Poor Data Will Doom Your Account-Based Marketing

JULIA SJ | July 18, 2019

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Account-based marketing (ABM) is red hot right now for B2Bbecause it works. In ITSMAs 2017 Benchmark Report, 87% of companies agreed that account-based marketing gives a higher ROI than other marketing activities, and 69% of respondents saw improvement in average revenue per strategic account when using ABM.

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VWA Advertising and Marketing

Van Winkle + Associates is a full service marketing and advertising agency headquartered in Atlanta, GA. Founded in 1984, the firm still delivers on the original promise to give clients more bang for their buck by providing strategic marketing solutions in an innovative way that makes every dollar spend like 100. This philosophy has allowed the firm to grow from a strategic consumer packaged goods marketing agency into one of the most creative and successful marketing and advertising agencies in the Southeast.

OTHER ARTICLES

GENERATING LEAD THROUGH ACCOUNT BASED MARKETING

Article | February 12, 2020

Account based marketing (ABM) focus on generating high-volume of leads through different lead generation program. In ABM you focus on generating the right leads and then after that reach out to them on deeper and more attractive ways. Here are Account Based marketing best practices to generate more lead and grow your business progressively.

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How to Reach the Right Decision-Makers With Your Account-Based Marketing Strategy

Article | April 10, 2020

As COVID-19 became increasingly widespread in the U.S. last month, Senior Account-Based Marketing Manager Kristin Kolb had to quickly shift her department’s planned Q1 pilot. Originally, it had involved direct mail that the Matillion team was going to send to target audiences in their office. Kolb said they decided on an alternative digital approach, upping the ante with personalization efforts. “You don’t need the latest and greatest technology or idea to create a hypothesis and run a small test to see if it works,” Kolb said. Billtrust’s Director of Revenue Marketing Deirdre Mills also champions personalization. While she believes that ABM is more of an art than a science, she ties relevant prospect information into program data, keeping company initiatives in mind.

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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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Why Account Based Marketing and Personalization Are The Perfect Match

Article | February 19, 2020

Did you know that 80 percent of B2B buying decisions are based on a buyer’s direct or indirect customer experience, and only 20 percent is based on the price or the actual offering? That’s quite a ratio, and helps support the case for adopting an account based marketing (ABM) strategy that leverages personalization tools and tactics to not only drastically improve the customer experience throughout the sales process, but do wonders to your bottom line. After all, an ITSMA and ABM Leadership Alliance study found that in 2019, 71 percent of companies saw greater ROI within their ABM efforts versus their traditional marketing strategies. B2B businesses are taking notice, with the same study finding 73 percent of marketers planning to increase their ABM budgets in 2020. Kudos to them! But ABM is only as effective as the strategy you set in place and the high quality sales content required to keep B2B buyers engaged. That’s where ABM finds its perfect match in personalization.

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Spotlight

VWA Advertising and Marketing

Van Winkle + Associates is a full service marketing and advertising agency headquartered in Atlanta, GA. Founded in 1984, the firm still delivers on the original promise to give clients more bang for their buck by providing strategic marketing solutions in an innovative way that makes every dollar spend like 100. This philosophy has allowed the firm to grow from a strategic consumer packaged goods marketing agency into one of the most creative and successful marketing and advertising agencies in the Southeast.

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