How to kickstart your Account Based Marketing strategy

OSHINE | March 30, 2020 | 332 views


It’s official – studies show that marketers who implement account based marketing generate 200% more revenue in their efforts than those who don’t. In fact, 84% of B2B marketers have bought into this vision and believe that ABM delivers higher ROI than any other marketing strategy.

But what makes it crucial for B2B success you ask? Well, ABM is highly useful for organizations with multiple stakeholders or buyers. It’s not just about personalizing your brand messages and targeting multiple decision-makers at every touch point, but doing that at scale. A senior marketing manager at Hubspot says,“It is to address the needs of an organization by connecting with all of the stakeholders within it. That's one reason why it works so well in B2B -- oftentimes you have to work with five or more stakeholders in a given sale.”

While account based marketing has been around for a few years, it still feels like a relatively new concept and marketers are still trying to perfect their strategies for ABM. In this article, we’ll take you back to the basics, walk you through some examples, strategies, tactics backed by data and top marketers in the B2B space, so you’re ready to bring your A-game.

Quick Links:
- What is account based marketing?
- B2B account based marketing
- Some sure-fire account based marketing strategies with examples
-Identifying your target
-Researching your accounts
-Tailoring content to resonate with your prospects
- Finding the best channels for your campaigns
-Running your campaigns
-Measure and evaluate your results
- Some real-life examples of account based marketing
- Account based marketing best practices

What is account based marketing?

Account based marketing, in its simplest, is a business strategy used to focus on a set of high-quality target accounts instead of a lot of weak accounts. This strategy allows marketers to identify and target the accounts/decision-makers/individuals that they value most. In short, high-value accounts/prospects are identified, key stakeholders in these businesses are targeted, then marketing strategies are implemented through various channels to appeal to their specific personas and needs.

I believe ABM is B2B. Most companies are still focused on top of the funnel. Mature and forward thinking CMOs are starting to help their sales team win more and faster by focusing on pipeline velocity and expansion deals.

-Sangram Vajre, Co-Founder and Chief Evangelist, Terminus

B2B account based marketing

Believe it or not, half of the account based marketing programs are still in their early years and only 17% of those programs have been running for three years.
So, if you’re one of those marketers who just launched their ABM, don’t worry about having missed an opportunity.

As we know, there are a hundred different ways to execute an account based marketing strategy based on your business requirements. Although experts would argue that some companies think they’re doing ABMwhen really they’re just focusing on one element of ABM.According to ITSMA, a wining ABM program constitutes a mix of several best strategies, practices, and technologies; its core principles include:

  • Strategic focus on improving business reputation, relationships, and revenue (if it’s just about lead gen, it’s not ABM!)

  • Tight partnership and integration with sales (if there isn’t active, ongoing collaboration throughout the lifecycle, it isn’t ABM!)

  • Tailored and personalized programs and campaigns based on deep customer insight (if customers get the same experience and inside-out messaging, it’s not ABM!)


While it may seem a little tricky to get a head-start, once you have your strategies in place the results can be truly rewarding.

Some sure-fire account based marketing strategies


Since our goal is to target all the decision-makers within the same organization, your ABM campaign must be designed to resonate with these specific people.
Before you start to implement your ABM strategy, there are three key foundations that your teams need to agree on:
• Purpose of your ABM program
• Accounts you are targeting
• Prospects within those accounts that you’re targeting

Identifying your target

Finding and identifying your target is the first step; which does not mean developing and targeting personas. You’ll be focusing on organizations instead.

Identifying your target should be a collaborative effort between sales and marketing. Since it requires data from both the teams – you have to look at firmographicdata(used to categorize organizations, such as geographic area, number of clients, type of organization, industry, technologies used, etc.) and technographic data, as well as strategic factors like market influence, likelihood of repeat purchase, and expected profit margin.

Researching your accounts


Once you’ve identified your target, dive-in to do a deep research to find out additional information and representation of your ideal business customer. Having an idea of the company structure, who the key players are can give you a clear direction of how you’re going to create the appeal for your products or services to those targets. What would make this even better is if you know the influencers and decision-makers in that organization.

Some simple steps like manual research on LinkedIn is a great way to uncover that data. For example, you can do an advanced people search to find out more about your targets. Below is an example by Hubspot for finding out your target through an advanced search on LinkedIn.




 

DECK 7 identifies new prospects who could convert as a customer by analyzing their insights through interactions and engagements on social media, digital media or through their form fills, whitepaper downloads, etc. Some of the visitors could have downloaded their whitepaper through an email that was sent to them through their marketing or sales teams. Or they might have visited a blog or landing page through DECK 7’s newsletter, ONDECK in which case DECK 7 retargets them. This gives the company insights about the intent of their target audience and helps them plan their messaging.

Tailoring content to resonate with your prospects

Your next step should be to collaborate with the design and sales teams to create hyper-personalized, valuable content, that’s visually compelling and communicates the right messaging at the right time. Have your content centered around these key parameters:
• Personalize sales enablement content
• Wow them with your solution
• Establish your expertise, personality, and appeal
• Keep them involved, consuming your ideas and engaging with your brand, and
• Invite them to stay connected so they can become customers

Remember that the beauty of ABM lies in personalizing your content towards these accounts, so, make sure that your brand messaging speaks to their specific pain points. Your content and imagery should also serve as solutions to their challenges and business needs.

Learn more:

https://channel.report/c-suite-on-deck-uberflip-randy-frisch

Finding the best channels for your campaigns


To strike the right chord with your target prospects you must utilize the best channel for your messages. Some of the most effective channels that DECK 7 uses include:
• Social
• Email
• Web
• Search
• Mobile

Social media platforms like LinkedIn and Facebook are some of the best in letting you run your campaign and customizing them according to your business needs. You can appeal to specific organizations as well as the titles within those organizations. Use Facebook’s demographics filters for seeking out your targets or even take it to the next level by targeting their specific job title.

Learn more:

https://business.linkedin.com/marketing-solutions/ad-targeting/account-targeting

Running your campaigns


An important step to keep in mind would be to not let your content run wild. Since ABM programs are so targeted/personalized in nature you need to be careful as to not overwhelm your target with the same messages over and over again. Hence concentrate on catching your prospects’ attention without turning them away.

Measure and evaluate your results

After your ABM program has been running for a period of 30-60 days, it’s time to evaluate whether it was a success or a failure. It is reported that about 60% of CMOs have trouble proving their ROI. A lot of it has to do with not asking the right questions while measuring results. According to Wordstream, some of the critical questions you need to ask are:

• Whetheryour personalized content proved to be engaging? If so, how?
• Are the accounts becoming more engaged with your brand?
• Are you expanding the number of known stakeholders within these organizations?
• Did you move any of these targeted leads down the funnel?
• Did you generate any revenue from these campaigns?
• What could you do better going forward?

Some real life examples of account based marketing

“Pizza-nars”


Webinars accompanied by a pizza! The concept is pretty simple and straight forward – a pizza is delivered to the target accounts, so they can enjoy it while attending your webinar.

But it doesn’t have to be pizza. Lunch and earns can be done with anything from any beverage to food item of their choice, so, you can enjoy the experience with your prospects from the comfort of your desks. This helps to boost webinar attendance and is a great way to encourage prospects to pay attention.

This approach is useful across the account lifecycle from initial engagement to upcoming renewals, expansion or even re-engage at-risk accounts. You could even go so far as to build out personalized webinar experiences with customized landing pages so the prospect or customer feels as if the webinar is hosted just for them – which can be a great way to show off product updates or educate people on your platform.

Content experience


Snowflake, a cloud-based data-warehousing company, leveraged its in-house expertise to develop a robust library of high-quality content, which they use to create individualized experiences for target accounts. At any given time, the Snowflake team is running 500 concurrent individualized account-based campaigns, and each of these 1-to-1 campaigns is developed in tandem with their sales reps (who know their accounts inside and out) to create personalized messaging and content experiences.

These content experiences aren’t intended to drive conversions, either. None of the customized content is gated. Instead, Snowflake strives to build credibility with its audience first, only then using retargeting tactics with those that engage to drive traditional conversions through weekly demos or free trials.

Each campaign can be launched quickly and starts with digital advertising as a means to distribute the experience to the right account depending on where they are in their lifecycle. You can run the same or similar campaigns by leveraging a platform like Uberflip in tandem with your advertising and marketing automation platforms.

This approach is most useful when trying to gain initial engagement or progressing an account to meaningful engagement. It can also be used in a Land and Expand strategy to penetrate other departments within the organization.

Account based marketing best practices

To make your ABM program a success, you need to align your sales and marketing teams. Oftentimes it is this discrepancy, which, if not addressed, ends up causing a lot of loopholes and miscommunication.

 

Sales and marketing have to be best friends, they have to be fully aligned with each other, and they have to know what each other is doing at all times so they can partner. Companies that don’t do that cause themselves a lot of heartache.

-Erik Charles, Vice President and Solutions Evangelist, Xactly Corp.


Marketing has traditionally had a lead-centric focus, which is pretty much the opposite of their counterparts in Sales, who have always had an account-centric approach

– This statement reveals the real disconnect between how most companies and marketing teams build their ABM.

You must personalize content at scale.

This is the heart and soul of every B2B account based marketing. The main goal of content personalization is to fit target accounts like a glove. And while executing personalized content at scale is challenging, it is also the most rewarding when done right. Thankfully, B2B marketers are getting better at that.

Conclusion

Whether or not you’ve tried to implement a full-blown ABM program, chances are you’ve most likely used at least one element of it in your marketing endeavors. And that’s a great start. The key thing to remember is to be clear about what you’re trying to achieve with your ABM program and how well co-ordinated your teams are.

Spotlight

Prophyts - A Predictive Account Based Marketing and Monitoring Platform

Prophyts, a portfolio company of 1105 Media, Inc., is a Predictive Account Based Marketing (ABM) and Monitoring platform that identifies potential B2B buyers early in their purchasing journey who are likely to be involved in the purchasing decision. Prophyts provides Sales and Marketing actional intelligence that helps align efforts and increase ROI. In addition to ABM and monitoring solutions, Prophyts offers industry-leading marketing engagement services and advertising targeting programs.

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2022 Total Economic Impact Study Reveals A Potential 454% ROI with 6sense Revenue AI

Article | June 9, 2022

6sense, the leading platform for predictable B2B revenue growth, today announces the results of the commissioned Total Economic Impact (TEI™) study conducted by Forrester Consulting examining the potential return on investment (ROI) by deploying the 6sense Revenue AI solution. The TEI study shows organizations using 6sense Revenue AI can achieve an ROI of 454% over three years, recouping their investment in less than six months with ROI increasing steadily thereafter. These results align with 6sense’s own analysis of customer data which indicates a significant increase in revenue growth obtained within the first two quarters of prioritizing 6sense Qualified Accounts (6QA) which are prospects in-market to buy a solution and represent an ideal fit. “As sales and marketing teams face increasing challenges to predictably grow pipeline and revenue while optimizing resources, our customers rely on 6sense as their unique competitive advantage to help them align on targets, maximize efforts, and significantly scale growth,” said Jason Zintak, CEO of 6sense. “We believe Forrester’s findings confirm that applying AI-driven insights to prioritize and target the right accounts at the right time with 6sense Revenue AI increases revenue and drives efficiencies across sales and marketing.” According to the study participants, before using 6sense Revenue AI their organizations’ traditional marketing and sales efforts had languished while costly time and resource investments no longer provided results. Frustrated revenue teams were ineffective, often using point solutions requiring significant manual effort while delivering little value. They selected 6sense to create pipeline more efficiently and predictably. Leveraging 6sense Revenue AI to capture buying signals and target the right accounts at the right time, the TEI study’s composite customer experienced the following benefits: Increased sales revenues: Interviewees reported that 6sense identified 6QA opportunities were more likely to close and had higher average contract values. By increasingly focusing on prioritized accounts, revenue teams delivered significant gains in profits for their organizations. 2X increases in average contract value 4X increases in win rate 31% increases in opportunity volume Decreased costs: Interviewees cited using 6sense to market and sell more efficiently and effectively. Acting on insights provided by 6sense unlocks significant resource optimization gains, including: 40% reduction in aggregate costs to qualify opportunities 40% reduction in effort to close opportunities 20-40% reduction in time to close deals Study participants reported a wide range of optimization and cost reduction benefits using 6sense Revenue AI including sales productivity gains from enhanced insights and better prioritization, tech stack consolidation, improved conversion rates across the buyer’s journey, reduced customer acquisition costs and optimized marketing spend. One interviewee indicated their customer acquisition costs dropped by nearly 50% within two years of implementing 6sense. “6sense Revenue AI is the first and only platform to apply the power of data, machine learning, and automation across the entire buyers’ journey to provide a better customer experience and produce the kind of pipeline that converts to revenue. This means the entire revenue team makes insight-driven decisions, prioritizes time and resources more effectively, and realizes better outcomes,” said Amar Doshi, SVP of Product and UX at 6sense. “Our customers repeatedly claim results similar to those that participated in the TEI Study.” To develop the study, Forrester interviewed nine 6sense customers, identifying the benefits, risks, and outcomes they experienced while using the company’s product experience platform. Forrester’s (TEI) consulting practice develops business value justification analysis to help organizations understand the financial impact of a technology investment. The TEI methodology has been used for over 20 years by technology organizations. It consists of four components to evaluate investment value: cost, benefits, flexibility, and risk.

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How 6sense’s Embedded CDP Creates Immediate Wins

Article | July 13, 2022

Here’s a (somehow) well-kept secret about ABX: it can create immediate wins for your teams. When you and your teams start laser-focusing on the right prospects and customers — at the right time — it doesn’t take long for the wins to start piling up. Why? A winning ABX strategy will leverage an AI-powered customer data platform (CDP) that has an existing database of critical information such as: What your ideal customer profile (ICP) looks like Accounts you might not know about that are in-market and ready-to-buy The websites, keywords, and topics your buyers research most The signals your buyers give off when they’re ready to buy When you leverage this historical data, it’s like flipping on a spotlight on your most important accounts and everything they’re doing. Let’s look at why a CDP is so important for an ABX strategy and how you can switch your thinking from, “When will I start seeing ROI?” to “How will I capitalize on all of these opportunities?” How CDPs Bolster Your ABX Strategy Pursuing an ABX strategy means fine-tuning your revenue activities (marketing, sales, operations) to target very specific accounts. The critical data you need about those accounts comes from your CDP, which houses all of the interactions you have with your prospects and customers. That information includes: Web pages they visit Webinars they attend Content they download Calls they have with your sales team The CDP ingests all of that data and starts to learn what your typical buyer looks like, the patterns they follow, and what signals they give off when they’re ready to buy. Over time, and with enough data from your interactions, this information becomes very powerful and enables your teams to start honing their strategies. All of your revenue activities become more efficient because you’re reaching the right buyer at the right time. There’s a problem with traditional standalone CDPs, however. They can’t look backwards. They can only begin collecting data once implemented, and therefore take some time to start uncovering patterns and delivering results. But what if you could unlock the CDP-version of a flying DeLorean that empowers you travel into the past and unlock those missing puzzle pieces — without waiting for your CDP to ingest enough data? Win Fast with a CDP Full of Critical Data The key to unlocking fast wins for your ABX strategy is to utilize a CDP with historical first-party and third-party data. Your buyers have searched keywords related to your offerings, attended industry events, and read third-party review sites long before you implement a stand-alone CDP. Why should you have to wait for the platform to catch up and uncover those insights that are hiding in plain sight? 6sense’s embedded CDP grants you instant access to all of the historical data that our AI-powered platform has collected for years. Previously anonymous accounts that have been researching topics that match your offerings A detailed ICP based on real, historical data Insights into which of your prospects are actually in-market and ready-to-buy Clear evidence on which accounts and buyers should be prioritized We call uncovering this information lighting up the Dark Funnel™. When you shine a light on your Dark Funnel™ your teams can immediately start reaping the benefits. It won’t take months or even weeks to get your first wins — within days you can see a positive impact on your pipeline. Your sales team will get leaner and meaner. No need to spend hours trawling through LinkedIn to find the one uncovered gem of a prospect. As soon as you leverage an embedded CDP loaded with historical data, you’ll discover exactly who your next target should be. Your inside sales team can focus on personalizing outreach, not figuring out who to talk to. Your marketing team will begin improving their engagement numbers without increasing their spend. When a Director of Sales at “Ready-to-Buy Corporation” has been performing some under-the-radar research, the marketing team will receive an alert and can start targeting that person with ads that address their specific pain points. Software development company PTC is a good example. It has used 6sense to uncover more than 1,500 net new high-intent accounts that have generated $18 million in pipeline. “With 6sense, our team has driven outbound success by being empowered, motivated, and eager to strategically prospect to the right targets with relevant messaging,” says Brenda Souto, High Velocity Sales Manager at PTC. Conclusion Traditional standalone CDPs help you capture the interactions you have with your prospects and customers. All of this data is very useful to build a focused and efficient ABX strategy. But, a standalone CDP lacks historical data and trends — meaning it can take longer to see wins and ROI. An embedded CDP with a treasure trove of previous interactions, buying signals, and trend data can instantly prioritize your target accounts. Within days your teams will know much more about your buyers and how to target them with the right message at the right time.

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Five Things That Can Make a Difference to ABM in EMEA

Article | August 4, 2022

The shift in buyer behavior has increased the opportunities for digital ABM. Organizations implementing ABM are seeing significant success. But what does the situation in the EMEA (Europe, Middle East, Africa) market look like? ABM is still not well understood in EMEA. Two out of every three ABM programs are not showing optimal performance (Heinz ABM Research). However, things might not be as bleak as they seem. Talking about the 2021 State of ABM in Europe report by Terminus, Albany Vincent, Senior Research Manager at Vanson Bourse said, “While we were not shocked to see the US to be moderately ahead of Europe in their ABM maturity, we were surprised to see how much more eager European companies were to adopt these practices and their American counterparts. It appears to be a very exciting time to be a marketer- especially in Europe." Europe has stringent data laws, so the account-based approach could be the only way for sustainable growth for organizations based in EMEA. Do You Know Enough About ABM Execution? Taking into account the ever-evolving account-based approach, here are five things you should know about ABM and how to implement it for optimal performance: A Curated Account List Is the Secret Ingredient Your target account list should be the result of a conversation between your sales and marketing teams using as much high-quality data as possible. Start off by implementing the program on a small number of accounts and analyze your ROI. Then, periodically revaluate your team performance, tools, skills, and messaging to clear the path for ABM success. Your Sales and Marketing Teams Should Share Their Pizzas Sales and marketing synchronization is the most basic requirement of ABM. The marketing team can enable sales with target accounts’ interests and behavior data. The sales team, on the other hand, can give the marketing team insights into key members of the target account buying group. According to research by ZoomInfo, when the sales and marketing teams are aligned, organizations have a 36% higher customer retention rate and a 67% improved chance of converting leads. Depending Only on MQLs Will Not Get You Far The TechTarget 2021 Media Consumption Survey highlighted that most buying teams have an average of five people, but can also be more than ten. Understanding the intent of the individuals from the buyer group and offering them value through every sales and marketing interaction is crucial to the success of your ABM strategy. Depending on only MQLs can limit the potential of your ABM. Only Strategic Content Brings in the Results You Want Your target accounts are flooded with content every day. To stand out in the crowd and appeal to the individuals in the buying group, you need to align your content with their customer personas. The content should address their pain points and needs. It should be crafted based on an account’s maturity, challenges, and technical abilities. ABM Isn’t Your Regular Marketing Strategy ABM is a strategic approach where the marketing and sales teams share their insights through the account interactions of everyone in an account. Then they collectively reach out to the whole buying team rather than targeting just a few individuals. ABM takes a detailed look at the target account and aligns your business with your prospects’ needs and pain points, and this easily surpasses a regular marketing strategy. Circling Back ABM in EMEA is still evolving. Therefore, organizations need to make special efforts to implement ABM effectively, keeping the target accounts in focus and understanding the attributes of ABM in detail to get the most out of it.

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Buying Group Marketing: Another Evolution of ABM

Article | May 23, 2022

B2B marketers use account-based marketing (ABM) to generate business because it allows them to drive focused account-level interactions. These interactions are a result of relevant and customized messaging. Today, the messaging focuses on not just one decision-maker but a group within the target account that green lights a buying decision. This natural evolution in ABM implementation is called buying group marketing (BGM). It isn’t a new concept but keeps evolving. B2B marketers are religiously implementing BGM in their ABM strategy to get a competitive edge and to keep up with the changing trends in the ABM industry. Carefully created buyer personas are used to create hyper-personalized campaigns for buying group members. In this sense, BGM is a person-centric marketing approach, differentiating it from an account-based marketing approach. While talking about buying group marketing, Dmitri Lisitski, CEO and Co-Founder, Influ2, a B2B targeted advertising solutions provider, said, "Buying Group Marketing will empower B2B marketers to achieve greater precision by extending this approach more holistically across their programs." How Does BGM Drive Revenue? Revenue factors into every effort that aims to increase sales numbers, retain customers, and engage prospective customers. Let us look into how BGM drives revenue in the B2B domain. Closing the Gap Between Sales and Marketing Organizations struggle to bring sales and marketing teams together. They max out their budgets to make it happen, but more often than not, they do not get the expected results. Additionally, their marketing automation platform doesn’t make the connection between the multiple leads coming from the same account. This lack of insight can affect the performance of the entire demand management process, such as sales, revenue development, and customer organization. Buying behaviors are constantly shifting. It is crucial to use a fresh approach that enables the teams to connect directly with the target accounts’ decision-makers, offering them just what they need through effective campaigns and driving revenue is crucial. In the buying group framework, marketing and sales align their goals and operations, share important insights on buyer personas, orchestrate messaging for campaigns, and collate data from platforms such as CRM and sales engagement tools to successfully find common ground for approaching a buying group. They are no longer stuck on one side of the MQL wall but are involved in every stage of the conversion process. As a result, they guide specific buying group members to make a buying decision and generate revenue. Putting Buyer Experience on Top In a Forrester survey, 94% of respondents said they sold to buying groups that had three or more individuals, while 38% said that they sold to groups of 10 or more. Purchase decisions in large enterprises are never restricted to one individual. The bigger the purchase decision, the bigger the buying committee. The bigger the buying committee, the larger the pool of buyer personas that need targeting. For example, if the HR department of a growing organization realizes that it needs a new human capital resource management system (HCRM) to manage its HR-related processes, then a buying group is created to choose a new system. When this group goes to the market to find a solution, it becomes a potential lead for HCRM providers, and the lead is called a demand unit. Targeting this demand unit with not just the HCRM but also a travel and expense solution (T & E) is possible with BGM. In BGM: Every step in the buyer’s journey is based on buyer personas and presents value to the buying group. Every demand management process focuses on the buying group. Through this approach, multiple types of selling opportunities can be explored. All this effort appeals to different buying group members in different ways and will push them to get in touch with the sales team and make a purchase decision. Offering Solutions to Pain Points Information designed precisely to complete the purchase should be provided to every member of the buying group committee. Interestingly, before making a purchase decision, members of the buying group will explore the content of different solution providers. According to a recent study by Dimensional Research, 90% of buyers thought that positive online reviews of a product or service influenced their buying decision. This is just one type of information that the buying group members will consume before they make a buying decision. With the help of real-time intent targeting or cognitive product targeting, it is easier to understand the customer’s intent through channels like websites, apps, and email. The terms searched, specific or broad, can point to the needs and requirements of a member of the committee. Once the intent is clear, buyer personas can be segmented and targeted with prescriptive content that talks about solutions to their pain points and how the expected results are achieved. For example, if a C-level buying committee member displays a high level of intent activity, then it is highly likely that he or she is looking to make a strategic investment. Such an opportunity will be ready for sales conversion in a couple of months. How Should You Implement BGM on Sales Funnel? We have already established the importance of buying group engagement in driving leads through the sales funnel. When sales and marketing teams share insights, marketing becomes effective and tangible. Now, let us take a look at BGM implementation in the sales funnel: Top of the Funnel While targeting a buying group at the top of the funnel, the focus should be on creating awareness and understanding the demand of the target account. Social media ads and relevant landing pages that act as lead magnets can help achieve this goal. Middle of the Funnel For buying groups in the middle of the funnel, engaging and educating the groups is imperative. Posting relevant content on social media handles can foster interaction with the members. LinkedIn messages from sales development representatives with ad and landing page support are effective. Bottom of the Funnel Conversations that lead to conversion start when the buying group is at the bottom of the funnel. In this stage, the account executives present members with compelling content that addresses their pain points and influences them enough to make a purchase decision. While executing BGM, B2B marketers should begin by understanding the business needs of the target account and create a comprehensive marketing strategy to address these needs. Orchestrating a holistic experience for the buying committee through high-quality, relevant content is the next step. Achieving a strategic, operational and practical alignment with sales will ensure success and higher conversions. Amplitude Drives 5.6x ROI on Ad Spend with Influ2’s Help With Influ2’s person-based advertising, Amplitude, a digital optimization system provider, focused 100% on advertising to key decision-makers within its target accounts. Influ2 used engagement insights to create and execute personalized and attributable B2B marketing. The result was a 5.6x ROI on ad spend. Last Word ABM marketing has evolved with the help of buying group marketing. Implementing BGM with an account-based marketing strategy can create lasting relationships with target accounts, retain existing clients and bring new leads. FAQ What are the three important tenets of buying group marketing? The three important tenets of buying group marketing are understanding the needs of the target account, attaining sales and marketing alignment, and creating a holistic marketing strategy that addresses the pain points of the target account. How is buyer experience different than customer experience? Customer experience focuses on the existing customers in the pipeline, while buyer experience focuses on the prospective customers’ complete buyer journey. How can you engage top-of-the-funnel audiences in buying group marketing? You can engage top-of-the-funnel audiences through social media ads and relevant landing pages that display content relevant to the needs of the target account.

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Prophyts - A Predictive Account Based Marketing and Monitoring Platform

Prophyts, a portfolio company of 1105 Media, Inc., is a Predictive Account Based Marketing (ABM) and Monitoring platform that identifies potential B2B buyers early in their purchasing journey who are likely to be involved in the purchasing decision. Prophyts provides Sales and Marketing actional intelligence that helps align efforts and increase ROI. In addition to ABM and monitoring solutions, Prophyts offers industry-leading marketing engagement services and advertising targeting programs.

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RollWorks Presents the ABM Lounge at INBOUND 2022

RollWorks | August 12, 2022

RollWorks is bringing ABM to INBOUND! Today, the account-based marketing (ABM) platform and division of NextRoll celebrated its powerful partnership with HubSpot and announced its presence at HubSpot INBOUND® 22, September 6-9, 2022, in Boston. RollWorks has 16 inspiring sessions designed to help B2B teams ABMify their inbound strategies, as well as the first ever ABM Lounge. "We're excited to have such a strong presence at INBOUND this year, which reflects our market-leading end-to-end partnership with HubSpot. Our integration drives account-focused organizations' strategies by enabling teams of all sizes to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact — truly democratizing ABM and illustrating the power of ABM and inbound marketing," said Mike Stocker, VP of Partnerships at RollWorks. RollWorks ABM Lounge (Level 0, East Side of Boston Convention Center): Inspire your marketing programs, optimize your inbound, and accelerate your impact. Stop by 8:30am - 4:00pm ET to check out the sessions and for your chance to win $25K in RollWorks advertising media credits! Custom design a screen-printed t-shirt or tote bag of your choice, pick up one of our limited-edition ABM hoodies, and grab a coffee and snacks. Schedule a meeting with an ABM expert and learn how to get started with ABM and RollWorks or optimize your ABM program. ABM Lounge special events: Happy Hour: On Thursday, September 8th, from 5:30 - 7:00pm ET, come grab a custom Aperol Spritz or your drink of choice. RSVP for happy hour here. Customizable Donuts & Bottomless Espresso: On Friday, September 9th, from 8:00 - 9:00am ET, join us to celebrate our last few hours at INBOUND with customizable donuts and bottomless espresso drinks. RSVP for breakfast here. 2022 RollWorks + HubSpot Continued Product Innovation Throughout 2022, RollWorks has continued to deepen its commitment to adding more utility in its platform for HubSpot users. This summer, the company launched two new ABM tools: Journey Events for HubSpot®: delivers consolidated account-level visibility within the HubSpot interface to enable B2B organizations to understand what activities are working to drive accounts through the stages of the buying journey, and which activities need to be further optimized. Sales Insights for HubSpot: uses data science to provide a 360-degree view of accounts throughout the buying journey, helping B2B marketers and sales teams to eliminate the guesswork and create timelier and more efficient sales outreach. "RollWorks is a fantastic complement to HubSpot, combining best-in-class inbound marketing and account-based marketing capabilities to effectively grow B2B revenue," said Scott Brinker, VP of Platform Ecosystem at HubSpot. "RollWorks is a fantastic complement to HubSpot, combining best-in-class inbound marketing and account-based marketing capabilities to effectively grow B2B revenue," said Scott Brinker, VP of Platform Ecosystem at HubSpot. RollWorks + HubSpot Customer Success In April, the RollWorks ABM HubSpot App achieved a significant milestone for surpassing 500 installs (150% more than the nearest ABM competitor). Global organizations that leverage the combined power of RollWorks and HubSpot include: SnapFulfil: SnapFulfil leveraged RollWorks and HubSpot to launch and maintain a sales-aligned ABM program that generated high-value leads. Within 10 months, the Cloud Warehouse Management System (WMS) saw 27% of new website visits come from RollWorks and 4,000 new top-of-funnel leads with a 6% conversion to MQLs. "The prospects generated from all of our marketing activities get pulled into HubSpot automatically, where we then narrow our target list to sync with RollWorks. That automatic bi-directional syncing alone saves us a lot of time on manual input." - SnapFulfil Goverlan: Within 13 months, Goverlan identified 95% of closed/won deals were influenced by RollWorks and generated revenue 15x the initial investment cost—all with a nimble, two-person marketing team. "Things have changed since we started targeting accounts, as opposed to just contacts. We're generating 40-50 demo requests a week thanks to this happy marriage between our HubSpot inbound and RollWork ABM program." - Goverlan To learn more about how the market-leading combination of RollWorks and HubSpot drives even more value for your ABM programs, schedule a custom demo today. 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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ACCOUNT BASED ADVERTISING

Transmission launches Hubbub – the LinkedIn content and creative inspiration hub

transmissionagency | January 18, 2022

The start of a new year is always an exciting time for us at Transmission. And for 2022, we’re delighted to announce the launch of our LinkedIn content and creative inspiration hub – Hubbub! At Transmission, we’re proud to be experts in all things LinkedIn. And as an official LinkedIn Marketing Partner, we can confidently say that our breadth and depth of insight is hard to rival. It’s this knowledge of the LinkedIn platform that has led our clients to multiple successes, and to our own award wins for LinkedIn’s Innovator of the Year 2021, Best Lead Generation Campaign, and their In It Together Award. When we first started as an agency, we set out to bring our media, content, and creative expertise together to deliver truly integrated marketing experiences that push the needle. Experiences that stand out. And we’ve made sure that Hubbub stays true to that goal – allowing us to continue to drive the now and define the next in the world of LinkedIn content and creative. What is Hubbub? Picture a typical piece of B2B content or creative. Chances are you’re thinking of a staged photo with fake smiles, a stock image of a man with a briefcase, or some copy that works amazingly as a sleeping aid. Frankly, it doesn’t, and shouldn’t, have to be that way. At Transmission, we believe that B2B can be so much more than this stereotype. So, we’ve drawn on our experience as a LinkedIn Marketing Partner to craft resources that help you avoid the common pitfalls of B2B content – allowing you to elevate your LinkedIn content and creative at any stage of the marketing process. Plus, as we help LinkedIn create and test their latest and greatest marketing solutions, we've got more than a few handy tips and tricks to help you make the most of their platform’s offering. Simply put, Hubbub is your one-stop shop for LinkedIn inspiration. That’s great... but what’s in it for me? As a central resource for LinkedIn content and creative inspiration, Hubbub is split into three main sections: Brand & content strategy, Creative inspiration, and the LinkedIn publishing toolkit. In each section, you’ll be able to find playbooks, blogs, eBooks, and infographics to help Marketing and Sales audiences succeed on the platform. So whether you’re looking to link your brand to demand, differentiate yourself on LinkedIn, or simply find out campaign planning best practices, Hubbub has you covered! Sound good? Sure, but what comes next? You didn’t think we’d stop there, did you? We’ve got a metric (imperial for those of you in the US) load of content planned for Hubbub in the future! Expect more slickly designed tips, tricks, and tools to help you stand out on LinkedIn. And, as with all good things, we’ll be sharing some dedicated insights from our Transmission experts around the globe to bring a more nuanced, localized perspective to our content.

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ABM ACCOUNTS,TARGETED ACCOUNT STRATEGY

Drive more powerful conversations with Transmission + Drift

Transmission | November 05, 2021

Transmission is excited to announce its status as a certified Drift Solutions Partner. The partnership is set to expand Transmission’s already broad service offering to bring Drift functionality to client campaigns. Drift is a Conversational Marketing and Sales platform that delivers engagement in real-time to deliver an increase in leads, an accelerated sales pipeline, and an improved buying experience. As one of the first ten agencies worldwide to be officially certified as a Drift Solutions Partner, Transmission will use the Revenue Acceleration Platform to connect clients with traditionally missed opportunities across their websites. Going forward, Drift’s industry-leading integrations will be used to provide better, more personalized customer experiences through natural, meaningful conversations. Client campaigns that opt to take advantage of the platform can expect to have a greater view of the customer journey, allowing for more targeted messaging across every channel. This partnership is yet another example of how Transmission continues to push the envelope of B2B marketing. Learn more about how Transmission can help you deliver unique digital experiences.

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ACCOUNT BASED ADVERTISING

RollWorks Presents the ABM Lounge at INBOUND 2022

RollWorks | August 12, 2022

RollWorks is bringing ABM to INBOUND! Today, the account-based marketing (ABM) platform and division of NextRoll celebrated its powerful partnership with HubSpot and announced its presence at HubSpot INBOUND® 22, September 6-9, 2022, in Boston. RollWorks has 16 inspiring sessions designed to help B2B teams ABMify their inbound strategies, as well as the first ever ABM Lounge. "We're excited to have such a strong presence at INBOUND this year, which reflects our market-leading end-to-end partnership with HubSpot. Our integration drives account-focused organizations' strategies by enabling teams of all sizes to identify high-fit, high-intent accounts and buyers, reach them efficiently, and measure impact — truly democratizing ABM and illustrating the power of ABM and inbound marketing," said Mike Stocker, VP of Partnerships at RollWorks. RollWorks ABM Lounge (Level 0, East Side of Boston Convention Center): Inspire your marketing programs, optimize your inbound, and accelerate your impact. Stop by 8:30am - 4:00pm ET to check out the sessions and for your chance to win $25K in RollWorks advertising media credits! Custom design a screen-printed t-shirt or tote bag of your choice, pick up one of our limited-edition ABM hoodies, and grab a coffee and snacks. Schedule a meeting with an ABM expert and learn how to get started with ABM and RollWorks or optimize your ABM program. ABM Lounge special events: Happy Hour: On Thursday, September 8th, from 5:30 - 7:00pm ET, come grab a custom Aperol Spritz or your drink of choice. RSVP for happy hour here. Customizable Donuts & Bottomless Espresso: On Friday, September 9th, from 8:00 - 9:00am ET, join us to celebrate our last few hours at INBOUND with customizable donuts and bottomless espresso drinks. RSVP for breakfast here. 2022 RollWorks + HubSpot Continued Product Innovation Throughout 2022, RollWorks has continued to deepen its commitment to adding more utility in its platform for HubSpot users. This summer, the company launched two new ABM tools: Journey Events for HubSpot®: delivers consolidated account-level visibility within the HubSpot interface to enable B2B organizations to understand what activities are working to drive accounts through the stages of the buying journey, and which activities need to be further optimized. Sales Insights for HubSpot: uses data science to provide a 360-degree view of accounts throughout the buying journey, helping B2B marketers and sales teams to eliminate the guesswork and create timelier and more efficient sales outreach. "RollWorks is a fantastic complement to HubSpot, combining best-in-class inbound marketing and account-based marketing capabilities to effectively grow B2B revenue," said Scott Brinker, VP of Platform Ecosystem at HubSpot. "RollWorks is a fantastic complement to HubSpot, combining best-in-class inbound marketing and account-based marketing capabilities to effectively grow B2B revenue," said Scott Brinker, VP of Platform Ecosystem at HubSpot. RollWorks + HubSpot Customer Success In April, the RollWorks ABM HubSpot App achieved a significant milestone for surpassing 500 installs (150% more than the nearest ABM competitor). Global organizations that leverage the combined power of RollWorks and HubSpot include: SnapFulfil: SnapFulfil leveraged RollWorks and HubSpot to launch and maintain a sales-aligned ABM program that generated high-value leads. Within 10 months, the Cloud Warehouse Management System (WMS) saw 27% of new website visits come from RollWorks and 4,000 new top-of-funnel leads with a 6% conversion to MQLs. "The prospects generated from all of our marketing activities get pulled into HubSpot automatically, where we then narrow our target list to sync with RollWorks. That automatic bi-directional syncing alone saves us a lot of time on manual input." - SnapFulfil Goverlan: Within 13 months, Goverlan identified 95% of closed/won deals were influenced by RollWorks and generated revenue 15x the initial investment cost—all with a nimble, two-person marketing team. "Things have changed since we started targeting accounts, as opposed to just contacts. We're generating 40-50 demo requests a week thanks to this happy marriage between our HubSpot inbound and RollWork ABM program." - Goverlan To learn more about how the market-leading combination of RollWorks and HubSpot drives even more value for your ABM programs, schedule a custom demo today. 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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ACCOUNT BASED ADVERTISING

Transmission launches Hubbub – the LinkedIn content and creative inspiration hub

transmissionagency | January 18, 2022

The start of a new year is always an exciting time for us at Transmission. And for 2022, we’re delighted to announce the launch of our LinkedIn content and creative inspiration hub – Hubbub! At Transmission, we’re proud to be experts in all things LinkedIn. And as an official LinkedIn Marketing Partner, we can confidently say that our breadth and depth of insight is hard to rival. It’s this knowledge of the LinkedIn platform that has led our clients to multiple successes, and to our own award wins for LinkedIn’s Innovator of the Year 2021, Best Lead Generation Campaign, and their In It Together Award. When we first started as an agency, we set out to bring our media, content, and creative expertise together to deliver truly integrated marketing experiences that push the needle. Experiences that stand out. And we’ve made sure that Hubbub stays true to that goal – allowing us to continue to drive the now and define the next in the world of LinkedIn content and creative. What is Hubbub? Picture a typical piece of B2B content or creative. Chances are you’re thinking of a staged photo with fake smiles, a stock image of a man with a briefcase, or some copy that works amazingly as a sleeping aid. Frankly, it doesn’t, and shouldn’t, have to be that way. At Transmission, we believe that B2B can be so much more than this stereotype. So, we’ve drawn on our experience as a LinkedIn Marketing Partner to craft resources that help you avoid the common pitfalls of B2B content – allowing you to elevate your LinkedIn content and creative at any stage of the marketing process. Plus, as we help LinkedIn create and test their latest and greatest marketing solutions, we've got more than a few handy tips and tricks to help you make the most of their platform’s offering. Simply put, Hubbub is your one-stop shop for LinkedIn inspiration. That’s great... but what’s in it for me? As a central resource for LinkedIn content and creative inspiration, Hubbub is split into three main sections: Brand & content strategy, Creative inspiration, and the LinkedIn publishing toolkit. In each section, you’ll be able to find playbooks, blogs, eBooks, and infographics to help Marketing and Sales audiences succeed on the platform. So whether you’re looking to link your brand to demand, differentiate yourself on LinkedIn, or simply find out campaign planning best practices, Hubbub has you covered! Sound good? Sure, but what comes next? You didn’t think we’d stop there, did you? We’ve got a metric (imperial for those of you in the US) load of content planned for Hubbub in the future! Expect more slickly designed tips, tricks, and tools to help you stand out on LinkedIn. And, as with all good things, we’ll be sharing some dedicated insights from our Transmission experts around the globe to bring a more nuanced, localized perspective to our content.

Read More

ABM ACCOUNTS,TARGETED ACCOUNT STRATEGY

Drive more powerful conversations with Transmission + Drift

Transmission | November 05, 2021

Transmission is excited to announce its status as a certified Drift Solutions Partner. The partnership is set to expand Transmission’s already broad service offering to bring Drift functionality to client campaigns. Drift is a Conversational Marketing and Sales platform that delivers engagement in real-time to deliver an increase in leads, an accelerated sales pipeline, and an improved buying experience. As one of the first ten agencies worldwide to be officially certified as a Drift Solutions Partner, Transmission will use the Revenue Acceleration Platform to connect clients with traditionally missed opportunities across their websites. Going forward, Drift’s industry-leading integrations will be used to provide better, more personalized customer experiences through natural, meaningful conversations. Client campaigns that opt to take advantage of the platform can expect to have a greater view of the customer journey, allowing for more targeted messaging across every channel. This partnership is yet another example of how Transmission continues to push the envelope of B2B marketing. Learn more about how Transmission can help you deliver unique digital experiences.

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Events