This webinar was conducted in partnership with Wpromote and #FlipMyFunnel. The idea is how ABM and Inbound Marketing can peacefully co-exist together. It doesn't have to be all or nothing.
10 Lessons from Account-Based Marketing SuccessSangram Vajre
Account-based marketing (ABM) might sound easy but it's hard to operationalize it. Here are the 10 lessons I have learned from doing and seeing others do ABM at scale.
Orchestrating Account-Based Marketing with Advertising, Content & Direct MailSangram Vajre
Account-based marketing is a proven strategy for growing revenue for B2B organizations. Ultimately, it's about delivering the right content, on the right channel, to the contacts in your target accounts. In this presentation, learn how best-in-class B2B marketing teams are doing ABM orchestration using advertising, content and direct mail.
10 Lessons Learned for Account-Based Success #B2BMXTerminus
Sangram Vajre, CMO and co-founder of Terminus, shares 10 lessons for account-based marketing and sales success in this presentation from B2B Marketing Exchange 2018.
A look at the marketing strategy with the highest ROI and how it helps companies close more accounts.
Get product and customer marketing tips right to your inbox once a week. Subscribe here: www.drift.com/subscribe
This document discusses how Corrao Group, a national business consulting firm, has helped clients maximize their investment in Salesforce over many years. It describes how they helped clients transition from manual, disjointed processes to integrated, automated systems using Salesforce, Pardot, and other tools. This provided benefits like real-time visibility, improved marketing and sales alignment, increased productivity, and better customer engagement. Case studies show impacts like higher response and conversion rates, faster cash flow, and better management of large pipelines. The document promotes Corrao Group's services and experience in custom Salesforce solutions and Account-Based Marketing.
How Terminus Does Account-Based MarketingSangram Vajre
This document summarizes Sangram Vajre's presentation on account-based marketing strategies and how the Terminus platform can be used to implement them. It discusses six common ABM strategies (pre-targeting, account nurture, lead-to-account nurture, pipeline acceleration, wake the dead, and land & expand) and provides examples from companies that have used Terminus for each strategy. Key metrics and tactics for each strategy are also outlined such as identifying target accounts, personalized outreach, and measuring opportunities generated.
Fishing with Spears: All about Account-Based Marketing - Jon Miller, Godfrey ...Godfrey
Jon Miller discusses account-based marketing (ABM). He defines ABM as a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts. Miller outlines a 3 step ABM model including selecting target accounts, developing account-specific content and messaging, and orchestrating interactions across channels. He stresses that the success of ABM comes from integrating different tactics, not any single campaign, and that the "Big 5" metrics for ABM are coverage, awareness, engagement, reach, and impact on sales outcomes.
10 Lessons from Account-Based Marketing SuccessSangram Vajre
Account-based marketing (ABM) might sound easy but it's hard to operationalize it. Here are the 10 lessons I have learned from doing and seeing others do ABM at scale.
Orchestrating Account-Based Marketing with Advertising, Content & Direct MailSangram Vajre
Account-based marketing is a proven strategy for growing revenue for B2B organizations. Ultimately, it's about delivering the right content, on the right channel, to the contacts in your target accounts. In this presentation, learn how best-in-class B2B marketing teams are doing ABM orchestration using advertising, content and direct mail.
10 Lessons Learned for Account-Based Success #B2BMXTerminus
Sangram Vajre, CMO and co-founder of Terminus, shares 10 lessons for account-based marketing and sales success in this presentation from B2B Marketing Exchange 2018.
A look at the marketing strategy with the highest ROI and how it helps companies close more accounts.
Get product and customer marketing tips right to your inbox once a week. Subscribe here: www.drift.com/subscribe
This document discusses how Corrao Group, a national business consulting firm, has helped clients maximize their investment in Salesforce over many years. It describes how they helped clients transition from manual, disjointed processes to integrated, automated systems using Salesforce, Pardot, and other tools. This provided benefits like real-time visibility, improved marketing and sales alignment, increased productivity, and better customer engagement. Case studies show impacts like higher response and conversion rates, faster cash flow, and better management of large pipelines. The document promotes Corrao Group's services and experience in custom Salesforce solutions and Account-Based Marketing.
How Terminus Does Account-Based MarketingSangram Vajre
This document summarizes Sangram Vajre's presentation on account-based marketing strategies and how the Terminus platform can be used to implement them. It discusses six common ABM strategies (pre-targeting, account nurture, lead-to-account nurture, pipeline acceleration, wake the dead, and land & expand) and provides examples from companies that have used Terminus for each strategy. Key metrics and tactics for each strategy are also outlined such as identifying target accounts, personalized outreach, and measuring opportunities generated.
Fishing with Spears: All about Account-Based Marketing - Jon Miller, Godfrey ...Godfrey
Jon Miller discusses account-based marketing (ABM). He defines ABM as a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts. Miller outlines a 3 step ABM model including selecting target accounts, developing account-specific content and messaging, and orchestrating interactions across channels. He stresses that the success of ABM comes from integrating different tactics, not any single campaign, and that the "Big 5" metrics for ABM are coverage, awareness, engagement, reach, and impact on sales outcomes.
In this presentation on behalf of Standard Press, Terminus Co-Founder & CMO Sangram Vajre shares why ABM & H2H are the future of B2B marketing. Learn how "customer heroism" can transform the buyer's journey.
Account based marketing: from strategy and plans to execution and insightsEngagio
It’s time to go beyond the buzz of Account-Based Marketing and put the strategy to work. However, even some of the smartest and most sophisticated companies are struggling to align their organization and get started with ABM. It doesn’t have to be hard. In fact, it’s easier than you think. Join Engagio and Demandbase, to hear how the marketing leadership from each team has built a world-class ABM program from the ground up. You’ll discover who the key players are that you'll need for your ABM Tiger Team, critical factors for selecting the accounts most likely to close, and how to find the buyers and key influencers to cut sales cycles times in half. You'll also learn how to capitalize on anonymous buying behavior, and the biggest secrets to launching your ABM program.
Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
How to Become an Account-Based Marketing SuperheroSangram Vajre
The document outlines an agenda for a live broadcast on how to become an ABM superhero. It includes presentations by representatives from Terminus and SOASTA on defining ABM, assembling an ABM team, identifying target accounts, and an example ABM campaign case study that led to improved marketing results. Resources mentioned include the Terminus ABM platform, an ABM blueprint ebook, and taking questions from the audience.
Join Jon Miller, CEO of Engagio, and Beki Scarbrough, ForgeRock VP of Marketing, for some ABM insights as we discuss what is in store to make the 1:1 future a reality.
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
7 Strategies for Account-Based Marketing with SalesforceSangram Vajre
Presented at Dreamforce '17 by Terminus Co-Founder & CMO, Sangram Vajre, author of "Account-Based Marketing for Dummies" and founder of the #FlipMyFunnel movement transforming B2B marketing and sales. Learn the basics of ABM and seven practical strategies for demand generation, sales pipeline velocity, and customer marketing.
End to-End ABM: From Identification to Closed BusinessDemandbase
Account-Based Marketing has officially taken off. However, ABM involves more than simply executing account-focused campaigns. B2B marketers are now responsible for identifying the companies that are likely to buy, as well as delivering the right individual buyers from within those accounts.
Join Aman Naimat, Founder of Spiderbook, and Peter Isaacson, CMO of Demandbase, as they discuss strategies to identify net new accounts and close them faster with end-to-end ABM.
You will learn:
-The main drivers behind the expansion of ABM
-The difference between predictive and prescriptive account identification
-The power of buyer-specific insights for marketing and sales
Procurement management is one of the most time consuming, costly and manual tasks in typical businesses. With no unified system, time-consuming processes usually lead to costly mistakes, lots of lost opportunities and significant inefficiencies which are detrimental for any company. Which is why organisations are beginning to develop well-defined strategies to handle the demands of procure-to-pay processes. Let us show you how to gain full control over your procurement operations with our automated, lean but smart procure-to-pay solution.
Crawl, Walk, Run with Account-Based MarketingSangram Vajre
How do you get started with account-based marketing, then fully execute ABM at scale? In this webinar, Sangram Vajre from Terminus teamed up with Dialpad, LookBook HQ, and Lattice Engines to discuss the steps for successful ABM campaigns.
Secret Sauce for Account Based Marketing (ABM)Engagio
Learn how to:
Build a tiered ABM program with the right level of personalization for each type of account
Implement a multi-channel prospecting play that orchestrates account-based advertising, social, direct mail, email, phone, and more
Understand ABM benchmarks and measure the right success metrics
How to Scale ABM Campaigns: ABM Summer Camp Webinar SlidesTerminus
Learn how to scale and measure your account-based marketing program.
This webinar was presented live on June 13, 2018 as part of Terminus' ABM Summer Camp webinar series.
Webinar speakers:
Justin Keller, VP of Marketing at Sigstr
Allie Butters, BrightFunnel Marketing Manager at Terminus
Torrey Dye, Director of ABM at Terminus
Data Secrets to Great Account Based Marketing - Engagio and ReachForceEngagio
Charlie Liang, Director of Marketing at Engagio explained how data is one of the foundations of a successful Account Based Marketing and Sales strategy. He also discussed how unreliable data inhibits growth.
Learn how Reliable data is really within your grasp, and with limited resources. Get the slides, and get the secrets successful organizations have used to keep their data clean and how those tactics have led to profitable ABM.
4 Steps to ABM Success Engagio and Infer - Nov 2016 - SlideshareEngagio
The document discusses account selection and targeting for account-based marketing (ABM) campaigns. It describes segmenting accounts into tiers based on factors like firmographics, technographics, and predictive analytics. A target account committee considers these factors to select which accounts marketing and sales should focus on. The document then discusses developing engagement strategies, measuring ABM effectiveness through account-centric rather than lead-centric metrics, and ensuring alignment between sales and marketing.
#FlipMyFunnel Lunch and Learn for General Assembly Terminus
The document discusses challenges with traditional sales and marketing funnels and proposes an alternative approach called #FlipMyFunnel. It describes how #FlipMyFunnel focuses on specific accounts from the beginning rather than broad awareness campaigns. It also emphasizes engaging with individuals in the context of their roles within accounts and providing the right content through the right channels. The document provides five specific #FlipMyFunnel digital strategies that can unite sales and marketing, such as generating awareness among targeted accounts and turning email nurturing campaigns into account-based efforts.
This document discusses building a target account list for Account-Based Marketing (ABM). It recommends establishing an ABM leadership team to develop the initial list using account identification technology and sales input. The list should be approved by leadership and verified with sales. The goals, management, and segmentation of the list are also covered. Key takeaways are to start simple, prove the model works, and iteratively review and revise the list over time.
Hyper-Personalized Conversions: The Key to a Wider Marketing FunnelSharpSpring
- Marketing automation is being adopted by 49% of all companies and 55% of B2B companies to power personalized conversations with customers along their buyer's journey.
- The use of marketing automation has increased nearly 11 times from 2011 to 2016 as buyers now manage 85% of their journey without human contact.
- Marketing automation enables hyper-personalized conversations through tools like dynamic content, behavioral tracking, lead scoring, and real-time messaging that can widen the marketing funnel.
The document discusses account-based marketing (ABM) and how it differs from traditional marketing approaches. ABM focuses on identifying specific accounts that are most likely to purchase a company's products, and then marketing directly to those accounts. However, ABM alone is not sufficient and must be combined with account-based sales approaches to have maximum impact. The document argues that both marketing and sales need to work together and coordinate their outreach at the account level across different channels to successfully sell to targeted accounts.
My Terminus ABM Journey: Don't Make the Mistakes I DidTerminus
This document discusses account-based marketing (ABM) with Wyng. It provides an overview of how Wyng identifies target accounts, expands into those accounts through advertising and tools, and engages accounts through various channels including personalized content. Charts show that after implementing ABM, Wyng saw a higher percentage of bookings from target accounts, as well as a 20% increase in average order value, demonstrating the effectiveness of focusing marketing efforts on the right accounts.
Launching and Scaling an Account Based Marketing Strategy: Implementing the R...Uberflip
This document discusses launching and scaling an account-based marketing strategy. It recommends starting with a small pilot that engages one sales partner and focuses on a small target account list. The pilot should customize touchpoints like digital ads, landing pages, and emails for each account and measure the impact on key metrics. To scale the strategy, the document suggests expanding the target account list and sales partnerships, building an ABM leadership team, and optimizing budgets and technologies to support the strategy. Customizing engagement by account tier and stage is also recommended based on account value, effort invested, and strategic initiatives.
Sales have never been easy without sales tracking appSalesBabuCRM
SalesBabu is a sales tracking app and CRM for businesses and startups. The document discusses how sales tracking is important for identifying the right opportunities at the right time. It provides steps to set up a sales tracking process, including defining audiences, lead sources, stages, and metrics. Key benefits of the SalesBabu app are transparency, visibility into the sales process, and real-time updates and reports. The conclusion is that SalesBabu CRM provides a clear view of sales pipelines, leads, and prospects.
Account Based Marketing 101: How to Get Started & Succeed | EngagioEngagio
ABM is hot, but there's a lot of noise right now. How do you break through to really understand what ABM is all about, and get started?
Join Jon Miller, CEO of Engagio (previous co-Founder of Marketo), in this presentation to understand:
–What works (and doesn't) in ABM
–The new metrics to use in an ABM strategy
–The first things you need to do to get started
You'll walk away with the information you need to support your game plan to launch your Account Based Marketing successfully.
View the webinar replay here: http://resources.engagio.com/account-based-marketing/abm-101-replay
Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
How to Brew the Perfect B2B Blend of ABM & InboundDemandWave
Ready to brew a bold approach to demand generation? Check out our webinar on-demand and taste the benefits of both account-based and inbound marketing.
6 ABM Myths and How to Conquer Them | Engagio & AdRollEngagio
We dove through third-party webinars, online articles, and even our own data to find out which ABM strategies work—and which are total myths. The result is a webinar that helps marketers break through the bull and create campaigns that drive actual results.
Watch this webinar with Engagio’s Director of Marketing, Charlie Liang, and AdRoll’s Digital Marketing Team Lead, Jonathan Koo, to learn how to:
-Pivot to ABM with existing framework and strategies
-Serve the most cost-effective impressions to target accounts
-Choose the right KPIs to understand how your campaigns are performing
-And more!
Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
In this presentation on behalf of Standard Press, Terminus Co-Founder & CMO Sangram Vajre shares why ABM & H2H are the future of B2B marketing. Learn how "customer heroism" can transform the buyer's journey.
Account based marketing: from strategy and plans to execution and insightsEngagio
It’s time to go beyond the buzz of Account-Based Marketing and put the strategy to work. However, even some of the smartest and most sophisticated companies are struggling to align their organization and get started with ABM. It doesn’t have to be hard. In fact, it’s easier than you think. Join Engagio and Demandbase, to hear how the marketing leadership from each team has built a world-class ABM program from the ground up. You’ll discover who the key players are that you'll need for your ABM Tiger Team, critical factors for selecting the accounts most likely to close, and how to find the buyers and key influencers to cut sales cycles times in half. You'll also learn how to capitalize on anonymous buying behavior, and the biggest secrets to launching your ABM program.
Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
How to Become an Account-Based Marketing SuperheroSangram Vajre
The document outlines an agenda for a live broadcast on how to become an ABM superhero. It includes presentations by representatives from Terminus and SOASTA on defining ABM, assembling an ABM team, identifying target accounts, and an example ABM campaign case study that led to improved marketing results. Resources mentioned include the Terminus ABM platform, an ABM blueprint ebook, and taking questions from the audience.
Join Jon Miller, CEO of Engagio, and Beki Scarbrough, ForgeRock VP of Marketing, for some ABM insights as we discuss what is in store to make the 1:1 future a reality.
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
7 Strategies for Account-Based Marketing with SalesforceSangram Vajre
Presented at Dreamforce '17 by Terminus Co-Founder & CMO, Sangram Vajre, author of "Account-Based Marketing for Dummies" and founder of the #FlipMyFunnel movement transforming B2B marketing and sales. Learn the basics of ABM and seven practical strategies for demand generation, sales pipeline velocity, and customer marketing.
End to-End ABM: From Identification to Closed BusinessDemandbase
Account-Based Marketing has officially taken off. However, ABM involves more than simply executing account-focused campaigns. B2B marketers are now responsible for identifying the companies that are likely to buy, as well as delivering the right individual buyers from within those accounts.
Join Aman Naimat, Founder of Spiderbook, and Peter Isaacson, CMO of Demandbase, as they discuss strategies to identify net new accounts and close them faster with end-to-end ABM.
You will learn:
-The main drivers behind the expansion of ABM
-The difference between predictive and prescriptive account identification
-The power of buyer-specific insights for marketing and sales
Procurement management is one of the most time consuming, costly and manual tasks in typical businesses. With no unified system, time-consuming processes usually lead to costly mistakes, lots of lost opportunities and significant inefficiencies which are detrimental for any company. Which is why organisations are beginning to develop well-defined strategies to handle the demands of procure-to-pay processes. Let us show you how to gain full control over your procurement operations with our automated, lean but smart procure-to-pay solution.
Crawl, Walk, Run with Account-Based MarketingSangram Vajre
How do you get started with account-based marketing, then fully execute ABM at scale? In this webinar, Sangram Vajre from Terminus teamed up with Dialpad, LookBook HQ, and Lattice Engines to discuss the steps for successful ABM campaigns.
Secret Sauce for Account Based Marketing (ABM)Engagio
Learn how to:
Build a tiered ABM program with the right level of personalization for each type of account
Implement a multi-channel prospecting play that orchestrates account-based advertising, social, direct mail, email, phone, and more
Understand ABM benchmarks and measure the right success metrics
How to Scale ABM Campaigns: ABM Summer Camp Webinar SlidesTerminus
Learn how to scale and measure your account-based marketing program.
This webinar was presented live on June 13, 2018 as part of Terminus' ABM Summer Camp webinar series.
Webinar speakers:
Justin Keller, VP of Marketing at Sigstr
Allie Butters, BrightFunnel Marketing Manager at Terminus
Torrey Dye, Director of ABM at Terminus
Data Secrets to Great Account Based Marketing - Engagio and ReachForceEngagio
Charlie Liang, Director of Marketing at Engagio explained how data is one of the foundations of a successful Account Based Marketing and Sales strategy. He also discussed how unreliable data inhibits growth.
Learn how Reliable data is really within your grasp, and with limited resources. Get the slides, and get the secrets successful organizations have used to keep their data clean and how those tactics have led to profitable ABM.
4 Steps to ABM Success Engagio and Infer - Nov 2016 - SlideshareEngagio
The document discusses account selection and targeting for account-based marketing (ABM) campaigns. It describes segmenting accounts into tiers based on factors like firmographics, technographics, and predictive analytics. A target account committee considers these factors to select which accounts marketing and sales should focus on. The document then discusses developing engagement strategies, measuring ABM effectiveness through account-centric rather than lead-centric metrics, and ensuring alignment between sales and marketing.
#FlipMyFunnel Lunch and Learn for General Assembly Terminus
The document discusses challenges with traditional sales and marketing funnels and proposes an alternative approach called #FlipMyFunnel. It describes how #FlipMyFunnel focuses on specific accounts from the beginning rather than broad awareness campaigns. It also emphasizes engaging with individuals in the context of their roles within accounts and providing the right content through the right channels. The document provides five specific #FlipMyFunnel digital strategies that can unite sales and marketing, such as generating awareness among targeted accounts and turning email nurturing campaigns into account-based efforts.
This document discusses building a target account list for Account-Based Marketing (ABM). It recommends establishing an ABM leadership team to develop the initial list using account identification technology and sales input. The list should be approved by leadership and verified with sales. The goals, management, and segmentation of the list are also covered. Key takeaways are to start simple, prove the model works, and iteratively review and revise the list over time.
Hyper-Personalized Conversions: The Key to a Wider Marketing FunnelSharpSpring
- Marketing automation is being adopted by 49% of all companies and 55% of B2B companies to power personalized conversations with customers along their buyer's journey.
- The use of marketing automation has increased nearly 11 times from 2011 to 2016 as buyers now manage 85% of their journey without human contact.
- Marketing automation enables hyper-personalized conversations through tools like dynamic content, behavioral tracking, lead scoring, and real-time messaging that can widen the marketing funnel.
The document discusses account-based marketing (ABM) and how it differs from traditional marketing approaches. ABM focuses on identifying specific accounts that are most likely to purchase a company's products, and then marketing directly to those accounts. However, ABM alone is not sufficient and must be combined with account-based sales approaches to have maximum impact. The document argues that both marketing and sales need to work together and coordinate their outreach at the account level across different channels to successfully sell to targeted accounts.
My Terminus ABM Journey: Don't Make the Mistakes I DidTerminus
This document discusses account-based marketing (ABM) with Wyng. It provides an overview of how Wyng identifies target accounts, expands into those accounts through advertising and tools, and engages accounts through various channels including personalized content. Charts show that after implementing ABM, Wyng saw a higher percentage of bookings from target accounts, as well as a 20% increase in average order value, demonstrating the effectiveness of focusing marketing efforts on the right accounts.
Launching and Scaling an Account Based Marketing Strategy: Implementing the R...Uberflip
This document discusses launching and scaling an account-based marketing strategy. It recommends starting with a small pilot that engages one sales partner and focuses on a small target account list. The pilot should customize touchpoints like digital ads, landing pages, and emails for each account and measure the impact on key metrics. To scale the strategy, the document suggests expanding the target account list and sales partnerships, building an ABM leadership team, and optimizing budgets and technologies to support the strategy. Customizing engagement by account tier and stage is also recommended based on account value, effort invested, and strategic initiatives.
Sales have never been easy without sales tracking appSalesBabuCRM
SalesBabu is a sales tracking app and CRM for businesses and startups. The document discusses how sales tracking is important for identifying the right opportunities at the right time. It provides steps to set up a sales tracking process, including defining audiences, lead sources, stages, and metrics. Key benefits of the SalesBabu app are transparency, visibility into the sales process, and real-time updates and reports. The conclusion is that SalesBabu CRM provides a clear view of sales pipelines, leads, and prospects.
Account Based Marketing 101: How to Get Started & Succeed | EngagioEngagio
ABM is hot, but there's a lot of noise right now. How do you break through to really understand what ABM is all about, and get started?
Join Jon Miller, CEO of Engagio (previous co-Founder of Marketo), in this presentation to understand:
–What works (and doesn't) in ABM
–The new metrics to use in an ABM strategy
–The first things you need to do to get started
You'll walk away with the information you need to support your game plan to launch your Account Based Marketing successfully.
View the webinar replay here: http://resources.engagio.com/account-based-marketing/abm-101-replay
Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
How to Brew the Perfect B2B Blend of ABM & InboundDemandWave
Ready to brew a bold approach to demand generation? Check out our webinar on-demand and taste the benefits of both account-based and inbound marketing.
6 ABM Myths and How to Conquer Them | Engagio & AdRollEngagio
We dove through third-party webinars, online articles, and even our own data to find out which ABM strategies work—and which are total myths. The result is a webinar that helps marketers break through the bull and create campaigns that drive actual results.
Watch this webinar with Engagio’s Director of Marketing, Charlie Liang, and AdRoll’s Digital Marketing Team Lead, Jonathan Koo, to learn how to:
-Pivot to ABM with existing framework and strategies
-Serve the most cost-effective impressions to target accounts
-Choose the right KPIs to understand how your campaigns are performing
-And more!
Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
Lauren Blecher Scherba: How to Brew the Perfect B2B Blend with ABM and InboundDemandbase
This document provides guidance on how to blend account-based marketing (ABM) and inbound strategies to drive more qualified leads and revenue. It recommends: 1) Understanding ABM as a strategy, not a channel; 2) Organizing accounts into tiers based on available resources; 3) Developing content plans tailored to each account tier to guide prospects through the buyer's journey. It also stresses that ABM and inbound marketing are not mutually exclusive and advocates crafting the optimal blend of both approaches.
[Future of ABM Webinar Series] Mission 5: Using Intent and Fit for Full-Funne...Engagio
Need to create predictable and repeatable growth? A data-driven approach can help! Join Everstring, RollWorks, and Engagio in this presentation to understand how a data-driven ABM strategy can help you meet your pipeline and revenue goals for both new business and customers. We’ll discuss how data and account insights can be leveraged to help you run effective, personalized ABM programs.
You'll discover how to:
— Operationalize ABM with intent and fit data
— Run ABM campaigns targeted at buyers throughout the customer lifecycle
— Target and prioritize the accounts that matter
Check out our webinar series space flight program! This webinar is Mission 5 of the Future of ABM 5-part webinar series where we discuss the new trends shaping the future of ABM! This series features thought leaders who will help you stay ahead of the ABM curve and give you tips to enable the 1:1 reality. Learn More: https://www.engagio.com/future
Azalead Account Based Marketing Product Demo Azalead
In your B2B company, are you a sales or marketing key decision maker? Are you ready to accelerate your sales with Account Based Marketing and Account Based Advertising?
Register for Azalead’s product demo, where Communications Manager, Liz Hammond will walk you through Azalead's easy-to-use ABM automation software.
Azalead is an Account Based Marketing and Advertising software company that identifies, targets, and nurtures key accounts. Start to measure your all marketing impact on the sales pipeline.
Fishing With Spears: All About Account-Based MarketingEngagio
Account-based marketing (ABM) is quickly becoming the next big thing in B2B marketing. In fact, the ITSMA says that “ABM delivers the highest Return on Investment of any B2B marketing strategy or tactic. Period.”
If you support sales teams selling six- and seven-figure deals, then this is the presentation for you!
Download this presentation to see why ABM is generating so much buzz, and to get practical tips for launching or scaling your ABM programs.
1. How ABM is different from traditional demand generation (fishing with nets)
2. Best practices for understanding target accounts, orchestrating integrated account plans, and measuring the impact of your ABM efforts
3. The right ways to market to current customers for cross-sell and retention
Key takeaways include:
Account-based marketing coordinates personalized marketing and sales efforts to land and expand specific accounts
ABM = focus = zero waste, better results
ABM delivers the highest ROI of any B2B marketing strategy or tactic
Great ABM requires great account knowledge
Create content that the right people in your target companies actually like to read and share
There is no magic campaign; success comes from a mix of integrated tactics
The “law of large numbers” breaks down in account-based marketing; measure ABM success via engagement and lift
A Practitioner's Approach to Building an ABM PlanEverString
This document provides an overview of building an account-based marketing (ABM) plan. It discusses components of an ABM plan including target account selection, data preparation, account-based messaging, defining marketing plays, and measuring success. The document also describes approaches to account research, data preparation, messaging, and sample marketing plays. Key takeaways are to map ABM where it makes sense, start with the right components, run ABM alongside traditional marketing, focus on account selection, and measure influence, acceleration and depth.
Customer Generation: Delivering on the Promise Demand Gen Forgot AboutSearch Engine Journal
The document discusses the principles of Customer Generation, a marketing methodology that focuses on generating sales qualified leads (SQLs) and customers rather than legacy metrics like marketing qualified leads (MQLs). It summarizes five principles: 1) Using first-party customer data to unlock scale, 2) Taking a customer-led rather than product-led approach to marketing, 3) Using financial modeling to improve capital allocation, 4) Prioritizing SQLs over MQLs, and 5) Treating B2B customers as individuals rather than corporations. The document provides examples and strategies for implementing each principle through marketing campaigns, financial analysis, and customer segmentation.
The presentation showcases a slide deck I developed to propose a new marketing strategy to the department. The proposal covers Account-Based Marketing (ABM) and how it'll bring success to the company and marketing department.
Account based marketing (ABM) is a targeted growth strategy that aligns marketing and sales departments to create personalized buying experiences for identified high-value accounts. It starts by defining a target audience, identifying key accounts, and developing an individualized communication plan for each account. Implementing ABM for a company involves starting with one ABM sales representative and gradually expanding the strategy over multiple phases to eventually make all sales representatives ABM focused. Research shows ABM often increases revenue, deal size, and average contract value compared to traditional lead-based strategies.
6 key steps for account based marketing that really worksConvergeHub
The document outlines 6 key steps for account based marketing: 1) Find your target accounts, 2) Research your accounts, 3) Create customized content for each account, 4) Choose appropriate channels to deliver your content, 5) Run an integrated campaign across channels, and 6) Measure results such as engagement, revenue, and list growth. It emphasizes aligning marketing and sales, treating each account like its own market, and using content to influence the right stakeholders within accounts.
[Webinar] Creating Harmony Between Demand Generation and ABMEngagio
Between the need to launch and scale your ABM programs to managing your current demand generation efforts, it’s easy to feel overwhelmed and drop the ball on one or the other.
Brandi Smith, VP, Demand Generation Marketing at Uberflip and Charm Bianchini, Head of Global Demand at Engagio, explore how their teams make both strategies work in tandem and create harmony in their marketing departments.
Creating Harmony Between Demand Generation and ABMUberflip
Between the need to launch and scale your ABM programs to managing your current demand generation efforts, it’s easy to feel overwhelmed and drop the ball on one or the other.
Brandi Smith, VP, Demand Generation Marketing at Uberflip and Charm Bianchini, Head of Global Demand at Engagio, explore how their teams make both strategies work in tandem and create harmony in their marketing department.
This presentation takes a deeper look into one of the most effective marketing strategies for B2B companies: account-based marketing. We'll discuss how to approach account-based marketing, create a strategy, and execute that strategy using HubSpot's software.
Account Based Marketing: A Look Around the CornerMRP
So, what does 2017 have in store for Account-Based Marketing (ABM) practitioners?
In 2013 and 2014 marketers began adoption and testing of the practice. The hype surrounding the market was near deafening but a lot of fun. During 2015 and 2016 we saw ABM practitioners beginning to craft and adopt best practices. What’s around the corner for ABM?
During Q4 2016 Demand Metric connected The Account-Based Marketing Consortium and five C-Level executives in a live discussion. These experts from around the world applied their combined experience to explore what the next stage of ABM will look like.
Ever wonder how predictive fits into Account Based Marketing? In this presentation, we dive into the topic with our Director of Marketing, Charlie Liang, and the Sr. Director of Marketing at Infer, Sean Zinsmeister.
If you want to find out more about how Engagio can help you execute your ABM programs, check out Engagio.com
4 Steps to ABM Success with Predictive AnalyticsCharlie Liang
The document discusses account selection and targeting for account-based marketing (ABM) campaigns. It describes segmenting accounts into tiers based on factors like firmographics, technographics, and predictive analytics. A target account committee considers these factors and predictive scoring to select which accounts marketing and sales should focus on. The document then discusses engagement strategies like developing an ABM playbook, using multiple channels including email, events and ads, and measuring success based on account-centric rather than lead-centric metrics.
Unstoppable ABM | The Account-based Marketing playbook | RecotapRecotap
The document provides an overview of account-based marketing (ABM). It discusses that ABM targets specific accounts that are relevant prospects, rather than focusing on generating generic leads. The key aspects of ABM covered include account selection, data acquisition, content personalization strategy, multi-channel targeting, goals and metrics, and technology tools to support ABM execution and automation. The overall approach of ABM is to engage buyers within targeted accounts through personalized messaging and content until they become customers.
3 Quick Ways Small Teams Can Marry Inbound & ABM to Supercharge GrowthAggregage
Inbound marketing or ABM — which side are you on? Luckily, the era where you have to pick sides is officially over. We’re calling it. In reality, small teams can blend both approaches to unlock major growth and stay ahead of the competition. Join Head of ABM Content, Caroline Van Dyke, as she breaks down the myth that ABM is just for big teams with tons of time and over-the-top budget.
The 2017 State of B2B Digital Marketing ReportDemandWave
This document summarizes the key findings from DemandWave's sixth annual report on the state of B2B digital marketing. Some of the main highlights include:
- Delivering quality leads has emerged as B2B marketers' top objective and challenge.
- Organic search now drives revenue for 63% of B2B marketers, tying with email.
- Nearly half of marketers plan to increase their digital marketing budgets in 2017.
- However, marketers still struggle with measuring ROI and optimizing content and marketing technologies for quality leads.
Similar to ABM + Inbound: Flipping a new Funnel (20)
This document discusses moving marketing from good to great using an Account-Based Marketing (ABM) approach. It introduces the TEAM framework for ABM, which stands for Target, Engage, Activate, and Measure. It then discusses maturity curves for how marketing progresses from average to good to great on each element of the TEAM framework. Key points include prioritizing quality over quantity for engagement, focusing on proactive account activation over reactive approaches, and using a single unified scorecard for measurement rather than separate funnels. The document advocates aligning sales and marketing as a unified team to most effectively implement ABM strategies.
The document provides an overview of ABM maturity curves and metrics. It discusses moving from good to great marketing by progressing along maturity curves for targeting, engaging, activating, and measuring accounts. It emphasizes the importance of focusing on the right accounts and identifying key personas within accounts. The document also shares examples of ABM program metrics from 2018 and 2019 for a company, showing a shift to more personalized outreach and segmented messaging, and an improved ability to track impact metrics.
"We Don't Sell to Robots" presented by Daniel Gaugler and Cat Martinez at #Fl...#FlipMyFunnel
"We Don't Sell to Robots" presented by Daniel Gaugler and Cat Martinez at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
"ABM: Winning With A Human Touch" presented by Malachi Threadgill at #FlipMyF...#FlipMyFunnel
"ABM: Winning With A Human Touch" presented by Malachi Threadgill at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
"Why Building A Brand Is The Single Best Investment You Can Make in 2018" by ...#FlipMyFunnel
"Why Building A Brand Is The Single Best Investment You Can Make in 2018" presented by Dave Gerhardt at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
"2018 B2B Marketing Trends" presented by Peter Weinberg at #FlipMyFunnel 2018#FlipMyFunnel
"2018 B2B Marketing Trends" presented by Peter Weinberg at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
"From Skunkworks to Platinum Stack" presented by Matt Amundson, Charles Crnoe...#FlipMyFunnel
"From Skunkworks to Platinum Stack" presented by Matt Amundson, Charles Crnoevich, and Jeff Marcoux at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
"Scientific Results to Deliver Your Customer a Better Experience" presented b...#FlipMyFunnel
This document summarizes scientific findings from analyzing 200 million sales interactions. The analysis found that nearly all of the top performing sales cadences included multiple touchpoints, with 80% including a phone call and email on the first day. The best cadences showed more sales efforts early in the process. Personalization also helped, with response rates doubling when personalizing communications for just 20% of customers. The document recommends focusing sales efforts early in interactions and extending them over time for better results.
"How to Use Buyer Persona Research to Close More Deals" presented by Jen Spen...#FlipMyFunnel
"How to Use Buyer Persona Research to Close More Deals" presented by Jen Spencer at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
"What is Campaign Based Prospecting?" by Ryan O'Hara at #FlipMyFunnel 2018#FlipMyFunnel
"What is Campaign Based Prospecting?" at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
"How to Humanize Your Prospecting in an Automated World" by Morgan Ingram at ...#FlipMyFunnel
"How to Humanize Your Prospecting in an Automated World" by Morgan Ingram at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
"Humanizing Live Sales Chat in a World of Bots" presented by Chris Handy at #...#FlipMyFunnel
"Humanizing Live Sales Chat in a World of Bots" presented by Chris Handy at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
"Turning Your Pitch Into Your REASON" by Dale Dupree at #FlipMyFunnel 2018#FlipMyFunnel
"Turning Your Pitch Into Your REASON" by Dale Dupree at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
"Transitioning Your Sales Organization to Account-Based Marketing" presented ...#FlipMyFunnel
"Transitioning Your Sales Organization to Account-Based Marketing" presented by Todd McCormick and Lucas Ulloque at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
"The State of Revenue Operations" presented by Karen Steele at #FlipMyFunnel ...#FlipMyFunnel
"The State of Revenue Operations" presented by Karen Steele at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
"Rock Your ABM and Sales Partnership" presented by Kristen Novak at #FlipMyFu...#FlipMyFunnel
"Rock Your ABM and Sales Partnership" presented by Kristen Novak at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
"Let's Get Honest About ABM: Three Truths and No Lies" presented by Katie Bul...#FlipMyFunnel
Katie Bullard, Chief Growth Officer of DiscoverOrg, gave a presentation on account-based marketing (ABM) at the #FlipMyFunnel 2018 conference. She outlined three truths about ABM: 1) ABM is not always the best approach and companies need to find the right balance with inbound marketing, 2) ABM programs are more likely to fail if they do not start small and simple, and 3) the most effective hooks for attracting potential customers focus on what's in it for them (WIIFM). Her key takeaways were to develop a unique ABM/inbound formula, start with small ABM pilots before full programs, and focus marketing messages on customer benefits rather than the company
"BFFs are the New MQL" presented by Justin Keller at #FlipMyFunnel 2018#FlipMyFunnel
"BFFs are the New MQL" presented by Justin Keller at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
"Going All In on ABM: Implementing a People First, Agile, Account-Based Strat...#FlipMyFunnel
Elle Woulfe gives a presentation on implementing an account-based marketing (ABM) strategy. She discusses how an initial light ABM approach led to improved conversion rates and increased ACV from target accounts. She advocates taking ABM further by more closely aligning sales and marketing efforts, customizing messages and alerts for target accounts, and continuously refining the strategy. The key takeaways are to thoroughly understand target accounts, start with small ABM tactics and set new incremental goals.
"#CustomerCenteredCentricObsessed" presented by Jill Rowley at #FlipMyFunnel ...#FlipMyFunnel
Jill Rowley presented "#CustomerCenteredCentricObsessed" keynote at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
4. And you don’t have to take our word for it. Check out “account-based marketing” in Google trends.
B2B marketers are buzzing about ABM.
Source: Terminus, “17 Account-Based Marketing Statistics to Know & Love in 2017.”
#FlipMyFunnel @sangramvajre @sabrinagilmore
5. “Don’t count the
people that you
reach; reach the
people that
count.”
– David Ogilvy
#FlipMyFunnel @sangramvajre @sabrinagilmore
6. What is the #1 objective of your digital marketing efforts?
B2B marketers are fully focused on lead quality.
Deliver quality
leads
47%
Drive more leads
23%
Increase
marketing ROI
12%
Improve brand
awareness
9%
Increase website
traffic
4%
Other
4%
Not sure
1%
26% YoY increase in
marketers choosing
“deliver quality leads” as
their top marketing goal
for 2017.
Source: Wpromote, “2017 State of B2B Digital Marketing Report.”
#FlipMyFunnel @sangramvajre @sabrinagilmore
7. The number of marketing solutions from 2015 to 2016 grew by over 75%.
Marketing technology has seen exponential growth.
Source: Scott Brinker, “Marketing Technology Landscape Supergraphic (2016).”
This is even more striking
when we look at solutions
tailored to ABM.
#FlipMyFunnel
Source: #FlipMyFunnel Account-Based Marketing Stack
@sangramvajre @sabrinagilmore
8. Source: Demandbase, “2017#FlipMyFunnel Account-Based Marketing Benchmark Survey Report.”
“64% Of B2B Marketers
Plan To Implement ABM In
The Next Year”
“…58% of companies
plan to invest in [ABM]
services or
technology.”
B2B marketers are investing in ABM.
#FlipMyFunnel @sangramvajre @sabrinagilmore
9. ABM & Inbound are not mutually exclusive.
Just like a good cup of coffee, you need to find the right blend.
1 ABM is NOT a channel or a technology, it’s a strategy.
Let’s debunk three common misconceptions about ABM:
2 ABM is NOT synonymous with outbound marketing.
3 ABM measurement should NOT be the same as inbound marketing.
#FlipMyFunnel @sangramvajre @sabrinagilmore
10. HOW TO BREW
THE PERFECT
B2B BALANCE.
BUILDING AND
MEASURING YOUR IDEAL
CONTENT AND
ADVERTISING MIX.
#FlipMyFunnel @sangramvajre @sabrinagilmore
11. Define which level of ABM makes sense for your organization.
First, build your target account list.
Source: TrackMaven, “Inbound vs. Account-Based Marketing: Avoiding the False Choice
#FlipMyFunnel @sangramvajre @sabrinagilmore
12. Work with marketing, sales, and fulfillment to identify top customers and shared traits.
First, build your target account list.
1
2
Industry
Company size
3 Annual revenue
4 Location
Firmographic factors:
#FlipMyFunnel @sangramvajre @sabrinagilmore
13. Identify the purchase decision-makers and influencers for your target accounts.
First, build your target account list.
#FlipMyFunnel @sangramvajre @sabrinagilmore
14. The number of accounts in each tier will largely depend on team resources.
Second, organize accounts by tier based on resources.
Source: Engagio, “Engagio’s Clear & Complete Guide to ABM.”
We highly
recommend reading
this eBook cover to
cover!
This is an incredibly important
point!
#FlipMyFunnel @sangramvajre @sabrinagilmore
15. The number of accounts in each tier will largely depend on team resources and budget.
Second, organize accounts by tier based on resources.
Source: Marketo, “5 Ways to Scale Your Account-Based Marketing Strategy.”
Map your marketing
activities to each tier to
help you plan!
#FlipMyFunnel @sangramvajre @sabrinagilmore
16. Here’s an example of how to begin by mapping the buyer’s journey by tier.
Third, build a content marketing plan for each tier.
Here’s where
content for ABM
comes into play.
Buyer Stage
Awareness
Evaluation
Purchase
Product Keyword Theme
(Keyword Example)
Educate prospects on the
value of your product & foster
thought leadership.
Build the business case for
why the prospect needs to
invest in your product or
service.
Give the prospect a reason to
choose you over your
competitors.
Marketing Automation
Software
Marketo/Branded
(Marketo features)
Marketing Automation
Software
Automated Email
(marketing email
automation)
Marketing Automation
Software
Best Automation
(best marketing
automation software)
Content Offer
Demo Request Page:
Schedule a 30-Minute
Demo with our Team
eBook:
5 Things to Know About
Marketing Automation
Software
Webinar:
How to Choose the
Right Marketing
Automation Software
Tier 3 =
Company
Size
Tier 2 =
Industry
#FlipMyFunnel @sangramvajre @sabrinagilmore
17. Here’s how this pans out on your site navigation.
Third, build a content marketing plan for each tier.
#FlipMyFunnel @sangramvajre @sabrinagilmore
18. Here’s an example of how to begin by mapping the buyer’s journey by tier.
Third, build a content marketing plan for each tier.
Here’s where
content for ABM
comes into play.
Buyer Stage
Awareness
Evaluation
Purchase
Product Keyword Theme
(Keyword Example)
Educate prospects on the
value of your product & foster
thought leadership.
Build the business case for
why the prospect needs to
invest in your product or
service.
Give the prospect a reason to
choose you over your
competitors.
Marketing Automation
Software
Marketo/Branded
(Marketo features)
Marketing Automation
Software
Automated Email
(marketing email
automation)
Marketing Automation
Software
Best Automation
(best marketing
automation software)
Content Offer
Demo Request Page:
Schedule a 30-Minute
Demo with our Team
eBook:
5 Things to Know About
Marketing Automation
Software
Webinar:
How to Choose the
Right Marketing
Automation Software
Tier 1 =
Individual
Account
Tier 3 =
Company
Size
Tier 2 =
Industry
#FlipMyFunnel @sangramvajre @sabrinagilmore
19. Tiers 2 (industry) and 3 (solution) audiences can be built with remarketing and/or Google Customer
Match.
*Requires 1,000 matched emails.
Fourth, build an account-based advertising plan for each tier.
Now we can
specifically
target
Marketing
Directors in the
software
industry that
visited, but
didn’t convert.
#FlipMyFunnel @sangramvajre @sabrinagilmore
20. Take it to the account-based level with either programmatic or social advertising solutions like LinkedIn.
B2B Marketing Audience B2B Software Marketing Audience
We customized the
report by industry to
serve specifically to our
list of ABM accounts.
Fourth, build an account-based advertising plan for each tier.
#FlipMyFunnel @sangramvajre @sabrinagilmore
21. Have you ever tried, or are you
currently engaged in ABM?
If yes, do you think your current ABM
strategy is effective?
No
50%
Yes
37%
Not sure
12%
Yes
46%
Not sure
36%
No
18%
If yes, has your ABM strategy produced
revenue?
Given account-based marketing’s new found popularity, B2B marketers still need time to define, measure, and
test KPIs.
Source: Wpromote, “2017 State of B2B Digital Marketing Report.”
Finally, KPIs should adjust for a blended approach.
Yes
42%
Not sure
40%
No
18%
#FlipMyFunnel @sangramvajre @sabrinagilmore
22. We’re all familiar with inbound metrics.
Awareness
Consideration
Comparison
Conversion
Retention/Upsell
Website visitor
Qualified leads fill out form (MQL)
Ready to talk to sales (SQL)
Closed-won deal
Customer considers investing
more.
%
%
%
%
Finally, KPIs should adjust for a blended approach.
#FlipMyFunnel @sangramvajre @sabrinagilmore
23. But, how will you measure and report on ABM?
Source: Engagio, “Engagio’s Clear & Complete Guide to ABM.”
Awareness
Consideration
Comparison
Conversion
Retention/Upsell
Website visitor
Qualified leads fill out form (MQL)
Ready to talk to sales (SQL)
Closed-won deal
Customer considers investing more.
%
%
%
%
Finally, KPIs should adjust for a blended approach.
#FlipMyFunnel @sangramvajre @sabrinagilmore
24. 1
2
Don’t misconstrue the two strategies as mutually-exclusive.
Understand what level of ABM investment makes sense for your
organization.
Craft the perfect blend of ABM + Inbound.
3
Build a tier-based, content marketing and advertising plan to support this
blended approach.
#FlipMyFunnel @sangramvajre @sabrinagilmore
B2B marketers are buzzing about ABM. And you don’t have to take our word for it. Check out “account-based marketing” in Google trends. As our friends at Terminus pointed out, 2016 was the year of category creation for account-based marketing. There are dozens of conferences dedicated to this subject, the first Account-Based Marketing for Dummies book was created, etc. It’s safe to say at the at very least, ABM is having a moment. For B2B marketers, ABM is everywhere you look .
So today, we want explain and explore together:
What’s all the fuss about?
Is the excitement surrounding ABM just an over-hyped trend? Or, does the rise of ABM mark a major shift in the way B2B marketers will approach demand generation moving forward?
And, finally, and perhaps most importantly, how does this impact inbound marketing strategy?
With this swift and sudden movement toward ABM, this leaves a lot of folks asking, “Why now?”
After all, the concept of account based marketing isn’t exactly new. Sales has always focused on selling to top accounts, and as, the father of advertising himself, David Ogilvy, once said, “Don’t count the people that you reach; reach the people that count.”
Well, the first reason ABM is having a moment right now is because of it’s focus on quality over quantity. In our 2017 State of B2B Digital Marketing survey, we asked “What is the #1 objective of your digital marketing efforts?”, and for the second year running, B2B marketers chose lead quality over quantity. While a combined 70% of B2B marketers are all about lead gen, nearly half (47%) of B2B marketers are focused on lead quality.
In last year’s study, we saw the balance tip in favor of focusing on qualified leads over lead volume, but this year’s survey solidifies the trend with a 26% YoY increase in marketers choosing “delivering quality leads” as their top marketing goal for 2017. ABM’s focus on lead quality really resonates with today’s B2B marketers because it presents a solution to some of their toughest challenges:
Cutting through the noise in a highly saturated content marketing landscape. (Over 27 million pieces of content are shared each day! It’s a smart move to focus on creating great content for key accounts, rather than trying to win the masses and hope for the best)
Alignment with Sales helps to efficiently grow pipeline opportunity and closed-won deal size.
The second reason ABM is on the rise is marketing technology has seen exponential growth over the last few years. Scott Brinker’s infamous “Marketing Technology Landscape Supergraphic” details this for us. From 2015 to 2016, alone, we’ve seen about a 75% increase in the number of marketing technology solutions on the market.
Now, what’s even more striking, is when we look at how many of these solutions are tailored to or at least support a key aspect of Account-Based Marketing - everything from account selection, personalization, infrastructure, and orchestration. As we’ve seen a recent proliferation of these solutions that aim to scale and improve ABM, it’s no wonder we’re seeing a resurgence of account-based marketing.
Now, it’s important to emphasize this isn’t just lip service or hype. B2B marketers are actively investing in ABM. The 2016 State of ABM by SiriusDecisions, found that 70% of B2B companies have staff that are fully or partially dedicated to driving ABM-specific programs.
In that same study 58% of companies said they’re planning to invest in [ABM] services or technology this year.
So, to answer our first question, Yes, it seems ABM is much more than just a trend, it’s becoming a key aspect of successful B2B demand generation. It’s focus on lead quality and alignment with sales to grow deal size makes it an invaluable approach to B2B marketing.
But, in our experience, as ABM is still new to many marketers, a lot of B2B marketers wondering….
What does this mean for “traditional” inbound marketing?
One of the most important points we want to highlight here today is that ABM & Inbound are not mutually exclusive. For most marketers, just like a good cup of coffee you need to learn how to brew the right blend of BOTH to grow pipeline revenue for your organization. ABM is a strategy that relies on attracting, engaging, and converting your target accounts with an array of inbound and outbound marketing activities which can and should include content marketing, SEO, paid search, display, social ads, email etc.
So, to be clear, before we dive into how to find the balance in your overall demand gen strategy, there are a few common misconceptions about ABM that we want to debunk today:
1. ABM is NOT a channel or a technology, it’s a strategy. ABM is a strategy that relies on attracting, engaging, and converting your target accounts with a variety of marketing activities and technologies
2. Often times, we see marketers confusing ABM as being synonymous with outbound marketing, and yet this isn’t the case. Outbound tactics should be an element of your overall demand generation strategy.
3. And finally, ABM success cannot be measured the same way as inbound marketing. We’ll get into this more toward the later half of our presentation, but essentially since ABM is often times a strategy formed by picking accounts by firmographic characteristics instead of behavior, this is a strategy that is often longer term and should be measured in months and potentially even years, not days and weeks like many behavior-based, inbound channels should be judged.
Which again brings us full circle to the original common misconception about ABM – most B2B marketrs need to balance this with their ideal mix of ABM and inbound. So in our next section we’ll cover exactly how to do that.
How to find the right blend of account-based and inbound marketing for your business and how to measure that success.
The first step is to build your target account list. This means we need to start by deciding which level of ABM investment makes sense for your team
A great place to start is by asking:
Does our organization sell to a select number of logos, a wide-range of customers, or somewhere in between?
TrackMaven details a great framework Joe Chernov, VP of Marketing at InsightSquared, built to guide marketers on finding where their brands fit on the ABM to inbound spectrum
Organizations selling to a finite list of buyers, like the Fortune 500, could opt for an ABM-heavy approach, while those selling to let’s say, the Fortune 500 Million, could rely heavily on inbound.
It makes sense for a manufacturer in the aerospace and defense industry, for example, to take a primarily account-based approach. In this case, the organization most likely has a limited list of potential clients that is unlikely to drastically change or grow.
On the other hand, a digital marketing analytics software could, in theory, sell to any organization with a website and the right budget. In this scenario, we’d want to blend the benefits of both ABM and inbound by giving special attention — or, in other words, allocating more budget and resources — to key accounts with a high likelihood of becoming large customers, while balancing a steady flow of ready-to-buy, inbound opportunities. Most of us B2B marketesr fall into this group, a blend of both.
Next sit down with sales and fulfillment to identify top customers and their traits. What characteristics make them successful, long-term clients of yours? Which accounts has your team successfully upsold and grown over time?
Define their shared firmographic characteristics and then look for prospective accounts that match these traits. Often, companies prioritize accounts by industry, company size (in terms of employee count), company size in terms of annual revenue, and location. Sometimes it makes sense to group them by tech stack, but each organization will obviously vary.
Then, identify the purchase decision-makers and influencers for your target accounts. Who at these companies do you need to reach? Keep in mind, on average, 5 people participate in the modern B2B purchase. Think beyond who signs the contract and include the various influencers and stakeholders in this decision.
Next, organize accounts by tier based on priority and team resources. This is an INCREDIBLY important concept to understand when building a blended ABM and inbound approach. This image is from Engagio’s Clear & Complete Guide to ABM” which I highly recommend reading if you haven’t already – it’s truly awesome and gives very specific tips and advice on how to build some really great ABM programs.
Here, in this chart, Engagio’s lays out a template for building a tier-based ABM structure. While the number will vary for your organization (for example, not every company has the resources to create truly,1:1 personalized content for 50 accounts) scale this concept to what makes sense for your business. In this model, tier 1 focuses on creating personalized content journeys for each account or company. Tier 2 focuses on hundreds of accounts that fall into a particular segment like industry or vertical for example, while tier 3 would focus on potentially thousands of accounts that qualify for a particular solution or product. (For example, if you’re a B2B software company, maybe you know enterprise accounts are more likely to go for one of your premier product packages, while mid-market companies tend to go for a different product line first.)
Again, this Engagio template highlights an important point, at the tier 3 level, you’re most likely going to use marketing activities and channels that are often associated with inbound to attract and engage such a large number of accounts. (Again we’ll go into more detail aboutwhat exactly those activities are in a bit, but next…)
Next, it’s time to figure out how many accounts to group into each tier by evaluating your resources and budget. Marketo’s recent blog “5 Ways to Scale Your Account-Based Marketing Strategy” provides an example we really like of how to brainstorm and estimate this in a simple spreadsheet format.
Start by listing the type of programs you have within your mix (and maybe ones you’re planning to add!) here. Then break that down generally into high-cost vs. low-cost, or highly-personalized content vs. content with limited personalization, and check this off for each applicable tier or group of accounts. (Walk through a few of the examples in the chart.)
As you can imagine, this is just a few examples of program types, but you’d definitely also want to include plans for ads and content by tier into this chart, which brings us to our next and probably one of the most important tasks…
Building a content creation and content marketing plan that supports both ABM and inbound, or in other words, supports each tier of accounts.
The easiest way to build this out is by starting with the classic buyer’s journey. Just like you would for an inbound content marketing strategy, start by using organic search data to inform your content marketing strategy. What better way to quantitatively measure and understand what your target market is looking for or what challenges they’re trying to solve within your industry than by analyzing the search queries they type into Google at each stage of the funnel? You can use a free tool like Google’s Keyword Planner to help you out with this or use an advanced software like BrightEdge. (We use both!)
Once you have a sense of how keyword themes map to each stage of the funnel by analyzing user intent, create corresponding content offers and call to actions.
(walk through a few examples)
Once you have this part down, here’s where ABM comes in. Since we’re using Marketo as our example, in their general demand gen funnel, they’re most likely targeting marketers in a wide range of industries. Maybe their Tier 3 list of ABM targets would be guided by company size and/or B2B vs. B2C factors when determining what types or level of solutions they should be marketing to them. For example, let’s say the company size we’re targeting here is enterprise. In this case, maybe our eBook would be titled something along the lines of “5 Critical Marketing Automation Solutions for the B2B Enterprise.” Or maybe, the tier 3 is segmented by “solutions” for B2C accounts vs. B2B. The eBook content would look very different for these two groups.
Next, Tier 2 would be marked by another level of firmographic requirements which could be industry, for example. Let’s say within the B2B companies we segmented in tier three, the next version of that content would be specifically tailored to B2B marketers in the tech space.
Breaking away from this chart for a second, we wanted to show you how inbound supports this tier-based methodology of content personalization. Again while outbound, is certainly a key part of this, depending on how you’ve segmented your accounts, you can actually use SEO to help attract the right accounts by adding these tier 3 and maybe even tier 2 segments to your website’s navigation. A lot of you might already be doing this, and if so amazing job!, but here’s an example we found on Marketo’s website to illustrate this:
In the solutions category, they have pages that might appeal to a tier three level of personalization by solution like “customer base marketing”. Then they take it a step further with a potential tier 2 level of personalization or segmentation with content by industry. When you click on the page for each industry it’s important to note that they have unique content (important for SEO) that is tailored with content, case studies, and client logos that are relevant specifically to that industry.
Here’s what happens when you click on the Tech solutions page. (Walk through the technology example.)
Now again, we’re just highlighting how the inbound aspect of ABM applies here, but this should also be a cross-channel strategy. This industry specific content should be complemented by industry specific ads and emails. Depending on your marketing tech resources you can also you personalization at these levels and of course loop in offline tactics like direct mail and/or events.
And, finally, tier 1 would be in our content plan would be content that is specifically meant for an individual company or account. Within B2B tech, maybe one of our target accounts is MongoDB. We would then tailor that eBook specifically for MongoDB. (walk through example)
If you’re overwhelmed by the amount of content this requires, you’re not alone. ABM requires a tall order of content and many B2B marketers, about half in our 2017 SDMR study, outsource content creation to agencies to help them with this, but the investment is worth it, because top-notch, quality content is not only essential to marketing in general, but critical in account-based marketing.
Next is building an account-based advertising strategy. At the industry or solutions segment level, or in today’s example that would mean tier 2 and tier 3, we recommend using remarketing and/or Google customer match to create solution-specific or industry-specific ads for your tiered audience segments. This puts you well on your way to creating a cross channel nurture track.
If you have the pages built on your website for the tier 2 and tier 3 segments, you can build out remarketing segments the old fashioned way with information on who visited these tailored pages on your website and/or your can use Google Customer Match to leverage the email within your CRM! One caveat here is that your need your audience size for both of these to be large enough but this is very effective when feasible.
Now, we can take it to the account-based level with either programmatic or social advertising solutions like LinkedIn.
And, finally the last step is to adjust your marketing KPIs for a blended approach. While B2B marketers are moving quickly to adopt ABM, they are struggling with how to measure success. In our 2017 State of B2B Digital Marketing report, here’s what happened when we asked B2B marketers a series of questions to try and gauge ABM performance:
When we asked, “Have you ever tried, or are you currently engaged in ABM?” 37% of marketers said Yes.
For those that answered yes, we then asked “Do you think your current ABM strategy is effective?” 42% said yes, while a surprising 40% said they were ”Not sure”.
Now again, for those practicing ABM, we also asked whether or not ABM had produced revenue for them yet. Again we see a similar split, 46% said yes, and 36% said they were not sure.
What’s probably going on here is that B2B marketers most likely need time to test and build confidence in their ABM approach in terms of both measurement and strategy. And most , importantly given that ABM’s focus is on target accounts, we cannot apply the same metrics we would to traditional demand generation.
Why? Let’s take a look.
We’re all familiar with the metrics of the inbound marketing funnel. You need a certain amount of website visitors to turn into leads which hopefully turn into sales qualified leads and hopefully closed-won deals. This is a numbers game that also highly depends on savvy CRO to improve and accelerate this funnel. This is still valid and definitely important BUT, as ABM focuses on bringing the right accounts over time which should in theory bump up the average deal size and upsells, we have to measure this differently..
So, how do we measure and report on ABM? Because ABM is a long-term game and unlike inbound, is not behavior based and does not depend on volume, we need different metrics to understand the impact and success of ABM. Again we have some great insights from the Engagio ABM eBook on how to shift your measurement process for tier 1 and in some cases tier 2 accounts. (walk through the new metrics.)
To be clear, the funnel metrics on the left are still incredibly important, but it’s equally important to understand that as you’re investing more resources in the long term game of converting top accounts, you need to adjust measurement to prove the ROI of these efforts. ABM takes month and sometimes years to show revenue for those tier 1 target accounts, especially when dealing with long B2B sales cycles, so we need to be prepared to measured both aspects for a blended approach.