Account Based Marketing 101: How to Get Started & Succeed

| May 12, 2018

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ABM is hot, but there's a lot of noise right now. How do you break through to really understand what ABM is all about, and get started.

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Overdrive Interactive

Boston-based Overdrive Interactive is a full service online marketing firm that specializes in branding and lead generation services using: - Search engine optimization - Paid search management - Social media marketing - Email marketing - Online media planning & buying - Website application development.

OTHER ARTICLES

How to speed up lead nurturing with Account-Based Marketing

Article | February 17, 2020

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

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How to Approach Demand Gen in Challenging Times

Article | March 22, 2020

The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty on top of the risk and strain caused by a global pandemic whether an economic downturn is imminent, or how severe it might be, and for how long. Most B2B marketers we talk to are continuing to plan, develop and execute campaigns and other initatives, for the time being at least. Even then, we’re having many conversations on how clients should approach demand generation strategy in the coming weeks.

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Improve Your Marketing & Sales Alignment With Account-Based Marketing

Article | March 20, 2020

Marketing & sales alignment is among the key factors that play a major role in determining the success of any business. Many B2B companies are starting to embrace Account-Based marketing or ABM for their overall marketing endeavors. ABM perfectly underpins the conventional, short-term marketing objective of harboring leads with strategies aimed at driving revenue growth in the long-term. In this blog post, we’ll be talking about ABM and how businesses can improve their marketing and sales alignment around it. But before we jump right to it, let’s try and understand why B2B companies must have their marketing and sales team aligned.

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How ABM Does the Better Job for Your Demand Gen Funnel

Article | March 23, 2020

Account-based marketing (ABM) is no longer a new concept to B2B companies. It’s effectiveness as a marketing strategy has seen it gain traction among businesses in recent times, and managed cloud software companies have not been left behind. Generally, businesses that embrace the ABM approach treat their customers or prospects as individual markets not one huge audience. This highly targeted and personal strategy means that B2B companies can focus entirely on their customers and proceed to customize their marketing efforts including content creation with them in mind. In most cases, the returns from ABM campaigns are amazing. Data from ITSMA shows 85% of B2B marketers report that ABM outcomes superceed the investments they put in other marketing initiatives. But for managed cloud software companies seeking to boost their demand generation funnel, how can ABM help?

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Spotlight

Overdrive Interactive

Boston-based Overdrive Interactive is a full service online marketing firm that specializes in branding and lead generation services using: - Search engine optimization - Paid search management - Social media marketing - Email marketing - Online media planning & buying - Website application development.

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