How to Prepare Your CRM for Account-Based Marketing

Ari soffer | December 13, 2016

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As we end 2016, it’s strange to consider how far industry thinking in B2B marketing has come in just a few short years.Not that long ago we were being told it was all about “Big Data.” Just lots and lots of Big Data. The more the merrier. It’s an approach every savvy marketer today recognizes as woefully simplistic.In fact, having huge amounts of data can actually be a liability if you don’t have effective systems in place to use it all.The current explosion of interest in Artificial Intelligence (AI) and account-based marketing (ABM) illustrates the growing appreciation of the importance of data quality. Even more than that, the interest in such solutions demonstrates marketers’ search for ever more sophisticated and effective ways to use their data.It’s all about focus and optimization. Quantity isn’t really a problem these days – it’s pretty simple to simply dump tons of data into your CRM or marketing automation system. There’s no shortage of data vendors out there who can provide lead lists of varying levels of accuracy.In 2017, as in 2016, the real challenge for B2B lead generation professionals will be how to focus their limited time and energy on a near-infinite pool of information – one which will only grow bigger and more diverse.ABM: A good excuse to clean up your databases for the new year That’s where account-based marketing comes in. The ABM hype isn’t coincidental; it comes at a time when marketers (and salespeople) are searching for ways to cut through the noise and channel their efforts strategically. ABM simply satisfies that need.

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Synx

Synx is an Inbound marketing agency, sales focused on pipeline marketing for B2B software, property and technology dependent companies…

OTHER ARTICLES

ABM and Inbound marketing: A match made in heaven

Article | February 20, 2020

For B2B companies around the world, one of the biggest challenges is finding big clients and closing deals successfully. In the last few years, Account-Based Marketing (ABM) has emerged as a preferred marketing solution for B2B brands. It is a marketing technique that involves creating customized and focused campaigns based on the individual needs and pain points of specific clients. While it is definitely effective if you only have a small list of clients you want to target, it restricts you from finding new clients which is exactly where inbound marketing comes in. Inbound marketing is a technique that focuses on attracting customers to products and services with the help of content that looks both intuitive and valuable to the prospect. This can include social media marketing, content marketing, branding, and search engine optimization. The idea is to solve the already existing problems of the customers and encourage them to make a purchase.

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5 Key Moves for Delivering Effective Account-Based Marketing

Article | April 7, 2020

Before we launch into account-based marketing (ABM), let’s talk “data” for a moment. Companies get inundated with data on the daily basis. There is firmographic data, account data, technographic data, intent data, predictive data… hot data, small data, cold data, tall data. Okay, so I took it a little too far, but you feel me, right? All of those complex, undefined batches of information that your sales and marketing teams struggle to make actionable are living in your Customer Relationship Management (CRM), waiting to be deciphered and transformed into data-driven insights.

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The Missing Link in Your ABM Strategy Part 2

Article | March 19, 2020

In part one of this series, we defined account-based marketing (ABM), discussed why it mattered, and highlighted the need for a unified data strategy to create a single-source of truth. But many marketers still grapple with the question: is ABM a strategy or a technology? While ABM technology can certainly help marketers leverage data and speed to drive maximum efficiency, delivering personalized experiences off the back of a holistic data-based understanding is just part of the equation. ABM technology, on its own, can’t meet the need for a personalized and connected experience that our customers have come to expect.

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Improve Your Marketing & Sales Alignment With Account-Based Marketing

Article | March 20, 2020

Marketing & sales alignment is among the key factors that play a major role in determining the success of any business. Many B2B companies are starting to embrace Account-Based marketing or ABM for their overall marketing endeavors. ABM perfectly underpins the conventional, short-term marketing objective of harboring leads with strategies aimed at driving revenue growth in the long-term. In this blog post, we’ll be talking about ABM and how businesses can improve their marketing and sales alignment around it. But before we jump right to it, let’s try and understand why B2B companies must have their marketing and sales team aligned.

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Synx

Synx is an Inbound marketing agency, sales focused on pipeline marketing for B2B software, property and technology dependent companies…

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