Hard Truths and Helpful Tips About Account-Based Marketing (Part 1)

June 10, 2022 | 634 views | Read Time : 10:00 min

Hard Truths and Helpful Tips
Are you thinking about ditching your revenue team’s creaky, ineffective sales approach and embracing ABM … but aren’t sure of what you need to know? You’ve found the right blog post.

Today, we’re providing some mind-blowing highlights from a recent webinar hosted by Kerry Cunningham, our Senior Principal of Product Marketing.

The webinar unpacked what matters most for launching an effective ABM program and offers actionable tips for sales and marketing teams. It’s well worth a watch. But if you’re short on time, here are some insights. Kerry started the webinar by sharing some hard truths about the state of selling:

Hard Truth #1: If They’re a Lead, You May Be Too Late

B2B sales used to be all about leads. Even now, many revenue teams lean heavily into the lead-based mindset. But the emergence of Account-Based Marketing brought many revelations to revenue teams, including that account opportunities are far more important than individual leads.

When you turn your (obsessive) attention from solo buyers and instead examine the full spectrum of interest or intent that an entire organization is expressing in your solution, you’re able to dramatically increase the quantity and quality of your sales intelligence.

Without this analysis, your team won’t be aware that buyers are conducting so much research on their own that by the time your team determines that they’re an early-stage “lead,” they may in fact be much farther down the buyer’s journey than expected.

Your team plays catchup after that, putting them at a competitive advantage.

Hard Truth #2: B2B Buyers Aren’t Even ‘Buyers’ Anymore

These days, buyers are no longer individuals, but rather teams of people. On average, buying teams often include 10 people, Kerry explained.

“Not everybody involved in the buying process is going to be sitting at the table at the end of that last meeting when they sign the deal,” Kerry said, “but all of those folks are doing some research.”

How big are these teams? From the webinar’s transcript:

Kerry: “For bigger deals, there may be as many as 20 or more people involved. And again, all of those folks are having interactions. In fact, Forrester Research did a study recently that showed that on average, post-pandemic, buyers are having 27 interactions each. So when you have 10 people or 20 people, and they’re having 20-something interactions each, that adds up.”

But there’s an upside to all this activity, Kerry said. As buyers conduct research, they leave behind digital “breadcrumb trails” or “footprints in the snow” across the internet.

Sellers armed with leading account engagement technologies can track, aggregate and de-anonymize these intent signals. ABM tools help them better understand the buyers’ research and buying processes.

Hard Truth #3: You Might Deal with Multiple Buying Teams

Depending on the scope of your solution’s capabilities, your sellers may contend with more than one buying team.

Here’s an example: Let’s say a company is looking for a solution to handle the needs of many departments or divisions. Each division may task its own buyer or buying team to conduct its own research to find solutions that effectively solves its own business problems.

If your solution can serve the needs of multiple divisions, your revenue team is in a good position, especially if your team can proactively identify the divisions’ unique needs. (Account engagement platforms do a great job of this.)

However, don’t assume that your solution can be everything to every division, Kerry warned.

Kerry: “If you sell multiple solutions — say you’re a big tech company and you have three, four, five solutions — you may be selling to multiple buying centers. But those buying centers may not all be great prospects for your solution. So take into account the fact that some of the buying centers inside those specific accounts may or may not be good prospects for you.”

Hard Truth #4: Buyers Think They Know Everything About Your Solution (But Actually Don’t)

Many buyers believe they can get all the information they need about your solution (and your competitors) exclusively through online research, Kerry said. This is super-convenient for buyers, but sellers can’t fully control the narrative. That leads to big problems.

Kerry: “Not all the information that they get is going to be accurate. It certainly may not be how you’d like to present yourself. So one of the things that’s really important is you have to understand how your buyers are finding out about you.”

This requires identifying other likely sources of information — such as content from competitors or unreliable analysts — and proactively engaging buyers with data and talking points that counter this misinformation.

Conclusion

Pivoting to an account-based approach isn’t always easy, especially for revenue teams that are entrenched in a older sales approaches. But making the change to ABM can revolutionize your business, Kerry said.

“Within the first year, 6sense clients who take all of these new techniques on board are able to produce substantially better results, bigger deal sizes, better win rates, and even shorter sales cycles,” Kerry said. “This is really the way B2B ought to be done.”

We’ve covered a few hard truths in this post, but come back tomorrow for Part 2 of this series. We’ll provide some helpful and actionable ABM tips then.

Spotlight

By Appointment Only, Inc. (BAO)

The market knows us as the leader in appointment setting. Our Clients know the story is much bigger than that. BAO is the de facto partner for sales and marketing teams in the high-tech industry developing powerful, profitable go-to-market strategies. BAO provides organizations the customized, scalable, real-time support they need to increase sales productivity, drive more efficient marketing, and land priority accounts. Founded in 1997, our 150 Clients across North America see an average of 30:1 ROI.

OTHER ARTICLES
ABM Accounts

The 5 Things to Know About Account-Based Marketing

Article | January 11, 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 Succeeding in Account-Based Marketing

Article | July 13, 2022

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
ABM Accounts

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

Article | July 19, 2022

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 IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

Read More

Spotlight

By Appointment Only, Inc. (BAO)

The market knows us as the leader in appointment setting. Our Clients know the story is much bigger than that. BAO is the de facto partner for sales and marketing teams in the high-tech industry developing powerful, profitable go-to-market strategies. BAO provides organizations the customized, scalable, real-time support they need to increase sales productivity, drive more efficient marketing, and land priority accounts. Founded in 1997, our 150 Clients across North America see an average of 30:1 ROI.

Related News

Core ABM, ABM Accounts

Turing AI Sees a 230% Surge in Email Open Rates with FlashIntel's Advanced ABM Strategy

EIN News | August 14, 2023

Turing AI, a global leader in AI-driven cybersecurity, proudly announces a transformative milestone in its Account-Based Marketing (ABM) journey. Collaborating with FlashIntel, Turing AI has optimized its ABM strategy, resulting in a remarkable 230% increase in email open rates, showcasing the effectiveness of targeted marketing in today's digital landscape. Turing AI Elevates Its ABM Approach Known for its cutting-edge AI solutions, Turing AI identified the need to refine its ABM strategy to connect more effectively with its target audience. "Our partnership with FlashIntel has been a game-changer. The FlashInfo platform has empowered us to enhance our ABM approach, allowing Turing AI to engage potential partners more efficiently," shared Yi Jin, Ph.D., the VP of Marketing and Demand Generation at Turing AI. FlashIntel's Pivotal Role in Turing AI's Success FlashIntel's expertise in ABM provided the tools and insights Turing AI required. The FlashInfo platform, with its state-of-the-art features, enabled Turing AI to identify and engage with the right prospects, ensuring a more targeted and impactful outreach. Impressive Outcomes for Turing AI The collaboration between Turing AI and FlashIntel has yielded significant results: - A substantial increase in email open rates from 20% to 66%. - An impressive boost in email deliverability rate from 92% to 99.7%. About FlashIntel FlashIntel stands at the forefront of go-to-market strategies, offering innovative solutions that drive business success. Their commitment to data-driven solutions has made them a preferred partner for industry leaders like Turing AI.

Read More

Core ABM

StackAdapt Partners with Lead Forensics to Expand Its ABM Targeting and Measurement Capabilities in EMEA and Canada

Business Wire | October 04, 2023

StackAdapt (www.stackadapt.com), the leading self-serve programmatic advertising platform, has partnered with Lead Forensics, the world’s No. 1 B2B website visitor identification software, to expand StackAdapt’s latest ABM Targeting and Measurement solution. This integration empowers B2B marketers and ad agencies seeking to reach highly specific audiences within EMEA and Canada in addition to the company’s existing targeting capabilities for the US. Key Benefits for B2B Marketers and Advertisers: Expanded Market Reach: B2B marketers can now extend their reach beyond the US and tap into new markets in EMEA and Canada targeting a broader audience and potential customers. Relevant Targeting: This expansion ensures that ad campaigns are relevant and resonate with the right audience. Measurable Impact: With highly accurate measurement capabilities, B2B marketers can assess the performance of their campaigns and make data-driven decisions to optimize results, leading to higher ROI and more effective marketing efforts. Frictionless Campaign Management: The self-serve solution offers easy-to-use features for campaign creation and reporting, saving time and resources for B2B marketers and streamlining their advertising process. Low-Risk Testing: The solution allows for quick campaign activation without contractual minimums, giving B2B marketers the confidence to experiment and learn, leading to improved strategies and successful outcomes in the long run. “We’re delighted to partner with StackAdapt,” said Chris Murray, Vice President of Partnerships at Lead Forensics. “We know how powerful our data is and we look forward to working with StackAdapt to help businesses connect, engage, and succeed like never before.” Agent3 is a global ABM agency focused on delivering hyper-targeted campaigns for its clients. As a StackAdapt partner, it was one of the first to harness the power of Lead Forensics' IP data. This collaboration extends our ability to offer increased reliability, visibility and scale in EMEA and Canada, as well as complimenting and expanding the reach provided by many of our customers' existing pure-play ABM platforms across the US, explained Daniel Sands, Chief Innovation Officer and Partner at Agent3. “With precise audience targeting via StackAdapt, combined with the ability to measure campaign impact with pinpoint accuracy, our agency was able to achieve really great scale and performance metrics. We were particularly impressed from an account attribution perspective and the data we were able to capture about the companies we had reached. This partnership represents a significant milestone in our ability to deliver outstanding results for our clients." "The ability to provide ABM measurement in EMEA and North America is a unique delivery for our platform compared to competitors, and we are thrilled to provide this offering thanks to our partnership with Lead Forensics,” said Michael Shang, Vice President of Partnerships and Business Solutions at StackAdapt. "This collaboration allows us to provide a comprehensive self-serve solution that caters to the evolving needs of B2B marketers and advertisers seeking to make a measurable impact." StackAdapt provides easy access to its platform with no monthly minimum commitment, including for ABM targeting. For B2B marketers, StackAdapt utilizes programmatic to deliver an increase in leads and sales to meet growth requirements and build a long-term sustainable funnel. For more information, visit www.stackadapt.com. About Lead Forensics Lead Forensics is the world's #1 B2B website visitor identification software. Trusted by 60,000+ customers, Lead Forensics owns the world’s largest database of business IP addresses, enabling you to identify B2B website visitors, access contact information for key decision-makers, and get detailed website analytics. Lead Forensics has been named as one of the 100 Best Global Software companies and the software has also been named in the world’s Top 25 Best Software Products by G2. For further information, visit www.leadforensics.com About StackAdapt StackAdapt is a self-serve programmatic advertising platform used by hundreds of brands and agencies around the world. StackAdapt’s data-driven platform combines state-of-the-art machine learning with a clean and intuitive user interface to provide media buyers with an easy way to plan, execute and drive the best performance across all devices, inventory, and publishing partners. StackAdapt has been recognized as one of the fastest-growing technology companies in North America, is rated the number 1 demand-side platform (DSP) on G2, and is the highest performing and easiest to use platform. For further information, visit www.stackadapt.com.

Read More

Account Based Data, ABM Accounts

DTEN Partners with FlashIntel to Triple Efficiency and Slash Costs by 60%

EIN News | August 22, 2023

DTEN, a global leader in video conferencing solutions, announced today its successful transition to FlashInfo, resulting in a threefold increase in operational efficiency and a significant 60% reduction in costs. This strategic move comes as DTEN sought to streamline its sales and marketing operations, previously reliant on platforms like Salesloft and ZoomInfo. Karthik Chandran, CFO of DTEN, commented on the partnership, "Choosing FlashInfo was one of the best strategic decisions we've made. We've not only maintained the high standards of data accuracy and freshness we were accustomed to with ZoomInfo but also leveraged the effective sequencing and cadence capabilities of Salesloft. The standout feature, however, has been FlashInfo's superior automation capabilities, which have revolutionized our operations. The added bonus? Significant savings in our annual tech spend." DTEN, renowned for its state-of-the-art hybrid collaboration technology, has always been at the forefront of innovation. Their award-winning solutions cater to diverse needs, from intimate meetings to large-scale conferences, earning the trust of businesses worldwide. However, the need for smarter technology that aligns with their business objectives of efficiency and real-time data has been paramount. Before the partnership with FlashInfo, DTEN faced challenges with automation capabilities, making their sales and marketing operations less efficient than desired. The collaboration with FlashInfo has not only addressed these challenges but also added value in areas DTEN didn't realize needed enhancement. FlashInfo's offerings, after rigorous evaluation, proved to be on par, if not superior, to DTEN's previous solutions. The data accuracy and freshness matched that of industry giants like ZoomInfo, and its sequencing and cadence capabilities were comparable to those of Salesloft. But it was FlashInfo's unmatched automation capabilities that truly set it apart, introducing a new level of efficiency to DTEN's operations. In conclusion, DTEN's strategic shift to FlashInfo has set a new benchmark in the industry, showcasing how businesses can leverage technology to achieve operational excellence while also realizing significant cost savings. About DTEN DTEN is a global innovator in video conferencing equipment, offering cutting-edge hybrid collaboration technology. Their award-winning solutions cater to a wide range of needs and are trusted by businesses worldwide. About FlashIntel FlashIntel stands as a beacon of unified efficiency in the realm of sales and marketing. With its innovative platform, FlashInfo, businesses can now discard the clutter of disjointed systems and slow onboarding processes. FlashIntel offers a single interface that seamlessly fuses multiple tools, ensuring that the path to growth is harmoniously aligned, efficient, and accelerated. By streamlining processes and integrating superior automation capabilities, FlashIntel is ushering in a new age of seamless revenue acceleration, making it an indispensable asset for businesses aiming for growth and operational excellence.

Read More

Core ABM, ABM Accounts

Turing AI Sees a 230% Surge in Email Open Rates with FlashIntel's Advanced ABM Strategy

EIN News | August 14, 2023

Turing AI, a global leader in AI-driven cybersecurity, proudly announces a transformative milestone in its Account-Based Marketing (ABM) journey. Collaborating with FlashIntel, Turing AI has optimized its ABM strategy, resulting in a remarkable 230% increase in email open rates, showcasing the effectiveness of targeted marketing in today's digital landscape. Turing AI Elevates Its ABM Approach Known for its cutting-edge AI solutions, Turing AI identified the need to refine its ABM strategy to connect more effectively with its target audience. "Our partnership with FlashIntel has been a game-changer. The FlashInfo platform has empowered us to enhance our ABM approach, allowing Turing AI to engage potential partners more efficiently," shared Yi Jin, Ph.D., the VP of Marketing and Demand Generation at Turing AI. FlashIntel's Pivotal Role in Turing AI's Success FlashIntel's expertise in ABM provided the tools and insights Turing AI required. The FlashInfo platform, with its state-of-the-art features, enabled Turing AI to identify and engage with the right prospects, ensuring a more targeted and impactful outreach. Impressive Outcomes for Turing AI The collaboration between Turing AI and FlashIntel has yielded significant results: - A substantial increase in email open rates from 20% to 66%. - An impressive boost in email deliverability rate from 92% to 99.7%. About FlashIntel FlashIntel stands at the forefront of go-to-market strategies, offering innovative solutions that drive business success. Their commitment to data-driven solutions has made them a preferred partner for industry leaders like Turing AI.

Read More

Core ABM

StackAdapt Partners with Lead Forensics to Expand Its ABM Targeting and Measurement Capabilities in EMEA and Canada

Business Wire | October 04, 2023

StackAdapt (www.stackadapt.com), the leading self-serve programmatic advertising platform, has partnered with Lead Forensics, the world’s No. 1 B2B website visitor identification software, to expand StackAdapt’s latest ABM Targeting and Measurement solution. This integration empowers B2B marketers and ad agencies seeking to reach highly specific audiences within EMEA and Canada in addition to the company’s existing targeting capabilities for the US. Key Benefits for B2B Marketers and Advertisers: Expanded Market Reach: B2B marketers can now extend their reach beyond the US and tap into new markets in EMEA and Canada targeting a broader audience and potential customers. Relevant Targeting: This expansion ensures that ad campaigns are relevant and resonate with the right audience. Measurable Impact: With highly accurate measurement capabilities, B2B marketers can assess the performance of their campaigns and make data-driven decisions to optimize results, leading to higher ROI and more effective marketing efforts. Frictionless Campaign Management: The self-serve solution offers easy-to-use features for campaign creation and reporting, saving time and resources for B2B marketers and streamlining their advertising process. Low-Risk Testing: The solution allows for quick campaign activation without contractual minimums, giving B2B marketers the confidence to experiment and learn, leading to improved strategies and successful outcomes in the long run. “We’re delighted to partner with StackAdapt,” said Chris Murray, Vice President of Partnerships at Lead Forensics. “We know how powerful our data is and we look forward to working with StackAdapt to help businesses connect, engage, and succeed like never before.” Agent3 is a global ABM agency focused on delivering hyper-targeted campaigns for its clients. As a StackAdapt partner, it was one of the first to harness the power of Lead Forensics' IP data. This collaboration extends our ability to offer increased reliability, visibility and scale in EMEA and Canada, as well as complimenting and expanding the reach provided by many of our customers' existing pure-play ABM platforms across the US, explained Daniel Sands, Chief Innovation Officer and Partner at Agent3. “With precise audience targeting via StackAdapt, combined with the ability to measure campaign impact with pinpoint accuracy, our agency was able to achieve really great scale and performance metrics. We were particularly impressed from an account attribution perspective and the data we were able to capture about the companies we had reached. This partnership represents a significant milestone in our ability to deliver outstanding results for our clients." "The ability to provide ABM measurement in EMEA and North America is a unique delivery for our platform compared to competitors, and we are thrilled to provide this offering thanks to our partnership with Lead Forensics,” said Michael Shang, Vice President of Partnerships and Business Solutions at StackAdapt. "This collaboration allows us to provide a comprehensive self-serve solution that caters to the evolving needs of B2B marketers and advertisers seeking to make a measurable impact." StackAdapt provides easy access to its platform with no monthly minimum commitment, including for ABM targeting. For B2B marketers, StackAdapt utilizes programmatic to deliver an increase in leads and sales to meet growth requirements and build a long-term sustainable funnel. For more information, visit www.stackadapt.com. About Lead Forensics Lead Forensics is the world's #1 B2B website visitor identification software. Trusted by 60,000+ customers, Lead Forensics owns the world’s largest database of business IP addresses, enabling you to identify B2B website visitors, access contact information for key decision-makers, and get detailed website analytics. Lead Forensics has been named as one of the 100 Best Global Software companies and the software has also been named in the world’s Top 25 Best Software Products by G2. For further information, visit www.leadforensics.com About StackAdapt StackAdapt is a self-serve programmatic advertising platform used by hundreds of brands and agencies around the world. StackAdapt’s data-driven platform combines state-of-the-art machine learning with a clean and intuitive user interface to provide media buyers with an easy way to plan, execute and drive the best performance across all devices, inventory, and publishing partners. StackAdapt has been recognized as one of the fastest-growing technology companies in North America, is rated the number 1 demand-side platform (DSP) on G2, and is the highest performing and easiest to use platform. For further information, visit www.stackadapt.com.

Read More

Account Based Data, ABM Accounts

DTEN Partners with FlashIntel to Triple Efficiency and Slash Costs by 60%

EIN News | August 22, 2023

DTEN, a global leader in video conferencing solutions, announced today its successful transition to FlashInfo, resulting in a threefold increase in operational efficiency and a significant 60% reduction in costs. This strategic move comes as DTEN sought to streamline its sales and marketing operations, previously reliant on platforms like Salesloft and ZoomInfo. Karthik Chandran, CFO of DTEN, commented on the partnership, "Choosing FlashInfo was one of the best strategic decisions we've made. We've not only maintained the high standards of data accuracy and freshness we were accustomed to with ZoomInfo but also leveraged the effective sequencing and cadence capabilities of Salesloft. The standout feature, however, has been FlashInfo's superior automation capabilities, which have revolutionized our operations. The added bonus? Significant savings in our annual tech spend." DTEN, renowned for its state-of-the-art hybrid collaboration technology, has always been at the forefront of innovation. Their award-winning solutions cater to diverse needs, from intimate meetings to large-scale conferences, earning the trust of businesses worldwide. However, the need for smarter technology that aligns with their business objectives of efficiency and real-time data has been paramount. Before the partnership with FlashInfo, DTEN faced challenges with automation capabilities, making their sales and marketing operations less efficient than desired. The collaboration with FlashInfo has not only addressed these challenges but also added value in areas DTEN didn't realize needed enhancement. FlashInfo's offerings, after rigorous evaluation, proved to be on par, if not superior, to DTEN's previous solutions. The data accuracy and freshness matched that of industry giants like ZoomInfo, and its sequencing and cadence capabilities were comparable to those of Salesloft. But it was FlashInfo's unmatched automation capabilities that truly set it apart, introducing a new level of efficiency to DTEN's operations. In conclusion, DTEN's strategic shift to FlashInfo has set a new benchmark in the industry, showcasing how businesses can leverage technology to achieve operational excellence while also realizing significant cost savings. About DTEN DTEN is a global innovator in video conferencing equipment, offering cutting-edge hybrid collaboration technology. Their award-winning solutions cater to a wide range of needs and are trusted by businesses worldwide. About FlashIntel FlashIntel stands as a beacon of unified efficiency in the realm of sales and marketing. With its innovative platform, FlashInfo, businesses can now discard the clutter of disjointed systems and slow onboarding processes. FlashIntel offers a single interface that seamlessly fuses multiple tools, ensuring that the path to growth is harmoniously aligned, efficient, and accelerated. By streamlining processes and integrating superior automation capabilities, FlashIntel is ushering in a new age of seamless revenue acceleration, making it an indispensable asset for businesses aiming for growth and operational excellence.

Read More

Events