5 Fixes for Common Account-Based Marketing Faux-Pas

ALEKSANDR PETERSON | July 14, 2016

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B2B marketers in almost every industry are getting their feet wet with account-based marketing. If you recently rolled out a campaign at your company, you’re probably eager to see results (and so are your superiors).

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Hook Digital

Hook Digital is an agency specializing in Inbound Marketing and Inbound Sales projects. We serve B2B and B2C clients in segments such as information technology, health and education. Hook is part of the RMA Group, one of the largest communication groups in Brazil. We are HubSpot certified partners and operate from São Paulo and New York. Hook Digital is one of the largest agencies in Latin America specializing in Inbound Marketing and Inbound Sales projects. We serve B2B and B2C clients in a variety of industries, such as Information Technology, Health Care and Education. Hook is part of RMA Group and a certified HubSpot partner. We operate out of São Paulo and New York City.

OTHER ARTICLES

ABM and AI: Friends or Foe?

Article | June 2, 2021

The application of Artificial Intelligence (AI) and other advanced technologies is inevitable and necessary to achieve the potential of account-based marketing (ABM). However, I consider technology to be more of an enabler of ABM, while the driver always remains the same – enhancing the customer experience by helping clients sustain and grow their business in this dynamic digital era. The goal is not for AI to make marketing decisions but to enable marketers to make better decisions by leveraging the strength of AI in analyzing a large amount of data quickly to share action-oriented insights. AI can be a friend or foe, depending on what decisions we make while evaluating and implementing AI. Following are key questions organizations should answer before deploying an AI-based marketing strategy.

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How Lead Nurturing Works In Account-Based Marketing?

Article | March 12, 2020

Lead nurturing is the automated process of sending personalized and relevant content to prospects and customers at every stage of their account life cycle. It focuses on marketing and communication efforts on listening to the demands of prospects and providing the information and answers they seek.

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Account Based Marketing: A novel marketing approach, helping enterprises to reap high ROI

Article | February 10, 2020

Conventional Marketing is being gradually replaced by the account level personalisation aka. Account-Based Marketing or Account-Based Selling. It is more than just another strategic approach to marketing helping enterprises to target and acquire high value customers. Adding to this, advances in modern marketing techniques have empowered marketers to embrace the ABM swiftly at a higher scale.

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3 Ways to Create an Account-Centric ABM Strategy

Article | March 31, 2020

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.

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Spotlight

Hook Digital

Hook Digital is an agency specializing in Inbound Marketing and Inbound Sales projects. We serve B2B and B2C clients in segments such as information technology, health and education. Hook is part of the RMA Group, one of the largest communication groups in Brazil. We are HubSpot certified partners and operate from São Paulo and New York. Hook Digital is one of the largest agencies in Latin America specializing in Inbound Marketing and Inbound Sales projects. We serve B2B and B2C clients in a variety of industries, such as Information Technology, Health Care and Education. Hook is part of RMA Group and a certified HubSpot partner. We operate out of São Paulo and New York City.

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