Digital Marketing Strategies For Business Growth

“ 2019 will be the year of account-based data and insights. More marketing and sales teams will use account-level engagement data and a broader set of intent signals to help them identify, prioritize and personalize outreach for those accounts that are most likely to convert. This will drive greater efficiency and will set businesses up to scale their ABM efforts in 2020. ”-  Tyler Lessard,  VP of Marketing,   Vidyard ABM   – one of the biggest buzzwords in the digital marketing world. A significant component in the marketing strategy, that took the pillars of marketing to its prime. And it still remains to be a continued success! 2018 was a fantastic year in terms of demand generation and ROI, companies that implemented ABM saw phenomenal results with more competition and larger growth goals. The result of advanced tech combined with brilliant minds turned out to be a huge success, which means that marketers are increasing their reliance on ABM. Simply put...

Intent Data and the Future of Customer Analytics   Before you intend to engage with your buyer in their buying journey, remember that their journey is more than halfway through, already. So, mend your intentions and target being a part of it from the inception.  Welcome to Intent Data. The latest cue phrase in the B2B customer data repository.  Intent data is data about buyer intentions. It contains data regarding what, where and how a buyer thinks, prefers, refers, compares, analyses, uses, experiences, extracts, combines, discusses, infers, decides and purchases. This data refers to the ultimate buying intention, from where it develops, leads and proceeds, engages and ends.  And all of this, has a lot to do with cognition and consumer psychology.  Let’s be precise. It is in fact, cognitive psychology.  Cognitive psychology is the scientific study of the mind as an information processor.  And this is exactly what marketers are doing - ...

Rollworks to Accelerate ABM with Machine Learning   RollWorks, a division of AdRoll Group is an  ABM  and B2B marketing platform pioneering better ROI, lower CPC and higher CTR for various enterprises. Earlier this week RollWorks unveiled that they have launched a new machine learning solution for B2B enterprises that use ABM. With the introduction of their new predictive identification model, they can analyze a company’s closed deals or clients it had won to determine which would have a more likely propensity to make a purchase. The predictive machine learning tool will be able to rank accounts within target lists based on firmographic and technographic fit characteristics. This feature will enable them to access data from more than 18 million accounts and more than 320 million contacts. Organizing around a strong target account list is an essential component of an account-based approach, whether you're just getting started or have already developed a market-le...

Engagio, the leader in B2B marketing engagement software, has launched   Engagio  Orchestrate, a new marketing solution that enables revenue teams to design and automate high-impact plays across channels such as advertising, sales engagement,  marketing automation , direct mail, and CRM. The solution is designed to help teams target accounts during each point of the buying journey to build audiences for personalized campaign efforts. Built by the experts that built   Marketo , Orchestrate is the first and only account based marketing (ABM) solution that enables companies to target people, accounts, and buying groups at every stage of the account journey.  “As buying becomes increasingly nonlinear, the traditional model where Marketing generates and passes new business leads to Sales is looking increasingly outdated,” said Jon Miller, CEO of Engagio. “Rather than a hand-off baton pass, winning Marketing and Sales teams today operate as a team, working toget...

What will be your strategy for customer satisfaction ?   Customer success is a great way to make customers feel valued by helping them achieve their goals. To do so, a CSM team should function as a brand ambassador for your customers. They are expected to listen to every voice and pay attention to solve the problems of your customers. A dedicated team of CSMs will create a customer-centric atmosphere in every part of your organization.  It's a great way to use customers' voices to improve performance not only for CSMs but for the whole organization. At any point, keeping customers at the heart gives a better understanding of what they want and how you can add value throughout their journey with you.  Building a customer success strategy can differ from organization to organization but defining how the customer success program aligns with your business goal will be the key point for long-term viability. For Which Businesses, Is CSM Applicable? The reason for customer succ...

  “A satisfied customer is the best business strategy of all," says business writer and former management professor at the University of New Orleans - Michael LeBoeuf. Whether you are a Software-as-a-Service (SaaS) business, sell products or are a service-based company; customer success is the thing that will take you a long way. Making your customers happy by helping them solve their questions is the key factor to reach customers in the next level in the  customer journey . They are willing to switch and take the offering from your competitors at the drop of a hat. And the only reason they will do this is because they are not getting the expected value from you. This means customers today are no longer depending on the price or product but they are becoming loyal because of the experience they are getting. If you are not able to meet their requirements and do not provide the necessary support, they will leave immediately. If you give a good customer experience, it means they...

Account based marketing Select the Right ABM Technology Tools designed for ABM have a lot to offer companies just adopting the strategies vs. those who’ve been executing ABM for some time. The right ABM solution will provide valuable insights all the while reducing the effort for personalizing campaigns and monitoring the results. Ensure that your software fulfills your business needs and goals  throughout the entire lifecycle. From strategy and compiling your list of target accounts to distributing personalized content across channels and measuring the results. Target Through Multichannel Approach Having a multichannel approach isn’t just for marketing. Sales development teams could use both online and offline channels to drive outbound marketing opportunities. To quote Marketo, “Based on the accounts that marketing and sales decide to pursue, sales can prioritize its outreach and follow-up on higher account scores that have the propensity to purchase. Sales can use a variety of ...

  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...

  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. Personalize...

  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 breakdo...