ABM Implementation in Different Target Segments

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.

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Immerse yourself in the digital world and join the 4,400 talents that make SoLocal Group the recognized leader in digital communication. We carry out our mission with passion: to be the local, digital, trusted partner of companies in France to accelerate their growth, and offer the best digital and local experience to our users. And as with us, performance rhymes with good atmosphere, we develop innovative solutions in an inspiring work environment where life is good. IF PROXIMITY, DIVERSITY, AGILITY, CREATIVITY, #DIGITAL WITH SMILE.

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2022 Total Economic Impact Study Reveals A Potential 454% ROI with 6sense Revenue AI

Article | January 11, 2022

6sense, the leading platform for predictable B2B revenue growth, today announces the results of the commissioned Total Economic Impact (TEI™) study conducted by Forrester Consulting examining the potential return on investment (ROI) by deploying the 6sense Revenue AI solution. The TEI study shows organizations using 6sense Revenue AI can achieve an ROI of 454% over three years, recouping their investment in less than six months with ROI increasing steadily thereafter. These results align with 6sense’s own analysis of customer data which indicates a significant increase in revenue growth obtained within the first two quarters of prioritizing 6sense Qualified Accounts (6QA) which are prospects in-market to buy a solution and represent an ideal fit. “As sales and marketing teams face increasing challenges to predictably grow pipeline and revenue while optimizing resources, our customers rely on 6sense as their unique competitive advantage to help them align on targets, maximize efforts, and significantly scale growth,” said Jason Zintak, CEO of 6sense. “We believe Forrester’s findings confirm that applying AI-driven insights to prioritize and target the right accounts at the right time with 6sense Revenue AI increases revenue and drives efficiencies across sales and marketing.” According to the study participants, before using 6sense Revenue AI their organizations’ traditional marketing and sales efforts had languished while costly time and resource investments no longer provided results. Frustrated revenue teams were ineffective, often using point solutions requiring significant manual effort while delivering little value. They selected 6sense to create pipeline more efficiently and predictably. Leveraging 6sense Revenue AI to capture buying signals and target the right accounts at the right time, the TEI study’s composite customer experienced the following benefits: Increased sales revenues: Interviewees reported that 6sense identified 6QA opportunities were more likely to close and had higher average contract values. By increasingly focusing on prioritized accounts, revenue teams delivered significant gains in profits for their organizations. 2X increases in average contract value 4X increases in win rate 31% increases in opportunity volume Decreased costs: Interviewees cited using 6sense to market and sell more efficiently and effectively. Acting on insights provided by 6sense unlocks significant resource optimization gains, including: 40% reduction in aggregate costs to qualify opportunities 40% reduction in effort to close opportunities 20-40% reduction in time to close deals Study participants reported a wide range of optimization and cost reduction benefits using 6sense Revenue AI including sales productivity gains from enhanced insights and better prioritization, tech stack consolidation, improved conversion rates across the buyer’s journey, reduced customer acquisition costs and optimized marketing spend. One interviewee indicated their customer acquisition costs dropped by nearly 50% within two years of implementing 6sense. “6sense Revenue AI is the first and only platform to apply the power of data, machine learning, and automation across the entire buyers’ journey to provide a better customer experience and produce the kind of pipeline that converts to revenue. This means the entire revenue team makes insight-driven decisions, prioritizes time and resources more effectively, and realizes better outcomes,” said Amar Doshi, SVP of Product and UX at 6sense. “Our customers repeatedly claim results similar to those that participated in the TEI Study.” To develop the study, Forrester interviewed nine 6sense customers, identifying the benefits, risks, and outcomes they experienced while using the company’s product experience platform. Forrester’s (TEI) consulting practice develops business value justification analysis to help organizations understand the financial impact of a technology investment. The TEI methodology has been used for over 20 years by technology organizations. It consists of four components to evaluate investment value: cost, benefits, flexibility, and risk.

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ABM Tactics to Optimize Your Marketing Strategy

Article | February 10, 2022

Introduction: Account-based Marketing and ABM Tactics B2B account-based marketing is a strategic approach that focuses on targeted campaigns for high-value accounts. An account-based marketing strategy involves identifying target accounts, reaching out to them using hyper-personalized content, and engaging them in the right way and at the right time, irrespective of their position in the sales funnel. Closing the deal through an alignment between sales and marketing is the ultimate goal of an effective account-based marketing campaign. By using certain ABM tactics, you can enhance your campaign. Let us first understand what account-based marketing is, what challenges it can help you scale, and how it can help you get a higher ROI compared to any other marketing strategy that exists today. Why Should You Implement Account-based Marketing? According to ITSMA, 87 percent of marketers say that ABM marketing outperforms other marketing investments. B2B account-based marketing gets better results year-over-year after its implementation. With changing times, B2B customer expectations have changed. A more humane marketing strategy, customized content, the right channels, and a smooth customer experience are some of them. Not only does ABM targeting offer solutions to customers’ specific challenges, but it also converts leads with buyer intent into customers. Here are some of the challenges that an effective account-based marketing strategy will help you overcome: Aligning Your Sales and Marketing Teams The account-based marketing process involves streamlining the goals, objectives, and metrics of your sales and marketing teams. This eliminates the possibility of poor communication. Instead, there is a group effort to go after the right people to get a better return on investment. These teams centrally view the targeted accounts through your CRM. This breaks the silos and boosts the impact of your ABM tactics. It allows unobstructed data sharing between marketing and sales. The account-based marketing process solely functions using centralized data and empowers both teams to make the most of the intent data and predict when and how to engage with the stakeholders of the target accounts. Effective Content Personalization As a central metric, customer experience is of paramount importance to creating lasting associations with target accounts. Most customers know what they want and need, are aware of the market conditions, and seek solutions that work best for them. They want these solutions to be offered to them on a platter through predictive customer experience. ABM scores a homerun in this aspect. It connects customers with content personalization characterized by distinct messaging speaking about challenges and solutions. Content is important to the success of an account-based marketing campaign right from the start. Achieving Complete Data Utilization B2B account-based marketing is a data-driven marketing technology that drives success for your business. Data is used to predict the needs of target accounts, understand their pain points, and preferred channels of communication. Clean intent data helps in increasing brand awareness among target accounts, streamlines the buying cycle, and assists marketing in creating content and messaging that best represents your brand and sharing it with sales teams so that they can use it to convert leads. Feedback data can also help marketing to access the success of the account-based marketing campaign and improve it to get better results in the future. Maintaining Long-term Relationships with Customers No matter the kind of B2B marketing strategy (ABM Lite, Strategic ABM, or Programmatic ABM) you choose to apply, its personalized approach boosts confidence and trust in buyers because they experience a stellar customer experience. Through customized content and focused service offerings, lasting long-term relationships with target accounts can become a reality. It also creates new opportunities for businesses. Marketing Budgeting An account-based marketing program enhances marketing budgets by improving customer retention and makes it easier to track ROI. It also improves your brand awareness, engagement, and lead quality metrics, so you can allocate your resources better. Now that the benefits of account-based marketing are evident, let us now look at ABM tactics to further enhance your B2B account-based marketing strategy. ABM Tactics to Optimize Your Marketing Strategy Before you start using any tips and tricks to optimize your account-based marketing program, you should set your expectations and finalize the KPIs you intend to use to measure the success of your B2B ABM marketing tactics. Let us explore some ABM tactics that can optimize your account-based marketing program: Optimize Your ABM Funnel Optimizing your ABM funnel may be one of the most effective account-based marketing tactics that can help you achieve growth. Target Accounts Optimize your target accounts using the following ways: Content Auditing Audit your content and verify if it caters effectively to your target accounts’ personas and the industry they belong to. Stringently review every content piece you have to ensure it is hyper-personalized and addresses the target accounts’ needs and pain points. Sometimes, your content may help you tighten your target account list. Use Intent Data Wisely ABM targeting should be dynamic. Update your target account list based on the intent data you receive from CRM and other platforms. You must know what your target accounts are searching for. Is it something about your business, your product, or the solutions you offer? You should always use this data to enhance your list. Approach Different Segments Simultaneously run multiple account-based marketing campaigns with different levels of personalization and investment. Choose from ABM Lite (one-to-few accounts), Programmatic ABM (one-to-many accounts), or Strategic ABM (one-to-one) based on your ABM targeting goals. Engaged Accounts Optimizing engaged accounts can be difficult because no two engaged accounts can be in the same stage of the sales funnel. Checking on how your ads are performing through click rates, organic visits on your website, email click through rates, or any other digital interaction with your brand can be a good start. Your ads should be informative yet beautiful. Improve on your copy and tighten your target account list so you reach out only to the accounts that are engaging with your content. Go all out through social media, emails, and all other channels available on the internet to reach out to engaged accounts. These account-based marketing tactics ensure that you take advantage of target account engagement enthusiastically through all channels. New Opportunities Help your sales team to enhance the rate of new opportunities through lead generation strategies created by ad retargeting so they can tap into the accounts that have interacted with your ads previously with renewed vigour. Creating an account engagement model to define an ‘engaged account’ in collaboration with your sales team can smoothen out the process of controlling the number of accounts it has to work on. Outreach Focus on creating or warming up existing relationships with the employees of your target account stakeholders. Use direct mail or personal meetings to get in touch with your target accounts. This opens the doors to new pipeline opportunities. One-to-one C-level campaigns, phone calls, and demos can be used to reach more people, warm up leads, and create brand awareness. Improve Sales Velocity Sales velocity is the average time taken from when an opportunity is created to when it is converted into a customer. Treat every opportunity that comes your way with the same dedication that you show to your target accounts. This approach is applicable to all the lead generation strategies you execute. Opportunities may make their way through your ABM platform or through inbound channels. Once they make their way through the funnel, make it a point to shift from awareness to ROI campaigns by exhibiting customer success stories and testimonials. These efforts can lead to a shortened sales cycle. Harness Social Media For the success of your B2B marketing strategy, using social media can be an effective way to capture important target accounts’ behavioral data. Follow their company accounts, stakeholder accounts, and employee accounts to remain updated. Understanding stakeholders’ and employees’ social media behaviour, likes, and engagement can help you narrow down your target account list. Strategically calling out the target accounts on social media through mentions can work in your favour. Use Paid Advertising & Content Marketing LinkedIn targeting, paid Google ads, industry-specific blogging along with problem and solution-oriented content can create target account engagement. Consider using account-based marketing services to market your content better and more accurately. Marketing Automation Artificial intelligence (AI) based marketing can optimize your account-based program by providing you with predictive insights and enhancing your communication efforts. Email campaigns can be executed using marketing automation to offer measurable account engagement. AI and big data rely on CRM data to gather user information from different platforms. This information can help you personalize your content better. Account-based marketing services offer these options to execute targeted marketing campaigns at scale. According to a MarketingProfs survey, companies that used this ABM tactic saw 59 percent increase in closing rates. Implement Influencer Marketing Harness the influence of industry experts, thought leaders, and recognized contributors that your target accounts consider authentic. It can improve your conversion rate. By humanizing the buyer experience through an influencer, you can win over the trust of your accounts, encourage brand advocacy, attract new audiences, and increase the authority of the content you share. This tactic adds value to your B2B marketing strategy. Test, Measure, Improve Periodically testing your ad copy, content, design, and channel elements to see what works and what doesn’t is crucial to improving B2B account-based marketing. Tracking important KPIs that measure the success of your strategy can help you make it more effective. Avoid being constrained and try new things boldly. If something doesn’t work, find other ways to achieve your goals instead of scrapping the strategy. Account-based marketing tactics will only work if you analyze how they affect your strategy and accordingly keep improving its execution. In an interview with Media 7, Daniel Englebretson, the founder of Khronos, talked about how to improve an account-based marketing strategy. “The best programs, and the best marketers, have built their success on the back of rapid iteration and a long history of testing, learning, and continuously improving.” Northrop Grumman Won a $2 Billion Contract by Leveraging Account-based Marketing Northrop Grumman, an aerospace and defense company headquartered in Virginia, clinched a ten-year, $2 billion contract with VITA. Their B2B ABM marketing tactics included using marketing and business development teams that worked closely to understand VITA’s issues, needs, and priorities. They used all this information to create a focused branding campaign to target the key decision makers at VITA. They ensured that every interaction they had with VITA reinforced their IT expertise. The Takeaway These ABM tactics are just the tip of the iceberg when it comes to optimizing your account-based marketing program. Confidence, attentiveness, and patience are key to achieving expected conversions from an ABM strategy. FAQ What are the types of ABM marketing? Programmatic ABM (one-to-many approach), ABM Lite (one-to-few approach) and Strategic ABM (one-to-one approach) are the three types of ABM marketing. Why is account-based marketing more effective than traditional B2B marketing? Account-based marketing targets accounts with buyer intent. It increases the conversion rate and customer experience through content personalization and a close understanding of key accounts’ needs and challenges. This focused approach leads to a higher ROI. What are the benefits of using account-based marketing software? An account-based marketing software powered by AI can help you reach, engage, and convert target accounts and provide you with actionable data through your websites, CRM, and marketing automation platforms. It helps you grow your business quickly and efficiently.

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Targeted Account Strategy

Increasing ABM Engagement through Sales Empowerment

Article | July 5, 2022

ABM implementation may be commonplace in the B2B domain, but the application of fundamental ABM concepts is not consistent. This inconsistency can impact the success of an ABM strategy. So, how can you ensure the success of your ABM? Follow these four simple steps: Look for Potential in Target Accounts Your sales team must investigate the target accounts' potential. The sales team must act confidently when a buying group becomes active. Your team should build relationships with unengaged buying groups. This helps inspire new buying initiatives. It may also increase the buying group's proactivity. Go Beyond the Lead-based Approach Your sales and marketing teams must move past their lead-based approach for ABM to work properly. Leads alone won't deliver the desired impact and may even have negative effects. Sales management must understand the subtleties and motivate change in mindsets and processes. Participate in Buying Group Marketing Your sales team needs better group and individual monitoring technologies to implement buying group marketing to ABM. Quality purchase intent data can provide insights into the behavior of target account individuals. Appropriate intent data can show which solutions and purchase-related topics resonate with each buyer. Your team can then create better tactics and outreach. Upgrade Your Sales Approaches Present a high-value offer (HVO) that combines insights into the buying group's needs and interests, as well as their business. Address the challenges that you are facing in ABM execution with this HVO. Bring together your marketing, sales, and account executives to chalk out relevant processes, roles, and responsibilities. With an Empowered Sales Team, Your ABM Engagement Rises An enabled sales team can help you drive improved revenue from a defined set of target accounts if it has the right approach and flexibility to optimize its processes and responsibilities.

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Core ABM

The Correct Ways to Implement Account-Based Marketing Plans

Article | November 25, 2021

We all know that account-based marketing means targeting the best customer accounts, creating personalized marketing campaigns, and getting to the conversion stage. Though these steps may sound easy, it takes a lot of brainstorming to implement them to convert the accounts that matter the most. To know more about these steps, you can read six hard-hitting lessons for the ABM strategy. This article will talk about the best and correct ways to implement ABM plans with examples. But first, let us briefly inform you about ABM and how it works. Brief Introduction to ABM Account-based marketing is a marketing strategy implemented by B2B marketers to concentrate on their exclusive clients. First, the sales and marketing team collaborates to collect the maximum data about specific clients. Then these clients are targeted with personalized marketing campaigns on various platforms. Thus, account-based marketing allows you to utilize your workforce and resources efficiently. It also helps to market your products to a handful of customers who have a 90% chance of conversion. Now, let us see the correct ways to implement ABM for various B2B industries. Ways to Implement ABM Plans with Examples We have specifically chosen the four best ways to implement ABM in B2B marketing strategy. These are the core strategies that have worked for B2B and are sure to work for you too. But first, look at these wise words from Maliha Aqeel, Director of Global Communications at Fix Network World. 'One of the most common mistakes companies make is implementing a brand strategy that isn’t aligned to the organization’s overall business goal.' So before implementing any marketing plan, ensure that your brand strategy, marketing campaigns, and everything else aligns with the overall business goals. Identify Exclusive Accounts It is the root of your ABM strategy. Your fruits of labor will be decided by the correct places you plant these roots. So basically, when you are filtering your clients/customers for ABM, here are the key factors to be kept in mind; Choose the correct industry. Know the size of the organization. Identify the needs, challenges, and pain points of the organization. Know the timelines and hierarchy of their decision-making process. The answers to these questions will help you to recognize the target accounts precisely. Example: Vidyard is a video platform that helps businesses transform communications and drive more revenue through the strategic use of online video. It collaborated with SmartBug Media to change the video experience for users worldwide. Thus, they can target the correct customers on Hubspot. In addition, they help customers to make videos an integrated part of their marketing campaigns and other processes. Craft Tailored Content Every filtered account for ABM will have unique needs, demands, challenges, and pain points. Thus, you have to craft content to address the customers directly. They should instantly recognize that you understand them and have built solutions exclusively for their challenges. You should also be ready with different content for different stages of the buying journey. And remember to design content for customers even after they convert. It helps you to be ready for the retention stage. Like Mark Emond, Founder and President at Demand Spring quotes; “Content is at the heart of great marketing today. It needs to educate, inspire, and convert. It must be tied to the unique rational and emotional needs of each target persona.” Example: Intridea executed an excellent content strategy to target the advertising giant Ogilvy. First, they rented a billboard right across Ogilvy’s Manhattan office. The billboard said, “Ogle this, Ogilvy.” Intridea also placed its logo and company URL at the bottom of the quirky line. This exclusive content got them an appointment with Ogilvy’s CEO! Use Marketing Automation Tools There are various personalization tools available to assist you in ABM. These tools provide centralized data collection and data analysis. They also coordinate your marketing campaigns across all platforms. Example: Growsteak is a Vietnamese company that provides advertising and digital marketing solutions. However, it faced several challenges like lead generation and competitor analysis. Thus, they incorporated Hubspot’s Partner Program. It not only helped them overcome their challenges but also generated 5,166% more leads overall. Measure the KPIs You need to measure the metrics once you implement ABM. It is one of the essential factors of a successful ABM strategy. However, these metrics are different from traditional marketing. Thus, you need to keep a hawk’s eye on them. Some of the KPIs to consider are; Is the current coverage of key clients sufficient and, is it growing? Are there known or anonymous visits to your site? Have they increased? Is the incoming traffic getting converted? How much is the depth of engagement? Has the strategy made it easy to get appointments of the target accounts? Wrapping Up The success of account-based marketing depends on research and personalization. The more effort you put in to know your clients, the closer you get to convert them. Thus, make use of the abundant data and accurately target your potential customers! Frequently Asked Questions Is ABM more successful than traditional marketing? Yes. Compared to traditional marketing methods, ABM has proved to create wonders and save a lot on time, resources and workforce. It has also guaranteed a better success and conversion rate for the sales and marketing teams. How important is personalization in marketing? Personalization plays a prominent role in ABM. A trust factor builts if you can address the challenges and pain points of the client with personalized solutions. Also, personalization ensures a higher rate of getting appointments and conversions of the targeted accounts. Can SMBs also implement ABM? Of course. SMBs have a higher chance of growing if they plan their marketing strategy along with ABM. It will allow them to understand the market and their customers from the very beginning. And once they have converted the customers, retention will be an easy task. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How do small business owners use technology to improve their business?", "acceptedAnswer": { "@type": "Answer", "text": "Small businesses can use technology in multiple different ways. For instance, they can use technology to connect with their customers, communicate with their employees, sell their products or services, better coordinate between the employees, simplify manual work, and many more." } },{ "@type": "Question", "name": "How much do small businesses spend on technology?", "acceptedAnswer": { "@type": "Answer", "text": "Small businesses should acknowledge a few technologies in their business operations. Below are the mentioned requisites: Cloud computing Mobile applications HR software Drones Emails Data Security" } },{ "@type": "Question", "name": "What are the latest business technologies?", "acceptedAnswer": { "@type": "Answer", "text": "The latest and trendy technologies that are in widespread use in the business world are mentioned below: Internet of things (IoT) Virtual & augmented reality Artificial intelligence Mobile technology Blockchain 3d printing Robotics & automation Drones" } }] }

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Spotlight

Solocal

Immerse yourself in the digital world and join the 4,400 talents that make SoLocal Group the recognized leader in digital communication. We carry out our mission with passion: to be the local, digital, trusted partner of companies in France to accelerate their growth, and offer the best digital and local experience to our users. And as with us, performance rhymes with good atmosphere, we develop innovative solutions in an inspiring work environment where life is good. IF PROXIMITY, DIVERSITY, AGILITY, CREATIVITY, #DIGITAL WITH SMILE.

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Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

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Buyer Intent Data

ON24 Recognizes 2023’s Leaders in Digital Engagement

Business Wire | January 24, 2024

A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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ABM Accounts

Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

Bloomreach, the platform fueling limitless e-commerce experiences, today announced Bloomreach Discovery will continue to power product discovery for Sonepar, the global world leader in B-to-B distribution of electrical products, solutions, and related services, as the companies renew their existing partnership. With Bloomreach Discovery’s AI-driven search and merchandising capabilities, Sonepar enables customers around the world to find what they want to buy — when, where, and how they want. “Sonepar is pleased to partner with Bloomreach as we continue to pursue our next stage of digital transformation,” said Fabrice del Aguila, SVP Digital Factory, Sonepar. “We look forward to leveraging Bloomreach’s expertise in product discovery as we become the first global B2B electrical distributor in the world to offer the best omnichannel experience to all our customers.” Sonepar leverages Bloomreach Discovery to drive personalized experiences across its omnichannel platform. Using rich data to refine search results, Bloomreach Discovery helps customers easily discover the products they want. It also accounts for a range of attributes and quantitative search queries, creating a search experience that is not only personalized, but personalized to the unique needs of B-to-B buyers. “We’re thrilled to continue our partnership with Sonepar,” said Jordan Roper, General Manager and Head of Product, Bloomreach Discovery. “The B-to-B space has so much to gain from digital transformation, and Sonepar is a leader in making that transformation a reality. We’re proud to join them on this journey and look forward to continuing to support their omnichannel experience with the fast ROI and relevance of Bloomreach Discovery.” Learn more about how Bloomreach Discovery and Sonepar are working together to drive success. About Bloomreach Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach's AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 850+ global brands including: Albertsons, Bosch, Puma, and Marks & Spencer. About Sonepar Sonepar is an independent family-owned company with global market leadership in B-to-B distribution of electrical products, solutions and related services. Through a dense network of brands spanning 40 countries, the Group has an ambitious transformation agenda to become the first global B-to-B electrical distributor to provide a fully digitalized and synchronized omnichannel experience to all customers. Drawing on the skill and passion of its 44,000 associates, Sonepar had sales of €32.4 billion in 2022. www.sonepar.com

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Core ABM

Marketers Given Marginal Grades for ABM-Driven Revenue Growth

GlobeNewswire | January 25, 2024

Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. It also included content from in-depth interviews with executives from Netline, Autodesk, T-Mobile, NTT, ABM Consortium, TechTarget, IBM, B2B Marketing, Reachdesk, Momentum ITSMA, and Xometry. About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council’s 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council’s strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). To learn more, visit https://www.cmocouncil.org. About WM America WM America is a leading B2B marketing company specializing in targeted in-market demand generation. The intent database at WMA tracks the intent behavior of over 75 million business professionals globally, 24X7. The database is segmented into 3,300 categories. WMA keeps around-the-clock track of buying signals from each category in this database. Based on this extremely strong foundation of data points, the company delivers precisely targeted prospects for focused marketing. Accurate keyword search enables deriving of active content consumption and opt-in content downloads. WMA's deep search ensures accurate and targeted information delivery that helps craft successful, cutting-edge marketing strategies. For more information, visit www.wmamerica.com

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Buyer Intent Data

ON24 Recognizes 2023’s Leaders in Digital Engagement

Business Wire | January 24, 2024

A recent Forrester survey found that more than 60% of B2B buyers base their final purchase decision solely on the digital content and experiences companies provide. That’s why thousands of B2B companies choose ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing that helps enterprises generate data-driven insights and deliver cost-effective revenue growth. Today, ON24, announced the industry-leading digital experiences of 2023 that drove ROI for their organizations. “At ON24, our goal is to propel business success through digital engagement, with our customers at the core. We take pride in helping our customers drive deeper engagement with their target audiences and extract meaningful insights that result in revenue growth,” said Callan Young, CMO, ON24. “It is our honor to recognize the leading organizations that exemplify excellence in leveraging our platform to create digital experiences that not only meet but surpass their audience’s expectations.” The following organizations were recognized for delivering outstanding digital experiences on the ON24 platform in 2023: Danfossdrove product growth and customer retention by leveraging distributor, reseller and customer data to optimize its webinar and digital engagement program. FloQastinfluenced 82% of event pipeline in Q3 and created 120+ new active opportunities by routing high-quality leads from in-experience demo requests directly to sales. Global X ETFsincreased qualified, high-value leads in Australia by 22%, by integrating ON24 engagement data with their CRM and using the platform’s personalization capabilities. Informaticascaled a live event into a hybrid experience across three key regions simultaneously, driving registration and delivering a consistent customer experience on a global scale. Infopro Digitalincreased conversion rates and registrations by automating processes on the ON24 platform and making real-time adjustments based on customer feedback. Kasperskydrove product adoption and business growth by creating new relationships with prospects and fostering existing relationships with customers. KnowBe4generated over $300k in pipeline through an ON24-powered digital experience. The National Association of Student Financial Aid Administrators (NASFAA)achieved 100% participant satisfaction for its unique and impactful digital experience powered by the ON24 platform. PowerSchoolachieved record-breaking registration rates, 75 CTA clicks, over 400 poll responses and 300+ content downloads during an educational experience with ON24. S&P Globaldoubled marketing qualified leads and boosted engagement by designing an ON24 digital experience personalized to different customer segments. Tata Consultancy Servicesdrove revenue growth with record-high registrations for their webinar on ON24, resulting in 70% attendee participation across 30 countries. Texthelpsourced leads during a webinar series and converted at least 70% of them into marketing-qualified leads within 30 days. TOPdeskincreased revenue and improved its customer engagement by 7% YoY and extended the shelf life of its content with an on-demand hub. TravelMediaGroupclosed three deals from a single digital experience by creating a seamless and engaging customer experience on ON24. UCBachieved a 50%+ attendee conversion rate by enhancing the HCP’s experience and integrating ON24 engagement data with its business intelligence system. UnitedHealthcareachieved an 80% cost savings, increased attendee score and engagement with a new digital engagement strategy and an always-on content hub. Wood PLCsourced leads, increased audience engagement and automated continuing professional education credits on ON24, across different time zones. ZoomInfosurpassed webinar benchmarks by generating a record number of marketing-qualified leads and 190 scheduled demos, resulting in 10 closed-won deals. To learn more about 2023’s leaders in digital engagement, watch the on-demand webinar here. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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ABM Accounts

Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

Bloomreach, the platform fueling limitless e-commerce experiences, today announced Bloomreach Discovery will continue to power product discovery for Sonepar, the global world leader in B-to-B distribution of electrical products, solutions, and related services, as the companies renew their existing partnership. With Bloomreach Discovery’s AI-driven search and merchandising capabilities, Sonepar enables customers around the world to find what they want to buy — when, where, and how they want. “Sonepar is pleased to partner with Bloomreach as we continue to pursue our next stage of digital transformation,” said Fabrice del Aguila, SVP Digital Factory, Sonepar. “We look forward to leveraging Bloomreach’s expertise in product discovery as we become the first global B2B electrical distributor in the world to offer the best omnichannel experience to all our customers.” Sonepar leverages Bloomreach Discovery to drive personalized experiences across its omnichannel platform. Using rich data to refine search results, Bloomreach Discovery helps customers easily discover the products they want. It also accounts for a range of attributes and quantitative search queries, creating a search experience that is not only personalized, but personalized to the unique needs of B-to-B buyers. “We’re thrilled to continue our partnership with Sonepar,” said Jordan Roper, General Manager and Head of Product, Bloomreach Discovery. “The B-to-B space has so much to gain from digital transformation, and Sonepar is a leader in making that transformation a reality. We’re proud to join them on this journey and look forward to continuing to support their omnichannel experience with the fast ROI and relevance of Bloomreach Discovery.” Learn more about how Bloomreach Discovery and Sonepar are working together to drive success. About Bloomreach Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach's AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 850+ global brands including: Albertsons, Bosch, Puma, and Marks & Spencer. About Sonepar Sonepar is an independent family-owned company with global market leadership in B-to-B distribution of electrical products, solutions and related services. Through a dense network of brands spanning 40 countries, the Group has an ambitious transformation agenda to become the first global B-to-B electrical distributor to provide a fully digitalized and synchronized omnichannel experience to all customers. Drawing on the skill and passion of its 44,000 associates, Sonepar had sales of €32.4 billion in 2022. www.sonepar.com

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Events