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Video: How Atmel Achieved Account-Based Marketing Excellence
At Brand Connections, we connect the dots between you, your customers and the world of ever-changing consumer media consumption. People have never been more connected and marketing options have never been more complex.
Article | March 23, 2020
Account-based marketing (ABM) is no longer a new concept to B2B companies. It’s effectiveness as a marketing strategy has seen it gain traction among businesses in recent times, and managed cloud software companies have not been left behind. Generally, businesses that embrace the ABM approach treat their customers or prospects as individual markets not one huge audience. This highly targeted and personal strategy means that B2B companies can focus entirely on their customers and proceed to customize their marketing efforts including content creation with them in mind.
In most cases, the returns from ABM campaigns are amazing. Data from ITSMA shows 85% of B2B marketers report that ABM outcomes superceed the investments they put in other marketing initiatives. But for managed cloud software companies seeking to boost their demand generation funnel, how can ABM help?
Understanding how a B2B buyer’s journey naturally progresses is key to designing a digital marketing program that works in any economic climate. When we do this with our clients, it allows us to see their marketing as a whole, rather than looking at isolated marketing tactics and getting overly focused on minor issues. Once we understand what’s already working for a client, we can then apply an informed strategy to amplify their successes. Occasionally, we may also recommend that a client step back from a few marketing tactics that might not be working well enough.
Many businesses employ Software-as-a-Service (SaaS) for its flexibility and simplicity to fulfill their marketing requirements. Different types of SaaS marketing platforms help companies simplify their marketing needs. But growing a SaaS company isn’t easy. It is quite challenging because the industry is flooded with competition. Research had predicted very early on that 73% of the companies would turn all their apps into SaaS by 2021, making SaaS competition fiercer than ever. Marketeers eye for consumers’ already limited attention spans in B2B and B2C spaces.
A business or company’s growth relies on many factors. One of those factors that must be handled strategically is marketing. A marketing plan is an approach that must be made for the long-term. The marketing approach is meant to be forward-looking with the goal of becoming known by potential customers and have a competitive advantage over other businesses in the same industry. Marketing has three major strategic types namely, outbound marketing, inbound marketing, and account-based marketing. Every marketing plan needs a strategic ideology and a proper analysis of the company’s situation before any marketing techniques are formulated and deployed. Businesses must evaluate their competitive position and how their marketing goals align with their current business operations. Marketing is the bridge that connects the business and its customers.
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