What is Account Based Marketing and How to Create an ABM Strategy for your Business

MARTIN JONES | January 5, 2020 | 180 views

Account based marketing, also known as ABM, is a strategic approach to business marketing in which an organization focuses its marketing and advertising efforts on targeted opportunities and the individuals within an organization that will most likely participate in the decision-making process. Rather than treating marketing, advertising and sales as a numbers game and casting a wide net, an account based marketing strategy focuses on a small handful of prospects and marketing assets are tailored to the individual. Advances in data collection, analysis, and management, combined with the way that the internet is reshaping how businesses connect, engage and make purchase decisions, has led to a new economy of increasingly integrated, personalized and targeted sales and marketing.

Spotlight

inStream

inStream is a fast growing technology and targeted marketing company. Our innovative software turns the consumer receipt into a powerful marketing platform. As a leader in personalized targeted marketing delivery solutions, inStream partners with national retailers and Fortune 100 brands to increase customer engagement and drive profitable sales. Our software allows retailers to print eye-catching ads – in graphics – on the FRONT of customer receipts, or send interactive Digital Receipts to their inbox, viewable on any device, whether they shop in-store or online, Our POS marketing solutions deliver relevant content and offers based on customer-specific purchase and affinity data. Our programs link to loyalty accounts, mobile apps and social media for a 360º connection across multiple touch points, to enhance the shopping experience, brand loyalty and sales.

OTHER ARTICLES
BUYER INTENT DATA

Intent Marketing: Removing Guesswork Out of Marketing

Article | August 23, 2022

In 2018, Demand Gen Report’s ABM Benchmark Survey found that 25% of participating B2B companies used buyer intent data and monitoring tools. 35% of them planned on using intent data within a year. Cut to 2022, and about 99% of B2B marketers are using some form of B2B intent data in their marketing campaigns to target accounts (Source: InboxInsight). In his exclusive interview with Media 7, Gil Allouche, CEO of Metadata.io, talked about how data helps convert leads. “With access to valuable data, marketers are focused on leads that are more likely to become buyers. They can also work on targeting their messaging towards these potential buyers.” Buyer intent data helps in creating a robust foundation for your marketing efforts. Let us look at how intent marketing can help you get the sales and ROI you desire. Intent Marketing: The New Normal in B2B Intent-based marketing uses consumer data that signals purchasing intent through consumption of relevant content like blogs and infographics; product comparisons; product reviews; message boards; case studies; and news. Through this data, you can find out what your prospects are looking for, which stage of the customer journey they are in, if they are researching solutions or ready to make a purchase, and what kind of steps you can take to get in front of them. One of the most important benefits of intent marketing is that it removes the guesswork out of your marketing campaigns and ensures that you are targeting the correct prospects. This targeting can be done through either intent-based branding or intent-based marketing. Intent-based branding decodes the behavior of your target audience online while intent-based marketing harnesses data on the prospect’s buying behavior so you can tailor your marketing offerings accordingly. Consequently, your sales cycle is shortened. Power-up Your Content Strategy The biggest challenge B2B marketers like you face today is to cut through all the noise and create an impact on their prospects. Consumers have a host of content options. However, they do not want to consume unnecessary information. When the content is personalized to match their needs and goals, they are more likely to engage with it. Intent data helps you plan your content as it provides you with information on the theme, buyer personas and their behavior, buyer journey maps, content formats, copy, call to action (CTA), and keyword strategy that will best suit your prospect targeting efforts. An intent-based content strategy can deliver leads while increasing conversion rates and sales. It can give you the competitive edge you need to influence your prospects at the right time. Drive Sales and ROI Intent marketing brings in more conversions on landing pages and overall higher traffic and qualified leads to your website. It uses intent information to recruit engaged prospects for sales demos and events. It helps sales teams to effectively rank their leads and accounts so that they can focus on the right leads at the right time and not miss out on any sales opportunities. Your sales teams can execute effective nurture campaigns and create sales pitches with messaging that appeals to a target account’s buying committee. This messaging addresses the account’s pain points and requirements and accelerates the buying decision. Additionally, intent marketing helps improve customer retention rates and makes it easy for teams to identify cross-sell and upsell opportunities. It takes into consideration the existing customers’ signals to find any at-risk accounts to prevent churn and increase renewal. Data-driven Marketing Personalization Intent data makes it easy to personalize your marketing efforts and provides an accurate report of prospective signals, their needs, and interests so that you can segment and categorize them. Once this segmentation is done, you can determine what kind of content needs to be created and displayed for these accounts depending on their position in the buying cycle. With this kind of personalization, your target audience gets to know that you care about them and you can connect with them on a deeper level. Increase ABM Efficiency B2B buyer intent data helps your marketing, sales, and customer success teams align their goals so that they can agree on target accounts, establish lead hand-off processes, and diversify investments to target newer, relevant accounts while maintaining the current customer list. Intent data provides marketing intelligence for creating ICP in marketing, messaging, and brand positions for B2B account-based marketing. Additionally, it provides account intelligence for target account list creation, ways to increase engagement, improve lead scoring in ABM and lead nurturing tracks, thus increasing the efficiency of your account-based marketing. Summing It Up Intent-based marketing helps B2B marketers like you to understand potential customers so you can find high-value accounts and nurture them through customized content and targeted campaigns.

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ACCOUNT BASED ANALYTICS

Account Selection: How To Win Before You Start

Article | August 3, 2022

The first step in any account based go-to-market program is to create a target account list. Whether based on a formal Ideal Customer Profile (ICP) or not, the target account list represents an organization’s definition of the best accounts and those most likely to become customers. But in reality, marketers really only communicate with a subset of the account list at any one time, and even struggle to cover the full list over the course of a year.

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ACCOUNT BASED DATA

5 Steps for Succeeding in Account-Based Marketing

Article | August 19, 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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How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | February 10, 2020

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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Spotlight

inStream

inStream is a fast growing technology and targeted marketing company. Our innovative software turns the consumer receipt into a powerful marketing platform. As a leader in personalized targeted marketing delivery solutions, inStream partners with national retailers and Fortune 100 brands to increase customer engagement and drive profitable sales. Our software allows retailers to print eye-catching ads – in graphics – on the FRONT of customer receipts, or send interactive Digital Receipts to their inbox, viewable on any device, whether they shop in-store or online, Our POS marketing solutions deliver relevant content and offers based on customer-specific purchase and affinity data. Our programs link to loyalty accounts, mobile apps and social media for a 360º connection across multiple touch points, to enhance the shopping experience, brand loyalty and sales.

Related News

BUYER INTENT DATA

Clearbit Enhances Pipeline Discovery and Capture With Integration of G2 Buyer Intent Data

Clearbit | November 17, 2022

Clearbit, a leader in B2B marketing intelligence, today announced they have built a new integration to support G2 Buyer Intent data in their platform. For marketers, actioning G2 Buyer Intent alongside Clearbit’s company intelligence and audience management enables them to better engage the right companies at the right time. “Marketers know that engaging the right companies at the right time is key, but with increased pressure to build high-quality pipeline, it’s never been more critical,” said Harlow Ward, CTO, Clearbit. “Marketers know that engaging the right companies at the right time is key, but with increased pressure to build high-quality pipeline, it’s never been more critical,” said Harlow Ward, CTO, Clearbit. “With G2 and Clearbit, teams can now leverage the powerful combination of company fit and buyer intent to focus their funnel - and even use Clearbit Capture to discover key buyers and contacts at their best-fit, high-intent prospects.” Customers of G2 and Clearbit can now access all their relevant G2 Buyer Intent Signals directly in Clearbit’s Data Activation Platform, including: Companies viewing their G2 Product Profiles and Sponsored Content Companies viewing their G2 Category(ies), Comparison Products, and Alternative & Competitor Pages G2 Buyer Intent Scores for every visiting company "Buyer intent data is a secret weapon for leading B2B marketers,” said Christine Li, VP of Growth & Enablement at G2. “Clearbit's integration with G2 helps marketers take that data even further -- driving more streamlined actions for sales, intent-based revenue, and realizing the full potential of account-based marketing.” By using Clearbit’s Audience Builder to add in these G2 signals alongside Clearbit’s company intelligence and revealed website visitors, teams can now discover and engage high-quality potential pipeline in new ways. For example: Identify best-fit companies researching your solution – or your competitors – on G2, and use Clearbit Capture to discover key buyer contact information for immediate marketing or sales outreach Layer G2’s signals and Buyer Intent Score with Clearbit’s company data to score and prioritize new leads or open opportunities - ensuring your team is focused the best-fit, in-market buyers Know when customers up for renewal are viewing alternatives or comparing to other product pages on G2 - making sure your account team can be proactive About Clearbit Clearbit is a marketing intelligence solution that helps B2B marketing and revenue teams grow faster and smarter with data. Over 1,500 customers in organizations like Segment, Asana, and Atlassian use Clearbit’s data activation platform and APIs to create demand, capture intent, and optimize pipeline. Founded in 2015, Clearbit is backed by Zetta Venture Partners, Battery Ventures, and First Round Capital. For more information, visit www.clearbit.com.

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CORE ABM

Integrate Launches New Product Features to Drive Precision in ABM

Integrate | November 16, 2022

Integrate, the leader in B2B Precision Demand Marketing (PDM), today announced new product features that enable marketers to be more precise and powerful in their account based marketing (ABM) strategies. The new features in Integrate’s Demand Acceleration Platform include Account Profiles, Target Account list import, and Target Account list optimization, which provide greater insight into cross-channel campaign performance by account, automates target account lists from various sources, and ensures more precision with budget spend against ABM campaigns. A recent survey Integrate conducted in conjunction with global research firm, Demand Metric, on the "2022 State of B2B Marketing Budgets," found that only 27% of marketers say that ABM is a key part of their strategy and 53% plan to spend less on ABM in 2023. The report suggests that this is a result of how difficult it is to implement ABM successfully. In contrast, marketers are primarily focused on the trifecta of (1) a buyer-driven & cross-channel strategy (54%), (2) an always-on approach (43%), and (3) traditional demand gen (43%). In fact, according to Forrester’s 2022 State Of ABM Survey, 26% of “ABM” initiatives do not actually follow any tenets of ABM best practices. "In theory, ABM is in many ways just good marketing, but in practice, it's incredibly hard to get right," said Colby Cavanaugh, SVP of Marketing at Integrate. "It's evident that B2B marketers are looking for ways to be more precise, more agile, and more personalized in their approach, and we are supporting customers toward achieving predictable pipeline." The new product features within Integrate’s Demand Acceleration Platform strengthen marketers' ability to execute ABM with precision and extend their investments in ABM, and include the following functionality: Account Profiles allow for an easy at-a-glance view into target list reach and engagement, giving marketers greater visibility in cross-channel marketing performance. Marketers can get a view of engagement across target account lists and zoom into an account-by-account view of engagement. Target Account list import makes it easier and faster to import target account lists automatically from leading ABM vendors, sales teams, or customer success teams, giving marketers greater flexibility in how they bring in account information. Marketers are able to optimize and customize their target account lists and eliminate manual processing to get marketing campaigns quickly underway. The list can be updated automatically at a user-defined interval e.g. daily, weekly, bi-weekly, monthly, etc. Target Account list optimization optimizes lead targeting across your entire target account list ensuring a more even distribution of opted in leads from each domain on your list. This can be configured at the source level or at the campaign level. "If there’s one thing we’ve learned in these past few years of uncertainty, it’s how important it is for B2B marketers to take a buyer-centric, cross-channel strategy so they can reach their buyers better,” said Aaron Mahimainathan, Chief Product Officer at Integrate. “That's why at Integrate, we are building products that support B2B marketers across the marketing maturity continuum with a Precision Demand Marketing approach to bolster both ABM and traditional demand generation efforts." "If there’s one thing we’ve learned in these past few years of uncertainty, it’s how important it is for B2B marketers to take a buyer-centric, cross-channel strategy so they can reach their buyers better,” said Aaron Mahimainathan, Chief Product Officer at Integrate. About Integrate Integrate activates, governs, and measures marketing campaigns across demand channels. This enables marketers to launch cross-channel buyer experiences, ensure data integrity, measure the impact of their programs, and inform the next best investments. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their Precision Demand Marketing strategies. Today, Integrate’s Demand Acceleration Platform helps create more precise and personalized buying experiences that reach the right buyer with the right message at the right point in their buying journey, and ultimately convert more leads to revenue. For more information, please visit www.integrate.com or follow us on LinkedIn, Facebook, Twitter and Instagram.

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CORE ABM

Generative AI Leaders Gan Poach New Chief Revenue Officer from ABM Giants 6sense

Generative AI, 6sense | November 14, 2022

Sequoia-backed state-of-the-art generative AI engine, Gan, unveiled their new Chief Revenue Officer, Anupreet Singh, in didactic fashion — by having their AI generate him on a LinkedIn livestream. Anupreet, who previously headed GTM at Slintel (a 6sense company), will now ply his trade building Gan's global revenue efforts across all channels. This comes at a crucial time when Gan will go full steam ahead with their plans to build the generative AI video personalization layer of the World Wide Web — a quantum leap for the visual cortex of the internet. When asked about the decision, Anupreet beamed, "When I first met Suvrat Bhooshan, I saw an AI prodigy desperate to create something significant in the field of generative AI." When asked about the decision, Anupreet beamed, "When I first met Suvrat Bhooshan, I saw an AI prodigy desperate to create something significant in the field of generative AI. But little did I know that Gan’s entire technical team was as sophisticated as it gets. I couldn’t believe the difference in quality between Myna by Gan and its closest competitors. This means we're almost single-handedly building the generative video personalization space." Myna by Gan has powered some of this year’s most innovative marketing campaigns of brands including Zomato, Swiggy, and Samsung, which saw them feature as one of only 200 technologies at TechCrunch Disrupt 2022. Anupreet added, "Video personalization started with Google’s text-to-speech in 2018, and followed by AR digital avatars of humans. With Myna, we’re unlocking a whole new level through hyper-personalised video-based marketing campaigns. With our product, human recordings come alive to speak personalised words based on who’s watching! For users to hear their name, city, most ordered item, etc. from your brand ambassador is as real as it gets. When I first experienced the product, I knew I wanted to make this superpower available to every marketer and salesperson.” Till date, Myna by Gan has generated over 55,000 hours of AI personalised content in 8 languages; watched by over 500 million viewers worldwide. Gan Founder and CEO, Suvrat Bhooshan, also chimed, "With our product adoption growing at a meteoric pace, it was a no-brainer for us to bring in Anupreet, who has led multiple tech start-ups to astronomical growth. We're going all-in with our go-to-market efforts, and we have huge plans for the future."

Read More

BUYER INTENT DATA

Clearbit Enhances Pipeline Discovery and Capture With Integration of G2 Buyer Intent Data

Clearbit | November 17, 2022

Clearbit, a leader in B2B marketing intelligence, today announced they have built a new integration to support G2 Buyer Intent data in their platform. For marketers, actioning G2 Buyer Intent alongside Clearbit’s company intelligence and audience management enables them to better engage the right companies at the right time. “Marketers know that engaging the right companies at the right time is key, but with increased pressure to build high-quality pipeline, it’s never been more critical,” said Harlow Ward, CTO, Clearbit. “Marketers know that engaging the right companies at the right time is key, but with increased pressure to build high-quality pipeline, it’s never been more critical,” said Harlow Ward, CTO, Clearbit. “With G2 and Clearbit, teams can now leverage the powerful combination of company fit and buyer intent to focus their funnel - and even use Clearbit Capture to discover key buyers and contacts at their best-fit, high-intent prospects.” Customers of G2 and Clearbit can now access all their relevant G2 Buyer Intent Signals directly in Clearbit’s Data Activation Platform, including: Companies viewing their G2 Product Profiles and Sponsored Content Companies viewing their G2 Category(ies), Comparison Products, and Alternative & Competitor Pages G2 Buyer Intent Scores for every visiting company "Buyer intent data is a secret weapon for leading B2B marketers,” said Christine Li, VP of Growth & Enablement at G2. “Clearbit's integration with G2 helps marketers take that data even further -- driving more streamlined actions for sales, intent-based revenue, and realizing the full potential of account-based marketing.” By using Clearbit’s Audience Builder to add in these G2 signals alongside Clearbit’s company intelligence and revealed website visitors, teams can now discover and engage high-quality potential pipeline in new ways. For example: Identify best-fit companies researching your solution – or your competitors – on G2, and use Clearbit Capture to discover key buyer contact information for immediate marketing or sales outreach Layer G2’s signals and Buyer Intent Score with Clearbit’s company data to score and prioritize new leads or open opportunities - ensuring your team is focused the best-fit, in-market buyers Know when customers up for renewal are viewing alternatives or comparing to other product pages on G2 - making sure your account team can be proactive About Clearbit Clearbit is a marketing intelligence solution that helps B2B marketing and revenue teams grow faster and smarter with data. Over 1,500 customers in organizations like Segment, Asana, and Atlassian use Clearbit’s data activation platform and APIs to create demand, capture intent, and optimize pipeline. Founded in 2015, Clearbit is backed by Zetta Venture Partners, Battery Ventures, and First Round Capital. For more information, visit www.clearbit.com.

Read More

CORE ABM

Integrate Launches New Product Features to Drive Precision in ABM

Integrate | November 16, 2022

Integrate, the leader in B2B Precision Demand Marketing (PDM), today announced new product features that enable marketers to be more precise and powerful in their account based marketing (ABM) strategies. The new features in Integrate’s Demand Acceleration Platform include Account Profiles, Target Account list import, and Target Account list optimization, which provide greater insight into cross-channel campaign performance by account, automates target account lists from various sources, and ensures more precision with budget spend against ABM campaigns. A recent survey Integrate conducted in conjunction with global research firm, Demand Metric, on the "2022 State of B2B Marketing Budgets," found that only 27% of marketers say that ABM is a key part of their strategy and 53% plan to spend less on ABM in 2023. The report suggests that this is a result of how difficult it is to implement ABM successfully. In contrast, marketers are primarily focused on the trifecta of (1) a buyer-driven & cross-channel strategy (54%), (2) an always-on approach (43%), and (3) traditional demand gen (43%). In fact, according to Forrester’s 2022 State Of ABM Survey, 26% of “ABM” initiatives do not actually follow any tenets of ABM best practices. "In theory, ABM is in many ways just good marketing, but in practice, it's incredibly hard to get right," said Colby Cavanaugh, SVP of Marketing at Integrate. "It's evident that B2B marketers are looking for ways to be more precise, more agile, and more personalized in their approach, and we are supporting customers toward achieving predictable pipeline." The new product features within Integrate’s Demand Acceleration Platform strengthen marketers' ability to execute ABM with precision and extend their investments in ABM, and include the following functionality: Account Profiles allow for an easy at-a-glance view into target list reach and engagement, giving marketers greater visibility in cross-channel marketing performance. Marketers can get a view of engagement across target account lists and zoom into an account-by-account view of engagement. Target Account list import makes it easier and faster to import target account lists automatically from leading ABM vendors, sales teams, or customer success teams, giving marketers greater flexibility in how they bring in account information. Marketers are able to optimize and customize their target account lists and eliminate manual processing to get marketing campaigns quickly underway. The list can be updated automatically at a user-defined interval e.g. daily, weekly, bi-weekly, monthly, etc. Target Account list optimization optimizes lead targeting across your entire target account list ensuring a more even distribution of opted in leads from each domain on your list. This can be configured at the source level or at the campaign level. "If there’s one thing we’ve learned in these past few years of uncertainty, it’s how important it is for B2B marketers to take a buyer-centric, cross-channel strategy so they can reach their buyers better,” said Aaron Mahimainathan, Chief Product Officer at Integrate. “That's why at Integrate, we are building products that support B2B marketers across the marketing maturity continuum with a Precision Demand Marketing approach to bolster both ABM and traditional demand generation efforts." "If there’s one thing we’ve learned in these past few years of uncertainty, it’s how important it is for B2B marketers to take a buyer-centric, cross-channel strategy so they can reach their buyers better,” said Aaron Mahimainathan, Chief Product Officer at Integrate. About Integrate Integrate activates, governs, and measures marketing campaigns across demand channels. This enables marketers to launch cross-channel buyer experiences, ensure data integrity, measure the impact of their programs, and inform the next best investments. Integrate works with high-growth and enterprise organizations like Salesforce, Microsoft, Akamai, and Pluralsight to power their Precision Demand Marketing strategies. Today, Integrate’s Demand Acceleration Platform helps create more precise and personalized buying experiences that reach the right buyer with the right message at the right point in their buying journey, and ultimately convert more leads to revenue. For more information, please visit www.integrate.com or follow us on LinkedIn, Facebook, Twitter and Instagram.

Read More

CORE ABM

Generative AI Leaders Gan Poach New Chief Revenue Officer from ABM Giants 6sense

Generative AI, 6sense | November 14, 2022

Sequoia-backed state-of-the-art generative AI engine, Gan, unveiled their new Chief Revenue Officer, Anupreet Singh, in didactic fashion — by having their AI generate him on a LinkedIn livestream. Anupreet, who previously headed GTM at Slintel (a 6sense company), will now ply his trade building Gan's global revenue efforts across all channels. This comes at a crucial time when Gan will go full steam ahead with their plans to build the generative AI video personalization layer of the World Wide Web — a quantum leap for the visual cortex of the internet. When asked about the decision, Anupreet beamed, "When I first met Suvrat Bhooshan, I saw an AI prodigy desperate to create something significant in the field of generative AI." When asked about the decision, Anupreet beamed, "When I first met Suvrat Bhooshan, I saw an AI prodigy desperate to create something significant in the field of generative AI. But little did I know that Gan’s entire technical team was as sophisticated as it gets. I couldn’t believe the difference in quality between Myna by Gan and its closest competitors. This means we're almost single-handedly building the generative video personalization space." Myna by Gan has powered some of this year’s most innovative marketing campaigns of brands including Zomato, Swiggy, and Samsung, which saw them feature as one of only 200 technologies at TechCrunch Disrupt 2022. Anupreet added, "Video personalization started with Google’s text-to-speech in 2018, and followed by AR digital avatars of humans. With Myna, we’re unlocking a whole new level through hyper-personalised video-based marketing campaigns. With our product, human recordings come alive to speak personalised words based on who’s watching! For users to hear their name, city, most ordered item, etc. from your brand ambassador is as real as it gets. When I first experienced the product, I knew I wanted to make this superpower available to every marketer and salesperson.” Till date, Myna by Gan has generated over 55,000 hours of AI personalised content in 8 languages; watched by over 500 million viewers worldwide. Gan Founder and CEO, Suvrat Bhooshan, also chimed, "With our product adoption growing at a meteoric pace, it was a no-brainer for us to bring in Anupreet, who has led multiple tech start-ups to astronomical growth. We're going all-in with our go-to-market efforts, and we have huge plans for the future."

Read More

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