Account-Based Marketing is Increasingly Important to B2B Marketers

February 5, 2019

B2B organizations are turning to ABM practices to identify the businesses, buying centers and decision makers with whom they want to establish relationships. This is nothing new to a lot of sales teams — they’ve been taking this approach for a long time. However, B2B marketers now have the sophistication and the automation available to them to wade in and start adopting this strategy. The timing is perfect because the B2B sale is getting more complex. According to IDG, “up to 17 people can now influence enterprise B2B purchases — a 70% increase since 2011.”1

Spotlight

Struto

Struto is an inbound marketing agency and Platinum Hubspot Partner. Our goal is to help business-to-business (B2B) organisations transition from less effective, traditional outbound marketing strategies to inbound marketing strategies which drive more leads, have a higher rate of conversion and cost less thereby producing a measurable return on investment (ROI).

OTHER WHITEPAPERS
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Making insight intelligent for ABM

whitePaper | July 13, 2021

Insight is the difference between what makes ABM truly distinct from just ‘marketing to accounts.’ In truth, it can make or break the success of ABM in even the most mature of programs. But knowing how to extract the right insight at the right time from the sea of data available can often leave marketers feeling overwhelmed. Supported by ITSMA thinking throughout, our practical guide, "Making Insight Intelligent", offers best practice advice helping you demystify the effective gathering and use of insight across some of the most common use cases within ABM. Inside we'll cover: The need, the landscape and the opportunity for insight in 2021 How to build an insight-first program How to create the right structure and processes for success, and establish robust measurement The insight you should leverage to drive business outcomes Five typical use cases: examples of the types of insight used to drive tangible outcomes in ABM

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Elevating ABM: Building Blocks for Long-Term Growth

whitePaper | March 3, 2023

Revenue Forecasting, Sales and Marketing, Intent DataOne of the most interesting aspects of Account-Based Marketing (ABM) is the interplay between continuity and change. Twenty years into the ABM journey, core principles from the very beginning have stood the test of time: leading with customer insight, full partnership with sales, tailoring and customizing customer connection, and focusing on the three R’s—Reputation, Relationships, and Revenue.

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The Beginner’s Guide to: Account-based Selling

whitePaper | December 14, 2019

Account-based selling focuses on quality over quantity. Sales teams prioritize their prospecting efforts based on the companies they should be contacting rather than the individuals. They use data to find specific accounts that would benefit from their product and then devise customized, high-touch prospecting approaches for those target accounts. By employing account-based selling, you ensure that your sales teams are focusing on highpotential, high-value accounts, making them more likely to close deals, hit their quotas, and grow your business.

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Ignite Your ABX - Winning With Today’s B2B Customers

whitePaper | August 4, 2022

Buyers are influenced by brands they know. By leaning into the entire customer journey, B2B brands can start to think beyond lead-based strategies with account-based experiences (ABX). Delivering account-based experiences (ABX) helps you find and keep customers by staying active in the market and nurturing meaningful account relationships. Learn what successful account-based experiences look like and how to get started on a full-funnel, always-on ABX approach. You’ll discover: Why brand building creates more value than sales activation Key differences among account-based targeting, marketing, and experience Tips on how to implement ABX strategically, one ecosystem at a time How to align your go-to-market teams and accelerate revenue

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How Marketing Operations Can Make the Most of a Multi-Channel MarTech Stack

whitePaper | September 27, 2022

Marketing Operation Professionals (MOps) are often the unsung hero overseeing the function of your MarTech stack ( marketing technology). Chances are, you already have invested in the tools necessary to ABMify it. But the real challenge is how your MarTech stack comes together to create one killer marketing operations strategy. In this guide we'll show you: Real customer examples and insights into how others approach MarTech in a way that works for them Examples of plays you can orchestrate when your multi-channel ABM stack is at its best Frameworks to design a stack that stacks up and simplifies Marketing Operations Why you need a way to integrate it all (and how to do it quickly)

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Customer Experience is broken. Learn how to bridge CX gaps using AI.

whitePaper | December 20, 2022

Customers are engaging with businesses on several channels, both online and offline. They want curated brand experiences that reflect an understanding of their preferences and needs. But the sad truth is that most businesses aren’t able to bridge the experience gap due to a host of reasons. This ebook explores these reasons and provides a deep dive into the essential elements of a future-ready customer service strategy that leverages AI and automation.

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Spotlight

Struto

Struto is an inbound marketing agency and Platinum Hubspot Partner. Our goal is to help business-to-business (B2B) organisations transition from less effective, traditional outbound marketing strategies to inbound marketing strategies which drive more leads, have a higher rate of conversion and cost less thereby producing a measurable return on investment (ROI).

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