2018 Digital Marketing Trends and Statistics

| December 3, 2017

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2018 is just around the corner! Stay up to date on the latest digital marketing trends, from content marketing to machine learning, and data analytics.

Spotlight

BizBest Inc.

BizBest®, Inc. Business Made Better, and it's wholly-owned subsidiary CMO Partners (www.CMO.partners) provide a full range of content marketing, account based marketing (ABM), communications and digital marketing services for high-growth B2B companies and startups in SaaS, Internet, Technology (MarTech/AdTech), Media, Publishing and other industries.Helping companies set strategy, marketing plans/budgets, analytics, digital marketing, content, events, thought leadership, multi-channel lead & demand gen, PR/AR, brand positioning and team building/mentoring.

OTHER ARTICLES

Improve Your Marketing & Sales Alignment With Account-Based Marketing

Article | March 20, 2020

Marketing & sales alignment is among the key factors that play a major role in determining the success of any business. Many B2B companies are starting to embrace Account-Based marketing or ABM for their overall marketing endeavors. ABM perfectly underpins the conventional, short-term marketing objective of harboring leads with strategies aimed at driving revenue growth in the long-term. In this blog post, we’ll be talking about ABM and how businesses can improve their marketing and sales alignment around it. But before we jump right to it, let’s try and understand why B2B companies must have their marketing and sales team aligned.

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The Benefits of ABM vs Standard Inbound Marketing

Article | March 2, 2020

The allure of Account Based Marketing (ABM) should be easy for anyone to understand. Conventional marketing techniques often operate based on a take-what-you-can-get approach, where content is created to appeal to a large audience and then dispersed far and wide with the hopes of reaching the most viable buyers possible. While this is an excellent way to increase brand presence and move large quantities of products, it doesn’t offer a great deal of control over who gets exposed to the content that you’ve made. If you’re looking for specificity when it comes to your marketing strategy targets, inbound marketing only has the capacity to work retroactively. It can be easy to drive traffic towards your website and then check whether your most desired client-type is present within that large audience, but this approach offers little indication as to when your most desirable type of client is going to land on one of your pages.

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ABM Automation: 4 Steps to Plan and Pace your ABM Efforts

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 { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What are the account-based marketing tactics?", "acceptedAnswer": { "@type": "Answer", "text": "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." } },{ "@type": "Question", "name": "Why is an account-based marketing strategy so important?", "acceptedAnswer": { "@type": "Answer", "text": "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." } },{ "@type": "Question", "name": "How to create the automated ABM strategy?", "acceptedAnswer": { "@type": "Answer", "text": "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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How to Stay Ahead in the Great Account-Based Marketing Race

Article | February 28, 2020

This account-based marketing piece is brought to you by Intelligent Demand Senior Marketing Manager & Certified Account-Based Strategist, Paige Montgomery. More and more B2B marketing executives and companies are making the transition from lead-centric to account-centric marketing, because the ROI of an account-based approach has been tried, tested, and proven. ITSMA put it best: “ABM delivers the highest return on investment of any strategic B2B marketing approach. Period.” Let’s face it, account-based marketing (ABM) is no longer a trend to test or even pilot—it’s table stakes in 2020. And thanks, in part, to the surge of account-based thought leadership and marketing technology available, B2B marketers are getting better at ABM by the day, meaning they’re also getting better at creating strategies that engage target accounts and developing effective ways to connect the dots between marketing, sales, and customer success.

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Spotlight

BizBest Inc.

BizBest®, Inc. Business Made Better, and it's wholly-owned subsidiary CMO Partners (www.CMO.partners) provide a full range of content marketing, account based marketing (ABM), communications and digital marketing services for high-growth B2B companies and startups in SaaS, Internet, Technology (MarTech/AdTech), Media, Publishing and other industries.Helping companies set strategy, marketing plans/budgets, analytics, digital marketing, content, events, thought leadership, multi-channel lead & demand gen, PR/AR, brand positioning and team building/mentoring.

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