From List-Based to Account-Based

| May 5, 2016

article image
Many signed up for the ABM Consortium webinar recently: “The Case for ABM – Lessons from the Masters”. Several major companies in the ABM industries shared their thoughts and lessons learned. As the topic of Account-Based Marketing is increasingly popular the level of knowledge and usage of this is very different. Some have just started to embark on this journey and some have come quite far. Don’t miss the excellent Report from ABM Consortium presented earlier in which they benchmarked 500+ B2B companies and how far they have reached. A few things become clear for mature companies that are looking for high performing ABM: High performing mature Account-Based Marketing is exactly that; Account-Based. Some start with a List-Based approach (List-Based is where you target your prioritised accounts but you don’t blend content and ads uniquely per account. List-Based Marketing is still targeting a list so not Account-Based) but come to the conclusion that this is not enough. You may start with a List-Based approach but there are other parts of the sales funnel where ABM is really interesting and effective.

Read more

Spotlight

Incisive Edge

We are Incisive Edge, a specialist marketing agency for ambitious tech startups. Our goal is simple we drive results for you that help you grow. We began life in strategic sales back in 2009 and it’s still what gives us our competitive advantage today. The approach we have honed over the years is dedicated to putting your sales prospects at the heart of your marketing strategy and nurturing them through their buying journey ensuring your website and campaigns are optimised to generate leads and drive revenue growth.

OTHER ARTICLES

WHAT DOES ACCOUNT-BASED MARKETING LOOK LIKE IN HUBSPOT?

Article | February 26, 2020

Account-based marketing (ABM) is marketing and sales working together to close large, complex deals at a specific number of target accounts. The accounts focused on by ABM strategies are chosen deliberately based on the monetary and strategic value they can provide to your organization along with the difficulty closing them poses. The process of selecting those target companies adds a new stage to the start of the inbound marketing process. Before you start to attract, engage and delight ABM target accounts, you must first identify them.

Read More

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.”

Read More

How to Leverage the Power of Marketing Automation for Your Demand Gen Operations

Article | March 11, 2020

One of the most significant shifts in demand generation is the move towards account-based marketing. Traditional marketers utilized a ‘one-to-many’ approach where tracts of messages were blasted to an extensive database. The age of personalization has now dawned on-demand generation. Marketers need to tailor their messages to suit personas and targeted accounts better. This form of marketing abandons the idea of fishing with a wide net. It instead promotes hunting for your biggest fish with spears. Marketers need automation tools to enhance their account-based marketing operations. Data shows demand generation automation can increase customer engagement by 68%. It will also strengthen timely communications and increase demand gen opportunities by 58%.

Read More

Learn from the Experts: Account Based (ABX) in This New World

Article | April 12, 2020

There is a New Marketing Landscape and it is critical for companies to rethink their marketing and sales strategy. This is a world of financial uncertainty for your prospects and customers, resulting in decreased budgets, longer sales cycles, and higher churn. It’s also a world of competing priorities. Key influencers and decision makers are drowning in priority issues, making it challenging to earn their attention. Given these new realities, Account Based Marketing/Sales/Customer Success (ABX) is top of mind for marketing and sales leaders given its proven efficiency and effectiveness in engaging and converting priority accounts.

Read More

Spotlight

Incisive Edge

We are Incisive Edge, a specialist marketing agency for ambitious tech startups. Our goal is simple we drive results for you that help you grow. We began life in strategic sales back in 2009 and it’s still what gives us our competitive advantage today. The approach we have honed over the years is dedicated to putting your sales prospects at the heart of your marketing strategy and nurturing them through their buying journey ensuring your website and campaigns are optimised to generate leads and drive revenue growth.

Events