Account-Based Marketing: How to Scale your Business in Digital-Only Marketplace

There’s a new business world evolving—a digital-only marketplace driven by the recent global pandemic. It impacted every company, forced them to change the way they operate, market, and sell. Proven best marketing practices, such as Account-Based Marketing (ABM), are commonplace for B2B marketers. That said, the new reality and new normal is forcing companies to rethink how they can optimize their strategy to be more accurate and direct with a one-to-many engagement model.

As COVID-19 continues to be spreading, B2b marketers (you) should take advantage of the downtime to assess and scale your business in the evolving digital-only marketplace. This is because once you exit from this crisis, businesses would be ordinary.

So, one of the most effective ways to keep your marketing strategy dynamic is to look for fresh ideas, tactical approaches, get creative with adding personalization, and include some empathy in messages to help customers during this period of uncertainty.

With account-based marketing, set a relatively new concept of marketing strategies to scale your business. Understanding this, you can better deliver the right solution to your targeted and potential customers.

As you are defining and refining your ABM marketing strategy, how can you help customers more with solutions precisely? It’s time to explore new ways to communicate and engage more and more accounts.

Get Creative with Your ABM Strategy

ABM may not be a new concept in the B2B space. Still, there’s always an opportunity to freshen up your strategy and get creative with different aspects. The most influential and budding trend of being creative is personalization. Yes! Personalization will let you focus on your target audience and achieve brand recognition and higher conversions.

Identify a List of Ideal Target Audience

As ABM is about tailoring campaigns to specific accounts, the first thing you need to do is to identify a list of important accounts for your campaign. The easiest way to begin is by asking your sales team to pick accounts from the existing customer data.

Finding companies matching your ideal target customer helps narrow down your focus for a longer period. Once you have a list of companies, use the same social media strategies to search their profile pages and find similar companies. But, sometimes, there might be some companies on social media that do not match your ideal customer profile. In such cases, you can research for each of the “similar” accounts you find.

Want to know how to proceed? Read further.

Research Each Account

Unlike research for personas, ABM is not about targeting an individual. Instead, it requires proper account-based research! So, what information you need to get initially and collect to start your research? It’s recommended to start with the following:
  • Market-wise: Includes industry, company size, and competitors
  • Company-wise: Marketing share, revenue, and past revenue records
  • Client/Audience wise: Buying power, designation, influencers, and management

In most cases, this information will be visible on the company website, press releases, social media pages, or annual reports. One of the most critical aspects of the research phase is identifying and getting access to key decision-makers. The more you identify them, the more successful will be your ABM campaign. It is because, today, the number of people involved in decision-making is growing. According to Gartner, in a typical firm with 100-500 employees, approximately 7-8 people stay engaged in the buying decisions. But you need to convince. How? Good content plays a crucial role here.

Content? How? Read the next point to understand.

Use Dynamic Content

Creating dynamic content is a great way to have personalized communications with your target accounts. Whether emails, newsletters, subscriptions, websites, blogs, and videos, among others, are the best ways to initiate personalization in your marketing strategy when doing ABM.

Demand Gen Report’s survey found that 95% of B2B buyers choose a solution provider through content. This helps them navigate each stage of the buying process. Here are ABM’s most effective content-based marketing tactics:

Personalized content: 78%
Emails: 68%
Social media: 57%
Targeted display ads: 50%
Search engines: 50%
Mobile ad: 48%

To understand how dynamic content plays a key role, hop to the next level.

Generate Relevant Content

What kind of content engages B2B buyers? It is relevant and informational content because such contents are more attractive, which interests a buyer is to engage with you. Also, in terms of the most effective ABM strategies, personalized content ranks number one!

So, how you make relevant content? The standard approach in ABM for B2B marketers is to create tailored content for a specific industry. But you can also customize content for particular accounts. It is an excellent practice to review the existing content before you customize content for any specific account. It will give you more ideas and insights.

For example, blog posts, case studies, white papers, and e-books are the most considered relevant content for your ideal target account. Then, categorize by stage in the sales funnel. Whether they fall under the top of the funnel (includes blogs, articles, videos, and infographics), middle of the funnel (includes eBooks, case studies, white papers, and video tutorials), and bottom of the funnel (includes free blogs, blog samples, quotes, etc.). This way, you know accurately the type of content (a relevant one) that needs to be sent to a buyer based on the funnel stage.

However, if you have no content that rings with your ideal customer, interview existing customers that match their profile to understand their top business challenges. This becomes extremely powerful and results in attracting more and more potential customers in the future.

In this context, only 42% of marketers communicate with their customers as part of their content research phase. Without interviewing existing customers, the content created might not be relevant. Thus, it becomes one primary reason buyers don’t engage with brands.

Use Personalized Content

Today, content personalization is playing a pivotal role in the new digital marketing landscape. It is working on customizing the content-based interests of audiences and their challenges. It can help you target your specific market segments more accurately and enable more chances of conversion. Personalization of content aims to ultimately understand how the businesses will benefit from your products and services.

To increase the size of your marketing net through ABM strategy, it is vital to be sure that your target accounts resonate with your content across the following touch-points:
  • Use personalized content on social media platforms to gain maximum outreach
  • Utilize advanced programmatic ads to communicate directly to your target accounts
  • Develop landing pages precisely to one target account or multiple accounts that have similar needs within a similar industry

Tell your Story to Connect

If you want to stand out from the crowd, your ABM strategy must be unique instead of being cut and dry. Storytelling is a perfect opportunity to be creative in showcasing your business (brand). Such an approach gives a broad perspective to your audiences. Hence, they learn more about your brand, the solutions you provide, and the benefits they might gain from the collaboration.

Storytelling in your content-based ABM strategy can take on many forms, such as:
  • Combine product videos with case-studies related to the target account’s needs.
  • In case-studies, use relevant success stories during targeting. Allow them to see themselves as the business in the case study.
  • Highlight the past customer experience to the target account.
  • Share your company culture and milestones.

These points attribute holistically to create proper storytelling— one of the most critical aspects of content-based ABM strategy for marketing.

Personalize Your Website

Creating a dynamically personalized and highly relevant website is extremely important to target accounts. Based on their behavior, location, profile, and other attributes, a website provides a different experience to your targeted accounts. Imagine browsing a website and seeing your industry on its homepage—wouldn’t you be intrigued to browse further? This is how a part of personalization works. So, personalize your website by tailoring content, gathering events, webinars, discussion forums, and collaboration with your industry leaders. These attributes help personalization become more powerful, as you gain the ability to catch target account’s interest the moment they click on your website.

To create a personalized website, remember these points:
  • Diversify your content through blog posts, infographics, video or slide presentations, etc.
  • Your website’s structural flow should accommodate a straightforward user experience.
  • Easy navigation of the website to encourage leads
  • Perform testing on keywords, pricing info, placement of CTAs, layout, images, landing pages, and contact forms.
  • Boost the quality of your content for accuracy, coherence, and tone.

Distribute Content to the Right Person

The foremost goal of ABM strategy to scale your business is to reach the right person at the right account. It is necessary so that you can engage, nurture, and build a strong connection.

What’s the most effective way to create content to reach the right person?

It’s an Email. Emails still work efficiently than any other content form when it comes to campaigns. The content for it needs to be highly relevant to contact a single account or a group of accounts that match your ideal customer’s profile.

E-mail is not just limited to marketers. Sales representatives can use email too! 92% of businesses pay attention to emails even if it’s sent from a company that they have never done business with. They read an email that contains ideas that might be relevant to their business. Also, 78% of decision-makers have taken appointments or attended an event inspired by cold emails.
So, do not be mistaken with email marketing dead just yet!

To understand it more, know-how a direct mail can be effective:
  • 80% of mail gets attention and opened.
  • 56% of buyers initiate contact with the help of direct mail.
  • 59% of buyers enjoy receiving direct mail from brands they like.
  • The average ROI for mail campaigns is between 18-20%.

Therefore, with mails, you can target a particular account and tailor the content particularly for them. Also, you can tailor the content to include personal details such as company logo, names, and job titles. Because this helps clients remember your company details than of others on top of their minds.

Explore Experimental Marketing

Experiential marketing in ABM strategy can combine real-world and virtual touch-points to promote higher campaign engagement. Refining your ABM campaigns around the tenants of experiential marketing can increase the likelihood of a conversion and strengthen your brand loyalty with target accounts.

To do experiential marketing in your ABM strategy program, keep the focus on the following tactics:
  • Create new content messaging to connect to the new focused target audience.
  • Create a client value proposition on an account-by-account, including content marketing tricks.
  • Focusing on an emotional connection between the target account and your brand to give solutions is essential
  • Apply your content marketing strategies to a digital and real-world customer experience framework.
  • Include all of your standard digital marketing channels, in-person events, and one-on-one meetings

Lastly, Re-think Everything

While the COVID-19 pandemic has left a wake of loss and misfortune in the B2B business world, the new digital-only reality will accelerate digital transformation across every B2B enterprise. More importantly, this will catalyze to resolve puzzling technology, skills, and organizational challenges that have prevented marketing teams from fully delivering a rich customer experience through their ABM programs. So, you should re-think everything at this time, including your tech stack, to increase the number of marketing technology.

Leveraging a one-size-fits-all approach to ABM does not work, especially in a COVID-19 affected world. Now, more than ever, you need to include and demonstrate empathy and engage target accounts with the right content and message in your ABM strategy. By this, marketing organizations can quickly understand which accounts are in a buy-cycle and contribute to the virility of your campaigns within your accounts to expand coverage and conversion results.

Frequently Asked Questions


How effective is ABM?

ABM helps companies to align their sales and marketing functions with increasing revenue. 60% of them using ABM have increased revenue by 10% in a year. Also, other companies have seen a 30% and more increase in business revenue. Therefore, by implementing account-based marketing, B2B marketers will have a technology stack that can scale their new business.

How does personalization help ABM strategy to scale?

  • If you have included personalization, here are ways that help your ABM strategy to scale:
  • Create a strategic design, including creating empathy maps for each target audience segment or customer personas.
  • Create proprietary datasets according to patterns of customer profiles, get insight, and include personalization messages, content on social media platforms, blogs, websites, and more.
  • Use Tech integrations such as voice recognition and augmented reality, which is mobile-friendly, to reduce the cost of managing millions of data points.
  • Automate process: Campaign creation, content creation through emails, and more.

How to prepare ABM strategies?

  • Follow these steps to prepare ABM strategies:
  • Build the sales bridge to establish alignment between sales and marketing leadership.
  • Define your segments.
  • Align marketing and sales processes.
  • Empower sales and marketing, including technology stacks like artificial intelligence, machine learning, chatbots, VR, and AR.
  • Host consistent planning sessions with territory-level managers.

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X Factor Communications Ltd

Why in the world would you want to follow X Factor Communications on LinkedIn? Because We'll bring you top tips and great articles on the most important developments across social networks such as LinkedIn, Twitter, Facebook & Instagram.

OTHER ARTICLES
Core ABM

The 5 Things to Know About Account-Based Marketing

Article | June 15, 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.

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5 Steps for Succeeding in Account-Based Marketing

Article | August 5, 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.

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

Article | June 21, 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.

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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.

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Spotlight

X Factor Communications Ltd

Why in the world would you want to follow X Factor Communications on LinkedIn? Because We'll bring you top tips and great articles on the most important developments across social networks such as LinkedIn, Twitter, Facebook & Instagram.

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Core ABM

Intellimize Joins Forces with Demandbase to Revolutionize ABM

PR Newswire | October 19, 2023

Intellimize, the leading AI experience optimization platform, today announced their partnership and integration with Demandbase, the leader in AI-driven account-based go-to-market. Shared customers of Intellimize and Demandbase can now use firmographic attributes to build custom audiences that deliver personalized experiences. For example, customers can target specific accounts, or groups of accounts based on company size, industry, revenue, and more, to show a dedicated experience on their website. This integration enables marketers to deliver dynamic website experiences across the buyer's journey, a critical element to account based marketing (ABM) program success. Coupa, a SaaS company, is using the integration to deliver personalized landing pages to target accounts in specific industries and has seen great success. By breaking out their campaigns not only by industry, but also revenue tier, they're able to further tailor experiences to key accounts and deliver messages that resonate with each visitor. We used the Intellimize integration with Demandbase to personalize pages on our website by industry and by revenue tier, and as a result we were able to boost conversions by an average of 8.4% (and for a certain industry it was a 227% boost in conversion rates!). We were also able to figure out which messages work best for which industry and which revenue tier, which is extremely valuable across all of our marketing efforts. Ally Vandenherik, Senior Digital Marketing Manager, Coupa Software This integration will not only enable users of both products to curate highly personalized experiences for target accounts, but will also allow them to ensure those experiences are consistent across all website properties, landing pages, and other content, better educating buyers across all points of their journey. Additionally, the integration will unlock significant upsell and cross sell opportunities for brands looking to create account-specific special offers, amplifying countless revenue opportunities. "We are excited to partner with Intellimize, so our joint customers can create more meaningful experiences for their customers," remarked Michael Wilczak, chief strategy and development officer at Demandbase. "We're all about using data and AI to light up the buyer journey and remove friction for both the buyer and seller. Our partnership with Intellimize is a perfect fit for this vision." About Intellimize Intellimize is the only codeless SaaS platform that uses AI to optimize for 1:1 personalized website experiences across the entire buyer's journey. Marketing teams gain a competitive edge when using Intellimize to drive efficient pipeline and revenue growth in a cookieless world. Leading marketing teams at Gong, Okta, Drift, Sumo Logic, Coupa and more trust Intellimize to inspire, test and learn faster, drive revenue, and be more efficient. Intellimize is backed by Cobalt Capital, Addition, Amplify Partners, Homebrew, and Precursor Ventures. Learn more on the Intellimize website or follow them on LinkedIn, Twitter, or Facebook.

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Anteriad’s 177% Surge in SQLs Drives it to the Drum Awards Finals

Anteriad | November 07, 2023

Anteriad, the global B2B marketing solutions provider, proudly announced that its marketing team has been selected as a finalist for the prestigious Drum Award in the B2B: Brand and In-House Team of the Year category. The award recognizes outstanding achievements and impactful results in the B2B marketing landscape. Notable nominees include Salesforce Studio, Economist Impact, and MasterCard Creative Studio. The winner of this esteemed award will be revealed on November 29. Under the leadership of CMO Lynn Tornabene, Anteriad's marketing team has navigated through several acquisitions and a rebrand in 2022, ultimately devising a sophisticated marketing strategy that resonates with the company's B2B capabilities. Leveraging their own intent data and content syndication tools, the team crafted an effective Account-Based Marketing (ABM) strategy, delivering personalized content tailored to individual customer behavior across digital platforms. Additionally, they introduced advanced audience modeling and reporting methodologies. The team's efforts have resulted in a significant upsurge in various key performance indicators (KPIs), including a 40% increase in total leads generated, a 25% rise in engagement through nurture campaigns, and a notable 177% enhancement in Sales Qualified Leads. Notably, the team's agility and successful outcomes were recognized by Anteriad's CEO, Rob Sanchez, who expressed pride in their achievements and highlighted the team's adept use of the company's own products. Anteriad's robust marketing solutions, backed by its Marketing Cloud platform tracking over 500 billion buyer-related signals monthly, have empowered leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI multiples. With a focus on providing high-fidelity B2B buyer data, multichannel execution services, tele-based conversion, and expert advisory, Anteriad remains committed to supporting B2B marketers globally. Anteriad's heavy reliance on digital platforms and personalized content in their marketing strategy may raise concerns about privacy and data security, potentially leading to issues regarding data breaches and unauthorized use of personal information. However, the company's recognition as a finalist for the Drum Award highlights their adept navigation through acquisitions and rebranding, resulting in a sophisticated marketing approach that effectively utilizes its own data and content tools. Its notable achievements, including significant increases in total leads, nurture campaign engagement, and Sales Qualified Leads, showcase their proficiency in implementing advanced audience modeling and reporting, ultimately empowering leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI through the use of Anteriad's robust Marketing Cloud platform. About Anteriad Anteriad is a data-driven and tech-enabled B2B powerhouse, caters to the needs of growth-oriented marketing leaders worldwide. With a focus on precision and scale, the company offers a comprehensive suite of services including high-fidelity B2B buyer data, multi-channel campaign execution, tele-based conversion services, and expert advisory, all backed by its award-winning Anteriad Marketing Cloud platform. Notable clients like IBM, Microsoft, Forbes, SHRM, and Lenovo have leveraged Anteriad's capabilities, benefiting from its global reach and GDPR-compliant data solutions.

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Demandbase Gets Named 2023 ABM Leader in Gartner’s Magic Quadrant

Demandbase | November 06, 2023

Demandbase, an AI-driven account-based go-to-market (GTM) leader, has been named a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. The recognition is based on Demandbase's completeness of vision and ability to execute and follows being named a Gartner Peer Insights Customers' Choice for ABM earlier this year. Demandbase's CEO, Gabe Rogol, attributes the recognition to product innovations and positive customer reviews. Demandbase, a pioneer in AI-driven account-based go-to-market (GTM), announces its recognition as a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. This honor, which follows a comprehensive evaluation of nine vendors, is a testament to Demandbase’s comprehensive vision and its ability to execute effectively. Earlier this year, the company also received the Gartner Peer Insight Customers’ Choice for ABM. Gartner defines ABM platforms as software that empowers B2B marketing and sales teams to implement ABM programs at scale, including account selection, planning, engagement, and reporting. These platforms facilitate the creation of target account lists by integrating first- and third-party data. Additionally, they may engage audiences by activating channels such as display advertising, social advertising, email, and sales engagement, using a combination of native capabilities and integrations. Gabe Rogol, CEO of Demandbase, expressed his praise for the innovations the team had worked on by exclaiming, We are honored to be recognized as a leader in the Gartner ABM Magic Quadrant once again this year. We believe this recognition is a reflection of the dedication and effort we’ve invested in our product over the past year, including innovations in connected TV advertising, non-English intent, new integrations, continuous improvement of our account intelligence, the release of workspaces for enterprises, simplified dashboards, UI improvements, and more. We also believe this recognition mirrors the consistently positive reviews we receive from customers through Gartner Peer Insights and on G2. We extend our gratitude to Gartner, our customers, and our entire team. [Source – Cision PR Newswire] According to the Magic Quadrant report, the essential capabilities of ABM platforms include: Account-level intent data (proprietary and/or licensed) to understand customer behavior and buyer interest. Multi-channel campaign orchestration and activation drive engagement and progression in the buyer’s journey. Monitoring accounts and measuring analytics to quantify progress and performance across channels, campaigns, and programs On the downside, Demandbase may face stiff competition from other vendors in the ABM market, such as 6sense, Terminus, and Roll Works. It may need to invest more in product development, marketing, and customer support to maintain its leadership position and customer satisfaction. Additionally, it may encounter challenges in integrating its platform with other systems and data sources, such as CRM, marketing automation, and analytics tools. On the upside, Demandbase can leverage its recognition as a leader and a customer’s choice to attract new customers and retain existing ones. It can also showcase its product innovations and customer reviews as proof of its value proposition and differentiation in the market.

Read More

Core ABM

Intellimize Joins Forces with Demandbase to Revolutionize ABM

PR Newswire | October 19, 2023

Intellimize, the leading AI experience optimization platform, today announced their partnership and integration with Demandbase, the leader in AI-driven account-based go-to-market. Shared customers of Intellimize and Demandbase can now use firmographic attributes to build custom audiences that deliver personalized experiences. For example, customers can target specific accounts, or groups of accounts based on company size, industry, revenue, and more, to show a dedicated experience on their website. This integration enables marketers to deliver dynamic website experiences across the buyer's journey, a critical element to account based marketing (ABM) program success. Coupa, a SaaS company, is using the integration to deliver personalized landing pages to target accounts in specific industries and has seen great success. By breaking out their campaigns not only by industry, but also revenue tier, they're able to further tailor experiences to key accounts and deliver messages that resonate with each visitor. We used the Intellimize integration with Demandbase to personalize pages on our website by industry and by revenue tier, and as a result we were able to boost conversions by an average of 8.4% (and for a certain industry it was a 227% boost in conversion rates!). We were also able to figure out which messages work best for which industry and which revenue tier, which is extremely valuable across all of our marketing efforts. Ally Vandenherik, Senior Digital Marketing Manager, Coupa Software This integration will not only enable users of both products to curate highly personalized experiences for target accounts, but will also allow them to ensure those experiences are consistent across all website properties, landing pages, and other content, better educating buyers across all points of their journey. Additionally, the integration will unlock significant upsell and cross sell opportunities for brands looking to create account-specific special offers, amplifying countless revenue opportunities. "We are excited to partner with Intellimize, so our joint customers can create more meaningful experiences for their customers," remarked Michael Wilczak, chief strategy and development officer at Demandbase. "We're all about using data and AI to light up the buyer journey and remove friction for both the buyer and seller. Our partnership with Intellimize is a perfect fit for this vision." About Intellimize Intellimize is the only codeless SaaS platform that uses AI to optimize for 1:1 personalized website experiences across the entire buyer's journey. Marketing teams gain a competitive edge when using Intellimize to drive efficient pipeline and revenue growth in a cookieless world. Leading marketing teams at Gong, Okta, Drift, Sumo Logic, Coupa and more trust Intellimize to inspire, test and learn faster, drive revenue, and be more efficient. Intellimize is backed by Cobalt Capital, Addition, Amplify Partners, Homebrew, and Precursor Ventures. Learn more on the Intellimize website or follow them on LinkedIn, Twitter, or Facebook.

Read More

Core ABM

Anteriad’s 177% Surge in SQLs Drives it to the Drum Awards Finals

Anteriad | November 07, 2023

Anteriad, the global B2B marketing solutions provider, proudly announced that its marketing team has been selected as a finalist for the prestigious Drum Award in the B2B: Brand and In-House Team of the Year category. The award recognizes outstanding achievements and impactful results in the B2B marketing landscape. Notable nominees include Salesforce Studio, Economist Impact, and MasterCard Creative Studio. The winner of this esteemed award will be revealed on November 29. Under the leadership of CMO Lynn Tornabene, Anteriad's marketing team has navigated through several acquisitions and a rebrand in 2022, ultimately devising a sophisticated marketing strategy that resonates with the company's B2B capabilities. Leveraging their own intent data and content syndication tools, the team crafted an effective Account-Based Marketing (ABM) strategy, delivering personalized content tailored to individual customer behavior across digital platforms. Additionally, they introduced advanced audience modeling and reporting methodologies. The team's efforts have resulted in a significant upsurge in various key performance indicators (KPIs), including a 40% increase in total leads generated, a 25% rise in engagement through nurture campaigns, and a notable 177% enhancement in Sales Qualified Leads. Notably, the team's agility and successful outcomes were recognized by Anteriad's CEO, Rob Sanchez, who expressed pride in their achievements and highlighted the team's adept use of the company's own products. Anteriad's robust marketing solutions, backed by its Marketing Cloud platform tracking over 500 billion buyer-related signals monthly, have empowered leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI multiples. With a focus on providing high-fidelity B2B buyer data, multichannel execution services, tele-based conversion, and expert advisory, Anteriad remains committed to supporting B2B marketers globally. Anteriad's heavy reliance on digital platforms and personalized content in their marketing strategy may raise concerns about privacy and data security, potentially leading to issues regarding data breaches and unauthorized use of personal information. However, the company's recognition as a finalist for the Drum Award highlights their adept navigation through acquisitions and rebranding, resulting in a sophisticated marketing approach that effectively utilizes its own data and content tools. Its notable achievements, including significant increases in total leads, nurture campaign engagement, and Sales Qualified Leads, showcase their proficiency in implementing advanced audience modeling and reporting, ultimately empowering leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI through the use of Anteriad's robust Marketing Cloud platform. About Anteriad Anteriad is a data-driven and tech-enabled B2B powerhouse, caters to the needs of growth-oriented marketing leaders worldwide. With a focus on precision and scale, the company offers a comprehensive suite of services including high-fidelity B2B buyer data, multi-channel campaign execution, tele-based conversion services, and expert advisory, all backed by its award-winning Anteriad Marketing Cloud platform. Notable clients like IBM, Microsoft, Forbes, SHRM, and Lenovo have leveraged Anteriad's capabilities, benefiting from its global reach and GDPR-compliant data solutions.

Read More

Core ABM

Demandbase Gets Named 2023 ABM Leader in Gartner’s Magic Quadrant

Demandbase | November 06, 2023

Demandbase, an AI-driven account-based go-to-market (GTM) leader, has been named a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. The recognition is based on Demandbase's completeness of vision and ability to execute and follows being named a Gartner Peer Insights Customers' Choice for ABM earlier this year. Demandbase's CEO, Gabe Rogol, attributes the recognition to product innovations and positive customer reviews. Demandbase, a pioneer in AI-driven account-based go-to-market (GTM), announces its recognition as a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. This honor, which follows a comprehensive evaluation of nine vendors, is a testament to Demandbase’s comprehensive vision and its ability to execute effectively. Earlier this year, the company also received the Gartner Peer Insight Customers’ Choice for ABM. Gartner defines ABM platforms as software that empowers B2B marketing and sales teams to implement ABM programs at scale, including account selection, planning, engagement, and reporting. These platforms facilitate the creation of target account lists by integrating first- and third-party data. Additionally, they may engage audiences by activating channels such as display advertising, social advertising, email, and sales engagement, using a combination of native capabilities and integrations. Gabe Rogol, CEO of Demandbase, expressed his praise for the innovations the team had worked on by exclaiming, We are honored to be recognized as a leader in the Gartner ABM Magic Quadrant once again this year. We believe this recognition is a reflection of the dedication and effort we’ve invested in our product over the past year, including innovations in connected TV advertising, non-English intent, new integrations, continuous improvement of our account intelligence, the release of workspaces for enterprises, simplified dashboards, UI improvements, and more. We also believe this recognition mirrors the consistently positive reviews we receive from customers through Gartner Peer Insights and on G2. We extend our gratitude to Gartner, our customers, and our entire team. [Source – Cision PR Newswire] According to the Magic Quadrant report, the essential capabilities of ABM platforms include: Account-level intent data (proprietary and/or licensed) to understand customer behavior and buyer interest. Multi-channel campaign orchestration and activation drive engagement and progression in the buyer’s journey. Monitoring accounts and measuring analytics to quantify progress and performance across channels, campaigns, and programs On the downside, Demandbase may face stiff competition from other vendors in the ABM market, such as 6sense, Terminus, and Roll Works. It may need to invest more in product development, marketing, and customer support to maintain its leadership position and customer satisfaction. Additionally, it may encounter challenges in integrating its platform with other systems and data sources, such as CRM, marketing automation, and analytics tools. On the upside, Demandbase can leverage its recognition as a leader and a customer’s choice to attract new customers and retain existing ones. It can also showcase its product innovations and customer reviews as proof of its value proposition and differentiation in the market.

Read More

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