Buyer Intent Data
Article | August 23, 2022
As COVID-19 became increasingly widespread in the U.S. last month, Senior Account-Based Marketing Manager Kristin Kolb had to quickly shift her department’s planned Q1 pilot. Originally, it had involved direct mail that the Matillion team was going to send to target audiences in their office. Kolb said they decided on an alternative digital approach, upping the ante with personalization efforts. “You don’t need the latest and greatest technology or idea to create a hypothesis and run a small test to see if it works,” Kolb said. Billtrust’s Director of Revenue Marketing Deirdre Mills also champions personalization. While she believes that ABM is more of an art than a science, she ties relevant prospect information into program data, keeping company initiatives in mind.
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Account Based Analytics
Article | August 3, 2022
Account Based Marketing (ABM) is not a new concept in B2B marketing. However, as an important integrated B2B marketing and sales approach, we don’t think it is widely understood or used as it should be in B2B media/events businesses and professional membership organisations.
Regardless of the size of your organisation, product types, or the sectors you serve, every senior business leader and marketer should be embracing ABM and integrating it as part of their overall marketing strategy.
If you’re keen to learn more about ABM – what it is, why it is important and how you put it into practice, read on!
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Core ABM
Article | June 20, 2023
These days the challenges that the marketing and the sales team face are tremendous. The pressure to meet targets, deadlines, achieve revenue, and at the same time keep the clients satisfied is not an easy task. And to add to the woes, there is massive competition in the industry.
But there is one way to overcome all the obstacles and achieve targets while keeping clients happy and satisfied. This strategy is ABM- Account-Based Marketing. ABM campaigns have been a trendsetter in the B2B marketing field for a long time. As it ensures successful marketing, businesses are turning towards this thriving approach.
What Exactly Is Account-Based Marketing?
Account-based marketing is identifying the target, high-value customers and selling your product/service to them. This ABM approach allows you to concentrate on exclusive clients and guarantees the best ROI.
What Is B2B Account-Based Marketing?
B2B account-based marketing is targeting an organization with specific and personalized marketing campaigns. When you target the decision-makers of an organization, you need to tread with caution. When you design a marketing strategy for them, personalize it, and deliver everything to increase their brand value.
Thus, ABM is a marketing strategy wherein the sales and the marketing team have to put their heads together to deliver an impeccable buying experience for the best and valuable clients.
Tactics to Implement a Successful Account-Based Marketing
According to the Pardot site survey, 89% of businesses reported higher ROI in ABM than traditional marketing methods.
If you develop an account-based marketing plan, here are some tips to follow:
Collaborate working of the marketing and sales team to identify high-value clients and gather maximum data about them.
Use social media to gather data and create a personalized approach for the clients.
Try to sync in with the brand of the target company to develop relatable content and graphics.
Recognize the expertise, pain points, and challenges of the target account and frame communication.
Send personalized emails addressing the challenges your target account faces.
Host face to face or virtual events
5 Trend-setting Examples of Account-Based Marketing
ABM is a marketing strategy that has shown guaranteed success in the B2B industry. You have to sculpt unique ideas and have a personalized approach towards your targeted clients. The clients should feel that you have made efforts to know them, understand them, and address the challenges that they face.
Some companies have achieved an altogether different benchmark in ABM strategy. As a result, these are prominent examples of B2B account-based marketing.
Let us go through their account-based marketing case study and learn their ways of execution.
Snowflake- Excellent Use of Content Creation
“We needed to make sure that when you see an ABM campaign, it’s reflective of not only sales input but also product marketing, partner marketing, field marketing, and our SDRs. We needed a way to co-create one cohesive message for our key accounts.” — Hillary Carpio, Director of ABM, Snowflake.
Snowflake, a cloud-based data warehousing company, utilized its in-house services in the best way to create a library of high-quality content. This content is used to create personalized experiences for high-valued and targeted accounts. Then, this personalized content creates account-based marketing campaigns customized to reach the target customers.
Gumgum- Using Technology the Right Way.
GumGum collaborated and created an effective marketing product for the Clorox brand. They showcased this product at the Clorox annual iConnect Conference.
The product they created was turning a temporary tattoo into a fascinating 3D animation while incorporating logos of the concerned brands. It was a hit among the Clorox brand, and almost 200 attendees downloaded the GumGum app.
Intridea- Making the Right Confrontational Approach
Intridea did take a risk by implementing the direct approach of ABM advertising. They rented a billboard right across the advertising giant Ogilvy’s Manhattan office. The billboard said, “Ogle this, Ogilvy.” Intridea also placed its logo and company URL at the bottom of the quirky line.
And they succeeded in fixing a meeting with Ogilvy’s CEO.
Payscale- Utilizing Data to Gain Profits
Payscale helps employers manage compensations in the right way. They also aid employees know their correct market value.
Payscale collaborated with their sales and marketing team to gather the correct information about ABM target accounts. Once they had ample information about the company’s decision-makers, they targeted the client with their best ad campaigns.
As a result, their ROI was six times more compared to any other marketing strategy!
O2- Gathered Data to Create Personalized Reports.
O2 is a leading ICT service provider.
The organization targeted many high-value clients and created personalized reports for them. Their modus operandi was to curate personalized reports on how the organization will benefit by utilizing O2 for their ICT services. The dedicated teams also emphasized on face to face meetings for customized strategies.
As a result, O2 had a successful ABM strategy as they achieved 313% of their target pipeline.
The Bottom Line
Account-based marketing strategies are incorporated in unique ways. As a result, there are many ideas where you can implement account-based marketing to stand out and gain maximum ROI. All you have to do is gather data and make the correct use of it.
So gear up and come up with uncommon ideas and, you never know your company could make it to the list of trendsetting examples of B2B account-based marketing!
Frequently Asked Questions
What are the best strategies for successful account-based marketing?
Enlist your high-value clients and gather maximum data about them(Social media can be of great help.)
Address their pain points and portray how well you know the organization
Collaborate with the marketing and sales team in the best way to provide appropriate solutions
Deliver 100% relevance in communication
What are the advantages of incorporating ABM?
Faster sales process
Guaranteed maximum ROI
Cost Efficiency
Shorter sales cycle
Deliver excellent value to high-value customers
When should you implement ABM?
ABM should be used in the B2B industry to sell to clients with high-value accounts. ABM should be implemented when an organization notices that certain exclusive clients can be easily converted with personalized strategies.
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Core ABM
Article | November 25, 2021
We all know that account-based marketing means targeting the best customer accounts, creating personalized marketing campaigns, and getting to the conversion stage.
Though these steps may sound easy, it takes a lot of brainstorming to implement them to convert the accounts that matter the most. To know more about these steps, you can read six hard-hitting lessons for the ABM strategy.
This article will talk about the best and correct ways to implement ABM plans with examples.
But first, let us briefly inform you about ABM and how it works.
Brief Introduction to ABM
Account-based marketing is a marketing strategy implemented by B2B marketers to concentrate on their exclusive clients. First, the sales and marketing team collaborates to collect the maximum data about specific clients. Then these clients are targeted with personalized marketing campaigns on various platforms.
Thus, account-based marketing allows you to utilize your workforce and resources efficiently. It also helps to market your products to a handful of customers who have a 90% chance of conversion.
Now, let us see the correct ways to implement ABM for various B2B industries.
Ways to Implement ABM Plans with Examples
We have specifically chosen the four best ways to implement ABM in B2B marketing strategy. These are the core strategies that have worked for B2B and are sure to work for you too.
But first, look at these wise words from Maliha Aqeel, Director of Global Communications at Fix Network World.
'One of the most common mistakes companies make is implementing a brand strategy that isn’t aligned to the organization’s overall business goal.'
So before implementing any marketing plan, ensure that your brand strategy, marketing campaigns, and everything else aligns with the overall business goals.
Identify Exclusive Accounts
It is the root of your ABM strategy. Your fruits of labor will be decided by the correct places you plant these roots.
So basically, when you are filtering your clients/customers for ABM, here are the key factors to be kept in mind;
Choose the correct industry.
Know the size of the organization.
Identify the needs, challenges, and pain points of the organization.
Know the timelines and hierarchy of their decision-making process.
The answers to these questions will help you to recognize the target accounts precisely.
Example:
Vidyard is a video platform that helps businesses transform communications and drive more revenue through the strategic use of online video. It collaborated with SmartBug Media to change the video experience for users worldwide. Thus, they can target the correct customers on Hubspot. In addition, they help customers to make videos an integrated part of their marketing campaigns and other processes.
Craft Tailored Content
Every filtered account for ABM will have unique needs, demands, challenges, and pain points. Thus, you have to craft content to address the customers directly. They should instantly recognize that you understand them and have built solutions exclusively for their challenges.
You should also be ready with different content for different stages of the buying journey. And remember to design content for customers even after they convert. It helps you to be ready for the retention stage.
Like Mark Emond, Founder and President at Demand Spring quotes;
“Content is at the heart of great marketing today. It needs to educate, inspire, and convert. It must be tied to the unique rational and emotional needs of each target persona.”
Example:
Intridea executed an excellent content strategy to target the advertising giant Ogilvy. First, they rented a billboard right across Ogilvy’s Manhattan office. The billboard said, “Ogle this, Ogilvy.” Intridea also placed its logo and company URL at the bottom of the quirky line. This exclusive content got them an appointment with Ogilvy’s CEO!
Use Marketing Automation Tools
There are various personalization tools available to assist you in ABM. These tools provide centralized data collection and data analysis. They also coordinate your marketing campaigns across all platforms.
Example:
Growsteak is a Vietnamese company that provides advertising and digital marketing solutions. However, it faced several challenges like lead generation and competitor analysis. Thus, they incorporated Hubspot’s Partner Program. It not only helped them overcome their challenges but also generated 5,166% more leads overall.
Measure the KPIs
You need to measure the metrics once you implement ABM. It is one of the essential factors of a successful ABM strategy. However, these metrics are different from traditional marketing. Thus, you need to keep a hawk’s eye on them.
Some of the KPIs to consider are;
Is the current coverage of key clients sufficient and, is it growing?
Are there known or anonymous visits to your site? Have they increased?
Is the incoming traffic getting converted?
How much is the depth of engagement?
Has the strategy made it easy to get appointments of the target accounts?
Wrapping Up
The success of account-based marketing depends on research and personalization. The more effort you put in to know your clients, the closer you get to convert them. Thus, make use of the abundant data and accurately target your potential customers!
Frequently Asked Questions
Is ABM more successful than traditional marketing?
Yes. Compared to traditional marketing methods, ABM has proved to create wonders and save a lot on time, resources and workforce. It has also guaranteed a better success and conversion rate for the sales and marketing teams.
How important is personalization in marketing?
Personalization plays a prominent role in ABM. A trust factor builts if you can address the challenges and pain points of the client with personalized solutions.
Also, personalization ensures a higher rate of getting appointments and conversions of the targeted accounts.
Can SMBs also implement ABM?
Of course. SMBs have a higher chance of growing if they plan their marketing strategy along with ABM. It will allow them to understand the market and their customers from the very beginning. And once they have converted the customers, retention will be an easy task.
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