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Optimizing ABM with Personalized Landing Pages

Apurva Pathak | August 8, 2022 | 2049 views | Read Time : 06:00 min

Optimizing ABM
Personalization is an essential component of an ABM strategy. Without content personalization, it is difficult to target decision makers and influence their purchase decisions. Within this content personalization, ABM landing pages play an important role in offering your target account just what they are looking for. However, without proper personalization, your ABM landing pages will not perform as expected and remain industry-specific pages that are too generic to create any impact. With the help of technology, it is easy to create hyper-personalized ABM landing pages. Here is how you can build your landing page strategy:

Categorize Your Accounts

Break your accounts into clusters, map patterns and choose relevant, effective content for each landing page. Use industry or firmographic details in the beginning and then switch to using account-specific pain points that each segment might face. Based on this data, you can build account personas. If you can, make a separate persona profile for each job role for certain accounts. This will make things run more smoothly.

Create Value-added and Relevant Content for Each Cluster

Your deep research into your target accounts will help you understand what kind of content will be valuable for each account. With your buyers in mind, create content that empowers them and facilitates their purchasing journey. Avoid creating fluffy content that raves about your brand. Instead, give the visitor something that can help them solve their business problems.

Offer Personalized Offers for Each ABM Landing Page

In a 2019 study conducted by Hanover Research for PROS, 69% of buyers said that personalized offers helped them purchase a product and that they were willing to pay more if a specially tailored price was quoted. Having relevant promotions and offers for a landing page that targets an account can get you the conversions you desire. Every visitor that arrives on the page should know that you have created specific content for them that can add value to their business.

Delegate a Dedicated Sales Representative

Your visitors may be used to chatbot automation, but they might still want to interact with a sales representative to get their queries cleared or to make special demands. Assign one sales representative to handle an account. This representative’s information should be available on the landing page so the visitors know who to get in touch with.

Design a Personalized ABM Landing Page Layout

Your landing page should follow a layout that aligns with the customized content. It should have a nice flow and should guide the visitor towards the call to action. It should influence the visitor through content they might find resourceful. Elements like a custom logo and the company’s banner will enrich the page with branding. The most important part of the page will be relevant content pieces like the visitors’ pain points, their industry highlights, product comparisons, and case studies. These are lucrative resources that the visitors might find useful. Using a landing page builder tool that is up-to-date, you can easily make campaigns for different campaigns.

Focus on Your Call to Action

Don’t hesitate to offer your visitors multiple calls to action. Offer them lead magnet downloads, specially tailored resources, tools, app downloads, upsells/cross-sells, etc. to entice them. Think about all the possible ways that could help your target accounts throughout the buying process and post-conversion. Multiple CTAs can be your way of showing how much you care about the visitors’ needs and experience.

What’s the Bottomline?

The pressure to bring in new customers is higher than ever before. Marketers need to get creative, revamp their acquisition strategy, and start talking to their target prospects directly through relevant content. Only then can ABM deliver the results you are looking for.

Spotlight

DemandZEN

DemandZEN provides outsourced demand generation for companies looking to aggressively expand their revenue opportunities. We help clients grow by producing streams of well-qualified initial meetings that can be converted into valuable accounts. Through a combination of Inside Sales & Digital Marketing, we actively pursue prospects while facilitating customer discovery. Guided by decades of experience and empowered by the latest tools, DemandZEN gives your business a critical advantage. What we offer is peace of mind as we partner with your sales team to rapidly grow their early stage pipelines.

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

Article | July 20, 2022

Boost your sales in 2023 with these top 10 rich buyer intent data programs. Gain insights into customer behavior and purchasing patterns to drive conversions using the top buyer intent data platforms. 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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The 5 Things to Know About Account-Based Marketing

Article | July 5, 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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5 Steps for Succeeding in Account-Based Marketing

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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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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.

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Finding the Right Balance Between ABM & Demand Generation

Article | July 20, 2022

Boost your sales in 2023 with these top 10 rich buyer intent data programs. Gain insights into customer behavior and purchasing patterns to drive conversions using the top buyer intent data platforms. 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
CORE ABM

Building an Account-centric Organization Part II

Article | July 5, 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

In Focus: Account Mapping in ABM

Article | August 5, 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
MORE ARTICLES

Spotlight

DemandZEN

DemandZEN provides outsourced demand generation for companies looking to aggressively expand their revenue opportunities. We help clients grow by producing streams of well-qualified initial meetings that can be converted into valuable accounts. Through a combination of Inside Sales & Digital Marketing, we actively pursue prospects while facilitating customer discovery. Guided by decades of experience and empowered by the latest tools, DemandZEN gives your business a critical advantage. What we offer is peace of mind as we partner with your sales team to rapidly grow their early stage pipelines.

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Bombora Offers Visitor Insights With Real-Time Capabilities for Precise Personalization

EIN News | June 01, 2023

Enterprise businesses and online publications can now obtain demographic, firmographic, and B2B interest data on website visitors. That’s thanks to a low-latency solution from Bombora called Visitor Insights (VI) with Real-Time Capabilities, the company announced today. At the same time, Bombora has begun a search for customers for its pilot program who will receive first access to a new solution, called Bombora Company Surge® Signals, or Signals, for short. VI with Real-Time Capabilities is the only first-party visitor tag that connects visitors to Bombora’s proprietary Intent data so enterprises and publishers can conduct powerful on-site advertising while simultaneously analyzing their visitors to personalize the content shown and prove value to advertisers. Signals will enable customers to create target account lists showing Intent that will incorporate sophisticated, proprietary algorithms using Company Surge® data, the user’s goals, and other custom inputs by the user. This new solution integrates results from the user’s Bombora Historical Buyer’s Journey Analysis, delivering insights that are easier to access and apply to their sales and marketing campaigns. “We tested the competitors, and Bombora’s Visitor Insights performed the best,” said Snowflake Senior Director of Account-Based Marketing Hillary Carpio. “Our marketing intelligence teams appreciate the ability to enable site personalization with enriched visitor data, and particularly the enhancement of the sales signal: The power to know when your active prospects are on your website — at that moment.” VI with Real-Time Capabilities helps companies accomplish a number of tasks. Among them: Build and Deliver Audiences: Within Bombora’s Digital Audience Builder, companies can combine VI with Real-Time Capabilities data with Company Surge® data to create targeted ads using even more data points Historical Visualization for Analysis: Companies can view historical first party data alongside third party data to better understand visitor interest and build stronger account-based campaigns Javascript response to page: The tag shows companies which topics a particular visitor consumed, enabling the company to feed that data into a third-party tool to learn not just which topics interest them but exactly which pages contain content on those topics and should be used to personalize the homepage to each visitors’ exact interests “Every business with a website wants to know who’s visiting and why,” said Bombora President Mark Connon. “As it gives new powers to B2B sales and marketing teams, Bombora continues to innovate to serve the growing needs of its enterprise and publishing partners. And as our team creates the next big intent solution, Company Surge® Signals, we welcome the pilot participants who can help us perfect it and shape the future of Intent data.” To learn more about VI with Real-Time Capabilities, email sales@bombora.com or register for the upcoming webinar. To inquire about the pilot program for Company Surge® Signals, email ethornhill@bombora.com. About Bombora Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation. With direct integrations with dozens of leading data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy. To learn more, visit www.bombora.com.

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CORE ABM

MRP Announces the Appointment of Christopher Rack As CEO

PR Newswire | May 12, 2023

MRP, a leading provider of account-based technology and solutions, today announced Christopher Rack's appointment as its Chief Executive Officer (CEO). Chris will report directly to Seamus Keating, CEO of publicly-listed parent company FD Technologies. Chris joins MRP with 16 years of B2B sales and marketing technology experience, leading teams in high-growth organizations and helping clients successfully navigate complex and constantly changing business environments. Chris joins MRP from DemandScience, where he served as Chief Revenue Officer, and brings a wealth of experience in growing businesses and leading teams in demand and lead generation. Chris worked previously for other early-stage, rapid-growth companies in this space, including eMedia and Spiceworks. Chris expressed excitement about joining the company and contributing to developing fresh growth opportunities for MRP clients, stating: "This is an exciting phase in MRP's journey. Already established as an industry-leading provider of account-based technology and tech-enabled services, demand for MRP's solutions is high and we are well positioned to scale. I look forward to bringing my expertise and experience to the role, working closely with the senior management, board members, and the entire MRP team to take the company to the next level of growth." Seamus Keating, CEO, FD Technologies: "Our strategy as a Group is to support each business unit's distinct value proposition and maximize its growth opportunity. We are delighted to welcome Chris to lead the MRP business and I look forward to working with him and the team to deliver enhanced customer satisfaction and revenue growth." About MRP MRP revolutionizes how sales and marketing organizations reach and connect to the right buying groups and decision-makers, cost-effectively driving engagement and revenue, globally and at scale. Applying the industry's leading account intelligence and the broadest selection of orchestration channels in the market today, MRP Prelytix® powers over 1,000 programs across six continents to coordinate, execute, and optimize them in up to 20+ languages.

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CORE ABM

StackAdapt Releases In-Platform ABM Targeting and Measurement for B2B Advertisers

Business Wire | May 03, 2023

StackAdapt (www.stackadapt.com), the leading self-serve programmatic advertising platform, today announced a new self-serve, in-platform B2B solution for ABM Targeting and Measurement. For B2B marketers, getting in front of the right professionals with buying influence is essential, and StackAdapt's latest solution enables users to target high-value B2B audiences in the US based on account lists, firmographic and persona-level data. B2B companies continue to prioritize ABM as a crucial aspect of their marketing strategy and are making significant investments and commitments toward ABM. B2B marketers cannot rely on blanket targeting audiences as it may not be relevant to many of their clients. Instead, they require specific tools to target select account lists and employees based on their role or decision-making influence. This approach allows for more meaningful ad campaigns that can have a measurable impact. By using firmographic and account data to pivot their ad campaigns, B2B marketers can optimize their results and achieve greater success. StackAdapt’s in-platform offering uniquely operates within a closed-loop identity ecosystem to improve match rates. The goal is to target and engage specific high-value individuals, which requires a deep understanding of the audience. With full control over B2B data, StackAdapt ABM Targeting and Measurement attributes ad engagement back to the exact same authenticated audiences, ensuring that measurement is deterministic and highly accurate. This level of personalization and targeting is critical for creating meaningful engagement and driving desired outcomes such as highly qualified leads, revenue, and brand recognition. “StackAdapt ABM Targeting and Measurement has empowered Centerline Digital to better grow upper and mid-funnel campaign adoption and investment by clients,” said Joey Vara, Associate Paid Media Director at Centerline Digital. “In addition to targeting with confidence, StackAdapt provides an excellent diversity of inventory and tactics to execute throughout the buyer journey. With a renewed capability to effectively target and reach prospects at scale, programmatic has become the top driver of reach, traffic, and engagement for our client base.” StackAdapt’s ABM Targeting and Measurement is built off proprietary, in-house B2B ID graph technology that targets and measures the same authenticated audience, enabling users in a multitude of ways: Frictionless campaign creation and reporting: StackAdapt B2B customers will now be able to use this self-serve solution directly in the platform, allowing for frictionless campaign creation and reporting. Authenticated audiences are also ready for activation quicker than ever before. Audience intelligence: Understand how business professionals and decision-makers are engaging with campaigns and creatives to better iterate on campaign performance. Segment the audiences into more applicable groups that can be targeted using increasingly focused and effective means. Track progress across the buyer's journey: Learn what actions users are taking at which stage of the programmatic funnel to gain intelligence into your unique sales cycle, and prioritize what to do next. Impact on accounts and engagement: Discern interested and engaged accounts for prioritization within the sales team. Quantify your marketing dollars: Be empowered to show stakeholders how programmatic can help nurture and drive the ideal audience through a long and complex sales funnel and provide a return on ad spend. Diverse, multi-channel inventory: Users can reach their ideal audiences no matter where they spend their time through native, display, video, CTV, audio, and in-game, influencing their customer journey and decision-making process down the funnel. Low-risk activation: While other companies may require a long-term contract without providing a testing opportunity, StackAdapt allows companies to launch campaigns quickly and without contractual minimums, giving teams the confidence to test and learn. “We are thrilled to provide StackAdapt users this latest offering because they can now launch a highly scalable and measurable ABM strategy through programmatic technology,” explains Michael Shang, Vice President of Partnerships and Business Solutions at StackAdapt. “B2B marketers can create highly targeted, personalized campaigns to win over best-fit accounts and nurture audiences through the B2B buying journey across all devices and different programmatic channels.” For six consecutive years, StackAdapt has been recognized as a high performer and the highest-ranked DSP in customer satisfaction on G2. For more information, visit www.stackadapt.com. About StackAdapt StackAdapt is a self-serve programmatic advertising platform used by hundreds of brands and agencies around the world. StackAdapt’s data-driven platform combines state-of-the-art machine learning with a clean and intuitive user interface to provide media buyers with an easy way to plan, execute and drive the best performance across all devices, inventory and publishing partners. StackAdapt has been recognized as one of the fastest-growing technology companies in North America, is rated the number 1 demand-side platform (DSP) on G2, and is the highest performing and easiest to use platform. For further information, visit www.stackadapt.com.

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BUYER INTENT DATA

Bombora Offers Visitor Insights With Real-Time Capabilities for Precise Personalization

EIN News | June 01, 2023

Enterprise businesses and online publications can now obtain demographic, firmographic, and B2B interest data on website visitors. That’s thanks to a low-latency solution from Bombora called Visitor Insights (VI) with Real-Time Capabilities, the company announced today. At the same time, Bombora has begun a search for customers for its pilot program who will receive first access to a new solution, called Bombora Company Surge® Signals, or Signals, for short. VI with Real-Time Capabilities is the only first-party visitor tag that connects visitors to Bombora’s proprietary Intent data so enterprises and publishers can conduct powerful on-site advertising while simultaneously analyzing their visitors to personalize the content shown and prove value to advertisers. Signals will enable customers to create target account lists showing Intent that will incorporate sophisticated, proprietary algorithms using Company Surge® data, the user’s goals, and other custom inputs by the user. This new solution integrates results from the user’s Bombora Historical Buyer’s Journey Analysis, delivering insights that are easier to access and apply to their sales and marketing campaigns. “We tested the competitors, and Bombora’s Visitor Insights performed the best,” said Snowflake Senior Director of Account-Based Marketing Hillary Carpio. “Our marketing intelligence teams appreciate the ability to enable site personalization with enriched visitor data, and particularly the enhancement of the sales signal: The power to know when your active prospects are on your website — at that moment.” VI with Real-Time Capabilities helps companies accomplish a number of tasks. Among them: Build and Deliver Audiences: Within Bombora’s Digital Audience Builder, companies can combine VI with Real-Time Capabilities data with Company Surge® data to create targeted ads using even more data points Historical Visualization for Analysis: Companies can view historical first party data alongside third party data to better understand visitor interest and build stronger account-based campaigns Javascript response to page: The tag shows companies which topics a particular visitor consumed, enabling the company to feed that data into a third-party tool to learn not just which topics interest them but exactly which pages contain content on those topics and should be used to personalize the homepage to each visitors’ exact interests “Every business with a website wants to know who’s visiting and why,” said Bombora President Mark Connon. “As it gives new powers to B2B sales and marketing teams, Bombora continues to innovate to serve the growing needs of its enterprise and publishing partners. And as our team creates the next big intent solution, Company Surge® Signals, we welcome the pilot participants who can help us perfect it and shape the future of Intent data.” To learn more about VI with Real-Time Capabilities, email sales@bombora.com or register for the upcoming webinar. To inquire about the pilot program for Company Surge® Signals, email ethornhill@bombora.com. About Bombora Bombora tells businesses which companies are researching their products and services. With this understanding, sales and marketing teams can be more relevant and consistent and improve performance across all activities. This intent-driven approach revolutionizes the way businesses market and sell to other businesses through transparent data built on an ecosystem of quality, collaboration and innovation. With direct integrations with dozens of leading data and media-buying platforms, Bombora is building a world in which business buyers value sales and marketing for its relevance, timeliness and accuracy. To learn more, visit www.bombora.com.

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CORE ABM

MRP Announces the Appointment of Christopher Rack As CEO

PR Newswire | May 12, 2023

MRP, a leading provider of account-based technology and solutions, today announced Christopher Rack's appointment as its Chief Executive Officer (CEO). Chris will report directly to Seamus Keating, CEO of publicly-listed parent company FD Technologies. Chris joins MRP with 16 years of B2B sales and marketing technology experience, leading teams in high-growth organizations and helping clients successfully navigate complex and constantly changing business environments. Chris joins MRP from DemandScience, where he served as Chief Revenue Officer, and brings a wealth of experience in growing businesses and leading teams in demand and lead generation. Chris worked previously for other early-stage, rapid-growth companies in this space, including eMedia and Spiceworks. Chris expressed excitement about joining the company and contributing to developing fresh growth opportunities for MRP clients, stating: "This is an exciting phase in MRP's journey. Already established as an industry-leading provider of account-based technology and tech-enabled services, demand for MRP's solutions is high and we are well positioned to scale. I look forward to bringing my expertise and experience to the role, working closely with the senior management, board members, and the entire MRP team to take the company to the next level of growth." Seamus Keating, CEO, FD Technologies: "Our strategy as a Group is to support each business unit's distinct value proposition and maximize its growth opportunity. We are delighted to welcome Chris to lead the MRP business and I look forward to working with him and the team to deliver enhanced customer satisfaction and revenue growth." About MRP MRP revolutionizes how sales and marketing organizations reach and connect to the right buying groups and decision-makers, cost-effectively driving engagement and revenue, globally and at scale. Applying the industry's leading account intelligence and the broadest selection of orchestration channels in the market today, MRP Prelytix® powers over 1,000 programs across six continents to coordinate, execute, and optimize them in up to 20+ languages.

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CORE ABM

StackAdapt Releases In-Platform ABM Targeting and Measurement for B2B Advertisers

Business Wire | May 03, 2023

StackAdapt (www.stackadapt.com), the leading self-serve programmatic advertising platform, today announced a new self-serve, in-platform B2B solution for ABM Targeting and Measurement. For B2B marketers, getting in front of the right professionals with buying influence is essential, and StackAdapt's latest solution enables users to target high-value B2B audiences in the US based on account lists, firmographic and persona-level data. B2B companies continue to prioritize ABM as a crucial aspect of their marketing strategy and are making significant investments and commitments toward ABM. B2B marketers cannot rely on blanket targeting audiences as it may not be relevant to many of their clients. Instead, they require specific tools to target select account lists and employees based on their role or decision-making influence. This approach allows for more meaningful ad campaigns that can have a measurable impact. By using firmographic and account data to pivot their ad campaigns, B2B marketers can optimize their results and achieve greater success. StackAdapt’s in-platform offering uniquely operates within a closed-loop identity ecosystem to improve match rates. The goal is to target and engage specific high-value individuals, which requires a deep understanding of the audience. With full control over B2B data, StackAdapt ABM Targeting and Measurement attributes ad engagement back to the exact same authenticated audiences, ensuring that measurement is deterministic and highly accurate. This level of personalization and targeting is critical for creating meaningful engagement and driving desired outcomes such as highly qualified leads, revenue, and brand recognition. “StackAdapt ABM Targeting and Measurement has empowered Centerline Digital to better grow upper and mid-funnel campaign adoption and investment by clients,” said Joey Vara, Associate Paid Media Director at Centerline Digital. “In addition to targeting with confidence, StackAdapt provides an excellent diversity of inventory and tactics to execute throughout the buyer journey. With a renewed capability to effectively target and reach prospects at scale, programmatic has become the top driver of reach, traffic, and engagement for our client base.” StackAdapt’s ABM Targeting and Measurement is built off proprietary, in-house B2B ID graph technology that targets and measures the same authenticated audience, enabling users in a multitude of ways: Frictionless campaign creation and reporting: StackAdapt B2B customers will now be able to use this self-serve solution directly in the platform, allowing for frictionless campaign creation and reporting. Authenticated audiences are also ready for activation quicker than ever before. Audience intelligence: Understand how business professionals and decision-makers are engaging with campaigns and creatives to better iterate on campaign performance. Segment the audiences into more applicable groups that can be targeted using increasingly focused and effective means. Track progress across the buyer's journey: Learn what actions users are taking at which stage of the programmatic funnel to gain intelligence into your unique sales cycle, and prioritize what to do next. Impact on accounts and engagement: Discern interested and engaged accounts for prioritization within the sales team. Quantify your marketing dollars: Be empowered to show stakeholders how programmatic can help nurture and drive the ideal audience through a long and complex sales funnel and provide a return on ad spend. Diverse, multi-channel inventory: Users can reach their ideal audiences no matter where they spend their time through native, display, video, CTV, audio, and in-game, influencing their customer journey and decision-making process down the funnel. Low-risk activation: While other companies may require a long-term contract without providing a testing opportunity, StackAdapt allows companies to launch campaigns quickly and without contractual minimums, giving teams the confidence to test and learn. “We are thrilled to provide StackAdapt users this latest offering because they can now launch a highly scalable and measurable ABM strategy through programmatic technology,” explains Michael Shang, Vice President of Partnerships and Business Solutions at StackAdapt. “B2B marketers can create highly targeted, personalized campaigns to win over best-fit accounts and nurture audiences through the B2B buying journey across all devices and different programmatic channels.” For six consecutive years, StackAdapt has been recognized as a high performer and the highest-ranked DSP in customer satisfaction on G2. For more information, visit www.stackadapt.com. About StackAdapt StackAdapt is a self-serve programmatic advertising platform used by hundreds of brands and agencies around the world. StackAdapt’s data-driven platform combines state-of-the-art machine learning with a clean and intuitive user interface to provide media buyers with an easy way to plan, execute and drive the best performance across all devices, inventory and publishing partners. StackAdapt has been recognized as one of the fastest-growing technology companies in North America, is rated the number 1 demand-side platform (DSP) on G2, and is the highest performing and easiest to use platform. For further information, visit www.stackadapt.com.

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