Content’s Role in an Account-Based Marketing World

Dave rigotti | May 5, 2016

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Over the last six months, we’ve been making major transformations within our marketing team. Not the structure of our team, but in the way we approach customer acquisition. Up until this started, we’ve been a nearly 100% inbound-driven team (assuming you include PPC as inbound).

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Spotlight

Sagefrog Marketing Group, LLC

Sagefrog Marketing Group is a top ranked B2B marketing agency with specialties in healthcare, technology, industrial and business services. With offices in Doylestown, Princeton, Lehigh Valley and Philadelphia, we are dedicated to accelerating client success through B2B brand building and integrated marketing services. We offer fast turnaround times on quality work, combining our strong business and industry acumen to execute brand consistency and optimization. Our proven process JumpStart™ integrates the strategy, tools and programs needed to unlock the potential of B2B companies. Learn more at Sagefrog.com.

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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. 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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Are Revenue Operations the Secret to Account-Based Success Right Now?

Article | March 31, 2020

We’re hearing that a number of companies are shifting investments from canceled events into account-based efforts. Great news! Of course, we’re biased when it comes to all things account-based here at Engagio, but that’s because we know it works. The challenge now is to get those programs up and running both well and quickly. How can you make that happen and speed time to results? Two words: Revenue Operations. There’s a reason so many people signed up for the recent OpsStars event hosted by LeanData and co-sponsored by Engagio. RevOps is a movement in B2B whose time has definitely come.

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7 Steps to Using Conversational Marketing to Engage ABM Target Accounts

Article | February 26, 2020

There’s no doubt about it, Account-Based Marketing (ABM) makes a direct impact on your revenue. Studies show that companies using ABM generate 200% more revenue for their marketing efforts compared to those that don’t. B2B marketers around the world have bought into the ABM vision; 87% of B2B marketers believe that ABM delivers a higher ROI than other marketing activities. Although ABM has been around for several years, it still feels like a relatively new concept, and marketers are still striving to perfect their ABM strategies. In this post we’ll explain why Conversational Marketing is a critical engagement and conversion channel for your target accounts, and break down how to build an effective Conversational Marketing program that helps you progress deals with your target accounts.

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Everything you need to know about account-based marketing

Article | March 3, 2020

What exactly is account-based marketing or ABM? In a nutshell, ABM is targeted marketing that uses personalized campaigns and messaging to effectively reach a small, specific audience. “The analogy I like to use is that you're fishing with a spear when you're using ABM, and you're fishing with a net in traditional marketing,” explains Steve Lendt, Motum B2B’s Director of Engagement and Analytics. After researching and identifying which accounts you wish to target, you can begin developing personalized campaigns and content to address their specific needs and goals.

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Spotlight

Sagefrog Marketing Group, LLC

Sagefrog Marketing Group is a top ranked B2B marketing agency with specialties in healthcare, technology, industrial and business services. With offices in Doylestown, Princeton, Lehigh Valley and Philadelphia, we are dedicated to accelerating client success through B2B brand building and integrated marketing services. We offer fast turnaround times on quality work, combining our strong business and industry acumen to execute brand consistency and optimization. Our proven process JumpStart™ integrates the strategy, tools and programs needed to unlock the potential of B2B companies. Learn more at Sagefrog.com.

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