How To Get Started With Account-Based Selling

SAM LABER | 249 views

Account-based selling (ABS) is fast becoming the go-to strategy for businesses looking to maximise the revenue potential across their target market...

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AreaOne Ltd

Founded in 2011 to leverage the tectonic shift taking place in the advertising technology landscape, we’ve built a comprehensive programmatic platform to meet the emerging needs of data driven performance marketers.

OTHER ARTICLES
ACCOUNT BASED DATA

Account Selection: How To Win Before You Start

Article | August 19, 2022

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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CORE ABM

5 Steps for Succeeding in Account-Based Marketing

Article | August 5, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

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BUYER INTENT DATA

How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | August 23, 2022

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

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ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

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Spotlight

AreaOne Ltd

Founded in 2011 to leverage the tectonic shift taking place in the advertising technology landscape, we’ve built a comprehensive programmatic platform to meet the emerging needs of data driven performance marketers.

Related News

CORE ABM

The Pioneers of Account-Based Marketing (ABM) Announce the Release of a New Book

Momentum ITSMA | February 01, 2023

On January 31, 2023, Momentum ITSMA, a B2B growth consulting firm, announced the release of The Executive's Guide to Account-Based Marketing: Grow your most valuable customers. This book, published by the worldwide pioneers of account-based marketing (ABM), demonstrates how to design a successful account-based strategy, foster practical customer cooperation, and deliver sustainable revenue growth. As a result, ABM has never been more relevant or valuable. In its most recent benchmark research, 71% of organizations said they would boost ABM spending in 2023, while 77% reported revenue growth from ABM programs. However, ABM is more complex to get right. Especially given that the backdrop for delivery continuously shifts from market circumstances and competition to strategies and technologies—and, most importantly, client requirements. Therefore, marketing executives must do even more to place consumers at the center of their businesses and approach each significant client as a separate market. To assist firms in achieving this, the book gives a clear structure of: The critical success factors and measurement techniques The key principles of Account-Based Marketing How to build, integrate, and expedite an account-based program The book is written by Alisha Lyndon, the CEO of Momentum ITSMA, and includes first-hand insights from Momentum ITSMA's work. Alisha Lyndon, said, "Done well, Account-Based Marketing delivers tremendous business impact. We've helped our clients drive $100 billion in revenue through account-based marketing. This book provides a straightforward guide to help firms sharpen their account-based strategy, turning it into an organization-wide growth driver." (Source – PR Newswire) In addition to the results from two Momentum ITSMA studies, the book has contributions from Senior VP Rob Leavitt, Partner Robert Hollier, and Chief Community Officer Dave Munn. About Momentum ITSMA Momentum ITSMA is the globally leading growth consultancy and pioneer of account-based marketing (ABM). The company introduced account-based marketing (ABM) to the world twenty years ago. Since then, customers have surpassed growth records, doubled their NPS, and boosted their sales velocity. It has certified and supported over three thousand practitioners worldwide. The corporation increased client revenue by $100 billion. It has obtained a comprehensive grasp of the Global 2000 and decades of expertise assisting sales and marketing executives in growing their accounts. The company has experience in technology, financial, and professional services. The company's headquarters is based in London, England.

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ACCOUNT BASED DATA, ACCOUNT MANAGEMENT

DemandScience Products Achieved 26 Awards in Winter 2023 G2 Reports

DemandScience | January 11, 2023

On January 10, 2023, DemandScience, a worldwide B2B data firm that collaborates with clients to generate demand, revealed that its products got 26 recognitions in G2's Winter 2023 Reports. Highlights include two awards each for easiest to do business with, best estimated ROI, and fastest implementation, as well as 17 G2 Grid® Report Awards that recognize DemandScience as a leader or high performer. Chair and CEO of DemandScience, Peter Cannone, said, “Our mission is to provide B2B marketers with solutions that are effective, easy to use, and deliver rapid ROI. Winning 26 G2 awards across these categories validates our products and solutions,” He also said, “These awards are based directly on reviews from users and confirm our commitment to our global customers.” DemandScience’s ABM Display and Intent Data, Content Syndication products won 12 awards in the following categories: Easiest To Do Business With Leader High Performer Easiest Setup Users Love Us DemandScience Intelligence, the firm’s solution that provides clients with operational global B2B data, won 14 awards in these categories: Best Estimated ROI High Performer Fastest Implementation Users Love Us Sara Rossio, Chief Product Officer at G2, said, “Rankings on G2 reports are based on data provided to us by real software buyers,” Also explained, “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. (Source: GlobeNewswire) About DemandScience DemandScience is a global buyer intelligence leader accelerating demand generation for the world's leading software, technology, and B2B firms. The company offers healthy data and targeted buyer insights that align sales and marketing professionals with more qualified audiences, using decades of expertise in B2B market intelligence, analytics, content trends, and predictive intent. It promotes the use of data and predictive insights for sales and marketing professionals to improve their ability to identify potential customers, engage with them effectively, and convert them into buyers. Its goal is to help them achieve their growth targets.

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CORE ABM, ABM ACCOUNTS, TARGETED ACCOUNT STRATEGY

RollWorks’ Account-based Marketing Innovation for Down Economy

RollWorks | December 22, 2022

Contents 1. Best-in-class Buyer Intent Data with RollWorks’ Collaborations 2. Efficient Go-to-market Strategies with ABM Partners In the quest for reaching out to the most relevant accounts before your competitors do and boosting your sales volumes, account-based marketing has emerged as the most preferred sales and marketing strategy over the past few years. Particularly in 2022, RollWorks will have innovated their platform to be ready for intent data, CRM, sales personas, and advertising all in one place. Privacy-compliant, comprehensive intent data helps your business find key account holders. Rich buyer intent data combines the impact of both your sales and marketing efforts. Powerful integrations are now possible with continuous innovation in ABM products thanks to research-oriented companies such as RollWorks. 1. Best-in-class Buyer Intent Data with RollWorks’ Collaborations Companies can now identify in-market accounts using Rollworks’ collaboration with Bombora intent and G2 buyer intent in its product called RollWorks Keyword Intent. Reaching out to the most qualified accounts in the sales funnel that are ready to buy and easy to close is now possible using high-quality buyer intent data. 2. Efficient Go-to-market Strategies with ABM Partners The market of ABM software is projected to reach USD 2131 million at 12.31% CAGR by 2030 Continuously enriching the tech stack of the ABM product using an ecosystem of partners creates an efficient go-to-market strategy. Unified integration of marketing, advertising, and sales tools to orchestrate maximum engagement across channels with a partner-friendly approach helps ABM platforms innovate and provide the most value from their products. The most targeted, efficient, and interoperable ABM platforms bring together a host of solutions to deliver high ROI, seizing most of the opportunities when it comes to in-market accounts. This helps streamline your sales and marketing and avoid the time lost in between, even in uncertain times. About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

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CORE ABM

The Pioneers of Account-Based Marketing (ABM) Announce the Release of a New Book

Momentum ITSMA | February 01, 2023

On January 31, 2023, Momentum ITSMA, a B2B growth consulting firm, announced the release of The Executive's Guide to Account-Based Marketing: Grow your most valuable customers. This book, published by the worldwide pioneers of account-based marketing (ABM), demonstrates how to design a successful account-based strategy, foster practical customer cooperation, and deliver sustainable revenue growth. As a result, ABM has never been more relevant or valuable. In its most recent benchmark research, 71% of organizations said they would boost ABM spending in 2023, while 77% reported revenue growth from ABM programs. However, ABM is more complex to get right. Especially given that the backdrop for delivery continuously shifts from market circumstances and competition to strategies and technologies—and, most importantly, client requirements. Therefore, marketing executives must do even more to place consumers at the center of their businesses and approach each significant client as a separate market. To assist firms in achieving this, the book gives a clear structure of: The critical success factors and measurement techniques The key principles of Account-Based Marketing How to build, integrate, and expedite an account-based program The book is written by Alisha Lyndon, the CEO of Momentum ITSMA, and includes first-hand insights from Momentum ITSMA's work. Alisha Lyndon, said, "Done well, Account-Based Marketing delivers tremendous business impact. We've helped our clients drive $100 billion in revenue through account-based marketing. This book provides a straightforward guide to help firms sharpen their account-based strategy, turning it into an organization-wide growth driver." (Source – PR Newswire) In addition to the results from two Momentum ITSMA studies, the book has contributions from Senior VP Rob Leavitt, Partner Robert Hollier, and Chief Community Officer Dave Munn. About Momentum ITSMA Momentum ITSMA is the globally leading growth consultancy and pioneer of account-based marketing (ABM). The company introduced account-based marketing (ABM) to the world twenty years ago. Since then, customers have surpassed growth records, doubled their NPS, and boosted their sales velocity. It has certified and supported over three thousand practitioners worldwide. The corporation increased client revenue by $100 billion. It has obtained a comprehensive grasp of the Global 2000 and decades of expertise assisting sales and marketing executives in growing their accounts. The company has experience in technology, financial, and professional services. The company's headquarters is based in London, England.

Read More

ACCOUNT BASED DATA, ACCOUNT MANAGEMENT

DemandScience Products Achieved 26 Awards in Winter 2023 G2 Reports

DemandScience | January 11, 2023

On January 10, 2023, DemandScience, a worldwide B2B data firm that collaborates with clients to generate demand, revealed that its products got 26 recognitions in G2's Winter 2023 Reports. Highlights include two awards each for easiest to do business with, best estimated ROI, and fastest implementation, as well as 17 G2 Grid® Report Awards that recognize DemandScience as a leader or high performer. Chair and CEO of DemandScience, Peter Cannone, said, “Our mission is to provide B2B marketers with solutions that are effective, easy to use, and deliver rapid ROI. Winning 26 G2 awards across these categories validates our products and solutions,” He also said, “These awards are based directly on reviews from users and confirm our commitment to our global customers.” DemandScience’s ABM Display and Intent Data, Content Syndication products won 12 awards in the following categories: Easiest To Do Business With Leader High Performer Easiest Setup Users Love Us DemandScience Intelligence, the firm’s solution that provides clients with operational global B2B data, won 14 awards in these categories: Best Estimated ROI High Performer Fastest Implementation Users Love Us Sara Rossio, Chief Product Officer at G2, said, “Rankings on G2 reports are based on data provided to us by real software buyers,” Also explained, “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. (Source: GlobeNewswire) About DemandScience DemandScience is a global buyer intelligence leader accelerating demand generation for the world's leading software, technology, and B2B firms. The company offers healthy data and targeted buyer insights that align sales and marketing professionals with more qualified audiences, using decades of expertise in B2B market intelligence, analytics, content trends, and predictive intent. It promotes the use of data and predictive insights for sales and marketing professionals to improve their ability to identify potential customers, engage with them effectively, and convert them into buyers. Its goal is to help them achieve their growth targets.

Read More

CORE ABM, ABM ACCOUNTS, TARGETED ACCOUNT STRATEGY

RollWorks’ Account-based Marketing Innovation for Down Economy

RollWorks | December 22, 2022

Contents 1. Best-in-class Buyer Intent Data with RollWorks’ Collaborations 2. Efficient Go-to-market Strategies with ABM Partners In the quest for reaching out to the most relevant accounts before your competitors do and boosting your sales volumes, account-based marketing has emerged as the most preferred sales and marketing strategy over the past few years. Particularly in 2022, RollWorks will have innovated their platform to be ready for intent data, CRM, sales personas, and advertising all in one place. Privacy-compliant, comprehensive intent data helps your business find key account holders. Rich buyer intent data combines the impact of both your sales and marketing efforts. Powerful integrations are now possible with continuous innovation in ABM products thanks to research-oriented companies such as RollWorks. 1. Best-in-class Buyer Intent Data with RollWorks’ Collaborations Companies can now identify in-market accounts using Rollworks’ collaboration with Bombora intent and G2 buyer intent in its product called RollWorks Keyword Intent. Reaching out to the most qualified accounts in the sales funnel that are ready to buy and easy to close is now possible using high-quality buyer intent data. 2. Efficient Go-to-market Strategies with ABM Partners The market of ABM software is projected to reach USD 2131 million at 12.31% CAGR by 2030 Continuously enriching the tech stack of the ABM product using an ecosystem of partners creates an efficient go-to-market strategy. Unified integration of marketing, advertising, and sales tools to orchestrate maximum engagement across channels with a partner-friendly approach helps ABM platforms innovate and provide the most value from their products. The most targeted, efficient, and interoperable ABM platforms bring together a host of solutions to deliver high ROI, seizing most of the opportunities when it comes to in-market accounts. This helps streamline your sales and marketing and avoid the time lost in between, even in uncertain times. About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

Read More

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