Lead- and Account-Based Marketing

| November 22, 2019

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In this video you will learn how SAP Marketing Cloud helps you to nurture and qualify demand to hand over to your Sales department. You will also see how SAP Marketing Cloud allows you to apply a more targeted approach for particular accounts to drive business growth.

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Spotlight

Publicis Seattle

We are Publicis Seattle. With over 130 of the industry's best thinkers, builders, doers, and makers, we help brands lead the change through what we call, adventurous thinking and ideas. Our ideas make news in the worlds of telcom, insurance, music, travel and more. We bring the nimbleness of a smaller shop in combination with the resources and respect of the largest global network. We want our team to be full of people who are curious by nature, have the confidence to share that half formed thought, and actively participate in the craft of advertising. If your DNA bursts with imagination, endless optimism, and an entrepreneurial spirit, we want to meet you. Come join the adventure.

OTHER ARTICLES

No High-Level Fluff: 7 Steps to Build the Best Target Account Model

Article | February 21, 2020

Selecting target accounts can be stressful. You worked hard to build trust across your Sales team, and now comes a project that could ruin that hard-won trust if you don’t execute it perfectly. Guess what? It is not (and never will be) perfect. This activity can’t be done in a Marketing silo. Marketing needs Sales, and Sales needs Marketing to accurately select target accounts. And don’t forget about your Customer Success team! So repeat after me: Selecting target accounts is a cross-functional project. Now, I know what you’re thinking “Sounds great, but building the model is hard and everything I read on the internet is just high level. And I need to know how to actually do it!”

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How ABM Does the Better Job for Your Demand Gen Funnel

Article | March 23, 2020

Account-based marketing (ABM) is no longer a new concept to B2B companies. It’s effectiveness as a marketing strategy has seen it gain traction among businesses in recent times, and managed cloud software companies have not been left behind. Generally, businesses that embrace the ABM approach treat their customers or prospects as individual markets not one huge audience. This highly targeted and personal strategy means that B2B companies can focus entirely on their customers and proceed to customize their marketing efforts including content creation with them in mind. In most cases, the returns from ABM campaigns are amazing. Data from ITSMA shows 85% of B2B marketers report that ABM outcomes superceed the investments they put in other marketing initiatives. But for managed cloud software companies seeking to boost their demand generation funnel, how can ABM help?

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Adjusting ABM Strategies During COVID-19

Article | April 16, 2020

Empathy is an emotion that many marketers invoke when they are developing their positioning and messaging for various campaigns. They consider questions such as: “If I put myself in the buyers’ shoes, what do I think they think or feel about this particular pain point?” “Do I understand the challenges they are facing?” “How can I help them overcome this issue and provide long-term value?” Over the last few years, many B2B marketers have leveraged account-based marketing (ABM) to address these questions with specific use cases and examples tailored to their target accounts, in order to boost engagement and drive high-value conversions.

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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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Spotlight

Publicis Seattle

We are Publicis Seattle. With over 130 of the industry's best thinkers, builders, doers, and makers, we help brands lead the change through what we call, adventurous thinking and ideas. Our ideas make news in the worlds of telcom, insurance, music, travel and more. We bring the nimbleness of a smaller shop in combination with the resources and respect of the largest global network. We want our team to be full of people who are curious by nature, have the confidence to share that half formed thought, and actively participate in the craft of advertising. If your DNA bursts with imagination, endless optimism, and an entrepreneurial spirit, we want to meet you. Come join the adventure.

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