B2B Lead Generation Company: Staying With Times

| December 19, 2016

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Staying with the current trends is paramount for any B2B lead generation company in order to remain competitive. Sometimes this is easier said than done as a B2B lead generation company might be reluctant to let go off the methods that have proven successful so far. Outdated tools and methods can, however, drag on only for a while; after that you will see other competitors moving ahead with their novel strategies and use of latest technologies. A successful organization must always look ahead and try to keep abreast with the current trends and techniques. Investing time in studying the emerging trends does a lot of good to sales organizations as they can plan for future and never feel lagging behind their peers. It would be interesting to look at some of the emerging trends as far as the process of B2B lead generation is concerned. If you want to stay ahead of competition, you need to quickly adapt to these trends.

Spotlight

JACOB TYLER

California-based full-service branding and digital communications agency Jacob Tyler works with clients to bring their story to life. Founded in 2000 and now 20+ employees strong, the agency specializes in corporate identity development and positioning, planning and strategy, SEO, social media, and UI/UX design. Jacob Tyler was the second agency a wildlife theme park partnered with for web design, SEO, and ad retargeting. Jacob Tyler delivered backend and frontend design for a new WordPress site that allows the wildlife theme park to manage its content internally, instead of relying on third-party providers.

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ABM Automation: 4 Steps to Plan and Pace your ABM Efforts

Article | July 19, 2021

Account-based marketing is the ultimate personalization tool. Instead of incurring unnecessary marketing expenses, an account-centric strategy segregates vital business accounts and markets directly. This means, by appealing to specific market leaders, who can benefit from what your company has to offer, you can make marketing efforts more tailored and effective. ABM strategy is not new by any means. Still, it has gained widespread recognition over the past few years as it's evolved along with the progression of technology. An entirely tech-based, the marketing automation solutions have made account-based marketing more measurable and affordable for all-sized businesses. Thus, ABM automation gained pace. Research from Marketo suggests that account-based marketing delivers a better return on investment than other various strategies for 97% of marketers. Marketing automation plays a vital role in driving impressive results. It allows companies to target their outreach based on interests and actions. But what makes ABM automation win the rat race? ABM Automation: AI is the Driver The reason why ABM automation has recently emerged is the availability of AI. Initially, AI was used by ABM to propel the automatic selection of target accounts through predictive analytics. Also, it is driving intelligent marketing nurturing and other marketing responses based on how the targets respond, their needs, and so on. If you're targeting 100 accounts as potential new corporate customers, those accounts will visit different pages of your site. Some will download white papers and respond to emails. You will get leads from the targeted companies through these activities, and thus you can knock at their door. AI enables quick responding to a dynamically changing engagement in the ABM platform and delivers the best action. This is how automation with AI is emerging in ABM platforms. 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If your ABM software doesn't interact with the email marketing software, you won't be able to automate the process. In addition, if it doesn't relate to your CRM, it will be difficult to know if leads converted into accounts and track the ROI of an account-based campaign. So, to integrate ABM automation, you'll have to research and keep ICP, content, target accounts, and CRM all in one place. Tailor Your Content Ensure you're sending the right message to the right target account. Creating customized landing pages looking at how people have recently interacted with your brand is a great way to execute automation. Using ABM tools, you can automatically message target accounts with relevant messages when they engage with you and help you build the connections that become conversions. Create Dashboard to Assess Efforts The last step to automate your ABM platform is to track and measure the efforts you have put in to see information at-a-glance. You get information about your target accounts on your dashboard, such as open deals, company score, total pipeline, and the number of decision-makers identified. In addition, you should consider ongoing A/B tests when started with ABM automation. This is because you can see what messaging appeals to your ICP (Ideal Customer Profile). ABM is a result-driven approach. ITSMA reports that 87% of marketers consider ABM as delivering the highest returns. But without automation, ABM becomes a strewn process. Marketing automation lets your team offer a personalized approach and immediate outreach with valuable content that pushes visitors to become regular clients. Thus, using ABM software tools — ideally the marketing automation tools — can help you automate and scale your strategy and adds value to your ABM efforts. Frequently Asked Questions What are the account-based marketing tactics? Account-based marketing uses hyper-personalized tactics to attract, engage, and convert high-value accounts. Similarly, it uses emails to contact existing customers and target consumers and social media channels like LinkedIn, Facebook, and more to reach out to prospects. Why is an account-based marketing strategy so important? The importance of ABM lies in structuring marketing efforts and resources on key accounts to drive the most revenue. ABM maximizes the efficiency of your B2B marketing resources along with building the communication channel with sales to align with sales and marketing functions. How to create the automated ABM strategy? To create the automated ABM strategy, follow these steps: Create your Ideal Customer Profile (ICP) Align your target accounts Build campaigns Integrate ABM, marketing automation software, and CRM Personalize content Engage Set up a dashboard for assessment { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What are the account-based marketing tactics?", "acceptedAnswer": { "@type": "Answer", "text": "Account-based marketing uses hyper-personalized tactics to attract, engage, and convert high-value accounts. Similarly, it uses emails to contact existing customers and target consumers and social media channels like LinkedIn, Facebook, and more to reach out to prospects." } },{ "@type": "Question", "name": "Why is an account-based marketing strategy so important?", "acceptedAnswer": { "@type": "Answer", "text": "The importance of ABM lies in structuring marketing efforts and resources on key accounts to drive the most revenue. ABM maximizes the efficiency of your B2B marketing resources along with building the communication channel with sales to align with sales and marketing functions." } },{ "@type": "Question", "name": "How to create the automated ABM strategy?", "acceptedAnswer": { "@type": "Answer", "text": "To create the automated ABM strategy, follow these steps: Create your Ideal Customer Profile (ICP) Align your target accounts Build campaigns Integrate ABM, marketing automation software, and CRM Personalize content Engage Set up a dashboard for assessment" } }] }

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How Marketers are Resetting their Priorities and Skills to Win Big in 2020

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Spotlight

JACOB TYLER

California-based full-service branding and digital communications agency Jacob Tyler works with clients to bring their story to life. Founded in 2000 and now 20+ employees strong, the agency specializes in corporate identity development and positioning, planning and strategy, SEO, social media, and UI/UX design. Jacob Tyler was the second agency a wildlife theme park partnered with for web design, SEO, and ad retargeting. Jacob Tyler delivered backend and frontend design for a new WordPress site that allows the wildlife theme park to manage its content internally, instead of relying on third-party providers.

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