ABM Supports (But Doesn’t Create) Better Sales-Marketing Alignment

| February 18, 2019

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One of the key requirements for successful account-based marketing is coordinated efforts by business functions that have historically operated more or less independently. The need for teamwork routinely involves marketing, business development, and sales, and when ABM is used to expand relationships with existing customers, it will also extend to the customer success/customer service functions.

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Spotlight

Demand Dock

Founded in 2017, Demand Dock is a leading research and analytics firm that partners with businesses globally across multiple sectors. Daily cultivate fresh ideas,so that your business bears the fruit of successful sales. Demand Dock's collegian atmosphere and knowledge-based ecosystem help to consistently redefine what it means to provide tailored solutions to clients.Demand Dock combines sales lead generation with marketing strategy and creative capabilities to deliver the most integrated and extensive demand generation. Our purpose is to help B2B companies acquire new customers, strengthen existing relationships and optimize sales team performance.

OTHER ARTICLES

Forget the hype: The virtues of account based marketing

Article | March 17, 2020

Account based marketing (ABM) is a mainstay of the B2B sector. Often most beneficial when dealing with a niche product or service, ABM is especially useful if the aim is to address more than one person or department within an organisation with a tailored message. In basic terms, it involves taking a very targeted, longer-term approach, homing in on selected key accounts that have (or could have) a particular value and then establishing a far broader, strategic engagement with a client. As head of business marketing and customer experience at O2, Zoe Hominick is a keen advocate of ABM as a crucial channel for B2B marketing.

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5 Steps for Succeeding in Account-Based Marketing

Article | February 10, 2020

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.

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Using Intent Data Throughout the Customer Journey

Article | April 13, 2020

Intent is an indicator that an account is interested in a certain topic, based on the content consumption of people within an organization. I know that sounds a bit abstract, so let’s look at how it actually works. Let’s say that Gio is looking at some content on marketing attribution. Gio is a Marketing Operations Specialist at Whale Enterprises, and he’s considering buying some new software. Gio’s research is creating intent data that can be tracked by intent providers, who can then let marketing attribution providers know that Whale Enterprises is showing intent to buy a marketing attribution solution.

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What is Account Based Marketing and how does it help to generate B2B leads?

Article | February 25, 2020

Inbound marketing remains one of the most efficient digital marketing techniques available. But did you know that you can also perfectly combine the content that you create for your inbound strategy with a traditional outbound sales approach? Or can make it even more detailed for specific sectors? This technique is called Account Based Marketing, and we explain below what it is and how you can generate additional B2B leads with it.

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Spotlight

Demand Dock

Founded in 2017, Demand Dock is a leading research and analytics firm that partners with businesses globally across multiple sectors. Daily cultivate fresh ideas,so that your business bears the fruit of successful sales. Demand Dock's collegian atmosphere and knowledge-based ecosystem help to consistently redefine what it means to provide tailored solutions to clients.Demand Dock combines sales lead generation with marketing strategy and creative capabilities to deliver the most integrated and extensive demand generation. Our purpose is to help B2B companies acquire new customers, strengthen existing relationships and optimize sales team performance.

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