ABM Implementation in Different Target Segments

Purva Mishra | November 26, 2021 | 257 views

ABM Implementation
Have you browsed about account-based marketing and how successful it has proved for businesses? Do you wonder whether your business fits in the ABM strategy? And even if you practice ABM, what is to be done differently for your business?

Well, we have answers to all your questions.

As Clive Armitage, CEO at Agent3, said, “We have to act as the eyes and ears of marketing innovation for our clients; they trust us to help them navigate the pace of change in the way that the process of marketing is evolving.”

Thus, your marketing and sales team should be on the same page to deliver an excellent and personalized customer experience.

The implementation of ABM in different industries may be different but the challenges faced are somewhat the same.

The baisc challenge for ABM are personalization and quality content.

So, let us dig deeper into how ABM works for different industry segments. And also focus on how each industry should strategize for successful account-based marketing.

How Is ABM Different for Different Industries?


Every company has different products to sell to various companies. Also, if you sell the same product to distinct companies, you need a unique tactic for every organization.

Account-based marketing is crafting such individual approaches for every client that matters.

For example, if you are an advertising company and you need a luxury car brand account, your ABM strategy will be different for different car brands. It can also be designed differently for every decision-maker.

Thus, you have to be very focused and delicately plan strategies for the target account.

Apart from the people you target, also keep in mind the industry segment that you target. It will help to align strategies with both brands.

Now let us discuss some different types of ABM strategies that work for distinct industry segments.

Types of ABM Strategies (with Real-time Examples)


ABM is a beneficial strategy for all types of companies. But it works wonders for organizations that target large companies who have relatively long sales cycles.

According to the State of Account-Based Revenue Engine 2019 report, organizations saw a whooping 91% improved ROI post-ABM implementation.

Hence, let us see how different ABM strategies have their way of working.

Events


Events have proved to be the most successful of all the ABM strategies.

Once target clients accept the personalized invites to the events, the sales team can easily have in-person meetings. Also, a souvenir, gift, or a creative way of a follow-up meeting should be an incorporated strategy of the event.

Example:

Thomas Reuters is an organization that provides news and information tools for professionals. Their challenge was retention and expansion with their key accounts. Thus, they created an event opportunity for these accounts.

In these events, the top executives of the exclusive accounts could speak. And Thomas Reuters would quote them in whitepapers, blogs, and more.

It ensured that the sales team would be in contact with the key accounts all year round. Thus, it increased retention and built good relations.

Webinars


A webinar is an option when the physical presence of clients at a similar geographical location is not possible.

But a webinar allows curating a more personalized experience and at convenient times with less utility of resources.

Example:

HotJar Lightning Talks conference is a webinar hosted by HotJar. This webinar gives the speaker maximum of five minutes to address a particular topic. Thus, no long presentation but just a short glimpse of informative or marketing strategies.

Businesses participate in the webinar to present the challenges and solutions to their prospective clients.

Thus, HotJar had many B2B clients participating in the conference and, the idea became a big hit!

Direct Mails


Gifts, marketing material, and creative packages sent through direct mail are a success in ABM. However, account-based marketing requires personalization and direct mail is the best tactic to deliver that.

Example:

Billing Tree is a technology-driven payment processing organization.

It faced the challenge of scheduling meetings with the targeted accounts. Thus, they mailed 100 locked cases secured with two combinations of padlocks. These cases contained US$ 100 Amazon gift cards. Billing Tree gave the combination once they got the appointment with the account.

And once the client opened the case, the lid had a video player embedded in it that played the video pitch for the account.

Billing Tree generated an account engagement rate of 60% with the ABM strategy of direct mail.

Advertising


Personalized advertising has become an easy thing, thanks to IP targeting and re-targeting technology. It allows you to target the big fishes rather than the traditional wide net fishing.

Example:

DocuSign is an eSignature transaction management and solution provider company. It wanted to generate more traffic and click-through rates to form gated content.

The company executed personalized ad campaigns to the target accounts that contained industry-specific images, content, and peer logos. And with detailed web analytics, they targeted the accounts at specific times.

This personalized ads ABM strategy boosted DocuSign’s age views by 300% with a massive conversion rate!

Personalized Website Experience


Technology these days has expanded its horizons to provide incredible experiences, and personalized website experience is one of those. Once you get the technicalities right, your target accounts can have an out-of-the-world personalized experience when they visit the desired page or the website.

Example:

Savi provides sensor analytics solutions for organizations. Their main client bases are the ones that give critical decisions based on the location and status of people. Thus, Savi has to deal with private and government organizations.

Therefore, as a part of specific marketing and sales strategy, they personalized their home pages differently for different clients.

Thus, when government organizations the homepage was:


And for the corporates, the page was:


Ways to Implement ABM


According to the 2020 State of ABM Report, 94.2% of respondents have successfully implemented this marketing strategy.

Thus, you too can implement account-based marketing with these simple steps.
  • Identify your high-value clients.
  • Conduct extensive research on those clients.
  • Strategize your personalized ABM campaigns.
  • Implement the account-based marketing strategy.
  • Analyze the campaign regularly.

Importance of Personalization


Personalization is a crucial part of account-based marketing. Your extensive research about the clients helps you craft unique, creative, and personalized content for them.

A personalized experience ensures an enriched and engaging customer experience.

If a campaign exclusively provides solutions to pain points, clients become customers for life. It also helps to develop good relations.

Remember, account-based marketing is not only about conversions but also about creating brand awareness and relationships.

As Andy Bacon, VP Consulting at Momentum, has quoted, “ABM is all about building better quality relationships; the ROI will follow.”


Frequently Asked Questions


Do different industries need different account-based marketing strategies?

The meaning of account-based marketing is to provide tailored solutions to exclusive clients. So yes, different industries will require different ABM strategies.

One should use distinct and personalized approaches to target different people of the same organization. However, you have to ensure that the marketing message is the same for all, despite the personalization.

What are the different types of account-based marketing methods?

The different types to implement ABM strategies are:
  • Events
  • Webinars
  • Direct Mails
  • Advertising
  • Personalized Website Experience
  • Social Media

What role does personalization play in ABM?

ABM is all about personalization. The more personalized your content is, the more likely the chances are for conversion.

Imagine someone selling you a product designed just for solving your problems. You do not even need convincing if it is the answer to all your pain points. That is the same way in which ABM works.

Spotlight

SEO 5 Consulting

Based out of Toronto, Canada, SEO5 Consulting is a full service internet marketing agency with clients in North America and Europe. Our superior search engine optimization services, creativity, and knowledge has paved our way to providing a high level service and education to businesses, individuals, non-profits and government organizations so they can leverage the unique reach of the internet to increase visibility and achieve success.

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ZoomInfo Renews TRUSTe Enterprise Privacy Certification and Joins Security Sharing Nonprofit SAFECode

ZoomInfo | November 03, 2022

ZoomInfo (NASDAQ: ZI), a global leader in modern go-to-market software, data, and intelligence, has strengthened its commitment to global data privacy and security by renewing its TRUSTe Enterprise Privacy Certification Seal and joining the global software intelligence security sharing nonprofit SAFECode. To earn TRUSTe recertification, ZoomInfo demonstrated that its privacy and data policies and practices continue to meet or exceed the TRUSTe Enterprise Privacy & Data Governance ISO/IEC 27001, and SOC 2 Type II Practices Assessment Criteria. The certification criteria is based upon globally recognized laws and regulatory standards, including the General Data Protection Regulation (GDPR) and the International Organization for Standardization (ISO) 27001 standard. ZoomInfo has achieved TRUSTe certification annually since 2020. “The TRUSTe certification is a testament to ZoomInfo’s reputation as a global leader in data privacy,” said Simon McDougall, ZoomInfo’s Chief Compliance Officer. “Our practice of holding ourselves to the highest standard is reflected through privacy compliance technology leader TrustArc’s recognition of our ability to navigate the evolving regulatory landscape.” “The foundation of customer trust is built on a strong privacy management program that ensures compliance with the ever-changing regulatory landscape,” said Chris Babel, CEO of TrustArc. “The foundation of customer trust is built on a strong privacy management program that ensures compliance with the ever-changing regulatory landscape,” said Chris Babel, CEO of TrustArc, the privacy compliance technology company which sets the rigorous TRUSTe certification standards. “By earning TRUSTe recertification, ZoomInfo continues to demonstrate its unwavering commitment to maintaining high privacy standards.” The company holds a number of privacy certifications, including TRUSTe GDPR and TRUSTe California Consumer Privacy Act Validations, and ISO 27701. ZoomInfo’s membership in SAFECode reinforces security leadership already established in part by its ISO/IEC 27001, and SOC 2 Type II certifications. As an associate member of SAFECode, ZoomInfo manages its software security in alignment with industry-leading standards and shares best practices with SAFECode’s global members. Some of the world’s largest, best-known technology companies belong to SAFECode’s network, where they discuss successful security and privacy strategies to learn from each other. The group works in collaboration to prevent cybersecurity attacks, close vulnerabilities, and solve technical challenges. “ZoomInfo joins a great roster of technology companies, including Dell, Microsoft, Raytheon Technologies, and Siemens, that have joined together in SAFECode to promote scalable and effective software security programs,” said Steve Lipner, SAFECode’s Executive Director. “ZoomInfo’s software assurance expertise will help all SAFECode members create even more powerful security processes and procedures that will positively impact their businesses and the broader technology industry.” For more information on how ZoomInfo handles its data responsibly, visit the Privacy Center. About ZoomInfo ZoomInfo (NASDAQ: ZI) is a leader in modern go-to-market software, data, and intelligence for more than 30,000 companies worldwide. ZoomInfo’s revenue operating system, RevOS, empowers business-to-business sales, marketing, operations, and recruiting professionals to hit their number by pairing best-in-class technology with unrivaled data coverage, accuracy, and depth of company and contact information. With integrations embedded into workflows and technology stacks, including the leading CRM, Sales Engagement, Marketing Automation, and Talent Management applications, ZoomInfo drives more predictable, accelerated, and sustainable growth for its customers. ZoomInfo emphasizes GDPR and CCPA compliance. In addition to creating the industry’s first proactive notice program, the company is a registered data broker with the states of California and Vermont. Read about ZoomInfo’s commitment to compliance, privacy, and security. For more information about ZoomInfo’s leading go-to-market software, data, and intelligence, and how they help sales, marketing, operations, and recruiting professionals, please visitwww.zoominfo.com.

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Mindtickle Announces New Releases that Generate “Binge-worthy” Sales Enablement Experiences

Mindtickle | November 07, 2022

Mindtickle, the global leader in sales enablement and training technology, today announced the release of new products and capabilities designed to make it easier for revenue organizations to deliver engaging and high-impact sales enablement and content experiences for both sellers and buyers. The updates to Mindtickle’s award-winning sales readiness platform bring together sales enablement and sales content management in one place, creating simplicity for revenue teams managing their tech stack in today’s economic climate. Mindtickle announced the releases on its website, in anticipation of its upcoming digital event on November 14, called “Binge-Worthy Enablement: What Sales Enablement Can Learn from the Online Streaming Revolution.” The event will feature Mindtickle customers, leadership, and keynote speaker Roderick Jefferson, all speaking about how revenue organizations can create craveable experiences that inspire winning behaviors in the sales field. In the context of this theme, Mindtickle is highlighting the value its new releases will bring in helping its customers to build “binge-worthy” sales enablement programs. The latest release helps sales enablement teams deploy the full power of training and content on a single platform while creating more of a “pull effect” with new engagement mechanics. It also empowers managers to coach more effectively and help accelerate deals through collaborative selling. Mindtickle has also taken care to relate these new releases to various roles within the revenue organization, including enablement, revenue operations, frontline sales management, channel teams, marketing, and customer success. This release comes on the heels of the launch of Mindtickle’s flagship sales content solution, Asset Hub, which allows companies to organize, contextualize, and deploy content both internally and externally. “Asset Hub has empowered us to offer a truly consolidated solution for revenue organizations who want to enable their teams across the board,” said Christopher Lynch, Mindtickle’s CMO. “Asset Hub has empowered us to offer a truly consolidated solution for revenue organizations who want to enable their teams across the board,” said Christopher Lynch, Mindtickle’s CMO. “These new releases bring the worlds of training and content closer than ever, so reps can access powerful learning programs and just-in-time content right when they need it in one single platform.” As announced, Mindtickle’s new products and features include, in part: Digital Sales Rooms – Persistent, shared portals for every deal that consolidate all content, communications, and action items in one digital space that boosts and tracks buyer engagement Ready-to-Use Enablement – Programs and templates created by industry experts like Baker Communications, Ken Blanchard, PSI, and Mindtickle’s Content as a Service (CaaS) team to empower sales enablement leaders to pivot quickly and get sellers ready faster “Plays” for Guided Learning & Selling – Custom user experiences that combine content with essential context to guide users toward optimal behaviors and field-based outcomes Rich Landing Page Experiences – Easy-to-build content and program overview pages that ground users in the appropriate context for learning journeys and content discovery Key Moments – Timely and relevant insights on deal health and seller performance based on real sales conversations, automatically delivered to sellers, managers, and coaches Deeper Integrations – More robust and out-of-the-box collaboration with rev tech and enterprise software, including Salesforce, Snowflake, Webex, Zoom, and more Regarding the releases, Krishna Depura, co-founder and CEO of Mindtickle said, “The worlds of sales training and sales content management are converging, opening the door to new, more meaningful experiences for buyers and sellers. These releases position our customers at the forefront of this market evolution in two ways. First, they can now pull reps in with engaging, contextualized experiences that support their motions in the field. Second, their reps can share the same type of craveable experiences with their buyers, overcoming friction to accelerate deals.” David Bolger, technical enablement manager at Mindtickle customer, Venafi, anticipates that these product releases will make sellers’ lives even easier. “We’re excited for Digital Sales Rooms to completely reshape the way our sellers interact with buyers, and differentiate us from the competition.” The upcoming digital event will be the second hosted by Mindtickle this year. The Spring 2022 event focused on how Mindtickle’s sales coaching solutions can transform sales leaders from managers to mentors. The date and theme for the Spring 2023 event will be announced early next year. Those interested can learn more about the newly announced products and features and register for the webinar, “Binge-Worthy Enablement: What Sales Enablement Can Learn from the Online Streaming Revolution.” About Mindtickle Mindtickle is the market-leading sales readiness platform, helping revenue leaders at world-class companies like Johnson & Johnson, Splunk, and Wipro be ready to grow revenue by increasing knowledge, understanding ideal sales behaviors, and adapting to change. Dozens of Fortune 500 and Forbes Global 2000 companies use Mindtickle to define excellence, build knowledge, align content, analyze performance and optimize behavior throughout their sales organizations. Mindtickle is recognized as a market leader by top industry analysts and is ranked by G2 as both the #2 enterprise software product and #5 sales software product. Visit www.mindtickle.com or find us on LinkedIn to learn more.

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