Engagio's Account Based Marketing Platform

| September 18, 2018

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Engagio’s Account Based Platform enables B2B marketers to successfully execute and measure account-centric programs. With our products, revenue teams can track which accounts are engaging, know where to focus time and resources, and have a shared understanding of program impact.

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PWB Marketing Communications

PWB Marketing Communications is a full-service integrated marketing communications agency located in Ann Arbor, Michigan. PWB provides everything from strategy development through execution for business-to-business and targeted consumer marketers…

OTHER ARTICLES

5 Reasons to Consider Account-Based Selling

Article | April 1, 2020

What if you could stop chasing leads and focus on selling only to your best, most viable opportunities?It’s possible when you integrate account-based strategies into your marketing and sales efforts. Account-based selling (ABS) could potentially shorten your sales cycles, increase deal size and even boost your customer retention rates.

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Account Selection: How To Win Before You Start

Article | February 11, 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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How Intent Driven Campaigns Generates Top of The Funnel Leads?

Article | March 9, 2020

If your marketing team is still engaged in spray and pray marketing, consider these remarks from Sarah Mayer, Senior Marketing Ops Manger at MarcomCentral. What’s did Sarah Meyer and her team do differently? They started running intent driven marketing campaigns. Intent data points directly at what consumers want. It is behavior data that gives out signals on where prospective customers are in their buying journey. Harnessing intent data allows marketers to personalize their selling approach and messaging. In addition, intent data ensures ad spending is directed at targets with the highest likelihood of making a purchase. Without intent data, b2b marketing is all about guessing, and blindly targeting anyone who makes any sort of interaction with your brand, with generic marketing campaigns and ads that are likely to be ignored.

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How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | February 10, 2020

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

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Spotlight

PWB Marketing Communications

PWB Marketing Communications is a full-service integrated marketing communications agency located in Ann Arbor, Michigan. PWB provides everything from strategy development through execution for business-to-business and targeted consumer marketers…

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