How Intent Driven Campaigns Generates Top of The Funnel Leads?

SHAWN HADDEN | March 9, 2020

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If your marketing team is still engaged in spray and pray marketing, consider these remarks from Sarah Mayer, Senior Marketing Ops Manger at MarcomCentral. What’s did Sarah Meyer and her team do differently? They started running intent driven marketing campaigns. Intent data points directly at what consumers want. It is behavior data that gives out signals on where prospective customers are in their buying journey. Harnessing intent data allows marketers to personalize their selling approach and messaging. In addition, intent data ensures ad spending is directed at targets with the highest likelihood of making a purchase. Without intent data, b2b marketing is all about guessing, and blindly targeting anyone who makes any sort of interaction with your brand, with generic marketing campaigns and ads that are likely to be ignored.

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CORE ABM

6 Hard-hitting Lessons for ABM Strategy

Article | September 30, 2021

Account-based marketing has gained momentum incredibly in the B2B industry. ABM promises a higher conversion rate than any other marketing strategy. It is the best personal approach to B2B marketing. If you are new to ABM, here is a little introduction to the strategy. ABM is creating a funnel of your clients and filtering the ones who have higher chances of conversion. Once you have the required data, your sales and marketing team can collaborate to create marketing campaigns for these exclusive clients. This strategy can overcome many challenges faced by the marketing and sales team. Generally, the challenges faced by your businesses can be to Drive retention with the key accounts Deliver relevant content to exclusive customers Boost conversion percentage with the clients most likely to convert Build a strategy for a personalized marketing approach Once you know what ABM is and implement it correctly, your business can easily overcome these challenges. Thus, we have provided some insights on how to overcome hurdles and excel in your ABM campaign. How to Excel in Your ABM Campaign According to B2B data-driven companies, personalization is the biggest challenge to succeed in ABM. Nowadays, B2B clients demand personalization like B2C clients. Now, this is a difficult task as business clients have access to business profiles. Thus, the sales and marketing teams have to develop unique ideas and make extra efforts to personalize campaigns. So basically, this means utilizing the available data in the best way possible. But sometimes, that takes up a massive investment in terms of time and resources. Abhi Yadav, Founder & CTO of Zylotech, says, “Drawing intelligence from data is like pushing a boulder uphill. In most cases, it takes a team of data engineers & scientists an enormous amount of time that comes with a hefty price tag.” So how do you minimize efforts and still excel in your ABM campaign strategy? Well, we have six lessons that organizations have learned while implementing ABM in their marketing strategy. Some of these lessons are answers to why a particular strategy failed. Put Yourself in Your Customer’s Shoes If you have limited access to personal data but have plenty of professional data, put it to the correct use. Put yourself in your customer’s shoes and look at the challenges they are facing at present. You can also think about their future problems and provide solutions to avoid them. Once you think like your customers, strategies and solutions become a simple task. For example, if your targeted client is the MD or CFO of a healthcare sector. Determine how the pandemic has impacted their revenues or how they need to manage personal and government financing in these challenging times. Also, you can provide visionary solutions about future implementations for the healthcare sector. Flip the Funnel The traditional funnel of awareness, interest, consideration, and purchase needs to change. The implementation may work even today, but the conversion process takes time. Thus, it’s time to flip the funnel. Flipping the funnel is the new strategy that is uprooting the traditional funnel. This method implies putting targeted organizations on the top of the funnel and then broadening it. First, it means to target the people of the organizations, then ways to connect them, and then the broadest part is to provide them with appropriate solutions. This funnel strategy has proved to work wonders in the ABM strategy. Personify is the leading constituent management and engagement (CME) platform. Their challenge was to create a funnel for better insights into their target market. Their solution was to partner with product marketing and sales for an ideal customer profile (ICP). Thus the top of the funnel was sorted. Then they researched and set up personalized digital ad campaigns and sales strategies. Thus, these creative campaigns increased their brand awareness, engagement, and conversions. They increased their on-site visitors by 39 times by implementing this strategy. Make the Best Use of Technology There are a plethora of tools available to strategize and implement ABM. But organizations do not make full use of these tools, leading to wastage of time, resources, and resources. Survey the market and know there are tools developed to optimize ABM strategy and keep track of account-based metrics. Implement these tools, and you will notice that your work gets executed faster and in an intelligent way. P.S. Human-assisted AI technologies help organizations to build compelling campaigns and optimize revenue operations. Streamline Your Processes Sometimes organizations do not realize that ABM requires streamlining processes with the regular ones. ABM strategies require experimentation. You have to select the strategy that suits you and your organization in the best way. Thus, ensure that your teams do not get overwhelmed by the process. Thus, define roles, responsibilities, and the entire execution plan when the target accounts are shortlisted. VersionOne, a cloud-based agile application life-cycle management (ALM) software provider, simplified the process by implementing data-driven approaches. Thus, VersionOne gave both teams access to monitor the ABM strategy and the success of the targeted accounts. Thus both the teams worked in collaboration and focused on segmentation. This helped in building a proper pipeline between the sales and marketing teams. This doubled VersionOne’s sales by streamlining the processes between the sales and marketing teams. Focus On Retention ABM is not only targeting exclusive clients and converting them. But you have to track and retain them. Many a time clients convert and the organization forgets to follow up. Thus, it creates a void for current and future clients, as the success rate is incredibly defined by retention. For example, small gestures like regular surveys, emails regarding workflow, and more can play an essential role for the clients to know that you care. Do Not Refrain from Outsourcing Outsourcing is a great way to ease out tasks and get a filtered list of high-value clients. Also, companies that specialize in data-driven technologies can provide you with more relevant information about the clients than your in-house team. So, avail services from experienced companies and industry leaders in providing you with the best list of relevant clients. These professional organizations know the pain-point of the clients, which helps you in planning your ABM strategy. That’s All Folks We hope we have provided you with solutions to the hurdles that you face while strategizing ABM. Remember, ABM strategy cannot be mastered overnight. So set goals, implement ABM, learn from the results and repeat- it is that simple! Frequently Asked Questions Which is the best way to succeed in ABM? The key idea is to focus on the personalization and retention of the clients. Your ABM strategy is likely to succeed if you provide personalized solutions to your exclusive clients. Success in your ABM strategy depends on your team, your account-based marketing campaigns, and the level of experimentation you do. Is it okay to outsource for account-based marketing? If your organization does not want to invest the time, resources, and technology required for ABM, it is good to outsource it. These third-party organizations can help you provide you with a list of the best clients and their information. How important is ABM strategy? ABM is an essential strategy as it helps to shorten the sales process and increases the conversion rate. In addition, it helps an organization concentrate on the most exclusive clients and retain them, thus generating better revenue and ROI. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Which is the best way to succeed in ABM?", "acceptedAnswer": { "@type": "Answer", "text": "The key idea is to focus on the personalization and retention of the clients. Your ABM strategy is likely to succeed if you provide personalized solutions to your exclusive clients. Success in your ABM strategy depends on your team, your account-based marketing campaigns, and the level of experimentation you do." } },{ "@type": "Question", "name": "Is it okay to outsource for account-based marketing?", "acceptedAnswer": { "@type": "Answer", "text": "If your organization does not want to invest the time, resources, and technology required for ABM, it is good to outsource it. These third-party organizations can help you provide you with a list of the best clients and their information." } },{ "@type": "Question", "name": "How important is ABM strategy?", "acceptedAnswer": { "@type": "Answer", "text": "ABM is an essential strategy as it helps to shorten the sales process and increases the conversion rate. In addition, it helps an organization concentrate on the most exclusive clients and retain them, thus generating better revenue and ROI." } }] }

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3 Reasons Why ABM is a Smart Strategy for Demand Generation Managers

Article | September 30, 2021

Building brand awareness is often easier said than done. This is especially true in B2B marketing, where purchases are high-consideration and customer relationships are long-term. A mix of different strategies and tactics is needed to connect with audiences, increase traffic and pipeline, and create conversation at scale. One of these strategies is account-based marketing (ABM), which can help demand generation managers lead their teams to build profitable relationships with high-value accounts.

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How To Get Started With An ABM Pilot?

Article | September 30, 2021

Did your organization recently take the ABM readiness test and discovered that it is an excellent match for Account-based marketing (ABM)? In spite of all the impressive evidence, are you still on the fence about it? Is your organization uncertain about the effectiveness of ABM? All these questions and doubts are valid concerns. There’s no denying the fact that account-based marketing can open the floodgates to sustainable revenue when done correctly. ABM initiatives exceed other marketing investments, according to 87% of ABM marketers. But being plagued by uncertainty about the resources it will take, how much ROI it will generate and what kind of problems it can solve can act as a hurdle.

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CORE ABM

5 Trend-Setting Examples of Account-Based Marketing

Article | September 30, 2021

These days the challenges that the marketing and the sales team face are tremendous. The pressure to meet targets, deadlines, achieve revenue, and at the same time keep the clients satisfied is not an easy task. And to add to the woes, there is massive competition in the industry. But there is one way to overcome all the obstacles and achieve targets while keeping clients happy and satisfied. This strategy is ABM- Account-Based Marketing. ABM campaigns have been a trendsetter in the B2B marketing field for a long time. As it ensures successful marketing, businesses are turning towards this thriving approach. What Exactly Is Account-Based Marketing? Account-based marketing is identifying the target, high-value customers and selling your product/service to them. This ABM approach allows you to concentrate on exclusive clients and guarantees the best ROI. What Is B2B Account-Based Marketing? B2B account-based marketing is targeting an organization with specific and personalized marketing campaigns. When you target the decision-makers of an organization, you need to tread with caution. When you design a marketing strategy for them, personalize it, and deliver everything to increase their brand value. Thus, ABM is a marketing strategy wherein the sales and the marketing team have to put their heads together to deliver an impeccable buying experience for the best and valuable clients. Tactics to Implement a Successful Account-Based Marketing According to the Pardot site survey, 89% of businesses reported higher ROI in ABM than traditional marketing methods. If you develop an account-based marketing plan, here are some tips to follow: Collaborate working of the marketing and sales team to identify high-value clients and gather maximum data about them. Use social media to gather data and create a personalized approach for the clients. Try to sync in with the brand of the target company to develop relatable content and graphics. Recognize the expertise, pain points, and challenges of the target account and frame communication. Send personalized emails addressing the challenges your target account faces. Host face to face or virtual events 5 Trend-setting Examples of Account-Based Marketing ABM is a marketing strategy that has shown guaranteed success in the B2B industry. You have to sculpt unique ideas and have a personalized approach towards your targeted clients. The clients should feel that you have made efforts to know them, understand them, and address the challenges that they face. Some companies have achieved an altogether different benchmark in ABM strategy. As a result, these are prominent examples of B2B account-based marketing. Let us go through their account-based marketing case study and learn their ways of execution. Snowflake- Excellent Use of Content Creation “We needed to make sure that when you see an ABM campaign, it’s reflective of not only sales input but also product marketing, partner marketing, field marketing, and our SDRs. We needed a way to co-create one cohesive message for our key accounts.” — Hillary Carpio, Director of ABM, Snowflake. Snowflake, a cloud-based data warehousing company, utilized its in-house services in the best way to create a library of high-quality content. This content is used to create personalized experiences for high-valued and targeted accounts. Then, this personalized content creates account-based marketing campaigns customized to reach the target customers. Gumgum- Using Technology the Right Way. GumGum collaborated and created an effective marketing product for the Clorox brand. They showcased this product at the Clorox annual iConnect Conference. The product they created was turning a temporary tattoo into a fascinating 3D animation while incorporating logos of the concerned brands. It was a hit among the Clorox brand, and almost 200 attendees downloaded the GumGum app. Intridea- Making the Right Confrontational Approach Intridea did take a risk by implementing the direct approach of ABM advertising. They rented a billboard right across the advertising giant Ogilvy’s Manhattan office. The billboard said, “Ogle this, Ogilvy.” Intridea also placed its logo and company URL at the bottom of the quirky line. And they succeeded in fixing a meeting with Ogilvy’s CEO. Payscale- Utilizing Data to Gain Profits Payscale helps employers manage compensations in the right way. They also aid employees know their correct market value. Payscale collaborated with their sales and marketing team to gather the correct information about ABM target accounts. Once they had ample information about the company’s decision-makers, they targeted the client with their best ad campaigns. As a result, their ROI was six times more compared to any other marketing strategy! O2- Gathered Data to Create Personalized Reports. O2 is a leading ICT service provider. The organization targeted many high-value clients and created personalized reports for them. Their modus operandi was to curate personalized reports on how the organization will benefit by utilizing O2 for their ICT services. The dedicated teams also emphasized on face to face meetings for customized strategies. As a result, O2 had a successful ABM strategy as they achieved 313% of their target pipeline. The Bottom Line Account-based marketing strategies are incorporated in unique ways. As a result, there are many ideas where you can implement account-based marketing to stand out and gain maximum ROI. All you have to do is gather data and make the correct use of it. So gear up and come up with uncommon ideas and, you never know your company could make it to the list of trendsetting examples of B2B account-based marketing! Frequently Asked Questions What are the best strategies for successful account-based marketing? Enlist your high-value clients and gather maximum data about them(Social media can be of great help.) Address their pain points and portray how well you know the organization Collaborate with the marketing and sales team in the best way to provide appropriate solutions Deliver 100% relevance in communication What are the advantages of incorporating ABM? Faster sales process Guaranteed maximum ROI Cost Efficiency Shorter sales cycle Deliver excellent value to high-value customers When should you implement ABM? ABM should be used in the B2B industry to sell to clients with high-value accounts. ABM should be implemented when an organization notices that certain exclusive clients can be easily converted with personalized strategies. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What are the best strategies for successful account-based marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Enlist your high-value clients and gather maximum data about them(Social media can be of great help.) Address their pain points and portray how well you know the organization Collaborate with the marketing and sales team in the best way to provide appropriate solutions Deliver 100% relevance in communication" } },{ "@type": "Question", "name": "What are the advantages of incorporating ABM?", "acceptedAnswer": { "@type": "Answer", "text": "Faster sales process Guaranteed maximum ROI Cost Efficiency Shorter sales cycle Deliver excellent value to high-value customers" } },{ "@type": "Question", "name": "When should you implement ABM?", "acceptedAnswer": { "@type": "Answer", "text": "ABM should be used in the B2B industry to sell to clients with high-value accounts. ABM should be implemented when an organization notices that certain exclusive clients can be easily converted with personalized strategies." } }] }

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Audience Delivered, LLC

Audience Delivered™ is driven by our experience in social media, directed marketing and online audience creation. We are a group of successful Internet and traditional media executives and entrepreneurs who have developed and implemented a Social Media Marketing audience building solutions business...

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