How Better B2B Contact Database Can Supercharge Your ABM Campaigns

| February 8, 2019

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Account Based Marketing is a marketing and sales strategy that emphasizes deep understanding of a selected group of key accounts and makes significant effort to understand their business and need for your solution. In fact, the definition of ABM revolves around marketing to a tightly defined audience of companies that are pre-qualified. ABM replaces or augments a mass market approach so that sales teams spend more time engaging with prospects and can be more effective because they know better what the customer’s needs are.

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Spotlight

The Point Group

As a full-service, integrated marketing communications firm, The Point Group creates compelling connections between brands and their audiences. From public relations to media planning, digital marketing to brand identity, our integrated marketing model is built on our clients’ needs large, small, local or global – not on us trying to sell a specific type of service. Whether focusing on B2B or B2C, for us, marketing is a strategic solve to a business challenge one that deserves business results. In short, we don’t just build brands. We build your business.

OTHER ARTICLES

The surprising benefits ABM brings to your customers

Article | February 20, 2020

We’ve all heard how good account-based marketing (ABM) can be for your B2B business, but did you know it’s also great for your customers? It’s not often revenue goals and customer needs align as well as they do with account-centric strategies. Here are the four ways ABM done well is as much a win for your customers as it is for your growth targets.

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Optimizing ABM with Influencer Marketing

Article | February 28, 2020

Marketers who practice ABM are seeing impressive results. A recent report from ITSMA and the ABM Leadership Alliance found that 73% of marketers plan to increase ABM budgets in the coming year, and 71% saw greater ROI compared to traditional marketing. Yet as much success as marketers are seeing with ABM, most are missing a crucial part of the strategy: Building trust through external influence. In his B2BMX presentation, Lee Odden observed that ABM marketers tend to focus on internal influence which members of the buying committee have a say in the purchase decision.

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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%.

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Is that ABM or just good marketing?

Article | February 21, 2020

We posted this blog last year, but it seems to be as important a question as ever, with ABM continuing to dominate marketing. So have a read and let us know your thoughts. To give you some perspective on why I'm tackling this as a subject, let me qualify my experience to you. We have observed, researched, actioned, piloted, rolled out account based marketing in large and small organisations; 1:1 ABM and 1:many account based approaches. And we were recently asked this question at an event and we bumbled through an answer because the question is quite large and fundamental. You can not rely on the actual written definition of account based marketing to help answer it. "Marketing to a set of named accounts" is not a descriptive definition.

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Spotlight

The Point Group

As a full-service, integrated marketing communications firm, The Point Group creates compelling connections between brands and their audiences. From public relations to media planning, digital marketing to brand identity, our integrated marketing model is built on our clients’ needs large, small, local or global – not on us trying to sell a specific type of service. Whether focusing on B2B or B2C, for us, marketing is a strategic solve to a business challenge one that deserves business results. In short, we don’t just build brands. We build your business.

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