ACCOUNT-BASED MARKETING: TACTICS & TECHNOLOGY

|

article image
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.

Spotlight

Impression Digital Limited

We're a multi award winning team of digital marketing specialists. We pride ourselves on combining a data driven approach with creative flair to achieve outstanding results that exceed our clients' goals. We work hard. And we play hard... With offices in Nottingham and London, we serve businesses across the UK and beyond. Our services include SEO, PPC, PR, CRO and web design. We work with ecommerce and lead generation businesses.

OTHER ARTICLES

Account Based Marketing: A novel marketing approach, helping enterprises to reap high ROI

Article | February 10, 2020

Conventional Marketing is being gradually replaced by the account level personalisation aka. Account-Based Marketing or Account-Based Selling. It is more than just another strategic approach to marketing helping enterprises to target and acquire high value customers. Adding to this, advances in modern marketing techniques have empowered marketers to embrace the ABM swiftly at a higher scale.

Read More

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.

Read More

The Missing Link in Your ABM Strategy Part 2

Article | February 10, 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.

Read More
ACCOUNT-BASED ADVERTISING

HOW UGC IS CHANGING THE GAME FOR YOUR BUSINESS’? MARKETING (EXAMPLES OF BRANDS WHO GET IT)

Article | February 10, 2020

You’re overcomplicating it. You don’t need the studio lighting, you don’t need a $2000+ camera, you don’t need a full production crew. Actually, it can actually be more effective for your content to not use any of this. Keep reading to learn how. By now, I’m sure you’ve noticed the rise of user-generated content (UGC). UGC is photos and videos created for your brand by customers, viewers, or followers. There’s so much beauty in this and throughout 2020, with everyone stuck inside their house, lots of companies had no choice but to make do with what they could. Sometimes this meant FaceTime photoshoots or videos that customers shot on regular iPhones. I am a huge fan of user-generated content and most consumers are, too. Let’s unpack the beauty of why this is such a beautiful and effective form of content on both the customer side as well as the business’ side.

Read More

Spotlight

Impression Digital Limited

We're a multi award winning team of digital marketing specialists. We pride ourselves on combining a data driven approach with creative flair to achieve outstanding results that exceed our clients' goals. We work hard. And we play hard... With offices in Nottingham and London, we serve businesses across the UK and beyond. Our services include SEO, PPC, PR, CRO and web design. We work with ecommerce and lead generation businesses.

Events