How to speed up lead nurturing with Account-Based Marketing

| February 17, 2020

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The B2B sales cycle can be a long journey with many twists and turns in the road. For example, when you’re selling a complex service or piece of software that’s going to impact multiple processes within a business, you need to be patient and attentive in your lead nurturing process. However, here I want to talk about one powerful approach to give your lead nurturing strategy extra fuel and encourage a faster conversion. This is focused on Account-based Marketing (ABM), an approach that has become increasingly popular within B2B organizations over recent years. In his Smart Insights article, Adrian O’Gara defines ABM as: “a strategic approach that coordinates personalized sales and marketing efforts, to target specific accounts for new business and create deeper and broader relationships with existing customers.” Essentially, ABM creates “markets of one” based on specific accounts, allowing you to make your marketing efforts highly specific and personal.

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Activate (Activate Marketing Services, LLC)

Activate provides content-powered lead and marketing services for business technology marketers, based on a unique combination of buyer insights, high-performance content, event services and lead-nurture technologies. The company develops detailed buyer personas, creates multi-platform content to engage prospects at every stages of the decision-making process, and then nurtures the resulting relationships across live, mobile and online platforms to convert prospects into customers. Founded by a team of high-tech media executives with deep expertise in editorial, marketing and technology, Activate's formula for high-performance marketing connects messaging, marketing and measurement to deliver bottom-line 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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How ABM Can Help IT Companies Close More Deals Faster

Article | March 5, 2020

As with every other business, IT sales and ABM go hand in hand, and they have been for years already. The challenge always lies in figuring out how to continuously maximize your ABM approaches and strategies to increase your IT sales. In this post, we are going to delve into the three types of account-based marketing and how it can help boost your IT sales, but before we go more in-depth, let’s take a closer look at what exactly ABM and IT sales are and what they do.

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Everything you need to know about account-based marketing

Article | March 3, 2020

What exactly is account-based marketing or ABM? In a nutshell, ABM is targeted marketing that uses personalized campaigns and messaging to effectively reach a small, specific audience. “The analogy I like to use is that you're fishing with a spear when you're using ABM, and you're fishing with a net in traditional marketing,” explains Steve Lendt, Motum B2B’s Director of Engagement and Analytics. After researching and identifying which accounts you wish to target, you can begin developing personalized campaigns and content to address their specific needs and goals.

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Spotlight

Activate (Activate Marketing Services, LLC)

Activate provides content-powered lead and marketing services for business technology marketers, based on a unique combination of buyer insights, high-performance content, event services and lead-nurture technologies. The company develops detailed buyer personas, creates multi-platform content to engage prospects at every stages of the decision-making process, and then nurtures the resulting relationships across live, mobile and online platforms to convert prospects into customers. Founded by a team of high-tech media executives with deep expertise in editorial, marketing and technology, Activate's formula for high-performance marketing connects messaging, marketing and measurement to deliver bottom-line results.

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