Account-based marketing is a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospects or customer accounts as markets of one. Content Marketing Institute is hosting a webinar ‘ABM and Video: The Made-in-Heaven Marketing Match’ on Wednesday, November 10, 2021, at 2.00 pm ET. The CMI team says, “Think ABM is easy? Of course, you don’t. It’s difficult to organize, it’s hard to execute, and it’s tough to build the right tech stack for enduring success. But video is the tool that’s uniquely... [...]
Archive for the 'Account-based marketing' Category
Account-based marketing is transforming marketing, sales, and CS teams into full-funnel revenue generators. Terminus has published the ABM Workbook template to help you plan and execute ABM campaigns. The Terminus team says, “Use the Terminus ABM Workbook to lay out all relevant strategies, targeting options, plays, and KPIs for your full-funnel ABM strategy. It’s an interactive step-by-step template that can help you plan ABM plays and campaigns, and it follows a simple, yet powerful framework that allows you to execute an account-based strategy for your entire revenue funnel. Here’s... [...]
The account-based marketing refers to the marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts. The MarketingSherpa contributor Alyce has put together some useful advice from marketing leaders from various leading organizations. Alyce says, “There’s a reason account-based marketing is exploding in popularity within the B2B world, and it isn’t because it’s the newest shiny-object bandwagon to jump on. It’s because ABM is the solution to making B2B marketing more effective than ever before. We... [...]
AdWeek is hosting a webinar on ‘The Right KPIs for Account-Based Marketing’ on Tuesday, January 22 at 1.00 pm EST. The AdWeek team says, “There’s little doubt among B2B marketers and sellers that account-based marketing works. Still, many organizations are finding themselves challenged to actually execute this kind of strategy successfully. The hurdle? It might just be that you’re using the wrong KPIs. What metrics should you be looking at when optimizing ABM for both precision and scale? Hear how Demandbase evaluates channels through an ABM lens to determine which truly... [...]
Account-based marketing (ABM) is a strategy that focuses on the sales and marketing resources on a clearly defined set of target accounts. It employs personalized campaigns to acquire more customers. Econsultancy columnist Riaz Kanani has shared three tips to help marketers employing ABM to select right account marketing strategy. Focusing on the spread of ABM, Kanani says, “With B2B marketers rapidly adopting account based marketing strategies, approaching account selection right from the beginning is increasingly important. The first list is often straightforward to pull together. After... [...]
AdWeek is hosting a webinar on ‘The Right KPIs for Account-Based Marketing’ on Tuesday, January 22 at 1.00 pm EST. The AdWeek team says, “There’s little doubt among B2B marketers and sellers that account-based marketing works. Still, many organizations are finding themselves challenged to actually execute this kind of strategy successfully. The hurdle? It might just be that you’re using the wrong KPIs. What metrics should you be looking at when optimizing ABM for both precision and scale? Hear how Demandbase evaluates channels through an ABM lens to determine which truly... [...]
The Dun & Bradstreet, Inc. has published a free ebook titled ‘Account-Based Marketing: The Art of the Start’. Dun & Bradstreet team says, “One of the biggest roadblocks to winning with ABM is access to data and the ability to leverage that data for increased insight and account selection. With insights from more than 100 B2B marketers, The Art of the Start, includes tips from sales and marketing leaders who have successfully executed their own ABM campaigns. Highlights include: The State of ABM – how B2B companies currently address ABM Data Challenges –... [...]
AJ Wilcox says, “This week, LinkedIn released a fantastic new feature to their ads product that is an absolute game-changer for business-to-business companies. It’s called Account Targeting, and it allows you to upload a list of up to 300,000 company names and target ads to only those companies. Here’s a story to illustrate the power of this new functionality: I walked into a marketing team meeting and immediately knew there was a problem. The team was close to hitting their goal, but trending behind the curve, and it looked like we might miss it. The CMO made the decision to dump more... [...]
Ann Gynn says, “To market its webinar, InsightSquared went the extra mile. It bought 248 copies of the presenter’s book. The author autographed the books with an invitation to attend the webinar. Each one included a bookmark with a URL to register. Then, the company targeted everybody who visited its website with the same domain as an invitee. Webinar day arrived. Six people attended. A complete content marketing disaster. But at the end of the quarter, the book-invitation webinar campaign was the most effective one to influence the deals that got done”. Account-Based Marketing:... [...]
Kristina Jaramillo says, “Many social media and social selling experts say volume is the key to success on social media platforms, including LinkedIn. In an article in Content Marketing Institute’s magazine, Jonathan Crossfield compares that scattershot, shotgun method to a realtor’s flyer-marketing efforts. He talks about how once a week his mailbox contains at least one real estate flyer that mentions a recently sold house in his area and asks whether he has considered selling his home. Now, Jonathan is renting, so I’m sure his landlord would have something to say about... [...]