- 01 Jul
Find Your Ideal Customer with Account Insights and Profiling
by Mitch Folks
The digital revolution has raised customer expectations. Now, people want much more. The need more than just a product or an offering. They crave a complete experience. And that means that the success of your marketing campaign hangs in the balance. Today, it no longer depends on the number of leads you generate. Now, it rests on your ability to maximize your customers’ experience.
If it Works Well, Then People Tend to Use it
That’s there has been so much movement to account-based marketing. Now marketing with sales, determine which accounts to target, why they should be targeted, and when they should be targeted. The reason? For one, 87% of companies report a higher return on investment when adding account-based marketing to their engagement strategy. Especially when they compare it to traditional lead-based only marketing initiatives.
In this blog, Mitch Folks takes a closer look at the first step of how to create epic account-based experiences (ABX) with the right account insights & profiling. So, to learn how you can gain highly accurate account insights and effectively profile your targets to create hyper-personalized account-based experiences that your customers and prospects will enjoy, read the full article on the Marketo Blog.
- 14 Nov
The Top Factors That Slow B2B Purchases
by Ayaz Nanji
Do you sell into a B2B industry? It may seem at times that the final purchase decision simply takes too long. Now, we know that our time-line is not necessarily the customers time-line. But still, it is frustrating. You know they want to buy from you but it seems to stretch out further and further.
So, “Why Is That?” You Ask . . .
It seems that the people at Showpad had the same question. And what better way to find out than to ask actual B2B buyers to find out. So they polled 656 B2B buyers based in the United States, the United Kingdom, and Germany who made a purchase in the previous 12 months. Their report does have value in that it was based on data from a survey conducted in June 2018.
What they found out may not be a surprise, but it is certainly revealing. To see what it was that they said, and gain insights into how to solve it, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Free Registration is not required to read this article.
- 05 Nov
B2B Salespeople Say They Get the Best Results From Referrals
from Marketing Charts
We know that word-of-mouth is the most powerful purchase influencer for consumers. But, what is not so obvious is that it works in B2B too. A new study [download page] from ValueSelling Associates finds salespeople consider referrals as the most effective method for reaching prospects. And this is far ahead of any other method.
Prospect Engagement is the Key Here . . .
Studies show that getting targeted prospects to engage is and obstacle. In fact, it is the top B2B demand generation challenge. And, recently, Bizible also found that word-of-mouth/referrals were said to have the biggest impact on revenue. But, interestingly, these studies show an interesting twist. They indicate that prospects were even more likely to initially engage with a vendor if the salesperson offered target-specific information as well.
To see more of the data and insights, read the full article at MarketingCharts.com
- 04 Oct
The Secret to Account Based Marketking Success
You’ve probably seen the reports, case studies, and testimonials about the advantages of account-based marketing (ABM). But let’s be honest: Although some marketers are successful with ABM, many struggle to achieve its promised value.
Implementing a successful ABM program is a big, complex job. And it requires a whole new way of thinking and new set of processes. After all, ABM is about more than working with Sales, defining a list of target accounts, and creating campaigns. The essence of ABM is to develop a comprehensive understanding of the account persona and to engage based on that understanding.
But, how can you make that happen? That can happen only if you have an account PI on the job. And to see how to put all the pieces together for your ABM success, read the full article at MarketingProfs.com
- 01 Oct
Incorporating Email Personalization in Your ABM Strategy to Boost Engagement
by Kevin George
Today, email is not just about promoting your brand offerings. Now, it’s about giving your subscribers a more personalized and relevant experience. But, this is not a new concept. However, it is still a new idea for Account Based Marketing.
Email Marketing + ABM, a Match Made in Marketing Heaven
Separately email personalization and account based marketing are powerful tools for B2B marketers. But, combined, they can be an explosive force for your conversion rate.
Email personalization, in it’s simplest form is all about sending the most relevant information to your prospects, customers and subscribers at the most suitable time. And, account-based marketing (ABM) focuses on targeting the most relevant audience to market your brand. That means that by combining personalized emails with ABM strategy, you will be able to boost engagement and get the desired results.
So, to learn the ways to build a successful ABM strategy by incorporating personalization into your email campaigns and its benefits, read the full article on the Marketo Marketing Blog.
- 21 Sep
Your Three-Step Approach to Account-Based Marketing Success
We’ve all heard it before. You cant use B2C strategies in a B2B market. However, thanks to the digital revolution, the distinctions between the two are beginning to blur. It seem that we’re witnessing the consumerization of the business buyer. They are the ones who are no longer satisfied with one-size-fits-all content offerings. Now, B2B customers desire a new level of personalization.
Enter account-based marketing (ABM)
ABM is not a new strategy by any means. But more and more B2B marketers are embracing it. This is in part because they’re dissatisfied with their current lead generation programs. A recent report on B2B lead generation, found that, in fact, only 16% of marketers find their current efforts extremely effective.
So, to learn how you can use create an ABM system for your business to boost your lead generation, read the full article at MarketingProfs
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- 21 Jun
The Best Marketing Strategies to Get More Out of Existing Customers
from Marketing Charts
It Never Hurts to Ask, Now Does It?
They wanted to uncover some of the best ideas finding the most success when it comes to getting more out of their existing customers. So, they asked 179 senior marketing leaders, primarily at B2B and hybrid B2B and B2C companies, what works for them. In particular, they delved into the strategies respondents are using to realize greater revenue and profitability from existing customers.
To see what they discovered, and to download the original report, read the full article at MarketingCharts.com
- 17 Mar
The Secret to Account-Based Marketing Success
by Judy Wilks
Marketers spend huge sums on technology. All, simply to make marketing more engaging and accountable. But are they getting value for their money? However, most marketers indicate that technology is not quite the panacea it’s promised to be. But what if the answer lies not in some clever new tool, but in a completely revamped approach to marketing itself?
Many Find Their Answer to this question in Account Based Marketing
ABM is a way of influencing and building relationships with highly targeted organizations and individuals. It treats them as “markets of one” rather than the unwilling recipients of untargeted, untailored “broadcast” marketing. It is a process that does take time and effort. But the results can be extremely rewarding. After all, some 84% of marketers using ABM say it delivers higher ROI than any other marketing approach. And yet only half of organizations had an ABM strategy in place in 2016.
So, if you’re considering launching Account Based Marketing, here is our five-stage process for unlocking its benefits at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
- 11 Jan
6 Powerful B2B Marketing Tactics You May Be Missing
- Jan 11, 2018
- Dan Hoff
- Account Based Marketing, B2B Marketing, Content Marketing, Conversion Strategies, Inbound Marketing, Lead Generation, Website Conversion Strategies
B2B marketing has changed over the years. What worked even a year ago will no longer have the impact it once did. There are the changing dynamics of B2B leadership and the shift in demographics in decision makers. New approaches have come about in response to these changes. But, there are so many great new B2B marketing tactics today, it’s hard to keep up.
So, How Can You Keep Up?
There may be a lot of ideas that you may have overlooked in your B2B marketing. As example, IP address identification, a customer driven content marketing strategy, better lead qualification, a renewed focus on customer and prospect data, account-based marketing, and linking consumer data with your business records.
If any of these 6 ideas are new to you, read the full article to learn what they are and how you can use them at TargetMarketing.com
- 13 Nov
Complete Beginner’s Guide to Account-Based Marketing (ABM)
- Nov 13, 2017
- Dan Hoff
- Account Based Marketing, Marketing for Small Business, Marketing Strategies, Sales Enablement
Account-based marketing is a “trending” topic in the digital marketing world. And according to a study done by Sirius Decisions in 2016, it is growing fast.
Is This Just Another Marketing Fad or is it Really Working?
They found that more than 70% of B2B marketers are ramping up ABM specific programs. That compares to 2015, when only 20% of companies had AMB programs in place. And according to ITSMA, about 85% of marketers who measure ROI describe account-based marketing as delivering higher returns than any other marketing approach!
With all of this growing popularity, there are some critical questions that come up if you are a business leader. What exactly is account-based marketing? Should you implement account-based marketing? And, what is the best way to get started?
To find the answers to these questions, read the full article at WordStream.com