HOW TO DEVELOP THE BEST RELATIONSHIPS THROUGH ABM

| December 17, 2018

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 A true ABM strategy focuses on the customer experience with the goal of building genuine relationships with prospective buyers at a business’s target accounts, converting them into customers and ultimately gaining brand advocates. Relationships cannot form overnight, however, and in an era of people demanding brand transparency, genuine relationships are arguably harder to achieve than ever before. But marketers can focus on a few fundamentals that are key to success.

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Oceanos

Oceanos: Where Data Becomes Intelligence. Oceanos designs data strategies and delivers List Intelligence™ to optimize sales and marketing performance. Our proprietary List Optimizer™ technology and unique research methodologies enable us to provide customized data to support all types of demand-creation activities. Our solutions are organized within the Data Optimization Cycle™. This framework improves the acquisition and utilization of sales and marketing intelligence. The cycle contains five core solutions that, when working in cohesion, provide a systematic and sustainable data management strategy. With optimized data you are empowered to better utilize your marketing automation systems and increase demand waterfall performance.

OTHER ARTICLES

Account-Based Marketing Is a B2B Strategy, Not a Tool

Article | March 19, 2020

Founded in 2014, by Eric Spett, Eric Vass, and Sangram Vajre, Terminus is a key player in the account-based marketing (ABM) space. Clients include top brands like 3M, WP Engine, Glassdoor, and Dun & Bradstreet. I spoke with Sangram Vajre, one of Terminus’ three co-founders, to learn more about the platform and how an ABM approach is effective at reaching B2B buyers in a cluttered MarTech environment.

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How To Get Started With An ABM Pilot?

Article | March 12, 2020

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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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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How to scale ‘true’ ABM: lessons from the leaders

Article | July 13, 2021

ABM is Agent3’s heartland. It’s what we do best. And if you’re a regular reader of our website, you’ll be in no doubt about how strongly we feel about our commitment to ‘true’ ABM, ie, an approach that treats key accounts as markets of one. Why? Because it works: according to ITSMA, almost 85% of marketers measuring ROI say that ABM outperforms other marketing investments and research by Alterra Group backs this statistic, revealing ABM had higher ROI than other marketing activities. So when marketers come to us asking for pilot ABM programs on, say, 8-10 accounts it’s little wonder that the results we achieve soon means they’re asking us to ramp up that ABM activity to 50-100 accounts as interest in ABM within their organization is suddenly piqued. And therein lies the challenge for many. To scale a ‘true’ ABM program effectively without compromising on the key fundamentals it encompasses involves the alignment of many moveable parts: technology and resourcing are fundamental considerations, but then there’s also the decision about which accounts to include and why, and establishing clear objectives for the program. It’s not straightforward, but if this is a challenge you’re grappling with currently, be reassured by the multiple survey results available online that you’re certainly not alone. And it’s for this reason we chose to discuss the topic at last week’s B2B Marketing Ignite USA event with a panel of esteemed marketers: Carrie Feord – Global Head of ABM Industry Clusters, Servicenow, Giovanni Di Natale, senior manager, enterprise and ABM Marketing, Pure Storage and Vera Tatro, strategic account-based marketing, AMER, Splunk. It was great to sit down with these ABM leaders to explore some of these challenges and provide some perspective on how best to successfully navigate them. In the session, we covered: 1) How people define ABM at scale and where the line is drawn in terms of defining the difference between 1:few/1:many ‘ABM’ and good account-centric demand generation from Product, Solutions and Industry Marketing teams. We also discussed whether certain compromises need to be made as you pursue scale. 2) How to enable teams in the field to scale with ABM: the panel shared successes they have had as well as highlighting ‘banana skins’ teams need to avoid in terms of developing ABM resources/playbooks/templates/toolkits which can then be activated by a growing team of ABMers and Field Marketers. We also discussed ways to embed a ‘build once, use again’ mindset while still being true to the ideals of ABM. 3) Clarification of roles within ABM organisations across marketing when it comes to scaling and succeeding within ABM – the panel discussed what skillsets and roles they see as being important as organizations shift from being small-scale ABM pilots to broader programs. As you can probably imagine, it was a lively session and audience feedback would suggest we hit upon some very real challenges, so it was great to hear first-hand from the panel about their own experiences, successes and learnings. If you missed it, I highly recommend carving 30 minutes out of your day to watch, and if you have any feedback or comments, we’d love to hear!

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Spotlight

Oceanos

Oceanos: Where Data Becomes Intelligence. Oceanos designs data strategies and delivers List Intelligence™ to optimize sales and marketing performance. Our proprietary List Optimizer™ technology and unique research methodologies enable us to provide customized data to support all types of demand-creation activities. Our solutions are organized within the Data Optimization Cycle™. This framework improves the acquisition and utilization of sales and marketing intelligence. The cycle contains five core solutions that, when working in cohesion, provide a systematic and sustainable data management strategy. With optimized data you are empowered to better utilize your marketing automation systems and increase demand waterfall performance.

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