Account Based Data
Article | June 29, 2023
B2B marketers meticulously craft content plans to include an attractive landing page, a remarkable eBook, and paid ads for maximum engagement. They write the slickest nurture emails, supporting blogs, and over-the-top articles. Nearly tens of thousands of dollars and a couple of months go into the campaign creation, but it stops abruptly.
Why?
How can this be? The data collected for the eBook was filled with insights that made them shudder. The strategy was executed to perfection but didn't make any sense!
Does this situation sound familiar to you as well? You must have faced the same! It often happens in B2B companies when sales and marketing are not fully aligned on their goals, messaging, and targeting audience. When you spread a wide net for lead generation, most of the leads may not be relevant. So, what should we do?
Here comes the protagonist of the B2B marketing story:
Account-Based Marketing (ABM)
ABM curtails the time spent on irrelevant accounts while decreasing overall money spending. In addition, as businesses, after the pandemic, are starting to realize the potential of personalized campaigns, ABM is rapidly becoming the go-to strategy for B2B tech companies. As a result, they are aiming to improve their marketing and sales alignment.
Importantly, ABM demands sales and marketing alignment. It ends those hair-tearing, soul-destroying arguments on which leads to focus on. Now both teams have to keep the hyper-targeted focus on specific accounts, which will result in time-saving, the flow of quality leads, and, thus, your ROI will be up.
But before going about creating effective ABM campaigns, let's quickly read the factors to consider while implementing ABM.
Factors to Consider to Implement ABM
Get your Sales & Marketing teams to work together
To create an effective ABM campaign, marketing and sales teams must converge and act following a shared strategy. Furthermore, to expect excellent results, teams involved in the campaign should use the same data from diverse sources. Thus, it creates a data-inspired ideal customer profile (ICP).
To Identify Accounts
For defining target accounts, consider these factors:
Revenue potential: Your target audience should fall into your product or service's price line.
Best fit accounts: Find accounts and individual buyers who are aligned with your marketing personas.
Importance of Strategy: Aim for accounts that match your company's business strategy. Identify if they are your ideal customer or not.
Product requirements: Start with the low-hanging fruit, which means identifying accounts that can make precise use of the solution you're offering.
To Establish KPIs
To know whether you are rocking with your ABM campaigns, it's crucial to decide your KPIs. You can consider the following to confirm it:
How many companies match your customer personas?
Account and role-specific conversion KPIs such as booked meetings created deals, and purchases completed.
The accounts that visit your website or engage with the content types.
Thus, you'll have to track KPIs at every stage of your ABM funnel to determine the success of your campaign.
Prepare Multi-Channel Content
Relevant and engaging content is the root of every marketing campaign. Still, marketers should personalize ABM content so that they can timely reach each target. So, it's essential to keep the process of messaging focused on the account's pain points, budget restraints, and additional demands.
It is because your campaigns are hyper-targeted, where you'll need to spread them across multiple content channels to offer numerous opportunities. Doing so will help to gain engagement, and then you can calculate budgets for clicks and channels. In addition, blend touchpoints such as paid ads, blogs, personalized email, text messaging, and multi-touch SDR strategies will help create effective ABM campaigns.
Here are effective steps to execute an effective ABM campaign.
5 Steps to Create Effective ABM Campaigns
Build your Ideal Customer Profile (ICP)
As Account-based marketing is more like spearfishing, you need to be conscientious about who you target. It is because this type of marketing revolves entirely around who you reach out to. So, it is imperative that you pick companies that would benefit the most from your product or services and be your top-tier customers if they get converted to purchase your service. Hence, the first and most foundational thing for an effective ABM campaign is knowing who you need to target.
Many companies enjoy massive audiences. Therefore, they can increase revenue if they successfully reach them. However, with B2B SaaS companies in marketing, when they try to please everyone, they usually end up pleasing no one. It is because they produce standard messaging that doesn't speak to any group of people. So here, it becomes vital to build your IPC before creating an ABM campaign strategy.
Invest in the Right Account-Based Marketing Tools
To create successful account-based marketing (ABM) campaign, you need to have the right tools to help your team effortlessly execute your ABM strategy and monitor its progress simultaneously. Here are some of the best tools that you can use effectively:
ZoomInfo
Using a platform like ZoomInfo helps you quickly search companies based on their industry, number of employees, and current services. Then, you can easily set ABM campaigns based on information collected through ZoomInfo and proceed further to target.
SalesIntel
SalesIntel is a sales intelligence platform. It provides your sales team with verified numbers of the target account. Using this platform, your team can evade gatekeepers and increase the chances of securing a targeting process.
Everstring
Everstring's platform enables your ABM team to develop a predictive behavior model where target accounts can be identified and be more likely to convert into sales.
Create Relevant Content
Now, you have your ICP and personas penned down; it's time to communicate. But how do you make sure that you are effectively communicating with each account? And how to properly showcase the value that your solution provides to drive for their companies?
The secret lies in applying information gathered in each stage in the customer journey: Awareness, Consideration, and Conversion.
For an effective account-based marketing campaign, create content for each of these stages—general product & company information for Awareness, technical details for Consideration, and urgency for Conversion. Every piece of content in each step should be designed to appropriately educate prospects on their buying journey and push them to the next phase.
Here are some content types for the most successful ABM campaigns:
Emails to each persona (includes initial outreach, follow-ups, responses, and more)
Landing pages that provide information and facilitate actions
Thought leadership blog and articles for the Awareness stage
Product-specific pages for consideration
Testimonials for the Conversion stage
Organizing your content in such a framework enables you to find and fill content gaps while creating a comprehensive plan to address each persona in the customer journey.
Include Messaging Channels
You can use many avenues to engross prospects in an ABM campaign. Any medium that you use to communicate directly can be effectively utilized.
So, it's essential to focus on the most popular ABM channels like LinkedIn, Email, and telecommunication. Each method has its benefits and effectiveness to get your message to the right people in the right way. Here, you will understand how to go with it these channels:
LinkedIn
LinkedIn is the most utilized channel for ABM campaigns because of its messaging capability and enrichment abilities. It consents you to send messages for free. Additionally, you promptly gain all of their professional information when you connect with a contact, including roles and email ids.
However, the best part of LinkedIn outreach is you are considered as a person, not a bot, when you reach out to contacts. In addition, you have a profile and a resume, which humanizes you. Due to these factors, LinkedIn is one of the most accurate and up-to-date B2B outreach platforms available, as everyone constantly updates their LinkedIn profile with professional milestone information.
Having being beneficial, keep in mind that there are some limitations with LinkedIn—you can send approximately a hundred connections per week. This being said, you can use this channel for the most important contacts on your list.
Email
Email's largest advantage is that it doesn't have a character limit on initial outreach messages. Thus, you can write as much as you want. However, some trade-offs go along with that freedom.
As email being cheap, automatable, easy to use, and can reach thousands of contacts at a time, it's utilized by almost every B2B marketer. But, at the same time, this results in the clogged inbox situation, creating spam filters due to high levels of outreach competition. In addition, this makes consumers suspicious of emails received from unrecognized senders.
But the good news is that you can purchase email tools to help manage your email outreach campaigns. These can automate email message sending to ensure that you're constantly optimizing your outreach to prospects. Emails are a must-have for an effective email outreach campaign, which will exponentially surge your reach, make you smarter with analytics, and create an effective ABM campaign.
Telecommunication
Phone outreach is the most effective channel to outreach. It also gives you a chance to really get to know your prospective customer and their fears and dreams so that you can:
Figure out if your product would be a good fit for the customer.
Know how to quickly and effectively communicate the value of your product to that customer.
Retarget
Once you set up accounts with the proper channels that you plan to push people to with your ABM outreach, you can create simple retargeting ads that guide them further through the customer journey. These ads will result in Calls to Action that offer case studies or white paper resources on your solution or industry to give your prospects market insights and real-world examples of how your solution can benefit companies.
On top of it, when getting your logo and message in front of prospects again, retargeting ads perform splendidly compared to traditional methods. For example, a recent MarketLand article explained that retargeting ads often have Click-Through-Rates of "0.30%-0.95%, which is 3-10x costlier than the industry average."
Resultantly, you must pay close attention to who your audience is that you're serving these ads to, as well as where and how often you're delivering them. It may seem overwhelming at first, but it'll get easier over time. A properly executed account-based campaign will provide the results you want. Doing this will allow you to reap the enormous rewards that retargeting can bestow upon your ABM campaign.
Frequently Asked Questions
What is an ABM marketing campaign?
Account-based marketing (ABM) strategy concentrates resources on a set of target accounts within a market. The campaigns designed are to engage each account, basing the marketing message on the specific attributes and needs of the account.
How do I make an ABM campaign?
Follow these steps to make an effective ABM campaign:
Create a team that is dedicated to ABM only
Clear your goals and then make a strategy
Find your technology
Identify the right accounts
Pick the right channels
Execute your campaigns
Measure everything
Choose messaging platform
Spread relevant content (messages)
Why is ABM important?
ABM supports structure marketing efforts and resources on your key accounts to drive the most revenue. Doing ABM will maximize the efficiency of your B2B marketing resources. It will also help build the communication channel with sales to have an aligned sales and marketing organization.
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Account Based Analytics
Article | August 3, 2022
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.
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Address their pain points and portray how well you know the organization
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Deliver 100% relevance in communication"
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Buyer Intent Data
Article | September 11, 2023
Account-based marketing has been around since the early 2000s, but only recently have businesses started to implement it widely in their marketing strategies. By focusing on ideal customer profiles (ICP), businesses shortlist key accounts and target them with customized content campaigns to convert them from marketing-qualified leads to buyers. An account-based marketing strategy uses sales and marketing orchestration to transform the way key accounts are approached.
ABM marketing contributed to a 70 percent increase in the number of opportunities created. (Source: Gartner)
Nash Haywood, Global Director-Digital Conversion & Paid Media, Genesys, talked about ABM’s impact on how sales and marketing teams function.
“We wanted to have more control of the entire (marketing and sales) process, and an ABM approach allowed us to do that.”
B2B account-based marketing drives valuable engagement and leads to higher ROI as compared to other marketing strategies.
Benefits of Account-based Marketing
Account-based marketing benefits range from increased marketing efficiency and higher ROI to higher engagement and retention. Let us take a look at them in detail:
ABM Enhances Your Marketing Efforts
ABM marketing is data-driven. Account-based management becomes easy with crucial data like role, industry, and buyer journey stage. Based on this data, appealing personalized content campaigns are created to target key accounts. These campaigns optimize your marketing efforts. They also give insights on which channels and messages appeal to your targeted key accounts so that you can refine your account-based marketing strategy. According to Emarketer, 46 percent of marketers are benefitting from real-time optimization to accelerate their pipeline revenue.
Sales and Marketing Teams Synchronize
An account-based marketing campaign aligns the goals of the sales and marketing teams. It also brings other important stakeholders, like the IT team and the executive team, together to create an effective strategy for achieving goals.
Sales and marketing orchestration can lead to a massive increase in marketing revenue (up to 208 percent as stated by MarketingProfs).
ABM Improves Marketing Efficiency
Account-based marketing automation technology helps streamline marketing processes and scale ABM implementation across different marketing campaigns. Activities like ad targeting, modelling, upselling media buying, and executing lead nurturing campaigns can be done efficiently using account-based marketing software. You can cease marketing to accounts that do not respond to your campaigns and focus on the ones that do. This can help you save your money and allocate your time and resources better.
You Retain Customers Better
ABM uses hyper-personalized content to pursue higher customer engagement and retention. By showing key accounts the content they want to see, brand awareness and trust are increased. An account-based marketing campaign, especially one created to engage target accounts, contributes to an enhanced customer experience that makes B2B marketing significantly impactful. It translates to long-term associations and bigger deal sizes.
You Close Deals Faster
You can move key accounts through the sales funnel swiftly and close deals faster by identifying decision-makers of your key accounts. B2B account-based marketing saves time and resources, which can be used to generate new leads. That is why this is one of the most important account-based marketing benefits.
ABM Improves Deal Sizes
Account-based B2B marketing targets only key accounts with buyer intent. It is about quality more than quantity, and this makes a whole lot of difference in how you approach accounts and strike deals. A shorter sales cycle through account-based marketing means landing a big account that signs away more money than many small accounts would.
You Get a Higher ROI
According to a report by ITSMA, 87 percent of marketers stated that ABM delivered a higher ROI as compared to other marketing strategies. Since account-based marketing is a data-driven strategy that uses personalized content to target accounts, this approach is easier and more cost-effective as it saves time and resources because of its precision.
ABM Performance Is Measurable
Account-based reporting is a key account-based marketing benefit. Using metrics like engagement, brand awareness, target account reach, retention, ROI, and influence helps you understand how well your ABM strategy is working. You can optimize your strategy to make it perform better.
ABM Makes You the Expert
While implementing account-based B2B marketing, you gain deep insights into the conversion behaviours, preferences, challenges, and needs of your target accounts. This knowledge makes you an expert in offering solutions that your target accounts crave. It also helps with new service or product design ideas that can cater to customers in a more personal way.
Creating an ABM Strategy That Works
To create an account-based marketing program that works, follow these steps:
1. Define the key accounts you want to target.
2. Identify the decision-makers for these accounts.
3. Create hyper-personalized content for them.
4. Zero in on appropriate channels to get maximum impact.
5. Create impressive content campaigns to increase engagement.
6. Measure the success of your campaigns using the correct metrics.
Account-based Marketing Services to Scale Your ABM Strategy
To adopt ABM at scale for exponential business growth, you need to evaluate your target accounts and then expand your ABM strategy from a small scale to a full-blown ABM. Your expansion can also be across new segments or businesses based on industry or company size. Artificial intelligence and marketing automation make it easier to implement ABM at scale.
Account-based marketing services offered by companies that specialize in ABM and marketing like Marketo, Terminus, Demandbase, Optimizely, and Oracle make it easier to implement an ABM strategy at scale. These companies offer services to attract and convert prospects, scale up your marketing, and grow customer relationships through up-selling and cross-selling.
Account-based marketing automation, email marketing, lead management, account-based management, social marketing, digital advertising, mobile marketing, multi-channel marketing, account-based reporting using ABM metrics and optimization along with account-based marketing software can help you scale your ABM strategy without breaking a sweat.
How SAP Created New Pipeline Opportunities Using ABM
SAP launched an account-based marketing program to target the company's top 10% of key accounts. These accounts were responsible for a third of their revenue in America. Through their ABM program, they offered specialized marketing plans for these accounts. SAP gained new pipeline opportunities and moved $57 million down the pipeline because of the benefits of account-based marketing.
Summing It Up
The time to implement ABM in your marketing strategy is now. Adopting it into your marketing strategy can help scale your business and achieve your business goals.
FAQ
What are the benefits of account-based marketing?
Some noteworthy account-based marketing benefits are: higher ROI, sales and marketing alignment, customer retention, and a shorter sales cycle.
Which metrics measure ABM performance?
Metrics like engagement, ROI, customer churn rate, content engagement, conversion rate, and average deal size are used to measure the performance of an ABM program.
Why is ABM more efficient compared to other marketing strategies?
ABM targets accounts with buyer intent, helps with better resource allocation and is cost effective. These factors contribute to a higher ROI and bring great results.
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Account Based Analytics
Article | December 18, 2021
Many marketers define ABM as good B2B marketing. Targeting the right accounts at the right time with an appropriate message is the golden aim of account-based marketing (ABM). ABM ensures not only reach but also accuracy.
In an interview with Media 7, Ryan Phelan, Marketing Chief / Fractional CMO at Origin Email, talked about the importance of ABM technology and the challenges in marketing after the COVID-19 pandemic began.
"B2B companies should adopt ABM technology to level up their communications and react quickly."
ABM technology enables marketers to hit pipeline and revenue targets swiftly while working alongside sales teams.
Salesforce provides ABM automation to its clients using AI Einstein technology in their Customer Success Platform. But what does Salesforce’s ABM platform look like? How are they finding accounts that need a sophisticated AI-run ABM marketing platform?
How Salesforce Created Its ABM Program
Salesforce considered B2B buyer behavior (purchase intent and engagement) to deliver a solid marketing and sales experience for each of its strategic accounts. Accordingly, it took the following steps to kick-start its ABM program:
Defining ABM
Salesforce ABM marketing team handles campaigns that target 300 or fewer accounts.
An ABM program can have many approaches. It can be 1: Many, 1: Few, or 1:1. The smaller the radius of the process, the more hyper-focused the campaign, content, budget, and customer journeys are.
By simply aligning their approach strategy with defined ABM, Salesforce achieved larger deal sizes, higher sales win rates, higher ROI, and faster revenue growth compared to other marketing strategies. It suitably approached accounts that it thought were high value and showed buyer intent for their products and services.
Choosing a Suitable Account-based Platform
Salesforce was aware that it would have to engage a variety of vendors and platforms to run its ABM program smoothly. It had to go beyond building a foundation for its program. For that, it needed dedicated tools and resources. Without account-based partners that could provide them with these tools and resources,it would be difficult to implement their program. They chose RollWorks as their account-based partner, to set up their ABM program.
Putting Together a Dedicated Team to Ensure ABM Program’s Success
Creating a single team to support and execute the ABM program was crucial before launching the ABM campaigns Salesforce had planned. They had teams who knew what ABM was all about; they even ran campaigns in silos. So, Salesforce pooled its ABM resources and formed a single team to carry out ABM-related operations.
Identifying Strategic Target Accounts
With the support of technology, Salesforce validated the list of target accounts and filtered out accounts that weren’t such a good fit using their first-party data. They made sure they looked at all the possible data they had, including third-party, so there was no scope for error. As a result, they had a list of high-value accounts with an ideal customer profile (ICP).
Engaging the Target Accounts
After the target accounts were identified, Salesforce ran campaigns of highly customized content for each stage of the sales journey to entice prospects. Once the prospects entered the sales pipeline, hyper-personalized messages, ads, and emailers were sent to them using AI.
Using Data for Continued Engagement
Salesforce ABM campaigns used all available data to create new or repurpose existing content assets like customer stories, consultation forms, research reports, and blog posts to nurture the leads at every stage.
Cultivating Customer Relationships
Using a specially created ABM dashboard, Salesforce monitored its campaign results to understand which content its leads engaged with the most. Then, it removed the content that did not generate engagement to streamline engagement with previous unengaged leads. The secret was to create humane content that didn’t have buzzwords, consistently maintain brand voice and tone, and make special content that the leads could resonate with.
Educating and engaging the leads increased the deal sizes and customer lifetime value. Holistic reporting helped them evolve their ABM strategy continuously.
By creating a robust ABM program that took care of its targeting accounts’ evolving needs, pain points, and expectations, Salesforce saw a 24 percent faster revenue growth and an 87 percent higher ROI.
How Salesforce Got a 30 Percent Close Rate by Using ABM Technology
While promoting their Boston World Tour Series, Salesforce used ABM campaigns to get registrations. One out of their fourtarget accounts engaged with their content, and an average of five contacts per account engaged with them. In six weeks, they got in touch with 410 target accounts, of which 110 engaged with them. They achieved a 30 percent close rate for their campaign.
Creating an ABM Program like Salesforce
Salesforce has come a long way by using ABM technology to expand its offerings. It has AI-powered products, tools, and services that provide ABM automation to other companies. For example, their ABM Salesforce Marketing Cloud product has helped brands like Herman Miller achieve a 200% increase in their email revenue.
To create an effective ABM program like Salesforce, you can use their steps as a blueprint. These steps apply to all kinds of businesses, but if you still don’t know how and where to start, find the answers to the following questions to comprehend what you can do next:
Do you think ABM is right for your business?
Are there any customer accounts that require special attention?
Can your business fund expert consultation for ABM and eventually an ABM program?
Once you find the answers to the above questions, you can take your first step towards building an effective ABM program that can help you scale your business.
Conclusion
ABM technology is revolutionizing B2B marketing by harnessing AI and targeted approaches, personalization, and automation using high-quality intent data. Implementing an effective ABM strategy is crucial to driving ROIs and growth.
FAQ
How does ABM differ from a traditional lead generation marketing strategy?
ABM helps you target high-value accounts with hyper-personalized content, instead of presenting generic content to unclassified accounts.
What is an ABM platform?
An ABM platform is a technology that helps marketers run their ABM programs at scale.
Why is ABM important in your marketing efforts?
With the help of ABM, marketers may be able to shorten their sales cycle, increase their marketing involvement in the sales funnel, and achieve a high ROI.
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