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Martrain Ltd

Martrain is a full service marketing agency specialising in the B2B technology sector.We have been marketing enterprise IT for over 20 years and we leverage that experience and knowledge into all the established and emerging marketing channels. These include digital, email, social, content, advertising, creative, telemarketing, events, channel and direct.

OTHER ARTICLES

5 Key Moves for Delivering Effective Account-Based Marketing

Article | April 7, 2020

Before we launch into account-based marketing (ABM), let’s talk “data” for a moment. Companies get inundated with data on the daily basis. There is firmographic data, account data, technographic data, intent data, predictive data… hot data, small data, cold data, tall data. Okay, so I took it a little too far, but you feel me, right? All of those complex, undefined batches of information that your sales and marketing teams struggle to make actionable are living in your Customer Relationship Management (CRM), waiting to be deciphered and transformed into data-driven insights.

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WHAT DOES ACCOUNT-BASED MARKETING LOOK LIKE IN HUBSPOT?

Article | April 7, 2020

Account-based marketing (ABM) is marketing and sales working together to close large, complex deals at a specific number of target accounts. The accounts focused on by ABM strategies are chosen deliberately based on the monetary and strategic value they can provide to your organization along with the difficulty closing them poses. The process of selecting those target companies adds a new stage to the start of the inbound marketing process. Before you start to attract, engage and delight ABM target accounts, you must first identify them.

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Account Selection: How To Win Before You Start

Article | April 7, 2020

The first step in any account based go-to-market program is to create a target account list. Whether based on a formal Ideal Customer Profile (ICP) or not, the target account list represents an organization’s definition of the best accounts and those most likely to become customers. But in reality, marketers really only communicate with a subset of the account list at any one time, and even struggle to cover the full list over the course of a year.

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Is that ABM or just good marketing?

Article | April 7, 2020

We posted this blog last year, but it seems to be as important a question as ever, with ABM continuing to dominate marketing. So have a read and let us know your thoughts. To give you some perspective on why I'm tackling this as a subject, let me qualify my experience to you. We have observed, researched, actioned, piloted, rolled out account based marketing in large and small organisations; 1:1 ABM and 1:many account based approaches. And we were recently asked this question at an event and we bumbled through an answer because the question is quite large and fundamental. You can not rely on the actual written definition of account based marketing to help answer it. "Marketing to a set of named accounts" is not a descriptive definition.

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Spotlight

Martrain Ltd

Martrain is a full service marketing agency specialising in the B2B technology sector.We have been marketing enterprise IT for over 20 years and we leverage that experience and knowledge into all the established and emerging marketing channels. These include digital, email, social, content, advertising, creative, telemarketing, events, channel and direct.

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