6 Quick Pointers for Account Based Marketing in 2019

| March 14, 2019

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97% said ABM give much higher ROI than other marketing initiatives. ABM is revolving to a bright future and thus we have got you 6 things you should know about Account Based Marketing in 2019. What do the statistics say about ABM and how can that help you make decisions?

Spotlight

HG Data

Every day, HG Data indexes more than two billion unstructured documents across the open Internet, the archived Web and offline resources – including items like B2B social media, case studies, press releases, blog postings, government documents, content libraries, technical support forums, website source code, job postings and much more – to produce a detailed, accurate census of B2B technology installations in use at companies globally. HG Data has been able to build the world’s largest global B2B database of installed technologies that is bigger, more accurate and provides greater detail than ever before thought possible.

OTHER ARTICLES

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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No High-Level Fluff: 7 Steps to Build the Best Target Account Model

Article | February 21, 2020

Selecting target accounts can be stressful. You worked hard to build trust across your Sales team, and now comes a project that could ruin that hard-won trust if you don’t execute it perfectly. Guess what? It is not (and never will be) perfect. This activity can’t be done in a Marketing silo. Marketing needs Sales, and Sales needs Marketing to accurately select target accounts. And don’t forget about your Customer Success team! So repeat after me: Selecting target accounts is a cross-functional project. Now, I know what you’re thinking “Sounds great, but building the model is hard and everything I read on the internet is just high level. And I need to know how to actually do it!”

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HOW UGC IS CHANGING THE GAME FOR YOUR BUSINESS’? MARKETING (EXAMPLES OF BRANDS WHO GET IT)

Article | March 1, 2021

You’re overcomplicating it. You don’t need the studio lighting, you don’t need a $2000+ camera, you don’t need a full production crew. Actually, it can actually be more effective for your content to not use any of this. Keep reading to learn how. By now, I’m sure you’ve noticed the rise of user-generated content (UGC). UGC is photos and videos created for your brand by customers, viewers, or followers. There’s so much beauty in this and throughout 2020, with everyone stuck inside their house, lots of companies had no choice but to make do with what they could. Sometimes this meant FaceTime photoshoots or videos that customers shot on regular iPhones. I am a huge fan of user-generated content and most consumers are, too. Let’s unpack the beauty of why this is such a beautiful and effective form of content on both the customer side as well as the business’ side.

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How to speed up lead nurturing with Account-Based Marketing

Article | February 17, 2020

The B2B sales cycle can be a long journey with many twists and turns in the road. For example, when you’re selling a complex service or piece of software that’s going to impact multiple processes within a business, you need to be patient and attentive in your lead nurturing process. However, here I want to talk about one powerful approach to give your lead nurturing strategy extra fuel and encourage a faster conversion. This is focused on Account-based Marketing (ABM), an approach that has become increasingly popular within B2B organizations over recent years. In his Smart Insights article, Adrian O’Gara defines ABM as: “a strategic approach that coordinates personalized sales and marketing efforts, to target specific accounts for new business and create deeper and broader relationships with existing customers.” Essentially, ABM creates “markets of one” based on specific accounts, allowing you to make your marketing efforts highly specific and personal.

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Spotlight

HG Data

Every day, HG Data indexes more than two billion unstructured documents across the open Internet, the archived Web and offline resources – including items like B2B social media, case studies, press releases, blog postings, government documents, content libraries, technical support forums, website source code, job postings and much more – to produce a detailed, accurate census of B2B technology installations in use at companies globally. HG Data has been able to build the world’s largest global B2B database of installed technologies that is bigger, more accurate and provides greater detail than ever before thought possible.

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