The Role of Content in Account-Based Everything

Account-Based-Marketing is hot these days. So hot that it’s starting to spawn offspring, such as Account-Based-Sales-Development. I say it jokingly, but, in fact, I’m a big fan of both. I think that the account-based approach makes a ton of business sense. It also aligns very nicely with what we do at Folloze, where personalization is a major selling point. In a very recent case study, Lars Nilsson, VP, Global Inside Sales with Cloudera, detailed how Cloudera is implementing account based sales development. You can and should watch the webinar he hosted together with LeanData here. In this webinar, Mr. Nilsson described the components and the technology stack of the Cloudera Account-Based-Sales-Development machine. He only missed one component - CONTENT. It’s true, a lot of thought went into crafting elaborate emails, with help from experts and careful attention to each account’s pains. But let’s take it to the next level and offer more than just emails.

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Smarter Insights

Data is powerful – but it is also complex, confusing, difficult to manage and constantly expanding. We simplify it for you. The goal is to deliver the highest quality actionable data for all our client’s campaigns whilst ensuring we meet current data protection rules and GDPR regulations in target markets.

OTHER ARTICLES
Buyer Intent Data

The 5 Things to Know About Account-Based Marketing

Article | August 23, 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.

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Programmatic ABM

5 Steps for Succeeding in Account-Based Marketing

Article | June 9, 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.

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Buyer Intent Data

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

Article | September 11, 2023

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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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.

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Spotlight

Smarter Insights

Data is powerful – but it is also complex, confusing, difficult to manage and constantly expanding. We simplify it for you. The goal is to deliver the highest quality actionable data for all our client’s campaigns whilst ensuring we meet current data protection rules and GDPR regulations in target markets.

Related News

Account-Based Marketing Gets a Boost with Release of InsightBASE Surge Alerts by True Influence

Benzinga | July 08, 2016

A leading Account-Based Marketing (ABM) authority on prospect insight and demand generation today announced the release of its game-changing free product enhancement for the ABM sector.

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BrightFunnel announces account-based marketing analytics tool

BrightFunnel | February 05, 2016

BrightFunnel added an account-based analytics marketing (ABM) tool to its multi-touch attribution platform for B2B marketers.

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It’s account based marketing, Jim – but not as we know it

February 10, 2016

"Account based marketing (ABM) is nothing new. Put simply, it is the technique of targeting an existing customer organisation and executing highly specific campaigns, usually into a select group of decision makers, to deliver new business against account growth targets. What is interesting now is how the execution of this is evolving with multiple approaches now seemingly covered by the ABM label. When the “right” way might be the wrong way Traditional or “true” ABM is usually undertaken via a detailed process of account examination, including the past and present financial state, and planning for multiple engagements to grow the account over the mid to long term. However, in reality this approach isn’t always possible for a number of different reasons. Budget is often a factor – devoting a significant amount to one account is often not feasible as there are multiple mouths to feed. Time is another – it can (and should) take weeks for the necessary account examination and planning, and often neither Sales nor Marketing (nor indeed management) are inclined to wait that long. Agile ABM So, when multiple accounts need to be targeted, there’s limited budget and the sales teams want results yesterday, what can you do? It is possible to do a kind of “ABM Lite” – and we’ve been exploring this with some interesting results. Knowledge of the account (specifically your individual targets) is still essential, but when there is a specific strategic goal, such as influencing the senior members of an organisation prior to a forthcoming contract decision, a single engagement process can be followed. If you know your objective, identify the individuals you want to target and then map the connections, relationships and pain points of those individuals, it’s possible to create a simple, elegant yet impactful campaign that can be delivered, personally by the sales teams, into the decision makers to grow the relationship. Whether a single interaction or part of a suite of planned engagements, it’s still ABM but scalable depending on the need. "

Read More

Account-Based Marketing Gets a Boost with Release of InsightBASE Surge Alerts by True Influence

Benzinga | July 08, 2016

A leading Account-Based Marketing (ABM) authority on prospect insight and demand generation today announced the release of its game-changing free product enhancement for the ABM sector.

Read More

BrightFunnel announces account-based marketing analytics tool

BrightFunnel | February 05, 2016

BrightFunnel added an account-based analytics marketing (ABM) tool to its multi-touch attribution platform for B2B marketers.

Read More

It’s account based marketing, Jim – but not as we know it

February 10, 2016

"Account based marketing (ABM) is nothing new. Put simply, it is the technique of targeting an existing customer organisation and executing highly specific campaigns, usually into a select group of decision makers, to deliver new business against account growth targets. What is interesting now is how the execution of this is evolving with multiple approaches now seemingly covered by the ABM label. When the “right” way might be the wrong way Traditional or “true” ABM is usually undertaken via a detailed process of account examination, including the past and present financial state, and planning for multiple engagements to grow the account over the mid to long term. However, in reality this approach isn’t always possible for a number of different reasons. Budget is often a factor – devoting a significant amount to one account is often not feasible as there are multiple mouths to feed. Time is another – it can (and should) take weeks for the necessary account examination and planning, and often neither Sales nor Marketing (nor indeed management) are inclined to wait that long. Agile ABM So, when multiple accounts need to be targeted, there’s limited budget and the sales teams want results yesterday, what can you do? It is possible to do a kind of “ABM Lite” – and we’ve been exploring this with some interesting results. Knowledge of the account (specifically your individual targets) is still essential, but when there is a specific strategic goal, such as influencing the senior members of an organisation prior to a forthcoming contract decision, a single engagement process can be followed. If you know your objective, identify the individuals you want to target and then map the connections, relationships and pain points of those individuals, it’s possible to create a simple, elegant yet impactful campaign that can be delivered, personally by the sales teams, into the decision makers to grow the relationship. Whether a single interaction or part of a suite of planned engagements, it’s still ABM but scalable depending on the need. "

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