Account Based Marketing in Numbers

September 16, 2017 | 45 views

If you read our previous blog post, you should have a considerable amount of knowledge on Account Based Marketing (ABM). Previously, we focused on the buzz around Account Based Marketing and how B2Bs are increasingly attracted towards it. If you are one of the 84% of companies that believe ABM provides significant benefits for retaining and expanding customer relationships, these are a few stats you need to know.

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ExactDrive, Inc

Exact Drive's self-serve advertising platform delivers online advertising solutions that make it faster and easier to reach more people who are ready to embrace your brand. We plan, manage and optimize online advertising campaigns to provide the results you want — with an ROI that’s impressive. Advertisers traditionally have very little control over online ad campaigns. We think that’s a mistake. That’s why we let you determine targeting, inventory selection, placement and more. The result is a tailored campaign that aligns with your brand, budget and schedule...

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ABM ACCOUNTS

Cookie-less ABM: What Should B2B Marketers Expect?

Article | July 19, 2022

Third-party cookie restrictions or outright bans were an inevitable step in the evolution of data protection. As a result, B2B marketers are preparing for a cookie-less future in which third-party data will no longer direct them to potential clients. They must now prepare new tactics to execute account-based marketing (ABM) strategies. Abhi Yadav, the founder of Zylotech, states that ABM strategies greatly depend on trustworthy data: “We believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities.” Abhi Yadav, the founder of Zylotech, states that ABM strategies greatly depend on trustworthy data: “We believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities.” In light of the demise of third-party cookies, where can B2B marketers turn for reliable information? Let us find out. First-Party Cookies When it comes to potential customers, first-party cookies are the most dependable source of information. These cookies assist in monitoring audience behavior when they visit our websites and engage with our content. Based on recent interactions, first-party cookie data will produce more relevant content. Data Points When developing ABM strategies, delve deeper into first-party data and use locations and keywords. B2B marketers can then contextualize the content and figure out what prompted the viewer to interact with it in the first place. Tracking Technologies Tracking technologies like reverse IP tracking are legal and can aid your ABM campaigns. This technology enables businesses to conduct reverse IP searches and access the top-level domain data that IP produces. The name of the business hosting that IP and the other details of those who registered the business IP can be accessed. Using this information, B2B marketers can develop an effective target list and pursue the target accounts with personalized content. Contextual Advertising Contextual advertising displays advertisements to website visitors based on the content they are currently viewing. As a result, the visitors find these ads relevant to their needs and are more receptive to them. ABM Success Requires Reliable Data Using primary data sources will provide direct feedback on the relevance of your content based on interactions with potential clients. As we enter this first-party world, you must remain agile, with new ABM tactics ready to guide clients toward successful partnerships.

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CORE ABM

Why Should Tech and Demand Gen Only Support ABM, Not Drive It?

Article | August 8, 2022

Targeted advertising has become the norm on popular ABM platforms. As a result, many marketers have forgotten ABM's principles. Leadership, marketing, revenue, sales enablement, customer success, and product teams should work together to hit ABM numbers instead of completely relying on platforms and demand generation strategies. Here are three reasons why ABM platforms and demand generation campaigns shouldn’t drive your ABM strategy: GTM Teams Cannot Advance Companies focusing on targeted demand gen through technology make their ABM strategy campaign-based instead of focusing on the interactions the sales and marketing teams need to have with target accounts to deliver revenue growth. They struggle with winning multi-year contracts. Ideally, the teams should focus on filling the gaps left by competitors with different content and messaging in order to turn accounts into sales. Buying Journey Support is Limited ABM is about getting key accounts to generate revenue. When teams rely on technology to put out content and messaging for target accounts but don’t change their sales motions, processes, and conversations, their win rates drop. They should change their prospects’ experiences at every stage of the buying journey to deliver an optimal customer experience. Sales Cycles Continue to be Lengthy An ABM strategy should be used to influence both selling conversations and internal conversations that the sales teams are not privy to. Creating demand and building a pipeline through ABM platforms won’t bring revenue growth if there is no follow-through to convert accounts. Teams should engage in account-based enablement and come up with a plan to engage accounts that go dark or get stuck in the buyer journey. Use Technology and Demand Generation in Moderation Remember that ABM platforms and demand gen strategies can enhance your ABM efforts, but they shouldn’t be the driving force behind your ABM strategy. Marketers need to start using ABM to fix the revenue issues in their organizations instead of treating it like a targeted demand-generation function.

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CORE ABM

Building an Account-centric Organization Part II

Article | August 5, 2022

In Part I of this article, we discussed the importance of the ABM foundation, ideal momentum of change, team training, and analyzing data to understand the performance of your ABM strategy. In this part, we will look at how CX, sales enablement, a strong team and consistency matter in successfully transforming your organization into an account-centric one. ABX: Endorse Experience Focus on the kind of experience you want to offer your target account. Offer them a customized and account-centric experience. Involve every department at a granular level to achieve an excellent customer experience. Enablement: Sales Resources Are Vital Support your sales teams through communication that works for them. Provide them with the right tools, content, insights, and data, even if they know how to do their job. Support and motivate them to close more deals. Consistency: Checking What’s Working Review your performance weekly and discuss outcomes with your teams—improvements, hurdles, and failures included. A full view of your strategy will show you where you need to make changes so you can fix them and make your ABM efforts work. Experience: Hire ABM Experts Executing ABM can be an overwhelming experience if you are new to it. Consider bringing in someone who has already run some successful ABM campaigns to make the process smoother. Doing this will guide and support your long-term efforts. Businesses and Customers Reap Rewards When an organization focuses solely on its target accounts, it achieves: Higher conversions and ROI Effective target audience reach Reduced customer attrition Business growth Synchronization in cross-functional teams Competitive edge in the market When target accounts choose an account-centric company, they get: Customized solutions to their pain points Support throughout the buying journey Excellent customer experience Long-term business association An ITSM Firm Addressed Revenue Concerns with an Account-Centric Approach A British IT service management (ITSM) analytics SaaS firm re-evaluated its ABM efforts to address revenue concerns. It increased relevance across all channels — LinkedIn profiles, content, and messaging to directly address decision-makers. It aligned its sales and marketing teams. Furthermore, it changed its focus to improving customer interactions along the buying journey. As a result, it gained customers like GoDaddy, British Airways, and JCPenney. A larger firm with a presence in North America, the UK, Europe and APAC acquired it as a part of a business expansion strategy. Wrapping It Up Amber Bogie, ABM Strategy Lead at Degreed, says, “In terms of attribution, if it's an ABM account, and it's seeing success, I'm attributing that to a company-wide effort of focusing on the right accounts using an ABM strategy.” Amber Bogie, ABM Strategy Lead at Degreed, says, “In terms of attribution, if it's an ABM account, and it's seeing success, I'm attributing that to a company-wide effort of focusing on the right accounts using an ABM strategy.” Remember, ABM works differently for different organizations. Therefore, there is not a one-size-fits-all approach, so you need to zero in on what works best for your organization to get everyone on board to achieve ABM success.

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TARGETED ACCOUNT STRATEGY

ABM Strategy in Healthcare: A Quick Overview

Article | July 5, 2022

Account-based marketing in healthcare helps marketers reach institutional decision-makers based on intent and target accounts. However, ABM becomes a bit more complex in the healthcare domain where the needs, regulations, and procurement processes vary widely, and so do the ways healthcare providers communicate. For an ABM strategy to work in this domain, effort, time, tailored content, and deep customer insights are necessary. ABM Strategy in Healthcare Here are the co-ordinated steps you need to take to implement ABM in the healthcare domain: Getting Buy-in Get buy-in from sponsors at the highest level and coordinate with functional stakeholders. Create client-centric teams and decide on KPIs that matter. Identify Key Accounts With the help of sales representatives and relationship managers, identify key HCP accounts that can benefit from your ABM strategy. Conduct Extensive Research Deep-dive into research on these key accounts, their history, buyer journeys with you. Find out their current and future needs and issues, and their status within the market. Tailor Your Content The research will help you tailor the content for your content marketing strategy. Address the decision-makers with content that solves their pressing issues to get the conversions you want. Analyze & Adjust the Strategy Analyze campaign results from time to time (preferably quarterly). Based on your identified KPIs, check what is working and what isn’t bringing the expected results. Adjust your strategy accordingly. What to Expect from ABM in Healthcare? Salesforce recently conducted research among healthcare marketing professionals. The results showed that 70% believed connected customer journeys positively impacted client loyalty and willingness to recommend products to others. So, ABM could be a great way to increase your revenue and get a higher ROI as compared to any other marketing strategy.

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Spotlight

ExactDrive, Inc

Exact Drive's self-serve advertising platform delivers online advertising solutions that make it faster and easier to reach more people who are ready to embrace your brand. We plan, manage and optimize online advertising campaigns to provide the results you want — with an ROI that’s impressive. Advertisers traditionally have very little control over online ad campaigns. We think that’s a mistake. That’s why we let you determine targeting, inventory selection, placement and more. The result is a tailored campaign that aligns with your brand, budget and schedule...

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CORE ABM

Demand Spring Releases First Annual State of ABM Report

Demand Spring | September 20, 2022

Two-thirds of marketers have implemented ABM strategies in their organizations BOSTON, MA – September 20, 2022 – Revenue Marketing consultancy Demand Spring today released their first annual State of Account-Based Marketing report. Demand Spring surveyed marketers located across North America, from a variety of industries. From the 100 responses received, we learned that while two-thirds of respondents have implemented ABM as part of their marketing strategy, many marketers are still trying to determine the optimal execution for these strategies. A number of key findings were uncovered in this survey: One third of marketers have seen more than 50% return on investment through their ABM efforts. 74% of respondents identified generating new business as the primary goal of their ABM strategy. 53% of respondents reported that their ABM campaigns have generated more revenue than other marketing efforts. 47% of marketers surveyed stated they have seen a moderate increase in sales and marketing alignment since implementing account-based marketing. Choosing the right target accounts was the top challenge (46%) identified by marketers in their ABM efforts. The two other main challenges survey respondents faced were delivering a personalized experience (39%) and selecting the right content and assets (34%). “With customers demanding better experiences throughout their buying process, Demand Spring felt it was time to see how B2B organizations are delivering on the promise of experience, and what role ABM is playing in their strategies,” said Tracy Thayne, Vice President of Strategy Consulting with Demand Spring. “This report is our first on ABM, so it establishes a baseline for follow-up research and offers strong insights for marketers just getting started with account-based execution.” For more information, and to see a full copy of the report, visit https://demandspring.com/research/state-of-account-based-marketing-2/. About Demand Spring Demand Spring is an integrated Revenue Marketing consultancy that helps marketing organizations stand taller by enabling them to scale their ability to contribute to pipeline and revenue. Our team of Revenue Marketing Strategists, Content Marketers, and Marketing Technologists help our clients transform their marketing practices, deliver exceptional customer experiences, and drive revenue. For more information, visit www.demandspring.com. -- Nicole Baker Communications Consultant Demand Spring

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ACCOUNT BASED DATA

Frost & Sullivan Recognizes GlobalSign with the 2022 Global Competitive Strategy Leadership Award in the Holistic TLS Certificate Market

GMO GlobalSign, Frost & Sullivan | September 21, 2022

Based on its recent analysis of the Global Holistic TLS Certificate Market, Frost & Sullivan recognizes GMO GlobalSign with the 2022 Competitive Strategy Leadership Award for deploying a wide range of public key infrastructure (PKI) security and digital identity management technologies. GMO GlobalSign is a well-established certificate authority (CA) and market-leading company in the holistic TLS certificate market, with an impressive market share of 8.9% in 2021. GlobalSign delivers multiple products and services in the field of PKI, such as authentication, managed SSL/TLS, secure email, code signing, and digital signatures, among others. Particularly, with one of its main products, AEG, GlobalSign has increased its innovative strength and leadership by automating complex tasks that would otherwise be costly and time consuming. “GlobalSign has established itself as a trusted CA among its customers for 25 years. Armed with a strong understanding of customer needs, the CA’s product development and go-to-market strategies address key customer pain points around online identities,” said Swetha Krishnamoorthi, Senior Industry Analyst, Cybersecurity at Frost & Sullivan. “GlobalSign has established itself as a trusted CA among its customers for 25 years. Armed with a strong understanding of customer needs, the CA’s product development and go-to-market strategies address key customer pain points around online identities,” said Swetha Krishnamoorthi, Senior Industry Analyst, Cybersecurity at Frost & Sullivan. “GlobalSign offers a cloud-based certificate lifecycle management (CLM) platform, Atlas, which ensures high scalability, throughput, and availability for certificate issuance. With the help of automation, Atlas empowers IT teams to flexibly manage and authenticate a broad array of identities – users, machines, IoT and mobile devices, and servers.” Customer experience was, and continues to be, a massive factor in how GlobalSign’s next generation certificate management platform, Atlas, has been designed. “GlobalSign also leverages its extensive partner network to build its customer base,” noted Swetha. “The company believes in creating a superior user experience on its platforms so that customers have less of a need for support. GlobalSign also empowers customers with the help of its AI-powered chatbot.” The company also launches extensive account-based marketing campaigns aimed at acquiring new leads, with the potential to become GlobalSign customers. As a result, GlobalSign stands out in the TLS certificate market and is expected to continue expanding in the coming years. Each year, Frost & Sullivan presents this award to the company that has leveraged competitive intelligence to execute a strategy successfully that results in stronger market share, competitive brand positioning, and customer satisfaction. Frost & Sullivan Best Practices Awards recognize companies in various regional and global markets for demonstrating outstanding achievement and superior performance in leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analyses, and extensive secondary research to identify best practices in the industry. About GMO GlobalSign As one of the world’s most deeply-rooted certificate authorities, GlobalSign is the leading provider of trusted identity and security solutions enabling businesses, large enterprises, cloud-based service providers, and IoT innovators worldwide to conduct secure online communications, manage millions of verified digital identities and automate authentication and encryption. Its high-scale PKI and identity solutions support the billions of services, devices, people, and things comprising the IoT. A subsidiary of Japan-based GMO GlobalSign Holdings K.K. and GMO Internet Group, GMO GlobalSign has offices in the Americas, Europe and Asia. For more information, visit https://www.globalsign.com.

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CORE ABM

Full Circle Insights Innovates Again with Full Circle ABM

Full Circle Insights | September 21, 2022

Full Circle Insights today announced the debut of Full Circle ABM, the first martech solution that gives B2B marketers the power to measure funnels in an Account Based Marketing (ABM) context. ABM is taking B2B marketing by storm, and in response to increasing customer requests, Full Circle has developed an innovative product that allows marketers to track account engagement from both digital and non-digital campaigns within an account funnel. Full Circle ABM addresses the reality that nearly all modern B2B companies sell to buying groups rather than individuals. A typical sales cycle starts with initial research followed by increased engagement across members of the buying group. With Full Circle ABM, users can leverage data from leading intent providers like 6sense, Bombora, and DemandBase, which flag accounts showing interest in buying a B2B product or service, even before members of the buying group become known to the business. In addition, the new offering also tracks and measures the buyer’s journey from initial click on a company’s web properties to closed sale. While Full Circle ABM is new and unique in the B2B martech space, it is powered by the same patented technology that drives Full Circle Insights’ award-winning Funnel Metrics and Campaign Attribution products. Customers asked for a solution designed expressly for ABM, and Full Circle Insights delivered with Full Circle ABM, a first-of-its-kind, CRM-native product that enables users to: Access the Full Circle Method ABM Dashboards, a set of out-of-the-box reports and charts organized into 4 dashboards Define and track an account funnel separate from the standard person-based funnel used in other marketing strategies Track target accounts through intent, engagement with marketing content, and progress toward becoming sales opportunities and customers Compare marketing impact on accounts for current time periods vs. previous time periods Monitor activity from defined members of a buying group so that the engagement value is assessed correctly, boosting conversion rates to yield more qualified opportunities Works with all Full Circle marketing analytics products: Campaign Attribution to attribute revenue to specific campaigns, Digital Source Tracker to track the impact of Digital marketing campaigns, Funnel Metrics for tracking person-based funnels, and Matchmaker for connecting Leads to Accounts in your CRM. “B2B marketers are moving to ABM because it not only reflects the reality that business customers make purchases with groups of buyers at accounts but also by focusing on accounts, it’s much easier to coordinate and align with sales,” said Bonnie Crater, President, and CEO of Full Circle Insights. “Until now, there wasn’t a CRM-native application that addressed the challenges of measuring ABM campaigns and their impact on pipeline and revenue. That’s why we’re introducing Full Circle ABM.” “B2B marketers are moving to ABM because it not only reflects the reality that business customers make purchases with groups of buyers at accounts but also by focusing on accounts, it’s much easier to coordinate and align with sales,” said Bonnie Crater, President, and CEO of Full Circle Insights. “Multiple interactions are often occurring simultaneously across an account and buying group. The lead-centric process blinds the organization to these insights due to its singular focus on engaging the initial individual. As a result, sellers often miss the opportunity to proactively engage other potential buying group members early in the buying cycle,” wrote Terry Flaherty and Mike Pregler in “Goodbye MQLs! Hello Opportunities!”, an April 2022 report by Forrester. “It’s time for sales and marketing leaders to say goodbye to their simplistic focus on individual leads and instead transition to a common focus on opportunities and the buying group members involved in the decision process. Shifting to a buying-group-centric process ensures all members of the revenue team — marketing, RDRs, and sales — are charged with developing a complete understanding of the customer’s buying process and solution interests. “The Forrester B2B Revenue Waterfall has established a standard set of stages for tracking account funnels. Full Circle ABM leverages this standard to make the adoption of ABM measurement much easier,” said Crater. Full Circle ABM is available today with subscriptions starting at $15,000 per year.

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CORE ABM

Demand Spring Releases First Annual State of ABM Report

Demand Spring | September 20, 2022

Two-thirds of marketers have implemented ABM strategies in their organizations BOSTON, MA – September 20, 2022 – Revenue Marketing consultancy Demand Spring today released their first annual State of Account-Based Marketing report. Demand Spring surveyed marketers located across North America, from a variety of industries. From the 100 responses received, we learned that while two-thirds of respondents have implemented ABM as part of their marketing strategy, many marketers are still trying to determine the optimal execution for these strategies. A number of key findings were uncovered in this survey: One third of marketers have seen more than 50% return on investment through their ABM efforts. 74% of respondents identified generating new business as the primary goal of their ABM strategy. 53% of respondents reported that their ABM campaigns have generated more revenue than other marketing efforts. 47% of marketers surveyed stated they have seen a moderate increase in sales and marketing alignment since implementing account-based marketing. Choosing the right target accounts was the top challenge (46%) identified by marketers in their ABM efforts. The two other main challenges survey respondents faced were delivering a personalized experience (39%) and selecting the right content and assets (34%). “With customers demanding better experiences throughout their buying process, Demand Spring felt it was time to see how B2B organizations are delivering on the promise of experience, and what role ABM is playing in their strategies,” said Tracy Thayne, Vice President of Strategy Consulting with Demand Spring. “This report is our first on ABM, so it establishes a baseline for follow-up research and offers strong insights for marketers just getting started with account-based execution.” For more information, and to see a full copy of the report, visit https://demandspring.com/research/state-of-account-based-marketing-2/. About Demand Spring Demand Spring is an integrated Revenue Marketing consultancy that helps marketing organizations stand taller by enabling them to scale their ability to contribute to pipeline and revenue. Our team of Revenue Marketing Strategists, Content Marketers, and Marketing Technologists help our clients transform their marketing practices, deliver exceptional customer experiences, and drive revenue. For more information, visit www.demandspring.com. -- Nicole Baker Communications Consultant Demand Spring

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ACCOUNT BASED DATA

Frost & Sullivan Recognizes GlobalSign with the 2022 Global Competitive Strategy Leadership Award in the Holistic TLS Certificate Market

GMO GlobalSign, Frost & Sullivan | September 21, 2022

Based on its recent analysis of the Global Holistic TLS Certificate Market, Frost & Sullivan recognizes GMO GlobalSign with the 2022 Competitive Strategy Leadership Award for deploying a wide range of public key infrastructure (PKI) security and digital identity management technologies. GMO GlobalSign is a well-established certificate authority (CA) and market-leading company in the holistic TLS certificate market, with an impressive market share of 8.9% in 2021. GlobalSign delivers multiple products and services in the field of PKI, such as authentication, managed SSL/TLS, secure email, code signing, and digital signatures, among others. Particularly, with one of its main products, AEG, GlobalSign has increased its innovative strength and leadership by automating complex tasks that would otherwise be costly and time consuming. “GlobalSign has established itself as a trusted CA among its customers for 25 years. Armed with a strong understanding of customer needs, the CA’s product development and go-to-market strategies address key customer pain points around online identities,” said Swetha Krishnamoorthi, Senior Industry Analyst, Cybersecurity at Frost & Sullivan. “GlobalSign has established itself as a trusted CA among its customers for 25 years. Armed with a strong understanding of customer needs, the CA’s product development and go-to-market strategies address key customer pain points around online identities,” said Swetha Krishnamoorthi, Senior Industry Analyst, Cybersecurity at Frost & Sullivan. “GlobalSign offers a cloud-based certificate lifecycle management (CLM) platform, Atlas, which ensures high scalability, throughput, and availability for certificate issuance. With the help of automation, Atlas empowers IT teams to flexibly manage and authenticate a broad array of identities – users, machines, IoT and mobile devices, and servers.” Customer experience was, and continues to be, a massive factor in how GlobalSign’s next generation certificate management platform, Atlas, has been designed. “GlobalSign also leverages its extensive partner network to build its customer base,” noted Swetha. “The company believes in creating a superior user experience on its platforms so that customers have less of a need for support. GlobalSign also empowers customers with the help of its AI-powered chatbot.” The company also launches extensive account-based marketing campaigns aimed at acquiring new leads, with the potential to become GlobalSign customers. As a result, GlobalSign stands out in the TLS certificate market and is expected to continue expanding in the coming years. Each year, Frost & Sullivan presents this award to the company that has leveraged competitive intelligence to execute a strategy successfully that results in stronger market share, competitive brand positioning, and customer satisfaction. Frost & Sullivan Best Practices Awards recognize companies in various regional and global markets for demonstrating outstanding achievement and superior performance in leadership, technological innovation, customer service, and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analyses, and extensive secondary research to identify best practices in the industry. About GMO GlobalSign As one of the world’s most deeply-rooted certificate authorities, GlobalSign is the leading provider of trusted identity and security solutions enabling businesses, large enterprises, cloud-based service providers, and IoT innovators worldwide to conduct secure online communications, manage millions of verified digital identities and automate authentication and encryption. Its high-scale PKI and identity solutions support the billions of services, devices, people, and things comprising the IoT. A subsidiary of Japan-based GMO GlobalSign Holdings K.K. and GMO Internet Group, GMO GlobalSign has offices in the Americas, Europe and Asia. For more information, visit https://www.globalsign.com.

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CORE ABM

Full Circle Insights Innovates Again with Full Circle ABM

Full Circle Insights | September 21, 2022

Full Circle Insights today announced the debut of Full Circle ABM, the first martech solution that gives B2B marketers the power to measure funnels in an Account Based Marketing (ABM) context. ABM is taking B2B marketing by storm, and in response to increasing customer requests, Full Circle has developed an innovative product that allows marketers to track account engagement from both digital and non-digital campaigns within an account funnel. Full Circle ABM addresses the reality that nearly all modern B2B companies sell to buying groups rather than individuals. A typical sales cycle starts with initial research followed by increased engagement across members of the buying group. With Full Circle ABM, users can leverage data from leading intent providers like 6sense, Bombora, and DemandBase, which flag accounts showing interest in buying a B2B product or service, even before members of the buying group become known to the business. In addition, the new offering also tracks and measures the buyer’s journey from initial click on a company’s web properties to closed sale. While Full Circle ABM is new and unique in the B2B martech space, it is powered by the same patented technology that drives Full Circle Insights’ award-winning Funnel Metrics and Campaign Attribution products. Customers asked for a solution designed expressly for ABM, and Full Circle Insights delivered with Full Circle ABM, a first-of-its-kind, CRM-native product that enables users to: Access the Full Circle Method ABM Dashboards, a set of out-of-the-box reports and charts organized into 4 dashboards Define and track an account funnel separate from the standard person-based funnel used in other marketing strategies Track target accounts through intent, engagement with marketing content, and progress toward becoming sales opportunities and customers Compare marketing impact on accounts for current time periods vs. previous time periods Monitor activity from defined members of a buying group so that the engagement value is assessed correctly, boosting conversion rates to yield more qualified opportunities Works with all Full Circle marketing analytics products: Campaign Attribution to attribute revenue to specific campaigns, Digital Source Tracker to track the impact of Digital marketing campaigns, Funnel Metrics for tracking person-based funnels, and Matchmaker for connecting Leads to Accounts in your CRM. “B2B marketers are moving to ABM because it not only reflects the reality that business customers make purchases with groups of buyers at accounts but also by focusing on accounts, it’s much easier to coordinate and align with sales,” said Bonnie Crater, President, and CEO of Full Circle Insights. “Until now, there wasn’t a CRM-native application that addressed the challenges of measuring ABM campaigns and their impact on pipeline and revenue. That’s why we’re introducing Full Circle ABM.” “B2B marketers are moving to ABM because it not only reflects the reality that business customers make purchases with groups of buyers at accounts but also by focusing on accounts, it’s much easier to coordinate and align with sales,” said Bonnie Crater, President, and CEO of Full Circle Insights. “Multiple interactions are often occurring simultaneously across an account and buying group. The lead-centric process blinds the organization to these insights due to its singular focus on engaging the initial individual. As a result, sellers often miss the opportunity to proactively engage other potential buying group members early in the buying cycle,” wrote Terry Flaherty and Mike Pregler in “Goodbye MQLs! Hello Opportunities!”, an April 2022 report by Forrester. “It’s time for sales and marketing leaders to say goodbye to their simplistic focus on individual leads and instead transition to a common focus on opportunities and the buying group members involved in the decision process. Shifting to a buying-group-centric process ensures all members of the revenue team — marketing, RDRs, and sales — are charged with developing a complete understanding of the customer’s buying process and solution interests. “The Forrester B2B Revenue Waterfall has established a standard set of stages for tracking account funnels. Full Circle ABM leverages this standard to make the adoption of ABM measurement much easier,” said Crater. Full Circle ABM is available today with subscriptions starting at $15,000 per year.

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