Back in May, there was a good deal of news coverage around the European General Data Protection Regulation (GDPR). Unfortunately, most of the coverage was hyperbolic with a focus on penalties and how few companies had complied. While the GDPR fear mongering has died down, there is still a need to understand GDPR and comply with the law, even if you have no operations in Europe.Continue reading
Sometimes, the most effective sales approach may be the wrong strategy. One of these techniques is local presence. For generalized telemarketing, it can lift call connection rates and revenue, but for strategic selling it may result in a negative return on investment.Continue reading
Account based marketing(ABM) strategies are one of the hottest trends in sales and marketing. This strategy usually involves targeted emails, unique website pages, pay-per-click ad campaigns, and social media. But there is one complementary strategy to ABM that cannot be ignored: calling your prospects.Continue reading
Don’t Wait for Buyers to Find You -- Go after them with ABM!
PART TWO: PERSONALIZATION, MEASUREMENT, AND TEAMWORK
Account Based Marketing (ABM) aims to personalize the approaches to individual accounts -- 75% of customers prefer personalized offers. With an ABM methodology, personnel in marketing work in tandem with those in sales to identify key prospects, and then together construct personalized programs and messages targeted to specific accounts. This “personalization” (emails, websites, and calls-to-action) enables potential customers to perceive value for your product, as it aligns with their business goals.Continue reading
“Don’t count the people you reach; reach the people that count.” ~ David Ogilvy
PART ONE: What is Account Based Marketing(ABM)?
“ABM!” … “Account Based Marketing” is the most talked about thing right now in the B2B world. Yet, ABM has been around forever. “I was using basic ABM principles at Dell 25 years ago,” said John Ellett, CEO nFusion. So, what changed? What’s making the old ways the innovations of today?Continue reading
In 2004, ITSMA coined the phrase “Account Based Marketing” (ABM) and defined it as “treating individual accounts as a market in their own right.” It’s a structured approach for developing and implementing highly-customized marketing campaigns to markets of one, i.e., accounts, partners, or prospects. This approach, typically employed in enterprise-level sales organizations, involves marketing and sales taking a close look at key business issues facing the target, mapping them to individuals, and tailoring campaigns to address those issues.
A recent SiriusDecisions State of Account-Based Marketing survey showed that over 90% of marketers recognize the value of ABM. Companies utilizing ABM practices have reported better alignment with sales, increased abilities to close bigger deals with target accounts, while also increasing pipeline velocity.Continue reading