Hauntomations: 3 Ways to Make Automating ABM Less Scary

MARA MCLEAN | October 31, 2019

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Ahoy me-hearty, and Happy Halloween from Engagio! I bet you have a lot of fun plans tonight — some treats, some tricks, maybe a haunted house or a horror movie? After all, Halloween is when we all stop to enjoy the spookier side of life. Bring on the dark shadows, the cobwebs, and the ghost stories. But you don’t necessarily want that spookiness creeping into your work life. Haunting is all well and good when you’re dressed up as a ghost, but it isn’t fun when you’re being haunted by the idea of how badly your data needs a cleanup, or you’re frightened by the pile of work it takes to manage and update your audiences on different platforms. That’s where automations come in. No, don’t run away screaming I promise, automations are actually quite simple to get up and running. Automations are a function of Engagio’s new Orchestrate product, and they’re here to fix all the issues that might otherwise haunt you while you’re enjoying a Halloween-themed cocktail or taking the kids trick-or-treating.

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BigFoot ABM

BigFoot is a specialist Account-based marketing agency for large IT companies who target complex enterprise accounts.Taking the time and trouble to truly understand your customer reaps rewards in both relationships and revenues.Find out how BigFoot can help you make an impact.

OTHER ARTICLES

The Pareto Principle in Account-Based Marketing

Article | February 2, 2021

The Pareto Principle is introduced by an Italian economist - Vilfredo Pareto. According to this principle, for several results, 80% of the outcomes arise from 20% of the cause. Other variations of the Pareto principle states: 80% of the sales come from 20% of customers or 80% of marketing engagement comes from 20% of accounts. Many researchers believe that ABM is a descendent of the 80/20 rule. By following this rule, businesses can spend the bulk on creating personalized marketing campaigns for the 20% of customers who spent the most on the product or services of their company. How the Pareto Rule Brings Sales Growth? In ABM, the Pareto principle can be used as a guide to overcoming the business growth obstacle and acquiring extremely productive business solutions. So here are a few strategies that will assist in bringing the resources and attention to the top 20% of customers. 1. Identify Best Customers Companies might have hundreds or thousands of customers or prospect lists either from email, social media, or by the website. To ensure making a wise choice, it is a must to have a glance at the historical data of every account, then compare it with the ideal customer profile and determine which makes it to the list of the best customers. After finding the top customers for the business, assure to mark them as a top priority. 2. Locating Their Area An important factor is to check the Point-of-Sale platform and find the area from where the highest number of best customers belongs to. It will lead to determining the most suitable sales or marketing strategies that can boost the growth of the organization. 3. Rank The Need Of Customers After creating the list of best accounts or customers, try to dig a bit deeper and discover the want, need, or problems each customer has. If in case, the insight is not up to the mark, a company will have to form a team that can gather some information, by: Tracking customer’s social media Having a conversation with the customer Purchasing Insights from vendors. After finalizing the need list make sure to mark each with their importance and address them accordingly. 4. Offer Personalization Across Different Platform Marketing according to the way that connects with each customer deeply without engulfing the resource and budget can be achieved by making the process as automated as possible through hiring developers. Some of how businesses can personalize their channels are: Using images that shows the customer’s interested area Addressing each customer by their name Sharing related case studies with the customers Including a personalized note Remember to keep a track of the progress you made through these steps and modify your list and strategies based on them. Take Away! If used properly, the Pareto rule in account-based marketing helps a business in keeping the focus on what matters the most. It stops enterprises from multi-tasking all the time. With the help of the 80/20 rule, businesses can properly allocate time and resources to the areas that produce the best results. That being said, relocating the budget while cultivating time for referrals from the customers who generate long-term advantages is the core to sustainable growth.

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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.

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A 5 Step Journey to Launching an ABM Program

Article | February 27, 2020

While account-based marketing (ABM) has gained a lot of traction among B2B marketers, there isn’t much consensus in the industry around how to get started. We’re still seeing ABM strategies develop and mature, so the account-based playbook isn’t as clear or as widespread as the lead gen funnel was. That’s why in episode 2 of “Ask an ABM Expert”, Andrew Mahr, our Chief Customer Officer and host of the mini-series, tackles the five steps that we encourage practitioners to take when launching an ABM program. Andrew has helped launch thousands of successful ABM campaigns using this tried and true process, and today we’ll be diving into why each of these steps is foundational to fueling pipeline growth.

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Account Selection: How To Win Before You Start

Article | February 11, 2020

The first step in any account based go-to-market program is to create a target account list. Whether based on a formal Ideal Customer Profile (ICP) or not, the target account list represents an organization’s definition of the best accounts and those most likely to become customers. But in reality, marketers really only communicate with a subset of the account list at any one time, and even struggle to cover the full list over the course of a year.

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Spotlight

BigFoot ABM

BigFoot is a specialist Account-based marketing agency for large IT companies who target complex enterprise accounts.Taking the time and trouble to truly understand your customer reaps rewards in both relationships and revenues.Find out how BigFoot can help you make an impact.

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