4 Benefits Of An Account Based Marketing Program

MARK OGNE | 262 views

Sangram Vahre, CMO of Terminus, does a great job of identifying and outlining the key benefits of an effective Account Based Marketing program. Focused sales and marketing strategy allows you to focus in on the precise accounts that you would like to target. These hyper-targeting increases the effectiveness of your marketing messages without increasing the resources needed to run more targeted campaigns. Tightly aligned sales and marketing teams enables sales people to see progress and value delivered by marketing on the accounts they work on building.  A better customer experience personalization at the account level is more relevant than other forms and provides more value to the target audience.

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Blubird Marketing

We're experts at connecting data, creativity, and digital to land our clients results.

Blubird is no nonsense and business-minded while acting as a creative powerhouse. We are independent, woman-owned, and never intimidated by new challenges. If you’re looking for a partner who has passion for what they do and will pave the way as your marketing expert, let’s make something happen.

OTHER ARTICLES
BUYER INTENT DATA

Account Selection: How To Win Before You Start

Article | August 23, 2022

The first step in any account based go-to-market program is to create a target account list. Whether based on a formal Ideal Customer Profile (ICP) or not, the target account list represents an organization’s definition of the best accounts and those most likely to become customers. But in reality, marketers really only communicate with a subset of the account list at any one time, and even struggle to cover the full list over the course of a year.

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CORE ABM

5 Steps for Succeeding in Account-Based Marketing

Article | August 5, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

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ACCOUNT BASED DATA

How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | August 19, 2022

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

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ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

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Spotlight

Blubird Marketing

We're experts at connecting data, creativity, and digital to land our clients results.

Blubird is no nonsense and business-minded while acting as a creative powerhouse. We are independent, woman-owned, and never intimidated by new challenges. If you’re looking for a partner who has passion for what they do and will pave the way as your marketing expert, let’s make something happen.

Related News

ACCOUNT BASED DATA

Life Science Connect Scales Webinar Program with ON24, Achieves 5x Revenue Growth

Life Science Connect, ON24 | February 08, 2023

Life Science Connect, a media publishing, marketing, and sales enablement company, increased its webinar program output by four times and improved efficiency by 95% with the help of ON24, a leading digital engagement platform. Life Science Connect was able to reach its target audience and have more meaningful conversations with prospects and customers by using ON24's solutions. This resulted in a fivefold increase in revenue. Life Science Connect selected ON24 as its platform because it could quickly deliver valuable content to a large number of people and get a source of first-party data that was unmatched. With ON24 Webcast Elite, Life Science Connect added the capability to scale its webinar program and save nearly 40 hours of work a month. With this data-driven approach, Life Science Connect was able to measure, track, and report on the success of its webinars in a way that helped the company figure out what its audience likes. The virtual event director at Life Science Connect, Miles Szkoda, said, “The first-party data we generate with ON24 is more substantial than we can get anywhere else.” He added, “We integrate ON24 data with our internal marketing data to get a holistic view of the people who engage with our content. That is powerful.” (Source - Businesswire) The data-driven insights that come from the ON24 platform are what make Life Science Connect stand out and give its clients more value. This enhanced capability helped Life Science Connect make more informed decisions about content and marketing strategies. About Life Science Connect Life Science Connect is an online community network that serves the life sciences industry, from discovery to commercialization, by connecting its reader audience and strategic partners to eliminate inefficiencies and accelerate the advancement of innovative solutions. It is a division of VertMarkets, a B2B media company, and offers a range of resources, including publications, events, training, and web portals. The Life Science Connect network covers a broad range of topics in the industry, including clinical trials, biopharma, medical devices, and outsourcing. About ON24 ON24 is a digital engagement platform that helps organizations engage, understand and build relationships with their audience. With its portfolio of webinar, virtual event and content experiences, businesses can drive engagement and generate first-party data to increase revenue. The platform is used by over 2,000 customers worldwide, including large technology, banking, healthcare, and industrial companies. ON24 is headquartered in San Francisco with offices globally, and its services allow organizations to connect with millions of professionals for billions of engagement minutes per year.

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CORE ABM

Folloze Named a Leader in TrustRadius 2023 Winter Best of Awards

Folloze | February 07, 2023

Folloze has been recognized as a leader in the TrustRadius 2023 Winter Best of Awards, ranking #1 for "Best Value for Price" and "Best Relationship" and #2 for "Best Feature Set" in the Account-Based Marketing (ABM) category. These awards show how much Folloze cares about its customers and how innovative it is in the ABM space. The awards were based on customer feedback, with Folloze receiving an 8.4/10 for customer support and high ratings for its feature set and value for the price. This award shows that Folloze is committed to providing great customer service and a useful product with lots of features. Etai Beck, co-founder and CEO of Folloze, said, “This award recognition is a testament to the relationships we have with our customers and the value we strive to bring every day.” He added, “Our platform is purpose-built with our customers at every step of their journey to become buyer-centric, and to drive results." He further said, "We're glad they're realizing the benefits of our platform and are willing to share their approval.” (Source - Businesswire) The Folloze B2B Buyer Experience Platform (BX 3.0) was released last fall. It lets B2B organizations give marketers a simple, no-code environment in which to create powerful, brand-compliant experiences. It has been well-received by customers for its ease of use, powerful features, value for price, and exceptional customer support. About Folloze Folloze is a B2B Buyer Experience Platform that helps businesses increase customer engagement and drive revenue growth. It provides a no-code solution for marketers to build personalized content destinations for the entire B2B buyer journey. Top brands such as Google Cloud, ServiceNow, Cisco, and Autodesk trust Folloze for their marketing and sales needs. Folloze's mission is to help B2B companies engage and convert buyers at every stage of the buying process with personalized, buyer-centric experiences. With the Folloze platform, companies can take their marketing and sales to the next level with account-based marketing and demand-gen campaigns. Request a demo to see how Folloze can help turn engagement into revenue.

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CORE ABM

Madison Logic Wins Top Workplace USA Award

Madison Logic | February 06, 2023

Madison Logic, a leading digital account-based marketing platform, told its employees that it had won the 2023 Top Workplace USA Award. The award shows that the company cares about its employees' experiences and growth by giving them a flexible workplace that helps them do great work for customers. The company builds a supportive and creative culture to help B2B marketers, and its hybrid work culture has been recognized. The goal of Madison Logic is to find the accounts that are most likely to buy and speed up the customer journey, leading the way in helping B2B marketers. Through this flexible work environment and focus on the employee experience, Madison Logic is able to create a culture of innovation and support for its employees that benefits both the organization and its customers. Tom O’Regan, CEO of Madison Logic, said, “Our employees continue to be our strongest asset, as we believe a positive work environment directly supports better client experiences and company growth.” He also said, "I'm always impressed by our team's amazing work ethic, attitude, and ability to drive exceptional customer engagements that help B2B marketers speed up the buyer's journey at every stage." He further added, "We’re honored to be recognized for this achievement.” (Source – Cision PRWeb) Top Workplaces is a leading employer recognition program that looks at things like how well employees fit in with the company's goals and how they can grow in their careers. Madison Logic has been named a top workplace by Top Workplaces because it has made it its mission to find the accounts that are most likely to buy and to speed up the customer journey. About Madison Logic Madison Logic is a global ABM platform that helps B2B marketers find, engage, and convert their target accounts more effectively by giving them the tools and data they need. The ML Platform combines proprietary data to help marketers find the most influential members of the buying committee and maximize engagement across multiple channels to shorten sales cycles and increase ROI. Since its start in 2005, Madison Logic has helped large and quickly growing companies reach their marketing goals.

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ACCOUNT BASED DATA

Life Science Connect Scales Webinar Program with ON24, Achieves 5x Revenue Growth

Life Science Connect, ON24 | February 08, 2023

Life Science Connect, a media publishing, marketing, and sales enablement company, increased its webinar program output by four times and improved efficiency by 95% with the help of ON24, a leading digital engagement platform. Life Science Connect was able to reach its target audience and have more meaningful conversations with prospects and customers by using ON24's solutions. This resulted in a fivefold increase in revenue. Life Science Connect selected ON24 as its platform because it could quickly deliver valuable content to a large number of people and get a source of first-party data that was unmatched. With ON24 Webcast Elite, Life Science Connect added the capability to scale its webinar program and save nearly 40 hours of work a month. With this data-driven approach, Life Science Connect was able to measure, track, and report on the success of its webinars in a way that helped the company figure out what its audience likes. The virtual event director at Life Science Connect, Miles Szkoda, said, “The first-party data we generate with ON24 is more substantial than we can get anywhere else.” He added, “We integrate ON24 data with our internal marketing data to get a holistic view of the people who engage with our content. That is powerful.” (Source - Businesswire) The data-driven insights that come from the ON24 platform are what make Life Science Connect stand out and give its clients more value. This enhanced capability helped Life Science Connect make more informed decisions about content and marketing strategies. About Life Science Connect Life Science Connect is an online community network that serves the life sciences industry, from discovery to commercialization, by connecting its reader audience and strategic partners to eliminate inefficiencies and accelerate the advancement of innovative solutions. It is a division of VertMarkets, a B2B media company, and offers a range of resources, including publications, events, training, and web portals. The Life Science Connect network covers a broad range of topics in the industry, including clinical trials, biopharma, medical devices, and outsourcing. About ON24 ON24 is a digital engagement platform that helps organizations engage, understand and build relationships with their audience. With its portfolio of webinar, virtual event and content experiences, businesses can drive engagement and generate first-party data to increase revenue. The platform is used by over 2,000 customers worldwide, including large technology, banking, healthcare, and industrial companies. ON24 is headquartered in San Francisco with offices globally, and its services allow organizations to connect with millions of professionals for billions of engagement minutes per year.

Read More

CORE ABM

Folloze Named a Leader in TrustRadius 2023 Winter Best of Awards

Folloze | February 07, 2023

Folloze has been recognized as a leader in the TrustRadius 2023 Winter Best of Awards, ranking #1 for "Best Value for Price" and "Best Relationship" and #2 for "Best Feature Set" in the Account-Based Marketing (ABM) category. These awards show how much Folloze cares about its customers and how innovative it is in the ABM space. The awards were based on customer feedback, with Folloze receiving an 8.4/10 for customer support and high ratings for its feature set and value for the price. This award shows that Folloze is committed to providing great customer service and a useful product with lots of features. Etai Beck, co-founder and CEO of Folloze, said, “This award recognition is a testament to the relationships we have with our customers and the value we strive to bring every day.” He added, “Our platform is purpose-built with our customers at every step of their journey to become buyer-centric, and to drive results." He further said, "We're glad they're realizing the benefits of our platform and are willing to share their approval.” (Source - Businesswire) The Folloze B2B Buyer Experience Platform (BX 3.0) was released last fall. It lets B2B organizations give marketers a simple, no-code environment in which to create powerful, brand-compliant experiences. It has been well-received by customers for its ease of use, powerful features, value for price, and exceptional customer support. About Folloze Folloze is a B2B Buyer Experience Platform that helps businesses increase customer engagement and drive revenue growth. It provides a no-code solution for marketers to build personalized content destinations for the entire B2B buyer journey. Top brands such as Google Cloud, ServiceNow, Cisco, and Autodesk trust Folloze for their marketing and sales needs. Folloze's mission is to help B2B companies engage and convert buyers at every stage of the buying process with personalized, buyer-centric experiences. With the Folloze platform, companies can take their marketing and sales to the next level with account-based marketing and demand-gen campaigns. Request a demo to see how Folloze can help turn engagement into revenue.

Read More

CORE ABM

Madison Logic Wins Top Workplace USA Award

Madison Logic | February 06, 2023

Madison Logic, a leading digital account-based marketing platform, told its employees that it had won the 2023 Top Workplace USA Award. The award shows that the company cares about its employees' experiences and growth by giving them a flexible workplace that helps them do great work for customers. The company builds a supportive and creative culture to help B2B marketers, and its hybrid work culture has been recognized. The goal of Madison Logic is to find the accounts that are most likely to buy and speed up the customer journey, leading the way in helping B2B marketers. Through this flexible work environment and focus on the employee experience, Madison Logic is able to create a culture of innovation and support for its employees that benefits both the organization and its customers. Tom O’Regan, CEO of Madison Logic, said, “Our employees continue to be our strongest asset, as we believe a positive work environment directly supports better client experiences and company growth.” He also said, "I'm always impressed by our team's amazing work ethic, attitude, and ability to drive exceptional customer engagements that help B2B marketers speed up the buyer's journey at every stage." He further added, "We’re honored to be recognized for this achievement.” (Source – Cision PRWeb) Top Workplaces is a leading employer recognition program that looks at things like how well employees fit in with the company's goals and how they can grow in their careers. Madison Logic has been named a top workplace by Top Workplaces because it has made it its mission to find the accounts that are most likely to buy and to speed up the customer journey. About Madison Logic Madison Logic is a global ABM platform that helps B2B marketers find, engage, and convert their target accounts more effectively by giving them the tools and data they need. The ML Platform combines proprietary data to help marketers find the most influential members of the buying committee and maximize engagement across multiple channels to shorten sales cycles and increase ROI. Since its start in 2005, Madison Logic has helped large and quickly growing companies reach their marketing goals.

Read More

Events