How to Be An ABM Hero With Predictive Marketing

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The traditional methods we have used to reach our prospects are less effective in this new world. The top-of-funnel, masscommunication approach—blasting messaging on every channel to see what sticks—is proving only marginal success. For a B2B marketer, you engage in numerous marketing activities, but still get poor quality leads.

Spotlight

Salesforce

Salesforce.com (stylized as salesƒorce) is an American cloud computing company headquartered in San Francisco, California. Though its revenue comes from a customer relationship management (CRM) product, Salesforce also capitalizes on commercial applications of social networking through acquisition. As of early 2016, it is one of the most highly valued American cloud computing companies with a market capitalization above $55 billion,[5] although the company has never turned a GAAP profit in any fiscal year since its inception in 1999.[6][7]

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CORE ABM

10 Valuable Benefits of Account-Based Marketing That'll Push your Marketing Goals

Article | June 22, 2021

B2B businesses use various marketing techniques to increase revenue. Most marketers run campaigns to target a wide range of audiences. But strategies are rarely successful in the B2B world. Moreover, these companies are forced to sell to a narrow list of prospects. So, they use a combination of inbound and account-based marketing techniques to make the magic happen. But, most of them probably aren't marketing the right way. Similarly, if the sales team fails to align with marketing in your company, perhaps, it's time to try something new. Because, as a marketer, you already know how difficult it is to decide on marketing aspects. Of course, none of these are convincing unless you aren't aware of account-based marketing and its clear and observable benefits. The benefits of Account-Based Marketing can help you to know accurately how to measure marketing ROI. In addition, the benefits can button-up marketing-to-sales alignment, reduce or maintain the size of the sales force you need, and cater to your marketing message to specific targeted accounts. The list of advantages and benefits of Account-Based Marketing (ABM) is endless. But, here is an attempt through the ten most valuable ones that'll push your marketing goals with ABM. An Opportunity to Get Personal Personalization is an essential benefit of Account-Based Marketing! ABM technology allows marketers to create more personalized messaging for specific accounts instead of creating blanket messaging for a larger number of accounts. When approaching a specific account, spending as much time and effort as creating relevant content is essential, which provides value for your targeted account. For instance, instead of creating bulk email marketing, your efforts would work better if there is direct messaging or account-targeted ads for your accounts. Faster Sales Process Depending on your business, industry, and resources, the sales cycle typically looks something like this: 1) Prospect → 2) Connect → 3) Research → 4) Present → 5) Close → 6) Delight Several investors are involved in making a final purchase decision. This can often slow down your sales and marketing process. But when you do account-based marketing, it allows making the process faster. With ABM, you get the opportunity to specifically nurture your primary decision stage, along with all relevant accounts, to facilitate the sales process. However, with the concept of ABM, you can communicate individually to every stakeholder in an account. Hence, this would make the individual sales process faster and longer, yet very effective. Clearer Path to ROI ABM is precise, targeted, and measurable. And it helps you maximize your ROI. With personalization as one of the most effective marketing tactics, you select only valuable accounts, which boost your sales, and thus, ROI increases. In addition, the approach makes your team easily align sales with consistent marketing that grows ROI. Here are some stats to support this benefit of Account-based Marketing: Response rates from ABM accounts: 47% Online activities: 39% Number of new contacts in accounts: 36% Participation in all marketing activities: 25% Set an Appropriate Marketing Budget A sound ABM strategy would help your marketing team focus on the targeted accounts on the various touchpoints to explore during their buying journey. Scaling ABM techniques will save a lot on your allotted marketing budget, which has been wasted on useless leads before. From a marketing budget perspective, ABM is the best way to go for any B2B communication coupled with the newest ABM tools and strategies to target specific organizations or companies. Experience Lesser Risk Possibilities This benefit of account-based marketing can significantly reduce unnecessary waste and risk factors. By scaling ABM marketing strategies, you can do more. Smart ABM technology helps the same number of account managers to target, market, convert, and upsell a much larger number of accounts personally. This means there's much less risk involved. Therefore, with ABM tactics adequately set up, accounts become revolving doors—even if one contact is lost, another one will walk right in. It's that simple—ABM is a no-brainer. Better Reporting Your marketing campaign's effectiveness can be measured using ABM metrics. And, the truth is, the more tangible these metrics are, the more clearly you can target your account. The main benefit of account-based marketing is that there are fewer metrics you're required to keep track of, which helps you to report better. This makes it easier to set marketing goals. And so, analyzing reports becomes a breeze compared to pulling out large sets of data from different accounts. This is because you tend to spend more time assessing each aspect of the efforts put in by you. So, the metrics help to document relevant data for all the accounts and set better goals at the end of the quarter. So, if you're sure of your target audience, ABM is the way to go! Sales Alignment Becomes Much Better ABM technology provides a supplementary targeted marketing initiative, which directly aligns sales and marketing teams to work together & keep track of their efforts and goals. With that, purpose-driven activities like communication code, the collaterals to be shared, the tone of messages, and the ultimate content are put in sync between marketing and sales teams. So that these directly address the unique needs of each account. Trust-Based Customer Relations Companies are always looking for solutions to their problems online. In this case, ABM provides them a personalized solution through communication. Be it through blogs, whitepapers, videos, or social media, as they naturally get attracted to you if you offer to solve their problems. This further creates trust between the two. A relationship based on trust is a relationship that can lead to good sales, and future referrals may be. Make Data-Driven Decision As there are many benefits of account-based marketing, it effectively encourages marketers to make data-driven decisions. ABM creates a framework for sales and marketing teams to make data-driven decisions after targeting specific accounts. And then market to maximize upsell or create cross-selling opportunities by identifying prospects in the future. The Right Target, the Right Leads The concept of ABM is revolutionary. Its marketing methodology focuses on scoring the right leads as opposed to many leads. Why spend half of your team's energy on low-profit clients to create low-level leads when one right kind of lead can help your business to earn a double-digit revenue? As with ABM, you get to target only the accounts most likely to your business; therefore, the right leads are generated. This leads to more revenue than those hundreds of the wrong leads. This is the ultimate benefit of account-based marketing that ultimately runs your business! ABM makes B2B marketing interesting and sensible completely. Now you know the benefits of Account-Based Marketing. Just that you need is to implement ABM strategies and see its magic and how your business grows better than ever! Frequently Asked Questions How does ABM work? ABM focuses on identifying accounts, which means companies that match ideal clients and target critical decision-makers with personalized messages and content through advertising campaigns. Content forms such as blogs, social media, and whitepapers work well with the ABM strategy. Who uses Account-Based Marketing? Generally, marketers prefer doing account-based marketing to identify target accounts, personalize the marketing and campaign experience. Thus, allowing the sales team to convert accounts into leads. Does account-based marketing work? Yes, account-based marketing works indeed. It encourages the marketing and sales team to identify target accounts, craft customized campaigns for accounts, and align individual accounts through the pipeline before and after converting into leads. How to use ABM? To use the ABM platform, here are the steps explained: Identify targets while setting up an effective ABM strategy Understand the targets Define and personalize content formats Choose relevant channels Offer solutions Measure & mold { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How does ABM work?", "acceptedAnswer": { "@type": "Answer", "text": "ABM focuses on identifying accounts, which means companies that match ideal clients and target critical decision-makers with personalized messages and content through advertising campaigns. Content forms such as blogs, social media, and whitepapers work well with the ABM strategy." } },{ "@type": "Question", "name": "Who uses Account-Based Marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Generally, marketers prefer doing account-based marketing to identify target accounts, personalize the marketing and campaign experience. Thus, allowing the sales team to convert accounts into leads." } },{ "@type": "Question", "name": "Does account-based marketing work?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, account-based marketing works indeed. It encourages the marketing and sales team to identify target accounts, craft customized campaigns for accounts, and align individual accounts through the pipeline before and after converting into leads." } },{ "@type": "Question", "name": "How to use ABM?", "acceptedAnswer": { "@type": "Answer", "text": "To use the ABM platform, here are the steps explained: Identify targets while setting up an effective ABM strategy Understand the targets Define and personalize content formats Choose relevant channels Offer solutions Measure & mold" } }] }

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WHAT DOES ACCOUNT-BASED MARKETING LOOK LIKE IN HUBSPOT?

Article | June 22, 2021

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.

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CORE ABM

4 Account-Based Marketing Technologies That Will Matter in 2021

Article | June 22, 2021

The disruption from 2020 has forced many companies across different industries and verticals to improve their digital potential, including technology adoption. Among the industries, account-based marketing practitioners had to adapt to change in 2020 – and fast because it created a host of challenges in B2B. Industries and businesses had to find the right technologies that allow growth, as companies now have to operate in the only digital world. But, even in the time of uncertainty, Account-Based Marketing (ABM) has gained traction. This is good news for enterprise tech vendors. Gartner estimates that expenditure on technology will rebound in 2021, with the enterprise software market predicted to surge by 7.2%. This seems to be a year of growth, improvement, and success for those organizations deploying account-based marketing as part of their B2B strategy. In addition, one of the global data leaders, Acxiom, has experienced rapid sales growth from its technologically blended ABM program. Before considering a fully technology-based ABM strategy for 2021, it is crucial to understand how technologies fuel ABM growth. Technologies are Fueling ABM Growth Well, it's easy to understand and see how and why the technology-fuelled revival of ABM is taking hold. Let's see where B2B marketers are gaining profits. They are : Driving improved deals, higher close rates, and earning more revenue Winning strategic accounts in their industries Getting higher ROI Reaping benefits from additional marketing strategies The 2019 State of ABM study by SiriusDecisions validates this trend in ABM results in: 91% of the B2B companies realizing larger deals by adopting technology in ABM. 92% seeing a higher percentage of qualified opportunities in ABM accounts than in non-ABM accounts. More B2B marketers are moving towards tech-enabled ABM programs, where it was 62% in 2020 compared to 40% in 2018. ABM in the overall marketing budget of companies surging rapidly. With the rise in internet usage, which accelerated digital marketing, it was challenging to understand individual behavior. Now, marketers are empowered with account-centric targeting, measurement, and personalization across all their digital channels. Because marketers dedicate more budget to their ABM programs by upgrading technology stacks. It plays a significant role in making ABM scalable. So, explore the critical technology trends propelling ABM today and shaping its future for marketing purposes in this blog. How much does your tech stack matter? The most influential tech marketing programs invest more in data, insight, and analytics. And that's because you have no hope of successfully engaging with your target accounts. Despite the rapid acceleration of digital transformation in 2020, few organizations already have a mature tech stack. 25-39% of them used it for content syndication, sales automation, evaluation as third-party data, and reporting software. By this, you must have understood that investing in technologies or technology that is attributing results supporting your ABM efforts is essential. But this doesn't mean the more tech you have, the more successful you will be. It's more a case of having the proper fundamentals (tech-wise) in place that deliver value. Likewise, other tech fundamentals like intent data fully functioning (and ABM-ready) CRM are perhaps the most important tech pieces to have in place. They are listed under the top planned investments for 2021. Here are five tech trends for ABM that will make a tangible difference in your business. Automation Reduces Risks To execute account-based marketing, marketers need to introduce automation to engage accounts through a handful of channels. Marketers can engage all the named accounts of the sales team and their long tail of target accounts through automation. This allows the marketing team to create demand in the accounts they're pursuing and alleviate the risk of putting all sales requirements in one place. This is possible by continuous demand generation through different channels, probably the less expensive ones (and alerting accounts from time to time to decrease the risk of missing out). This way, your business will witness a more consistent and coordinated engagement of accounts between sales and marketing. So, ABM automation is a crucial aspect in reducing risks. AI Introduces Personalized Customer Understanding Businesses are witnessing the transformational impact of AI throughout the process, particularly in marketing. While marketers can easily get started with ABM by targeting a list of accounts, AI puts more power enabling them to confidently and precisely identify the accounts to pursue. With AI, marketers can get their ideal customer profile (ICP) at a granular level. Tech-savvy marketers are using AI to analyze their historical sales and implement new strategies to achieve more in the coming years. In other words, AI helps marketers to leverage more information significantly from both internal and external sources to draw more precise models for their ideal customers. AI is also enhancing engagement. According to The State of Engagement, 72% of marketers are expected to prioritize personalized messages and content to engage with customers. Nearly 40% of marketers plan to leverage AI and machine learning to enhance content used throughout the customer journey. So, through AI, marketers can personalize communications in a one-to-one way. This way, they can predict the content that most likely to convert readers across multiple channels. As marketers continue to realize the potential of AI, you will see more rules-based ABM activities that AI enhances. This way, your marketers can efficiently target the proper accounts, engage accounts across channels to get insights to optimize programs. Advanced Analytics Provide Attribution Is your ABM strategy working? One way to find out this is by measuring its impact on the business through advanced analytics. With automated attribution reporting, marketers can find more opportunities, a longer pipeline of accounts, and higher revenue generation in the ABM context. But why? Here are three reasons: Marketers need to show that their partnership with sales to the target audience is working efficiently. Advanced analytics will allow you to compare the efforts and results of one account vs. another to optimize the ABM program. Most marketers plan multiple or blended marketing strategies. So, marketers running an ABM or practicing a blend of it, such as inbound marketing, need to know which investments are working. Advanced analytics can help them to allocate a budget for strategies being used for their business. Therefore, it is expected to witness more touchpoints and data brought into advanced analytics becoming increasingly easier for marketers to consume in the future. Chatbots' Demand in ABM As per Salesforce, 69% of U.S. consumers prefer using chatbots when engaging with brands as it yields a prompt response. A chatbot on your website can answer customers' basic questions every time. AI-powered chatbots can be used for customer support, expanding contact strategy dramatically with a controlled message. These chatbots have become so lifelike that many customers don't even know the difference. And chatbots offer the added benefit of gathering, analyzing, and providing actionable data to improve the customer experience. How Can Marketers Harness This Potential? As per SiriusDecisions' survey, more marketers are doubling their budgets and moving their ABM journey effortlessly. So, irrespective of where you are on your journey, you also need to make sure you always move ahead. When it's time to include technology, be sure to select an ABM platform that supports your marketing journey now and in the future, as well. This means it should support multiple channels and marketing strategies, giving the flexibility to adapt and discover what works best for your organization. Conclusively, look for a platform that can serve as the hub of your ABM technology stack. The ablest place to start is from a platform that will give you the ABM essentials and connect a wide range of technologies to encourage you to grow over time. This way, you can shape your future in account-based marketing in the best possible ways. Frequently Asked Questions How does ABM work? Identifying which accounts (companies) you can target is the first step after creating a buyer persona. The next step is to market them using campaigns to attract potential clients. And then, measure the activities of your account-based marketing campaigns. Metrics, such as clicks, impressions, and page views, are easily measured. Why is account-based marketing important? ABM helps to assemble marketing efforts through multi-channels and analyses key accounts' status to drive more revenue. It also maximizes the efficiency of your B2B marketing resources and aligns sales accordingly. How is AI used in ABM? AI solutions in ABM can help the marketing team to make firm data-based decisions faster than before. The usage of chatbots helps to answer many common questions about marketing efforts and benefits. Also, AI tools can be used to track intent data as well. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How does ABM work?", "acceptedAnswer": { "@type": "Answer", "text": "Identifying which accounts (companies) you can target is the first step after creating a buyer persona. The next step is to market them using campaigns to attract potential clients. And then, measure the activities of your account-based marketing campaigns. Metrics, such as clicks, impressions, and page views, are easily measured." } },{ "@type": "Question", "name": "Why is account-based marketing important?", "acceptedAnswer": { "@type": "Answer", "text": "ABM helps to assemble marketing efforts through multi-channels and analyses key accounts' status to drive more revenue. It also maximizes the efficiency of your B2B marketing resources and aligns sales accordingly." } },{ "@type": "Question", "name": "How is AI used in ABM?", "acceptedAnswer": { "@type": "Answer", "text": "AI solutions in ABM can help the marketing team to make firm data-based decisions faster than before. The usage of chatbots helps to answer many common questions about marketing efforts and benefits. Also, AI tools can be used to track intent data as well." } }] }

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No High-Level Fluff: 7 Steps to Build the Best Target Account Model

Article | June 22, 2021

Selecting target accounts can be stressful. You worked hard to build trust across your Sales team, and now comes a project that could ruin that hard-won trust if you don’t execute it perfectly. Guess what? It is not (and never will be) perfect. This activity can’t be done in a Marketing silo. Marketing needs Sales, and Sales needs Marketing to accurately select target accounts. And don’t forget about your Customer Success team! So repeat after me: Selecting target accounts is a cross-functional project. Now, I know what you’re thinking “Sounds great, but building the model is hard and everything I read on the internet is just high level. And I need to know how to actually do it!”

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Spotlight

Salesforce

Salesforce.com (stylized as salesƒorce) is an American cloud computing company headquartered in San Francisco, California. Though its revenue comes from a customer relationship management (CRM) product, Salesforce also capitalizes on commercial applications of social networking through acquisition. As of early 2016, it is one of the most highly valued American cloud computing companies with a market capitalization above $55 billion,[5] although the company has never turned a GAAP profit in any fiscal year since its inception in 1999.[6][7]

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