Omnichannel: The Secret to Digital Advertising Success

| October 24, 2017

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We often hear the terms "multichannel marketing" and "omnichannel marketing," and in the past we have explored the differences between those two strategies. Today, we'll focus on the omnichannel approach, which—when done well—creates a multifaceted yet seamless customer experience across the different channels that a customer might use to engage with a brand.

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Arc Worldwide

Arc Worldwide provides marketing solutions. It provides direct marketing services, including relationship strategies, campaign strategy and management, acquisition / retention / loyalty programs, predictive modeling and analytics, multi-channel contact management, direct response creative, and database strategies/designs, as well as shopper marketing services, such as consumer retail strategies, consumer path to purchase, channel, category and retail strategy, retail environment design, on-premise and off-premise, activation programs, package designs, merchandising / displays / collateral, and walking brands. The company also offers promotional marketing services, including sales promotion and trade promotion development and execution, product sampling and demonstration, event development and execution, sweepstakes/games development and execution, premium development and fulfillment, sponsorships, and vendor management. In addition, it provides interactive marketing services, such as d

OTHER ARTICLES

The MarTech Stack You Need To Execute ABM In 2020

Article | February 13, 2020

Account-based marketing (ABM) has become a critical strategy for B2B marketers as it allows companies to reduce customer acquisition costs, streamline targeting and generate more business within targeted key accounts. However, companies have to invest in a wide range of software tools to execute ABM at scale. Selecting the right kind of technology needed to implement and measure personalized ABM is an expensive proposition. It requires marketers to conduct a comprehensive evaluation of different business challenges and goals while building the MarTech stack.

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How the right content wins in account-based marketing

Article | April 20, 2020

Account-based marketing (ABM) has been around for long enough now that most companies have either rolled out strategies or are actively exploring their options. Looking at the ABM adoption model produced by the ITSMA, an industry association for technology-based marketing and services, many companies are in the experimentation stage and looking to further refine their initial pilot programs. As you begin to experiment and expand your ABM programs, there are many complexities that you can introduce like content personalization, website personalization, scaling accounts and channels, and additional technology and automation, to name a few.

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ABM Automation: 4 Steps to Plan and Pace your ABM Efforts

Article | July 19, 2021

Account-based marketing is the ultimate personalization tool. Instead of incurring unnecessary marketing expenses, an account-centric strategy segregates vital business accounts and markets directly. This means, by appealing to specific market leaders, who can benefit from what your company has to offer, you can make marketing efforts more tailored and effective. ABM strategy is not new by any means. Still, it has gained widespread recognition over the past few years as it's evolved along with the progression of technology. An entirely tech-based, the marketing automation solutions have made account-based marketing more measurable and affordable for all-sized businesses. Thus, ABM automation gained pace. Research from Marketo suggests that account-based marketing delivers a better return on investment than other various strategies for 97% of marketers. Marketing automation plays a vital role in driving impressive results. It allows companies to target their outreach based on interests and actions. But what makes ABM automation win the rat race? ABM Automation: AI is the Driver The reason why ABM automation has recently emerged is the availability of AI. Initially, AI was used by ABM to propel the automatic selection of target accounts through predictive analytics. Also, it is driving intelligent marketing nurturing and other marketing responses based on how the targets respond, their needs, and so on. If you're targeting 100 accounts as potential new corporate customers, those accounts will visit different pages of your site. Some will download white papers and respond to emails. You will get leads from the targeted companies through these activities, and thus you can knock at their door. AI enables quick responding to a dynamically changing engagement in the ABM platform and delivers the best action. This is how automation with AI is emerging in ABM platforms. You can take four steps to automate your ABM to drive leads and create a successful ABM automated platform. 4 Steps to Plan ABM Automation Draw the Automation Cycle To start with ABM automation, firstly, create a blueprint of the targeted business. In this, you should identify the complete process of lead generation. The trail looks like; subscriber, lead, MQLs, SQLs, and a client to target. In this process, you cannot communicate at each phase. When one clicks on the particular link of your website, you should have a system-generated mail to send. Once you track the movement of the lead, quickly trigger the sales team to take the follow-ups. This saves the time of salespersons, and therefore ABM strategies are implemented wisely. Integrate your ABM automation software and CRM Before you build your account-based marketing campaigns, you'll have to integrate your ABM automation software and CRM. Integrating marketing automation tools is vital in the automation process. If your ABM software doesn't interact with the email marketing software, you won't be able to automate the process. In addition, if it doesn't relate to your CRM, it will be difficult to know if leads converted into accounts and track the ROI of an account-based campaign. So, to integrate ABM automation, you'll have to research and keep ICP, content, target accounts, and CRM all in one place. Tailor Your Content Ensure you're sending the right message to the right target account. Creating customized landing pages looking at how people have recently interacted with your brand is a great way to execute automation. Using ABM tools, you can automatically message target accounts with relevant messages when they engage with you and help you build the connections that become conversions. Create Dashboard to Assess Efforts The last step to automate your ABM platform is to track and measure the efforts you have put in to see information at-a-glance. You get information about your target accounts on your dashboard, such as open deals, company score, total pipeline, and the number of decision-makers identified. In addition, you should consider ongoing A/B tests when started with ABM automation. This is because you can see what messaging appeals to your ICP (Ideal Customer Profile). ABM is a result-driven approach. ITSMA reports that 87% of marketers consider ABM as delivering the highest returns. But without automation, ABM becomes a strewn process. Marketing automation lets your team offer a personalized approach and immediate outreach with valuable content that pushes visitors to become regular clients. Thus, using ABM software tools — ideally the marketing automation tools — can help you automate and scale your strategy and adds value to your ABM efforts. Frequently Asked Questions What are the account-based marketing tactics? Account-based marketing uses hyper-personalized tactics to attract, engage, and convert high-value accounts. Similarly, it uses emails to contact existing customers and target consumers and social media channels like LinkedIn, Facebook, and more to reach out to prospects. Why is an account-based marketing strategy so important? The importance of ABM lies in structuring marketing efforts and resources on key accounts to drive the most revenue. ABM maximizes the efficiency of your B2B marketing resources along with building the communication channel with sales to align with sales and marketing functions. How to create the automated ABM strategy? To create the automated ABM strategy, follow these steps: Create your Ideal Customer Profile (ICP) Align your target accounts Build campaigns Integrate ABM, marketing automation software, and CRM Personalize content Engage Set up a dashboard for assessment { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What are the account-based marketing tactics?", "acceptedAnswer": { "@type": "Answer", "text": "Account-based marketing uses hyper-personalized tactics to attract, engage, and convert high-value accounts. Similarly, it uses emails to contact existing customers and target consumers and social media channels like LinkedIn, Facebook, and more to reach out to prospects." } },{ "@type": "Question", "name": "Why is an account-based marketing strategy so important?", "acceptedAnswer": { "@type": "Answer", "text": "The importance of ABM lies in structuring marketing efforts and resources on key accounts to drive the most revenue. ABM maximizes the efficiency of your B2B marketing resources along with building the communication channel with sales to align with sales and marketing functions." } },{ "@type": "Question", "name": "How to create the automated ABM strategy?", "acceptedAnswer": { "@type": "Answer", "text": "To create the automated ABM strategy, follow these steps: Create your Ideal Customer Profile (ICP) Align your target accounts Build campaigns Integrate ABM, marketing automation software, and CRM Personalize content Engage Set up a dashboard for assessment" } }] }

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Account Selection: How To Win Before You Start

Article | February 11, 2020

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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Spotlight

Arc Worldwide

Arc Worldwide provides marketing solutions. It provides direct marketing services, including relationship strategies, campaign strategy and management, acquisition / retention / loyalty programs, predictive modeling and analytics, multi-channel contact management, direct response creative, and database strategies/designs, as well as shopper marketing services, such as consumer retail strategies, consumer path to purchase, channel, category and retail strategy, retail environment design, on-premise and off-premise, activation programs, package designs, merchandising / displays / collateral, and walking brands. The company also offers promotional marketing services, including sales promotion and trade promotion development and execution, product sampling and demonstration, event development and execution, sweepstakes/games development and execution, premium development and fulfillment, sponsorships, and vendor management. In addition, it provides interactive marketing services, such as d

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