Digital Marketing Strategies For Business Growth

  Is ABM the Right Approach for Your Business? Some surefire ways to determine whether account-based marketing is the right choice for you is to determine whether: The sales cycle involves a research/evaluation phase and it often involves multiple stakeholders. Your sales and marketing teams are looking to make a bigger impact with a more strategic focus. You’ve noticed that existing buyers who generate the most revenue have distinct characteristics, or you have identified accounts with distinct characteristics that can generate more revenue. There are organizations with needs that your solution clearly addresses. Your organization is looking to break into a new segment, territory, or vertical, or going after your competitor’s customers. Your organization offers several products or services and has set goals to grow buyer lifetime value through up-selling and cross-selling. How to Create a Winning ABM Strategy for Your Business? Choosing target accounts will vary for every company as

  Here’s an example of how Engagio ran its first ever ABM campaign and saw great results through a unified multichannel approach. Complex Account Based Everything Bonaza - Engagio Target accounts: 300 Goal: have 20% of those accounts turn into opportunities (65% Marketing Qualified Accounts per engagement with a 30% meeting rate) Marketing: owns initial setup and execution of the campaign, delivers MQAs to sales Sales: owns follow-up to any responses and MQAs, converts engagement into opportunities Channels utilized: Human emails from/to multiple players + Direct mail package + LinkedIn profile views + LinkedIn messages + Phone calls + Account based ads Below is Engagio’s day-by-day breakdown of how the campaign played out:   Engagio discovered that  engagement with the campaign didn’t cluster around a particular channel ; it was scattered. Key takeaway: Multichannel approach is key for maximum engagement. It’s important to hit all the different touchpoints so we can have everyone’s r

  Companies that are  seeking to acquire specific and high-value customers  have found an ABM strategy to be the most effective instead of taking a broader approach to their sales and marketing initiatives. Account based marketing is a strategy and not a technology. There are typically four goals for adopting an account based marketing approach: Improvement in sales collaboration  Cross-sell/up-sell the existing buyer accounts Acquire new logos To break into a new market/vertical  Benefits of Account Based Marketing  High return on investment – Effective ABM deployment can achieve higher business ROI. The 2014 ITSMA Account Based Marketing Survey stated that “ABM delivers the highest return on investment of any B2B marketing strategy or tactic.” Reduced resource waste – The focused nature of ABM strategy allows marketers to focus their resources efficiently and only run those marketing programs that are highly optimized for the target accounts. Personalized and optimized – The ABM tac

  Not just a buzzword but a game-changer for top marketers since the mid-2000s, ABM has become a staple in today’s marketing endeavors to drive demand and increase ROI.     According to Rollworks, “B2B organizations such as Bottomline Technologies, People.ai and OneNeck IT Solutions are relying on a blend of traditional demand generation tactics with ABM strategies to cater to their audiences and appease senior leadership.” ABM has picked up more steam in recent times as vendors, bloggers, and market research firms all fuel a resurgence in account based marketing’s popularity. In 2017, only 29% of marketers had found ABM to be effective, whereas by 2019 the success of ABM shot up to a whopping 97% compared to other marketing tactics.  ABM’s success strongly lies within the enablement of marketing and sales to close their deals in a targeted and coordinated fashion. Plus, personalizing your brand messages at scale never looked this good! In this article, we’ll breakdown how you can adop

  Tactics As organizations grow, investment will shift increasingly to creating the right experience for customers to drive usage, retention, and growth. This shift will cause a significant expansion in the scope of customer marketing leaders in particular, and make them a key stakeholder in the development and execution of account based strategies. Leading account based organizations use account based orchestration that plays a huge role across all stages of the funnel. The four key areas that have a positive impact from orchestrated accounts are – driving engagement, resulting in new meetings, increasing deal velocity, and expanding footprint in an account. TOPO’s research noted that a sales development rep or SDR outbound has been the most critical tactic used by account based organizations, with 88% rating it as important. Outreach strategies like direct mail, exec-to-exec, and events are rated as extremely important. Customized content development is seen as important by 63% of a

  In 2019, account based spending was expected to jump by 41%, as organizations of all shapes and sizes are seeing positive results. Organizations that sell B2B solutions are expected to grow their account based investments exponentially. With investments rapidly shifting to account based, enterprise B2B marketing is expected to ultimately become account based by definition. Consequently, traditional investments in volume-focused marketing activities are also expected to come under this purview. TOPO’s research reveals mixed investment plans for organizations with average target account annual contract values (ACV) under $25K; account based investments are also expected to decrease in these organizations. Strategy More small and mid-markets organizations are expected to spend 40% towards account based marketing. This increase is said to come from the growing importance of account based initiatives as it transitions from a strategic or enterprise sales segment to mid-market and commerc

  Scale While most organizations understand the benefits to an account based approach, operationalizing a repeatable account based approach still remains to be a struggle. That’s because organizations are only able to prove success against a limited set of accounts, and they rely on non-scalable approaches to align execution, customization, and measurement. That’s because successfully scaling an account based strategy requires having a scalable, repeatable, and tech-enabled approaches that can be planned, customized, and seamlessly executed. With scaling ABM as a major challenge, organizations are expected to create a consistent and repeatable approach as account based marketing continues to mature.  Two key factors that contribute to this are: Having an account selection and rotation process – Organizations can group accounts that can be treated similarly, which will provide more visibility into the content, messaging, and resources required for execution in the coming months and qua