Account Based Data
Article | June 29, 2023
Uncover the foremost account-based marketing events of 2023 and embrace the opportunity to attend these essential events, meticulously curated to empower marketers and shape the trajectory of ABM.
Introduction
In the ever-evolving world of account-based marketing (ABM), staying ahead of the curve is paramount for businesses seeking to achieve marketing excellence and drive meaningful results. Attending industry events has become an essential strategy for professionals in the ABM realm to remain competitive and gain a competitive edge.
From thought-provoking conferences to collaborative summits, these carefully selected events offer a unique opportunity to gain invaluable insights, exchange ideas with industry leaders, and stay abreast of the latest trends and strategies in ABM. Businesses can position themselves at the forefront of ABM innovation by prioritizing their attendance at these industry-leading events, resulting in propelling marketing efforts toward unparalleled success.
Go-To-Market Made Simple Roadshow 2023 – Quarter 2
June 23, 2023 | Boston (USA)
The Go-To-Market Made Simple Roadshow 2023 – Quarter 2 presents a compelling opportunity for go-to-market leaders to gain valuable insights and strategies in an ever-evolving landscape. This event acknowledges the rapid evolution of go-to-market design, emphasizing the need for a comprehensive approach that encompasses sales, marketing, product, and customer success. With the emergence of trends such as product-led growth (PLG), ecosystem, and account-based marketing (ABM), alongside traditional inbound and outbound motions, revenue leaders are seeking a more holistic way to run their businesses. Additionally, this event offers a valuable networking platform, enabling go-to-market leaders to connect with their executive peers and collectively tackle the most pressing challenges in the dynamic business landscape.
Breakthrough 23
October 16–19 | Frisco (USA)
Breakthrough 23 is an exceptional event that brings together marketing and sales leaders to explore breakthrough strategies and techniques in intent-based advertising, prospecting, and accelerating sales. With a lineup of esteemed speakers including Jason Zintak, CEO of 6sense, Latane Conant, CMO of 6sense, and Dylan Schick, Senior Account Development Manager at Exabeam, attendees can expect insightful presentations and valuable insights. Topics covered range from revolutionizing intent-based advertising to leveraging advanced prospecting techniques with 6sense and driving pipeline growth through coordinated campaigns. This conference offers a unique opportunity for networking with over 1,100 industry leaders and features engaging product sessions to stay at the forefront of marketing and sales innovation.
Collision Conference
June 26–29, 2023 | Toronto (Canada)
Collision Conference, renowned as one of the largest global tech conferences, invites professionals to immerse themselves in an exceptional networking and learning experience. Attendees can anticipate engaging with thought leaders and industry experts, including Adam Selipsky, CEO of Amazon Web Services; Sarah Guo, Founder of Conviction; and Dave Rogenmoser, Co-founder and CEO of Jasper, among others, to gain valuable insights and knowledge. With an impressive media presence, including over 1,200 journalists from renowned publications like Bloomberg, Financial Times, Forbes, CNBC, and the Wall Street Journal, Collision Conference provides unparalleled exposure for participants. By participating in the Collision Conference, professionals position themselves at the forefront of innovation, collaboration, and investment opportunities that shape the future of the tech and business landscape.
Inbound 2023
September 5–8 | Boston (USA)
A highly anticipated event, Inbound 2023, sets the stage for marketers to explore cutting-edge innovations, develop world-class content, and prepare their strategies for the upcoming AI boom. Embodying an incubator's energy and an accelerator's intelligence, Inbound propels the industry forward for the collective good. It serves as a launchpad for careers, a catalyst for business growth, and a catalyst for positive community transformation. With speakers, including Reese Witherspoon, Founder of Hello Sunshine; Morgan Debaun, Founder and CEO of Blavity Inc.; and Derek Jeter, Entrepreneur and Philanthropist, among others, on the deck, attendees can expect to be immersed in a transformative experience to elevate their marketing endeavors and forge meaningful connections. Inbound 2023 provides exclusive insights that assist marketers thrive, businesses scale, and the collective power of the community to drive positive change.
SaaStr Annual 2023
September 06–08 | San Francisco (USA)
SaaStr Annual 2023, one of the world's largest SaaS community events, unites over 12,500 SaaS executives, founders, and venture capitalists for an immersive experience. This three-day event features 100+ tactical sessions presented by renowned founders, emerging voices, and rising stars in the industry. With representation from 250+ speakers hailing from top SaaS companies worldwide, attendees can expect to gain actionable advice and insights to drive business growth from zero to $100M ARR with reduced stress and increased success. Sponsored by industry-leading organizations such as G2, Google Cloud, Greenhouse, and Vendr, among others, every session at the event will deliver practical insights and actionable strategies.
Outreach Unleash 2023
October 03–05 | Seattle (USA)
Outreach Unleash 2023 is an exclusive event centered around unleashing accelerated growth through a comprehensive RevOps approach. Emphasizing the importance of an abundance mindset, participants will explore how sales professionals can take ownership of their destiny and execute with the precision of a CEO, shaping a future of success. Renowned speakers and industry experts, including Em Falk, Director of Revenue Operations at Reylance.Ai; Donna Sanborn, Senior Leader of Digital Sales Effectiveness at Cisco; and Annie Lewis, Sr. Product Manager at Outreach, among others, share insights across a diverse range of topics, including metric myth-busting through data sharing between Outreach and Snowflake. This will enable attendees to harness the power of GenAI to achieve a competitive advantage. Furthermore, the event will delve into the strategies employed by top-performing sales professionals who approach their craft with passion and consistently provide solutions to executives' most pressing strategic challenges.
Product Marketing Summit
September 21 - 22, 2023 | Oakland (USA)
The Product Marketing Summit, organized by Product Marketing Alliance, brings together the world's largest community of product marketers in a collaborative gathering focused on sharing valuable insights. The industry leaders and experts, including Sudha Ranganathan, Director of Product Marketing at LinkedIn; Emma Stratton, Founder of Punchy; and Apoorva Sharma, Head of Global Cross-Product Solutions at Google, among others, will share valuable insights on navigating complex go-to-market strategies, optimizing product launches, establishing a strong market position, which will leverage ideal customer profiles and segmentation, and others. Product Marketing Summit promises to be a transformative experience, providing attendees with a clear roadmap for professional growth and enabling them to amplify the differentiated value of their products in today's competitive market.
MarketingProfs B2B Forum
October 04–06, 2023 | Boston (USA)
Discover the pinnacle of marketing events at the MarketingProfs B2B Forum, where marketers gather to unlock the strategies that drive growth, elevate brand reputation, prove ROI, and navigate the ever-evolving marketing landscape. B2B Forum is an ideal venue for marketers who want to improve their skills, grow their professional networks, and spark their imagination. It has a carefully chosen lineup of tactical sessions, inspiring keynotes, and memorable networking opportunities. With leading industry speakers on the deck, including Nilofer Merchant, Cofounder of The Intangible Labs; Moni Oloyede, Director of Marketing at Fidelis Cybersecurity; and Michael Brenner, CEO of Marketing Insider Group, among others, the B2B Forum will act as a catalyst for career development, idea generation, and celebration of the art of marketing. Attendees can expect to unlock valuable strategies, expand their professional networks, and be inspired by industry experts.
B2B Summit APAC 2023
September 19–20, 2023 | Singapore
B2B Summit APAC 2023 is the premier event dedicated to driving business growth and fueling the revenue engine in the Asia-Pacific region. With a focus on Forrester's B2B Customer-Obsessed Growth Engine, this summit delivers groundbreaking research, models, and frameworks tailored to meet the priorities of organizations. Marketing leaders can expect a comprehensive agenda featuring insightful breakouts, hands-on case studies, inspiring keynotes, and valuable peer connections. By attending B2B Summit APAC, Participants will gain the knowledge and strategies necessary to empower their marketing strategies and achieve results that surpass their goals.
B2B Marketing ABM Conference
November 02, 2023 | Austin (USA)
The B2B Marketing ABM Conference is an eagerly anticipated event dedicated exclusively to Account-Based Marketing (ABM). With a thoughtfully curated agenda spread across four stages, this conference offers a high-caliber program designed to cater to a wide range of marketing needs. Through hand-picking the big thinkers from hundreds of 'call for speakers' submissions, Stefano Lacono, Marketing Director of 6Sense; Ryan Almond, Global Vertical Marketing and ABM Director of Henkel; and Rebecca Powell, Senior ABM Marketing Manager at Showpad, among others, will provide attendees with actionable strategies and valuable insights to propel their ABM efforts forward, regardless of their current stage in the journey. From pinpointing areas of improvement to refining ABM strategies, participants will leave the conference armed with the knowledge and tools needed to unlock the true potential of ABM.
Conclusion
Attending account-based marketing events is an essential step in staying ahead of the curve and refining your ABM strategies in today's dynamic marketing landscape. These events provide unparalleled opportunities to gain insights from industry experts, discover emerging trends, and network with like-minded professionals.
By participating in these conferences, marketers can equip themselves with the knowledge, strategies, and tools needed to drive successful ABM campaigns, engage key accounts, and achieve remarkable results. Businesses must capitalize on and be part of these transformative events that are shaping the future of account-based marketing.
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Buyer Intent Data
Article | August 23, 2022
Buyer intent data is sourced from either internal or external parties. When combined, it provides a comprehensive picture of how your targets behave online. Internal marketing teams provide first-party intent data through your company's website, automation platforms like CRM, or other in-house applications. Third-party data is gathered from buyer intent data tools.
According to a Gartner study, more than 70% of B2B marketers will use third-party intent data to target prospects by the end of 2022.
In an interview with Media 7, Laura Goldstone, Director, Communications and Branding Strategy at AdDaptive Intelligence, talked about the importance of correct messaging in sales and marketing once you know your audience.
“I think the newest trends revolve around being a strategic resource, aligning marketing and sales, and using analytics to tailor messages to your audiences’ preferences or funnel stages.”
Buyer intent data tools provided by intent data providers like Bombora, Slintel, and ZoomInfo collect high-quality intent data to help you identify the accounts that show buyer intent, making it easier for you to understand their requirements and deliver solutions through effective content.
Let's find out how intent data can help your ABM strategy by making sales easier.
Buyer Intent Data: 5 Impactful Ways It Can Help You Boost Sales
Let us look at five benefits of buyer intent data that can help you boost sales:
Create Effective Content
In ABM marketing, the marketing team supports the sales team by generating qualified leads through effective content that addresses the prospects’ needs. There are more than a billion websites competing for a prospect’s attention. Focusing more on engaging your intended audience than on your search rankings could translate to more sales. This B2B intent data will allow your marketing team to analyze the volume and quality of responses to various online 'triggers' like keywords and social engagement. This way, the marketing team eliminates the guesswork in analytics and content research. B2B intent data can assist your marketing team in its intent-based marketing endeavors. The team can develop hyper-personalized, relevant, and timely content that can be used in your sales process to engage with new leads.
Identify Buyer Groups
In the B2B domain, multiple decision-makers sign off on purchase decisions. Your key accounts might have buyer groups, and this may pose a problem for your sales strategy. You will need to appeal to multiple personas who will then make unanimous decisions when purchasing your products or services. When combined with accurate, up-to-date contact information, intent data can assist in segmenting the purchasing process into relevant stages. Buying intent is useful not only for tracking and analyzing individual target prospects, but also for tracking and analyzing entire organizations. Overall, sales teams can craft perfect messages for any target persona that crosses their path, thanks to quality intent data.
Improve Lead Qualification
After your sales and marketing teams have developed an ideal lead generation strategy, you'll want to target leads with purchase intent. The majority of leads generated may not completely align with your ICP (ideal customer profile). If your product or service isn't even remotely relevant to what they're looking for, an automation system that is a part of your ABM services can remove them from your lead list. By delving into their product research activities, using intent data in lead management and outreach helps remove some of these roadblocks. It is critical to have a nurturing system in place and implement a lead scoring process. Intent data reveals where these leads fall within your segmentation, how interested they are in your solutions, and how their purchasing process works, so your effort or time is not wasted.
Increase Customer Retention
The same buyer intent technology that is used to find new prospects and customers can also be used for customer retention. According to Brain and Company, a 5% increase in customer retention can result in a more than 25% increase in profit. Monitoring intent signals can help you identify when a current customer interacts with a competitor or looks for alternatives to your product. It allows you to engage with them earlier and provides you with another opportunity to maintain your customer relationships.
Boost Team Productivity
According to HubSpot research, 40% of salespeople say prospecting is the most difficult part of their job. Buyer intent data eliminates prospecting (such as connecting on LinkedIn, getting past the gatekeeper, and sourcing emails), which results in more sales for your company. The most effective buyer intent software solutions can provide not only company-level intent information but also contact information for key decision-makers (all whilst complying with GDPR rules). This means your sales team can get right to the point and use the most up-to-date business intelligence to engage in more conversations with the right prospects. B2B intent data keeps your sales team on top of their game by allowing them to analyze and comprehend prospects on a more granular level.
Cloudera Generated over 30 Significant Business Deals Using Intent Data
Cloudera, an enterprise management company, harnessed intent data from Bombora and Just Global to run a hyper-targeted account-based marketing strategy across its sales, advertising, and marketing teams. As a result, it generated over thirty significant business deals.
Conclusion
B2B buyer intent data can help you boost sales by accurately identifying target accounts that show buyer intent. Using buyer intent tools that give clean intent data can help your sales team generate revenue and scale your business.
FAQ
How does intent data help with sales?
With the help of intent data, your sales team can target and qualify leads swiftly and accurately as it provides all the crucial background information on the leads. Accurate targeting translates to more conversions and sales.
Where does the intent data come from?
Intent data is usually provided by third-party data providers through buyer intent data tools. These tools collect intent data from data-sharing points like B2B websites, media publishers, and other relevant sources.
How is intent data beneficial for improving an account-based marketing strategy?
With the help of intent data, you can personalize your website, focus on your inbound leads with respect to their engagement with your content, nurture leads with email marketing, and identify prospective customers who haven’t engaged with you yet. These factors can enhance your ABM strategy.
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Buyer Intent Data
Article | September 11, 2023
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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Core ABM
Article | July 19, 2021
Account-based marketing is the ultimate personalization tool.
Instead of incurring unnecessary marketing expenses, an account-centric strategy segregates vital business accounts and markets directly. This means, by appealing to specific market leaders, who can benefit from what your company has to offer, you can make marketing efforts more tailored and effective.
ABM strategy is not new by any means. Still, it has gained widespread recognition over the past few years as it's evolved along with the progression of technology. An entirely tech-based, the marketing automation solutions have made account-based marketing more measurable and affordable for all-sized businesses. Thus, ABM automation gained pace.
Research from Marketo suggests that account-based marketing delivers a better return on investment than other various strategies for 97% of marketers.
Marketing automation plays a vital role in driving impressive results. It allows companies to target their outreach based on interests and actions. But what makes ABM automation win the rat race?
ABM Automation: AI is the Driver
The reason why ABM automation has recently emerged is the availability of AI. Initially, AI was used by ABM to propel the automatic selection of target accounts through predictive analytics. Also, it is driving intelligent marketing nurturing and other marketing responses based on how the targets respond, their needs, and so on.
If you're targeting 100 accounts as potential new corporate customers, those accounts will visit different pages of your site. Some will download white papers and respond to emails. You will get leads from the targeted companies through these activities, and thus you can knock at their door.
AI enables quick responding to a dynamically changing engagement in the ABM platform and delivers the best action. This is how automation with AI is emerging in ABM platforms.
You can take four steps to automate your ABM to drive leads and create a successful ABM automated platform.
4 Steps to Plan ABM Automation
Draw the Automation Cycle
To start with ABM automation, firstly, create a blueprint of the targeted business. In this, you should identify the complete process of lead generation. The trail looks like; subscriber, lead, MQLs, SQLs, and a client to target. In this process, you cannot communicate at each phase. When one clicks on the particular link of your website, you should have a system-generated mail to send.
Once you track the movement of the lead, quickly trigger the sales team to take the follow-ups. This saves the time of salespersons, and therefore ABM strategies are implemented wisely.
Integrate your ABM automation software and CRM
Before you build your account-based marketing campaigns, you'll have to integrate your ABM automation software and CRM.
Integrating marketing automation tools is vital in the automation process. If your ABM software doesn't interact with the email marketing software, you won't be able to automate the process. In addition, if it doesn't relate to your CRM, it will be difficult to know if leads converted into accounts and track the ROI of an account-based campaign. So, to integrate ABM automation, you'll have to research and keep ICP, content, target accounts, and CRM all in one place.
Tailor Your Content
Ensure you're sending the right message to the right target account. Creating customized landing pages looking at how people have recently interacted with your brand is a great way to execute automation. Using ABM tools, you can automatically message target accounts with relevant messages when they engage with you and help you build the connections that become conversions.
Create Dashboard to Assess Efforts
The last step to automate your ABM platform is to track and measure the efforts you have put in to see information at-a-glance.
You get information about your target accounts on your dashboard, such as open deals, company score, total pipeline, and the number of decision-makers identified. In addition, you should consider ongoing A/B tests when started with ABM automation. This is because you can see what messaging appeals to your ICP (Ideal Customer Profile).
ABM is a result-driven approach. ITSMA reports that 87% of marketers consider ABM as delivering the highest returns. But without automation, ABM becomes a strewn process. Marketing automation lets your team offer a personalized approach and immediate outreach with valuable content that pushes visitors to become regular clients. Thus, using ABM software tools — ideally the marketing automation tools — can help you automate and scale your strategy and adds value to your ABM efforts.
Frequently Asked Questions
What are the account-based marketing tactics?
Account-based marketing uses hyper-personalized tactics to attract, engage, and convert high-value accounts. Similarly, it uses emails to contact existing customers and target consumers and social media channels like LinkedIn, Facebook, and more to reach out to prospects.
Why is an account-based marketing strategy so important?
The importance of ABM lies in structuring marketing efforts and resources on key accounts to drive the most revenue. ABM maximizes the efficiency of your B2B marketing resources along with building the communication channel with sales to align with sales and marketing functions.
How to create the automated ABM strategy?
To create the automated ABM strategy, follow these steps:
Create your Ideal Customer Profile (ICP)
Align your target accounts
Build campaigns
Integrate ABM, marketing automation software, and CRM
Personalize content
Engage
Set up a dashboard for assessment
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