Account-Based Marketing: Past, Present, and Future

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If you’ve watched Mad Men, you’re more than familiar with names like Lucky Strike and Samsonite. The real-world accounts serviced by the svelte account executives of Sterling Cooper Draper Pryce were clients of real ad agencies like Ogilvy & Mather, Leo Burnett, and Young & Rubicam. Big “whale” accounts were the lifeblood of those agencies. Today, advertising has given way to marketing, but it’s the same old game. While it’s easier than ever before to attract and close one-off clients, big agencies need big accounts to survive because they’re the only ones able to pay agency rates. Back then, courting and keeping big accounts was a delicate affair.

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GRWTHCO

GRWTHCO’S Data-driven approach to digital advertising delivers real, measurable return on investment for your business. We specialize in: Target Based Marketing Marketing that focuses on a set list of potential clients that sales and marketing are aligned on. Target Based Marketing helps organizations build a pipeline and increase the quality and quantity of open opportunities and leads.

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ACCOUNT BASED DATA

Intent Marketing: Removing Guesswork Out of Marketing

Article | August 19, 2022

In 2018, Demand Gen Report’s ABM Benchmark Survey found that 25% of participating B2B companies used buyer intent data and monitoring tools. 35% of them planned on using intent data within a year. Cut to 2022, and about 99% of B2B marketers are using some form of B2B intent data in their marketing campaigns to target accounts (Source: InboxInsight). In his exclusive interview with Media 7, Gil Allouche, CEO of Metadata.io, talked about how data helps convert leads. “With access to valuable data, marketers are focused on leads that are more likely to become buyers. They can also work on targeting their messaging towards these potential buyers.” Buyer intent data helps in creating a robust foundation for your marketing efforts. Let us look at how intent marketing can help you get the sales and ROI you desire. Intent Marketing: The New Normal in B2B Intent-based marketing uses consumer data that signals purchasing intent through consumption of relevant content like blogs and infographics; product comparisons; product reviews; message boards; case studies; and news. Through this data, you can find out what your prospects are looking for, which stage of the customer journey they are in, if they are researching solutions or ready to make a purchase, and what kind of steps you can take to get in front of them. One of the most important benefits of intent marketing is that it removes the guesswork out of your marketing campaigns and ensures that you are targeting the correct prospects. This targeting can be done through either intent-based branding or intent-based marketing. Intent-based branding decodes the behavior of your target audience online while intent-based marketing harnesses data on the prospect’s buying behavior so you can tailor your marketing offerings accordingly. Consequently, your sales cycle is shortened. Power-up Your Content Strategy The biggest challenge B2B marketers like you face today is to cut through all the noise and create an impact on their prospects. Consumers have a host of content options. However, they do not want to consume unnecessary information. When the content is personalized to match their needs and goals, they are more likely to engage with it. Intent data helps you plan your content as it provides you with information on the theme, buyer personas and their behavior, buyer journey maps, content formats, copy, call to action (CTA), and keyword strategy that will best suit your prospect targeting efforts. An intent-based content strategy can deliver leads while increasing conversion rates and sales. It can give you the competitive edge you need to influence your prospects at the right time. Drive Sales and ROI Intent marketing brings in more conversions on landing pages and overall higher traffic and qualified leads to your website. It uses intent information to recruit engaged prospects for sales demos and events. It helps sales teams to effectively rank their leads and accounts so that they can focus on the right leads at the right time and not miss out on any sales opportunities. Your sales teams can execute effective nurture campaigns and create sales pitches with messaging that appeals to a target account’s buying committee. This messaging addresses the account’s pain points and requirements and accelerates the buying decision. Additionally, intent marketing helps improve customer retention rates and makes it easy for teams to identify cross-sell and upsell opportunities. It takes into consideration the existing customers’ signals to find any at-risk accounts to prevent churn and increase renewal. Data-driven Marketing Personalization Intent data makes it easy to personalize your marketing efforts and provides an accurate report of prospective signals, their needs, and interests so that you can segment and categorize them. Once this segmentation is done, you can determine what kind of content needs to be created and displayed for these accounts depending on their position in the buying cycle. With this kind of personalization, your target audience gets to know that you care about them and you can connect with them on a deeper level. Increase ABM Efficiency B2B buyer intent data helps your marketing, sales, and customer success teams align their goals so that they can agree on target accounts, establish lead hand-off processes, and diversify investments to target newer, relevant accounts while maintaining the current customer list. Intent data provides marketing intelligence for creating ICP in marketing, messaging, and brand positions for B2B account-based marketing. Additionally, it provides account intelligence for target account list creation, ways to increase engagement, improve lead scoring in ABM and lead nurturing tracks, thus increasing the efficiency of your account-based marketing. Summing It Up Intent-based marketing helps B2B marketers like you to understand potential customers so you can find high-value accounts and nurture them through customized content and targeted campaigns.

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BUYER INTENT DATA

Account Selection: How To Win Before You Start

Article | October 7, 2022

The first step in any account based go-to-market program is to create a target account list. Whether based on a formal Ideal Customer Profile (ICP) or not, the target account list represents an organization’s definition of the best accounts and those most likely to become customers. But in reality, marketers really only communicate with a subset of the account list at any one time, and even struggle to cover the full list over the course of a year.

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ACCOUNT BASED ANALYTICS

5 Steps for Succeeding in Account-Based Marketing

Article | August 3, 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 | February 10, 2020

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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Spotlight

GRWTHCO

GRWTHCO’S Data-driven approach to digital advertising delivers real, measurable return on investment for your business. We specialize in: Target Based Marketing Marketing that focuses on a set list of potential clients that sales and marketing are aligned on. Target Based Marketing helps organizations build a pipeline and increase the quality and quantity of open opportunities and leads.

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ACCOUNT BASED DATA

Demandbase Delivers Fully-Integrated Account-Based Marketing (ABM) for HubSpot CRM and Microsoft Dynamics 365

Demandbase | November 17, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announced native, bidirectional integrations with Microsoft Dynamics 365 and HubSpot CRM. This integration enables customers to use their CRM of choice to hit their revenue goals with zero waste, by identifying, engaging, and focusing their resources on accounts and prospects who are most likely to buy. Dynamics 365 and HubSpot customers will now be able to push their CRM data into Demandbase One to inform and automate workflows, such as Lead-to-Account mapping, and tracking and taking action on engagement. Powered by a combination of the customer’s data, Demandbase’s proprietary data, and AI — what we call Account Intelligence — they will also be able to see and act on Demandbase intent and engagement data within their CRM. Microsoft Dynamics 365 customers, who have had access to integrated Demandbase sales intelligence, will now be able to see Demandbase engagement data along with sales intelligence in one unified view. For HubSpot customers, today’s announcement expands the number of workflows they can automate beyond what is already available with Demandbase’s HubSpot Marketing Automation integration. Both of these integrations improve orchestration, delivering greater sales and marketing alignment, and a friction-free experience. “These integrations ensure our customers who use Dynamics 365 and Hubspot CRM realize the full value of the Demandbase platform,” says Brewster Stanislaw, chief product officer at Demandbase. “These integrations ensure our customers who use Dynamics 365 and Hubspot CRM realize the full value of the Demandbase platform,” says Brewster Stanislaw, chief product officer at Demandbase. “Pairing Demandbase natively with the CRM allows our customers to orchestrate a seamless go-to-market motion with full alignment between marketing and sales. We’re providing the full power of our Account Intelligence in these connected systems and saving sales and marketing teams time by providing them actionable insights wherever they want to consume them. The result is better performance with less manual effort at every stage of the customer journey.” With these integrations, customers can use their own CRM data to build lists and filters in the Demandbase One platform. They can define selectors, set up orchestration, create Demandbase campaigns, visualize and apply Demandbase intent and predictive scores, analyze journeys, and build reports. In addition, customers can write valuable Demandbase data and insights to their own Dynamics or HubSpot CRM instances. This creates unity between Demandbase and their CRM, and gives customers a single user interface in which they can view all Account Intelligence. Accurate account identification, combined with their CRM data, also means better predictive models, marketing and sales alerts, personalization opportunities, and more. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

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ABM ACCOUNTS

NextRoll Promotes Industry Veteran Roli Saxena to CEO

NextRoll, RollWorks | November 15, 2022

NextRoll, a marketing technology company that enables ambitious marketers to grow their businesses, today announced that it has promoted Roli Saxena to CEO, effective immediately. In her new role, Saxena is responsible for leading NextRoll's next phase of its transformation journey, as well as leveraging deep data and machine learning advantages to create new business opportunities. Saxena, who is succeeding interim CEO and CFO Peter Krivkovich, will continue to move the company forward on its path of product-led growth in the marketing technology space. She will oversee overall company performance for both of NextRoll's two business units: AdRoll, its marketing and advertising platform for eCommerce brands, and RollWorks, its account-based marketing platform to help B2B companies grow revenue. Additionally, she will be responsible for building on the already strong culture that NextRoll has for its employees - creating company-wide initiatives that drive diversity and empowerment for current and future talent. "I am thrilled to be leading NextRoll in this role during such a pivotal time of growth for the company," said Saxena. "I am thrilled to be leading NextRoll in this role during such a pivotal time of growth for the company," said Saxena. "By tapping into our core machine learning and data capabilities, we are solving critical challenges for our customers. I look forward to leading us through what's next on our journey. During my period with AdRoll, I've been incredibly impressed with the DE&I standards that NextRoll has in place. I am thrilled to be able to expand upon that and ensure that diversity, equity, inclusion and belonging continue to be in the fabric of our culture, an approach that ultimately benefits everyone involved." Saxena joins NextRoll from the company's eCommerce focused business unit, AdRoll, where she spent more than a year and a half serving as President. During that time, she helped shepherd incredible growth and traction in software and partnerships - hiring new talent and expanding opportunities with partners like Shopify. Prior to joining NextRoll, Saxena served as Chief Customer Officer at Brex, where she transitioned the company from a single product to a multi-product SaaS company, accelerating growth and transformation. She also headed up Sales and Customer Success teams at LinkedIn that were instrumental to the company's IPO and its growth to more than three billion dollars in revenue. "I've enjoyed watching Roli grow in her current position with AdRoll over the last few years, and I couldn't think of a leader more suited for NextRoll," said Krivkovich. "Roli's experience and compassion made her the obvious choice to take over the reins and I feel confident stepping away from this role knowing that she will be there to drive incredible growth, just like she has done with AdRoll." Along with her role as CEO of NextRoll, Saxena will also temporarily continue to serve as President of AdRoll. About NextRoll NextRoll is a marketing technology company delivering products ambitious marketers use and rely on to grow their businesses. Powered by machine learning and integrated data platforms, NextRoll's technology serves tens of thousands of businesses globally through its two business units: RollWorks, an account-based platform for business-to-business marketing and sales teams, AdRoll, a marketing and advertising platform for direct-to-consumer brands. NextRoll is a privately-held, remote friendly company headquartered in San Francisco, CA with additional offices in New York City, Salt Lake City, Dublin and Sydney. To learn more visit www.nextroll.com. About AdRoll AdRoll is a marketing and advertising platform that helps ecommerce brands grow revenue and save time on one streamlined platform. Make web ads, social ads, and email work together and more effectively run, measure, and optimize your marketing efforts. Powered by industry-leading automation and personalization, AdRoll's machine learning capabilities analyze real-time advertising data to drive traffic and sales. AdRoll helps customers generate more than $246 billion in sales annually and has been used by over 140,000 brands since 2006. Get started today at www.adroll.com About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

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ACCOUNT BASED DATA

AdCombo released the guide where to find B2B partners

AdCombo | November 08, 2022

Relationships between companies play a huge role. Various collaborations, joint promotions, access to exclusive products, promo codes, and other unique suggestions open new opportunities for a company. Firstly, the number of customers will increase. Users like to get all the benefits in one place. It's convenient. Secondly, the company's significance in the niche increases. Based on psychology, users trust companies that work with established brands more. Thus, on an emotional level, they put a company and a well-known brand on the same level. Where to search for B2B partners? There are several possible options: Personal recommendation The method will work for companies that have been in the niche for some time. A personal recommendation is still one of the most powerful tools for creating new partnerships. Create every opportunity to get your company recommended to others. Word of mouth still works great. Perfect online representation All social networks, websites, blogs, and forums of the company need to be in order. They should be easy to use and, of course, updated. If a significant partner faces a cheap uncomfortable site or social network with old posts, most likely cooperation won't take place, even if excellent conditions will be suggested. Account-Based Marketing (aka Key Account Marketing) It is a search and tracking of key clients. Here it is necessary to develop a step-by-step strategy: Identify the target partner (it may be the whole company) Find the contacts Create a unique selling proposition based on the needs of the potential partner Implementing the collaboration Performance measurement Attending niche conferences The importance of conferences should not be forgotten. It is a place of direct contact with current or potential partners. Here it is essential to understand that key partners are unlikely to meet among the booths in the exposition area. Pre-parties, after-parties, and VIP areas should be attended. Meetings in such places can have an enormous boost to further business development. AdCombo is a CPA network of 100,000 affiliates, who generate over 1 billion clicks a day across the globe. They provide thousands of exclusive offers in low competition markets across more than 12 niches.

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ACCOUNT BASED DATA

Demandbase Delivers Fully-Integrated Account-Based Marketing (ABM) for HubSpot CRM and Microsoft Dynamics 365

Demandbase | November 17, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announced native, bidirectional integrations with Microsoft Dynamics 365 and HubSpot CRM. This integration enables customers to use their CRM of choice to hit their revenue goals with zero waste, by identifying, engaging, and focusing their resources on accounts and prospects who are most likely to buy. Dynamics 365 and HubSpot customers will now be able to push their CRM data into Demandbase One to inform and automate workflows, such as Lead-to-Account mapping, and tracking and taking action on engagement. Powered by a combination of the customer’s data, Demandbase’s proprietary data, and AI — what we call Account Intelligence — they will also be able to see and act on Demandbase intent and engagement data within their CRM. Microsoft Dynamics 365 customers, who have had access to integrated Demandbase sales intelligence, will now be able to see Demandbase engagement data along with sales intelligence in one unified view. For HubSpot customers, today’s announcement expands the number of workflows they can automate beyond what is already available with Demandbase’s HubSpot Marketing Automation integration. Both of these integrations improve orchestration, delivering greater sales and marketing alignment, and a friction-free experience. “These integrations ensure our customers who use Dynamics 365 and Hubspot CRM realize the full value of the Demandbase platform,” says Brewster Stanislaw, chief product officer at Demandbase. “These integrations ensure our customers who use Dynamics 365 and Hubspot CRM realize the full value of the Demandbase platform,” says Brewster Stanislaw, chief product officer at Demandbase. “Pairing Demandbase natively with the CRM allows our customers to orchestrate a seamless go-to-market motion with full alignment between marketing and sales. We’re providing the full power of our Account Intelligence in these connected systems and saving sales and marketing teams time by providing them actionable insights wherever they want to consume them. The result is better performance with less manual effort at every stage of the customer journey.” With these integrations, customers can use their own CRM data to build lists and filters in the Demandbase One platform. They can define selectors, set up orchestration, create Demandbase campaigns, visualize and apply Demandbase intent and predictive scores, analyze journeys, and build reports. In addition, customers can write valuable Demandbase data and insights to their own Dynamics or HubSpot CRM instances. This creates unity between Demandbase and their CRM, and gives customers a single user interface in which they can view all Account Intelligence. Accurate account identification, combined with their CRM data, also means better predictive models, marketing and sales alerts, personalization opportunities, and more. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

Read More

ABM ACCOUNTS

NextRoll Promotes Industry Veteran Roli Saxena to CEO

NextRoll, RollWorks | November 15, 2022

NextRoll, a marketing technology company that enables ambitious marketers to grow their businesses, today announced that it has promoted Roli Saxena to CEO, effective immediately. In her new role, Saxena is responsible for leading NextRoll's next phase of its transformation journey, as well as leveraging deep data and machine learning advantages to create new business opportunities. Saxena, who is succeeding interim CEO and CFO Peter Krivkovich, will continue to move the company forward on its path of product-led growth in the marketing technology space. She will oversee overall company performance for both of NextRoll's two business units: AdRoll, its marketing and advertising platform for eCommerce brands, and RollWorks, its account-based marketing platform to help B2B companies grow revenue. Additionally, she will be responsible for building on the already strong culture that NextRoll has for its employees - creating company-wide initiatives that drive diversity and empowerment for current and future talent. "I am thrilled to be leading NextRoll in this role during such a pivotal time of growth for the company," said Saxena. "I am thrilled to be leading NextRoll in this role during such a pivotal time of growth for the company," said Saxena. "By tapping into our core machine learning and data capabilities, we are solving critical challenges for our customers. I look forward to leading us through what's next on our journey. During my period with AdRoll, I've been incredibly impressed with the DE&I standards that NextRoll has in place. I am thrilled to be able to expand upon that and ensure that diversity, equity, inclusion and belonging continue to be in the fabric of our culture, an approach that ultimately benefits everyone involved." Saxena joins NextRoll from the company's eCommerce focused business unit, AdRoll, where she spent more than a year and a half serving as President. During that time, she helped shepherd incredible growth and traction in software and partnerships - hiring new talent and expanding opportunities with partners like Shopify. Prior to joining NextRoll, Saxena served as Chief Customer Officer at Brex, where she transitioned the company from a single product to a multi-product SaaS company, accelerating growth and transformation. She also headed up Sales and Customer Success teams at LinkedIn that were instrumental to the company's IPO and its growth to more than three billion dollars in revenue. "I've enjoyed watching Roli grow in her current position with AdRoll over the last few years, and I couldn't think of a leader more suited for NextRoll," said Krivkovich. "Roli's experience and compassion made her the obvious choice to take over the reins and I feel confident stepping away from this role knowing that she will be there to drive incredible growth, just like she has done with AdRoll." Along with her role as CEO of NextRoll, Saxena will also temporarily continue to serve as President of AdRoll. About NextRoll NextRoll is a marketing technology company delivering products ambitious marketers use and rely on to grow their businesses. Powered by machine learning and integrated data platforms, NextRoll's technology serves tens of thousands of businesses globally through its two business units: RollWorks, an account-based platform for business-to-business marketing and sales teams, AdRoll, a marketing and advertising platform for direct-to-consumer brands. NextRoll is a privately-held, remote friendly company headquartered in San Francisco, CA with additional offices in New York City, Salt Lake City, Dublin and Sydney. To learn more visit www.nextroll.com. About AdRoll AdRoll is a marketing and advertising platform that helps ecommerce brands grow revenue and save time on one streamlined platform. Make web ads, social ads, and email work together and more effectively run, measure, and optimize your marketing efforts. Powered by industry-leading automation and personalization, AdRoll's machine learning capabilities analyze real-time advertising data to drive traffic and sales. AdRoll helps customers generate more than $246 billion in sales annually and has been used by over 140,000 brands since 2006. Get started today at www.adroll.com About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

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ACCOUNT BASED DATA

AdCombo released the guide where to find B2B partners

AdCombo | November 08, 2022

Relationships between companies play a huge role. Various collaborations, joint promotions, access to exclusive products, promo codes, and other unique suggestions open new opportunities for a company. Firstly, the number of customers will increase. Users like to get all the benefits in one place. It's convenient. Secondly, the company's significance in the niche increases. Based on psychology, users trust companies that work with established brands more. Thus, on an emotional level, they put a company and a well-known brand on the same level. Where to search for B2B partners? There are several possible options: Personal recommendation The method will work for companies that have been in the niche for some time. A personal recommendation is still one of the most powerful tools for creating new partnerships. Create every opportunity to get your company recommended to others. Word of mouth still works great. Perfect online representation All social networks, websites, blogs, and forums of the company need to be in order. They should be easy to use and, of course, updated. If a significant partner faces a cheap uncomfortable site or social network with old posts, most likely cooperation won't take place, even if excellent conditions will be suggested. Account-Based Marketing (aka Key Account Marketing) It is a search and tracking of key clients. Here it is necessary to develop a step-by-step strategy: Identify the target partner (it may be the whole company) Find the contacts Create a unique selling proposition based on the needs of the potential partner Implementing the collaboration Performance measurement Attending niche conferences The importance of conferences should not be forgotten. It is a place of direct contact with current or potential partners. Here it is essential to understand that key partners are unlikely to meet among the booths in the exposition area. Pre-parties, after-parties, and VIP areas should be attended. Meetings in such places can have an enormous boost to further business development. AdCombo is a CPA network of 100,000 affiliates, who generate over 1 billion clicks a day across the globe. They provide thousands of exclusive offers in low competition markets across more than 12 niches.

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