type": "Answer", "text": "If you have included personalization, here are ways that help your ABM strategy to scale: Create a strategic design, including creating empathy maps for each target audience segment or customer personas. Create proprietary datasets according to patterns of customer profiles, get insight, and include personalization messages, content on social media platforms, blogs, websites, and more. Use Tech integrations such as voice recognition and augmented reality, which is mobile-friendly, to reduce the cost of managing millions of data points. Automate process: Campaign creation, content creation through emails, and more." } },{ "@type": "Question", "name": "How to prepare ABM strategies?", "acceptedAnswer": { "@type": "Answer", "text": "Follow these steps to prepare ABM strategies: Build the sales bridge to establish alignment between sales and marketing leadership. Define your segments. Align marketing and sales processes. Empower sales and marketing, including technology stacks like artificial intelligence, machine learning, chatbots, VR, and AR. Host consistent planning sessions with territory-level managers." } }] }

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Core ABM

Effective Email Marketing Campaigns for Marketing Success

Article | December 24, 2021

More than half the world’s population uses email. It is one of the most preferred means of communication today. For businesses, emails are a medium for account-based marketing. They help nurture leads, sell products, create brand awareness, drive website traffic and increase sales and revenue by conveying lucrative content to the target audience. Sending emails to current and potential customers with the goal of improving your brand's standing, content engagement, and eventually landing a sale is an example of an effective email marketing campaign. Neglecting email marketing while carrying out your marketing strategy can be dangerous because it has the highest conversion rate compared to other marketing channels. According to a 2020 Statista report, 3.9 billion people use their emails daily. By 2023, this number is projected to rise to 4.3 billion. Moreover, 78% of marketers have seen a steep increase in email engagement in the past year, based on Hubspot’s Not Another State of Marketing 2020 report. These statistics highlight the importance of email marketing in a marketing campaign. Email Marketing: Implementation and Challenges Ever since the pandemic hit, the importance of digital marketing has skyrocketed. Without utilizing all the digital marketing channels, it is impossible to reach the target audience. In the realm of successful digital marketing, email marketing has a big stake. It has the highest conversion rates, is preferred, and is simple and affordable. In an interview with Media 7, Mike Dickerson, Chief Executive Officer at ClickDimensions talked about the importance of digital marketing in the current reality impacted by COVID-19. "Digital marketing, and all the channels included within that, is more essential than ever before for businesses around the globe." Businesses use email marketing to build brand credibility, deliver crisp and accurate messages to their target audience, and generate leads. They strengthen existing customer relationships, boost sales and achieve higher ROI, gauge the response of customers to content through metrics, and automate marketing workflows to streamline marketing processes. By interconnecting their marketing channels, they create a fluid buyer journey to increase the chances of conversion. Like every other marketing campaign, an effective email marketing campaign needs effort, vigilance, testing, and upgrading. Email marketing can be challenging, but the good news is that you can remedy the issues easily. Here are some snags you might hit: Ideal Email Frequency Achieving the right frequency of emails can be challenging. If you send too many emails, the recipient might unsubscribe from your email list. However, if you don’t send enough emails, the recipient might not remember your brand. You can review your subscription process to know what frequency and information you have promised your recipients. You can consider revising the frequency based on the click rate, subscribe and unsubscribe rates, and post-click activity. Low Subscriber Engagement If your subscribers are not engaging with the emails, you can start by testing the segments and personalizing the content. Data Syncing You need to ensure that the data that comes from CRM and ESP responses is synced. Irrelevant Content Keep reviewing your click-through rates to pinpoint content that works. If your content is not relevant, your subscribers might stop opening your emails and may go as far as unsubscribing. Content includes everything from your subject line to your call to action, so make sure your content quality is high. Unsatisfactory Campaign Results If your delivery rates are lower than expected, consider subscribing to a list validation tool and reevaluating your subscription process. If the open rates are too low, try using different ‘from’ names to create a better impact. If the click rates are low, then align your content with your goals. Creating Effective Email Marketing Campaigns for Business Success To create an effective email marketing campaign, follow these crucial steps: Decide Your Goal Efforts without direction go nowhere. Define and understand the goals of your campaign. They can be anything from increasing website traffic, lead nurturing, creating brand awareness, or getting customer feedback. Aim for tangible results once you figure out what you want to achieve. Your goals should ideally align with larger organizational goals. Define Your Target Audience Identify the unique needs and pain points of the customer base you want to target. Create special campaigns for a specific group of customers. You can segment the customers based on their age, location, interests, gender, online activity, or engagement levels. Choose a Relevant Type of Email Campaign Depending on your campaign goal and target audience, choose a relevant email campaign. Some of the most popular email campaigns include welcome emails, cart abandonment campaigns, newsletters, re-engagement emails, announcements, holidays, invitations, promotional, seasonal, and testimonial or rating emails. These email campaigns can be executed using marketing automation workflows. Time Your Campaign Correctly Timing is important for effective email marketing campaigns. For maximum engagement, consider the ideal day of the week and time of day. Based on data from co-schedule, the best days to send out emails are Tuesday, Thursday, and Wednesday, while the ideal timings are 10AM, 2AM, and 8PM. Proactively verifying your target audience’s time zone and location before starting your campaign is advisable. Marketing automation makes it easy to time your campaign effectively. Use a Conversational Tone Nobody wants to read drab emails with no personal touch. For the recipients to respond, you need to create a relatable copy and an attractive subject line that compels them to open your email. How Conversational Emails Helped the Obama Campaign with Fundraising By using a conversational tone in the email and creating effective, attention-grabbing subject lines, the Obama Campaign raised a huge chunk of the $690 million. They used great opt-in forms, which helped them collect more email leads. They also sent a follow-up/thank you page to encourage subscribers to donate to the campaign. They also kept on constantly testing email conversions using split testing of key pages. Test Your Emails A/B testing your emails is a good way to understand which of your email designs and content creates the most impact. Look at campaign performance metrics like open rate, bounce rate, click-through rate, spam complaints, and unsubscribes. Make Great Opt-ins Experiment with different opt-in forms like welcome gates, exit pop-ups, and lightbox pop-ups. They can help you get new subscribers. Focus on Design and Content Your content should offer value to your recipient. It should also be pleasant to look at, concise, and effective. Focusing on the design and content elements is vital to the success of your campaign. Wrapping it Up If executed correctly, effective email marketing campaigns can be a game-changer for your conversions and, in turn, your revenue. FAQ What are the benefits of email marketing? Effective email marketing campaigns help businesses create brand awareness, outreach to new and existing customers, and achieve high conversions. What are the important email marketing metrics? Some of the important email marketing metrics are open rate, bounce rate, click-through rate, spam complaints, and unsubscribes.

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Account Based Analytics

Why Is an Inbound Marketing Audit Important?

Article | December 28, 2021

In Part I of this article, we discussed the importance of the ABM foundation, ideal momentum of change, team training, and analyzing data to understand the performance of your ABM strategy. In this part, we will look at how CX, sales enablement, a strong team and consistency matter in successfully transforming your organization into an account-centric one. ABX: Endorse Experience Focus on the kind of experience you want to offer your target account. Offer them a customized and account-centric experience. Involve every department at a granular level to achieve an excellent customer experience. Enablement: Sales Resources Are Vital Support your sales teams through communication that works for them. Provide them with the right tools, content, insights, and data, even if they know how to do their job. Support and motivate them to close more deals. Consistency: Checking What’s Working Review your performance weekly and discuss outcomes with your teams—improvements, hurdles, and failures included. A full view of your strategy will show you where you need to make changes so you can fix them and make your ABM efforts work. Experience: Hire ABM Experts Executing ABM can be an overwhelming experience if you are new to it. Consider bringing in someone who has already run some successful ABM campaigns to make the process smoother. Doing this will guide and support your long-term efforts. Businesses and Customers Reap Rewards When an organization focuses solely on its target accounts, it achieves: Higher conversions and ROI Effective target audience reach Reduced customer attrition Business growth Synchronization in cross-functional teams Competitive edge in the market When target accounts choose an account-centric company, they get: Customized solutions to their pain points Support throughout the buying journey Excellent customer experience Long-term business association An ITSM Firm Addressed Revenue Concerns with an Account-Centric Approach A British IT service management (ITSM) analytics SaaS firm re-evaluated its ABM efforts to address revenue concerns. It increased relevance across all channels — LinkedIn profiles, content, and messaging to directly address decision-makers. It aligned its sales and marketing teams. Furthermore, it changed its focus to improving customer interactions along the buying journey. As a result, it gained customers like GoDaddy, British Airways, and JCPenney. A larger firm with a presence in North America, the UK, Europe and APAC acquired it as a part of a business expansion strategy. Wrapping It Up Amber Bogie, ABM Strategy Lead at Degreed, says, “In terms of attribution, if it's an ABM account, and it's seeing success, I'm attributing that to a company-wide effort of focusing on the right accounts using an ABM strategy.” Amber Bogie, ABM Strategy Lead at Degreed, says, “In terms of attribution, if it's an ABM account, and it's seeing success, I'm attributing that to a company-wide effort of focusing on the right accounts using an ABM strategy.” Remember, ABM works differently for different organizations. Therefore, there is not a one-size-fits-all approach, so you need to zero in on what works best for your organization to get everyone on board to achieve ABM success.

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Account Based Analytics

Lost in translation: The problem with inconsistent language in marketing

Article | August 3, 2022

Data-driven strategies for increasing time to market, pipeline, and revenue impact. The B2B environment is incredibly complex, so it’s no surprise that more than three-quarters of B2B buyers describe their purchasing journey as very complex or challenging. A significant majority (67%) of the B2B buyer’s journey happens digitally, but B2B buying does not play out in any predictable, linear order. Unfortunately, much of today’s ABM technology lacks the capabilities required to provide personalized experiences across multiple channels, platforms, buying centers, geographies, and lines of business. This puts the target account into an undesirable linear campaign and assumes all accounts progress through the funnel at the same speed. Instead, customers engage in “looping” behaviors during a typical B2B purchase, revisiting multiple buying stages at least once. Buying stages do not happen sequentially but rather simultaneously. This means that ABM success depends not only on a deep understanding of its audience’s needs but also on precisely orchestrating the delivery of the right message in the right channel at the right time - and on a global scale. In the face of these complexities, ABM is rapidly maturing as a practice. New research shows that almost half (45%) of companies consider their ABM programs to be fully adopted versus experimental – up a third compared with 2020. But even as ABM programs mature, the headwinds of change are accelerating, leaving more than two-thirds of ABM marketers thwarted in their mission to drive significant revenue impact. B2B marketers must contend with and overcome a slew of challenges that can feel beyond their immediate control. A recent study by Demand Metric and MRP found that more than three-quarters of marketers’ report that the pace of their campaigns has intensified over the past year. That percentage is higher still, at 83%, at enterprise companies that operate with high levels of complexity on a global scale. Four in ten marketers report that changing account profiles poses a challenge, as does the emergence of new channels and demand for new content formats. Responsive buyer experiences and relevant content across channels have always been the top criteria for mature, high-performing, omnichannel account-based orchestrations. But much of today’s conversation revolves around linear, top-down campaigns, where the target account is placed in a marketing or sales play, operating within a siloed platform throughout the buyer’s journey. The result is often antithetical to the desired buyer “experience.” Addressing this reality requires rethinking how marketers engage with accounts. The most mature account-based orchestrations are adaptive, understanding a target’s changing needs, aligning content to those desires, and delivering personalized experiences consistently across multiple channels. This demands a new approach to data management, better use of intent and predictive insights, and fully synchronized orchestration. To make meaningful connections with prospects and customers amidst these changes, enterprise marketers are evolving their ABM initiatives to focus on highly personalized experiences tailored to the account level and individual locations and buyer roles. Increasingly, ABM leaders employ a set of principles and processes that are consistent from company to company – giving others a blueprint for success. The most critical steps for marketers to achieve significant results with their ABM programs include: Collaborate Closely Across the Organization Enterprise marketers must share insights widely across interdisciplinary teams. This allows campaigns to be coordinated across shared accounts. A study of top ABM performers found that nine in ten reported close cross-functional collaborations between marketing and sales. ABM leaders need to establish a standardized measurement framework so everyone is working toward the same goals and success. Establish a Single Source of Truth Not only are ABM leaders’ teams highly integrated, but so is their data. A single view of data allows for a deeper understanding of audience needs and improves collaboration. Eight out of ten (80%) top performers use data from three or more systems to guide their ABM practice, and even more, 84%, say that their tech stack is mostly or completely integrated. This is more than double the number (30%) of those whose ABM impact was negative or couldn't be measured. Deliver Messages Consistently - and Across Touchpoints Successful ABM marketers can customize the buyer’s experience based on the specific product or solution under consideration and factor in their stage within the buying journey. Almost half of leading ABM practitioners (46%) go beyond personalizing messages by industry to adapt their messages to the recipient’s job role and stage of the customer lifecycle. Highly personalized content delivered at the right time is more critical than ever since customers often skip “steps” on the buying journey and require digital experiences to adapt accordingly. Grasping at New Buzzwords Isn’t the Answer Calling an initiative “ABX” instead of “ABM” doesn’t make it easier to execute successfully. In fact, in a rush to accelerate the delivery of 'account-based experiences', the platforms that support it have become a critical bottleneck, creating yet another siloed system. This not only adds to the complexity but also undermines the outcomes it is intended to improve. Today’s B2B marketers face unprecedented challenges but the enterprise must approach ABM as a guiding strategy rather than a limited tactic. Synthesizing data across multiple sources, eliminating tech and people silos, and taking a collaborative approach to ABM can give marketers a deeper understanding of what target accounts need and where to deliver it. The right tech solutions can trigger omnichannel actions based on account insights, simplifying the complexity of ABM and executing mature, omnichannel orchestrations that have a measurable impact on revenue.

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Account Based Analytics

Steps for Building an ABM Program like Salesforce

Article | December 18, 2021

There’s a new business world evolving—a digital-only marketplace driven by the recent global pandemic. It impacted every company, forced them to change the way they operate, market, and sell. Proven best marketing practices, such as Account-Based Marketing (ABM), are commonplace for B2B marketers. That said, the new reality and new normal is forcing companies to rethink how they can optimize their strategy to be more accurate and direct with a one-to-many engagement model. As COVID-19 continues to be spreading, B2b marketers (you) should take advantage of the downtime to assess and scale your business in the evolving digital-only marketplace. This is because once you exit from this crisis, businesses would be ordinary. So, one of the most effective ways to keep your marketing strategy dynamic is to look for fresh ideas, tactical approaches, get creative with adding personalization, and include some empathy in messages to help customers during this period of uncertainty. With account-based marketing, set a relatively new concept of marketing strategies to scale your business. Understanding this, you can better deliver the right solution to your targeted and potential customers. As you are defining and refining your ABM marketing strategy, how can you help customers more with solutions precisely? It’s time to explore new ways to communicate and engage more and more accounts. Get Creative with Your ABM Strategy ABM may not be a new concept in the B2B space. Still, there’s always an opportunity to freshen up your strategy and get creative with different aspects. The most influential and budding trend of being creative is personalization. Yes! Personalization will let you focus on your target audience and achieve brand recognition and higher conversions. Identify a List of Ideal Target Audience As ABM is about tailoring campaigns to specific accounts, the first thing you need to do is to identify a list of important accounts for your campaign. The easiest way to begin is by asking your sales team to pick accounts from the existing customer data. Finding companies matching your ideal target customer helps narrow down your focus for a longer period. Once you have a list of companies, use the same social media strategies to search their profile pages and find similar companies. But, sometimes, there might be some companies on social media that do not match your ideal customer profile. In such cases, you can research for each of the “similar” accounts you find. Want to know how to proceed? Read further. Research Each Account Unlike research for personas, ABM is not about targeting an individual. Instead, it requires proper account-based research! So, what information you need to get initially and collect to start your research? It’s recommended to start with the following: Market-wise: Includes industry, company size, and competitors Company-wise: Marketing share, revenue, and past revenue records Client/Audience wise: Buying power, designation, influencers, and management In most cases, this information will be visible on the company website, press releases, social media pages, or annual reports. One of the most critical aspects of the research phase is identifying and getting access to key decision-makers. The more you identify them, the more successful will be your ABM campaign. It is because, today, the number of people involved in decision-making is growing. According to Gartner, in a typical firm with 100-500 employees, approximately 7-8 people stay engaged in the buying decisions. But you need to convince. How? Good content plays a crucial role here. Content? How? Read the next point to understand. Use Dynamic Content Creating dynamic content is a great way to have personalized communications with your target accounts. Whether emails, newsletters, subscriptions, websites, blogs, and videos, among others, are the best ways to initiate personalization in your marketing strategy when doing ABM. Demand Gen Report’s survey found that 95% of B2B buyers choose a solution provider through content. This helps them navigate each stage of the buying process. Here are ABM’s most effective content-based marketing tactics: Personalized content: 78% Emails: 68% Social media: 57% Targeted display ads: 50% Search engines: 50% Mobile ad: 48% To understand how dynamic content plays a key role, hop to the next level. Generate Relevant Content What kind of content engages B2B buyers? It is relevant and informational content because such contents are more attractive, which interests a buyer is to engage with you. Also, in terms of the most effective ABM strategies, personalized content ranks number one! So, how you make relevant content? The standard approach in ABM for B2B marketers is to create tailored content for a specific industry. But you can also customize content for particular accounts. It is an excellent practice to review the existing content before you customize content for any specific account. It will give you more ideas and insights. For example, blog posts, case studies, white papers, and e-books are the most considered relevant content for your ideal target account. Then, categorize by stage in the sales funnel. Whether they fall under the top of the funnel (includes blogs, articles, videos, and infographics), middle of the funnel (includes eBooks, case studies, white papers, and video tutorials), and bottom of the funnel (includes free blogs, blog samples, quotes, etc.). This way, you know accurately the type of content (a relevant one) that needs to be sent to a buyer based on the funnel stage. However, if you have no content that rings with your ideal customer, interview existing customers that match their profile to understand their top business challenges. This becomes extremely powerful and results in attracting more and more potential customers in the future. In this context, only 42% of marketers communicate with their customers as part of their content research phase. Without interviewing existing customers, the content created might not be relevant. Thus, it becomes one primary reason buyers don’t engage with brands. Use Personalized Content Today, content personalization is playing a pivotal role in the new digital marketing landscape. It is working on customizing the content-based interests of audiences and their challenges. It can help you target your specific market segments more accurately and enable more chances of conversion. Personalization of content aims to ultimately understand how the businesses will benefit from your products and services. To increase the size of your marketing net through ABM strategy, it is vital to be sure that your target accounts resonate with your content across the following touch-points: Use personalized content on social media platforms to gain maximum outreach Utilize advanced programmatic ads to communicate directly to your target accounts Develop landing pages precisely to one target account or multiple accounts that have similar needs within a similar industry Tell your Story to Connect If you want to stand out from the crowd, your ABM strategy must be unique instead of being cut and dry. Storytelling is a perfect opportunity to be creative in showcasing your business (brand). Such an approach gives a broad perspective to your audiences. Hence, they learn more about your brand, the solutions you provide, and the benefits they might gain from the collaboration. Storytelling in your content-based ABM strategy can take on many forms, such as: Combine product videos with case-studies related to the target account’s needs. In case-studies, use relevant success stories during targeting. Allow them to see themselves as the business in the case study. Highlight the past customer experience to the target account. Share your company culture and milestones. These points attribute holistically to create proper storytelling— one of the most critical aspects of content-based ABM strategy for marketing. Personalize Your Website Creating a dynamically personalized and highly relevant website is extremely important to target accounts. Based on their behavior, location, profile, and other attributes, a website provides a different experience to your targeted accounts. Imagine browsing a website and seeing your industry on its homepage—wouldn’t you be intrigued to browse further? This is how a part of personalization works. So, personalize your website by tailoring content, gathering events, webinars, discussion forums, and collaboration with your industry leaders. These attributes help personalization become more powerful, as you gain the ability to catch target account’s interest the moment they click on your website. To create a personalized website, remember these points: Diversify your content through blog posts, infographics, video or slide presentations, etc. Your website’s structural flow should accommodate a straightforward user experience. Easy navigation of the website to encourage leads Perform testing on keywords, pricing info, placement of CTAs, layout, images, landing pages, and contact forms. Boost the quality of your content for accuracy, coherence, and tone. Distribute Content to the Right Person The foremost goal of ABM strategy to scale your business is to reach the right person at the right account. It is necessary so that you can engage, nurture, and build a strong connection. What’s the most effective way to create content to reach the right person? It’s an Email. Emails still work efficiently than any other content form when it comes to campaigns. The content for it needs to be highly relevant to contact a single account or a group of accounts that match your ideal customer’s profile. E-mail is not just limited to marketers. Sales representatives can use email too! 92% of businesses pay attention to emails even if it’s sent from a company that they have never done business with. They read an email that contains ideas that might be relevant to their business. Also, 78% of decision-makers have taken appointments or attended an event inspired by cold emails. So, do not be mistaken with email marketing dead just yet! To understand it more, know-how a direct mail can be effective: 80% of mail gets attention and opened. 56% of buyers initiate contact with the help of direct mail. 59% of buyers enjoy receiving direct mail from brands they like. The average ROI for mail campaigns is between 18-20%. Therefore, with mails, you can target a particular account and tailor the content particularly for them. Also, you can tailor the content to include personal details such as company logo, names, and job titles. Because this helps clients remember your company details than of others on top of their minds. Explore Experimental Marketing Experiential marketing in ABM strategy can combine real-world and virtual touch-points to promote higher campaign engagement. Refining your ABM campaigns around the tenants of experiential marketing can increase the likelihood of a conversion and strengthen your brand loyalty with target accounts. To do experiential marketing in your ABM strategy program, keep the focus on the following tactics: Create new content messaging to connect to the new focused target audience. Create a client value proposition on an account-by-account, including content marketing tricks. Focusing on an emotional connection between the target account and your brand to give solutions is essential Apply your content marketing strategies to a digital and real-world customer experience framework. Include all of your standard digital marketing channels, in-person events, and one-on-one meetings Lastly, Re-think Everything While the COVID-19 pandemic has left a wake of loss and misfortune in the B2B business world, the new digital-only reality will accelerate digital transformation across every B2B enterprise. More importantly, this will catalyze to resolve puzzling technology, skills, and organizational challenges that have prevented marketing teams from fully delivering a rich customer experience through their ABM programs. So, you should re-think everything at this time, including your tech stack, to increase the number of marketing technology. Leveraging a one-size-fits-all approach to ABM does not work, especially in a COVID-19 affected world. Now, more than ever, you need to include and demonstrate empathy and engage target accounts with the right content and message in your ABM strategy. By this, marketing organizations can quickly understand which accounts are in a buy-cycle and contribute to the virility of your campaigns within your accounts to expand coverage and conversion results. Frequently Asked Questions How effective is ABM? ABM helps companies to align their sales and marketing functions with increasing revenue. 60% of them using ABM have increased revenue by 10% in a year. Also, other companies have seen a 30% and more increase in business revenue. Therefore, by implementing account-based marketing, B2B marketers will have a technology stack that can scale their new business. How does personalization help ABM strategy to scale? If you have included personalization, here are ways that help your ABM strategy to scale: Create a strategic design, including creating empathy maps for each target audience segment or customer personas. Create proprietary datasets according to patterns of customer profiles, get insight, and include personalization messages, content on social media platforms, blogs, websites, and more. Use Tech integrations such as voice recognition and augmented reality, which is mobile-friendly, to reduce the cost of managing millions of data points. Automate process: Campaign creation, content creation through emails, and more. How to prepare ABM strategies? Follow these steps to prepare ABM strategies: Build the sales bridge to establish alignment between sales and marketing leadership. Define your segments. Align marketing and sales processes. Empower sales and marketing, including technology stacks like artificial intelligence, machine learning, chatbots, VR, and AR. Host consistent planning sessions with territory-level managers. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How effective is ABM?", "acceptedAnswer": { "@type": "Answer", "text": "ABM helps companies to align their sales and marketing functions with increasing revenue. 60% of them using ABM have increased revenue by 10% in a year. Also, other companies have seen a 30% and more increase in business revenue. Therefore, by implementing account-based marketing, B2B marketers will have a technology stack that can scale their new business." } },{ "@type": "Question", "name": "How does personalization help ABM strategy to scale?", "acceptedAnswer": { "@type": "Answer", "text": "If you have included personalization, here are ways that help your ABM strategy to scale: Create a strategic design, including creating empathy maps for each target audience segment or customer personas. Create proprietary datasets according to patterns of customer profiles, get insight, and include personalization messages, content on social media platforms, blogs, websites, and more. Use Tech integrations such as voice recognition and augmented reality, which is mobile-friendly, to reduce the cost of managing millions of data points. Automate process: Campaign creation, content creation through emails, and more." } },{ "@type": "Question", "name": "How to prepare ABM strategies?", "acceptedAnswer": { "@type": "Answer", "text": "Follow these steps to prepare ABM strategies: Build the sales bridge to establish alignment between sales and marketing leadership. Define your segments. Align marketing and sales processes. Empower sales and marketing, including technology stacks like artificial intelligence, machine learning, chatbots, VR, and AR. Host consistent planning sessions with territory-level managers." } }] }

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Core ABM

Effective Email Marketing Campaigns for Marketing Success

Article | December 24, 2021

More than half the world’s population uses email. It is one of the most preferred means of communication today. For businesses, emails are a medium for account-based marketing. They help nurture leads, sell products, create brand awareness, drive website traffic and increase sales and revenue by conveying lucrative content to the target audience. Sending emails to current and potential customers with the goal of improving your brand's standing, content engagement, and eventually landing a sale is an example of an effective email marketing campaign. Neglecting email marketing while carrying out your marketing strategy can be dangerous because it has the highest conversion rate compared to other marketing channels. According to a 2020 Statista report, 3.9 billion people use their emails daily. By 2023, this number is projected to rise to 4.3 billion. Moreover, 78% of marketers have seen a steep increase in email engagement in the past year, based on Hubspot’s Not Another State of Marketing 2020 report. These statistics highlight the importance of email marketing in a marketing campaign. Email Marketing: Implementation and Challenges Ever since the pandemic hit, the importance of digital marketing has skyrocketed. Without utilizing all the digital marketing channels, it is impossible to reach the target audience. In the realm of successful digital marketing, email marketing has a big stake. It has the highest conversion rates, is preferred, and is simple and affordable. In an interview with Media 7, Mike Dickerson, Chief Executive Officer at ClickDimensions talked about the importance of digital marketing in the current reality impacted by COVID-19. "Digital marketing, and all the channels included within that, is more essential than ever before for businesses around the globe." Businesses use email marketing to build brand credibility, deliver crisp and accurate messages to their target audience, and generate leads. They strengthen existing customer relationships, boost sales and achieve higher ROI, gauge the response of customers to content through metrics, and automate marketing workflows to streamline marketing processes. By interconnecting their marketing channels, they create a fluid buyer journey to increase the chances of conversion. Like every other marketing campaign, an effective email marketing campaign needs effort, vigilance, testing, and upgrading. Email marketing can be challenging, but the good news is that you can remedy the issues easily. Here are some snags you might hit: Ideal Email Frequency Achieving the right frequency of emails can be challenging. If you send too many emails, the recipient might unsubscribe from your email list. However, if you don’t send enough emails, the recipient might not remember your brand. You can review your subscription process to know what frequency and information you have promised your recipients. You can consider revising the frequency based on the click rate, subscribe and unsubscribe rates, and post-click activity. Low Subscriber Engagement If your subscribers are not engaging with the emails, you can start by testing the segments and personalizing the content. Data Syncing You need to ensure that the data that comes from CRM and ESP responses is synced. Irrelevant Content Keep reviewing your click-through rates to pinpoint content that works. If your content is not relevant, your subscribers might stop opening your emails and may go as far as unsubscribing. Content includes everything from your subject line to your call to action, so make sure your content quality is high. Unsatisfactory Campaign Results If your delivery rates are lower than expected, consider subscribing to a list validation tool and reevaluating your subscription process. If the open rates are too low, try using different ‘from’ names to create a better impact. If the click rates are low, then align your content with your goals. Creating Effective Email Marketing Campaigns for Business Success To create an effective email marketing campaign, follow these crucial steps: Decide Your Goal Efforts without direction go nowhere. Define and understand the goals of your campaign. They can be anything from increasing website traffic, lead nurturing, creating brand awareness, or getting customer feedback. Aim for tangible results once you figure out what you want to achieve. Your goals should ideally align with larger organizational goals. Define Your Target Audience Identify the unique needs and pain points of the customer base you want to target. Create special campaigns for a specific group of customers. You can segment the customers based on their age, location, interests, gender, online activity, or engagement levels. Choose a Relevant Type of Email Campaign Depending on your campaign goal and target audience, choose a relevant email campaign. Some of the most popular email campaigns include welcome emails, cart abandonment campaigns, newsletters, re-engagement emails, announcements, holidays, invitations, promotional, seasonal, and testimonial or rating emails. These email campaigns can be executed using marketing automation workflows. Time Your Campaign Correctly Timing is important for effective email marketing campaigns. For maximum engagement, consider the ideal day of the week and time of day. Based on data from co-schedule, the best days to send out emails are Tuesday, Thursday, and Wednesday, while the ideal timings are 10AM, 2AM, and 8PM. Proactively verifying your target audience’s time zone and location before starting your campaign is advisable. Marketing automation makes it easy to time your campaign effectively. Use a Conversational Tone Nobody wants to read drab emails with no personal touch. For the recipients to respond, you need to create a relatable copy and an attractive subject line that compels them to open your email. How Conversational Emails Helped the Obama Campaign with Fundraising By using a conversational tone in the email and creating effective, attention-grabbing subject lines, the Obama Campaign raised a huge chunk of the $690 million. They used great opt-in forms, which helped them collect more email leads. They also sent a follow-up/thank you page to encourage subscribers to donate to the campaign. They also kept on constantly testing email conversions using split testing of key pages. Test Your Emails A/B testing your emails is a good way to understand which of your email designs and content creates the most impact. Look at campaign performance metrics like open rate, bounce rate, click-through rate, spam complaints, and unsubscribes. Make Great Opt-ins Experiment with different opt-in forms like welcome gates, exit pop-ups, and lightbox pop-ups. They can help you get new subscribers. Focus on Design and Content Your content should offer value to your recipient. It should also be pleasant to look at, concise, and effective. Focusing on the design and content elements is vital to the success of your campaign. Wrapping it Up If executed correctly, effective email marketing campaigns can be a game-changer for your conversions and, in turn, your revenue. FAQ What are the benefits of email marketing? Effective email marketing campaigns help businesses create brand awareness, outreach to new and existing customers, and achieve high conversions. What are the important email marketing metrics? Some of the important email marketing metrics are open rate, bounce rate, click-through rate, spam complaints, and unsubscribes.

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Core ABM

Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

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Buyer Intent Data

ON24 Recognizes 2023’s Leaders in Digital Engagement

Business Wire | January 24, 2024

A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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ABM Accounts

Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

Bloomreach, the platform fueling limitless e-commerce experiences, today announced Bloomreach Discovery will continue to power product discovery for Sonepar, the global world leader in B-to-B distribution of electrical products, solutions, and related services, as the companies renew their existing partnership. With Bloomreach Discovery’s AI-driven search and merchandising capabilities, Sonepar enables customers around the world to find what they want to buy — when, where, and how they want. “Sonepar is pleased to partner with Bloomreach as we continue to pursue our next stage of digital transformation,” said Fabrice del Aguila, SVP Digital Factory, Sonepar. “We look forward to leveraging Bloomreach’s expertise in product discovery as we become the first global B2B electrical distributor in the world to offer the best omnichannel experience to all our customers.” Sonepar leverages Bloomreach Discovery to drive personalized experiences across its omnichannel platform. Using rich data to refine search results, Bloomreach Discovery helps customers easily discover the products they want. It also accounts for a range of attributes and quantitative search queries, creating a search experience that is not only personalized, but personalized to the unique needs of B-to-B buyers. “We’re thrilled to continue our partnership with Sonepar,” said Jordan Roper, General Manager and Head of Product, Bloomreach Discovery. “The B-to-B space has so much to gain from digital transformation, and Sonepar is a leader in making that transformation a reality. We’re proud to join them on this journey and look forward to continuing to support their omnichannel experience with the fast ROI and relevance of Bloomreach Discovery.” Learn more about how Bloomreach Discovery and Sonepar are working together to drive success. About Bloomreach Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach's AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 850+ global brands including: Albertsons, Bosch, Puma, and Marks & Spencer. About Sonepar Sonepar is an independent family-owned company with global market leadership in B-to-B distribution of electrical products, solutions and related services. Through a dense network of brands spanning 40 countries, the Group has an ambitious transformation agenda to become the first global B-to-B electrical distributor to provide a fully digitalized and synchronized omnichannel experience to all customers. Drawing on the skill and passion of its 44,000 associates, Sonepar had sales of €32.4 billion in 2022. www.sonepar.com

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Core ABM

Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

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Buyer Intent Data

ON24 Recognizes 2023’s Leaders in Digital Engagement

Business Wire | January 24, 2024

A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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ABM Accounts

Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

Bloomreach, the platform fueling limitless e-commerce experiences, today announced Bloomreach Discovery will continue to power product discovery for Sonepar, the global world leader in B-to-B distribution of electrical products, solutions, and related services, as the companies renew their existing partnership. With Bloomreach Discovery’s AI-driven search and merchandising capabilities, Sonepar enables customers around the world to find what they want to buy — when, where, and how they want. “Sonepar is pleased to partner with Bloomreach as we continue to pursue our next stage of digital transformation,” said Fabrice del Aguila, SVP Digital Factory, Sonepar. “We look forward to leveraging Bloomreach’s expertise in product discovery as we become the first global B2B electrical distributor in the world to offer the best omnichannel experience to all our customers.” Sonepar leverages Bloomreach Discovery to drive personalized experiences across its omnichannel platform. Using rich data to refine search results, Bloomreach Discovery helps customers easily discover the products they want. It also accounts for a range of attributes and quantitative search queries, creating a search experience that is not only personalized, but personalized to the unique needs of B-to-B buyers. “We’re thrilled to continue our partnership with Sonepar,” said Jordan Roper, General Manager and Head of Product, Bloomreach Discovery. “The B-to-B space has so much to gain from digital transformation, and Sonepar is a leader in making that transformation a reality. We’re proud to join them on this journey and look forward to continuing to support their omnichannel experience with the fast ROI and relevance of Bloomreach Discovery.” Learn more about how Bloomreach Discovery and Sonepar are working together to drive success. About Bloomreach Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach's AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 850+ global brands including: Albertsons, Bosch, Puma, and Marks & Spencer. About Sonepar Sonepar is an independent family-owned company with global market leadership in B-to-B distribution of electrical products, solutions and related services. Through a dense network of brands spanning 40 countries, the Group has an ambitious transformation agenda to become the first global B-to-B electrical distributor to provide a fully digitalized and synchronized omnichannel experience to all customers. Drawing on the skill and passion of its 44,000 associates, Sonepar had sales of €32.4 billion in 2022. www.sonepar.com

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Events