The Modern Approach to Account Based Marketing

Account-based marketing plays a critical role in the growth of many businesses across a variety of industries. However, many marketers often rely on ABM when it may not be the best fit. In addition, what worked for account-based marketing even just a few months ago, may not be the most optimal strategy for marketing today.

In this article, we’ll explore how account-based marketing has changed over the years and whether or not it should be your focus. We’ll also explore in detail the many factors you need to consider to do ABM right.

Account-Based Marketing (ABM) isn’t new

While reading a book called “No Forms, No Cold Calls & No Spam” by Latané Conant, I came to the realization that many vendors try to position ABM as a $40,000 technology stack problem.

The book dedicates quite a few pages to the ‘customer-centric stack’ and argues that because you’re now able to know when someone is in the market for a solution like yours [via IP lookup or 1st or 3rd party intent data], you don’t need to “spam” them.

Here’s the irony though— even though potential customers may be in the market for a solution like yours, you still need to deploy the traditional sales/marketing strategies to convince them to make a purchase.

While it is true that technology has enabled us to create more personalized & relevant experiences for prospects & allowed us to target people in very specific ways, it can also quickly approach the point of diminishing returns.

The marketing industry, like most industries, like to invent new terms to recycle old concepts. And in the case ABM, that’s exactly what has happened. Account-Based Marketing has in fact been around since the 1940s. When sales made a list of logos they wanted to sell, or the list of ‘dream customers’ to close. In those days we just called it sales.

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content marketing culture, lead generation, marketing strategy, B2B content marketing, B2B marketing, content marketing, marketing leaders, ABM, B2B strategy, Building trust, B2B Brands, ABM Campaigns

The Importance of Brand in ABM

Account-based marketing presupposes that leads are not the goal of the program. After all, it’s not called lead-based marketing. Rather than hoping someone fills out a form, modern go-to-market teams today focus on creating awareness and traffic. This translates into signals (engagement data, intent data, etc.) that outbound and sales teams can then use to understand and prioritize their accounts as they progress to revenue opportunities. So if awareness and traffic is the goal, what’s the strategy? Brand.

As a reformed B2B demand gen marketer myself, I know how that might sound questionable. You need to be measured on numbers, and brand is notoriously unquantifiable. Our CEO (and a former badass CMO), Tim Kopp, explained how brand drives demand on an episode of The Roof.

The Power of Brand

If you didn’t watch the video, here’s the key sentence: “Think about the biggest traffic days on your website. It wasn’t advertising, it was a big announcement, product enhancement, etc.” Creating a magnetic brand is so much more important than just raw lead generation.

Are you supposed to give up leads? If we’re talking about leads as raw marketing performance, then yes, absolutely, get rid of ‘em. If we’re talking about leads as qualified inbound requests who know what you’re about and need help making a buying decision, then no. Here’s the thing though: If you’re reading this blog post, you’re probably not a highly transactional, product-led solution that would benefit from a coordinated go-to-market strategy. 

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brand awareness, content marketing culture, lead generation, marketing strategy, B2B content marketing, B2B marketing, content marketing, marketing leaders, future of marketing, ABM, B2B strategy, B2B Sales, Building trust, B2B Brands, ABM Campaigns, Brand

How We Do Account-Based Marketing at Scale

I’ve been running ABM teams for some time and find it incredibly satisfying. To me, it is almost like a play. There is a good amount of preparation and planning with many individuals and teams that manage to pull off a unified campaign, and – when done right – the results are incredible.

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lead generation, B2B marketing, capturing audience, content marketing, marketing leaders, future of marketing, ABM, B2B Sales, Revenue Generation, Customer-Focused ABM, Customer Marketing, ABM Strategy, ABM at Scale, ABM Campaigns, Digital Campaigns

LinkedIn uncovers the key frameworks for successful account-based marketing

The alignment – or the lack of it – between the sales and marketing teams has been one of the key concerns of businesses across categories and B2B marketing is no different in facing this roadblock often.

One of the ways in which LinkedIn is resolving the challenge is by deploying tools that support account-based marketing (ABM) and making it a focused growth strategy integral to B2B marketing.

Fundamentally, ABM is an effort at creating and sustaining relationships with key accounts. Many marketers are already convinced of its importance, as LinkedIn found 87% of marketers who measured ROI said ABM outperforms all other marketing investments.

Owing to LinkedIn’s proven track record as the most trusted digital platform, it is being increasingly picked by many marketers as the foundation of their ABM strategy. To help marketers navigate their challenges LinkedIn has worked on solutions around the ABM strategy and created a robust ecosystem of marketing partners across audience data, campaign management and measurement.

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lead generation, B2B marketing, capturing audience, content marketing, marketing leaders, entertainment, future of marketing, ABM, B2B Sales, Revenue Generation, Customer-Focused ABM, Customer Marketing, ABM Strategy, Ideal Customer Profile, ICP

The Importance of Developing Trust Through Branding

If you’re a marketing professional, you’ve undoubtedly been taught that there are a few key elements of branding—trust and reputation.

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lead generation, B2B marketing, capturing audience, content marketing, marketing leaders, entertainment, future of marketing, ABM, B2B Sales, Revenue Generation, Customer-Focused ABM, Customer Marketing, ABM Strategy, Build Trust, Brand Trust

New Research: Marketers Shift Their ABM Strategies For Revenue Generation & Account Retention

With the pandemic forcing people to socially distance, many B2B organizations are relying on ABM plays to engage their audiences in our “new normal.” ABM has become common practice to fuel revenue generation and account retention.

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lead generation, B2B marketing, capturing audience, content marketing, marketing leaders, entertainment, future of marketing, ABM, B2B Sales, Revenue Generation, Customer-Focused ABM, Customer Marketing, ABM Strategy

14 Tips to Guarantee ABM Sales and Marketing Alignment

Kavita Singh scours the wealth of insight shared by speakers at B2B Marketing’s last account-based marketing conference, to give you the top tips on achieving ABM sales and marketing alignment.

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content marketing culture, marketing strategy, B2B marketing, capturing audience, content marketing, marketing leaders, entertainment, future of marketing, marketing tactics, Tactical Marketing, Tactical Marketing Plan, Best tactics marketing, ABM, Account Based Marketing, B2B strategy, B2B Sales

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