How To Launch An Account-Based Marketing Program From Scratch

ANDREA LECHNER-BECKER | November 3, 2017

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Launching an account-based marketing (ABM) program can be a daunting task, especially if you’re building a new ABM program from scratch. We’ve found the majority of B2B marketers are early in their ABM implementation. Most are currently researching its viability as a marketing strategy and trying to determine if it’s even a good fit for their business.

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We help service-based businesses generate leads online by creating a lead funnel utilizing SEO websites, PPC campaigns, Online Yellow Pages, integration with offline advertising, and relevant email campaigns. We focus primarily on the water treatment and dry cleaning industries to apply advanced algorithms to internet marketing to get the best results…

OTHER ARTICLES

Aligning Account-Based Marketing and Account-Based Selling for a Better Customer Experience

Article | March 27, 2020

In today’s world of rapid-fire product release where – it’s been said – if your product is good someone will copy it, what sets one company apart from the next when everything else is equal? When product and price are virtually the same, how do you differentiate your product from the next company’s? The answer is simple and yet sometimes so elusive: customer experience. So, how can marketers and salespeople work together to improve the customer experience? Implementing account-based marketing (ABM), and tightly aligning marketing and sales, is the number one value marketers can bring to the customer experience today. ABM is the strategy of defining the target list of accounts that you want to approach, and creating the channels, messaging and content to communicate with them in a way that feels personalized. Rather than marketing and sales speaking to a persona, you go deeper and speak at the brand level and the individual level. According to a Forrester study on the state of ABM, “When it comes to business value, 37 percent of those responding say they can demonstrate tighter coordination between marketing and sales.”

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A 5 Step Journey to Launching an ABM Program

Article | February 27, 2020

While account-based marketing (ABM) has gained a lot of traction among B2B marketers, there isn’t much consensus in the industry around how to get started. We’re still seeing ABM strategies develop and mature, so the account-based playbook isn’t as clear or as widespread as the lead gen funnel was. That’s why in episode 2 of “Ask an ABM Expert”, Andrew Mahr, our Chief Customer Officer and host of the mini-series, tackles the five steps that we encourage practitioners to take when launching an ABM program. Andrew has helped launch thousands of successful ABM campaigns using this tried and true process, and today we’ll be diving into why each of these steps is foundational to fueling pipeline growth.

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WHAT DOES ACCOUNT-BASED MARKETING LOOK LIKE IN HUBSPOT?

Article | February 26, 2020

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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Is Revenue Operations the Secret to Account-Based Success Right Now?

Article | March 25, 2020

We’re hearing that a number of companies are shifting investments from cancelled events into account-based efforts. Great news! Of course, we’re biased when it comes to all things account-based here at Engagio, but that’s because we know it works. The challenge now is to get those programs up and running both well and quickly. How can you make that happen and speed time to results? Two words: Revenue Operations. There’s a reason so many people signed up for the recent OpsStars event hosted by LeanData and co-sponsored by Engagio. RevOps is a movement in B2B whose time has definitely come. How do we define RevOps?

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Spotlight

Optimized Marketing

We help service-based businesses generate leads online by creating a lead funnel utilizing SEO websites, PPC campaigns, Online Yellow Pages, integration with offline advertising, and relevant email campaigns. We focus primarily on the water treatment and dry cleaning industries to apply advanced algorithms to internet marketing to get the best results…

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