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Standard broad-range marketing tends to leave a disconnect between the marketing team (tasked with driving initial interest) and the sales team (tasked with turning that interest into conversions). ABM, or account-based marketing, allows for perfect alignment between the two, all while using the rich resources of digital technology to achieve exceptional personalization.

Ecommerce, meanwhile, is steadily taking over the retail world, offering superior pricing, convenience, and flexibility. By 2021, the number of people buying online throughout the world is expected to hit 2.14 billion. Legacy businesses, even those reluctant to go online, must adapt to these new standards or be left behind.

The former provides exceptional retention rates and ROI, while the latter lowers operational costs and allows superior scaling relative to traditional selling. Each is changing the world of business in a major way. Let’s take a closer look at how this is happening, and why the aspiring entrepreneurs of today benefit so much from having access to these options.

ABM and the advent of custom online funnels

Account-based marketing has always been an option, particularly in industries favoring long-term and high-value business relationships, but the move to digital operations initially made it much harder to handle. This is because there’s so much to think about. When you’re maintaining not only your dedicated client communication channels but also your main website and various social media profiles, it’s tough not to resort to generic materials at times.

But as online business techniques matured, and people got to grips with potential of things like A/B testing, granular analytics, and cross-channel integrations, they started to see that the internet is perfect for ABM. It allows you to devise complex custom sales funnels that can function perfectly well without any need for human intervention — you set them, then simply let them run, driven along by triggered sequences.

Provided a client receives a cohesive message, tailored content has been found to boost willingness to buy by a whopping 40%. For an example of a company that deployed ABM to spectacular effect, look at telecommunications company O2: in 2017, it rolled out a fresh ABM-driven strategy which yielded 325% of the targeted business.

The entrepreneur’s perspective

Returning to the perspective of the budding entrepreneur, it’s easy to see how ABM is an exciting prospect. It flies in the face of catch-all marketing, trying to find a message that will resonate with everyone to a reasonable extent — you don’t need to cast a net that wide. You can establish and maintain personalized business relationships, all while tweaking elements of your platform and marketing strategy to suit.

Now, it obviously takes more work to customize every marketing campaign, but the financial incentive is there. B2B arrangements are less common because they’re financially impactful: instead of brief exchanges, they’re long-term commitments at great scale. B2B ecommerce alone is worth $10.6 trillion, dwarfing the $2.8 trillion of its B2C counterpart (and ecommerce perfectly suits ABM, as we’re discovering).

Even if you deal exclusively in the B2C world, though, there’s still significant crossover through the rising interest in things like customer success and lifetime customer value. Instead of considering customers solely on aggregate, notable only collectively, brands are recognizing the immense value that the right customer at the right time can offer. Influencer marketing is a great example of how this can prove effective.

Ecommerce and the lowered barrier to entry

The early days of ecommerce were challenging, certainly. Most people were still getting to grips with dial-up connections, and shipping infrastructure was highly limited — it was a pursuit for the adventurous and the early adopters. But it’s astonishing how quickly it became standard practice once broadband became the norm and Amazon started its ascent to retail dominance.

We must then add two other ingredients to the mix: firstly, there was the rise of smartphones, fundamentally changing how we approach not just online connectivity but our lives in general. As that was happening, so too was the SaaS industry getting off the ground. With connections then reliable enough to sustain business-suitable performance, and people everywhere tired of needing to commit so much time to software setup and tweaking, the move to the service-based model was a practical inevitability.

The entrepreneur’s perspective

Consider the perspective of the aspiring small business owner today. Ecommerce is an increasingly-prominent part of the retail world, steadily rendering brick-and-mortar retail a niche occurrence. For someone who’d rather not spend a lot of money on renting premises, this is a good thing. Smartphone owners (over 2.5 billion people) take them everywhere they go, so you don’t need a location to sell locally — you just need to know how to manage local SEO.

And through SaaS, the practical costs of getting off the ground are hugely reduced. Anyone with some semblance of tech savvy (however slight) can use a store design tool to set up a basic storefront, then take advantage of free apps, integrations and on-demand production (e.g. print on demand) and fulfilment (e.g. dropshipping) services to quickly get results without needing to spend much. It’s led to the growth of lots of small-scale online-first retail brands like GymShark, Harry’s, and countless other online subscription businesses.

Bringing automation to the forefront

One thing these two facets of online business have in common is that they’re both perfectly suited to fresh automation tools. Ecommerce brands already rely extensively on smart software to do everyday tasks — to update offers, distribute content, track financial activity, monitor sentiment, manage payroll, and recommend products — and the rate of adoption continues to rise. 49% of companies now use email automation software, for instance.

ABM too is using automation software to achieve great things. Anyone interested in adopting it can programmatically reach key buyers, and bring in broader tools such as IFTTT to set up cross-channel funnels with the right messages reaching the right people at the right times. The more of the everyday work you can handle without manual intervention, the more time you can commit to devising creative threads.

And with detailed analytics solutions ready to be customized or handled automatically through SaaS support, plus options like Google Data Studio making it easy to produce attractive reports, even the tricky work of updating clients on results (potential or actual) can be made easier.

Wrapping up, ecommerce is changing business through raising accessibility and convenience for everyone, while ABM is part of a broader move away from indifferent marketing and towards viewing individual customer satisfaction as vitally important. Together, they’re taking us towards a future in which anyone with a compelling business idea can implement it, and every consumer can enjoy a catered buyer experience.

Have you read the ABM Playbook? Download and read the definitive guide to nailing your account-based marketing strategy. No fluff, just good stuff.

The post ABM & Ecommerce: How The Two Are Changing Business Right Now appeared first on ListenLoop's Marketing Blog.

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Marketing plans that need to target a specific audience can be looked at quite negatively. Being seen as too difficult or complicated. However, when executed correctly, a great account-based marketing plan can be the most effective strategy available.

Account-based marketing (ABM) has been considered one of the most effective B2B marketing strategies at the moment.

In this post, we’ll look into everything ABM, and how you can write your own effective account-based marketing plan.

Here are the top tips for making the best ABM marketing strategy:

1. Define your targets

ABM focuses heavily on making engagement with target accounts – eventually increasing awareness of your business, for the relevant accounts.  

The first step, then, is to define who these target accounts are. Perhaps consider revenue, location, and size all around your niche. Obviously, this varies for every single company – but it’s crucial when starting to create your ABM marketing strategy.  

Once you have clear targets, you’ll be able to recognize who you can appeal to first, and raise awareness or your business.  

2.  Get the tools

You might already be aware of this little fact – marketing does require tools. This is great news for ABM marketing strategists, as it makes it much easier to track lead, engage the right accounts, and see customer data in detail.   

The best tools to use for ABM marketing are: 

  • CRM platform – This will ensure that you can record and track every single customer view, account opportunity, and every single lead.  
  • CMS – Where you host your website and content. 
  • Social media – Strip it down to the basics and find the best accounts for you and your business on social med. This is where people look for everything. Not to mention, social media is a crucial part of marketing, now. 

3. Set your goals

Every marketing plan should have goals set – it’s how you can stay motivated, track your progress and make your plan suitable.  

What would you like your ABM campaign to achieve? ABM goals differ slightly from traditional marketing strategies, as they target account relationships.  

This means that your ABM goals will be something along the lines of:  

  • Increase in contact 
  • Revenue expansion within accounts 
  • Quality account generation  

Setting goals are the best way to make sure your marketing campaign works the best it can.  

4. Align your marketing and sales

You might not realize, but your marketing and sales teams should really be working together – there’s constantly a crossover between the two.  

Both of these teams should be working together to work together to not only set your goals and target accounts but making sure the strategy is executed correctly.  

The best way to ensure that marketing and sales are aligned and working together is to hold meetings. Once you do this, you’ll get the best results. 

5.  Consider using an ABM pilot

Using a pilot is many businesses got- for ABM. An ABM pilot will help you establish realistic goals, give you the right resources, outlines activities, and gives you timescales and outcomes.  

ABM pilots are a great way to ease you into launching a full account-based marketing program.  We’d say it’s one of the most helpful tips into creating an entire campaign.  

6. Make sure that you have relevant content

Considering that you are focusing on a specific target account, your strategy must be really personal. This means that the content you post much resonate with your target – including their challenges and achievements. If you don’t have a professional writer in your staff, consider consulting companies like WoWGrade.net, to get a better understanding of the content you might need for your campaigns.

Every marketing campaign will include aspects like videos, guides, eBooks, landing pages, etc. – you have to make sure that your content is relevant to them.  

This ensures that the target accounts will interact and engage with them. This is why research and insight into key accounts are absolutely crucial.  

7. What is your market approach?

You have to look into your own organization to define what the best marketing approach will be.  

So, take a look at your analytics, and your progress with marketing and sales. Look at your current strategy and your target accounts. Basically, research into your own market approach.  

Your market approach might just target individuals on a one-to-one level, or it may be a more vertical or inbound marketing approach. This usually depends on how long your marketing strategy has been running for.  

Make sure you’re tracking your progress as you go along too, changing up your strategy as your company grows and changes.  

8. Review and report

It’s absolutely essential that you monitor your progress. ABM can only prove to be an effective marketing strategy when you review and report regularly. 

Make sure that you are tracking the audience growth, customer perception, value of marketing sales, retention, sales cycle length, and customer engagement.  

Knowing where you are excelling and where you need to improve will ultimately make any campaign run smoother.  

Also, compare your results from an ABM marketing strategy, to a non-ABM approach.  This will give you an indication into whether or not you have chosen the right strategy, or what you need to change.  

Conclusion

When executed right, an ABM marketing strategy can benefit you and your company massively.  

It can drive significant, high-value opportunities to your business, and shorten those B2B cycles that everyone aims to reduce. In fact, 92% of B2B marketers have said that ABM is hugely or essential to overall marketing efforts.  

So, try it out today and reap the benefits of ABM marketing. It might just change your business for the better. 

Have you read the ABM Playbook? Download and read the definitive guide to nailing your account-based marketing strategy. No fluff, just good stuff.

The post How to write an effective account-based marketing plan? appeared first on ListenLoop's Marketing Blog.

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ABM is an acronym for account-based marketing. Traditionally, entrepreneurs try to comprehensively cover the marketplace with their product with the help of advertising and other tools to achieve business goals. Account-based marketing (ABM) employs a business strategy which directs marketing resources and sales goals towards selected accounts within a specific market. Instead of trying to reach the entire market, the purpose of the business becomes to convert existing users to customers.

What is Account-Based Marketing?

To put it in simpler terms, this method involves creating free user login accounts for all the potential customers of a product. User accounts are created on the basis of the interest of potential customers in the product being marketed. Since the customer has not made a purchase in the conventional sense and still holds an account affiliated with the company, this method is considered an expensive approach. Even so, this is the business approach which has given rise to the terms account-based advertising (ABA) and account-based experience (ABX). Let’s look at some of the advantages of deploying ABM techniques and its superiority over traditional marketing approaches.

Personalized Customer Acquisition and Retention Process

ABM is the only marketing process where even the customer acquisition process is individualized. “We understand that modern corporate clients want to personalize their product to comply with their clientele’s demands to achieve fiscal success in their line of business,” says Maryanne Boulis, who works as a Business Marketing Consultant at Object Me. Not only are businesses trying to tailor their product to meet customer’s demands, but even contemporary customers now expect much more customized product service and after-sales support.

Businesses want to highlight the distinctive features of their unique product in comparison to other products in the same line of business. Customers are also speculative of spending their hard-earned income to purchase a product which cannot administer a personalized experience. In instances where customers do not get a customized product the chances of a second purchase go down drastically. Customer satisfaction hinges on the business’s ability to deliver a personalized experience for the customer. As customer satisfaction increases due to a personalized purchase, customer retention automatically becomes easier for the business.

Fringe Benefits of Personalized Marketing

Account-based marketing allows businesses to advertise their product to a targeted audience. All industries advertise their product to the general masses. The primary goal of this advertising is to identify customers who have a potential interest in purchasing the product. Traditional advertising has the added objective of trying to find customers who can actually pay for the product. To put it in other words, conventional advertising methods even when the price is advertised with the product, becomes futile, if the customer cannot afford it.

With ABM advertising, businesses can easily identify customers specifically interested in purchasing the product. User accounts can be created on the basis of interest alone, regardless of price. Companies have the option of being able to wait on their potential customer until the customer becomes financially stable enough actually to make the purchase. The best part is that, during the time the customer takes to reach financial maturity, they can become the audience of some highly targeted advertising. “We had to pay other businesses to help us reach an academic audience which was the main target of our own product,” says Frank Kirkpatrick from MHRWriter.

Clearer Track to ROI With Extreme Cost Efficiency

ABM allows the company to determine the status of each account with the company accurately. Traditional marketing techniques make no difference between prospective buyers and existing customers. With ABM, businesses can identify exactly which customers are existing customers and which customers will be first-time customers. The company can even employ marketing techniques which allow existing customers to become a part of the marketing plan. Existing customers can help introduce new customers into the business with the least amount of investment.

The potential clients introduced by existing customers will automatically be the ones who are interested in making a purchase of your product. They will have the key element which is required to finalize a purchase, demand of your product. With ABM, even existing customers can become returning customers with the appropriate incentives in place. For the business implementing ABM techniques, this translates in massive savings in marketing with exponentially increased rewards in the form of profits. Annual profits can be replicated easily with scalability in much shorter periods. Since ABM is already personalized, everything is clearly documented in the entire process.

The Evolution of Trust-Based Relationships and Customer Satisfaction

The marketplace is a setting where customers can interact with merchants. The goal of the customer is to find a product which meets their specific requirements and cost the favorably priced. If the characteristics of the product are not relevant according to the customer’s demands, the price automatically becomes inconsequential. Vice versa if the price is not a viable option for the customer, its intrinsic features and characteristics automatically become irrelevant. Traditional marketing techniques do not differentiate between which factor is more critical for the customer.

ABM can contradistinguish exactly which factor is essential for the customer to make a purchase. Once the commercial entity identifies the critical element, it can make a decision which is in favor of the customer and ultimately in favor of finalizing the transaction. Once a business corporation decides to favor the customer, customer satisfaction levels reach a new high. Now the customer will be both a satisfied customer and a brand-loyal customer for life.

Reduced Wastage of Resources & Cost-Effective

ABM is an extremely useful tool to get ahead of the competition while incurring the least amount of cost in the shortest time. ABM wastes the least amount of investment by making the most of each account possible. Once the type of customer is identified, it makes it easier for the corporation to make the most of the situation. What’s more is that each customer can be a recurring customer. This makes it easier and more economical for the company to reach financial goals. The same company without ABM would potentially be spending double on advertising without any guarantee of making a deal with the customer.

Since each customer and potential customer is linked directly to the commercial organization in one way or another, it becomes easier for the organization to document everything. Every instance where the company interacted with the customer or the customer communicated with the company is freely recorded. This makes it easier for the organization to give structure to the communication between all its clients.

Putting It All Together

These are just some of the general benefits of ABM. In the real world, each business scenario is completely unique. Each business scenario presents with its unique challenges and congruous fiscal benefits to meet each challenge. In some cases, ABM will be more profitable than others. The advantages of ABM far outweigh the advantages of traditional marketing techniques in almost all scenarios. ABM gives the commercial entity convenient opportunities to introduce new services into the market with minimal costs.

Have you read the ABM Playbook? Download and read the definitive guide to nailing your account-based marketing strategy. No fluff, just good stuff.

The post Why Should ABM Be In Your To-Do List of 2019? appeared first on ListenLoop's Marketing Blog.

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Marketing rules have changed a lot during the past years. Brands have changed their strategy, shifting from old school marketing where they would create broad messages for anyone who had ears to listen, to more personalized strategies which proved to be less disturbing and much more effective.

Moreover, this change of perception can also be seen in how marketers categorize the most overrated marketing tactics. 32% of them place outbound marketing practices in the top of those which waste their time and resources.

Source: https://sleeknote.com/blog/account-based-marketing

So, here comes account-based marketing into the scene. The CEO of Pick Writers thinks that “Marketers should forget about concentrating their efforts into reaching masses. We are living times where personalization and targeted messages make the difference. Nowadays it is important to create the right content for the right segment of the audience and deliver it in the right moment. This is what ABM teaches us. We should forget about trying to deliver universal messages and products to everyone. ABM focuses on molding each marketing campaign so that it reaches each and every potential customer”.

But, how do you ensure maximum success for your ABM advertising campaigns? Account-based marketing works best when you want to narrow down your focus to a particular target market. However, you will need localization to transmit the right messages and reach your goals. So, this article is going to walk you through the necessary steps of localizing ABM advertising campaigns for your brand.

The Ultimate Guide to Localizing ABM Advertising Campaigns 1. Identify your target market

Account-based marketing is everything about targeting accounts and personalizing as much as possible. So, the first step you need to follow is identifying your target audience. This involves a deep research exercise which will help you determine where your accounts come from, what is their buying behavior or what is their demographics. However, ABM won’t work if you don’t have sales already going on. Thus, it creates conjunction between marketing and sales, and narrows your target market to such extent so that you focus only on those accounts that matter.

Localization plays a significant role at this stage. Once you have identified your target market, you will need localization to personalize your messages so that your customers get them right. When you have narrowed your target market for ABM, you can’t afford any mistakes.

Localization will help you understand the target audience’s cultural particularities and preferences. You can quickly determine these by getting feedback from locals as much as possible. They will tell you whether your penetration strategy is going in the right direction or not.

2. Develop buyer personas

Once you have identified your target audience, it is time to determine those divisions you should target. You are at the stage where you analyze the challenges your accounts face and try to understand how the management takes the decisions for each department. Localization is critical for an effective ABM advertising campaign.

Before you make your final decision on how to address each accounts’ challenges, you will also need to understand the context in which these challenges appear. There might be both external and internal factors that lead to these situations, and most of them are related to the local community and culture.

Therefore, localization will help you get a clear view on whether you can solve the selected account’s problems, or they are dealing with something which is out of your area of expertise. One good idea to localizing ABM advertising campaigns is to hire localization specialists who have done this job also in the past and can provide professional input on your strategy.

3. Diversify your product

Your customers will engage faster, and it will become more comfortable for them when they receive tailored content which responds to their needs. You will get an immediate response from your prospects when you deliver customized content related to their industries or job functions. After all, this is what ABM is, providing personalized content for your targeted accounts. On the other hand, each industry or job function has its particularities.

You might need to diversify your products or services to be able to respond to your account’s expectations. This is where localization takes place. Just imagine what would be the impact of an advertising campaign created for the automotive industry if you would use it also for a restaurant? This is why localization will help you create a personalized approach for your accounts and interpret their particular needs accordingly.

4. Analyze and optimize

Any marketing initiative needs constant measurement and optimization. Even though ABM focuses on personalization, this doesn’t mean that the strategy you use today will have the same effects tomorrow. Localization works in the same way also. People’s perceptions change from one day to the other as well as their culture.

You will need to permanently analyze your localization performance and be updated continuously with the latest market trends. What is more, localization will also help you to humanize your brand. After all, all your advertising messages are addressed to humans. Therefore, localization will help you transverse language and cultural barriers so that your target accounts will receive the right messages and trust you as their partner.

Conclusion

You should always keep in mind that ABM is highly targeted. Therefore, your focus will be to target accounts instead of markets and deliver your messages to both prospects and customers. If you want to succeed, you will need to have a deep understanding of your accounts. Thus, localization is going to help you create relevant content and optimize your campaigns for your target accounts.

Creating an account-based marketing advertising campaign is not rocket science. The challenging aspect of it is to make your target audience get your message right and trust your brand. So, here is when localization comes into play, helping you translate your messages and create the right circumstances for your target market. Localization needs time and resources. The best way to do it is hiring a local team of professionals who can help you with the market insights and help you understand the cultural trends.

Have you read the ABM Playbook? Download and read the definitive guide to nailing your account-based marketing strategy. No fluff, just good stuff.

The post The Ultimate Guide to Localizing ABM Advertising Campaigns appeared first on ListenLoop's Marketing Blog.

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Producing content has been the number one priority for marketers all over the globe for years. Content marketing is definitely an essential concern for both small and big businesses, and people are aware you can’t go very far without it. It’s clear that everyone who’s trying to build a brand, sell something or offer a service need to think about ways of launching successful campaigns and producing quality ads. However, there’s more to content marketing than producing generic content and hoping for the best.

Account-based marketing (ABM) is a strategy focused on reaching a specific set of accounts within a company. The efforts behind it differ from the typical content marketing strategy in that they’re much more goal-oriented and personalized. This type of marketing is aimed at a smaller portion of potential customers but, if carried out properly, it drives engagements and brings results.

If you’re eager to learn ways of using content in account-based marketing to help you drive customer’s engagement, just keep reading. Take a look at the strategies you can start employing today.

Focus on the Organization/Company

The number one rule of account-based marketing is to always work with the organization in mind.

Before starting the actual content-creation process, find answers to the following questions:

  • Who am I trying to reach?
  • What do they do?
  • How can I personalize content for them?
  • What is the best way for me to approach them?

Everything starts and ends with these questions. Gather all the information you can, using their website, contacts, social media accounts or any other sources you can get to.

Once you’re certain you’ve got all the information you could put your hands on, you are ready to actually start producing content.

Deliver to the Right People

In every company, organization or business, there is a number of people who make all the decisions. That includes deciding whether or not they should hire you and choose the solution you’re offering them as the best one.

It’s your job, as an ABM marketer, to identify all the most important links in the chain and produce content aimed specifically at convincing them you’re right for them.

For example, you need to craft or adjust content to reach out to:

  • CFOs
    Focus on the financial aspect of the potential cooperation.
  • CEOs
    Emphasize how choosing you will have a long-term positive effect on the growth of the company.
  • CMOs
    Talk about the impact your services will have on the image of the target company and their brand identity.

Even though it sounds like a lot of work, it’s definitely worth it. With this kind of an ABM approach, you’re making sure you’ve got everyone covered, and not just part of the stakeholders.

Deliver at the Right Time

Another majorly important factor, which influences the entire process of driving customers engagement and using content as a part of an ABM strategy is your timing.

Timing is key especially in situations when ten or more stakeholders are making all the decisions.

You need to be aware that your proposal goes from one hand to the other. They don’t sit at a round table and discuss the whole thing together.

This means you have to be very wise when it comes to timing.

  • When should you play your cards?

Once you produce all the specific, position-based content, it’s time to decide when to use it.

Learn about the decision-making process of each organization or company you’re trying to win over.

Then, make sure to gradually release content when the time is perfect.

Reuse but Personalize

With all the personalized content and the company-specific details you need to be aware of, how can you have the time to simultaneously work on multiple accounts?

Even though personalization is the basis of ABM, it doesn’t mean you need to start over every time a new account is in question.

Instead, you can reuse your previously crafted content, after making some changes.

Instead of starting from scratch, adjust the existing content to make it suitable for your next account.

Focus on reusing content which showed to be successful in the previous campaigns to ensure you repeat the success.

Facebook ads

Facebook can be a great tool for ABM since it offers quality advertising.

The reason Facebook is great for ABM is that it offers various targeting filters for their ads. This helps you ensure the right people get to hear the message you fashioned specifically for them.

Source: https://www.facebook.com/business/ads/ad-targeting?ref=ens_rdr

This way, you can use filters such as:

  • age
  • gender
  • location
  • interests
  • education
  • relationship status
  • job title
  • behavior

“You can make a Facebook ad as specific as you need it to be for your ABM strategy. Then, you can publish ads knowing exactly who’s going to see them and why” says Ethan Dunwill, a marketing specialist and CEO at Hot Essay Service.

Personalize your Emails

Email personalization isn’t a new thing.

In fact, marketers have been using it since forever. It includes using the recipient’s first name and adding other personal details into the email body.

However, with ABM, you need to take it a step further than just the first name.

Write your messages with specific calls-to-action, personalized offers or invitations for private presentations and demonstrations.

Make sure the recipient feels appreciated and realizes the effort you needed to invest in making it all work.

In case you’re struggling with producing engaging and compelling content for all your accounts, or you need help with a certain stage of the content-creation process, here’s a list of readily available tools and services which can help you out:

  • Supreme Dissertations– If you don’t have the time to proofread, or you’d like a second opinion, you can send any text to this writing service and have them do it for you.
  • Grammarly– If you’re afraid there might be some mistakes in your text, use this tool to detect them and remove them easily.
  • Rewarded Essays– This service offers professional writers who can edit or even rewrite your entire text, to make it impeccable and ready for publishing and sending.
  • Hemingway– You can’t allow any spelling or grammar mistakes in your content. This tools finds them for you and helps you proofread the entire text.
  • Grab My Essay– Sometimes you just need a hand with content production. This writing service can help you deal with everything from writing to editing.
Conclusion

ABM is an upgraded version of your typical content marketing strategy. All you have to do is think more specific and find the right target.

Once you know who you’re trying to reach, make sure to create content suitable for their specific needs. This way, you’re upping your chances at sealing the deal.

Have you read the ABM Playbook? Download and read the definitive guide to nailing your account-based marketing strategy. No fluff, just good stuff.

The post How to Use Content in Account-Based Marketing to Drive Customers Engagement appeared first on ListenLoop's Marketing Blog.

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We see them everywhere, all the time, and hear about them even more than that. Influencers. These social media-savvy people can convince their massive followings that something is cool, breakthrough, or life-changing, seemingly without even trying. And while you probably have a pretty specific image in mind when thinking about influencers, this business is about more than selling out a new lipstick shade in minutes online or starting a new funky trend.

Influencer marketing is a very real approach to reaching clients and establishing business connections. Not all influencers are millennials showing off their expensive accessories and extravagant vacations on Instagram. Influencers can be found in a variety of fields, and chances are good that building relationships with influencers could help your business to make better account-based marketing connections.

LinkedIn took a look at its 526 million users to identify its key influencers.

“Using a combination of data and editorial signals, we uncovered Influencers with the most engagement in 2017. We looked at total engagement (specifically the likes, comments and shares across each member’s articles, posts and videos); growth of followers tied to publishing activity; and number of times the Influencer had been featured in editorial channels, a signal of high-quality content.”

2017’s Influencer list contains corporate and and other thought leaders from government, manufacturing, finance, and more.

So while you may not be a prime minister like Influencer #2, Justin Trudeau, LinkedIn’s list shows there is clearly room for thought leadership across the business spectrum.

Not sold yet? Read on for some benefits of influencer marketing for ABM.

People are willing to trust what they see on social media

Though maybe we sometimes shouldn’t, we tend to trust what we see online. This is especially true when the content is coming from someone we know. . . or at least feel like we know. This is part of what makes influencers so incredibly successful. They build a positive rapport with their followers and share so much about themselves that they feel like old business associates.

In fact, an analysis of influencers and survey of social media users found that about 37 percent of millennials reported having higher trust in a brand after seeing sponsored posts about that brand by an influencer.

Influencer marketing really does work

Like most things that are fairly new and a little risky, influencer marketing can sometimes seem like a bad idea. After all, you are trusting someone else to promote your business. It’s being promoted on dynamic social media platforms where you have virtually no control over the conversation. The messaging is more casual and friendlier than what you’re used to. All of this can make influencer marketing seem like a gamble.

Fortunately, we know that it works. On average, most businesses make about $6.50 for every dollar spent on influencer marketing, and more than half of marketers report getting better quality customers through influencers than other types of marketing.

And influencer marketing is definitely a trend that is picking up speed. According to one study, social media influencer marketing is “the fastest-growing online customer-acquisition method. It beat out search advertising and email marketing, and 67% of the surveyed marketers plan to increase their influencer spending over the next year.

You can improve brand awareness without overwhelming

Influencer marketing is a great option to keep your business on the minds of your consumers, especially since it allows for the message to be coming from someone else, rather than directly from your organization.

Instead, you will be in their periphery. They’ll be seeing things about your business, hearing things about your business, and generally learning more things about your business. But since they will be exposed to it on social media through an influencer that they probably already know and trust, it’s less likely to feel like a sales pitch. Some of the pressure is off.

Yes, those accounts you are working with or actively seeking are still hearing a lot about you, but they won’t be hearing it from you, so they are less likely to feel overwhelmed or even annoyed the way they might if you were in constant contact.

Then, by combining the credibility of thought leadership with the focus on key accounts that’s the hallmark of ABM, you can deliver more focused messages to your key customers.

Though this less direct approach tends to be more organic, it’s still important to plan and execute your Influencer-based ABM initiative like any other campaign. Planning and tracking content publication, customer contacts, and other tactics is even more crucial when the sales funnel is longer.  

You’ll reach people with a personal appeal

You know that doing business can sometimes be a little stuffy. Influencer marketing allows you the opportunity to soften that approach. Sure, you want influencers to present your business accurately and with facts, maybe even with some statistics. But when that information comes in the form of a social media post, it feels less formal and more personal.

Customers want to feel like they are being appealed to directly, and they are more likely to feel that from an influencer than an automated email or some other form of communication. They trust influencers. They feel like influencers care about the same things they care about.  And they tend to be more confident that their favorite influencers will only share with them ideas and brands that they really do trust.

Think about your own social media and the influencers you see there. You know how great they make the brands they promote look? How easy it is to be swayed by their subtle sales pitch? If you want that to be your brand being pitch online, it is time to give influencer marketing a try.

Have you read the ABM Playbook? Download and read the definitive guide to nailing your account-based marketing strategy. No fluff, just good stuff.

The post Tap Into Thought Leadership Using Influencer Execs to Make Better ABM Connections appeared first on ListenLoop's Marketing Blog.

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It is no longer news that ABM leads to higher returns and accelerated market share. ITSMA says more than 80 percent of marketers say ABM ROI beats other marketing initiatives. But, ABM requires a great account/contact data, customized buyer content, and a meticulous tracking and reporting system to thrive. That is where sales enablement comes in.

Sales enablement is critical to ABM success.  It drives faster conversions using the power of the right content at the right time via the right channels. It helps companies centralize their sales collateral in a single hub. This includes sales coaching, product marketing, and third party resources. It also delivers excellent analytics that facilitates live feedback from sales and customers, so marketing knows what works and vice versa.

Want to know more? I discuss 4 ways sales enablement adds value to Account-Based Marketing below.

1. Develops Customized Buyer Content

ABM strategy enables practitioners to treat accounts as markets of one and personalize every step in the buyer journey. This personalization is made possible with customized buyer content. Unlike traditional marketing which delivers generic content, ABM offers content that helps move sales cycles forward and stop deals from getting stuck. This content is tailored towards customer/prospect needs and preferences.

Sales enablement helps marketers to develop the right content at the right time via the right channels by providing insight into the activities of key decision makers within target accounts.

Individualized and appropriate messaging is the best way to get the attention of prospects (and nurture the sales process) in today’s world where 67 percent of the buyer’s journey is done digitally.

Interestingly, 90 percent of consumers say they find personalization attractive (while 80 percent are more likely to do business with an organization if it offers personalized experiences). This is according to a new Epsilon research.

A sales enablement tool makes customization possible by suggesting the right content for specific sales situations and scenarios. And, because this content is easily accessible, sales reps are far more likely to utilize it. A sales enablement tool also empowers your sales team to implement this kind of customized ABM strategy at scale.

2. Aligns Your Customer-Facing Teams

Collaboration is vital to achieving results in today’s highly-dynamic business space. Sales enablement improves alignment by facilitating shared goals and a built-in feedback loop as to what works and what doesn’t. Marketing can provide sales professionals with the latest content, industry news, research, and messaging; sales can utilize marketing’s resources to deliver appropriate and well-timed content to accounts while customer success teams can leverage content created by sales enablement to upsell existing customers. This alignment enables much more powerful execution and the attainment of common goals.

To achieve this sort of alignment, it makes sense to have a central hub to store all of your customer-facing content and knowledge. This enables your customer-facing teams to find the content they need to pursue deals at the right time. They don’t waste time searching for information all around the web. Also, having a unified knowledge library enables your teams to deliver appropriate and consistent messaging mapped to the buyer journey. Sales enablement is vital to achieving this centralization of data.

ABM and Sales Enablement – The InsideView Story

InsideView is an Artificial Intelligence (AI) platform that drives rapid growth among B2B enterprises. To gain significant market share, this technology provider uses an ABM solution and Highspot for sales enablement to target specific accounts. With these two solutions, InsideView sales and marketing  can view Leads, Contacts, Opportunities and Accounts, as well as demographics to know what content is applicable when it matches certain criteria, and when there are similar ‘like’ Accounts through the pipeline. This “dual technology” arrangement works well for InsideView.

3. Offers Tracking and Data Insights

The power of data is abundantly clear in today’s highly digital world. 53 percent of high-performing companies actively use data, according to a Mckinsey research. Tracking and measurement is critically important for Account-Based Marketing. This enables organizations to evaluate successful efforts and the ones that need fine-tuning.

Sales enablement offers tracking and data insights to improve and refine buyer content, with a particular emphasis on developing content tailored to the customer journey. It enables sales to ‘wow’ the buyer and close deals faster.

A 2015 Aberdeen research indicates that businesses with sales enablement functions are 96 percent more likely to have strong content consumption analytics, like who viewed which content, when, etc. These actionable insights can be used to deliver content and personalization that works at every stage of the decision journey.

4. Builds Strong Customer Relationships

ABM, as a strategy, aims to develop in-depth account relationships. To achieve this core goal, ABM sells value that’s specific to each target account. This approach empowers sales to develop trust and truly understand the needs and challenges of target accounts (no matter how varied). They can then offer valuable content and insights aimed at finding a solution.

Effective sales enablement adds value to this process by developing content and messaging based on the specific sales situation. This positions your reps as trustworthy advisors and enables them to provide key decision makers with the right information to make a purchase they feel confident about. This helps your sales and marketing teams to develop account trust and personalize engagement for stronger relationships.

Conclusion

Even though ABM and sales enablement have been proven to deliver results individually, they function better together. They provide stellar results when paired together. Punch up your bottom-line by delivering strong and resonant campaigns with sales engagement and ABM today!

Have you read the ABM Playbook? Download and read the definitive guide to nailing your account-based marketing strategy. No fluff, just good stuff.

The post The Role of Sales Enablement in Account-Based Marketing appeared first on ListenLoop's Marketing Blog.

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ABM is definitely not new but it has become more popular recently. It is a type of marketing by targeting a very specific group of prospects who have a need and the budget for your product. It’s very expensive so, as previously stated, ABM should be used on luxury products and few customers who can buy them.

Because it’s so expensive, it should be done right. It requires a specific skill set to write this kind of content.

Here are some general tips: Research

Before you start writing the copy, you need to do thorough research.

First, identify your customers – critical decision makers within the company. There could be several of them but their priorities could either agree or conflict. You can start by identifying the one that needs to be convinced first before moving the decision up the chain of command. Figure out what each of the decision makers prioritizes and create content based on that. Next, find out as much as you can about their corporate structure. Then, research their problems and see how your solutions fit in.

Create quality content

Once you do a deep research of what your client needs and how your products fit in, you can start writing. Your content needs to based on specific needs of your customer. It shouldn’t read like marketing fluff but rather an objective story in a marketing publication or an analyst report. In addition, the content needs to be useful and interesting enough that it can grab your reader’s attention. You should make sure that it’s simple and concise, without redundancies or repetition.

Avoid jargon

Jargon is the enemy of good copy. What you write should come off as conversational, not stuffy. If you send a copy full of technical jargon, your customer will feel excluded and confused.

“However, you don’t really have to dumb your content down. Simply replace long, dictionary words with their simpler counterparts and avoid using acronyms which no one outside your niche really understands”, – explains Benjamin Thomas, a Content manager at Academized and Bestbritishessays.

Don’t waste their time

You are selling a product that not many customers can afford. You are selling it to high-value prospects. Wasting their time is not an option. Create pitches that are highly relevant and valuable to your audience. Fluff will not do but high-quality content will.

Target

The most important thing when it comes to ABM is creating targeted content. Without it, you are selling the product just like you would anything else.

Target your content according to your research. Create copy that is specific and tailored for that group or user specifically.

Write clear copy

Before you submit any piece of writing, just ask yourself if your parent or friend would be able to understand it and find it compelling. Simplicity and clarity are your best friends when writing ABM copy. Clarity also means accuracy – no grammar or spelling mistakes that bother your customers.

However, achieving both clarity and accuracy could be a bit tricky. This is why we recommend using these tools.  

Viawriting – Grammar is really important when writing ABM copy. With many grammar mistakes, your customers would think of you as unprofessional. This tool could assist you.

Bigassignments and Academadvisor – Copy is something much harder to write than regular content. It has strict rules of what works and what doesn’t. Use these tools as a guide to copywriting.  

Mywritingway – Another helpful grammar tool which can serve to check your writing once you are done.

Oxessays – Redundancies are definitely not one of the staples of good copy. Remove them with this tool.

Study demic – Any good piece of copy should be properly formatted. This means using a lot of short paragraphs thus creating a good looking structure with plenty of white space. Here is the perfect formatting tool.

Eliteassignmenthelp and Boomessays – Online proofreading tools that will polish your copy.

Revieweal – Coming up with subject lines and titles can be tedious and often unfruitful. However, it is these things that hook your reader. Use a generator like this one to get better at this part of the job.

Deliver efficiently

Your copy is made to gather conversions and a positive response. To achieve this, you need to include all of the necessary elements. For one, first paragraph should grab your reader’s attention by providing some new and compelling information on something that’s highly related to their business. The body of the text should reiterate how what you are offering can help with their challenges and how relevant it is.

There should be an elevator pitch as well, short paragraphs or persuasive text which reader can swiftly absorb.

Over To You

ABM can be a bit tricky at first but once you get a hang of it, it can create a tremendous value for your brand and your company. Write with your reader in mind, with his challenges and problems in mind. Follow these tips to make sure that the copy you create is of top quality.

Have you read the ABM Playbook? Download and read the definitive guide to nailing your account-based marketing strategy. No fluff, just good stuff.

The post 7 Things Marketers Should Know About Copywriting For ABM appeared first on ListenLoop's Marketing Blog.

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Account-based marketing – otherwise known as ABM – is an increasingly popular marketing strategy among marketers for many reasons, the most cherished being that it allows you to target highest value prospects. Not only does it do this but it does so precisely, directly and effectively.

But, whether you are new to account-based marketing or you have already used it before, there are some mistakes that you could make that could cost you precious time and a lot of effort.

Here are some of those mistakes and some tips on fixing them: 1. Not profiling or mapping

This is a common mistake that could harm your chances. It happens when you are targeting the wrong part of an organization and it sinks your efforts. To avoid this, do proper research into which departments you should be targeting.

First, build a profiling plan before you do anything else. See which accounts you want to target and how you plan on doing that. Next, conduct research that will lead you to the right people behind an account and the right ways to target those individuals. Then, use your online and offline findings to expand contact with an organization and make sure that you are using the right influencers and targeting right individuals.

2. Not delivering personalized messages

In this day and age it should come as no surprise that generic, impersonal messaging will lead you only to failure. The focus of account-based marketing is to target high value accounts and prospects, so personalized messaging is something that you’ll want to use. Base your content on information you already have but also on your prospect’s behavior. Also, use your persona information and research to find the best channels for delivering those messages. Your message should contain your prospect’s specific problem and involve solutions for fixing it. Create valuable, personalized content with services like Stateofwriting or UKWritings.

While it may seem complex and time consuming, it could bring great results to your business.

3. Not having a strategy

Creating processes that are repeatable is pivotal to using your resources effectively. You should have a strategy that makes this possible – to an extent. A scalable strategy should dive deep into what kind of process works best for you and your accounts, as well as what type of content you’ll use in your campaigns and which resources as well.

Focusing on making a good strategy will make your job much easier but you also shouldn’t rely solely on a strategy. Tailor and change your processes using a human touch and by talking to your team.

4. Working in silos

A seamless account-based marketing strategy requires the whole organisation to work in unison. This means that ABM is not only a concern for your marketing and sales teams but also your other teams. Working in alignment will help gather the right information and share knowledge organisation-wide, not just in certain departments.

Organise frequent ABM meetings where you’ll share information, make ABM an initiative in your company and its main focus.

5. Thinking that ABM won’t work for SBM accounts

While ABM used to be much more labour heavy and time consuming – making it a good fit only for enterprise companies – now it’s much more accessible for small and medium companies. Any company that generates revenue from existing clients can and should use ABM as their strategy. This is a good opportunity for increasing the revenue you already have from existing customers and improve their practices overall.

6. Creating confusion

As previously mentioned, alignment between all of the departments is crucial but not as crucial as the alignment between marketing and sales.

“These two departments are completely different but they should focus on coming to a singular plan of what works best for both of them. There should be an ongoing communication between these departments that would allow them to share data and give feedback”, – explains Elizabeth Gillon, a Digital marketing strategist at Boomessays and Essayroo.

7. Using shallow data

One of the biggest mistakes an organisation can make is using incomplete, shallow data. This leads to having partial profiles which eventually leads to bad, non targeted messaging which doesn’t do any good for the organisation. Analyse your data thoroughly and create client personas, and that will allow you to deliver targeted messages.

8. Using bad data

Just like with shallow data, having bad data results in bad messages and bad results. To avoid failing at targeting your clients, do a thorough research and strive for getting valuable, true information that will allow you to truly know your clients and create messages that are tailored for them.

Final Thoughts

Account Based Marketing is one of the most popular marketing strategies nowadays. Thanks to its unique approach and amazing results. However, there are several mistakes that you could make that could get you to think that ABM isn’t that good. Follow these tips of fixing those mistakes and getting the most out of ABM.

Have you read the ABM Playbook? Download and read the definitive guide to nailing your account-based marketing strategy. No fluff, just good stuff.

The post 8 Account Based Marketing Errors You Could Be Making appeared first on ListenLoop's Marketing Blog.

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