Carolyn Healey

Join ZoomInfo’s Kaitlin Sanders, an ABX expert and Go-to-Market strategist on May 1st as they shed light on the practical approaches adopted by industry experts to measure the real impact of ABM campaigns. Kaitlin will delve into key topics including: - Redefining ABM Today: What is the current definition of ABM today and its significance in shaping modern marketing strategies? - Key Metrics for ABM Success: Identify essential metrics for evaluating the effectiveness of ABM campaigns and how to communicate the impact of ABM initiatives to stakeholders. - Future Advancements in ABM: How technology and predictive analytics are revolutionizing how organizations measure the success of ABM campaigns. Don't miss it ➡️ https://bit.ly/3UedVng #Ad #Webinar #ABM #ABMMetrics

7

Despite the proven power of account-based marketing, early-stage pilot programs can sometimes fail to deliver results. So why do ABM programs sputter? 1️⃣ A lack of cross-functional alignment derails progress. Without shared goals between sales, marketing, and leadership, ABM becomes a disjointed effort. Misalignment also makes it hard to prove ROI and expand the program. 2️⃣ Companies try to boil the ocean from day one. Launching at scale prematurely overwhelms resources and muddies insights. It's smarter to start small, refine the approach, and expand strategically. 3️⃣ ABM operates in a silo, disconnected from stakeholders. When key players like sales don't provide input or feel ownership, the program loses momentum. To drive ongoing success, constant collaboration is essential. But with the right approach, you can finally get your ABM pilot soaring. Join Meg Noonan as she shares how she launched an ABM pilot program at Veracode which was able to generate pipeline and prove ROI extremely quickly. Tune into the latest ABM MBA class airing tomorrow, May 29th at 12PM ET | 9AM ET Register here: https://bit.ly/3R2frrM PS: Our friends at Reachdesk will be giving away limited edition ABM MBA merch to 3 students who attend live!

3

1 Comment

Look, most SaaS marketing messages get lost in the noise. Because they're boring, generic, and forgettable. "Sign up for a free trial," "We're the #1 solution," – yawn. 😴 But nobody wants to hear another sales pitch. They want a story that resonates, a problem they can relate to. Right Ann Handley? You see, the AIDA framework can help you cut through the clutter and connect with your audience. Here's how you can use it to craft a compelling SaaS marketing message that actually gets results, like Headspace, Grammarly, Shopify, & Supabase. #AIDA #Marketing #Communication #Attention #SaaS #Startup #Founder

3

How often do you really use GenAI? Are you being proactive with it - or are the GTM tools you use leveraging GenAI capability? With our recent survey for Sales and Marketing leaders, only 27% say that GenAI is a 'daily habit.' Check out the eBook! #Marketing #Sales #RevOps #GenAI

5

4 Comments

ABM is not a campaign….It is not a disparate tactic you try. It is an account-based strategy that you embrace as the “one revenue team” model that creates accelerated high-converting pipeline within your ideal customer profile accounts that have a higher propensity to buy based on profile and intent Great post from Davis Potter #gtmstrategy #abm #abx

19

6 Comments

The importance of a strong brand in your demand generation and ABM strategies is more critical than ever. However, there’s a disconnect between what we’re saying versus what we’re doing in marketing and where we are spending our hard fought cash. The debate over "brand versus demand" is outdated. Your brand isn't a separate component to your demand generation engine—it's the ecosystem from which all demand is built. When the economy slows, the knee-jerk reaction, especially in B2B, is to slash "nonessential" budget items like marketing and, particularly, brand development. But this ignores the fact that a brand's influence is long-lasting, reaching far beyond the immediate fiscal year. Customers engage with your brand long before considering a purchase. Every touchpoint is an opportunity to create a connection. A cohesive brand strategy ensures that each interaction is infused with your brand's character, creating a consistent and memorable customer experience. Would you agree? https://lnkd.in/eJmsKvMV #brand #demand #marketing #abm

21

2 Comments

60% of marketers see at least a 10% revenue boost within their first year of adopting ABM. 📈 Are you one of them? Account-based marketing is powerful, but only when done right. Too many teams struggle to align their ABM strategy with their product, missing out on revenue potential. Find out other reasons why ABM programs fail – and what you can do to secure more lucrative accounts. https://hubs.ly/Q02Y2_Xh0

3

“It all comes down to one thing -- I have to prove the ROI.” 💰 Now there’s a buyer interview quote we (and you) have heard across every vertical. Reps shouldn’t have to create this fact-based value story themselves. Product Marketing must ask the tough questions to inform a realistic and compelling enablement tool. The process of getting to an effective final product doesn’t have to be feel daunting. Fluvio consultant John Emmitt breaks how to approach ROI calculators 👇 https://lnkd.in/gC4ms3tR

3

🚀 Elevate your sales and marketing strategy with intent data! 🎯 By leveraging data related to cues from possible customers in your account-based marketing (ABM) efforts, you can revolutionize your approach to connecting with potential buyers early in their journey. Stay ahead in the B2B landscape by fueling your ABM campaigns with the power of intent data. Read the blog for more--> https://buff.ly/49wEZVH #B2BMarketing #IntentData #ABMStrategy #AccountBasedMarketing #RightAudienceAtTheRightTime

4

New #B2B research shows only 36% of marketers research the people on buying committees for their products and services. And only 18% research buyers to create ideal customer profiles (ICP) or customer personas. Get #B2Bmarketing right. Read on. https://ow.ly/EysE50Rhy76

9

1 Comment

Many #GTM teams focus on their TAM and #ICP but not the winnable addressable market (WAM) that provides you with the greatest revenue growth. At Personal ABM: An Account-Based GTM Firm ABM, we believe that your winnable, addressable market is: ✔ The percentage of your ICP that matches a problem profile, they have a strategic priority in place and will provide you with the greatest long-term revenue growth. ✔ Your *best* customers — and your next best customers that can provide greater revenue growth if they change how they work with you, use your solution, and/or buy from you.   On the ABM Done Right Podcast. Edgar Baum, Founder at Avasta mentions that the winnable, addressable market is the intersection between your valuable customers and your winnable customers (those who want to buy from you.) Check out the #ABMDoneRightPodcast to see how you can uncover your winnable, addressable market: https://lnkd.in/etxcDnWH You can see even more ABM Done Right Podcasts at: https://lnkd.in/eahDhQa6

5

There is this phrase thrown around by marketers called ABM, but what does it actually mean and what is needed to build an ABM strategy? In this short overview you will learn: - the definition of ABM - the benefits of using an account-based strategy - and the tactics used to implement a successful ABM campaign https://hubs.ly/Q02K4sxj0 #ABM #accountbasedmarketing #biotech #lifesciencemarketing #marketing

5

For SaaS companies, content marketing is essential, not just nice. Here's why: ✅ Educates potential customers on your software's features and how it solves their problems ✅ Builds trust and authority by establishing your brand as a thought leader ✅ Improves search engine rankings to drive more organic traffic ✅ Supports the buyer's journey from awareness to consideration to decision ✅ Enhances customer retention by continually providing value to existing users A thoughtful SaaS content marketing strategy - including blog posts, videos, guides, and more - pays dividends in attracting, converting, and retaining customers. To learn SaaS content marketing in detail, read our latest blog: https://lnkd.in/gec6vNjz

5

I’m working on a new #ABM strategy with my team leads and stumbled upon some great material: https://lnkd.in/ekxx5H9y If you have great guides or tutorials on ABM, let's share them in the comments #marketing #B2B

26

6 Comments

70% of ABM experiments fail. Companies overwhelmingly test A versus B, when the highest value is for multiple variants. While ABM experimentation is a powerful way to discover what your customers truly WANT, it requires more than just comparing two options. 💡 Learn more about the key principles of ABM Experimentation and how to get it right: https://wix.to/E4fzqWZ #ABM #B2BMarketingStrategy #RevenueGrowth #SalesEnablement #ABTesting

3

🚀 How Do Fractional CMOs Measure Success in SaaS? Fractional CMOs are becoming game-changers in the SaaS world, helping companies achieve big results with targeted strategies. But how do they measure success? 📊 From Customer Acquisition Costs (CAC) to Monthly Recurring Revenue (MRR) and beyond, this article dives deep into the KPIs that matter most in SaaS. You'll also learn: ✅ How to align KPIs with business goals. ✅ Tools and benchmarks to track metrics effectively. ✅ Real-world case studies of growth and retention success. 💡 Whether you're a SaaS founder, marketer, or just curious about data-driven strategies, this is a must-read! 👉 Check it out now: https://lnkd.in/g3gD6f3r #SaaS #FractionalCMO #KPIs #GrowthStrategy #SaaSMarketing

3

There is no hiding the fact I hate #LeadScoring, it's been for too long the silver bullet of sales and marketing alignment, and I'm yet to hear a single #Marketo customer say: It's working and adding value. For me it only works if you have 1000s of leads ingressing per week and 10 sales people. But even then... I would still argue sales have time... 1000 leads / 10 reps = 100 leads 100 leads * 0.4 acceptance rate = 40 accepted leads (40% acceptance) 40 leads * 0.5h desk research = 20 hours per week Watch some more of my views on best practice Lead Scoring, and some other tips on better sales qualification here: https://okt.to/HjsFpt

12