Everything you need to know about account-based marketing

| March 3, 2020

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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.

Spotlight

HashTAGit

HashTAGit is an award-winning, digital Transformation, and Digital strategy company; IIM alumni founded the digital and advertising agency, head office located in Gurgaon. The company was founded in the year 2012. With a 100% year over year revenue growth, HashTAGit has become the most sought-after name in the space of Digital Strategy. HashTAGit is a Google Partner and has been awarded Top 20 Google Technological Solution Providers 2017 by CIO review and recently been awarded “Top 50 Startups to Watch in India 2018”.

OTHER ARTICLES

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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Is that ABM or just good marketing?

Article | March 31, 2020

We posted this blog last year, but it seems to be as important a question as ever, with ABM continuing to dominate marketing. So have a read and let us know your thoughts. To give you some perspective on why I'm tackling this as a subject, let me qualify my experience to you. We have observed, researched, actioned, piloted, rolled out account based marketing in large and small organisations; 1:1 ABM and 1:many account based approaches. And we were recently asked this question at an event and we bumbled through an answer because the question is quite large and fundamental. You can not rely on the actual written definition of account based marketing to help answer it. "Marketing to a set of named accounts" is not a descriptive definition.

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3 Ways to Create an Account-Centric ABM Strategy

Article | March 31, 2020

Terminus founder, Sangram Vajre’s definition of account-based marketing is a focused approach to B2B marketing in which marketing and sales teams work together to target the best-fit accounts and turn them into customers. Works for me! According to ITSMA, the share of total marketing budgets dedicated towards ABM have increased 73% in 2020. Remember, at the center of all of the emerging technologies is the customer and their rising expectations. As a B2B marketer, you must place your accounts at the center and build your business around them.

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Optimizing ABM with Influencer Marketing

Article | March 31, 2020

Marketers who practice ABM are seeing impressive results. A recent report from ITSMA and the ABM Leadership Alliance found that 73% of marketers plan to increase ABM budgets in the coming year, and 71% saw greater ROI compared to traditional marketing. Yet as much success as marketers are seeing with ABM, most are missing a crucial part of the strategy: Building trust through external influence. In his B2BMX presentation, Lee Odden observed that ABM marketers tend to focus on internal influence which members of the buying committee have a say in the purchase decision.

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Spotlight

HashTAGit

HashTAGit is an award-winning, digital Transformation, and Digital strategy company; IIM alumni founded the digital and advertising agency, head office located in Gurgaon. The company was founded in the year 2012. With a 100% year over year revenue growth, HashTAGit has become the most sought-after name in the space of Digital Strategy. HashTAGit is a Google Partner and has been awarded Top 20 Google Technological Solution Providers 2017 by CIO review and recently been awarded “Top 50 Startups to Watch in India 2018”.

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