Keystone to B2B Marketing: Finding the right accounts for your ABX

As an Account-Based Marketing (ABM) company, we’re always looking for ways to fine-tune our own strategy. Whether we’re testing a new tactic, onboarding a new technology or completely reimagining how we approach an existing program, our marketing team is no stranger to constant iteration.

Prospecting activities often start with a simple call, but what happens when that call connects? If sellers can’t establish credibility, or if they hesitate – they can lose hard-won prospects in a nanosecond. If sales leaders lack the visibility needed to spot key signals and trends – they're likely not able to spot risk until it is too late. Too often, we’ve only learned from our mistakes – after the fact. It’s time to flip that script.

While customer data is an essential tool in the marketing toolbox, a recent poll revealed that nearly 40% of respondents struggle to apply that data to their marketing campaigns. That’s no surprise though. As audience data floods your CRM and marketing automation tools, it’s easy to lose focus and default to “spray and pray” marketing. It might sound counterintuitive, but sometimes it’s more effective for marketers to go small. It's time to consider a niche marketing approach that brings in the prospects that actually convert.

If you get it right, insight is the bedrock to build your entire ABM program around; from better understanding your accounts, the key executives and competitive environment to developing a differentiated proposition and content strategy, to knowing which channels and when to best engage. In our webinar, we show you how to navigate and leverage the huge array of insight available to marketers.