Can Cloud-Managed Networks Really Drive Competitive Advantage?

Can | February 5, 2020 | Sponsored

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Business with limited IT resources and networking expertise are also adopting cloud-managed networks today. The simplicity of logging into a support system without worrying about the backend infrastructure makes it more attractive. Large retailers and multi-store operators look at solutions that expand the Wi-Fi footprint at all

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3 innovative tools for securing ABM success

Article | March 25, 2020

Account-based marketing (ABM) is a popular and effective approach to B2B sales, marketing and lead generation. Businesses identify a number of key accounts they want to work with, and reach out to them as markets-of-one. This gives marketers and sales teams the chance to work towards common goals, execute a highly-personalized approach, and reach out to dream prospects and ideal clients. According to ITSMA, 85% of marketers said ABM outperformed other marketing investments. And, Sirius Decisions discovered that as many as 91% of those with an ABM program in place said they were either ‘tightly’ or ‘moderately’ aligned with sales. So, how can powerful B2B technology help support your ABM strategy?

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

Article | March 25, 2020

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. You can take four steps to automate your ABM to drive leads and create a successful ABM automated platform. 4 Steps to Plan ABM Automation Draw the Automation Cycle To start with ABM automation, firstly, create a blueprint of the targeted business. In this, you should identify the complete process of lead generation. The trail looks like; subscriber, lead, MQLs, SQLs, and a client to target. In this process, you cannot communicate at each phase. When one clicks on the particular link of your website, you should have a system-generated mail to send. Once you track the movement of the lead, quickly trigger the sales team to take the follow-ups. This saves the time of salespersons, and therefore ABM strategies are implemented wisely. Integrate your ABM automation software and CRM Before you build your account-based marketing campaigns, you'll have to integrate your ABM automation software and CRM. Integrating marketing automation tools is vital in the automation process. 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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Top 5 Things To Know About Account Based Marketing 2020

Article | March 25, 2020

Trying to reach the masses by using marketing strategies that target many people at once can very effective for some businesses. With some businesses, it may not be the best approach because it could waste a lot of time and yield unsatisfying results. When targeting individual decision-makers in certain companies, a business might get better results and close more sales. Part of being a sales enablement leader includes knowing when to switch the marketing methods to increase revenue. Whenever you think that the ship you’re aboard is sinking or measuring metrics show unsatisfying results, it may be time to rethink your marketing strategy. 87% marketers who used Account-Based Marketing (ABM) rate it as more successful than any other type of marketing campaign.

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PLANNING FOR ABM? OVERCOME THESE COMMON CHALLENGES

Article | March 25, 2020

Account-based marketing (ABM) has gained a firm foothold in the B2B marketing world. According to Information Technology Services Marketing Association, ABM is defined as “treating individual accounts as markets in their own right.” Basically, you as a marketer are taking personalization to an elevated level. Making the leap into ABM marketing is highly recommended to improve your marketing ROI, but without proper planning, finding success could become a struggle. The only way to reduce the potential risks associated with virtually any strategy is to develop a comprehensive game plan. Effective planning will result in increased buy-in from upper management, effective training and development, acquisition of the right ABM tools, the accurate collection of data, and ultimately a boost to your strategy success.

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Influencer Interactive is a full-service digital performance marketing company connecting highly targeted and engaged consumers with our client’s campaigns through a platform of trusted influencers and brand-safe environments. To put it simply, we deliver success.

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