ACCOUNT-BASED MARKETING: TACTICS & TECHNOLOGY

| June 9, 2017

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Account-Based Marketing (ABM) isn’t a "hot new trend." In fact, it’s been around for a while. What is new, however, is that marketing technology has finally caught up, and we can now more effectively enable and enhance ABM tactics. In this Knowledge Brief, we’ll identify what you need to know to make the most of ABM in your own marketing efforts, and where you can find further opportunities for competitive advantage.

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SBC Advertising

When clients look for a partner to move business forward, cliché and obvious are the last things they need. We believe it’s time to start thinking and communicating differently. Our aim is to say what we mean and show real results. Plain and simple. Because ultimately, the work is about the clients. The brands. The businesses. And making people give a damn about them.

OTHER ARTICLES

The Missing Link in Your ABM Strategy Part 2

Article | March 19, 2020

In part one of this series, we defined account-based marketing (ABM), discussed why it mattered, and highlighted the need for a unified data strategy to create a single-source of truth. But many marketers still grapple with the question: is ABM a strategy or a technology? While ABM technology can certainly help marketers leverage data and speed to drive maximum efficiency, delivering personalized experiences off the back of a holistic data-based understanding is just part of the equation. ABM technology, on its own, can’t meet the need for a personalized and connected experience that our customers have come to expect.

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How the right content wins in account-based marketing

Article | April 20, 2020

Account-based marketing (ABM) has been around for long enough now that most companies have either rolled out strategies or are actively exploring their options. Looking at the ABM adoption model produced by the ITSMA, an industry association for technology-based marketing and services, many companies are in the experimentation stage and looking to further refine their initial pilot programs. As you begin to experiment and expand your ABM programs, there are many complexities that you can introduce like content personalization, website personalization, scaling accounts and channels, and additional technology and automation, to name a few.

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3 Ways to Create an Account-Centric ABM Strategy

Article | March 31, 2020

Terminus founder, Sangram Vajre’s definition of account-based marketing is a focused approach to B2B marketing in which marketing and sales teams work together to target the best-fit accounts and turn them into customers. Works for me! According to ITSMA, the share of total marketing budgets dedicated towards ABM have increased 73% in 2020. Remember, at the center of all of the emerging technologies is the customer and their rising expectations. As a B2B marketer, you must place your accounts at the center and build your business around them.

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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

SBC Advertising

When clients look for a partner to move business forward, cliché and obvious are the last things they need. We believe it’s time to start thinking and communicating differently. Our aim is to say what we mean and show real results. Plain and simple. Because ultimately, the work is about the clients. The brands. The businesses. And making people give a damn about them.

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