The State of the Account-Based Revenue Engine 2019

| May 2, 2019

article image
B-to-b sales and marketing leaders recognize that a well-functioning revenue engine is a key driver for profitability and growth. They also understand the value of designing parts of that revenue engine around their high-priority accounts. This is why account-based marketing (ABM) programs continue to grow, fueled by the delivery of strong results, including higher account engagement, improved win rates, larger average deal size and strong ROI. But even as ABM programs increase in popularity among b-to-b organizations and deliver significant business results, ABM leaders must be able to justify greater investment by providing comprehensive measurement to show the programs’ impact.

Spotlight

Referro

Referro was established in 1991 and evolved into a B2B Marketing agency specialized in improving the effectiveness of marketing and sales processes of both local SME clients as corporate organizations with international activities. We combine brand building, marketing intelligence, online marketing, campaign management, marketing automation and telemarketing competencies in order to design or improve our clients 'marketing machine'. Because most of our specialists have a track record working at the 'client side of the business' we truly understand our clients most important challenges. Clients experience our ability to connect with their internal stakeholders in sales and accounting as an important added value.

OTHER ARTICLES

Everything you need to know about account-based marketing

Article | March 3, 2020

What exactly is account-based marketing or ABM? In a nutshell, ABM is targeted marketing that uses personalized campaigns and messaging to effectively reach a small, specific audience. “The analogy I like to use is that you're fishing with a spear when you're using ABM, and you're fishing with a net in traditional marketing,” explains Steve Lendt, Motum B2B’s Director of Engagement and Analytics. After researching and identifying which accounts you wish to target, you can begin developing personalized campaigns and content to address their specific needs and goals.

Read More

Optimizing ABM with Influencer Marketing

Article | February 28, 2020

Marketers who practice ABM are seeing impressive results. A recent report from ITSMA and the ABM Leadership Alliance found that 73% of marketers plan to increase ABM budgets in the coming year, and 71% saw greater ROI compared to traditional marketing. Yet as much success as marketers are seeing with ABM, most are missing a crucial part of the strategy: Building trust through external influence. In his B2BMX presentation, Lee Odden observed that ABM marketers tend to focus on internal influence which members of the buying committee have a say in the purchase decision.

Read More

A 5 Step Journey to Launching an ABM Program

Article | February 27, 2020

While account-based marketing (ABM) has gained a lot of traction among B2B marketers, there isn’t much consensus in the industry around how to get started. We’re still seeing ABM strategies develop and mature, so the account-based playbook isn’t as clear or as widespread as the lead gen funnel was. That’s why in episode 2 of “Ask an ABM Expert”, Andrew Mahr, our Chief Customer Officer and host of the mini-series, tackles the five steps that we encourage practitioners to take when launching an ABM program. Andrew has helped launch thousands of successful ABM campaigns using this tried and true process, and today we’ll be diving into why each of these steps is foundational to fueling pipeline growth.

Read More

Top 5 Things To Know About Account Based Marketing 2020

Article | February 13, 2020

Trying to reach the masses by using marketing strategies that target many people at once can very effective for some businesses. With some businesses, it may not be the best approach because it could waste a lot of time and yield unsatisfying results. When targeting individual decision-makers in certain companies, a business might get better results and close more sales. Part of being a sales enablement leader includes knowing when to switch the marketing methods to increase revenue. Whenever you think that the ship you’re aboard is sinking or measuring metrics show unsatisfying results, it may be time to rethink your marketing strategy. 87% marketers who used Account-Based Marketing (ABM) rate it as more successful than any other type of marketing campaign.

Read More

Spotlight

Referro

Referro was established in 1991 and evolved into a B2B Marketing agency specialized in improving the effectiveness of marketing and sales processes of both local SME clients as corporate organizations with international activities. We combine brand building, marketing intelligence, online marketing, campaign management, marketing automation and telemarketing competencies in order to design or improve our clients 'marketing machine'. Because most of our specialists have a track record working at the 'client side of the business' we truly understand our clients most important challenges. Clients experience our ability to connect with their internal stakeholders in sales and accounting as an important added value.

Events