Build a Better ABM Strategy with Clean Marketing Data

| March 8, 2019

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We've been talking about the top use cases for your marketing data this month, and one of those is improving your account-based marketing (ABM) strategy. Too many businesses and marketers aren't taking advantage of all of the data they have at their fingertips, and it's costing them. To improve your overall marketing strategy, it's essential to understand and analyze your customer data as well as the big data available to you.

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Spotlight

The Mx Group

B2B Marketing & Sales Services. For over 20 years, The Mx Group has provided leading edge B2B sales and marketing services that transform how companies brand, market, and develop their customer base. From database driven direct mail and eCommerce development, to lead processing and telemarketing, The Mx Group companies provide new and innovative solutions to help our client drive growth. Creative teams, extensive technology capabilities, and deep experience in a broad array of industries all focused on ensuring that you reach your strategic business goals...

OTHER ARTICLES

The Ultimate Guide to Determining the ROI of Your ABM Campaign

Article | April 6, 2020

There’s a reason that 73% of marketers plan to increase their ABM budgets this year. It’s well known that Account Based Marketing is one of the industry-leading strategies for B2B marketing ventures targeting mid and enterprise-level businesses. It’s important to understand where the data that supports ABM as a strategy is coming from however, and how to implement ABM for your company in a way that gets you the same results as the industry leaders. Here’s our guide for how to assess whether your ABM campaign is giving you the maximum return on investment possible.

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How the right content wins in account-based marketing

Article | April 20, 2020

Account-based marketing (ABM) has been around for long enough now that most companies have either rolled out strategies or are actively exploring their options. Looking at the ABM adoption model produced by the ITSMA, an industry association for technology-based marketing and services, many companies are in the experimentation stage and looking to further refine their initial pilot programs. As you begin to experiment and expand your ABM programs, there are many complexities that you can introduce like content personalization, website personalization, scaling accounts and channels, and additional technology and automation, to name a few.

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5 Reasons Why Account-Based Marketing Gives Better ROI

Article | July 23, 2021

ROI matters in B2B business. Account-based marketing has reached a significant tipping point and has become an investment that could pay off for the years to come. It is because B2B marketers are achieving substantial results with the help of ABM, and those who haven't started using it yet are planning to implement it. And why not? This type of marketing harnesses the best marketing tactics for creating highly relevant campaigns that positively impact a B2B businesses’ bottom line. Forrester describes ABM as "a strategy by which marketing and sales cooperatively work to pursue, establish, and grow in long-term and engage in revenue-generating relationships with specific accounts." As a result, its study says that 71 percent of companies that invest in ABM report that their return on investment is fairly or significantly higher than traditional marketing programs it used before. Now that the importance of account-based marketing has come into the picture while detailing the reasons why ABM gives a better ROI. It is decisive to know why you should get interested in ABM. Importance of Account-Based Marketing ABM is vital to your marketing strategy because it helps you create a more targeted and effective campaign. In other words, it has the potential to fuel growth for years into your B2B business future and develop stronger relationships with customers who matter most in support of your business objectives. Understand that ABM is more than social media advertising that incorporates traditional marketing methods such as direct mail and email marketing. Similarly, marketing automation is yet another crucial part of ABM. When you automate your ABM, you get qualified leads and prospecting activities. This gives you a competitive advantage over other companies in your industry so that you can get an insight into what your competitors are up to. But, most importantly, you get a higher chance of getting the right prospect to what you offer. In connection to this, here comes an important step to include—creating relevant content. It is because when it comes to ABM, relevance is all that matters. Your offers need to be tailored for qualified prospects, and not all noise will cut through the clutter anymore. A recent Forrester Consulting study by LiveRamp surveyed 312 B2B marketers across six industries found that nearly all marketers said their businesses are committed to using ABM as a revenue-driving strategy in the present time. Similarly, most marketers also reported a high level of confidence by using a wide range of ABM capabilities. Let’s deep dive into five reasons why ABM offers a better return on investment than more traditional methods. Efficient Operations for Sales and Marketing ABM users highlight its role in bringing sales and marketing closer to collaborate on developing and executing sales and marketing strategies. As per Bizible’s research, marketers are now 40 percent more likely to align their strategy with sales because of ABM's strategy. By putting the teams together, sales and marketing can coordinate their outreach and ensure client engagement is conducted high-value and meaningful. Meanwhile, marketers benefit from a streamlined approach that lets them discard a far-and-wide marketing strategy favoring carefully chosen prospects. With having a focus on selected targets rather than scattershot marketing campaigns, marketers can now focus on harmonizing and automating their digital marketing efforts, which makes them ready to work on next-generation demand-gen platforms with the help of AI and machine learning. In this way, they can orchestrate their campaigns and exponentially grow the ROI of your business. This ensures the right account prospects and results in the most significant ROI potential. This automated marketing approach reduces the marketing team workload and saves staff precious time while preserving huge marketing dollars. Thus, more efficient spending and a higher threshold for returns will bring a significant ROI to your business. Master in Multichannel Amid the rush to digital marketing, which is gaining prominence in the current time, the most effective ABM strategy and programs create a balance of online and offline approaches, fully integrated across sales and marketing. In addition, account-based marketing automation saves marketers from making unnecessary costs, so they spend less on marketing while still getting results. Forrester's survey says that the key strengths of dedicated measurement solutions by ABM are the improved ability to track engagement and optimize across online and offline channels. This is so marketers can manage the frequency of engagement as well as precisely determine attribution. A Personalized Approach Personalization makes ABM so appealing to clients. ABM has a way of turning attention to detail, so it immediately gets a client’s interest. To be true, the marketing and sales teams have to be competent in conducting in-depth research of potential leads. When it’s done accurately, they will target clients based on their likelihood of converting, then develop personalized offers to get good results. For this, you have to keep a separate ROI of account-based marketing at the same level. When you have such a narrow focus, you get a chance to communicate with the specific prospect and craft a better offer for them. By providing a personalized approach, you have a high chance to see increased ROI of your business. Manage, Monitor Data Governance and Privacy Maintaining the privacy of prospect data is crucial for B2B organizations. In today’s time, where the lines between B2B and B2C marketing are increasingly blurred, applying strict governance policies over the use of prospect data is a must. In addition, people expect brands to respect privacy preferences and actively work to build trust. Every dollar counts in a crisis. But almost one-third of marketing professionals are still planning to increase their investments towards ABM in the next calendar year. Moreover, decision-makers expect those investments in digital to yield substantial business benefits; the pressure to deliver is higher than ever. So, to have an actual ROI of account-based marketing is equally crucial to enjoying a significant revenue of your business. ABM Encourages to Measure Performance By integrating ABM strategy and account-based marketing automation, marketers can identify and reinforce the most effective strategies to measure the performance of marketing efforts that exclusively depends on ROI generation. It’s easy to measure acumens when you have highly focused accounts and well-sorted campaigns. You need to perceive what content approach gains traction and what attempts fail to succeed. In a nutshell, when the businesses are identified, an account-based approach will offer precisely what a business needs; this will help your business gain maximum ROI. So, plan now for an account-centric marketing future. Your team can accelerate deliver strong business ROI out of account-based marketing automation programs by considering a cross-channel B2B business solution that can help fill capability gaps and evidently prove the worth of your ABM marketing efforts. Frequently Asked Questions How effective is ABM for generating ROI? When it comes to increasing the ROI of business, ABM helps drastically. It aligns sales and marketing teams to work together, which generates a positive ROI and increases revenue. In this, 60% of companies that use ABM experienced a revenue increase of at least 10% within a year, while one out of five companies experienced a 30% and more rise in revenue. What is a good ROI percentage for ABM? A good ROI percentage for ABM stands at 5:1, which is considered the middle of the curve. A ratio over 5:1 is considered robust for most businesses, whereas a 10:1 ratio is exceptional. What are the top 3 reasons to choose ABM marketing? The top three reasons are: To reach the right prospect that matters according to business To gain a competitive advantage ABM shortens long sales cycles { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How effective is ABM for generating ROI?", "acceptedAnswer": { "@type": "Answer", "text": "When it comes to increasing the ROI of business, ABM helps drastically. It aligns sales and marketing teams to work together, which generates a positive ROI and increases revenue. In this, 60% of companies that use ABM experienced a revenue increase of at least 10% within a year, while one out of five companies experienced a 30% and more rise in revenue." } },{ "@type": "Question", "name": "What is a good ROI percentage for ABM?", "acceptedAnswer": { "@type": "Answer", "text": "A good ROI percentage for ABM stands at 5:1, which is considered the middle of the curve. 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How to Use LinkedIn Targeting for ABM Programs

Article | March 5, 2020

Though the term was officially coined in 2004, “In its purest form, account-based marketing has been around forever,” says Matt Heinz, attributing the heightened interest in ABM to advances in tools and technology that make it easier to execute. Backing the assertion that ABM is now easier for B2B companies to execute, an ITSMA survey showed that 84% of businesses using ABM said the strategy offered a higher ROI than other marketing campaigns. In another study from SiriusDecisions, 92% of B2B marketers said ABM was extremely important to their overall marketing efforts. Clearly, ABM is here to stay.

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Spotlight

The Mx Group

B2B Marketing & Sales Services. For over 20 years, The Mx Group has provided leading edge B2B sales and marketing services that transform how companies brand, market, and develop their customer base. From database driven direct mail and eCommerce development, to lead processing and telemarketing, The Mx Group companies provide new and innovative solutions to help our client drive growth. Creative teams, extensive technology capabilities, and deep experience in a broad array of industries all focused on ensuring that you reach your strategic business goals...

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