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Five Things That Can Make a Difference to ABM in EMEA

Apurva Pathak | May 26, 2022 | 470 views

ABM in EMEA
The shift in buyer behavior has increased the opportunities for digital ABM. Organizations implementing ABM are seeing significant success. But what does the situation in the EMEA (Europe, Middle East, Africa) market look like? ABM is still not well understood in EMEA. Two out of every three ABM programs are not showing optimal performance (Heinz ABM Research). However, things might not be as bleak as they seem.

Talking about the 2021 State of ABM in Europe report by Terminus, Albany Vincent, Senior Research Manager at Vanson Bourse said, “While we were not shocked to see the US to be moderately ahead of Europe in their ABM maturity, we were surprised to see how much more eager European companies were to adopt these practices and their American counterparts. It appears to be a very exciting time to be a marketer- especially in Europe."

Europe has stringent data laws, so the account-based approach could be the only way for sustainable growth for organizations based in EMEA.

Do You Know Enough About ABM Execution?

Taking into account the ever-evolving account-based approach, here are five things you should know about ABM and how to implement it for optimal performance:
  • A Curated Account List Is the Secret Ingredient
Your target account list should be the result of a conversation between your sales and marketing teams using as much high-quality data as possible. Start off by implementing the program on a small number of accounts and analyze your ROI. Then, periodically revaluate your team performance, tools, skills, and messaging to clear the path for ABM success. 

  • Your Sales and Marketing Teams Should Share Their Pizzas
Sales and marketing synchronization is the most basic requirement of ABM. The marketing team can enable sales with target accounts’ interests and behavior data. The sales team, on the other hand, can give the marketing team insights into key members of the target account buying group. According to research by ZoomInfo, when the sales and marketing teams are aligned, organizations have a 36% higher customer retention rate and a 67% improved chance of converting leads.

  • Depending Only on MQLs Will Not Get You Far
The TechTarget 2021 Media Consumption Survey highlighted that most buying teams have an average of five people, but can also be more than ten. Understanding the intent of the individuals from the buyer group and offering them value through every sales and marketing interaction is crucial to the success of your ABM strategy. Depending on only MQLs can limit the potential of your ABM.

  • Only Strategic Content Brings in the Results You Want
Your target accounts are flooded with content every day. To stand out in the crowd and appeal to the individuals in the buying group, you need to align your content with their customer personas. The content should address their pain points and needs. It should be crafted based on an account’s maturity, challenges, and technical abilities. 

  • ABM Isn’t Your Regular Marketing Strategy
ABM is a strategic approach where the marketing and sales teams share their insights through the account interactions of everyone in an account. Then they collectively reach out to the whole buying team rather than targeting just a few individuals. ABM takes a detailed look at the target account and aligns your business with your prospects’ needs and pain points, and this easily surpasses a regular marketing strategy. 

Circling Back

ABM in EMEA is still evolving. Therefore, organizations need to make special efforts to implement ABM effectively, keeping the target accounts in focus and understanding the attributes of ABM in detail to get the most out of it.

Spotlight

Vaimo

Founded in 2008, Vaimo is the global leader in delivering award-winning digital storefronts, omnichannel solutions and mobile apps on the Magento platform. Our only focus is to drive digital commerce success for our B2B and B2C brand, retail and manufacturer clients. With 20 offices across the globe and over 400 employees, we provide an international presence that allows us cultivate close, long-term relationships with our clients. Magento has recognised our leadership by promoting us to a Global Elite partner status in 2017, selecting us as a Commercial Partner of EMEA in 2017, EMEA Omni-channel Partner of the Year in 2016 and EMEA Partner of the Year in 2015.

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Top 10 Rich Buyer Intent Data Software for More Sales in 2023

Article | July 19, 2022

Contents 1. Market Dynamics of B2B Buyer Intent Data Software 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing 5. Summing up Driving conversions has become more precise and predictable with the use of high-quality buyer intent data. As buyer intent marketing has emerged as one of the most promising tools to get the most out of your account based marketing campaigns, companies can quickly reach out to their highest potential prospects. This way companies can better plan the sales numbers and keep up with the rising demand for their products and services in the market while maintaining consistent customer experiences. Buyer intent data software are capable to - Provide granular insights into customer behavior and purchasing patterns. Identify potential customers who are actively in the market for a product or service. Improve target marketing efforts by enabling companies to reach the right people with the right message. Enhance sales team's ability to close deals by providing them with valuable information about their prospects. Improve overall marketing ROI by focusing resources on high-value prospects. Facilitate data-driven decision making by providing actionable insights. Monitor and analyze market trends and competition. By using buyer intent data software, companies can gain a deeper understanding of their customers, making it easier to deliver a personalized and relevant experience, and ultimately increase conversions and sales. 1. Market Dynamics of B2B Buyer Intent Data Software “The buyer intent data software market is projected to reach USD 15 billion at 20% CAGR by 2025.” This growth is attributed to data-driven decision making, digital transformation, and e-commerce initiatives among businesses that has increased the adoption rate for buyer intent data software among large progressive enterprises. The demand for personalized shopping experiences and refined customer engagement drives rapid market growth in the buyer intent data industry. 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? Key Point Indicators (KPIs) for Good Buyer Intent Data: 1. Relevance: The data should be directly related to a buyer's intention to purchase a product or service. 2. Timeliness: The data should be collected and analyzed in real-time to accurately reflect a buyer's current purchasing intentions. 3. Accuracy: The data should be accurate and verified to ensure its reliability and usefulness. 4. Completeness: The data should include all relevant information about a buyer, such as demographics, previous purchases, and search history. 5. Consistency: The data should be collected and analyzed using consistent methodologies to ensure comparability over time. 6. Privacy: The data should be collected and stored in a way that protects the privacy and confidentiality of the buyer. How Does Buyer Intent Data Software Determine the True Intent of a Customer Behavior? Buyer intent data software determines the true intent of a customer behavior through various methods such as: Natural language processing (NLP) Machine learning algorithms Data analysis of customer interactions and behaviors Integration with other data sources (e.g. search history, demographics, etc.) Predictive analytics The software analyzes a wide range of data points to understand the motivations behind a customer's behavior, such as their search queries, content they engage with, and the actions they take on a website. It refers to information about a potential customer's interest or intention to purchase a product or service, usually gathered through online behavior such as web searches, social media activity, email interactions, and previous purchase history. This data can provide insights into what a customer is looking for, their buying journey, and the likelihood of them making a purchase. It can help businesses to tailor their marketing and sales efforts, better understand their target audience, and increase the chances of successful sales. This information is then used to create a comprehensive profile of the customer's intent and provide insights into how they are likely to behave in the future. 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales Monitoring the impact of your account-based marketing efforts is important to drive sales. Checking what has worked in the past using the historical data helps understand the patterns in your data which in turn helps you learn and narrow your focus when it comes to purchase intent data. These trends will change as per your industry however, they all help large enterprises to bring in more sales and data intelligence. As far as the buyer intent data goes, gathering and analyzing the data from all the sources using technology and algorithms refine your intent data and helps you find higher potential accounts and take data-driven decisions. 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing Depending upon your specific needs and budget as well as your B2B industry, you can select an account-based marketing software with buyer intent data tools. We have listed some of the top B2B intent data providers to accelerate your B2B account based marketing down below. 6 sense:6Sense is a leading ABM software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Additionally, 6Sense offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Albacross: Albacross is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses lead generation and account-based marketing technology to gather insights on your target accounts' digital behavior, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Albacross helps B2B marketers identify their ideal customer profile and generate high-quality leads by tracking website visits and providing information about the companies visiting your website. The platform also offers a range of features, such as lead scoring, account-based retargeting, and email tracking, to help you optimize your ABM strategy and improve the impact of your campaigns. Bombora: Bombora is a B2B data solutions company that provides account-based marketing (ABM) software for buyer intent data. The platform aggregates business intent data from various sources, including content consumption, social media activity, and job postings, to help B2B marketers gain insights into the buying signals of their target accounts. Bombora's technology provides actionable data on the topics that your target accounts are researching, enabling you to personalize your outreach and tailor your messaging to their specific needs and interests. The platform works with ABM and marketing automation tools like Marketo, Pardot, and Eloqua to help you streamline your ABM processes and make your campaigns more effective. MadisonLogic: Madison Logic is a B2B marketing technology company that provides account-based marketing (ABM) software for buyer intent data. The platform offers a range of solutions for B2B marketers, including lead generation, content syndication, and programmatic advertising. Madison Logic's technology helps B2B marketers personalize their outreach by providing insights into the buying signals of their target accounts. The platform tracks the online behavior of your target accounts, such as website visits, content downloads, and email opens, to help you identify opportunities to engage with your prospects and improve the impact of your campaigns. Also, Madison Logic's ABM platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Qualified.com: Qualified.com is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Qualified.com offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. The platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandbase: Demandbase is a leading account-based marketing (ABM) software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Demandbase offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Also, the platform works with a number of marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandscience: DemandScience is a company that provides buyer intent data software. This software helps businesses understand the buying behaviors and interests of their target audience. By analyzing a large amount of data, such as search queries, social media activity, and other online interactions, the software provides insights into what potential customers are looking for, what challenges they are facing, and what solutions they are considering. This information can be used by sales and marketing teams to better target their efforts and increase conversions. Salesintel.io: Salesintel.io is a company that provides a B2B contact and company data platform that includes a buyer intent software component. This software uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time, in the right way. By understanding a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Terminus Account-based Marketing: Terminus is a company that provides an account-based marketing (ABM) platform that incorporates buyer intent data. ABM is a B2B marketing strategy that focuses on targeted and personalized outreach to specific companies rather than large groups of leads. The Terminus platform integrates buyer intent data to help sales and marketing teams better understand the buying behaviors and interests of their target accounts. By analyzing data such as website activity, social media engagement, and other online interactions, the software provides insights into the challenges and solutions that target accounts are interested in, allowing teams to personalize their messaging and outreach for maximum impact. The use of buyer intent data in the Terminus ABM platform can help businesses increase their conversion rates and drive revenue growth. Zoominfo: ZoomInfo is a company that provides a B2B contact and company data platform, including a buyer intent data software component. The platform uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time. With a deep understanding of a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Additionally, the platform includes features for data enrichment, lead generation, and account-based marketing, allowing sales and marketing teams to have a comprehensive view of their target accounts and personalize their outreach for maximum impact. 5. Summing up Utilizing advanced technology and machine learning algorithms to gather and analyze data about potential customers, providing valuable insights into their buying behaviors and intent helps businesses gain an edge over competition. By utilizing this information, businesses can tailor their marketing and sales strategies to better target and convert leads into paying customers, ultimately driving more sales. Scaling your buyer intent marketing efforts has become a lot easier with the machine learning and predictive analytics.

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The 5 Things to Know About Account-Based Marketing

Article | March 9, 2022

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

Read More
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5 Steps for Succeeding in Account-Based Marketing

Article | July 14, 2021

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

Read More

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.

Read More
ABM ACCOUNTS

Optimize Your ABM Strategy with Content Marketing

Article | July 19, 2022

Contents 1. Market Dynamics of B2B Buyer Intent Data Software 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing 5. Summing up Driving conversions has become more precise and predictable with the use of high-quality buyer intent data. As buyer intent marketing has emerged as one of the most promising tools to get the most out of your account based marketing campaigns, companies can quickly reach out to their highest potential prospects. This way companies can better plan the sales numbers and keep up with the rising demand for their products and services in the market while maintaining consistent customer experiences. Buyer intent data software are capable to - Provide granular insights into customer behavior and purchasing patterns. Identify potential customers who are actively in the market for a product or service. Improve target marketing efforts by enabling companies to reach the right people with the right message. Enhance sales team's ability to close deals by providing them with valuable information about their prospects. Improve overall marketing ROI by focusing resources on high-value prospects. Facilitate data-driven decision making by providing actionable insights. Monitor and analyze market trends and competition. By using buyer intent data software, companies can gain a deeper understanding of their customers, making it easier to deliver a personalized and relevant experience, and ultimately increase conversions and sales. 1. Market Dynamics of B2B Buyer Intent Data Software “The buyer intent data software market is projected to reach USD 15 billion at 20% CAGR by 2025.” This growth is attributed to data-driven decision making, digital transformation, and e-commerce initiatives among businesses that has increased the adoption rate for buyer intent data software among large progressive enterprises. The demand for personalized shopping experiences and refined customer engagement drives rapid market growth in the buyer intent data industry. 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? Key Point Indicators (KPIs) for Good Buyer Intent Data: 1. Relevance: The data should be directly related to a buyer's intention to purchase a product or service. 2. Timeliness: The data should be collected and analyzed in real-time to accurately reflect a buyer's current purchasing intentions. 3. Accuracy: The data should be accurate and verified to ensure its reliability and usefulness. 4. Completeness: The data should include all relevant information about a buyer, such as demographics, previous purchases, and search history. 5. Consistency: The data should be collected and analyzed using consistent methodologies to ensure comparability over time. 6. Privacy: The data should be collected and stored in a way that protects the privacy and confidentiality of the buyer. How Does Buyer Intent Data Software Determine the True Intent of a Customer Behavior? Buyer intent data software determines the true intent of a customer behavior through various methods such as: Natural language processing (NLP) Machine learning algorithms Data analysis of customer interactions and behaviors Integration with other data sources (e.g. search history, demographics, etc.) Predictive analytics The software analyzes a wide range of data points to understand the motivations behind a customer's behavior, such as their search queries, content they engage with, and the actions they take on a website. It refers to information about a potential customer's interest or intention to purchase a product or service, usually gathered through online behavior such as web searches, social media activity, email interactions, and previous purchase history. This data can provide insights into what a customer is looking for, their buying journey, and the likelihood of them making a purchase. It can help businesses to tailor their marketing and sales efforts, better understand their target audience, and increase the chances of successful sales. This information is then used to create a comprehensive profile of the customer's intent and provide insights into how they are likely to behave in the future. 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales Monitoring the impact of your account-based marketing efforts is important to drive sales. Checking what has worked in the past using the historical data helps understand the patterns in your data which in turn helps you learn and narrow your focus when it comes to purchase intent data. These trends will change as per your industry however, they all help large enterprises to bring in more sales and data intelligence. As far as the buyer intent data goes, gathering and analyzing the data from all the sources using technology and algorithms refine your intent data and helps you find higher potential accounts and take data-driven decisions. 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing Depending upon your specific needs and budget as well as your B2B industry, you can select an account-based marketing software with buyer intent data tools. We have listed some of the top B2B intent data providers to accelerate your B2B account based marketing down below. 6 sense:6Sense is a leading ABM software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Additionally, 6Sense offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Albacross: Albacross is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses lead generation and account-based marketing technology to gather insights on your target accounts' digital behavior, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Albacross helps B2B marketers identify their ideal customer profile and generate high-quality leads by tracking website visits and providing information about the companies visiting your website. The platform also offers a range of features, such as lead scoring, account-based retargeting, and email tracking, to help you optimize your ABM strategy and improve the impact of your campaigns. Bombora: Bombora is a B2B data solutions company that provides account-based marketing (ABM) software for buyer intent data. The platform aggregates business intent data from various sources, including content consumption, social media activity, and job postings, to help B2B marketers gain insights into the buying signals of their target accounts. Bombora's technology provides actionable data on the topics that your target accounts are researching, enabling you to personalize your outreach and tailor your messaging to their specific needs and interests. The platform works with ABM and marketing automation tools like Marketo, Pardot, and Eloqua to help you streamline your ABM processes and make your campaigns more effective. MadisonLogic: Madison Logic is a B2B marketing technology company that provides account-based marketing (ABM) software for buyer intent data. The platform offers a range of solutions for B2B marketers, including lead generation, content syndication, and programmatic advertising. Madison Logic's technology helps B2B marketers personalize their outreach by providing insights into the buying signals of their target accounts. The platform tracks the online behavior of your target accounts, such as website visits, content downloads, and email opens, to help you identify opportunities to engage with your prospects and improve the impact of your campaigns. Also, Madison Logic's ABM platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Qualified.com: Qualified.com is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Qualified.com offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. The platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandbase: Demandbase is a leading account-based marketing (ABM) software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Demandbase offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Also, the platform works with a number of marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandscience: DemandScience is a company that provides buyer intent data software. This software helps businesses understand the buying behaviors and interests of their target audience. By analyzing a large amount of data, such as search queries, social media activity, and other online interactions, the software provides insights into what potential customers are looking for, what challenges they are facing, and what solutions they are considering. This information can be used by sales and marketing teams to better target their efforts and increase conversions. Salesintel.io: Salesintel.io is a company that provides a B2B contact and company data platform that includes a buyer intent software component. This software uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time, in the right way. By understanding a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Terminus Account-based Marketing: Terminus is a company that provides an account-based marketing (ABM) platform that incorporates buyer intent data. ABM is a B2B marketing strategy that focuses on targeted and personalized outreach to specific companies rather than large groups of leads. The Terminus platform integrates buyer intent data to help sales and marketing teams better understand the buying behaviors and interests of their target accounts. By analyzing data such as website activity, social media engagement, and other online interactions, the software provides insights into the challenges and solutions that target accounts are interested in, allowing teams to personalize their messaging and outreach for maximum impact. The use of buyer intent data in the Terminus ABM platform can help businesses increase their conversion rates and drive revenue growth. Zoominfo: ZoomInfo is a company that provides a B2B contact and company data platform, including a buyer intent data software component. The platform uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time. With a deep understanding of a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Additionally, the platform includes features for data enrichment, lead generation, and account-based marketing, allowing sales and marketing teams to have a comprehensive view of their target accounts and personalize their outreach for maximum impact. 5. Summing up Utilizing advanced technology and machine learning algorithms to gather and analyze data about potential customers, providing valuable insights into their buying behaviors and intent helps businesses gain an edge over competition. By utilizing this information, businesses can tailor their marketing and sales strategies to better target and convert leads into paying customers, ultimately driving more sales. Scaling your buyer intent marketing efforts has become a lot easier with the machine learning and predictive analytics.

Read More
ABM ACCOUNTS

3 Effective ABM Tactics for B2B Marketers

Article | March 9, 2022

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

Read More
ABM ACCOUNTS

5 Steps for Running Successful ABM Campaigns

Article | July 14, 2021

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

Read More

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.

Read More
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Spotlight

Vaimo

Founded in 2008, Vaimo is the global leader in delivering award-winning digital storefronts, omnichannel solutions and mobile apps on the Magento platform. Our only focus is to drive digital commerce success for our B2B and B2C brand, retail and manufacturer clients. With 20 offices across the globe and over 400 employees, we provide an international presence that allows us cultivate close, long-term relationships with our clients. Magento has recognised our leadership by promoting us to a Global Elite partner status in 2017, selecting us as a Commercial Partner of EMEA in 2017, EMEA Omni-channel Partner of the Year in 2016 and EMEA Partner of the Year in 2015.

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ON24 Releases Survey Results Showing Value of Digitally Mature Marketing Teams

ON24 | March 15, 2023

On March 14, 2023, ON24, a leading digital engagement platform, released a report on ‘The State of Digital Maturity in Europe: The Tools, Techniques and Strategies Marketers Need to Drive Results.’ The company gathered responses from over 800 marketing leaders in 12 countries, finding that successful enterprises had a digitally mature marketing team. The report also highlighted that marketers in high-revenue companies scored the highest levels of digital maturity. Among the surveyed European countries, Italy, Portugal, and Spain had the most mature marketers. Most high-performing companies defined success in terms of increased revenue and aligned their programs with pipeline objectives. 87% of these businesses matched their digital strategy with their marketing and sales objectives and used pipeline and funnel conversion rates as key performance indicators. 81% of the most advanced marketers are data-driven, utilizing digital channels to collect first-party data. Nonetheless, the report indicated that even the most experienced marketers had room for growth. While most marketers were able to set objectives and develop strategies aligned with those objectives, only one in five leveraged data-driven insights to optimize digital engagement all year. European B2B marketers are gathering data but struggling to use analytics and insights gained to take action. Only 20% of marketers surveyed are using this data to change strategy, and a majority are not personalizing digital experiences. ON24 determined digital maturity through a series of questions to determine an overarching “maturity score” among five categories: Technology; Data and Measurement; Driving Action and Engagement; Strategy, Process and People; and Experiences and Personalization. These categories suggest an organization’s ability to scale marketing programs in digital channels and advance business goals. The report showcases significant opportunities for B2B marketers to drive growth in 2023 by outlining key aspects of a digitally mature marketing team. It also revealed the importance of leveraging data to inform optimization, deliver intelligent campaigns, drive digital engagement, and enable personalization at scale. The full report is available on the ON24 website. About ON24 ON24 is a renowned sales and marketing platform for digital engagement, empowering businesses to drive engagement and generate first-party data. It offers a sales and marketing platform delivering a portfolio of webinars, virtual events, and content experiences to drive revenue growth across the enterprise. Its platform powers digital engagement for over 2,000 customers worldwide, including major global technology, healthcare, and industrial manufacturers. ON24 is headquartered in San Francisco with offices in North America, EMEA, and APAC.

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Integrate Introduces New Dashboards for Account Insights

Integrate | March 03, 2023

At the B2B Marketing Exchange (B2BMX), Integrate, a company specializing in B2B Precision Demand Marketing (PDM), revealed new dashboards to increase visibility into account insights and campaign performance. These dashboards are part of the Integrate Demand Acceleration Platform and offer marketers and revenue teams the ability to analyze lead performance, track budget spends and remaining budget across channels, and prioritize their marketing efforts more effectively. The new features allow users to optimize their campaigns and achieve better results. The enhanced insights dashboards offer marketers a holistic perspective of their cross-channel campaign effectiveness. This comprises the accounts being targeted, the delivered leads, a detailed breakdown of the rejected leads' disposition status, integration success, and other metrics that enable marketers to understand the reasons behind specific lead rejections. Moreover, the dashboards provide marketers with a breakdown of the rejected leads over time, which allows them to determine the frequency of particular rejection dispositions and identify any repaired leads. The latest features in the "Insights" tab of the Demand Acceleration Platform can be accessed by users, who can filter the information according to their preferences, such as campaign source, date, name, and other relevant options. This allows them to narrow their focus and gain better visibility into customer engagement. These enhancements come after the recent release of Account Profiles, enabling marketers to easily monitor their target list's reach and engagement across various channels, resulting in more significant cross-channel marketing performance insights. About Integrate Integrate is a leading technology company that offers a cloud-based platform for managing and optimizing demand marketing processes. Their solutions streamline lead generation, automate marketing campaigns, and improve performance. With clients ranging from startups to Fortune 500 enterprises in various industries, Integrate is dedicated to helping businesses achieve their marketing goals through innovative and effective technologies. It offers a range of solutions to help clients improve their demand marketing processes, including lead generation, lead validation, and data management.

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ABM ACCOUNTS

Walker Sands Announces Acquisition of KoMarketing, a B2B Demand Generation Agency

Walker Sands | January 16, 2023

Walker Sands, a full-service marketing agency dedicated to accelerating the growth of B2B businesses, has acquired KoMarketing, a Boston-based B2B demand generation provider. The acquisition, Walker Sands' second to date, expands the company's capabilities in top-of-funnel demand generation operations, such as paid digital advertising and SEO for B2B audiences. Walker Sands, founded in 2001, accelerates the development of B2B firms via marketing. Over the years, the company's capabilities have grown to combine social media, public relations, marketing strategy, and branding expertise, as well as world-class creativity and a solid technical foundation spanning demand generation, marketing automation, and the web. KoMarketing, founded in 2004, has grown to nearly 30 team members assisting B2B customers ranging from growth-stage firms to Fortune 500 organizations in industries like marketing technology, cybersecurity, healthcare, and medical device technology. The firm has a track record of sustained organic growth supported by long-term customer relationships, thanks to its strong core expertise in SEO, content marketing, and search and social media advertising. Mike Santoro, CEO of Walker Sands, said, "KoMarketing has a long history of success in B2B marketing," He also said, "They understand the B2B customer journey. As Walker Sands has grown, we have increasingly become the first call for B2B tech marketers when they take on a new role. Coming together with KoMarketing deepens our collective expertise in demand generation and will create a meaningful positive impact for our clients. Importantly, it also creates opportunities for our team members to grow their careers in new and exciting ways." (Source – Business Wire) Both firms combined, have around 200 full-time employees spread across remote locations and five physical offices in San Francisco, Chicago, Seattle, Boston, and Atlanta. About Walker Sands Walker Sands is a full-service B2B marketing firm with core capabilities in branding, public relations, demand creation, creative, marketing strategy, and web. The firm's comprehensive approach to marketing drives awareness, trust, and conversions for over 100 global clients. Headquartered in Boston, this B2B marketing agency has emerged as one of the fastest-growing firms in the world. It has also been recognized by Inc. 5000 almost ten times!

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ON24 Releases Survey Results Showing Value of Digitally Mature Marketing Teams

ON24 | March 15, 2023

On March 14, 2023, ON24, a leading digital engagement platform, released a report on ‘The State of Digital Maturity in Europe: The Tools, Techniques and Strategies Marketers Need to Drive Results.’ The company gathered responses from over 800 marketing leaders in 12 countries, finding that successful enterprises had a digitally mature marketing team. The report also highlighted that marketers in high-revenue companies scored the highest levels of digital maturity. Among the surveyed European countries, Italy, Portugal, and Spain had the most mature marketers. Most high-performing companies defined success in terms of increased revenue and aligned their programs with pipeline objectives. 87% of these businesses matched their digital strategy with their marketing and sales objectives and used pipeline and funnel conversion rates as key performance indicators. 81% of the most advanced marketers are data-driven, utilizing digital channels to collect first-party data. Nonetheless, the report indicated that even the most experienced marketers had room for growth. While most marketers were able to set objectives and develop strategies aligned with those objectives, only one in five leveraged data-driven insights to optimize digital engagement all year. European B2B marketers are gathering data but struggling to use analytics and insights gained to take action. Only 20% of marketers surveyed are using this data to change strategy, and a majority are not personalizing digital experiences. ON24 determined digital maturity through a series of questions to determine an overarching “maturity score” among five categories: Technology; Data and Measurement; Driving Action and Engagement; Strategy, Process and People; and Experiences and Personalization. These categories suggest an organization’s ability to scale marketing programs in digital channels and advance business goals. The report showcases significant opportunities for B2B marketers to drive growth in 2023 by outlining key aspects of a digitally mature marketing team. It also revealed the importance of leveraging data to inform optimization, deliver intelligent campaigns, drive digital engagement, and enable personalization at scale. The full report is available on the ON24 website. About ON24 ON24 is a renowned sales and marketing platform for digital engagement, empowering businesses to drive engagement and generate first-party data. It offers a sales and marketing platform delivering a portfolio of webinars, virtual events, and content experiences to drive revenue growth across the enterprise. Its platform powers digital engagement for over 2,000 customers worldwide, including major global technology, healthcare, and industrial manufacturers. ON24 is headquartered in San Francisco with offices in North America, EMEA, and APAC.

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ABM ACCOUNTS

Integrate Introduces New Dashboards for Account Insights

Integrate | March 03, 2023

At the B2B Marketing Exchange (B2BMX), Integrate, a company specializing in B2B Precision Demand Marketing (PDM), revealed new dashboards to increase visibility into account insights and campaign performance. These dashboards are part of the Integrate Demand Acceleration Platform and offer marketers and revenue teams the ability to analyze lead performance, track budget spends and remaining budget across channels, and prioritize their marketing efforts more effectively. The new features allow users to optimize their campaigns and achieve better results. The enhanced insights dashboards offer marketers a holistic perspective of their cross-channel campaign effectiveness. This comprises the accounts being targeted, the delivered leads, a detailed breakdown of the rejected leads' disposition status, integration success, and other metrics that enable marketers to understand the reasons behind specific lead rejections. Moreover, the dashboards provide marketers with a breakdown of the rejected leads over time, which allows them to determine the frequency of particular rejection dispositions and identify any repaired leads. The latest features in the "Insights" tab of the Demand Acceleration Platform can be accessed by users, who can filter the information according to their preferences, such as campaign source, date, name, and other relevant options. This allows them to narrow their focus and gain better visibility into customer engagement. These enhancements come after the recent release of Account Profiles, enabling marketers to easily monitor their target list's reach and engagement across various channels, resulting in more significant cross-channel marketing performance insights. About Integrate Integrate is a leading technology company that offers a cloud-based platform for managing and optimizing demand marketing processes. Their solutions streamline lead generation, automate marketing campaigns, and improve performance. With clients ranging from startups to Fortune 500 enterprises in various industries, Integrate is dedicated to helping businesses achieve their marketing goals through innovative and effective technologies. It offers a range of solutions to help clients improve their demand marketing processes, including lead generation, lead validation, and data management.

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ABM ACCOUNTS

Walker Sands Announces Acquisition of KoMarketing, a B2B Demand Generation Agency

Walker Sands | January 16, 2023

Walker Sands, a full-service marketing agency dedicated to accelerating the growth of B2B businesses, has acquired KoMarketing, a Boston-based B2B demand generation provider. The acquisition, Walker Sands' second to date, expands the company's capabilities in top-of-funnel demand generation operations, such as paid digital advertising and SEO for B2B audiences. Walker Sands, founded in 2001, accelerates the development of B2B firms via marketing. Over the years, the company's capabilities have grown to combine social media, public relations, marketing strategy, and branding expertise, as well as world-class creativity and a solid technical foundation spanning demand generation, marketing automation, and the web. KoMarketing, founded in 2004, has grown to nearly 30 team members assisting B2B customers ranging from growth-stage firms to Fortune 500 organizations in industries like marketing technology, cybersecurity, healthcare, and medical device technology. The firm has a track record of sustained organic growth supported by long-term customer relationships, thanks to its strong core expertise in SEO, content marketing, and search and social media advertising. Mike Santoro, CEO of Walker Sands, said, "KoMarketing has a long history of success in B2B marketing," He also said, "They understand the B2B customer journey. As Walker Sands has grown, we have increasingly become the first call for B2B tech marketers when they take on a new role. Coming together with KoMarketing deepens our collective expertise in demand generation and will create a meaningful positive impact for our clients. Importantly, it also creates opportunities for our team members to grow their careers in new and exciting ways." (Source – Business Wire) Both firms combined, have around 200 full-time employees spread across remote locations and five physical offices in San Francisco, Chicago, Seattle, Boston, and Atlanta. About Walker Sands Walker Sands is a full-service B2B marketing firm with core capabilities in branding, public relations, demand creation, creative, marketing strategy, and web. The firm's comprehensive approach to marketing drives awareness, trust, and conversions for over 100 global clients. Headquartered in Boston, this B2B marketing agency has emerged as one of the fastest-growing firms in the world. It has also been recognized by Inc. 5000 almost ten times!

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