3 Ways to Create an Account-Centric ABM Strategy

| March 31, 2020

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Terminus founder, Sangram Vajre’s definition of account-based marketing is a focused approach to B2B marketing in which marketing and sales teams work together to target the best-fit accounts and turn them into customers. Works for me!  According to ITSMA, the share of total marketing budgets dedicated towards ABM have increased 73% in 2020.  Remember, at the center of all of the emerging technologies is the customer and their rising expectations.  As a B2B marketer, you must place your accounts at the center and build your business around them.

Spotlight

IGNITIUM

Ignitium's (ignite-ium) account-based consultants optimize CRM's and leading marketing automation software with account-centric solutions to help "smarketing" teams land and expand target accounts with personalized engagement. Our managed service approach helps fill the role that's needed for ABM success by connecting department silo's like Sales, Marketing, IT, and Customer Success.

OTHER ARTICLES

How ABM Can Impact Your Product Lifecycle Beyond Top-Of-Funnel Activity

Article | March 4, 2020

Account-Based Marketing has been at the top of the hype scale in marketing departments for a number of years now. At this point, most organizations have tested or adopted ABM at some level. Still, now marketing and product leaders are starting to see how ABM can improve revenue growth across the entire marketing cycle or product life cycle, not just at the top of the funnel where it’s most apparent. Followers of the SBI blog know that we’ve discussed the benefits and pitfalls of ABM for the last few years and that we believe it can drive tremendous results for revenue growth when planned, resourced, and executed correctly. For those unfamiliar with ABM, this short podcast with industry expert Sangram Vajre, “How to Implement and Utilize an ABM Program to Maximize Potential,” will provide an excellent background. And if you’re just getting started or want some structure on how you can go farther, we’ve developed this “ABM Approach Tool” to help you.

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How to Develop An ABM Strategy for Healthcare and Life Sciences

Article | March 5, 2020

Most physician outreach now takes place digitally or indirectly. This shift in engagement has made it crucial for sales and marketing teams in healthcare and life sciences (HLS) to be aligned with a unified strategy. That’s what we discovered at League. Founded in 2014, League is on a mission to consumerize health and benefits for employers. We started using Salesforce and Pardot in 2017. Back then, marketing and sales were disconnected, and this was impacting our overall performance in a negative way. Our solution was to develop our first account-based marketing strategy. We saw that ABM was a huge trend, and we loved the idea of choosing a set of target accounts, creating playbooks, and personalizing marketing campaigns to help drive meetings.

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The surprising benefits ABM brings to your customers

Article | February 20, 2020

We’ve all heard how good account-based marketing (ABM) can be for your B2B business, but did you know it’s also great for your customers? It’s not often revenue goals and customer needs align as well as they do with account-centric strategies. Here are the four ways ABM done well is as much a win for your customers as it is for your growth targets.

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What Does A Good ABM Strategy Look Like?

Article | March 2, 2020

For instance, if you’re a small business with limited time and marketing resources (read: people and cash), it may not be feasible to target specific accounts. But for those businesses with the manpower and money required to implement ABM successfully, it has the potential to yield incredible results. Account-based marketing helps to fully align sales and marketing efforts, accelerate the sales process for your most valuable opportunities, and generate a significant return on investment from your marketing campaigns. But what does a good ABM strategy look like, and what’s involved in the build and delivery?

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Spotlight

IGNITIUM

Ignitium's (ignite-ium) account-based consultants optimize CRM's and leading marketing automation software with account-centric solutions to help "smarketing" teams land and expand target accounts with personalized engagement. Our managed service approach helps fill the role that's needed for ABM success by connecting department silo's like Sales, Marketing, IT, and Customer Success.

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