The Missing Link in Your ABM Strategy Part 2

| March 19, 2020

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In part one of this series, we defined account-based marketing (ABM), discussed why it mattered, and highlighted the need for a unified data strategy to create a single-source of truth. But many marketers still grapple with the question: is ABM a strategy or a technology?  While ABM technology can certainly help marketers leverage data and speed to drive maximum efficiency, delivering personalized experiences off the back of a holistic data-based understanding is just part of the equation.
ABM technology, on its own, can’t meet the need for a personalized and connected experience that our customers have come to expect.

Spotlight

Triblio

Triblio provides account based marketing (ABM) software for the web to generate demand and engagement from target accounts. The web is the most influential marketing vehicle throughout the buyer journey according to surveys by Forrester, ITSMA, and Accenture. ABM targets top-revenue producing accounts to personalize customer experience, accelerate the buying journey, and deepen engagement.

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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3 Reasons Why ABM is a Smart Strategy for Demand Generation Managers

Article | February 27, 2020

Building brand awareness is often easier said than done. This is especially true in B2B marketing, where purchases are high-consideration and customer relationships are long-term. A mix of different strategies and tactics is needed to connect with audiences, increase traffic and pipeline, and create conversation at scale. One of these strategies is account-based marketing (ABM), which can help demand generation managers lead their teams to build profitable relationships with high-value accounts.

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PLANNING FOR ABM? OVERCOME THESE COMMON CHALLENGES

Article | March 20, 2020

Account-based marketing (ABM) has gained a firm foothold in the B2B marketing world. According to Information Technology Services Marketing Association, ABM is defined as “treating individual accounts as markets in their own right.” Basically, you as a marketer are taking personalization to an elevated level. Making the leap into ABM marketing is highly recommended to improve your marketing ROI, but without proper planning, finding success could become a struggle. The only way to reduce the potential risks associated with virtually any strategy is to develop a comprehensive game plan. Effective planning will result in increased buy-in from upper management, effective training and development, acquisition of the right ABM tools, the accurate collection of data, and ultimately a boost to your strategy success.

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Spotlight

Triblio

Triblio provides account based marketing (ABM) software for the web to generate demand and engagement from target accounts. The web is the most influential marketing vehicle throughout the buyer journey according to surveys by Forrester, ITSMA, and Accenture. ABM targets top-revenue producing accounts to personalize customer experience, accelerate the buying journey, and deepen engagement.

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