The Correct Ways to Implement Account-Based Marketing Plans

Purva Mishra | November 25, 2021 | 363 views

Account-Based Marketing Plans
We all know that account-based marketing means targeting the best customer accounts, creating personalized marketing campaigns, and getting to the conversion stage.

Though these steps may sound easy, it takes a lot of brainstorming to implement them to convert the accounts that matter the most. To know more about these steps, you can read six hard-hitting lessons for the ABM strategy.

This article will talk about the best and correct ways to implement ABM plans with examples.

But first, let us briefly inform you about ABM and how it works.

Brief Introduction to ABM


Account-based marketing is a marketing strategy implemented by B2B marketers to concentrate on their exclusive clients. First, the sales and marketing team collaborates to collect the maximum data about specific clients. Then these clients are targeted with personalized marketing campaigns on various platforms.

Thus, account-based marketing allows you to utilize your workforce and resources efficiently. It also helps to market your products to a handful of customers who have a 90% chance of conversion.

Now, let us see the correct ways to implement ABM for various B2B industries.

Ways to Implement ABM Plans with Examples


We have specifically chosen the four best ways to implement ABM in B2B marketing strategy. These are the core strategies that have worked for B2B and are sure to work for you too.

But first, look at these wise words from Maliha Aqeel, Director of Global Communications at Fix Network World.

'One of the most common mistakes companies make is implementing a brand strategy that isn’t aligned to the organization’s overall business goal.'

So before implementing any marketing plan, ensure that your brand strategy, marketing campaigns, and everything else aligns with the overall business goals.

Identify Exclusive Accounts


It is the root of your ABM strategy. Your fruits of labor will be decided by the correct places you plant these roots.

So basically, when you are filtering your clients/customers for ABM, here are the key factors to be kept in mind;
  • Choose the correct industry.
  • Know the size of the organization.
  • Identify the needs, challenges, and pain points of the organization.
  • Know the timelines and hierarchy of their decision-making process.

The answers to these questions will help you to recognize the target accounts precisely.

Example:

Vidyard is a video platform that helps businesses transform communications and drive more revenue through the strategic use of online video. It collaborated with SmartBug Media to change the video experience for users worldwide. Thus, they can target the correct customers on Hubspot. In addition, they help customers to make videos an integrated part of their marketing campaigns and other processes.

Craft Tailored Content


Every filtered account for ABM will have unique needs, demands, challenges, and pain points. Thus, you have to craft content to address the customers directly. They should instantly recognize that you understand them and have built solutions exclusively for their challenges.

You should also be ready with different content for different stages of the buying journey. And remember to design content for customers even after they convert. It helps you to be ready for the retention stage.

Like Mark Emond, Founder and President at Demand Spring quotes;

“Content is at the heart of great marketing today. It needs to educate, inspire, and convert. It must be tied to the unique rational and emotional needs of each target persona.”

Example:

Intridea executed an excellent content strategy to target the advertising giant Ogilvy. First, they rented a billboard right across Ogilvy’s Manhattan office. The billboard said, “Ogle this, Ogilvy.” Intridea also placed its logo and company URL at the bottom of the quirky line. This exclusive content got them an appointment with Ogilvy’s CEO!

Use Marketing Automation Tools


There are various personalization tools available to assist you in ABM. These tools provide centralized data collection and data analysis. They also coordinate your marketing campaigns across all platforms.

Example:

Growsteak is a Vietnamese company that provides advertising and digital marketing solutions. However, it faced several challenges like lead generation and competitor analysis. Thus, they incorporated Hubspot’s Partner Program. It not only helped them overcome their challenges but also generated 5,166% more leads overall.

Measure the KPIs


You need to measure the metrics once you implement ABM. It is one of the essential factors of a successful ABM strategy. However, these metrics are different from traditional marketing. Thus, you need to keep a hawk’s eye on them.

Some of the KPIs to consider are;
  • Is the current coverage of key clients sufficient and, is it growing?
  • Are there known or anonymous visits to your site? Have they increased?
  • Is the incoming traffic getting converted?
  • How much is the depth of engagement?
  • Has the strategy made it easy to get appointments of the target accounts?

Wrapping Up


The success of account-based marketing depends on research and personalization. The more effort you put in to know your clients, the closer you get to convert them. Thus, make use of the abundant data and accurately target your potential customers!

Frequently Asked Questions

Is ABM more successful than traditional marketing?


Yes.  Compared to traditional marketing methods, ABM has proved to create wonders and save a lot on time, resources and workforce. It has also guaranteed a better success and conversion rate for the sales and marketing teams.

How important is personalization in marketing?


Personalization plays a prominent role in ABM. A trust factor builts if you can address the challenges and pain points of the client with personalized solutions.

Also, personalization ensures a higher rate of getting appointments and conversions of the targeted accounts.

Can SMBs also implement ABM?

Of course. SMBs have a higher chance of growing if they plan their marketing strategy along with ABM. It will allow them to understand the market and their customers from the very beginning. And once they have converted the customers, retention will be an easy task.

Spotlight

Sellpoints, Inc.

Sellpoints is a leading provider of e-commerce channel sales solutions, dedicated to helping brands and retailers orchestrate sales online...

OTHER ARTICLES
Core ABM

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
Core ABM

5 Steps for Succeeding in Account-Based Marketing

Article | July 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
Core ABM

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

Article | June 15, 2022

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 IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

Read More

Spotlight

Sellpoints, Inc.

Sellpoints is a leading provider of e-commerce channel sales solutions, dedicated to helping brands and retailers orchestrate sales online...

Related News

Account Management

Bestselling Author Launches 'The Integrated Marketing Handbook': Your Guide to a Game-Changing Marketing Strategy

Accesswire | September 29, 2023

Bestselling authors Dr. Raghavendra Hunasgi and Priyanka AB Brahmbhatt illuminate the path to effective marketing in their latest book. Renowned for his transformative insights into marketing and growth, the bestselling author and co-founder of Zeebu, Dr. Raghavendra Hunasgi, is set to captivate readers once again with a powerful new addition to the world of marketing literature. His new book, "The Integrated Marketing Handbook: Your Ultimate Guide to Building a Killer Marketing Strategy," promises to be a compelling resource for those seeking to revolutionize their marketing approach. The book is co-authored by Priyanka AB Brahmbhatt, a dynamic entrepreneur, visionary thinker, and accomplished author whose innovative ideas and strategic insights have been instrumental in shaping the narrative of this compelling work. Dr. Raghavendra Hunasgi is a recognized expert in the fields of marketing and branding. His debut book, "Unleashing Growth: 15 Growth Marketing Hacks Every Entrepreneur Should Know," which provides invaluable insights into growth marketing, was hailed as a bestseller in 2020 in the business, management, and entrepreneurship categories. His expertise and innovative approach have made him a sought-after voice in the industry. In "The Integrated Marketing Handbook," Dr. Raghavendra Hunasgi, along with co-author Priyanka Brahmbhatt, presents a comprehensive guide to maximizing marketing reach and effectiveness by integrating various strategies. The book is a treasure trove for marketers and entrepreneurs, offering an in-depth exploration of inbound, outbound, and account-based marketing techniques. Each strategy is explored in depth, from attracting customers through content creation in inbound marketing to reaching out to customers through various forms of advertising in outbound marketing and building relationships with key accounts in account-based marketing. Dr. Hunasgi's expertise in marketing and branding is evident as he provides practical advice on how to effectively integrate these strategies. The book serves as a practical guide, offering insights on aligning messaging, targeting the right audience, and measuring success to maximize results in today's competitive environment. As an author, my passion has always been to delve into the diverse aspects of marketing and growth strategies. My previous book, ‘Unleashing Growth,' provided readers with proven systems for growth marketing, and now with ‘The Integrated Marketing Handbook,' I invite readers to join me on a journey through the complex world of integrated marketing. It's an honor to share these insights and experiences with my readers, says Dr. Raghavendra Hunasgi. Priyanka Brahmbhatt adds, "‘The Integrated Marketing Handbook' is designed to resonate with a broad audience, captivating both those familiar with our previous work and those encountering our writing for the first time. We believe that this book will serve as a valuable resource for anyone looking to enhance their marketing strategies." With these powerful insights from both authors, ‘The Integrated Marketing Handbook' is set to be a game-changer in the world of marketing literature. Those interested in securing a copy will find it readily available on Amazon: https://amzn.eu/d/flBGt0T. For media inquiries, interviews, and speaking opportunities, you can reach out to Dr. Raghavendra Hunasgi on LinkedIn. About Dr. Raghavendra Hunasgi Dr. Raghavendra Hunasgi is a globally recognized expert in marketing and branding. He is the co-founder and chief marketing officer of Zeebu, a pioneering on-chain B2B invoice settlement platform. His strategic insights have been instrumental in guiding Fortune 500 companies to success through insight-driven marketing. A globally-renowned entrepreneur, published author, and in-demand speaker at TEDX and conferences around the globe. He is a 21st-century leader and influencer whose words and work in the field of marketing and branding are helping organizations leapfrog to the next level. He is ranked amongst the top 100 CMOs in the world. He speaks and writes enthusiastically about brand strategy, entrepreneurship, product innovation, growth marketing, and sales. His work has been published in the Wall Street Journal, Forbes, Entrepreneur Magazine, and more. About Priyanka Brahmbhatt Priyanka AB Brahmbhatt is a visionary corporate governor and thought leader currently working as the executive board member for the Bankai Group of Companies. She is also a UNSDG advocate, a Forbes U 30 nominee, a Forbes NY Council member, an author and philanthropist, and a motivational speaker. She has led several narratives, especially in the tech space on gender equality and equity. She is a Data-Driven Marketeer by education and passion, holding a gold medal from the National Marketing Honor Society.

Read More

Core ABM

Forrester Releases Complete B2B Summit EMEA 2023 Conference Agenda

Forrester | September 20, 2023

Forrester has announced unveiling the full conference agenda for its upcoming B2B Summit EMEA event, scheduled to take place both in London and virtually from October 9th to 11th, 2023. Against the backdrop of ongoing economic fluctuations, the event will emphasize the shift from short-term objectives to the development of strategies fostering consistent, long-term customer and buyer value. Additionally, it will provide best practices for harnessing generative AI for sales and marketing transformation. The event will serve as a platform for B2B marketing, sales, and product leaders to delve into fresh research, models, and insights aimed at propelling growth in a fiercely competitive market. Participants will gain insight into the intricacies of enhancing cross-functional alignment, a critical yet challenging aspect of growth, particularly in a dynamic environment marked by evolving buyer demands, economic unpredictability, and relentless competition. Attendees can look forward to accessing valuable content designed to enhance the efficiency and effectiveness of individuals, processes, and overall performance. Noteworthy keynotes and sessions include: Winning with Generative AI: Transforming Sales and Marketing Introducing Forrester’s B2B Customer-Obsessed Growth Engine. It’s About the Customer — How Marketing and Sales Integrate for Success. The State of B2B Marketing Measurement 2023. Get Ready for The Age of Cookieless Marketing Moreover, Forrester will take the opportunity to honor the winners of its B2B Return On Integration Honors and B2B Programs of the Year Awards. These accolades will recognize organizations that have achieved remarkable success in their marketing, sales, and product functions, resulting in substantial revenue growth. For those attending the event in person in London, a comprehensive range of benefits awaits, including access to all sponsors and onsite content. This encompasses facilitated discussions, special sessions like the Executive Leadership Exchange, and several sessions focused on diversity and inclusion. Attendees participating in the B2B Summit's digital experience will enjoy full access to all conference sessions, spanning keynotes, track sessions, case studies, and sponsor presentations, all accessible via the event platform. Paul Ferron, Vice President and Research Director at Forrester, said, Factors such as new privacy laws, generative AI’s rapid rise, and internal and external pressures to drive business growth quickly are putting tremendous pressure on B2B leaders. At B2B Summit EMEA 2023, marketing and sales leaders will learn how to make smart decisions to enable greater success for their business. [Source – Business Wire] About Forrester Forrester is recognized as one of the most influential research and advisory firms worldwide, providing guidance to leaders in various domains, including technology, customer experience, digital, marketing, sales, and product functions. The organization assists these leaders in leveraging customer-centric approaches to drive growth. Through Forrester's exclusive research, consultancy services, and events, leaders across the globe are empowered to take bold initiatives in their professional roles, effectively navigating change and placing customer satisfaction at the core of their leadership, strategy, and operational practices. Forrester's unique insights are grounded in extensive annual surveys involving over 700,000 consumers, business leaders, and technology professionals on a global scale.

Read More

Core ABM

StackAdapt Partners with Lead Forensics to Expand Its ABM Targeting and Measurement Capabilities in EMEA and Canada

Business Wire | October 04, 2023

StackAdapt (www.stackadapt.com), the leading self-serve programmatic advertising platform, has partnered with Lead Forensics, the world’s No. 1 B2B website visitor identification software, to expand StackAdapt’s latest ABM Targeting and Measurement solution. This integration empowers B2B marketers and ad agencies seeking to reach highly specific audiences within EMEA and Canada in addition to the company’s existing targeting capabilities for the US. Key Benefits for B2B Marketers and Advertisers: Expanded Market Reach: B2B marketers can now extend their reach beyond the US and tap into new markets in EMEA and Canada targeting a broader audience and potential customers. Relevant Targeting: This expansion ensures that ad campaigns are relevant and resonate with the right audience. Measurable Impact: With highly accurate measurement capabilities, B2B marketers can assess the performance of their campaigns and make data-driven decisions to optimize results, leading to higher ROI and more effective marketing efforts. Frictionless Campaign Management: The self-serve solution offers easy-to-use features for campaign creation and reporting, saving time and resources for B2B marketers and streamlining their advertising process. Low-Risk Testing: The solution allows for quick campaign activation without contractual minimums, giving B2B marketers the confidence to experiment and learn, leading to improved strategies and successful outcomes in the long run. “We’re delighted to partner with StackAdapt,” said Chris Murray, Vice President of Partnerships at Lead Forensics. “We know how powerful our data is and we look forward to working with StackAdapt to help businesses connect, engage, and succeed like never before.” Agent3 is a global ABM agency focused on delivering hyper-targeted campaigns for its clients. As a StackAdapt partner, it was one of the first to harness the power of Lead Forensics' IP data. This collaboration extends our ability to offer increased reliability, visibility and scale in EMEA and Canada, as well as complimenting and expanding the reach provided by many of our customers' existing pure-play ABM platforms across the US, explained Daniel Sands, Chief Innovation Officer and Partner at Agent3. “With precise audience targeting via StackAdapt, combined with the ability to measure campaign impact with pinpoint accuracy, our agency was able to achieve really great scale and performance metrics. We were particularly impressed from an account attribution perspective and the data we were able to capture about the companies we had reached. This partnership represents a significant milestone in our ability to deliver outstanding results for our clients." "The ability to provide ABM measurement in EMEA and North America is a unique delivery for our platform compared to competitors, and we are thrilled to provide this offering thanks to our partnership with Lead Forensics,” said Michael Shang, Vice President of Partnerships and Business Solutions at StackAdapt. "This collaboration allows us to provide a comprehensive self-serve solution that caters to the evolving needs of B2B marketers and advertisers seeking to make a measurable impact." StackAdapt provides easy access to its platform with no monthly minimum commitment, including for ABM targeting. For B2B marketers, StackAdapt utilizes programmatic to deliver an increase in leads and sales to meet growth requirements and build a long-term sustainable funnel. For more information, visit www.stackadapt.com. About Lead Forensics Lead Forensics is the world's #1 B2B website visitor identification software. Trusted by 60,000+ customers, Lead Forensics owns the world’s largest database of business IP addresses, enabling you to identify B2B website visitors, access contact information for key decision-makers, and get detailed website analytics. Lead Forensics has been named as one of the 100 Best Global Software companies and the software has also been named in the world’s Top 25 Best Software Products by G2. For further information, visit www.leadforensics.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.

Read More

Account Management

Bestselling Author Launches 'The Integrated Marketing Handbook': Your Guide to a Game-Changing Marketing Strategy

Accesswire | September 29, 2023

Bestselling authors Dr. Raghavendra Hunasgi and Priyanka AB Brahmbhatt illuminate the path to effective marketing in their latest book. Renowned for his transformative insights into marketing and growth, the bestselling author and co-founder of Zeebu, Dr. Raghavendra Hunasgi, is set to captivate readers once again with a powerful new addition to the world of marketing literature. His new book, "The Integrated Marketing Handbook: Your Ultimate Guide to Building a Killer Marketing Strategy," promises to be a compelling resource for those seeking to revolutionize their marketing approach. The book is co-authored by Priyanka AB Brahmbhatt, a dynamic entrepreneur, visionary thinker, and accomplished author whose innovative ideas and strategic insights have been instrumental in shaping the narrative of this compelling work. Dr. Raghavendra Hunasgi is a recognized expert in the fields of marketing and branding. His debut book, "Unleashing Growth: 15 Growth Marketing Hacks Every Entrepreneur Should Know," which provides invaluable insights into growth marketing, was hailed as a bestseller in 2020 in the business, management, and entrepreneurship categories. His expertise and innovative approach have made him a sought-after voice in the industry. In "The Integrated Marketing Handbook," Dr. Raghavendra Hunasgi, along with co-author Priyanka Brahmbhatt, presents a comprehensive guide to maximizing marketing reach and effectiveness by integrating various strategies. The book is a treasure trove for marketers and entrepreneurs, offering an in-depth exploration of inbound, outbound, and account-based marketing techniques. Each strategy is explored in depth, from attracting customers through content creation in inbound marketing to reaching out to customers through various forms of advertising in outbound marketing and building relationships with key accounts in account-based marketing. Dr. Hunasgi's expertise in marketing and branding is evident as he provides practical advice on how to effectively integrate these strategies. The book serves as a practical guide, offering insights on aligning messaging, targeting the right audience, and measuring success to maximize results in today's competitive environment. As an author, my passion has always been to delve into the diverse aspects of marketing and growth strategies. My previous book, ‘Unleashing Growth,' provided readers with proven systems for growth marketing, and now with ‘The Integrated Marketing Handbook,' I invite readers to join me on a journey through the complex world of integrated marketing. It's an honor to share these insights and experiences with my readers, says Dr. Raghavendra Hunasgi. Priyanka Brahmbhatt adds, "‘The Integrated Marketing Handbook' is designed to resonate with a broad audience, captivating both those familiar with our previous work and those encountering our writing for the first time. We believe that this book will serve as a valuable resource for anyone looking to enhance their marketing strategies." With these powerful insights from both authors, ‘The Integrated Marketing Handbook' is set to be a game-changer in the world of marketing literature. Those interested in securing a copy will find it readily available on Amazon: https://amzn.eu/d/flBGt0T. For media inquiries, interviews, and speaking opportunities, you can reach out to Dr. Raghavendra Hunasgi on LinkedIn. About Dr. Raghavendra Hunasgi Dr. Raghavendra Hunasgi is a globally recognized expert in marketing and branding. He is the co-founder and chief marketing officer of Zeebu, a pioneering on-chain B2B invoice settlement platform. His strategic insights have been instrumental in guiding Fortune 500 companies to success through insight-driven marketing. A globally-renowned entrepreneur, published author, and in-demand speaker at TEDX and conferences around the globe. He is a 21st-century leader and influencer whose words and work in the field of marketing and branding are helping organizations leapfrog to the next level. He is ranked amongst the top 100 CMOs in the world. He speaks and writes enthusiastically about brand strategy, entrepreneurship, product innovation, growth marketing, and sales. His work has been published in the Wall Street Journal, Forbes, Entrepreneur Magazine, and more. About Priyanka Brahmbhatt Priyanka AB Brahmbhatt is a visionary corporate governor and thought leader currently working as the executive board member for the Bankai Group of Companies. She is also a UNSDG advocate, a Forbes U 30 nominee, a Forbes NY Council member, an author and philanthropist, and a motivational speaker. She has led several narratives, especially in the tech space on gender equality and equity. She is a Data-Driven Marketeer by education and passion, holding a gold medal from the National Marketing Honor Society.

Read More

Core ABM

Forrester Releases Complete B2B Summit EMEA 2023 Conference Agenda

Forrester | September 20, 2023

Forrester has announced unveiling the full conference agenda for its upcoming B2B Summit EMEA event, scheduled to take place both in London and virtually from October 9th to 11th, 2023. Against the backdrop of ongoing economic fluctuations, the event will emphasize the shift from short-term objectives to the development of strategies fostering consistent, long-term customer and buyer value. Additionally, it will provide best practices for harnessing generative AI for sales and marketing transformation. The event will serve as a platform for B2B marketing, sales, and product leaders to delve into fresh research, models, and insights aimed at propelling growth in a fiercely competitive market. Participants will gain insight into the intricacies of enhancing cross-functional alignment, a critical yet challenging aspect of growth, particularly in a dynamic environment marked by evolving buyer demands, economic unpredictability, and relentless competition. Attendees can look forward to accessing valuable content designed to enhance the efficiency and effectiveness of individuals, processes, and overall performance. Noteworthy keynotes and sessions include: Winning with Generative AI: Transforming Sales and Marketing Introducing Forrester’s B2B Customer-Obsessed Growth Engine. It’s About the Customer — How Marketing and Sales Integrate for Success. The State of B2B Marketing Measurement 2023. Get Ready for The Age of Cookieless Marketing Moreover, Forrester will take the opportunity to honor the winners of its B2B Return On Integration Honors and B2B Programs of the Year Awards. These accolades will recognize organizations that have achieved remarkable success in their marketing, sales, and product functions, resulting in substantial revenue growth. For those attending the event in person in London, a comprehensive range of benefits awaits, including access to all sponsors and onsite content. This encompasses facilitated discussions, special sessions like the Executive Leadership Exchange, and several sessions focused on diversity and inclusion. Attendees participating in the B2B Summit's digital experience will enjoy full access to all conference sessions, spanning keynotes, track sessions, case studies, and sponsor presentations, all accessible via the event platform. Paul Ferron, Vice President and Research Director at Forrester, said, Factors such as new privacy laws, generative AI’s rapid rise, and internal and external pressures to drive business growth quickly are putting tremendous pressure on B2B leaders. At B2B Summit EMEA 2023, marketing and sales leaders will learn how to make smart decisions to enable greater success for their business. [Source – Business Wire] About Forrester Forrester is recognized as one of the most influential research and advisory firms worldwide, providing guidance to leaders in various domains, including technology, customer experience, digital, marketing, sales, and product functions. The organization assists these leaders in leveraging customer-centric approaches to drive growth. Through Forrester's exclusive research, consultancy services, and events, leaders across the globe are empowered to take bold initiatives in their professional roles, effectively navigating change and placing customer satisfaction at the core of their leadership, strategy, and operational practices. Forrester's unique insights are grounded in extensive annual surveys involving over 700,000 consumers, business leaders, and technology professionals on a global scale.

Read More

Core ABM

StackAdapt Partners with Lead Forensics to Expand Its ABM Targeting and Measurement Capabilities in EMEA and Canada

Business Wire | October 04, 2023

StackAdapt (www.stackadapt.com), the leading self-serve programmatic advertising platform, has partnered with Lead Forensics, the world’s No. 1 B2B website visitor identification software, to expand StackAdapt’s latest ABM Targeting and Measurement solution. This integration empowers B2B marketers and ad agencies seeking to reach highly specific audiences within EMEA and Canada in addition to the company’s existing targeting capabilities for the US. Key Benefits for B2B Marketers and Advertisers: Expanded Market Reach: B2B marketers can now extend their reach beyond the US and tap into new markets in EMEA and Canada targeting a broader audience and potential customers. Relevant Targeting: This expansion ensures that ad campaigns are relevant and resonate with the right audience. Measurable Impact: With highly accurate measurement capabilities, B2B marketers can assess the performance of their campaigns and make data-driven decisions to optimize results, leading to higher ROI and more effective marketing efforts. Frictionless Campaign Management: The self-serve solution offers easy-to-use features for campaign creation and reporting, saving time and resources for B2B marketers and streamlining their advertising process. Low-Risk Testing: The solution allows for quick campaign activation without contractual minimums, giving B2B marketers the confidence to experiment and learn, leading to improved strategies and successful outcomes in the long run. “We’re delighted to partner with StackAdapt,” said Chris Murray, Vice President of Partnerships at Lead Forensics. “We know how powerful our data is and we look forward to working with StackAdapt to help businesses connect, engage, and succeed like never before.” Agent3 is a global ABM agency focused on delivering hyper-targeted campaigns for its clients. As a StackAdapt partner, it was one of the first to harness the power of Lead Forensics' IP data. This collaboration extends our ability to offer increased reliability, visibility and scale in EMEA and Canada, as well as complimenting and expanding the reach provided by many of our customers' existing pure-play ABM platforms across the US, explained Daniel Sands, Chief Innovation Officer and Partner at Agent3. “With precise audience targeting via StackAdapt, combined with the ability to measure campaign impact with pinpoint accuracy, our agency was able to achieve really great scale and performance metrics. We were particularly impressed from an account attribution perspective and the data we were able to capture about the companies we had reached. This partnership represents a significant milestone in our ability to deliver outstanding results for our clients." "The ability to provide ABM measurement in EMEA and North America is a unique delivery for our platform compared to competitors, and we are thrilled to provide this offering thanks to our partnership with Lead Forensics,” said Michael Shang, Vice President of Partnerships and Business Solutions at StackAdapt. "This collaboration allows us to provide a comprehensive self-serve solution that caters to the evolving needs of B2B marketers and advertisers seeking to make a measurable impact." StackAdapt provides easy access to its platform with no monthly minimum commitment, including for ABM targeting. For B2B marketers, StackAdapt utilizes programmatic to deliver an increase in leads and sales to meet growth requirements and build a long-term sustainable funnel. For more information, visit www.stackadapt.com. About Lead Forensics Lead Forensics is the world's #1 B2B website visitor identification software. Trusted by 60,000+ customers, Lead Forensics owns the world’s largest database of business IP addresses, enabling you to identify B2B website visitors, access contact information for key decision-makers, and get detailed website analytics. Lead Forensics has been named as one of the 100 Best Global Software companies and the software has also been named in the world’s Top 25 Best Software Products by G2. For further information, visit www.leadforensics.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.

Read More

Events