An Account Based Marketing Framework

| March 7, 2017

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Account Based Marketing as a strategy is not something that can be undertaken on a whim. It takes a serious level of commitment and strategizing to produce worthwhile results; there are no half-measures when it comes to ABM. But, this strategy is not restricted to particular types of organizations.  Any organization can implement Account Based Marketing, it’s just a matter of how the approach is calibrated. The question you face when executing an ABM plan is  efficiency or effective Depending on the revenue structure of your organization one tactic will make more sense than the other. An efficiency model will be focused on utilizing resources and producing the best results possible with those resources. Focusing on effectiveness will result in closing as many deals with targeted accounts as possible, potentially at the cost of efficiency.

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The WishList

WishList is the creator of the brand WishList™, the first european concept of Gift Box and Digital Gift Voucher of physical products. WishList is proposed to the public via the e-commerce channel (www.wishlist.it) and via the B2B channel, offering access to more than 5,000 selected products, ready to be shipped home.

OTHER ARTICLES

Three Tips for Marketo Account-Based Marketing

Article | March 13, 2020

Account-based marketing has been a growing trend for today’s B2B marketing professionals. By aligning both sales and marketing teams with the same goals and objectives, we see our tech stacks evolve for better execution. Marketo has account-based marketing functionality, giving marketers and sales teams alike the capability of running successful account-based marketing campaigns. When getting started, there are three core areas you should focus on setting up: target named accounts, engagement campaigns, and results measurement.

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Everything you need to know about account-based marketing

Article | March 3, 2020

What exactly is account-based marketing or ABM? In a nutshell, ABM is targeted marketing that uses personalized campaigns and messaging to effectively reach a small, specific audience. “The analogy I like to use is that you're fishing with a spear when you're using ABM, and you're fishing with a net in traditional marketing,” explains Steve Lendt, Motum B2B’s Director of Engagement and Analytics. After researching and identifying which accounts you wish to target, you can begin developing personalized campaigns and content to address their specific needs and goals.

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How to Leverage the Power of Marketing Automation for Your Demand Gen Operations

Article | March 11, 2020

One of the most significant shifts in demand generation is the move towards account-based marketing. Traditional marketers utilized a ‘one-to-many’ approach where tracts of messages were blasted to an extensive database. The age of personalization has now dawned on-demand generation. Marketers need to tailor their messages to suit personas and targeted accounts better. This form of marketing abandons the idea of fishing with a wide net. It instead promotes hunting for your biggest fish with spears. Marketers need automation tools to enhance their account-based marketing operations. Data shows demand generation automation can increase customer engagement by 68%. It will also strengthen timely communications and increase demand gen opportunities by 58%.

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A 5 Step Journey to Launching an ABM Program

Article | February 27, 2020

While account-based marketing (ABM) has gained a lot of traction among B2B marketers, there isn’t much consensus in the industry around how to get started. We’re still seeing ABM strategies develop and mature, so the account-based playbook isn’t as clear or as widespread as the lead gen funnel was. That’s why in episode 2 of “Ask an ABM Expert”, Andrew Mahr, our Chief Customer Officer and host of the mini-series, tackles the five steps that we encourage practitioners to take when launching an ABM program. Andrew has helped launch thousands of successful ABM campaigns using this tried and true process, and today we’ll be diving into why each of these steps is foundational to fueling pipeline growth.

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Spotlight

The WishList

WishList is the creator of the brand WishList™, the first european concept of Gift Box and Digital Gift Voucher of physical products. WishList is proposed to the public via the e-commerce channel (www.wishlist.it) and via the B2B channel, offering access to more than 5,000 selected products, ready to be shipped home.

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