3 Effective ABM Tactics for B2B Marketers

3 Effective ABM Tactics for B2B Marketers
In 2021, 70% of marketers reported using an account-based marketing campaign. Since 2020, their numbers have gone up by 15%. One of the reasons ABM has become so popular is that it can greatly enhance customer loyalty and revenue by tailoring the buyer's journey for unique clients. ABM tactics can further enrich an ABM strategy.

In an interview with Media 7, Tim Kopp, CEO of Terminus, talked about the account-based marketing process.

“ABM flips the traditional approach of generating leads on its head. It doesn’t adhere to the idea that a full sales funnel will create a trickle-down effect leading to high conversion rates. Instead, ABM enables marketers to refine the criteria by which they identify buyers. While marketers might not have the same amount of leads, each lead is targeted and relevant — and thus more likely to convert.”

Account-based marketing is being implemented confidently by more and more B2B marketers. It is important to find ways to amplify its impact on your revenue through accurate targeting and conversions. Let us take a look at three effective ABM tactics that can help you enhance your account-based marketing strategy.

3 Effective ABM Tactics for B2B Marketers


Improve Your ABM Funnel's Performance

Account-based marketing funnel optimization may be one of the most effective ABM tactics to grow your business.

The following techniques can help you improve your funnel’s overall performance:

  • Audit Your Content Smartly
Check if your content is personalized according to your target accounts' personas and industry. Does it address the specific needs and pain points of your target accounts? Your content can help you narrow down your list of ideal customers.
  • Make Good Use of Intent Data
Dynamic ABM targeting is essential. Based on data from your CRM and other platforms, update your list of target accounts. Make sure you have a good idea of what your target audience is looking for. Are there issues with your company, products, or services that you provide? Always use this information to improve your list.
  • Approach Different Markets Confidently
Run multiple account-based marketing campaigns with varying degrees of customization and investment parallelly. Choose between ABM Lite (targeting a small number of accounts), Programmatic ABM (targeting many accounts), or Strategic ABM (targeting a single account) according to your business goals.
  • Optimize Engaged Accounts
No two engaged accounts can be in the same sales funnel stage. So, optimizing engaged accounts can be difficult. Start by tracking click-through rates, organic website traffic, email open rates, and any other digital interactions with your brand to see how effective your ads are. Your ads must be both informative and visually appealing. Reach engaged accounts through social media, email, and other suitable channels.
  • Unlock Opportunities
Lead generation strategies based on advertising retargeting allow your sales team to tap into accounts that have previously interacted with your ads with renewed vigour. By working with your sales team to develop an account engagement model that defines an "engaged account," you can streamline the lead generation strategies by limiting the number of accounts that your team is required to manage.
  • Increase Outreach
Your target account stakeholders' employees should be the focus of your outreach efforts. Target accounts can be contacted via direct mail or in-person meetings. As a result, new pipeline opportunities are now available. You can reach a larger audience by using one-on-one C-level campaigns like phone calls and demos.


Implement Marketing Automation

Artificial intelligence (AI) marketing can help you improve your B2B account-based marketing strategy. It gives you predictive insights and makes your communication more effective.

In your account-based marketing process, marketing automation can run email campaigns that can show you how people interact with your account.

CRM data is used by AI and big data to get information about people from different platforms. This information can help you make your content unique for more ABM targeting. Account-based marketing services give you the ability to run targeted marketing campaigns at scale. As an account-based marketing service, ABM automation aims to target firms with multi-person purchasing committees extensively by utilizing individualized content and engagement to influence their purchase decisions.



The immediate impact of using marketing automation in your B2B marketing strategy is a shorter sales cycle, a free marketing team, better sales and marketing team alignment, and stronger customer retention.

You can start off by creating your ICP. After that, you can set up your target account, integrate your account-based marketing strategy with marketing automation software and your CRM. Then you can create impressive campaigns, personalize content, and offer tailored engagement to your target accounts. You can access the performance of your ABM marketing strategy using marketing automation software’s dashboard and tweak your strategy to make the most of it.

Analyze and Improve Your Strategy

B2B account-based marketing requires regular testing of your ad wording, content, design, and channel aspects to see what works and what doesn't. You can improve the efficiency of your approach by keeping tabs on key performance indicators (KPIs). Instead of abandoning a tactic because it isn't working, improve it by tweaking it. Account-based marketing approaches can succeed only if you assess how they affect your strategy and continually improve its execution.

In an interview with Media 7, Abhi Yadav, Founder & CTO of Zylotech, talked about the importance of customer intelligence in marketing.

“Tracking every point of engagement is critical in delivering a holistic view of where buyers are actively engaged and what’s working.”

Developing an efficient B2B marketing strategy using the ABM approach requires a great deal of trial and error. Optimize your ABM approach by defining and measuring your KPIs. This B2B ABM marketing tactic is crucial to understanding how effectively you are engaging key accounts and moving them forward in the sales funnel.

Couchbase Generated $1.5 Million in Pipeline Opportunities Using ABM

Couchbase, a NoSQL database provider for enterprises, used a data-based ABM strategy to determine the interests of their target customers. They then combined real-world behavior with system-generated social personas of their customers, which helped them generate $1.5 million in pipeline opportunities.

Conclusion

These account-based marketing tactics can help you optimize your ABM marketing strategy. Concentrating on your funnel metrics and KPI and constantly improving your strategy can help you get the best results.

FAQ

What are funnel metrics?

Velocity (time spent in days by a prospect in each stage of the funnel), conversion rates (percentage of leads that move from stage to stage in the funnel), and volume (number of leads passing through any stage of the funnel) are funnel metrics. Improving them is a great B2B ABM marketing tactic.

What are the benefits of account-based marketing automation?

ABM automation is a great account-based marketing tactic. It allows you to set up a marketing process at once and then scale it across different campaigns. With the help of automation, tasks like media buying, modeling, upselling, and ad targeting are carried out efficiently.

How can you develop an effective ABM strategy?

Start by identifying key accounts. You can then map their decision-makers, create targeted campaigns to get their engagement, decide on the best channels to approach them, execute your marketing campaigns, and finally measure the results of your ABM strategy.

Spotlight

Callbox Encino

Callbox is a B2B marketing company that offers full-service B2B lead generation, appointment setting, account-based marketing solutions, event marketing and data-related solutions. We help you exceed marketing and sales goals by deploying targeted prospecting campaigns that deliver qualified leads and opportunities to your funnel.

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ABM Tactics to Optimize Your Marketing Strategy

Article | July 19, 2022

Introduction: Account-based Marketing and ABM Tactics B2B account-based marketing is a strategic approach that focuses on targeted campaigns for high-value accounts. An account-based marketing strategy involves identifying target accounts, reaching out to them using hyper-personalized content, and engaging them in the right way and at the right time, irrespective of their position in the sales funnel. Closing the deal through an alignment between sales and marketing is the ultimate goal of an effective account-based marketing campaign. By using certain ABM tactics, you can enhance your campaign. Let us first understand what account-based marketing is, what challenges it can help you scale, and how it can help you get a higher ROI compared to any other marketing strategy that exists today. Why Should You Implement Account-based Marketing? According to ITSMA, 87 percent of marketers say that ABM marketing outperforms other marketing investments. B2B account-based marketing gets better results year-over-year after its implementation. With changing times, B2B customer expectations have changed. A more humane marketing strategy, customized content, the right channels, and a smooth customer experience are some of them. Not only does ABM targeting offer solutions to customers’ specific challenges, but it also converts leads with buyer intent into customers. Here are some of the challenges that an effective account-based marketing strategy will help you overcome: Aligning Your Sales and Marketing Teams The account-based marketing process involves streamlining the goals, objectives, and metrics of your sales and marketing teams. This eliminates the possibility of poor communication. Instead, there is a group effort to go after the right people to get a better return on investment. These teams centrally view the targeted accounts through your CRM. This breaks the silos and boosts the impact of your ABM tactics. It allows unobstructed data sharing between marketing and sales. The account-based marketing process solely functions using centralized data and empowers both teams to make the most of the intent data and predict when and how to engage with the stakeholders of the target accounts. Effective Content Personalization As a central metric, customer experience is of paramount importance to creating lasting associations with target accounts. Most customers know what they want and need, are aware of the market conditions, and seek solutions that work best for them. They want these solutions to be offered to them on a platter through predictive customer experience. ABM scores a homerun in this aspect. It connects customers with content personalization characterized by distinct messaging speaking about challenges and solutions. Content is important to the success of an account-based marketing campaign right from the start. Achieving Complete Data Utilization B2B account-based marketing is a data-driven marketing technology that drives success for your business. Data is used to predict the needs of target accounts, understand their pain points, and preferred channels of communication. Clean intent data helps in increasing brand awareness among target accounts, streamlines the buying cycle, and assists marketing in creating content and messaging that best represents your brand and sharing it with sales teams so that they can use it to convert leads. Feedback data can also help marketing to access the success of the account-based marketing campaign and improve it to get better results in the future. Maintaining Long-term Relationships with Customers No matter the kind of B2B marketing strategy (ABM Lite, Strategic ABM, or Programmatic ABM) you choose to apply, its personalized approach boosts confidence and trust in buyers because they experience a stellar customer experience. Through customized content and focused service offerings, lasting long-term relationships with target accounts can become a reality. It also creates new opportunities for businesses. Marketing Budgeting An account-based marketing program enhances marketing budgets by improving customer retention and makes it easier to track ROI. It also improves your brand awareness, engagement, and lead quality metrics, so you can allocate your resources better. Now that the benefits of account-based marketing are evident, let us now look at ABM tactics to further enhance your B2B account-based marketing strategy. ABM Tactics to Optimize Your Marketing Strategy Before you start using any tips and tricks to optimize your account-based marketing program, you should set your expectations and finalize the KPIs you intend to use to measure the success of your B2B ABM marketing tactics. Let us explore some ABM tactics that can optimize your account-based marketing program: Optimize Your ABM Funnel Optimizing your ABM funnel may be one of the most effective account-based marketing tactics that can help you achieve growth. Target Accounts Optimize your target accounts using the following ways: Content Auditing Audit your content and verify if it caters effectively to your target accounts’ personas and the industry they belong to. Stringently review every content piece you have to ensure it is hyper-personalized and addresses the target accounts’ needs and pain points. Sometimes, your content may help you tighten your target account list. Use Intent Data Wisely ABM targeting should be dynamic. Update your target account list based on the intent data you receive from CRM and other platforms. You must know what your target accounts are searching for. Is it something about your business, your product, or the solutions you offer? You should always use this data to enhance your list. Approach Different Segments Simultaneously run multiple account-based marketing campaigns with different levels of personalization and investment. Choose from ABM Lite (one-to-few accounts), Programmatic ABM (one-to-many accounts), or Strategic ABM (one-to-one) based on your ABM targeting goals. Engaged Accounts Optimizing engaged accounts can be difficult because no two engaged accounts can be in the same stage of the sales funnel. Checking on how your ads are performing through click rates, organic visits on your website, email click through rates, or any other digital interaction with your brand can be a good start. Your ads should be informative yet beautiful. Improve on your copy and tighten your target account list so you reach out only to the accounts that are engaging with your content. Go all out through social media, emails, and all other channels available on the internet to reach out to engaged accounts. These account-based marketing tactics ensure that you take advantage of target account engagement enthusiastically through all channels. New Opportunities Help your sales team to enhance the rate of new opportunities through lead generation strategies created by ad retargeting so they can tap into the accounts that have interacted with your ads previously with renewed vigour. Creating an account engagement model to define an ‘engaged account’ in collaboration with your sales team can smoothen out the process of controlling the number of accounts it has to work on. Outreach Focus on creating or warming up existing relationships with the employees of your target account stakeholders. Use direct mail or personal meetings to get in touch with your target accounts. This opens the doors to new pipeline opportunities. One-to-one C-level campaigns, phone calls, and demos can be used to reach more people, warm up leads, and create brand awareness. Improve Sales Velocity Sales velocity is the average time taken from when an opportunity is created to when it is converted into a customer. Treat every opportunity that comes your way with the same dedication that you show to your target accounts. This approach is applicable to all the lead generation strategies you execute. Opportunities may make their way through your ABM platform or through inbound channels. Once they make their way through the funnel, make it a point to shift from awareness to ROI campaigns by exhibiting customer success stories and testimonials. These efforts can lead to a shortened sales cycle. Harness Social Media For the success of your B2B marketing strategy, using social media can be an effective way to capture important target accounts’ behavioral data. Follow their company accounts, stakeholder accounts, and employee accounts to remain updated. Understanding stakeholders’ and employees’ social media behaviour, likes, and engagement can help you narrow down your target account list. Strategically calling out the target accounts on social media through mentions can work in your favour. Use Paid Advertising & Content Marketing LinkedIn targeting, paid Google ads, industry-specific blogging along with problem and solution-oriented content can create target account engagement. Consider using account-based marketing services to market your content better and more accurately. Marketing Automation Artificial intelligence (AI) based marketing can optimize your account-based program by providing you with predictive insights and enhancing your communication efforts. Email campaigns can be executed using marketing automation to offer measurable account engagement. AI and big data rely on CRM data to gather user information from different platforms. This information can help you personalize your content better. Account-based marketing services offer these options to execute targeted marketing campaigns at scale. According to a MarketingProfs survey, companies that used this ABM tactic saw 59 percent increase in closing rates. Implement Influencer Marketing Harness the influence of industry experts, thought leaders, and recognized contributors that your target accounts consider authentic. It can improve your conversion rate. By humanizing the buyer experience through an influencer, you can win over the trust of your accounts, encourage brand advocacy, attract new audiences, and increase the authority of the content you share. This tactic adds value to your B2B marketing strategy. Test, Measure, Improve Periodically testing your ad copy, content, design, and channel elements to see what works and what doesn’t is crucial to improving B2B account-based marketing. Tracking important KPIs that measure the success of your strategy can help you make it more effective. Avoid being constrained and try new things boldly. If something doesn’t work, find other ways to achieve your goals instead of scrapping the strategy. Account-based marketing tactics will only work if you analyze how they affect your strategy and accordingly keep improving its execution. In an interview with Media 7, Daniel Englebretson, the founder of Khronos, talked about how to improve an account-based marketing strategy. “The best programs, and the best marketers, have built their success on the back of rapid iteration and a long history of testing, learning, and continuously improving.” Northrop Grumman Won a $2 Billion Contract by Leveraging Account-based Marketing Northrop Grumman, an aerospace and defense company headquartered in Virginia, clinched a ten-year, $2 billion contract with VITA. Their B2B ABM marketing tactics included using marketing and business development teams that worked closely to understand VITA’s issues, needs, and priorities. They used all this information to create a focused branding campaign to target the key decision makers at VITA. They ensured that every interaction they had with VITA reinforced their IT expertise. The Takeaway These ABM tactics are just the tip of the iceberg when it comes to optimizing your account-based marketing program. Confidence, attentiveness, and patience are key to achieving expected conversions from an ABM strategy. FAQ What are the types of ABM marketing? Programmatic ABM (one-to-many approach), ABM Lite (one-to-few approach) and Strategic ABM (one-to-one approach) are the three types of ABM marketing. Why is account-based marketing more effective than traditional B2B marketing? Account-based marketing targets accounts with buyer intent. It increases the conversion rate and customer experience through content personalization and a close understanding of key accounts’ needs and challenges. This focused approach leads to a higher ROI. What are the benefits of using account-based marketing software? An account-based marketing software powered by AI can help you reach, engage, and convert target accounts and provide you with actionable data through your websites, CRM, and marketing automation platforms. It helps you grow your business quickly and efficiently.

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5 Trend-Setting Examples of Account-Based Marketing

Article | July 13, 2022

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. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What are the best strategies for successful account-based marketing?", "acceptedAnswer": { "@type": "Answer", "text": "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" } },{ "@type": "Question", "name": "What are the advantages of incorporating ABM?", "acceptedAnswer": { "@type": "Answer", "text": "Faster sales process Guaranteed maximum ROI Cost Efficiency Shorter sales cycle Deliver excellent value to high-value customers" } },{ "@type": "Question", "name": "When should you implement ABM?", "acceptedAnswer": { "@type": "Answer", "text": "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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ABM KPIs to Measure the Success of Your ABM Strategy

Article | November 20, 2021

Metrics, Analytics, and Insights in ABM It is a fact that ABM gives a higher ROI as compared to other marketing strategies. If you are a marketer who has painstakingly built an ABM strategy from scratch, you would understand the amount of time it takes to execute it and for it to show measurable results. How do you measure the success of your ABM strategy? You need to understand the metrics, analytics, and insights. Marketers use these terms interchangeably, but there is a difference between them. By using raw data points, metrics show you the incremental changes in how target accounts interact with your brand. Analytics compares the metrics over time to show you how your ABM strategy is performing. Metrics and analytics together help you gain insights into what is working and what isn’t. Insights help you take action to improve your ABM strategy. To measure the success of an ABM strategy, you need to use ABM Key Performance Indicators (KPIs) metrics. ABM KPIs track the performance of your strategy with respect to customer service, marketing, efficiency, revenue, and employment statistics. In an interview with Media 7, Abhi Yadav, Founder & CTO of Zylotech, talked about the importance of customer intelligence in marketing: Tracking every point of engagement is critical in delivering a holistic view of where buyers are actively engaged and what’s working. Defining ABM KPIs Use the SMART criteria to evaluate the effectiveness of a KPI. SMART stands for Specific, Measurable, Attainable, Relevant, Time-Bound. By identifying how well the KPI fits into these criteria, you can define it. Find answers to the following questions to define your KPI: Is your goal specific? Is your goal measurable? Is it attainable? Is it relevant to your business? Is the goal time-bound? A well-defined KPI should be a part of your marketing analytics strategy to accurately track the performance of your ABM strategy. KPIs You Should Measure to Track ABM Success Sales Funnel Metrics Measuring sales funnel metrics can quickly pinpoint where your ABM strategy has fallen out of alignment with your business goals. They can be classified into three types: Upper Funnel Metrics Upper funnel or top-of-funnel metrics track the engagement rate of the leads within your target accounts. They assess the time taken for a lead to complete specific actions like opening your emails, receiving, or responding to direct mail, visiting your website, and more. You can pinpoint which leads are closer to buying based on the increase in engagement. These metrics also help you know which accounts don’t know anything about your company. You can improve your strategy to capture these accounts. Is there a huge gap between the products and services your target accounts want and the ones you offer? This gap is the white space. Find your white space by identifying where you lack engagement within your accounts. Should you consider targeting different accounts? Eliminate the white space once you find the answers to these questions. Your goal should depend on the size of the company and the number of ICPs you are targeting. Middle-of-Funnel Metrics These metrics help measure the impact of your campaign on your top accounts. Are your target accounts having productive meetings and engagements with your sales team? Swiftly moving your leads to the sales team is an indicator of an effective ABM campaign. Also, you should measure the quality of the campaign based on how many leads move to the next stage of the funnel. Bottom-of-Funnel Metrics For the bottom-of-funnel metrics, measure average selling point (ASP) to gauge if you have targeted the right accounts with your campaign. If you have a higher close rate within your ABM accounts that means your campaign is performing well. As compared to other marketing strategies, ABM helps businesses increase their close rate. Customer Churn Rate The customer churn rate, also known as the attrition rate, is the number of accounts that have stopped doing business with you over a period. It should be as low as possible. It is a metric to measure the quality of the relationship you have with an account. ABM is a qualitative marketing strategy. If your churn rate is high, then reevaluate your products and services and confirm that you are targeting the right accounts. Understanding your target accounts better is the easiest way to decrease your churn rate. Content Engagement Content management is of paramount importance while running an ABM strategy. With this KPI, you can track the engagement each piece of content brings. The pieces that don’t perform well should be scrapped or improved to better suit the needs of your target accounts. Email open and click-through rates point towards ineffective subject lines, content, and CTAs. Form Fills Form fills are important for collecting data that helps with nurturing and engaging leads. Track your form fills to confirm if you are gathering information effectively. Adjust your campaign if you are not getting the expected results. Conversions during the Customer Journey A good way to show your customers that you care about them is to give them several opportunities to buy or sign up. It's important to keep track of the conversion rate for each CTA so that you can figure out where customers are losing interest in the sales process. Having this information will help you improve the customer journey. Phone Calls and Scheduled Demos Keeping a record of your phone calls and scheduled demonstrations is crucial to measuring your ABM success. You are creating a personal connection while interacting with the customer so they may take you closer to converting a deal. Conversion Rate Every ABM strategy’s aim is to drive sales and acquire new customers. As a metric, the B2B conversion rate is important because it helps you evaluate the success of your campaign and compare your performance to the previous year. Customer Retention Assess the health of your accounts by measuring customer satisfaction. A Net Promoter Score (NPS) can determine how satisfied your accounts are with your product or service. You can seek their feedback and use it to create better customer experiences and, in the future, design products and services to cater to their needs so you can retain your customers. Average Deal Size This KPI is primarily used by sales managers to understand how well they have utilized the opportunities that have come their way. It is calculated by dividing your total monetary amount of deals by the total number of deals that were converted. It can help the sales team understand what the average deal size is that they are looking at and what they can aim for. Popular ABM Analytics Tools The most popular and widely used ABM analytics tools are Microsoft Excel, LeanData, Salesforce, Google Analytics, Marketo, Engagio, DemandBase, and Terminus. How ServiceMax Saw a 300% Increase in Their Conversions Using DemandBase Using DemandBase’s Forms solution to collect user data, AI-powered DemandBase Site Optimization for data personalization, and DemandBase Analytics to understand traffic trends, bounce rates, conversion rates, and other critical website metrics, California-based Service Execution Management company ServiceMax, witnessed a 300 percent increase in their conversions, a 70 percent decrease in bounce rates, and a 100 percent increase in page views per session. Key Takeaways Measuring the success of your ABM strategy is crucial to understanding the strong and weak points of your strategy. A lot of trial and error goes into creating an effective ABM strategy. Define and measure your ABM KPIs to optimize your ABM strategy for better results. FAQ What are the most important ABM KPIs? Some of the most important KPIs are upper funnel metrics, customer churn rate, and conversion rate. What are some popular ABM analytics tools? Popular ABM analytics tools include Salesforce, Google Analytics, Marketo, Engagio, DemandBase, and Terminus.

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5 Steps for Running Successful ABM Campaigns

Article | July 14, 2021

B2B marketers meticulously craft content plans to include an attractive landing page, a remarkable eBook, and paid ads for maximum engagement. They write the slickest nurture emails, supporting blogs, and over-the-top articles. Nearly tens of thousands of dollars and a couple of months go into the campaign creation, but it stops abruptly. Why? How can this be? The data collected for the eBook was filled with insights that made them shudder. The strategy was executed to perfection but didn't make any sense! Does this situation sound familiar to you as well? You must have faced the same! It often happens in B2B companies when sales and marketing are not fully aligned on their goals, messaging, and targeting audience. When you spread a wide net for lead generation, most of the leads may not be relevant. So, what should we do? Here comes the protagonist of the B2B marketing story: Account-Based Marketing (ABM) ABM curtails the time spent on irrelevant accounts while decreasing overall money spending. In addition, as businesses, after the pandemic, are starting to realize the potential of personalized campaigns, ABM is rapidly becoming the go-to strategy for B2B tech companies. As a result, they are aiming to improve their marketing and sales alignment. Importantly, ABM demands sales and marketing alignment. It ends those hair-tearing, soul-destroying arguments on which leads to focus on. Now both teams have to keep the hyper-targeted focus on specific accounts, which will result in time-saving, the flow of quality leads, and, thus, your ROI will be up. But before going about creating effective ABM campaigns, let's quickly read the factors to consider while implementing ABM. Factors to Consider to Implement ABM Get your Sales & Marketing teams to work together To create an effective ABM campaign, marketing and sales teams must converge and act following a shared strategy. Furthermore, to expect excellent results, teams involved in the campaign should use the same data from diverse sources. Thus, it creates a data-inspired ideal customer profile (ICP). To Identify Accounts For defining target accounts, consider these factors: Revenue potential: Your target audience should fall into your product or service's price line. Best fit accounts: Find accounts and individual buyers who are aligned with your marketing personas. Importance of Strategy: Aim for accounts that match your company's business strategy. Identify if they are your ideal customer or not. Product requirements: Start with the low-hanging fruit, which means identifying accounts that can make precise use of the solution you're offering. To Establish KPIs To know whether you are rocking with your ABM campaigns, it's crucial to decide your KPIs. You can consider the following to confirm it: How many companies match your customer personas? Account and role-specific conversion KPIs such as booked meetings created deals, and purchases completed. The accounts that visit your website or engage with the content types. Thus, you'll have to track KPIs at every stage of your ABM funnel to determine the success of your campaign. Prepare Multi-Channel Content Relevant and engaging content is the root of every marketing campaign. Still, marketers should personalize ABM content so that they can timely reach each target. So, it's essential to keep the process of messaging focused on the account's pain points, budget restraints, and additional demands. It is because your campaigns are hyper-targeted, where you'll need to spread them across multiple content channels to offer numerous opportunities. Doing so will help to gain engagement, and then you can calculate budgets for clicks and channels. In addition, blend touchpoints such as paid ads, blogs, personalized email, text messaging, and multi-touch SDR strategies will help create effective ABM campaigns. Here are effective steps to execute an effective ABM campaign. 5 Steps to Create Effective ABM Campaigns Build your Ideal Customer Profile (ICP) As Account-based marketing is more like spearfishing, you need to be conscientious about who you target. It is because this type of marketing revolves entirely around who you reach out to. So, it is imperative that you pick companies that would benefit the most from your product or services and be your top-tier customers if they get converted to purchase your service. Hence, the first and most foundational thing for an effective ABM campaign is knowing who you need to target. Many companies enjoy massive audiences. Therefore, they can increase revenue if they successfully reach them. However, with B2B SaaS companies in marketing, when they try to please everyone, they usually end up pleasing no one. It is because they produce standard messaging that doesn't speak to any group of people. So here, it becomes vital to build your IPC before creating an ABM campaign strategy. Invest in the Right Account-Based Marketing Tools To create successful account-based marketing (ABM) campaign, you need to have the right tools to help your team effortlessly execute your ABM strategy and monitor its progress simultaneously. Here are some of the best tools that you can use effectively: ZoomInfo Using a platform like ZoomInfo helps you quickly search companies based on their industry, number of employees, and current services. Then, you can easily set ABM campaigns based on information collected through ZoomInfo and proceed further to target. SalesIntel SalesIntel is a sales intelligence platform. It provides your sales team with verified numbers of the target account. Using this platform, your team can evade gatekeepers and increase the chances of securing a targeting process. Everstring Everstring's platform enables your ABM team to develop a predictive behavior model where target accounts can be identified and be more likely to convert into sales. Create Relevant Content Now, you have your ICP and personas penned down; it's time to communicate. But how do you make sure that you are effectively communicating with each account? And how to properly showcase the value that your solution provides to drive for their companies? The secret lies in applying information gathered in each stage in the customer journey: Awareness, Consideration, and Conversion. For an effective account-based marketing campaign, create content for each of these stages—general product & company information for Awareness, technical details for Consideration, and urgency for Conversion. Every piece of content in each step should be designed to appropriately educate prospects on their buying journey and push them to the next phase. Here are some content types for the most successful ABM campaigns: Emails to each persona (includes initial outreach, follow-ups, responses, and more) Landing pages that provide information and facilitate actions Thought leadership blog and articles for the Awareness stage Product-specific pages for consideration Testimonials for the Conversion stage Organizing your content in such a framework enables you to find and fill content gaps while creating a comprehensive plan to address each persona in the customer journey. Include Messaging Channels You can use many avenues to engross prospects in an ABM campaign. Any medium that you use to communicate directly can be effectively utilized. So, it's essential to focus on the most popular ABM channels like LinkedIn, Email, and telecommunication. Each method has its benefits and effectiveness to get your message to the right people in the right way. Here, you will understand how to go with it these channels: LinkedIn LinkedIn is the most utilized channel for ABM campaigns because of its messaging capability and enrichment abilities. It consents you to send messages for free. Additionally, you promptly gain all of their professional information when you connect with a contact, including roles and email ids. However, the best part of LinkedIn outreach is you are considered as a person, not a bot, when you reach out to contacts. In addition, you have a profile and a resume, which humanizes you. Due to these factors, LinkedIn is one of the most accurate and up-to-date B2B outreach platforms available, as everyone constantly updates their LinkedIn profile with professional milestone information. Having being beneficial, keep in mind that there are some limitations with LinkedIn—you can send approximately a hundred connections per week. This being said, you can use this channel for the most important contacts on your list. Email Email's largest advantage is that it doesn't have a character limit on initial outreach messages. Thus, you can write as much as you want. However, some trade-offs go along with that freedom. As email being cheap, automatable, easy to use, and can reach thousands of contacts at a time, it's utilized by almost every B2B marketer. But, at the same time, this results in the clogged inbox situation, creating spam filters due to high levels of outreach competition. In addition, this makes consumers suspicious of emails received from unrecognized senders. But the good news is that you can purchase email tools to help manage your email outreach campaigns. These can automate email message sending to ensure that you're constantly optimizing your outreach to prospects. Emails are a must-have for an effective email outreach campaign, which will exponentially surge your reach, make you smarter with analytics, and create an effective ABM campaign. Telecommunication Phone outreach is the most effective channel to outreach. It also gives you a chance to really get to know your prospective customer and their fears and dreams so that you can: Figure out if your product would be a good fit for the customer. Know how to quickly and effectively communicate the value of your product to that customer. Retarget Once you set up accounts with the proper channels that you plan to push people to with your ABM outreach, you can create simple retargeting ads that guide them further through the customer journey. These ads will result in Calls to Action that offer case studies or white paper resources on your solution or industry to give your prospects market insights and real-world examples of how your solution can benefit companies. On top of it, when getting your logo and message in front of prospects again, retargeting ads perform splendidly compared to traditional methods. For example, a recent MarketLand article explained that retargeting ads often have Click-Through-Rates of "0.30%-0.95%, which is 3-10x costlier than the industry average." Resultantly, you must pay close attention to who your audience is that you're serving these ads to, as well as where and how often you're delivering them. It may seem overwhelming at first, but it'll get easier over time. A properly executed account-based campaign will provide the results you want. Doing this will allow you to reap the enormous rewards that retargeting can bestow upon your ABM campaign. Frequently Asked Questions What is an ABM marketing campaign? Account-based marketing (ABM) strategy concentrates resources on a set of target accounts within a market. The campaigns designed are to engage each account, basing the marketing message on the specific attributes and needs of the account. How do I make an ABM campaign? Follow these steps to make an effective ABM campaign: Create a team that is dedicated to ABM only Clear your goals and then make a strategy Find your technology Identify the right accounts Pick the right channels Execute your campaigns Measure everything Choose messaging platform Spread relevant content (messages) Why is ABM important? ABM supports structure marketing efforts and resources on your key accounts to drive the most revenue. Doing ABM will maximize the efficiency of your B2B marketing resources. It will also help build the communication channel with sales to have an aligned sales and marketing organization. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is an ABM marketing campaign?", "acceptedAnswer": { "@type": "Answer", "text": "Account-based marketing (ABM) strategy concentrates resources on a set of target accounts within a market. The campaigns designed are to engage each account, basing the marketing message on the specific attributes and needs of the account." } },{ "@type": "Question", "name": "How do I make an ABM campaign?", "acceptedAnswer": { "@type": "Answer", "text": "Follow these steps to make an effective ABM campaign: • Create a team that is dedicated to ABM only • Clear your goals and then make a strategy • Find your technology • Identify the right accounts • Pick the right channels • Execute your campaigns • Measure everything • Choose the messaging platform • Spread relevant content (messages)" } },{ "@type": "Question", "name": "Why is ABM important?", "acceptedAnswer": { "@type": "Answer", "text": "ABM supports structure marketing efforts and resources on your key accounts to drive the most revenue. Doing ABM will maximize the efficiency of your B2B marketing resources. It will also help build the communication channel with sales to have an aligned sales and marketing organization." } }] }

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Callbox Encino

Callbox is a B2B marketing company that offers full-service B2B lead generation, appointment setting, account-based marketing solutions, event marketing and data-related solutions. We help you exceed marketing and sales goals by deploying targeted prospecting campaigns that deliver qualified leads and opportunities to your funnel.

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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

Read More

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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