THE NEXT STEP OF ABM

| January 13, 2020

article image
As the technology evolved, ABM began to lose ground to inbound marketing – of course it makes more sense to talk to the people that search for your products and services in the first place. Very soon, it turned out that the ABM was seen as the old way of doing things and inbound was the new, better way. So in the inbound world, can ABM still be relevant? Sure it can. And when the best parts of inbound are combined, it is more effective than ever. In it’s best, account based marketing is a shared function of marketing and sales. ABM covers the whole buying process, all the way from the first contact to, and even beyond, the closing sales meeting.

Spotlight

ALTAVIA

Altavia is the first international independent group specialized in sales communications for retailers. Founded in 1983 by Chief Executive Officer Raphaël Palti, the group offers tailor-made Sales Activation solutions. Nowadays, sales communications effectiveness lies in the unique relational alchemy which enables retailers to forge fruitful links with their customers. This relational alchemy requires day-to-day nurturing, enrichment and transformation.

OTHER ARTICLES

5 Reasons Why Account-Based Marketing Gives Better ROI

Article | July 23, 2021

ROI matters in B2B business. Account-based marketing has reached a significant tipping point and has become an investment that could pay off for the years to come. It is because B2B marketers are achieving substantial results with the help of ABM, and those who haven't started using it yet are planning to implement it. And why not? This type of marketing harnesses the best marketing tactics for creating highly relevant campaigns that positively impact a B2B businesses’ bottom line. Forrester describes ABM as "a strategy by which marketing and sales cooperatively work to pursue, establish, and grow in long-term and engage in revenue-generating relationships with specific accounts." As a result, its study says that 71 percent of companies that invest in ABM report that their return on investment is fairly or significantly higher than traditional marketing programs it used before. Now that the importance of account-based marketing has come into the picture while detailing the reasons why ABM gives a better ROI. It is decisive to know why you should get interested in ABM. Importance of Account-Based Marketing ABM is vital to your marketing strategy because it helps you create a more targeted and effective campaign. In other words, it has the potential to fuel growth for years into your B2B business future and develop stronger relationships with customers who matter most in support of your business objectives. Understand that ABM is more than social media advertising that incorporates traditional marketing methods such as direct mail and email marketing. Similarly, marketing automation is yet another crucial part of ABM. When you automate your ABM, you get qualified leads and prospecting activities. This gives you a competitive advantage over other companies in your industry so that you can get an insight into what your competitors are up to. But, most importantly, you get a higher chance of getting the right prospect to what you offer. In connection to this, here comes an important step to include—creating relevant content. It is because when it comes to ABM, relevance is all that matters. Your offers need to be tailored for qualified prospects, and not all noise will cut through the clutter anymore. A recent Forrester Consulting study by LiveRamp surveyed 312 B2B marketers across six industries found that nearly all marketers said their businesses are committed to using ABM as a revenue-driving strategy in the present time. Similarly, most marketers also reported a high level of confidence by using a wide range of ABM capabilities. Let’s deep dive into five reasons why ABM offers a better return on investment than more traditional methods. Efficient Operations for Sales and Marketing ABM users highlight its role in bringing sales and marketing closer to collaborate on developing and executing sales and marketing strategies. As per Bizible’s research, marketers are now 40 percent more likely to align their strategy with sales because of ABM's strategy. By putting the teams together, sales and marketing can coordinate their outreach and ensure client engagement is conducted high-value and meaningful. Meanwhile, marketers benefit from a streamlined approach that lets them discard a far-and-wide marketing strategy favoring carefully chosen prospects. With having a focus on selected targets rather than scattershot marketing campaigns, marketers can now focus on harmonizing and automating their digital marketing efforts, which makes them ready to work on next-generation demand-gen platforms with the help of AI and machine learning. In this way, they can orchestrate their campaigns and exponentially grow the ROI of your business. This ensures the right account prospects and results in the most significant ROI potential. This automated marketing approach reduces the marketing team workload and saves staff precious time while preserving huge marketing dollars. Thus, more efficient spending and a higher threshold for returns will bring a significant ROI to your business. Master in Multichannel Amid the rush to digital marketing, which is gaining prominence in the current time, the most effective ABM strategy and programs create a balance of online and offline approaches, fully integrated across sales and marketing. In addition, account-based marketing automation saves marketers from making unnecessary costs, so they spend less on marketing while still getting results. Forrester's survey says that the key strengths of dedicated measurement solutions by ABM are the improved ability to track engagement and optimize across online and offline channels. This is so marketers can manage the frequency of engagement as well as precisely determine attribution. A Personalized Approach Personalization makes ABM so appealing to clients. ABM has a way of turning attention to detail, so it immediately gets a client’s interest. To be true, the marketing and sales teams have to be competent in conducting in-depth research of potential leads. When it’s done accurately, they will target clients based on their likelihood of converting, then develop personalized offers to get good results. For this, you have to keep a separate ROI of account-based marketing at the same level. When you have such a narrow focus, you get a chance to communicate with the specific prospect and craft a better offer for them. By providing a personalized approach, you have a high chance to see increased ROI of your business. Manage, Monitor Data Governance and Privacy Maintaining the privacy of prospect data is crucial for B2B organizations. In today’s time, where the lines between B2B and B2C marketing are increasingly blurred, applying strict governance policies over the use of prospect data is a must. In addition, people expect brands to respect privacy preferences and actively work to build trust. Every dollar counts in a crisis. But almost one-third of marketing professionals are still planning to increase their investments towards ABM in the next calendar year. Moreover, decision-makers expect those investments in digital to yield substantial business benefits; the pressure to deliver is higher than ever. So, to have an actual ROI of account-based marketing is equally crucial to enjoying a significant revenue of your business. ABM Encourages to Measure Performance By integrating ABM strategy and account-based marketing automation, marketers can identify and reinforce the most effective strategies to measure the performance of marketing efforts that exclusively depends on ROI generation. It’s easy to measure acumens when you have highly focused accounts and well-sorted campaigns. You need to perceive what content approach gains traction and what attempts fail to succeed. In a nutshell, when the businesses are identified, an account-based approach will offer precisely what a business needs; this will help your business gain maximum ROI. So, plan now for an account-centric marketing future. Your team can accelerate deliver strong business ROI out of account-based marketing automation programs by considering a cross-channel B2B business solution that can help fill capability gaps and evidently prove the worth of your ABM marketing efforts. Frequently Asked Questions How effective is ABM for generating ROI? When it comes to increasing the ROI of business, ABM helps drastically. It aligns sales and marketing teams to work together, which generates a positive ROI and increases revenue. In this, 60% of companies that use ABM experienced a revenue increase of at least 10% within a year, while one out of five companies experienced a 30% and more rise in revenue. What is a good ROI percentage for ABM? A good ROI percentage for ABM stands at 5:1, which is considered the middle of the curve. A ratio over 5:1 is considered robust for most businesses, whereas a 10:1 ratio is exceptional. What are the top 3 reasons to choose ABM marketing? The top three reasons are: To reach the right prospect that matters according to business To gain a competitive advantage ABM shortens long sales cycles { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How effective is ABM for generating ROI?", "acceptedAnswer": { "@type": "Answer", "text": "When it comes to increasing the ROI of business, ABM helps drastically. It aligns sales and marketing teams to work together, which generates a positive ROI and increases revenue. In this, 60% of companies that use ABM experienced a revenue increase of at least 10% within a year, while one out of five companies experienced a 30% and more rise in revenue." } },{ "@type": "Question", "name": "What is a good ROI percentage for ABM?", "acceptedAnswer": { "@type": "Answer", "text": "A good ROI percentage for ABM stands at 5:1, which is considered the middle of the curve. A ratio over 5:1 is considered robust for most businesses, whereas a 10:1 ratio is exceptional." } },{ "@type": "Question", "name": "What are the top 3 reasons to choose ABM marketing?", "acceptedAnswer": { "@type": "Answer", "text": "The top three reasons are: To reach the right prospect that matters according to business To gain a competitive advantage ABM shortens long sales cycles" } }] }

Read More

5 Key Moves for Delivering Effective Account-Based Marketing

Article | April 7, 2020

Before we launch into account-based marketing (ABM), let’s talk “data” for a moment. Companies get inundated with data on the daily basis. There is firmographic data, account data, technographic data, intent data, predictive data… hot data, small data, cold data, tall data. Okay, so I took it a little too far, but you feel me, right? All of those complex, undefined batches of information that your sales and marketing teams struggle to make actionable are living in your Customer Relationship Management (CRM), waiting to be deciphered and transformed into data-driven insights.

Read More

HOW UGC IS CHANGING THE GAME FOR YOUR BUSINESS’? MARKETING (EXAMPLES OF BRANDS WHO GET IT)

Article | March 1, 2021

You’re overcomplicating it. You don’t need the studio lighting, you don’t need a $2000+ camera, you don’t need a full production crew. Actually, it can actually be more effective for your content to not use any of this. Keep reading to learn how. By now, I’m sure you’ve noticed the rise of user-generated content (UGC). UGC is photos and videos created for your brand by customers, viewers, or followers. There’s so much beauty in this and throughout 2020, with everyone stuck inside their house, lots of companies had no choice but to make do with what they could. Sometimes this meant FaceTime photoshoots or videos that customers shot on regular iPhones. I am a huge fan of user-generated content and most consumers are, too. Let’s unpack the beauty of why this is such a beautiful and effective form of content on both the customer side as well as the business’ side.

Read More

Three Tips for Marketo Account-Based Marketing

Article | March 13, 2020

Account-based marketing has been a growing trend for today’s B2B marketing professionals. By aligning both sales and marketing teams with the same goals and objectives, we see our tech stacks evolve for better execution. Marketo has account-based marketing functionality, giving marketers and sales teams alike the capability of running successful account-based marketing campaigns. When getting started, there are three core areas you should focus on setting up: target named accounts, engagement campaigns, and results measurement.

Read More

Spotlight

ALTAVIA

Altavia is the first international independent group specialized in sales communications for retailers. Founded in 1983 by Chief Executive Officer Raphaël Palti, the group offers tailor-made Sales Activation solutions. Nowadays, sales communications effectiveness lies in the unique relational alchemy which enables retailers to forge fruitful links with their customers. This relational alchemy requires day-to-day nurturing, enrichment and transformation.

Events