Flipping the Funnel with Account-Based Marketing

SANGRAM VAJRE | May 9, 2016

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Like it or not, 2016 is going to be the year of account-based marketing. So what better way to start the year than attending a conference completely dedicated to this cause and learning all about this new thing called account-based marketing? The very first #FlipMyFunnel conference of 2016 is about to go down and you want to be there. The best and the brightest B2B marketers and salespeople are getting together to tell their story of how they’re braving the transition from traditional lead generation to account-based marketing. The fact that it’s happening now means that you and I have to adapt. There’s been no other conference of this scale that’s purely dedicated to account-based marketing and account-based sales.

Spotlight

Principal Brands, LLC

Principal Brands is a boutique marketing firm based in NYC that offers strategic, creative, and integrated solutions. We have a wide-range of experience working in a variety of industries, and we're well-versed in developing local and regional campaigns, as well as global strategies for both our U.S. and international clients. We do more than increase brand awareness — Principal Brands gets you past the noise. We elevate your brand so that it stands out well above the competition, generating the “right” attention in today’s crowded marketplace. Through market segmentation and competitive analysis, Principal Brands develops a customized marketing plan specific to your unique needs and your target market – one size does not fit all. We believe in getting the strategy right and work in a channel agnostic approach to increase your brand’s awareness and ultimately help you maintain and expand your customer base. We’re in a digital age where customers’ needs and perspectives are const

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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Aligning Account-Based Marketing and Account-Based Selling for a Better Customer Experience

Article | March 27, 2020

In today’s world of rapid-fire product release where – it’s been said – if your product is good someone will copy it, what sets one company apart from the next when everything else is equal? When product and price are virtually the same, how do you differentiate your product from the next company’s? The answer is simple and yet sometimes so elusive: customer experience. So, how can marketers and salespeople work together to improve the customer experience? Implementing account-based marketing (ABM), and tightly aligning marketing and sales, is the number one value marketers can bring to the customer experience today. ABM is the strategy of defining the target list of accounts that you want to approach, and creating the channels, messaging and content to communicate with them in a way that feels personalized. Rather than marketing and sales speaking to a persona, you go deeper and speak at the brand level and the individual level. According to a Forrester study on the state of ABM, “When it comes to business value, 37 percent of those responding say they can demonstrate tighter coordination between marketing and sales.”

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How to Stay Ahead in the Great Account-Based Marketing Race

Article | February 28, 2020

This account-based marketing piece is brought to you by Intelligent Demand Senior Marketing Manager & Certified Account-Based Strategist, Paige Montgomery. More and more B2B marketing executives and companies are making the transition from lead-centric to account-centric marketing, because the ROI of an account-based approach has been tried, tested, and proven. ITSMA put it best: “ABM delivers the highest return on investment of any strategic B2B marketing approach. Period.” Let’s face it, account-based marketing (ABM) is no longer a trend to test or even pilot—it’s table stakes in 2020. And thanks, in part, to the surge of account-based thought leadership and marketing technology available, B2B marketers are getting better at ABM by the day, meaning they’re also getting better at creating strategies that engage target accounts and developing effective ways to connect the dots between marketing, sales, and customer success.

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ABM: Looking beyond the buzzword!

Article | May 20, 2021

Account Based Marketing (ABM) is not a new concept in B2B marketing. However, as an important integrated B2B marketing and sales approach, we don’t think it is widely understood or used as it should be in B2B media/events businesses and professional membership organisations. Regardless of the size of your organisation, product types, or the sectors you serve, every senior business leader and marketer should be embracing ABM and integrating it as part of their overall marketing strategy. If you’re keen to learn more about ABM – what it is, why it is important and how you put it into practice, read on!

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Spotlight

Principal Brands, LLC

Principal Brands is a boutique marketing firm based in NYC that offers strategic, creative, and integrated solutions. We have a wide-range of experience working in a variety of industries, and we're well-versed in developing local and regional campaigns, as well as global strategies for both our U.S. and international clients. We do more than increase brand awareness — Principal Brands gets you past the noise. We elevate your brand so that it stands out well above the competition, generating the “right” attention in today’s crowded marketplace. Through market segmentation and competitive analysis, Principal Brands develops a customized marketing plan specific to your unique needs and your target market – one size does not fit all. We believe in getting the strategy right and work in a channel agnostic approach to increase your brand’s awareness and ultimately help you maintain and expand your customer base. We’re in a digital age where customers’ needs and perspectives are const

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