How to Be An ABM Hero With Predictive Marketing

| August 30, 2016

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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

Overground Inc

We're a B2B demand generation and sales enablement agency that helps organizations uncover breakthrough opportunities that lead to substantial and sustainable revenue growth. Our approach is one as tech-savvy as it is hands-on. By providing content that's compelling, platforms that fit and insights driven by research, we customize strategies that close the loop between marketing and sales, all while creating inspired customer experiences for your clients.

OTHER ARTICLES

Three Tips for Marketo Account-Based Marketing

Article | March 13, 2020

Account-based marketing has been a growing trend for today’s B2B marketing professionals. By aligning both sales and marketing teams with the same goals and objectives, we see our tech stacks evolve for better execution. Marketo has account-based marketing functionality, giving marketers and sales teams alike the capability of running successful account-based marketing campaigns. When getting started, there are three core areas you should focus on setting up: target named accounts, engagement campaigns, and results measurement.

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

Article | February 21, 2020

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

Overground Inc

We're a B2B demand generation and sales enablement agency that helps organizations uncover breakthrough opportunities that lead to substantial and sustainable revenue growth. Our approach is one as tech-savvy as it is hands-on. By providing content that's compelling, platforms that fit and insights driven by research, we customize strategies that close the loop between marketing and sales, all while creating inspired customer experiences for your clients.

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