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Optimize Your ABM Strategy with Content Marketing

Apurva Pathak | July 19, 2022 | 333 views | Read Time : 05:00 min

Optimize Your ABM Strategy
Large companies in the B2B domain have adopted account-based marketing. They shook up their conventional content strategy to integrate an ABM-centric approach into client-facing content. Tailored content that caters to target accounts can help you achieve higher revenues. Here are five ways for you to fuse your ABM strategy with intelligent content marketing:

Deep-dive into Researching Your Target Account

Note positives about your target account, like high revenue, quick payment, hands-off implementation, etc. Find where your target accounts meet with similar industry profiles. Identify trends and conversations. Interact with these collectives and media outlets to identify pain points your product can solve.

Determine Key Decision-makers

Map the decision-makers' behaviors in the target account. Your content strategy should target vulnerable decision-makers. Find out about their lives, online habits, hobbies, professional philosophies, online communities, and social networks in real life.

Develop a Personalized Content Strategy

Create pillar content explaining how your product solves client problems. Link cluster content to this pillar to explain its concepts. Each pillar of your pillar-and-cluster content strategy can target a different decision-maker persona. Personalized ABM increases deal closure by 2% and reduces marketing campaign costs by 40% (Source: Terminus)

Use Targeted Landing Pages to Capture Leads

Use pillar content to target ideal accounts. Targeted ad campaigns can drive prospects to lead-capture landing pages. Create landing pages where customers enter contact info for content. Sales and marketing teams can better target leads based on the landing page where they are captured.

Improve Your Content Process

Relevant content helps you reach your target account profile. You need to release content regularly and correctly. Many marketers use marketing automation content tools to achieve this.

Wrapping It Up

Supporting your ABM strategy with a robust content strategy tailored to target your key accounts can get you the conversions you expect.

Spotlight

Bloom Marketing

Bloom Digital Marketing is a search engine marketing agency located in Vancouver BC. We specialize in SEO, PPC, Social Media, Google Analytics and Web Site Content Writing. Bloom is a Google Adwords Qualified Company. Founded in 2006, Bloom Digital Marketing works with small, medium and large companies in the financial, travel and hospitality, e-commerce, consumer products, B2B and other industries.

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Top 10 Rich Buyer Intent Data Software for More Sales in 2023

Article | July 14, 2021

Contents 1. Market Dynamics of B2B Buyer Intent Data Software 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing 5. Summing up Driving conversions has become more precise and predictable with the use of high-quality buyer intent data. As buyer intent marketing has emerged as one of the most promising tools to get the most out of your account based marketing campaigns, companies can quickly reach out to their highest potential prospects. This way companies can better plan the sales numbers and keep up with the rising demand for their products and services in the market while maintaining consistent customer experiences. Buyer intent data software are capable to - Provide granular insights into customer behavior and purchasing patterns. Identify potential customers who are actively in the market for a product or service. Improve target marketing efforts by enabling companies to reach the right people with the right message. Enhance sales team's ability to close deals by providing them with valuable information about their prospects. Improve overall marketing ROI by focusing resources on high-value prospects. Facilitate data-driven decision making by providing actionable insights. Monitor and analyze market trends and competition. By using buyer intent data software, companies can gain a deeper understanding of their customers, making it easier to deliver a personalized and relevant experience, and ultimately increase conversions and sales. 1. Market Dynamics of B2B Buyer Intent Data Software “The buyer intent data software market is projected to reach USD 15 billion at 20% CAGR by 2025.” This growth is attributed to data-driven decision making, digital transformation, and e-commerce initiatives among businesses that has increased the adoption rate for buyer intent data software among large progressive enterprises. The demand for personalized shopping experiences and refined customer engagement drives rapid market growth in the buyer intent data industry. 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? Key Point Indicators (KPIs) for Good Buyer Intent Data: 1. Relevance: The data should be directly related to a buyer's intention to purchase a product or service. 2. Timeliness: The data should be collected and analyzed in real-time to accurately reflect a buyer's current purchasing intentions. 3. Accuracy: The data should be accurate and verified to ensure its reliability and usefulness. 4. Completeness: The data should include all relevant information about a buyer, such as demographics, previous purchases, and search history. 5. Consistency: The data should be collected and analyzed using consistent methodologies to ensure comparability over time. 6. Privacy: The data should be collected and stored in a way that protects the privacy and confidentiality of the buyer. How Does Buyer Intent Data Software Determine the True Intent of a Customer Behavior? Buyer intent data software determines the true intent of a customer behavior through various methods such as: Natural language processing (NLP) Machine learning algorithms Data analysis of customer interactions and behaviors Integration with other data sources (e.g. search history, demographics, etc.) Predictive analytics The software analyzes a wide range of data points to understand the motivations behind a customer's behavior, such as their search queries, content they engage with, and the actions they take on a website. It refers to information about a potential customer's interest or intention to purchase a product or service, usually gathered through online behavior such as web searches, social media activity, email interactions, and previous purchase history. This data can provide insights into what a customer is looking for, their buying journey, and the likelihood of them making a purchase. It can help businesses to tailor their marketing and sales efforts, better understand their target audience, and increase the chances of successful sales. This information is then used to create a comprehensive profile of the customer's intent and provide insights into how they are likely to behave in the future. 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales Monitoring the impact of your account-based marketing efforts is important to drive sales. Checking what has worked in the past using the historical data helps understand the patterns in your data which in turn helps you learn and narrow your focus when it comes to purchase intent data. These trends will change as per your industry however, they all help large enterprises to bring in more sales and data intelligence. As far as the buyer intent data goes, gathering and analyzing the data from all the sources using technology and algorithms refine your intent data and helps you find higher potential accounts and take data-driven decisions. 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing Depending upon your specific needs and budget as well as your B2B industry, you can select an account-based marketing software with buyer intent data tools. We have listed some of the top B2B intent data providers to accelerate your B2B account based marketing down below. 6 sense:6Sense is a leading ABM software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Additionally, 6Sense offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Albacross: Albacross is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses lead generation and account-based marketing technology to gather insights on your target accounts' digital behavior, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Albacross helps B2B marketers identify their ideal customer profile and generate high-quality leads by tracking website visits and providing information about the companies visiting your website. The platform also offers a range of features, such as lead scoring, account-based retargeting, and email tracking, to help you optimize your ABM strategy and improve the impact of your campaigns. Bombora: Bombora is a B2B data solutions company that provides account-based marketing (ABM) software for buyer intent data. The platform aggregates business intent data from various sources, including content consumption, social media activity, and job postings, to help B2B marketers gain insights into the buying signals of their target accounts. Bombora's technology provides actionable data on the topics that your target accounts are researching, enabling you to personalize your outreach and tailor your messaging to their specific needs and interests. The platform works with ABM and marketing automation tools like Marketo, Pardot, and Eloqua to help you streamline your ABM processes and make your campaigns more effective. MadisonLogic: Madison Logic is a B2B marketing technology company that provides account-based marketing (ABM) software for buyer intent data. The platform offers a range of solutions for B2B marketers, including lead generation, content syndication, and programmatic advertising. Madison Logic's technology helps B2B marketers personalize their outreach by providing insights into the buying signals of their target accounts. The platform tracks the online behavior of your target accounts, such as website visits, content downloads, and email opens, to help you identify opportunities to engage with your prospects and improve the impact of your campaigns. Also, Madison Logic's ABM platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Qualified.com: Qualified.com is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Qualified.com offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. The platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandbase: Demandbase is a leading account-based marketing (ABM) software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Demandbase offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Also, the platform works with a number of marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandscience: DemandScience is a company that provides buyer intent data software. This software helps businesses understand the buying behaviors and interests of their target audience. By analyzing a large amount of data, such as search queries, social media activity, and other online interactions, the software provides insights into what potential customers are looking for, what challenges they are facing, and what solutions they are considering. This information can be used by sales and marketing teams to better target their efforts and increase conversions. Salesintel.io: Salesintel.io is a company that provides a B2B contact and company data platform that includes a buyer intent software component. This software uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time, in the right way. By understanding a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Terminus Account-based Marketing: Terminus is a company that provides an account-based marketing (ABM) platform that incorporates buyer intent data. ABM is a B2B marketing strategy that focuses on targeted and personalized outreach to specific companies rather than large groups of leads. The Terminus platform integrates buyer intent data to help sales and marketing teams better understand the buying behaviors and interests of their target accounts. By analyzing data such as website activity, social media engagement, and other online interactions, the software provides insights into the challenges and solutions that target accounts are interested in, allowing teams to personalize their messaging and outreach for maximum impact. The use of buyer intent data in the Terminus ABM platform can help businesses increase their conversion rates and drive revenue growth. Zoominfo: ZoomInfo is a company that provides a B2B contact and company data platform, including a buyer intent data software component. The platform uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time. With a deep understanding of a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Additionally, the platform includes features for data enrichment, lead generation, and account-based marketing, allowing sales and marketing teams to have a comprehensive view of their target accounts and personalize their outreach for maximum impact. 5. Summing up Utilizing advanced technology and machine learning algorithms to gather and analyze data about potential customers, providing valuable insights into their buying behaviors and intent helps businesses gain an edge over competition. By utilizing this information, businesses can tailor their marketing and sales strategies to better target and convert leads into paying customers, ultimately driving more sales. Scaling your buyer intent marketing efforts has become a lot easier with the machine learning and predictive analytics.

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ABM ACCOUNTS

The 5 Things to Know About Account-Based Marketing

Article | June 6, 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
ABM ACCOUNTS

5 Steps for Succeeding in Account-Based Marketing

Article | March 9, 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

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

Article | February 10, 2020

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 ACCOUNTS

5 Steps for Running Successful ABM Campaigns

Article | July 14, 2021

Contents 1. Market Dynamics of B2B Buyer Intent Data Software 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing 5. Summing up Driving conversions has become more precise and predictable with the use of high-quality buyer intent data. As buyer intent marketing has emerged as one of the most promising tools to get the most out of your account based marketing campaigns, companies can quickly reach out to their highest potential prospects. This way companies can better plan the sales numbers and keep up with the rising demand for their products and services in the market while maintaining consistent customer experiences. Buyer intent data software are capable to - Provide granular insights into customer behavior and purchasing patterns. Identify potential customers who are actively in the market for a product or service. Improve target marketing efforts by enabling companies to reach the right people with the right message. Enhance sales team's ability to close deals by providing them with valuable information about their prospects. Improve overall marketing ROI by focusing resources on high-value prospects. Facilitate data-driven decision making by providing actionable insights. Monitor and analyze market trends and competition. By using buyer intent data software, companies can gain a deeper understanding of their customers, making it easier to deliver a personalized and relevant experience, and ultimately increase conversions and sales. 1. Market Dynamics of B2B Buyer Intent Data Software “The buyer intent data software market is projected to reach USD 15 billion at 20% CAGR by 2025.” This growth is attributed to data-driven decision making, digital transformation, and e-commerce initiatives among businesses that has increased the adoption rate for buyer intent data software among large progressive enterprises. The demand for personalized shopping experiences and refined customer engagement drives rapid market growth in the buyer intent data industry. 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? Key Point Indicators (KPIs) for Good Buyer Intent Data: 1. Relevance: The data should be directly related to a buyer's intention to purchase a product or service. 2. Timeliness: The data should be collected and analyzed in real-time to accurately reflect a buyer's current purchasing intentions. 3. Accuracy: The data should be accurate and verified to ensure its reliability and usefulness. 4. Completeness: The data should include all relevant information about a buyer, such as demographics, previous purchases, and search history. 5. Consistency: The data should be collected and analyzed using consistent methodologies to ensure comparability over time. 6. Privacy: The data should be collected and stored in a way that protects the privacy and confidentiality of the buyer. How Does Buyer Intent Data Software Determine the True Intent of a Customer Behavior? Buyer intent data software determines the true intent of a customer behavior through various methods such as: Natural language processing (NLP) Machine learning algorithms Data analysis of customer interactions and behaviors Integration with other data sources (e.g. search history, demographics, etc.) Predictive analytics The software analyzes a wide range of data points to understand the motivations behind a customer's behavior, such as their search queries, content they engage with, and the actions they take on a website. It refers to information about a potential customer's interest or intention to purchase a product or service, usually gathered through online behavior such as web searches, social media activity, email interactions, and previous purchase history. This data can provide insights into what a customer is looking for, their buying journey, and the likelihood of them making a purchase. It can help businesses to tailor their marketing and sales efforts, better understand their target audience, and increase the chances of successful sales. This information is then used to create a comprehensive profile of the customer's intent and provide insights into how they are likely to behave in the future. 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales Monitoring the impact of your account-based marketing efforts is important to drive sales. Checking what has worked in the past using the historical data helps understand the patterns in your data which in turn helps you learn and narrow your focus when it comes to purchase intent data. These trends will change as per your industry however, they all help large enterprises to bring in more sales and data intelligence. As far as the buyer intent data goes, gathering and analyzing the data from all the sources using technology and algorithms refine your intent data and helps you find higher potential accounts and take data-driven decisions. 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing Depending upon your specific needs and budget as well as your B2B industry, you can select an account-based marketing software with buyer intent data tools. We have listed some of the top B2B intent data providers to accelerate your B2B account based marketing down below. 6 sense:6Sense is a leading ABM software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Additionally, 6Sense offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Albacross: Albacross is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses lead generation and account-based marketing technology to gather insights on your target accounts' digital behavior, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Albacross helps B2B marketers identify their ideal customer profile and generate high-quality leads by tracking website visits and providing information about the companies visiting your website. The platform also offers a range of features, such as lead scoring, account-based retargeting, and email tracking, to help you optimize your ABM strategy and improve the impact of your campaigns. Bombora: Bombora is a B2B data solutions company that provides account-based marketing (ABM) software for buyer intent data. The platform aggregates business intent data from various sources, including content consumption, social media activity, and job postings, to help B2B marketers gain insights into the buying signals of their target accounts. Bombora's technology provides actionable data on the topics that your target accounts are researching, enabling you to personalize your outreach and tailor your messaging to their specific needs and interests. The platform works with ABM and marketing automation tools like Marketo, Pardot, and Eloqua to help you streamline your ABM processes and make your campaigns more effective. MadisonLogic: Madison Logic is a B2B marketing technology company that provides account-based marketing (ABM) software for buyer intent data. The platform offers a range of solutions for B2B marketers, including lead generation, content syndication, and programmatic advertising. Madison Logic's technology helps B2B marketers personalize their outreach by providing insights into the buying signals of their target accounts. The platform tracks the online behavior of your target accounts, such as website visits, content downloads, and email opens, to help you identify opportunities to engage with your prospects and improve the impact of your campaigns. Also, Madison Logic's ABM platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Qualified.com: Qualified.com is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Qualified.com offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. The platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandbase: Demandbase is a leading account-based marketing (ABM) software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Demandbase offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Also, the platform works with a number of marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandscience: DemandScience is a company that provides buyer intent data software. This software helps businesses understand the buying behaviors and interests of their target audience. By analyzing a large amount of data, such as search queries, social media activity, and other online interactions, the software provides insights into what potential customers are looking for, what challenges they are facing, and what solutions they are considering. This information can be used by sales and marketing teams to better target their efforts and increase conversions. Salesintel.io: Salesintel.io is a company that provides a B2B contact and company data platform that includes a buyer intent software component. This software uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time, in the right way. By understanding a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Terminus Account-based Marketing: Terminus is a company that provides an account-based marketing (ABM) platform that incorporates buyer intent data. ABM is a B2B marketing strategy that focuses on targeted and personalized outreach to specific companies rather than large groups of leads. The Terminus platform integrates buyer intent data to help sales and marketing teams better understand the buying behaviors and interests of their target accounts. By analyzing data such as website activity, social media engagement, and other online interactions, the software provides insights into the challenges and solutions that target accounts are interested in, allowing teams to personalize their messaging and outreach for maximum impact. The use of buyer intent data in the Terminus ABM platform can help businesses increase their conversion rates and drive revenue growth. Zoominfo: ZoomInfo is a company that provides a B2B contact and company data platform, including a buyer intent data software component. The platform uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time. With a deep understanding of a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Additionally, the platform includes features for data enrichment, lead generation, and account-based marketing, allowing sales and marketing teams to have a comprehensive view of their target accounts and personalize their outreach for maximum impact. 5. Summing up Utilizing advanced technology and machine learning algorithms to gather and analyze data about potential customers, providing valuable insights into their buying behaviors and intent helps businesses gain an edge over competition. By utilizing this information, businesses can tailor their marketing and sales strategies to better target and convert leads into paying customers, ultimately driving more sales. Scaling your buyer intent marketing efforts has become a lot easier with the machine learning and predictive analytics.

Read More
ABM ACCOUNTS

2022 Total Economic Impact Study Reveals A Potential 454% ROI with 6sense Revenue AI

Article | June 6, 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
ABM ACCOUNTS

3 Effective ABM Tactics for B2B Marketers

Article | March 9, 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

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

Article | February 10, 2020

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
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Spotlight

Bloom Marketing

Bloom Digital Marketing is a search engine marketing agency located in Vancouver BC. We specialize in SEO, PPC, Social Media, Google Analytics and Web Site Content Writing. Bloom is a Google Adwords Qualified Company. Founded in 2006, Bloom Digital Marketing works with small, medium and large companies in the financial, travel and hospitality, e-commerce, consumer products, B2B and other industries.

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Demandbase Announces Q1 Wins with DocuSign, IBM, Unisys & More

PR Newswire | March 29, 2023

Demandbase, the Smarter GTM™ company that helps B2B organizations hit their revenue goals, today shares the addition of new marquee customers in Q1 and applauds its customers' recent successes. This quarter, the company has seen growth with contract renewals and/or expansions with many of its most noteworthy customers, including DocuSign and Unisys, and welcomes new customers aboard, including LightEdge Solutions, Vaimo, and PlainID. Demandbase is also thrilled to highlight its customers' achievements in transforming their go-to-market strategies. IBM ran successful US Open campaign using Demandbase data and personalization IBM recently created a website experience around their sponsorship of the US Open and used Demandbase data to identify new accounts visiting the page. As a result, they identified 3X the number of accounts compared to the previous year and 2X their top accounts, for whom they were able to deliver personalized experiences. Given its success, IBM is planning to replicate the campaign when they work on future key events like the GRAMMYs, Masters, Wimbledon, and others. "Demandbase adds value to our client engagements by giving us the account insights we need to personalize those experiences," said Sophia Agustina, global demand strategy, Cross-IBM. Once they identified their top accounts who visited the US Open website, they sent that data to sales to take action on, along with the recommended follow-up. Their CMO, IBM Consulting, Karen Feldman added, "These account insights are invaluable – knowing what our clients are looking for and being able to proactively tailor and personalize their experience is a true win-win for both our clients and IBM." (Read full case study.) Accela drives reach and pipeline with Demandbase account intelligence Fueled by insights gleaned from Demandbase data, Accela increased their target account reach by 74%, increased registrations and webinar attendance, and generated 15% of their pipeline in less than 12 months. After a month's-long search and in-depth data analysis, Accela selected Demandbase because of the strength and accuracy of its data. "Demandbase is pivotal to informing our sales team where to prospect next and source new pipeline," confided Steffanie Zazulak, sr. manager, field marketing, Accela. (Read full case study.) "We've said it before, but the greatest marker of our own success is our customers' success," said Alyssa Opella, senior vice president of customer experience at Demandbase. "It's not only validating to us to see how our solution has helped fuel such impressive business results for global brands; it's also a joy. We're really proud of the relationships we've created, the product we've built, the results we're driving, and the new customers who are trusting us with their go-to-market success." To learn more about how other customers are winning with Demandbase, please visit https://www.demandbase.com/resources/case-studies/. About Demandbase Demandbase helps B2B companies hit their revenue goals using fewer resources. How? By aligning your sales and marketing teams around a combination of your data, our data, and artificial intelligence — what we call Account Intelligence — so you can identify, engage, and focus your time and money on the accounts most likely to buy. That's Smarter GTM™.

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Calendly Launches Routing for Sales and Marketing Teams to Drive Revenue

Calendly | March 30, 2023

Calendly, the modern scheduling platform for high-performing teams and individuals, today announced Calendly Routing, a new solution built to empower sales and marketing teams to qualify, route, and schedule meetings with high-value leads and customers instantly from their company’s website. The new solution integrates with Marketo, HubSpot, and Salesforce to help sales, marketing, and customer success teams close deals faster using the essential industry tools within their tech stacks. Economic fluctuations and shifting consumer behaviors are putting immense pressure on organizations. Customers hold more power and expect real-time responses as companies risk losing business. 82% of sales professionals say they've had to adapt quickly to new ways of selling according to Salesforce’s State of Sales Report. Revenue teams across sales, marketing, and customer experience are being impacted in the process facing increased demands to deliver more leads faster, and in turn, more revenue with fewer resources. “The most effective, well-oiled revenue machine teams know that if you’re not engaging with a lead at their moment of interest, you’re creating a poor customer experience and opening the door to competitors reaching them first,” said Jessica Gilmartin, CMO at Calendly. “We are excited to drive even more value for our customers by helping them achieve a more efficient and easy sales process with Calendly Routing.” Calendly Routing is built on Calendly’s robust and sophisticated core scheduling platform that meets revenue team needs throughout the customer lifecycle. Companies will be able to enhance the customer journey from the moment a lead engages with their website and submits a form requesting to speak with the sales team. Increase website and email conversion by qualifying leads in real time A lead or customer can book a meeting on the spot after completing a HubSpot, Marketo, or Calendly Routing Form on a website if they meet specified criteria. Forms can be embedded on a website or shared as a link in email to eliminate the back and forth of coordinating availability while providing a consistent customer experience in the process. “Calendly Routing is a remarkable product for go-to-market teams,” said Scott Brinker, VP of Platform Ecosystem at HubSpot. “It turns buyer interactions into meaningful, instantaneous opportunities, all within an intuitive scheduling platform that so many marketers and salespeople know, love, and trust. We’re excited that Calendly has built this excellent integration for HubSpot customers to help accelerate sales engagement.” Automatically route leads and customers by Salesforce ownership Calendly Routing will automatically look up and match existing customers and leads to their account owner from Salesforce before prompting them to schedule a meeting. The solution makes it easy for buyers to connect with the right salesperson at the right time without time-consuming, manual reassignments. “Smith.ai’s mission is to help business owners succeed through quick and efficient customer engagement,” said Bryce Kropf, Senior Sales Manager at Smith.ai. “The potential to convert inbound leads into qualified demos – with the right account executive – is what intrigued us about Calendly Routing. We’re seeing an incredible 70% conversion rate of meetings booked through the form. The experience is clearly resonating with customers and it’s driving better end-results for our sales and marketing teams.” Scale business performance with one centralized scheduling platform Organizations are looking to increase company-wide business performance as workers navigate distributed work, an influx of communication and collaboration tools, and greater competition. Calendly is the only centralized automation platform built for scaling scheduling across the entire organization with robust team features, solutions, and integrations; deep analytics; and enterprise-grade security including SCIM provisioning. With Calendly, teams can focus on closing more deals, retaining more customers, hiring more top talent, and maximizing productivity. For more information on Calendly Routing, visit the blog post. About Calendly Calendly helps individuals, teams, and organizations automate the meeting lifecycle by removing the back and forth with scheduling. Calendly’s cloud-based platform offers a new layer of the modern digital technology stack by connecting with critical tools to automate scheduling workflows, creates a more delightful customer experience, and provides insightful, measurable data to drive better business outcomes. Today, over 10 million users across 155 countries use Calendly to simplify meetings, collaborate more effectively and efficiently, and drive business forward. To learn more, visit Calendly.com.

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ABM ACCOUNTS

Walker Sands Announces Acquisition of KoMarketing, a B2B Demand Generation Agency

Walker Sands | January 16, 2023

Walker Sands, a full-service marketing agency dedicated to accelerating the growth of B2B businesses, has acquired KoMarketing, a Boston-based B2B demand generation provider. The acquisition, Walker Sands' second to date, expands the company's capabilities in top-of-funnel demand generation operations, such as paid digital advertising and SEO for B2B audiences. Walker Sands, founded in 2001, accelerates the development of B2B firms via marketing. Over the years, the company's capabilities have grown to combine social media, public relations, marketing strategy, and branding expertise, as well as world-class creativity and a solid technical foundation spanning demand generation, marketing automation, and the web. KoMarketing, founded in 2004, has grown to nearly 30 team members assisting B2B customers ranging from growth-stage firms to Fortune 500 organizations in industries like marketing technology, cybersecurity, healthcare, and medical device technology. The firm has a track record of sustained organic growth supported by long-term customer relationships, thanks to its strong core expertise in SEO, content marketing, and search and social media advertising. Mike Santoro, CEO of Walker Sands, said, "KoMarketing has a long history of success in B2B marketing," He also said, "They understand the B2B customer journey. As Walker Sands has grown, we have increasingly become the first call for B2B tech marketers when they take on a new role. Coming together with KoMarketing deepens our collective expertise in demand generation and will create a meaningful positive impact for our clients. Importantly, it also creates opportunities for our team members to grow their careers in new and exciting ways." (Source – Business Wire) Both firms combined, have around 200 full-time employees spread across remote locations and five physical offices in San Francisco, Chicago, Seattle, Boston, and Atlanta. About Walker Sands Walker Sands is a full-service B2B marketing firm with core capabilities in branding, public relations, demand creation, creative, marketing strategy, and web. The firm's comprehensive approach to marketing drives awareness, trust, and conversions for over 100 global clients. Headquartered in Boston, this B2B marketing agency has emerged as one of the fastest-growing firms in the world. It has also been recognized by Inc. 5000 almost ten times!

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Demandbase Announces Q1 Wins with DocuSign, IBM, Unisys & More

PR Newswire | March 29, 2023

Demandbase, the Smarter GTM™ company that helps B2B organizations hit their revenue goals, today shares the addition of new marquee customers in Q1 and applauds its customers' recent successes. This quarter, the company has seen growth with contract renewals and/or expansions with many of its most noteworthy customers, including DocuSign and Unisys, and welcomes new customers aboard, including LightEdge Solutions, Vaimo, and PlainID. Demandbase is also thrilled to highlight its customers' achievements in transforming their go-to-market strategies. IBM ran successful US Open campaign using Demandbase data and personalization IBM recently created a website experience around their sponsorship of the US Open and used Demandbase data to identify new accounts visiting the page. As a result, they identified 3X the number of accounts compared to the previous year and 2X their top accounts, for whom they were able to deliver personalized experiences. Given its success, IBM is planning to replicate the campaign when they work on future key events like the GRAMMYs, Masters, Wimbledon, and others. "Demandbase adds value to our client engagements by giving us the account insights we need to personalize those experiences," said Sophia Agustina, global demand strategy, Cross-IBM. Once they identified their top accounts who visited the US Open website, they sent that data to sales to take action on, along with the recommended follow-up. Their CMO, IBM Consulting, Karen Feldman added, "These account insights are invaluable – knowing what our clients are looking for and being able to proactively tailor and personalize their experience is a true win-win for both our clients and IBM." (Read full case study.) Accela drives reach and pipeline with Demandbase account intelligence Fueled by insights gleaned from Demandbase data, Accela increased their target account reach by 74%, increased registrations and webinar attendance, and generated 15% of their pipeline in less than 12 months. After a month's-long search and in-depth data analysis, Accela selected Demandbase because of the strength and accuracy of its data. "Demandbase is pivotal to informing our sales team where to prospect next and source new pipeline," confided Steffanie Zazulak, sr. manager, field marketing, Accela. (Read full case study.) "We've said it before, but the greatest marker of our own success is our customers' success," said Alyssa Opella, senior vice president of customer experience at Demandbase. "It's not only validating to us to see how our solution has helped fuel such impressive business results for global brands; it's also a joy. We're really proud of the relationships we've created, the product we've built, the results we're driving, and the new customers who are trusting us with their go-to-market success." To learn more about how other customers are winning with Demandbase, please visit https://www.demandbase.com/resources/case-studies/. About Demandbase Demandbase helps B2B companies hit their revenue goals using fewer resources. How? By aligning your sales and marketing teams around a combination of your data, our data, and artificial intelligence — what we call Account Intelligence — so you can identify, engage, and focus your time and money on the accounts most likely to buy. That's Smarter GTM™.

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TARGETED ACCOUNT STRATEGY

Calendly Launches Routing for Sales and Marketing Teams to Drive Revenue

Calendly | March 30, 2023

Calendly, the modern scheduling platform for high-performing teams and individuals, today announced Calendly Routing, a new solution built to empower sales and marketing teams to qualify, route, and schedule meetings with high-value leads and customers instantly from their company’s website. The new solution integrates with Marketo, HubSpot, and Salesforce to help sales, marketing, and customer success teams close deals faster using the essential industry tools within their tech stacks. Economic fluctuations and shifting consumer behaviors are putting immense pressure on organizations. Customers hold more power and expect real-time responses as companies risk losing business. 82% of sales professionals say they've had to adapt quickly to new ways of selling according to Salesforce’s State of Sales Report. Revenue teams across sales, marketing, and customer experience are being impacted in the process facing increased demands to deliver more leads faster, and in turn, more revenue with fewer resources. “The most effective, well-oiled revenue machine teams know that if you’re not engaging with a lead at their moment of interest, you’re creating a poor customer experience and opening the door to competitors reaching them first,” said Jessica Gilmartin, CMO at Calendly. “We are excited to drive even more value for our customers by helping them achieve a more efficient and easy sales process with Calendly Routing.” Calendly Routing is built on Calendly’s robust and sophisticated core scheduling platform that meets revenue team needs throughout the customer lifecycle. Companies will be able to enhance the customer journey from the moment a lead engages with their website and submits a form requesting to speak with the sales team. Increase website and email conversion by qualifying leads in real time A lead or customer can book a meeting on the spot after completing a HubSpot, Marketo, or Calendly Routing Form on a website if they meet specified criteria. Forms can be embedded on a website or shared as a link in email to eliminate the back and forth of coordinating availability while providing a consistent customer experience in the process. “Calendly Routing is a remarkable product for go-to-market teams,” said Scott Brinker, VP of Platform Ecosystem at HubSpot. “It turns buyer interactions into meaningful, instantaneous opportunities, all within an intuitive scheduling platform that so many marketers and salespeople know, love, and trust. We’re excited that Calendly has built this excellent integration for HubSpot customers to help accelerate sales engagement.” Automatically route leads and customers by Salesforce ownership Calendly Routing will automatically look up and match existing customers and leads to their account owner from Salesforce before prompting them to schedule a meeting. The solution makes it easy for buyers to connect with the right salesperson at the right time without time-consuming, manual reassignments. “Smith.ai’s mission is to help business owners succeed through quick and efficient customer engagement,” said Bryce Kropf, Senior Sales Manager at Smith.ai. “The potential to convert inbound leads into qualified demos – with the right account executive – is what intrigued us about Calendly Routing. We’re seeing an incredible 70% conversion rate of meetings booked through the form. The experience is clearly resonating with customers and it’s driving better end-results for our sales and marketing teams.” Scale business performance with one centralized scheduling platform Organizations are looking to increase company-wide business performance as workers navigate distributed work, an influx of communication and collaboration tools, and greater competition. Calendly is the only centralized automation platform built for scaling scheduling across the entire organization with robust team features, solutions, and integrations; deep analytics; and enterprise-grade security including SCIM provisioning. With Calendly, teams can focus on closing more deals, retaining more customers, hiring more top talent, and maximizing productivity. For more information on Calendly Routing, visit the blog post. About Calendly Calendly helps individuals, teams, and organizations automate the meeting lifecycle by removing the back and forth with scheduling. Calendly’s cloud-based platform offers a new layer of the modern digital technology stack by connecting with critical tools to automate scheduling workflows, creates a more delightful customer experience, and provides insightful, measurable data to drive better business outcomes. Today, over 10 million users across 155 countries use Calendly to simplify meetings, collaborate more effectively and efficiently, and drive business forward. To learn more, visit Calendly.com.

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ABM ACCOUNTS

Walker Sands Announces Acquisition of KoMarketing, a B2B Demand Generation Agency

Walker Sands | January 16, 2023

Walker Sands, a full-service marketing agency dedicated to accelerating the growth of B2B businesses, has acquired KoMarketing, a Boston-based B2B demand generation provider. The acquisition, Walker Sands' second to date, expands the company's capabilities in top-of-funnel demand generation operations, such as paid digital advertising and SEO for B2B audiences. Walker Sands, founded in 2001, accelerates the development of B2B firms via marketing. Over the years, the company's capabilities have grown to combine social media, public relations, marketing strategy, and branding expertise, as well as world-class creativity and a solid technical foundation spanning demand generation, marketing automation, and the web. KoMarketing, founded in 2004, has grown to nearly 30 team members assisting B2B customers ranging from growth-stage firms to Fortune 500 organizations in industries like marketing technology, cybersecurity, healthcare, and medical device technology. The firm has a track record of sustained organic growth supported by long-term customer relationships, thanks to its strong core expertise in SEO, content marketing, and search and social media advertising. Mike Santoro, CEO of Walker Sands, said, "KoMarketing has a long history of success in B2B marketing," He also said, "They understand the B2B customer journey. As Walker Sands has grown, we have increasingly become the first call for B2B tech marketers when they take on a new role. Coming together with KoMarketing deepens our collective expertise in demand generation and will create a meaningful positive impact for our clients. Importantly, it also creates opportunities for our team members to grow their careers in new and exciting ways." (Source – Business Wire) Both firms combined, have around 200 full-time employees spread across remote locations and five physical offices in San Francisco, Chicago, Seattle, Boston, and Atlanta. About Walker Sands Walker Sands is a full-service B2B marketing firm with core capabilities in branding, public relations, demand creation, creative, marketing strategy, and web. The firm's comprehensive approach to marketing drives awareness, trust, and conversions for over 100 global clients. Headquartered in Boston, this B2B marketing agency has emerged as one of the fastest-growing firms in the world. It has also been recognized by Inc. 5000 almost ten times!

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