New Dash Account Based Attribution: Know What’s Working and Measure ABM Performance

| October 4, 2017

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Account Based Marketing (ABM) involves an orchestrated mix of touchpoints and channels, and this demands new ways of thinking about measuring its performance.Which ABM programs and channels perform best throughout the account life cycle?Which create engagement with your most important target accounts?

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McCann Worldgroup

McCann Worldgroup operations are united across 100+ countries by a single mission: to help brands play a meaningful role in people’s lives. By developing a deep strategic understanding of our clients’ businesses and their consumers, we create evocative and effective brand communications.

OTHER ARTICLES

How Lead Nurturing Works In Account-Based Marketing?

Article | March 12, 2020

Lead nurturing is the automated process of sending personalized and relevant content to prospects and customers at every stage of their account life cycle. It focuses on marketing and communication efforts on listening to the demands of prospects and providing the information and answers they seek.

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Forget the hype: The virtues of account based marketing

Article | March 17, 2020

Account based marketing (ABM) is a mainstay of the B2B sector. Often most beneficial when dealing with a niche product or service, ABM is especially useful if the aim is to address more than one person or department within an organisation with a tailored message. In basic terms, it involves taking a very targeted, longer-term approach, homing in on selected key accounts that have (or could have) a particular value and then establishing a far broader, strategic engagement with a client. As head of business marketing and customer experience at O2, Zoe Hominick is a keen advocate of ABM as a crucial channel for B2B marketing.

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ABM: Looking beyond the buzzword!

Article | May 20, 2021

Account Based Marketing (ABM) is not a new concept in B2B marketing. However, as an important integrated B2B marketing and sales approach, we don’t think it is widely understood or used as it should be in B2B media/events businesses and professional membership organisations. Regardless of the size of your organisation, product types, or the sectors you serve, every senior business leader and marketer should be embracing ABM and integrating it as part of their overall marketing strategy. If you’re keen to learn more about ABM – what it is, why it is important and how you put it into practice, read on!

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How to Leverage the Power of Marketing Automation for Your Demand Gen Operations

Article | March 11, 2020

One of the most significant shifts in demand generation is the move towards account-based marketing. Traditional marketers utilized a ‘one-to-many’ approach where tracts of messages were blasted to an extensive database. The age of personalization has now dawned on-demand generation. Marketers need to tailor their messages to suit personas and targeted accounts better. This form of marketing abandons the idea of fishing with a wide net. It instead promotes hunting for your biggest fish with spears. Marketers need automation tools to enhance their account-based marketing operations. Data shows demand generation automation can increase customer engagement by 68%. It will also strengthen timely communications and increase demand gen opportunities by 58%.

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Spotlight

McCann Worldgroup

McCann Worldgroup operations are united across 100+ countries by a single mission: to help brands play a meaningful role in people’s lives. By developing a deep strategic understanding of our clients’ businesses and their consumers, we create evocative and effective brand communications.

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