TOPO Account Based Funnel

| June 6, 2017

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The account-based funnel begins with an ideal customer profile that is used to identify potential customers as target accounts. Accounts should be categorized into tiers. Whittlake said that sales can take on target accounts in tiers. Each successive tier of account managers will customize the experience by account more and more until the top tier can identify and target individual accounts.Target accounts are then tagged as engaged accounts based on their engagement with marketing and sales. Engaged accounts replace MQL.

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Whether it is a headline-grabbing publicity stunt in Times Square or a strategic brand partnership, at the michael alan group we pride ourselves on finding new & exciting formats for connecting brands with their target audience. Product launches, digital integrations, and national tours are just a few of the ways we inspire audiences to act. And we do it all in house. Experiential Marketing We design and execute experiential marketing campaigns of all sizes, including stunts, national tours, pop-up shops, product launches, drive-to-retail tactics and B2B programs. Event Production We produce every type of corporate event possible, among them Upfronts & Newfronts, cocktail receptions, galas, fundraisers, awards dinners & press events handling all aspects from venue to scripting to stage management and everything in between.

OTHER ARTICLES

ABM: Looking beyond the buzzword!

Article | May 20, 2021

Account Based Marketing (ABM) is not a new concept in B2B marketing. However, as an important integrated B2B marketing and sales approach, we don’t think it is widely understood or used as it should be in B2B media/events businesses and professional membership organisations. Regardless of the size of your organisation, product types, or the sectors you serve, every senior business leader and marketer should be embracing ABM and integrating it as part of their overall marketing strategy. If you’re keen to learn more about ABM – what it is, why it is important and how you put it into practice, read on!

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How to Develop An ABM Strategy for Healthcare and Life Sciences

Article | March 5, 2020

Most physician outreach now takes place digitally or indirectly. This shift in engagement has made it crucial for sales and marketing teams in healthcare and life sciences (HLS) to be aligned with a unified strategy. That’s what we discovered at League. Founded in 2014, League is on a mission to consumerize health and benefits for employers. We started using Salesforce and Pardot in 2017. Back then, marketing and sales were disconnected, and this was impacting our overall performance in a negative way. Our solution was to develop our first account-based marketing strategy. We saw that ABM was a huge trend, and we loved the idea of choosing a set of target accounts, creating playbooks, and personalizing marketing campaigns to help drive meetings.

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How to Leverage the Power of Marketing Automation for Your Demand Gen Operations

Article | March 11, 2020

One of the most significant shifts in demand generation is the move towards account-based marketing. Traditional marketers utilized a ‘one-to-many’ approach where tracts of messages were blasted to an extensive database. The age of personalization has now dawned on-demand generation. Marketers need to tailor their messages to suit personas and targeted accounts better. This form of marketing abandons the idea of fishing with a wide net. It instead promotes hunting for your biggest fish with spears. Marketers need automation tools to enhance their account-based marketing operations. Data shows demand generation automation can increase customer engagement by 68%. It will also strengthen timely communications and increase demand gen opportunities by 58%.

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Forget the hype: The virtues of account based marketing

Article | March 17, 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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Spotlight

MAG

Whether it is a headline-grabbing publicity stunt in Times Square or a strategic brand partnership, at the michael alan group we pride ourselves on finding new & exciting formats for connecting brands with their target audience. Product launches, digital integrations, and national tours are just a few of the ways we inspire audiences to act. And we do it all in house. Experiential Marketing We design and execute experiential marketing campaigns of all sizes, including stunts, national tours, pop-up shops, product launches, drive-to-retail tactics and B2B programs. Event Production We produce every type of corporate event possible, among them Upfronts & Newfronts, cocktail receptions, galas, fundraisers, awards dinners & press events handling all aspects from venue to scripting to stage management and everything in between.

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