Full-funnel approach to ABM prioritizes current customers

Business 2 Community | September 01, 2020

A full-funnel approach to account-based marketing, which prioritizes your current customers while still growing the top of the funnel, is the future of marketing. We recently laid out a visual representation of what “full funnel” truly means in this infographic, broken down by funnel stages and relevant KPIs. And now we’re taking it one step further by diving into specific plays your team can execute for each stage.

We’re starting here because most organizations rarely apply the full force of an account-based marketing strategy to their customer base. However, this is where we’re seeing the biggest shift in marketing. Today’s most successful marketers know that customer retention and expansion is the best way to achieve scalable revenue growth YoY. Customer acquisition is expensive, but losing customers is even more costly.

Spotlight

the ABM approach is obviously a good one because your client base is so narrow. Maybe you make medical devices only used by a certain surgical specialty, or a coffee bean roaster that will only handle small batches for independent cafes. But specialization isn’t the only way to hone your focus. ABM also works for approaching small groups within a large potential customer base or to directly target a single account of great interest or value.


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CORE ABM

ZoomInfo Earns Top Spot in 23 G2 Grids for Sixth Consecutive Quarter

ZoomInfo | July 05, 2022

ZoomInfo continued its streak of market leadership, topping the overall Buyer Intent Data Tools category along with the top spot in every Lead Capture and Marketing Account Intelligence category. “Once again, ZoomInfo proves its leadership when it comes to consistently delivering top-tier solutions to revenue teams everywhere at businesses of all sizes,” said ZoomInfo Founder and CEO Henry Schuck. “The honest, positive experiences shared by our customers are the reason we’ve maintained our top-tier status with G2 quarter-over-quarter and year-over-year.” For the ninth straight quarter, ZoomInfo was listed as the No. 1 Enterprise solution in the Sales Intelligence and Marketing Account Intelligence sections. Also of note: ZoomInfo has topped at least 19 different grids for eight consecutive quarters. ZoomInfo maintained the top spot in both the Overall and Mid-Market grids of Marketing Account Intelligence for the 18th consecutive quarter. ZoomInfo was named the No. 1 Enterprise solution in five different sections. 36 of ZoomInfo’s 39 rankings were in the top-two on their grid. The Summer 2022 Grid® Reports are based on G2’s unique algorithm, which calculates customer satisfaction and market presence scores in real-time. Based on user reviews and data aggregated from online sources and social networks, ZoomInfo’s high placement in these categories underscores the ways in which best-in-class data feeds every step of a sales and marketing professional’s workflow, and reveals the need for an automated pathway to go-to-market intelligence. No. 1 Placements (23) Lead Capture Lead Capture: Enterprise Lead Capture: Mid-Market Lead Capture: Small Business Lead Intelligence Lead Intelligence: Enterprise Lead Intelligence: Mid-Market Marketing Account Intelligence Marketing Account Intelligence: Enterprise Marketing Account Intelligence: Mid-Market Marketing Account Intelligence: Small Business Market Intelligence Market Intelligence: Mid-Market Email Verification Email Verification: Mid-Market Email Verification: Small Business Lead Mining Lead Mining: Mid-Market Lead Mining: Small Business Buyer Intent Data Tools Buyer Intent Data Tools: Mid-Market Account Data Management: Enterprise Sales Intelligence: Enterprise No. 2 Placements (13) AI Sales Assistant AI Sales Assistant: Enterprise AI Sales Assistant: Mid-Market AI Sales Assistant: Small Business Account Data Management Account Data Management: Mid-Market Account Data Management: Small Business Market Intelligence: Enterprise Market Intelligence: Small Business Sales Intelligence: Mid-Market Sales Intelligence: Small Business Visitor Identification Lead Intelligence: Small Business Other Placements (3) Visitor Identification Visitor Identification: Small Business Sales Intelligence About ZoomInfo ZoomInfo (NASDAQ: ZI) is a leader in modern go-to-market software, data, and intelligence for more than 25,000 companies worldwide. ZoomInfo’s revenue operating system, RevOS, empowers business-to-business sales, marketing, operations, and recruiting professionals to hit their number by pairing best-in-class technology with unrivaled data coverage, accuracy, and depth of company and contact information. With integrations embedded into workflows and technology stacks, including the leading CRM, Sales Engagement, Marketing Automation, and Talent Management applications, ZoomInfo drives more predictable, accelerated, and sustainable growth for its customers. ZoomInfo emphasizes GDPR and CCPA compliance. In addition to creating the industry’s first proactive notice program, the company is a registered data broker with the states of California and Vermont. Read about ZoomInfo’s commitment to compliance, privacy, and security. For more information about ZoomInfo’s leading go-to-market software, data, and intelligence, and how they help sales, marketing, operations, and recruiting professionals, please visit www.zoominfo.com.

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CORE ABM

Contentgine® Announces Its Contentree® Library Has Reached 400 Curated Business Category Solution Sets

Contentgine | January 12, 2022

Contentgine®, The world leader in Content-Based Marketing®, announced today that it has reached a curation milestone of over 400 business category solution sets derived from its collection of over 500,000 content assets in its vast content library. Each solution set contains B2B vendor case studies for nearly every industry category. Those sets are constantly offered up by Contentgine's trademarked Perpetual Engine methodology to the company's database of over 133 million professionals. Jim Kelly, Contentgine's Chief Content Officer and founder of Contentree, stated: "The Contentree platform allows industry professionals to quickly find the perfect proven solution to their business challenges, problems or aspirations. Contentree is the 'Autobahn' for professionals looking for solutions to challenges in their work, if you like, or the 'WebMD' for all business professionals in all industries." Jim Kelly, Contentgine's Chief Content Officer and founder of Contentree, stated: "The Contentree platform allows industry professionals to quickly find the perfect proven solution to their business challenges, problems or aspirations. Contentree is the 'Autobahn' for professionals looking for solutions to challenges in their work, if you like, or the 'WebMD' for all business professionals in all industries." "Think of the library as the first and only site dedicated to 'Quarter-Inch Holes' amongst a whole internet of B2B sites focused on 'Quarter-inch Drills.' The 400 solution sets allow any professional in any industry to find a curated list of business solutions from that library, all intended to continuously educate the business community on proven business solutions." Paul Hong, Chief Operating Officer of Contentgine, noted: "There is finally a site for B2B marketers to implement informed strategies for marketing their business solutions. B2B Vendors can now communicate their solutions to all industries looking for answers to their operating challenges." The Contentree database is curated for every industry, and contains nearly all vendor offerings across the Equipment, Software, Services, and Materials categories. Kelly stated that it is the company's vision to aggregate and curate all B2B Vendor Content asset types. As for the solution sets, each is a curated collection of success stories from multiple vendors focused on: an industry (e.g., Mining, Municipal Water Treatment, Data Centers) a vendor offering category (e.g., Pumps, Lubricants, ERP Software) a challenge/topic (e.g., Dust Control, Energy Efficiency, BYOD) Kelly concluded by stating that his work is ongoing in creating even more curated solution sets, and that in 2021 there were over 1.7 million interactions with the content, and those interactions continue to grow for the company at the rate of over 10,000 new interactions every business day. About Contentgine Contentgine ® has claimed a leadership position in the content syndication and intent marketing categories, basing its business upon the following value proposition: "Contentgine helps all professionals in all industries find the right solutions for their businesses." The company is witnessing explosive growth by utilizing a unique way of offering business solution information to business professionals via its Contentree B2B content library – the world's largest such library - and utilizing its unique Perpetual Engine methodology. Together they produce both the industry's most precise first-person intent data and the industry's only content performance analytics platform.

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CORE ABM

Total Economic Impact Study Finds Demandbase Customers Achieve 367% ROI

Demandbase | April 25, 2022

Demandbase, the Smarter GTM™ company for B2B brands, today announces the results of its commissioned Total Economic Impact™(TEI) Study conducted by Forrester Consulting. The study's goal is to help enterprise organizations understand the costs, business benefits, and potential return on investment (ROI) they may realize by deploying Demandbase ABX and Advertising Clouds. With the analysis based on a $200 million, 650-employee composite organization, Forrester found that Demandbase delivered 367% ROI in three years, with a net present value (NPV) of $1.94 million, and payback in less than six months. The platform was also found to help increase revenue by close to $1 million and to enable customers to avoid the additional costs of third-party tools. "We've seen the impact Demandbase Ones has on customers time and again," says Gabe Rogol, chief executive officer of Demandbase. "We've seen the impact Demandbase Ones has on customers time and again," says Gabe Rogol, chief executive officer of Demandbase. "It's really valuable, though, to have a highly respected, third-party research firm like Forrester conduct an independent evaluation of this impact. Their findings confirm what we've seen to be true, which is that our customers' success in sales, marketing and overall revenue is wildly amplified by using Demandbase." In addition to discovering ROI and revenue potential, Forrester also uncovered further benefits that organizations can experience when using Demandbase, including: Marketing productivity gains — By leveraging Demandbase's Account Intelligence functions, ABM teams saved days determining which accounts were most likely to buy and what content would generate the most interest. As such, ABM teams increased their productivity and improved KPIs, such as a 3% improvement in the close rate for marketing sourced leads. Sales productivity gains — After implementing Demandbase, sales development representatives (SDRs) saw immediate improvements in their metrics, doubling their productivity. One ABM specialist said her team opened 22 new opportunities in just six months. Improved sales & marketing relationships — Interviewees noted that Demandbase drove sales and marketing alignment, with one reporting a 90% adoption rate of account executives (AEs) and SDRs using the tool. "Historically, one of the most difficult, but necessary, parts of growing revenue is a strong relationship between sales and marketing," says Allison Metcalfe, chief revenue officer of Demandbase. "It's clear through this study that Demandbase not only improves ROI and revenue, but also gets to the heart of an organization by building a bridge between these two essential departments. This creates cohesion and ultimately empowers them to achieve an aligned, optimized go-to-market that puts customers first. This is an incredibly important part of what Demandbase delivers, and what fuels its noteworthy economic impact." Click here to access the Total Economic Impact™ Of Demandbase: Cost Savings And Business Benefits Enabled By Demandbase, April 2022, a commissioned study conducted by Forrester Consulting on behalf of Demandbase and sign up for the webinar taking place on Tuesday, April 26 in which the Total Economic Impact™ of Demandbase will be further explored. About Demandbase Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.

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ACCOUNT BASED DATA

Madison Logic Named a Leader in 2022 Quadrant Knowledge Solutions’ SPARK Matrix for Account Based Marketing (ABM) Platforms

Madison Logic | June 08, 2022

Madison Logic, the leading global digital Account Based Marketing (ABM) platform, today announced that Quadrant Knowledge Solutions, a global advisory and consulting firm, named Madison Logic a 2022 Technology Leader in its SPARK Matrix™ analysis of the global ABM market. The annual report provides a detailed analysis of the global ABM market dynamics, major industry trends, and leading ABM vendors. Madison Logic stood out among the top four vendors analyzed for its sophisticated, cloud-based ML Platform and key technology differentiators, including comprehensive account prioritization signals, global reach, buying committee engagement, advanced multi-channel measurement, and customer success. “Successful enterprise marketers leverage account-based strategies to accelerate growth,” said Tom O’Regan, CEO of Madison Logic. “Our continued position as a Technology Leader within this report further validates the success Madison Logic has in providing marketers responsible for revenue growth with a competitive edge to prioritize and engage the right accounts across every stage of the sales cycle.” Madison Logic’s market-leading approach enables large enterprise and fast-growing middle-market companies to leverage a combined data set of three independent signals to identify and prioritize companies demonstrating the highest propensity to purchase, activate data-driven programs globally across the primary channels revenue marketers rely on, and measure the direct impact on pipeline and business growth. According to Megha Rungta, Analyst at Quadrant Knowledge Solutions, “Madison Logic’s multi-channel ABM media activation and measurement platform titled the ML Platform helps B2B organizations in designing and improving compelling campaign strategies and effectively engaging with the accounts across their journey. The company continues to deliver value to its customers through its key technology differentiators, including comprehensive account prioritization signals, global reach, buying committee engagement, advanced multi-channel measurement, and customer success.” Megha added: “With its ability to cater to diverse use cases, robust product strategy and roadmap, and strong industry expertise, Madison Logic has received a strong rating across the parameters of technology excellence and customer impact and has been positioned amongst the leader in the SPARK Matrix: Account-Based Marketing Platform, 2022.” The Quadrant Knowledge Solutions SPARK Matrix analysis includes a comprehensive review of global ABM market dynamics, trends, vendor solutions, and competitive forces. The study provides an analysis and ranking of 17 ABM vendors in the form of its SPARK Matrix, empowering ABM Marketers to evaluate different vendor capabilities, competitive differentiation, and market position. About Madison Logic The ML Platform, a global multi-channel ABM activation, and measurement platform enables enterprise organizations to leverage a proprietary combined data set to identify the accounts most likely to purchase, accelerate the customer journey, and shorten sales cycles to positively impact ROI. Madison Logic empowers B2B marketers to convert their best accounts faster by finding and engaging with the most influential individuals throughout the buyer's journey. Visit madisonlogic.com for more information.

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Spotlight

the ABM approach is obviously a good one because your client base is so narrow. Maybe you make medical devices only used by a certain surgical specialty, or a coffee bean roaster that will only handle small batches for independent cafes. But specialization isn’t the only way to hone your focus. ABM also works for approaching small groups within a large potential customer base or to directly target a single account of great interest or value.

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