B2B Marketing: How Verizon is Creating Account-Based Experiences

| September 23, 2019

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The challenge for B2B marketers is that purchase decisions aren’t made by individuals. They’re made by buying teams in accounts, and you need to engage them over long arcs of time and partner with sales to win deals.

Spotlight

TwentyCi

We are TwentyCi, the leading consumer trigger intelligence and engagement business. We develop consumer engagement strategies with a simple focus: marketing in the moment of purchase intent. We call this life event contextual marketing. Through identifying the events in our lives that act as motivational and behavioural triggers to purchase, we work with brands and agencies to develop contextually targeted marketing programmes delivered to engage your target customers in the moments that matter.

OTHER ARTICLES

How Lead Nurturing Works In Account-Based Marketing?

Article | March 12, 2020

Lead nurturing is the automated process of sending personalized and relevant content to prospects and customers at every stage of their account life cycle. It focuses on marketing and communication efforts on listening to the demands of prospects and providing the information and answers they seek.

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10 Valuable Benefits of Account-Based Marketing That'll Push your Marketing Goals

Article | June 22, 2021

B2B businesses use various marketing techniques to increase revenue. Most marketers run campaigns to target a wide range of audiences. But strategies are rarely successful in the B2B world. Moreover, these companies are forced to sell to a narrow list of prospects. So, they use a combination of inbound and account-based marketing techniques to make the magic happen. But, most of them probably aren't marketing the right way. Similarly, if the sales team fails to align with marketing in your company, perhaps, it's time to try something new. Because, as a marketer, you already know how difficult it is to decide on marketing aspects. Of course, none of these are convincing unless you aren't aware of account-based marketing and its clear and observable benefits. The benefits of Account-Based Marketing can help you to know accurately how to measure marketing ROI. In addition, the benefits can button-up marketing-to-sales alignment, reduce or maintain the size of the sales force you need, and cater to your marketing message to specific targeted accounts. The list of advantages and benefits of Account-Based Marketing (ABM) is endless. But, here is an attempt through the ten most valuable ones that'll push your marketing goals with ABM. An Opportunity to Get Personal Personalization is an essential benefit of Account-Based Marketing! ABM technology allows marketers to create more personalized messaging for specific accounts instead of creating blanket messaging for a larger number of accounts. When approaching a specific account, spending as much time and effort as creating relevant content is essential, which provides value for your targeted account. For instance, instead of creating bulk email marketing, your efforts would work better if there is direct messaging or account-targeted ads for your accounts. Faster Sales Process Depending on your business, industry, and resources, the sales cycle typically looks something like this: 1) Prospect → 2) Connect → 3) Research → 4) Present → 5) Close → 6) Delight Several investors are involved in making a final purchase decision. This can often slow down your sales and marketing process. But when you do account-based marketing, it allows making the process faster. With ABM, you get the opportunity to specifically nurture your primary decision stage, along with all relevant accounts, to facilitate the sales process. However, with the concept of ABM, you can communicate individually to every stakeholder in an account. Hence, this would make the individual sales process faster and longer, yet very effective. Clearer Path to ROI ABM is precise, targeted, and measurable. And it helps you maximize your ROI. With personalization as one of the most effective marketing tactics, you select only valuable accounts, which boost your sales, and thus, ROI increases. In addition, the approach makes your team easily align sales with consistent marketing that grows ROI. Here are some stats to support this benefit of Account-based Marketing: Response rates from ABM accounts: 47% Online activities: 39% Number of new contacts in accounts: 36% Participation in all marketing activities: 25% Set an Appropriate Marketing Budget A sound ABM strategy would help your marketing team focus on the targeted accounts on the various touchpoints to explore during their buying journey. Scaling ABM techniques will save a lot on your allotted marketing budget, which has been wasted on useless leads before. From a marketing budget perspective, ABM is the best way to go for any B2B communication coupled with the newest ABM tools and strategies to target specific organizations or companies. Experience Lesser Risk Possibilities This benefit of account-based marketing can significantly reduce unnecessary waste and risk factors. By scaling ABM marketing strategies, you can do more. Smart ABM technology helps the same number of account managers to target, market, convert, and upsell a much larger number of accounts personally. This means there's much less risk involved. Therefore, with ABM tactics adequately set up, accounts become revolving doors—even if one contact is lost, another one will walk right in. It's that simple—ABM is a no-brainer. Better Reporting Your marketing campaign's effectiveness can be measured using ABM metrics. And, the truth is, the more tangible these metrics are, the more clearly you can target your account. The main benefit of account-based marketing is that there are fewer metrics you're required to keep track of, which helps you to report better. This makes it easier to set marketing goals. And so, analyzing reports becomes a breeze compared to pulling out large sets of data from different accounts. This is because you tend to spend more time assessing each aspect of the efforts put in by you. So, the metrics help to document relevant data for all the accounts and set better goals at the end of the quarter. So, if you're sure of your target audience, ABM is the way to go! Sales Alignment Becomes Much Better ABM technology provides a supplementary targeted marketing initiative, which directly aligns sales and marketing teams to work together & keep track of their efforts and goals. With that, purpose-driven activities like communication code, the collaterals to be shared, the tone of messages, and the ultimate content are put in sync between marketing and sales teams. So that these directly address the unique needs of each account. Trust-Based Customer Relations Companies are always looking for solutions to their problems online. In this case, ABM provides them a personalized solution through communication. Be it through blogs, whitepapers, videos, or social media, as they naturally get attracted to you if you offer to solve their problems. This further creates trust between the two. A relationship based on trust is a relationship that can lead to good sales, and future referrals may be. Make Data-Driven Decision As there are many benefits of account-based marketing, it effectively encourages marketers to make data-driven decisions. ABM creates a framework for sales and marketing teams to make data-driven decisions after targeting specific accounts. And then market to maximize upsell or create cross-selling opportunities by identifying prospects in the future. The Right Target, the Right Leads The concept of ABM is revolutionary. Its marketing methodology focuses on scoring the right leads as opposed to many leads. Why spend half of your team's energy on low-profit clients to create low-level leads when one right kind of lead can help your business to earn a double-digit revenue? As with ABM, you get to target only the accounts most likely to your business; therefore, the right leads are generated. This leads to more revenue than those hundreds of the wrong leads. This is the ultimate benefit of account-based marketing that ultimately runs your business! ABM makes B2B marketing interesting and sensible completely. Now you know the benefits of Account-Based Marketing. Just that you need is to implement ABM strategies and see its magic and how your business grows better than ever! Frequently Asked Questions How does ABM work? ABM focuses on identifying accounts, which means companies that match ideal clients and target critical decision-makers with personalized messages and content through advertising campaigns. Content forms such as blogs, social media, and whitepapers work well with the ABM strategy. Who uses Account-Based Marketing? Generally, marketers prefer doing account-based marketing to identify target accounts, personalize the marketing and campaign experience. Thus, allowing the sales team to convert accounts into leads. Does account-based marketing work? Yes, account-based marketing works indeed. It encourages the marketing and sales team to identify target accounts, craft customized campaigns for accounts, and align individual accounts through the pipeline before and after converting into leads. How to use ABM? To use the ABM platform, here are the steps explained: Identify targets while setting up an effective ABM strategy Understand the targets Define and personalize content formats Choose relevant channels Offer solutions Measure & mold { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How does ABM work?", "acceptedAnswer": { "@type": "Answer", "text": "ABM focuses on identifying accounts, which means companies that match ideal clients and target critical decision-makers with personalized messages and content through advertising campaigns. Content forms such as blogs, social media, and whitepapers work well with the ABM strategy." } },{ "@type": "Question", "name": "Who uses Account-Based Marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Generally, marketers prefer doing account-based marketing to identify target accounts, personalize the marketing and campaign experience. Thus, allowing the sales team to convert accounts into leads." } },{ "@type": "Question", "name": "Does account-based marketing work?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, account-based marketing works indeed. It encourages the marketing and sales team to identify target accounts, craft customized campaigns for accounts, and align individual accounts through the pipeline before and after converting into leads." } },{ "@type": "Question", "name": "How to use ABM?", "acceptedAnswer": { "@type": "Answer", "text": "To use the ABM platform, here are the steps explained: Identify targets while setting up an effective ABM strategy Understand the targets Define and personalize content formats Choose relevant channels Offer solutions Measure & mold" } }] }

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How to kickstart your Account Based Marketing strategy

Article | March 30, 2020

It’s official – studies show that marketers who implement account based marketing generate 200% more revenue in their efforts than those who don’t. In fact, 84% of B2B marketers have bought into this vision and believe that ABM delivers higher ROI than any other marketing strategy. But what makes it crucial for B2B success you ask? Well, ABM is highly useful for organizations with multiple stakeholders or buyers. It’s not just about personalizing your brand messages and targeting multiple decision-makers at every touch point, but doing that at scale. A senior marketing manager at Hubspot says,“It is to address the needs of an organization by connecting with all of the stakeholders within it. That's one reason why it works so well in B2B -- oftentimes you have to work with five or more stakeholders in a given sale.” While account based marketing has been around for a few years, it still feels like a relatively new concept and marketers are still trying to perfect their strategies for ABM. In this article, we’ll take you back to the basics, walk you through some examples, strategies, tactics backed by data and top marketers in the B2B space, so you’re ready to bring your A-game. Quick Links: - What is account based marketing? - B2B account based marketing - Some sure-fire account based marketing strategies with examples -Identifying your target -Researching your accounts -Tailoring content to resonate with your prospects - Finding the best channels for your campaigns -Running your campaigns -Measure and evaluate your results - Some real-life examples of account based marketing - Account based marketing best practices What is account based marketing? Account based marketing, in its simplest, is a business strategy used to focus on a set of high-quality target accounts instead of a lot of weak accounts. This strategy allows marketers to identify and target the accounts/decision-makers/individuals that they value most. In short, high-value accounts/prospects are identified, key stakeholders in these businesses are targeted, then marketing strategies are implemented through various channels to appeal to their specific personas and needs. I believe ABM is B2B. Most companies are still focused on top of the funnel. Mature and forward thinking CMOs are starting to help their sales team win more and faster by focusing on pipeline velocity and expansion deals. -Sangram Vajre, Co-Founder and Chief Evangelist, Terminus B2B account based marketing Believe it or not, half of the account based marketing programs are still in their early years and only 17% of those programs have been running for three years. So, if you’re one of those marketers who just launched their ABM, don’t worry about having missed an opportunity. As we know, there are a hundred different ways to execute an account based marketing strategy based on your business requirements. Although experts would argue that some companies think they’re doing ABMwhen really they’re just focusing on one element of ABM.According to ITSMA, a wining ABM program constitutes a mix of several best strategies, practices, and technologies; its core principles include: Strategic focus on improving business reputation, relationships, and revenue (if it’s just about lead gen, it’s not ABM!) Tight partnership and integration with sales (if there isn’t active, ongoing collaboration throughout the lifecycle, it isn’t ABM!) Tailored and personalized programs and campaigns based on deep customer insight (if customers get the same experience and inside-out messaging, it’s not ABM!) While it may seem a little tricky to get a head-start, once you have your strategies in place the results can be truly rewarding. Some sure-fire account based marketing strategies Since our goal is to target all the decision-makers within the same organization, your ABM campaign must be designed to resonate with these specific people. Before you start to implement your ABM strategy, there are three key foundations that your teams need to agree on: • Purpose of your ABM program • Accounts you are targeting • Prospects within those accounts that you’re targeting Identifying your target Finding and identifying your target is the first step; which does not mean developing and targeting personas. You’ll be focusing on organizations instead. Identifying your target should be a collaborative effort between sales and marketing. Since it requires data from both the teams – you have to look at firmographicdata(used to categorize organizations, such as geographic area, number of clients, type of organization, industry, technologies used, etc.) and technographic data, as well as strategic factors like market influence, likelihood of repeat purchase, and expected profit margin. Researching your accounts Once you’ve identified your target, dive-in to do a deep research to find out additional information and representation of your ideal business customer. Having an idea of the company structure, who the key players are can give you a clear direction of how you’re going to create the appeal for your products or services to those targets. What would make this even better is if you know the influencers and decision-makers in that organization. Some simple steps like manual research on LinkedIn is a great way to uncover that data. For example, you can do an advanced people search to find out more about your targets. Below is an example by Hubspot for finding out your target through an advanced search on LinkedIn. DECK 7 identifies new prospects who could convert as a customer by analyzing their insights through interactions and engagements on social media, digital media or through their form fills, whitepaper downloads, etc. Some of the visitors could have downloaded their whitepaper through an email that was sent to them through their marketing or sales teams. Or they might have visited a blog or landing page through DECK 7’s newsletter, ONDECK in which case DECK 7 retargets them. This gives the company insights about the intent of their target audience and helps them plan their messaging. Tailoring content to resonate with your prospects Your next step should be to collaborate with the design and sales teams to create hyper-personalized, valuable content, that’s visually compelling and communicates the right messaging at the right time. Have your content centered around these key parameters: • Personalize sales enablement content • Wow them with your solution • Establish your expertise, personality, and appeal • Keep them involved, consuming your ideas and engaging with your brand, and • Invite them to stay connected so they can become customers Remember that the beauty of ABM lies in personalizing your content towards these accounts, so, make sure that your brand messaging speaks to their specific pain points. Your content and imagery should also serve as solutions to their challenges and business needs. Learn more:https://channel.report/c-suite-on-deck-uberflip-randy-frisch Finding the best channels for your campaigns To strike the right chord with your target prospects you must utilize the best channel for your messages. Some of the most effective channels that DECK 7 uses include: • Social • Email • Web • Search • Mobile Social media platforms like LinkedIn and Facebook are some of the best in letting you run your campaign and customizing them according to your business needs. You can appeal to specific organizations as well as the titles within those organizations. Use Facebook’s demographics filters for seeking out your targets or even take it to the next level by targeting their specific job title. Learn more: https://business.linkedin.com/marketing-solutions/ad-targeting/account-targeting Running your campaigns An important step to keep in mind would be to not let your content run wild. Since ABM programs are so targeted/personalized in nature you need to be careful as to not overwhelm your target with the same messages over and over again. Hence concentrate on catching your prospects’ attention without turning them away. Measure and evaluate your results After your ABM program has been running for a period of 30-60 days, it’s time to evaluate whether it was a success or a failure. It is reported that about 60% of CMOs have trouble proving their ROI. A lot of it has to do with not asking the right questions while measuring results. According to Wordstream, some of the critical questions you need to ask are: • Whetheryour personalized content proved to be engaging? If so, how? • Are the accounts becoming more engaged with your brand? • Are you expanding the number of known stakeholders within these organizations? • Did you move any of these targeted leads down the funnel? • Did you generate any revenue from these campaigns? • What could you do better going forward? Some real life examples of account based marketing “Pizza-nars” Webinars accompanied by a pizza! The concept is pretty simple and straight forward – a pizza is delivered to the target accounts, so they can enjoy it while attending your webinar. But it doesn’t have to be pizza. Lunch and earns can be done with anything from any beverage to food item of their choice, so, you can enjoy the experience with your prospects from the comfort of your desks. This helps to boost webinar attendance and is a great way to encourage prospects to pay attention. This approach is useful across the account lifecycle from initial engagement to upcoming renewals, expansion or even re-engage at-risk accounts. You could even go so far as to build out personalized webinar experiences with customized landing pages so the prospect or customer feels as if the webinar is hosted just for them – which can be a great way to show off product updates or educate people on your platform. Content experience Snowflake, a cloud-based data-warehousing company, leveraged its in-house expertise to develop a robust library of high-quality content, which they use to create individualized experiences for target accounts. At any given time, the Snowflake team is running 500 concurrent individualized account-based campaigns, and each of these 1-to-1 campaigns is developed in tandem with their sales reps (who know their accounts inside and out) to create personalized messaging and content experiences. These content experiences aren’t intended to drive conversions, either. None of the customized content is gated. Instead, Snowflake strives to build credibility with its audience first, only then using retargeting tactics with those that engage to drive traditional conversions through weekly demos or free trials. Each campaign can be launched quickly and starts with digital advertising as a means to distribute the experience to the right account depending on where they are in their lifecycle. You can run the same or similar campaigns by leveraging a platform like Uberflip in tandem with your advertising and marketing automation platforms. This approach is most useful when trying to gain initial engagement or progressing an account to meaningful engagement. It can also be used in a Land and Expand strategy to penetrate other departments within the organization. Account based marketing best practices To make your ABM program a success, you need to align your sales and marketing teams. Oftentimes it is this discrepancy, which, if not addressed, ends up causing a lot of loopholes and miscommunication. Sales and marketing have to be best friends, they have to be fully aligned with each other, and they have to know what each other is doing at all times so they can partner. Companies that don’t do that cause themselves a lot of heartache. -Erik Charles, Vice President and Solutions Evangelist, Xactly Corp. Marketing has traditionally had a lead-centric focus, which is pretty much the opposite of their counterparts in Sales, who have always had an account-centric approach – This statement reveals the real disconnect between how most companies and marketing teams build their ABM. You must personalize content at scale. This is the heart and soul of every B2B account based marketing. The main goal of content personalization is to fit target accounts like a glove. And while executing personalized content at scale is challenging, it is also the most rewarding when done right. Thankfully, B2B marketers are getting better at that. Conclusion Whether or not you’ve tried to implement a full-blown ABM program, chances are you’ve most likely used at least one element of it in your marketing endeavors. And that’s a great start. The key thing to remember is to be clear about what you’re trying to achieve with your ABM program and how well co-ordinated your teams are.

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How to Develop An ABM Strategy for Healthcare and Life Sciences

Article | March 5, 2020

Most physician outreach now takes place digitally or indirectly. This shift in engagement has made it crucial for sales and marketing teams in healthcare and life sciences (HLS) to be aligned with a unified strategy. That’s what we discovered at League. Founded in 2014, League is on a mission to consumerize health and benefits for employers. We started using Salesforce and Pardot in 2017. Back then, marketing and sales were disconnected, and this was impacting our overall performance in a negative way. Our solution was to develop our first account-based marketing strategy. We saw that ABM was a huge trend, and we loved the idea of choosing a set of target accounts, creating playbooks, and personalizing marketing campaigns to help drive meetings.

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Spotlight

TwentyCi

We are TwentyCi, the leading consumer trigger intelligence and engagement business. We develop consumer engagement strategies with a simple focus: marketing in the moment of purchase intent. We call this life event contextual marketing. Through identifying the events in our lives that act as motivational and behavioural triggers to purchase, we work with brands and agencies to develop contextually targeted marketing programmes delivered to engage your target customers in the moments that matter.

Events