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Offering high-quality products and services to your customers is table stakes for any company to survive. But it’s hardly the be-all and end-all of business success.

In today’s digital era of transformation, the experiences your organization provides are equally important. As a reminder, people buy experiences, not just products. And to deliver remarkable customer experiences, you need to shift from a lead-based only marketing approach to a combined lead and account-based marketing strategy.

In our last blog on account insights and profiling, we outlined how to find your ideal customers, build the right target account lists using artificial intelligence, and use AI-powered account-level insights to create hyper-personalized account-based experiences (ABX) for ABM.

Now, we’ll dive into how you can leverage paid media for ABM to hydrate your target account lists by discovering net-new contacts within each target account and treat them to unforgettable experiences that truly make an impact.

But first, let’s talk about the concept of buying groups for account-based marketing strategies.

How are buying groups relevant to your account-based marketing strategy? 

The single most important thing to remember about B2B marketing and sales is this: No one person is responsible for making a purchasing decision on their own.

In fact, the average B2B purchase involves more than five decision-makers—all with varying levels of influence and authority. And that’s why traditional standalone lead-based marketing efforts without an account strategy is quickly becoming passé.

After building your target account list and prioritizing which accounts to target, it’s time to confirm the buying group that you want to market and sell to. A buying group is a specific set of key individuals for each account who will be part of the decision-making process and who ultimately all need to agree to purchase your product.

Successful ABM requires identifying all the key contacts within an organization’s buying group and sending them timely, relevant, and personalized communications tailored to their specific roles, responsibilities, and interests.

For instance, while you’d initially want to engage with a company’s CMO throughout a campaign, you might want to engage with the IT director at the same time or hold your messages to them until later in the buyer’s journey for that specific account.

The content would also differ. The CMO’s communications would revolve around their challenges and your solution’s benefits related to ROI and revenue. The IT director would receive information about the ease of implementation and integration, and time-to-value.

Of course, before you start thinking about the right time to reach out and the right content to send, you need to make sure you’ve identified all the right decision-makers for each buying group within your target accounts.  And that’s where contact discovery comes in.

Discover new contacts using two account-based advertising strategies

Paid media for ABM helps you with contact discovery, or attracting new and unknown contacts and mapping them to key personas within target accounts.

Here are two popular paid media use cases for your ABM strategy: 

1. Target unknown contacts within your known target accounts

Here, you start out with a list of accounts that are currently in your database. So, you’re fully aware of the companies you’re marketing to, but you don’t have all the right contacts for each buying group within each account yet. The goal is to upload that list of accounts into a paid media network, match the accounts into their database, and send ads to contacts within each account.

This will allow you to send account-based ads to net-new contacts at these companies across the web in hopes that they convert and become a known contact within your target accounts. Depending on the ad network, marketers can use this strategy to penetrate accounts and pinpoint people in the buying groups you most want to reach.

Just keep in mind: You have a finite audience to sell to, so you better make the most of your efforts.

2. Target unknown contacts within unknown accounts 

This is a situation where you can make something out of nothing. After developing the criteria for your ideal customer profile, you can discover both new accounts and new contacts for your ABM strategy. Often times, sales and marketing teams find that they don’t have enough target accounts, or they simply want more.

In this situation, you upload a list of your best-fit customer accounts into paid media networks. Using their look-alike models, the paid media networks can find new accounts that are similar to the attributes of your existing customer account list.

You can then run ads to contacts within the new accounts that the paid media network is suggesting.  And if they convert on an offer, you’ll secure a net-new contact in a brand-new target account for your ABM strategy

One thing to remember is you shouldn’t limit yourself. Increase your reach as much as possible across multiple networks while also being mindful of potential overlap of the same contacts across different account-based marketing ad networks.

Successful paid media campaigns for ABM require a marketing automation solution

A sophisticated marketing automation solution is the key to maximizing the success of your paid media campaigns for your ABM strategy.

Launching advertising campaigns for your ABM strategy is a great way to discover new contacts and accounts, but the customer experience should not start and stop there. Marketing automation solutions help continue the customer experience by automatically incorporating new contacts into nurture campaigns and scoring models to ensure that relevant, personalized and timely engagement continues across the buying journey. This is extremely important because most contacts don’t want to be followed up with right away just because they’ve interacted with your brand just once.

For example, let’s say a new contact converts from one of your paid media campaigns by clicking on an ad and downloading your latest white paper. This contact has now become a known contact within one of your target accounts, but what do you do next? Just because they downloaded a piece of content for the first time doesn’t mean they want to be followed up with by an aggressive sales rep right away.

Instead, use your marketing automation solution to nurture them in context to the account they belong to rather than an individual lead-based nurture program. View their conversation in context with all the other contacts within the buying group inside the account and make sure that your marketing automation solution is set up to engage each contact based on the account-level insights and strategy.

Marketing automation is a key part to a successful ABM strategy, especially when you’re wanting to continue and automate the account-based customer experience across your marketing channels after discovering new contacts and accounts across paid media channels.

The post Contact Discovery: Using Paid Media for Your Account-Based Marketing Strategy appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

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The digital revolution has raised customer expectations massively. People want much more than just a product—they crave a complete experience.

The success of your marketing campaign no longer depends on the number of leads you generate. It rests on your ability to maximize your customers’ experience.

That’s why forward-thinking marketers are prioritizing account-based marketing—determining together with sales which accounts to target, why they should be targeted, and when they should be targeted. In fact, 87% of companies report a higher return on investment when adding account-based marketing (ABM) to their engagement strategy than traditional lead-based only marketing initiatives.

As we covered in our overview blog, a successful ABM strategy has people and experience at the center of it instead of random, individual interactions.

In this blog, we’ll take a closer look at the first step of how to create epic account-based experiences (ABX) with the right account insights & profiling. 

With the right data—and a platform powerful enough to use the data effectively—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.

The first and most important challenge to overcome when wanting to truly maximize your ABX is knowing who your ABX should be for. What data should you be gathering? And how can you make the most of it?

Leveraging account insights in the new age of data

We’ve come a long way from sales-based account selection. Previously, sales teams would create a target account list based on the sales data they had available in their CRM. The process was time-consuming, took the sales team away from selling, and relied heavily on gut instinct.

But since the digital revolution, marketers have gained access to huge pools of data that can be used to help sales create more accurate account lists. Using these three key data sources, you can have better insight into which accounts to target:

Fit data 

Fit data often includes firmographics that detail a company’s location, number of employees, size, and other basic details. While this information is useful for gaining a high-level view of who your ideal account is for targeting, it needs to be combined with other data types to become useful. 

Intent data

Intent data identifies accounts that are actively searching or engaging with content related to your service or products. Whether it’s from paid media advertising data sources or opt-in data cooperatives, intent data can help you prioritize WHEN you should focus on certain target accounts over others and what messages to include in your content.

Engagement data

Engagement data helps you take account targeting to the next level by adding a third layer of insights to help hyper-prioritize which accounts to allocate resources on immediately. By identifying which accounts have already engaged with your content in the past—whether by opening emails, reading blogs, or registering for an event—you can get greater insight into which accounts have an even higher propensity to turn into closed-won accounts as well as the best way to reach them.

Great experiences aren’t just created from one data type—they come from combining all three to help you select the right accounts to target. But with so much data at hand, how do you effectively manage it?

Ideal customer profiles and predictive target account lists

Assuming your account data is clean and accurate, having lots of it can be both a blessing and a curse. It can bless us with the ability to create robust ideal customer profiles (ICPs) that help us select accounts with confidence, but it can also curse us with the daunting burden of having to manually analyze it so that we can actually use it. This is where AI can step in and help us speed up the process in a scalable way. However, AI is only as powerful as the amount of data that it is trained on and the quality of that data. It can help us leverage ICPs to create predictive target accounts lists that support your ABM strategy.

For example, if your ABM strategy is to cross-sell existing customer accounts with a specific product, you first need to know which of your existing customer accounts are ideal to target. With AI-powered look-alike models and the three data sources mentioned above, you can upload a list of customers who recently purchased a specific cross-sell product along with even having a high deal velocity. The model will analyze all the fit data and engagement data, along with enriching intent data to learn common attributes and even weigh them differently based on unique importance to you and your business to create your ideal customer profile. Next, you’ll want the AI to use your ICP to scan your existing customer base to pick out the best-fit accounts to cross-sell. 

Here are a few common examples of predictive target account lists:

Predictive best-fit lists: List of prioritized best-fit target accounts based on recent high-value, closed-won deals 

Predictive quick-win list: List of prioritized best-fit open opportunities with accounts that have high propensity to close faster than others

Operationalizing your predictive target account lists 

Once you have your predictive target account lists, it’s time to actually do something with them. Successful account-based marketers adopt marketing automation software that can operationalize their predictive target account lists.

With a best-in-class marketing automation platform, you can use AI to identify your ideal customer profile and match it to those in your account list. But identifying and prioritizing accounts is just the first step. The real magic of ABM comes when you put that data into practice by strategically discovering specific contacts within each target account 

While most marketers initially think the next step is to start engaging with the accounts on their target account lists, the next steps inevitably become hydrating those accounts by discovering net-new contacts within those accounts through the art of contact discovery. Remember, account insights and profiling uses mass amounts of data to primarily help you identify what the “perfect account” is,  but it doesn’t help you identify people within those accounts. 

Paving a path to step two of creating epic ABX: Contact discovery

Gathering accurate account insights and profiling your ideal customers is only the beginning of your exciting quest to create epic ABX. In our next blog in the series, we’ll look at how to discover contacts in your existing target accounts—as well as net-new accounts—to ensure you’re targeting the right people.

The post Find Your Ideal Customer with Account Insights and Profiling appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

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When it comes to marketing and sales, the more precise and specific you can get with every customer, the better. Customers want to feel important and recognized by brands, and it is exactly why strategies like personalization are so effective.

Account-based marketing (ABM) is when you target prospects by identifying a point of contact or persona within an organization which you believe you’ll be able to serve the best, build a lasting relationship with them, and then offer an increasingly wide range of services to the account. As you observe how your customers move from phase to phase in the buyer’s journey, you have the opportunity to create more personalized messaging, and also collect better data for improving their experience and increasing customer lifetime value in future.

All in all, ABM shortens the sales cycle and improves your lead conversion ratio. Research from the Altera Group found that 97% of businesses that use an ABM approach saw higher ROIs than with any other marketing strategy.

The problem that arises here is proving just how much ABM is helping. Measuring and reporting ROI has consistently been a top challenge for marketing teams. Account-based marketing processes are also typically quite effort-intensive to establish and execute, given that it is hyper-personalized and requires a lot of data for segmentation.

So, how can your team ensure that you are getting a precise report on the actual return on your business’s investment for account-based strategies?

Clarify your goals and objectives

The only way to know if any strategy was a success is to first set a goal for it to meet. When it comes to ABM, you need to set realistic goals and objectives that are based on your current results and your team’s abilities.

Start off by taking a look at your current scores from whatever marketing strategies you are using—account-based or otherwise—to identify the metrics that could use improvement. You will also want to know the exact numbers for comparison so you can tell whether or not ABM is proving to be more valuable than strategies that have been used in the past.

An ABM MarTech stack should include tools like a content management system, an analytical reporting program, an email automation tool, and a CRM platform. Each of these tools plays an important role in executing ABM campaigns as well as track progress along the way.

If you have already been using an ABM approach for your marketing for some time, it may be helpful to use a solution that has capabilities for account profiling, account validation, account scoring, and tuning your model. Look for a solution with AI capabilities to build account lists (by analyzing millions of data points) for you and ranks them based on predictive scoring.

Assign fixed costs to each campaign

Once your objectives have been set, you need to set budgeting parameters on your strategies. Again, it is important to be realistic here and find a balance between what you want to do and what is actually possible. Don’t expect million-dollar results on a hundred-dollar budget here.

The next step to assign a fixed cost to every piece of content that will make up part of your strategy. This includes billable hours for content creation (for example, hours it costs your content team to write a blog piece or create an email), as well as the cost of publication (paid advertising costs, PPC, and monthly costs of platforms used).

You need to be clear about the exact cost of each piece of content or marketing campaign so that you are able to determine accurate ROI.

Identify metrics that matter

Most businesses tend to focus on revenue-based metrics like growing conversions or lead generation. These are certainly important objectives, but you should also explore account-specific opportunities like impressions, engagement levels, and brand sentiment. These may be a little bit trickier to measure, but they are important objectives that business should focus on, too.

As you set these objectives, consider how they play into your ROI. Obviously, a conversion is a direct return, but just because you don’t see an immediate monetary reward from a marketing campaign does not make it a total failure. On average, customers need to interact with your brand 7 to 13 times before they can be qualified as leads. Therefore, boosting brand recognition and reaching more audiences can help your bottom line later on down the road.

As you can see, the key metrics to track can generally be broken down into two groups: influence on conversions and actual conversions. Be sure that you keep each separate so that you know the exact return in terms of money at the moment as well as the impact it has on potential sales.

So, which metrics matter the most in terms of ROI? Does the reach or views really matter, or do you just want to know the financial impact in terms of leads generated and conversions?

Track closely and adjust along the way

It is obviously tricky to measure the potential impact that your strategies will have. One way to estimate it best is by tracking your content’s engagement, coverage, and focus. For example, you can easily measure the number of accounts who have downloaded your ebooks or followed your social accounts.

Over time, you can create data-sets based on consumer behavior to see the likelihood of conversions that occur when customers follow these behaviors to help you get a better understanding of the long-term influence that your ABM strategies have.

Once all of your goals are defined and metrics recorded, it is best to utilize software to determine the ROI and monitor it in real-time. It is very important that whatever system you use is able to tag and track each and every piece of content or element you create and connect it to a customer account for an accurate ROI reading.

Be sure to pay close attention to these numbers and look for patterns and falling-off points. If certain content pieces are failing to bring in the numbers, adjust and test the results until you find the strategies that work best.

Ace your ABM

As with any marketing strategy, account-based marketing will require a rinse and repeat approach until your marketing team finds the ideal mix that works best for your target prospects. The ultimate goal is to reach and convert the largest number of accounts using the least resources possible. For this, you need to

  • Amass and analyze data that will help you zero in on and convert the best-fit accounts that you can work with.
  • Know exactly how you will work out the ROI of your ABM initiatives.
  • Define KPIs that are comparable with your previous or alternative marketing strategies.
  • Constantly track metrics and refine your attribution model as you grow.

How do your ABM-related metrics differ from your traditional ones? How long does it take for you to identify accounts and convert them? What’s the quantifiable impact on your bottom line? We’d love to hear your experiences in the comments.

The post How to Determine the ROI of Account-Based Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

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Account-based marketing (ABM) is not a new strategy, and you’ve most likely heard of it before. But in recent years, ABM has seen a huge rise in popularity. Account-based marketing spend is expected to increase by 41% in 2019, according to the 2019 Account Based Benchmark Report by Topo.

New technologies have enabled marketers to gain fresh, unique insights into their audiences, and these insights have helped them create highly targeted campaigns that have a greater chance of engagement. But this rise has left customers expecting more from brands, too.

The more customers have excellent experiences in their interactions with B2C organizations, the more they expect the same standard when working with B2B companies. This means ABM is no longer a competitive differentiator for customer engagement—it’s now essential for meeting customer expectations.

So, what exactly is ABM? And how can it enhance your overall customer experience strategy?

ABM is the necessary foundation for all customer engagement

Account-based marketing (ABM) is a strategy, not a technology. It’s a customer experience-centric approach that requires revenue teams like sales and marketing to collaborate on best-fit account opportunities and engage specific buying groups inside those accounts with relevant experiences to generate more revenue faster and easier than before.

Unlike traditional inbound marketing models, where marketers try to engage with the largest number of potential buyers, ABM puts an account filter on existing marketing automation efforts, forcing marketers to shift their mindset to also focus on a targeted set of accounts in lock-step with sales. The key word in that statement is “also.”

ABM is not meant to replace traditional lead generation efforts, but rather to enhance them by augmenting lead-based tactics and marketing automation programs to treat people that are tied to target accounts differently than other leads that are not part of a target account.  

Using strategic and coordinated campaigns personalized to these accounts, ABM allows marketers to engage contacts with account-based experiences in a unified motion with sales throughout the entire customer lifecycle—from acquisition and nurture to upsell and cross-sell.

And there are significant benefits to using ABM, including:

  • Greater marketing ROI
  • More personalized campaigns
  • Increased marketing revenue
  • Increased pipeline and deal velocity
  • More efficient sales and marketing alignment
Maximize your revenue potential by unifying your ABM approach with your existing lead-based omnichannel marketing strategy

In order to truly maximize the full potential of ABM, it needs to be unified with your omnichannel marketing strategy.

Using disconnected ABM point solutions for individual campaigns in separate channels can lead to disjointed customer experiences, duplicative data sources, and misaligned sales and marketing teams. It’s also a highly inefficient and time-consuming process to measure the combined results and ROI from separated tools and channels that don’t talk to each other.

But with an ABM solution that natively supports, marketing automation, ABM and lead-based efforts across all marketing channels—whether it’s web, email, paid media, mobile, social—sales and marketing can take a true unified and scalable customer-first approach to coordinating account-based experiences.

This approach enables two-way visibility between sales and marketing activities as engagement is happening, ensuring the content you and sales provide is relevant based on the latest state of the customer’s relationship. This also ensures that every engagement opportunity builds off the last engagement opportunity.

In addition to providing a more seamless customer experience, a unified approach makes it easier to measure combined efforts from sales and marketing activities, improving your ability to prove ROI through accurate attribution reporting.

AI-powered ABM

Use AI to make your unified ABM strategy more accurate and efficient. AI will provide additional account insights, ensuring a data-driven strategy that boosts ABM performance even further because you can make better decisions with more accurate data on your buyers.

When you integrate AI and machine learning into your marketing strategy, you can quickly generate greater insights, such as into which accounts are likely to engage and convert the soonest, which accounts should be considered target accounts based on fit and intent data, and what content will resonate the best with specific personas and buying groups AI for ABM also helps bring your sales and marketing teams closer together because the AI-based insights help validate which accounts they should focus together on first.

Using a shared account strategy, the two teams can use large volumes of data to define ideal account profiles and then select the accounts in your database that match these profiles based on 3rd party fit and intent data, and your first party marketing engagement data.

By doing this, you’ll waste less time, effort and resources on accounts that are unlikely to engage with your content, and your sales team will avoid missing out on accounts that have the highest propensity to buy.

AI can also improve your customers’ experience. With the insights gained from defining ideal profiles, such as fit and intent data, marketers have a clearer view of what content is relevant to certain accounts. And by leveraging highly targeted content with a touch of personalization, leads will feel more like unique customers, which could accelerate their purchasing decisions, especially when followed up by a salesperson that knows all the marketing activity that has already been experienced.

The result? Maximizing every opportunity with customers and greater revenue potential.

Effortless ABM, huge results

Many businesses see ABM as a major challenge. But in reality, with the unified solution platform, it can be easier to execute.

When organizations move away from the confusing mess of disconnected ABM point solutions that create disjointed customer experiences, they can see huge results. In fact, 86% of marketers report that their ABM win rate is better than only relying on traditional go-to-market strategies, according to the 2019 Account Based Benchmark Report by Topo.

With an ABM solution that enables sales and marketing to automate and coordinate relevant account-based experiences across all your customer engagement channels—and at every stage of the customer lifecycle—you can take a truly customer-first strategy to ABM.

And with the power and efficiency of AI integrated with your platform, you can kickstart your ABM strategy faster and more accurately than ever before by targeting the right accounts with the right content based on the right data.

The post ABM Has Become Table Stakes for Creating Epic B2B Customer Experiences appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

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Account-based marketing (ABM) is neither a product nor a point solution. Rather, it’s a strategy, a mindset, and ultimately a cultural movement. Done correctly, this culture shift leads to better sales and marketing partnership, and eventually the ability to maximize revenue potential together with sales. On the marketing side, ABM forces them to think like salespeople, which means going from a lead-based to an account-based mentality. Instead of reacting to leads that are interested in products, marketing needs to catch up and align with sales by proactively selling into accounts that are a great fit for the brand. Additionally, they are catering messaging and personalization towards buying groups and personas, instead of individuals. Sales must also undergo a mentality shift because ABM forces them to trust technology and software to help scale their traditional strategic selling efforts. It requires them to trust marketing and really work together across the aisle.

While the idea of strategic selling has been around for a while, the technology has not. As the world of marketing and selling gets more complicated, ABM becomes more of a need than a want. Indeed, Sirius Decisions finds that 93% of B2B companies consider ABM to be extremely important for their success in driving more revenue.

Common Challenges

For the past few years, I’ve been reminded by customers and prospects about how difficult ABM execution is, especially getting started and obtaining early buy-in from sales. On average, it takes six to nine months to get ABM up and running, a lengthy process in part because of the challenge of aligning mentalities to create a shared strategy between marketing and sales. Alignment is required throughout the entire workflow in order to maximize the potential of ABM and maximize revenue together for the brand. Without this step, it’s impossible to define target account lists and prioritize accounts.

Another roadblock is building the right target account list to support the strategy. This is difficult because sales and marketing are forced to work with limited account level data, and don’t have the manpower or tech to scale their processes, especially the brands that have thousands of accounts in their database already. Often, the best fit accounts your looking for are buried deep in the databases or across different marketing and sales tools and data sources. As a result, sales and marketing are forced to spend months building target account lists that nobody agrees on and are often based on opinion, intuition, and gut feel instead of data.

Recommended Solution

The combination of clean data and artificial intelligence helps solve the challenges above. Successful ABM’ers use the combination of both to remove the guesswork out of creating a shared strategy and building the right predictive target account list.  Data refers to clean first-party customer data that contains firmographic, technographic, and behavioral activity data. AI refers to algorithms and machine learning to create an ideal customer profile (ICP) based on your first party customer data and then using the ICP to quickly scan and predict which accounts in your database should be considered target accounts. The AI prediction and recommendation is based on the first party data that you trained the ICP model with. As a result, successful ABM’ers can ensure they have a list justified by data, instead of opinions. Remember, your AI is only as accurate as the first-party data you train it with.

Kickstarter Strategies & Predictive Target Account Lists 1.     Land & Expand: Predictive Up-sell/Cross-sell List

The first key strategy is getting more from your existing customers. This is about landing and expanding across your customer base, selling them additional products, or up-selling the current products you have. For this scenario, you would train your AI-based ICP model with customers that just recently purchases up-sell/cross-sell products. You would then tell the model to scan your existing customer base that has not yet purchased certain up-sell/cross-sell products. The result would be considered a predictive up-sell/cross-sell list.

2.     More New Business: Predictive Best-fit List

The second strategy is to win more new business. This is about net new business coming into your ABM funnel and increasing the number of quality opportunities. This scenario REALLY requires collaboration and coordination with the sales team. No longer can you have a lead hand-off with clear marketing and sales demarcations. It’s about having one team executing together in a coordinated fashion. In this case, you would train your AI-based ICP model on your recent closed-won customers in the past 3-6 months. You would then tell the model to scan your known account database to see which accounts are best-fit accounts. The result would be considered a predictive best-fit list.

3.     Get Back on Track: Predictive Quick-win List

The third strategy requires focusing in on what accounts you can close fastest. This is a great strategy to have when you feel you are not on track to hit your quarterly ABM goals.  This involves looking at your average sales cycle and velocity for previous closed-won deals. In this case, you would train your AI-based ICP model on your previous high-velocity closed-won opportunities. You would then tell the model to scan your know account database to see which accounts are more likely to close the fastest.  This is a great tactic for marketing if they need to get back on track to hit their quarterly goals.

For more on how to kick start your ABM efforts, check out our webinar on the same topic.

The post 3 Strategies to Kick-Start your ABM Efforts appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

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Steve Lucas, SVP of Marketo, an Adobe company, on Thursday challenged the thousands of attendees at Adobe Summit—The Digital Experience Conference to make every experience count.

“Experience,” he said, “is the line between epic and epic failure.”

With that, Adobe CEO Shantanu Narayen came on stage to discuss with Lucas Adobe’s 2018 acquisition of Marketo. Narayen provided some insight for other companies that may be considering their own M&As. To ensure a perfect union, an alignment in business mission, people, and culture is required, he said.

Narayen also talked about the experience mandate, which is spreading to organizations across B2C and B2B. His advice: “Digital is either a headwind or tailwind, and it is up to you to decide. The tailwind [mentality] lets you service your customers better.”

Lucas asked the audience of marketers to think about the experiences that engage them every day, as well as how much they’ve changed in just the past 10 years. Uber, without the great experience that is associated with it, is simply getting into a stranger’s car, he said. And Airbnb, without experience, is sleeping in a stranger’s home.

“It’s clear that experience is the true differentiator,” Lucas said. “It comes down to this: Experience makes or breaks a business. Case in point: Coachella vs. Fyre Festival. Coachella, time and time again, delivers amazing experiences to festival attendees. Fyre Festival, in contrast, is a pile of hot garbage.”

Helping B2B Meet the Experience Mandate

For B2B marketers, making experience their business means thinking beyond CRM. “The future of how we engage companies is not based on what people say, but what they do,” Lucas said.
CRM, he said, is inherently flawed as a marketing solution because it is built for salespeople. It relies heavily on salesperson input and perceptions about customers, and is based on what customers have said. But, Lucas said, building a selling strategy based on what people say instead of what they do isn’t the right strategy going forward.

B2B marketers need different data. “We care about people and campaigns—who [customers] are, what they read, how often they visit,” Lucas said. “We want to know which campaigns are moving them through the journey.”

The solution? Account-based experience, an entirely new way to identify, engage with, and deliver new experiences to account-based buying teams. That’s why Lucas said he is excited about this week’s announcement about a strategic partnership involving Adobe, Microsoft, and LinkedIn, which will help marketers gain a deeper, real-time understanding of targeted accounts and audiences more effectively through rich account profiles.

For his part, Lucas announced an industry-first partnership with conversational marketing platform Drift to power customer experiences with “conversational account-based marketing” (ABM) via live chat, one of the fastest-growing channels for B2B marketers. The partnership will allow marketers to personalize every website visit from a target account with a personalized conversation in real-time, as well as track all ABM conversations and attribute them back to revenue.

Jessica Kao, director of client services at consultancy Digital Pi, came on stage to discuss the challenges and opportunities that B2B marketers face with ABM.

“There are three main challenges that I see over and over,” Kao said. “First is the data challenges. We all want to jump right to creating that target list of accounts. But let’s face it: We all have bad data, and a lot of it is incomplete. Second, there’s not enough holistic coordination across all the various touch points.”

The third challenge, she said, is organizational alignment. Interactions with sales are separate from what’s going on in marketing. “It’s like the right hand isn’t talking to the left hand,” she said. In addition, most marketing teams don’t know what sales teams are saying or sending to target accounts, she said.

When ABM goes wrong, Kao said, customer experiences can suffer.

3 Ways Nvidia Is Moving the Needle

Alix Hart, global head of digital marketing at Nvidia, an AI computing platform for leading researchers, developers, and data scientists, talked about her B2B company’s digital transformation and how important ABM has been to that transformation.
“[Our customers are] the Einsteins and Da Vincis of our time, solving what was impossible only a few years ago, enabled and accelerated by the computing systems from Nvidia,” Hart told attendees. “They win Nobel prizes in physics and Oscars for technical effects, design self-driving cars, and find new methods to detect tumors early. They are changing the world.”

To successfully engage these individuals and the corporations they work for, Nvidia saw it needed to approach them with purpose and inspire them to better understand how its technology and systems could be used to accelerate their work and help train their teams.

“In a word, we have to be intelligent, listening and responding with just the right content that is relevant to their industry and the work they do,” Hart said.

Hart shared three ways Nvidia moved its needle. First, it built a platform to bring its customer data together, both digital and in-product data. Second, the company overhauled every experience—from websites to email templates to nurture journeys.

“We improved lead score models and pulled in predictive scoring tools, building some in-house with our data science team,” she said. “We built programs for the middle of the journey, where we most want to engage, share industry innovation, invite them to seminars and training, and celebrate their work.”

Third, Nvidia’s marketing organization partners very closely with its sales team to vet new models and get feedback on what’s working. Case in point: Nvidia’s social monitoring was inaccurately predicting sentiment much of the time. For example, posts about early tumor detection were classified as negative.

Nvidia marketers worked with the AI research team, who created a new algorithm and improved accuracy to over 80%. The company also created a customer segment scorecard to better understand engagement upstream in the journey so it can optimize its content faster, Hart said.

“Our goal is to intelligently connect and engage across a wide set of customers, from avid gamers to AI researchers, to create new customer relationships and build on existing ones—intelligently,” Hart said. “Bringing our data together for a unified view of the customer, and focusing on intelligent experiences and insights [was key].”

This post originally appeared on CMO.com March 28, 2019.

The post The New Way Forward In B2B: Account-Based Experience appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

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In reviewing the latest research on account-based marketing (ABM) best practices, it struck me that they mirror what sales and marketing leaders have tried to follow for decades. There is, of course, a modern twist to them. It reflects today’s technological capabilities as well as marketing’s new focus on accounts.

So, what are companies that succeed at ABM doing that sets them apart?

  • They’re reaching out to target accounts early in the buying cycle before their competition grabs the advantage.
  • They’re aligning sales and marketing.
  • They’re focused on qualification.

The new spin here is that instead of focusing on qualifying leads, companies now qualify accounts.

In this blog, we’ll look at each of these strategies for ABM in greater detail.

1. Reach Buyers Earlier

A decade or so ago, marketers were lured in by the shiny new star of inbound marketing. It promised to solve lead generation challenges by attracting prospects who were interested in what they had to offer. You simply provided educational material to people who were trying to solve a problem their product or solution addressed. They exchanged their contact information for it, and you nurtured these leads, following up if and when they reached the ready-to-buy phase.

While inbound marketing can be effective, research shows that the most successful ABM marketers don’t wait for leads to take the bait. They try to contact several decision makers at a target account before they express any interest. Why? Because buyers have built up a resistance to content offers. They now wait until later in the buying cycle before filling out any forms. Many try to avoid being caught altogether.

When the fish don’t bite anymore, it’s time to try something new.

However, in this case, the “something new” is actually something old—calling people. In the past, it was not uncommon to call individuals who had not raised their hands and try to start a conversation. The difference now, however, is that there’s no need to make “cold” calls where you have no idea whether someone is seeking a solution like the one your company offers. Instead, you can use tools, such as Bombora or RainKing, which marry buyer intent data with predictive analytics. These apps enable you to discover businesses that are actively researching your type of solution. Once you identify these accounts, you can research the decision makers within those organizations and reach out to them.

2. Sales and Marketing Alignment

Good businesses have always aspired to align the efforts of sales and marketing. That’s because this practice drives results.

When sales and marketing teams are working in harmony, companies are 67% more likely to close deals, plus they grow on average by 32%. That compares to a 7 percent decline for businesses where the two departments travel different paths. ABM practitioners recognize the importance of alignment. When asked about their top priorities for ABM, more cite the alignment of sales and marketing than any other initiative. To implement any plan effectively, sales and marketing leaders need to agree on strategies, goals, target accounts, lead routing, metrics, and the data required to populate your CRM system.

However, because ABM requires sales and marketing to work together for a majority of the sales cycle, alignment is more critical than ever. For instance, salespeople become involved earlier in the process, engaging with target accounts via social media. Plus, rather than passing the baton off to sales once an account is qualified, marketing stays on board even after the purchase to help develop the customer’s business. After all, ABM is a “land and expand” strategy.

3. Work on Qualified Accounts

The strongest companies have always passed qualified leads to their reps rather than having them waste time on those that are unqualified. Those that succeed at ABM, however, go a step further. They insist that salespeople work on qualified accounts. In other words, if just one person at a company reaches a qualified lead score, it’s not enough to pursue the business. Instead, account score is the evaluation criteria.

While ABM is one of the newer sales and marketing strategies, you need to approach it with guidelines that have been essential to sales and marketing for many years. Despite buyers doing much of their research online, you can still gain an advantage by reaching out to them early.

Sales and marketing need to be in alignment. The good news, however, is that ABM makes that easier since everyone agrees on the target accounts up front. Also, today’s technology makes it possible for all team members to have a view of the same metrics. Finally, salespeople should focus their energies on qualified accounts, not just qualified leads. Here, ABM has raised the bar.

The post 3 Ways to Achieve ABM Success Based on Research appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

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Today, email is not just about promoting your brand offerings. It is about giving your subscribers and customers a personalized and relevant experience and creating accessible emails to reach out to each and everyone, including people with disabilities.

The email address is an asset that needs to be used thoughtfully. Gone are the days of batch-and-blast emailing; email marketing is about delivering value to the subscriber.

While is about sending the most relevant emails to your subscribers at the most suitable time, account-based marketing (ABM) focuses on targeting the most relevant audience to market your brand. , and by combining personalized emails with ABM strategy, you will be able to boost engagement and get the desired results.

In this blog, we’ll take you through the ways to build a successful ABM strategy by incorporating personalization into your email campaigns and its benefits.

Why Should You Use ABM for Your Email Campaigns?

ABM focuses on creating and executing highly-targeted and customized campaigns to address the needs of each individual set of accounts and their decision makers. Email marketing, when aligned with ABM, can help garner better results. Using ABM in your email campaigns will help you to understand each target account’s priorities and needs, and add value to their business.

Here are the benefits of implementing an ABM strategy in your email campaigns:

Targeted Approach

ABM targets specific groups of accounts that share similar business needs, challenges, and firm demographics. Therefore, instead of marketing to a large group of people, it markets to a specific list of prospects. This helps in determining whom to address while creating email campaigns for a particular B2B business.

Relevant and Appealing Emails

Since the target group is fixed, marketers can create relevant content that appeals to each of them. This helps in creating specific and appealing emails that have higher chances of engagement than generic emails. Personalized and targeted email campaigns improve click-through rates and conversions of your email marketing campaigns.

Easy Tracking of Metrics

Since ABM campaigns help to send relevant content that focuses on the quality rather than quantity, there is less data that needs to be tracked. It is therefore much easier to measure metrics and performance for ABM campaigns as compared to regular campaigns.

Improved ROI

ABM targets the biggest and most superior groups of accounts with personalized content that is most likely to drive conversions. It is, therefore, the most popular campaign that delivers the highest return on investment for any B2B business.

Aligned Sales and Marketing

ABM involves an equal contribution from both marketing and sales. It includes targeting specific accounts, engaging them, and generating revenue from them. For this, the marketing team needs to work closely with the sales team to make the campaign successful.

Steps to Build Personalized Emails for a Successful ABM Campaign

Your marketing automation platform can help you in creating and executing your personalized email campaigns.

Here are the steps to build a successful ABM campaign with personalized emails:

Step #1: Identify Your Target Accounts

The first and most fundamental step to create an ABM strategy is to identify the target accounts, determine their relevance and importance, and link them to your organizational goals. You should have a clear idea of what type of customers you need for your business. Build a list out of your most relevant target accounts and study the anatomy of each of them. Find out the key decision makers in the organization and build a strategy to approach them.

Step #2: Collect All Necessary Data

The more data you have of your customers/target accounts, the more efficiently you will be able to personalize messages. Collect data such as their business needs, interests, their role in the organization, the type of products or services they are looking for, and other personal information to deploy personalization in the emails that you send them.

Step #3: Segment the List

Once you have identified your target accounts, it is time to segment them into various groups to send specific messages. Segmentation is a vital part to create personalized and targeted campaigns. Segment the accounts based on their role, gender, business needs, and interests. This will help you in crafting only relevant content and targeting them to the right audience.

After putting efforts to identify relevant prospects, the last thing you want is to provide them with the same email experience as everyone else on your list. Creating personalized emails will provide your target accounts a unique experience, engaging and converting them into leads and customers.

Step #4: Create Personalized Content for Specific Target Accounts

To craft personalized content for your emails, you need to determine the key pain points of your target accounts and address their problems and demands. Send newsletters, blog posts, infographics, whitepapers, or any other form of content that will help your prospects in addressing their specific business challenges and needs. Track their behavior on your website and send automated emails based on their actions.

Here’s How Email Personalization Is Set up in Marketo

Marketo allows you to use data tokens to personalize newsletters by including the subscriber’s name in the subject line or the body of the email, as well as use images or graphics more relevant to your industry or business. Below you’ll find a step-by-step guide to creating a personalized email using Marketo.
 1) Create a New Program

To do so, log in to Marketo’s Marketing Programs and click on New Program.

You will see the control panel with four areas of action: Audience, Email, Schedule, and Approval.

 2)  Define Your Target Audience

For this, you have two options in the Audience tile: either import a new list or edit a smart list to create the target audience.

For example, we choose from the smart list by clicking on Edit Smart List, which opens the following tab.
Next, from the list on the right pane, add filters by drag-and-drop and set the condition. Here we have set filters for State and Job Title.

You can add as many categories and filters as you need to target.

In the Audience tile, you will be able to see the number of people to whom the email will be sent and the number of people who have unsubscribed or been blacklisted.

 3) Create an Email

By clicking on the New Email option in the Email tile, you’ll be able to choose from the different options of templates in the template picker window.

 4) Add Personalization Tags

Once your template is ready, insert token tags to personalize. To do this, click on the insert token button for the From Name, Subject Line, and Email Content.

5) Set the Token Name and Default Value for Each

For example, for personalizing the subject line, set the token name as {{lead.First Name}} and the default value as Hello Friend! In case the token value is not available, it will fetch the default value and display it.

6) Personalize with Dynamic Content

For this, click on the desired section in the email content and select Make Dynamic in the Settings option.

Now, select the segments for which you want to show dynamic content and save the selection. You can add different segments for different content sections.

7) Save and Schedule 

Next, you’ll need to save and schedule the email by selecting the send date and time at the Schedule tileThat’s it! You can activate a triggered campaign using a smart campaign and track the performance of your email. The goal of your emails is to present your business as the most suitable solution by sending them resources they are looking for. By sending personalized content to them, you will draw them to use your business’ services and products.

Step #5: Promote the Content on the Right Channels

Once you have created the right content, it is time to channelize and send it efficiently. Choose the right medium to send your message. All businesses are not active on all mediums. For example, social media and traditional advertising might not be suitable channels for the CEO of a company; an email would be the right medium to communicate with them. The distribution time is also an important factor to consider. You need to figure out what channels and time are best suited to get the desired results out of your ABM campaign.

Step #6: Analyze Data and Metrics

Analyzing the performance of your campaign is as important as running it. By studying the metrics, you will get insights into which content worked in engaging your target accounts and which one needs tweaking. As you begin to learn what content engages your target group, you will be able to refine your content to get better results. The data will help you in making the desired changes and guide you in improving the overall success of the campaign.

Benefits of Combining ABM and Email Personalization

Creating relevant and personalized content that addresses the specific needs and challenges of your target accounts is the most vital tactic of an ABM campaign. More so, combining personalization with ABM in emails yields the following benefits:

Deliver a Personalized Experience

When your business goals and target accounts are predetermined, it is easier to strike the right chord. By tracking the behavior and interest of the decision makers at each of your target accounts, you will be able to provide them a personalized experience. This will increase the chances of turning them into customers.

Accelerate the Buyer’s Journey

Personalized, contextual, and relevant email content increases the chances of conversion. When your target accounts receive content that speaks directly to them and addresses their challenges, they are more likely to use your products and services. When they receive suitable solutions for their problems, they will advance faster in the buyer’s journey.

Get Insights into Individual Customer Data

When you have a limited and more targeted set of people to address, the tracking is more accurate. You will be able to have a detailed analysis of your email campaign and insights into each individual customer/prospect’s data. This will help you in further making changes and optimizing your campaign strategy or content.

Wrapping Up

ABM is a powerful marketing method which when combined with email personalization will yield you great success in your business. Use this deadly combination in your email campaigns to stay focused on the right business goals and get maximum conversions.

The post Incorporating Email Personalization in Your ABM Strategy to Boost Engagement appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

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Account-based marketing is the ultimate personalization tool.

Instead of incurring the unnecessary expense of marketing to broad swaths of the population, an account-centric strategy isolates key business accounts and markets directly to these individual units. By appealing to specific leaders and stakeholders who can benefit from what your company has to offer, you can make marketing efforts simultaneously more tailored and more effective.

This strategy is not new by any means, but it’s gained widespread recognition over the past few years as it’s evolved with the progression of technology. Inherently tech-based, a plethora of marketing automation solutions has made ABM more measurable and affordable for businesses of all sizes.

If It’s Broken, Fix It

ABM is an antidote to the conventional lead generation efforts that leave marketers increasingly frustrated. In fact, a report on B2B lead generation presented by the Technology Marketing Community on LinkedIn showed that only 16% of marketers believe their current efforts are extremely effective. And while generating the highest-quality leads is a main priority for almost 70% of marketers, it’s also their biggest hurdle. On the other hand, research from Marketo suggests that ABM delivers a better return on investment than various other strategies for an impressive 97% of marketers.

Marketing automation plays a key role in driving such impressive results, as it allows companies to hyper-target their outreach based on interests and actions. Say you’re an agency offering social media, content marketing, and PPC services. A visitor from one of the accounts you’ve been targeting arrives at your website. Through webpage tracking, you can see the pages he is visiting.

In this case, let’s say your visitor is most interested in PPC. You can see the actions he has taken on the page: what he clicks on, when he bounces, etc. You can then immediately trigger a PPC-focused campaign (featuring emails with relevant content, tasks for your sales rep to follow up, and lead scoring) so your website isn’t out of sight, out of mind.

Here are four steps you can take to use marketing automation to drive ABM efforts.

1. Tag and Segment Accounts

A good CRM will allow users to automatically filter contacts based on demographics, but you should also be able to manually apply certain tags. Use this feature to differentiate accounts from one another based on the criteria that are most important to you—whether that’s demographics, phase in the purchase cycle, products, etc. Tools such as Zapier will allow you to automate CRM tagging so you can identify the most promising accounts without having to wade through the duds.

2. Set Up Automation Workflows

Draw out your entire customer lifecycle. Typically, the journey will look something like this: subscriber, lead, marketing-qualified lead, sales-qualified lead, and, finally, customer. To make the most of your ABM strategy, you’ll want to automate certain interactions. To nurture leads, you might set up a system that automatically emails subjects when they click a link in your newsletter. If they interact with that email, it’s time to alert sales reps to give them a call. Your salespeople have limited time, and an ABM approach will help them use it wisely.

3. Tailor Your Content

It should go without saying, but make sure you’re delivering the right message to the right target customer. Creating customized landing pages based on how people have recently interacted with your brand is a great way to do this—just don’t make it feel invasive to your customer. Tools can automatically message target accounts with relevant messages when they engage with you, helping you build the connections that become conversions.

4. A/B Test For Success

Putting an ABM strategy in place is just the beginning. Next, you need to determine whether it’s meeting your goals—and adjust accordingly. Measure success at each stage of the funnel and use B2B-centric metrics. With account-level advertising, you can monitor campaigns in real time and make rapid changes when messaging doesn’t appeal to your audience. Remember to change just one variable in each piece of content and keep your prior iteration as a control.

ABM is an approach driven by results: ITSMA reports that 87% of marketers cite it as delivering the greatest returns. But without automation, ABM becomes a scattered process of spray and pray. Marketing automation allows your team to provide personalized, immediate outreach with valuable content that’s more likely to push visitors down the sales funnel. With the right execution, cold leads will soon convert into valuable customers.

Have you used marketing automation to improve your ABM strategy? Tell me about your experiences in the comments.

The post How to Use Automation to Fortify Your Account-Based Marketing Efforts appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

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As a B2B marketer, you have probably heard of account-based marketing (ABM), which is sometimes referred to as customer-based marketing. ABM is widely used in B2B marketing because it’s well suited to the long sales cycle, helps build customer relationships with multiple stakeholders, accelerates the sales process, and offers multiple opportunities to close the deal.

In addition, ABM is precise, targeted, personalized, and measurable. It allows you to track every marketing dollar and has the highest ROI among B2B marketing strategies.

With the aid of fast-evolving marketing technologies, more B2B marketers are adopting ABM strategies. What can you do to stand out and stay ahead of your competition?

In this blog, I’ll cover the latest trends in ABM you can’t ignore.

Be Rigorous With Your Data

Since delivering personalized content is a critical component of ABM, the use of customer data is important in aligning your message with the target audiences.

After all, if you’re missing data or having errors in important customer information such as names, key roles, titles, industries, or company size, you won’t be able to target your marketing content effectively.

To start, make sure that your customer data is accurate. You may have to clean up your data, verify existing information, round out customer profiles with additional data, or start your collection process anew.

All your customer information should be stored in a centralized database that allows you to create a 360-degree customer profile that informs real-time, omnichannel interactions.

In addition, adopt a data-driven approach to make sure you’re measuring the effectiveness of your campaigns accurately so you can fine-tune your tactics strategically.

Go Above and Beyond With Your Content

As more B2B buyers are doing their research online before engaging with a brand, you need to catch your prospects at the early stage of their customer lifecycle by sharing content that’s relevant, informative, and educational.

Content marketing has been proven effective for B2B companies to generate and nurture leads, allowing you to cultivate relationships with prospects that are not ready to make a purchasing decision.

However, since more vendors are using similar strategies, your content has to go above and beyond the same old “relevant and informative” to cut through the clutter.

It needs to capture the attention of your audience, share a perspective that establishes your unique positioning, communicate a brand personality that’s relatable, and invite engagements that build trust over time.

In addition, you need to show up in front of your prospects consistently to nurture relationships by planning a series of high-value content that’s distributed over time and through a variety of channels.

Ensure Audience-Message-Channel Match

The premise of ABM is the delivery of a highly personalized customer experience. The efforts you put into crafting buyer personas, analyzing customer data, and creating high-quality content will be for naught if you fail to put the right content in front of the right people in a way that they’ll consume and engage with it.

The need for highly personalized content may mean ramping up content creation. You need to establish a system that allows you to scale your content production without sacrificing quality.

In addition, you have to format, distribute, and position the information according to the needs and preferences of each buy persona. The format should align with how the target audience prefers to consume content. If the audience prefers short actionable content such as a checklist, a long ebook won’t be appealing to them. If they tend to learn visually, an infographic may generate more engagement than a blog post. You also need to distribute the content through the appropriate channels so it will be shown to the audience at the right time.

For instance, a post on a work-related topic shown to a B2B buyer during business hours on LinkedIn will be more relevant than during the weekend when she’s connecting with friends and having relaxing conversations on Facebook. You can often share the same piece of content with different buyer personas by framing the information differently to articulate why it’s relevant to each audience segment. For example, adjust the email copy to speak to the challenges of each subscriber segment when sending out the link to a blog post.

Align Sales and Marketing Teams

While the marketing department is generating high-quality leads and nurturing them with targeted initiatives, it’s important that these prospects are converted into customers effectively by the sales team to optimize ROI.

Your marketing efforts should be in sync with your sales activities so prospects are primed for the sales conversations when they’re ready to make a purchase.

Organizations with highly aligned sales and marketing teams are found to generate more sales and have higher conversion rates.

To increase the effectiveness of ABM, synchronize your sales and marketing efforts.

Each department should plan purpose-driven activities that directly address the needs of each account so it can be seamlessly transitioned from marketing to sales to increase the close rate.

Sales and marketing teams should also be in constant communication and collaboration.

For example, sales reps can get insights from the customer data and analytics compiled by the marketing team to identify key B2B stakeholders so they can shorten the sales cycle and maximize upsell or cross-selling opportunities.

Use the Right Automation Tools Strategically

Marketing automation technologies allow marketers to process the large amount of data required to deliver a personalized experience for individual B2B stakeholders within each account.

To do so cost-effectively, use a marketing automation software application designed specifically for ABM and has the capabilities to support sophisticated functions such as:

  • Building aggregated audiences: create and self-maintain audience segments without a dependency on current relationship mappings in your CRM.
  • Lead-to-account matching: clean and match individual leads to accounts so you can deliver the most appropriate content and offers.
  • Self-updating account and account groups: make single adjustments to a centralized list to save time, accelerate sales process, and reduce errors in reporting.

Though automation can save a lot of time and efforts, keep in mind that ultimately ABM is about cultivating relationships to increase sales.

Use the software to closely monitor prospects’ activities and interactions with your company so your sales team can jump in to offer the kind of 1-on-1 dialogues required to close a sale in a timely manner.

Leverage AI and Predictive Analytics

AI and predictive analytics give you the accurate data insights you need to properly execute ABM strategies.

It helps you understand buyers’ behaviors so you can market to them cost-effectively.

Predictive analytics can be used to identify the accounts most likely to buy so you can allocate resources strategically. It allows you to understand what each contact cares about so you can articulate your value proposition in a way that will create engagement. Predictive analytics also helps align sales and marketing, especially using a technique called lead scoring, so the right leads can be passed from marketing to sales at the right moment to maximize conversion.

In addition, predictive analytics allows you to identify the prospects that are a good fit for your products or services. This often translates into less churn, more cross-sell or upsell opportunities, and higher customer lifetime value.

Account-Based Marketing: a Lucrative Market of One

Even though all the new technologies and strategies available to B2B marketers can sometimes seem overwhelming, the premise of ABM is quite simple: treat each account and stakeholder as a market of one. Successful account-based marketing leverages customer data to provide targeted content and personalized offers that position your brand as the most trusted and relevant resource in providing the solution your customers need. As such, the most effective ABM strategies are the ones that allow you to deliver the best customer experience.

Have you implemented ABM with your company? Tell me about your strategy in the comments.

The post Account-Based Marketing: the Most Lucrative Market At Your Fingertips appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

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