The KPIs of Account-Based Marketing

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By concentrating sales and marketing resources on a list of target accounts, ABM significantly changes the way you evaluate the performance of your B2B marketing. It’s no longer enough to have a purely quantitative approach aimed at booking the highest number of more or less appropriate leads provided by marketing to sales. Neither is it about trying to be at the root of sales opportunities. Look to foster strong engagement at the heart of accounts where opportunities to influence and accelerate sales already exist.

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OTHER ARTICLES

Adjusting ABM Strategies During COVID-19

Article | April 16, 2020

Empathy is an emotion that many marketers invoke when they are developing their positioning and messaging for various campaigns. They consider questions such as: “If I put myself in the buyers’ shoes, what do I think they think or feel about this particular pain point?” “Do I understand the challenges they are facing?” “How can I help them overcome this issue and provide long-term value?” Over the last few years, many B2B marketers have leveraged account-based marketing (ABM) to address these questions with specific use cases and examples tailored to their target accounts, in order to boost engagement and drive high-value conversions.

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Why Account Based Marketing and Personalization Are The Perfect Match

Article | April 16, 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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Forget the hype: The virtues of account based marketing

Article | April 16, 2020

Account based marketing (ABM) is a mainstay of the B2B sector. Often most beneficial when dealing with a niche product or service, ABM is especially useful if the aim is to address more than one person or department within an organisation with a tailored message. In basic terms, it involves taking a very targeted, longer-term approach, homing in on selected key accounts that have (or could have) a particular value and then establishing a far broader, strategic engagement with a client. As head of business marketing and customer experience at O2, Zoe Hominick is a keen advocate of ABM as a crucial channel for B2B marketing.

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How to Approach Demand Gen in Challenging Times

Article | April 16, 2020

The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty on top of the risk and strain caused by a global pandemic whether an economic downturn is imminent, or how severe it might be, and for how long. Most B2B marketers we talk to are continuing to plan, develop and execute campaigns and other initatives, for the time being at least. Even then, we’re having many conversations on how clients should approach demand generation strategy in the coming weeks.

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True Influence

True Influence is a data-driven technology company that connects you with your next customer. We expertly leverage data, technology and content to drive high-impact marketing campaigns and share detailed data insights to help you win new business…

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