4 STEPS TO GET YOUR ACCOUNT BASED MARKETING STRATEGY SORTED

| August 6, 2015

article image
One of the big reasons why Marketing Automation has managed to make marketing more measurable and hence successful, is its ability to provide the “Digital Footprint” of contacts. This has allowed marketers to go beyond looking at just the profile of the prospects and use their behavior to better target their marketing strategies and activities.An analogy to make it easier to understand is the way an attendant in a supermarket behaves – a young to middle-aged lady might be her best profile, but it’s their browsing pattern along the aisles that tell them whom to provide their immediate attention to. It’s that distinction which is now available to adopters of Marketing Automation.The next evolution that’s happening in the B2B marketing horizon is Account-based Marketing (ABM), which is helping improve the go-to-market strategy for marketers. ABM is the latest buzzword in the B2B marketing circles as companies realize that the buying is happening through a decision-making unit, with multiple stakeholders involved.It is important to differentiate amongst the “universe” of companies available to you. We, at Verticurl, have developed a matrix that we use to help our clients to focus their ABM strategy.The immediate thought when identifying key accounts is “all enterprise accounts”. However, we at Verticurl think, that in this digital age, it is important to take behavioral patterns or fit into account before deciding the target segments for your ABM practice. It is vital to understand the approach of these companies towards your industry, in general, and your company in particular, that should determine how you treat them. As an example, one of the IT solution provider companies that we are working with decided that they will consider those companies to be their top priority accounts which consider IT to be an enabler or a differentiator, not a support function.

Read more

Spotlight

Kamsys Techsolutions India Private Limited

Kamsys is a marketing service company which helps in providing direct connection with targeted prospects, helping companies across all verticals and delivering quality database at reasonable cost. In our experience working with more than 200 clients all over the globe, we have gained immense knowledge and experience in this field helping out new clients to grow their business to new heights. Our team comprises of experienced professionals who focus on quality, performance, and innovation of new techniques to do each task better. We believe in teamwork, continuous innovation, and sharing of knowledge for a better tomorrow. We look forward to working with you!

OTHER ARTICLES

The Benefits of ABM vs Standard Inbound Marketing

Article | March 2, 2020

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

Read More

3 inspirational ideas for ABM direct mail

Article | April 3, 2020

I’m not here to extol the benefits of direct mail. That’s trodden ground. No, I’m on a bigger mission: to prevent B2B marketers from being ignored. And today I’m focusing on direct mail because it’s a particularly expensive place to be ignored. Luckily, a separate trend is changing the way marketers think about direct mail. The recent popularity of account-based marketing (ABM) principles has cleared a path for more creative direct mail. How? Targeting a smaller, more tailored audience means that marketers can focus more energy on delivering an amazing experience versus a narrow focus on economy and scale. But what constitutes a great customer experience when it comes to direct mail?

Read More

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.

Read More

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

Article | February 10, 2020

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.

Read More

Spotlight

Kamsys Techsolutions India Private Limited

Kamsys is a marketing service company which helps in providing direct connection with targeted prospects, helping companies across all verticals and delivering quality database at reasonable cost. In our experience working with more than 200 clients all over the globe, we have gained immense knowledge and experience in this field helping out new clients to grow their business to new heights. Our team comprises of experienced professionals who focus on quality, performance, and innovation of new techniques to do each task better. We believe in teamwork, continuous innovation, and sharing of knowledge for a better tomorrow. We look forward to working with you!

Events