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Marketo Founder Extends Concept of Account-Based Marketing

ANTOINETTE SIU | 304 views

Marketo co-founder Jon Miller claims he's advancing the concept of account-based marketing to "account-based everything”. In a flagship release from his new venture, Engagio, Miller said he's offering a coordinated strategy that links decision-makers in an account across channels and departments. “It’s sort of analogy to a football play,” Miller said. You think “about how you’re lining up and what everybody is doing on each side” to loop everyone in on the team about a target account, improving efficiencies and enabling deeper levels of personalization.

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Impole Corporation

Impole is a leader in tactical information services to improve efficiency of business to business [B2B] marketing and sales. Impole provides account based research, tactics, and sales information on a global basis to business, marketing and sales executives charted with new revenue development from diverse and complex enterprises.

OTHER ARTICLES
Buyer Intent Data

The 5 Things to Know About Account-Based Marketing

Article | October 7, 2022

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

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Core ABM

5 Steps for Succeeding in Account-Based Marketing

Article | August 8, 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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Buyer Intent Data

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

Article | June 20, 2023

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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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.

Read More
Buyer Intent Data

Intent Marketing: Removing Guesswork Out of Marketing

Article | October 7, 2022

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

Read More
Core ABM

Optimizing ABM with Personalized Landing Pages

Article | August 8, 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.

Read More
Buyer Intent Data

Boosting Marketing Acumen: Top 7 Buyer Intent Data Books for 2023

Article | June 20, 2023

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.

Read More

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.

Read More
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Spotlight

Impole Corporation

Impole is a leader in tactical information services to improve efficiency of business to business [B2B] marketing and sales. Impole provides account based research, tactics, and sales information on a global basis to business, marketing and sales executives charted with new revenue development from diverse and complex enterprises.

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Account Management

Bestselling Author Launches 'The Integrated Marketing Handbook': Your Guide to a Game-Changing Marketing Strategy

Accesswire | September 29, 2023

Bestselling authors Dr. Raghavendra Hunasgi and Priyanka AB Brahmbhatt illuminate the path to effective marketing in their latest book. Renowned for his transformative insights into marketing and growth, the bestselling author and co-founder of Zeebu, Dr. Raghavendra Hunasgi, is set to captivate readers once again with a powerful new addition to the world of marketing literature. His new book, "The Integrated Marketing Handbook: Your Ultimate Guide to Building a Killer Marketing Strategy," promises to be a compelling resource for those seeking to revolutionize their marketing approach. The book is co-authored by Priyanka AB Brahmbhatt, a dynamic entrepreneur, visionary thinker, and accomplished author whose innovative ideas and strategic insights have been instrumental in shaping the narrative of this compelling work. Dr. Raghavendra Hunasgi is a recognized expert in the fields of marketing and branding. His debut book, "Unleashing Growth: 15 Growth Marketing Hacks Every Entrepreneur Should Know," which provides invaluable insights into growth marketing, was hailed as a bestseller in 2020 in the business, management, and entrepreneurship categories. His expertise and innovative approach have made him a sought-after voice in the industry. In "The Integrated Marketing Handbook," Dr. Raghavendra Hunasgi, along with co-author Priyanka Brahmbhatt, presents a comprehensive guide to maximizing marketing reach and effectiveness by integrating various strategies. The book is a treasure trove for marketers and entrepreneurs, offering an in-depth exploration of inbound, outbound, and account-based marketing techniques. Each strategy is explored in depth, from attracting customers through content creation in inbound marketing to reaching out to customers through various forms of advertising in outbound marketing and building relationships with key accounts in account-based marketing. Dr. Hunasgi's expertise in marketing and branding is evident as he provides practical advice on how to effectively integrate these strategies. The book serves as a practical guide, offering insights on aligning messaging, targeting the right audience, and measuring success to maximize results in today's competitive environment. As an author, my passion has always been to delve into the diverse aspects of marketing and growth strategies. My previous book, ‘Unleashing Growth,' provided readers with proven systems for growth marketing, and now with ‘The Integrated Marketing Handbook,' I invite readers to join me on a journey through the complex world of integrated marketing. It's an honor to share these insights and experiences with my readers, says Dr. Raghavendra Hunasgi. Priyanka Brahmbhatt adds, "‘The Integrated Marketing Handbook' is designed to resonate with a broad audience, captivating both those familiar with our previous work and those encountering our writing for the first time. We believe that this book will serve as a valuable resource for anyone looking to enhance their marketing strategies." With these powerful insights from both authors, ‘The Integrated Marketing Handbook' is set to be a game-changer in the world of marketing literature. Those interested in securing a copy will find it readily available on Amazon: https://amzn.eu/d/flBGt0T. For media inquiries, interviews, and speaking opportunities, you can reach out to Dr. Raghavendra Hunasgi on LinkedIn. About Dr. Raghavendra Hunasgi Dr. Raghavendra Hunasgi is a globally recognized expert in marketing and branding. He is the co-founder and chief marketing officer of Zeebu, a pioneering on-chain B2B invoice settlement platform. His strategic insights have been instrumental in guiding Fortune 500 companies to success through insight-driven marketing. A globally-renowned entrepreneur, published author, and in-demand speaker at TEDX and conferences around the globe. He is a 21st-century leader and influencer whose words and work in the field of marketing and branding are helping organizations leapfrog to the next level. He is ranked amongst the top 100 CMOs in the world. He speaks and writes enthusiastically about brand strategy, entrepreneurship, product innovation, growth marketing, and sales. His work has been published in the Wall Street Journal, Forbes, Entrepreneur Magazine, and more. About Priyanka Brahmbhatt Priyanka AB Brahmbhatt is a visionary corporate governor and thought leader currently working as the executive board member for the Bankai Group of Companies. She is also a UNSDG advocate, a Forbes U 30 nominee, a Forbes NY Council member, an author and philanthropist, and a motivational speaker. She has led several narratives, especially in the tech space on gender equality and equity. She is a Data-Driven Marketeer by education and passion, holding a gold medal from the National Marketing Honor Society.

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Core ABM

Expandi Purchases Account-Based Marketing Platform Jabmo

ExchangeWire | September 27, 2023

Expandi Group, the largest EMEA B2B martech and ad tech provider, today (September 26th, 2023) announced the purchase of B2B account-based marketing (ABM) platform Jabmo and all its marketing assets, including the well-known brand. With offices in Europe and the US, Jabmo has powered ABM B2B marketing strategies for more than 50 of the world’s largest manufacturing, life sciences, and healthcare organisations. A leading provider of ABM platforms, in December last year Jabmo was inserted as one of the top nine providers in the Gartner® 2022 Magic Quadrant™ for ABM platforms. In February 2023, the business went into administration and Expandi, in July 2023, acquired all assets of the company including the platform. The Jambo brand is now owned by Expandi Group and the platform functionalities have been integrated within the Expandi martech platform. Expandi is re-launching a stronger than-ever Jambo ABM platform leveraging most of the features of the former tool (including integration with the major social media platforms, CRM and marketing automation systems) now combined with all of the innovative Expandi applications. These include the Cyance platform for third and first-party intent-data analytics and the account based advertising platform based on a unique IP addresses database from AccountInsight. Customers and partner agencies will have greater visibility and insights across B2B markets. They will also be able to improve the results of ABM strategies and overall return on investment (ROI) by delivering targeted campaigns to companies most likely to buy. From Q4 2023, by tapping into Jabmo’s well-established network in the US and harnessing Expandi’s enriched data across markets, the Group will start serving all key markets in Asia Pacific (APAC) and North America. Raffaele Apostoliti, CEO at Expandi, said Expandi is now the only company with comprehensive B2B ad tech and martech solutions built by Europeans with Europe in mind. Our investment in Jabmo shows our continued commitment to providing unique technology platforms which fit with European markets and challenges, from privacy regulations to multiple languages and local marketing practices. About Expandi Group Expandi Group is a global leader in ad tech, martech and marketing-managed services. Expandi Group mainly operates in the market with the following brands: Expandi Match, Expandi Agency, Cyance, AccountInsight, and Session Media.

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Targeted Account Strategy

Anteriad Receives 2023 Cloud Computing Stratus Accolade

Anteriad | September 25, 2023

Anteriad has been presented with 2023 Stratus award for cloud computing, recognizing innovation in cloud technology. Anteriad's cutting-edge Anteriad marketing cloud solution propels it to stratus award win. Industry-leading data empowers b2b marketers: Anteriad's precision and global reach applauded. Business Intelligence group acknowledges Anteriad's role in advancing cloud infrastructure. Anteriad's AI-driven marketing technology puts b2b marketers at the forefront of innovation. Anteriad has been honored with the prestigious 2023 Stratus Award for Cloud Computing by The Business Intelligence Group as a testament to its innovative approach to harnessing cloud technologies. This annual business award program recognizes organizations, products, and individuals that excel in delivering distinctive solutions that leverage the power of cloud computing. Anteriad's exceptional achievement stems from its cutting-edge Anteriad Marketing Cloud solution, tailored to meet the dynamic needs of B2B Marketers. This accolade underscores Anteriad's commitment to advancing cloud-based solutions and highlights its pivotal role in driving innovation within the industry. Anteriad empowers the B2B sector with industry-leading data characterized by purpose-built, highly trusted, compliant, campaign-ready attributes and global reach. This unparalleled offering provides B2B marketing leaders with unmatched depth and scale, coupled with hyper granularity, ensuring precision and effectiveness in their campaigns. Maria Jimenez, Chief Nominations Officer of Business Intelligence Group, mentioned, Anteriad is one of the leaders in the cloud, helping to develop the infrastructure we need to store and host the data and applications driving our society. We are so proud to recognize all of the winners in this year’s award program. [Source – GlobeNewswire] Ken Lordy, Chief Product Officer at Anteriad, expressed their excitement at winning a Stratus Award for Cloud Computing for their Anteriad Marketing Cloud solution. He highlighted how their fusion of extensive, high-quality data and AI-driven marketing technology positions their B2B marketing clientele at the forefront. Lordy emphasized that Anteriad's technology capabilities, shaped by the demands of contemporary B2B marketers, form the bedrock of their global offerings. Anteriad Marketing Cloud's robust solution empowers customers with exclusive, pertinent B2B data and invaluable insights into their target prospects. A pathway to remarkable enhancements in lead quality, precise identification and expansion of buying groups, amplified pipeline performance, and, most significantly, the cultivation of new business opportunities. Additionally, Anteriad's extensive, diverse, and deeply sourced intent data has proven instrumental in the success of campaigns spanning email marketing, demand generation, and programmatic channels.

Read More

Account Management

Bestselling Author Launches 'The Integrated Marketing Handbook': Your Guide to a Game-Changing Marketing Strategy

Accesswire | September 29, 2023

Bestselling authors Dr. Raghavendra Hunasgi and Priyanka AB Brahmbhatt illuminate the path to effective marketing in their latest book. Renowned for his transformative insights into marketing and growth, the bestselling author and co-founder of Zeebu, Dr. Raghavendra Hunasgi, is set to captivate readers once again with a powerful new addition to the world of marketing literature. His new book, "The Integrated Marketing Handbook: Your Ultimate Guide to Building a Killer Marketing Strategy," promises to be a compelling resource for those seeking to revolutionize their marketing approach. The book is co-authored by Priyanka AB Brahmbhatt, a dynamic entrepreneur, visionary thinker, and accomplished author whose innovative ideas and strategic insights have been instrumental in shaping the narrative of this compelling work. Dr. Raghavendra Hunasgi is a recognized expert in the fields of marketing and branding. His debut book, "Unleashing Growth: 15 Growth Marketing Hacks Every Entrepreneur Should Know," which provides invaluable insights into growth marketing, was hailed as a bestseller in 2020 in the business, management, and entrepreneurship categories. His expertise and innovative approach have made him a sought-after voice in the industry. In "The Integrated Marketing Handbook," Dr. Raghavendra Hunasgi, along with co-author Priyanka Brahmbhatt, presents a comprehensive guide to maximizing marketing reach and effectiveness by integrating various strategies. The book is a treasure trove for marketers and entrepreneurs, offering an in-depth exploration of inbound, outbound, and account-based marketing techniques. Each strategy is explored in depth, from attracting customers through content creation in inbound marketing to reaching out to customers through various forms of advertising in outbound marketing and building relationships with key accounts in account-based marketing. Dr. Hunasgi's expertise in marketing and branding is evident as he provides practical advice on how to effectively integrate these strategies. The book serves as a practical guide, offering insights on aligning messaging, targeting the right audience, and measuring success to maximize results in today's competitive environment. As an author, my passion has always been to delve into the diverse aspects of marketing and growth strategies. My previous book, ‘Unleashing Growth,' provided readers with proven systems for growth marketing, and now with ‘The Integrated Marketing Handbook,' I invite readers to join me on a journey through the complex world of integrated marketing. It's an honor to share these insights and experiences with my readers, says Dr. Raghavendra Hunasgi. Priyanka Brahmbhatt adds, "‘The Integrated Marketing Handbook' is designed to resonate with a broad audience, captivating both those familiar with our previous work and those encountering our writing for the first time. We believe that this book will serve as a valuable resource for anyone looking to enhance their marketing strategies." With these powerful insights from both authors, ‘The Integrated Marketing Handbook' is set to be a game-changer in the world of marketing literature. Those interested in securing a copy will find it readily available on Amazon: https://amzn.eu/d/flBGt0T. For media inquiries, interviews, and speaking opportunities, you can reach out to Dr. Raghavendra Hunasgi on LinkedIn. About Dr. Raghavendra Hunasgi Dr. Raghavendra Hunasgi is a globally recognized expert in marketing and branding. He is the co-founder and chief marketing officer of Zeebu, a pioneering on-chain B2B invoice settlement platform. His strategic insights have been instrumental in guiding Fortune 500 companies to success through insight-driven marketing. A globally-renowned entrepreneur, published author, and in-demand speaker at TEDX and conferences around the globe. He is a 21st-century leader and influencer whose words and work in the field of marketing and branding are helping organizations leapfrog to the next level. He is ranked amongst the top 100 CMOs in the world. He speaks and writes enthusiastically about brand strategy, entrepreneurship, product innovation, growth marketing, and sales. His work has been published in the Wall Street Journal, Forbes, Entrepreneur Magazine, and more. About Priyanka Brahmbhatt Priyanka AB Brahmbhatt is a visionary corporate governor and thought leader currently working as the executive board member for the Bankai Group of Companies. She is also a UNSDG advocate, a Forbes U 30 nominee, a Forbes NY Council member, an author and philanthropist, and a motivational speaker. She has led several narratives, especially in the tech space on gender equality and equity. She is a Data-Driven Marketeer by education and passion, holding a gold medal from the National Marketing Honor Society.

Read More

Core ABM

Expandi Purchases Account-Based Marketing Platform Jabmo

ExchangeWire | September 27, 2023

Expandi Group, the largest EMEA B2B martech and ad tech provider, today (September 26th, 2023) announced the purchase of B2B account-based marketing (ABM) platform Jabmo and all its marketing assets, including the well-known brand. With offices in Europe and the US, Jabmo has powered ABM B2B marketing strategies for more than 50 of the world’s largest manufacturing, life sciences, and healthcare organisations. A leading provider of ABM platforms, in December last year Jabmo was inserted as one of the top nine providers in the Gartner® 2022 Magic Quadrant™ for ABM platforms. In February 2023, the business went into administration and Expandi, in July 2023, acquired all assets of the company including the platform. The Jambo brand is now owned by Expandi Group and the platform functionalities have been integrated within the Expandi martech platform. Expandi is re-launching a stronger than-ever Jambo ABM platform leveraging most of the features of the former tool (including integration with the major social media platforms, CRM and marketing automation systems) now combined with all of the innovative Expandi applications. These include the Cyance platform for third and first-party intent-data analytics and the account based advertising platform based on a unique IP addresses database from AccountInsight. Customers and partner agencies will have greater visibility and insights across B2B markets. They will also be able to improve the results of ABM strategies and overall return on investment (ROI) by delivering targeted campaigns to companies most likely to buy. From Q4 2023, by tapping into Jabmo’s well-established network in the US and harnessing Expandi’s enriched data across markets, the Group will start serving all key markets in Asia Pacific (APAC) and North America. Raffaele Apostoliti, CEO at Expandi, said Expandi is now the only company with comprehensive B2B ad tech and martech solutions built by Europeans with Europe in mind. Our investment in Jabmo shows our continued commitment to providing unique technology platforms which fit with European markets and challenges, from privacy regulations to multiple languages and local marketing practices. About Expandi Group Expandi Group is a global leader in ad tech, martech and marketing-managed services. Expandi Group mainly operates in the market with the following brands: Expandi Match, Expandi Agency, Cyance, AccountInsight, and Session Media.

Read More

Targeted Account Strategy

Anteriad Receives 2023 Cloud Computing Stratus Accolade

Anteriad | September 25, 2023

Anteriad has been presented with 2023 Stratus award for cloud computing, recognizing innovation in cloud technology. Anteriad's cutting-edge Anteriad marketing cloud solution propels it to stratus award win. Industry-leading data empowers b2b marketers: Anteriad's precision and global reach applauded. Business Intelligence group acknowledges Anteriad's role in advancing cloud infrastructure. Anteriad's AI-driven marketing technology puts b2b marketers at the forefront of innovation. Anteriad has been honored with the prestigious 2023 Stratus Award for Cloud Computing by The Business Intelligence Group as a testament to its innovative approach to harnessing cloud technologies. This annual business award program recognizes organizations, products, and individuals that excel in delivering distinctive solutions that leverage the power of cloud computing. Anteriad's exceptional achievement stems from its cutting-edge Anteriad Marketing Cloud solution, tailored to meet the dynamic needs of B2B Marketers. This accolade underscores Anteriad's commitment to advancing cloud-based solutions and highlights its pivotal role in driving innovation within the industry. Anteriad empowers the B2B sector with industry-leading data characterized by purpose-built, highly trusted, compliant, campaign-ready attributes and global reach. This unparalleled offering provides B2B marketing leaders with unmatched depth and scale, coupled with hyper granularity, ensuring precision and effectiveness in their campaigns. Maria Jimenez, Chief Nominations Officer of Business Intelligence Group, mentioned, Anteriad is one of the leaders in the cloud, helping to develop the infrastructure we need to store and host the data and applications driving our society. We are so proud to recognize all of the winners in this year’s award program. [Source – GlobeNewswire] Ken Lordy, Chief Product Officer at Anteriad, expressed their excitement at winning a Stratus Award for Cloud Computing for their Anteriad Marketing Cloud solution. He highlighted how their fusion of extensive, high-quality data and AI-driven marketing technology positions their B2B marketing clientele at the forefront. Lordy emphasized that Anteriad's technology capabilities, shaped by the demands of contemporary B2B marketers, form the bedrock of their global offerings. Anteriad Marketing Cloud's robust solution empowers customers with exclusive, pertinent B2B data and invaluable insights into their target prospects. A pathway to remarkable enhancements in lead quality, precise identification and expansion of buying groups, amplified pipeline performance, and, most significantly, the cultivation of new business opportunities. Additionally, Anteriad's extensive, diverse, and deeply sourced intent data has proven instrumental in the success of campaigns spanning email marketing, demand generation, and programmatic channels.

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