“WHY WOULD YOU EVER DO MARKETING UNLESS IT WAS ACCOUNT-BASED?”: CONVERSATIONS WITH OUR PARTNER AGENCIES

| January 31, 2019

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Today’s conversation is with Jill Melchionda, President of April Six, a global B2B marketing agency that works exclusively in the technology sector, and a certified member of the Demandbase partnership program. Jill has spent the majority of her career at advertising and marketing agencies, running them or contributing to their success, on both the B2B and B2C side. In this blog post, we chat about the evolution of rolling out ABM strategies with customers.

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MoData

MoData uses Artificial Intelligence to help high growth B2B enterprises accelerate Revenue acquisition, conversion and retention.We are fundamentally changing the way companies plan and execute their sales and marketing strategies. Our products empower sales and marketing executives to make real difference to company’s top line with modules like Account Based Marketing / Sales.

OTHER ARTICLES

The Missing Link in Your ABM Strategy Part 2

Article | March 19, 2020

In part one of this series, we defined account-based marketing (ABM), discussed why it mattered, and highlighted the need for a unified data strategy to create a single-source of truth. But many marketers still grapple with the question: is ABM a strategy or a technology? While ABM technology can certainly help marketers leverage data and speed to drive maximum efficiency, delivering personalized experiences off the back of a holistic data-based understanding is just part of the equation. ABM technology, on its own, can’t meet the need for a personalized and connected experience that our customers have come to expect.

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Optimizing ABM with Influencer Marketing

Article | March 19, 2020

Marketers who practice ABM are seeing impressive results. A recent report from ITSMA and the ABM Leadership Alliance found that 73% of marketers plan to increase ABM budgets in the coming year, and 71% saw greater ROI compared to traditional marketing. Yet as much success as marketers are seeing with ABM, most are missing a crucial part of the strategy: Building trust through external influence. In his B2BMX presentation, Lee Odden observed that ABM marketers tend to focus on internal influence which members of the buying committee have a say in the purchase decision.

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How To Optimize ABM With Influencer Marketing

Article | March 19, 2020

According to a new study from ITSMA / ABM Leadership Alliance, 73% of B2B marketers plan to increase ABM budgets in 2020 and 71% saw greater ROI within their ABM efforts compared to their traditional marketing initiatives. There is momentum behind ABM in the B2B marketing world and yet there is still opportunity optimize for effectiveness. Research from Demand Gen Report tells us that 95% of marketers prefer credible content from industry influencers (a 30% YoY increase) and most ABM playbooks include no mention of influencer integration at all. Are B2B brands’ ABM programs leaving performance gains on the table by not considering the impact that influence plays on their target accounts? How can ambitious marketers optimize the performance of their account-based-marketing (ABM) programs? To answer that question, we invite you to join TopRank® Marketing chief executive and co-founder Lee Odden as he explores how influencer marketing can drives optimization of ABM performance, as he presents at the B2B Marketing Exchange 2020 conference on Wednesday, February 26, 2020 at 10:40 a.m. Mountain Time in Scottsdale, Arizona.

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The surprising benefits ABM brings to your customers

Article | March 19, 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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Spotlight

MoData

MoData uses Artificial Intelligence to help high growth B2B enterprises accelerate Revenue acquisition, conversion and retention.We are fundamentally changing the way companies plan and execute their sales and marketing strategies. Our products empower sales and marketing executives to make real difference to company’s top line with modules like Account Based Marketing / Sales.

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