AN OVERVIEW OF ACCOUNT-BASED MARKETING

ED SKIBBE |

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Modern marketers these days can’t attend a conference, open their Twitter feed, or check their email without encountering a blitz of Account-Based Marketing articles, webinars, and infographics. What is Account-Based Marketing? How is it any different from the dozens of other hot marketing topics du jour? Is it “right” for your company? Is it “right” for your target market? Can it really drive revenue? How does it work, really? Do you have to do it all at once, or can you start slowly and grow incrementally? How does one get started? Those are some terrific, but potentially complicated questions. First, some basics. Businesses, especially large businesses, typically make significant purchasing decisions “by committee,” on a collective, rather than individual, basis. According to a 2015 IDG Enterprise survey, an average of 17 people participate in an enterprise purchasing decision, up from 10 people in 2010. Account-Based Marketing (ABM) recognizes this and targets opportunities at the business level, not just at the lead level. ABM recognizes the importance of communicating with each of the relevant individuals appropriately, based on and in the context of their specific role within the collective buying process.

Spotlight

DemandFluence

At DemandFluence, our lifework is to empower marketers find the right dart board by helping them discover who’s searching for their products or service offerings, by using data science. We analyze millions of interactions online powered by our data mining engine and applying predictive analytics to suggest our clients what prospects they should focus on! We can help you identify, profile, nurture, set appointment with decision makers or even consultant and train your inhouse team of lead generation.

OTHER ARTICLES

The MarTech Stack You Need To Execute ABM In 2020

Article | February 13, 2020

Account-based marketing (ABM) has become a critical strategy for B2B marketers as it allows companies to reduce customer acquisition costs, streamline targeting and generate more business within targeted key accounts. However, companies have to invest in a wide range of software tools to execute ABM at scale. Selecting the right kind of technology needed to implement and measure personalized ABM is an expensive proposition. It requires marketers to conduct a comprehensive evaluation of different business challenges and goals while building the MarTech stack.

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3 Crowd-Pleasing Recipes for Customer Retention with ABM

Article | February 13, 2020

When you give customers a great experience, chances are they’ll keep coming back for more. Today’s top CMOs know customer experience and customer retention are interlinked: they’re crucial ingredients in the recipe for business success. In fact, just a 5% increase in customer retention can increase profits between 25% and 125%. In recent years, account-based marketing (ABM) has emerged as an effective way to engage and retain customers from high-value accounts. A good ABM strategy is like a recipe it requires a set of great ingredients and well-timed actions to really work. That’s why our partners at Terminus whipped up a set of ABM recipes to help you delight your accounts. A number of these recipes call for marketing automation as a key ingredient to manage email campaigns, automate lead follow up, and more.

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Why account-based advertising is worth exploring in 2020

Article | February 13, 2020

How do you command attention from your preferred companies when the online world is awash with so much content that it’s easy to get lost in the crowd? In the past, creating good-quality articles and sharing them on social media might have been enough to drive buyers to your site. But this tactic is no longer sufficient if you want to stand out. With the advent of technology to accurately identify companies browsing online, the ability to place advertising in front of them has become possible. We call this approach account-based advertising (ABA). Not many organizations are taking advantage of it yet, but get ahead of the game and you could see significant growth in 2020.

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

Article | February 13, 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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Spotlight

DemandFluence

At DemandFluence, our lifework is to empower marketers find the right dart board by helping them discover who’s searching for their products or service offerings, by using data science. We analyze millions of interactions online powered by our data mining engine and applying predictive analytics to suggest our clients what prospects they should focus on! We can help you identify, profile, nurture, set appointment with decision makers or even consultant and train your inhouse team of lead generation.

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