What to look for when analyzing your target market

| June 13, 2016

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One of the most important stages in planning your marketing is the market analysis. This is the stage where you collect all the information you need to make your product competitive in the market. In book marketing, knowing just a few things about your competition can be very helpful to your efforts...

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SmartAcre

SmartAcre is a demand generation marketing agency who helps your business connect and engage with people throughout the buyers’ journey. From conversion optimization to lead nurturing to sales enablement, SmartAcre unlocks the potential of marketing and sales technologies, through consulting, implementation and managed lead and demand generation campaigns. With locations in New York City and Pennsylvania, SmartAcre serves B2B and technology clients throughout the U.S. Our people (SmartAcres) are certified and experienced in marketing automation platforms including Pardot, HubSpot, Marketo, and SilverPop, and CRMs including Salesforce, SugarCRM and Microsoft Dynamics CRM.

OTHER ARTICLES

7 Steps to Using Conversational Marketing to Engage ABM Target Accounts

Article | February 26, 2020

There’s no doubt about it, Account-Based Marketing (ABM) makes a direct impact on your revenue. Studies show that companies using ABM generate 200% more revenue for their marketing efforts compared to those that don’t. B2B marketers around the world have bought into the ABM vision; 87% of B2B marketers believe that ABM delivers a higher ROI than other marketing activities. Although ABM has been around for several years, it still feels like a relatively new concept, and marketers are still striving to perfect their ABM strategies. In this post we’ll explain why Conversational Marketing is a critical engagement and conversion channel for your target accounts, and break down how to build an effective Conversational Marketing program that helps you progress deals with your target accounts.

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Account Selection: How To Win Before You Start

Article | February 11, 2020

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 Marketing Is a B2B Strategy, Not a Tool

Article | March 19, 2020

Founded in 2014, by Eric Spett, Eric Vass, and Sangram Vajre, Terminus is a key player in the account-based marketing (ABM) space. Clients include top brands like 3M, WP Engine, Glassdoor, and Dun & Bradstreet. I spoke with Sangram Vajre, one of Terminus’ three co-founders, to learn more about the platform and how an ABM approach is effective at reaching B2B buyers in a cluttered MarTech environment.

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5 Reasons Why Account-Based Marketing Gives Better ROI

Article | July 23, 2021

ROI matters in B2B business. Account-based marketing has reached a significant tipping point and has become an investment that could pay off for the years to come. It is because B2B marketers are achieving substantial results with the help of ABM, and those who haven't started using it yet are planning to implement it. And why not? This type of marketing harnesses the best marketing tactics for creating highly relevant campaigns that positively impact a B2B businesses’ bottom line. Forrester describes ABM as "a strategy by which marketing and sales cooperatively work to pursue, establish, and grow in long-term and engage in revenue-generating relationships with specific accounts." As a result, its study says that 71 percent of companies that invest in ABM report that their return on investment is fairly or significantly higher than traditional marketing programs it used before. Now that the importance of account-based marketing has come into the picture while detailing the reasons why ABM gives a better ROI. It is decisive to know why you should get interested in ABM. Importance of Account-Based Marketing ABM is vital to your marketing strategy because it helps you create a more targeted and effective campaign. In other words, it has the potential to fuel growth for years into your B2B business future and develop stronger relationships with customers who matter most in support of your business objectives. Understand that ABM is more than social media advertising that incorporates traditional marketing methods such as direct mail and email marketing. Similarly, marketing automation is yet another crucial part of ABM. When you automate your ABM, you get qualified leads and prospecting activities. This gives you a competitive advantage over other companies in your industry so that you can get an insight into what your competitors are up to. But, most importantly, you get a higher chance of getting the right prospect to what you offer. In connection to this, here comes an important step to include—creating relevant content. It is because when it comes to ABM, relevance is all that matters. Your offers need to be tailored for qualified prospects, and not all noise will cut through the clutter anymore. A recent Forrester Consulting study by LiveRamp surveyed 312 B2B marketers across six industries found that nearly all marketers said their businesses are committed to using ABM as a revenue-driving strategy in the present time. Similarly, most marketers also reported a high level of confidence by using a wide range of ABM capabilities. Let’s deep dive into five reasons why ABM offers a better return on investment than more traditional methods. Efficient Operations for Sales and Marketing ABM users highlight its role in bringing sales and marketing closer to collaborate on developing and executing sales and marketing strategies. As per Bizible’s research, marketers are now 40 percent more likely to align their strategy with sales because of ABM's strategy. By putting the teams together, sales and marketing can coordinate their outreach and ensure client engagement is conducted high-value and meaningful. Meanwhile, marketers benefit from a streamlined approach that lets them discard a far-and-wide marketing strategy favoring carefully chosen prospects. With having a focus on selected targets rather than scattershot marketing campaigns, marketers can now focus on harmonizing and automating their digital marketing efforts, which makes them ready to work on next-generation demand-gen platforms with the help of AI and machine learning. In this way, they can orchestrate their campaigns and exponentially grow the ROI of your business. This ensures the right account prospects and results in the most significant ROI potential. This automated marketing approach reduces the marketing team workload and saves staff precious time while preserving huge marketing dollars. Thus, more efficient spending and a higher threshold for returns will bring a significant ROI to your business. Master in Multichannel Amid the rush to digital marketing, which is gaining prominence in the current time, the most effective ABM strategy and programs create a balance of online and offline approaches, fully integrated across sales and marketing. In addition, account-based marketing automation saves marketers from making unnecessary costs, so they spend less on marketing while still getting results. Forrester's survey says that the key strengths of dedicated measurement solutions by ABM are the improved ability to track engagement and optimize across online and offline channels. This is so marketers can manage the frequency of engagement as well as precisely determine attribution. A Personalized Approach Personalization makes ABM so appealing to clients. ABM has a way of turning attention to detail, so it immediately gets a client’s interest. To be true, the marketing and sales teams have to be competent in conducting in-depth research of potential leads. When it’s done accurately, they will target clients based on their likelihood of converting, then develop personalized offers to get good results. For this, you have to keep a separate ROI of account-based marketing at the same level. When you have such a narrow focus, you get a chance to communicate with the specific prospect and craft a better offer for them. By providing a personalized approach, you have a high chance to see increased ROI of your business. Manage, Monitor Data Governance and Privacy Maintaining the privacy of prospect data is crucial for B2B organizations. In today’s time, where the lines between B2B and B2C marketing are increasingly blurred, applying strict governance policies over the use of prospect data is a must. In addition, people expect brands to respect privacy preferences and actively work to build trust. Every dollar counts in a crisis. But almost one-third of marketing professionals are still planning to increase their investments towards ABM in the next calendar year. Moreover, decision-makers expect those investments in digital to yield substantial business benefits; the pressure to deliver is higher than ever. So, to have an actual ROI of account-based marketing is equally crucial to enjoying a significant revenue of your business. ABM Encourages to Measure Performance By integrating ABM strategy and account-based marketing automation, marketers can identify and reinforce the most effective strategies to measure the performance of marketing efforts that exclusively depends on ROI generation. It’s easy to measure acumens when you have highly focused accounts and well-sorted campaigns. You need to perceive what content approach gains traction and what attempts fail to succeed. In a nutshell, when the businesses are identified, an account-based approach will offer precisely what a business needs; this will help your business gain maximum ROI. So, plan now for an account-centric marketing future. Your team can accelerate deliver strong business ROI out of account-based marketing automation programs by considering a cross-channel B2B business solution that can help fill capability gaps and evidently prove the worth of your ABM marketing efforts. Frequently Asked Questions How effective is ABM for generating ROI? When it comes to increasing the ROI of business, ABM helps drastically. It aligns sales and marketing teams to work together, which generates a positive ROI and increases revenue. In this, 60% of companies that use ABM experienced a revenue increase of at least 10% within a year, while one out of five companies experienced a 30% and more rise in revenue. What is a good ROI percentage for ABM? A good ROI percentage for ABM stands at 5:1, which is considered the middle of the curve. A ratio over 5:1 is considered robust for most businesses, whereas a 10:1 ratio is exceptional. What are the top 3 reasons to choose ABM marketing? The top three reasons are: To reach the right prospect that matters according to business To gain a competitive advantage ABM shortens long sales cycles { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How effective is ABM for generating ROI?", "acceptedAnswer": { "@type": "Answer", "text": "When it comes to increasing the ROI of business, ABM helps drastically. It aligns sales and marketing teams to work together, which generates a positive ROI and increases revenue. In this, 60% of companies that use ABM experienced a revenue increase of at least 10% within a year, while one out of five companies experienced a 30% and more rise in revenue." } },{ "@type": "Question", "name": "What is a good ROI percentage for ABM?", "acceptedAnswer": { "@type": "Answer", "text": "A good ROI percentage for ABM stands at 5:1, which is considered the middle of the curve. A ratio over 5:1 is considered robust for most businesses, whereas a 10:1 ratio is exceptional." } },{ "@type": "Question", "name": "What are the top 3 reasons to choose ABM marketing?", "acceptedAnswer": { "@type": "Answer", "text": "The top three reasons are: To reach the right prospect that matters according to business To gain a competitive advantage ABM shortens long sales cycles" } }] }

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Spotlight

SmartAcre

SmartAcre is a demand generation marketing agency who helps your business connect and engage with people throughout the buyers’ journey. From conversion optimization to lead nurturing to sales enablement, SmartAcre unlocks the potential of marketing and sales technologies, through consulting, implementation and managed lead and demand generation campaigns. With locations in New York City and Pennsylvania, SmartAcre serves B2B and technology clients throughout the U.S. Our people (SmartAcres) are certified and experienced in marketing automation platforms including Pardot, HubSpot, Marketo, and SilverPop, and CRMs including Salesforce, SugarCRM and Microsoft Dynamics CRM.

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