What's Next For Account Based Marketing

PAUL TALBOT | February 5, 2019

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In one form or another, account-based marketing (ABM) is as old as selling itself. The strategy is straightforward aim sales and marketing resources at a smaller number of better qualified prospects. But does this focus actually work? Research from the Alterra Group suggests it does, with 97% of respondents claiming a lift in performance when B2B marketing embraces ABM.

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Demand Dock

Founded in 2017, Demand Dock is a leading research and analytics firm that partners with businesses globally across multiple sectors. Daily cultivate fresh ideas,so that your business bears the fruit of successful sales. Demand Dock's collegian atmosphere and knowledge-based ecosystem help to consistently redefine what it means to provide tailored solutions to clients.Demand Dock combines sales lead generation with marketing strategy and creative capabilities to deliver the most integrated and extensive demand generation. Our purpose is to help B2B companies acquire new customers, strengthen existing relationships and optimize sales team performance.

OTHER ARTICLES

The surprising benefits ABM brings to your customers

Article | February 20, 2020

We’ve all heard how good account-based marketing (ABM) can be for your B2B business, but did you know it’s also great for your customers? It’s not often revenue goals and customer needs align as well as they do with account-centric strategies. Here are the four ways ABM done well is as much a win for your customers as it is for your growth targets.

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Aligning Account-Based Marketing and Account-Based Selling for a Better Customer Experience

Article | March 27, 2020

In today’s world of rapid-fire product release where – it’s been said – if your product is good someone will copy it, what sets one company apart from the next when everything else is equal? When product and price are virtually the same, how do you differentiate your product from the next company’s? The answer is simple and yet sometimes so elusive: customer experience. So, how can marketers and salespeople work together to improve the customer experience? Implementing account-based marketing (ABM), and tightly aligning marketing and sales, is the number one value marketers can bring to the customer experience today. ABM is the strategy of defining the target list of accounts that you want to approach, and creating the channels, messaging and content to communicate with them in a way that feels personalized. Rather than marketing and sales speaking to a persona, you go deeper and speak at the brand level and the individual level. According to a Forrester study on the state of ABM, “When it comes to business value, 37 percent of those responding say they can demonstrate tighter coordination between marketing and sales.”

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What is Account Based Marketing and how does it help to generate B2B leads?

Article | February 25, 2020

Inbound marketing remains one of the most efficient digital marketing techniques available. But did you know that you can also perfectly combine the content that you create for your inbound strategy with a traditional outbound sales approach? Or can make it even more detailed for specific sectors? This technique is called Account Based Marketing, and we explain below what it is and how you can generate additional B2B leads with it.

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How Intent Driven Campaigns Generates Top of The Funnel Leads?

Article | March 9, 2020

If your marketing team is still engaged in spray and pray marketing, consider these remarks from Sarah Mayer, Senior Marketing Ops Manger at MarcomCentral. What’s did Sarah Meyer and her team do differently? They started running intent driven marketing campaigns. Intent data points directly at what consumers want. It is behavior data that gives out signals on where prospective customers are in their buying journey. Harnessing intent data allows marketers to personalize their selling approach and messaging. In addition, intent data ensures ad spending is directed at targets with the highest likelihood of making a purchase. Without intent data, b2b marketing is all about guessing, and blindly targeting anyone who makes any sort of interaction with your brand, with generic marketing campaigns and ads that are likely to be ignored.

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Spotlight

Demand Dock

Founded in 2017, Demand Dock is a leading research and analytics firm that partners with businesses globally across multiple sectors. Daily cultivate fresh ideas,so that your business bears the fruit of successful sales. Demand Dock's collegian atmosphere and knowledge-based ecosystem help to consistently redefine what it means to provide tailored solutions to clients.Demand Dock combines sales lead generation with marketing strategy and creative capabilities to deliver the most integrated and extensive demand generation. Our purpose is to help B2B companies acquire new customers, strengthen existing relationships and optimize sales team performance.

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