Zillow partnering with Facebook to increase real estate agents' reach

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In a move that shows how much better companies are getting at reaching their desired audiences no matter where they are, Zillow announced a partnership this week with Facebook that will allow Realtors and real estate agents to target potential homebuyers directly on their Facebook feed. According to Zillow, the partnership is part of its Premier Agent program and is called Premier Agent Direct. Premier Agent Direct combines the power of the most visited real estate network with one of the most widely used social media platforms, allowing real estate agents or teams to expand the targeted audience they advertise to through a simple, easy platform using Zillow Group's precision targeting,” Zillow said in a release. According to Zillow, the technology identifies home shoppers who are using Zillow or Trulia and allows real estate agents to connect with them on Facebook.

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Beyond Intent

Beyond Intent is the First Intent Marketing Consultancy in the Southern Hemisphere. Intent Marketing is the emerging practice of delivering communications to consumers based on understanding Why they need a product or service instead of pushing messaging at them about What you want them to buy. In other words, we take Context and State of Mind into consideration and do not stop at the Click or the Like.

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ACCOUNT-BASED DATA

10 Astounding Account-Based Marketing Stats for Marketers

Article | August 11, 2021 | Sponsored

Sales and marketing have transformed. Marketers have had to adapt, modify their activities and lean into more collaborative interactions with sales teams in a way they haven’t done before. As events and direct channels are on the minor list of concerns, sales teams have become a principal marketing channel to reach accounts. A quick look at Google trends shows you how Account-Based Marketing (ABM) has revolutionized the world of B2B marketing. It happened by going from non-existent to extremely popular in the last several years and hiked during the pandemic. With today’s buyer journey becoming progressively digital, B2B organizations are interested in ABM to deliver exceedingly personalized and focussed marketing campaigns. The secret behind the burgeoning popularity of Account-Based Marketing (ABM) is how confident and versed marketers feel now while using it. While ABM persists as the hot MarTech topic since 2019, its influence grew during the pandemic. While it may seem all geek to new users, ABM offers rewarding opportunities for marketers. As per the ABM evangelist, Sangram Vajre of Terminus, “If marketers embrace ABM methods, they will earn desired revenue in their businesses. I want to do everything I can to help make marketers heroes.” As per The B2B Lead, ABM directly inscribed sales and marketing alignment and challenges 50% of the time when sales wasted time against unproductive targeting. ABM Drives Revenue, and Here’s the Proof: If you are putting together an ABM strategy, such numbers would be handy. This blog gathers ten powerful Account-based Marketing stats that every marketer (you) should know as we land in 2021 (the post-pandemic era). So, to show you how beneficial account-based marketing can be, here you go. 10 Account-based Marketing Stats 92% of Marketing Leaders are More Focused at New Selling Process Marketing leaders are now selling with vision to the executive level than what they did some years ago. As per a recent ITSMA report titled, “Engaging the C-Suite: 2019 Sales and Executive Engagement Survey Report”, 92% of marketing leaders mentioned that selling at the executive level is more critical to their sales strategy. In today’s time, marketers are relying on ABM capabilities to capitalize on new market prospects. In addition, B2B businesses are designing and deepening their relationships around ABM to engage C-level executives more effectively. 90% Role of Marketers in ABM Today is Strategic The role of marketers doing ABM is more strategic on particular programs. As per Alterra Group’s report, marketers need to demonstrate deep account and industry-specific expertise to create seamless ABM campaigns. To create account-relevant marketing messages, companies are bestowing more resources and snowballing the expenditure on ABM. Such expenditure is predicted to exceed that on other marketing technologies rapidly. A Sturdy ICP has a 68% Higher Account... Organizations with a strong ICP have 68% higher account marketing win rates. Modern marketing teams are now being measured on pipeline and revenue, not leads. This way, they are staying more focused on productive revenue growth at every stage of the funnel. A Total Economic Impact report by Forrester found that prospects see an average 313% ROI by bringing go-to-market teams practicing account-based marketing tactics together to make marketing efforts efficacious. 69% of Top-Performing Account-Based Organizations have Dedicated Leaders 69% of top-performing account-based organizations now have a dedicated account-based leader. The Account-based marketing stats reflect that 70% of marketers who started their account-based initiatives in the past six months have dedicated leaders who are entirely dedicated to the market, having particular and focused accounts instead of a sea of buyers. 60% of Users Reported an Increase in Revenue When ABM picked its pace in at least a year, 60% of its users reported a revenue surge of at least 10% & 19%, termed an impact of 30% or greater. In companies with a stout ROI from ABM, 75% measure pipeline generated and revenue, 67.5% measure meetings and target account pipeline are set, and 63% measure marketing qualified leads are gained. As a result of this, approximately 70% of B2B marketers will pilot or launch full-sized account-based software and programs to target and engross groups of buyers in selected accounts. 62% of Marketers are Being Optimistic They can easily measure the positive impact of account-based marketing tactics since adopting ABM. This has been the most efficient benefit of ABM observed up until now. Forrester envisages that by 2025, the term "ABM" will evaporate as account-centric becomes the distinct way for B2B organizations to identify, plan, manage, and measure buying and post-sale motions for prospects. 80% ABM Budgets are Intensifying After B2B companies saw the success of early programs, budgets devoted to ABM amplified by 40% year over year, from 20% in 2019 to 28% in 2020. This surge in investment reflects a confident attitude in return on ABM initiatives. 42% B2B Companies Favor Keeping Accounts in ABM Strategy between 50 and 500 As per the Demand Gen Report, 18% of B2B companies try to keep their accounts list under 50, 19% target a broad set of accounts, ranging between 1,000 and 5,000. For a focused ABM approach, the report found that 42% of B2B companies try to keep their account list between 101 to 500. However, as this quantity varies depending on the size and scope of individual company deal sizes, these results will vary based on industry and product. Companies Executing ABM Amplified ACV by 171% B2B companies that have implemented ABM perceived a 171% rise in their Annual Contract Value (ACV) more significant than the pre-ABM ACV. In addition, ABM offers a boost to the pipeline rate, thus, enabling marketers to target prospects belonging to new revenue goals. 75% of B2B Buyers and 84% of C-level Executives Use Social Media B2B buyers and C-level executives progressively rely on social media to harvest more information about products and services before making purchase-based decisions. 80% of buyers who had not yet used social media to research purchases are willing to use the right platforms. As online mediums have become a progressive information preference of buyers, companies create profitable account-based campaigns to ignite the initiative. A recent Social Buying Study from International Data Corporation (IDC) concludes that B2B buyers are the most active in using social media to support the buying process by having 84% superior budgets that made 61% more purchase decisions. This significantly influenced a greater span of purchase decisions than those buyers who did not use social media for their purchase process. A Note About the Account-based Marketing Stats and COVID-19 April 2020, was just when all businesses were beginning to feel the effects of the pandemic. As a result, the COVID-19 impact has altered several perspectives, including budget, headcount, and prioritization. Yet, ABM programs have shown results with significant improvements in pipeline growth. “If economic obscurity continues, these programs should persist as a core element of the Marketing strategy.” – Todd Berkowitz, Practice Vice President, Gartner While COVID-19 is changing B2B organizations’ ability to stimulate sustained growth, it’s hoped that an account-based approach will significantly benefit your organization in the following ways: Focus on your limited resources (budget, time, and personnel) on those companies to do business. Target the accounts you already know. This will enable you to spend less money on demand-gen campaigns to generate new names. Make the most of your team’s efficiency by scoring sales and marketing campaigns that work together to create the best buyer experience. Frequently Asked Questions How are account-based marketing stats measured? Marketers use close rates when required to measure ABM efforts. Typically, the stats are gainedby measuring the reachability of target accounts or specific contacts at those accounts. This gives you a percentage or a conversion rate by account, which further estimates how successful ABM efforts have been to date. What are good ABM metrics? The good ABM metrics are: Marketing-qualified accounts Real engagement of account Velocity of Pipeline Average selling price Customer engagement rate Why should we measure account-based marketing stats? It is because ABM delivers ROI. For example, when there is a greater emphasis on defining Ideal Customer Profile (ICP), a properly structured approach to selecting account and value is aligned with what a prospect’s business needs. This results in gaining higher win rates. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How are account-based marketing stats measured?", "acceptedAnswer": { "@type": "Answer", "text": "Marketers use close rates when required to measure ABM efforts. Typically, the stats are gained by measuring the reachability of target accounts or specific contacts at those accounts. This gives you a percentage or a conversion rate by account, which further estimates how successful ABM efforts have been to date." } },{ "@type": "Question", "name": "What are good ABM metrics?", "acceptedAnswer": { "@type": "Answer", "text": "The good ABM metrics are: Marketing-qualified accounts Real engagement of account Velocity of Pipeline Average selling price Customer engagement rate" } },{ "@type": "Question", "name": "Why should we measure account-based marketing stats?", "acceptedAnswer": { "@type": "Answer", "text": "It is because ABM delivers ROI. For example, when there is a greater emphasis on defining Ideal Customer Profile (ICP), a properly structured approach to selecting account and value is aligned with what a prospect’s business needs. This results in gaining higher win rates." } }] }

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CORE ABM

5 Trend-Setting Examples of Account-Based Marketing

Article | August 11, 2021

These days the challenges that the marketing and the sales team face are tremendous. The pressure to meet targets, deadlines, achieve revenue, and at the same time keep the clients satisfied is not an easy task. And to add to the woes, there is massive competition in the industry. But there is one way to overcome all the obstacles and achieve targets while keeping clients happy and satisfied. This strategy is ABM- Account-Based Marketing. ABM campaigns have been a trendsetter in the B2B marketing field for a long time. As it ensures successful marketing, businesses are turning towards this thriving approach. What Exactly Is Account-Based Marketing? Account-based marketing is identifying the target, high-value customers and selling your product/service to them. This ABM approach allows you to concentrate on exclusive clients and guarantees the best ROI. What Is B2B Account-Based Marketing? B2B account-based marketing is targeting an organization with specific and personalized marketing campaigns. When you target the decision-makers of an organization, you need to tread with caution. When you design a marketing strategy for them, personalize it, and deliver everything to increase their brand value. Thus, ABM is a marketing strategy wherein the sales and the marketing team have to put their heads together to deliver an impeccable buying experience for the best and valuable clients. Tactics to Implement a Successful Account-Based Marketing According to the Pardot site survey, 89% of businesses reported higher ROI in ABM than traditional marketing methods. If you develop an account-based marketing plan, here are some tips to follow: Collaborate working of the marketing and sales team to identify high-value clients and gather maximum data about them. Use social media to gather data and create a personalized approach for the clients. Try to sync in with the brand of the target company to develop relatable content and graphics. Recognize the expertise, pain points, and challenges of the target account and frame communication. Send personalized emails addressing the challenges your target account faces. Host face to face or virtual events 5 Trend-setting Examples of Account-Based Marketing ABM is a marketing strategy that has shown guaranteed success in the B2B industry. You have to sculpt unique ideas and have a personalized approach towards your targeted clients. The clients should feel that you have made efforts to know them, understand them, and address the challenges that they face. Some companies have achieved an altogether different benchmark in ABM strategy. As a result, these are prominent examples of B2B account-based marketing. Let us go through their account-based marketing case study and learn their ways of execution. Snowflake- Excellent Use of Content Creation “We needed to make sure that when you see an ABM campaign, it’s reflective of not only sales input but also product marketing, partner marketing, field marketing, and our SDRs. We needed a way to co-create one cohesive message for our key accounts.” — Hillary Carpio, Director of ABM, Snowflake. Snowflake, a cloud-based data warehousing company, utilized its in-house services in the best way to create a library of high-quality content. This content is used to create personalized experiences for high-valued and targeted accounts. Then, this personalized content creates account-based marketing campaigns customized to reach the target customers. Gumgum- Using Technology the Right Way. GumGum collaborated and created an effective marketing product for the Clorox brand. They showcased this product at the Clorox annual iConnect Conference. The product they created was turning a temporary tattoo into a fascinating 3D animation while incorporating logos of the concerned brands. It was a hit among the Clorox brand, and almost 200 attendees downloaded the GumGum app. Intridea- Making the Right Confrontational Approach Intridea did take a risk by implementing the direct approach of ABM advertising. They rented a billboard right across the advertising giant Ogilvy’s Manhattan office. The billboard said, “Ogle this, Ogilvy.” Intridea also placed its logo and company URL at the bottom of the quirky line. And they succeeded in fixing a meeting with Ogilvy’s CEO. Payscale- Utilizing Data to Gain Profits Payscale helps employers manage compensations in the right way. They also aid employees know their correct market value. Payscale collaborated with their sales and marketing team to gather the correct information about ABM target accounts. Once they had ample information about the company’s decision-makers, they targeted the client with their best ad campaigns. As a result, their ROI was six times more compared to any other marketing strategy! O2- Gathered Data to Create Personalized Reports. O2 is a leading ICT service provider. The organization targeted many high-value clients and created personalized reports for them. Their modus operandi was to curate personalized reports on how the organization will benefit by utilizing O2 for their ICT services. The dedicated teams also emphasized on face to face meetings for customized strategies. As a result, O2 had a successful ABM strategy as they achieved 313% of their target pipeline. The Bottom Line Account-based marketing strategies are incorporated in unique ways. As a result, there are many ideas where you can implement account-based marketing to stand out and gain maximum ROI. All you have to do is gather data and make the correct use of it. So gear up and come up with uncommon ideas and, you never know your company could make it to the list of trendsetting examples of B2B account-based marketing! Frequently Asked Questions What are the best strategies for successful account-based marketing? Enlist your high-value clients and gather maximum data about them(Social media can be of great help.) Address their pain points and portray how well you know the organization Collaborate with the marketing and sales team in the best way to provide appropriate solutions Deliver 100% relevance in communication What are the advantages of incorporating ABM? Faster sales process Guaranteed maximum ROI Cost Efficiency Shorter sales cycle Deliver excellent value to high-value customers When should you implement ABM? ABM should be used in the B2B industry to sell to clients with high-value accounts. ABM should be implemented when an organization notices that certain exclusive clients can be easily converted with personalized strategies. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What are the best strategies for successful account-based marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Enlist your high-value clients and gather maximum data about them(Social media can be of great help.) Address their pain points and portray how well you know the organization Collaborate with the marketing and sales team in the best way to provide appropriate solutions Deliver 100% relevance in communication" } },{ "@type": "Question", "name": "What are the advantages of incorporating ABM?", "acceptedAnswer": { "@type": "Answer", "text": "Faster sales process Guaranteed maximum ROI Cost Efficiency Shorter sales cycle Deliver excellent value to high-value customers" } },{ "@type": "Question", "name": "When should you implement ABM?", "acceptedAnswer": { "@type": "Answer", "text": "ABM should be used in the B2B industry to sell to clients with high-value accounts. ABM should be implemented when an organization notices that certain exclusive clients can be easily converted with personalized strategies." } }] }

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ABM ACCOUNTS

How to Improve ABM Programs with Interactive Content

Article | August 11, 2021

Account-based marketing, also known as ABM, is an effective yet efficient way to seek out high-value leads and close sales. A B2B marketer can align his sales and marketing strategies to break into the industry. However, there’s one thing that needs all the attention from the marketing team- the content. The B2B marketers from around the world are shuffling their budgets to focus more on account-based marketing. As of now, 28% of the budgets were allocated to support account-based marketing. When considering ABM, marketers often jump to the execution part instead of planning, identifying, and targeting the target accounts. Therefore, they fail to understand the critical needs of the clientele. The whole process of connecting with the customers with their accounts goes into vain.

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The Missing Link in Your ABM Strategy Part 2

Article | August 11, 2021

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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Spotlight

Beyond Intent

Beyond Intent is the First Intent Marketing Consultancy in the Southern Hemisphere. Intent Marketing is the emerging practice of delivering communications to consumers based on understanding Why they need a product or service instead of pushing messaging at them about What you want them to buy. In other words, we take Context and State of Mind into consideration and do not stop at the Click or the Like.

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