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

FERNANDO NIKOLIC | February 10, 2020 | 226 views

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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m/SIX

m/SIX is the UK's fastest-growing media planning and buying agency. A progressive and entrepreneurial international media network that was born digital, the agency prides itself on its pioneering, energetic approach and honest culture. With over 40 offices worldwide, m/SIX is backed by WPP, the world's largest communications agency network, and embraces a unique ownership structure between The&Partnership and GroupM. m/SIX specialises in driving commercial, as well as audience growth, in today’s data and tech-led media landscape, and is an industry leader in transparency, martech and next-generation audience insight. Clients include TalkTalk, Toyota, Lexus, News Corp, AstraZeneca, Aetna, Britvic and Virgin Money.

OTHER ARTICLES
PROGRAMMATIC ABM

Top 5 Things To Know About Account Based Marketing 2020

Article | June 9, 2022

Trying to reach the masses by using marketing strategies that target many people at once can very effective for some businesses. With some businesses, it may not be the best approach because it could waste a lot of time and yield unsatisfying results. When targeting individual decision-makers in certain companies, a business might get better results and close more sales. Part of being a sales enablement leader includes knowing when to switch the marketing methods to increase revenue. Whenever you think that the ship you’re aboard is sinking or measuring metrics show unsatisfying results, it may be time to rethink your marketing strategy. 87% marketers who used Account-Based Marketing (ABM) rate it as more successful than any other type of marketing campaign.

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CORE ABM

Account Selection: How To Win Before You Start

Article | July 27, 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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BUYER INTENT DATA

5 Steps for Succeeding in Account-Based Marketing

Article | August 23, 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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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

m/SIX

m/SIX is the UK's fastest-growing media planning and buying agency. A progressive and entrepreneurial international media network that was born digital, the agency prides itself on its pioneering, energetic approach and honest culture. With over 40 offices worldwide, m/SIX is backed by WPP, the world's largest communications agency network, and embraces a unique ownership structure between The&Partnership and GroupM. m/SIX specialises in driving commercial, as well as audience growth, in today’s data and tech-led media landscape, and is an industry leader in transparency, martech and next-generation audience insight. Clients include TalkTalk, Toyota, Lexus, News Corp, AstraZeneca, Aetna, Britvic and Virgin Money.

Related News

CORE ABM

Folloze Named a Leader in TrustRadius 2023 Winter Best of Awards

Folloze | February 07, 2023

Folloze has been recognized as a leader in the TrustRadius 2023 Winter Best of Awards, ranking #1 for "Best Value for Price" and "Best Relationship" and #2 for "Best Feature Set" in the Account-Based Marketing (ABM) category. These awards show how much Folloze cares about its customers and how innovative it is in the ABM space. The awards were based on customer feedback, with Folloze receiving an 8.4/10 for customer support and high ratings for its feature set and value for the price. This award shows that Folloze is committed to providing great customer service and a useful product with lots of features. Etai Beck, co-founder and CEO of Folloze, said, “This award recognition is a testament to the relationships we have with our customers and the value we strive to bring every day.” He added, “Our platform is purpose-built with our customers at every step of their journey to become buyer-centric, and to drive results." He further said, "We're glad they're realizing the benefits of our platform and are willing to share their approval.” (Source - Businesswire) The Folloze B2B Buyer Experience Platform (BX 3.0) was released last fall. It lets B2B organizations give marketers a simple, no-code environment in which to create powerful, brand-compliant experiences. It has been well-received by customers for its ease of use, powerful features, value for price, and exceptional customer support. About Folloze Folloze is a B2B Buyer Experience Platform that helps businesses increase customer engagement and drive revenue growth. It provides a no-code solution for marketers to build personalized content destinations for the entire B2B buyer journey. Top brands such as Google Cloud, ServiceNow, Cisco, and Autodesk trust Folloze for their marketing and sales needs. Folloze's mission is to help B2B companies engage and convert buyers at every stage of the buying process with personalized, buyer-centric experiences. With the Folloze platform, companies can take their marketing and sales to the next level with account-based marketing and demand-gen campaigns. Request a demo to see how Folloze can help turn engagement into revenue.

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CORE ABM

Madison Logic Wins Top Workplace USA Award

Madison Logic | February 06, 2023

Madison Logic, a leading digital account-based marketing platform, told its employees that it had won the 2023 Top Workplace USA Award. The award shows that the company cares about its employees' experiences and growth by giving them a flexible workplace that helps them do great work for customers. The company builds a supportive and creative culture to help B2B marketers, and its hybrid work culture has been recognized. The goal of Madison Logic is to find the accounts that are most likely to buy and speed up the customer journey, leading the way in helping B2B marketers. Through this flexible work environment and focus on the employee experience, Madison Logic is able to create a culture of innovation and support for its employees that benefits both the organization and its customers. Tom O’Regan, CEO of Madison Logic, said, “Our employees continue to be our strongest asset, as we believe a positive work environment directly supports better client experiences and company growth.” He also said, "I'm always impressed by our team's amazing work ethic, attitude, and ability to drive exceptional customer engagements that help B2B marketers speed up the buyer's journey at every stage." He further added, "We’re honored to be recognized for this achievement.” (Source – Cision PRWeb) Top Workplaces is a leading employer recognition program that looks at things like how well employees fit in with the company's goals and how they can grow in their careers. Madison Logic has been named a top workplace by Top Workplaces because it has made it its mission to find the accounts that are most likely to buy and to speed up the customer journey. About Madison Logic Madison Logic is a global ABM platform that helps B2B marketers find, engage, and convert their target accounts more effectively by giving them the tools and data they need. The ML Platform combines proprietary data to help marketers find the most influential members of the buying committee and maximize engagement across multiple channels to shorten sales cycles and increase ROI. Since its start in 2005, Madison Logic has helped large and quickly growing companies reach their marketing goals.

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CORE ABM

6sense Wins Three TrustRadius Winter 2023 Best of Awards for ABM

6Sense, TrustRadius | February 03, 2023

6sense, the premier platform for B2B enterprises creating predictable revenue, recently announced that TrustRadius has recognized the company with three awards in the account-based marketing category, including Best Value for the Price,Best Feature Set,and Best Relationship. The awards recognize 6sense products that exhibit a dedication to transparency, development, and user insights. Sanjay Kini, 6sense Chief Customer Officer, said, “Earning these awards from TrustRadius is an excellent way to kick-off 2023.” He added, “We’re happy for the opportunity to continue providing customers with the best options to help them reach their revenue goals through high-quality intent data, account prospecting, activity tracking, and personalized outreach.” (Source – Businesswire) TrustRadius is the review site for technology items that assists purchasers in making more informed product purchases based on impartial and insightful consumer evaluations. To reach the list, products must have attained a trScore of at least 7.5 and received at least 40 customer reviews in the previous year. About 6sense 6sense aims to revolutionize how businesses generate, manage, and convert pipeline to revenue. 6sense Revenue AITM analyzes anonymous purchasing signals, targets the appropriate accounts at the optimal moment, and advises the channels and content that will increase revenue performance. Itenables sales, marketing, and customer success teams to drastically enhance pipeline quality, increase conversion rates,accelerate sales velocity, and grow revenue predictably by removing uncertainty, friction, and wasted sales effort. Gartner,Forbes Cloud 100, and Forrester have acknowledged 6sense's market-defining technology, while Glassdoor, Inc. Magazine, and Comparably have praised the company's great culture. About TrustRadius TrustRadius is the most reliable research and review platform for business leaders looking to find and select the best software for their needs. It provides verified, peer-reviewed recommendations and research to decision-makers across sectors. In addition, vendors engage and convert high-intent buyers by telling their unique stories through rich feedback. On its website, over 12 million visitors per year create and interact with high-quality review content and data. TrustRadius was founded by successful entrepreneurs in Austin, Texas, and is backed by LiveOak Venture Partners, Mayfield Fund, and Next Coast Ventures.

Read More

CORE ABM

Folloze Named a Leader in TrustRadius 2023 Winter Best of Awards

Folloze | February 07, 2023

Folloze has been recognized as a leader in the TrustRadius 2023 Winter Best of Awards, ranking #1 for "Best Value for Price" and "Best Relationship" and #2 for "Best Feature Set" in the Account-Based Marketing (ABM) category. These awards show how much Folloze cares about its customers and how innovative it is in the ABM space. The awards were based on customer feedback, with Folloze receiving an 8.4/10 for customer support and high ratings for its feature set and value for the price. This award shows that Folloze is committed to providing great customer service and a useful product with lots of features. Etai Beck, co-founder and CEO of Folloze, said, “This award recognition is a testament to the relationships we have with our customers and the value we strive to bring every day.” He added, “Our platform is purpose-built with our customers at every step of their journey to become buyer-centric, and to drive results." He further said, "We're glad they're realizing the benefits of our platform and are willing to share their approval.” (Source - Businesswire) The Folloze B2B Buyer Experience Platform (BX 3.0) was released last fall. It lets B2B organizations give marketers a simple, no-code environment in which to create powerful, brand-compliant experiences. It has been well-received by customers for its ease of use, powerful features, value for price, and exceptional customer support. About Folloze Folloze is a B2B Buyer Experience Platform that helps businesses increase customer engagement and drive revenue growth. It provides a no-code solution for marketers to build personalized content destinations for the entire B2B buyer journey. Top brands such as Google Cloud, ServiceNow, Cisco, and Autodesk trust Folloze for their marketing and sales needs. Folloze's mission is to help B2B companies engage and convert buyers at every stage of the buying process with personalized, buyer-centric experiences. With the Folloze platform, companies can take their marketing and sales to the next level with account-based marketing and demand-gen campaigns. Request a demo to see how Folloze can help turn engagement into revenue.

Read More

CORE ABM

Madison Logic Wins Top Workplace USA Award

Madison Logic | February 06, 2023

Madison Logic, a leading digital account-based marketing platform, told its employees that it had won the 2023 Top Workplace USA Award. The award shows that the company cares about its employees' experiences and growth by giving them a flexible workplace that helps them do great work for customers. The company builds a supportive and creative culture to help B2B marketers, and its hybrid work culture has been recognized. The goal of Madison Logic is to find the accounts that are most likely to buy and speed up the customer journey, leading the way in helping B2B marketers. Through this flexible work environment and focus on the employee experience, Madison Logic is able to create a culture of innovation and support for its employees that benefits both the organization and its customers. Tom O’Regan, CEO of Madison Logic, said, “Our employees continue to be our strongest asset, as we believe a positive work environment directly supports better client experiences and company growth.” He also said, "I'm always impressed by our team's amazing work ethic, attitude, and ability to drive exceptional customer engagements that help B2B marketers speed up the buyer's journey at every stage." He further added, "We’re honored to be recognized for this achievement.” (Source – Cision PRWeb) Top Workplaces is a leading employer recognition program that looks at things like how well employees fit in with the company's goals and how they can grow in their careers. Madison Logic has been named a top workplace by Top Workplaces because it has made it its mission to find the accounts that are most likely to buy and to speed up the customer journey. About Madison Logic Madison Logic is a global ABM platform that helps B2B marketers find, engage, and convert their target accounts more effectively by giving them the tools and data they need. The ML Platform combines proprietary data to help marketers find the most influential members of the buying committee and maximize engagement across multiple channels to shorten sales cycles and increase ROI. Since its start in 2005, Madison Logic has helped large and quickly growing companies reach their marketing goals.

Read More

CORE ABM

6sense Wins Three TrustRadius Winter 2023 Best of Awards for ABM

6Sense, TrustRadius | February 03, 2023

6sense, the premier platform for B2B enterprises creating predictable revenue, recently announced that TrustRadius has recognized the company with three awards in the account-based marketing category, including Best Value for the Price,Best Feature Set,and Best Relationship. The awards recognize 6sense products that exhibit a dedication to transparency, development, and user insights. Sanjay Kini, 6sense Chief Customer Officer, said, “Earning these awards from TrustRadius is an excellent way to kick-off 2023.” He added, “We’re happy for the opportunity to continue providing customers with the best options to help them reach their revenue goals through high-quality intent data, account prospecting, activity tracking, and personalized outreach.” (Source – Businesswire) TrustRadius is the review site for technology items that assists purchasers in making more informed product purchases based on impartial and insightful consumer evaluations. To reach the list, products must have attained a trScore of at least 7.5 and received at least 40 customer reviews in the previous year. About 6sense 6sense aims to revolutionize how businesses generate, manage, and convert pipeline to revenue. 6sense Revenue AITM analyzes anonymous purchasing signals, targets the appropriate accounts at the optimal moment, and advises the channels and content that will increase revenue performance. Itenables sales, marketing, and customer success teams to drastically enhance pipeline quality, increase conversion rates,accelerate sales velocity, and grow revenue predictably by removing uncertainty, friction, and wasted sales effort. Gartner,Forbes Cloud 100, and Forrester have acknowledged 6sense's market-defining technology, while Glassdoor, Inc. Magazine, and Comparably have praised the company's great culture. About TrustRadius TrustRadius is the most reliable research and review platform for business leaders looking to find and select the best software for their needs. It provides verified, peer-reviewed recommendations and research to decision-makers across sectors. In addition, vendors engage and convert high-intent buyers by telling their unique stories through rich feedback. On its website, over 12 million visitors per year create and interact with high-quality review content and data. TrustRadius was founded by successful entrepreneurs in Austin, Texas, and is backed by LiveOak Venture Partners, Mayfield Fund, and Next Coast Ventures.

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