ABM Implementation in Different Target Segments

Purva Mishra | November 26, 2021 | 716 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

Hallam Internet

Hallam is a multi award-winning, strategic digital marketing agency for brands that want to thrive in the digital world. Agile and fast-moving, we use our strategic creativity and technical edge to transform our clients’ businesses and help them thrive in a digital world. We’re a trusted digital partner to the world’s biggest brands (The United Nations, Suzuki, Speedo), as well as some ambitious SMEs, and we deliver top quality services to national and international clients alike. As a full-service agency, we’re able to use our combined expertise in a range of digital marketing specialisms to create multi-layered campaigns and strategies, from SEO, PPC and web design to digital PR, social media and conversion rate optimisation.

OTHER ARTICLES
Targeted Account Strategy

The 5 Things to Know About Account-Based Marketing

Article | February 10, 2022

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

Read More
Targeted Account Strategy

5 Steps for Succeeding in Account-Based Marketing

Article | January 11, 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.

Read More
Targeted Account Strategy

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

Article | July 5, 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.

Read More

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.

Read More

Spotlight

Hallam Internet

Hallam is a multi award-winning, strategic digital marketing agency for brands that want to thrive in the digital world. Agile and fast-moving, we use our strategic creativity and technical edge to transform our clients’ businesses and help them thrive in a digital world. We’re a trusted digital partner to the world’s biggest brands (The United Nations, Suzuki, Speedo), as well as some ambitious SMEs, and we deliver top quality services to national and international clients alike. As a full-service agency, we’re able to use our combined expertise in a range of digital marketing specialisms to create multi-layered campaigns and strategies, from SEO, PPC and web design to digital PR, social media and conversion rate optimisation.

Related News

Account Based Data, Targeted Account Strategy

Vidyard Launches AI-Powered Video Messaging to Transform Sales Engagement

Business Wire | July 31, 2023

Vidyard, the leading video messaging and communications platform for sales and go-to-market teams, today launched a major update that brings AI to the forefront of its innovation and value creation strategy. Led by its new AI Script Generator, the new release will help more sales professionals and go-to-market teams embrace video as a proven way to stand out with prospects, create new revenue opportunities, and deliver exceptional buying experiences. New AI Script Generator Amplifies the Value of Video Messaging Video messaging is one of the most effective ways for sales reps to earn attention and build trust when engaging with buyers. According to the 2023 Video in Business Benchmark Report, many sales reps are creating hundreds, or even thousands, of videos each year, while others struggle with not knowing what to say or how to deliver an engaging message. Vidyard’s new AI Script Generator tackles this challenge head-on by enabling sales reps to leverage generative AI to craft custom video scripts in just a few clicks. The new solution takes the guesswork out of what to say on video while boosting confidence in the message and the delivery. “AI is opening up incredible new opportunities to boost sales productivity and change the dynamics of buyer/seller relationships,” said Michael Litt, CEO and co-founder of Vidyard. “AI-powered video messaging is the first of many AI-powered products to come from Vidyard as we build on our vision to create the future of productive relationships between buyers and sellers. I can’t wait to show the world what we’re launching next.” The value of AI Script Generator extends beyond video prospecting, creating new opportunities to simplify video creation for social media, marketing, buyer education, sales proposals, customer onboarding, and more. “Our customers continue to realize significant value from our growing suite of solutions, including Vidyard Video Hosting, Vidyard Messaging, Vidyard Hubs, and our new digital sales room offering, Vidyard Rooms,” said Jonathan Lister, COO at Vidyard. “AI Script Generator enhances each of these offerings by enabling sales and marketing teams to efficiently expand their use of video throughout the customer lifecycle, leading to more engaging experiences for their buyers and new opportunities for revenue creation.” New Features Enhance Video Creation for All In addition to AI Script Generator, Vidyard has introduced new capabilities to help sales reps and other users create the best possible video messages and screen recordings for their audience. Key new features include: Auto-Scroll Teleprompter:Writing or generating a video script is one thing, delivering it on camera with confidence is another! Vidyard’s new Teleprompter makes it a snap by auto-scrolling your script so you can deliver it with ease and confidence, complete with speed settings to help you find the perfect rhythm. Background Blur:A busy, distracting, or unprofessional background can make recording a great video a challenge. Background Blur enables users to seamlessly blur out their backgrounds with a single click, no green screen or desktop app required. Custom Video Templates:Building on the success of its existing Video Template Library, Vidyard has introduced the ability to create and share custom video templates across a team of users. Each template includes a sample video script, reference video, and best practices for delivery. Custom Video Templates are a great way to inspire users with new ways to use video, while also helping them to deliver it in an engaging manner. AI Script Generator, Auto-Scroll Teleprompter, Background Blur, and Custom Video Templates are now available at no additional charge for all Vidyard Free and Pro users, as well as Business and Enterprise customers. Sign up for Vidyard today to try them out for yourself, and learn more about AI Script Generator at http://vidyard.com/ai-script-generator. About Vidyard Vidyard is the leading video messaging, video hosting, and asynchronous communications platform for sales professionals and go-to-market teams. More than 250,000 companies use Vidyard to connect with more prospects, humanize their communications, and create exceptional buyer experiences. From individual sales reps to global sales and marketing teams, Vidyard enables any business professional to use online video content, personalized video messages, and tailored digital sales rooms to transform the way they communicate and exchange value with their customers. Learn more about Vidyard and sign up for free at www.vidyard.com.

Read More

Account Management

Bestselling Author Launches 'The Integrated Marketing Handbook': Your Guide to a Game-Changing Marketing Strategy

Accesswire | September 29, 2023

Bestselling authors Dr. Raghavendra Hunasgi and Priyanka AB Brahmbhatt illuminate the path to effective marketing in their latest book. Renowned for his transformative insights into marketing and growth, the bestselling author and co-founder of Zeebu, Dr. Raghavendra Hunasgi, is set to captivate readers once again with a powerful new addition to the world of marketing literature. His new book, "The Integrated Marketing Handbook: Your Ultimate Guide to Building a Killer Marketing Strategy," promises to be a compelling resource for those seeking to revolutionize their marketing approach. The book is co-authored by Priyanka AB Brahmbhatt, a dynamic entrepreneur, visionary thinker, and accomplished author whose innovative ideas and strategic insights have been instrumental in shaping the narrative of this compelling work. Dr. Raghavendra Hunasgi is a recognized expert in the fields of marketing and branding. His debut book, "Unleashing Growth: 15 Growth Marketing Hacks Every Entrepreneur Should Know," which provides invaluable insights into growth marketing, was hailed as a bestseller in 2020 in the business, management, and entrepreneurship categories. His expertise and innovative approach have made him a sought-after voice in the industry. In "The Integrated Marketing Handbook," Dr. Raghavendra Hunasgi, along with co-author Priyanka Brahmbhatt, presents a comprehensive guide to maximizing marketing reach and effectiveness by integrating various strategies. The book is a treasure trove for marketers and entrepreneurs, offering an in-depth exploration of inbound, outbound, and account-based marketing techniques. Each strategy is explored in depth, from attracting customers through content creation in inbound marketing to reaching out to customers through various forms of advertising in outbound marketing and building relationships with key accounts in account-based marketing. Dr. Hunasgi's expertise in marketing and branding is evident as he provides practical advice on how to effectively integrate these strategies. The book serves as a practical guide, offering insights on aligning messaging, targeting the right audience, and measuring success to maximize results in today's competitive environment. As an author, my passion has always been to delve into the diverse aspects of marketing and growth strategies. My previous book, ‘Unleashing Growth,' provided readers with proven systems for growth marketing, and now with ‘The Integrated Marketing Handbook,' I invite readers to join me on a journey through the complex world of integrated marketing. It's an honor to share these insights and experiences with my readers, says Dr. Raghavendra Hunasgi. Priyanka Brahmbhatt adds, "‘The Integrated Marketing Handbook' is designed to resonate with a broad audience, captivating both those familiar with our previous work and those encountering our writing for the first time. We believe that this book will serve as a valuable resource for anyone looking to enhance their marketing strategies." With these powerful insights from both authors, ‘The Integrated Marketing Handbook' is set to be a game-changer in the world of marketing literature. Those interested in securing a copy will find it readily available on Amazon: https://amzn.eu/d/flBGt0T. For media inquiries, interviews, and speaking opportunities, you can reach out to Dr. Raghavendra Hunasgi on LinkedIn. About Dr. Raghavendra Hunasgi Dr. Raghavendra Hunasgi is a globally recognized expert in marketing and branding. He is the co-founder and chief marketing officer of Zeebu, a pioneering on-chain B2B invoice settlement platform. His strategic insights have been instrumental in guiding Fortune 500 companies to success through insight-driven marketing. A globally-renowned entrepreneur, published author, and in-demand speaker at TEDX and conferences around the globe. He is a 21st-century leader and influencer whose words and work in the field of marketing and branding are helping organizations leapfrog to the next level. He is ranked amongst the top 100 CMOs in the world. He speaks and writes enthusiastically about brand strategy, entrepreneurship, product innovation, growth marketing, and sales. His work has been published in the Wall Street Journal, Forbes, Entrepreneur Magazine, and more. About Priyanka Brahmbhatt Priyanka AB Brahmbhatt is a visionary corporate governor and thought leader currently working as the executive board member for the Bankai Group of Companies. She is also a UNSDG advocate, a Forbes U 30 nominee, a Forbes NY Council member, an author and philanthropist, and a motivational speaker. She has led several narratives, especially in the tech space on gender equality and equity. She is a Data-Driven Marketeer by education and passion, holding a gold medal from the National Marketing Honor Society.

Read More

Core ABM

95% of Tech Marketers Expect an Increase in their ABM Budgets Over the Next Year

GlobeNewswire | September 29, 2023

Foundry (an IDG, Inc. company) released its third annual 2023 ABM and Intent Benchmarking Study today, which dives into the uses, goals, and challenges of account-based marketing, as well as how intent data is used to fuel ABM programs and the success and challenges tech marketers see with intent. Account-based marketing has taken the B2B marketing world by storm, and the enthusiasm shows no signs of slowing down. In fact, this year’s research found that 96% of tech marketers have a documented ABM strategy and 93% feel that their ABM efforts have been extremely or very successful, which is up from 84% when the study was conducted last year. Here is a closer look at some of the findings from this year’s study: Tactics and tools supporting ABM The landscape for account-based marketing expansion looks promising, as an overwhelming 95% of marketers anticipate that their ABM budgets will increase in the next 12 months. This is a notable uptick from previous years – 90% expected an increase in 2022 and 84% in 2021. Respondents to the survey are using a variety of ABM tactics to support their marketing objectives. These tactics include sales activation/account analytics (cited by 53% of respondents), target-account lead generation (50%), account-based advertising (48%), and content syndication, IP address intelligence, and personalization, all of which are equally cited at 47%. Marketers are also leveraging a mix of tools and channels to support their ABM efforts. Customer marketing (43%) and paid social (40%) are the most widely used resources, followed by content syndication (32%), organic social (28%), and SEO (26%). When it comes to measuring the success of ABM initiatives, marketers use a diverse range of metrics. The top three include customer satisfaction scores (cited by 48%), site visits from target accounts (43%), and revenue generated (40%). Intent data is fueling ABM efforts Another key component of Foundry’s study is the use of intent data with ABM marketers. The research shows that 91% are using intent data/scoring to prioritize their accounts and to identify what content should be served within ABM campaigns. Intent data also plays a key role in identifying target account lists, a practice used by yet another 91% of marketers. Marketers have also extended their use of intent data and are increasing the number of sources they are using, cited by 92%. When it comes to the primary goals of using intent data, marketers are focused on optimizing lead scoring models (cited by 47% of respondents), followed by building audience segments for ad campaigns (43%), identifying new accounts (43%), generating higher quality leads (42%), and monitoring potential customer churn (42%). The goal of any ABM campaign is to generate qualified leads and the survey results indicate a strong correlation between the number of data sources used and lead gen success. About 48% of all marketers said between 11% and 50% of the leads generated from their marketing campaigns become sales-accepted leads and 47% said 51% and 80% are sales-accepted. The challenges ABM marketers face Success isn’t always the case when it comes to marketers and their ABM programs. Only 1% said they don’t experience any challenges with ABM, and the top reported challenges are measuring the success of their programs (35%), attributing the success of the different ABM tactics and channels (34%), and their tech stack being overly complicated (29%). The same sentiment goes for intent. Marketers need help with intent data, specifically with getting their sales teams to trust the intent data quality (49%), measuring the impact of intent data on pipeline (48%), and combining intent from multiple data sources (47%). Ninety-two percent of marketers also cited that it’s important that they know the exact sources of intent data when working with a provider. Just over half of respondents listed criteria for when they chose a data provider, such as: vendor reviews/analyst evaluations (rated as very or somewhat important by 97%), sample data that can be independently validated (97%), and peer recommendations (95%). This research indicates that even as ABM and intent have come mainstream in B2B, marketers are now, more than ever, focused towards measuring the impact of both ABM campaigns and intent data, said Tukan Das, Vice President and Product Manager, Foundry. For more information and to see the full results from the ABM & Intent Benchmarking study, please view the white paper. About the 2023 ABM & Intent Benchmarking Study The 2023 Foundry Account-Based Marketing (ABM) and Intent Benchmarking Study was conducted via online questionnaire in August of 2023. 500 total respondents with marketing titles were collected from NA (60%), EMEA (20%) and APAC (20%) regions. 40% of respondents are from the manufacturing (computer-related) industry, 27% are from high tech, and 12% from software/computer services. Others include e-commerce, independent software vendors, telecom carriers, and cloud & DC service providers. Foundry conducted the study to understand the workings of ABM and its evolution and adoption compared to traditional marketing approaches. About Foundry, an IDG Inc. Company Foundry helps companies bring their visions to reality through a combination of media, marketing technologies, and proprietary data on a global scale. Our intent data and martech platforms are powered by data from an owned and operated ecosystem of global editorial brands, awards, and events, all engineered and integrated to drive marketing campaigns for technology companies. Foundry is dedicated to generating and innovating with data, driving demand for technology marketers with 38 offices in global markets. Foundry is a wholly owned subsidiary of International Data Group, Inc. (IDG), the world’s leading tech media, data, research, and marketing services company. To learn more about Foundry, visit www.foundryco.com.

Read More

Account Based Data, Targeted Account Strategy

Vidyard Launches AI-Powered Video Messaging to Transform Sales Engagement

Business Wire | July 31, 2023

Vidyard, the leading video messaging and communications platform for sales and go-to-market teams, today launched a major update that brings AI to the forefront of its innovation and value creation strategy. Led by its new AI Script Generator, the new release will help more sales professionals and go-to-market teams embrace video as a proven way to stand out with prospects, create new revenue opportunities, and deliver exceptional buying experiences. New AI Script Generator Amplifies the Value of Video Messaging Video messaging is one of the most effective ways for sales reps to earn attention and build trust when engaging with buyers. According to the 2023 Video in Business Benchmark Report, many sales reps are creating hundreds, or even thousands, of videos each year, while others struggle with not knowing what to say or how to deliver an engaging message. Vidyard’s new AI Script Generator tackles this challenge head-on by enabling sales reps to leverage generative AI to craft custom video scripts in just a few clicks. The new solution takes the guesswork out of what to say on video while boosting confidence in the message and the delivery. “AI is opening up incredible new opportunities to boost sales productivity and change the dynamics of buyer/seller relationships,” said Michael Litt, CEO and co-founder of Vidyard. “AI-powered video messaging is the first of many AI-powered products to come from Vidyard as we build on our vision to create the future of productive relationships between buyers and sellers. I can’t wait to show the world what we’re launching next.” The value of AI Script Generator extends beyond video prospecting, creating new opportunities to simplify video creation for social media, marketing, buyer education, sales proposals, customer onboarding, and more. “Our customers continue to realize significant value from our growing suite of solutions, including Vidyard Video Hosting, Vidyard Messaging, Vidyard Hubs, and our new digital sales room offering, Vidyard Rooms,” said Jonathan Lister, COO at Vidyard. “AI Script Generator enhances each of these offerings by enabling sales and marketing teams to efficiently expand their use of video throughout the customer lifecycle, leading to more engaging experiences for their buyers and new opportunities for revenue creation.” New Features Enhance Video Creation for All In addition to AI Script Generator, Vidyard has introduced new capabilities to help sales reps and other users create the best possible video messages and screen recordings for their audience. Key new features include: Auto-Scroll Teleprompter:Writing or generating a video script is one thing, delivering it on camera with confidence is another! Vidyard’s new Teleprompter makes it a snap by auto-scrolling your script so you can deliver it with ease and confidence, complete with speed settings to help you find the perfect rhythm. Background Blur:A busy, distracting, or unprofessional background can make recording a great video a challenge. Background Blur enables users to seamlessly blur out their backgrounds with a single click, no green screen or desktop app required. Custom Video Templates:Building on the success of its existing Video Template Library, Vidyard has introduced the ability to create and share custom video templates across a team of users. Each template includes a sample video script, reference video, and best practices for delivery. Custom Video Templates are a great way to inspire users with new ways to use video, while also helping them to deliver it in an engaging manner. AI Script Generator, Auto-Scroll Teleprompter, Background Blur, and Custom Video Templates are now available at no additional charge for all Vidyard Free and Pro users, as well as Business and Enterprise customers. Sign up for Vidyard today to try them out for yourself, and learn more about AI Script Generator at http://vidyard.com/ai-script-generator. About Vidyard Vidyard is the leading video messaging, video hosting, and asynchronous communications platform for sales professionals and go-to-market teams. More than 250,000 companies use Vidyard to connect with more prospects, humanize their communications, and create exceptional buyer experiences. From individual sales reps to global sales and marketing teams, Vidyard enables any business professional to use online video content, personalized video messages, and tailored digital sales rooms to transform the way they communicate and exchange value with their customers. Learn more about Vidyard and sign up for free at www.vidyard.com.

Read More

Account Management

Bestselling Author Launches 'The Integrated Marketing Handbook': Your Guide to a Game-Changing Marketing Strategy

Accesswire | September 29, 2023

Bestselling authors Dr. Raghavendra Hunasgi and Priyanka AB Brahmbhatt illuminate the path to effective marketing in their latest book. Renowned for his transformative insights into marketing and growth, the bestselling author and co-founder of Zeebu, Dr. Raghavendra Hunasgi, is set to captivate readers once again with a powerful new addition to the world of marketing literature. His new book, "The Integrated Marketing Handbook: Your Ultimate Guide to Building a Killer Marketing Strategy," promises to be a compelling resource for those seeking to revolutionize their marketing approach. The book is co-authored by Priyanka AB Brahmbhatt, a dynamic entrepreneur, visionary thinker, and accomplished author whose innovative ideas and strategic insights have been instrumental in shaping the narrative of this compelling work. Dr. Raghavendra Hunasgi is a recognized expert in the fields of marketing and branding. His debut book, "Unleashing Growth: 15 Growth Marketing Hacks Every Entrepreneur Should Know," which provides invaluable insights into growth marketing, was hailed as a bestseller in 2020 in the business, management, and entrepreneurship categories. His expertise and innovative approach have made him a sought-after voice in the industry. In "The Integrated Marketing Handbook," Dr. Raghavendra Hunasgi, along with co-author Priyanka Brahmbhatt, presents a comprehensive guide to maximizing marketing reach and effectiveness by integrating various strategies. The book is a treasure trove for marketers and entrepreneurs, offering an in-depth exploration of inbound, outbound, and account-based marketing techniques. Each strategy is explored in depth, from attracting customers through content creation in inbound marketing to reaching out to customers through various forms of advertising in outbound marketing and building relationships with key accounts in account-based marketing. Dr. Hunasgi's expertise in marketing and branding is evident as he provides practical advice on how to effectively integrate these strategies. The book serves as a practical guide, offering insights on aligning messaging, targeting the right audience, and measuring success to maximize results in today's competitive environment. As an author, my passion has always been to delve into the diverse aspects of marketing and growth strategies. My previous book, ‘Unleashing Growth,' provided readers with proven systems for growth marketing, and now with ‘The Integrated Marketing Handbook,' I invite readers to join me on a journey through the complex world of integrated marketing. It's an honor to share these insights and experiences with my readers, says Dr. Raghavendra Hunasgi. Priyanka Brahmbhatt adds, "‘The Integrated Marketing Handbook' is designed to resonate with a broad audience, captivating both those familiar with our previous work and those encountering our writing for the first time. We believe that this book will serve as a valuable resource for anyone looking to enhance their marketing strategies." With these powerful insights from both authors, ‘The Integrated Marketing Handbook' is set to be a game-changer in the world of marketing literature. Those interested in securing a copy will find it readily available on Amazon: https://amzn.eu/d/flBGt0T. For media inquiries, interviews, and speaking opportunities, you can reach out to Dr. Raghavendra Hunasgi on LinkedIn. About Dr. Raghavendra Hunasgi Dr. Raghavendra Hunasgi is a globally recognized expert in marketing and branding. He is the co-founder and chief marketing officer of Zeebu, a pioneering on-chain B2B invoice settlement platform. His strategic insights have been instrumental in guiding Fortune 500 companies to success through insight-driven marketing. A globally-renowned entrepreneur, published author, and in-demand speaker at TEDX and conferences around the globe. He is a 21st-century leader and influencer whose words and work in the field of marketing and branding are helping organizations leapfrog to the next level. He is ranked amongst the top 100 CMOs in the world. He speaks and writes enthusiastically about brand strategy, entrepreneurship, product innovation, growth marketing, and sales. His work has been published in the Wall Street Journal, Forbes, Entrepreneur Magazine, and more. About Priyanka Brahmbhatt Priyanka AB Brahmbhatt is a visionary corporate governor and thought leader currently working as the executive board member for the Bankai Group of Companies. She is also a UNSDG advocate, a Forbes U 30 nominee, a Forbes NY Council member, an author and philanthropist, and a motivational speaker. She has led several narratives, especially in the tech space on gender equality and equity. She is a Data-Driven Marketeer by education and passion, holding a gold medal from the National Marketing Honor Society.

Read More

Core ABM

95% of Tech Marketers Expect an Increase in their ABM Budgets Over the Next Year

GlobeNewswire | September 29, 2023

Foundry (an IDG, Inc. company) released its third annual 2023 ABM and Intent Benchmarking Study today, which dives into the uses, goals, and challenges of account-based marketing, as well as how intent data is used to fuel ABM programs and the success and challenges tech marketers see with intent. Account-based marketing has taken the B2B marketing world by storm, and the enthusiasm shows no signs of slowing down. In fact, this year’s research found that 96% of tech marketers have a documented ABM strategy and 93% feel that their ABM efforts have been extremely or very successful, which is up from 84% when the study was conducted last year. Here is a closer look at some of the findings from this year’s study: Tactics and tools supporting ABM The landscape for account-based marketing expansion looks promising, as an overwhelming 95% of marketers anticipate that their ABM budgets will increase in the next 12 months. This is a notable uptick from previous years – 90% expected an increase in 2022 and 84% in 2021. Respondents to the survey are using a variety of ABM tactics to support their marketing objectives. These tactics include sales activation/account analytics (cited by 53% of respondents), target-account lead generation (50%), account-based advertising (48%), and content syndication, IP address intelligence, and personalization, all of which are equally cited at 47%. Marketers are also leveraging a mix of tools and channels to support their ABM efforts. Customer marketing (43%) and paid social (40%) are the most widely used resources, followed by content syndication (32%), organic social (28%), and SEO (26%). When it comes to measuring the success of ABM initiatives, marketers use a diverse range of metrics. The top three include customer satisfaction scores (cited by 48%), site visits from target accounts (43%), and revenue generated (40%). Intent data is fueling ABM efforts Another key component of Foundry’s study is the use of intent data with ABM marketers. The research shows that 91% are using intent data/scoring to prioritize their accounts and to identify what content should be served within ABM campaigns. Intent data also plays a key role in identifying target account lists, a practice used by yet another 91% of marketers. Marketers have also extended their use of intent data and are increasing the number of sources they are using, cited by 92%. When it comes to the primary goals of using intent data, marketers are focused on optimizing lead scoring models (cited by 47% of respondents), followed by building audience segments for ad campaigns (43%), identifying new accounts (43%), generating higher quality leads (42%), and monitoring potential customer churn (42%). The goal of any ABM campaign is to generate qualified leads and the survey results indicate a strong correlation between the number of data sources used and lead gen success. About 48% of all marketers said between 11% and 50% of the leads generated from their marketing campaigns become sales-accepted leads and 47% said 51% and 80% are sales-accepted. The challenges ABM marketers face Success isn’t always the case when it comes to marketers and their ABM programs. Only 1% said they don’t experience any challenges with ABM, and the top reported challenges are measuring the success of their programs (35%), attributing the success of the different ABM tactics and channels (34%), and their tech stack being overly complicated (29%). The same sentiment goes for intent. Marketers need help with intent data, specifically with getting their sales teams to trust the intent data quality (49%), measuring the impact of intent data on pipeline (48%), and combining intent from multiple data sources (47%). Ninety-two percent of marketers also cited that it’s important that they know the exact sources of intent data when working with a provider. Just over half of respondents listed criteria for when they chose a data provider, such as: vendor reviews/analyst evaluations (rated as very or somewhat important by 97%), sample data that can be independently validated (97%), and peer recommendations (95%). This research indicates that even as ABM and intent have come mainstream in B2B, marketers are now, more than ever, focused towards measuring the impact of both ABM campaigns and intent data, said Tukan Das, Vice President and Product Manager, Foundry. For more information and to see the full results from the ABM & Intent Benchmarking study, please view the white paper. About the 2023 ABM & Intent Benchmarking Study The 2023 Foundry Account-Based Marketing (ABM) and Intent Benchmarking Study was conducted via online questionnaire in August of 2023. 500 total respondents with marketing titles were collected from NA (60%), EMEA (20%) and APAC (20%) regions. 40% of respondents are from the manufacturing (computer-related) industry, 27% are from high tech, and 12% from software/computer services. Others include e-commerce, independent software vendors, telecom carriers, and cloud & DC service providers. Foundry conducted the study to understand the workings of ABM and its evolution and adoption compared to traditional marketing approaches. About Foundry, an IDG Inc. Company Foundry helps companies bring their visions to reality through a combination of media, marketing technologies, and proprietary data on a global scale. Our intent data and martech platforms are powered by data from an owned and operated ecosystem of global editorial brands, awards, and events, all engineered and integrated to drive marketing campaigns for technology companies. Foundry is dedicated to generating and innovating with data, driving demand for technology marketers with 38 offices in global markets. Foundry is a wholly owned subsidiary of International Data Group, Inc. (IDG), the world’s leading tech media, data, research, and marketing services company. To learn more about Foundry, visit www.foundryco.com.

Read More

Events