Don't Let the Hype Around Account Based Marketing Confuse You

Dana poleg | February 3, 2018

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You've probably heard a lot recently about Account Based Marketing (ABM). It’s the latest trend to create a huge buzz in marketing. Plenty of marketers I know are starting to panic. Do they need to rethink their entire strategy? How can they start a whole new branch of marketing, when they still have the same budget and headcount as last year? It’s time to stop panicking. From my perspective, ABM isn’t a technology or a methodology, it’s a mindset, one that can be implemented across all of your marketing activities. Moreover, ABM is not really a revolution, it’s an evolution of traditional marketing methodologies. Traditionally, marketing campaigns were targeted towards different types of people. SEO efforts were focused on getting certain personas onto your website. Email blasts with your company content went out to broad lists of target contacts. Display banners were placed on websites chosen for their ability to draw particular types of viewers.

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Callbox Encino

Callbox is a B2B marketing company that offers full-service B2B lead generation, appointment setting, account-based marketing solutions, event marketing and data-related solutions. We help you exceed marketing and sales goals by deploying targeted prospecting campaigns that deliver qualified leads and opportunities to your funnel.

OTHER ARTICLES

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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Adjusting ABM Strategies During COVID-19

Article | April 16, 2020

Empathy is an emotion that many marketers invoke when they are developing their positioning and messaging for various campaigns. They consider questions such as: “If I put myself in the buyers’ shoes, what do I think they think or feel about this particular pain point?” “Do I understand the challenges they are facing?” “How can I help them overcome this issue and provide long-term value?” Over the last few years, many B2B marketers have leveraged account-based marketing (ABM) to address these questions with specific use cases and examples tailored to their target accounts, in order to boost engagement and drive high-value conversions.

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No High-Level Fluff: 7 Steps to Build the Best Target Account Model

Article | February 21, 2020

Selecting target accounts can be stressful. You worked hard to build trust across your Sales team, and now comes a project that could ruin that hard-won trust if you don’t execute it perfectly. Guess what? It is not (and never will be) perfect. This activity can’t be done in a Marketing silo. Marketing needs Sales, and Sales needs Marketing to accurately select target accounts. And don’t forget about your Customer Success team! So repeat after me: Selecting target accounts is a cross-functional project. Now, I know what you’re thinking “Sounds great, but building the model is hard and everything I read on the internet is just high level. And I need to know how to actually do it!”

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The decline of attribution and rise of intent: Measuring marketing’s value in a complex sale

Article | March 3, 2020

A recurring theme in our Breakthrough CMO Breakfast series with 6sense has been the move away from lead capture (which we could argue is a vanity metric for complex B2B sales cycles) and towards prioritizing prospect engagement and experiences. Especially when you’re managing a complex and long sales cycle, let’s not pretend that the white paper download generated the seven-figure deal. Let’s not pretend that the badge scan at a trade show six years ago “drove the opportunity.” So if we’re moving away from leads and towards experiences as the coin of the realm for B2B marketers, the value of attribution weakens as well.q

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Spotlight

Callbox Encino

Callbox is a B2B marketing company that offers full-service B2B lead generation, appointment setting, account-based marketing solutions, event marketing and data-related solutions. We help you exceed marketing and sales goals by deploying targeted prospecting campaigns that deliver qualified leads and opportunities to your funnel.

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