Engagio Goes Beyond Account Based Marketing to Unify Marketing, Sales, and Service

DAVID RAAB | 180 views

Maybe you think Account Based Marketing is utterly revolutionary or maybe you think it’s nothing new at all. Or maybe, like me, you’ve decided that getting marketers to think in terms of accounts is a modest but real change whose true significance is that it finally aligns marketers with how the way salespeople have worked all along. None of that matters, according to Engagio’s Jon Miller, because ABM is dead. The new boss is Account Based Everything. Done truthfully, that could be called Honest ABE, which would be sort of fun. But I digress. Of course, Miller is a master marketer, so we could just chalk up his claim to skill at attracting attention. But Engagio’s latest product, Engagio PlayMaker, actually does occupy a space in between marketing, sales development, field sales and customer success by connecting them without replacing existing marketing automation, CRM, or customer success systems. So – like all good marketers – Miller has found a distinctive message that accurately distills what’s unique about his product.

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Digitas is The Connected Marketing Agency, relentlessly committed to help brands better connect with people through Truth. Connection. Wonder. Our team is deliberately diversified — with experts in data, strategy, creative, media, and tech working seamlessly across capabilities and continents to make better connections and achieve ambitious outcomes through ideas that excite, provoke and inspire.

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BUYER INTENT DATA

Cookie-less ABM: What Should B2B Marketers Expect?

Article | August 23, 2022

Third-party cookie restrictions or outright bans were an inevitable step in the evolution of data protection. As a result, B2B marketers are preparing for a cookie-less future in which third-party data will no longer direct them to potential clients. They must now prepare new tactics to execute account-based marketing (ABM) strategies. Abhi Yadav, the founder of Zylotech, states that ABM strategies greatly depend on trustworthy data: “We believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities.” Abhi Yadav, the founder of Zylotech, states that ABM strategies greatly depend on trustworthy data: “We believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities.” In light of the demise of third-party cookies, where can B2B marketers turn for reliable information? Let us find out. First-Party Cookies When it comes to potential customers, first-party cookies are the most dependable source of information. These cookies assist in monitoring audience behavior when they visit our websites and engage with our content. Based on recent interactions, first-party cookie data will produce more relevant content. Data Points When developing ABM strategies, delve deeper into first-party data and use locations and keywords. B2B marketers can then contextualize the content and figure out what prompted the viewer to interact with it in the first place. Tracking Technologies Tracking technologies like reverse IP tracking are legal and can aid your ABM campaigns. This technology enables businesses to conduct reverse IP searches and access the top-level domain data that IP produces. The name of the business hosting that IP and the other details of those who registered the business IP can be accessed. Using this information, B2B marketers can develop an effective target list and pursue the target accounts with personalized content. Contextual Advertising Contextual advertising displays advertisements to website visitors based on the content they are currently viewing. As a result, the visitors find these ads relevant to their needs and are more receptive to them. ABM Success Requires Reliable Data Using primary data sources will provide direct feedback on the relevance of your content based on interactions with potential clients. As we enter this first-party world, you must remain agile, with new ABM tactics ready to guide clients toward successful partnerships.

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ABM ACCOUNTS

Why Should Tech and Demand Gen Only Support ABM, Not Drive It?

Article | July 19, 2022

Targeted advertising has become the norm on popular ABM platforms. As a result, many marketers have forgotten ABM's principles. Leadership, marketing, revenue, sales enablement, customer success, and product teams should work together to hit ABM numbers instead of completely relying on platforms and demand generation strategies. Here are three reasons why ABM platforms and demand generation campaigns shouldn’t drive your ABM strategy: GTM Teams Cannot Advance Companies focusing on targeted demand gen through technology make their ABM strategy campaign-based instead of focusing on the interactions the sales and marketing teams need to have with target accounts to deliver revenue growth. They struggle with winning multi-year contracts. Ideally, the teams should focus on filling the gaps left by competitors with different content and messaging in order to turn accounts into sales. Buying Journey Support is Limited ABM is about getting key accounts to generate revenue. When teams rely on technology to put out content and messaging for target accounts but don’t change their sales motions, processes, and conversations, their win rates drop. They should change their prospects’ experiences at every stage of the buying journey to deliver an optimal customer experience. Sales Cycles Continue to be Lengthy An ABM strategy should be used to influence both selling conversations and internal conversations that the sales teams are not privy to. Creating demand and building a pipeline through ABM platforms won’t bring revenue growth if there is no follow-through to convert accounts. Teams should engage in account-based enablement and come up with a plan to engage accounts that go dark or get stuck in the buyer journey. Use Technology and Demand Generation in Moderation Remember that ABM platforms and demand gen strategies can enhance your ABM efforts, but they shouldn’t be the driving force behind your ABM strategy. Marketers need to start using ABM to fix the revenue issues in their organizations instead of treating it like a targeted demand-generation function.

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CORE ABM

Building an Account-centric Organization Part II

Article | August 8, 2022

In Part I of this article, we discussed the importance of the ABM foundation, ideal momentum of change, team training, and analyzing data to understand the performance of your ABM strategy. In this part, we will look at how CX, sales enablement, a strong team and consistency matter in successfully transforming your organization into an account-centric one. ABX: Endorse Experience Focus on the kind of experience you want to offer your target account. Offer them a customized and account-centric experience. Involve every department at a granular level to achieve an excellent customer experience. Enablement: Sales Resources Are Vital Support your sales teams through communication that works for them. Provide them with the right tools, content, insights, and data, even if they know how to do their job. Support and motivate them to close more deals. Consistency: Checking What’s Working Review your performance weekly and discuss outcomes with your teams—improvements, hurdles, and failures included. A full view of your strategy will show you where you need to make changes so you can fix them and make your ABM efforts work. Experience: Hire ABM Experts Executing ABM can be an overwhelming experience if you are new to it. Consider bringing in someone who has already run some successful ABM campaigns to make the process smoother. Doing this will guide and support your long-term efforts. Businesses and Customers Reap Rewards When an organization focuses solely on its target accounts, it achieves: Higher conversions and ROI Effective target audience reach Reduced customer attrition Business growth Synchronization in cross-functional teams Competitive edge in the market When target accounts choose an account-centric company, they get: Customized solutions to their pain points Support throughout the buying journey Excellent customer experience Long-term business association An ITSM Firm Addressed Revenue Concerns with an Account-Centric Approach A British IT service management (ITSM) analytics SaaS firm re-evaluated its ABM efforts to address revenue concerns. It increased relevance across all channels — LinkedIn profiles, content, and messaging to directly address decision-makers. It aligned its sales and marketing teams. Furthermore, it changed its focus to improving customer interactions along the buying journey. As a result, it gained customers like GoDaddy, British Airways, and JCPenney. A larger firm with a presence in North America, the UK, Europe and APAC acquired it as a part of a business expansion strategy. Wrapping It Up Amber Bogie, ABM Strategy Lead at Degreed, says, “In terms of attribution, if it's an ABM account, and it's seeing success, I'm attributing that to a company-wide effort of focusing on the right accounts using an ABM strategy.” Amber Bogie, ABM Strategy Lead at Degreed, says, “In terms of attribution, if it's an ABM account, and it's seeing success, I'm attributing that to a company-wide effort of focusing on the right accounts using an ABM strategy.” Remember, ABM works differently for different organizations. Therefore, there is not a one-size-fits-all approach, so you need to zero in on what works best for your organization to get everyone on board to achieve ABM success.

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TARGETED ACCOUNT STRATEGY

ABM Strategy in Healthcare: A Quick Overview

Article | July 5, 2022

Account-based marketing in healthcare helps marketers reach institutional decision-makers based on intent and target accounts. However, ABM becomes a bit more complex in the healthcare domain where the needs, regulations, and procurement processes vary widely, and so do the ways healthcare providers communicate. For an ABM strategy to work in this domain, effort, time, tailored content, and deep customer insights are necessary. ABM Strategy in Healthcare Here are the co-ordinated steps you need to take to implement ABM in the healthcare domain: Getting Buy-in Get buy-in from sponsors at the highest level and coordinate with functional stakeholders. Create client-centric teams and decide on KPIs that matter. Identify Key Accounts With the help of sales representatives and relationship managers, identify key HCP accounts that can benefit from your ABM strategy. Conduct Extensive Research Deep-dive into research on these key accounts, their history, buyer journeys with you. Find out their current and future needs and issues, and their status within the market. Tailor Your Content The research will help you tailor the content for your content marketing strategy. Address the decision-makers with content that solves their pressing issues to get the conversions you want. Analyze & Adjust the Strategy Analyze campaign results from time to time (preferably quarterly). Based on your identified KPIs, check what is working and what isn’t bringing the expected results. Adjust your strategy accordingly. What to Expect from ABM in Healthcare? Salesforce recently conducted research among healthcare marketing professionals. The results showed that 70% believed connected customer journeys positively impacted client loyalty and willingness to recommend products to others. So, ABM could be a great way to increase your revenue and get a higher ROI as compared to any other marketing strategy.

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Spotlight

Digitas UK

Digitas is The Connected Marketing Agency, relentlessly committed to help brands better connect with people through Truth. Connection. Wonder. Our team is deliberately diversified — with experts in data, strategy, creative, media, and tech working seamlessly across capabilities and continents to make better connections and achieve ambitious outcomes through ideas that excite, provoke and inspire.

Related News

Marketo Founder Extends Concept of Account-Based Marketing

Marketo | May 05, 2016

Marketo co-founder Jon Miller claims he's advancing the concept of account-based marketing to "account-based everything." In a flagship release from his new venture, Engagio, Miller said he's offering a coordinated strategy that links decision-makers in an account across channels and departments. “It’s sort of analogy to a football play,” Miller said. You think “about how you’re lining up and what everybody is doing on each side” to loop everyone in on the team about a target account, improving efficiencies and enabling deeper levels of personalization.

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Marketo Founder Extends Concept of Account-Based Marketing

Marketo | May 05, 2016

Marketo co-founder Jon Miller claims he's advancing the concept of account-based marketing to "account-based everything." In a flagship release from his new venture, Engagio, Miller said he's offering a coordinated strategy that links decision-makers in an account across channels and departments. “It’s sort of analogy to a football play,” Miller said. You think “about how you’re lining up and what everybody is doing on each side” to loop everyone in on the team about a target account, improving efficiencies and enabling deeper levels of personalization.

Read More

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